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So Happy Together (Project Managers and Content Strategists Are)
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So Happy Together (Project Managers and Content Strategists Are)

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  • Hi!Thank everyone for coming,Thanks to the DrupalCon organizers for selecting me to share this presentation. Thanks to my company for paying for my travel and giving me the time off to come share my thoughts and experiences with you. Set up the session: We’re going to do some housekeeping, Then look at Content related risks before diving into a detailed look at steps you can take on your projects to mitigate these risks.
  • Review slideInvite people to connect w/you
  • Poll AudienceOK, Big Question for this talk: How many people here think Content Strategy is vitally important to the success of website projects you are currently working on?
  • What I doAbout ISITEStart totalk about digital experience
  • About CMS MythTalk about our perspective. It’s not about the CMS, it’s about the people who work with them…And making their experiences better.
  • Explain the TeeShirtDrupalCon Theme: BUILDING BRIDGESExplain the contest. Going to give three tee shirts away to the first three people who successfully tweet something…So get your computers or cell phones ready…
  • Cut to Twitter, to see who won. Give away tee shirts.
  • 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 missed Karen’s talk, and haven’t been keeping up with the content strategy movement, I do want to quickly share the idea that content strategy really 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. 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.It’s about the DIGITAL EXPERIENCES – Reference the keynote yesterday.
  • 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 change gears now and get a lot more practical and 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, WHY I…and ALL PROJECT MANAGERS should LOVE Content Strategy…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 JiuJitsu we literally refer to this as being ‘choked out’. You don’t want to be CHOKED OUT. In PROJECT MANAGEMENT we call the act of facing our problems ‘RISK MANAGEMENT’
  • And so, in the spirit of mixed metaphors, I would like to identify 7 ways content can ‘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 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!!!Like it or not, the reason a user decides to come to a given website is because they have the RIGHT CONTENT
  • Read slide 2x
  • Creating content is difficult and complex…And it’s likely the BIGGEST THING stressing out your clients or stakeholders RIGHT THIS VERY MINUTEAll of this process is most probably happening in parallel with the design and development. Discuss effects
  • Read 2x
  • Not thinking about content variability, not understanding the CONTEXT of the CONTENT,LENGTH of LISTS, LENGTH 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?You’re up there in the ultra-light 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?YOU GUYS - Migration is hard!And it’s a huge client risk…This is another one of those things keeping your stakeholders up at night. Be a Jedi and make it easier for them……the time it takes to move content into the site is a really big deal and it requires careful planning…
  • Read 2x
  • Talk about the disappointment of a game delayPeople don’t like waiting…And if you fail to plan for the disruptive…
  • Read 2x
  • So, we talk about this diagram when we do strategy engagements. The idea is CMS, Content, Operations, Optimization, These are all just parts of the big picture that rolls up to Business Needs. We could spend hours talking about this subject itself…Point is…It’s necessary to understand business requirements.
  • For the remainder of this talk we’ll explore what we can do to mitigate the risks associated with complex, large-scale, technology projects.
  • Step 1 – HIRE A CONTENT STRATEGIST!!
  • To help MAKE THE CASE for the importance of simply adding this team member, Let’s take a quick look at the evolution of interactive project teamsfrom my perspective... 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….My FIRST WEB RELATED JOB was ‘web master’ for the BRICK AND MORTAR company I worked for in the 90’s. 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, content, Also login accounts, rate quote tools, etc. By the way, by this point STATIC CONTENT is practically DEAD…certainly among major corporate web sites. Also: Beginning to wrestle with the very first wave of smart mobile devices around this time. Think Palm treo and blackberry.
  • 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… 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, etc. 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 this whole time. 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 Link Sleuth
  • Pro tips in either case
  • Introduce message architecture
  • Talk about Margot Bloomstein’s bookContent Strategy at WorkSet up what happens in a card sort…Fast click through next slides
  • The other approach Margot outlines is this Venn Diagram method.Supposed to be quicker…Less complicated.
  • Explain steps
  • Message architecture continued…
  • 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
  • Review slideInvite people to connect w/you

So Happy Together (Project Managers and Content Strategists Are) So Happy Together (Project Managers and Content Strategists Are) Presentation Transcript

  • www.cmsmyth.com @jakedimareJake DiMareSenior Project Manager - ISITE DesignContributing Editor – The CMS MythSo Happy Together(Project Managers and Content Strategists are)
  • 2 5/21/2013 Building Bridges, Connecting CommunitiesMy name is Jake…Resources: www.cmsmyth.com/DrupalCon2013Hashtags: #DrupalCon#SoHappyTwitter: @jakedimare@cmsmythBlog: cmsmyth.com#SoHappy @jakedimare
  • 3 5/21/2013 Building Bridges, Connecting CommunitiesWho are you?#SoHappy @jakedimare
  • 4 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimare
  • 5 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimare
  • 6 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimare
  • 7 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimareWe’re #SoHappywith ContentStrategy at#DrupalCon PDX!
  • 8 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimare
  • 9 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimare
  • 10 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimare
  • 11 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimare
  • 12 5/21/2013 Building Bridges, Connecting CommunitiesProjectManagersContentStrategyAWESOME#SoHappy @jakedimare
  • 13 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimare
  • 14 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimare
  • 15 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimare
  • 16 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimareScope
  • 17 5/21/2013 Building Bridges, Connecting CommunitiesSchedule#SoHappy @jakedimare
  • 18 5/21/2013 Building Bridges, Connecting CommunitiesBudget#SoHappy @jakedimare
  • 19 5/21/2013 Building Bridges, Connecting CommunitiesStakeholder expectations#SoHappy @jakedimare
  • 20 5/21/2013 Building Bridges, Connecting CommunitiesRisk#SoHappy @jakedimare
  • 21 5/21/2013 Building Bridges, Connecting Communities
  • 22 5/21/2013 Building Bridges, Connecting Communities7 WAYSCONTENT CAN‘CHOKE OUT’YOUR PROJECT
  • 23 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimareContent = scope…#1 FAILURE TOAPPRECIATE THEDEPTH ANDBREADTH OF APROJECT.
  • 24 5/21/2013 Building Bridges, Connecting CommunitiesThe Big Dig
  • 25 5/21/2013 Building Bridges, Connecting CommunitiesThe Big DigOriginally scheduled forcompletion: 1998 @ $2.8B
  • 26 5/21/2013 Building Bridges, Connecting CommunitiesThe Big DigEventually completed in:2007 @ 14.6BOriginally scheduled forcompletion: 1998 @ $2.8B
  • 27 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimare#2 FAILURE TORECOGNIZE THECRITICALIMPORTANCE OFCONTENT.It’s all about the content…
  • 28 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimare
  • 29 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimare#3 FAILURE TOPLAN FORCREATING AND/ORREVISINGCONTENT.Ready or not…
  • 30 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimareThe WritingProcessPrewritingWritingRevisingEditingPublishingPromoting
  • 31 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimare#4 FAILURE TOUNDERSTAND THECHALLENGES OFDESIGNING WITHDUMMY CONTENT.For placement only (for dummies)…
  • 32 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimareDummy text is for…Lorem Ipsum is simply dummy text of theprinting and typesetting industry. It has beenthe industrys standard dummy text ever sincethe 1500s……the 1500’s……the1500’s……the 1500’s…
  • 33 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimare#5 FAILURE TOPROPERLY PLANFOR CONTENTMIGRATION.Content on the move…
  • 34 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimare
  • 35 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimare
  • 36 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimare#6 FAILURE TO PLANFOR THEDISRUPTIVEEFFECTS OFOWNING A NEW CMS.Game off!!!
  • 37 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimareLet’s get specific…Failure to comprehend thepotentially disruptive effects ofowning a new contentmanagement system.
  • 38 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimare#7 FAILURE TOUNDERSTAND THEGRAVITY OFBUSINESSREQUIREMENTS.Create the experience business needs...
  • 39 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimareDigitalExperienceVisionCulture &GovernanceTechnologyOptimizationContentOperationsPlanCustomerInsightSeven gates for digital change
  • 40 5/21/2013 Building Bridges, Connecting Communities6 THINGS YOUCAN DO TOMITIGATETHESE RISKS
  • 41 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimare
  • 42 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimareIn the beginning…
  • 43 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimare1990-1995Web team:• Web Master(s)
  • 44 5/21/2013 Building Bridges, Connecting Communities
  • 45 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimare2000Web team:• Web Developer(s)• Web Designer(s)
  • 46 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimare
  • 47 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimare2005Web team:• Web Developer(s)• Web Designer(s)• InformationArchitect(s)
  • 48 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimare2005Web team:• Web Developer(s)• Web Designer(s)• InformationArchitect(s)• Project Manager
  • 49 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimarePresent dayDX team:• Engineer• XD• XA• PM• Digital Strategist• MO Specialist• Content Strategist
  • 50 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimareDefining success today…TargetedPortableMobileSocialResponsiveLocalGlobalRelevant
  • 52 5/21/2013 Building Bridges, Connecting CommunitiesActivities, Milestones andDeliverablesDiscovery Design Development
  • 53 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimareContent auditWhat: Detailed content inventoryand associated analysisWhen: Scoping, DiscoveryWhy: The cone of uncertainty
  • 54 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimareContent Audit
  • 55 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimareContent audit pro tips• Do Use Xenu!• Don’t just run automated software• Include UXA, UXD, MO, and businessstakeholders in the analysis• Look for pockets of abandonedcontent• Compare audit against Analytics
  • 56 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimareMessage architectureWhat: Hierarchy ofcommunication goalsWhen: Discovery, DesignWhy: Learnin’!
  • 57 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimareMessage ArchitectureCardSort
  • 58 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimareMessage Architecture
  • 59 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimareMessage Architecture
  • 60 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimareMessage Architecture
  • 61 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimareCard sort steps1. Sort all cards into the threecolumns2. Remove ‘Who We’re Not’3. Confirm remaining two columns4. Remove ‘Who We Are’5. Prioritize remainder6. Record
  • 62 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimare
  • 63 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimareVenn diagram steps1. Place emotive words in thebrand attributes circle2. Place emotive words in theaudience needs circle3. Explore overlap4. Record
  • 64 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimareMessage architecture…• Contrarian– Provocative, yet optimistic• Empowering– Provide tools– Inspire action• Innovative– Current– Leading edge, not bleeding edge• Egalitarian– Build community– Relationship oriented
  • 65 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimareMessage architecture…• Design Implications– Use of Popular Memes for imagery– No stock footage of people in offices– Sans-Serif font for design elements– User-centric navigation• Copy Implications– Use AP style guide– Use humor liberally– Longer sentence structures are acceptable
  • 66 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimareMessage 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
  • 67 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimareMigration planningWhat: Documents detailing theeffort associated with contentintegrationWhen: Design, DevelopmentWhy: Because migration is hard
  • 68 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimare
  • 69 5/21/2013 Building Bridges, Connecting Communities
  • 70 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimareMigration planning pro tips• Start early, update often• Be informed by genuine workflow• Let stakeholders know this is aliving document. It doesn’t get‘finished’• Make sure everyone is workingfrom the same sheet music.• Have a sign off column!
  • 71 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimareCMS governanceWhat: Documentation ofrules, vital information, etc.When: DevelopmentWhy: Self preservation (EverWant to go on vacation?)
  • 72 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimareCMS 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.)
  • 73 5/21/2013 Building Bridges, Connecting Communities#SoHappy @jakedimareUser documentationWhat: How to manual(s)When: DevelopmentWhy: Self preservationAlso: Portfolio rot…
  • 74 5/21/2013 Building Bridges, Connecting Communities7 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.
  • 75 5/21/2013 Building Bridges, Connecting Communities6 Things you can do to mitigatethese risks…• Hire a content strategist!• Conduct a Content Audit• Create a Message Architecture• Migration Planning• Write CMS Governance Documentation• Write User Documentation
  • Building Bridges, Connecting CommunitiesEvaluate this session at:portland2013.drupal.org/schedule.Thank you!andWhat did you think?Now who won those t-shirts?
  • 77 5/21/2013 Building Bridges, Connecting CommunitiesResources: www.cmsmyth.com/DrupalCon2013Hashtags: #DrupalCon#SoHappyTwitter: @jakedimare@cmsmythBlog: cmsmyth.com#SoHappy @jakedimare