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IWMW11: A2 working against the silo

Presentation for IWMW 11 Breakout session A2. Working Against the Silo

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IWMW11: A2 working against the silo

  1. 1. #iwmw11<br />Working against the silo<br />Practical ways to deliver engaging content<br />Jon Reay – Head of Strategy, Aqueduct<br />Jon David – Web Developer, Eduserv<br />26th July 2011<br />
  2. 2. Agenda<br />Content silos and how to overcome them<br />Case studies (three of them)<br />Practical silo breaking exercise<br />
  3. 3. Content silos<br />
  4. 4. Content silos<br />Main website<br />Prospect students<br />Text<br />Organisation silos<br />Microsites<br />Current students & staff<br />Imagery<br />Department X<br />Social<br />Alumni<br />Documents<br />Department Y<br />Mobile<br />Researchers<br />Video<br />Bloggers<br />Department Z<br />Email<br />Job seekers<br />Audio<br />3rd party content<br />3rd party sites<br />Media<br />Data<br />User generated content<br />Delivery channels<br />Audiences<br />Content sources<br />Content media<br />
  5. 5. Breaking down the silos<br />
  6. 6. Breaking the silos<br />Ownership<br />Workflow rules<br />Regular content audits<br />Surveys & user feedback<br />Taxonomy<br />Test and learn<br />Joined up data / eCRM<br />Workflow setup<br />Auto quality checks<br />Metadata & tagging capability<br />Search capability<br />Automated lists & surfacing<br />Personalisation capability<br />Site navigation<br />Tag/category navigation<br />Audience type navigation<br />Multi-surfacing<br />Search<br />Personalisation<br />Editorial guidelines<br />Audience relevance<br />Channel relevance<br />Media relevance<br />Metadata & tagging content<br />Governance<br />Technical<br />User experience<br />Editorial<br />
  7. 7. Case studies<br />
  8. 8. Case Study 1 – Technical solutions<br />
  9. 9. Common Problems<br />Migration to a new CMS platform<br />Consolidation of sites<br />Rebranding or restructuring<br />Easily re-using content in different contexts<br />
  10. 10. Case Study<br />Department for Education<br />How can we re-use content in different contexts?<br />Multi-system solution<br />Sitecore CMS, CouchDB, Solr<br />
  11. 11. Tackling the monolith<br />
  12. 12. Decoupled approach<br />
  13. 13. One step further<br />Web Administration<br />Content Repository<br />
  14. 14. Tagging<br />
  15. 15. Mapping<br />
  16. 16. Taking control of URLs<br />URL provides context<br />http://domain/area1/languages/articles/french_exam<br />http://other.domain/languages/articles/french_exam<br />http://domain/news/2009/08/articles/french_exam<br />http://domain/articles/french_exam<br />
  17. 17. Search<br />Multi-surfacing affects Page Rank<br />Use canonical links<br /><link rel=“canonical” href=“http://domain/articles/french_exam” /><br />
  18. 18. Advantages<br />Central content store<br />Can be organised logically without impacting navigation<br />Navigation nodes deal with site structure<br />Content tagging determines where it appears<br />Easy to re-work navigation<br />Content is not affected by restructuring<br />
  19. 19. More advantages<br />Content Articles can appear in multiple locations<br />They can also appear across multiple domains<br />Content Articles can be exposed via other sources<br />
  20. 20. Difficulties<br />Default context<br />When an item can exist anywhere, where does it belong by default?<br />Editor Education<br />Content is self contained<br />Strong Taxonomy<br />Requires depth and breadth to ensure good quality tagging<br />
  21. 21. Case Study 2 – Multi-channel<br />
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  27. 27. Case Study 3 – Personalisation<br />
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  35. 35. What are your silos?<br />
  36. 36. Exercise<br />Get audience to identify most challenging silos they have, we’ll list them up (vote if too many), then tackle in the session.<br />For each, one or two delegates (who suggested the silos perhaps?) give examples of current challenge, then we look at ways to break those silos, getting input from everyone in the process – some of the resolutions maybe technical, some UX, some editor/internal process. This should give us a good basis for following up afterwards on any of these as well as helping practically during session.<br />
  37. 37. Questions?<br />
  38. 38. Thank you.<br />@jreay<br />@jon_p_david<br />@eduserv<br />@weareaqueduct<br />