Sustaining Web Content Management


Presentation outline

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.
  • Clients/partners.
  • 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.