THE INTERNET, INTRANET AND EXTRANET: MANAGING CONTENT IN A TERTIARY ENVIRONMENT

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THE INTERNET, INTRANET AND EXTRANET MANAGING
CONTENT IN A TERTIARY ENVIRONMENT

• Pieter van Brakel
• Department of Information Studies
• Rand Afrikaans University
• Johannesburg

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OVERVIEW

• Internet/WWW a paradigm shift, but what has
  changed?
• Who are involved?
• New managerial (IT related) theories
• Critical factor From Web presence to Web content
• Typical managerial functions
• Content related functions
• From Web Office to Content Office

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PARADIGM SHIFT BUT WHAT HAS CHANGED?

• Three Web environments
• Multiple information islands
• Various interest groups / clients
• Novices become expert end-users
• Know-how to manage Web spaces
• IT staff?
• Information professionals?
• End-users?
• Others? (eg outsourcing)

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TYPICAL (PREVIOUS) EFFORTSA NEW IT
INFRASTRUCTURE!

• Corporate Web (the companys image)
• Internal browser-based networking (intranet)
• External communication extranet
• Similarities
• Emphasis on IT developments and (funky) Web sites
• Of course, we do have an intranet! (gimmick
  information)
• Working on our extranet (benefits still
  uncertain)

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NEW MANAGERIAL FUNCTIONS(1) MANAGEMENT OF
INVESTMENTS

• Tangible benefits
• Intangible benefits
• Strategic benefits
• Total cost of ownership
• Adjustment costs
• Project estimation

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NEW MANAGERIAL FUNCTIONS(2) Management of
quality

• Measurement of quality
• Service levels
• Security
• Aesthetics and features

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NEW MANAGERIAL FUNCTIONS(3) Management of change

• Technology innovation
• Adoption and diffusion
• Process re-engineering

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NEW MANAGERIAL FUNCTIONS(4) Management of
technology organisation

• Decentralisation
• Re-organisation
• Virtual organisational units

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LATEST JARGON FROM WEB PRESENCE TO WEB CONTENT

• In theory What does this mean?
• Corporate Web Marketing
• Intranet Data, Information, Knowledge
• Extranet Reaching clients
• In real terms Content (information) which is
  directed to the corporate end-users

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WHAT IS THE IMPACT ONTHE WEB OFFICE?

• From Webmaster to Web Manager
• From doing everything to specialisation
• From information professional to information
  consultant
• From Web Manager to Information/ Knowledge
  Manager (?)
• From Web Office to Content (Information) Office
  (?) thus the total integration of the three
  Web environments

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CASE STUDY A TERTIARY INSTITUTE

• Design three layers of Web management

User and institutional needs
Infrastructural functions
Informational functions
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FIRST LAYERUSER AND INSTITUTIONAL NEEDS

• USERS (EXTERNAL / INTERNAL)
• Content
• Accessibility
• Currency
• INSTITUTION
• Representation
• Adequate promotion
• Innovation
• Satisfaction of users needs
• Structure

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SECOND LAYERINFRASTRUCTURAL FUNCTIONS

• Website promotion (marketing)
• Managing support staff
• Outsourcing
• Web performance monitoring
• Web server management
• Security (firewalls, logins, etc)
• R D (IT a.o. technical matters)

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THIRD LAYERINFORMATIONAL FUNCTIONS

• User needs assessments
• Corporate and external ( commercial) information
  (CONTENT)
• Intranet applications re information and
  knowledge management actions
• Extranet access to relevant internal information
  sources (at a fee)

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SUMMARY

• Different offices exist in any corporate
  environment IM, KM and/or WM
• Essential to consolidate managerial and
  infrastructural activities into ONE integrated
  Web-based department
• If not, then our end-users will loose out or
  outsource their needs!

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