The Future of Content Management: Integration, Personalization, and eBusiness Strategies

1. The concept and practice of content management Where is Content Management Going?

2. Introduction • CM is just a player in the continual electrification of communication • Centripetal forces of centralization and wider and wider access • Centrifugal forces of localized use and smaller and smaller chunks of information and functionality • CM is a great platform from which to understand and implement much of the electrification process

3. What we will cover • Personalization • eBusiness • Advanced Web Sites • Multiple Publications • eCommerce • Knowledge Management • Communities

4. What is Personalization? • Personalization is • The right stuff • Content or functionality • To the right person • Observing their behavior or accessing data that you know about them • At the right time and place • Knowing the context of where they are in the publication and what is appropriate for that spot • You must match user data to content metadata within the context of a particular page

5. Personalization and CM CM encompasses personalization • Page based logic for sensing who the user is. • Page based rules for how to personalize • Software for retrieving information and template logic for laying it on the page appropriately

6. What is eBusiness ? • eBusiness is nominally the ability to do business electronically • More fundamentally, eBusiness is the process of projecting any part of your business to any audience wherever they are. • Your business is information and action (functionality) • Find out (information) • Take action (functionality) • To do eBusiness you must • Digitize your business • Segment your business • Deliver the segments where and when they are necessary

7. eBusiness and CM A content management system provides an appropriate infrastructure • In collection, you digitize segment and tag your business parts • In management, you organize the and reposit your parts giving your bulk ability to created, maintained, deliver and destroyed them • In publishing, you mix and match those parts for your various constituents in different publications and in personalizations within publications

8. What are Advanced Web Sites? • Advanced Web sites have: • A lot of content and types of content • A lot of content and design change • A wide and distributed contribution base • A lot of content sharing

9. Advanced Web Sites and CM A content management system provides an appropriate infrastructure • Easy to use authoring and submission tools • A way to deal with content in bulk • Accurate knowledge of what you have and what it’s status is • Automated page building software that separates design from content

10. What are Multiple Publications? To effectively create multiple publications that share significant amounts of content you must: • Segment information into content chunks • Separate design from content • Create rules for drawing content into publications

11. Multiple Publications and CM A content management system provides an appropriate infrastructure • Content chunking • Publication templates • Publication and personalization rules

12. What is eCommerce? eCommerce is: • Online catalogs • Functionality for shopping and transacting money on the Web • Linking to legacy business systems • Inventory • Fulfillment • Web Marketing

13. eCommerce and CM A content management system provides the infrastructure within which eCommerce can be conducted • Can manage the presentation of shopping and transaction functionality • Can manage the inclusion of legacy integration code • Can contain the product catalog or manage its presentation • Can do the personalization behind Web marketing

14. What is Knowledge Management? • Knowledge is information • Organizations what to know “what they know” • KM is synthesis • Data mining and pattern recognition • Semantic analysis, display and retrieval • KM gets you to the right stuff • Aggregating, tracking and delivering significant information • Portals to information resources • Personalization of the resources offered

15. Knowledge Management and CM A content management system is the infrastructure for KM • CMS’s get you the right stuff • CM is the capture … delivery system • The CMS creates portals • CM encompasses personalization • CM is more general than KM • CM has a general publishing model • Content need not be “knowledge” • CM encompasses content creation, staffing and workflows

16. What are Communities? • Communities must have a common interest domain • Communities need: • Membership • Communication channels • An information base • Communities can have • A host • Connections to the outside

17. Communities and CM Communities use CM to collect, manage, and publish the common interest domain • Create and uphold the structure of the interest domain • Capture information submitted by members or the host • Maintain the information base • Produce the Web pages or other channels of communication