Earley associates content-choreography_approach-2011-04-28

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
Site Search Facets
Taxonomy
UX Page
Context
Personal-
ization
Site
Navigation
Site Search
Experience
Transient SEO
& Campaigns
Social
Content
Tags for Authoring Workflow
Templates
Content
Authoring
Digital Asset
Creative
Translation &
Localization
Content
Variants
Content
Lifecycle
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

Content Choreography Overlay | Content Assembly & Lifecycle
Site Search Facets
Taxonomy
UX Page
Context
Personal-
ization
Site
Navigation
Site Search
Experience
Transient SEO
& Campaigns
Social
Content
Templates
Content
Authoring
Digital Asset
Creative
Translation &
Localization
Content
Variants
Content
Lifecycle
Tags for Assembly & Publishing
Tags for Content Lifecycle
Metadata
WCMS
Search
WCMS
Content
WCMS
Digital Assets
Taxonomy
Mgmt System
Metadata Mgmt
& MDM
Change
Control

Content Choreography Overlay | SEO-Friendly Site Construction
SEO Synonyms
Site Search Facets
Taxonomy
UX Page
Context
Personal-
ization
Site
Navigation
Site Search
Experience
Transient SEO
& Campaigns
Social
Content
Templates
Content
Authoring
Digital Asset
Creative
Translation &
Localization
Content
Variants
Content
Lifecycle
SEO Thesaurus of Terms
SEO Metatags
Metadata
WCMS
Search
WCMS
Content
WCMS
Digital Assets
Taxonomy
Mgmt System
Metadata Mgmt
& MDM
Change
Control
Page Naming & URL Standards

Content Choreography Overlay | UX & Site Search
Search Facets, Best Bets, Related Topics
Site Search Facets
Taxonomy
UX Page
Context
Personal-
ization
Site
Navigation
Site Search
Experience
Transient SEO
& Campaigns
Social
Content
Navigation Hierarchy/Terms
Taxonomy for Search Indexing
Templates
Content
Authoring
Digital Asset
Creative
Translation &
Localization
Content
Variants
Content
Lifecycle
Metadata
WCMS
Search
WCMS
Content
WCMS
Digital Assets
Taxonomy
Mgmt System
Metadata Mgmt
& MDM
Change
Control

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

http://www.earley.com	1469
http://earley.com	47
http://twitter.com	1
http://webcache.googleusercontent.com	1
http://us-w1.rockmelt.com	1

Earley associates content-choreography_approach-2011-04-28

by Earley

Accessibility

Categories

Upload Details

Usage Rights

5 Embeds 1,519

Statistics

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