Earley associates content-choreography_approach-2011-04-28


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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

    1. 1. Content Choreography<br />Applying E&A Expertise & Methodologies<br />
    2. 2. ▪<br />Planning, composing, organizing and publishing content and creative assets for <br />dynamicpresentation & search using taxonomy and metadata <br />▪<br />Con′-tent Cho·re·og′·ra·phy<br />Deriving Business Value from Content | Content Choreography<br />
    3. 3. Content Choreography Roadmap | Client Web Site Project<br />SEO-friendly Website Construction – <br />URL Page Names<br />SEO Tags<br />SEO Thesaurus Lookup for Authors<br />Content Authoring & Publishing – <br />Content Inventory<br />Pre-launch planning<br />Content Testing Guidance<br />Editorial Requirements <br />Authoring/Publishing Workflows<br />Website Publishing Operations Workflow<br />Content Tagging<br />Documentation & Training<br />Metadata Strategy & Taxonomy Design – Metadata Strategy<br />Product Master Data Integration<br />Taxonomy Assessment<br />Metadata for Page Construction<br />DAM-specific Metadata<br />Content Lifecycle Metadata<br />UX & Site Search – <br />Navigation<br />Search Facets<br />Search Relevance<br />Search Metrics<br />End-to-End Test Plans –<br />Test scripts to test all of the above<br />Workstreams<br />Case Example<br />
    4. 4. Content Choreography | A Dynamic Site Architecture<br />Governance, Socialization, Training<br />Site Search Facets<br />Taxonomy<br />Pre-Launch End-to-End Testing<br />UX Page<br />Context<br />Personal-<br />ization<br />Site<br />Navigation<br />Site Search<br />Experience<br />Transient SEO<br />& Campaigns<br />Social<br />Content<br />UX, Navigation, Campaigns, SEO<br />Site Search Ingestion & Indexing<br />Templates<br />Content<br />Authoring<br />Digital Asset<br />Creative<br />Translation &<br />Localization<br />Content<br />Variants<br />Content<br />Lifecycle<br />Content & Digital Asset Creative, Translation & Assembly<br />Metadata<br />WCMS<br />Search<br />WCMS<br />Content<br />WCMS<br />Digital Assets<br />Taxonomy<br />Mgmt System<br />Metadata Mgmt<br />& MDM<br />Change<br />Control<br />Development, Deployment & Operations Readiness<br />
    5. 5. Content Choreography Overlay | Content Authoring & Tagging<br />Author Tags by Topic<br />Governance, Socialization, Training<br />Site Search Facets<br />Pre-Launch End-to-End Testing<br />Taxonomy<br />UX Page<br />Context<br />Personal-<br />ization<br />Site<br />Navigation<br />Site Search<br />Experience<br />Transient SEO<br />& Campaigns<br />Social<br />Content<br />UX, Navigation, Campaigns, SEO<br />Site Search Ingestion & Indexing<br />Tags for Authoring Workflow<br />Templates<br />Content<br />Authoring<br />Digital Asset<br />Creative<br />Translation &<br />Localization<br />Content<br />Variants<br />Content<br />Lifecycle<br />Content & Digital Asset Creative, Translation & Assembly<br />Author Tags by Topic/Product for Content, Digital Assets, per Language<br />Metadata<br />WCMS<br />Search<br />WCMS<br />Content<br />WCMS<br />Digital Assets<br />Taxonomy<br />Mgmt System<br />Metadata Mgmt<br />& MDM<br />Change<br />Control<br />Development, Deployment & Operations Readiness<br />
    6. 6. Content Choreography Overlay | Content Assembly & Lifecycle<br />Governance, Socialization, Training<br />Site Search Facets<br />Pre-Launch End-to-End Testing<br />Taxonomy<br />UX Page<br />Context<br />Personal-<br />ization<br />Site<br />Navigation<br />Site Search<br />Experience<br />Transient SEO<br />& Campaigns<br />Social<br />Content<br />UX, Navigation, Campaigns, SEO<br />Site Search Ingestion & Indexing<br />Templates<br />Content<br />Authoring<br />Digital Asset<br />Creative<br />Translation &<br />Localization<br />Content<br />Variants<br />Content<br />Lifecycle<br />Content & Digital Asset Creative, Translation & Assembly<br />Tags for Assembly & Publishing<br />Tags for Content Lifecycle<br />Metadata<br />WCMS<br />Search<br />WCMS<br />Content<br />WCMS<br />Digital Assets<br />Taxonomy<br />Mgmt System<br />Metadata Mgmt<br />& MDM<br />Change<br />Control<br />Development, Deployment & Operations Readiness<br />
    7. 7. Content Choreography Overlay | SEO-Friendly Site Construction<br />SEO Synonyms<br />Governance, Socialization, Training<br />Site Search Facets<br />Taxonomy<br />Pre-Launch End-to-End Testing<br />UX Page<br />Context<br />Personal-<br />ization<br />Site<br />Navigation<br />Site Search<br />Experience<br />Transient SEO<br />& Campaigns<br />Social<br />Content<br />UX, Navigation, Campaigns, SEO<br />Site Search Ingestion & Indexing<br />Templates<br />Content<br />Authoring<br />Digital Asset<br />Creative<br />Translation &<br />Localization<br />Content<br />Variants<br />Content<br />Lifecycle<br />Content & Digital Asset Creative, Translation & Assembly<br />SEO Thesaurus of Terms<br />SEO Metatags<br />Metadata<br />WCMS<br />Search<br />WCMS<br />Content<br />WCMS<br />Digital Assets<br />Taxonomy<br />Mgmt System<br />Metadata Mgmt<br />& MDM<br />Change<br />Control<br />Development, Deployment & Operations Readiness<br />Page Naming & URL Standards<br />
    8. 8. Content Choreography Overlay | UX & Site Search<br />Search Facets, Best Bets, Related Topics<br />Governance, Socialization, Training<br />Site Search Facets<br />Taxonomy<br />Pre-Launch End-to-End Testing<br />UX Page<br />Context<br />Personal-<br />ization<br />Site<br />Navigation<br />Site Search<br />Experience<br />Transient SEO<br />& Campaigns<br />Social<br />Content<br />UX, Navigation, Campaigns, SEO<br />Navigation Hierarchy/Terms<br />Site Search Ingestion & Indexing<br />Taxonomy for Search Indexing<br />Templates<br />Content<br />Authoring<br />Digital Asset<br />Creative<br />Translation &<br />Localization<br />Content<br />Variants<br />Content<br />Lifecycle<br />Content & Digital Asset Creative, Translation & Assembly<br />Metadata<br />WCMS<br />Search<br />WCMS<br />Content<br />WCMS<br />Digital Assets<br />Taxonomy<br />Mgmt System<br />Metadata Mgmt<br />& MDM<br />Change<br />Control<br />Development, Deployment & Operations Readiness<br />
    9. 9. Strategy & Approach to Content Choreography<br />Methodologies<br />
    10. 10. Chartering the Project<br />Understand the current environment and the vision, then fill in the gaps:<br /><ul><li>Take an end-to-end process perspective
    11. 11. Review any relevant documentation
    12. 12. Plan and facilitate stakeholder interviews and working sessions
    13. 13. Uncover vocabularies, classifications and workflows used by different stakeholder groups
    14. 14. Get walkthroughs of the existing systems and processes
    15. 15. Identify constraints and key performance indicators
    16. 16. Create the customized Roadmap for success</li></li></ul><li>From Planning through Creative & Approval | Content Choreography<br />Plan/Procure<br /> Produce <br /> Store<br /> Approve<br />Create<br />Begin Asset Creation<br />Upload to Search<br />Brand/<br />Marketing Managers<br />Strategic Alignment, Purchase Requests & Budget Management<br />Planning<br />Asset Workflow Template(s)<br />includes engagement with Creative Agency and Asset Upload by the Asset Producing Agency<br />Account Managers/ <br />Specialists<br />Production Workflow/Support<br />includes engagement with Sourcing Partner<br />Brand Project Specialists<br />Approval Workflow/ Prioritization <br />(Cleared for Use)<br />Approval Workflow/ Prioritization <br />(Cleared for Production)<br />Case Example<br />Life Sciences<br />
    17. 17. Track 1<br />Track 2<br />Track 3<br />Track 4<br />Track 5<br />Asset<br />Management<br />Taxonomy<br />Socialization<br />&<br />Training<br />KPI Metrics<br />&<br />Reporting<br />Solution<br />Architecture<br />&<br />Roadmap<br />Content<br />Integration<br />Strategy<br />Governance<br />&<br />Compliance<br />Asset Management Lifecycle<br />Case Example<br />Pharmaceutical<br />Enterprise<br />Search<br />DAM<br />Repository<br />MRM Asset<br />Library<br />Taxonomy<br />Mgmt Platform<br />Asset Rights<br />& Registration<br />Metrics, RM<br />& Reporting<br />Enterprise Information Systems<br />Chartering a Global Content & Asset Management Project<br />
    18. 18. Content Strategy & Architecture<br /><ul><li>Content and Asset Inventory Analysis
    19. 19. Content Strategy and Dynamic Content Architecture
    20. 20. Editorial Requirements and Context Specifications
    21. 21. Content Authoring Workflow Design
    22. 22. Content Translation Workflow Design
    23. 23. Publishing Operations Workflow
    24. 24. Content Tagging Documentation and Training</li></li></ul><li>Content Objects & Metadata | Dynamic Reuse for Websites<br />STS 5000<br />Long battery life<br />Pr<br />Multi band<br />Noise cancelling <br />Product Page<br />Purchase Product<br />Long battery life<br />Home<br />(featured product)<br />Compare Product<br />Product item content type<br />Product Template<br />
    25. 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. <br />Content Lifecycle Management Capabilities<br />Temporary “Migration Harness” Processes<br />Approve & Prioritize<br />The ability to formulate detailed requests for servicing content, including the identification of effective dates, subject matter experts, priority.<br />Assess Needs<br />The ability to identify needs for a project and determine which workforces need to be engaged (e.g. web, learning, marketing)<br />Schedule & Plan<br />The ability to plan the knowledge project (e.g., finalizing scope, scheduling, resources, timing and production requirements)<br />Design<br />The ability to recommend the right approach, given business need, resources, deadlines, or impact to content architecture, or code changes, etc. <br />Create & Tag<br />The ability to create knowledge objects, choose the right format for presentation and assign the relevant metadata.<br />Appraise<br />The ability to appraise results by various means including surveys, feedback, audits, and measuring business results. <br />Publish & Deliver<br />The ability to deliver knowledge to the target audiences by means of publication. <br />Copy Editing<br />The ability to review and test content in order to ensure content quality and consistency<br /> Performed within CMS<br /> Performed outside CMS<br />Content Authoring Workflow | Content Strategy Deliverables<br />
    26. 26. Content Tagging Guidelines | Content Strategy Deliverables<br />
    27. 27. Taxonomy & Metadata Analysis<br /><ul><li>Specify use cases for:
    28. 28. business process workflow
    29. 29. content/asset topics
    30. 30. SEO thesaurus
    31. 31. content assembly
    32. 32. navigation
    33. 33. faceted search
    34. 34. Heuristic evaluation against best practices
    35. 35. Identify harmonization issues across vocabularies
    36. 36. Cross-map metadata fields and taxonomy facets by use case</li></li></ul><li>Assessment of Existing Taxonomies<br />Heuristic Evaluation vs. Best Practices | Assessment Deliverables<br />
    37. 37. Metadata Cross-Mapping by Use Case | Assessment Deliverables<br />
    38. 38. Framework Design<br />Understand the business problem and environment, design a framework:<br /><ul><li>Organizing Principles by Use Case and Topic
    39. 39. Metadata Source Analysis
    40. 40. Taxonomy Domain Model
    41. 41. End-to-End Metadata & Content Workflow
    42. 42. Taxonomy Framework Specification Document
    43. 43. Facet Definitions
    44. 44. Use Case Mappings
    45. 45. Rules for Synonyms, Languages, Relationships, Structure</li></li></ul><li> Domain Model<br />Metadata elements are analyzed at a conceptual level and mapped to various objects of importance, as well as to specific incarnations in systems<br />Metadata Sources & Taxonomy Domains | Framework Deliverables<br />
    46. 46. End to End Content Workflow & Tagging | Framework Deliverables<br />Workflow & Tagging Models<br />Case Example<br />Consumer Products<br />
    47. 47. Art Styles<br />Art Techniques<br />XXX<br />XXX<br />XXX<br />XXX<br />XXX<br />XXX<br />XXX<br />XXX<br />XXX<br />XXX<br />Art<br />Editorial<br />XXX<br />XXX<br />XXX<br />XXX<br />Shared<br />Product<br />XXX<br />XXX<br />XXX<br />XXX<br />XXX<br />XXX<br />XXX<br />XXX<br />Taxonomy Facet Definitions | Framework Deliverables<br />
    48. 48. Taxonomy Framework<br />Taxonomy Facet Definitions | Framework Deliverables<br />
    49. 49. Taxonomy Framework | Facets & Relationships for Tagging<br />Asset Type has an Approval Status<br />Product has an Indication<br />Asset Type has a Product or a Disease State<br />:<br />:<br />Launch Lifecycle Stages<br />Products<br />Affiliates<br />Division<br />Languages<br />Indications<br />Promotional Assets Only<br />Asset Types<br />Asset Rights<br />Case Example<br />Pharmaceuticals<br />Approval Status<br />Disease States<br />Franchises<br />Audience<br />Approved User Groups<br />Requires Tagging<br />Educational<br />Assets Only<br />Pre-Determined<br />
    50. 50. Taxonomy Framework | Primary & Secondary Facets for Search<br />Primary Facets (for navigation and faceted search)<br />Division<br />Products<br />Asset Types<br />Indications<br />Audience<br />Disease States<br />Campaign Element<br />Finished Piece<br />Supporting Document<br />Secondary Facets (for search results filtering)<br />Languages<br />Approved User Groups<br />Launch Lifecycle Stages<br />Franchises<br />Case Example<br />Pharmaceuticals<br />Asset Rights<br />Affiliates<br />Approval Status<br />Primary Facets<br />Secondary Facets<br />
    51. 51. Taxonomy Structure & Relationships | Framework Deliverables<br />Case Example<br />Manufacturing<br />
    52. 52. Taxonomy Development<br /><ul><li> Taxonomy Development
    53. 53. Taxonomy Validation
    54. 54. Taxonomy Testing
    55. 55. Taxonomy Documentation
    56. 56. Build following the Taxonomy Framework
    57. 57. Flexible and extensible to enable custom views and support future needs
    58. 58. Testing and evaluation processes developed as part of continuous improvement methodology for ongoing taxonomy maintenance</li></li></ul><li>REQUIREMENTS<br />DEVELOPMENT<br />Research &<br />Analysis<br />Findings<br />INTEGRATION<br />Define <br />Business Scope<br />& Drivers<br />Determine<br />Organizing<br />Principles<br />Analyze<br />Content &<br />Context<br />Design<br />Use Cases &<br />Process Flows<br />DESIGN<br />Taxonomy<br />Framework<br />Document<br />Define <br />Taxonomy Scope<br />& Standards<br />Determine<br />Primary<br />Top Level<br />Facets<br />Define<br />Secondary<br />Subcategory<br />Nodes<br />Synonym,<br />Attribute &<br />Relationship<br />Rules<br />Detailed<br />Taxonomy<br />Vocabularies<br />Preferred Term<br />Hierarchy<br />Development<br />Synonyms<br />& Language<br />Variants<br />Specify<br />Node Attributes<br />& Relationships<br />Taxonomy<br />Usability<br />Testing<br />Taxonomy<br />Deployment<br />Plan<br />Design<br />Tagging &<br />Indexing<br />Design<br />Navigation &<br />Search UX<br />Define<br />Governance<br />Model<br />Define<br />Metrics &<br />KPIs<br />Taxonomy Design Methodology | Customizable to Fit the Project<br />
    59. 59. Filling Out the Framework | Controlled Vocabularies & Attributes<br />Harmonized Taxonomy & Attributes <br />
    60. 60. Mining Search Terms for Taxonomy Values | Zipf Curve Analysis<br />The top 80% of most frequent search terms should be in your taxonomy:<br /><ul><li>preferred terms (top 10%)
    61. 61. synonyms (next 70%) </li></li></ul><li>Detailed Metadata & Vocabularies |Taxonomy Deliverables<br />Synonyms<br />Content Type Definitions<br />Vocabularies<br />Properties<br />Metadata Schema<br />Relationships<br />
    62. 62. Validation & Usability | Testing Definitions<br />Taxonomy Validation<br />Verification with stakeholders and subject matter experts for completeness and correctness <br />Verification with other internal stakeholders for suitability for their business and technical requirements<br />user ability to understand category labels, intentions, and relationships<br />suitability for tagging/categorizing<br />Taxonomy Test Plan Design<br />Plan, use cases and test cases for testing of the taxonomy and it’s usability –assumes a baseline test, Alpha and Beta test iterations<br />Usability Test Execution<br />Evaluates the usability of the taxonomy in the context of its website implementation and/or in prototype form<br />Results are affected by navigation, search and visual design influences<br />test<br />
    63. 63. Taxonomy Testing |Taxonomy Deliverables<br />No distracting<br />product images<br />Focus is <br />solely on <br />the terms<br />User has to decide <br />whether they are <br />confident they have <br />“found” the item <br />solely on navigation<br />
    64. 64. Content Choreography Implementation<br />Ensure metadata and taxonomy are leveraged throughout content architecture, user experience and search<br /><ul><li>Product Metadata & Dynamic Content Assembly
    65. 65. DAM/CMS Search for Reuse Findability
    66. 66. Facets & Taxonomy-Assisted Indexing for Site Findability</li></li></ul><li>Product Metadata & Dynamic Content Integration | Implementation<br />Content Assembly & Workflow Tagging<br />
    67. 67. Asset Tagging by Components, Composites, Brands, Rights<br />DAM/CMS Search for Reuse Findability | Implementation<br />
    68. 68. Taxonomy for Category & Synonym Matches, Best Bet Boosts<br />Faceted Search for Site Findability | Implementation<br />
    69. 69. SIX Metrics| Search Integration & Experience Benchmarking<br />Tagging<br />Components<br />& Processes<br />UI for<br />Search Results<br />Visualization<br /><br /><br /><br /><br />Content to<br />Taxonomy<br />Coverage<br />UI for <br />Search Term<br />Expression<br /><br /><br /><br /><br /><br /><br />Search<br />Engine<br />Tuning<br />Search <br />Terms to <br />Taxonomy Fit<br /><br /><br />
    70. 70. Post-Launch Considerations<br />Keeping Content, Taxonomy & Metadata Fresh & Relevant<br />
    71. 71. Content, Taxonomy & Metadata Governance<br />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:<br /><ul><li>Governance Model Development
    72. 72. Governance Concepts & Model Workshop
    73. 73. Governance Procedures Definitions
    74. 74. Governance Validation & Procedures Workshop
    75. 75. Governance Training & Facilitation</li></li></ul><li>Top-down standardization<br />Bottom-up representation<br /><ul><li>Leadership</li></ul> Strategy & Legal<br /><ul><li> Lifecycle Management</li></ul>Content Management Team<br /><ul><li>Metadata Standardization</li></ul> Metadata Team<br /><ul><li>Common Interfaces</li></ul> Findability Team<br />Leadership and Direction<br />Process and Governance<br />Building a Balanced Governance Model<br />
    76. 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<br />RACI Chart<br />Approval Workflow <br />Governance & Change Management<br />
    77. 77. RACI Chart<br />Chartering a Governance Committee | Governance Deliverables<br />
    78. 78. Governance Processes<br />Workflow for Change Requests | Governance Deliverables<br />
    79. 79. Governance Policies & Procedures<br />Roles & Responsibilities | Governance Deliverables<br />
    80. 80. Suggestions for Ongoing Maintenance<br />SLA’s for taxonomy maintenance can be defined for the period <br />Participation in test category deployment in a proactive fashion<br />Participation in governance in a proactive fashion<br />Search log data vs. taxonomy synonyms and SEO results to measure ongoing effectiveness of the taxonomy (opportunity to mature to dashboard metrics over time)<br />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<br />support<br />
    81. 81. About Earley & Associates, Inc<br />Highlights and Capabilities<br />
    82. 82. Earley & Associates | Highlights<br />Founded 1994 <br />Focus Areas Holistic approach to specific business contexts and goals for:<br /> • Retail<br /> • Manufacturing<br /> • Pharmaceuticals & Life Sciences<br /> • Public Sector<br /> • Media & Entertainment <br />Personnel Core team of 35 consultants<br />Locations Headquartered in Boston, consultants in US, UK & Canada, global projects<br />Services • Taxonomy & Information Architecture<br /> • Search Strategy for Enterprise & Web<br /> • ECM, DAM & Information Lifecycle<br /> • Program Management & Governance<br />
    83. 83. Earley & Associates | Highlights<br />clients<br />
    84. 84. Earley & Associates | Core Capabilities<br />Strategy<br />Content Management<br />Enterprise<br />Search,<br />Portal Design,<br />Collaboration<br />Website<br />Navigation,<br />Site Search<br />& SEO<br />Program Management<br />Business Analysis / <br />User Research<br />Taxonomy,<br />Metadata,<br />Information<br />Architecture<br />& Usability<br />Digital Asset<br />Management<br />Records Management<br />Technology Selection<br />Implementation Support<br />Workflow Management<br />Rights<br />Management<br />Socialization & Training<br />Security & Privacy Management<br />Governance<br />Success Metrics<br />
    85. 85. Contact<br />Seth Earley<br />CEO<br />Earley & Associates, Inc <br />seth@earley.com<br />www.earley.com<br />781-820-8080<br />