Your SlideShare is downloading. ×
  • Like
Web Content Strategy for Libraries
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.


Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Web Content Strategy for Libraries



Published in Education , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads


Total Views
On SlideShare
From Embeds
Number of Embeds



Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

    No notes for slide
  • How many have a CMS up and running?About a year?More than a year?More than 4 or 5?  Early adopters?Which CMS are you running?How many are planning a CMS project?How many are in the middle of a CMS project?Public, academic, special?What part of the library do you work in?
  • Who can add content: Auraria: anyone who wanted to; ALD: just DS web team
  • Let’s first consider what types of questions you want to be asking your stakeholders, then I’ll illustrate how to plug this into IA.
  • So you can orient yourselves to what we are dealing with here…
  • Defining structure and relationships2 reasons
  • Hierarchical or tree model of a Publisher’s website.
  • High-level or conceptual model of a music website.
  • More like data modeling, database design
  • Are you instigating cultural change or describing technical requirements? Either way, you’re going to want to start with a conceptual model, and then define and refine more and more detail. Boxes and arrows.
  • Things to think about.
  • What is the grain you are dealing with?Research the following to inform the next steps.StructuredWhat metadata do you need to capture to meet the sorting and filtering requirements of your displays? (Blogs  subject category, time posted, authorEvents  venue, type, audienceHow modularAre those grains self contained all on one page? Will you need lists of them?Will you need lists of them alongside lists of other content types?Will you need list of them on several different pages?Think about how content will need to be assembled for display and be sure you engineer your model appropriately.What volumeDo you know? Will it need to be open ended?
  • Reasons to make a separate content type for something.Distinct:ImageAuthorFunctionalVideo to invoke a video playerSong to invoke an audio playerOrganizational:A subject guide may be very similar to a page about homework help, but they will be maintained by different groups.
  • Depending on what your needs are, data types.
  • Got in 2008; fail realized much, much later
  • Who does what to the web site, when, to keep it operational, relevant, and current.
  • Web folks are authorities on best practices, standards, and compliance (i.e., accessibility)Supervisors are authorities of their, and everyone else’s time, as it’s spent on the web site.Note about how IT can affect content: if only 5 people can touch the web server, it creates an editorial bottleneck that stymies the editorial process. If you don’t have your own server, they might also limit the type of information/data/content that can be posted.
  • We’re not in it for the speeding tickets; we’re in it because we care about our communities and civil order. Protect and serve!
  • Tools and services more in-depth, time-consuming processes, but what’s created from them—search boxes, widgets, etc—are pieces of content (some of the most useful!)


  • 1. Christopher EvjyJefferson County Public Library, Colo.Nina McHaleArapahoe Library District, Colo.
  • 2. 8:30a – 10a Intro to Content Strategy10a – 10:15a Break10:15a – 11:30a Information Architecture & Workflow11:30a – 1p Lunch1p – 2:30p Content Modeling2:30p – 2:45p Break2:45p – 4p Content Governance
  • 3. • Nina  @ninermac• Chris  @endupok• #cs4lib
  • 4. 8:30a - 10:00a
  • 5. “Content strategy plans for the creation, publication,and governance of useful, usable content.”-Kristina Halvorson
  • 6. • One of three parts of overall web strategy, along with: –Design strategy –User experience strategy• Handout: JCPL Web Strategies Document
  • 7. “Hoping that a content management system will replace…human care and attention [to web content] is about as effective as pointing a barn full of unmanned agricultural machinery at a field, going on vacation, and hoping it all works out.” -Erin Kissane, The Elements of Content Strategy
  • 8. • Reference/public services have the reference interview.• Tech Services have the AACR2, MARC record.• IT staff have recognized industry standards.• The web staff have content strategy. – This is our area of expertise; – These are newly emerging librarian skills; – Embracing content strategy creates a clear channel in which we can operate.
  • 9. • Where is your web site managed? – Marketing? – Reference/public services? – Tech Services? – IT?• Who can add content? Is there an editorial process?
  • 10. • Laggards/conservative organizations: – Likely require formal approval processes – Are heavily document/policy oriented• Innovators/cutting edge organizations: – Do you need to reign your content creators in? – Do you need to retrofit existing content to yet-to-be-developed standards?
  • 11. • Building the right team • The Web aware, the Web savvy and the Web experts • Cross-departmental team • Understand where people are coming from • Use usage data trends • Establish a sense of urgency• Write a draft then ask them to react and discus • Starting point • Seed the discussion with a first draft
  • 12. • Library websites serve needs • Service needs • Stakeholders based in Public Services • Organizational needs • Stakeholders based in Communications/PR Dept & Administration• What’s your organization’s emphasis?• You’ll want to represent them in your strategy accordingly
  • 13. 15 minutes
  • 14. 10:15a – 11:30a
  • 15. Who does what, how, when and how often?
  • 16. • Individual or collaborative research of new content? From what sources?• Individual or collaborative curation of content?• Individual or collaborative authoring of content?• Individual or collaborative entering of content?• Individual or collaborative periodic review of content?
  • 17. • When is certain content timely?• When does certain content match our users’ context?• When will it reach them where they are?• When can/does it matter to their lives?
  • 18. • What is the frequency of content’s change?• What is considered dynamic?• What degree of frequency of change is appropriate for each content type?
  • 19. How much of this can we reasonably do?If its too much, we should scale back our content.
  • 20. An iterative approach using this rubric:• Primary audience• Scope• Interactivity outcome• Update frequency
  • 21. Primary audience • PatronsScope • qualitative selection & timely promotion of events, programs and classes • qualitative selection & timely promotion of services • qualitative selection & timely promotion of campaigns • no more than 5 items at a time • primarily graphical presentation w/ text only serving as a title to elicit a click throughInteractivity outcome • circulating traffic within the website • provide a hook into an experience of the library (digital or physical)Frequency • multiple times per week
  • 22. Primary Audience • Media & community contactsScope • press releases • JCPL in the news items • awards & recognitions • Reporter Resources o Fact Sheets o Strategic Plan & Budget o Annual Reports o Request an InterviewFrequency • Awards & recognition items updated as needed • Reporter Resources reviewed/updated 1x per year
  • 23. Primary audience • Power users • StaffScope • Comprehensive list of subscription databases listed alphabetically by name and grouped by subject. • Intended for staff assisting patrons or patrons doing more extensive research with the databases. • Connects patrons with resources for topics not covered by subject guides.Interactivity Outcome • Staff will have quick access to a complete list of JCPL’s databases. • Patrons researching topics not covered by the subject guides will still have a path to reliable content.Frequency • Annually • Corrections and updates as needed
  • 24. (Main Navigation) Books, Movies & Downloads Research Events Music (Global Navigation) Locations & Ask Us Catalog My Account Kids Teens Hours (About Us) Leadership & Planning & Board of trustees Our Community Press room Policies Jobs Mission budget (Services) Reserve a computer Recursos en Ask Us Get a library card Wireless Outreach Services Espanol (Support the Library) Request a Donate Volunteer Foundation & Friends Advocate for JCPL Speaker (Connect With Us) Contact Us Social Media Icons Newsletter
  • 25. Content Type Responsibility Frequency TimeBlog posts - Crazy TART daily .5 hrReaderzReviews by Teens TART weekly - 2x .5 hrs(patron)Page - Homework help TART quarterly 2 hrs(Teens)List - Teens TART yearly 16 hrs (2 hrs X 8 people)
  • 26. Content Type Responsibility Frequency TimeDatabase list Digital quarterly 1 - 2 hrs Resources LibrarianSeasonal guides Digital quarterly 1 - 2 hrs Resources LibrarianSubject guides Digital quarterly 1 - 2 hrs Resources Librarian
  • 27. Content Type Responsibility Frequency TimeBlog posts - Books & ISRT weekly - 3x .5 hrBeyondList - Adults ISRT monthly 3 hrs
  • 28. This can be scary for some people.
  • 29. • job descriptions & performance reviews• content from vendors & feeds
  • 30. Pick a page on your site that has a lot of components that come from different sources • diagram it • make a workflow matrix for it
  • 31. Lunch: 11:30 – 1:00
  • 32. 1:00p – 2:30p
  • 33. "This model can be used to validate the conceptwith stakeholders, and helps IAs and designers startthinking about the implications for the flow of the site."
  • 34. from a classmate in Web Content Management class in the Syracuse LIS program
  • 35. from Content Modeling: a master Skill by Rachel Lovinger, A List Apart, April 24, 2012
  • 36. by Deborah Hamel, JCPL
  • 37. "It allows me to represent content in a way that translates theintention, stakeholder needs, and functional requirementsfrom the user experience design into something that can bebuilt by developers implementing a CMS."
  • 38. from Strategic Content Management by Jonathan Kahn, A List Apart, Sept 4, 2010
  • 39. • The assembly model• Choosing content types• Choosing content attributes
  • 40. • Wordpress deals in “Posts”• Sharepoint deals in “Documents”• Drupal deals in “Entities”• How structured does your content need to be?• How modular does your content need to be?• What volume are you dealing with? Is it predictable?• Can your parts be reusable or do they need to be unique?
  • 41. Try to combine and reuse as much as possible –Are your study rooms and your classrooms similar enough to be one generic venue content type? –If you have permanent subject guides (health & medicine) and other seasonal guides (taxes or winter sports), can they be one guide content type?
  • 42. • Distinct, reusable elements• Functional requirements• Organizational requirements
  • 43. • What you see on the page• The metadata, behind the scenes• The relationships between content types
  • 44. • Microsoft Visio• OmniGraffle (for Mac)• Gliffy• SmartDraw• Creately
  • 45. For people with a CMS website:• What are your content types and why are they successful?For people with no CMS website:• model a section your site [assemble the elephant]
  • 46. 15 minutes
  • 47. 2:45p – 4p
  • 48. • LibGuides was Auraria Library’s first CMS• Best practices for guide content were drafted, posted, and reviewed on the intranet wiki, but never fully approved/vetted/implemented• The result: – No consistency in IA/navigation – No consistency in design/layout – No consistency in image use/quality/attribution – Frustrated web admins, frustrated librarians, frustrated users
  • 49. “Web governance is the structure of people,positions, authorities, roles, responsibilities,relationships, and rules involved in managing anagency’s website(s). The governance structuredefines who can make what decisions, who isaccountable for which efforts, and how each of theplayers must work together to operate a website anda web management process effectively.” Federal Web Managers Governance and Operations Sub-Council
  • 50. • Web librarians, designers, and developers• Marketing/communications/graphic design• Content creators (often in public services, but can include any and all other areas of the library)• IT (in-library, external)• AdminWhat are, or should be, the responsibilities of all of these entities forlibrary web governance? What are the relationships among them?
  • 51. • Web librarians, designers, and developers• Supervisors• Web oversight/advisory committees• IT department(s; library/external)• Administration• Boards (public libraries)• Parent institutions (college/university)
  • 52. • Job descriptions, performance plans• Strategic plans• Best practices, guidelines, style guides• Process documentation• Training materials• Committee charges• Web server access agreements Who makes which rules? Why?
  • 53. • Sorta…but our goals are to: – Decentralize content production – Bring more people into the web site fold – Take advantage of, and promote, everyone’s expertise and knowledge about library resources and services – Establish a unified voice/brand for our libraries – Create a web site that is consistent, current, adheres to best practices, and is easy/pleasant to maintain and use
  • 54. • Two new governance models: – New content creation model – New tool/service creation model• People, positions, authorities, responsibilities and roles were sorted into appropriate planning, development, launch phases• Models and processes were vetted and adopted by the Shared Leadership committee
  • 55. PlanningProposal for new content, revisions to CXC for idea approval Development LaunchGather information from stakeholders Content container created CXC vets content Assign responsibility for content creation/maintenance Vet content with staff as Web staff checks code, appropriate testsMockup/sample content, developedbased on best web writing practices Make changes as Make changes as necessary necessary Published to live
  • 56. • Anyone can make suggestions for new content• Responsibility for creation/maintenance must be assumed or assigned• Sample content must be provided before web staff work begins• Web team makes recommendations for presentation of the content
  • 57. • Content container created (Drupal content type) and designed by web staff• Vet with staff as appropriate (depends on content)• Web team revises as necessary based on feedback• Communications Committee reviews/approves content
  • 58. • Communications Committee vets content• Web staff checks/tests affected parts of the web site• Changes made, as necessary• Content published to production environment• Content marketed as determined by the Communications Committee
  • 59. Planning Phase Development Phase Launch PhaseWritten proposal, with stakeholder Prototype developed on dev input, for new tool to ADs for server Documentation created approvalTool/content manager/group Prototype moved to Training conducted, if manager assigned staging server necessary Project specifications & plan Prototype presented to library Launch date/plandeveloped by Online Interfaces Working Group staff coordinated Prototype revised based upon New tool deployed to live Project manager assigned staff input server
  • 60. • Requires a written proposal from initiator• Approval (including prioritization, more to follow) by assistant directors• Project plan and specifications developed by tech experts in Online Interfaces Working Group• Project/content manager(s) assigned
  • 61. • Web staff develop iterative prototypes in dev environment• Complete prototype placed in context of entire site on staging environment• Feedback from staff solicited, evaluated, incorporated
  • 62. • Web team writes documentation• Develop/conduct training• Launch planned/coordinated• (Left off: marketing!)• Deployment
  • 63. • Draft the following lists: – The existing web content people, positions, roles, relationships, and responsibilities – The existing authorities over the library’s web site – The existing rules governing the library’s web site • Policies, best practices, job descriptions, strategic plans• Do a quick assessment (what exists of) your current governance model• Write/sketch some suggested improvements
  • 64. • Be democratic• Be transparent• Be overly communicative• Be positive/use positive language• Give authority to others, with a clear understanding of the related responsibilities• Ask for authority for yourself, and articulate why you need it
  • 65. Chris Evjy Nina @endupok @ninermac
  • 66. • Drupal4lib BoF: 10:30-noon, Marriott• Drupal lunch, 12-1:30 Marriott• How to Build a Web App Using Drupal, Cary Gordon, 1:30-5:30, Anaheim Marriott Orange County, Salon 3
  • 67. • Top Tech Trends & Award Presentation – ACC Ballroom A, 1:30 – 3:30• LITA President’s Program – ACC Ballroom A, 4:00• Happy Hour – Disney’s Grand Californian Hotel, Hearthstone Lounge, 5:30 – 8:00