ECM Certificate ProgramWhat is Enterprise

Content Management?

Atle Skjekkeland

www.aiim.org/training

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Who is AIIM?

AIIM is the global community for information professionals Founded in 1943 80,000 active community

members We do research and task forces

analyzing trends and opportunities Forbes Magazine called our

research with author Geoffrey Moore the "Best social media idea of 2011”

AIIM published last year #OccupyIT – a manifesto about how business leaders must reclaim IT

AIIM is a also leading provider of training and standards

www.aiim.org

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Information Chaos

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Managing Enterprise Content

• Enterprise Content Management combines analytics, collaboration, governance and processes with anywhere, anytime access to deliver value to your customers, partners, and employees– Improve customer and staff

engagement– Ensure compliance– Automate processes

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• ECM is not a single system• ECM usually is a group of aligned

systems• ECM is about ‘unstructured’ information Used by humans• Images• Office documents• Graphics and drawings• Print streams• Web pages and

content• E-mail• Video• Rich media assets

Unstructured information

Processed by systems• Databases• Ordered data• Sales and invoicing• Accounting• Human resources

Structured information

What ECM covers

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A Changing Industry

ENTERPRISEBecoming:• Mobile• Global• Open• Engaged• Agile• Adaptiv

e

MANAGEMENTBecoming:• Social• Collaborative• Open• Flexible• Inclusive

CONTENTBecoming:• Complex• Invaluab

le• Viewed

as asset• Source

of advantage

E C

M

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ECM Concepts

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1. What is ECM?

14. Success Factors

8. Metadata & Indexing

13. Legislation, Standards, Regulation

3. Store

4. Manage

5. Preserve

6. Deliver

7. Re-purposing

10. Search & Retrieve

11. Controls & Security

12. Interfaces…

2. Capture 9.Classification

ECM Concepts

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2. Capture1. What is ECM?

14. Success Factors

8. Metadata & Indexing

13. Legislation, Standards & Regulation

3. Store

4. Manage

5. Preserve

6. Deliver

7. Repurposing

10. Search & Retrieve

11. Controls & Security

12. Interfaces & Legacy Systems

2. Capture 9.Classification

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2. Capture

• Capture - getting information from source into ECM system

ECM system

Capture

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3. Storage• Information Lifecycle Management

“A new set of management practices based on aligning the business value of information to the most appropriate and cost effective infrastructure”

• ILM is a new approach to operating the datacenter – Designed to address the top problem in the datacenter :

complexity– It is a business-driven management practice – ILM is the framework through which we organize,

instrument, automate, and operate information and data services

– ILM is a process not a product– Must account for regulatory compliance

Source: SNIA

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3. Manage - Key ECM technologies

• Imaging• Document Centric Collaboration• Electronic Document Management• Electronic Records Management• Email Management• Workflow & Business Process Management• Web Content Management & Portals• Digital Asset Management• Information Organization & Access

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3. Manage – Document Centric Collaboration

• Collaboration is a working practice whereby individuals work together to a common purpose to achieve business benefit.

• Key features of collaboration tools are: – Synchronous collaboration: online meetings and

instant messaging– Asynchronous collaboration: shared workspaces and

annotations• Many organizations are also looking at Free-

form Collaboration tools to improve collaboration and reduce number of emails– Social Networking tools, blogs, and wikis

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3. Manage - Document Management

• DM is an electronic capability that manages documents. Document can be defined as “recorded information or object which can be treated as a unit”.

• Key DM features are: – Check In / Check Out and Locking;– Version Control;– Roll back;– Audit Trail;– Workflow

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3. Manage - Electronic Records Management

• An ERMS is an electronic capability that helps in the management of records – both electronic records and physical records.

• Key ERMS features are: – Declaration;– Classification;– Access Control;– Disposition;– Long-term

preservation

• A Record is a Document that is…– Required as proof of business decision– Required for business continuity– Required for legal or compliance reasons

• If in doubt – make it a record

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3. Manage - Web Content Management

• Web Content Management provides a set of procedures for managing content – from its creation or import to its archive and eventual destruction - that is destined for publication on the Web.

• The key features of web content management are:– Design and organise websites in order to provide

users with efficient and effective access to relevant and up-to-date content;

– Control and prepare the content ready for publication;– Control the content evaluation and approval process

prior to publication on the web site;– Automate key parts of the publishing process. When

web pages are being built dynamically by a content management system, manual testing may need to be undertaken to ensure that all components fit together properly prior to publishing.

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• BPM techniques, methods and technologies enable you to identify and modify existing processes to align them with a desired (improved) future state.

3. Manage – Business Process Management

Design &SimulationServices

Monitoring Services

ProcessRegistry

Orchestration(Workflow)Engine

RulesEngine

IntegrationServices

Content / DataRepositories

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4. Preserve• Storage media obsolescence

– Copy records to appropriate media before this becomes a problem

• Media degradation– Choose, store and protect– Bit-wise checking– Checksum calculation

• Format obsolescence– Technology preservation – Emulation– Migration– Exotic techniques

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6-7. Deliver & RepurposingDistribution channels – you can deliver content

via:• Paper• Internet / Intranet / Extranet(s)• Portals• E-Mail (perhaps with attachments)• Fax (automatically)• Mobile phone (web enabled, or by SMS

‘texting’)• Personal Digital Assistants (PDA)• XML – for display and/or data transfers• Instant messaging• Web-casting and content streaming• RSS

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8. Metadata • Example of metadata in MS Office 2007• New “Document Information Panel” can be customized

by document type and brought front and center.

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8. Metadata - typesOne way to categorize metadata;• Descriptive: Information describing the

content used for search and retrieval. • Structural: Information that ties this item with

others, such as pages in a book, or the documents in a case folder.

• Administrative: Information used to manage and control access to the item.

Source: IMERGE Consulting

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8. Metadata - standards• Dublin Core

– The Dublin Core Metadata Initiative(DCMI) (Dublin, OH)

– Now ISO 15836

Creator Title Subject

Contributor Date Description

Publisher Type FormatCoverage Rights Relation

Source Language Identifier

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• Vocabularies represent potential metadata values• Vocabularies can be controlled or uncontrolled

– Controlled vocabularies: metadata must come from a set list (e.g. “Province”)

– Uncontrolled vocabularies: metadata can be applied free-form (e.g. “Town”)

• “Taxonomies” are a particular type of controlled vocabulary– But not all controlled vocabularies are taxonomies

8. Metadata – vocabularies (1)

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• It’s important to control vocabulary so your searchers don’t have to

• Standards need to be set to minimize confusion among taggers/indexers• Enforces terminological consistency• Reduces spelling mistakes• Enables interoperability

• Technology can manage thesaurus (“like”) terms

8. Metadata – vocabularies (2)

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For humans, adding metadata means work• Indexers may not see the ultimate benefit of metadata themselves

– Benefits tend to accrue to the enterprise and content consumers• To be sure, clerical staff can be forced to index

– In some imaging systems, it is a specialized skill• In other cases: “Not my job”• Sometimes humans provide incomplete or inaccurate metadata

So a question arises:• Is there a way to get machines to add metadata for us?

Source: Taxonomy Strategies

8. Metadata – manual process

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Need to consider:• Automatic classification tools exist, and have potential

– Auto-categorization software as well as some search engines can attempt to classify content

– They still rely on an authoritative taxonomy or controlled vocabulary

– Typically need “training” to achieve minimally acceptable results

• But results are typically not as good as humans’– Degree of human involvement becomes a cost/benefit tradeoff

Source: Taxonomy Strategies

8. Metadata – automated

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9. Classification

Classification:

“the systematic identification and arrangement of business activities and/or records into categories according to logically structured conventions, methods and procedural rules represented in a classification system”Source: MoReq

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9. Classification - examplesDewey

Decimal System

Personal Classification

Faceted Classification

CC

CC CC CC

CC CC CC CCCC CC CC CCCC CC

CC CC CC CC

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9. Classification - benefits1. Providing linkages between individual records which

accumulate to provide a continuous record of activity2. Ensuring records are named in a consistent manner

over time3. Assisting in the retrieval of all records relating to a

particular function or activity4. Determining security protection and access

appropriate for sets of records5. Allocating user permissions for access to, or action on,

particular groups of records6. Distributing responsibility for management of

particular sets of records7. Distributing records for action8. Determining appropriate retention periods and

disposition actions for records

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9. Classification - issues• Key issue in a new ECM environment

is ease-of-use and performance for users– If users aren’t happy, environment won’t

work • Business Classification Scheme (BCS)

design and deployment will have major impact on usability– BCS design and deployment must

maximize ease-of-use and performance for users

• Note - usability will also be affected by– Number of levels– User interface– Using ‘shortcuts’ or ‘favourites’– Availability & quality of other retrieval

tools • e.g. a search engine

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9. Classification - taxonomies

• Taxonomy is the science of classifying information

• A taxonomy is a law for classifying information • Controlled vocabulary

– Simple list– Synonym ring– Hierarchical classification– Thesaurus

• Football• Sport• Pastime

CC

CC CC CC

CC CC CC CCCC CC CC CCCC CC

CC CC CC CC

Short-form name FIPS Code

American Samoa AQ

Akrotiri Sovereign Base Area AX

Anguilla AV

Antarctica AY

Aruba AA

Ashmore and Cartier Islands AT

Baker Island FQ

Bermuda BD

Bouvet Island BV

British Indian Ocean Territory IO

Cayman Islands CJ

Christmas Island KT

Clipperton Island IP

Cocos (Keeling) Islands CK

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9. Classification - taxonomies

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Capturing all the uses of ice cream…

A complete ontology would account for more relationships and properties.

Source: Roz Chast, The New Yorker

9. Classification - ontology

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9. Classification - folksonomy

• Folksonomy: the anti-controlled vocabulary. Collaborative vocabularies for tagging content, rarely with any sort of control

• Relevance between metadata and content may be determined by users in a democratic fashion– four users define an object as being “green” – one user defines an object as being “aqua” – relevance can be defined as "more green than aqua”

• Over time, clusters emerge and communities typically self-organize around them

• Typically arise in Web-based communities where individuals to share content, then create and use tags (e.g., blogs)

• Applied to enterprise use cases when there is a critical mass of taggers to make it worthwhile– Can be a useful “bottom-up” approach to developing

taxonomies

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10. Search & Retrieval

Three main ways people look for information• Pattern Matching (a.k.a., search) some

particular attributes in the sought after information– E.g., words or phrases, proximity, etc.

• Navigation, or traversal – Finding a relevant asset that is linked to other assets– Traversing links looking at related information

• Classified or Categorized, organized by topic browsing– Using classification taxonomies and related structured

organizations of information

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10. Search & Retrieval - Browsing

• Browsing is usually the first option for users seeking information or documents– Desktop and enterprise file

systems– Content management system

repositories– Intranets and Websites

• If users can’t find via browse, then they resort to search

• Some users will go straight to search– This is partly generational

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10. Search & Retrieval - Search

• Search is an application or tool for finding information via search term– Not all search is “keyword” search– Not all search is user-generated (many systems employ

“canned” queries)• Search is omnipresent, and essential

– But: there is much ignorance about how search engines work– Most end-users shouldn’t need to know; they just assume

“magic”• Advanced display techniques can blur the line between

search and browse• Search is not a magic bullet or effective panacea for lack of

information organization– Better-organized information will yield more effective search

results

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10. Search & Retrieval - Search

Source: CMS Watch

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10. Search & Retrieval - Findability

Findability is the quality of being locatable or navigable

• Information should be easy to discover or locate• Information access is about helping users find

documents that satisfy their information needs• Remember, someone may be looking for

something they’ve never seen or touched before

• Advanced information organization techniques can support findability– Thesauri, Ontologies, Topic Maps and Semantic

Networks– Faceted search and navigation

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10. Search & Retrieval - Content Finding Us

• Changing the paradigm• Content finds the person rather than vice-versa

– Personalization: getting the right information to the right individual

– Syndication, especially RSS, to distill content to its essentials

– Subscribing to content, to have it “pushed” to us when we need it.

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11. Security & Access Control

• Identification• Authentication• Authorization

• Encryption• Digital signatures• Audit trail

Key components of access control:

Mechanisms that help implement access control:

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11. Security & Access Control - Authoritative content

• Authenticity – proof that the content is what we say it is

• Integrity – proof that the content is complete and unaltered

• Reliability – proof that the content belongs in the system

• Usability – we can find it and understand it

The characteristics of an authoritative content:

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11. Security & Access Control - Digital Rights ManagementDigital Rights Management

• Encryption• Copy management• Digital signatures and public key infrastructure

(PKI)• Electronic Watermarks

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12. Integration - goals• End-to-end information management

• Information flow across system boundaries

• Information may be locked in legacy systems

Improving information flows and unlocking information leads to (among others):• Improved efficiency• Reduced cost• Competitive advantage

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12. Integration - SOA

Intr

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Extr

anet

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PDA

Offi

ce

softw

are

Inte

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3g p

hone Service

delivery channels

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Bus

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stem

E-m

ail

syst

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Back office IT services

Con

tact

m

gmt

EDM

S,

ERM

S

Wor

kflo

w

mgm

t

Web applicationXML

Rendition

EncapsulationXML

XML

Cross-system business logic

XML XML XML XML

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1. What is ECM?

14. Success Factors

8. Metadata & Indexing

13. Legislation, Standards, Regulation

3. Store

4. Manage

5. Preserve

6. Deliver

7. Re-purposing

10. Search & Retrieve

11. Controls & Security

12. Interfaces…

2. Capture 9.Classification

ECM Concepts

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But Don’t Mess Up the Implementation

• Studies conducted by Doculabs and others have shown that more than 50 percent of content management implementations are failures – projects that either went over budget, or over time, or that achieved adoption rates that were dismally lower than the initial projections.

• Why do so many content management implementations fail to deliver the expected benefits?1. Most organizations still take an overly tactical

view toward content management2. They don’t prioritize effective planning from a

strategic standpoint on how to realize returns on the investment.Source: Doculabs

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The Risks You Face

The top problems that have affected implementations...• 42% Underestimated processes and org issues• 31% Lack of training internal staff• 30% Uneven usage – poor procedures and enforcement• 30% Project derailed by internal politics• 22% Underestimated effort to distill or migrate content• 21% Excessive “scope creep”• 19% Taxonomy or metadata concerns

Source: AIIM

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Get it Right with AIIM Training

AIIM – the leading training provider for information professionals• 25,000+ course

attendees• Self-paced or live courses• Courses can be

customized for your organization

• Pass the online exam to earn the designation

• www.aiim.org/training

AIIM Content Management Practitioner training course• Learn how to manage

content across devices, locations, and platforms

• Ensure content is available at anytime, from anywhere, from any device with the appropriate control and security

• Recommend content based on device, location, preference, and behavior

• Learn how to develop the necessary taxonomies, metadata, and security models

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ECM PRACTITIONER COURSESection 1:Content Management Foundations

Section 2:Business Drivers

Section 3:Information Architecture

Section 4:Managing Process & Content

1 Introduction• Introduction to ECM• Business drivers for ECM• Current state of ECM and historical

context• Overview of key ECM technologies

7 Productivity• Productivity as a business driver

for ECM• User adoption and meeting

productivity goals• Case study examples

12 Understanding ECM Architecture• ECM architecture types• Four core content services• Approaches to managing content• What is information architecture (IA)?• How IA shapes ECM

19 Content Storage• Storage vs. archiving• Online storage• Cloud services• Risks to watch• How to

2 Capture and Creation• Sources of content• Importing content• E-mail• Scanning • Rich media• Social media

8 Information Governance• IG as a driver for ECM• What is IG?• Understanding compliance• Internal, legal and regulatory

obligations• Case study examples

13 Metadata• What is metadata?• Business value of metadata• Types of metadata• Sources of metadata• How to plan a metadata strategy• Metadata standards

20 Security & Access Controls• Business value• Protected and sensitive content• Legal & compliance considerations• Means of protection• How to

3 Organizing Content• What is metadata?• Using metadata to organize content• Tagging• Folders and hierarchies• Relationships• Controlling access to content

9 Knowledge Management• KM as a driver for ECM• Understanding institutional

memory• Intellectual property • Protecting vital records• Case study examples

14 Taxonomies & Classification• Taxonomies• Types of taxonomies• Classifications• Classification schemes• How to

21 Process & Workflow• Workflow and BPM• Forms and templates• Transactional content management • Integration with LOB apps• Standards and common notations• How to

4 Collaboration• Types of collaboration• Enabling teams• Version control and editing content• Sharing content • Collaborating beyond the document

10 Social Business• Collaboration as a business

driver• Web 2.0 to social business• Common use cases • Balancing risks and rewards • Change management• Case study

15 Findability• Defining findability• Findability and metadata • Findability and classification schemes• Search functionality• Recommendation engines• Optimization considerations

22 Retention & Disposition of Electronic Content• Business value• Understanding ERM• The records (and content) lifecycle• Transfer of records• Destruction of records• How to

5 Search & Retrieve• Searching with metadata or tags• Searching with keywords or phrases• Storing routine queries• Sorting and filtering• Navigating folder structures• Recommendations & expert locations

11 Success Metrics• Understanding and choosing

metrics• Return on investment• Total cost of ownership• Key performance indicators• How to

16 Analytics & Reporting• Business value of analytics and

reporting• Reporting using content metadata• Content analytics• Semantic search• Linked data and entity extraction• Web analytics

23 Digital Preservation• Business value• Preservation vs. conservation• Storage and device considerations• Migrations and conversions • Preservation formats and standards• How to

6 Publish & Deliver• Content for web, portals, intranets• Content for social networks• Content for mobile devices• Feeds, syndication and

personalization• Renditions and transformation• Accessibility and standards

17 Interoperability & Integration• Integration with LOB apps• Supporting standards• Means of functional connectivity• Means of programmatic connectivity• Migration and import considerations• How to

24 Retention & Disposition of Physical Records• Business value• Understanding physical records management• Preservation and protection• Transfer and destruction• Paper reduction considerations• How to

18. Performance Considerations• Geography evokes architecture• Distributed, centralized and

decentralized Remote users and mobile workers

• Outside entities• Planning: rules of thumb• Sizing, scoping, optimization• How to

25. Creating and Structuring Content• Components• Business value• Types of structured content• Formats and standards• Publication and distribution ramifications• How to

ECM Practitioner – use content to improve collaboration, compliance, and process automation

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Standards and best practices

The courses use and refer to standards when possible including benefits and disadvantages

All AIIM training courses have an international focus with local examples of regulations and standards

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24-7 course access for 6 months

Unlimited access for 6 months

Downloadable resources, checklists, and templates

Online exam leading to an AIIM designation

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Course feedback…

“Fujitsu chose the AIIM ECM Training Program to empower our partners with the tools and strategies to help companies world-wide achieve successful ECM implementations.” Pamela Doyle, Director, Fujitsu Imaging Products Group

“The AIIM ECM training course provides an extremely comprehensive platform related to the enterprise content management industry and the technologies that support and drive it. The materials are thorough, up-to-date and well presented. I would recommend the course to both vendors and customers of ECM solutions.”John Opdycke, Former Vice President of Marketing, Hyland Software

In today’s Web 2.0 world, companies are required to provide a set of user experiences that enable employees to work with corporate information the way they work with personal information—easy to use, easy to find and easy to interact with others. Now more than ever, comprehensive enterprise content management training that incorporates the use of Web 2.0 technologies is a must-have for companies. With its broad-based support and real-world approach, AIIM continues to be the gold standard for ECM training.” Whitney Bouck, General Manager, Box Enterprise at Box

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Course feedback…• “AIIM’s training programs are essential to anyone in Information

Management. Without up to date training, systems and programs are set up — but may be at risk, in the long run, if developed by the under trained. The Information Management Industry as a whole is developing at the speed of light, so even someone like myself (a 23 year veteran) needs to refresh their training and stay on top of technology and advancement in trends to understand how to apply it. AIIM’s training programs provide this education.” TK Train, CRM, ECMp, MBA, Document Control Manager,Gambro

• “Enterprise records management or content management projects are comprised of cross functional teams with various backgrounds and specialties. It is important to the success of such projects that interdisciplinary teams develop a common lexicon and understanding of key concepts as fast as possible to enable collaboration. AIIMs educational curricula serve this need quickly and excellently”, Jayne Bellyk, RIM Program Manager, Chevron Phillips Chemical Company LP

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Register at aiim.org/training• Self-paced Practitioner courses starts at $790 per person

– Includes 6 months access to online resources, handouts, and exam

– Contact AIIM to get significant student-bulk discounts for 10+ students

– Instructor is available for 6 months to answer questions and provide guidance

• 3 x 90 min virtual live Practitioner sessions just for your organization for $3,700 with max 15 attendees– AIIM organizes 3 x 90 min live virtual sessions with experienced

instructor and subject matter expert– Attendees get 6 months access to online resources, handouts,

and exam– Instructor is available for 6 months to answer questions and

provide guidance