TITLE: OPENING KEYNOTE: Engaging Customers with Actionable Content
SPEAKER: Bill Trippe, The Gilbane Report
DAY/TIME: Sunday, 23 April 2006, 1:30PM
BIO: Bill Trippe is president of New Millennium Publishing, a Boston-based consulting practice formed in 1997. Bill has more than twenty years of technical and management experience in electronic publishing, content management, XML, and related technologies. He brings a unique blend of strategic and hands-on knowledge of the products and trends that are shaping the publishing and content technology marketplace. In addition to his role at New Millennium, Bill is associate editor of The Gilbane Report, the XML columnist for Transform, a Consulting Associate with the consulting and market research firm CAP Ventures, and a regular contributor to the magazine, EContent. He recently co-authored Digital Rights Management: Business and Technology (John Wiley & Sons) and is the co-author of the new book, SVG for Designers (Osborne/McGraw-Hill). Samples of Bill's writing and presentations can be found at New Millenium Publishing.
ABSTRACT:
AUDIENCE: This presentation is appropriate for all levels.
TITLE: Right Content, Right User, Right Time: A User-Centered Approach to CM Design
SPEAKER: Theresa Regli, Molecular
DAY/TIME: Sunday, 23 April 2006, 2:30PM
BIO: Theresa Regli applies over a decade of experience in content management, interface design and cross-media publishing as the Director of Content Management for Molecular, Inc., a Boston-based technology consulting firm. In recent years she has worked with numerous clients including Hewlett-Packard, Analog Devices and The Gillette Company to improve their content management processes and intranets.
ABSTRACT: Content management is no longer just a means to capture, manage and publish content, nor is it simply a piece of software. Rather, content management has become the indispensable lifeblood of the customer experience: the means by which the right content is delivered to customers at the ideal moment of their interaction with a business. This presentation will walk through a CM analysis methodology that is based on the core tenet that in order for a CM implementation to be successful, it must support every point in the customer experience lifecycle. Looking at tools like customer research, personas, content analysis, business process analysis and customer lifecycle analysis, the presentation will illustrate how to understand the optimal intersections of content and customers, and how that should play into the design of a CM system. The presentation will then show examples of how to derive the various interactions a customer might have with a company, and map content to the most appropriate moments in that lifecycle.
AUDIENCE: This presentation is appropriate for all levels.
TITLE: Benefits of a User-Centered Approach to Information Architecture
SPEAKER: Joan Lasselle, President, and Mira Wooten, Lasselle-Ramsay
DAY/TIME: Sunday, 23 April 2006, 3:45PM
BIO: Mira Wooten is the Client Business Manager for Lasselle-Ramsay, Inc. Mira has over 20 years of experience of leading documentation, training, and performance support projects for companies such as Hewlett-Packard, Cisco Systems, Siebel Systems, and Boston Scientific. Mira has a BS degree in Business from the University of Phoenix, a Graduate Certificate in Telecommunications Management from Golden Gate University, and is certified as an Enterprise Content Management Practitioner from the AIIM organization.
As co-founder and president of Lasselle-Ramsay, Joan Lasselle grew the company from a two-person firm to a provider of information and learning services that has served over 500 clients.
Joan is a recognized pioneer in self-paced and computer-based training materials as well as usability testing. She introduced computers to the classroom in the late 70s, and in the 80s took her computer and education expertise into the business sector where she helped set the standard for user documentation at Hewlett-Packard and Apple Computer.
The State of California, the California Public Utilities Commission, and the Women's Business Enterprise National Council (WBENC) certify Lasselle-Ramsay as a woman-owned business. Joan serves on the WBENC's Leadership Forum and in 2004 was recognized by WBENC as one of 14 national business stars. In 2003, the San Jose Business Journal recognized Lasselle-Ramsay as one of the top 60 women-owned businesses in Silicon Valley. Joan is also a member of the Silicon Valley Chapter of National Association of Women Business Owners (NAWBO), the San Francisco Chapter of Women President's Organization (WPO), Women Impacting Public Policy (WIPP) and is a senior member of the Society of Technical Communication.
ABSTRACT: Good information architecture (IA) design requires knowing your content and your users and how they make sense of things. This paper provides real-life examples of using an IA methodology that focuses on users, including creating user personas, conducting task and content analysis, and mapping the content to the product lifecycle. These techniques can help information architects more closely target the content users need.
The job of a technical communicator is getting the right information to the right people in the right format at the right time. Integrating information promotes the ability to leverage content not only within functional areas such as technical publications, but potentially out through other organizations such as technical support, training, and channel partners. Technical authors often serve multiple audiences needing different content.
One of the things that we believe is a differentiator for a successful approach to a CMS implementation is a focus on the user. The first step of any successful software development project is to build in-depth use cases. The second is to look at techniques that come out of qualitative research that building in-depth audience profiles. We take the same approach. Our methodology helps to build an in-depth profile of each individual audience from the perspective of how they use information in what we would call a work model. How does the information impact how they do their job and what information do they need when and where?
In our presentation we will show a sample output from a case study for an interventional cardiologist. We developed a persona that was created based upon multiple in-depth interviews conducted with various interventional cardiologists, including some in Japan, that use an ultrasound device. To create a persona, extensive interviews were performed about how they use information, what they do on the job every day and how they prefer to receive their learning. What we found out this user was that he doesn't like to read a lot of information. He wants presales information so he knows a little bit about it beforehand, but then he wants quick little bites of training. He doesn't like to go to long extensive workshops to learn the programs. Then he wants some ongoing in-depth education in advanced interpretation of images. He doesn't want everything to hit him just at once. We show another user profile on the operator, the one who actually manipulates the device and pushes the buttons.
We go on to explain about how to conduct a task analysis for the different audiences. This step in the process identifies the opportunities for reuse of the content. If we know who needs what we can also then determine what topic each individual needs.
We then merge the user profile and the task analysis to create a user scenario. This helps us know our audience. From the task analysis information we move to a content audit if content exists. The presentation shows how the user personas, use cases, task analysis and content analysis become input to the Information Model.
AUDIENCE: This presentation is appropriate for all levels.
TITLE: BREAKOUT: Microformats and the Future of Syndication
SPEAKER: Nate Aune, AdaptiveWave
DAY/TIME: Sunday, 23 April 2006, 4:30PM
BIO: Nate Aune is Founder and Chief Technologist of AdaptiveWave, LLC. [5], provides hosted CMS solutions based on Plone, the popular open source CMS. With 15 years of experience in web development and IT consulting [6], he now focuses his efforts on making content management systems easier to use. Mr. Aune has co-organized several developer sprints which brought together coders and designers from 20 nations to build more user-friendly CMS software. He has been a speaker at the Grassroots Use of Technology Conference 2005 at MIT, and various Plone conferences and symposiums in USA and Europe. Mr. Aune is very active within the Plone community and the open source community in general - member of the Plone Foundation, founder of the Boston Plone Users Group, PloneMultimedia and Plone4Artists projects.
ABSTRACT: "Content is king," said Bill Gates in his 1996 essay [1]. Never is this more true than today, where we witness that content has been stripped down to its bare essentials in the form of RSS feeds. No longer is it necessary to visit a website to stay abreast of its published content. But the content syndicated in an RSS feed suffers from the loss of it's contextual metadata. It is this structured metadata which often gives meaning and relevance to a piece of content. How can we syndicate our content but make it more meaningful? Fast forward ten years to 2006, and Bill Gates says, "we need microformats and to get people to agree on them. It is going to bootstrap exchanging data on the Web." [2] What are microformats [3] and how are they going to transform the way content is shared and published on the Internet? Microformats are a set of simple open data format standards that provide for more/better structured blogging and web microcontent publishing in general. Microformats can be used to represent many different kinds of data: people, events, social networks, reviews, resumes, geographic location, payments and more! In this talk, we will explore how microformats work and how emerging browsers such as Flock are able to extract structured information such as events and contacts from any website that publishes such content using these open data formats. We will look at several systems that can already publish content using these microformats, and we'll show how easy it is to add microformats support to your CMS of choice. Other issues we will discuss is interoperability of CMSes, and how microformats promise to solve the problem of sharing information between incompatible systems.
AUDIENCE: This presentation is appropriate for all levels.
TITLE: BREAKOUT: Portals, From Idea to Reality - the Dangers of the Current State of Portals in the Marketplace
SPEAKER: Tony Byrne, CMS Watch and Janus Boye, Boye IT
DAY/TIME: Sunday, 23 April 2006, 4:30PM
BIO: Tony Byrne is principal analyst for the Web Content Management and Enterprise Content Management channels on CMS Watch.
Tony is Founder and Editor of CMS Watch, and President of CMSWorks, Inc., a Content Management training and consulting firm. Tony consults with leading global enterprises and public agencies to help them select and implement the right content technologies. A former reporter, publisher, international educator, and 15-year Internet veteran, Tony previously headed the Engineering and Production groups at an IT consulting firm. He is the author of The CMS Report, and publisher of the other CMS Watch reports.
Janus Boye is the lead author of the Enterprise Portals Report and a contributor to The CMS Report. He is managing director of Boye IT, a vendor-neutral content management consultancy based in Denmark. Janus is also the conference chair of cmf2006, an annual web conference in Denmark. Janus has previously worked at an enterprise CMS vendor in various roles with clients across Europe.
ABSTRACT: A look at what the current use of portals is with reference to the hidden dangers. It's easy to like the idea of a portal but what exactly are you getting?
There are much confusion in the young and immature portal market. This roundtable will cover:
Hosted by the lead author of the Enterprise Portals report, the roundtable is ideal for companies looking to develop a business-driven Portal strategy, or who are considering selecting an Enterprise Portal product and need unbiased technical assessments, or who simply need a clear guide to this fast-changing landscape.
AUDIENCE: This presentation is appropriate for all levels.
TITLE: CLOSING KEYNOTE: Content Management in Call Centres: Delivering a Great Customer Experience
SPEAKER: James Robertson, Step Two Designs
DAY/TIME: Sunday, 23 April 2006, 5:30PM
BIO: James Robertson is one of the original founding members of the CM Professionals association, and is recognised as a global thought leader in the fields of content management and intranets.
James is the managing director of Step Two Designs, a vendor-neutral consultancy based in Sydney, Australia. James is the author of the "Content Management Requirements Toolkit", "Improving Intranet Search" and "Staff Directories" reports. He was also the lead on the creation of the "Intranet Roadmap", as well as writing a number of whole-of-government reports on content management.
James has keynoted conferences throughout Australia, as well as in New Zealand, Singapore, Malaysia, Brunei, Denmark, UK and the US. He has also written more than 100 articles on content management and intranet topics, which can be found on the Step Two Designs site.
ABSTRACT: Delivering a great customer experience is the goal of all successful organisations. With calls centers increasingly becoming the main point of contact with customers, effort must be taken to ensure that the call center is quickly delivering the *right* information and advice.
Call centers are a uniquely challenging environment, where staff are expected to (accurately) answer calls within 30 seconds, while being monitored on performance and call duration.
To meet these expectations, call center staff must be provided with effective information sources, with content management processes put in place to sustain and grow these resources.
This talk will explore the call center environment, and will give many real-world examples drawn from call center reviews conducted in high-profile public and private sector organisations.
This presentation will cover:
This presentation will focus on the internal activities required to deliver great service to external customers, emphasising the practical steps that can be taken to establish an effective call center environment.
AUDIENCE: This presentation is appropriate for all levels.
TITLE: ROUNDTABLE: Content Lifecycle Poster
SPEAKER: Erik Hartman, Hartman Communicatie BV and Scott Abel, The Content Wrangler
DAY/TIME: Monday, 24 April 2006, 8:00AM
BIO: Erik M. Hartman is an independent consultant in the field of information architecture, content management strategy and communications strategy. His company Hartman Communicatie BV provides organizations with strategy, design, and research. Hartman's customer base spans the 500 largest firms and governmental entities in the Netherlands and Belgium. Hartman Communicatie publishes a content management portal at www.allesovercontentmanagement.nl and maintains an on-line overview of enterprise content management systems at http://tools.hartman-communicatie.nl. Erik is also President of CM Professionals and board member of a Dutch document management organization.p>
Scott Abel is a technical writing specialist and content management strategist whose strengths lie in helping organizations improve the way they author, maintain, publish, and archive their information assets. Scott is actively involved in the content management arena and is a specialist in life sciences documentation. Scott's blog, The Content Wrangler, explores the world of content management. Scott shares his experiences -- and those of others -- as they research, plan, implement -- even screw up -- content management initiatives. Find interesting case studies, useful resources, articles, white papers, valuable tips and techniques, as well as content management horror stories here. Scott is a founding member of Content Management Professionals (CM Pros) and currently serves as Vice President of the organization; provides content for the XML.org Focus Area on Content Management for the Organization for the Advancement of Structured Information Standards (OASIS); is a former member of the Drug Information Association XML and e-CDT committees; and, is an active member in the Society for Technical Communication (STC), where he focuses on educating members of STC Special Interest Groups about the role of technical communicators in content management.
ABSTRACT: An interactive discussion about the domain of the content lifecycle, the goal of this session is a proposal for a CM Pros Content Lifecycle Poster to be published (print and web) within 6-8 weeks after the Spring 2006 CM Pros Summit. Inputs for this roundtable includes Bob Doyle's Draft Poster, the AIIM 101 ECM Poster, the AIIM Puzzle Poster, Bob Boiko's CM Possibilities Poster and several other posters. More information about the poster is available at http://www.cmprosold.org/resources/poster.
AUDIENCE: This presentation is appropriate for all levels. However, we encourage you to review the CM Pros Lifecycle Poster page at http://www.cmprosold.org/resources/poster before joining the session.
TITLE: ROUNDTABLE: Best Practices vs. Practicalities: Qualitative Decisions for Delivering the Best Content to Customers
SPEAKER: Rahel Anne Bailie, Intentional Design Inc. and Trevor Paterson, CHC Helicopters
DAY/TIME:Monday, 24 April 2006, 8:00AM
BIO: Rahel Anne Bailie is a managing partner of Strategy A Consulting Group, a multi-disciplinary consultancy, and president of Intentional Design, a content management consultancy focusing on requirements and content analysis for small- to medium-sized organizations. Rahel comes from a technical communication background, where her relentless drive to improve content performance drove her to content management. She is active in Content Management Professionals Association (CM Pros), a founder of the Canada West CM Pros chapter, and other key industry affiliations including the Information Architecture Institute, Usability Professionals' Association, IEEE Professional Communications Society, and Society for Technical Communication.
Trevor Paterson is CMS Administrator for CHC Helicopters, the world’s leading provider of heavy and medium helicopter services to the global offshore oil and gas industry. Trevor has been overseeing a CMS implementation at CHC since the spring of 2005. Before working for CHC, Trevor taught ESL to adults for eight years and then spent a year overseas. His passion for educating led him to content management in that he sees it as a tool for conveying knowledge between individuals - not just a tool for managing information. His long-term goal for content management is to invisibly and quietly transform the very culture of CHC to where capturing and effectively conveying best practices is commonplace.
ABSTRACT: Content management technology can handle the delivery of sophisticated variations of content delivery. We can publish from a single source from multiple databases and multiple applications to multiple channels, to multiple audiences, with multiple variants. But just because we can, does that mean we should? What happens when the application of technology over-engineers the content? What is the effect on end users?
When we discuss using best practices, we talk about topics such as separating content from presentation, workflow management, audit trail, storage and retrieval techniques, and data integrity. This is the core of content management, and we do need to know how to use these technologies effectively. The topic where we dance around the edge is learning not to overly depend on content management technologies to distill the information we need to deliver. When we publish a guideline for several countries, do we create equivalent variants for each country? Or do we look a layer deeper and check whether each country needs an equivalent to that particular guideline? If the guideline refers to local regulations, can we assume that each country has local regulations, or that following the local regulations is actually a good idea?
This round table discussion explores the practical and ethical issues that arise when the quality of content can be compromised when dependence on a content management system to slice and dice content for our end users over-automates our content. Examples from enterprises that send content into a global marketplace will be presented, and participants encouraged to contribute their own examples.
AUDIENCE: This presentation is appropriate for those who are new to content management
TITLE: BREAKOUT: The Importance of the Community in Open Source Content Management Systems
SPEAKER: Renaud Richardet, Wyona Inc.
DAY/TIME: Monday, 24 April 2006, 9:30AM
BIO:
ABSTRACT: Over the last few years there has been a great deal of buzz about open source: open source content management, open source blog programs, open source operating systems. There is good reason for that. Open source is a unique development model which allows an unlimited number of people to contribute to a common goal regardless of their location. While the benefits of open source methodology have been widely discussed, what isn't as widely known is that open source development model alone doesn't insure for success. Open source projects are only as successful as their communities are active and focused. When open source projects fail, it is often because irresolvable tensions between community members drove them to fork or end the project. With a growing number of available open source content management systems, the selection of the right project is a very delicate process. The quality of a project community is a very important factor to consider. In my presentation I would like to discuss the community dynamics of a successful open source project. I will also share my experiences working on the open source project, Apache Lenya.
AUDIENCE: This presentation is appropriate for all levels.
TITLE: BREAKOUT: Achieving Structure in Enterprise Content
SPEAKER: Peter Meyer, Elkera Pty Limited
DAY/TIME: Monday, 24 April 2006, 9:30AM
BIO: Peter Meyer is managing director of Elkera Pty Limited and has more than 10 years experience working with SGML/XML authoring and publishing systems as a content writer and as leader of developer teams. Peter abandoned use of a word processor several years ago and creates almost all content except email using an XML editor. Peter is a regular speaker at conferences dealing with XML and content management issues.
ABSTRACT: The more demands that are placed on content management systems to provide relevant, personalized and easily accessed information, the greater the need to manage content in a structured form to provide the required flexibility.
There are various approaches to managing structured content, ranging from chunks of Word documents or HTML in a content management system database to structured XML markup. Structured XML markup offers better portability and interoperability between standards based processing systems.
For some time, structured XML markup has been used in specialized areas such as legal and technical publishing, legislative drafting, and complex product and training documentation systems. In many of these contexts, the business imperatives demand the use of structured data so that content writers must use structured authoring tools, almost regardless of their usability.
Increasingly, the use of structured XML is extending into enterprise content management. However, while many enterprises could benefit from using structured data, a change may not be considered as imperative. Experience strongly suggests that content writers are reluctant to surrender their word processor to use structured XML authoring tools. Management is reluctant to ask them to do so. There is a strong suspicion that XML authoring tools lack the desired usability and flexibility.
This presentation will explore the case for asking content writers to accept a change of writing tool and the alternatives available, including conversion of word processing data to structured XML. In some cases, data conversion is the only option. Otherwise, use of a structured XML editor ought to produce superior results.
If content writers are to take up structured authoring, the tools must provide exceptional usability to win writer cooperation and to minimize training and support costs. It is suggested that satisfactory levels of usability can be achieved only by a careful customization of the XML editing interface to the DTD or schema. Such customization work may be costly. The development of standard schema will make it easier for developers to provide a higher level of usability in structured editing interfaces. Unfortunately, many schema are very complex and impose considerable demands on application developers and content writers.
This presentation will propose that with good DTD/schema design and thoughtful editor customization, writers should find that using a structured XML authoring tool is much easier than using word processing software. The more widespread use of structured content is dependant on achieving this outcome at reasonable cost.
The presentation may include a demonstration of a highly customized XML authoring application suitable for a wide range of enterprise content.
AUDIENCE: Anyone involved in planning or developing a content management strategy based on structured (XML) content. The presentation does not require any technical knowledge of XML. However, a general understanding of XML concepts will be helpful.
TITLE: CLOSING KEYNOTE: Developing a customer-centric model for content management
SPEAKER: Ann Rockley, The Rockley Group
DAY/TIME: Monday, 24 April 2006, 10:30AM
BIO: Ann Rockley is President of The Rockley Group, Inc, a consultancy that has an international reputation for developing customer-centric content management strategies with a focus on unified customer content. Rockley is a contributor to trade and industry publications and a featured speaker at numerous conferences in North America and Europe. Rockley is immediate past President of Content Management Professionals, a Fellow of the Society for Technical Communication and has a Master of Information Science from the University of Toronto.
ABSTRACT: Organizations create huge amounts of customer facing content and they are putting a lot of time and effort into managing their customer relationships. Yet, customers are still having difficulty finding the right content at the right time in the right format and the cost of customer support is soaring. Organizations have web content management strategies and enterprise content management strategies, but no clear strategy on how to ensure that all their customer facing content (sales, marketing, usage, support, training, call centre) are effectively unified into an effective customer-centric content management strategy. This session looks at how a customer centric model for content management can support the customer experience at every touch point. This session will cover:
AUDIENCE: This presentation is appropriate for all levels.
