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Realizing An Assets Value: Is Only As Good As its Metadata

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Without the proper information associated with a piece of content, it becomes inaccessible for future use and its future ROI is lost. Ensuring that assets and content are tagged appropriately and accurately is an essential function of stewards of an organization’s assets. This process starts with assessing all the pieces of relevant information about your content and developing a schema to ensure this tagging is done properly. This presentation shows you why and how.

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Realizing An Assets Value: Is Only As Good As its Metadata

  1. 1. REALIZING AN ASSET’S VALUE . . . is only as good as its metadata Digital Assets & Content Leadership Exchange New York City, NY January, 2018 Rebecca Schneider Executive Director, Content
  2. 2. TOPICS FOR TODAY • Introductions • Setting the Stage • A Story in 3 Acts  The Players  Act 1  Act 2  Act 3  After the Show 1/24/2018 | @RebeccaDeclares | © 2018 AvenueCX, LLC. All rights reserved. 2
  3. 3. 1/24/2018 | @RebeccaDeclares | © 2018 AvenueCX, LLC. All rights reserved. 3 Rebecca Schneider, Executive Director, Content Organizer. Librarian. Gadget Lover. Owner of many, many pairs of black shoes. • Expert in taxonomies, metadata, and enterprise content strategy. • Thought leader in taxonomy development and metadata. • Key Clients: Total Wine & More, Verizon Wireless, Bank of New York Mellon About Myself Helping you shape your content experience
  4. 4. 1/24/2018 | @RebeccaDeclares | © 2018 AvenueCX, LLC. All rights reserved. 4 • A consultancy providing enterprise content strategy solutions. • Specializing in personalization, omnichannel, and performance-driven content solutions. Analyze. Organize. Optimize. AvenueCX
  5. 5. Setting the Stage
  6. 6. 1/24/2018 | @RebeccaDeclares | © 2018 AvenueCX, LLC. All rights reserved. 6
  7. 7. 1/24/2018 | @RebeccaDeclares | © 2018 AvenueCX, LLC. All rights reserved. 7 Metadata is:  “Data about Data”  Metadata is Data  Metadata = Description (Jeffrey Pomerantz)  Metadata represents aspects of concepts or things (Rebecca Schneider) Definitions Variations on a theme
  8. 8. 1/24/2018 | @RebeccaDeclares | © 2018 AvenueCX, LLC. All rights reserved. 8 • Create content structure • Ease content publication • Improve search and retrieval • Provide basis for analytics • Improve personalization • Improve website experience • Potentially increase conversion (conversion could mean purchasing an item, downloading a whitepaper, creating an account, etc.) Why bother with metadata? The many uses of metadata
  9. 9. 1/24/2018 | @RebeccaDeclares | © 2018 AvenueCX, LLC. All rights reserved. 9 • Costs to maintain • Costs to implement • Bad data is worse than no data at all • Multiple variants of metadata can create disconnects among consuming systems. • Potential privacy issues Metadata Challenges
  10. 10. A Story in 3 Acts
  11. 11. 1/24/2018 | @RebeccaDeclares | © 2018 AvenueCX, LLC. All rights reserved. 11 • The following is a archetype case study. • It is based on work with clients. • It highlights the importance of metadata as part of a personalization project. About Our Story Our Story Starts: • Business to business (B2B) company • Technology/Manufacturing Industry • Client wants to implement a pilot personalization project to increase user engagement
  12. 12. The Players
  13. 13. 1/24/2018 | @RebeccaDeclares | © 2018 AvenueCX, LLC. All rights reserved. 13
  14. 14. 1/24/2018 | @RebeccaDeclares | © 2018 AvenueCX, LLC. All rights reserved. 14 • Director, Website/Ecommerce • Director, Marketing • Content Strategist/Librarian/Digital Asset Manager • Technical Implementation Representatives • Analytics Team Representatives • Project Manager Project Team
  15. 15. 1/24/2018 | @RebeccaDeclares | © 2018 AvenueCX, LLC. All rights reserved. 15 • Content Strategist/Librarian/Digital Asset Manager • Business Representatives of systems providing inputs, requiring outputs • Systems/Technical Advisors (as needed) • SMEs (as needed) Metadata Team
  16. 16. 1/24/2018 | @RebeccaDeclares | © 2018 AvenueCX, LLC. All rights reserved. 16 • Internal/External Users • Defined by:  Segment  Persona (Current!)  Person/Account Users Our Story • Users Defined by: Segment  Market Interest  Level of Expertise
  17. 17. Act 1: The Plan
  18. 18. 1/24/2018 | @RebeccaDeclares | © 2018 AvenueCX, LLC. All rights reserved. 18
  19. 19. 1/24/2018 | @RebeccaDeclares | © 2018 AvenueCX, LLC. All rights reserved. 19 • What is the business goal (the value)? • What is the overall content strategy? • What does the user need? Determining Business Goals How can metadata be used to meet these goals? Our Story • Goal: Contextualize content experience for a specific product category and increase user engagement • Personalization-driven strategy • User Needs: Relevant images, diagrams, and textual technical content
  20. 20. 1/24/2018 | @RebeccaDeclares | © 2018 AvenueCX, LLC. All rights reserved. 20 • Conduct discovery, which should include:  Stakeholder Interviews  User Research  Metadata Audit • Create a needs assessment document —which can be part of an overall metadata strategy document. • Identify appropriate metadata standards. Discovery Our Story • Users want technical content appropriate to their expertise and market focus • Company wants to increase interest in a product subcategory • Primary metadata maintained in CMS • Currently, metadata is robust but applied only to assist in parametric search • Metadata is maintained using internally- developed standards
  21. 21. 1/24/2018 | @RebeccaDeclares | © 2018 AvenueCX, LLC. All rights reserved. 21 • Use personas or segments to plot out which users perform which tasks • Select key tasks for initial implementation • Consider for each persona or segment a user state. Define the Customer Journey Our Story • Users Defined by Segment:  Market Interest  Level of Expertise • User States:  Anonymous  Repeat Visitor  Existing Consumer
  22. 22. 1/24/2018 | @RebeccaDeclares | © 2018 AvenueCX, LLC. All rights reserved. 22 • Create journeys with persona (or segment), user state and high-level user journey task  Define the triggers for each task  Create a set of steps that drive the user to complete it • Define the content necessary for each step in the journey • Determine metadata needs (and gaps) for identified content Tasks & Tagging Our Story • 12 Defined Customer Journeys  4 journeys x 3 user states) • Content Focus  Market specific images, product diagrams, technical documentation  English language content only • Metadata Additions  Target Submarket, Technical Expertise, Customer Journey Stage
  23. 23. 1/24/2018 | @RebeccaDeclares | © 2018 AvenueCX, LLC. All rights reserved. 23 1. Conducts search query on organic search engine on specific technology or goes to company.com and conducts onsite search using the same key term 2. Lands on product category page and sees a technical article related to technology of interest 3. Downloads technical article to read 4. Upon download, is prompted to bookmark product category page 5. Bookmarks page and reads article 6. Comes back to product category and see additional technical information with option to order a sample 7. Clicks on sample request link 8. Requests a sample via a form Sample Task with Steps Requesting a Manufacturer’s Sample
  24. 24. Act 2: Development
  25. 25. 1/24/2018 | @RebeccaDeclares | © 2018 AvenueCX, LLC. All rights reserved. 25
  26. 26. 1/24/2018 | @RebeccaDeclares | © 2018 AvenueCX, LLC. All rights reserved. 26 • Content:  Outline content creation needs for initial implementation  Create a publication calendar to align creators  Engage with resources (internal or external) as soon as possible  Determine rules such as shelf-life, new release timing, etc. Plan Content Needs Our Story • Content Needs  Market-related images – very high quality  Supporting text on product category pages  Current technical content is sufficient • Resources  Market images – provided by vendor  Supporting text – created by internal team
  27. 27. 1/24/2018 | @RebeccaDeclares | © 2018 AvenueCX, LLC. All rights reserved. 27 • Metadata  Determine metadata sources and create/adjust values as needed  Decide who will apply tags to content and where Plot Metadata Needs Our Story • Metadata Needs  Sub-Market categories added  Customer Journey Stage added  Technical Expertise added • Tagging  Tags applied by content managers (CMS admins)  Initial input provided by SMEs
  28. 28. 1/24/2018 | @RebeccaDeclares | © 2018 AvenueCX, LLC. All rights reserved. 28 • Generally use quantitative data, with supporting qualitative data. • Track across channels. • Cast a wide net, not one to the exclusion of others. • Make sure you have a baseline. Determine Analytics/KPIs Performance-Driven Content Our Story • Analytics Focus:  Page Views  Time spent on site  Downloaded content  Repeat website use
  29. 29. Act 3: Implementation
  30. 30. 1/24/2018 | @RebeccaDeclares | © 2018 AvenueCX, LLC. All rights reserved. 30
  31. 31. 1/24/2018 | @RebeccaDeclares | © 2018 AvenueCX, LLC. All rights reserved. 31 • Add content based on publication calendar • Coordinate with vendors and internal staff • ‘Day Jobs’ can affect resourcing Content Our Story • Technical Content • Supporting quality imagery • Project considered a key initiative, freeing up resources • Alignment with the SMEs on where they fit into engagement and commitment of availability • Agreement on content calendar frequency / cadence
  32. 32. 1/24/2018 | @RebeccaDeclares | © 2018 AvenueCX, LLC. All rights reserved. 32 • Apply tags as planned  Tagging instructions (as scope notes or other) is useful • Review for consistency of use  Cross-team collaboration is key • Determine over/under use of tags  Terms applied too broadly  Terms applied too narrowly  Additional terms may be needed Metadata & Tagging Our Story • Tagging is an absolute necessity, if project is to be successful
  33. 33. 1/24/2018 | @RebeccaDeclares | © 2018 AvenueCX, LLC. All rights reserved. 33 • Coordinate with Analytics Team to ensure analytics tags are applied appropriately • Collect baseline data  6 months recommended (if available) • Test run updated analytics • Create a basic dashboard (to start) Analytics Our Story • Adobe Analytics used to create dashboards for executives • Detailed tagging reports used by content managers
  34. 34. After the Show
  35. 35. 1/24/2018 | @RebeccaDeclares | © 2018 AvenueCX, LLC. All rights reserved. 35 • Review data for content performance • Review customer feedback, industry insights / analysis, trends, etc. • Refactor tags or content based on findings • Identify any high-performing content not part of current initiative, can it be leveraged? • If data are not reflecting expectations, use qualitative (surveys, focus groups etc.) methods to determine why content is not resonating Results Our Story • Results  Page views per visit quadrupled  Time spent on site per visit doubled  Product detail page views tripled  Downloaded content doubled  Repeat use of the website increased
  36. 36. 1/24/2018 | @RebeccaDeclares | © 2018 AvenueCX, LLC. All rights reserved. 36 • Start small – think pilot!  Build on your successes • Don’t skip discovery • Review your data carefully • Content creation (and tagging) never ends Some Final Thoughts
  37. 37. 1/24/2018 | @RebeccaDeclares | © 2018 AvenueCX, LLC. All rights reserved. 37
  38. 38. THANK YOU! Rebecca Schneider Email LinkedIn Twitter rschneider@avenuecx.com linkedin.com/in/rebeccaschneider @RebeccaDeclares

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