Nonprofits 2014
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Keeping content strategy alive:Managing people and processes презентация
Содержание
- 1. Keeping content strategy alive:Managing people and processes
- 3. …and they lived happily ever after
- 4. The plots of content strategy stories
- 5. Situation Characters Things Happen Crises Arise Crises Get Resolved
- 6. We are the characters https://www.flickr.com/photos/confabevents/14138512934/
- 7. Situation Findability Voice Ownership Policies Practices
- 8. We analyze
- 9. We plan
- 10. We set guidelines
- 11. …and they lived happily ever after?
- 15. The web drives organizational change Communication Collaboration Awareness of the audience Common brand
- 16. Nonprofits are complicated
- 17. http://www.amazon.com/Have-Always-Done-That-Way/dp/184728857X/
- 18. Content strategist as orchestra conductor
- 19. Roots first, then plants
- 20. This is the order Create a strong
- 21. Create the Foundation Answer the important questions Living, breathing document
- 23. Gain an understanding Understand your audience Empathy Data Understand your business goals
- 25. Empathy-Based Personas Anthony Susan Allen Maggie
- 27. Data is your friend
- 28. Know your business goals http://cehd.gmu.edu/centers/complete/mission http://cehd.gmu.edu/centers/complete/mission
- 29. Policies and guidelines + Audience understanding + Business knowledge =
- 30. Your vision
- 31. You are here
- 32. Start and Learn
- 33. Try, try, try, try https://www.flickr.com/photos/telachhe/3342173731/
- 34. Save your evidence http://bit.ly/1jntVcJ
- 35. Be patient http://bit.ly/1jntVcJ
- 36. Get your governance in order Photo credit: https://www.flickr.com/photos/ceardach/4550198618/
- 37. Roles & governance models http://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two
- 38. Where most orgs start
- 39. What often seems most logical
- 40. What some orgs are trying
- 41. Where most orgs land
- 42. Processes What kinds of content needs to
- 43. If you’re not sure Start with processes
- 44. Get and Keep Support
- 45. You are here
- 46. Meet with the ED Your agenda: Show
- 47. Not a linear process Content strategy Support and buy-in Enablement Execution Evolution
- 48. Time to launch it officially
- 49. You are here
- 52. Be there for your colleagues
- 53. Educate and remind
- 54. Educate and remind Employ “Strategic Nagging”:
- 55. Operationalize and socialize
- 56. Eventually, you’ll have to say “no”
- 57. Solid rationales and alternatives
- 58. Help people prioritize
- 59. Report on progress http://www.enterprisenews.com/article/20140614/SPORTS/140617308
- 60. Remember the order Create a strong foundation
- 61. …and they lived happily ever after
- 62. Thank you Hilary Marsh hilary@hilarymarsh.com @hilarymarsh
…and they lived happily ever after
Слайд 1Keeping content strategy alive:
Managing people and processes
Hilary Marsh
Content Company, Inc
Confab for
Слайд 15The web drives organizational change
Communication
Collaboration
Awareness of the audience
Common brand
Слайд 20This is the order
Create a strong foundation
Test and learn
Sell it up
Launch
Practice and evolve
Слайд 28Know your business goals
http://cehd.gmu.edu/centers/complete/mission
http://cehd.gmu.edu/centers/complete/mission
Слайд 36Get your governance in order
Photo credit: https://www.flickr.com/photos/ceardach/4550198618/
Слайд 37Roles & governance models
http://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two
Слайд 42Processes
What kinds of content needs to be reviewed?
How much review: Typos,
headlines, calls to action?
Слайд 43If you’re not sure
Start with processes similar to those your organization
already uses
Publication editorial process
IT workflow for new projects
Publication editorial process
IT workflow for new projects
Слайд 46Meet with the ED
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
Talk about the pilot efforts and the lessons learned
Anticipate roadblocks – raise “what if” scenarios, talk them through in advance
Determine follow-up frequency
Слайд 54Educate and remind
Employ “Strategic Nagging”:
Patient but persistent repetition of a
message
–Carrie Hane Dennison, @carriehd
–Carrie Hane Dennison, @carriehd
Слайд 60Remember the order
Create a strong foundation
Test and learn
Sell it up
Launch
Practice
and evolve
