Not for commercial purposes : 12 October 2006 1 Web 1.0 -->Web 2.0 DoubleClick -->Google AdSense...

Not for commercial purposes : 12 October 2006

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Web 1.0 -->Web 2.0

DoubleClick -->Google AdSense

Ofoto -->Flickr

Akamai -->BitTorrent

mp3.com -->Napster

Britannica Online -->Wikipedia

personal websites -->blogging

Evite -->upcoming.org and EVDBdomain

name speculation -->search engine optimization

page views -->cost per click

screen scraping -->web services

Publishing -->participation

content management -->wikis

directories (taxonomy) -->tagging ("folksonomy")

Stickiness -->syndication

DoubleClick -->Google AdSense

Ofoto -->Flickr

Akamai -->BitTorrent

mp3.com -->Napster

Britannica Online -->Wikipedia

personal websites -->blogging

Evite -->upcoming.org and EVDBdomain

name speculation -->search engine optimization

page views -->cost per click

screen scraping -->web services

Publishing -->participation

content management -->wikis

directories (taxonomy) -->tagging ("folksonomy")

Stickiness -->syndication Bron: Tim O'Reilly


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Content management & Web 2.0?

Maarten Korz [email protected] Professionals, www.cmprofessionals.org

ECM Plaza October 12, 2006 Rotterdam (NL)

http://www.cmprofessionals.org/


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Maarten Korz


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Agenda

• Content management– Essentials

• Web 2.0– Essentials

• Content Management vs Web 2.0

Content management


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(enterprise) Content

• Teksten (chunks of text), nieuws• Documenten, Formulieren• Audio? (Muziek, Telephone conference)• Video? (Film, TV, ..)• Tags, metadata• Chatsessie teksten• Mail, Forum Post• Popular searches / Search relevancy ratings• “attention” : gegevens van de gebruiker


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Content management

Tekst &vorm

Opslag &beheer Distributie &

presentatie

Bron: www.allesovercontentmanagement.nl


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Cross media & content management

Kanalen \ processen Concept/creatie Realisatie DistributieMillimeterMegabyteMinutenMond op MondMeters

Bron: CrossMedia presentatie


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Content Management

Bron: cmswatch


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Content Management

Acquisition Management Categorization DeliveryComposition

browsertext, images, video

feed

Reuter, AFP, AP, RSS

word processorsWord, Notes

enterprise systems

ERP, CRM, legacy, Quark Xpress

import toolimporting existing sites

email

object managementediting, revision

tracking, workflow, versioning

search

automatic/ manual categorization

creating the user

experience

webInternet, Intranet, Extranet

mediasSMS, WAP, 3G, PDA

printPDF, Quark XPress

emailalerts, newsletters

syndication web feeds (RSS)

taxonomy

Bron: Janus Boye


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Content management

Bron: P. Seybold Group. Inc.


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Enterprise Content Management

Bron: AIIM


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Enterprise Content Management

Bron: AIIM


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Content management, braindump

Bron: Hofmeester/Korz

Users / Roles

ContentManagement

Internal

External

Customers

Internal departments

Functionality

Information Analyzing

Collaboration

Document Generation

Document Publishing

(E)-learning

Documentation

Web CMS

Content Generation

Versioning

Content

Structured

Unstructured

Issues

Management

Departments

Marketing

Sales

Members

Contributor/Editor

Other systems

Accuracy of data

Relevance of data

Scoping of data

“Just enough, just right,just in time”

Processes not defined

Multiple instances of thesame content

Central vs de-centralorganization and mgmt.

Release mgmt.

Generic

Specific

General info

Contract related

Contact related

Prices, ladders, etc.

Output

Input

Web

Intra- Extranet

Documents

SMS

E-mail

PDF

XML

Digital asset mgmt.

CMS

Other systems

External systems

What content should bemanaged

Illustration

Photo

Text

E-mail

SMS

Data

Web page

Template

Document

(On-line) Help

Knowledge

Presentation

Marketing info

E-learning

News

Context diagram Content Management

New markets

Financial institutions

Regulating authorities

Vendors

Dealers

Lessees

Management

Enormous amounts ofdouble work

Product info

Company info

Etc.

Governance

Feeds

Etc.

Office apps

Template mgmt.

Imaging

Records mgmt.

Presentation

Branding

Re-use

Content push

Portal

Content mgmt.

Meta data mgmt.

Knowledge base

Creation

Usage

Storage

Translation

Transformation

Retreival

RBAC

Compliancy

Archiving

Dig. Rights Mgmt. Doc. Lifecycle mgmt.

Classification

Statistics

Search

Chat

Newsgroups

Selfservice

CM Consultancy

Content Pull

Content modeling

Workflow

Video

Audio Chat sessions

Validity of data

Equivalence of data

Governance

Publishers

Content owner

Area owner

Data owners

Style owners

Audiences

Competitors

Communication

HR

Sponsors

Technology

RSS

XML

HTML

AJAX

Devices

Mobile phone

PDA

Notebook/PC

TV

Mp3 player

Brochureware

SQL

Regulation

SOX

Compliance

IFRS

BASEL II

Campains

Product support

Self service

Usability

Style

Navigation

Structure

Content pull

Forms

Personalizing

Current contentrepositories are a mess


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Kortom:

• Content & het systeem staan centraal,


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1. PLAN

2.DEVELOP

3.MANAGE

4.DEPLOY

5.PRESERVE

6.EVALUATE BUSINESS

PROCESS

Waar doen we het echt voor?


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“The reader”

www.GettyImages.com


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“The listener”

www.GettyImages.com


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“The viewer”

www.GettyImages.com


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“The reciever”

www.GettyImages.com


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“The audience”

www.GettyImages.com


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“The target audience”

www.GettyImages.com


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“De doelgroep”

www.GettyImages.com


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“The client”

www.GettyImages.com


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“The customer”

www.GettyImages.com


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“The consumer”

www.GettyImages.com


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“The partner”

www.GettyImages.com


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“The visitor”

www.GettyImages.com


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“The (info)worker”

www.GettyImages.com

Alleen Web/IT en de verslavingszorg hebben het over…


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“The user”

www.GettyImages.com

Maar wij weten wel beter…


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“The king”

www.GettyImages.com


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Web 1.0 > web 2.0

Web 1.0 was commerceWeb 2.0 is people

Wired, Oct, 06, 2005(http://www.wired.com/news/technology/0,1282,69114,00.html);

Ross Mayfield, CEO of SocialText

Web 1.0 was about connecting computersWeb 2.0 is about connecting people

Reilly Radar, October 03, 2005(http://radar.oreilly.com/archives/2005/10/web_20_compact_definition.html )

Dan Zambonini


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Web 2.0 lagen model

WEB2.0 Techniek: Web as a platform

Diensten: Social software

Kern begrippen

Filosofie


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Web 2.0 lagen model

Techniek: Web as a platformTechniek: Web as a platform

Diensten: Social softwareDiensten: Social software

Kern begrippenKern begrippen

Filosofie Filosofie WeEssentialsBeta2.0


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Web 2.0 lagen model

WeEssentialsBeta2.0

TechniekAjax, rich clients, XML, Microformats, P2P,

RSS, Internet = platform (WebOS)

DienstenWeb applications, social computing

KernbegrippenTagging, sharing, mixing & mash ups, decentralization

co-creation / usability, control & transparency

FilosofieWij (mensen), Long tail, Folksconomy

Web 2.0 & Content management


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1. PLAN

2.DEVELOP

3.MANAGE

4.DEPLOY

5.PRESERVE

6.EVALUATE BUSINESS

PROCESS


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Kern begrippen

• Plan– Align, analyze, model, design

• Develop– Create, capture, collect, categorize, edit

• Manage– Classify, store, search, secure

• Deploy– Assemble, syndicate, personalize, localize, publish

• Preserve– Archive, destroy, backup, migrate, reuse

• Evaluate– Measure, audit, research, adapt

1. PLAN

2.DEVELOP

3.MANAGE

4.DEPLOY

5.PRESERVE

6.EVALUATEBUSINESS

PROCESS


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Plan

1. PLAN

2.DEVELOP

3.MANAGE

4.DEPLOY

5.PRESERVE

6.EVALUATE BUSINESS

PROCESS

Align, analyze, model, design.


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Plan

• Unmanaged environments• Trust, transparency, uncontroled, authenticity• Open, dialogue, conversatie• Blogs/wikis must be part of a (content)

plan/strategy• Zorg dat communicatie/marketing/PR betrokken

raakt

Bron: University of Massachusetts Dartmouth

Bron: Gartner


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Develop

1. PLAN

2.DEVELOP

3.MANAGE

4.DEPLOY

5.PRESERVE

6.EVALUATE BUSINESS

PROCESS

Create, capture, collect, categorize, edit


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Develop

• User generated content vs “some else” who creates content

• RSS• Use Wiki/Weblog “authoring only environments” • Zet aanjagers neer in de communities.


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Manage

1. PLAN

2.DEVELOP

3.MANAGE

4.DEPLOY

5.PRESERVE

6.EVALUATE BUSINESS

PROCESS

Classify, store, search, secure


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Manage

• Mensen raken gewend aan tagging:– iPod, social tagging: Del.icio.us / flickr / YouTube– Maak er gebruik van!

• Traditionele metadata benadering vs emerging taxonomy

• Internet is een focusgroep aan het worden > “manage” content outside your CMS?

• Introduce weighting to tags (levels of relevance) > ratings.


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Deploy

1. PLAN

2.DEVELOP

3.MANAGE

4.DEPLOY

5.PRESERVE

6.EVALUATE BUSINESS

PROCESS

Assemble, syndicate, personalize, localize, publish


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Deploy

• RSS!!– ECM vendors need to figure out how to integrate

(Gartner)

• Blog post are informal > fit in content strategy• The end of print? The end of radio? The end of tv?

– www.cbc.ca/theend/

• “New Media”– MP3 spelers, iPods– Weblogs, YouTube


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Preserve

1. PLAN

2.DEVELOP

3.MANAGE

4.DEPLOY

5.PRESERVE

6.EVALUATE BUSINESS

PROCESS

Archive, destroy, backup, migrate, reuse


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Preserve

• Don’t focus on Hierarchies• Assemble a content repository• ReUse weblog/wiki content?

• www.clipmarks.com– Copy & save objects from websites > content reuse


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Evaluate

1. PLAN

2.DEVELOP

3.MANAGE

4.DEPLOY

5.PRESERVE

6.EVALUATEBUSINESS

PROCESS

Measure, audit, research, adapt


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Evaluate

• Enterprise will follow consumer• Gebruik een “reputatie systeem” (bijv.

eBay/slashdot) • Zorg voor een centraal punt/proces waar

medewerkers melding kunnen maken van negatieve of foutieve postings.


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Web 1.0 vs web 2.0

WEB 1.0/CMS• Structuur• Compliance/zender gedreven• Strategie• Top down• Paternalistic• Duur ??• Bewezen ??• Controle (audit trail)• Grootschalig• Traditionele metadata• Content repository• Aanbod• Corporate

WEB 2.0• Chaos• User gedreven• Experimenteel• Bottem up• Ik bepaal• Goedkoop• Nieuw/beta• Laat het los• Kleinschalig• Emerging taxonomy• Multi silos• Vraag• Consumer

Oh ja en even terug naar “de koning”..

In de web 2.0 wereld is de mens dus geen koning meer, maar een…


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“The creator”

Michelangelo Creation of Adam (detail)1510FrescoCappella Sistina, Vatican


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Meer info

http://www.cmprofessionals.org

Persoonlijk• http://com.municatie.com• [email protected]

• Naslag:– http://del.iciou.us/korz/web20

• RSS: – http://www.bloglines.com/public/korz

http://www.cmprofessionals.org/


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Are you a CM Pro?

Join CM Pros!

www.cmprofessionals.org

Not for commercial purposes : 12 October 2006 1 Web 1.0 -->Web 2.0 DoubleClick -->Google AdSense...

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