creuna morgenbriefing dec 2013 - cope model

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Create Once, Publish Everywhere

Mette Schou Andersen @mettecharita

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Your way to sustainable, AWESOME content

Liv Madsen @livmadsen

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Darker colours You’re basically free to use the different saturations

of the colours, but we still recommend these second to darkest ones

Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

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4. Click OK

What we’ll cover today

Welcome

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How to work with COPE Sustainable content strategy to support COPE – based on relevant customer cases

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of the colours, but we still recommend these second to darkest ones

Our five basic colours Yellow, Blue, Red, Green and Grey

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4. Click OK

Hi-Fi Klubben

Today’s main case: The challenges of

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Gap in experience + new target groups

+ new channels + competition

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of the colours, but we still recommend these second to darkest ones

Our five basic colours Yellow, Blue, Red, Green and Grey

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4. Click OK

We all face the same reality

But these challenges are not just Hi-Fi Klubben’s

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Click Increase Indent button to get predefined ‘quote-name’ font

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http://www.flickr.com/photos/lyza/7382235106

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“Get your content ready to go anywhere because it’s going to go everywhere.”

- Brad Frost

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Darker colours You’re basically free to use the different saturations

of the colours, but we still recommend these second to darkest ones

Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Change background colour 1. Click on slide

2. Choose Format Background 3. Select Fill and choose your colour

4. Click OK

COPE

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Sounds like a job for

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Content distribution

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CMS API Presentation layers

For more details about the NPR API, see http://www.slideshare.net/zachbrand/npr-api-create-once-publish-everywhere

create +maintain

connect+distribute

present

present

present

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1. Reusable content 2.  Structured content 3.  Presentation-independent content 4.  Meaningful metadata 5.  Usable content management interfaces

5 key elements

© Creuna From Karen McGrane’s Content Strategy for Mobile

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Multiple formats

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1.  Reusable content

2. Structured content 3.  Presentation-independent content 4.  Meaningful metadata 5.  Usable content management interfaces

© Creuna From Karen McGrane’s Content Strategy for Mobile

5 key elements

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�Thinking about where content will “live” on a

“web page” is pretty 1999.

Original image: http://www.flickr.com/photos/28567825@N03/3496269460

Lisa Welchman, @lwelchman

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chunk noun | piece, block, mass, portion, lump, slab, hunk, nugget, wad, dollop (informal), wodge (Brit. informal) Cut the melon into chunks.

Collins Thesaurus of the English Language – Complete and Unabridged 2nd Edition. 2002 © HarperCollins Publishers 1995, 2002 Image: http://www.flickr.com/photos/62116165@N00/4028464605

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1.  Reusable content 2.  Structured content

3. Presentation-independent content 4.  Meaningful metadata 5.  Usable content management interfaces

© Creuna From Karen McGrane’s Content Strategy for Mobile

5 key elements

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To add pre-formatted bullet text please use the

Increase/Decrease Indent buttons found in the

Top-PowerPoint menu

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Choose among many Layouts Right-click on slide and select Layout

To add pre-formatted bullet text please use the

Increase/Decrease Indent buttons found in the

Top-PowerPoint menu

© Creuna

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1.  Reusable content 2.  Structured content 3.  Presentation-independent content

4. Meaningful metadata 5.  Usable content management interfaces

© Creuna From Karen McGrane’s Content Strategy for Mobile

5 key elements

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Customer club user reviews Product db

Products + supporting content

website

EPiSERVER Inspiration articles

chunks

member app? content ads?

Meta data

Metadata connects repositories

A P I

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1.  Reusable content 2.  Structured content 3.  Presentation-independent content 4.  Meaningful metadata

5. Usable content management interfaces

© Creuna From Karen McGrane’s Content Strategy for Mobile

5 key elements

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Darker colours You’re basically free to use the different saturations

of the colours, but we still recommend these second to darkest ones

Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Change background colour 1. Click on slide

2. Choose Format Background 3. Select Fill and choose your colour

4. Click OK

Content strategy Sustainable

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7 out of 10 multi-device users

expect the same quality of content experience across all their digital devices

source http://www.vibrantmedia.co.uk/

Quality matters

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In the age of the customer

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“Sustainable content is content you can create–and maintain–without going broke, lowering quality […], & working employees into nervous breakdowns.”

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Erin Kissane, The Elements of Content Strategy

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governance structure

substance workflow

Model from Content Strategy for the Web by Kristina Halvorson and Melissa Rach

CORE STRATEGY

Elements of a sustainable content strategy

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structure

substance

Model from Content Strategy for the Web by Kristina Halvorson and Melissa Rach

CORE STRATEGY

Elements of a sustainable content strategy

Content components

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governance

workflow

Model from Content Strategy for the Web by Kristina Halvorson and Melissa Rach

CORE STRATEGY

Elements of a sustainable content strategy

People components

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governance structure

substance workflow

Model from Content Strategy for the Web by Kristina Halvorson and Melissa Rach

Content components

People components

CORE STRATEGY

Elements of a sustainable content strategy

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governance structure

substance workflow

Model from Content Strategy for the Web by Kristina Halvorson and Melissa Rach

CORE STRATEGY

Substance What kind of content do we need to target & empower our customers…?

Elements of a sustainable content strategy

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Not all you have, but what customers need

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Not all you have, but what customers need

Task based User facing

Relevant Valuable

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Content inventory & audit

What do you have & what do you need?

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Darker colours You’re basically free to use the different saturations

of the colours, but we still recommend these second to darkest ones

Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Change background colour 1. Click on slide

2. Choose Format Background 3. Select Fill and choose your colour

4. Click OK

Hi-Fi Klubben Release the power of

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brand persona +tone of voice

+content design

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Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Darker colours You’re basically free to use the different saturations of

the colours, but we still recommend these second to darkest ones

Change background colour 1. Click on slide

2. Choose Format Background 3. Select Fill and choose your colour and click OK

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PASSIONERET men ikke overgearet

MODIG men ikke vanvittig

KOMPETENT men ikke elitær

CUSTOMER-CENTRIC men ikke dominerende

HUMORISTISK men ikke barnagtig

TROVÆRDIG men ikke forstokket

UFORMEL men ikke sjusket

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Key Drivers

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relevance +choice

+exploration +empowerment

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Constructed narrative to aid research

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High-level

In-depth

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Constructed narrative to aid research

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High-level

In-depth

product presentation

Hi-fi klubben review highlights

Technical specs

User reviews

demo Editorial on features

Brand overview

complementing products accessories

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product presentation chunk

Hi-fi klubben review chunk

Highlights chunk

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© Creuna © Creuna

governance structure

substance workflow

Model from Content Strategy for the Web by Kristina Halvorson and Melissa Rach

CORE STRATEGY

Structure How is content prioritized, formatted, structured & displayed…?

Elements of a sustainable content strategy

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Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Darker colours You’re basically free to use the different saturations of

the colours, but we still recommend these second to darkest ones

Change background colour 1. Click on slide

2. Choose Format Background 3. Select Fill and choose your colour and click OK

© Creuna

reusable

Structure Metadata Flexibility

+ =

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Content Management Systems

© Creuna http://blog.programmableweb.com/2009/10/13/cope-create-once-publish-everywhere

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“The goal of any CMS should be to gather enough information to present the content on any platform, in any presentation, at any time.”

© Creuna http://blog.programmableweb.com/2009/10/13/cope-create-once-publish-everywhere

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Tag it!

metadata

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Darker colours You’re basically free to use the different saturations

of the colours, but we still recommend these second to darkest ones

Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Change background colour 1. Click on slide

2. Choose Format Background 3. Select Fill and choose your colour

4. Click OK

Reusable chunks in multiple formats

with meaningful metadata

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governance structure

substance workflow

Model from Content Strategy for the Web by Kristina Halvorson and Melissa Rach

CORE STRATEGY

Workflow What processes, tools & human resources are needed to create a sustainable workflow… ?

Elements of a sustainable content strategy

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2. Find image, select OK Size of image=1500x844 px

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Click Increase Indent button to get predefined ‘quote-name’ font

I am editorrr

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Workflows that help editors be awesome at content

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Write for the chunk, not for the page

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http://www.flickr.com/photos/andymangold/4335794366

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WYSIPAL

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What You See Is Probably a Lie

But… our CMS has

WYSIWYG

#WYSIPAL – yeah, I coined that. You’re welcome. – @livmadsen

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Top-PowerPoint menu what it is & how it reads

– not how it looks

Help editors focus on

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Learn to love metadata

Tags are your new best friends

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governance structure

substance workflow

Model from Content Strategy for the Web by Kristina Halvorson and Melissa Rach

CORE STRATEGY

Governance How are key decisions about content & content strategy made… ?

Elements of a sustainable content strategy

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down with silos, up with people

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No model survives contact with the real world…

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Insert image in background 1. Click on image placeholder

2. Choose Insert/Click Picture-button 3. Select image and click OK

Size of image=1500x844 px (2000x1126 px for even better quality)

Start small, show value

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NPR CMS

From http://www.slideshare.net/zachbrand/npr-api-create-once-publish-everywhere

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NPR presentation layer examples

More on http://www.slideshare.net/zachbrand/npr-api-create-once-publish-everywhere

Story on npr.org

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NPR presentation layer examples

From http://www.slideshare.net/zachbrand/npr-api-create-once-publish-everywhere

iPhone App Android App Mobile Site

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In some cases you may want background images 1. Click on Picture icon

2. Find image, select OK Size of image=1500x844 px

(2000x1126 px for even better quality)

Click Increase Indent button to get predefined ‘quote-name’ font

© Creuna

http://www.flickr.com/photos/lyza/7382235106

Choose among many Layouts Right-click on slide and select Layout

Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Darker colours You’re basically free to use the different saturations of

the colours, but we still recommend these second to darkest ones

Change background colour 1. Click on slide

2. Choose Format Background 3. Select Fill and choose your colour and click OK

© Creuna

Go forth and COPE!

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2. Choose Format Background 3. Select Fill and choose your colour and click OK

Make a new slide to add or change the icons by using graphics from www.iconmonstr.com

Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Darker colours You’re basically free to use the different saturations of

the colours, but we still recommend these second to darkest ones

Thanks :) Liv Madsen Senior Frontend Developer Mette Schou Andersen UX & Content Strategy Lead

@livmadsen @mettecharita

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Make a new slide to add or change the icons by using graphics from www.iconmonstr.com

@creuna_dk