Your SlideShare is downloading. ×
0
Changing Campus Culture for Successful Web Content Eric Hodgson September 19, 2007
Find This Presentation <ul><li>http://www.estradacms.com/hodgson </li></ul>
Two-part Series <ul><li>Web Authoring Principles for Focused and Effective Content </li></ul><ul><li>October 25, 2007 </li...
Critical Web Principles <ul><li>Web sites are built for visitors — plain and simple </li></ul>
<ul><li>A Web site must serve a purpose.  </li></ul>Critical Web Principles
Key Takeaway from Today: Technology does not build a successful Web site … PEOPLE build a successful  Web site
Start with Site Understanding
Key Web Audiences <ul><li>An institutional Web site is built to serve: </li></ul><ul><ul><li>Prospective students </li></u...
 
<ul><li>Messaging – top level influence </li></ul><ul><li>Releases – relevance from many sources </li></ul><ul><li>Actions...
Separation of Presentation and Content RELATED LINKS IMAGE & CAPTION BODY PAGE TITLE CONTACT INFO
Technology  ≠  Process
Web Life Cycle <ul><li>Strategic development </li></ul><ul><li>Architecture </li></ul><ul><li>Implementation </li></ul><ul...
History of Site Maintenance Medium Context Content Site 1 Medium Context Content Site 2 Medium Context Content Site 4 Medi...
History of Site Maintenance -  continued Serial Web Site Development Process Content Context Medium Writers and  Site Stak...
History of Site Maintenance -  continued Writers and  Site Stakeholders Designers and HTML Programmers IT and Server Suppo...
Key Roles Web Committee Web Manager/Webmaster Web Editor Content Owners Web Developer Server Administrator Geek Factor 0% ...
<ul><ul><li>Made up of key audience representatives </li></ul></ul><ul><ul><li>Led by Web manager/Webmaster </li></ul></ul...
Web Committee Tasks <ul><li>Set short- and long-term goals </li></ul><ul><li>Identify audiences and prioritize their needs...
Let’s take some questions ?
Organizational Charts
Organizational Chart:  Single Source <ul><li>Web Committee dictates overall direction of site; passes activities to the We...
Organizational Chart: Single Source   - continued <ul><li>Site development is centrally located </li></ul><ul><li>Tone and...
Organizational Chart:  Distributed Authoring #1 <ul><li>Web Committee dictates overall direction of site; passes activitie...
Organizational Chart: Distributed Authoring #1  - continued   <ul><li>Overall direction of the site is controlled by a gro...
Organizational Chart:  Distributed Authoring #2 <ul><li>Web Committee works with Web Manager for overall direction of the ...
Organizational Chart: Distributed Authoring #2  - continued   <ul><li>Web Manager sees big picture in all development </li...
Organizational Chart:  Distributed Authoring #3 <ul><li>Web Committee works with Web Editor for overall direction of the W...
Organizational Chart: Distributed Authoring #3  - continued   <ul><li>Web Editor controls all aspects of the Web site </li...
Selecting a Model <ul><li>Understanding your organization </li></ul><ul><li>Understanding your organization’s Web philosop...
New Role of ‘Author’
“ Your job is not to put content up on your Web site. Your job is to help your customers complete common tasks quickly and...
Five Key Author Characteristics <ul><li>Web literate </li></ul><ul><li>Computer comfort </li></ul><ul><li>Audience underst...
 
Content Analysis <ul><li>Unedited </li></ul><ul><li>Edited </li></ul><ul><li>New content </li></ul><ul><li>Deleted  </li><...
Content Reuse <ul><li>Encourage cross referencing of related content </li></ul><ul><li>Establish taxonomy and tagging </li...
 
Initial Author Training <ul><li>Expectations  </li></ul><ul><li>Site architecture </li></ul><ul><li>Boundaries and limitat...
Site Maintenance Training <ul><li>Separating presentation from content </li></ul><ul><li>Understanding content properties ...
Site Maintenance Training <ul><li>Tool interface training </li></ul><ul><ul><li>CMS </li></ul></ul><ul><ul><li>WYSIWYG </l...
Post Launch  <ul><li>Content </li></ul><ul><ul><li>Author workshops </li></ul></ul><ul><ul><li>New employees/authors </li>...
Find This Presentation <ul><li>http://www.estradacms.com/hodgson </li></ul>
Thank You! <ul><li>Eric Hodgson </li></ul><ul><li>Content Management Consultant </li></ul><ul><li>319.396.5013 </li></ul><...
Let’s take some questions ?
Upcoming SlideShare
Loading in...5
×

Changing Campus Culture for Successful Web Content

670

Published on

Published in: Technology, Design
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
670
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
19
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Transcript of "Changing Campus Culture for Successful Web Content"

  1. 1. Changing Campus Culture for Successful Web Content Eric Hodgson September 19, 2007
  2. 2. Find This Presentation <ul><li>http://www.estradacms.com/hodgson </li></ul>
  3. 3. Two-part Series <ul><li>Web Authoring Principles for Focused and Effective Content </li></ul><ul><li>October 25, 2007 </li></ul>
  4. 4. Critical Web Principles <ul><li>Web sites are built for visitors — plain and simple </li></ul>
  5. 5. <ul><li>A Web site must serve a purpose. </li></ul>Critical Web Principles
  6. 6. Key Takeaway from Today: Technology does not build a successful Web site … PEOPLE build a successful Web site
  7. 7. Start with Site Understanding
  8. 8. Key Web Audiences <ul><li>An institutional Web site is built to serve: </li></ul><ul><ul><li>Prospective students </li></ul></ul><ul><ul><li>Prospective parents </li></ul></ul><ul><ul><li>Alumni </li></ul></ul><ul><ul><li>Friends & donors </li></ul></ul><ul><ul><li>Current students </li></ul></ul><ul><ul><li>Faculty & staff </li></ul></ul><ul><ul><li>Media & community </li></ul></ul>What do they do online?
  9. 10. <ul><li>Messaging – top level influence </li></ul><ul><li>Releases – relevance from many sources </li></ul><ul><li>Actions – most common purpose </li></ul><ul><li>Personality – key selling points </li></ul>Content Categories
  10. 11. Separation of Presentation and Content RELATED LINKS IMAGE & CAPTION BODY PAGE TITLE CONTACT INFO
  11. 12. Technology ≠ Process
  12. 13. Web Life Cycle <ul><li>Strategic development </li></ul><ul><li>Architecture </li></ul><ul><li>Implementation </li></ul><ul><li>Deployment </li></ul><ul><li>Maintenance </li></ul><ul><li>Next generation </li></ul>
  13. 14. History of Site Maintenance Medium Context Content Site 1 Medium Context Content Site 2 Medium Context Content Site 4 Medium Context Content Site 3 Context Content Site 5 Medium Context Content Site 6
  14. 15. History of Site Maintenance - continued Serial Web Site Development Process Content Context Medium Writers and Site Stakeholders Designers and HTML Programmers IT and Server Support
  15. 16. History of Site Maintenance - continued Writers and Site Stakeholders Designers and HTML Programmers IT and Server Support Content Context Medium
  16. 17. Key Roles Web Committee Web Manager/Webmaster Web Editor Content Owners Web Developer Server Administrator Geek Factor 0% 100%
  17. 18. <ul><ul><li>Made up of key audience representatives </li></ul></ul><ul><ul><li>Led by Web manager/Webmaster </li></ul></ul><ul><ul><li>Overall direction of Web site </li></ul></ul><ul><ul><li>Integration of systems </li></ul></ul><ul><ul><li>Meets at least monthly during development, quarterly post-launch </li></ul></ul>Web Committee
  18. 19. Web Committee Tasks <ul><li>Set short- and long-term goals </li></ul><ul><li>Identify audiences and prioritize their needs </li></ul><ul><li>Select a site maintenance model </li></ul><ul><li>Manage three-year Web plan </li></ul>
  19. 20. Let’s take some questions ?
  20. 21. Organizational Charts
  21. 22. Organizational Chart: Single Source <ul><li>Web Committee dictates overall direction of site; passes activities to the Webmaster </li></ul><ul><li>Webmaster handles all requests to post to the live Web server </li></ul><ul><li>Webmaster oversees technical development of the site </li></ul><ul><li>Webmaster manages content for the site </li></ul>
  22. 23. Organizational Chart: Single Source - continued <ul><li>Site development is centrally located </li></ul><ul><li>Tone and messages are controlled </li></ul><ul><li>Webmaster is usually “jack of all trades” </li></ul><ul><li>Webmaster needs to prioritize daily activities </li></ul><ul><li>Contributors to the Web site may not understand big picture </li></ul><ul><li>If the Webmaster leaves the institution, all knowledge leaves with him/her </li></ul>PROS CONS
  23. 24. Organizational Chart: Distributed Authoring #1 <ul><li>Web Committee dictates overall direction of site; passes activities to the Web Manager and Web Editor </li></ul><ul><li>Web Manager handles all technical development for the Web site </li></ul><ul><li>Web Editor handles all content for the Web site </li></ul>
  24. 25. Organizational Chart: Distributed Authoring #1 - continued <ul><li>Overall direction of the site is controlled by a group, rather than an individual </li></ul><ul><li>Clear separation of content and presentation </li></ul><ul><li>More use of primary skills for Web Manager and Web Editor </li></ul><ul><li>Ownership of content at the page level </li></ul><ul><li>Web Manager and Web Editor may not be on same page in feature development </li></ul><ul><li>Technology must support Content Owners </li></ul>PROS CONS
  25. 26. Organizational Chart: Distributed Authoring #2 <ul><li>Web Committee works with Web Manager for overall direction of the Web site </li></ul><ul><li>Web Manager oversees all aspects of the Web site </li></ul><ul><li>Web Editor manages all content of the site </li></ul>
  26. 27. Organizational Chart: Distributed Authoring #2 - continued <ul><li>Web Manager sees big picture in all development </li></ul><ul><li>Good separation of content and presentation </li></ul><ul><li>Good use of primary skills of Web Editor </li></ul><ul><li>Web site becomes a strong technical tool </li></ul><ul><li>Overall direction of the site is controlled by an individual </li></ul><ul><li>Technology must support Content Owners </li></ul><ul><li>Web Manager must cover many areas of expertise </li></ul>PROS CONS
  27. 28. Organizational Chart: Distributed Authoring #3 <ul><li>Web Committee works with Web Editor for overall direction of the Web site </li></ul><ul><li>Webmaster manages technical development of the Web site </li></ul><ul><li>Web Editor oversees all development on the Web site </li></ul>
  28. 29. Organizational Chart: Distributed Authoring #3 - continued <ul><li>Web Editor controls all aspects of the Web site </li></ul><ul><li>Good separation of content and technology </li></ul><ul><li>Web site becomes a strong marketing tool </li></ul><ul><li>Overall direction of the site is controlled by an individual </li></ul><ul><li>Technology must support Content Owners </li></ul><ul><li>Web Editor must cover many areas of expertise </li></ul><ul><li>Design can be pulled between Web Manager and Web Editor </li></ul>PROS CONS
  29. 30. Selecting a Model <ul><li>Understanding your organization </li></ul><ul><li>Understanding your organization’s Web philosophy </li></ul><ul><li>Understanding your organization’s Web philosophy as it pertains to staff involvement </li></ul>
  30. 31. New Role of ‘Author’
  31. 32. “ Your job is not to put content up on your Web site. Your job is to help your customers complete common tasks quickly and easily. That’s how you measure success.” Gerry McGovern
  32. 33. Five Key Author Characteristics <ul><li>Web literate </li></ul><ul><li>Computer comfort </li></ul><ul><li>Audience understanding </li></ul><ul><li>Writing skills </li></ul><ul><li>Go-getter </li></ul>
  33. 35. Content Analysis <ul><li>Unedited </li></ul><ul><li>Edited </li></ul><ul><li>New content </li></ul><ul><li>Deleted </li></ul><ul><li>Categorization </li></ul><ul><li>Reuse </li></ul><ul><li>Actions </li></ul>
  34. 36. Content Reuse <ul><li>Encourage cross referencing of related content </li></ul><ul><li>Establish taxonomy and tagging </li></ul><ul><li>Participate in social networks </li></ul>
  35. 38. Initial Author Training <ul><li>Expectations </li></ul><ul><li>Site architecture </li></ul><ul><li>Boundaries and limitations </li></ul><ul><li>Site maintenance tools </li></ul>
  36. 39. Site Maintenance Training <ul><li>Separating presentation from content </li></ul><ul><li>Understanding content properties </li></ul><ul><li>Outlining Web policies </li></ul>
  37. 40. Site Maintenance Training <ul><li>Tool interface training </li></ul><ul><ul><li>CMS </li></ul></ul><ul><ul><li>WYSIWYG </li></ul></ul><ul><ul><li>Hybrid/Custom interface </li></ul></ul><ul><li>Publishing procedures </li></ul>
  38. 41. Post Launch <ul><li>Content </li></ul><ul><ul><li>Author workshops </li></ul></ul><ul><ul><li>New employees/authors </li></ul></ul><ul><li>Committee </li></ul><ul><ul><li>New features/upgrades </li></ul></ul><ul><ul><li>Tweaks from launch </li></ul></ul>
  39. 42. Find This Presentation <ul><li>http://www.estradacms.com/hodgson </li></ul>
  40. 43. Thank You! <ul><li>Eric Hodgson </li></ul><ul><li>Content Management Consultant </li></ul><ul><li>319.396.5013 </li></ul><ul><li>[email_address] </li></ul>
  41. 44. Let’s take some questions ?
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×