Tag sale! A case study in starting and selling semantic tagging - ebookcraft 2015 - Colleen Cunningham

+Tag Sale! A case study in starting and selling semantic tagging Colleen Cunningham ebookcraft 2015 Toronto

+Who are we?

n  F+W, a Content + eCommerce Company n  content provider n  niche categories—craft, art, writing, design, outdoors, lifestyle n  parent company of Digital Book World

n  Our digital workflow team has years of experience at F+W in: n  print n  ebook n  image handling

ebookcraft 2015 • @BookDesignGirl • #ebookcraft

+Why invest in a CMS now?

n  We have a company culture that embraces change n  now producing content for a multitude of formats n  other opportunities for selling our content have developed

n  Our executive team made the commitment n  budgeted money n  allocated time for training

n  Librios supports autonomy n  reliable, available, personable n  allows for customization of the CMS




tagging workflow people

+Start with simplicity and build on what you already know

n  The best-practice strategy is simple to complex n  not all content will be appropriate n  base build-outs on real needs

n  Our editors and designers already understand key concepts n  structure and patterns n  content versus style

n  Demonstrate success with with real content and real users




Word InDesign Ebook


CMS

InDesign EPUB

HTML

Word


CMS

InDesign EPUB

HTML

Filters apply presentation with the tags

Word

CMS stores tagged content

TAGS TO STYLES

TAGS TO CSS

TAGS TO CSS

+Tagging is a language and it needs translators

n Tags allow different platforms to talk to each other

n Filters are the translators in and out of the CMS

n  Tagging requires attention to detail: n  planning of structure n  consistency n  well thought-out page breaks render useful navigation

n  Best to structure content in its most simple and logical form: n  optimizes content for storage … and digital n  tasks print designers to add complex design in InDesign



+

Import Import publication New publication Images Metadata Permissions


+

CMS Let’s take a tour!


+

Export to print InDesign


+

Export to ebook EPUB Amazon





+Use wins to build momentum

n  Reduced “BDC” and improved “ROI”

n  Centralized storage of our content allows for: n  quick accessibility, searchability, and efficient repurposing n  future proofing for formats we don’t even know about yet

n  Reduced development costs from less outsourcing

n  Increased speed to market

n  Increased communication and morale



+Use problem-tunities to fix long-standing issues Corrections locked in one format Demonstrate print-centric workflow versus centralized corrections

Not differentiating structure, content, and print layout corrections Assign correction roles with pencil colors in print galleys

Many correction cycles Reassign old proofreading tasks up to copyediting stage

Inconsistent image formatting and late-stage image creation

Standardize and centralize image processing

Indexing at print stage with un-hyperlinked page numbers Hire and solicit help from indexers familiar with CMS indexing


+Production time is saved*


CMS

InDesign LAYOUT CORREX

TAG CORREX

CONTENT CORREX

+Production time is saved*


CMS

InDesign

Print Designer saves time, only does layout correx

Editor saves time by reducing correx rounds with cleaner content in the first export, but gains time by more thorough review of content pre-export

LAYOUT CORREX

TAG CORREX

CONTENT CORREX

*


+Tracking development will save your sanity

n  Document the CMS as A work in progress

n  Allows the prioritization of many requests

n  Consider Google docs n  free n  collaborative n  records milestones (give the link to an executive team member)




+Plan for Accommodate typical CMS roles atypical teams n  Technical Architect

n  UX Architect

n  Test Engineers

n  Project Manager

n  Production Specialists

n  Workflow Manager

n  Digital Strategist

n  Content Strategist


 Leverage in-house talent

 Hire outside partners

 Meet with outside peers

 Meet regularly with core team

 Check in with extended team

 Communicate!


+Your change partners already know a lot

n  They already are experts at their jobs and with their content n  What is the current workflow? n  What departments are involved? n  Where are corrections made? n  Is there existing documentation?

n  Some have experience with a CMS or project management

n  What are their expectations (good and bad)?



+Purposefully gather feedback

n  Meetings

n  In-house seminars

n  Emails

n  Walkabouts n  “how do you feel about … ?” n  “what do you think about … ?”

n  Individualized evaluation



+

Thanks!

Colleen Cunningham @BookDesignGirl on Twitter Librios www.librios.com Digital Book World www.digitalbookworld.com


Education

Tag sale! A case study in starting and selling semantic tagging - ebookcraft 2015 - Colleen Cunningham