AIIM ECM Certificate programme
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1 Enterprise Content Management (ECM) Delivery and Presentation AIIM ECM Certificate programme ECM ECM ECM Case Study Strategy Practitioner Specialist AIIM All rights reserved 2 1
2 ECM Practitioner Course Outline Foundations Tools & Instruments 1. Introduction 4. Create & Capture 7. Security & Control 10. Delivery & Presentation 2. Technologies & Functionality 5. Metadata 8. Process & Automation Futures 11. Trends & Directions 3. Information Architecture 6. Taxonomy 9. Findability AIIM All rights reserved 3 Agenda The value of information delivery Basic techniques and concepts Content tools and challenges Presentation tools and opportunities AIIM All rights reserved 4 2
3 Agenda The value of information delivery Basic techniques and concepts Content tools and challenges Presentation tools and opportunities AIIM All rights reserved 5 SIAF Marchand s Strategic Information Alignment Framework Add value customers and markets Minimise Risks market, financial, legal, operational risks Reduce Costs transaction and processes Create New Reality Intelligence (social, political, technological, etc) Source: Competing with Information, Donald Marchand (2000) AIIM All rights reserved 6 3
4 Benefits of repurposing content Volume Often hundreds of thousands of pages User empowerment Standardisation Ease of change Practicality AIIM All rights reserved 7 Personalisation = effective communication Mass communication is no longer one size fits all One-to-one communication Customers Employees AIIM All rights reserved 8 4
5 Dynamic customer content Content supports customer relationship Localized for geography, culture, language, time-zone, season, etc. Content customised to address the realities of each individual recipient Delivered in timely manner In right format and preferred delivery channel AIIM All rights reserved 9 Dynamic employee content Content supports business processes Localized for role, geography, language, time-zone, etc. Content customised to address the realities of each worker s contextual use Delivered in timely manner In right format and preferred delivery channel AIIM All rights reserved 10 5
6 Dynamic integration of content AIIM All rights reserved 11 Agenda The value of information delivery Basic techniques and concepts Content tools and challenges Presentation tools and opportunities AIIM All rights reserved 12 6
7 Basic architectural considerations Separation of content and presentation WYSIWYG (Get) false WYSIWYM (Mean) ideal, flexible WYSIAYG (All You Get) co-mingled AIIM All rights reserved 13 What is repurposing? Using information for more than one purpose or channel Component technologies Web Content Management (WCM) Document Management (DM) Portal Syndication Synchronisation Translation Structured authoring Templates AIIM All rights reserved 14 7
8 Repurposing Office Document Scanned Document Types Records Database Voice Video Repurposing Channels Legacy Applications Reports Styles Formats Templates AIIM All rights reserved 15 Perfection? Think up front think downstream What is the business reason to create this content? Who are the downstream users of this content? What are the approximate costs transform, integrate, migrate, re-enter this content from one format/system to another? Time for re-entry Cost to do seamless integration Expected increased revenue Faster response time to clients, etc. What level of structure/management is appropriate? AIIM All rights reserved 16 8
9 Compete in the modern world Unstructured content is stupid and old-fashioned. It's costly, complex, and does not generate a competitive advantage. Anne Mulcahy, Xerox Chairman and CEO AIIM All rights reserved 17 Think modular Recall earlier discussion of Information Architecture (IA) Not just the components of ECM that can be re-arranged to suit business needs, but content itself Modules in IA thus far have been technical capabilities Breaking content down into smaller components than a document, book or other publication, enables a wide variety of capabilities Source: Managing in an Age of Modularity Harvard Business Review (1997) AIIM All rights reserved 18 9
10 Values of structured content Can reduce the cost of translation and customisation Can improve information sharing and reuse Can support a single source of the truth across multiple content channels and formats But: structured content can take more effort to manage Major change management challenges: authors and managers are most familiar with documents, not elements Systems to manage chunks tend to be more complex and costly to design and run AIIM All rights reserved 19 Press release as structured content type Structured content types have elements Elements are: Named parts of a content type Individually stored and accessible units within a content type A basic unit of content AIIM All rights reserved 20 10
11 Chunking Elements Are stored separately, so they can be used independently Often stored in database, but not essential Indeed, not all database content is structured XML is a common persistence representation, ti or management format Enables parts of a document to be re-used in other contexts Essential to lightweight syndication AIIM All rights reserved 21 Syndicating the press release Elements recomposed for different channels/formats Content Management system can automatically generate from components in repository AIIM All rights reserved 22 11
12 Media can be structured too However, the tools and methods for decomposition and subsequent re-use are arguably more complex than in the text world But the concepts remain the same Source: Cinegy AIIM All rights reserved 23 Automated flexible formatting Source: csszengarden.com AIIM All rights reserved 24 12
13 The power of content presentation The media is the message Marshall McLuhan, 1967 AIIM All rights reserved 25 Agenda The value of information delivery Basic techniques and concepts Content tools and challenges Presentation tools and opportunities AIIM All rights reserved 26 13
14 Content tools and challenges Templates WCM DM Syndication Synchronisation Translation XML AIIM All rights reserved 27 Templates Degrees of sophistication Single template for a broad class of content Memos, Proposals, Marketing collateral Cascading templates Proposals for North America Proposals for professional services in France Templates at metadata level AIIM All rights reserved 28 14
15 Web content management (WCM) Key features: Control and prepare the content ready for publication Automate key parts of the publishing process When web pages are being built dynamically by a content management system, manual testing may need to be undertaken to ensure that all components fit together properly prior to publishing. Presentation agnostic Device-agnostic Ability to easily create accessible content Multiple authors - One publisher AIIM All rights reserved 29 Document management Key features: Control and prepare the content ready for publication Compound document management Link control Publishing sensitivity Business continuity AIIM All rights reserved 30 15
16 Syndication Method of making content available to a range of outlets Synchronous or asynchronous Web feeds make modular content available to other sites, applications or individual subscribers AIIM All rights reserved 31 Synchronisation Synchronisation Replication One to Many Real, not just virtual AIIM All rights reserved 32 16
17 Translation Language E.g., English to French Rosetta Stone Mark-up E.g., MS Word to XML AIIM All rights reserved 33 Agenda The value of information delivery Basic techniques and concepts Content tools and challenges Presentation tools and opportunities AIIM All rights reserved 34 17
18 Templates Degrees of sophistication Framework for customised presentation AIIM All rights reserved 35 Portals Provide a framework for the presentation and integration of content, community and process into a single point of access (SPOA) Key features of portals include: Access controls High levels of integration capabilities among enterprise repositories Syndication of content, data and processes Source: Delphi Group (1999) AIIM All rights reserved 36 18
19 Example AIIM All rights reserved 37 Types of personalisation Behavioural Preferences-based Profile-based Device-based Complexity AIIM All rights reserved 38 19
20 Dynamic web pages Dynamic web pages/static navigation Based on known users, data snapshots Personalization of web content One way communication Web enabling the enterprise AIIM All rights reserved 39 Amazon.com Source: Amazon.com AIIM All rights reserved 40 20
21 What you have learned The power of separating content from presentation Requires strategy that spans from content capture to presentation Requires strategy and orchestration of a variety of tools, techniques and methodologies AIIM All rights reserved 41 21
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