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Stephanie Lemieux – Earley & AssociatesCharlie Gray – Motorola, Inc.
Integrating Taxonomy with A CMS for Dynamic Content
Motorola Case Study
Copyright © 2010 Earley & Associates Inc. All Rights Reserved.
About Stephanie Lemieux
Taxonomy Practice Lead
Experience implementing taxonomy across different tools: CM, DM, Intranet, Faceted Search, DAM…
Recent clients: American Greetings, AstraZeneca, Ford Foundation, Hasbro, JC Penney
AIIM certification trainer (Information & Organization)
Blog: earley.com/blog/stephanie-lemieux
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Copyright © 2010 Earley & Associates Inc. All Rights Reserved.
About Charlie Gray
Sr. Mgr of Web Content Management, Motorola. Oversee daily operations of site publishing in 40 countries & 20 languages, taxonomy management, internal search, and site information architecture
Over 24 year of industry experience ranging from advanced robotics, corporate technology, to sales & marketing
Successfully deployed Interwoven and Vignette in multi-billion dollar businesses
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Copyright © 2010 Earley & Associates Inc. All Rights Reserved.
About this case study…
Step-by-step write-up of this case & best practices for integrating taxonomies with a CMS published inInformation Management Best Practice 2009Ed. Bob Boiko, Erik M. Hartman
Available here: http://timaf.org/?page_id=62
Also being launched here at AIIM
Best practice from book identifiedby
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Copyright © 2010 Earley & Associates Inc. All Rights Reserved.
Agenda
Project background & timeline
Taxonomy requirements & development
Taxonomy implementation
Governance
Going global
Next steps
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Copyright © 2010 Earley & Associates Inc. All Rights Reserved.
Project background
What was the problem? • Multiple disparate sites, designs • No single content management platform • Need to keep up with competition, offer more dynamic content,
options• Governance & process optimization required
Unified designGlobal taxonomy
Single CM platform
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Copyright © 2010 Earley & Associates Inc. All Rights Reserved.
Project scope
3 “businesses”, multiple units - all interactive content management• Corporate
• Business-to-business (B2B): Government & Public Safety, Home & Networks, Enterprise Mobility
• Business-to-consumer (B2C): Mobile Devices, Accessories, Support
Enterprise Content Management (ECM)Enterprise Content Management (ECM)
DocumentManagement
Interactive Content
Management
Digital Asset Management
(DAM)
• Compound documents
•Manuals
•Contracts
•Drawings
• HTML
•XML
• Images
•Copy
• Flash
• Packaging images
•Print advertising assets
• Logos, branding assets
•Video
•Presentations
KnowledgeManagement
• Collaboration Spaces
• Online Tutorials
Our focus
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Copyright © 2010 Earley & Associates Inc. All Rights Reserved.
Phase Goal1Apr-May 06
Content Management & Taxonomy Strategy
2Aug-Dec 06
B2B Taxonomy framework & draft developmentGovernance structure development
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B2B CMS development/Taxonomy implementationB2B launch
4Jan-Jun 08
B2C CMS & Taxonomy development, launchGovernance
5Jun-Oct 08
Internationalization – B2B & B2C
Project timeline
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Phase 1: Strategy
Copyright © 2010 Earley & Associates Inc. All Rights Reserved.
Strategy & maturity assessment
INFRASTRUCTURE
INFORMATION ARCHITECTURE
CREATE
PRESENT/CONSUME
Users
PUBLISH MANAGE
Taxonomy | Metadata | Navigation | Wireframes
Functional Design | Content Type Definitions | Content Management System | Content Repository | EAI
PROCESS
Organizational GovernanceDeveloped with Roundarch
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Copyright © 2010 Earley & Associates Inc. All Rights Reserved.
Maturity assessment
INFRASTRUCTURE
INFORMATION ARCHITECTURE
CREATE
PRESENT/CONSUME
Users
PUBLISH MANAGE
Taxonomy | Metadata | Navigation | Wireframes
Functional Design | Content Type Definitions | Content Management System | Content Repository | EAI
PROCESS
Organizational Governance
Developed with Roundarch
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Phase 2: Taxonomy requirements & development
Copyright © 2010 Earley & Associates Inc. All Rights Reserved.
Taxonomy development process
Developed extensive CMS business requirements to identify potential taxonomy needs
Used previous taxonomy as starting point (clean up and overhaul)
Crawled existing websites
Led taxonomy education sessions
Met with business stakeholders from each business unit, region
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Copyright © 2010 Earley & Associates Inc. All Rights Reserved.
Educating stakeholders
Taxonomy as key element of design requires:
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Get it enough to pay for itGet it enough to pay for it
Get it enough to include it in design decisionsGet it enough to include it in design decisions
Get it enough to agree to come to meetingsGet it enough to agree to come to meetings
Multiple taxonomy 101 sessions led, preface to meetings, etc.Multiple taxonomy 101 sessions led, preface to meetings, etc.
Copyright © 2010 Earley & Associates Inc. All Rights Reserved.
Bring a taxonomy expert on the team
Because no matter how much education you do,not everyone will become taxonomy experts…
…nor should they
Internal or external
Role: Taxonomy advocate, lobbyist, SME
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Determine functional requirements
Before you either select or start designing the solution
What do you want the system to do around taxonomy
Consider 3 areas:• functionalities that rely on taxonomy elements• storage and management of taxonomy• application of taxonomy to content (tagging)
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My role is to highlight potential taxonomy uses and issues
My role is to highlight potential taxonomy uses and issues
Copyright © 2010 Earley & Associates Inc. All Rights Reserved.
Sample taxonomy CMS requirements
Requirements for application & management of taxonomy• E.g. Ability to add multiple taxonomy values at once to content• E.g. Ability to present taxonomy tags in drop-downs, hierarchical lists• E.g. Ability to maintain translations and synonyms
Requirements for how the business wants to leverage taxonomy• E.g. Ability to filter products by form factor• E.g. Ability to dynamically relate documents to product pages
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Copyright © 2010 Earley & Associates Inc. All Rights Reserved.
Important note…
A CMS is not a good taxonomy management tool• Most requirements will not be met by the CMS,
even the big players• External tool needed to manage taxonomy versioning, scope
notes, associative relationships, and more• CMS taxonomy management is very SLOW…
• 1 term with 5 synonyms & 5 translations = 3 minutes
• If the taxonomy is more than 1000 terms, an excel spreadsheet will quickly become unmanageable
• Worse if you are doing multi-lingual
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Taxonomy development
Product categories Product
lines
Solutions
Services
Industries
Countries
Languages
Features
Document Types
Technologies
Motorola.com
Developed taxonomy with 10 facets
Portable Radios SYN: Handheld Radios Portable Terminals
fr-CA: Radios Portatives en-UK: Portable Devices es-CO: Radios Portátiles
Manage synonyms, and
multiple translations
+ new additions over time: Colors, Form Factors, Business Units, Regions
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Copyright © 2010 Earley & Associates Inc. All Rights Reserved.
3 challenges of taxonomy development
Scope• Hundreds of websites• Thousands of products• Thousands of features• Various languages & country sites
Disconnect between timelines of back & front-end projects• Unknown IA leads to surprise functionality requiring taxonomy
Lack of stakeholder participation during design phase• Taxonomy was not yet concrete, no tangible way to show
marketers why they should care
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Phase 3: Taxonomy validation & implementation
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Copyright © 2010 Earley & Associates Inc. All Rights Reserved.
Collaborative design sessions
JAD: Joint application development• 10-15 people in a room for almost 3 months• Discuss implementation design, customizations• Participants: IT, business stakeholders, Taxonomy
SME, Vignette SME, management consultants
• …or AGILE: successive proofs of concept
Make sure the taxonomy expert is part of design discussions and decisions
Defend your taxonomy requirements, plan
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Copyright © 2010 Earley & Associates Inc. All Rights Reserved.
Sample JAD taxonomy issues
Is the taxonomy reference data or a content item itself?
• Reference data has limited management options
• Content types are customizable, but require more design work
How to manage language-specific values?
What fields in the content type definitions to make taxonomy-driven? Required?
What relationships will be taxonomy-driven? Where will the relationship be created? How will you see reciprocal relationships?
Will navigation be based on taxonomy or channels?
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Selecting appropriate tagging mechanisms
Painful tagging is the worst handicap to adoption
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Drop-down list Cascading drop-down
lists
Table transfer
Tree navigation
Multi-select options
CTRL
Radio buttons/ checkboxes
Copyright © 2010 Earley & Associates Inc. All Rights Reserved.
And then in came the wireframes!
What part of this is driven by taxonomy?Often came down to decision between need for manual override and dynamismBack to the drawing board in some cases…
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Harmonize with front end requirements
Don’t let taxonomy/content structure get too far ahead of wireframes/design
Wireframes nearly always bring in new requirements, metadata, functionalities…
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http://positiverealestateprofessionals.com/
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What we ended up with…
The taxonomy content type definition (CTD)
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Synonyms
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Feature CTD
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How the taxonomy is leveraged
Tagging & categorization of content
Dynamic navigation
Dynamic relationships
Feature consistency / compare product
Filtering products / search results
Search enhancement / SEO
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Copyright © 2010 Earley & Associates Inc. All Rights Reserved.
Tagging & categorization
Uncontrolled metadata fieldUncontrolled
metadata field
Taxonomy controlled metadata fields
Taxonomy controlled metadata fields
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Copyright © 2010 Earley & Associates Inc. All Rights Reserved.
Navigation
Navigation can be influenced by taxonomy, but also differ:
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Copyright © 2010 Earley & Associates Inc. All Rights Reserved.
Dynamic navigation
In cases where navigation & taxonomy align completely, it is dynamic• E.g. product lines: products tagged with a product line deemed
visible in that navigation appear based on taxonomy
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Picklist navigation
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Dynamic relationships
Tagging a document with a product line will make it appear on that product’s resource tab
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Copyright © 2010 Earley & Associates Inc. All Rights Reserved.
Feature consistency
Before
NiMH
n/a
n/a
n/a
Nickel Metal Hydrate
n/a
n/a
n/a
NiMh
Battery type
Battery chemistry
Battery
Same feature, different names
Same feature, different values
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Copyright © 2010 Earley & Associates Inc. All Rights Reserved.
Feature consistency
After
NiMH NiMH n/a
Same feature, same names
Battery type NiMh NiMhNiMh
Same feature, same values
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Feature consistency – B2C
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Features - comparison
Some is taxonomy, some is editorial guidelines
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Filtering products
Can be done with features or “regular” taxonomy
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Filtering
Colors
Green
ForestLime
• Children are filtered up to parent
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Image associated to
taxonomy
Copyright © 2010 Earley & Associates Inc. All Rights Reserved.
Filtering search results
Based on taxonomy branches
Leveraging faceted nature
Based on taxonomy branches
Leveraging faceted nature
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Copyright © 2010 Earley & Associates Inc. All Rights Reserved.
Taxonomy & SEO
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Phase 4: Governance & Going Global
Copyright © 2010 Earley & Associates Inc. All Rights Reserved.
Taxonomy governance
Core team of this council receives, approves and implements taxonomy change requests
Each business unit has a representative on the team (editorial leads)
B2C vs. B2B = different teams, meet 1x every 2 weeks
Extended team = interactive marketers who are responsible for specific product sets
SteeringCommittee
Core taxonomy
team
Extended
Taxonomist
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Copyright © 2010 Earley & Associates Inc. All Rights Reserved.
Taxonomy process
MONET Request
Roadmap Planning
Stakeholders
Interactive Marketing Leads Content Entry Team
Site Manager
Editorial & Publishing Leads / Taxonomy
board members
VignetteTaxonomist
Taxonomy Request
This is the main process. There is also taxonomy translation & sharing between interactive web & CRM
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Copyright © 2010 Earley & Associates Inc. All Rights Reserved.
Going global
• B2B in over 60 countries, • B2C 40 countries in 20 languages
• Requires growth in taxonomy management team and robust standard operating procedures
• Using translation memory
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Copyright © 2010 Earley & Associates Inc. All Rights Reserved.
Coming soon!
Next steps in taxonomy at Motorola:
Universal Owners Portal• Engage with the customer across the entire product life cycle
• Create cloud based services and applications
Global metrics• Measuring awareness, engagement, purchase intent, and satisfaction
User defined filters• Use taxonomy to allow site visitors to filter content and define
relationships
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Copyright © 2010 Earley & Associates Inc. All Rights Reserved.
Get your copy of the chapter…
Steps:• Step 1: Educate Stakeholders on Taxonomy
• Step 2: Bring a Taxonomy Expert onto your CMS Implementation Team
• Step 3: Determine Functional Requirements
• Step 4: Harmonize Requirements with Front-End Design
• Step 5: Figure Out Where you Want to Use Taxonomy: Create an Integration Plan
• Step 6: Integrate Taxonomy into the Content Model
• Step 7: Decide on a Technical Approach to Taxonomy: Native CMS Function, Customization, or Externally Managed Taxonomy
• Step 8: Use Collaborative Methods to Develop Taxonomy-Powered Functionality
• Step 9: Select Appropriate Tagging Mechanisms to Make Taxonomy Easy to Use
• Step 10: (Re)Educate Users
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Questions?
Contact us for more information
Stephanie LemieuxEarley & Associates
Charlie GrayMotorola, Inc.
Copyright © 2010 Earley & Associates Inc. All Rights Reserved.
•Focus: Information Architecture (“IA”) Services
•Founded: 1994
•Personnel: Twenty core team consultants, plus a network of other top industry experts• ECM and KM experts• taxonomy specialists• search experts• information architects• usability professionals• technology consultants• business process
experts
• Headquarters: Boston, MA
About Earley & Associates, Inc.About Earley & Associates, Inc.
• Consulting Philosophy: • Organizing Principles
based on business context and goals
• Four Pillars - People, Content, Process, and Technology
Copyright © 2010 Earley & Associates Inc. All Rights Reserved.
Events & Communities
Communities of Practice• Taxonomy: www.finance.groups.yahoo.com/group/TaxoCoP
• SharePoint IA: www.tech.groups.yahoo.com/group/SharePointIACoP
• Search: www.tech.groups.yahoo.com/group/SearchCoP
Upcoming Webinars• Taxonomy Community of Practice series
• http://www.earley.com/webinars
• Vendor Showcase series
• http://www.earley.com/webinars/vendor-showcases
• Jumpstarts
• http://www.earley.com/webinars/jumpstarts