Best practices for WCM adoption by ProQuest

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While Web content management (WCM) has been around for more than 10 years, enterprises only now seem to be getting serious about implementing WCM that can solve business problems, as opposed to solving IT problems. As the Web has fueled demand for customer-centric business practices, enterprises have begun to realize that their Web presence must do far more than statically display the same information to all visitors. In turn, leading WCM vendors have augmented initial products with tools that help organizations target users and deliver persuasive content, analyze customer interactions and enable Web 2.0 engagements. Forrester Research has found best practices in external Web site WCM that information and knowledge management professionals should keep in mind to avoid pitfalls: 1. Engage stakeholders throughout the project life cycle. 2. Use pilots as tools for evaluation and learning. 3. Keep it simple throughout the initiative.

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                                                                                                                                                                      GOVERNMENT
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                                                                                                                                                                         MAY 2009



                        Managing                          Best practices for WCM adoption
                     knowledge in
                        education                         ■ BY STEPHEN POWERS AND TIM WALTERS
                                                              While Web content management
                                                                                                        target users and deliver persuasive con-
                                                                                                        tent, analyze customer interactions and
                                                                                                                                                       In many cases, marketers continue
                                                                                                                                                       to rank their relationship with
                                                          (WCM) has been around for more                enable Web 2.0 engagements.                    IT staff as somewhat or highly
                                        Page 20           than 10 years, enterprises only now               However, some of the problems              unproductive.
                                                          seem to be getting serious about              that plagued first-generation WCM          ✦   Business doesn’t have the band-
                                                          implementing WCM that can solve               are inherent and will not automati-            width—or the desire—to take on
                                                          business problems, as opposed to              cally be solved with the technology            WCM responsibilities.
                                                          solving IT problems.                          advances of second-generation WCM          ✦   IT also drives too much of the
                                                              Many first-generation WCM sys-            systems. Most of the problems earlier          development and implementa-
                                                          tems proved to be clunky to use, expen-       WCM initiatives faced still exist              tion process, leaving marketing,
                                                          sive to implement, misaligned with            today—because of people and                    e-business and operations out of
                                                          business goals and ultimately dissatis-       processes, not WCM feature sets.               the loop during implementa-
                                                          fying for both IT and business. As the        Getting smarter at selecting the               tions, even though those are the
                                                          Web has fueled demand for customer-           appropriate technologies remains               stakeholders who will use and
                                                          centric business practices, enterprises       important, but internal competencies           drive the completed system.
                                                          have begun to realize that their Web          and best practices will still make or      ✦   Some WCM tools still lack
                                                          presence must do far more than stati-         break any WCM project.                         maturity to fulfill advanced cus-
                                                          cally display the same information to             Enterprises implementing WCM               tomer-facing Web site needs,
            SamePage gets social                          all visitors. In turn, leading WCM ven-       still face numerous challenges, such as:       forcing IT to get involved and

            eTouch                                        dors have augmented initial products
                                                          with tools that help organizations
                                                                                                        ✦ Business and marketing still have
                                                                                                            problems playing nicely with IT.                     WCM continues on page 14


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