Published on February 14, 2014
Project Management for Digital Media Cleveland Digital Publishing Users Group February 27, 2014 Dan Yurman firstname.lastname@example.org ~ @djysrv 1
Keeping Digital Media Projects on Track • Railroads use timetables to tell riders when trains arrive and depart • Digital media projects use schedules too • This presentation is an introduction to project management tools for digital media including mainstream and social media channels 2
Tonight’s Agenda Two Parts • What are the key elements of project management • • • • Work breakdown structure Schedule Gantt Chart Resource estimate • Walk through of a practical example • Social media campaign for a jazz band’s five city tour 3
Creating a Work Breakdown Structure • Purpose • Identify all the tasks in a project • Use • Defines the structure of the scope-of-work of the project • Sets up a foundation for estimating duration of each task and time to completion for the project as a whole • Provides a structure for estimating costs and schedules • Supports monitoring progress that a project is on time and within budget 4
Why Bother? • Any project which does not have well defined objectives will produce results that are randomly distributed • Just because you are having a crisis doesn’t mean your clients will have one too • Have a plan. Keep your customers. Be a master of your universe 5
Why Bother? • The project plan is a wise investment in time. • There is no single rule of thumb for the time it takes to develop a project plan • The 80/20 rule is a reasonable set of boundaries • No more than 20% of the time to plan and track the status of a project • At least 80% of the time to get the work done • Your mileage may vary 6
Why bother with a WBS? • How often at the end of a project, you hear people say if they’d known all the work that was involved, they would have had a better chance to meet the schedule dates and deliver the product / service within budget • A WBS will get you there. • A schedule will tell you when you’ve arrived • A budget will tell you what the trip will cost • The examples shown here are not exhaustive. The point is to illustrate the art of the possible for people new to project management 7
Success factors for a WBS How much detail is enough? • Tasks must capture meaningful blocks of work without burying the resulting schedule in unnecessary details • Tasks must have a beginning and an end • Don’t include “open-ended” tasks. Focus on “deliverables,” the endproducts of tasks • Rules of thumb – no task less than eight hours or longer than a status reporting period, e.g., one week or one month • Combine like tasks under summary level milestones 8
Example of a WBS • Put in a lawn, shrubs, fence, and sprinklers • Acquire all plants and materials • Install sprinkler system • • • • Set locations for sprinkler heads, hose connections, pumps, and controls Dig trenches Install pipes & hardware; wire controller Cover trenches • Plant grass & shrubs • Prepare site, remove construction debris • Spread top soil, fertilizer, lawn seed • Plant shrubs • Build fence • Dig post holes • Hang fencing wire • Set sprinkler schedule and run it 9
Example of a WBS & Schedule 10
Developing a Schedule What’s in a schedule? • Tasks define the work and are in the correct order over time • Unique v. parallel (concurrent) tasks are spelled out • Covers the durations of all tasks • Task relationships are made clear. What comes first, second, third, etc.? • Durations are realistic given the available people, skills, materials, and equipment • Uses summary milestones to group completion of a group of related tasks • Completion of all tasks meets customer’s deadline 11
Project Plan with WBS & Schedule 12
What is a GANTT Chart? • A Gantt chart illustrates a project schedule including the start and finish dates of the tasks, summary tasks, and milestones of a project • It is a type of bar chart, developed by Henry Gantt in the 1910 • You don’t have to use project management software to create one • In this presentation we will use Excel. There are numerous tools, techniques, and tips online to do this • http://www.gantt.com/ 13
Example of GANTT Chart 14
Estimating Resources • Every task has work associated with it • Every task has work units composed of labor hours, rates, materials, and services. • Some tasks have more than one kind of resource • Tasks without resources are not real work • If you can’t measure the work, it’s not going to happen • Costs for simple projects can be estimated with a spreadsheet 15
Examples of Resources Landscaping Project Resource Items • People (labor) • Contractor crew (3 people) • Materials (procurement) • Grass seed, shrubs, fence posts, fence wire, sprinkler hardware • Landscaping project resource (units of measure) • Labor hours at rates per hours for each person on the job • Dollar cost of materials 16
Estimating Resources • Custom business templates are used for specific industries, e.g., construction, manufacturing, shipping, etc. • What these templates have in common are repeatable processes with well understood tasks and costs (based on experience) • Where social media is different is that most projects are one-time efforts with unique elements • What’s a social media campaign project manager to do? 17
Shifting Gears Applying What We Know to Digital Media • Work Breakdown Structure • Schedule • Resource Estimate • Keep your eye on the ball, follow a star, but get it in writing 18
Digital Media Project Management A Practical Example • Cleveland’s world famous Euclid Ave. Jazz Band is going on a five city tour in two months (Not a real band. Don’t look it up in Scene) • You have just been put in charge of the media campaign for the tour. Social media is a big element. What are you going to do? • Options • • • • Disappear; Run away to Costa Rica Stay home; Call your cousin Vinnie to make excuses for your panic attack Take a deep breath and prepare a project plan Follow the steps in this presentation to achieve success 19
Next Steps in Digital Project Plan • Where to Start? Ask fundamental questions. • Where is the band going? What cities, dates, venues? • Five cities in five weeks • Cincinnati, Memphis, St. Louis, Kansas City, Denver • How much social and mainstream media does the band want? • The tour is a capstone event for the band which has just released a new CD • It wants to pull out all the stops • What kind of tools do you need for the project plan? • A spreadsheet that runs on a desktop or laptop computer • You can do this at home, but don’t try this on a tablet or mobile phone 20
Review of Tools Examples (Not a complete list) Digital Media Tools • Facebook, Twitter, Blog, Email, etc. • Google Plus (Hangouts / video chat) • YouTube videos of highlights of band’s prior tours • Outreach to entertainment blogs, fans Mainstream Media • Paid display advertising, radio ads • Earned media coverage (reviews of performances) 21
Jazz Band Five City Tour – WBS 1 Work Breakdown Structure Level 1 Level 2 Level 3 Euclid Ave Jazz Band Five City Tour Level 4 Activity Tour Cities 1.1 1.0 * Cincinnati 1.2 * Memphis 1.3 * St. Louis 1.4 * Kansas City 1.5 * Denver 22
Jazz Band Five City Tour – WBS 2 Tour Publicity 2.1 2.0 2.2 2.3 2.11 2.12 2.21 2.22 2.23 2.24 2.25 2.26 2.27 2.31 2.32 2.33 2.34 2.35 * Update Band Information * * Band Bios * * List music to be performed Update Internet Information ** Web Site Updates ** Facebook Page Updates ** Twitter feed updates ** Social media engagement with fans ** Outreach to Entertainment Bloggers ** In venue coming attractions promos ** Email campaign Media Buys & Outreach ** Cincinnati ** Memphis ** St. Louis ** Kansas City ** Denver 23
Jazz Band Five City Tour – WBS 3 Post Tour Lessons Learned 3.1 3.0 ** Ticket sales data by location 3.2 ** Social media & email analytics 3.3 ** Earned media coverage & reviews 3.4 ** Lessons learned for next tour 24
Jazz Band Five City Tour – WBS Full Level 1 Work Breakdown Structure Level 2 Level 3 Euclid Ave Jazz Band Five City Tour Activity Level 4 Tour Cities 1.1 1.2 * Memphis 1.3 * St. Louis 1.4 * Kansas City 1.5 1.0 * Cincinnati * Denver Tour Publicity 2.1 2.0 2.2 2.3 3.0 3.1 3.2 3.3 3.4 2.11 2.12 * Update Band Information * * Band Bios * * List music to be performed 2.21 2.22 2.23 2.24 2.25 2.26 2.27 Update Internet Information ** Web Site Updates ** Facebook Page Updates ** Twitter feed updates ** Social media engagement with fans ** Outreach to Entertainment Bloggers ** In venue coming attractions promos ** Email campaign 2.31 2.32 2.33 2.34 2.35 Media Buys & Outreach ** Cincinnati ** Memphis ** St. Louis ** Kansas City ** Denver Post Tour Lessons Learned ** Ticket sales data by location ** Social media & email analytics ** Earned media coverage & reviews ** Lessons learned for next tour 25
Jazz Band Five City Tour – Gantt & Schedule Follow the colors in the WBS Level 1 1.0 Work Breakdown Structure Level 2 Level 3 Level 4 Euclid Ave Jazz Band Five City Tour Activity 03/01/14 03/08/14 03/15/14 03/22/14 03/29/14 GANTT Chart Dates by Week 04/05/14 04/12/14 04/19/14 04/26/14 05/03/14 05/10/14 05/17/14 Tour Cities * Cincinnati * Memphis * St. Louis * Kansas City * Denver 1.1 1.2 1.3 1.4 1.5 Tour Publicity 2.1 2.0 2.2 2.3 3.0 3.1 3.2 3.3 3.4 2.11 2.12 2.21 2.22 2.23 2.24 2.25 2.26 2.27 2.31 2.32 2.33 2.34 2.35 * Update Band Information * * Band Bios * * List music to be performed Update Internet Information ** Web Site Updates ** Facebook Page Updates ** Twitter feed updates ** Social media engagement with fans ** Outreach to Entertainment Bloggers ** In venue coming attractions promos ** Email campaign Media Buys & Outreach ** Cincinnati ** Memphis ** St. Louis ** Kansas City ** Denver Post Tour Lessons Learned ** Ticket sales data by location ** Social media & email analytics ** Earned media coverage & reviews ** Lessons learned for next tour 26
How the Pieces Come Together • Work Breakdown Structure (tasks) • Schedule of Tasks (time) • Resources (people, things, services, and what they cost) • What comes first (tasks in order over time) • Using a free project management tool (Gantter) • http://www.inquesttechnologies.com/ • Example on next slide 27
Estimating Costs What you need to create a budget that matches the tasks in the schedule • List of available staff, specialties, work assignments • Labor rates for each person based on what they do • Hours for each staff member assigned to each task 29
Estimating Costs Alternative approaches • Use a spreadsheet calculating costs using an average labor rate • Use a spreadsheet calculating costs based on actual labor rates • Use project management software to allocate costs by staff, hours, and rates • Note that when all labor rates are within a range of $5-10/hr, using an average labor rate produces a “good enough” cost estimate • In the example on the next slide, the difference for $9,100 in costs is $25 30
Spreadsheet Mode Resource Loading Tasks Cost Hours Rate Labor Category $840 28 $30 $648 24 $2,280 $3,364 03/01/14 03/08/14 03/15/14 03/22/14 03/29/14 04/05/14 04/12/14 04/19/14 04/26/14 Email Specialist 4 4 4 4 4 $27 Media Buyer 4 4 4 4 4 76 $30 Public Relations Specialist 116 $29 Social Media Manager $924 28 $33 Web Analytics $1,064 38 $28 Web Content Manager $9,120 310 4 4 4 4 4 8 8 8 8 8 8 8 8 8 8 16 16 16 16 16 8 4 4 4 4 4 4 2 2 2 2 2 38 38 38 38 38 8 8 8 12 Source 05/03/14 05/10/14 05/17/14 12 24 16 $354 $354 $708 $472 4 8 4 4 4 24 8 24 Robert Half Salary Guides http://www.roberthalf.com/salary-guides $9,145 $29.50 Average $1,121 $1,121 $1,121 $1,121 $1,121 $708 $236 $708 31
Track Spending • Clearly communicate expectations regarding scheduled costs to team members, especially if you are using freelancers • Written contracts • Change order process • Keep track of the time it takes to complete scheduled tasks • Don’t wait for monthly invoices • Compare hours from timecards by week to budget • By position and by rate • Calculate differences between costs and budget 32
Lessons Learned Phase • Why do it? • Band tours seven times in ten months • Continuously improve use / value of mainstream and social media boosts tickets sales • Build fan base for CDs sales and future performances in better venues • Numbers matter (selected examples) • • • • • Social media clicks by channel by city for each tour Conversions of clicks to sold tickets Ticket sales by venue / city and CDs sold at performances or by mail Number of views of YouTube videos prior to / after each venue Update social media campaign for each new tour based on numbers 33
Free and Low Cost Tools • Gantter • • • • • • Google Chrome application for scheduling tasks Works with Google Drive or on your desktop Free and paid versions ($10 from Google Play Store) http://www.inquesttechnologies.com/ http://www.youtube.com/watch?v=XxVkeK9j3Wg Compare to Microsoft Project cost of $500 • LucidChart • • • • • Google Chrome application for flow diagrams https://www.lucidchart.com/ http://www.youtube.com/user/lucidchart Free and premium packages Compare to Microsoft Visio cost of $250 34
Free & Low Cost Tools • Open Office or Libre Office • • • • • Free “open source” desktop productivity suites Word processor, spreadsheet, presentation software, drawing, etc. https://www.openoffice.org/ or https://www.libreoffice.org/ Compare to Microsoft Office Home Edition at $140 Suites compared in computer trade press • http://www.infoworld.com/d/applications/review-apache-openoffice-4-vs-libreoffice-41224280 • Google Docs • • • • • Cloud based office productivity and online collaboration suite Includes word processor, spreadsheet, presentation software, calendar and email Google Drive for all your data and a huge library of add-ons $50/year per user http://www.google.com/enterprise/apps/business/index.html Compare to Microsoft Sharepoint and Exchange (expensive; price varies) 35
Free & Low Cost Tools • Social Media • • • • • • • Facebook page – free (fans in every city) Twitter – free (fame in 140 characters) Email – Constant Contact; free for first 1,000 names Blog – Google Blogger or Wordpress with custom domain name ($) Google Analytics – free YouTube – free video hosting Google Plus & Hangouts for live, online video chats with fans and band members (free) 36
What to Read About Project Management? • The Fast Forward MBA in Project Management • Author: Eric Verzuh • Includes downloadable templates for various kinds of projects • http://www.amazon.com/EricVerzuh/e/B001IGORE0/ref=ntt_athr_ dp_pel_pop_1 • Isbn: 978-1-118-07377-3 • Kindle or paperback editions ($15) 37
What to Read About Project Management? • Making Things Happen: Mastering Project Management • Author: Scott Berkun • Paperback from Amazon $36 • Isbn: 978-0-596-51771-7 38
Training in Project Management 39
Thank you • Slides & Files online at CDPUG Blog • http://blog.cdpug.org • Questions? Dan Yurman email@example.com Mobile: 216-369-7194 Linkedin http://www.linkedin.com/in/danyurman/ 40
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