IWMW11: A2 working against the silo
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This document summarizes a presentation on overcoming content silos. It discusses how content can become separated across different websites, departments, channels and media. Case studies are presented on using technical solutions like a content management system, content repository and tagging to break down silos. This allows content to be easily reused in different contexts and accessed from different sites. It also helps with search, navigation and personalization. The document concludes with an exercise for the audience to identify their own challenges with silos and ways to start addressing them.
IWMW11: A2 working against the silo
- 1. #iwmw11Working against the siloPractical ways to deliver engaging contentJon Reay – Head of Strategy, AqueductJon David – Web Developer, Eduserv26th July 2011
- 2. AgendaContent silos and how to overcome themCase studies (three of them)Practical silo breaking exercise
- 4. Content silosMain websiteProspect studentsTextOrganisation silosMicrositesCurrent students & staffImageryDepartment XSocialAlumniDocumentsDepartment YMobileResearchersVideoBloggersDepartment ZEmailJob seekersAudio3rd party content3rd party sitesMediaDataUser generated contentDelivery channelsAudiencesContent sourcesContent media
- 5. Breaking down the silos
- 6. Breaking the silosOwnershipWorkflow rulesRegular content auditsSurveys & user feedbackTaxonomyTest and learnJoined up data / eCRMWorkflow setupAuto quality checksMetadata & tagging capabilitySearch capabilityAutomated lists & surfacingPersonalisation capabilitySite navigationTag/category navigationAudience type navigationMulti-surfacingSearchPersonalisationEditorial guidelinesAudience relevanceChannel relevanceMedia relevanceMetadata & tagging contentGovernanceTechnicalUser experienceEditorial
- 7. Case studies
- 8. Case Study 1 – Technical solutions
- 9. Common ProblemsMigration to a new CMS platformConsolidation of sitesRebranding or restructuringEasily re-using content in different contexts
- 10. Case StudyDepartment for EducationHow can we re-use content in different contexts?Multi-system solutionSitecore CMS, CouchDB, Solr
- 13. One step furtherWeb AdministrationContent Repository
- 14. Tagging
- 15. Mapping
- 16. Taking control of URLsURL provides contexthttp://domain/area1/languages/articles/french_examhttp://other.domain/languages/articles/french_examhttp://domain/news/2009/08/articles/french_examhttp://domain/articles/french_exam
- 17. SearchMulti-surfacing affects Page RankUse canonical links<link rel=“canonical” href=“http://domain/articles/french_exam” />
- 18. AdvantagesCentral content storeCan be organised logically without impacting navigationNavigation nodes deal with site structureContent tagging determines where it appearsEasy to re-work navigationContent is not affected by restructuring
- 19. More advantagesContent Articles can appear in multiple locationsThey can also appear across multiple domainsContent Articles can be exposed via other sources
- 20. DifficultiesDefault contextWhen an item can exist anywhere, where does it belong by default?Editor EducationContent is self containedStrong TaxonomyRequires depth and breadth to ensure good quality tagging
- 21. Case Study 2 – Multi-channel
- 27. Case Study 3 – Personalisation
- 35. What are your silos?
- 36. ExerciseGet audience to identify most challenging silos they have, we’ll list them up (vote if too many), then tackle in the session.For each, one or two delegates (who suggested the silos perhaps?) give examples of current challenge, then we look at ways to break those silos, getting input from everyone in the process – some of the resolutions maybe technical, some UX, some editor/internal process. This should give us a good basis for following up afterwards on any of these as well as helping practically during session.
- 37. Questions?
Editor's Notes
- #3: Lisa/Jo – intro (5 mins)Jon R – agenda (5 mins)Jon R - Content silos (15 mins)Jon D – Technical case study (15 mins)Jon R – User Experience case studies (15 mins)Exercise (30 mins)Close (5 mins)
- #5: Organisation-generated – large number of editors, quality and consistency improvements, organic growth, silo mentalityChannelsAudiencesMedia
- #24: 865,000 facebook fans67 fan sites
- #29: Large amount of content, different audiences
- #30: Content filtering by audiencetype
- #31: Dynamic filtering on pageCustomisation