Aiim motorola-taxo-integration-03-15-10-cg


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Aiim motorola-taxo-integration-03-15-10-cg

  1. 1. Stephanie Lemieux – Earley & Associates Charlie Gray – Motorola, Inc. Integrating Taxonomy with A CMS for Dynamic Content Motorola Case Study
  2. 2. About Stephanie Lemieux <ul><li>Taxonomy Practice Lead </li></ul><ul><li>Experience implementing taxonomy across different tools: CM, DM, Intranet, Faceted Search, DAM… </li></ul><ul><li>Recent clients: American Greetings, AstraZeneca, Ford Foundation, Hasbro, JC Penney </li></ul><ul><li>AIIM certification trainer (Information & Organization) </li></ul><ul><ul><li>Blog: </li></ul></ul>
  3. 3. About Charlie Gray <ul><li>Sr. Mgr of Web Content Management, Motorola. Oversee daily operations of site publishing in 40 countries & 20 languages, taxonomy management, internal search, and site information architecture </li></ul><ul><li>Over 24 year of industry experience ranging from advanced robotics, corporate technology, to sales & marketing </li></ul><ul><li>Successfully deployed Interwoven and Vignette in multi-billion dollar businesses </li></ul>
  4. 4. About this case study… <ul><li>Step-by-step write-up of this case & best practices for integrating taxonomies with a CMS published in Information Management Best Practice 2009 Ed. Bob Boiko, Erik M. Hartman </li></ul><ul><li>Available here: </li></ul><ul><li>Also being launched here at AIIM </li></ul><ul><li>Best practice from book identified by </li></ul>
  5. 5. Agenda <ul><li>Project background & timeline </li></ul><ul><li>Taxonomy requirements & development </li></ul><ul><li>Taxonomy implementation </li></ul><ul><li>Governance </li></ul><ul><li>Going global </li></ul><ul><li>Next steps </li></ul>
  6. 6. Project background <ul><li>What was the problem? </li></ul><ul><ul><li>Multiple disparate sites, designs </li></ul></ul><ul><ul><li>No single content management platform </li></ul></ul><ul><ul><li>Need to keep up with competition, offer more dynamic content, options </li></ul></ul><ul><ul><li>Governance & process optimization required </li></ul></ul>Unified design Global taxonomy Single CM platform
  7. 7. Project scope <ul><li>3 “businesses”, multiple units - all interactive content management </li></ul><ul><ul><li>Corporate </li></ul></ul><ul><ul><li>Business-to-business (B2B): Government & Public Safety, Home & Networks, Enterprise Mobility </li></ul></ul><ul><ul><li>Business-to-consumer (B2C): Mobile Devices, Accessories, Support </li></ul></ul>
  8. 8. Project timeline Phase Goal 1 Apr-May 06 Content Management & Taxonomy Strategy 2 Aug-Dec 06 B2B Taxonomy framework & draft development Governance structure development 3 2007 B2B CMS development/Taxonomy implementation B2B launch 4 Jan-Jun 08 B2C CMS & Taxonomy development, launch Governance 5 Jun-Oct 08 Internationalization – B2B & B2C
  9. 9. Phase 1: Strategy
  10. 10. Strategy & maturity assessment INFRASTRUCTURE INFORMATION ARCHITECTURE CREATE PRESENT/CONSUME Users PUBLISH MANAGE Taxonomy | Metadata | Navigation | Wireframes Functional Design | Content Type Definitions | Content Management System | Content Repository | EAI PROCESS Organizational Governance Developed with Roundarch
  11. 11. Maturity assessment Developed with Roundarch
  12. 12. Phase 2: Taxonomy requirements & development
  13. 13. Taxonomy development process <ul><li>Developed extensive CMS business requirements to identify potential taxonomy needs </li></ul><ul><li>Used previous taxonomy as starting point (clean up and overhaul) </li></ul><ul><li>Crawled existing websites </li></ul><ul><li>Led taxonomy education sessions </li></ul><ul><li>Met with business stakeholders from each business unit, region </li></ul>
  14. 14. Educating stakeholders <ul><li>Taxonomy as key element of design requires: </li></ul>Get it enough to pay for it Get it enough to include it in design decisions Get it enough to agree to come to meetings Multiple taxonomy 101 sessions led, preface to meetings, etc.
  15. 15. Bring a taxonomy expert on the team <ul><li>Because no matter how much education you do, not everyone will become taxonomy experts… </li></ul><ul><li>… nor should they </li></ul><ul><li>Internal or external </li></ul><ul><li>Role: Taxonomy advocate, lobbyist, SME </li></ul>
  16. 16. Determine functional requirements <ul><li>Before you either select or start designing the solution </li></ul><ul><li>What do you want the system to do around taxonomy </li></ul><ul><li>Consider 3 areas: </li></ul><ul><ul><li>functionalities that rely on taxonomy elements </li></ul></ul><ul><ul><li>storage and management of taxonomy </li></ul></ul><ul><ul><li>application of taxonomy to content (tagging) </li></ul></ul>My role is to highlight potential taxonomy uses and issues
  17. 17. Sample taxonomy CMS requirements <ul><li>Requirements for application & management of taxonomy </li></ul><ul><ul><li>E.g. Ability to add multiple taxonomy values at once to content </li></ul></ul><ul><ul><li>E.g. Ability to present taxonomy tags in drop-downs, hierarchical lists </li></ul></ul><ul><ul><li>E.g. Ability to maintain translations and synonyms </li></ul></ul><ul><li>Requirements for how the business wants to leverage taxonomy </li></ul><ul><ul><li>E.g. Ability to filter products by form factor </li></ul></ul><ul><ul><li>E.g. Ability to dynamically relate documents to product pages </li></ul></ul>
  18. 18. Important note… <ul><li>A CMS is not a good taxonomy management tool </li></ul><ul><ul><li>Most requirements will not be met by the CMS, even the big players </li></ul></ul><ul><ul><li>External tool needed to manage taxonomy versioning, scope notes, associative relationships, and more </li></ul></ul><ul><ul><li>CMS taxonomy management is very SLOW… </li></ul></ul><ul><ul><ul><li>1 term with 5 synonyms & 5 translations = 3 minutes </li></ul></ul></ul><ul><ul><li>If the taxonomy is more than 1000 terms, an excel spreadsheet will quickly become unmanageable </li></ul></ul><ul><ul><ul><li>Worse if you are doing multi-lingual </li></ul></ul></ul>
  19. 19. Taxonomy development Developed taxonomy with 10 facets Portable Radios SYN: Handheld Radios Portable Terminals fr-CA: Radios Portatives en-UK: Portable Devices es-CO: Radios Portátiles Manage synonyms, and multiple translations + new additions over time: Colors, Form Factors, Business Units, Regions Product categories Product lines Solutions Services Industries Countries Languages Features Document Types Technologies
  20. 20. 3 challenges of taxonomy development <ul><li>Scope </li></ul><ul><ul><li>Hundreds of websites </li></ul></ul><ul><ul><li>Thousands of products </li></ul></ul><ul><ul><li>Thousands of features </li></ul></ul><ul><ul><li>Various languages & country sites </li></ul></ul><ul><li>Disconnect between timelines of back & front-end projects </li></ul><ul><ul><li>Unknown IA leads to surprise functionality requiring taxonomy </li></ul></ul><ul><li>Lack of stakeholder participation during design phase </li></ul><ul><ul><li>Taxonomy was not yet concrete, no tangible way to show marketers why they should care </li></ul></ul>
  21. 21. Phase 3: Taxonomy validation & implementation
  22. 22. Collaborative design sessions <ul><li>JAD: Joint application development </li></ul><ul><ul><li>10-15 people in a room for almost 3 months </li></ul></ul><ul><ul><li>Discuss implementation design, customizations </li></ul></ul><ul><ul><li>Participants: IT, business stakeholders, Taxonomy SME, Vignette SME, management consultants </li></ul></ul><ul><ul><li>… or AGILE: successive proofs of concept </li></ul></ul><ul><li>Make sure the taxonomy expert is part of design discussions and decisions </li></ul><ul><li>Defend your taxonomy requirements, plan </li></ul>
  23. 23. Sample JAD taxonomy issues <ul><li>Is the taxonomy reference data or a content item itself? </li></ul><ul><ul><li>Reference data has limited management options </li></ul></ul><ul><ul><li>Content types are customizable, but require more design work </li></ul></ul><ul><li>How to manage language-specific values? </li></ul><ul><li>What fields in the content type definitions to make taxonomy-driven? Required? </li></ul><ul><li>What relationships will be taxonomy-driven? Where will the relationship be created? How will you see reciprocal relationships? </li></ul><ul><li>Will navigation be based on taxonomy or channels? </li></ul>
  24. 24. Selecting appropriate tagging mechanisms <ul><li>Painful tagging is the worst handicap to adoption </li></ul>Drop-down list Cascading drop-down lists Table transfer Tree navigation Multi-select options CTRL Radio buttons/ checkboxes
  25. 25. And then in came the wireframes! What part of this is driven by taxonomy? Often came down to decision between need for manual override and dynamism Back to the drawing board in some cases…
  26. 26. Harmonize with front end requirements <ul><li>Don’t let taxonomy/content structure get too far ahead of wireframes/design </li></ul><ul><li>Wireframes nearly always bring in new requirements, metadata, functionalities… </li></ul>
  27. 27. What we ended up with… <ul><li>The taxonomy content type definition (CTD) </li></ul>
  28. 28. Synonyms
  29. 29. Feature CTD
  30. 30. How the taxonomy is leveraged <ul><li>Tagging & categorization of content </li></ul><ul><li>Dynamic navigation </li></ul><ul><li>Dynamic relationships </li></ul><ul><li>Feature consistency / compare product </li></ul><ul><li>Filtering products / search results </li></ul><ul><li>Search enhancement / SEO </li></ul>
  31. 31. Tagging & categorization Uncontrolled metadata field Taxonomy controlled metadata fields
  32. 32. Navigation <ul><li>Navigation can be influenced by taxonomy, but also differ: </li></ul>
  33. 33. Dynamic navigation <ul><li>In cases where navigation & taxonomy align completely, it is dynamic </li></ul><ul><ul><li>E.g. product lines: products tagged with a product line deemed visible in that navigation appear based on taxonomy </li></ul></ul>
  34. 34. Picklist navigation
  35. 35. Dynamic relationships <ul><li>Tagging a document with a product line will make it appear on that product’s resource tab </li></ul>
  36. 36. Feature consistency <ul><li>Before </li></ul>Same feature, different names Same feature, different values NiMH n/a n/a n/a Nickel Metal Hydrate n/a n/a n/a NiMh Battery type Battery chemistry Battery
  37. 37. Feature consistency <ul><li>After </li></ul>NiMH NiMH n/a Same feature, same names Same feature, same values Battery type NiMh NiMh NiMh
  38. 38. Feature consistency – B2C
  39. 39. Features - comparison <ul><li>Some is taxonomy, some is editorial guidelines </li></ul>
  40. 40. Filtering products <ul><li>Can be done with features or “regular” taxonomy </li></ul>
  41. 41. Filtering Colors Green Forest Lime <ul><li>Children are filtered up to parent </li></ul>Image associated to taxonomy
  42. 42. Filtering search results Based on taxonomy branches Leveraging faceted nature
  43. 43. Taxonomy & SEO
  44. 44. Phase 4: Governance & Going Global
  45. 45. Taxonomy governance <ul><li>Core team of this council receives, approves and implements taxonomy change requests </li></ul><ul><li>Each business unit has a representative on the team (editorial leads) </li></ul><ul><li>B2C vs. B2B = different teams, meet 1x every 2 weeks </li></ul><ul><li>Extended team = interactive marketers who are responsible for specific product sets </li></ul>Steering Committee Core taxonomy team Extended Taxonomist
  46. 46. Taxonomy process MONET Request Roadmap Planning Stakeholders Interactive Marketing Leads Content Entry Team Site Manager Editorial & Publishing Leads / Taxonomy board members Vignette Taxonomist Taxonomy Request This is the main process. There is also taxonomy translation & sharing between interactive web & CRM
  47. 47. Going global <ul><li>B2B in over 60 countries, </li></ul><ul><li>B2C 40 countries in 20 languages </li></ul><ul><li>Requires growth in taxonomy management team and robust standard operating procedures </li></ul><ul><li>Using translation memory </li></ul>
  48. 48. Coming soon! <ul><li>Next steps in taxonomy at Motorola: </li></ul><ul><li>Universal Owners Portal </li></ul><ul><ul><li>Engage with the customer across the entire product life cycle </li></ul></ul><ul><ul><li>Create cloud based services and applications </li></ul></ul><ul><li>Global metrics </li></ul><ul><ul><li>Measuring awareness, engagement, purchase intent, and satisfaction </li></ul></ul><ul><li>User defined filters </li></ul><ul><ul><li>Use taxonomy to allow site visitors to filter content and define relationships </li></ul></ul>
  49. 49. Get your copy of the chapter… <ul><li>Steps: </li></ul><ul><ul><li>Step 1: Educate Stakeholders on Taxonomy </li></ul></ul><ul><ul><li>Step 2: Bring a Taxonomy Expert onto your CMS Implementation Team </li></ul></ul><ul><ul><li>Step 3: Determine Functional Requirements </li></ul></ul><ul><ul><li>Step 4: Harmonize Requirements with Front-End Design </li></ul></ul><ul><ul><li>Step 5: Figure Out Where you Want to Use Taxonomy: Create an Integration Plan </li></ul></ul><ul><ul><li>Step 6: Integrate Taxonomy into the Content Model </li></ul></ul><ul><ul><li>Step 7: Decide on a Technical Approach to Taxonomy: Native CMS Function, Customization, or Externally Managed Taxonomy </li></ul></ul><ul><ul><li>Step 8: Use Collaborative Methods to Develop Taxonomy-Powered Functionality </li></ul></ul><ul><ul><li>Step 9: Select Appropriate Tagging Mechanisms to Make Taxonomy Easy to Use </li></ul></ul><ul><ul><li>Step 10: (Re)Educate Users </li></ul></ul>
  50. 50. Questions? Contact us for more information Stephanie Lemieux Earley & Associates [email_address] Charlie Gray Motorola, Inc. [email_address]
  51. 51. <ul><ul><li>Focus: Information Architecture (“IA”) Services </li></ul></ul><ul><ul><li>Founded: 1994 </li></ul></ul><ul><ul><li>Personnel: Twenty core team consultants, plus a network of other top industry experts </li></ul></ul><ul><ul><ul><li>ECM and KM experts </li></ul></ul></ul><ul><ul><ul><li>taxonomy specialists </li></ul></ul></ul><ul><ul><ul><li>search experts </li></ul></ul></ul><ul><ul><ul><li>information architects </li></ul></ul></ul><ul><ul><ul><li>usability professionals </li></ul></ul></ul><ul><ul><ul><li>technology consultants </li></ul></ul></ul><ul><ul><ul><li>business process experts </li></ul></ul></ul><ul><ul><li>Headquarters: Boston, MA </li></ul></ul>About Earley & Associates, Inc. <ul><ul><li>Consulting Philosophy: </li></ul></ul><ul><ul><ul><li>Organizing Principles based on business context and goals </li></ul></ul></ul><ul><ul><ul><li>Four Pillars - People, Content, Process, and Technology </li></ul></ul></ul>
  52. 52. Events & Communities <ul><li>Communities of Practice </li></ul><ul><ul><li>Taxonomy: </li></ul></ul><ul><ul><li>SharePoint IA: </li></ul></ul><ul><ul><li>Search: </li></ul></ul><ul><li>Upcoming Webinars </li></ul><ul><ul><li>Taxonomy Community of Practice series </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><li>Vendor Showcase series </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><li>Jumpstarts </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul>