Rightsizing your digital presence
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These were the slides used in the "Rightsizing your digital presence" workshop at Confab Intensive 2017. Regardless of the size or complexity of an organization, its digital presence is often unnecessarily large given the organization’s scope. But rightsizing is tough. We look at how to discard unnecessary content, both from the perspective of the one-time effort (such as during a migration) and on an ongoing basis.
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Rightsizing your digital presence
- 2. We need to reframe the conversation 2
- 3. The cost of bulk 3
- 4. The cost of bulk • Difficult to find information… • … for your audience / internally • … for content you know is there / that is entirely hidden or buried • … for browse / search • Difficult to cross-sell / reward being “close” • Inaccurate information • Difficult to make broad improvements • Incomplete information • Project low quality • Difficult internally to understand and optimize 4
- 5. The benefit of bulk 5
- 6. The benefit of bulk • Please internal stakeholders • Easier to think in-the-moment/narrowly rather than long- term/broadly • Ability to create target pages (for search engines) for narrow topics • Avoid difficult conversations 6
- 7. 7
- 8. page section whole site we are usually focused narrowly but critical problems are here 8
- 9. Some sites are naturally (and optimally) going to be bigger than others DHC Library of Congress 9
- 10. But each can do better. 10
- 11. Why is rightsizing difficult? 11
- 12. Why is rightsizing difficult? • Most of the ”benefits” of bulk • Difficulty to imagine end state • Difficulty to define how to get there • Difficulty in how to get buy-in 12
- 13. 13 Drop Keep or
- 14. 1) Drop/keep → Dispositions 14
- 15. integrate change format rewrite brand new drop keep as-is merge archive 15
- 16. Yes, delete is the most satisfying… 16
- 17. … but sometimes fixing content is more useful… especially merge 17
- 18. … and other times leaving it there but isolating it makes sense (levels of “archive”). 18
- 19. Exercise: look at representative pages to decide on dispositions http://memory.loc.gov/diglib/ihas/html /sousa/sousa-timeline.html https://www.loc.gov/collections/john-philip-sousa/ Also see other examples: 19
- 20. Regardless, we need to move away from focusing only on individual pages. 20
- 21. 2) Individual pages → Underlying site structure 21
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- 25. Structure • Templating model • Content model • Multi-site structure • Information architecture • Integration • Team alignment 25
- 26. 26 ü Templating model ü Content model ü Multi-site structure ü Information architecture ü Integration ü Team alignment
- 27. 27
- 31. 3) Individual pages → Rules about pages 31
- 32. We need to decide what to do with every page, but we don’t need to look at every page to make that determination. 32
- 33. These five press releases are bad. We should delete these. Do we need press releases, at all? Let’s just cut them all. No Yes 33 ✘ ✘ ✘ ✘ ✘
- 34. Case study: culling topic pages 0 100 200 300 400 500 600 700 800 900 1000 # of topics Before Redesign After Redesign After cull 34 http://hobbs.direct/exploding-topics
- 35. Assess Gather metrics Agree on cull Retag Relaunch Example process for culling topic pages 35 http://hobbs.direct/exploding-topics
- 38. Remember: we still need to be able to generate the list of what needs to drop and other dispositions. 38
- 39. Factors in deciding dispositions • Business goals • General quality • Audience demand • Implementation realities 39
- 41. Factors in deciding disposition Business Goals • Extend / promote / enable business goals • Lead generation / affiliation / purchase / repeat purchase • Project “who you are” Audience Demand • Off-site demand • On-site demand General Quality • Allow visitor to get information they want without another click (especially by providing context) • Demonstrated commitment to quality • ROT Implementation Realities • Dispositions and estimates • Available people / money / resources • Underlying “product catalog” • Existing work program • Politics and worldview 41
- 42. No 42 Yes
- 43. Spider Extract information Merge GA Bucket Dispositions Folders, File group, subdomain Automatically crawl site Metadata added Action Dedupe & Pull metadata from address SEO type data (H1, Title, meta-desc…) Merge data from another source: Google Analytics Pageviews Buckets Dispositions Rules to assign buckets Bucket → Disposition 43 http://www.inventorycaptain.com
- 44. • Can you define any rules (what the logical bucket is and what the disposition is) for some of the content (perhaps just one bucket)? • Exactly what content / what is the content count for the bucket(s)? Download the exercise spreadsheet at http://hobbs.direct/confab2017-sheet2 44
- 45. 4) One-time cleanup → Constant vigilance 45
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- 51. 1) 2) 3) 4) Drop/keep → Dispositions Individual pages → Underlying site structure Individual pages → Rules about pages One time cleanup → Constant vigilance Reframe! 51
- 52. Reframing is a prerequisite. We also need to convince people. 52
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- 54. 5) Tactical → Define vision 54
- 56. Inventories and estimating effort 56
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- 61. Sources of data • View • Origin • Usage • Intent 61 http://hobbs.direct/rethink-sources
- 62. Sources of data • View • Origin • Usage • Intent 62 Applying the data • Add • Merge • Scrape • Override X
- 63. 63 Apply rules metadata → bucket bucket → disposition http://hobbs.direct/panning-gold
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- 74. Global & large rollouts: bucket by type of site 74