Making The Transition What To Pack, What To Buy And What To Leave Behind When Implementing A...
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Making the Transition: What to Pack, What to Buy and What to Leave Behind When Implementing a Content Management System Mike Ellsworth, DEED Jane Bungum, User Strategies Riva Kupritz, Outsource Marketing 12/11/2009 1
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A Web content management system makes it easier for non-technical people to create, edit andpublish content. If you’re considering a CMS because it is difficult to manage content on your site,you may find the journey brings with it significant opportunities, as well as risks. Get a realisticunderstanding of the effort and best practices from a team who has gone through the process,DEED’s CareerOneStop.Key Issues• Buy or Build? Many organizations believe their challenges are unique. But does that mean thata home-grown CMS system is the answer?• New or Used? Some of the methods that have been used to create web sites have changed.• It’s a Jungle Out There! Has your site grown like topsy-turvy? Is the content current?Relevant? Helpful? Is it time to prune your site?
Transcript of Making The Transition What To Pack, What To Buy And What To Leave Behind When Implementing A...
Making the Transition: What to Pack, What to Buy and What to Leave Behind When Implementing a Content Management System
Mike Ellsworth, DEED
Jane Bungum, User Strategies
Riva Kupritz, Outsource Marketing
12/11/2009 1
Agenda
• Format: Learn and Do
• Case Study: CareerOneStop’s Tekne Award
• How We Did It– Planning: What to Pack
– Web Content Management System: What to Buy
• Implementation: Examples
• What Not to Do: What to Leave Behind
• Conclusion
Introduction Case Study How We Did It What Not To Do ConclusionExamples Workshop
Begin with the end in mind . . .
CareerOneStop redesign won a Tekne
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Begin with the end in mind . . .
• DEED and MnSCU collaborated to redevelop CareerOneStop.org, integrating a new web content management system, a web site search engine and a new information architecture and taxonomy.
• The site is now the premier source for career information, with a greater breadth of data than any other public or private site.
• CareerOneStop.org serves more than 24 million unique visitors each year and its new look has garnered mentions by ABC News as well as financial commentator Suze Orman.
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Our Task
• CareerOneStop was overdue for a redesign
• Site had grown over a decade
• Needed to change:– Graphic and site design
– Overloaded content
– Way pages were published
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From this . . .
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From this . . .
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To this . . .
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We Had to Deal with . . .
• Multiple taxonomies
• Multiple audiences
• Multiple Web sites:– CareerOneStop.org
– ACINet.org
– ServiceLocator.org
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COS Taxonomy: One View
Taxonomy A Taxonomy B Taxonomy C
Earley O*Net Endeca
-Worker-Characteristics- Requirements- Experience
-Occupation- Characteristics- Requirements- Information
COS Taxonomy: Composite of Multiple Sources
COMPOSITEFace
ts
Paying for Education
Education and Training
Certifications
Paying for Education
Skills
Locations
Videos
Occupations
Related Occupations
Locations
Employers
Dimensions
We Had to Develop . . .
Content Development Lifecycle (CDLC)
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We Had to Develop . . .
WCMS-specific structures:
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We Had to Develop . . .
Infrastructure:
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We Had to Develop . . .
Information systems:
Business context
Information
Taxonomy Change Process
Dom
ain
.com
Bus
ines
s O
wne
rsD
omai
n P
ublis
hing
Onl
ine
Sol
utio
ns/S
ite
Man
agem
ent
Assess Business Impact
Assess Site Impact
Implement change
Any
S
take
hold
er
Initiate Change Process
Assess Content Impact
…
Administrative metadataContent
metadata
Structuralmetadata
Intrinsic metadata
Personalization
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We Had to Develop . . .
Our people:
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Clearly, Our Approach Couldn’t Be
Shovelware
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But there are pitfalls . . .
• Graphically pleasing – fancy – design can work against you
• Take this test:• What is the population of the United States?
• Ready?• Go!
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Many looked right at it!
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How We Did It
• Planning: What to Pack– Stakeholder Viewpoints– Content Inventory– Web Monitoring & SEO– Organizational Readiness– Process Training & Support– Audience Research– Site Structure
• Web Content Management System: What to Buy
Introduction Case Study How We Did It What Not To Do ConclusionExamples Workshop
Stakeholder Viewpoints
• Leadership/Sponsors
• Mission & Vision
• Business Objectives
• Key Audiences
• Content Contributors
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Stakeholders: Leadership/Sponsors
• Obtained extra funding for the effort
• Constant opportunities to review
• At one point, all work was stopped pending executive review
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Stakeholders: Mission & Vision
Vision:• Provide innovative electronic tools and Web sites that connect
individuals and business to the workforce investment system, foster talent development, and support economic development strategies for regional competitiveness.
Mission:• Build and disseminate innovative, customized, self-service Web-
based solutions by connecting individuals to the workforce investment system and fostering talent and economic development through universal access to resources that assist a wide-variety of customers make informed career, talent, and workforce development decisions in a globally competitive workforce.
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Stakeholders: Business Objectives
• Implement a demand-driven, integrated suite of Web sites that provide workers with the information, guidance, job search assistance, supportive services, and training they need to get and keep good jobs in high-growth/high-demand industries and occupations
• Improve self-service options for customers of the workforce investment system by leveraging the investments already made in the National Electronic Tools
• Provide timely, relevant, and attainable information on career opportunities for the nation, states, and local areas through interactive tools that identify local One-Stop Career Centers, businesses likely to employ workers with those skills, and other relevant services.
• Develop Web-Services to established public sector Job Banks and DOL partner organizations to promote broad access and foster use of resources available on CareerOneStop’s suite of Web sites.
• Assist businesses find workers with the skill sets they need by providing demand-driven information, tools, and products for use by the workforce investment system and its customers.
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Stakeholders: Business Objectives
• Redesign and re-architect COS to make it more user-friendly, accessible, and responsive
• Increase awareness of COS
• Increase traffic to the site
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Stakeholders: Key Audiences
• Jobseekers
• Career Counselors
• Employers
• Economic Developers (public and private)
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Stakeholders: Key Audiences
• Jobseekers
• Career Counselors
• Employers
• Economic Developers (public and private)
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Stakeholders: Users
• User Needs, Goals and Characteristics– Conduct audience
research
– SMEs claim to, but can never, completely understand the audience
– Users feel it’s All About Me
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Stakeholders: Content Contributors
• Creator —creates and edits content, can be Subject Matter Experts (SME)
• Editor —tunes content message and style
• Publisher — releases content for use
• Administrator —manages access permissions to folders and files, user groups or roles
• Consumer —reads or otherwise takes in content after it is published or shared
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Stakeholders: Content Contributors (cont.)
• Despite best efforts, some SMEs felt disconnected from some of the processes
• Develop CDLC in close collaboration with SMEs
• Be aware of any regulations regarding content or technology use– OMB prohibits persistent cookies
– Policy for outbound links
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Content Inventory
• What you have• What you don’t have• Quality
– Is the content current?– Based on user feedback– SME input
• “Consumability”– Reading level– Meets business
objectives
Introduction Case Study How We Did It What Not To Do ConclusionExamples Workshop
…and then
• Delete
• Consolidate
• Update
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Content Development Lifecycle
• Content Development Lifecycle (CDLC) defines how content is created, managed, and retired
– Discovery — Identify site objectives & requirements, content, brand & messages, and target audience(s)
– Definition — Establish site architecture, page types, and 3rd party applications
– Design — Create graphical elements, page types, and functional specifications
– Development — Preparing schemas & style sheets, components, integration
– Deployment — Publishing site through CMS (final testing, training)
– Dedication — Ongoing process of managing content to keep site fresh, relevant and accurate
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Adapted from: www.pacific.edu/IngeniuxCMS/documents/IngeniuxProjectDefinition090606.doc
Workshop
Accessibility (It’s the Law)
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Web Monitoring & SEO
• You can’t manage what you can’t measure
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Web Analytics
• What are users seeking?
• How many users?
• What pages are users visiting?
• What terms are users searching on?
• How are users getting to the site?
• Where are they exiting from the site?
• How long are they staying?
Introduction Case Study How We Did It What Not To Do ConclusionExamples Workshop
Web Monitoring
• Log analysis and other techniques to determine number of visitors and where they go
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Web Monitoring
• Monitor internal searches
• Endeca
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Search Engine Optimization
• SEO for short
• Involves making your site attractive to Google, et al.
• A critical question for your WCMS vendor:– Are the URLs produced
SEO-friendly?
– Can I set page metadata for each page?
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Organizational Readiness
• Moving to WCMS will liberatewriters, editors, publishers
• Moving to WCMS will changewriters, editors, publishers
• Moving to WCMS will challengewriters, editors, publishers
Introduction Case Study How We Did It What Not To Do ConclusionExamples Workshop
Process & Training Support
• Evaluate all your publishing processes– Almost all will change in some way
• Evaluate your project management processes– Ensure streamlined procedures– Implement workflow
• Train everyone– Introduce User Centered
Design– Train on tools, project concepts,
procedures
Introduction Case Study How We Did It What Not To Do ConclusionExamples Workshop
Organization &Operations Ongoing Training and Education
Governance Roles & Responsibilities Skills
TechnologyIntegrated Systems Architecture
Repositories Tools Network
ContentArchitecture
Content Framework
CV’s Information Architecture Metadata
UserExperience Role-Centered Design
Creation Maintenance Consistent, Easy,Global Access
Publishing
Business Requirements
Business Processes
Change Management
Processes
Business Requirements
Building Blocks of UX
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Usability and User-Centered Design
• How users acquire, process, and use information via the Web
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Audience Research
• Who are they?
• What do they do?– Attitudes
– Behaviors
– What do they want to do?
• What do they need?
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Audience Research
• How do people currently interact with the site?– Content– Users
• Reading Levels• Goals• Broad demographic characteristics• Competing sites• Attitudes vs. behaviors
– Useful Outcome: Personas
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Audience Research: Benchmark Usability TestingIntroduction Case Study How We Did It What Not To Do ConclusionExamples Workshop
Site StructureIntroduction Case Study How We Did It What Not To Do ConclusionExamples Workshop
Site Structure
• The site structure must support transferred content• Information Architecture (I/A) informs users of the
content and how it is organized• The top level I/A becomes the primary site navigation
enabling users to quickly scan and form a mental model of the site
• But it’s deeper than just navigation . . . How is all the information organized?
• How is it labeled?– How should it be labeled?– You say tomato, I say tomaato…
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What to Buy: Buying a WCMS
• What is it and why do I need it?
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What is a Web Content Management System?
• WCMS is software for managing and publishing material on the Web– Collaboration: many users can work together to
create, edit and publish content – Ease of use: users are not required to know HTML or
other technical languages– Integrated authoring environment: content
publishers can easily add images, graphics and multimedia files to pages
– Metadata: keywords, tags and other metadata are stored with the content, improving search engine visibility
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What is a Web Content Management System?
• WCMS is software for managing and publishing material on the Web– Re-purposing: the same material can be easily
published in different places– Separation of content from presentation: the same
material can easily be presented to visitors in different formats (e.g., printer-friendly, low-graphics, PDA etc.)
– Powerful linking: the CMS automatically updates links when new content is added or a URL is changed, eliminating broken links and improving the experience for site visitors.
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WCMS: Questions to Ask
• Your questions will depend on your business requirements
• Our requirements follow
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WCMS: Questions We Asked
• Create new HTML pages and content by non-technical staff without developer assistance
• Format pages using WYSIWYG editor • Support for Templates/Themes/Skins• Ease of integration with existing
system architecture• Ability to manage content in
existing Web pages• Role-based user management• Search engine friendly URLs
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WCMS: Questions We Asked
• Review/Publish workflow and versioning• Security audit trail• Multilingual content contribution/update
capability• Section 508 compliance• Price and license terms• Initial installation price
and ongoing support costs • Training customization
time/cost
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WCMS: Questions We Asked
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CURRENT OFFERINGContent repository services How extensive are the product’s core content repository
services?Content management administration
How extensive are the product’s content administration features
Publishing configuration and administration
How extensive is the product’s publishing administration features?
Multisite management and delivery How extensive are the product’s site definition and administration capabilities?
Content management application How extensive is the product’s ability to facilitate the contribution, management, and production of content?
Architecture How well does the product fit in IT environments?STRATEGY
Product strategy What is the vendor’s technology and differentiation strategy for the Web content management solution?
Go-to-market strategy What is the vendor’s strategy for distributing its product?Whole solution strategy What is the vendor’s strategy for customers in wide-ranging
Markets?MARKET PRESENCE
Company financials Is the company financially strong?Customer base How is the vendor’s focus and opportunity reflected in its
customer base?Geographic presence Does the company have offices abroad to support
international operations?
Introduction Case Study How We Did It What Not To Do ConclusionExamples Workshop
WCMS: The Result?
We chose Tridion
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Thanks
Contact:
Mike Ellsworth
Twitter: MikeEllsworth
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