Making Content Portable

Making Co nte nt Po rtable Ac ro s s the
Ente rpris e

Ann R oc kle y
P re s ide nt, Th e R oc kle y G roup Inc .
roc kle y@roc kle y.c om

The Ro c kle y Gro up Inc .

©2008, Th e R oc kle y G roup Inc .

The Ro c kle y Gro up s ample c lie nts


Ag e nda
 Wh y s h a re
 Ch a lle ng e s to s h a ring
 Org a niz a tiona l a g re e me nt
 Informa tion Arc h ite c ture
 Te c h nolog y


Cus tome r-c e ntric c o ntent
 Ma rke ting
 S a le s
 Do c um e nta tion
 Tra ining
 C u s tom e r s upport


Why s hare ?
 Inc re a s e d c ons is te nc y
 R e duc e d c os ts
 F oc us e d bra nding
 Inc re a s e d produc tivity
 Cus tome r s a tis fa c tion


Multiple info rmatio n pro duc ts
 B roc h ure s , produc t informa tion s h e e ts , propos a ls ,
pre s s re le a s e s , s pe e c h e s , pre s e nta tions , a nnua l
re ports
 E mploye e tra ining ma te ria ls , polic ie s a nd
proc e dure s
 Us e r g uide s , online h e lp, re fe re nc e doc ume nts ,
a pplic a tion g uide s
 P roduc t s pe c ific a tions , de s ig n doc ume nts , te s t
pla ns
 F AQs , c us tome r s upport ma te ria ls
 Cla s s room or we b-ba s e d tra ining


Conte nt is s iloe d
 Conte nt is c re a te d a nd
ma na g e d in multiple
a re a s a c ros s th e
org a niz a tion
 Conte nt is c re a te d,
re c re a te d, a nd
re c re a te d
 S imila r, ye t diffe re nt
c onte nt is s tore d
multiple time s
 Multiple ve rs ions of
c onte nt


Diffe re nt pro c e s s e s /no pro c e s s e s
 E a c h de pa rtme nt h a s its own proc e s s e s
 S ome de pa rtme nts h a ve no proc e s s e s


S tandards
 S ome de pa rtme nts h a ve s ta nda rds for c onte nt
(te mpla te s , vis ua l g uide line s , e ditoria l g uide line s )
 Oth e rs h a ve none


Taxo no my (tag g ing )
 Conte nt is s tore d in multiple wa ys
 S ome de pa rtme nts h a ve a s pe c ific ta xonomy
 Oth e rs h a ve none
 It ma y not be e nforc e d


Te c hno lo g y
 Multiple tools e xis t a c ros s th e org a niz a tion
Conte nt ma na g e me nt s ys te ms


Auth oring tools


Da ta ba s e s


Conte nt forma ts



Pe o ple
 P e ople a re foc us e d on th e ir own de live ra ble s
 R e s is ta nc e to s ta nda rdiz a tion

Our c us tome rs / produc t/ e rvic e is diffe re nt
s

Th e me dia a ffe c ts th e me s s a g e

Outs ourc e d
 Ha ve n’t th e time to s h a re


Info rmatio n arc hite c ture
 Ta xonomy
 Conte nt mode ls


What is a taxo no my?
 Th e word c ome s from th e G re e k τάξις, taxis,
(orde r) + νόμος, nomos, (la w/ c ie nc e )
s
 Th e pra c tic e of c la s s ifying pla nts a nd a nima ls a nd
oth e r org a nis ms in a n org a niz e d fa s h ion
 A me th od of org a niz ing informa tion
 A type of Controlle d Voc a bula ry

 All a round us …


Why a unifie d taxo no my?
 Conte nt is s tore d in multiple a re a s th roug h out th e
org a niz a tion
 Ca n’t s h a re if we c a n’t find it
 Ca n’t find it if we don’t know wh a t it is c a lle d
 Ca n’t fig ure out wh a t it is c a lle d if e ve ryone c a lls it
s ome th ing diffe re nt
 Ca n’t a utoma te th e s h a ring of informa tion if we c a n’t
find it
 …


To o many type s o f info , to o many plac e s !


What do we ne e d to c re ate a taxo no my?
 We ne e d:
Me ta da ta “da ta a bout da ta ” to h e lp us org a niz e


th e informa tion.
Controlle d Voc a bula rie s wh ic h h e lp c omple te th e


me ta da ta informa tion, a nd a llow th e us e r to find
informa tion wh e n a s e a rc h is pe rforme d.
To de fine th e re la tions h ips be twe e n th e c onte nt


a nd be twe e n th e c onte nt a nd th e me ta da ta .


What is me tadata?
 It is th e e nc ode d knowle dg e of your org a niz a tion,
de s c ribe d by Da vid Ma rc o a s :

“… a ll ph ys ic a l da ta (c o nta in e d in s o ftwa re a nd o th e r m e d ia )
a n d kn o wle d g e (c o nta in e d in e m p loye e s a n d va riou s m e d ia )
fro m in s id e a n d o u ts ide a n org a nis a tion , inc lu d in g in form a tion
a b o ut th e p h ys ic a l d a ta , te c h n ic a l a nd b us in e s s p ro c e s s e s ,
ru le s a n d c o ns tra ints of th e d a ta , a n d s truc tu re s of th e d a ta
us e d b y a c orp o ra tio n.”


Type s o f me tadata?
 C a te g o riz a tio n m e ta d a ta

C a te g o riz a tio n m e ta da ta is u s ua lly us e d b y c on te nt us e rs
to re trie ve c o n te n t.
 E le m e n t m e ta da ta

R e us e
 Me ta d a ta for re u s e is u s e d to id e n tify th e c o m po ne n ts
o f c on te nt th a t c a n b e re u s e d in m ultip le a re a s .

R e trie va l
 Me ta d a ta for re trie va l is u s e d to re trie ve c on te nt. It
m a y c o ns is t of m e ta d a ta fo r re u s e a s we ll a s
a dd ition a l re trie va l m e ta da ta .

Tra c kin g
 Me ta d a ta for tra c king (s ta tus ) is u s e d to id e n tify th e
s ta tus o f yo ur c o n te nt in a workflo w s ys te m .


What is a Co ntro lle d Vo c abulary?
 A c ontrolle d voc a bula ry is a lis t of te rms a n a uth or
c a n pic k from to c a te g oriz e th e ir c onte nt.
 It is c ontrolle d be c a us e it doe s not a llow th e m to
e nte r th e ir own te rms .
 Us e a c ontrolle d voc a bula ry for your me ta da ta to
e ns ure th a t me ta da ta is na me d a nd a pplie d
c ons is te ntly.
 Allows for c ons is te nt a uth oring a nd da ta s e a rc h a nd
re trie va l.
 R e la te d to Auth ority a nd S ynonym Lis ts , a nd to
Th e s a uri


Ho w do we s tart?
 G a th e r pe ople wh o will us e th e s ys te m.

Inc lude e ve ryone , from a uth ors to “us e rs ”.

R e me mbe r to c ons ide r th os e wh o will ma inta in
(a s oppos e d to c re a te ) th e informa tion, if th os e
a re diffe re nt g roups .
 R e me mbe r th a t you mus t c onc e ntra te on th e g oa l,
not th e s ys te m:

quot;To s ta rt out with th e ta s k ra th e r th a n th e e nd
produc t ma y re s ult, h owe ve r, in be a utiful
e ng ine e ring of work th a t s h ould not be done a t a ll.quot;
P D
eter rucker (D rucker, P F (1993 (reprint)). M
eter . anagement: Tasks,
Responsibilities, Practices. HarperCollins. I N 0-88730-615-2. )
SB


What to lo o k at
 E xa mine e xis ting g los s a rie s , lis ts a nd s imila r
ba c kg round informa tion.

Wh o c re a te d th e s e doc ume nts ?

Wh y we re th e re doc ume nts c re a te d?

Wh a t wa s th e ir purpos e ?

Ha s th a t ne e d c h a ng e d or e xpa nde d s inc e th e y
we re c re a te d?

Ca n th e y be us e d a s a jumping off point, or a re
th e y h is toric a l doc ume nts ?


Co nt.
 Look a t e xis ting s e a rc h
Wh a t is its c a pa bility?


Ca n s e a rc h e s be s a ve d?


Ca n th e y be e dite d a nd re run?


Wh a t is la c king ?


Wh a t c ould be improve d?


 Look a t e xis ting c onte nt c re a tion
Wh a t is its c a pa bility?


Ca n da ta be s h a re d?


How?


Wh a t is la c king ?


Wh a t c ould be improve d?



Creating a Co ntrolle d Voc abulary Gathering Te rms

 A Te rm is be s t de fine d a s th e e le me nt th a t th e us e r
is looking for wh e n th e y a re s e a rc h ing for
informa tion.
 Th ink of te rms a s e le me nts us e d to de s c ribe
c a te g orie s a nd s ub-c a te g orie s .

 How is informa tion c urre ntly c a te g oriz e d:
B y R e g ion


B y P la tform


B y P roduc t


e tc .



S truc ture
 If we a re g oing to s h a re c ompone nts of c onte nt, not
jus t doc ume nts we mus t e ns ure th a t c onte nt is
s truc ture d c ons is te ntly
 Inc ons is te ntly s truc ture d c onte nt c a nnot be s h a re d
 Multiple s truc ture s

DITA

Te mpla te s

No te mpla te s


Inc o mpatible s truc ture s


Ge tting s tarte d
 G a th e r c ommon e xa mple s of c onte nt
 Ide ntify be s t pra c tic e s
 Ana lyz e th e c onte nt for s imila ritie s a nd diffe re nc e s
 Ide ntify re us e , g ra nula rity of re us e
 De te rmine if a c ommon s truc ture is a ppropria te or if
ma pping is re quire d


Mo de ling c o nte nt
 Mode l c onte nt
 B uild s a mple c onte nt
 R e vie w mode ls a nd s a mple s with s ta ke h olde rs
 De te rmine h ow to s upport c onte nt


Mapping


S ing le c o nte nt manag e me nt s ys te m?
 Ma yb e
 No t like ly

WC M is g re a t for we b c o nte n t m a n a g e m e n t b ut prob a b ly
do e s n o t s u pp ort o th e r c h a n ne ls (prin t, h e lp)

E C M m a n a g e s do c um e n ts we ll, b u t p ro b a b ly d oe s no t
m a n a g e c o m p on e n ts a nd re us e

Mu ltic h a n ne l C C M m a n a g e s c om p on e n ts we ll, b ut
prob a b ly h a s n o c a p a b ility to m a n a g e a we b s ite

S o lu tio n
 Au th orita tive s ou rc e
 Au to s h a rin g
 F e d e ra te d/ te g ra te d s e a rc h
in


Autho ritative s o urc e
 A s ing le a uth orita tive s ourc e (s ing le point of
s tora g e ) for a ny pie c e of informa tion ne e ds to be
ide ntifie d.
 Th e mos t a c c ura te , c omple te , a uth oriz e d c onte nt is
dra wn from th e a uth orita tive s ourc e for re us e .
 If c onte nt is s tore d in multiple loc a tions for e a s e of
publis h ing , a ll but th e a uth orita tive s ourc e a re
c ons ide re d s e c onda ry c opie s .
 All c h a ng e s to a uth orita tive s ourc e mus t be ma de in
th e a uth orita tive s ourc e s o th a t e ve rywh e re th a t
c onte nt is re us e d it c a n be upda te d a ppropria te ly.
 De riva tive c onte nt (c onte nt wh ic h is re us e d a nd
modifie d) c a n be c re a te d a nd s tore d in a n a lte rna te
loc a tion


Auto s haring
 As re us a ble c onte nt is upda te it is a utoma tic a lly
s h a re d a mong th e s ys te ms wh e re re us e is re quire d
 Typic a lly re quire s c us tom s oftwa re


Fe de rate d/inte g rate d s e arc h
 P rovide s th e a bility to s imulta ne ous ly s e a rc h
multiple da ta s ourc e s

Conte nt ma na g e me nt s ys te ms

Da ta ba s e s

F ile s e rve rs
 Conte nt is inde xe d on a ll th e s ys te ms to fa c ilita te
s e a rc h
 Common ta xonomy is ve ry importa nt for th is


Multiple autho ring to o ls
 Auth ors a re dive rs e , no s ing le tool will s uffic e

We b, we b te mpla te s / forms

Doc ume nta tion, XML e ditors

Tra ining , multiple

Ma rke ting , Word

Cus tome r s upport, multiple
 Ke y is to h a ve c ommon mode ls imple me nte d in
XML s o th a t c onte nt c a n be s h a re d into a ny tool


Do n’t fo rg e t the pe o ple
 S truc ture d re us a ble c onte nt is a pa ra dig m s h ift
 R e quire s

Diffe re nt wa ys of writing

Ne w proc e s s e s

Inte ntion to s h a re
 You will e xpe rie nc e

Not inve nte d h e re

My c us tome rs a re diffe re nt

My me dia is diffe re nt

I don’t h a ve time to look for it, it is fa s te r to write
it mys e lf

And more


Co nc lus io n
 S h a ring c onte nt re s ults in:

Inc re a s e d c ons is te nc y

R e duc e d c os ts

F oc us e d bra nding

Inc re a s e d produc tivity

Cus tome r s a tis fa c tion
 And re quire s :

Unifie d ta xonomy

Conte nt mode ls

Te c h nolog y c h a ng e s

Ch a ng e ma na g e me nt


Additional Res o urc e s
 www.roc kle yre p ort.c om
 www.roc kle yb log .c om


Que s tio ns ?

An n R oc kle y

Th e R o c kle y G rou p Inc .

www.roc kle y.c om

roc kle y@ro c kle y.c o m

9 05 -9 39 -9 29 8

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