Próximos SlideShares
"The Myth of the Perfect Methodology" - Corey Vilhauer at Confab 2012
- the MYTH of the perfectMETHODOLOGY
- hashtag:#methmyth
- hiI’m corey @mrvilhauer
- Blend Interactive Sioux Falls, SD
- METHODOLOGY?“Formal documentation of a set of processes.”
- SCIENTIFIC METHOD ASK A QUESTION Research a problem Form a Hypothesis Test the Hypothesis Communicate/Change
- METHODOLOGIES ALLOW FOR REPLICATION
- hooray web!
- The LIst
- METHODOLOGY ≠A List of tasks
- In the beginning...
- define thedamn thing
- THESE ARE GUIDESNOT METHODOLOGIES
- “Content strategy is suf8iciently diverse that nearly all content workers must specialize to some extent, and our methodologies tend to re8lect on that specialization.” -‐Erin Kissane
- It’s morecomplicated than that
- We Thinkwe’re this
- But really,we’re this
- Each projectis different
- Eachdeliverableis different
- Each clientis different
- Each one of usis different
- WE’RE ALLSNOWFLAKES
- So.Why bother?
- CommunicatioN
- MAKE IT OFFICIALguidanceConsistencyintegrity
- The Methodology for creating a methodology
- find a trail guide
- Content Strategy Deliverables* What Are You Trying to Achieve? Summary of company goals What Do You Own? Content inventory or audit Content assessment (quality and quantity) Whatʼs Missing? Content gap analysis Comparative content analysis Competitive analysis How Do You Present the Words? User personas User scenarios (think believable stories) Editorial strategy Core messaging strategy Content templates Sample content Search Engine Optimization (SEO) strategy Metadata strategy Brand strategy Style guideCREATE A MASTER LIST Glossary Where Does It Go? Copy deck Content conversion/migration strategy Content flow schematic Channel strategy
- break andrecreate
- You are neverfinished
- “With iteration, instead of driving an idea blindly into the world, hoping to get lucky, you tip-‐toe, feeling as you go. And you are guided by the feedback you get. ... There are no beginnings or endings -‐ just small steps forward.” -‐Robin Sloan
- steal like an artist
- “...A result of 4-‐5 years of pilfering the Internet.” -‐Jeffrey MacIntyre, Arc90
- “This one’s mine.Let’s take another.” -‐Fugazi (kind of)
- give a little dap, yo
- With specialthanks to...
- MAKE IT personal
- “Experience is a brutal teacher, but you learn. My God, do you learn.” -‐C.S. Lewis
- An Example:Audiences and Outcomes
- tl;dr
- YOU CAN’T BREAK the RULES IF YOU DON’T MAKE the RULES.
- THE SOAPBOX
- OUR WORK IS PERSONAL
- OUR WORK IS fluid
- “Strategy is a frontier sport.” -‐Melissa Rach, CS Forum 2011
- OUR WORK isworth sharing
- "We have to be okay with sharing what we know. Everyone gets credit for showing their work. There’s no reason to protect how we do things. Every client is different; every project presents new information to learn from." -‐Nicole Jones
- So. Go forth and METHODOLOGIZE
- ( thank you ) For notes and resources, visit:eatingelephant.com/2012/05/confab2012
- COREY VILHAUER @mrvilhauerwww.eatingelephant.comwww.blendinteractive.com www.blackmarks.net
Entre para ver os comentários