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@ a a m e s • # i n t e l c o n t e n t
You Don’t Have to Start Over Every TimeWork smarter, not harder, with content
Andrea L. AmesEnterprise Content Experience Strategist, IBM
@aames
@ a a m e s • # i n t e l c o n t e n t
@ a a m e s • # i n t e l c o n t e n t
AGENDA
@ a a m e s • # i n t e l c o n t e n t
Their people are not my people.
Yes they are.We are all content people!
@ a a m e s • # i n t e l c o n t e n t
@ a a m e s • # i n t e l c o n t e n t
AGENDA
@ a a m e s • # i n t e l c o n t e n t
AGENDA① Our secret sauce: Models② Why develop models?③ How to create a model (framework)④ Example: Content Experience Model⑤ Q & A
@ a a m e s • # i n t e l c o n t e n t
@ a a m e s • # i n t e l c o n t e n t
AGENDA
@ a a m e s • # i n t e l c o n t e n t
ModelsRepresentations
or simplified versions of an
object or system@ a a m e s • # i n t e l c o n t e n t
@ a a m e s • # i n t e l c o n t e n t@ a a m e s • # i n t e l c o n t e n t
ModelsContain features necessary to
Ensure understandingSupport decision makingExplain, control, and predict events
Patterns applied in context … not rigid rules or recipes followed blindlyMaintain fundamental purpose, form, and structure … details may varyLead to consistency … and recognizable brand identity
@ a a m e s • # i n t e l c o n t e n t@ a a m e s • # i n t e l c o n t e n t
Why develop models?Do more with fewer—possibly less skilled—resourcesDo more in less timeImprove efficiencySave moneyIncrease consistency while leaving room for creativity
@ a a m e s • # i n t e l c o n t e n t
AGENDA
@ a a m e s • # i n t e l c o n t e n t
The content job of the future is in business strategy…content
transcends job role…becomes an institutional competency.
Robert Rose, ICC 2016
@ a a m e s • # i n t e l c o n t e n t
@ a a m e s • # i n t e l c o n t e n t
AGENDA
@ a a m e s • # i n t e l c o n t e n t
We have to get good at the game of creating content
as a business strategy.Robert Rose, ICC 2016
@ a a m e s • # i n t e l c o n t e n t
@ a a m e s • # i n t e l c o n t e n t
AGENDA
@ a a m e s • # i n t e l c o n t e n t
We have to get good at the game of creating content
as a business strategy.Robert Rose, ICC 2016
@ a a m e s • # i n t e l c o n t e n t
everyone
@ a a m e s • # i n t e l c o n t e n t
AGENDA
@ a a m e s • # i n t e l c o n t e n t
Encapsulates capability for•The business•Our users•Content creators
@ a a m e s • # i n t e l c o n t e n t
@ a a m e s • # i n t e l c o n t e n t@ a a m e s • # i n t e l c o n t e n t
How to create a model (framework)Analysis and design
Understand and map the customer/user journeyIdentify patterns (content, relationships)Define and describe characteristics
ApplicationInstrument, document, and educateValidate/measure and refine (See you in my breakout at 11:20!)
Who……does what……why/to meet what goals……in what context……how…and……what information is
needed to do it
@ a a m e s • # i n t e l c o n t e n t
AGENDA
@ a a m e s • # i n t e l c o n t e n t
Define and refine until we achieve
predictable, consistent results
@ a a m e s • # i n t e l c o n t e n t
@ a a m e s • # i n t e l c o n t e n t
AGENDA
@ a a m e s • # i n t e l c o n t e n t
A specific example:Content
Experience Model
@ a a m e s • # i n t e l c o n t e n t
@ a a m e s • # i n t e l c o n t e n t@ a a m e s • # i n t e l c o n t e n t
Content Experience ModelUser Journey Model
Describes ideal interactions between users and content
Content ModelDefines standard building blocks of content
Access ModelDefines how users will find and content
Effectiveness ModelProvides a framework for validating and measuring content
@ a a m e s • # i n t e l c o n t e n t@ a a m e s • # i n t e l c o n t e n t
User Journey ModelDescribe typical journeys (high-value tasks) through pre-and post-sales phasesCover key products, componentsMap content (subjects, types) into phases where needed
Awareness
Consideration
Purchase
Retention
Advocacy
@ a a m e s • # i n t e l c o n t e n t@ a a m e s • # i n t e l c o n t e n t
Content ModelLeverage the User Journey Model to understand subjects, types of content needed across the journeyStandardize subjects through taxonomyDefine generalized collections of content meaningful to usersDevelop templates
@ a a m e s • # i n t e l c o n t e n t@ a a m e s • # i n t e l c o n t e n t
Access ModelLeverage the User Journey Model to understand access points for content needed across the journeyDefine primary access mechanisms: search, browse, embeddedMap out how collections of mechanisms work together to support a range of user interactions
@ a a m e s • # i n t e l c o n t e n t@ a a m e s • # i n t e l c o n t e n t
Effectiveness ModelDefine a framework of potentially applicable KPIs, metrics—consider qualitative and quantitativeIdentify research and validation methodsDefine “reports” and work backward to data collection and instrumentationMap metrics to stakeholders
@ a a m e s • # i n t e l c o n t e n t@ a a m e s • # i n t e l c o n t e n t
Applying models = Designing with patternsDescribe what content is needed and whyDescribe where/when and how content is delivered—e.g.
Web site, accessed via searchEmbedded, pushed via updater
Implement and validate
@ a a m e s • # i n t e l c o n t e n t
AGENDA
@ a a m e s • # i n t e l c o n t e n t
The content job of the future is in business strategy…content
transcends job role…becomes an institutional competency.
Robert Rose, ICC 2016
@ a a m e s • # i n t e l c o n t e n t
@ a a m e s • # i n t e l c o n t e n t
AGENDA
@ a a m e s • # i n t e l c o n t e n t
We have to get good at the game of creating content
as a business strategy.Robert Rose, ICC 2016
@ a a m e s • # i n t e l c o n t e n t
everyone
@ a a m e s • # i n t e l c o n t e n t
AGENDA
@ a a m e s • # i n t e l c o n t e n t
Q & A
@ a a m e s • # i n t e l c o n t e n t
@ a a m e s • # i n t e l c o n t e n t
Andrea L. AmesEnterprise Content Experience StrategistIBM
@ a a m e s • # i n t e l c o n t e n t