Before you start, you have to learn the lingo. So say hello to our ‘Digital Production Glossary’. In this class we’ll cover the “what”, eg w: Image formats, software, program languages, banners and online advertising terminology, digital video glossary, version control etc. We'll also cover the differences between PMs and producers and their responsibilities

1. THE BASICS
05.20.11
Friday, May 20, 2011

2. CRYSTAL GINN
@magitisa
Friday, May 20, 2011

3. Before you start, you have to learn the lingo.
I’ll help you talk the talk.
Friday, May 20, 2011

4. CONNECT THE DOTS
As a Digital Project Manager you are connecting team relationships, resources and
ideas. A hybrid of half idea generator and half executer. If your are a beginner level
digital production speaker, don’t sweat it, we’ll teach you the lingo.
Once done with this class, you’ll be steps closer to being fluent in digital production
once you observe and absorb the following:
• The people you work with.
• Their activities.
• The context of their activities.
Friday, May 20, 2011

5. HOW TO CONNECT LE DOTS.
1
discover
2
define
3
design
4
develop
5
deploy &
deliver 6
maintain
[phase name]
[What the phase means.]
actions lingo
• Take this action Keyword of that action!
• Then take this action Key term related to that action
• Well, you also have to take this one too Buzz word
Friday, May 20, 2011

6. CONNECTING LE DOTS.
discover define design develop deploy & maintain
deliver
discover
Everybody needs to be on the same page.
actions lingo
• Know your key project decision makers Stakeholders
• Prepare a briefing meeting Project brief
• List out project requirements, goals, Needs assessment
stakeholder expectations, risks and
unknown factors at this point
• Forecast timing needed Project plan, time plan, timeline
• Project how much it will cost Cost estimate
Friday, May 20, 2011

7. WHAT WAS THAT?
OH YEAH,
discover
BE ON THE
SAME PAGE.
Friday, May 20, 2011

8. CONNECTING ZE DOTS.
discover define design develop deploy & maintain
deliver
define
Lock it in. Refine and document your project goals and vision.
actions lingo
• New concept? Concept away! Agency brief
• Not new? Evaluate the existing one Content Strategy
• Do research on yer competition Competitive Analysis
• Who is your audience? Target audience, personas, profiles, user
groups/flow
• Get technical. Map out the user UX, IA, site map, wireframes, technical
experience flow and functional specifications
• Get a bit more technical. Where is this Platform, software, hosting solutions,
going to live? How will it be built? databases, technical requirements
Friday, May 20, 2011

9. http://www.internetonlinewebsite.com/
Friday, May 20, 2011

10. CONNECTING THAH DOTS.
discover define design develop deploy & maintain
deliver
design
Create a unique approach with the brand voice and product in mind.
actions lingo
• Find inspiration for the creative vision Creative brief
Share the research with the team
Concept visuals or mocks
• Share a sneak peek
• Flesh out the designs around all details PSDs!
and scenarios of your concept
• If you want the developers to love you,
Style Guide
provide guidance to design and how
you’ve set up your files
Friday, May 20, 2011

11. DIFFERENT DESIGN DOTS.
discover define design develop deploy & maintain
deliver
SITES/ Website: Full engagement, full circle services. [here’s a site]
MICROSITES Microsite: Use many of the same technologies that websites do, but do
so in a more creative and compelling way. The focus is on something
specific of the brand, eg. audience, product, event. [click to see one!]
BANNERS Standard Flash Banner: Yup, just a flash banner that blinks.
Rich Media Banner: Room for more animation, banner expands, floats etc.
MOBILE Sites, apps and ad units vary from software, hardware, operating system
and platforms, eg. iPhone, iPad, Android etc.)
Given that, you may need an SDK (software development kit) which is a
bundle of dev tools that allows for the creation of such applications.
Twitter and Facebook and games, oh my!
Friday, May 20, 2011

12. Friday, May 20, 2011

13. Friday, May 20, 2011

14. [Sample of Rich Media units]
[Sample of Standard Flash units]
Friday, May 20, 2011

15. CONNECTING THE DOTS.
discover define design develop deploy & maintain
deliver
develop
The project build can vary based on mediums used. (Site, microsite, mobile site, mobile
app, banners, Facebook app, YouTube take over, AR etc.)
actions lingo
• Hand off design to dev Bundle of UX and Design items
• Frond-end development Alpha build review
• SEO and tagging strategy
SEO and analytics tagging strategy
implementation
documentation
• Create testing scenarios
Test plan
• Testing
QA (aka Quality Assurance)
Friday, May 20, 2011

16. HTTP - Hyper Text Transfer Protocol JAVA - JavaScript (JS)
The connection to a server to provide It adds a spice of interactivity to an HTML
HTML pages to your browser for your page. HTML is lame and static without
viewing! JS.
HTML - HyperText Markup Language AJAX - Asynchronous JavaScript + XML
Common file format used on the web. Makes magic happen in the background
Tags in this code define how the page without anyone noticing.
looks, how fonts appear and how you Data can be sent and retrieved without
can link files or links to other sources on disturbing the display or behavior of your
the web. page.
CSS - Cascading Style Sheets FTP - File Transfer Protocol
This guys makes your text and layout Your digital file messenger.
look smashing. It’s a script that runs via
its buddy HTML.
CMS - Content Management System
XML - Extensible Markup Language Maintenance’s BFF.
HTML tells a web page how to look pretty Via a CMS you can control and update
but XML lists out what those pretty data.
graphics or text contain. It’s also
structured in tags, like HTML.
Friday, May 20, 2011

17. CONNECTING DE DOTS.
discover define design develop deploy & maintain
deliver
deploy & deliver
Implement your build into the internets.
actions lingo
• Complete testing plans Bugs, bugs tracking, issue tracking
• Once polished, get one last approval Beta build review
• You may need to upload images, copy CMS documentation
or other types of content
• Updates are required? get trained! Training session & documentation
• In you a rich media campaign is running
alongside your launch, plan time for Traffic sheet
reviewing design, builds and QAing those
units as well
Friday, May 20, 2011

18. CONNECTING LE DOTS.
discover define design develop deploy & maintain
deliver
maintain
Launched! Was is on the dot with objectives?
actions lingo
• Measure result against define phase Post mortem meeting or analysis
• Will it continue to live or grow? New workflow on resources & tasks
• Review your numbers/costs Cost analysis
• Analytics, analytics, analytics Metrics/Analytics report
• Based on analytics reporting, make Optimizations
decisions about how to improve the
experience
Friday, May 20, 2011

19. TIME TO WALK THE WALK.
1
discover
2
define
3
design
4
develop
5
deploy &
deliver 6
maintain
Stakeholders Brief Brief Alpha Bugs Post mortem
Brief Content Strat Concepting SEO Beta New workflow
Needs Competition PSD files Test plan CMS doc Costs
Project Plan Audience Style Guide QA Training Analytics
Cost Est. User Experience Traffic banners Optimizations
Technical specs
Technical reqs
Friday, May 20, 2011

20. THANKS!
crystalginn.com
Friday, May 20, 2011