Managing the Politics of Content Hilary Marsh JBoye Conference 2015

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Managing the Politics of Content Hilary Marsh JBoye Conference 2015

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Marketing Product Line

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Everyone Else Web Team

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What Politics Look Like

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http://blog.hostelbookers.com/travel/how-to-pack-your-backpack/ 2004 2007 2010

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http://www.technologist.eu/the-mindfulness-movement-connecting-body-and-mind/ What else?

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http://www.technologist.eu/the-mindfulness-movement-connecting-body-and-mind/ How do you react?

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“We have a carousel on our website because politics.” – Dave Olsen, www.dmolsen.com/ Confab Higher Ed 2014

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Content is… Event Product Class Program Research

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Content strategy is… Event Strategy Product Strategy Class Strategy Program Strategy Research Strategy

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Content is political

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Content is… Event Product Class Program Research

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Content is… My Event My Product My Class My Program My Research

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“Every pixel has an owner.” – Paul Ford, former web editor at Harper’s magazine Confab 2013

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“It is difficult to get a man to understand something, when his salary depends upon his not understanding it.” – Upton Sinclair, 1935

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33 http://www.amazon.com/Have-Always-Done-That-Way/dp/184728857X/

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Department Message Audience Department Message Audience Department Message Audience Department Message Audience Old thinking

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Organization: Programs, offerings Audience Messages Audience Audience Audience New thinking

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36 Content strategy is CHANGE MANAGEMENT

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What Doesn’t Work

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Real-Life Solutions

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“Be transparent, help people prep while they’re waiting for their project to start.” —Amanda Costello, University of Minnesota

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“Be an evanglist for others’ work, and help people realize that you are their champion and making way for them to do what they do best.” —Matthew Grocki, Grassfed Content

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“Pre-sell your ideas. Pull someone aside and get their input on a draft, so by the time you officially reveal it, you’ve gotten their buy-in.” —Sara Zailskas Walsh, Motorola.com

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“Build strong relationships. Remember that everyone is trying to do a good job but don’t always have the resources or skills they need.” —Claire Helme and Mary Sabotoski, a university in Australia

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“Employ “strategic nagging:” patient but persistent repetition of a message. —Carrie Hane Dennison, @carriehd, American Society of Civil Engineers

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What Has Worked for You?

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What Has Worked for Me

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49 http://www.slideshare.net/est3ban/empathybased-personas-gaining-a-deeper-understanding-of-your-audience-presen Shared focus on the audience

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Show, don’t tell

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Useful Relevant Timely

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Org-focused Narrow interest Not actionable

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53 http://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two http://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two Get your governance in order

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54 http://teamnutztechnology.com/finding-the-right-radar-system-for-your-boat/ Do a pilot project (or several)

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55 https://www.flickr.com/photos/telachhe/3342173731/ Keep trying

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Get buy-in from the top

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Your agenda Show what’s broken and why Show solutions and potential, and what it will take to get there Talk about the pilot efforts and the lessons learned Anticipate roadblocks – raise “what if” scenarios, talk them through in advance Determine follow-up frequency 57

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Respect the depth

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59 http://bit.ly/1jntVcJ Be patient

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Show them how http://ashram.yogasatsang.org/yoga-classes

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Foster collaboration Form a cross-departmental editorial board to review major requests together Most impactful stories require information from multiple sources Facilitate, then gradually pass on ownership

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Motivate and recognize

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I put the information up online –now I also need to know how many people have used it??? Redefine success

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Educate and remind 64

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Operationalize and socialize 65

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Offer options for creativity 66 http://oxendo.com/

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67 Be there for your colleagues

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68 http://www.sfgate.com/performance/article/Review-Gold-examines-Jewish-mother-stereotype-3291210.php Look, if it were up to me, I would leave that content on the site, but the decision is out of my hands

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Solid rationales and alternatives 69

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70 http://www.enterprisenews.com/article/20140614/SPORTS/140617308 Report on progress

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71 Working together for customer satisfaction

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Thank you! @hilarymarsh www.slideshare.net/hilarymarsh