Digital Project Management: The Complete Step-by-Step Guide to a Successful Launch - Hardcover

Olson, Taylor

Hardcover

ISBN 10: 1604271256 ISBN 13: 9781604271256

Verlag: J Ross Publishing, 2015

Inhaltsangabe

The digital world is growing and changing at a rate that can seem overwhelming to those project managers who have to keep up with it to build customer-facing solutions and applications. It's rare for project managers working in this field to be provided with much direction or a process by which to carry out a project, and there has been almost nothing available specific to these types of projects in the literary marketplace. Digital Project Management: The Complete Step-by-Step Guide to a Successful Launch was developed to fill this gap by providing the knowledge, best practices, and proven steps to successfully manage digital projects from end-to-end and was created to be easily adaptable to different project types and technological advances.

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Über die Autorin bzw. den Autor

Taylor Olson is a certified Project Management Professional (PMP) with more than twenty years of experience in the field. She earned her degree in Telecommunications from Michigan State University, and began her career in automotive marketing and advertising. Ms. Olson has worked for organizations of all sizes and has traveled the world to train and collaborate with global team members, documenting digital project management best practices along the way. Over the past several years, she has been helping to build global websites and applications for Fortune 50 corporations. Taylor currently specializes in using content management systems to produce and maintain global web solutions for large corporations operating in multiple countries and languages.Taylor's speaking engagements, presentations, and consulting prior to the development of this book had been by invitation from organizations in a wide variety of industries. One of her more meaningful and recent invitations was to give a presentation on the original healthcare.gov release and how following the process in this book would have prevented most of the problems associated with that rollout. Taylor is a sought-after speaker and currently travels extensively to share her knowledge and experience at professional associations and events and through webinars and other means to help project managers, and the organizations they serve, achieve successful results.

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Digital Project Management

The Complete Step-By-Step Guide to a Successful Launch

By Taylor Olson

J. Ross Publishing, Inc.

Copyright © 2016 Taylor Olson
All rights reserved.

ISBN: 978-1-60427-125-6

Contents

Acknowledgments, 
Foreword, 
About the Author, 
WAVTM Page, 
Introduction, 
Chapter 1 Basic Training, 
Section I: Initiating, 
Chapter 2 Needs Assessment, 
Chapter 3 Documentation, 
Section II: Planning, 
Chapter 4 Communication, 
Chapter 5 Information Architecture, 
Chapter 6 Analysis, 
Chapter 7 Development, 
Chapter 8 Preparation, 
Section III: Construct to Close, 
Chapter 9 Content, 
Chapter 10 Testing, 
Chapter 11 Cutover, 
Chapter 12 Summary, 
Appendix A: Complete Project Plan, 
Appendix B: Glossary, 

CHAPTER 1

BASIC TRAINING

If you have a job in the advertising or marketing field you probably work at an agency that produces deliverables that fall into one of these four categories:

1. Printed material (catalogs, brochures, posters, manuals, magazine ads, newspaper ads, billboards, etc.)

2. Digital (websites, apps, etc.)

3. Broadcast (videos, radio spots, television ads, etc.)

4. Events (workshops, business shows or meetings, press events, parties, festivals, etc.)

Of course, the list of project types could go on and on, but anything you're working on probably falls into one of those categories. And, the categories often overlap each other. For instance, the event you are managing may require a video or some printed support materials. There may also be a website for registration and event information. This book will focus on managing digital projects. We all know that the technical world moves quite rapidly. Just as soon as we figure out how to manage a certain type of digital project, the technology changes and we're left figuring out an entirely new project. But having worked in this field for several years, I can tell you with certainty that the process doesn't really change — just the projects. The stages of development are always the same, although you might apply them to different technologies and outcomes. For instance, the process I'm going to describe was established before we had to worry about tablet or mobile devices, but I've been able to easily adapt the process to include them.

Types of Resources

If you're just starting out in your career, one of the first things you've probably wondered while checking out the office may be, "Who are all these people, and what do they do?" Believe it or not, most of the project categories listed above use several of the same types of resources. For example, most of them are going to need a writer, an art director, and a project manager. So, before we get into the details of how to manage a digital project, let's get our bearings first. Here's a list of popular resource titles found at a digital agency, and a very brief explanation of what they do.

Brand project manager or account lead: The brand project manager (PM) is usually assigned to a certain brand full time and knows the clients and their business inside and out. When building the business requirements for a project, the brand PM is a good resource for determining what the client's major concerns are, how they'll respond to certain situations or obstacles, and how to best work with that client and their team.

Technical project manager: Tech PMs often get shifted from project to project and are not usually responsible for sustaining or maintaining any one particular brand. During the development process the tech PM is the lead and is often seen as the bridge between the brand team and the tech team (developers, infrastructure, etc.). On my team we call this person the rollout manager. They need to understand every facet of the project from both sides of the fence — business and technical.

Business analyst: This role is becoming more and more popular and defined. Not all companies have business analysts on staff because they look to the technical project managers to handle the role of assessing the situation and documenting the requirements. But a more advanced company will invest in a qualified business analyst (BA) to focus on requirements while leaving the solutions and implementation up to the tech or rollout PM. BAs are good at finding a way to explain technical concepts to the clients and brand team in a way they can easily understand.

Asset manager: This is a key role on the production team. The asset manager receives delivery of assets (images, videos, copy, etc.) from the creative team and makes sure they match the specifications of what was expected. This job may also involve searching for available images that fit criteria provided by the art director. In addition, it usually involves keeping track of the assets — which assets are secured, which ones we're still looking for, what was received but did not pass quality review, what retouching is needed, and so forth.

Content authors: Some projects use a content management system (CMS) in place of building html sites. Content authors are experts in how to use the CMS to build websites. Content management systems are most often used for large corporations that want to build one main brand website and then duplicate and localize that site in multiple countries and languages. This is where the term rollout manager first evolved, by the way — we build it once and then roll it out around the world.

Art director: These creative individuals determine what the screens will look like in terms of colors, fonts, and layout. They keep busy designing the look and feel for anything that comes out of an agency, such as websites, event promotions, email campaigns, or online banner ads. Or, they may be lending their creative minds to research or brainstorming activities.

Copy writer: Not only do they come up with the headlines and copy, they usually come up with the communication strategy as well.

Information architect: IAs are part designer and part strategist. Through research and focus groups they become experts in consumer online habits and patterns. They weigh the client's business objectives and the creative team's designs along with their own recommendations for a unique and engaging customer experience. This is where science and art come together!

Web developer: Although there's a large variety of programming languages, it's safe to divide developers into two main categories; front-end or web programming. Front-end developers focus on the code that brings the art director's vision to life on screen, while web programmers focus on framework and functionality.

Data architect: This is a type of developer who designs and manages the flow of data from end-to-end. Simply put, if the project requires either a data source or data output, the architect will figure out how to pull the data in, filter it, merge it, present it, and/or push it out to a third party.

Search and analytics:Two groups of resources are included in this category — those who specialize in search engine optimization (getting people to visit your website) and analytics (professionals who track where visitors came from and what they did while they were there — which buttons did they click on, how long did they spend on a page, and much more).

Infrastructure manager: This important resource manages the...

Details zur Ausgabe

• Verlag: J Ross Publishing
• Erscheinungsdatum: 2015
• Sprache: Englisch
• ISBN 10: 1604271256
• ISBN 13: 9781604271256
• Einband: Gebundene Ausgabe
• Anzahl der Seiten: 272
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Buchbär; info@buchbaer.de; ; Weberstr. 67; Osnabrück; 49084; Deutschland