1. Internet Librarian International London, England
ARNOLD
Information
Technology
Content Management
Stephen Arnold
Internet Librarian International London, England
27 March 2001
© Stephen Arnold, March Postal Box Box 320, Harrods Creek, KY

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

3. 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

4. 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

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

6. 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

7. Forces

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

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

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

11. Activities

12. Architecture

13. 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

14. 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

15. 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

16. Content Tool 1: Editor

17. WYSIWIG Web Page Editor

18. WYSIWIG Web Page Editor

19. Content Tool 2: Database Engine

20. Database Engine

21. Content Tool 3: Document Mgmt.

22. Build Content

23. Attach Video

24. Set Upload

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

26. 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

27. Sticky Function 1: Me.com

28. Personalization Tools

29. Personalization Tools

30. Sticky Function 2: Changes

31. Site Manipulation Tools

32. Sticky Function 3: Search

33. Easyask.com

34. Atomz.com

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

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

37. Plumbing 1: Administration

38. Administration Interfaces

39. Plumbing 2: Usage Tracking

40. Usage Tracking: Media House

41. Plumbing 3: Security

42. Security Services

43. 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

44. 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

45. 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

46. 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

47. 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

48. 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
ARNOLD
Information
Technology

49. 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 , voice , facsimile
ARNOLD
Information
Technology