Sustaining Web Content Management
November 8, 2005
Know What You Want
- Goal: Assure continuing success.
- Process: Maximize the known and minimize the unknown.
- Path: Iterate and validate to avoid unnecessary risks.
- Principle: Sustain evolution of content management process over time.
Know the Emerging Trends
- Ubiquitous and free Internet access.
- Radically simple publishing.
- Findability enhancements, increasing value of deep content.
- Amateur collaboration and application-development environments.
Know Your Campus
- Campus context.
- Administration goals.
- Web staff expertise.
- Content developer assumptions.
- Existing infrastructure systems.
Know Your Governance
- Executive sponsor.
- Advisory committee.
- Direct supervisor.
- Key clients.
- Other important constituents.
Know Your Program
- Marketing communications.
- Information architecture.
- Editorial and content development.
- Design and interface.
- System integration.
Know Your Finances
- Leverage existing communications funding.
- Identify clients for incremental developments.
- Institutional support or cost recovery.
- Vendor partnerships.
Know Your Staff
- Department staff.
- Campus Web professionals.
- Independent contractors.
Know Your Discovery Process
- Establish a discovery team.
- Brainstorm and prioritize requirements (NGT).
- Verify with initial vendors.
- Custom demonstrations.
- Input from advisory groups.
- Final decision.
An Aside: NGT Ranking (1)
- Brainstorm and organize features.
- Have constituents rank all features, 1 to X.
- Rank finalists against features (Y, N, ?).
- Use results to pare down large vendor list to finalists.
- Ask vendors to clarify information.
Know Your Deployment
- Implement a live prototype.
- Test all processes.
- Finalize contract (go/no-go).
- Phase two deployments.
- Soft launch.
- Implement with early adopters.
Know Your Next Steps
- Formalize migration pipeline.
- Document processes, including editorial guidelines.
- Scale up campus collaboration.
- Add support tools.
- Increase quality assurance services.
Know Your Metrics
- Session data and search analysis.
- User feedback (Web forms).
- User testing with a task orientation.
- Commissioned constituent research.
- Client satisfaction surveys.
Know When to Start Again
- Production has settled into a regular routine.
- Processes are established and running smoothly.
- Problem escalation process is established.
- Challenging migrations are complete.