Presentation for IWMW 11 Breakout session A2. Working Against the Silo

1. #iwmw11 Working against the silo Practical ways to deliver engaging content Jon Reay – Head of Strategy, Aqueduct Jon David – Web Developer, Eduserv 26th July 2011

2. Agenda Content silos and how to overcome them Case studies (three of them) Practical silo breaking exercise

3. Content silos

4. Content silos Main website Prospect students Text Organisation silos Microsites Current students & staff Imagery Department X Social Alumni Documents Department Y Mobile Researchers Video Bloggers Department Z Email Job seekers Audio 3rd party content 3rd party sites Media Data User generated content Delivery channels Audiences Content sources Content media

5. Breaking down the silos

6. Breaking the silos Ownership Workflow rules Regular content audits Surveys & user feedback Taxonomy Test and learn Joined up data / eCRM Workflow setup Auto quality checks Metadata & tagging capability Search capability Automated lists & surfacing Personalisation capability Site navigation Tag/category navigation Audience type navigation Multi-surfacing Search Personalisation Editorial guidelines Audience relevance Channel relevance Media relevance Metadata & tagging content Governance Technical User experience Editorial

7. Case studies

8. Case Study 1 – Technical solutions

9. Common Problems Migration to a new CMS platform Consolidation of sites Rebranding or restructuring Easily re-using content in different contexts

10. Case Study Department for Education How can we re-use content in different contexts? Multi-system solution Sitecore CMS, CouchDB, Solr

11. Tackling the monolith

12. Decoupled approach

13. One step further Web Administration Content Repository

14. Tagging

15. Mapping

16. Taking control of URLs URL provides context http://domain/area1/languages/articles/french_exam http://other.domain/languages/articles/french_exam http://domain/news/2009/08/articles/french_exam http://domain/articles/french_exam

17. Search Multi-surfacing affects Page Rank Use canonical links <link rel=“canonical” href=“http://domain/articles/french_exam” />

18. Advantages Central content store Can be organised logically without impacting navigation Navigation nodes deal with site structure Content tagging determines where it appears Easy to re-work navigation Content is not affected by restructuring

19. More advantages Content Articles can appear in multiple locations They can also appear across multiple domains Content Articles can be exposed via other sources

20. Difficulties Default context When an item can exist anywhere, where does it belong by default? Editor Education Content is self contained Strong Taxonomy Requires 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. Exercise Get 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?

38. Thank you. @jreay @jon_p_david @eduserv @weareaqueduct