1. Change Management The Content Perspective

2. Brand-Building Studio >Creative Disciplines >Have evolved to more than just Design (e.g., Content Strategy, Information Architecture and Usability) >Focus: market-facing applications (b-b and b-c) -- e- commerce, informational, educational, entertainment >Manage creations of brand expressions and user- interfaces >Considerations: words, graphics, layout, types of information, meaning, expression, emotion, language, culture, color, archetypes, etc.

3. Convergence >Effective web development requires >Collaboration of distinct disciplines (Strategy, Technology, Brand-Building, etc.) during all phases of development = “Non-linear simultaneity” >Time maximization >Communication -- no one can work effectively in a silo >Common understanding of the development framework and critical interdependencies >Effective change management -- tracking changes and mapping out potential effects on other areas

4. Change Management: During Development >Content Development & Migration >Change always happens during development -- it is expected and is considered part of the process >Creative development is highly dependent on other disciplines >Changes to technology and business requirements often have a direct impact on the user interface >Tracking tools include: >Internal and external change orders >Use cases -- detailed documentation of functional specification that can serve as the key repository of process changes >Site Architecture

5. Web Site Development Process: Content Key Activities Phase 2 Design Phase 3 Develop Phase 4 Deploy Define editorial framework Assess content assets Identify gaps Define and finalize page-level content Prepare reusable content assets Initiate content development as required Prioritize content to be migrated Continue content development as required Initiate and conclude content migration (including third-party content) Code freeze Testing and editing Final content load (as applicable) Phase 1 Discover Change Complexity What? LOW Framework Text MEDIUM LOW Framework Text HIGH LOW Framework Text HIGH MEDUIM Framework Text

6. Change Management: Post-Development >Changes to content framework >High complexity >Can affect architecture, interface design, user processes, technological infrastructure, etc. >Text and images >Information that needs to be dynamic is identified during development >Must be low complexity to change as required >Style Guide is provided

7. Change Management: Post-Development >Content Management >Change is a requirement >Change is generally not an event or a problem >Users demand fresh information >Many B to B initiatives built on the premise of providing unique and timely information (e.g., Screaming Media, Isyndicate, etc.) >Personalization, customization, localization, regionalization, etc. all require dynamic information -- conditional change is often part of the application’s initial requirements >Those required to change the information may not have technical expertise >Effective content creation requires qualitative,subjective and creative expertise

8. Change Management: Post-Development >Content Management Tools >Facilitate the publishing processes that support frequently changing information over the post-development lifetime of an application >i.e., What happens when the coders go away ? >Popular content management tools include: >Eprise Participant Server >IBM Content Server >InterLeaf BladeRunner (now owned by Broadvision) >Microsoft Site Server >Vignette Content Management Server >Interwoven TeamSite

9. Change Management: Post-Development >Content Management Tool, e.g., Interwoven’s TeamSite >Four parts of TeamSite >Workarea >A virtual copy of the website -- changes won’t affect the “live” site’s content >Staging Area >Content from various workareas is integrated and tested >Edition >Post-staging area; archived, read-only copy >Branch >A website or part of a website

10. Change Management: Post-Development >Content Management Tool, e.g., Interwoven’s Team Site >TeamSite Roles >Authors >Content creators; can submit files to the work area >Editors >Own one or more workareas; can delete files, assign work to authors and submit to the staging area >Administrator >Owns branches and has extended privilages; can publish the “live” website; the Webmaster >Master >Own the primary branch; may control the server

11. Change Management: Post-Development >Quality: Key Questions >How can we assure quality? >What are the parameters? >How is it measured? >How can editorial quality be preserved?

12. Organizational Issues >Organizational Issues: >Understanding of the publishing cycle >Approval levels / Roles >Approval procedures, process, principles >Generation of unique, desirable, high-quality information >Misperception of time and resources required >Staff training and development >Online-offline information integration >Continually evolving audience wants and needs -- demand for change >Continually improving competitor offerings >Globalization: Multiple languages and cultures >Editorial integrity and quality

13. Content Change Management >Processes and tools are required to manage: >Quality >Editorial >Brand messaging >Consistency >Costs >Time >Resources