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

Stephanie Lemieux – Earley & Associates Charlie Gray – Motorola, Inc. Integrating Taxonomy with A CMS for Dynamic Content Motorola Case Study

About Stephanie Lemieux
Taxonomy Practice Lead
Experience implementing taxonomy across different tools: CM, DM, Intranet, Faceted Search, DAM…
Recent clients: American Greetings, AstraZeneca, Ford Foundation, Hasbro, JC Penney
AIIM certification trainer (Information & Organization)
Blog: earley.com/blog/stephanie-lemieux

About Charlie Gray
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
Over 24 year of industry experience ranging from advanced robotics, corporate technology, to sales & marketing
Successfully deployed Interwoven and Vignette in multi-billion dollar businesses

About this case study…
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
Available here: http://timaf.org/?page_id=62
Also being launched here at AIIM
Best practice from book identified by

Agenda
Project background & timeline
Taxonomy requirements & development
Taxonomy implementation
Governance
Going global
Next steps

Project background
What was the problem?
Multiple disparate sites, designs
No single content management platform
Need to keep up with competition, offer more dynamic content, options
Governance & process optimization required
Unified design Global taxonomy Single CM platform

Project scope
3 “businesses”, multiple units - all interactive content management
Corporate
Business-to-business (B2B): Government & Public Safety, Home & Networks, Enterprise Mobility
Business-to-consumer (B2C): Mobile Devices, Accessories, Support

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

Phase 1: Strategy

Maturity assessment Developed with Roundarch

Phase 2: Taxonomy requirements & development

Taxonomy development process
Developed extensive CMS business requirements to identify potential taxonomy needs
Used previous taxonomy as starting point (clean up and overhaul)
Crawled existing websites
Led taxonomy education sessions
Met with business stakeholders from each business unit, region

Educating stakeholders
Taxonomy as key element of design requires:
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.

Bring a taxonomy expert on the team
Because no matter how much education you do, not everyone will become taxonomy experts…
… nor should they
Internal or external
Role: Taxonomy advocate, lobbyist, SME

Determine functional requirements
Before you either select or start designing the solution
What do you want the system to do around taxonomy
Consider 3 areas:
functionalities that rely on taxonomy elements
storage and management of taxonomy
application of taxonomy to content (tagging)
My role is to highlight potential taxonomy uses and issues

Sample taxonomy CMS requirements
Requirements for application & management of taxonomy
E.g. Ability to add multiple taxonomy values at once to content
E.g. Ability to present taxonomy tags in drop-downs, hierarchical lists
E.g. Ability to maintain translations and synonyms
Requirements for how the business wants to leverage taxonomy
E.g. Ability to filter products by form factor
E.g. Ability to dynamically relate documents to product pages

Important note…
A CMS is not a good taxonomy management tool
Most requirements will not be met by the CMS, even the big players
External tool needed to manage taxonomy versioning, scope notes, associative relationships, and more
CMS taxonomy management is very SLOW…
1 term with 5 synonyms & 5 translations = 3 minutes
If the taxonomy is more than 1000 terms, an excel spreadsheet will quickly become unmanageable
Worse if you are doing multi-lingual

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 Motorola.com

3 challenges of taxonomy development
Scope
Hundreds of websites
Thousands of products
Thousands of features
Various languages & country sites
Disconnect between timelines of back & front-end projects
Unknown IA leads to surprise functionality requiring taxonomy
Lack of stakeholder participation during design phase
Taxonomy was not yet concrete, no tangible way to show marketers why they should care

Phase 3: Taxonomy validation & implementation

Collaborative design sessions
JAD: Joint application development
10-15 people in a room for almost 3 months
Discuss implementation design, customizations
Participants: IT, business stakeholders, Taxonomy SME, Vignette SME, management consultants
… or AGILE: successive proofs of concept
Make sure the taxonomy expert is part of design discussions and decisions
Defend your taxonomy requirements, plan

Sample JAD taxonomy issues
Is the taxonomy reference data or a content item itself?
Reference data has limited management options
Content types are customizable, but require more design work
How to manage language-specific values?
What fields in the content type definitions to make taxonomy-driven? Required?
What relationships will be taxonomy-driven? Where will the relationship be created? How will you see reciprocal relationships?
Will navigation be based on taxonomy or channels?

Selecting appropriate tagging mechanisms
Painful tagging is the worst handicap to adoption
Drop-down list Cascading drop-down lists Table transfer Tree navigation Multi-select options CTRL Radio buttons/ checkboxes

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…

Harmonize with front end requirements
Don’t let taxonomy/content structure get too far ahead of wireframes/design
Wireframes nearly always bring in new requirements, metadata, functionalities…
http://positiverealestateprofessionals.com/

What we ended up with…
The taxonomy content type definition (CTD)

Synonyms

Feature CTD

How the taxonomy is leveraged
Tagging & categorization of content
Dynamic navigation
Dynamic relationships
Feature consistency / compare product
Filtering products / search results
Search enhancement / SEO

Tagging & categorization Uncontrolled metadata field Taxonomy controlled metadata fields

Navigation
Navigation can be influenced by taxonomy, but also differ:

Dynamic navigation
In cases where navigation & taxonomy align completely, it is dynamic
E.g. product lines: products tagged with a product line deemed visible in that navigation appear based on taxonomy

Picklist navigation

Dynamic relationships
Tagging a document with a product line will make it appear on that product’s resource tab

Feature consistency
Before
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

Feature consistency
After
NiMH NiMH n/a Same feature, same names Same feature, same values Battery type NiMh NiMh NiMh

Feature consistency – B2C

Features - comparison
Some is taxonomy, some is editorial guidelines

Filtering products
Can be done with features or “regular” taxonomy

Filtering Colors Green Forest Lime
Children are filtered up to parent
Image associated to taxonomy

Filtering search results Based on taxonomy branches Leveraging faceted nature

Taxonomy & SEO

Phase 4: Governance & Going Global

Taxonomy governance
Core team of this council receives, approves and implements taxonomy change requests
Each business unit has a representative on the team (editorial leads)
B2C vs. B2B = different teams, meet 1x every 2 weeks
Extended team = interactive marketers who are responsible for specific product sets
Steering Committee Core taxonomy team Extended Taxonomist

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

Going global
B2B in over 60 countries,
B2C 40 countries in 20 languages
Requires growth in taxonomy management team and robust standard operating procedures
Using translation memory

Coming soon!
Next steps in taxonomy at Motorola:
Universal Owners Portal
Engage with the customer across the entire product life cycle
Create cloud based services and applications
Global metrics
Measuring awareness, engagement, purchase intent, and satisfaction
User defined filters
Use taxonomy to allow site visitors to filter content and define relationships

Get your copy of the chapter…
Steps:
Step 1: Educate Stakeholders on Taxonomy
Step 2: Bring a Taxonomy Expert onto your CMS Implementation Team
Step 3: Determine Functional Requirements
Step 4: Harmonize Requirements with Front-End Design
Step 5: Figure Out Where you Want to Use Taxonomy: Create an Integration Plan
Step 6: Integrate Taxonomy into the Content Model
Step 7: Decide on a Technical Approach to Taxonomy: Native CMS Function, Customization, or Externally Managed Taxonomy
Step 8: Use Collaborative Methods to Develop Taxonomy-Powered Functionality
Step 9: Select Appropriate Tagging Mechanisms to Make Taxonomy Easy to Use
Step 10: (Re)Educate Users

Questions? Contact us for more information Stephanie Lemieux Earley & Associates [email_address] www.earley.com Charlie Gray Motorola, Inc. [email_address] www.motorola.com

Focus: Information Architecture (“IA”) Services
Founded: 1994
Personnel: Twenty core team consultants, plus a network of other top industry experts
ECM and KM experts
taxonomy specialists
search experts
information architects
usability professionals
technology consultants
business process experts
Headquarters: Boston, MA
About Earley & Associates, Inc.
Consulting Philosophy:
Organizing Principles based on business context and goals
Four Pillars - People, Content, Process, and Technology

Events & Communities
Communities of Practice
Taxonomy: www.finance.groups.yahoo.com/group/TaxoCoP
SharePoint IA: www.tech.groups.yahoo.com/group/SharePointIACoP
Search: www.tech.groups.yahoo.com/group/SearchCoP
Upcoming Webinars
Taxonomy Community of Practice series
http://www.earley.com/webinars
Vendor Showcase series
http://www.earley.com/webinars/vendor-showcases
Jumpstarts
http://www.earley.com/webinars/jumpstarts

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

by Earley on May 13, 2010

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Aiim motorola-taxo-integration-03-15-10-cg — Presentation Transcript