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

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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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    • 1. Content Choreography
      Applying E&A Expertise & Methodologies
    • 2.
      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
    • 3. 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
    • 4. 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
    • 5. 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
    • 6. 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
    • 7. 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
    • 8. 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
    • 9. Strategy & Approach to Content Choreography
      Methodologies
    • 10. Chartering the Project
      Understand the current environment and the vision, then fill in the gaps:
      • Take an end-to-end process perspective
      • 11. Review any relevant documentation
      • 12. Plan and facilitate stakeholder interviews and working sessions
      • 13. Uncover vocabularies, classifications and workflows used by different stakeholder groups
      • 14. Get walkthroughs of the existing systems and processes
      • 15. Identify constraints and key performance indicators
      • 16. 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
    • 17. 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
    • 18. Content Strategy & Architecture
      • Content and Asset Inventory Analysis
      • 19. Content Strategy and Dynamic Content Architecture
      • 20. Editorial Requirements and Context Specifications
      • 21. Content Authoring Workflow Design
      • 22. Content Translation Workflow Design
      • 23. Publishing Operations Workflow
      • 24. 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
    • 25. 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
    • 26. Content Tagging Guidelines | Content Strategy Deliverables
    • 27. Taxonomy & Metadata Analysis
      • Specify use cases for:
      • 28. business process workflow
      • 29. content/asset topics
      • 30. SEO thesaurus
      • 31. content assembly
      • 32. navigation
      • 33. faceted search
      • 34. Heuristic evaluation against best practices
      • 35. Identify harmonization issues across vocabularies
      • 36. Cross-map metadata fields and taxonomy facets by use case
    • Assessment of Existing Taxonomies
      Heuristic Evaluation vs. Best Practices | Assessment Deliverables
    • 37. Metadata Cross-Mapping by Use Case | Assessment Deliverables
    • 38. Framework Design
      Understand the business problem and environment, design a framework:
      • Organizing Principles by Use Case and Topic
      • 39. Metadata Source Analysis
      • 40. Taxonomy Domain Model
      • 41. End-to-End Metadata & Content Workflow
      • 42. Taxonomy Framework Specification Document
      • 43. Facet Definitions
      • 44. Use Case Mappings
      • 45. 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
    • 46. End to End Content Workflow & Tagging | Framework Deliverables
      Workflow & Tagging Models
      Case Example
      Consumer Products
    • 47. 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
    • 48. Taxonomy Framework
      Taxonomy Facet Definitions | Framework Deliverables
    • 49. 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
    • 50. 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
    • 51. Taxonomy Structure & Relationships | Framework Deliverables
      Case Example
      Manufacturing
    • 52. Taxonomy Development
      • Taxonomy Development
      • 53. Taxonomy Validation
      • 54. Taxonomy Testing
      • 55. Taxonomy Documentation
      • 56. Build following the Taxonomy Framework
      • 57. Flexible and extensible to enable custom views and support future needs
      • 58. 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
    • 59. Filling Out the Framework | Controlled Vocabularies & Attributes
      Harmonized Taxonomy & Attributes
    • 60. 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%)
      • 61. synonyms (next 70%)
    • Detailed Metadata & Vocabularies |Taxonomy Deliverables
      Synonyms
      Content Type Definitions
      Vocabularies
      Properties
      Metadata Schema
      Relationships
    • 62. 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
    • 63. 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
    • 64. Content Choreography Implementation
      Ensure metadata and taxonomy are leveraged throughout content architecture, user experience and search
      • Product Metadata & Dynamic Content Assembly
      • 65. DAM/CMS Search for Reuse Findability
      • 66. Facets & Taxonomy-Assisted Indexing for Site Findability
    • Product Metadata & Dynamic Content Integration | Implementation
      Content Assembly & Workflow Tagging
    • 67. Asset Tagging by Components, Composites, Brands, Rights
      DAM/CMS Search for Reuse Findability | Implementation
    • 68. Taxonomy for Category & Synonym Matches, Best Bet Boosts
      Faceted Search for Site Findability | Implementation
    • 69. 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


    • 70. Post-Launch Considerations
      Keeping Content, Taxonomy & Metadata Fresh & Relevant
    • 71. 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
      • 72. Governance Concepts & Model Workshop
      • 73. Governance Procedures Definitions
      • 74. Governance Validation & Procedures Workshop
      • 75. 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
    • 76. 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
    • 77. RACI Chart
      Chartering a Governance Committee | Governance Deliverables
    • 78. Governance Processes
      Workflow for Change Requests | Governance Deliverables
    • 79. Governance Policies & Procedures
      Roles & Responsibilities | Governance Deliverables
    • 80. 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
    • 81. About Earley & Associates, Inc
      Highlights and Capabilities
    • 82. 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
    • 83. Earley & Associates | Highlights
      clients
    • 84. 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
    • 85. Contact
      Seth Earley
      CEO
      Earley & Associates, Inc
      seth@earley.com
      www.earley.com
      781-820-8080

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