Changing Campus Culture for Successful Web Content

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Information about Changing Campus Culture for Successful Web Content

Published on July 24, 2008

Author: ehodgso

Source: slideshare.net

Changing Campus Culture for Successful Web Content Eric Hodgson September 19, 2007

Find This Presentation http://www.estradacms.com/hodgson

http://www.estradacms.com/hodgson

Two-part Series Web Authoring Principles for Focused and Effective Content October 25, 2007

Web Authoring Principles for Focused and Effective Content

October 25, 2007

Critical Web Principles Web sites are built for visitors — plain and simple

Web sites are built for visitors — plain and simple

A Web site must serve a purpose. Critical Web Principles

A Web site must serve a purpose.

Key Takeaway from Today: Technology does not build a successful Web site … PEOPLE build a successful Web site

Start with Site Understanding

Key Web Audiences An institutional Web site is built to serve: Prospective students Prospective parents Alumni Friends & donors Current students Faculty & staff Media & community What do they do online?

An institutional Web site is built to serve:

Prospective students

Prospective parents

Alumni

Friends & donors

Current students

Faculty & staff

Media & community

 

Messaging – top level influence Releases – relevance from many sources Actions – most common purpose Personality – key selling points Content Categories

Messaging – top level influence

Releases – relevance from many sources

Actions – most common purpose

Personality – key selling points

Separation of Presentation and Content RELATED LINKS IMAGE & CAPTION BODY PAGE TITLE CONTACT INFO

Technology ≠ Process

Web Life Cycle Strategic development Architecture Implementation Deployment Maintenance Next generation

Strategic development

Architecture

Implementation

Deployment

Maintenance

Next generation

History of Site Maintenance Medium Context Content Site 1 Medium Context Content Site 2 Medium Context Content Site 4 Medium Context Content Site 3 Context Content Site 5 Medium Context Content Site 6

History of Site Maintenance - continued Serial Web Site Development Process Content Context Medium Writers and Site Stakeholders Designers and HTML Programmers IT and Server Support

History of Site Maintenance - continued Writers and Site Stakeholders Designers and HTML Programmers IT and Server Support Content Context Medium

Key Roles Web Committee Web Manager/Webmaster Web Editor Content Owners Web Developer Server Administrator Geek Factor 0% 100%

Made up of key audience representatives Led by Web manager/Webmaster Overall direction of Web site Integration of systems Meets at least monthly during development, quarterly post-launch Web Committee

Made up of key audience representatives

Led by Web manager/Webmaster

Overall direction of Web site

Integration of systems

Meets at least monthly during development, quarterly post-launch

Web Committee Tasks Set short- and long-term goals Identify audiences and prioritize their needs Select a site maintenance model Manage three-year Web plan

Set short- and long-term goals

Identify audiences and prioritize their needs

Select a site maintenance model

Manage three-year Web plan

Let’s take some questions ?

Organizational Charts

Organizational Chart: Single Source Web Committee dictates overall direction of site; passes activities to the Webmaster Webmaster handles all requests to post to the live Web server Webmaster oversees technical development of the site Webmaster manages content for the site

Web Committee dictates overall direction of site; passes activities to the Webmaster

Webmaster handles all requests to post to the live Web server

Webmaster oversees technical development of the site

Webmaster manages content for the site

Organizational Chart: Single Source - continued Site development is centrally located Tone and messages are controlled Webmaster is usually “jack of all trades” Webmaster needs to prioritize daily activities Contributors to the Web site may not understand big picture If the Webmaster leaves the institution, all knowledge leaves with him/her PROS CONS

Site development is centrally located

Tone and messages are controlled

Webmaster is usually “jack of all trades”

Webmaster needs to prioritize daily activities

Contributors to the Web site may not understand big picture

If the Webmaster leaves the institution, all knowledge leaves with him/her

Organizational Chart: Distributed Authoring #1 Web Committee dictates overall direction of site; passes activities to the Web Manager and Web Editor Web Manager handles all technical development for the Web site Web Editor handles all content for the Web site

Web Committee dictates overall direction of site; passes activities to the Web Manager and Web Editor

Web Manager handles all technical development for the Web site

Web Editor handles all content for the Web site

Organizational Chart: Distributed Authoring #1 - continued Overall direction of the site is controlled by a group, rather than an individual Clear separation of content and presentation More use of primary skills for Web Manager and Web Editor Ownership of content at the page level Web Manager and Web Editor may not be on same page in feature development Technology must support Content Owners PROS CONS

Overall direction of the site is controlled by a group, rather than an individual

Clear separation of content and presentation

More use of primary skills for Web Manager and Web Editor

Ownership of content at the page level

Web Manager and Web Editor may not be on same page in feature development

Technology must support Content Owners

Organizational Chart: Distributed Authoring #2 Web Committee works with Web Manager for overall direction of the Web site Web Manager oversees all aspects of the Web site Web Editor manages all content of the site

Web Committee works with Web Manager for overall direction of the Web site

Web Manager oversees all aspects of the Web site

Web Editor manages all content of the site

Organizational Chart: Distributed Authoring #2 - continued Web Manager sees big picture in all development Good separation of content and presentation Good use of primary skills of Web Editor Web site becomes a strong technical tool Overall direction of the site is controlled by an individual Technology must support Content Owners Web Manager must cover many areas of expertise PROS CONS

Web Manager sees big picture in all development

Good separation of content and presentation

Good use of primary skills of Web Editor

Web site becomes a strong technical tool

Overall direction of the site is controlled by an individual

Technology must support Content Owners

Web Manager must cover many areas of expertise

Organizational Chart: Distributed Authoring #3 Web Committee works with Web Editor for overall direction of the Web site Webmaster manages technical development of the Web site Web Editor oversees all development on the Web site

Web Committee works with Web Editor for overall direction of the Web site

Webmaster manages technical development of the Web site

Web Editor oversees all development on the Web site

Organizational Chart: Distributed Authoring #3 - continued Web Editor controls all aspects of the Web site Good separation of content and technology Web site becomes a strong marketing tool Overall direction of the site is controlled by an individual Technology must support Content Owners Web Editor must cover many areas of expertise Design can be pulled between Web Manager and Web Editor PROS CONS

Web Editor controls all aspects of the Web site

Good separation of content and technology

Web site becomes a strong marketing tool

Overall direction of the site is controlled by an individual

Technology must support Content Owners

Web Editor must cover many areas of expertise

Design can be pulled between Web Manager and Web Editor

Selecting a Model Understanding your organization Understanding your organization’s Web philosophy Understanding your organization’s Web philosophy as it pertains to staff involvement

Understanding your organization

Understanding your organization’s Web philosophy

Understanding your organization’s Web philosophy as it pertains to staff involvement

New Role of ‘Author’

“ Your job is not to put content up on your Web site. Your job is to help your customers complete common tasks quickly and easily. That’s how you measure success.” Gerry McGovern

Five Key Author Characteristics Web literate Computer comfort Audience understanding Writing skills Go-getter

Web literate

Computer comfort

Audience understanding

Writing skills

Go-getter

 

Content Analysis Unedited Edited New content Deleted Categorization Reuse Actions

Unedited

Edited

New content

Deleted

Categorization

Reuse

Actions

Content Reuse Encourage cross referencing of related content Establish taxonomy and tagging Participate in social networks

Encourage cross referencing of related content

Establish taxonomy and tagging

Participate in social networks

 

Initial Author Training Expectations Site architecture Boundaries and limitations Site maintenance tools

Expectations

Site architecture

Boundaries and limitations

Site maintenance tools

Site Maintenance Training Separating presentation from content Understanding content properties Outlining Web policies

Separating presentation from content

Understanding content properties

Outlining Web policies

Site Maintenance Training Tool interface training CMS WYSIWYG Hybrid/Custom interface Publishing procedures

Tool interface training

CMS

WYSIWYG

Hybrid/Custom interface

Publishing procedures

Post Launch Content Author workshops New employees/authors Committee New features/upgrades Tweaks from launch

Content

Author workshops

New employees/authors

Committee

New features/upgrades

Tweaks from launch

Find This Presentation http://www.estradacms.com/hodgson

http://www.estradacms.com/hodgson

Thank You! Eric Hodgson Content Management Consultant 319.396.5013 [email_address]

Eric Hodgson

Content Management Consultant

319.396.5013

[email_address]

Let’s take some questions ?

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