Content Management 2006
Innovative Solutions to Business Content Challenges A conference within a conference at KMWorld & Intranets
October 31, November 1-2, 2006 • San José, CA
Content Management in the Mainstream
Content management, once an obscure and marginal part of IT, is now recognized as a main strategic thrust in many organizations. Once thought of as simply a technology for creating Web sites, content management systems are now delivering information across channels and are increasingly seen as the infrastructure behind a comprehensive enterprise communication strategy. Over the course of this conference, speakers focus on the coming of age of content management and present the many ways in which content management has entered the mainstream.
Tuesday, October 31st
Opening Keynote
Innovation and Seeing What’s Next 9:00 a.m. – 10:00 a.m. Steve Wunker, Partner, Innosight LLC
Wunker shares the results of 15 years of research that demonstrate clear patterns of where innovation is most fruitful and how it can change an industry. His talk explores unique ways to identify unmet needs, the implications of industry evolution, and principles for success across several categories of innovation.
Tuesday, October 31st
CM Strategies
Content management is clearly a strategic activity. Content well managed and delivered can make a huge impact on your organization’s highest aims. But how good are we at defining content strategy? The talks in this part of the session will help you find out. Moderated by Bob Boiko, President, Metatorial Services Inc.
Session CM101 — Content Management in the Mainstream 10:15 a.m. – 11:00 a.m. Bob Boiko, Metatorial Services Inc.
Content Management 2006 focuses on the coming of age of content management (CM) and presents the many ways in which CM has entered the mainstream. The conference kicks off with conference chair, Bob Boiko, posing and discussing the following questions. Has CM come of age? What does it mean for CM to be mature? Is CM an enduring discipline or will it be superseded by another alternative? What does CM maturing have to do with the work you are now doing and for your career? Be prepared to have an opinion because your thoughts on these questions and others will be solicited throughout the event.
Session CM102 — CM: A Competitive Advantage 11:15 a.m. – 12:00 p.m. Leland Zimmerman, Director of Store Management, Hotwire
At Hotwire, choosing and deploying new content management functionality is all about gaining an edge over competitors in the highly charged online discount travel industry. Leland discusses how Hotwire’s new CMS has allowed it to respond more quickly to changes in the market. By responding faster to time-sensitive, last-minute needs with rapid content deployment, Hotwire can more efficiently deliver a wider range of choices to the consumer, which ultimately drives revenue for both Hotwire and its partners.
Lunch Break 12:00 p.m. – 1:15 p.m.
Session CM103 — Managing Content as an Asset 1:15 p.m. – 2:00 p.m. Edward Shenderovich, Quantum Art
Today’s content managers are really inventory managers. Like grocers, they must constantly change, reorder, and restock items to appeal to a growing customer audience and new demands. However, as Web content grows and business process rules increase in complexity, traditional Web pages do not fit the bill as the organization’s “stock.” Instead, content chunks and their associated Web applications have become the basic item of management. Edward will discuss why the use of Web pages is passé, why the practice of “content inventory management” is gaining ground, and how the rest of the organization can change its perception of content to accommodate this paradigm shift.
Session CM104 — Customer-Centric Content Management 2:15 p.m. – 3:00 p.m. Ann Rockley, President, The Rockley Group
Organizations create huge amounts of customer facing content and are putting a lot of time and effort into managing their customer relationships; yet content is siloed and does not provide maximum value to customers because content is not easily discoverable, lacks consistency from one silo to another, and is limited in implementation and value. Content does not add value to business goals when there is no unified content strategy across the Web, let alone across all the other points at which the organization can touch customers with messages, content, or functionality. This session discusses how customer-centric CM can address these concerns.
Successfully implementing CM for a single audience is a daunting task. Add in the variables of multiple cultures and languages, and many teams find themselves overwhelmed by the myriad challenges imposed on all aspects of the project. These challenges can be managed, but it requires knowledge of process and a toolset specific to internationalization and localization. This session focuses on globalization from team building to ongoing maintenance. It discusses how to develop taxonomies for multiple languages; best practices in information design, visual design, and technical design when dealing with multiple character sets; what the critical points are to test the system design; how to test in an efficient and inexpensive manner; and how to assemble a team which is optimized for a large-scale globalization effort.
Session CM106 — DITA: A Real Content Standard? 4:15 p.m. – 5:00 p.m. Doug Gorman, President, Information Mapping, Inc.
DITA (Darwin Information Typing Architecture) is an XML-based architecture for authoring, producing, and delivering structured, topic-oriented content. Developed by IBM, it has now become an official OASIS-backed open standard that is being adopted by companies around the world. Adopting and implementing DITA as part of an ECM solution poses content architecture, technology, and human challenges. Gorman addresses options and illustrates how to realize some of the ROI potential of DITA.
Grand Opening Reception 5:00 p.m. – 7:00 p.m.
Join your friends and colleagues to view the latest products, services, and solutions for knowledge management, intranets, and portals in the Exhibit Hall. Enjoy light hors d’oeuvres and drinks while you visit with exhibitors and learn about their products.
Innovative Enterprises: Leaders’ Visions & Stories 9:00 a.m. – 10:00 a.m. Dave Snowden, Founder & Chief Scientific Officer, Cognitive Edge Pte Ltd & Cindy Gordon, Helix Commerce International & Author, Winning at Collaboration Commerce Leaders in the field describe one strategy, one tool, and one innovative organization in action. Hear experienced storytellers capture their visions and insights in vibrant, information-rich stories.
Wednesday, November 1st
Executing CM
Making CM a reality involves a myriad of activities, from tagging to load balancing. One would think that by now we would have these daily activities down pat, but that is not always the case. The talks in this part of the session show you what some organizations have done to make managing content a well-known and staffed mainstream activity. Moderated by Bob Boiko, President, Metatorial Services Inc.
Networking Break — A Chance to Visit the Exhibits 10:00 a.m. – 10:30 a.m.
Session CM201 — What Every CM Professional Should Know 10:30 a.m. – 11:15 a.m. Mike Crandall, University of Washington
Most of today’s information professionals learned their craft by hard experience. Today, however, a new generation of university-trained information professionals is coming into the market with advanced training. These new professionals combine experience and training to build their credibility within their organizations and to advance from professionals to leadership positions. This session focuses on the six core skills that these new professionals are learning and that existing professionals need to have to continue to compete in this rapidly evolving field.
Session CM202 — Rollout Strategy: The Adoption Approach at the FAA 11:30 a.m. – 12:15 p.m. Ronald Simmons, Federal Aviation Administration, KSN Director; Knowledge Management, & Andrew Campbell, President, Applied Knowledge Group, Inc.
A traditional technology deployment strategy focuses on how fast one can construct and roll out technology. The adoption approach bases rollout on how fast one can get sustained use and growth of the technology in the workforce. The traditional technology deployment is a “total” technical environment from the outset, adding every feature it is anticipated the organization might need. The adoption approach evolves the solution adding features that match the maturity of the people who will use the technology. Using the adoption approach project costs at the FAA were cut from $25 million with no target adoption rates to just $3.5 million with significant adoption rates. This presentation will explain the adoption approach and discuss the award-winning strategies implemented at the FAA.
Lunch Break — A Chance to Visit the Exhibits 12:15 p.m. – 1:30 p.m.
Session CM203 — CM Maturity Analysis 1:30 p.m. – 2:30 p.m. Yair Dembinsky, Partner, Byon-IT Solutions, & former CKO; José Cláudio Terra, President, TerraForum
Organizations of every type are struggling to develop both best practices and milestones to gauge the progress being made in their CM efforts. In this session, we will focus on two CM maturity models that tell organizations exactly where they are on the road to a robust and reliable solution. Yair will present a model he has used to help organizations go from content chaos to an object-oriented, network-centric CM. Claudio will present a model he has used to help the Brazilian government define short and long term plans for continuous CM improvement. Both models will help you decide what stage your CM system is in and what solid actions to take to most quickly mature your content management.
Networking Break — A Chance to Visit the Exhibits 2:30 p.m. – 3:00 p.m.
Session CM204 — Tagging, Interface, Content Organization & Infrastructure 3:00 p.m. – 3:45 p.m. Ron Daniel, Jr. and Joseph A. Busch, Principals, Taxonomy Strategies
Interest in content user-assigned tags is one of the big new stories on the Web. But content tagging is not a new story. What’s new about Web 2.0 is that end users are doing the tagging instead of librarians, and the results are shown on Web sites like flickr, del.icio.us, Wikipedia, and Technorati. Tagging, any kind of tagging, is better than the words that happen to occur in a piece of content. End-user tagging is useful; so is tagging by librarians, as well as tags automatically assigned by operating systems and language processing algorithms. Content should be tagged throughout its life cycle, each time the content is handled and used, so that it accrues or loses value. The bottleneck in the semantic Web has been not enough tagged content. The end-user tagging revolution may begin to address this shortcoming. There are lessons to be learned from Web tagging about how to get good metadata in document and content management applications. DM and CMS tagging must be simple, and it must be almost instantaneously easier to find relevant work products.
Session CM205 — Building a CM Center of Excellence 4:00 p.m. – 5:00 p.m. Hemant Akaram Kale, Enterprise CM Center of Excellence, Software Engineering and Technology Labs, Infosys Technologies Ltd
If CM is an ongoing concern across projects and systems, maybe it is time to create a CM practice or center of excellence. A center collects and distributes the skills and practices needed to do CM in the most efficient and effective way for many internal or external departments. In this talk, Hemant will explain how Infosys has built a center of excellence around CM and the advantages it has brought them.
COMMUNITIES OF INTEREST 5:00 p.m. – 6:00 p.m.
Information debriefings and discussions hosted by conference speakers.
The New Shape of Knowledge: Everything Is Miscellaneous 9:00 a.m. – 10:00 a.m. David Weinberger, Fellow, Harvard Berkman Center & KMWorld columnist The digitizing of information resources allows us to reinvent the basic principles by which we manage and organize knowledge, thereby transforming the shape and authority of knowledge. Debunking linear information models, Weinberger explores how we can get more value from organizational knowledge and expertise by treating knowledge as a miscellaneous collection of data and metadata to be sorted and ordered by users. This approach wrings the maximum potential from what an organization knows — improving information flows, increasing innovation, enabling the power of social knowing to emerge — but it changes the role of experts and knowledge and information managers.
Thursday, November 2nd
Evaluating CM
The best strategy and execution assure you only of a good starting place for your CM systems. To continue to progress after launch, you need a plan for how to continuously review your efforts and improve them. In this part of the conference, our speakers will show you some of the ways they have monitored, evaluated, and evolved their systems. Moderated by Bob Boiko, President, Metatorial Services Inc.
Networking Break — A Chance to Visit the Exhibits 10:00 a.m. – 10:30 a.m.
Session CM301 — Experimentation and Website Optimization 10:30 a.m. – 11:15 a.m. Randal Henne, Microsoft Corp.
Many professionals will tell you how to optimize every aspect of your Web site to maximize usability, performance, conversion—you name it. But it turns out that human beings are extraordinarily bad at predicting how changes will affect key measures of success. Increasingly, companies are borrowing techniques from experimental science and measuring the incremental impact of changes to their Web presence. Randal discusses some of these techniques for measuring the impact of changes on customers and provides examples of their use.
Session CM302 — The CM Industry: Are We There Yet?
11:30 a.m. – 12:15 p.m.
Theresa Regli, Principal, CMS Watch
At about age 10, the content management industry has had many cycles to consolidate markets and features. Still, the cry from many customers is for more robust, easier to use and more full-featured products. With mergers and the entry of an array of open source systems onto an already confusing market, the industry does not appear mature. Customers add to the difficulty. Often naive to the possibilities of the products they are purchasing and knowing little about the real problem they are trying to solve, customers do little to push the CM industry toward rigor and consistency. In this talk, Theresa will chart the state of the CM industry, pointing out the parts we have gotten right and the major areas where both vendors and customers could stand to mature.
Lunch Break — A Chance to Visit the Exhibits 12:15 p.m. – 1:15 p.m.
Session CM303 — Beyond Web Traffic: Delivering Business Intelligence 1:15 p.m. – 2:00 p.m. Cindy Ross Pedersen, Adeo Communications
Systems that show performance get funding. Management and stakeholders don’t care about clicks or visits, they want to see sales increase or costs decrease. This session shows how site owners can prove the worth of their online applications. It examines the various categories of metrics, identifies the contribution each makes to the ROI equation, and provides tips on how to build versus buy to maximize your investments. Cindy discusses cross touch point analysis as a way to discover where your sites add the most value to your service offerings.
Networking Break — A Chance to Visit the Exhibits 2:00 p.m. – 2:30 p.m.
Session CM304 — Assessing the Success of CMS Deployment with ONA 2:30 p.m. – 3:15 p.m.
Seth Earley, Earley & Associates, Inc.
Organizational network analysis (ONA) is a relatively new tool used to analyze knowledge flows. This session discusses how ONA can be used to content process gaps and to monitor improvement and progress during the life of the project. It reviews a content management strategy project that used ONA at the start and during the life of the project to measure how well the project was meeting its goals. It discusses how ONA can be used to develop base line metrics, analyze process disconnects, focus interventions and to remediate problems. Practical methods for running ONA in conjunction with content management projects will be presented.
Closing Keynote
Enterprise 2.0: A Look at the Future 3:30 p.m. – 4:30 p.m. Peter Andrews, Innovation Strategist, Executive Business Institute, IBM Based on his industry knowledge and experience with many organizations, Andrews gazes into his crystal ball and highlights areas that we should pay attention to in the future if we want to create a productive, innovative, and successful enterprise.
