Aiim motorola-taxo-integration-03-15-10-cg

Stephanie Lemieux – Earley & AssociatesCharlie Gray – Motorola, Inc.

Integrating Taxonomy with A CMS for Dynamic Content

Motorola Case Study

About Stephanie Lemieux

Taxonomy Practice Lead

Experience implementing taxonomy across different tools: CM, DM, Intranet, Faceted Search, DAM…

Recent clients: American Greetings, AstraZeneca, Ford Foundation, Hasbro, JC Penney

AIIM certification trainer (Information & Organization)

Blog: earley.com/blog/stephanie-lemieux

About Charlie Gray

Sr. Mgr of Web Content Management, Motorola. Oversee daily operations of site publishing in 40 countries & 20 languages, taxonomy management, internal search, and site information architecture

Over 24 year of industry experience ranging from advanced robotics, corporate technology, to sales & marketing

Successfully deployed Interwoven and Vignette in multi-billion dollar businesses

About this case study…

Step-by-step write-up of this case & best practices for integrating taxonomies with a CMS published inInformation Management Best Practice 2009Ed. Bob Boiko, Erik M. Hartman

Available here: http://timaf.org/?page_id=62

Also being launched here at AIIM

Best practice from book identifiedby

Agenda

Project background & timeline

Taxonomy requirements & development

Taxonomy implementation

Governance

Going global

Next steps

Project background

What was the problem? • Multiple disparate sites, designs • No single content management platform • Need to keep up with competition, offer more dynamic content,

options• Governance & process optimization required

Unified designGlobal taxonomy

Single CM platform

Project scope

3 “businesses”, multiple units - all interactive content management• Corporate

• Business-to-business (B2B): Government & Public Safety, Home & Networks, Enterprise Mobility

• Business-to-consumer (B2C): Mobile Devices, Accessories, Support

Enterprise Content Management (ECM)Enterprise Content Management (ECM)

DocumentManagement

Interactive Content

Management

Digital Asset Management

• Compound documents

•Manuals

•Contracts

•Drawings

• HTML

•XML

• Images

•Copy

• Flash

• Packaging images

•Print advertising assets

• Logos, branding assets

•Video

•Presentations

KnowledgeManagement

• Collaboration Spaces

• Online Tutorials

Our focus

Phase Goal1Apr-May 06

Content Management & Taxonomy Strategy

2Aug-Dec 06

B2B Taxonomy framework & draft developmentGovernance structure development

B2B CMS development/Taxonomy implementationB2B launch

4Jan-Jun 08

B2C CMS & Taxonomy development, launchGovernance

5Jun-Oct 08

Internationalization – B2B & B2C

Project timeline

Phase 1: Strategy

Strategy & maturity assessment

INFRASTRUCTURE

INFORMATION ARCHITECTURE

CREATE

PRESENT/CONSUME

PUBLISH MANAGE

Taxonomy | Metadata | Navigation | Wireframes

Functional Design | Content Type Definitions | Content Management System | Content Repository | EAI

PROCESS

Organizational GovernanceDeveloped with Roundarch

Maturity assessment

INFRASTRUCTURE

INFORMATION ARCHITECTURE

CREATE

PRESENT/CONSUME

PUBLISH MANAGE

Taxonomy | Metadata | Navigation | Wireframes

Functional Design | Content Type Definitions | Content Management System | Content Repository | EAI

PROCESS

Organizational Governance

Developed with Roundarch

Phase 2: Taxonomy requirements & development

Taxonomy development process

Developed extensive CMS business requirements to identify potential taxonomy needs

Used previous taxonomy as starting point (clean up and overhaul)

Crawled existing websites

Led taxonomy education sessions

Met with business stakeholders from each business unit, region

Educating stakeholders

Taxonomy as key element of design requires:

Get it enough to pay for itGet it enough to pay for it

Get it enough to include it in design decisionsGet it enough to include it in design decisions

Get it enough to agree to come to meetingsGet it enough to agree to come to meetings

Multiple taxonomy 101 sessions led, preface to meetings, etc.Multiple taxonomy 101 sessions led, preface to meetings, etc.

Bring a taxonomy expert on the team

Because no matter how much education you do,not everyone will become taxonomy experts…

…nor should they

Internal or external

Role: Taxonomy advocate, lobbyist, SME

Determine functional requirements

Before you either select or start designing the solution

What do you want the system to do around taxonomy

Consider 3 areas:• functionalities that rely on taxonomy elements• storage and management of taxonomy• application of taxonomy to content (tagging)

My role is to highlight potential taxonomy uses and issues

Sample taxonomy CMS requirements

Requirements for application & management of taxonomy• E.g. Ability to add multiple taxonomy values at once to content• E.g. Ability to present taxonomy tags in drop-downs, hierarchical lists• E.g. Ability to maintain translations and synonyms

Requirements for how the business wants to leverage taxonomy• E.g. Ability to filter products by form factor• E.g. Ability to dynamically relate documents to product pages

Important note…

A CMS is not a good taxonomy management tool• Most requirements will not be met by the CMS,

even the big players• External tool needed to manage taxonomy versioning, scope

notes, associative relationships, and more• CMS taxonomy management is very SLOW…

• 1 term with 5 synonyms & 5 translations = 3 minutes

• If the taxonomy is more than 1000 terms, an excel spreadsheet will quickly become unmanageable

• Worse if you are doing multi-lingual

Taxonomy development

Product categories Product

Solutions

Services

Industries

Countries

Languages

Features

Document Types

Technologies

Motorola.com

Developed taxonomy with 10 facets

Portable Radios SYN: Handheld Radios Portable Terminals

fr-CA: Radios Portatives en-UK: Portable Devices es-CO: Radios Portátiles

Manage synonyms, and

multiple translations

+ new additions over time: Colors, Form Factors, Business Units, Regions

3 challenges of taxonomy development

Scope• Hundreds of websites• Thousands of products• Thousands of features• Various languages & country sites

Disconnect between timelines of back & front-end projects• Unknown IA leads to surprise functionality requiring taxonomy

Lack of stakeholder participation during design phase• Taxonomy was not yet concrete, no tangible way to show

marketers why they should care

Phase 3: Taxonomy validation & implementation

Collaborative design sessions

JAD: Joint application development• 10-15 people in a room for almost 3 months• Discuss implementation design, customizations• Participants: IT, business stakeholders, Taxonomy

SME, Vignette SME, management consultants

• …or AGILE: successive proofs of concept

Make sure the taxonomy expert is part of design discussions and decisions

Defend your taxonomy requirements, plan

Sample JAD taxonomy issues

Is the taxonomy reference data or a content item itself?

• Reference data has limited management options

• Content types are customizable, but require more design work

How to manage language-specific values?

What fields in the content type definitions to make taxonomy-driven? Required?

What relationships will be taxonomy-driven? Where will the relationship be created? How will you see reciprocal relationships?

Will navigation be based on taxonomy or channels?

Selecting appropriate tagging mechanisms

Painful tagging is the worst handicap to adoption

Drop-down list Cascading drop-down

Table transfer

Tree navigation

Multi-select options

Radio buttons/ checkboxes

And then in came the wireframes!

What part of this is driven by taxonomy?Often came down to decision between need for manual override and dynamismBack to the drawing board in some cases…

Harmonize with front end requirements

Don’t let taxonomy/content structure get too far ahead of wireframes/design

Wireframes nearly always bring in new requirements, metadata, functionalities…

http://positiverealestateprofessionals.com/

What we ended up with…

The taxonomy content type definition (CTD)

Synonyms

Feature CTD

How the taxonomy is leveraged

Tagging & categorization of content

Dynamic navigation

Dynamic relationships

Feature consistency / compare product

Filtering products / search results

Search enhancement / SEO

Tagging & categorization

Uncontrolled metadata fieldUncontrolled

metadata field

Taxonomy controlled metadata fields

Navigation

Navigation can be influenced by taxonomy, but also differ:

Dynamic navigation

In cases where navigation & taxonomy align completely, it is dynamic• E.g. product lines: products tagged with a product line deemed

visible in that navigation appear based on taxonomy

Picklist navigation

Dynamic relationships

Tagging a document with a product line will make it appear on that product’s resource tab

Feature consistency

Before

Nickel Metal Hydrate

Battery type

Battery chemistry

Battery

Same feature, different names

Same feature, different values

Feature consistency

NiMH NiMH n/a

Same feature, same names

Battery type NiMh NiMhNiMh

Same feature, same values

Feature consistency – B2C

Features - comparison

Some is taxonomy, some is editorial guidelines

Filtering products

Can be done with features or “regular” taxonomy

Filtering

Colors

ForestLime

• Children are filtered up to parent

Image associated to

taxonomy

Filtering search results

Based on taxonomy branches

Leveraging faceted nature

Based on taxonomy branches

Leveraging faceted nature

Taxonomy & SEO

Phase 4: Governance & Going Global

Taxonomy governance

Core team of this council receives, approves and implements taxonomy change requests

Each business unit has a representative on the team (editorial leads)

B2C vs. B2B = different teams, meet 1x every 2 weeks

Extended team = interactive marketers who are responsible for specific product sets

SteeringCommittee

Core taxonomy

Extended

Taxonomist

Taxonomy process

MONET Request

Roadmap Planning

Stakeholders

Interactive Marketing Leads Content Entry Team

Site Manager

Editorial & Publishing Leads / Taxonomy

board members

VignetteTaxonomist

Taxonomy Request

This is the main process. There is also taxonomy translation & sharing between interactive web & CRM

Going global

• B2B in over 60 countries, • B2C 40 countries in 20 languages

• Requires growth in taxonomy management team and robust standard operating procedures

• Using translation memory

Coming soon!

Next steps in taxonomy at Motorola:

Universal Owners Portal• Engage with the customer across the entire product life cycle

• Create cloud based services and applications

Global metrics• Measuring awareness, engagement, purchase intent, and satisfaction

User defined filters• Use taxonomy to allow site visitors to filter content and define

relationships

Get your copy of the chapter…

Steps:• Step 1: Educate Stakeholders on Taxonomy

• Step 2: Bring a Taxonomy Expert onto your CMS Implementation Team

• Step 3: Determine Functional Requirements

• Step 4: Harmonize Requirements with Front-End Design

• Step 5: Figure Out Where you Want to Use Taxonomy: Create an Integration Plan

• Step 6: Integrate Taxonomy into the Content Model

• Step 7: Decide on a Technical Approach to Taxonomy: Native CMS Function, Customization, or Externally Managed Taxonomy

• Step 8: Use Collaborative Methods to Develop Taxonomy-Powered Functionality

• Step 9: Select Appropriate Tagging Mechanisms to Make Taxonomy Easy to Use

• Step 10: (Re)Educate Users

Questions?

Contact us for more information

Stephanie LemieuxEarley & Associates

Stephanie@earley.comwww.earley.com

Charlie GrayMotorola, Inc.

Charlie.Gray@motorola.comwww.motorola.com

•Focus: Information Architecture (“IA”) Services

•Founded: 1994

•Personnel: Twenty core team consultants, plus a network of other top industry experts• ECM and KM experts• taxonomy specialists• search experts• information architects• usability professionals• technology consultants• business process

experts

• Headquarters: Boston, MA

About Earley & Associates, Inc.About Earley & Associates, Inc.

• Consulting Philosophy: • Organizing Principles

based on business context and goals

• Four Pillars - People, Content, Process, and Technology

Events & Communities

Communities of Practice• Taxonomy: www.finance.groups.yahoo.com/group/TaxoCoP

• SharePoint IA: www.tech.groups.yahoo.com/group/SharePointIACoP

• Search: www.tech.groups.yahoo.com/group/SearchCoP

Upcoming Webinars• Taxonomy Community of Practice series

• http://www.earley.com/webinars

• Vendor Showcase series

• http://www.earley.com/webinars/vendor-showcases

• Jumpstarts

• http://www.earley.com/webinars/jumpstarts

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