Slides for plenary talk on "Trials, Trips and Tribulations of an Integrated Web Strategy" given at the IWMW 2004 event held at the University of Birmingham on 27-29 July 2004.
See http://www.ukoln.ac.uk/web-focus/events/workshops/webmaster-2004/talks/supple/
Mattingly "AI & Prompt Design: The Basics of Prompt Design"
IWMW 2004: Trials, Trips and Tribulations of an Integrated Web Strategy
1. David Supple, University of BirminghamDavid Supple, University of Birmingham
Institutional Web ManagersInstitutional Web Managers
Workshop 2004Workshop 2004
Trials, Trips andTrials, Trips and
TribulationsTribulations
of an Integrated Webof an Integrated Web
StrategyStrategy
3. Welcome to the University ofWelcome to the University of
Birmingham: our marketplaceBirmingham: our marketplace
27,000 FTE students27,000 FTE students
is well-established as ais well-established as a
world-class Universityworld-class University
is one of the leadingis one of the leading
research-based universitiesresearch-based universities
in the United Kingdomin the United Kingdom
teaches and undertakesteaches and undertakes
research in all the majorresearch in all the major
disciplinesdisciplines
attracts students of highattracts students of high
abilityability
has academic staff ofhas academic staff of
distinction, many recogniseddistinction, many recognised
as international leaders inas international leaders in
their fieldstheir fields
has an annual income ofhas an annual income of
more than £300 millionmore than £300 million
4. Session OverviewSession Overview
Items we’ve won:Items we’ve won:
The web @ Birmingham, and our TThe web @ Birmingham, and our T33
Items we’re watching:Items we’re watching:
The rest of the web @ BirminghamThe rest of the web @ Birmingham
Items we’re selling:Items we’re selling:
The edges @ BirminghamThe edges @ Birmingham
Building our store: the web enabled campusBuilding our store: the web enabled campus
Challenges aheadChallenges ahead
QuestionsQuestions
6.
300k html pages300k html pages
500 content authors500 content authors
100+ web servers100+ web servers
Fixed IP address campus network – 17,000Fixed IP address campus network – 17,000
points of accesspoints of access
15 million distinct visitors a year to15 million distinct visitors a year to
corporate pages alonecorporate pages alone
Distributed content generationDistributed content generation
Highly devolved political campusHighly devolved political campus
UoB Web ProvisionUoB Web Provision
7. UoB Corporate Web TeamUoB Corporate Web Team
ManagerManager
Web Developer x3Web Developer x3
Java Developer x1 (portal)Java Developer x1 (portal)
Hybrid Business Analyst x1 (portal)Hybrid Business Analyst x1 (portal)
Web Editor x2Web Editor x2
Part of ICSD – Information ComputingPart of ICSD – Information Computing
Systems Division of InformationSystems Division of Information
ServicesServices
8. UoB Web StrategyUoB Web Strategy
Birmingham’s External Strategic Web Review c1999Birmingham’s External Strategic Web Review c1999
Lipmann Hearne:Lipmann Hearne:
Organizational structure that centralises technicalOrganizational structure that centralises technical
web services such as application development,web services such as application development,
hosting and supporting web coordinators in schoolshosting and supporting web coordinators in schools
and departmentsand departments
Increase training and support for these webIncrease training and support for these web
coordinatorscoordinators
A cohesive, comprehensive web program within theA cohesive, comprehensive web program within the
context of the University’s devolved managementcontext of the University’s devolved management
structurestructure
Development of the infrastructure to create andDevelopment of the infrastructure to create and
sustain a strong web strategy programsustain a strong web strategy program
Refocus away from technology to content provisionRefocus away from technology to content provision
10. At the 2At the 2½½ year point…year point…
Vastly increased level of consistency inVastly increased level of consistency in
navigation, look and feelnavigation, look and feel
85% of corporate sites now in the corporate85% of corporate sites now in the corporate
template – over 400 virtual domainstemplate – over 400 virtual domains
New communication through web coordinatorNew communication through web coordinator
networknetwork
However:However:
Poor standards compliancy, not even htmlPoor standards compliancy, not even html
compliantcompliant
Inability to re-task digital assetsInability to re-task digital assets
No content strategy…No content strategy…
New brand forthcomingNew brand forthcoming
11. Content StrategyContent Strategy
ChallengesChallenges
Content Strategy is not technology basedContent Strategy is not technology based
Understand common needs in content generationUnderstand common needs in content generation
areas both internally and externallyareas both internally and externally
Lack of timeLack of time
Lack of fundingLack of funding
Ease of technology rather than content focusEase of technology rather than content focus
Develop a strategy around:Develop a strategy around:
Content valueContent value
Asset re-useAsset re-use
Real world challenges of managing:Real world challenges of managing:
Content ownershipContent ownership
Content classification – will contentContent classification – will content
classifiers will inherit the earth?classifiers will inherit the earth?
12. The $64,000 question:The $64,000 question:
To CMS or not CMS…To CMS or not CMS…
Weaknesses in the softwareWeaknesses in the software
Total cost of ownership unclear :Total cost of ownership unclear :
TCPPTCPP
InflexibleInflexible
Politically unacceptable?Politically unacceptable?
Is this really just a brandIs this really just a brand
management issue?management issue?
13. Macromedia Contribute:Macromedia Contribute:
UoB Managed Content Environment (MaCE)UoB Managed Content Environment (MaCE)
A new MaCE with a contribution tool to work with theA new MaCE with a contribution tool to work with the
XHTML environmentXHTML environment
Wide range of features including:Wide range of features including:
Streamline web content updatesStreamline web content updates
Increase productivityIncrease productivity
Edit your site in three easy stepsEdit your site in three easy steps : Just browse to: Just browse to
a page from within Contribute, make your edits, anda page from within Contribute, make your edits, and
then publish your updatesthen publish your updates
Drag, drop, and edit from your desktopDrag, drop, and edit from your desktop
programsprograms :: Easily incorporate content from MicrosoftEasily incorporate content from Microsoft
Word and Excel, or create links within your website toWord and Excel, or create links within your website to
documents created by any business softwaredocuments created by any business software
Collaborate with your authorsCollaborate with your authors : Work together: Work together
safely on the same sitesafely on the same site
14. Trips and TribulationsTrips and Tribulations
Split between IS and Marketing will alwaysSplit between IS and Marketing will always
require good managingrequire good managing
Microsoft technology a blessing and aMicrosoft technology a blessing and a
cursecurse
Networking and infrastructure issuesNetworking and infrastructure issues
Grey area of medium sized applicationGrey area of medium sized application
developmentdevelopment
Personal websites…Personal websites…
17. Mid-Range ApplicationsMid-Range Applications
Opaque definition of what is an enterpriseOpaque definition of what is an enterprise
application and who owns themapplication and who owns them
Difficulty of users defining the projectsDifficulty of users defining the projects
Time and resources needed to buildTime and resources needed to build
applicationsapplications
Common and often demanding links withCommon and often demanding links with
enterprise systems require resources andenterprise systems require resources and
trainingtraining
21. Personal WebsitesPersonal Websites
Is ignorance really bliss?Is ignorance really bliss?
Academic freedom vs. business issuesAcademic freedom vs. business issues
Institutional representationInstitutional representation
Issues of controlIssues of control
LiabilitiesLiabilities
One way path?One way path?
22. The Hidden WebThe Hidden Web
New firewall policyNew firewall policy
blocks non registeredblocks non registered
serversservers
Grey area of researchGrey area of research
groupsgroups
Tracking contentTracking content
extension on registeredextension on registered
servers difficultservers difficult
Liabilities andLiabilities and
responsibilitiesresponsibilities
26. Portal StrategyPortal Strategy
Taking the content further – developing moreTaking the content further – developing more
relationships with content creators andrelationships with content creators and
consumersconsumers
A further dimension of process review, makingA further dimension of process review, making
the business an e-business from the ground upthe business an e-business from the ground up
Data simplification not just integrationData simplification not just integration
Technologies to remove data noise throughTechnologies to remove data noise through
personalised environmentspersonalised environments
Integrated e-learning environmentIntegrated e-learning environment
27.
28. Bringing everything togetherBringing everything together
Agnostic, open standards
compliant
– plugs and sockets
Paul Browning, University of Bristol
29. Supporting the VRESupporting the VRE
Virtual Research EnvironmentVirtual Research Environment
Customer Focused Enterprise Environments – delivery ofCustomer Focused Enterprise Environments – delivery of
targeted informationtargeted information
Tailored knowledge dissemination – delivery of targetedTailored knowledge dissemination – delivery of targeted
informationinformation
Relationship nurturing – eCRMRelationship nurturing – eCRM
Ability to manage complex corporate relationshipsAbility to manage complex corporate relationships
centrally - eCRMcentrally - eCRM
Asynchronous project management – Online contact +Asynchronous project management – Online contact +
project managementproject management
Ability to share and manage knowledge - eKMAbility to share and manage knowledge - eKM
30. Integrating Shared ServicesIntegrating Shared Services
Example services being developed by JISCExample services being developed by JISC
Subject Portals - PortletsSubject Portals - Portlets
GeoXWalkGeoXWalk
Image PortalImage Portal
L&T PortalL&T Portal
Metadata registryMetadata registry
IE service registryIE service registry
Some may become services and how will we integrateSome may become services and how will we integrate
and co-ordinate these services?and co-ordinate these services?
31. Integrating Internal and ExternalIntegrating Internal and External
Discovery ResourcesDiscovery Resources
Recognition of the power of fully integrated externalRecognition of the power of fully integrated external
discovery resourcesdiscovery resources
Poor integration and lack of standards with our ownPoor integration and lack of standards with our own
resourcesresources
Many complex and far reaching standards beingMany complex and far reaching standards being
developed – need for simple to implement enterprisedeveloped – need for simple to implement enterprise
level resourceslevel resources
Where does the responsibility lie for:Where does the responsibility lie for:
ContentContent
AccuracyAccuracy
ResilienceResilience
33. Portal Implementation RisksPortal Implementation Risks
The “empty box” syndromeThe “empty box” syndrome
20-30% of portals fail predominantly due to “empty20-30% of portals fail predominantly due to “empty
portal” syndrome: source Gartner 2003portal” syndrome: source Gartner 2003
Emptiness also extends to relevance: irrelevantEmptiness also extends to relevance: irrelevant
content may as well not existcontent may as well not exist
Relevance requires engagement of all aspects ofRelevance requires engagement of all aspects of
organisation lifeorganisation life
Tools to deliver content are only half of the equationTools to deliver content are only half of the equation
If you have no relevant web or enterpriseIf you have no relevant web or enterprise
relationships on campus, why will you have relevantrelationships on campus, why will you have relevant
portal relationships?portal relationships?
34. Identity ManagementIdentity Management
Mapping of digital assets against:Mapping of digital assets against:
Multiple communitiesMultiple communities
Proliferated and redundant identitiesProliferated and redundant identities
User profile and control and administrationUser profile and control and administration
Coordination and accuracy of federatedCoordination and accuracy of federated
attributesattributes
Privacy and securityPrivacy and security
Regulations and complianceRegulations and compliance
Shared services we feel provide part of theShared services we feel provide part of the
solution to the integration of resources, butsolution to the integration of resources, but
issues still remain:issues still remain:
Issues of authorization and identityIssues of authorization and identity
managementmanagement
Coordination - difficult enough to integrateCoordination - difficult enough to integrate
our own internal data never mind that ofour own internal data never mind that of
other institutionsother institutions
From its earliest origins, Birmingham has fostered a visionary and entrepreneurial approach, not merely adapting to trends, but actually driving change. The ambition and tireless industry of its people has resulted in the development of a city today whose discoveries and innovations have created a worldwide impact.
Known as the 'workplace of the world', Birmingham began as a small rural manor. First mentioned in the Domesday Book as being worth 20 shillings, the town was established in 1166 with the granting of a market every Thursday. Over time Birmingham has been known by a variety of names originating for 'Bermham' in the Saxon times, Berm being the family name and ham meaning home.
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If you can manage to get the content into the system, then the next step, and for us certainly the biggest challenge, is controlling who can get access to those resources or applications