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Confab 2011: eBay use case - Implementing a Content Strategy within virtual, diverse teams
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Confab 2011: eBay use case - Implementing a Content Strategy within virtual, diverse teams

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Presentation held at "Confab 2011 - the content strategy conference" in Minneapolis, minnesota. In this use case study you can see how we implemented a sustainable, repeatable content strategy by ...

Presentation held at "Confab 2011 - the content strategy conference" in Minneapolis, minnesota. In this use case study you can see how we implemented a sustainable, repeatable content strategy by using a mixture of change management, project management, process management and editorial strategies and tactics.

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    Confab 2011: eBay use case - Implementing a Content Strategy within virtual, diverse teams Confab 2011: eBay use case - Implementing a Content Strategy within virtual, diverse teams Presentation Transcript

    • Implementing a content strategy:An eBay use caseConfab – the content strategy conference, Minneapolis9 – 11 May 2011 Nikki Tiedtke . EU Senior Content Strategist Lucie Hyde . Head of Content Mgmt & Strategy - eBay Europe
    • Contents1. Our need for a content strategy2. The context: Business seller communication3. Key learnings: Implementing a content strategy4. How we did it: From chaos to content strategy5. Where are we now? Our content strategy framework4. Examples of deliverables :: Process: workflows and roles diagrams :: Quality management: Our framework :: Brand opportunity and communication strategy :: Messaging hierarchy and information architecture :: User research and logfile analysis :: Briefing and content templates :: EU editorial style guideImplementing a content strategy: An eBay use case 2
    • Our need for a content strategyThe projectBusiness seller news campaign for about 500.000business sellers in EU. Sent 2-3 times a year.The contentContent for 12 websites in 7 languages for differentformats and channels (online & offline; Marketing,Website, Customer Support).The team25 people from 11 teams in 5 countries (UK,Ireland, Germany, Switzerland and US).The processAn international team. A complex, multi-lingualand multi-channel communication. A fast-pacingenvironment. But: No clear editorial process andplanning, roles, methods or tools.Implementing a content strategy: An eBay use case 3Images from: http://deutsch.istockphoto.com/file_thumbview_approve/14167360/2/istockphoto_14167360-people-icon-set.jpg
    • The context: Business seller newsThe topics• New selling formats and tools• New ways of managing inventory• Policy or legal changesThe business objectives• Create customer-friendly communication which matches user and business needs.• Drive awareness and adoption of changes.• Build a trusted relationship with sellers, help them to be successful.Implementing a content strategy: An eBay use case 4
    • Key learnings: Implementing a content strategyContent strategist as usability consultant: What do• Identify internal and external user needs, before you need? defining processes, strategy and tools.• Address and help resolve conflicting interests.Content strategist as change manager and networker: User / Content strategist Stakeholder• Constantly test & refine processes.• Plan for small step changes to guide teams with different maturity levels into content strategy.• Help build relationships and communication within teams.Content strategist as content lead:• Define and plan editorial roles & responsibilities, process and quality standards.• Create and implement editorial guidelines.• Define and implement quality standards for content.• Manage the editorial process, the copywriters and the quality management process.Implementing a content strategy: An eBay use case 5
    • Contents1. Our need for a content strategy2. The context: Business seller communication3. Key learnings: Implementing a content strategy4. How we did it: From chaos to content strategy5. Where are we now? Our content strategy framework4. Examples of deliverables :: Process: workflows and roles diagrams :: Quality management: Our framework :: Brand opportunity and communication strategy :: Messaging hierarchy and information architecture :: User research and logfile analysis :: Briefing and content templates :: EU editorial style guideImplementing a content strategy: An eBay use case 6
    • How we did it: From chaos… Siloed teams with Unclear roles and weak relationships responsibilities No editorial No editorial process guidelinesNo process No tools anddocumentation templatesor training No quality No match between management business objectives standards and criteria and user needs Implementing a content strategy: An eBay use case 7 Image from: http://cache.gawker.com/assets/images/gizmodo/2008/12/rubber-ducks.jpg
    • … to content strategy1 Built strong relationships between teams and identified stakeholder and user needs.2 Defined editorial roles, responsibilities, process, projectplan, methods and tools. Tested the content strategy for one publishing3 cycle. Refined it. Used it again. Refined it again.4 Created editorial guidelines and quality standards based on brand objectives, usability standards and user needs.5 Implemented the editorial guidelines and quality standards by training 60 EU stakeholders. Tweet! We„re following a content strategy Defined and implemented a quality management process for6 documenting, measuring and sustaining the quality of content strategy and editorial copy.7 Next: Implementing this approach in more EU teams!Implementing a content strategy: An eBay use case 8Images from: http://cache.gawker.com/assets/images/gizmodo/2008/12/rubber-ducks.jpg and http://www.gettyimages.com
    • Timeline 20102010Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec Built relationships with teams (11 teams, 5 countries). Defined editorial process Refined process & Finalised and & tested approach. tested again. documented process. Documented usability standards for web content. Analysed regular market & user research. Integrated findings into editorial guidelines. Created editorial Refined guidelines. guidelines for business sellers. Created EU editorial style guide based on Style guide trainings usability standards, user research and business for EU teams seller editorial guidelines. Defined quality standards for content Implementing a content strategy: An eBay use case 9
    • Timeline 20112011Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec Refine content strategy based on 2010 learnings. Define and implement a quality management process for content strategy and editorial copy. Test & refine with one publishing cycle. Update and localize EU editorial guidelines. Provide „refresher“ trainings. Create and offer content strategy trainings for EU Marketing & Communication teams. Create a global content strategy framework (global style guides, global content quality management standards, etc). Continuously analyse market & user research. Integrate findings into editorial guidelines. Implementing a content strategy: An eBay use case 10
    • Contents1. Our need for a content strategy2. The context: Business seller communication3. Key learnings: Implementing a content strategy4. How we did it: From chaos to content strategy5. Where are we now? Our content strategy framework4. Examples of deliverables :: Process: workflows and roles diagrams :: Quality management: Our framework :: Brand opportunity and communication strategy :: Messaging hierarchy and information architecture :: User research and logfile analysis :: Briefing and content templatesImplementing a content strategy: An eBay use case 11
    • Where are we now? Our content strategy framework Deliverables Deliverables build framework for a repeatable process. • Process, roles and responsibilities documentation. Can be applied to other • Publishing and content project plan projects and teams. • EU editorial style guides based on business Govern Discover objectives, usability standards and user needs. • Style guide and content strategy trainings Deploy Define for all EU stakeholders. • SEO strategy Develop Design • Content and briefing templates Enables us to continuously • Quality management plan incl. quality improve, react fast and standards and criteria. structured within virtual, international teams.Implementing a content strategy: An eBay use case 12
    • Repeat and refine: Continuous improvement • Understand business • Define and manage content objectives and user needs. lifecycle (update or end-of-life). • Content inventory and audit. • Quality control: Analyze user research, log file analysis and Govern Discover Identify gaps. • Understand briefing from success metrics. stakeholders. Identify gaps. • Quality assurance of final content in all • Define content channels and formats deliverables and before publishing. • Deploy / launch Deploy Content Strategy Define scope effort. • Define project and online pages and quality management communication. plan. • Brief copywriters.• Create & review copy for all deliverables • Create messaging hierarchy &and channels. Information Architecture.• Use quality standards to assess contentquality. Develop Design • Translate business objectives into key messages and call to actions.• Translate & localize copy. • Create “content outline” (rough draft to be approved by stakeholders). Implementing a content strategy: An eBay use case 13
    • Contents1. Our need for a content strategy2. The context: Business seller communication3. Key learnings: Implementing a content strategy4. How we did it: From chaos to content strategy5. Where are we now? Our content strategy framework4. Examples of deliverables :: Process: workflows and roles diagrams :: Quality management: Our framework :: Brand opportunity and communication strategy :: Messaging hierarchy and information architecture :: User research and logfile analysis :: Briefing and content templates :: EU editorial style guideImplementing a content strategy: An eBay use case 14
    • Process: Workflows 1/2Highest Level Major Seller Release Responsibility Map TO BE (Proposed) We defined the overall process A phases first. And then Proposition Confirm the detailed steps Seller information about the proposition to within each phase. be included in the release. Engagement B1 G2 Seller Kick off the J Live to Site process. Set the Post Launch Checkpoint Go/ direction for the Review No Go communication. B2 D2 Marketing F2 Confirm Information Seller E2 Put the marketing Architecture. Trans creation of translated response. Brief Design the RM the DM content into the contributing channel DM structure teams. structure. management C Write copy for D1 E1 F1 Content EU specific Information Get the Micro Put the H I G1 initiatives. Architecture. Sites copy translated Manage Post End of life for QA Content Localise copy Design the translated via content into the Launch Fixes obsolete content for global Micro Site L10n Micro site initiatives. Product F3 Customer Service CS Preparation. Templates, scripts, outbound call scheduleImplementing a content strategy: An eBay use case 15
    • Process: Workflows 2/2 Example: Detailed process steps in a phase.Implementing a content strategy: An eBay use case 16
    • In addition to the process documentation we defined theProcess: Roles and responsibilities detailed roles and responsibilities for each process step.Implementing a content strategy: An eBay use case 17
    • Quality management: Our framework 1/2 Template for our quality management plan. Defines the standard of how we measure quality at eBay for content projects. Can be used for every project.Implementing a content strategy: An eBay use case 18
    • Quality management: Our framework 2/2 Excerpts from our quality management definition which we presented to teams: 1. Definition and 2. What documents we use to assess and control quality.Implementing a content strategy: An eBay use case 19
    • Business objectives & editorial strategy Professional seller proposition: Be a trusted, reliable business partner for sellers to enable great profits and sales velocity. Reasons to believe : We will present timely, relevant information, that is easy to understand, helpful, and easy to access… Advanced • Targeted & personalised • Clear and plain language • Easy to use • Correct notice • Focussed on their key needs •Scannable page structure • Concise communication • Visual aids and not just • Reduce clutter channel and format text • Call to action • Optimised for highlighted search engines • Easy to find on eBay … allowing sellers to take action to change their business and sell more efficiently. Excerpt: How we defined editorial guidelines based on our business objectives. The detailed editorial strategy was much more detailed.Implementing a content strategy: An eBay use case 20
    • Messaging hierarchy* Call to action What do I need to do? Primary What? message Why? Secondary Who? message How? When? How much?Implementing a content strategy: An eBay use case 21* From Karen McGrane, Bond art + science: http://www.slideshare.net/KMcGrane/why-ux-design-needs-content-strategy
    • Information architecture 1/2 Messaging hierarchy defined our information architecture. From index page…Implementing a content strategy: An eBay use case 22
    • Information architecture 2/2 … to single subpage.Implementing a content strategy: An eBay use case 23
    • User research: 2009 to 2010 comparison* Business sellersPositive feedback 2010 results 2009 resultsNegative feedback 2010 results 2009 results * From an online survey to a sample of business sellers. Sent after communication launch. Question: Which of the following words or phrases do you think describes all the communications you have received from eBay? Implementing a content strategy: An eBay use case 24
    • Logfile analysis The content strategist ensures that we measure key online pages to understand how customers use them.Implementing a content strategy: An eBay use case 25
    • Content template: One example Just one of many templates we created.Implementing a content strategy: An eBay use case 26
    • Just 2 pages of our super-detailed communication brief which captures user,Briefing template business, marketing, content and customer support requirements.Implementing a content strategy: An eBay use case 27
    • EU editorial style guide Our EU editorila style guide was translated and implemented with regular training sessions.Implementing a content strategy: An eBay use case 28
    • From 2009…Implementing a content strategy: An eBay use case 29
    • To 2010: our business seller newsImplementing a content strategy: An eBay use case 30
    • ADVERT: Come and speak. Listen. Learn. Content Strategy Applied conference UK, London, Richmond 1-2 May 2012Implementing a content strategy: An eBay use case 31
    • Thanks for listening. Questions? Nikki Tiedtke | EU Senior Content Strategist | eBay GmbH linkedin: http://de.linkedin.com/in/nikkiberlin Mobile: +49.171.36 24 589 Skype: nikkitiedtkeebay E-Mail: nikki.tiedtke@web.de Lucie Hyde | Head of Content Management & Strategy - Localisation - Web Development, eBay Europe Mobile: + 44.7870.16 32 80 Skype: luciehyde E-Mail: lhyde@ebay.comImplementing a content strategy: An eBay use case 32