AIIM ECM Seminars Keynote

Copyright © 2009 Earley & Associates Inc. All Rights Reserved.

Gaining Control over Content Chaos

AIIM Minneapolis Road show October 22nd, 2009

Seth EarleyPresident, Earley & Associates, [email protected]


What is this? What are they doing?

2

Creating

Problem Solving

Collaborating


And these people?

3

Finding

Retrieving

Searching


4

Finding

Retrieving

SearchingCreating

Problem Solving

Collaborating

Problem solvingCollaboration

Accessing informationAnswering questions

Knowledge Creation Knowledge Reuse

Working


5

ENTERPRISE CONTENT MANAGEMENT

Spans Structured and Unstructured Processes

Finding

Retrieving

SearchingCreating

Problem Solving

Collaborating

Working





LESS STRUCTURE MORE STRUCTURE

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Chaotic Processes Controlled Processes




ENTERPRISE CONTENT MANAGEMENT

Spans Structured and Unstructured Processes

CLA

SS

of

TO

OL

BlogsBlogsRecords

Management

Records Managemen

t

Document Managemen

t

Document Managemen

t

Process Management

Process ManagementWikisWikis

Collaborative SpacesCollaborative Spaces

Instant Messaging

Instant Messaging

Email Management

Email Management

Web Content

Management

Web Content

Management

Learning Management

Learning Management

Digital Asset Managemen

t

Digital Asset Managemen

t


Unfiltered Reviewed/Vetted/Approved

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Lower Value Higher Value

Lower Cost Higher Cost

RELATIVE VALUE OF CONTENT

Not all content is of equal value

TYPE O

F C

ON

TEN

T

(More difficult to access) (Easier to access)

Formal Tagging/Organizing Processes

Message text

Message text

External NewsExternal News Example deliverables

Example deliverables

Discussion postings

Discussion postings

Interim deliverables

Interim deliverables

Content Repositories

Content Repositories

Success StoriesSuccess Stories

BenchmarksBenchmarks

Approved MethodsApproved Methods

Best PracticesBest Practices

Social tagging (“folksonomy”)

Structured tagging

(taxonomy)


Five Steps to Organizing Chaotic Content1. Understand content lifecycles and value

– Use records management processes to justify

2. Define clear ownership and governance– All content needs an owner

3. Build skills in taxonomy development and information architecture– You cannot search your way out of this

4. Build a business case to improve content processes– Focus on a process that needs improvement and enroll financial

management in baseline development and business case

5. Apply and leverage metadata as appropriate (see content lifecycle– Higher value content requires more work

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• Information on content management strategy

• Free webinars• White papers and research

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Contact:Seth EarleyPresident, Earley & Associates, [email protected]

Register at www.earley.com and download:

• Topics include:– Content analysis– Taxonomy and metadata– Search and search integration– Content lifecycles

Earley & Associates is now offering the AIIM Information Organization and Access course.


Organizational Strategy

Business Unit Objectives

Increase customer satisfactionIncrease customer satisfaction

Expand offeringsExpand offerings Develop new marketsDevelop new markets

Business Processes

Customer SupportCustomer Support Customer acquisitionCustomer acquisition

Underwriting Applications

Underwriting Applications

Claims Processing

Claims Processing

Sales and Marketing

Sales and Marketing

Processes enable objectives

L I N K

A G

E

Alignment, linkage, measurement

Product DevelopmentProduct Development

Content Sources

Grow top line revenueGrow top line revenue

Content supports processes

Objectives align with strategy

Working here (tools,

technology, IA, search,

etc)

Measuring here (micro

level - effects)

Measuring here (macro

level - outcomes)

CEO- “Show me how this project will increase our revenue”

Copyright © 2009 Earley & Associates Inc. All Rights Reserved. 10


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Core CapabilitiesDocument/Content/Management:• Strategy and requirements planning• Taxonomy, Metadata, Object modeling• Audit and analysis• Migration • Tagging and indexing • Lifecycle and workflow planning• Technology selection, RFP development• Governance

Taxonomy & Metadata:• Taxonomy strategy• Taxonomy development (for e-

commerce, faceted search, ECM, DAM, enterprise taxonomy, thesauri)

• Taxonomy evaluation and testing• Taxonomy implementation • Taxonomy governance and training• Taxonomy tool selection• Metadata standards development• Metadata schema design• Metadata governance

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Digital Asset Management:• DAM strategy• DAM taxonomy• DAM technology evaluation• Asset lifecycle management• Marketing resource management (MRM)

Information Architecture/Usability:• Usability studies (site, navigation, taxonom

y)• Wireframes and IA design

Search:• Search audit and user testing• Search strategy and ROI analysis• Taxonomy for faceted search and search

optimization• Search deployment • Search and business intelligence• Search tuning and SEO• Search technology evaluation/tool

selection


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Focus: Information Architecture Services

Founded: 1994

Personnel: Twenty-five core team consultants, plus a network of other top industry experts

• taxonomy specialists• search experts• information architects• usability professionals• process consultants• 7 MLIS and 4 Ph.D.s

Headquarters: Boston, MA

Earley & Associates Inc. At a Glance

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Consulting Philosophy: • Solutions based on business context and goals• Four Pillars - People, Content, Process, and Technology


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• Co-author of Practical Knowledge Management from IBM Press

• 14 years experience building content and knowledge management systems, 20+ years experience in technology

• Chair, Academy of Motion Picture Arts and Sciences, Science and Technology Council Metadata Project Committee

• Founder of the Boston Knowledge Management Forum

• Former adjunct professor at Northeastern University

• Currently working with enterprises to develop knowledge and digital asset management systems, taxonomy and metadata governance strategies

• Founder of Taxonomy Community of Practice – host monthly conference calls of case studies on taxonomy derivation and application. http://finance.groups.yahoo.com/group/TaxoCoP

• Co-founder Search Community of Practice:

http://tech.groups.yahoo.com/group/SearchCoP

Seth Earley, Founder & President