It is good to listen to the market. It is good to hear the voice of the consumer. But outside-in listening can never work without a connection to the day-to-day processes. Spending literally millions of dollars in buying information that ends up on the desk of the Customer Intelligence department does not make a lot of sense.
In the first postings I considered the one-way content management process of creation, management and publication. In the next stage I introduced a demand-driven process, like was introduced in supply chain management. Now we are finally ready to look at transparency and control for content management.
In principle create, manage and publish form a one-way content management chain, spreading content management through the entire organization. Sharing the effort was a good idea, leveraging knowledge already available in the organization.
Lately I have come to a new insight in the different stages an organization goes through when embarking on the content management learning curve. This is the first time I have tried to write it down. Funny thing is you then immediately see it all around you. Cognitive resonance at work!
Did you ever imagine what it would feel like if you tried to take a sip from a 3.5 bar fire hydrant? No? Do you think it would hurt? Well it would feel like having a grown man jump on you lower lip with his full weight. Don’t like it? Then why do you try it day in, day out, googling the Internet?
Finally, some free time to write something about my trip to Boston where I visited the Gilbane Conference. Lots of interesting speakers there, on content management and globalization, the free commons, Yahoo rich content and proof that Twitter really is everywhere…
Yesterday, I was in London for the AIIM Education Advisory Board on ECM and ERM. I think it is a good thing to have an education advisory board come together on a regular basis. It shows that you want to keep an active link to your community. You get feedback and are able to, in turn, learn from your students and other experts from the field.
The day in London was one of sharing insights and information on what changes we as a group had seen in ECM and ERM over the last 3 years and what trends we saw for the coming 3 years. Endulging myself in thoughts and reflections, I like nothing better.
Yesterday at the SOA Symposium in Amsterdam, I had the opportunity to share something I have been working on for the past 1.5 years, a communication model called SPOT. SPOT stands for single point of truth and refers to sharing all relevant information on products in the case of Philips.
The title of my presentation was ‘Freeing the flow of information!’, something we from content management have been trying to achieve ever since it was first formulated like this in Ann Rockley’s book ‘Managing Enterprise Content’. Anyhow, in my opinion this is what SOA is all about as well. The idea of enabling information to get to the place where it can be used.
Over the last couple of years content has arisen as a subject on its own, claiming its rightful place in the project. Thanks to many professionals speaking on conferences and writing books, the good news travelled across the world. The business value of content got attention; sometimes because a client goes for quality, but often through fear and embarrassment. To keep the current management attention focused on the content, we need ways to measure and report on the information quality. People often mention timeliness as the most important aspect of content quality on the internet. And yes, it is important, but there are a couple of others around as well.
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