Tag sale! A case study in starting and selling semantic tagging - ebookcraft 2015 - Colleen Cunningham

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Tag Sale!

A case study in
starting and selling
semantic tagging

Colleen Cunningham
ebookcraft 2015
Toronto

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Who are we?
n  F+W, a Content + eCommerce Company
n  content provider
n  niche categories—craft, art, writing, design, outdoors, lifestyle
n  parent company of Digital Book World
n  Our digital workflow team has years of experience at F+W in:
n  print
n  ebook
n  image handling
ebookcraft 2015 • @BookDesignGirl • #ebookcraft

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Why invest in a CMS now?
n  We have a company culture that embraces change
n  now producing content for a multitude of formats
n  other opportunities for selling our content have developed
n  Our executive team made the commitment
n  budgeted money
n  allocated time for training
n  Librios supports autonomy
n  reliable, available, personable
n  allows for customization of the CMS

tagging
workﬂow
people

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Start with simplicity and build
on what you already know
n  The best-practice strategy is simple to complex
n  not all content will be appropriate
n  base build-outs on real needs
n  Our editors and designers already understand key concepts
n  structure and patterns
n  content versus style
n  Demonstrate success with with real content and real users

Word
InDesign
Ebook

CMS
InDesign
EPUB
HTML
Word

CMS
InDesign
EPUB
HTML
Filters apply
presentation
with the tags
Word
CMS stores
tagged
content
TAGS TO
STYLES
TAGS TO
CSS
TAGS TO
CSS

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Tagging is a language and it
needs translators
n Tags allow different platforms to talk to each other
n Filters are the translators in and out of the CMS
n  Tagging requires attention to detail:
n  planning of structure
n  consistency
n  well thought-out page breaks render useful navigation
n  Best to structure content in its most simple and logical form:
n  optimizes content for storage … and digital
n  tasks print designers to add complex design in InDesign

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Import
Import publication
New publication
Images
Metadata
Permissions
ebookcraft 2015 • @BookDesignGirl •
#ebookcraft

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CMS
Let’s take a tour!
#ebookcraft

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Export to print
InDesign
#ebookcraft

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Export to ebook
EPUB
Amazon
#ebookcraft

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Use wins to build momentum
n  Reduced “BDC” and improved “ROI”
n  Centralized storage of our content allows for:
n  quick accessibility, searchability, and efficient repurposing
n  future proofing for formats we don’t even know about yet
n  Reduced development costs from less outsourcing
n  Increased speed to market
n  Increased communication and morale

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Use problem-tunities to ﬁx
long-standing issues
Corrections locked in one format
Demonstrate print-centric workflow versus centralized corrections
Not differentiating structure, content, and print layout corrections
Assign correction roles with pencil colors in print galleys
Many correction cycles
Reassign old proofreading tasks up to copyediting stage
Inconsistent image formatting and late-stage image creation
Standardize and centralize image processing
Indexing at print stage with un-hyperlinked page numbers
Hire and solicit help from indexers familiar with CMS indexing

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Production time is saved*
CMS
InDesign
LAYOUT
CORREX
TAG
CORREX
CONTENT
CORREX

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Production time is saved*
CMS
InDesign
Print Designer saves time,
only does layout correx
Editor saves time by reducing
correx rounds with cleaner content
in the ﬁrst export, but gains time by more
thorough review of content pre-export
LAYOUT
CORREX
TAG
CORREX
CONTENT
CORREX
*

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Tracking development will save
your sanity
n  Document the CMS as A work in progress
n  Allows the prioritization of many requests
n  Consider Google docs
n  free
n  collaborative
n  records milestones (give the link to an executive team member)

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Plan for Accommodate
typical CMS roles atypical teams
n  Technical Architect
n  UX Architect
n  Test Engineers
n  Project Manager
n  Production Specialists
n  Workflow Manager
n  Digital Strategist
n  Content Strategist
  Leverage in-house talent
  Hire outside partners
  Meet with outside peers
  Meet regularly with core team
  Check in with extended team
  Communicate!

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Your change partners already
know a lot
n  They already are experts at their jobs and with their content
n  What is the current workflow?
n  What departments are involved?
n  Where are corrections made?
n  Is there existing documentation?
n  Some have experience with a CMS or project management
n  What are their expectations (good and bad)?

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Purposefully gather feedback
n  Meetings
n  In-house seminars
n  Emails
n  Walkabouts
n  “how do you feel about … ?”
n  “what do you think about … ?”
n  Individualized evaluation

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Thanks!

Colleen Cunningham
@BookDesignGirl on Twitter

Librios
www.librios.com

Digital Book World
www.digitalbookworld.com

Tag sale! A case study in starting and selling semantic tagging - ebookcraft 2015 - Colleen Cunningham

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Tag sale! A case study in starting and selling semantic tagging - ebookcraft 2015 - Colleen Cunningham