UXNZ Presentation - Great online content is like having a child. Conception is the easy bit; it’s raising it until its ready to leave the nest that takes all the effort. Similarly, a completed Content Strategy represents the start of a journey, not its end; the hard work has only just begun. This presentation will cover a few of the tools and workshop formats we’ve used to help some of NZ’s biggest organisations get their content ready for the big wide world.
9. Design the project with the client
Discover
> Scope
Solution
Design
For client & agency
•
Deliverables
•
Inputs
•
Outputs
•
Resourcing
•
Measure
Outcomes
•
Do
Dependencies
Shannon May Harvard Business Review July/August 2011
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10. Recommending the new skills
for the new tools
•
Training
•
Design
Do
Day to day effort
•
Solution
Accountabilities
•
> Scope
KPIs
•
Discover
Job descriptions
Measure
Seek.co.nz
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27. Audience vs Content Workshop
Discover
Scope
> Solution
Design
Do
Measure
Outcomes
Who?
•
Shared audience-centric view of the
site/channel.
•
Stakeholders
•
Content creators
Decisions/direction informed by
user research and content analysis.
•
Agency team
•
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29. Next Steps
•
What new
content/channel
needs to be
created?
•
What needs to be
retired?
•
Can it be done?
•
Review Actions,
ideas, dependencies
and risks
•
Take insights
gathered to inform
your content
strategy.
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46. Use people, policies (what happens when?)
and standardised processes (how do I?)
To smash unnecessarily
ambiguity out of the
park.
March forward toward
shared goals.
Fix conflict.
48. One
Governance model
Decide what will work with
the organisation to make
sure the new tools, the
project, and the people
who will look after them
have the support they will
need.
49. Two
Create THE gang
Gather a group of
interested people who
represent those who use
the tools, and create the
content.
http://projects.vrac.iastate.edu/REU2011/2011/08/03/stick-people-are-better-than-papers/ (2011)
50. Three
Vision & Success
Establish a vision, and
what success looks like,
figure out how to
measure it.
“Search
The performance and ease of
searching for all content on the
new Intranet is vastly improved
compared to our existing
Intranet.”
55. Five
KPIs & Accountability
Give people the time and
incentive to keep the
tools up to date.
Harvard Business Review (2004 г)
56. Six
Measure & Iterate
What people use and
meet regularly to
figure out how to do
it better.
https://www.kissmetrics.com/
57. Talk to digital
manager about
how to incorporate
into online
channels
Seven
Feed the machine
You’ve created the
machine, now train and
guide people on how to
add digital to their
content processes.
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An Author's Guide to Scholarly Publishing (1996)
58. The 7 Step Process
1. Decide on a governance
model/approach for your new tools.
2. Create your steering group (The
gang).
3. Establish a vision and what
success looks like, figure out how
to measure it.
4. Define who owns the whole
experience and who owns the
integrity of the content.
5. Give people the time and incentive
to keep the tools up to date.
5. Measure and meet regularly to
figure out how to do it better.
6. Feed the machine, add digital to the
process, and guide people on how
to do it.
61. Agenda
1. Introduce the new
platform.
2. Introduce training
documentation.
3. Good example bad
example.
4. Mark and create.
5. Show and tell.
6. Estimate time to
complete.
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Somes up path Litrallybiiks beside deskBack up brains
Work on at danLarge orgs with lots of content that they wan to manage themselves The more I work with content the more I realise
Fine line between synergy and suckynessProcess, approach leads to synergy Silos lead to suckyness
I hope to give you some ReadTo take away with you
Clients come to you What do?Push on clientOut sourceat endRun screaming for the hills? If you are – face contentHere is my mega menu
Follow project process (caught in semantics – more about outcomes of each phase) AGENCY POV BUT RELEVENT TO CONTENT PROJECT MULTIPLE PARTIES PLAN/SOLUTION – (PLAN FOR PRESSO) TIPS & TRICKS IN THE CONTEXT OF THIS PROCESSActivity menu – available online Now 2 TIPS FOR PLANNING A PROJECT/
Plan from your point of view, not wholePMs have done foreverCloser the work the more little insights you will start to glean, requirements gathering new really done. This starts to uncover resource implications can define and inform the solution create
SEO, Cmers, writers, e-commerceGetppl before end of project – rational & reasons Tips for planning/scoping a projects – take a look activiy mega menu, design whole proj with client, figure out resourcing for BAU early. Next -
Not talk about what, but outcomes and how.. I’m talking aboutA shared understanding with in the whole team, what you’ll do, not do, and how… illustrating how the great ideas that happen in the beginning of a project are resembled at the end of it. And ongoing. B4 talk specifically - I’m just going to go on a small tangent. About.. Alignment… You’ll probably start seeing alignment, shared understanding, and obviously collaboration are not so subtle themes through this talk..
Content process Clients have less time, so we are increasingly facilitating the process of digesting research, synthesizing and forming direction with our clients.
The a v c workshop – loosely based on customer journey mapping.. This workshop was used to help stakeholders from across an organization understand the constraints of one part of the organisation, and the experience of the user of all of their channels combinedTake research, digest, synthesis and create informed direction & decision abot how to proceed
1 – pairs validating, introduce to team = EMPaTHY and alignment for the next step.. 2 – current state break content down into scearios support - & where accessing content. We then go through an informed process of creating a new state. Each pair takes their personasn and generates new content, retire content and reaaranges content in a way that make sense for them. The 3rd step is where the group comes to gether and combines the different users expereinces by channel so together we can work out a plan for how to make them more efffective for the people they want to service.
Create a shared view, that the team has particpated in creating. We figure out… read lists..
This is when I start to talk about…
Who?
Because I specialize in redesigns and reducing and refocusing very large sites.
What shopping experience would you prefer?
It’s something I’ve only recently discovered and embraced.. I use to work for a technology company and goverence meant the sharepoint user roles and approval flows we had to create.. I’ve since found it to be a bit wider reaching than that.. i.e. it involves working with people not just delivering technical platforms.
It’s something I’ve only recently discovered and embraced.. I use to work for a technology company and goverence meant the sharepoint user roles and approval flows we had to create.. I’ve since found it to be a bit wider reaching than that.. i.e. it involves working with people not just delivering technical platforms.
Yep governce can be cool and awesome.
Don’t try and push the proverbial up hill find people who can see the oppertunites and are excited
Design for analysis formulate the questions and design for the answers.
You need to have someone with the mandate and authority to tell people no they can’t publish that or to enforce standards.
Helps the client figure out the people processes around a content type. Not every field has to be filled out.
Guidelines that go into the Governance document – for the next manager
This is a screen shot of a single customers journey using the tool kiss metrics..
So there you are the 7 steps to governance nirvanan.. Now that we basically have the people process sorted…
Lets get the content ready… this is a format that could be split of the design and do parts of the process or all at once.. Depends on your timelines.
Establishing the impact it wll have on them…
Now I am nooooo trainer, trainers are magical people who create documentation and understand how to communicate to people in a way that they receive messages and evolve their behaviour.. Incredible, I lve working with these people when I find them!
This slide is a little misleading.. Helps them to take their content and mark it up.. Then show and tell.
Ok, now I’m going to wrap it up..
I’ve shown you a few formats and ways of doing this, but it really is so important you do it often enough you build the repour to dicover when roadblocks are coming and have the processes to deal with them. This interaction means that there isn’t a huge gap btw what you plan to deliver and what you are able to deliver.
Might not be the descicions I’d make, but it’s not my tool, its their tool serving their clients so it doing the right thing for them.
We never know exactly how a child will grow up So endeavor give them the right tools and reasoning skillsTo make decisions for them selves… and continue to make the right decisions for who and where they are in the situations they go on to face with out us. And that is how you raise content right.