jake dimare - content strategy and project management presentation - j boye 2014
TRANSCRIPT
www.cmsmyth.com @jakedimare
Jake DiMareSenior Project Manager - ISITE DesignContributing Editor – The CMS Myth
So Happy Together(Project Managers and Content Strategists are)
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My name is Jake…
Hashtags: #JBoye2014#SoHappyTogether
Twitter: @jakedimare@cmsmyth
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Brands we work with…
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Who are you?
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And a little level setting…
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Project Managers
Content Strategy
AWESOME
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Scope
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Schedule
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Budget
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Stakeholder expectations
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Risk
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7 WAYS CONTENT CAN ‘CHOKE OUT’ YOUR PROJECT
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Content = scope…
#1 FAILURE TO APPRECIATE THE DEPTH AND BREADTH OF A PROJECT.
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The Big Dig
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The Big DigOriginally scheduled for completion: 1998 @ $2.8B
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The Big Dig
Eventually completed in: 2007 @ 14.6B
Originally scheduled for completion: 1998 @ $2.8B
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#2 FAILURE TO RECOGNIZE THE CRITICAL IMPORTANCE OF CONTENT.
It’s all about the content…
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#3 FAILURE TO PLAN FOR CREATING AND/OR REVISING CONTENT.
Ready or not…
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The Writing Process
Prewriting
Writing
Revising
Editing
Publishing
Promoting
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#4 FAILURE TO UNDERSTAND THE CHALLENGES OF DESIGNING WITH FPO CONTENT.
For placement only…
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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…
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#5 FAILURE TO PROPERLY PLAN FOR CONTENT MIGRATION.
Content on the move…
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Let’s get specific…
Failure to comprehend the potentially disruptive effects of owning a new content management system.
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#6 FAILURE TO PLAN FOR THE DISRUPTIVE EFFECTS A NEW CMS.
Game off…
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#7 FAILURE TO UNDERSTAND THE GRAVITY OF BUSINESS REQUIREMENTS.
Feed the need
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Digital Experience
Vision
Culture &Governance
Technology
OptimizationContent
OperationsPlan
Customer Insight
The seven gates for digital change
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6 THINGS YOU CAN DO TO MITIGATE THESE RISKS
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THE EVOLUTION OF WEB DESIGN AND DEVELOPMENT TEAMS
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In the beginning…
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1990-1995Web team:• Web Master(s)
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2000Web team:• Web Developer(s)• Web Designer(s)
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2005Web team:• Web Developer(s)• Web Designer(s)• Information
Architect(s)
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2005Web team:• Web Developer(s)• Web Designer(s)• Information
Architect(s)• Project Manager
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Present dayDX team:• Engineer• XD• XA• PM• Digital Strategist• MO Specialist• Content Strategist
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Defining success today…
TargetedPortableMobileSocial
ResponsiveLocalGlobalRelevant
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ACTIVITIES, MILESTONES AND DELIVERABLES
Discovery Design Development
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Content audit
What: Detailed content inventory
and associated analysis
When: Scoping, Discovery
Why: The cone of uncertainty
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Content Audit
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Message architecture
What: Hierarchy of communication
goals
When: Discovery, Design
Why: Learnin’!
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Message Architecture
Card Sort
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Message Architecture
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Message Architecture
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Message Architecture
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Card sort steps
1. Sort all cards into the three columns2. Remove ‘Who We’re Not’3. Confirm remaining two columns4. Remove ‘Who We Are’5. Prioritize remainder6. Record
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Venn diagram steps
1. Place emotive words in the brand attributes circle
2. Place emotive words in the audience needs circle
3. Explore overlap4. Record
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Message architecture output• Contrarian– Provocative, yet optimistic
• Empowering– Provide tools– Inspire action
• Innovative– Current– Leading edge, not bleeding edge
• Egalitarian– Build community– Relationship oriented
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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
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Migration planning
What: Documents detailing the effort
associated with content integration
When: Design, Development
Why: Because migration is hard
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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!
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CMS governance
What: Documentation of rules, vital
information, etc.
When: Development
Why: Self preservation (Ever Want to
go on vacation?)
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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.)
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User Documentation
What: How to manual(s)
When: Development
Why: Self preservation
Also: Portfolio rot…
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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.
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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
Building Bridges, Connecting Communities
Thank you!
What do you think?