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Planning, composing, organizing and publishing content and creative assets for

Planning, composing, organizing and publishing content and creative assets for
dynamic presentation & search using taxonomy and metadata

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Earley associates content-choreography_approach-2011-04-28 Earley associates content-choreography_approach-2011-04-28 Presentation Transcript

  • Content Choreography
    Applying E&A Expertise & Methodologies

  • Planning, composing, organizing and publishing content and creative assets for
    dynamicpresentation & search using taxonomy and metadata

    Con′-tent Cho·re·og′·ra·phy
    Deriving Business Value from Content | Content Choreography
  • Content Choreography Roadmap | Client Web Site Project
    SEO-friendly Website Construction –
    URL Page Names
    SEO Tags
    SEO Thesaurus Lookup for Authors
    Content Authoring & Publishing –
    Content Inventory
    Pre-launch planning
    Content Testing Guidance
    Editorial Requirements
    Authoring/Publishing Workflows
    Website Publishing Operations Workflow
    Content Tagging
    Documentation & Training
    Metadata Strategy & Taxonomy Design – Metadata Strategy
    Product Master Data Integration
    Taxonomy Assessment
    Metadata for Page Construction
    DAM-specific Metadata
    Content Lifecycle Metadata
    UX & Site Search –
    Navigation
    Search Facets
    Search Relevance
    Search Metrics
    End-to-End Test Plans –
    Test scripts to test all of the above
    Workstreams
    Case Example
  • Content Choreography | A Dynamic Site Architecture
    Governance, Socialization, Training
    Site Search Facets
    Taxonomy
    Pre-Launch End-to-End Testing
    UX Page
    Context
    Personal-
    ization
    Site
    Navigation
    Site Search
    Experience
    Transient SEO
    & Campaigns
    Social
    Content
    UX, Navigation, Campaigns, SEO
    Site Search Ingestion & Indexing
    Templates
    Content
    Authoring
    Digital Asset
    Creative
    Translation &
    Localization
    Content
    Variants
    Content
    Lifecycle
    Content & Digital Asset Creative, Translation & Assembly
    Metadata
    WCMS
    Search
    WCMS
    Content
    WCMS
    Digital Assets
    Taxonomy
    Mgmt System
    Metadata Mgmt
    & MDM
    Change
    Control
    Development, Deployment & Operations Readiness
  • Content Choreography Overlay | Content Authoring & Tagging
    Author Tags by Topic
    Governance, Socialization, Training
    Site Search Facets
    Pre-Launch End-to-End Testing
    Taxonomy
    UX Page
    Context
    Personal-
    ization
    Site
    Navigation
    Site Search
    Experience
    Transient SEO
    & Campaigns
    Social
    Content
    UX, Navigation, Campaigns, SEO
    Site Search Ingestion & Indexing
    Tags for Authoring Workflow
    Templates
    Content
    Authoring
    Digital Asset
    Creative
    Translation &
    Localization
    Content
    Variants
    Content
    Lifecycle
    Content & Digital Asset Creative, Translation & Assembly
    Author Tags by Topic/Product for Content, Digital Assets, per Language
    Metadata
    WCMS
    Search
    WCMS
    Content
    WCMS
    Digital Assets
    Taxonomy
    Mgmt System
    Metadata Mgmt
    & MDM
    Change
    Control
    Development, Deployment & Operations Readiness
  • Content Choreography Overlay | Content Assembly & Lifecycle
    Governance, Socialization, Training
    Site Search Facets
    Pre-Launch End-to-End Testing
    Taxonomy
    UX Page
    Context
    Personal-
    ization
    Site
    Navigation
    Site Search
    Experience
    Transient SEO
    & Campaigns
    Social
    Content
    UX, Navigation, Campaigns, SEO
    Site Search Ingestion & Indexing
    Templates
    Content
    Authoring
    Digital Asset
    Creative
    Translation &
    Localization
    Content
    Variants
    Content
    Lifecycle
    Content & Digital Asset Creative, Translation & Assembly
    Tags for Assembly & Publishing
    Tags for Content Lifecycle
    Metadata
    WCMS
    Search
    WCMS
    Content
    WCMS
    Digital Assets
    Taxonomy
    Mgmt System
    Metadata Mgmt
    & MDM
    Change
    Control
    Development, Deployment & Operations Readiness
  • Content Choreography Overlay | SEO-Friendly Site Construction
    SEO Synonyms
    Governance, Socialization, Training
    Site Search Facets
    Taxonomy
    Pre-Launch End-to-End Testing
    UX Page
    Context
    Personal-
    ization
    Site
    Navigation
    Site Search
    Experience
    Transient SEO
    & Campaigns
    Social
    Content
    UX, Navigation, Campaigns, SEO
    Site Search Ingestion & Indexing
    Templates
    Content
    Authoring
    Digital Asset
    Creative
    Translation &
    Localization
    Content
    Variants
    Content
    Lifecycle
    Content & Digital Asset Creative, Translation & Assembly
    SEO Thesaurus of Terms
    SEO Metatags
    Metadata
    WCMS
    Search
    WCMS
    Content
    WCMS
    Digital Assets
    Taxonomy
    Mgmt System
    Metadata Mgmt
    & MDM
    Change
    Control
    Development, Deployment & Operations Readiness
    Page Naming & URL Standards
  • Content Choreography Overlay | UX & Site Search
    Search Facets, Best Bets, Related Topics
    Governance, Socialization, Training
    Site Search Facets
    Taxonomy
    Pre-Launch End-to-End Testing
    UX Page
    Context
    Personal-
    ization
    Site
    Navigation
    Site Search
    Experience
    Transient SEO
    & Campaigns
    Social
    Content
    UX, Navigation, Campaigns, SEO
    Navigation Hierarchy/Terms
    Site Search Ingestion & Indexing
    Taxonomy for Search Indexing
    Templates
    Content
    Authoring
    Digital Asset
    Creative
    Translation &
    Localization
    Content
    Variants
    Content
    Lifecycle
    Content & Digital Asset Creative, Translation & Assembly
    Metadata
    WCMS
    Search
    WCMS
    Content
    WCMS
    Digital Assets
    Taxonomy
    Mgmt System
    Metadata Mgmt
    & MDM
    Change
    Control
    Development, Deployment & Operations Readiness
  • Strategy & Approach to Content Choreography
    Methodologies
  • Chartering the Project
    Understand the current environment and the vision, then fill in the gaps:
    • Take an end-to-end process perspective
    • Review any relevant documentation
    • Plan and facilitate stakeholder interviews and working sessions
    • Uncover vocabularies, classifications and workflows used by different stakeholder groups
    • Get walkthroughs of the existing systems and processes
    • Identify constraints and key performance indicators
    • Create the customized Roadmap for success
  • From Planning through Creative & Approval | Content Choreography
    Plan/Procure
    Produce
    Store
    Approve
    Create
    Begin Asset Creation
    Upload to Search
    Brand/
    Marketing Managers
    Strategic Alignment, Purchase Requests & Budget Management
    Planning
    Asset Workflow Template(s)
    includes engagement with Creative Agency and Asset Upload by the Asset Producing Agency
    Account Managers/
    Specialists
    Production Workflow/Support
    includes engagement with Sourcing Partner
    Brand Project Specialists
    Approval Workflow/ Prioritization
    (Cleared for Use)
    Approval Workflow/ Prioritization
    (Cleared for Production)
    Case Example
    Life Sciences
  • Track 1
    Track 2
    Track 3
    Track 4
    Track 5
    Asset
    Management
    Taxonomy
    Socialization
    &
    Training
    KPI Metrics
    &
    Reporting
    Solution
    Architecture
    &
    Roadmap
    Content
    Integration
    Strategy
    Governance
    &
    Compliance
    Asset Management Lifecycle
    Case Example
    Pharmaceutical
    Enterprise
    Search
    DAM
    Repository
    MRM Asset
    Library
    Taxonomy
    Mgmt Platform
    Asset Rights
    & Registration
    Metrics, RM
    & Reporting
    Enterprise Information Systems
    Chartering a Global Content & Asset Management Project
  • Content Strategy & Architecture
    • Content and Asset Inventory Analysis
    • Content Strategy and Dynamic Content Architecture
    • Editorial Requirements and Context Specifications
    • Content Authoring Workflow Design
    • Content Translation Workflow Design
    • Publishing Operations Workflow
    • Content Tagging Documentation and Training
  • Content Objects & Metadata | Dynamic Reuse for Websites
    STS 5000
    Long battery life
    Pr
    Multi band
    Noise cancelling
    Product Page
    Purchase Product
    Long battery life
    Home
    (featured product)
    Compare Product
    Product item content type
    Product Template
  • Eight key capabilities are required to effectively manage content management lifecycle processes. Content management involves the mechanisms, processes and roles to support requesting, creating, tagging, reviewing, testing, approving, publishing and appraising content.
    Content Lifecycle Management Capabilities
    Temporary “Migration Harness” Processes
    Approve & Prioritize
    The ability to formulate detailed requests for servicing content, including the identification of effective dates, subject matter experts, priority.
    Assess Needs
    The ability to identify needs for a project and determine which workforces need to be engaged (e.g. web, learning, marketing)
    Schedule & Plan
    The ability to plan the knowledge project (e.g., finalizing scope, scheduling, resources, timing and production requirements)
    Design
    The ability to recommend the right approach, given business need, resources, deadlines, or impact to content architecture, or code changes, etc.
    Create & Tag
    The ability to create knowledge objects, choose the right format for presentation and assign the relevant metadata.
    Appraise
    The ability to appraise results by various means including surveys, feedback, audits, and measuring business results.
    Publish & Deliver
    The ability to deliver knowledge to the target audiences by means of publication.
    Copy Editing
    The ability to review and test content in order to ensure content quality and consistency
    Performed within CMS
    Performed outside CMS
    Content Authoring Workflow | Content Strategy Deliverables
  • Content Tagging Guidelines | Content Strategy Deliverables
  • Taxonomy & Metadata Analysis
    • Specify use cases for:
    • business process workflow
    • content/asset topics
    • SEO thesaurus
    • content assembly
    • navigation
    • faceted search
    • Heuristic evaluation against best practices
    • Identify harmonization issues across vocabularies
    • Cross-map metadata fields and taxonomy facets by use case
  • Assessment of Existing Taxonomies
    Heuristic Evaluation vs. Best Practices | Assessment Deliverables
  • Metadata Cross-Mapping by Use Case | Assessment Deliverables
  • Framework Design
    Understand the business problem and environment, design a framework:
    • Organizing Principles by Use Case and Topic
    • Metadata Source Analysis
    • Taxonomy Domain Model
    • End-to-End Metadata & Content Workflow
    • Taxonomy Framework Specification Document
    • Facet Definitions
    • Use Case Mappings
    • Rules for Synonyms, Languages, Relationships, Structure
  • Domain Model
    Metadata elements are analyzed at a conceptual level and mapped to various objects of importance, as well as to specific incarnations in systems
    Metadata Sources & Taxonomy Domains | Framework Deliverables
  • End to End Content Workflow & Tagging | Framework Deliverables
    Workflow & Tagging Models
    Case Example
    Consumer Products
  • Art Styles
    Art Techniques
    XXX
    XXX
    XXX
    XXX
    XXX
    XXX
    XXX
    XXX
    XXX
    XXX
    Art
    Editorial
    XXX
    XXX
    XXX
    XXX
    Shared
    Product
    XXX
    XXX
    XXX
    XXX
    XXX
    XXX
    XXX
    XXX
    Taxonomy Facet Definitions | Framework Deliverables
  • Taxonomy Framework
    Taxonomy Facet Definitions | Framework Deliverables
  • Taxonomy Framework | Facets & Relationships for Tagging
    Asset Type has an Approval Status
    Product has an Indication
    Asset Type has a Product or a Disease State
    :
    :
    Launch Lifecycle Stages
    Products
    Affiliates
    Division
    Languages
    Indications
    Promotional Assets Only
    Asset Types
    Asset Rights
    Case Example
    Pharmaceuticals
    Approval Status
    Disease States
    Franchises
    Audience
    Approved User Groups
    Requires Tagging
    Educational
    Assets Only
    Pre-Determined
  • Taxonomy Framework | Primary & Secondary Facets for Search
    Primary Facets (for navigation and faceted search)
    Division
    Products
    Asset Types
    Indications
    Audience
    Disease States
    Campaign Element
    Finished Piece
    Supporting Document
    Secondary Facets (for search results filtering)
    Languages
    Approved User Groups
    Launch Lifecycle Stages
    Franchises
    Case Example
    Pharmaceuticals
    Asset Rights
    Affiliates
    Approval Status
    Primary Facets
    Secondary Facets
  • Taxonomy Structure & Relationships | Framework Deliverables
    Case Example
    Manufacturing
  • Taxonomy Development
    • Taxonomy Development
    • Taxonomy Validation
    • Taxonomy Testing
    • Taxonomy Documentation
    • Build following the Taxonomy Framework
    • Flexible and extensible to enable custom views and support future needs
    • Testing and evaluation processes developed as part of continuous improvement methodology for ongoing taxonomy maintenance
  • REQUIREMENTS
    DEVELOPMENT
    Research &
    Analysis
    Findings
    INTEGRATION
    Define
    Business Scope
    & Drivers
    Determine
    Organizing
    Principles
    Analyze
    Content &
    Context
    Design
    Use Cases &
    Process Flows
    DESIGN
    Taxonomy
    Framework
    Document
    Define
    Taxonomy Scope
    & Standards
    Determine
    Primary
    Top Level
    Facets
    Define
    Secondary
    Subcategory
    Nodes
    Synonym,
    Attribute &
    Relationship
    Rules
    Detailed
    Taxonomy
    Vocabularies
    Preferred Term
    Hierarchy
    Development
    Synonyms
    & Language
    Variants
    Specify
    Node Attributes
    & Relationships
    Taxonomy
    Usability
    Testing
    Taxonomy
    Deployment
    Plan
    Design
    Tagging &
    Indexing
    Design
    Navigation &
    Search UX
    Define
    Governance
    Model
    Define
    Metrics &
    KPIs
    Taxonomy Design Methodology | Customizable to Fit the Project
  • Filling Out the Framework | Controlled Vocabularies & Attributes
    Harmonized Taxonomy & Attributes
  • Mining Search Terms for Taxonomy Values | Zipf Curve Analysis
    The top 80% of most frequent search terms should be in your taxonomy:
    • preferred terms (top 10%)
    • synonyms (next 70%)
  • Detailed Metadata & Vocabularies |Taxonomy Deliverables
    Synonyms
    Content Type Definitions
    Vocabularies
    Properties
    Metadata Schema
    Relationships
  • Validation & Usability | Testing Definitions
    Taxonomy Validation
    Verification with stakeholders and subject matter experts for completeness and correctness
    Verification with other internal stakeholders for suitability for their business and technical requirements
    user ability to understand category labels, intentions, and relationships
    suitability for tagging/categorizing
    Taxonomy Test Plan Design
    Plan, use cases and test cases for testing of the taxonomy and it’s usability –assumes a baseline test, Alpha and Beta test iterations
    Usability Test Execution
    Evaluates the usability of the taxonomy in the context of its website implementation and/or in prototype form
    Results are affected by navigation, search and visual design influences
    test
  • Taxonomy Testing |Taxonomy Deliverables
    No distracting
    product images
    Focus is
    solely on
    the terms
    User has to decide
    whether they are
    confident they have
    “found” the item
    solely on navigation
  • Content Choreography Implementation
    Ensure metadata and taxonomy are leveraged throughout content architecture, user experience and search
    • Product Metadata & Dynamic Content Assembly
    • DAM/CMS Search for Reuse Findability
    • Facets & Taxonomy-Assisted Indexing for Site Findability
  • Product Metadata & Dynamic Content Integration | Implementation
    Content Assembly & Workflow Tagging
  • Asset Tagging by Components, Composites, Brands, Rights
    DAM/CMS Search for Reuse Findability | Implementation
  • Taxonomy for Category & Synonym Matches, Best Bet Boosts
    Faceted Search for Site Findability | Implementation
  • SIX Metrics| Search Integration & Experience Benchmarking
    Tagging
    Components
    & Processes
    UI for
    Search Results
    Visualization




    Content to
    Taxonomy
    Coverage
    UI for
    Search Term
    Expression






    Search
    Engine
    Tuning
    Search
    Terms to
    Taxonomy Fit


  • Post-Launch Considerations
    Keeping Content, Taxonomy & Metadata Fresh & Relevant
  • Content, Taxonomy & Metadata Governance
    Guide and support internal resources in the definition and implementation of a sustainable content, metadata and taxonomy governance model, with appropriate roles, policies, procedures and usage guidelines:
    • Governance Model Development
    • Governance Concepts & Model Workshop
    • Governance Procedures Definitions
    • Governance Validation & Procedures Workshop
    • Governance Training & Facilitation
  • Top-down standardization
    Bottom-up representation
    • Leadership
    Strategy & Legal
    • Lifecycle Management
    Content Management Team
    • Metadata Standardization
    Metadata Team
    • Common Interfaces
    Findability Team
    Leadership and Direction
    Process and Governance
    Building a Balanced Governance Model
  • Since content, terms, categories and processes change over time, long term governance and change control processes and policies are part of sustainable, flexible information architecture
    RACI Chart
    Approval Workflow
    Governance & Change Management
  • RACI Chart
    Chartering a Governance Committee | Governance Deliverables
  • Governance Processes
    Workflow for Change Requests | Governance Deliverables
  • Governance Policies & Procedures
    Roles & Responsibilities | Governance Deliverables
  • Suggestions for Ongoing Maintenance
    SLA’s for taxonomy maintenance can be defined for the period
    Participation in test category deployment in a proactive fashion
    Participation in governance in a proactive fashion
    Search log data vs. taxonomy synonyms and SEO results to measure ongoing effectiveness of the taxonomy (opportunity to mature to dashboard metrics over time)
    We’ll keep an eye on whether/when it’s time to introduce a formal taxonomy tool as well, making such recommendations along the way
    support
  • About Earley & Associates, Inc
    Highlights and Capabilities
  • Earley & Associates | Highlights
    Founded 1994
    Focus Areas Holistic approach to specific business contexts and goals for:
    • Retail
    • Manufacturing
    • Pharmaceuticals & Life Sciences
    • Public Sector
    • Media & Entertainment
    Personnel Core team of 35 consultants
    Locations Headquartered in Boston, consultants in US, UK & Canada, global projects
    Services • Taxonomy & Information Architecture
    • Search Strategy for Enterprise & Web
    • ECM, DAM & Information Lifecycle
    • Program Management & Governance
  • Earley & Associates | Highlights
    clients
  • Earley & Associates | Core Capabilities
    Strategy
    Content Management
    Enterprise
    Search,
    Portal Design,
    Collaboration
    Website
    Navigation,
    Site Search
    & SEO
    Program Management
    Business Analysis /
    User Research
    Taxonomy,
    Metadata,
    Information
    Architecture
    & Usability
    Digital Asset
    Management
    Records Management
    Technology Selection
    Implementation Support
    Workflow Management
    Rights
    Management
    Socialization & Training
    Security & Privacy Management
    Governance
    Success Metrics
  • Contact
    Seth Earley
    CEO
    Earley & Associates, Inc
    seth@earley.com
    www.earley.com
    781-820-8080