Changing Campus Culture for Successful Web Content
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Transcript of Changing Campus Culture for Successful Web Content
Changing Campus Culture for Successful Web Content
Eric HodgsonSeptember 19, 2007
Find This Presentation
http://www.estradacms.com/hodgson
Two-part Series
Web Authoring Principles for Focused and Effective Content
October 25, 2007
Critical Web Principles
• Web sites are built for visitors—plain and simple
• A Web site must serve a purpose.
Critical Web Principles
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?
• Messaging – top level influence• Releases – relevance from many sources• Actions – most common purpose• Personality – key selling points
Content Categories
Separation of Presentation and Content
RELATED LINKS
IMAGE & CAPTION
BODY
PAGE TITLE
CONTACT INFO
Technology ≠ Process
Web Life Cycle
1. Strategic development2. Architecture3. Implementation4. Deployment5. Maintenance6. Next generation
History of Site Maintenance
MediumContextContent
Site 1
MediumContext
Content
Site 2 MediumContext
Content
Site 4
MediumContextContent
Site 3
ContextContent
Site 5
MediumContextContent
Site 6
History of Site Maintenance - continued
Serial Web Site Development ProcessContent Context Medium
Writers and Site Stakeholders
Designers andHTML Programmers
IT andServer Support
History of Site Maintenance - continued
Writers and Site Stakeholders
Designers andHTML Programmers
IT andServer Support
Content Context Medium
Web Committee
Web Manager/Webmaster
Web Editor
Content Owners
Web Developer
Server Administrator
Geek Factor0% 100%
Key Roles
– 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
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
?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
Web Editor
Webmaster
Content Contributors
Image Manager
Web Developer
Web Designer
Network Administrator
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
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
Web Editor Web Manager
Content Owners
Image Manager
Web Developer
Web Designer
Network Administrator
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
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
Web Editor
Web Manager
Content Owners
Image Manager
Web Developer
Web Designer
Network Administrator
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
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 CommitteeWeb Editor
Webmaster
Content Owners
Image Manager
Web Developer
Web Designer
Network Administrator
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
Selecting a Model
• 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
Content Analysis
• Unedited• Edited• New content• Deleted
• Categorization• Reuse• Actions
Content Reuse
• 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
Site Maintenance Training
• Separating presentation from content
• Understanding content properties
• Outlining Web policies
• Tool interface training– CMS– WYSIWYG– Hybrid/Custom interface
• Publishing procedures
Site Maintenance Training
Post Launch
• Content– Author workshops– New employees/authors
• Committee– New features/upgrades– Tweaks from launch
Find This Presentation
http://www.estradacms.com/hodgson
?Let’s take some questions