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Usa.gov Platform PSU Web Conference Presentation
- 1. A perfect storm: implementing an adaptive content model at USA.gov Joanne McGovern Lead Editor, USA.gov Platform
- 2. USA.gov offers a full suite of bilingual products, functioning independently. 1-800-USA-GOV1 Responsive Websites Additional Contact Center Services Publications Social Media
- 3. Siloed teams are inefficient. content creation, content mgmt, marketing, performance mgmt content creation, content mgmt, marketing, performance mgmt content creation, content mgmt, marketing, performance mgmt content creation, content mgmt, marketing, performance mgmt USA.gov 1-800-USA-GOV1Publications Blog Social Media
- 4. Our customer experience isn’t all it could be. ▪Disjointed customer experience ▪Internal inefficiencies ▪Unnecessary costs ▪Competing or duplicative content across channels ▪Multiple Content Mgmt Systems, support contracts, licensing costs ▪Inconsistent standards and conflicting goals ▪Incongruent APIs
- 5. Inconsistency & Duplication exist among our properties.
- 8. Content Sprawl is a result.
- 9. Adaptive Content is free from presentation.
- 10. Adaptive Content centers around API
- 11. NPR Creates Once, Publishes Everywhere Content Providers Music Partners Manual Automated
- 12. NPR COPE NPR News App NPR Addict App NPR Media Player
- 13. NPR COPE NPR.org NPR Mobile Site
- 14. Functional Teams cross product lines. Operations Content & Editorial Board CM & P PM Topic Managers Editors UX & Visual Design Accessibility Labs
- 15. We’ll have a better customer experience and work more efficiently. ▪ Consistent, high-quality customer experience across channels ▪ Fewer redundancies, cost savings, cost avoidance ▪ Higher customer satisfaction and task completion ▪ Positioning for growth/participation government wide ▪ More collaborative, efficient teams
- 16. Thank You ▪ joanne.mcgovern@gsa.gov ▪ @joannemcg ▪ Watch this: a great presentation on adaptive content and multi-channel publishing by Karen McGrane: Adapting Ourselves to Adaptive Content
Editor's Notes
- - We offer a suite of bilingual products and services which include a toll free phone number, desktop and mobile websites, a contact center that answers emails and chats from the general public, and publication distribution services for other agencies. - In most ways, this is awesome. - But in some ways, it’s a challenge b/c these services were created at different times, staffed and supported in different ways, and currently operate under different processes.
- The teams are centered around products, not expertise or function. We’re building redundant processes and capabilities. Should be distributing talent, knowledge and skills across product lines
- Disjointed customer experience – very real risk that someone who calls us will have a different experience from someone who goes to the website Internal inefficiencies – redundant work Unnecessary costs Competing or duplicative content across channels Multiple Content Mgmt Systems, support contracts, licensing costs Inconsistent standards and conflicting goals Incongruent APIs – APIs are an afterthought, and if they happen they’re incongruent
- Here is a page on USA.gov about Unclaimed Money – note the title and the really specific page design elements. The web visitor gets related content about benefits and grants, information about help after the death of a relative, etc.
- Here’s an FAQ about Unclaimed Money – same basic information but tone, title, format, and design are different. And, of course, it lives on a different url. This is more succinct and to-the-point, but it’s a different experience for the customer.
- Finally, here’s a blog entry about Unclaimed Money. Note the drastically different format. Again, it lives on a different url and is a drastically different experience for the customer.
- We did an assessment of our content across all channels – web, contact center, and publications -- and found that over 90% of our visitors were interested in the same 20% of our content.
- So we knew that something needed to change. We need to stop the duplication, Unify our processes and standards Create a single source of structured content that can live beyond today’s channels. Change the origin of our content: no longer write for the web, or write for the contact center console, or write for the blog: write for the API and then publish to different channels as appropriate
- Separate content from display. Write good, structured content and let technology take care of presentation. Create Once, Publish Anywhere Centralize content creation - reduce duplication across channels, unify editorial and style guides, create a single USA.gov voice and brand. Focus on most popular requests. Use other channels for the long tail (API, search, social media, contact center). Create an amazing structured content API, generate websites from there. Position USA.gov Platform for automated content contribution from across government
- Content & Editorial Board: define style guidelines, content types, and content strategy Topic Managers: group of writers who are focused around core topics. Each team includes English and Spanish topic managers for even tighter integration. subject matter experts who write about a particular topic, not for a particular destination maintain partnerships with other agencies Editors: help ensure consistency and catch duplication before content is published Accessibility : support all teams to ensure all products are accessible UX: institutionalizes a user-centric culture, tests products, works with all teams to continuously improve products PM: centralizes metrics, provides cross-channel perspective of content performance Content Marketing & Partnerships: promotes our products, establishes partnerships with government and media Operations: support technical operations, contracting, account management, billing, Quality Assurance, Interactive voice recording, print warehousing and distribution
- Consistent, high-quality customer experience across channels Fewer redundancies, more efficient teams Distributed growth & brand recognition Higher customer satisfaction and task completion Positioning for growth/participation government wide