ROI When Web Content Management Meets Knowledge Management Vera T Rhoads Intranet Content Management Summit San Francisco April, 2001

ROI ROI When Web Content When Web Content

Management Meets Knowledge Management Meets Knowledge

ManagementManagement

Vera T RhoadsVera T Rhoads

Intranet Content Management Summit Intranet Content Management Summit

San Francisco San Francisco

April, 2001April, 2001

April 18, 2023 Intranet Content Management Summit San Francisco April 2001 2

Outline Overview and definitions

What is Web Content Management (WCM)? Knowledge Management(KM) – A Tactical Definition

Web Content Management and Knowledge Management in Context

How do you know that you need either? Web Content – the Intellectual capital of the Enterprise

Required Attributes Content Evolution

Document Management vs. Web Content Management Web Content Management Benefits The combined WCM/KM process WCM – detailed implementation steps ROI Measurements Bottom Line –Lessons Learned Conclusions


Web Content Management Definition

From Chaos to Success

“A combination of well defined roles, formal processes and supporting systems architecture that helps companies contribute, collaborate on, and control page elements such as text, graphics, multimedia, and applets.”

Forrester Group


Web Content Management

Web Content Management is a PROCESS

Web Content Management System is a piece of SOFTWARE (or several integrated pieces of software) that enables the process


Knowledge Management – Tactical Definition

“Managing Knowledge” means delivering the information and data people need to be effective and efficient in their jobs

KM allows you to increase productivity and reduce costs throughout your supply chain by getting the RIGHT CONTENT to the RIGHT PEOPLE at the RIGHT TIME


Challenges of Web Content Management

Not enough resources 44% Updating content/ Keeping it timely

38% Getting content from within the organization

22% Workflow/Version control/multiple authors 22% Synchronizing multiple sites 16% Broken Links 12% Managing content for multiple browsers 10% Moving from static to dynamic 6%

Source: Forrester Group


Web Content Management and Knowledge Management in

Context

USERS

WCM

TASK Context of Use

The Triumvirate of


TASK CONTEXT


Web Content Management and Knowledge Management in

Context

USERS

WCM

TASK Context of Use

The Triumvirate of


TASK CONTEXT

Content Contributor

Focus Groups

Interviews Analysis

Type, Culture, Timeframes, Modes of Delivery

Types, publishing process


WCM meets KM

Information Universe

WCM KM


Content The Intellectual Capital of

the Enterprise Attributes of GOOD web content

RELEVANT CURRENT

ACTIONABLE

AVAILABLE

RELIABLE


WEB CONTENT MANAGEMENT SYSTEMS IN ACTION

RELEVANT

CURRENT

ACTIONABLE

AVAILABLE

RELIABLE

Personalization

Transaction

Multiple platforms

Version Control

Editions Ease of deploy

Quality

Schedule

Editions


WCM and the Supranet

WCM

Intranets

Internet

Extranet

Co-Brand


KM Meets WCMCollaborationAccording to research done by the

Gartner Group:

KM adds the factor of collaboration thus QUALITY ASSURANCE


Document Management vs. Web Content Management


KM’s role in WCM

Optimize collaboration Improve organizational

responsiveness Enable the reuse of knowledge

(content) Innovation


WCM System – AnatomyDatabase

Repository

Data Input Templates

Meta Data

Workflow Management

Data Transformatio

n

Data Deploy


KM and WCM beyond the buzz

Historical Evolution Content as Corporate Intellectual

Property What is new now


Web Publishing Life Cycle

Publish DeployContent Creation

QA transformation

Usage Analysis

Integration


Web Content Management Life Cycle

Content Creation Edit/Review approval of content Version Management Publishing/ Multi-platform

deployment Archival Sunset of content


Advantages of WCM Manageability Auditing –tracking Empowerment of Users Reliability – roll back capabilities Scalability – multiple site deployment Integrity– directory structure impacts Control – Branding, look and feel


Do I really need this?

What is the BUSINESS needs of my enterprise?

How would a WCM/KM strategy further promote these?

The need for speed?

Competitive pressures and user expectations ?


Needs assessment

Your customers, members, general public

Business users Content Contributors Application Developers Administrators


Web Properties Stages and Dimensions

You need a WCM when and if:

More than one web siteUpdated several times a dayMore than 2000 pagesThere is a need for personalizationIf published in several languages


What is a template

Specific characteristics Advantages of using templates Template creation and deployment


Types of WCM systems in evolution

Fully integrated Hybrid


WCM AND XML

Multi-channel Publishing localization for specific markets personalized delivery customized presentation on different

devices


WCM AND XML

XML promotes re-use XML tools as a core component for

multi-channel publishing web content management system suites.

Structured content and XML-based tools enable an infrastructure for transforming content based on the target application and delivery platform.


WCM AND XML

Benefits of XML in Web Content Management:

- Ease of Interchange- Reusability- Speed- Standards and Consistency- Multiple Devices


WCM detailed implementation steps

Requirements Assessment Forming the team Project management and project

planning Kick off meetings Strategic Partnerships Staged in implementation


WCM and KM – Overcoming Barriers to

Success

Organizational Cultural Political


Branding Considerations

VIEW DEMO


Major Players – Strength and Weaknesses

Vignette Broadvision Interwoven ePrise Documentum FileNet


Advice

Build vs. BUY


How is ROI calculated

Build the Budgets early It will not be immediate When to expect it How to measure it


Questions???

Good luck on your KM/WCM initiatives

Documents

ROI When Web Content Management Meets Knowledge Management Vera T Rhoads Intranet Content Management Summit San Francisco April, 2001