ZEN AND THE ART OF

CONTENT MAINTENANCE

Corey Vilhauer Now What? 2014

HI. I’M COREY VILHAUER.

ZEN AND THE ART OF

MOTORCYCLE MAINTENANCE

by Robert M. Pirsig

ROMANTICHopes for the bestAppreciates randomnessRelies on professional help

CLASSICALPays continual attentionUses rational problem solvingUnderstands the basics

Corey Vilhauer Now What? 2014

ZEN AND THE ART OF

CONTENT MAINTENANCE

CONTENT MAINTENANCE

MAINTAIN FOCUSMAINTAIN MESSAGE

MAINTAIN SCHEDULEMAINTAIN STYLE

“We take a handful of sand from the endless landscape of awareness around us and call that handful of sand the world.”

CONTENT MAINTENANCE

MAINTAIN FOCUSMAINTAIN MESSAGE

MAINTAIN SCHEDULEMAINTAIN ROLES

MAINTAIN FOCUS

MAINTAIN FOCUSAudiencesOutcomes

TasksPersonas

“Morning, boys. How’s the water?”

“What the hell is water?”

ACTUAL SITE AUDIENCES

“MY BROTHER KNOWS ABOUT THIS STUFF”

“THE BOSS WANTS THIS”

“THE INTRANET IS HORRIBLE”

“WE NEED A BLOG”

WE ARE NOT THE

AUDIENCE

CLARIFY GOALS

STAKEHOLDERSMARKETINGFRONT LINECUSTOMERSBOSSES

THE TEAM

AUDIENCES

AUDIENCES

Any group of people with some measurable characteristic in common which influences how relevant and significant they are to your specific outcomes.

- David Gammel, Online and On Mission

DEMOGRAPHICSPSYCHOGRAPHICSTECHNOLOGYCURRENT TRAFFICCOMPETITORS

AUDIENCES

CHILDREN

FORMER FANSADULTS

RETAILERSCOLLECTOR FREAKS

AUDIENCES

YOUR TURNTHE UNIVERSITY

OF CHOICEChoice, Indiana

PRIORITIZE

OUTCOMES

OUTCOMES

A measurable change, action or behavior that you wish a visitor to take or experience.

- David Gammel, Online and On Mission

INFORMATIONEDUCATIONENTERTAINMENTADMINISTRATIONCONFIRMATION

OUTCOMES

INFORMATION

ENTERTAINMENTEDUCATION

ADMINISTRATIONCONFIRMATION

OUTCOMES

YOUR TURNTHE UNIVERSITY

OF CHOICEChoice, Indiana

PRIORITIZE

TASKSKeep track of sets

Log in to view

current sets

Search for sets and add to

collection

Change and update collection

Export set list

Check price on

sets

Find manuals

and pieces for sets

Add to wish list

View a list of minifigs

ENGAGE

Find Information on Student

Services

Better Understand

Strategic Plan

STUDENTCONTACT

Access Provost Faculty Contact

Information

Engage with the Office of the Provost

Learn Who the Provost

Is

Find and Learn about

Faculty Policies

FACULTY/STAFF

Find and Learn About

Jobs/Employment

About BlogResearch

NewsDocument

Library FormsOrg Charts Job ListingsDocument

LibraryForms

OUTCOMES

RELATEDTASKS

SPECIALCONTENT

NEEDED

Search for Policies or

Bylaws

Find an Org Chart

Get Contact Information

Read Content About the

Office of the Provost

Read Content From the Provost

Find Content for Faculty/

Tenure Review

Find Information for Retired

Faculty

View Academic Handbook

View University

Committees

Apply for Org Change

View Curriculum Handbook

View Accredit.

Information

Access Internal

Documents

Contact a Provost Faculty Member

View Application Timelines

View Application

Steps

Find Information

on Award Winners

View Planning and

Decision Statistics/

Data

View Ongoing

Metrics/Stat Studies

Request Data or Metrics/

Stats Research

Learn What the Office of the Provost

Does

Find Information on Awards

and Scholarships

Learn More about

Student Support

Programs

Contact the Advising Center

Contact the Writing and

Learning Centers

Find Information

on Job Openings

Find Information

on the University

Find Information

on Richmond

Find Information on Financial

Aid

Find Information

on Admissions

Apply for Financial Aid

Find Information on Campus Programs

Find Information on Campus Facilities

Mission /Vision

News Data PDFs Handbook TimelinesContact Lists Videos Timelines

TestimonialsStrategic

Plan Document

DirectoryStaff Bios Testimonials

View University Strategic

Plan

Apply and Plan for

Professional Advance.

Apply and Plan for

Academic Life

Better Understand

VCU's Community Enagement

News

Read About VCU's

Community Engagement

Become a Part of the

VCU Community

Support VCU Community

Engagement Efforts

Learn About VCU

Community Events

Calendar / Events

Videos

Apply and Plan for

Curriculum

Apply for Changes to

Curriculum / Program

Learn About Curriculum /

Program Basics and

Needs

View Curriculum Handbook

Find Information

on Graduation

View Current Degree

Progress

View VCU's Accreditation

Find Information on Benefits

Learn What the Provost

Does

Document Library

Forms

Handbook

Timelines

Forms

Timelines

TASK MODEL

TASKSKeep track of sets

Log in to view

current sets

Search for sets and add to

collection

Change and update collection

Export set list

Check price on

sets

Find manuals

and pieces for sets

Add to wish list

View a list of minifigs

Log in to view

current sets

Search for sets and add to

collection

Change and update collection

Export set list

Check price on

sets

Find manuals

and pieces for sets

Add to wish list

View a list of minifigs

Log in screen Set search Collection

managerExport data

function

Price listings

Manual directory Wish list Minifig

import

PERSONAS

Fictional characters created to represent the different user types within a targeted demographic, attitude or behavior set.

- WIKIPEDIA, DUH

PROVIDE CONTEXT

CLARIFY GOALSILLUSTRATE PATHS

ADMINISTRATIONCONFIRMATION

PERSONAS

PERSONAS ARE NOT…

PERFECT

PERSONAS ARE NOT…

STATIONARY

PERSONAS ARE NOT…

A REPLACEMENT FOR RESEARCHRESEARCH

RESEARCH

ANALYTICS

COMPETITORSCONVERSATIONS

CONTENT AUDIT

RESEARCH

HOW MUCH IS ENOUGH?

IT DEPENDS

First-Hand Research

Buy-In and DedicationFull-Team Involvement

Relevancy

PERSONAS NEED:

DEMOGRAPHICS/ PSYCHOGRAPHICS

RELATION TO PROJECTEXPECTED OUTCOMES

NEEDS AND ASPIRATIONS

DRIVING FACTORS

Isaac Nelson35 years old

Two kids (4, 6)Teacher

ROLE: Collector/ParentCONNECTION: Played with LEGO as a kid, but his mother gave away his old bricks are gone and his kids are starting to get into the toys.DESCRIPTION: Wants to get his children some LEGO for Christmas, but isn’t sure what they might be ready for. His son loves Batman, and his daughter likes the Friends sets, but he is afraid that’s not enough to promote creative play.

PRIMARY OUTCOMES:• Learn more about sets • Find the right sets • Reminisce about old sets

“LEGO sets aren’t a cheap investment, so I want to make sure I make good choices in the beginning. My old LEGO pieces lasted forever - I’m expecting the same for my kids.”

YOUR TURN

YOUR TURN

One UserOne Team

One Persona

YOUR TURNTHE UNIVERSITY

OF CHOICEChoice, Indiana

NOW TURN AND INTRODUCE YOURSELVES

SHARING TIME

“…If the mood is right, then physical discomfort doesn't mean much..”

CONTENT MAINTENANCE

MAINTAIN FOCUSMAINTAIN MESSAGE

MAINTAIN SCHEDULEMAINTAIN STYLE

MAINTAIN MESSAGE

MAINTAIN MESSAGEMessage Architecture

Core Strategy

MESSAGE ARCHITECTURE

“A hierarchy of communication goals.”- Margot Bloomstein,

Content Strategy at Work

VALUES ARE NOT MESSAGE

MISSION IS NOT MESSAGE

“Great design for everyone.” - MOO Cards

COPY POINTS ARE NOT MESSAGE

“We offer a wide range of solutions for any project”

MESSAGE ARCHITECTUREVoice and toneDirectionJustification

MESSAGE ARCHITECTURE

Who.We. Are.

MESSAGE ARCHITECTURE

Unique Scientific Proud Powerful Straight Formal Animated Upbeat Premium Open Sturdy Knowledgeable Brainy Educated Wise Friendly Kind Strong Encouraging Helpful

Curious Careful Clever Useful Pleasant Satisfying Alive Loving Classy Gentle Steadfast Experienced Established Comprehensive Broad Customer Oriented Rare Receptive Old-Fashioned Professional

Serious Futuristic Consistent Neighborly/Familiar Wholesome/Safe Leading Edge Bleeding Edge Cutting Edge Cool Polite Warm Happy Mature Responsible Creative Strategic Fierce Simple Traditional Tasteful

WHO WE ARE

WHO WE’D LIKE TO BE

WHO WE’RE NOT

Unique Scientific Proud Powerful Straight Formal Animated Upbeat Premium Open Sturdy Knowledgeable Brainy Educated Wise Friendly Kind Strong Encouraging Helpful

Curious Careful Clever Useful Pleasant Satisfying Alive Loving Classy Gentle Steadfast Experienced Established Comprehensive Broad Customer Oriented Rare Receptive Old-Fashioned Professional

Serious Futuristic Consistent Neighborly/Familiar Wholesome/Safe Leading Edge Bleeding Edge Cutting Edge Cool Polite Warm Happy Mature Responsible Creative Strategic Fierce Simple Traditional Tasteful

Creative

Open Sturdy

Happy

Consistent

Creative

Happy

Consistent

SturdyOpen

/

Well-CraftedFans

Legendary

CREATIVE AND OPEN • Offering millions of possibilities within their stable of sets

WELL-CRAFTED • Every piece fits • The price is worth it for the quality and dedication from the team

LEGENDARY • An intense history that carries on from parents to children • Memories of past gifts, legends of future ones

IN LOVE WITH THE PRODUCT • They are fans of LEGO just as much as the customer

CORE STRATEGY

What are we trying to do?

Why does this content exist? What is its purpose?

Who are its most important users?

Why do the users want and need?

What does the content help users do/achieve?

What makes you most excited about this initiative?

What is your organization’s message?

What can you offer that is different?

What will make the initiative successful?

To help people love (and buy) LEGO

Current and future LEGO fans

Access to set information to purchase

Keep abreast of LEGO - current and past

The opportunity to serve as a hub for LEGO stuff

LEGO is fun and exciting

A single source of official LEGO information

If people start using the hub for all things LEGO

CORE STRATEGY

Provide an entertaining hub that helps current and future LEGO fans

organize, explore and create.

CORE STRATEGY

Provide an entertaining hub that helps current and future LEGO fans

organize, explore and create.

Provide

OUR CONTENT: We will create and provide for their hobby using our existing content and sets.

CORE STRATEGY

Provide an entertaining hub that helps current and future LEGO fans

organize, explore and create.

Provide entertaining hub

A CENTRAL LOCATION: Buy, track, research and reminisce about LEGO all in one place.

CORE STRATEGY

Provide an entertaining hub that helps current and future LEGO fans

organize, explore and create.

Provide entertaining hubhelps current and future LEGO fans

AUDIENCES: Keep current fans happy, create new fans for the future.

CORE STRATEGY

Provide an entertaining hub that helps current and future LEGO fans

organize, explore and create.

Provide entertaining hubhelps current and future LEGO fans

organize

ORGANIZE: Keep track of your sets and keep coming back for updates.

CORE STRATEGY

Provide an entertaining hub that helps current and future LEGO fans

organize, explore and create.

Provide entertaining hubhelps current and future LEGO fans

organize explore

EXPLORE: What’s new? You want to know - straight from the source, rumor-free and for sale.

CORE STRATEGY

Provide an entertaining hub that helps current and future LEGO fans

organize, explore and create.

Provide entertaining hubhelps current and future LEGO fans

organize explore create

CREATE: You know the real reason you love LEGO - because you can create new worlds.

“We will

so they can ”[do/provide this]

[for these people] [do this]

YOUR TURN

Why does this content exist? What is its purpose?

Who are its most important users?

Why do the users want and need?

What does the content help users do/achieve?

What makes you most excited about this initiative?

What is your organization’s message?

What can you offer that is different?

What will make the initiative successful?

“We will

so they can ”[do/provide this]

[for these people] [do this]

“You look at where you're going and where you are and it never makes sense, but then you look back at where you've been and a pattern seems to emerge.”

CONTENT MAINTENANCE

MAINTAIN FOCUSMAINTAIN MESSAGE

MAINTAIN SCHEDULEMAINTAIN STYLE

MAINTAIN SCHEDULE

MAINTAIN SCHEDULEContent Audit

Editorial CalendarEditorial Triggers

CONTENT AUDITOpen A Spreadsheet

SPREADSHEETS?

IDURL

(http:www.lego.com)

NAME CONTENT LINKS NOTES ASSIGNED

-1.0 /products ProductsImages of LEGO brand lines organized in a grid.

Links to each individual LEGO line.

Grid is in order of relevancy and current popularity - not alphabetical. No search.

George

- - 1.1/chima?icmp=COUSFRChima

Chima Legends Hero carousel, video rotator

Links to webisodes, products, and character pages.

Carousel is based on icons, though icons are all so similar. Products are set below videos.

Cathy

CONTENT AUDITPage titleFile formatAuthorMeta descriptionPage linksAudience relevanceFile sizeEditorial publish date

URLContent descriptionLast updatedCategories/tagsImagesReading levelSeasonScheduled for archive

EDUNDANTRUTDATEDO

RIVIALT

EDITORIAL CALENDAROpen A Spreadsheet

SPREADSHEETS?

WHY?ALIGN WITH GOALS

FULFILL USER NEEDSALLOCATE RESOURCES

CROSS-CHANNEL STUFFKEEP A SCHEDULE

EDITORIAL TRIGGERS

NEW PRODUCT CONTENT

Max Time: 5 Days Immediate Action

Gather information on new product based on New Product copy deck.Upload initial content to website using placeholder imagesAPPROVAL NEEDED: Initial approval of content requiredCreate product images for all sizes (150px, 350px, banner)FINAL APPROVAL

web editor

web editorproduct managerweb editor

lead editor

2 days

1 day

1 day

1 day

ALL TOGETHER NOWContent Audit

Editorial Calendar

Editorial Triggers

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

“The pencil is mightier than the pen.”

CONTENT MAINTENANCE

MAINTAIN FOCUSMAINTAIN MESSAGE

MAINTAIN SCHEDULEMAINTAIN STYLE

MAINTAIN STYLE

MAINTAIN STYLEStyle Guide

CONSISTENCY

COMMUNICATION

REFERENCE

WORDS

TRADEMARKSFORMATTING

VOICE AND TONELEGAL

STYLE GUIDES

WORDS

WORDS

WORDSGrammar

Handling NumbersPunctuation

Capitalization

FORMATTING

TRADEMARKS

VOICE AND TONE

VOICE AND TONEOur company is…Personal but not cloyingLively but not crazyHelpful but not overbearingSmart but not arrogantConversational but not flippant

LEGAL

SO HOW DO WE START?

START SMALL

DETERMINE A STARTING POINT

CREATE AN OWNER

MAKE IT VISIBLE

MAKE IT COLLABORATIVE

CONTENT MAINTENANCE

MAINTAIN FOCUSMAINTAIN MESSAGE

MAINTAIN SCHEDULEMAINTAIN STYLE

“The place to improve the world is first in one's own heart and head and hands, and then work outward from there.”

QUESTIONS

THANK YOU

www.eatingelephant.com/workshop2014

@mrvilhauer

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