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Presented by Todd O'Neill at the CM Pros Fall 2007 Summit on Web Content Management, November 26, 2007. Tool implementation is over. Now what? Operate. Planning and executing day-to-day operations for web content management can make or break your implementation. Adoption suffers since support is sparse. Strategy is non-existent because you’re focused on operational tactics. Learn how clear processes, defined services and proper expectation setting help make your implementation successful…for the long term. After this session you will have a roadmap to establish a web content management operations functional unit. We’ll cover: process documentation; determining operational scope; defining appropriate services; creating a staffing model; determining the REAL metrics you want to track and report on.
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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