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Websites – CMS,
Drupal and Beyond
David Yeargin & Danielle Brigida
U.S. Fish and Wildlife Service
What is a Content Management System?
A content management
system (CMS) supports
the creation,
management,
distribution, publishing,
and discovery of business
information
Manages the complete lifecycle of the pages on your site,
from providing simple tools to create the content, through to
publishing, and finally to archiving.
Manages the structure, appearance of the published
pages, and the navigation of the site.
CMS Project
Money was given
in order to create
a new fws.gov
(2009)
Promise of a DOI
CMS shelved that
project
(2010)
Drupal is selected
by DOI and the
core team is
selected (2014)
Create a website that
addresses the needs of
the public and the
communication and
business priorities of
the Service.
The Goal
Public Facing Site
We’re Need a Site That…
Meets the Needs of the Public
Improves our
Business and
Communications
Works Well on
Mobile and Desktop
Is Easier to Upkeep
Provides a Consistent
Experience
Onto the Research…
Examined and
documented
our current
situation
Architecture
Investigated Our Systems
• Servers
• Online Apps
• Content Types
Listened to
Employees
and the
Public
105 Internal
Interviews
33 Public
Interviews
Audience Breakdown
– Surveyed Deputies’ Group, Web Council, Social Media
Coordinators
– Interviewed internal site users and content creators
– Interviewed public content creators, staff who work
with the public, site managers, content approvers
• Commercial Developers
• Government Agencies
• Importers/Exporters
• Job Seekers
• Legislative Staffers
• Media / Communications
• Outdoor Sportsmen/women
• Researchers / Students
• Urban Youth Coordinators
• Wildlife Partners
• Private Landowners
= Your Opinions Matter
List out 10 Requirements
that you wish your site had…
Documented over
500 Requirements
Content Management System, Web, Social and Beyond
Content Management System, Web, Social and Beyond
Public Interview Goal
– What do the people need from us?
– How can the website be used to deliver it?
The Public Wants:
A site that helps
users get work
done, including
transactions
(permits, grants,
reporting, etc.)
Information that is
•Accurate, current,
and consistent
•Easy to find
•Easy to consume
A Centralized Place for Guidance and
Conservation Information
Easy access to high quality
photos and videos
Internal Needs….
 Consolidate internal information resources
 An easier way to find information we know is
authoritative and up-to-date
 Improved ability for employees to collaborate
 Easier management of Web content without
duplication of effort
 A digital library that gets images off of people’s hard
drives and makes them usable for all
Requirements Conclusion
• Initial focus was on web publishing and site
management for the public
• Internal focus was on consolidating sites
• Research showed people needed a solution
that supports both public consumption and internal
content creation and collaboration
• This is a big deal with big potential to improve how
the Service works and communicates internally and
with the public
Where Are We Now?
• Talk over costs and options with
Directorate
• Arrive at final project scope—what’s in and
what’s out
• Get to work with goal of new live site in
about two years
• Work with Refuges on next steps
What can we create in the meantime?
Meet Website Expectations
• Easy to use navigation
and search
• Prominent contact info
• Accurate and up to date
information
Understand the Content Lifespan
Social
Blog Posts
News Articles
Features - Stories
Evergreen Web Content
Formal
Informal Right Now
3 years
from now
Test Your Content:
Google Mobile Friendly Test
Good News!
Responsive Refuge Pages
Your Page on Mobile
Explore Maps and Other Visuals
Dig Into Web Analytics
Make Sharing Easy and Accessible
Search Engine Optimization
Can Help You
Find Out About Siteimprove
Web, Mobile and Social = Intertwined
Using Social Media to Inform Content
Plan Ahead…
• Develop naming conventions for pages
• Know your top visited pages
• Keep tabs of content that will expire
• Ask for more information on SiteImprove
You’re Already Doing an Awesome Job!
Thank You!
David Yeargin
Chief of Digital Strategy
David_yeargin@fws.gov
Danielle Brigida
National Social Media Manager
Danielle_brigida@fws.gov

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