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Contenus Web En Cure Idemm2010

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En matière de gestion de l'information, l'équation Accumulation du volume des données à traiter + complexification des processus de sélection et validation donne pour résultat, des difficultés de plus en plus grandes à prendre les bonnes décisions. Comment mettre en place une stratégie éditoriale pour rationaliser les flux et volumes de contenus?

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Contenus Web En Cure Idemm2010

  1. 1. Contenus web en cure <ul><li>Les bénéfices d’une stratégie éditoriale </li></ul>Journées du contenu Web, Lille, 4 mars 2010 Vos utilisateurs sont la mesure de vos contenus
  2. 2. Infobésité <ul><li>Surabondance de la matière première  : la data, la donnée </li></ul>
  3. 3. Infobésité <ul><li>Accumulation du volume des données à traiter </li></ul><ul><li>+ </li></ul><ul><li>Sélection et validation complexifiées </li></ul><ul><li>= </li></ul><ul><li>difficultés à prendre les bonnes décisions </li></ul>
  4. 4. Infobésité <ul><li>Tâches informationnelles </li></ul><ul><li>difficiles à quantifier </li></ul>
  5. 5. Infobésité <ul><li>Comment mettre de l’ordre </li></ul><ul><li>dans cette masse informationnelle protéiforme? </li></ul>
  6. 6. Stratégie éditoriale <ul><li>planifier , produire et gérer </li></ul><ul><li>les contenus en ligne </li></ul>
  7. 7. Stratégie éditoriale <ul><li>〾 Content Strategy ? </li></ul>
  8. 8. Stratégie éditoriale Data / Contenu Information / Editorial <ul><li>Accessible </li></ul><ul><li>Appréhendable </li></ul><ul><li>Utilisable </li></ul><ul><li>Pertinente </li></ul><ul><li>Compréhensible </li></ul><ul><li>Singulière </li></ul>
  9. 9. Stratégie éditoriale <ul><li>≁ Quoi </li></ul><ul><li>≽ Quoi, quand, pour qui, par qui, pourquoi, comment, où, combien, ... </li></ul>
  10. 10. Stratégie éditoriale <ul><li>Flux - Cycle de vie des contenus </li></ul><ul><li>Outils - audit, chartes, tableaux de bord, ... </li></ul>
  11. 11. Flux Cycle de vie Contenu 1. Audit 2. Stratégie 3. Création 5. Entretien ⓒ WE ARE THE WORDS 4. Publication
  12. 12. Outils <ul><li>Audit, inventaire des contenus </li></ul><ul><li>Personas, tableau de bord, plan de communication, cahier des charges </li></ul><ul><li>Charte ergonomique, charte éditoriale </li></ul><ul><li>Calendrier de publication </li></ul><ul><li>Tableau de bord, charte éditoriale, </li></ul>Cycle de vie Contenu 1. Audit 2. Stratégie 3. Création 5. Entretien ⓒ WE ARE THE WORDS 4. Publication
  13. 13. Contenus en cure ❝ Small Web sites are easier to manage than large ones. Since this is obvious, why don't more sites choose to be smaller? — The Web Diet: How To Simplify Your Web Site David Hobbs
  14. 14. Contenus en cure <ul><li>Volumes de pages, quantité de types de contenus, nombre de gabarits, duplication des contenus </li></ul><ul><li>Profondeur du site </li></ul><ul><li>Gestion chronotypique des contenus: actualisation, mise à jour, production de nouveaux contenus </li></ul><ul><li>Gestion des sous-sites, promo-sites, landing pages, ... </li></ul><ul><li>Effritement de l’expérience utilisateur: cohérence, similarité, conventions d’usage, etc. </li></ul>
  15. 15. Contenus en cure <ul><li>Dérivation </li></ul><ul><li>Réutilisation </li></ul>
  16. 16. Dérivation <ul><li>Un “produit informationnel” brut > </li></ul><ul><ul><ul><ul><ul><li>E-mailing </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Landing page </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Billet de blog </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Tweet... </li></ul></ul></ul></ul></ul>
  17. 17. Réutilisation <ul><li>Purger les contenus (R.O.T. * ) </li></ul><ul><li>Adopter une culture de service </li></ul><ul><li>Favoriser les faits , pas les opinions* </li></ul><ul><li>* R edundant, O utdated, T rivial </li></ul><ul><li>*Quelles sont les réelles “top tasks” de nos utilisateurs? </li></ul>
  18. 18. Contenus Web en cure <ul><li>Merci ! </li></ul>
  19. 19. A propos de WAW ARCHITECTURE DE L'INFORMATION Inventarisation des contenus/ Organisation de l'information/ Wireframing/. ERGONOMIE DES CONTENUS Scénarisation/ Recrutement & tests utilisateurs/ Reporting de tests/. STRATÉGIE ÉDITORIALE Gestion de projet éditorial/ Rédaction Web/ Ateliers & formations/ Stratégie des médias sociaux/. Vos utilisateurs sont la mesure de vos contenus [email_address]

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