Make Your Content a Powerful Asset

Slide 1: T e esi e a efo t e h s l s r rm h d 3 2 / 8 we c s : / 7 0 bat Ma eY u C ne t k o r o tn a o efl se P w r A st u i 1 Se s n 0 tp

Slide 2: Make Your Content a Powerful Asset in 10 Steps Continuous Publishing in a Global Digital Media Environment Presented by Todd Tibbetts Director, Aquent Studios, Seattle

Slide 3: My content is out of control! ¤ Where you are ¤ Where you want to be ¤ How to get there

Slide 4: What is content? ¤ Media chunks ¤ Message containers ¤ Communication elements ¤ Asset? Liability?

Slide 5: Who am I? ¤ Internet pro for 18 years ¤ 3M ¤ Whole Earth ¤ Free Range Media ¤ Mountain Zone ¤ Lux Worldwide ¤ Aquent Studios

Slide 6: Poll Question One: Do you have control of your content? ¤ Definitely ¤ I am slightly sloppy ¤ It’s getting a little nuts ¤ My content controls me

Slide 7: Today’s assignment ¤ Get a hold of yourself ¤ Your 10 to-do items = Assets = A$$ets

Slide 8: Ten steps to powerful content 1. Discover what you have now. 2. Develop your core. 3. Prepare for community involvement. 4. Architect your content. 5. Create your multi-destinational plan. 6. Acquire or build your tools. 7. Design your content. 8. Document it. 9. Tell your story continuously. 10.Track it.

Slide 9: STORY: K2 Skis PROCESS: Full Audit 1. Discover what you have now ¤ Content audit ¤Content inventory ¤Content matrix ¤Content plan ¤ Styles of content ¤ Migrations

Slide 10: STORY: Hewlett Packard (part 1) PROCESS: Single Source Increased efficiencies reduced graphic costs. 2. Develop your core 2005: 2289 graphics were published.  ¤ Single source Cost/graphic $66.00 (1 hour/graphic) ¤ Who is your audience? 2006: 3888 graphics were published.  ¤ Essential ingredients Cost/graphic $58.74 (0.89 hours/graphic) ¤ Workflow 2007: 6069 graphics were published.  Cost/graphic $44.00 (0.72 hours/graphic)

Slide 11: STORY: Mt. Everest Cybercast PROCESS: Make a Community Plan 3. Prepare for community involvement ¤ User generated content ¤ Social network effect ¤ Content gets loose ¤ Creating trusted content

Slide 12: STORY: Whole Earth Catalog PROCESS: Buckets of Baggage 4. Architect your content ¤ Buckets ¤ Card sort ¤ The demise of folders ¤ Taxonomies ¤ SEO and SEM

Slide 13: Questions ?

Slide 14: STORY: Hewlett Packard (part 2) PROCESS: Act Globally 5. Create your multidestinational plan ¤ Delivery Method Attribute Matrix ¤ Cross-platform/Multi-platform ¤ Globalization of content

Slide 15: STORY: Hewlett Packard (part 2) PROCESS: Act Globally 2005: 1.2 million words published. Cost per word $1.00. 42% of content developed was a 100% match for localization. 5. Create your multidestinational plan 2006: 2.2 million words published. Cost per word $.69. 55% of content developed was a 100% match for localization. ¤ Delivery Method Attribute Matrix Cost savings of 31% between FY05 and FY06. ¤ Cross-platform/Multi-platform Total cost savings in FY06 of $682,000. ¤ Globalization of content 2007: 1.5 million words published. Cost per word $.65. 73% of content developed was a 100% match for localization. Total cost savings in FY07 was $60,000 compared to FY06 and $742,000 compared to FY05.

Slide 16: Poll Question Two: Are you happy with your content management tools? ¤ Definitely ¤ Could be better ¤ Not so much ¤ No way, no how ¤ I ain’t got no tools

Slide 17: STORY: Microsoft DxStudio PROCESS: Grow a Toolbox 6. Acquire or build your tools ¤ Content & knowledge management ¤ Build vs. buy ¤ Extensibility and XML ¤ When all you have is a hammer…

Slide 18: STORY: Aquent Studios PROCESS: Separate the Visuals 7. Design your content ¤ Content vs. presentation ¤ Static vs. time based ¤ Globalizing your visuals ¤ Prepare for change

Slide 19: STORY: T-Mobile PROCESS: Not Written=Doesn’t Exist 8. Document it ¤ Instructional design ¤ Institutional knowledge ¤ Style guides

Slide 20: STORY: MSN Channels PROCESS: 24/7/365 9. Tell your story continuously ¤ Assign staff ¤ Roles ¤ Thought leadership ¤ Real content wins

Slide 21: STORY: Baywatch PROCESS: Never Assume 10. Track it ¤ Metrics ¤ Internal assets ¤ External assets ¤ Analysis

Slide 22: Ten steps to powerful content 1. Discover what you have now. Full audit. 2. Develop your core. Single source. 3. Prepare for community. Community plan. 4. Architect your content. Buckets of baggage. 5. Create your multidestinational plan. Act globally. 6. Acquire or build your tools. Grow a toolbox. 7. Design your content. Separate the visuals. 8. Document it. Not written, doesn’t exist. 9. Tell your story continuously. 24/7/365. 10.Track it. Never assume.

Slide 23: Questions? Todd Tibbetts AquentStudios.com ToddTibbetts.com Seattle, WA