www.cmsmyth.com @jakedimare
Jake DiMare
Senior Project Manager - ISITE Design
Contributing Editor – The CMS Myth
So Happy ...
2 5/8/2014
3 5/8/2014
My name is Jake…
Resources: http://www.cmsmyth.com/so-happy-together/
Hashtags: #JBoye14
#SoHappyTogether
Twitt...
4 5/8/2014 #SoHappyTogether @jakedimare
5 5/8/2014
Brands we work with…
#SoHappyTogether @jakedimare
6 5/8/2014 #SoHappyTogether @jakedimare
7 5/8/2014
Who are you?
#SoHappyTogether @jakedimare
8 5/8/2014 #SoHappyTogether @jakedimare
And a little level setting…
9 5/8/2014 #SoHappyTogether @jakedimare
10 5/8/2014 #SoHappyTogether @jakedimare
11 5/8/2014 #SoHappyTogether @jakedimare
12 5/8/2014
Project
Managers
Content
Strategy
A
W
E
S
O
M
E
#SoHappyTogether @jakedimare
13 5/8/2014 #SoHappyTogether @jakedimare
14 5/8/2014 #SoHappyTogether @jakedimare
15 5/8/2014 #SoHappyTogether @jakedimare
16 5/8/2014 #SoHappyTogether @jakedimare
Scope
17 5/8/2014
Schedule
#SoHappyTogether @jakedimare
18 5/8/2014
Budget
#SoHappyTogether @jakedimare
19 5/8/2014
Stakeholder expectations
#SoHappyTogether @jakedimare
20 5/8/2014
Risk
#SoHappyTogether @jakedimare
21 5/8/2014
22 5/8/2014
7 WAYS CONTENT
CAN ‘CHOKE OUT’
YOUR PROJECT
23 5/8/2014 #SoHappyTogether @jakedimare
Content = scope…
#1 FAILURE TO
APPRECIATE THE
DEPTH AND BREADTH
OF A PROJECT.
24 5/8/2014
The Big Dig
25 5/8/2014
The Big Dig
Originally scheduled for
completion: 1998 @ $2.8B
26 5/8/2014
The Big Dig
Eventually completed in: 2007
@ 14.6B
Originally scheduled for
completion: 1998 @ $2.8B
27 5/8/2014 #SoHappyTogether @jakedimare
#2 FAILURE TO
RECOGNIZE THE
CRITICAL IMPORTANCE
OF CONTENT.
It’s all about the co...
28 5/8/2014 #SoHappyTogether @jakedimare
29 5/8/2014 #SoHappyTogether @jakedimare
#3 FAILURE TO PLAN
FOR CREATING
AND/OR REVISING
CONTENT.
Ready or not…
30 5/8/2014 #SoHappyTogether @jakedimare
The Writing
Process
Prewriting
Writing
Revising
Editing
Publishing
Promoting
31 5/8/2014 #SoHappyTogether @jakedimare
#4 FAILURE TO
UNDERSTAND THE
CHALLENGES OF
DESIGNING WITH FPO
CONTENT.
For placem...
32 5/8/2014 #SoHappyTogether @jakedimare
Dummy text is for…
Lorem Ipsum is simply dummy text of the
printing and typesetti...
33 5/8/2014 #SoHappyTogether @jakedimare
#5 FAILURE TO
PROPERLY PLAN FOR
CONTENT MIGRATION.
Content on the move…
34 5/8/2014 #SoHappyTogether @jakedimare
35 5/8/2014 #SoHappyTogether @jakedimare
36 5/8/2014 #SoHappyTogether @jakedimare
Let’s get specific…
Failure to comprehend the potentially
disruptive effects of o...
37 5/8/2014 #SoHappyTogether @jakedimare
#6 FAILURE TO PLAN
FOR THE DISRUPTIVE
EFFECTS A NEW CMS.
Game off…
38 5/8/2014 #SoHappyTogether @jakedimare
#7 FAILURE TO
UNDERSTAND THE
GRAVITY OF BUSINESS
REQUIREMENTS.
Feed the need
39 5/8/2014 #SoHappyTogether @jakedimare
Digital
Experience
Vision
Culture &
Governance
Technology
OptimizationContent
Ope...
40 5/8/2014
6 THINGS YOU
CAN DO TO
MITIGATE THESE
RISKS
41 5/8/2014 #SoHappy @jakedimare
42 5/8/2014
THE EVOLUTION OF WEB DESIGN
AND DEVELOPMENT TEAMS
#SoHappyTogether @jakedimare
43 5/8/2014 #SoHappyTogether @jakedimare
In the beginning…
44 5/8/2014 #SoHappyTogether @jakedimare
1990-1995
Web team:
• Web Master(s)
45 5/8/2014
46 5/8/2014 #SoHappyTogether @jakedimare
2000
Web team:
• Web Developer(s)
• Web Designer(s)
47 5/8/2014 #SoHappyTogether @jakedimare
48 5/8/2014 #SoHappyTogether @jakedimare
2005
Web team:
• Web Developer(s)
• Web Designer(s)
• Information
Architect(s)
49 5/8/2014 #SoHappyTogether @jakedimare
2005
Web team:
• Web Developer(s)
• Web Designer(s)
• Information
Architect(s)
• ...
50 5/8/2014 #SoHappyTogether @jakedimare
Present day
DX team:
• Engineer
• XD
• XA
• PM
• Digital Strategist
• MO Speciali...
51 5/8/2014 #SoHappyTogether @jakedimare
Defining success today…
Targeted
Portable
Mobile
Social
Responsive
Local
Global
R...
53 5/8/2014
ACTIVITIES, MILESTONES AND
DELIVERABLES
Discovery Design Development
54 5/8/2014 #SoHappyTogether @jakedimare
Content audit
What: Detailed content inventory
and associated analysis
When: Scop...
55 5/8/2014 #SoHappyTogether @jakedimare
Content Audit
56 5/8/2014 #SoHappy @jakedimare
Content audit pro tips
• Do Use Xenu!
• Don’t just run automated software
• Include UXA, ...
57 5/8/2014 #SoHappyTogether @jakedimare
Message architecture
What: Hierarchy of communication
goals
When: Discovery, Desi...
58 5/8/2014 #SoHappyTogether @jakedimare
Message Architecture
Card
Sort
59 5/8/2014 #SoHappyTogether @jakedimare
Message Architecture
60 5/8/2014 #SoHappyTogether @jakedimare
Message Architecture
61 5/8/2014 #SoHappyTogether @jakedimare
Message Architecture
62 5/8/2014 #SoHappyTogether @jakedimare
Card sort steps
1. Sort all cards into the three columns
2. Remove ‘Who We’re Not...
63 5/8/2014 #SoHappyTogether @jakedimare
64 5/8/2014 #SoHappyTogether @jakedimare
Venn diagram steps
1. Place emotive words in the brand
attributes circle
2. Place...
65 5/8/2014 #SoHappyTogether @jakedimare
Message architecture output
• Contrarian
– Provocative, yet optimistic
• Empoweri...
66 5/8/2014 #SoHappyTogether @jakedimare
Message architecture pro tips
• Set up the room
–Get chairs out of the way
–Provi...
67 5/8/2014 #SoHappyTogether @jakedimare
Migration planning
What: Documents detailing the effort
associated with content i...
68 5/8/2014 #SoHappyTogether @jakedimare
69 5/8/2014
70 5/8/2014 #SoHappyTogether @jakedimare
Migration planning pro tips
• Start early, update often
• Be informed by genuine ...
71 5/8/2014 #SoHappyTogether @jakedimare
CMS governance
What: Documentation of rules, vital
information, etc.
When: Develo...
72 5/8/2014 #SoHappyTogether @jakedimare
CMS governance
• Hosting information
• Support information
• Content management t...
73 5/8/2014 #SoHappyTogether @jakedimare
Do User Enablement
What: How to manual(s), Training, Etc.
When: Development
Why: ...
74 5/8/2014
7 ways content can choke out your
project…
• #1 FAILURE TO UNDERSTAND SCOPE.
• #2 FAILURE TO RESPECT THE CONTE...
75 5/8/2014
6 Things you can do to mitigate these
risks…
• Hire a content strategist!
• Conduct a Content Audit
• Create a...
Building Bridges, Connecting Communities
Thank you!
What do you think?
Resources: http://www.cmsmyth.com/so-happy-together...
Digital Project Management and Content Strategy By Jake DiMare
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Digital Project Management and Content Strategy By Jake DiMare

  1. 1. www.cmsmyth.com @jakedimare Jake DiMare Senior Project Manager - ISITE Design Contributing Editor – The CMS Myth So Happy Together (ProjectManagersandContentStrategistsare)
  2. 2. 2 5/8/2014
  3. 3. 3 5/8/2014 My name is Jake… Resources: http://www.cmsmyth.com/so-happy-together/ Hashtags: #JBoye14 #SoHappyTogether Twitter: @jakedimare @cmsmyth #SoHappyTogether @jakedimare
  4. 4. 4 5/8/2014 #SoHappyTogether @jakedimare
  5. 5. 5 5/8/2014 Brands we work with… #SoHappyTogether @jakedimare
  6. 6. 6 5/8/2014 #SoHappyTogether @jakedimare
  7. 7. 7 5/8/2014 Who are you? #SoHappyTogether @jakedimare
  8. 8. 8 5/8/2014 #SoHappyTogether @jakedimare And a little level setting…
  9. 9. 9 5/8/2014 #SoHappyTogether @jakedimare
  10. 10. 10 5/8/2014 #SoHappyTogether @jakedimare
  11. 11. 11 5/8/2014 #SoHappyTogether @jakedimare
  12. 12. 12 5/8/2014 Project Managers Content Strategy A W E S O M E #SoHappyTogether @jakedimare
  13. 13. 13 5/8/2014 #SoHappyTogether @jakedimare
  14. 14. 14 5/8/2014 #SoHappyTogether @jakedimare
  15. 15. 15 5/8/2014 #SoHappyTogether @jakedimare
  16. 16. 16 5/8/2014 #SoHappyTogether @jakedimare Scope
  17. 17. 17 5/8/2014 Schedule #SoHappyTogether @jakedimare
  18. 18. 18 5/8/2014 Budget #SoHappyTogether @jakedimare
  19. 19. 19 5/8/2014 Stakeholder expectations #SoHappyTogether @jakedimare
  20. 20. 20 5/8/2014 Risk #SoHappyTogether @jakedimare
  21. 21. 21 5/8/2014
  22. 22. 22 5/8/2014 7 WAYS CONTENT CAN ‘CHOKE OUT’ YOUR PROJECT
  23. 23. 23 5/8/2014 #SoHappyTogether @jakedimare Content = scope… #1 FAILURE TO APPRECIATE THE DEPTH AND BREADTH OF A PROJECT.
  24. 24. 24 5/8/2014 The Big Dig
  25. 25. 25 5/8/2014 The Big Dig Originally scheduled for completion: 1998 @ $2.8B
  26. 26. 26 5/8/2014 The Big Dig Eventually completed in: 2007 @ 14.6B Originally scheduled for completion: 1998 @ $2.8B
  27. 27. 27 5/8/2014 #SoHappyTogether @jakedimare #2 FAILURE TO RECOGNIZE THE CRITICAL IMPORTANCE OF CONTENT. It’s all about the content…
  28. 28. 28 5/8/2014 #SoHappyTogether @jakedimare
  29. 29. 29 5/8/2014 #SoHappyTogether @jakedimare #3 FAILURE TO PLAN FOR CREATING AND/OR REVISING CONTENT. Ready or not…
  30. 30. 30 5/8/2014 #SoHappyTogether @jakedimare The Writing Process Prewriting Writing Revising Editing Publishing Promoting
  31. 31. 31 5/8/2014 #SoHappyTogether @jakedimare #4 FAILURE TO UNDERSTAND THE CHALLENGES OF DESIGNING WITH FPO CONTENT. For placement only…
  32. 32. 32 5/8/2014 #SoHappyTogether @jakedimare Dummy text is for… Lorem Ipsum is simply dummy text of the printing and typesetting industry. It has been the industry's standard dummy text ever since the 1500s… …the 1500’s… …the1500’s… …the 1500’s…
  33. 33. 33 5/8/2014 #SoHappyTogether @jakedimare #5 FAILURE TO PROPERLY PLAN FOR CONTENT MIGRATION. Content on the move…
  34. 34. 34 5/8/2014 #SoHappyTogether @jakedimare
  35. 35. 35 5/8/2014 #SoHappyTogether @jakedimare
  36. 36. 36 5/8/2014 #SoHappyTogether @jakedimare Let’s get specific… Failure to comprehend the potentially disruptive effects of owning a new content management system.
  37. 37. 37 5/8/2014 #SoHappyTogether @jakedimare #6 FAILURE TO PLAN FOR THE DISRUPTIVE EFFECTS A NEW CMS. Game off…
  38. 38. 38 5/8/2014 #SoHappyTogether @jakedimare #7 FAILURE TO UNDERSTAND THE GRAVITY OF BUSINESS REQUIREMENTS. Feed the need
  39. 39. 39 5/8/2014 #SoHappyTogether @jakedimare Digital Experience Vision Culture & Governance Technology OptimizationContent Operations Plan Customer Insight The seven gates for digital change
  40. 40. 40 5/8/2014 6 THINGS YOU CAN DO TO MITIGATE THESE RISKS
  41. 41. 41 5/8/2014 #SoHappy @jakedimare
  42. 42. 42 5/8/2014 THE EVOLUTION OF WEB DESIGN AND DEVELOPMENT TEAMS #SoHappyTogether @jakedimare
  43. 43. 43 5/8/2014 #SoHappyTogether @jakedimare In the beginning…
  44. 44. 44 5/8/2014 #SoHappyTogether @jakedimare 1990-1995 Web team: • Web Master(s)
  45. 45. 45 5/8/2014
  46. 46. 46 5/8/2014 #SoHappyTogether @jakedimare 2000 Web team: • Web Developer(s) • Web Designer(s)
  47. 47. 47 5/8/2014 #SoHappyTogether @jakedimare
  48. 48. 48 5/8/2014 #SoHappyTogether @jakedimare 2005 Web team: • Web Developer(s) • Web Designer(s) • Information Architect(s)
  49. 49. 49 5/8/2014 #SoHappyTogether @jakedimare 2005 Web team: • Web Developer(s) • Web Designer(s) • Information Architect(s) • Project Manager
  50. 50. 50 5/8/2014 #SoHappyTogether @jakedimare Present day DX team: • Engineer • XD • XA • PM • Digital Strategist • MO Specialist • Content Strategist
  51. 51. 51 5/8/2014 #SoHappyTogether @jakedimare Defining success today… Targeted Portable Mobile Social Responsive Local Global Relevant
  52. 52. 53 5/8/2014 ACTIVITIES, MILESTONES AND DELIVERABLES Discovery Design Development
  53. 53. 54 5/8/2014 #SoHappyTogether @jakedimare Content audit What: Detailed content inventory and associated analysis When: Scoping, Discovery Why: The cone of uncertainty
  54. 54. 55 5/8/2014 #SoHappyTogether @jakedimare Content Audit
  55. 55. 56 5/8/2014 #SoHappy @jakedimare Content audit pro tips • Do Use Xenu! • Don’t just run automated software • Include UXA, UXD, MO, and business stakeholders in the analysis • Look for pockets of abandoned content • Compare audit against Analytics
  56. 56. 57 5/8/2014 #SoHappyTogether @jakedimare Message architecture What: Hierarchy of communication goals When: Discovery, Design Why: Learnin’!
  57. 57. 58 5/8/2014 #SoHappyTogether @jakedimare Message Architecture Card Sort
  58. 58. 59 5/8/2014 #SoHappyTogether @jakedimare Message Architecture
  59. 59. 60 5/8/2014 #SoHappyTogether @jakedimare Message Architecture
  60. 60. 61 5/8/2014 #SoHappyTogether @jakedimare Message Architecture
  61. 61. 62 5/8/2014 #SoHappyTogether @jakedimare Card sort steps 1. Sort all cards into the three columns 2. Remove ‘Who We’re Not’ 3. Confirm remaining two columns 4. Remove ‘Who We Are’ 5. Prioritize remainder 6. Record
  62. 62. 63 5/8/2014 #SoHappyTogether @jakedimare
  63. 63. 64 5/8/2014 #SoHappyTogether @jakedimare Venn diagram steps 1. Place emotive words in the brand attributes circle 2. Place emotive words in the audience needs circle 3. Explore overlap 4. Record
  64. 64. 65 5/8/2014 #SoHappyTogether @jakedimare Message architecture output • Contrarian – Provocative, yet optimistic • Empowering – Provide tools – Inspire action • Innovative – Current – Leading edge, not bleeding edge • Egalitarian – Build community – Relationship oriented
  65. 65. 66 5/8/2014 #SoHappyTogether @jakedimare Message architecture pro tips • Set up the room –Get chairs out of the way –Provide snacks and refreshment –Write ground rules on white board • Ground rules: –This exercise is about the brand –Perception = reality –This is a safe environment
  66. 66. 67 5/8/2014 #SoHappyTogether @jakedimare Migration planning What: Documents detailing the effort associated with content integration When: Design, Development Why: Because migration is hard
  67. 67. 68 5/8/2014 #SoHappyTogether @jakedimare
  68. 68. 69 5/8/2014
  69. 69. 70 5/8/2014 #SoHappyTogether @jakedimare Migration planning pro tips • Start early, update often • Be informed by genuine workflow • Let stakeholders know this is a living document. It doesn’t get ‘finished’ • Make sure everyone is working from the same sheet music. • Have a sign off column!
  70. 70. 71 5/8/2014 #SoHappyTogether @jakedimare CMS governance What: Documentation of rules, vital information, etc. When: Development Why: Self preservation (Ever Want to go on vacation?)
  71. 71. 72 5/8/2014 #SoHappyTogether @jakedimare CMS governance • Hosting information • Support information • Content management team information • Measurement team information • Advertising information • Archiving • Security • Information architecture • Hiring and training • Standards and procedures • Legal issues (Privacy, TOS, Etc.)
  72. 72. 73 5/8/2014 #SoHappyTogether @jakedimare Do User Enablement What: How to manual(s), Training, Etc. When: Development Why: Self preservation Also: Portfolio rot…
  73. 73. 74 5/8/2014 7 ways content can choke out your project… • #1 FAILURE TO UNDERSTAND SCOPE. • #2 FAILURE TO RESPECT THE CONTENT • #3 FAILURE TO PLAN FOR CONTENT CREATION. • #4 FAILURE TO DESIGN WITH REAL COPY • #5 FAILURE TO PLAN FOR CONTENT MIGRATION. • #6 FAILURE TO PLAN FOR YOUR NEW CMS. • #7 FAILURE TO UNDERSTAND BUSINESS NEEDS.
  74. 74. 75 5/8/2014 6 Things you can do to mitigate these risks… • Hire a content strategist! • Conduct a Content Audit • Create a Message Architecture • Migration Planning • Write CMS Governance Documentation • Do User Enablement
  75. 75. Building Bridges, Connecting Communities Thank you! What do you think? Resources: http://www.cmsmyth.com/so-happy-together/ Hashtags: #JBoye14 #SoHappyTogether Twitter: @jakedimare @cmsmyth
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