Web Content ManagementtoWeb Content Operations

Presented byTodd O’NeillDoingMedia

@ The CM Pros 2007 Fall Summit

Web Content ManagementTo

Web Content OperationsFALL 2007 SUMMIT

The Go To Person

Who knows more about how thesystem works?

Or where the ghosts are? Or the bodies are buried? Who has the best grease to get the

wheels turning?

Web Content ManagementTo

Web Content OperationsFALL 2007 SUMMIT

You might not be paranoid if…

When you hear “WCM” in the hallwaysyou flinch

People look at you funny in meetings You need an email filter to keep your

Inbox clear

Web Content ManagementTo

Web Content OperationsFALL 2007 SUMMIT

By the time you’re done…

You are really finished!

The last thing you want to do is“operate” the damn thing!

Web Content ManagementTo

Web Content OperationsFALL 2007 SUMMIT

The “last thing” you want to do

Not just operate Plan how you’ll operate day-to-day

Web Content ManagementTo

Web Content OperationsFALL 2007 SUMMIT

Operations Components

What - Services to deliver Who - Staff to do it How - Set Expectations

Web Content ManagementTo

Web Content OperationsFALL 2007 SUMMIT

Services are the WIIFT

What’s In It For Them What services will you provide

Business

IT

Web Content ManagementTo

Web Content OperationsFALL 2007 SUMMIT

Services are processes

Single or Multiple They start and end Clear responsibility Measurable

Web Content ManagementTo

Web Content OperationsFALL 2007 SUMMIT

Service Categories

Content System Access Specific

Web Content ManagementTo

Web Content OperationsFALL 2007 SUMMIT

Fast Food Formula

Take the order Drop the order in the bag Pass the bag through the window

(Have a nice day!) Close out the register at night

Web Content ManagementTo

Web Content OperationsFALL 2007 SUMMIT

Want process with that?

Service Intake & Triage Authoring Template

Creation/Modification New Functionality Training Operational Reporting

Web Content ManagementTo

Web Content OperationsFALL 2007 SUMMIT

Simple = Successful

If your services are… Bureaucratic

Form laden

Sluggish

then WCM stinks

Or will acquire an odor in a short time.

Web Content ManagementTo

Web Content OperationsFALL 2007 SUMMIT

Staffing

Skills Frequency Effort

Web Content ManagementTo

Web Content OperationsFALL 2007 SUMMIT

Staffing is people.

Skills Roles Structure Today and Near Term

Web Content ManagementTo

Web Content OperationsFALL 2007 SUMMIT

Buy-in works in your favor

Worker bee level Immediate manager level Above your immediate unit Laterally to IT (or business) units

Web Content ManagementTo

Web Content OperationsFALL 2007 SUMMIT

The Operations Matrix

Benchmarks the operation Defines services, customers and staff Communicates present and future

needs

Web Content ManagementTo

Web Content OperationsFALL 2007 SUMMIT

Contents of the Matrix

Services defined Customers described Effort is defined Staff is identified and described

Web Content ManagementTo

Web Content OperationsFALL 2007 SUMMIT

Define Services

Web Content ManagementTo

Web Content OperationsFALL 2007 SUMMIT

Define Customers

Web Content ManagementTo

Web Content OperationsFALL 2007 SUMMIT

Define Effort

Web Content ManagementTo

Web Content OperationsFALL 2007 SUMMIT

Identify Staffing

Web Content ManagementTo

Web Content OperationsFALL 2007 SUMMIT

Operations Matrix

Web Content ManagementTo

Web Content OperationsFALL 2007 SUMMIT

Enough is enough

Create enough process Provide enough service Staff enough people Provide enough reports

Web Content ManagementTo

Web Content OperationsFALL 2007 SUMMIT

Invisible content management

Lightweight Agile Not distracting

Web Content ManagementTo

Web Content OperationsFALL 2007 SUMMIT

Strong Operations Function

Easier post-implementation Quickly demonstrates the business

value of this significant investment

Web Content ManagementTo

Web Content OperationsFALL 2007 SUMMIT

For…

More Information, visitwww.toddoneill.com

The slides, visithttp://www.slideshare.net/toddoneillor watch for the link for all of theconference slides