Utilizing the Internet for business is no longer a revolutionary idea but standard operating procedure. The challenge now is to be nimble in the use of the Internet while maximizing set resources in terms of manpower and money.

Identifying key community of users is the first step. Then, the development of channels of communication between key communities will drive sales, service and eventually, continued success. Once the channels are deployed, developing dependency on and trust in these channels will further tie both client and employee to the company.

But, how is this done? And, how is it done easily and cost- and time-effectively?

Already, corporations expect enhanced, fresh content that is personalized from their suppliers. The supplier's ability to provide customized, current information must be without visible effort and not add cost but reduce costs; the site must be dynamic and automated, catering to the specific knowledge requirements of all involved while maintaining budget parameters.

Today, corporations are shifting at a rapid pace from static, brochureware-sites to content managed sites. Content management allows for the organization and customization of information on web sites quickly and easily. A number of web site users can have access to different types of information designed for their needs - information that is up-to-date and of greater value.

For example:

A prospective client visiting the company's web site would be presented with information about products, specifications, delivery details and price. An online credit application can be completed or a form to indicate interest in receiving more information. Comments from current clients, media, and company executives can be made available.

Current clients can log in and through password control, access their individual web pages with order status, shipping information, payment and credit standing and supplier contact lines. Ordering through e-commerce applications would be a basic service with inventory managed as dictated. Client and product development can easily collaborate through shared files, passwords, etc.

Employee Groups would have control over their own Intranet-based web pages, with the ability to post new assignments, job openings, benefit updates, training schedules and other key announcements. Employees would also have access to a general calendar noting critical meetings and events. Managers can post certification test dates in the general calendar to ensure compliance with policy or staffing calendars. Managers and employee peers can encourage group dialogue with others through threaded message board applications to discuss projects, tests and other topics chosen at will.

Through password-control, information sharing can be distributed on a pre-determined basis. For example, product development can offer access to new product information to product marketing for collateral copy and design but block public relations from accessing until approved for public announcement. Product design and sales can collaborate through a category folder system that can nest categories, folders and items in a simple, logical manner.

Human Resources and Training groups can apply an e-learning initiative and have individual courses maintained in a centralized library in which course-specific information can be accessed and shared for on-line learning. Regardless of when a course is taught or by whom, course content and related resources are housed in the 'œlibrary'? and then can be incorporated into a new or existing web site. Duplication of information and redundancy amongst related sites is reduced or eliminated and information remains consistent. Information can be pushed to all interested parties whether it is the student or manager in a timely manner. Threaded message forums can be easily implemented and encourage interaction amongst users. Testing can be easily done on-line with grading of knowledge gained quickly determined.

Senior Management would have access to activity calendars and individual department sites to maintain awareness of overall work flow and staffing issues. Management can easily access contracts, client interaction and other elements of information flow that make, or break, a company. Corporate announcements, legal information, policy updating can be flowed to the appropriate individuals through tiered or general announcements.

The use of content management software allows companies to better organize their Internet and Intranet web sites to meet the specific needs of all of their user groups. By customizing content based on types of users, the web site becomes more useful and informative and eventually, should drive additional revenues and cost-savings.

For example,

A corporation requires a robust but flexible web site infrastructure. Any information on its web site must be easily added and edited by multiple editors via a browser without extensive HTML knowledge. The website would represent a dynamic corporate "knowledge portal" where press releases, career opportunities, product offerings and much more could be managed in a more efficient way. The company needed to overhaul its existing website in order to establish a prominent and efficient Internet presence. A new look-and-feel was needed for their web site with established parameters and content management tools to convey appropriate corporate image, including navigation design.

Another corporation needed to provide comprehensive online e-commerce features. The overall solution desired was a flexible, scalable environment where products could be added and repositioned easily. Products would be offered as individual components or as a fully integrated system. Pricing and ordering would be required to support this product-offering model. In addition, the company needed to establish a prominent Web presence to convey its corporate identity and its products' features and benefits. Due to the dissemination of product responsibility, a number of people at the company would need to be able to easily update the web site without extensive Web programming knowledge.

A media company needed to streamline its content operations. It publishes a 100-page paper weekly and all articles needed to be archived in a fully searchable database. In addition, once a Web presence was established, the weekly newspaper would be published online (around 100 pages) on time and access to all the archived editions must be maintained. The company had minimal human resources and wanted to track visitors as well as receive a monthly traffic report thus pinpointing specific strengths and areas for improvement.

So how do companies enhance critical information flow in a cost-effective, user-friendly manner?

InfoServeCM is a suite of smart content and knowledge collaboration tools that enables companies to empower their existing web sites from static, brochureware-driven sites to dynamic content-managed sites. InfoServeCM does not have to replace existing technology in order be highly effective but can serve as an enhancement to implemented programs in most cases. Businesses, educational institutions and non-profits have utilized InfoServeCM to manage their Internet and Intranet content. Now, companies are recognizing the value of InfoServeCM and are implementing the technology after a careful review of existing technology, user needs and finances.

Costs are always a prime concern. InfoServeCM is value priced for the robust nature of its offerings and can save thousands of dollars over existing content management software programs without sacrificing capability. While the cost includes the ability to implement system-wide, InfoServeCM can be scaled to the user's timeframe and a modular implementation plan can be easily organized.

Once implemented, individual departments can assign an administrator who with minimal training can begin managing and freshening their content easily. InfoServeCM employs a 'one to many'? delivery methodology that enables creation of content by one and then pushing the content to the appropriate recipient or recipient group without duplication of effort.

Just as implementation across departments can be scaled, implementation of the various elements of InfoServeCM can be scaled as well. InfoServeCM is a flexible, cost-effective, easy-to-use tool that enables companies to further their community bond by providing an information flow to all concerned parties including clients, prospective clients and employees.

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