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Jake DiMare - Content Strategy and Project Management Presentation - J Boye 2014

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This presentation includes 7 ways content can derail a web content management system project and ways to mitigate these risks with good content strategy and project management.

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Jake DiMare - Content Strategy and Project Management Presentation - J Boye 2014

  1. 1. www.cmsmyth.com @jakedimare Jake DiMare Senior Project Manager - ISITE Design Contributing Editor – The CMS Myth So Happy Together (ProjectManagersandContentStrategistsare)
  2. 2. 2 5/7/2014 My name is Jake… Hashtags: #JBoye2014 #SoHappyTogether Twitter: @jakedimare @cmsmyth #SoHappyTogether @jakedimare
  3. 3. 3 5/7/2014 #SoHappyTogether @jakedimare
  4. 4. 4 5/7/2014 Brands we work with… #SoHappyTogether @jakedimare
  5. 5. 5 5/7/2014 #SoHappyTogether @jakedimare
  6. 6. 6 5/7/2014 Who are you? #SoHappyTogether @jakedimare
  7. 7. 7 5/7/2014 #SoHappyTogether @jakedimare And a little level setting…
  8. 8. 8 5/7/2014 #SoHappyTogether @jakedimare
  9. 9. 9 5/7/2014 #SoHappyTogether @jakedimare
  10. 10. 10 5/7/2014 #SoHappyTogether @jakedimare
  11. 11. 11 5/7/2014 Project Managers Content Strategy A W E S O M E #SoHappyTogether @jakedimare
  12. 12. 12 5/7/2014 #SoHappyTogether @jakedimare
  13. 13. 13 5/7/2014 #SoHappyTogether @jakedimare
  14. 14. 14 5/7/2014 #SoHappyTogether @jakedimare
  15. 15. 15 5/7/2014 #SoHappyTogether @jakedimare Scope
  16. 16. 16 5/7/2014 Schedule #SoHappyTogether @jakedimare
  17. 17. 17 5/7/2014 Budget #SoHappyTogether @jakedimare
  18. 18. 18 5/7/2014 Stakeholder expectations #SoHappyTogether @jakedimare
  19. 19. 19 5/7/2014 Risk #SoHappyTogether @jakedimare
  20. 20. 20 5/7/2014
  21. 21. 21 5/7/2014 7 WAYS CONTENT CAN ‘CHOKE OUT’ YOUR PROJECT
  22. 22. 22 5/7/2014 #SoHappyTogether @jakedimare Content = scope… #1 FAILURE TO APPRECIATE THE DEPTH AND BREADTH OF A PROJECT.
  23. 23. 23 5/7/2014 The Big Dig
  24. 24. 24 5/7/2014 The Big Dig Originally scheduled for completion: 1998 @ $2.8B
  25. 25. 25 5/7/2014 The Big Dig Eventually completed in: 2007 @ 14.6B Originally scheduled for completion: 1998 @ $2.8B
  26. 26. 26 5/7/2014 #SoHappyTogether @jakedimare #2 FAILURE TO RECOGNIZE THE CRITICAL IMPORTANCE OF CONTENT. It’s all about the content…
  27. 27. 27 5/7/2014 #SoHappyTogether @jakedimare
  28. 28. 28 5/7/2014 #SoHappyTogether @jakedimare #3 FAILURE TO PLAN FOR CREATING AND/OR REVISING CONTENT. Ready or not…
  29. 29. 29 5/7/2014 #SoHappyTogether @jakedimare The Writing Process Prewriting Writing Revising Editing Publishing Promoting
  30. 30. 30 5/7/2014 #SoHappyTogether @jakedimare #4 FAILURE TO UNDERSTAND THE CHALLENGES OF DESIGNING WITH FPO CONTENT. For placement only…
  31. 31. 31 5/7/2014 #SoHappyTogether @jakedimare Dummy text is for… Lorem Ipsum is simply dummy text of the printing and typesetting industry. It has been the industry's standard dummy text ever since the 1500s… …the 1500’s… …the1500’s… …the 1500’s…
  32. 32. 32 5/7/2014 #SoHappyTogether @jakedimare #5 FAILURE TO PROPERLY PLAN FOR CONTENT MIGRATION. Content on the move…
  33. 33. 33 5/7/2014 #SoHappyTogether @jakedimare
  34. 34. 34 5/7/2014 #SoHappyTogether @jakedimare
  35. 35. 35 5/7/2014 #SoHappyTogether @jakedimare Let’s get specific… Failure to comprehend the potentially disruptive effects of owning a new content management system.
  36. 36. 36 5/7/2014 #SoHappyTogether @jakedimare #6 FAILURE TO PLAN FOR THE DISRUPTIVE EFFECTS A NEW CMS. Game off…
  37. 37. 37 5/7/2014 #SoHappyTogether @jakedimare #7 FAILURE TO UNDERSTAND THE GRAVITY OF BUSINESS REQUIREMENTS. Feed the need
  38. 38. 38 5/7/2014 #SoHappyTogether @jakedimare Digital Experience Vision Culture & Governance Technology OptimizationContent Operations Plan Customer Insight The seven gates for digital change
  39. 39. 39 5/7/2014 6 THINGS YOU CAN DO TO MITIGATE THESE RISKS
  40. 40. 40 5/7/2014 THE EVOLUTION OF WEB DESIGN AND DEVELOPMENT TEAMS #SoHappyTogether @jakedimare
  41. 41. 41 5/7/2014 #SoHappyTogether @jakedimare In the beginning…
  42. 42. 42 5/7/2014 #SoHappyTogether @jakedimare 1990-1995 Web team: • Web Master(s)
  43. 43. 43 5/7/2014
  44. 44. 44 5/7/2014 #SoHappyTogether @jakedimare 2000 Web team: • Web Developer(s) • Web Designer(s)
  45. 45. 45 5/7/2014 #SoHappyTogether @jakedimare
  46. 46. 46 5/7/2014 #SoHappyTogether @jakedimare 2005 Web team: • Web Developer(s) • Web Designer(s) • Information Architect(s)
  47. 47. 47 5/7/2014 #SoHappyTogether @jakedimare 2005 Web team: • Web Developer(s) • Web Designer(s) • Information Architect(s) • Project Manager
  48. 48. 48 5/7/2014 #SoHappyTogether @jakedimare Present day DX team: • Engineer • XD • XA • PM • Digital Strategist • MO Specialist • Content Strategist
  49. 49. 49 5/7/2014 #SoHappyTogether @jakedimare Defining success today… Targeted Portable Mobile Social Responsive Local Global Relevant
  50. 50. 51 5/7/2014 ACTIVITIES, MILESTONES AND DELIVERABLES Discovery Design Development
  51. 51. 52 5/7/2014 #SoHappyTogether @jakedimare Content audit What: Detailed content inventory and associated analysis When: Scoping, Discovery Why: The cone of uncertainty
  52. 52. 53 5/7/2014 #SoHappyTogether @jakedimare Content Audit
  53. 53. 54 5/7/2014 #SoHappyTogether @jakedimare Message architecture What: Hierarchy of communication goals When: Discovery, Design Why: Learnin’!
  54. 54. 55 5/7/2014 #SoHappyTogether @jakedimare Message Architecture Card Sort
  55. 55. 56 5/7/2014 #SoHappyTogether @jakedimare Message Architecture
  56. 56. 57 5/7/2014 #SoHappyTogether @jakedimare Message Architecture
  57. 57. 58 5/7/2014 #SoHappyTogether @jakedimare Message Architecture
  58. 58. 59 5/7/2014 #SoHappyTogether @jakedimare Card sort steps 1. Sort all cards into the three columns 2. Remove ‘Who We’re Not’ 3. Confirm remaining two columns 4. Remove ‘Who We Are’ 5. Prioritize remainder 6. Record
  59. 59. 60 5/7/2014 #SoHappyTogether @jakedimare
  60. 60. 61 5/7/2014 #SoHappyTogether @jakedimare Venn diagram steps 1. Place emotive words in the brand attributes circle 2. Place emotive words in the audience needs circle 3. Explore overlap 4. Record
  61. 61. 62 5/7/2014 #SoHappyTogether @jakedimare Message architecture output • Contrarian – Provocative, yet optimistic • Empowering – Provide tools – Inspire action • Innovative – Current – Leading edge, not bleeding edge • Egalitarian – Build community – Relationship oriented
  62. 62. 63 5/7/2014 #SoHappyTogether @jakedimare Message 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
  63. 63. 64 5/7/2014 #SoHappyTogether @jakedimare Migration planning What: Documents detailing the effort associated with content integration When: Design, Development Why: Because migration is hard
  64. 64. 65 5/7/2014 #SoHappyTogether @jakedimare
  65. 65. 66 5/7/2014
  66. 66. 67 5/7/2014 #SoHappyTogether @jakedimare Migration planning pro tips • Start early, update often • Be informed by genuine workflow • Let stakeholders know this is a living document. It doesn’t get ‘finished’ • Make sure everyone is working from the same sheet music. • Have a sign off column!
  67. 67. 68 5/7/2014 #SoHappyTogether @jakedimare CMS governance What: Documentation of rules, vital information, etc. When: Development Why: Self preservation (Ever Want to go on vacation?)
  68. 68. 69 5/7/2014 #SoHappyTogether @jakedimare CMS 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.)
  69. 69. 70 5/7/2014 #SoHappyTogether @jakedimare User Documentation What: How to manual(s) When: Development Why: Self preservation Also: Portfolio rot…
  70. 70. 71 5/7/2014 7 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.
  71. 71. 72 5/7/2014 6 Things you can do to mitigate these risks… • Hire a content strategist! • Conduct a Content Audit • Create a Message Architecture • Migration Planning • Write CMS Governance Documentation • Write User Documentation
  72. 72. Building Bridges, Connecting Communities Thank you! What do you think?

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