Jake DiMare - Content Strategy and Project Management Presentation - J Boye 2014


Published on

This presentation includes 7 ways content can derail a web content management system project and ways to mitigate these risks with good content strategy and project management.

Published in: Internet, Technology, Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Hi!Thank everyone for comingThanks to the Jboye organizersThanks to my company for paying for my travel and giving me the time off to come share my thoughts and experiences with you.
  • Review slideInvite people to connect w/you
  • What I doAbout ISITEStart totalk about digital experience
  • Talk more about digital experiences
  • About CMS MythReview our perspective
  • Poll AudienceOK, Big Question for this talk: How many people here think Content Strategy is vitally important to the success website projects you are working on?
  • First…As I mentioned, I’m primarily project manager not a content strategist…Also…Discuss how this could be relevant to other people on project team…Finally…I’m not going to evangelize too much, hope to be practical…
  • That being said…Just in case there are any folks in the room who’ve never heard Karen McGrane or Kristina Halvorsentalk, or haven’t been keeping up with the content strategy movement, I do want to quickly share the idea that content strategy truly is a really big deal right now. My own personal acknowledgement of this fact has followed a similar trajectory as our industry, from initial awareness to the present…But for me, there was a watershed moment last year when I saw this tweet, from the Mars Curiosity Rover. If it’s tough to read it says: I’m safely on the surface of Mars. GALE CRATER I AM IN YOU!!! #MSL. On the surface some of you may be thinking: So what? The person responsible for tweeting updates about the recent Mars mission got a little excited…
  • However, all you have to do is go to the Curiosity’s twitter feed and you’ll see that assumption is incorrect. It is almost immediately evident the Mars Curiosity rover twitter feed has a distinct editorial style, meant to be fun and approachable. On a strategic level, I speculate someone made a very specific choice that this feed should inspire wonder and gain the interest of normal, every day citizens, who vote for the politicians that make decisions about how to fund scientific exploration. That this hunk of battery powered robot, drilling holes in a frozen ball of dirt 50 million miles away from Earth, should have a content strategy fills me with wonder at the importance of what we do. Human beings like stories. They are the ultimate meme’s if you will. They transfer from person to person like energy, far easier than cold, hard, data. Someone made a decision that the Mars Rover should have a personality…That through the exercise of a very intentional content strategy, it should be a star.
  • So I’d like to say thank you to KarenMcGrane, Jeff Eaton, Margot Bloomstein and the rest of the evangelists, that have been working so hard to help us understand the value of what they bring to the table… It’s my genuine belief that content strategy helps me…and the teams I work with…provide better digital experiences.
  • That being said…The promise of better digital experiences is great and all…But it’s ALSO my belief that CS makes my life as a project manager a heck of a lot easier, and I’ll demonstrate why with the remainder of this presentation. We’re going to talk about 7 content related risks that may take your project off the rails and then dig into the ways you can mitigate these risks.
  • In order to understand how content strategy makes the life of a project manager easier, It’s necessary to better understandthe mind of an average project manager…What are our fears,motivations…
  • What we think about…
  • OK, so hopefully this is what your project manager is thinking about at work. I’d like to dive a little deeper into each of these areas of interest one at a time…
  • Talk about scope
  • Talk about schedule
  • Talk about budgets
  • Talk about managing expectations
  • Managing risk
  • Share anecdote about facing your problems… InJiuJitsu there are many problems we must face, but the biggest one is the risk of being submitted by your opponent with a choke hold, rendering you unconscious.
  • In project management we call the act of facing our problems ‘risk management’And so for the next part of out talk we are going to identify 7 ways content may choke out your project…
  • Read slide 2x
  • So, this image is the Zakim Bridge in Boston, Part of the famous ‘Big Dig’ or Central Artery Project Planning started in 1982The most expensive highway project in the history of mankind.
  • It was originally scheduled to be completed in 1998 at an estimated cost of $2.8 billion Just let that number settle in for a moment…
  • It eventually completed in December 2007, at a cost of over $14.6 billion Even adjusted for inflation that’s an overrun of 190%. Does anyone think it’s possible they didn’t know what they were getting into while planning?Team fatigue…($14.6 billion in 2007 = $8.08 billion in 1982 dollars, meaning a cost overrun of about 190%)
  • Read slide 2x
  • It seems silly to have to say this but it’s ABOUT THE CONTENT!!!Discuss effects
  • Read slide 2x
  • Discuss this riskDiscuss effects
  • Read 2x
  • If team and/or content can not provide good copy for design, there’s a serious problem. Not thinking about content variability, not understanding the context of the contentlength of listslength of titles length of navigation items…the list goes on.
  • Read 2x
  • I love this image. It’s so optimistic and aspirational…Can’t you just envision a content migration working out like this?The project manager is up there in the ultralight waving in joy, While everything migrates from the old site to the new one in perfect order…Has anyone worked on a migration effort that felt like this?
  • Does this feel a little more realistic to anyone?Migration is hard!And it’s a huge client risk……the time it takes to move content into the site is a really big deal and it requires careful planning…
  • Talk about the disappointment of a game delay
  • Read 2x
  • Read 2x
  • Discuss our perspective at ISITE and CMS Myth
  • So, how do we manage the risks associated with complex, large-scale, technology projects? In my experience two critical factors are valid, constantly updated data about the project…And knowing which levers you can pull to effect change. The remainder of our discussion today is going to be about the latter.
  • So: Step 1 – HIRE A DIGITAL STRATEGISTTo make the case for the importance of simply adding this team member, Let’s take a quick look at the evolution of interactive project teamsBriefly share personal career trajectory.
  • This is the original web page put up by CERN on April 30th 1992. Obviously, not very sophisticated.
  • In terms of what it took to make a web page like this a reality…here’s what we are talking about. By the way, this was me….When I started in this business I was a ‘web master’. Then became a developer.
  • Here’s a screenshot of the Apple website, circa 2000. As you can see, design is starting to play a much bigger role. Other important details:ImagesVideo!
  • It was my experience around this time the team was made up of some number of designers and developersShepherded by an account manager
  • Here’s a typical webby award winner in 2005. Getting more complex in terms of design, contentAlso login accounts, rate quote tools, etc. The page of static content is DEAD at this point
  • 2005 and everyone is talking about Information Architecture...or User Experience Architecture. A few years earlier Jakob Nielson and Jeffrey Zeldmen had worn out the conference circuit and by 2005 all anyone could talk about was usability.
  • And as project teams got bigger, they eventually needed full time project managers to keep all these interdependent moving parts in synch. Please note, in addition to casting project managers as the King of Middle earth with a light saber, this portion of the presentation can either be a gross over-simplification or overly complex version of your reality at the time. While it’s true, in 2005 teams may have been even MORE complex that this…There are, even today, folks out there who can competently play in all these spaces and build gorgeous online experiences independently. Websites were becoming exponentially more complex with user accounts, language localization and targeted marketing while simultaneously looking better and better as time went on. Here’s a typical consumer facing ‘webby award winning’ website from 2005…
  • Enter the content strategists. Along with project teams, the web is getting more complex.
  • We’re building digital experiences…not websites…And Content needs to be…
  • And let’s not forget the significance and influence of search results… which has been growing steadily right alongside the complexity of digital experiences. Content teams need to think about how content is consumed by machines, in addition to human audiences.
  • So, what if you don’t have access to a digital strategist? Then it’s necessary to make sure the right activities, milestones and deliverables are included in the project process.
  • Introduce the content auditAddresses the risk of not properly understanding scope
  • Explain Xenu
  • Introduce message architecture
  • Talk about Margot Bloomstein’s bookContent Strategy at WorkSet up what happens in a card sort…Fast click through next slides
  • Introduce Venn Diagram approach
  • Explain steps
  • Explain this is output in either case
  • Pro tips in either case
  • Explain Migration planning
  • Review columns, talk about importance
  • Talk about content object modelingContent template
  • Share migration planning pro tips
  • Explain governance…What it is what it isn’t
  • Here’s some topics that could be included in a governance deliverable
  • Explain documentation
  • Jake DiMare - Content Strategy and Project Management Presentation - J Boye 2014

    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 5/7/2014 My name is Jake… Hashtags: #JBoye2014 #SoHappyTogether Twitter: @jakedimare @cmsmyth #SoHappyTogether @jakedimare
    3. 3. 3 5/7/2014 #SoHappyTogether @jakedimare
    4. 4. 4 5/7/2014 Brands we work with… #SoHappyTogether @jakedimare
    5. 5. 5 5/7/2014 #SoHappyTogether @jakedimare
    6. 6. 6 5/7/2014 Who are you? #SoHappyTogether @jakedimare
    7. 7. 7 5/7/2014 #SoHappyTogether @jakedimare And a little level setting…
    8. 8. 8 5/7/2014 #SoHappyTogether @jakedimare
    9. 9. 9 5/7/2014 #SoHappyTogether @jakedimare
    10. 10. 10 5/7/2014 #SoHappyTogether @jakedimare
    11. 11. 11 5/7/2014 Project Managers Content Strategy A W E S O M E #SoHappyTogether @jakedimare
    12. 12. 12 5/7/2014 #SoHappyTogether @jakedimare
    13. 13. 13 5/7/2014 #SoHappyTogether @jakedimare
    14. 14. 14 5/7/2014 #SoHappyTogether @jakedimare
    15. 15. 15 5/7/2014 #SoHappyTogether @jakedimare Scope
    16. 16. 16 5/7/2014 Schedule #SoHappyTogether @jakedimare
    17. 17. 17 5/7/2014 Budget #SoHappyTogether @jakedimare
    18. 18. 18 5/7/2014 Stakeholder expectations #SoHappyTogether @jakedimare
    19. 19. 19 5/7/2014 Risk #SoHappyTogether @jakedimare
    20. 20. 20 5/7/2014
    21. 21. 21 5/7/2014 7 WAYS CONTENT CAN ‘CHOKE OUT’ YOUR PROJECT
    22. 22. 22 5/7/2014 #SoHappyTogether @jakedimare Content = scope… #1 FAILURE TO APPRECIATE THE DEPTH AND BREADTH OF A PROJECT.
    23. 23. 23 5/7/2014 The Big Dig
    24. 24. 24 5/7/2014 The Big Dig Originally scheduled for completion: 1998 @ $2.8B
    25. 25. 25 5/7/2014 The Big Dig Eventually completed in: 2007 @ 14.6B Originally scheduled for completion: 1998 @ $2.8B
    26. 26. 26 5/7/2014 #SoHappyTogether @jakedimare #2 FAILURE TO RECOGNIZE THE CRITICAL IMPORTANCE OF CONTENT. It’s all about the content…
    27. 27. 27 5/7/2014 #SoHappyTogether @jakedimare
    28. 28. 28 5/7/2014 #SoHappyTogether @jakedimare #3 FAILURE TO PLAN FOR CREATING AND/OR REVISING CONTENT. Ready or not…
    29. 29. 29 5/7/2014 #SoHappyTogether @jakedimare The Writing Process Prewriting Writing Revising Editing Publishing Promoting
    30. 30. 30 5/7/2014 #SoHappyTogether @jakedimare #4 FAILURE TO UNDERSTAND THE CHALLENGES OF DESIGNING WITH FPO CONTENT. For placement only…
    31. 31. 31 5/7/2014 #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…
    32. 32. 32 5/7/2014 #SoHappyTogether @jakedimare #5 FAILURE TO PROPERLY PLAN FOR CONTENT MIGRATION. Content on the move…
    33. 33. 33 5/7/2014 #SoHappyTogether @jakedimare
    34. 34. 34 5/7/2014 #SoHappyTogether @jakedimare
    35. 35. 35 5/7/2014 #SoHappyTogether @jakedimare Let’s get specific… Failure to comprehend the potentially disruptive effects of owning a new content management system.
    36. 36. 36 5/7/2014 #SoHappyTogether @jakedimare #6 FAILURE TO PLAN FOR THE DISRUPTIVE EFFECTS A NEW CMS. Game off…
    37. 37. 37 5/7/2014 #SoHappyTogether @jakedimare #7 FAILURE TO UNDERSTAND THE GRAVITY OF BUSINESS REQUIREMENTS. Feed the need
    38. 38. 38 5/7/2014 #SoHappyTogether @jakedimare Digital Experience Vision Culture & Governance Technology OptimizationContent Operations Plan Customer Insight The seven gates for digital change
    40. 40. 40 5/7/2014 THE EVOLUTION OF WEB DESIGN AND DEVELOPMENT TEAMS #SoHappyTogether @jakedimare
    41. 41. 41 5/7/2014 #SoHappyTogether @jakedimare In the beginning…
    42. 42. 42 5/7/2014 #SoHappyTogether @jakedimare 1990-1995 Web team: • Web Master(s)
    43. 43. 43 5/7/2014
    44. 44. 44 5/7/2014 #SoHappyTogether @jakedimare 2000 Web team: • Web Developer(s) • Web Designer(s)
    45. 45. 45 5/7/2014 #SoHappyTogether @jakedimare
    46. 46. 46 5/7/2014 #SoHappyTogether @jakedimare 2005 Web team: • Web Developer(s) • Web Designer(s) • Information Architect(s)
    47. 47. 47 5/7/2014 #SoHappyTogether @jakedimare 2005 Web team: • Web Developer(s) • Web Designer(s) • Information Architect(s) • Project Manager
    48. 48. 48 5/7/2014 #SoHappyTogether @jakedimare Present day DX team: • Engineer • XD • XA • PM • Digital Strategist • MO Specialist • Content Strategist
    49. 49. 49 5/7/2014 #SoHappyTogether @jakedimare Defining success today… Targeted Portable Mobile Social Responsive Local Global Relevant
    50. 50. 51 5/7/2014 ACTIVITIES, MILESTONES AND DELIVERABLES Discovery Design Development
    51. 51. 52 5/7/2014 #SoHappyTogether @jakedimare Content audit What: Detailed content inventory and associated analysis When: Scoping, Discovery Why: The cone of uncertainty
    52. 52. 53 5/7/2014 #SoHappyTogether @jakedimare Content Audit
    53. 53. 54 5/7/2014 #SoHappyTogether @jakedimare Message architecture What: Hierarchy of communication goals When: Discovery, Design Why: Learnin’!
    54. 54. 55 5/7/2014 #SoHappyTogether @jakedimare Message Architecture Card Sort
    55. 55. 56 5/7/2014 #SoHappyTogether @jakedimare Message Architecture
    56. 56. 57 5/7/2014 #SoHappyTogether @jakedimare Message Architecture
    57. 57. 58 5/7/2014 #SoHappyTogether @jakedimare Message Architecture
    58. 58. 59 5/7/2014 #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
    59. 59. 60 5/7/2014 #SoHappyTogether @jakedimare
    60. 60. 61 5/7/2014 #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
    61. 61. 62 5/7/2014 #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
    62. 62. 63 5/7/2014 #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
    63. 63. 64 5/7/2014 #SoHappyTogether @jakedimare Migration planning What: Documents detailing the effort associated with content integration When: Design, Development Why: Because migration is hard
    64. 64. 65 5/7/2014 #SoHappyTogether @jakedimare
    65. 65. 66 5/7/2014
    66. 66. 67 5/7/2014 #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!
    67. 67. 68 5/7/2014 #SoHappyTogether @jakedimare CMS governance What: Documentation of rules, vital information, etc. When: Development Why: Self preservation (Ever Want to go on vacation?)
    68. 68. 69 5/7/2014 #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.)
    69. 69. 70 5/7/2014 #SoHappyTogether @jakedimare User Documentation What: How to manual(s) When: Development Why: Self preservation Also: Portfolio rot…
    71. 71. 72 5/7/2014 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 • Write User Documentation
    72. 72. Building Bridges, Connecting Communities Thank you! What do you think?