Percussion CTO Vern Imrich Presents how web strategy will be impacted by the new Federal Digital Government Strategy at an FCW event.

1. Understanding the Impact of the New Digital
Government Strategy on Your Web Strategy
June 14, 2012
Presented By:
Vern Imrich
Chief Technology Officer
@vimrich
June 14, 2012
National Press Club
© 2012 PERCUSSION SOFTWARE, INC 1

2. Session Description
• As a result of the May 23rd Presidential Directive and accompanying
strategy release from the Federal CIO titled Digital Government:
Building a 21st Century Platform to Better Serve the American
People, agencies will have many strategic decisions to make over the
next year regarding their web strategies. Chief among them are how to:
– Separate data from presentation layers and expose that data through
APIs to be consumed by others
– Expand the use of meta-tags to help structure information and
improve sharing across agencies
– Improve the web experience of agency constituents
– Ensure support for mobile users
• Attend this session to learn what other agencies are doing to take
advantage of the available technologies and techniques and how to
apply them within your organization.
© 2012 PERCUSSION SOFTWARE, INC 2

3. Simplicity Without Sacrifice
Powering Advanced Federal Web Sites for Over 11 Years

4. Digital Government Strategy
• Information Centric
• Shared Platform
• Customer Centric
• Security and Privacy
4

5. Key Impact on Web Strategy
• Separate content from
presentation
• Semantic tags to improve sharing
• Constituent experience requires
monitoring, change
• Ensure mobile coverage
5

6. Decoupling Content & Presentation
• Traditional Coupled CMS
– Reading vs. editing same content
• “Single” content model with different views
– Tends toward “all encompassing” system
• Decoupled CMS
– Edit content once based on what it is (not how it appears)
– Physically publish (transfer) it to other systems,
• once as web pages to a Web server
• again as content in feeds, syndication systems
• again as data for XML/JSON, Web APIs, etc…
– Many diverse systems as equal participants
© 2012 PERCUSSION SOFTWARE, INC 6

7. Percussion@HHS

8. Percussion@HHS
•Flu.gov

9. Percussion@HHS
•Flu.gov

10. Percussion@HHS
•Flu.gov

11. Percussion@HHS
•Flu.gov

12. Semantic Metadata for Sharing
• Tags label content
– Highlight content and add tags to describe it
• Presentation tags
– What does it look like?
– HTML & CSS: <P>, <IMG>, <div class=“left-nav”>
• Semantic Metadata Tags
– What does it mean? (who, what, when, why, how)
– Shared Terms and Taxonomies
– Broadly available and already in use TODAY
– Inside HTML pages:
• RDFa: <meta content=“2012-03-23” property=“created”>
– As XML:
• RSS, Web APIs for Rich Internet Applications
© 2012 PERCUSSION SOFTWARE, INC 12

13. CDC
© 2012 PERCUSSION SOFTWARE, INC 13

14. Constituent Web Experience
• Internet changes everything
• Netscape IE changes everything
• Yahoo Google page rank changes everything
• Myspace Facebook changes everything
• Blackberry iPhone (Android) changes everything
• Cloud changes everything
• iPad changes everything
• Google+ changes everything
•…
© 2012 PERCUSSION SOFTWARE, INC 14

15. Constituent service demands change
• Agility beats planning for web delivery
– Plan your content (internal)
– Adapt your presentation (external)
• Even if you guess right, it won’t last long!
– Success lifespan is measured in months
• Analyze (monitor)
– Free analytics cover: Traffic, Devices, Sites
– Channels (blog, rich media, text, downloads/pdfs, …)
• Interchangeable parts
– Mashups & Widgets deploy faster than shared code
– “Fail fast” or “rinse and repeat”
© 2012 PERCUSSION SOFTWARE, INC 15

16. Mobile Coverage
• Responsive design
– One design covers all devices
– Gracefully adjusts presentation to fit
• Key technologies work NOW
– HTML 5 and CSS 3 supported today
– No need to wait for adoption
• Device context defines information priority
– Tasks or actions possible (e.g. find locations)
– New information is top priority
• Semantic tags really help here! (e.g. latest news updates)
© 2012 PERCUSSION SOFTWARE, INC 16

17. Aids.gov
Desktop Smart Phones Other phones
© 2012 PERCUSSION SOFTWARE, INC 17

18. Conclusions
• Decouple systems rather than “boil the ocean”
– Open APIs and meaningful content distribution
• Customer service requires constant change
– Interchangeable parts that “mashup” faster than code sharing
• Technologies are proven, affordable, and “today”
– Syndication, Semantic tags, Analytics, Mobile
• What drives cost and complexity?
Services - Implementation & maintenance!
© 2012 PERCUSSION SOFTWARE, INC 18

19. Connect With Us!
http://twitter.com/percussion
http://www.facebook.com/percussionsoftware
http://www.linkedin.com/percussion-software
http://www.pinterest.com/percussioncm1
http://www.gplus.to/percussion
© 2012 PERCUSSION SOFTWARE, INC 19