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© 2012 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trad...
© 2012 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trad...
© 2012 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trad...
© 2012 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trad...
© 2012 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trad...
© 2012 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trad...
© 2012 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trad...
© 2012 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trad...
© 2012 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trad...
© 2012 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trad...
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Content gov v3 (1)

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Transcript of "Content gov v3 (1)"

  1. 1. © 2012 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLCand/or YP affiliated companies. All other marks contained herein are the property of their respective owners.© 2012 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLCand/or YP affiliated companies. All other marks contained herein are the property of their respective owners.Content GovernancePre-work
  2. 2. © 2012 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLCand/or YP affiliated companies. All other marks contained herein are the property of their respective owners.Content GovernanceContent: anything that communicates on behalf of the organization (owned media)2SocialMediaSocialMediaCollateralCollateralEmail /DmailEmail /DmailNewslettersNewslettersUserGeneratedContentUserGeneratedContentAdvertisingMediaAdvertisingMediaYP.comSmall BizWebsitePublishersWebsiteCorporateWebsiteNational /ResellersWebsitecontentGovernance: a framework of rules and practices that ensure transparency to allstakeholders, including assignment of roles & responsibilities and procedures forreconciliation & communication
  3. 3. © 2012 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLCand/or YP affiliated companies. All other marks contained herein are the property of their respective owners.Items for Discussion• Scope– Option 1 corporate level (recommended)– Option 2 market level– Option 3 platform level• Proposed Content Governance Model3
  4. 4. © 2012 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLCand/or YP affiliated companies. All other marks contained herein are the property of their respective owners.Scope Option 1:Corporate Content Governance4Governance Team manages cross-marketcommunications plans and defines:• strategy (business purpose for the content)• standards• editorial guidelines• style guidesIndividual market teams manage own budgets,workflows, publishing calendars and establishchannel specific communications strategiesBenefits• Consistency of• branding,• positioning• Coordinated communications• Most efficient use of resources.ChallengesMay be disruptive to current modelNeeds to be adaptive as business changes
  5. 5. © 2012 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLCand/or YP affiliated companies. All other marks contained herein are the property of their respective owners.Scope Option 2:YP Small Biz Content Governance5Instead of Governance at Corp level,governance is ONLY for Small Biz marketIndividual platforms (web, social, sales aids)manage own budgets, workflows, calendarsand establish platform specific communicationsstrategiesBenefitsB2B consistencyB2B coordinated communicationsB2B platforms still develop sub-strategiesChallengesPotential misalignment with other markets(Consumer, Publisher, etc…)WebSocialSalesAidsEmail
  6. 6. © 2012 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLCand/or YP affiliated companies. All other marks contained herein are the property of their respective owners.Scope Option 3:YP Small Biz Web Content Governance6Public Sections:• Product Overviews• Verticals• Landing Pages• Blog (tbd)Authenticated Sections:• Program Overview• Billing• Proofs• ReportsContent Governance covers thecomplete Small Biz Platform; both publicand authenticated sectionsBenefitConsistent communications on webplatform (vs current model)Challenges• Disruption to current model.• Potential misalignment with otherSMB communication platforms (e.g.,collateral says “YP.com and thedistribution network” | website says “YPLocal Ad Network, including YP.com”)websocialSales Aidsemail
  7. 7. © 2012 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLCand/or YP affiliated companies. All other marks contained herein are the property of their respective owners.Content Governance …is NOT Web Governance• Content Governance – standards and processes for creating and publishing content• Web Governance – also includes standards and processes for launching newfeatures and functionality for the advertiser platform.– Ex: Ad Platform team decides to add a report. This is not part of Content Governance .7Web GovernanceContent Governance
  8. 8. © 2012 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLCand/or YP affiliated companies. All other marks contained herein are the property of their respective owners.Governance Model – all options8Governance Team(s) - multiple teams may be required depending on scope• Lead by “Marketing Lead” - final authority for all content decisions• Includes members from all impacted functions• Marketing: Product Marketing, Brand, PR• Operations: Customer Service, Product Fulfillment• IT: Advertiser Platform, Consumer Platform, Publisher Platform• Legal• Is responsible for creating and managing the following:• Content Strategy• Content Specs/Standards• Brand Guidelines• Editorial Guidelines• Style Guides• Workflow
  9. 9. © 2012 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLCand/or YP affiliated companies. All other marks contained herein are the property of their respective owners.Governance Model – all options9Governance Team determines who has content roles and responsibilities• Creators – develops source materials• Content Producers – in sourced or outsourced• Editors – tuning the content message and the style of delivery• Publishers - responsible for releasing the content for use.• Administrators - responsible for managing access permissions to folders andfiles, usually accomplished by assigning access rights to user groups or roles.Admins may also assist and support users in various ways.
  10. 10. © 2012 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLCand/or YP affiliated companies. All other marks contained herein are the property of their respective owners.Governance Model – all options9Governance Team determines who has content roles and responsibilities• Creators – develops source materials• Content Producers – in sourced or outsourced• Editors – tuning the content message and the style of delivery• Publishers - responsible for releasing the content for use.• Administrators - responsible for managing access permissions to folders andfiles, usually accomplished by assigning access rights to user groups or roles.Admins may also assist and support users in various ways.
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