This document discusses content choreography, which involves planning, organizing, and publishing dynamic content and assets using taxonomy and metadata. It provides an overview of capabilities for content lifecycle management, such as approving content, assessing needs, scheduling, designing workflows, creating and tagging content, and publishing. It also discusses frameworks for taxonomy development, including domain modeling, defining facets and relationships, and guidelines for ongoing governance. The goal is to effectively manage content through its entire lifecycle using these methodologies and best practices.

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

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

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

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

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

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

37. Metadata Cross-Mapping by Use Case | Assessment Deliverables

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

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

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

59. Filling Out the Framework | Controlled Vocabularies & Attributes Harmonized Taxonomy & Attributes

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

65. DAM/CMS Search for Reuse Findability

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

72. Governance Concepts & Model Workshop

73. Governance Procedures Definitions

74. Governance Validation & Procedures Workshop

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