Content Management Case Studies

Traditional Media Contends With Convergence and Web 2.0

Jennifer HastingsMaster’s Final Project

Spring 2006

Today’s Plan

• Intro to Content Management

• Project Overview

• KQED, Salon, CNET

• Future Work

Content Management

Definitions• Content? • Content Management?

Four Perspectives• Business (Strategy)• Project Management (Tactical)• Usability• Technical

Content Management 2.0?

CM 1.0: WCM, CMS, article managementCM 2.0: ECM, open source, ecology of applications

Project Overview

The Case Method

Selected Companies• KQED, Salon, CNET

Topics• Current content management and workflow methods• Functional, usability, and technical aspects of CM

system• Drivers for replacing the current system or process• Goals and requirements for the new system

Case Study: Salon

Salon’s MPS

Case Study: KQED

Case Study: CNET

CNET’s Beagle

Key Concerns

How to• keep a fresh perspective on what content (i.e., the product)

is• buy or build—and customize—a CM solution• plan for and ensure the success of a large CM project• build in flexibility to accommodate future unknowns• measure success and return on investment of a CM solution

And, in KQED’s case, how to• restructure organization and processes to support new

vision

Future Work

• More Case Studies

• Best Practices and Techniques

• Refine Course Plan

• Evaluation