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Content strategy5th of December 2012

Nokia.com

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Content strategy defines

• key themes and messages, recommended topics,• content purpose (i.e., how content will bridge the

space between audience needs and business requirements),

• taxonomy (folksonomy),• content gap analysis,• content audit,• metadata frameworks and related content attributes,• content mapping and modeling,• search engine optimization (SEO),• metrics, analytics, KPI’s,• implications of strategic recommendations on content

creation, publication, and governance.

Why content strategy?A clear content creation framework has several benefits:

• It helps create a consistent customer experience across all Nokia websites.

• It helps create a unified Nokia brand image and consistently high content quality standards.

• It ensures a good balance between business needs and customer needs.

• It makes content creation faster and more cost efficient.

• It simplifies content deployment and management.• It helps streamline operations and prevents time and

resources being wasted on ‘reinventing the wheel’.

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Building blocks

Put simply, this document combines drivers and content types into a content creation framework for the different pages in the product journey.

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The needs of both the business and the customer, plus the ‘truths’ about the

products.

A mix of text, images and rich

assets that can be used differently according to the

needs.

Guidelines and rules that define

what content should be created when (and how).

Drivers Content types Framework+ =

The drivers

Balancing the drivers

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Business

Customer Product

Business needs(marketing and branding)

Product truths

Customer needs based on journeys

This content framework balances the product characteristics, the needs of the user and the needs of the business.

Product priority: a closer look

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High priorityTypically 4-6 models / 20-25% of core rangeEach high priority model should have a clear point of difference to other high priority models, e.g. one model for business, one for style etc.

High

Medium

Low

None

Medium priorityTypically 6-9 models / 30-40% of core rangeThere should be roughly 50% more medium priority models than high priority model

Low priorityTypically 10-15 models / 40-50% of core rangeThere should be roughly 50% more low priority models than medium priority models

No priorityModels not part of core rangeUsually older models or those of very low importance to the business

Content depth

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The depth of content is the richness or detail available in different areas of the product journey. It’s like a volume control that can be dialled up or down depending on various factors.

This framework balances the depth of different types of content, based on the product priority and lifecycle. This is important to ensure relevant content is prominent at different stages in the lifecycle.

Controlling content depth

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Content management5th of December 2012

Nokia.com

1st local content

pool

2nd local content

pool

…

…

1st local site version

2nd local site version

n’th local site version

’n’th local content

pool

3rd local content

pool

3rd local site version

Local content managed by presentation layer, rules and

metadata

1st local site view

2nd local site view

n’th local site view

3rd local site view

…

Global content pool with local versions

Efficiencies from ways of working

Old way of working New way of working

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Three levels of localisation

Degree of localisation

Volu

me o

f con

ten

t

Locally originated

content

Globally originated

content

2. TRANSLATION

1. GLOBAL

3. ADAPTATION4. ORIGINATION

1

2

3

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Global Non-localised (e.g. videos & images)TranslationGlobal content translated by a translation agencyAdaptationLocal placement of content

Origination Locally created content

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A mixture of localisation types to populate global page templates

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Product Overview Page

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The localisation process includes both global and local stakeholders

Global Content Manager

Translation Agency

Local Content Manager

Local Base Language Validator

Responsible for assigning content to local markets and global publishing

Responsible for content translation

Responsible for validating translated content, adaptation of content placement and origination of local content, as well as local publishing

Responsible for validating base language translations on-behalf of own and other base language sites

Responsibility descriptionKey roles

Global Nokia.com Operations team

Responsible for localisation process, process efficiency and improvements, issue handling, vendor management and other daily ops

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Content management process (localisation of global content)

Global content creation

& master site creation

Content selection & translation

Content validation, adaptation

and/or origination

Content publishing

Content optimization

•Global/local selection of content & markets for localization

•Content translation by a translation agency

• Local validation of translated content in translation tool & preview

• Localisation of content

and/or•Content adaptation

and/ or•Content origination

•Global/local publishing of content

High-level overview of Nokia.com localisation process

•Global content creation•Master site upload

0perational efficiency, web performance and page load

1. Operational efficiency measures five main CMS workflow phases

2. Web performance measures site availability

3. Page load report measures site performance

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Next steps

Thank you