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Content gov v3 (1)
This document discusses content governance models for YP. It presents three options for the scope of governance: 1) at the corporate level, 2) for just the small business market, or 3) for the small business web platform only. It recommends the corporate-level option to ensure consistency of branding, positioning, and coordinated communications across markets. The document also outlines a proposed governance model with roles for creators, producers, editors, publishers and administrators to manage content creation and publishing according to agreed upon strategies, standards and guidelines.
Content gov v3 (1)
- 1. © 2012 YPIntellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. © 2012 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. Content Governance Pre-work
- 2. © 2012 YPIntellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. Content Governance Content: anything that communicates on behalf of the organization (owned media) 2 Social Media Social Media CollateralCollateral Email / Dmail Email / Dmail NewslettersNewsletters User Generated Content User Generated Content Advertising Media Advertising Media YP.com Small Biz Website Publishers Website Corporate Website National / Resellers Website content Governance: a framework of rules and practices that ensure transparency to all stakeholders, including assignment of roles & responsibilities and procedures for reconciliation & communication
- 3. © 2012 YPIntellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. Items for Discussion • Scope – Option 1 corporate level (recommended) – Option 2 market level – Option 3 platform level • Proposed Content Governance Model 3
- 4. © 2012 YPIntellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. Scope Option 1: Corporate Content Governance 4 Governance Team manages cross-market communications plans and defines: • strategy (business purpose for the content) • standards • editorial guidelines • style guides Individual market teams manage own budgets, workflows, publishing calendars and establish channel specific communications strategies Benefits • Consistency of • branding, • positioning • Coordinated communications • Most efficient use of resources. Challenges May be disruptive to current model Needs to be adaptive as business changes
- 5. © 2012 YPIntellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. Scope Option 2: YP Small Biz Content Governance 5 Instead of Governance at Corp level, governance is ONLY for Small Biz market Individual platforms (web, social, sales aids) manage own budgets, workflows, calendars and establish platform specific communications strategies Benefits B2B consistency B2B coordinated communications B2B platforms still develop sub-strategies Challenges Potential misalignment with other markets (Consumer, Publisher, etc…) Web Social Sales Aids Email
- 6. © 2012 YPIntellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. Scope Option 3: YP Small Biz Web Content Governance 6 Public Sections: • Product Overviews • Verticals • Landing Pages • Blog (tbd) Authenticated Sections: • Program Overview • Billing • Proofs • Reports Content Governance covers the complete Small Biz Platform; both public and authenticated sections Benefit Consistent communications on web platform (vs current model) Challenges • Disruption to current model. • Potential misalignment with other SMB communication platforms (e.g., collateral says “YP.com and the distribution network” | website says “YP Local Ad Network, including YP.com”) web social Sales Aids email
- 7. © 2012 YPIntellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. Content Governance … is NOT Web Governance • Content Governance – standards and processes for creating and publishing content • Web Governance – also includes standards and processes for launching new features and functionality for the advertiser platform. – Ex: Ad Platform team decides to add a report. This is not part of Content Governance . 7 Web Governance Content Governance
- 8. © 2012 YPIntellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. Governance Model – all options 8 Governance Team(s) - multiple teams may be required depending on scope • Lead by “Marketing Lead” - final authority for all content decisions • Includes members from all impacted functions • Marketing: Product Marketing, Brand, PR • Operations: Customer Service, Product Fulfillment • IT: Advertiser Platform, Consumer Platform, Publisher Platform • Legal • Is responsible for creating and managing the following: • Content Strategy • Content Specs/Standards • Brand Guidelines • Editorial Guidelines • Style Guides • Workflow
- 9. © 2012 YPIntellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. Governance Model – all options 9 Governance Team determines who has content roles and responsibilities • Creators – develops source materials • Content Producers – in sourced or outsourced • Editors – tuning the content message and the style of delivery • Publishers - responsible for releasing the content for use. • Administrators - responsible for managing access permissions to folders and files, usually accomplished by assigning access rights to user groups or roles. Admins may also assist and support users in various ways.
- 10. © 2012 YPIntellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. Governance Model – all options 9 Governance Team determines who has content roles and responsibilities • Creators – develops source materials • Content Producers – in sourced or outsourced • Editors – tuning the content message and the style of delivery • Publishers - responsible for releasing the content for use. • Administrators - responsible for managing access permissions to folders and files, usually accomplished by assigning access rights to user groups or roles. Admins may also assist and support users in various ways.