Internet Librarian International London, England ARNOLD Information Technology Content Management Stephen Arnold Internet Librarian International London, England 27 March 2001 © Stephen Arnold, March 2001 Postal Box Box 320, Harrods Creek, KY 40027 502-228-1966

Quote “The truth must dazzle gradually Or every man be blind…” Emily Dickenson

People Want Absolute or Absolute Truths Do you agree or disagree that there are absolute truths that govern our lives? Source: Forbes, October 2, 2000

There Are No Absolutes “Absolutes are rarely found when we talk about electronic information services…” Stephen E. Arnold, The New Trajectory of the Internet: Umbrellas, Traction, Lift, and Other Phenomena, 2001

What We’ll Cover Handful of definitions Things to look for in a content management system Nine components of content management Winds of change

What’s Content? Textual information about products, people Facts Numeric information Rich media “objects” -- audio, video in two flavors: archived and streaming Records of collaboration sessions -- P2P information Metadata — information about information

Forces

Online’s New Pragmatism Means Content Management is a subset of a larger problem.

Online’s New Pragmatism Means Same for Knowledge Management, Intranets, Personalization, etc., etc.

What’s Content Management? New buzz word Umbrella covering multiple functions Work flow package

Activities

Architecture www.interwoven.com

CM Orienting Facts Costs range from low $30,000 (Ekton) to more than $1,000,000 plus (Vignette); less using Microsoft “dot Net” tools Time to set up ranges from 15 days to six months or more Staff must use tools; otherwise, CM system fails No silver bullet – a complex tool to manage sites with dynamic content and multiple users

What to Look For Permissions -- who can change what when Merge old and new content -- version control Handle Word, PDF, and databased information “Help,” documentation, customer support “Fill in the blank” templates and other visual controls Workflow controls for different departments and content Metatags / metadata

The Three Key Toolsets Content Related Tools Enhanced Function Tools WYSIWIG Editor Database Document Management Enhanced Function Tools Personalization Tools Site Manipulation Search Engine Administrative tools / Plumbing Manage files Usage Tracking Security Services

Content Tool 1: Editor www.microsoft.com

WYSIWIG Web Page Editor www.microsoft.com

WYSIWIG Web Page Editor

Content Tool 2: Database Engine

Database Engine www.oracle.com

Content Tool 3: Document Mgmt.

Build Content www.tach.com

Attach Video

Set Upload

Summary of Content Functions Web page editor -- make pages Database backend – stores / serve Document management – make / track

Caution These are each big jobs No one package does all three functions Break content management down into smaller parts One step at a time

Sticky Function 1: Me.com

Personalization Tools www.sagemaker.com

Personalization Tools

Sticky Function 2: Changes

Site Manipulation Tools www.paperthin.com

Sticky Function 3: Search

Easyask.com

Atomz.com

Sticky Tools Personalization -- sticky Site repairs / substitutions -- maintenance and changes Search-and-retrieve -- access and locate

Sticky Tools ... Require administration Site manipulation is a key service Personalization ... a type of data mining

Plumbing 1: Administration

Administration Interfaces www.yahoo.com

Plumbing 2: Usage Tracking

Usage Tracking: Media House

Plumbing 3: Security

Security Services www.percussion.com

Summary of Plumbing Administrative interface -- fill-in-the-blanks and point-and-click changes Usage tracking -- user profiles and data mining Security -- access to site, access to specific content and functions

Players in Content Management: List at www.arnoldit.com AlphaServe Aspect Brio Broadvision Business objects Chrystal Corechange CoVia (Glyphica) Eloquent Engenia Enigma Epicentric Hummingbird Hyperwave InfoImage Intraspect KnowledgeTrack Microsoft nCompass NEC OpenText Oracle Plumtree SageMaker Semio Sequoia Sterling (SBC) / Vignette Thoughtstar TopTier 2Bridge Vignette Webridge Yahoo

Content Strategy — A Must Have Database and XML (XHTML) friendly Reduce risk with audit trail (work flow) Reduce costs of site management and maintenance Greater flexibility in handling rich, multi-media content

Checklist of CM Drivers Awareness expanding: upwards (management), downwards, and outwards New users want rich media, caching exploding Solutions, not separate programs Integration with existing ERP applications Intense price competition, conflicting claims XML -- mandatory technology Wireless, pervasive access

Our Team Can … Make content the catalyst for a sticky site ARNOLD Information Technology Make content the catalyst for a sticky site Integrate aggregated content so it works like a magnet Help engineer a competitive “wall” Use SmoothSale architecture

Arnold Information Technology Founded in 1991, staff of eight full-time consultants and more than 25 part-time consultants Provides technology assessment and information engineering services Recent projects: One of the founders of the Point Internet service (“Top 5% of the ‘Net), sold to Lycos in 1995 Architecture for www.firstgov.gov ARNOLD Information Technology

Arnold Information Technology Online yellow pages strategy for a Regional Bell Operating Company (service now deployed) Electronic publishing work flow and system engineering for a major technical publishing firm Market research about interactive services among leading scientists and engineers. Business and technical market studies. Contact: Stephen Arnold 502-228-1966, voice 502-228-0548, facsimile ait@arnoldit.com ARNOLD Information Technology