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Managing the Politics of Content Hilary MarshJBoye Conference 2015 презентация
Содержание
- 1. Managing the Politics of Content Hilary MarshJBoye Conference 2015
- 3. Marketing Product Line
- 4. Everyone Else Web Team
- 6. What Politics Look Like
- 7. http://www.pakistantoday.com.pk/2012/09/11/entertainment/10-things-you-should-know-about-your-job-interviewer/
- 9. http://research.vtc.vt.edu/news/2014/jun/17/stephen-laconte-earns-college-engineering-deans-aw/
- 11. http://www.georgiancollege.ca/academics/full-time-programs/electrical-engineering-technology-co-op-eety/
- 13. http://www.qwhn.asn.au/managementcommittee.htm
- 14. http://blog.hostelbookers.com/travel/how-to-pack-your-backpack/ 2004 2007 2010
- 15. http://www.technologist.eu/the-mindfulness-movement-connecting-body-and-mind/ What else?
- 16. http://www.technologist.eu/the-mindfulness-movement-connecting-body-and-mind/ How do you react?
- 17. http://www.technologist.eu/the-mindfulness-movement-connecting-body-and-mind/
- 18. http://wrcofsanford.webs.com/apps/photos/photo?photoid=121493706
- 19. http://wrcofsanford.webs.com/apps/photos/photo?photoid=121493706
- 20. http://wrcofsanford.webs.com/apps/photos/photo?photoid=121493706
- 21. http://www.scag.gov/
- 24. “We have a carousel on our
- 25. Content is… Event Product Class Program Research
- 26. Content strategy is… Event Strategy
- 27. Content is political
- 28. Content is… Event Product Class Program Research
- 29. Content is… My Event My Product My Class My Program My Research
- 31. “Every pixel has an owner.” – Paul
- 32. “It is difficult to get a man
- 33. http://www.amazon.com/Have-Always-Done-That-Way/dp/184728857X/
- 34. Department Message Audience Department Message Audience Department Message Audience Department Message Audience Old thinking
- 35. Organization: Programs, offerings Audience Messages Audience Audience Audience New thinking
- 36. Content strategy is CHANGE MANAGEMENT
- 37. Digital is CHANGE MANAGEMENT
- 38. What Doesn’t Work
- 40. http://wrcofsanford.webs.com/apps/photos/photo?photoid=121493706
- 41. Real-Life Solutions
- 42. “Be transparent, help people prep while
- 43. “Be an evanglist for others’ work, and
- 44. “Pre-sell your ideas. Pull someone aside and
- 45. “Build strong relationships. Remember that everyone is
- 46. “Employ “strategic nagging:” patient but persistent
- 47. What Has Worked for You?
- 48. What Has Worked for Me
- 49. http://www.slideshare.net/est3ban/empathybased-personas-gaining-a-deeper-understanding-of-your-audience-presen Shared focus on the audience
- 50. Show, don’t tell
- 51. Useful Relevant Timely
- 52. Org-focused Narrow interest Not actionable
- 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
- 54. http://teamnutztechnology.com/finding-the-right-radar-system-for-your-boat/ Do a pilot project (or several)
- 55. https://www.flickr.com/photos/telachhe/3342173731/ Keep trying
- 56. Get buy-in from the top
- 57. Your agenda Show what’s broken and why
- 58. Respect the depth
- 59. http://bit.ly/1jntVcJ Be patient
- 60. Show them how http://ashram.yogasatsang.org/yoga-classes
- 61. Foster collaboration Form a cross-departmental editorial
- 62. Motivate and recognize
- 63. I put the information up online
- 64. Educate and remind
- 65. Operationalize and socialize
- 66. Offer options for creativity http://oxendo.com/
- 67. Be there for your colleagues
- 68. http://www.sfgate.com/performance/article/Review-Gold-examines-Jewish-mother-stereotype-3291210.php Look, if it were up
- 69. Solid rationales and alternatives
- 70. http://www.enterprisenews.com/article/20140614/SPORTS/140617308 Report on progress
- 71. Working together for customer satisfaction
- 72. Thank you! @hilarymarsh www.slideshare.net/hilarymarsh
Marketing Product
Line
Слайд 7
http://www.pakistantoday.com.pk/2012/09/11/entertainment/10-things-you-should-know-about-your-job-interviewer/
Слайд 9http://research.vtc.vt.edu/news/2014/jun/17/stephen-laconte-earns-college-engineering-deans-aw/
Слайд 11
http://www.georgiancollege.ca/academics/full-time-programs/electrical-engineering-technology-co-op-eety/
Слайд 16http://www.technologist.eu/the-mindfulness-movement-connecting-body-and-mind/
How do you react?
Слайд 24
“We have a carousel on our website because politics.”
– Dave Olsen,
www.dmolsen.com/
Confab Higher Ed 2014
Confab Higher Ed 2014
Слайд 26
Content strategy is…
Event Strategy
Product Strategy
Class Strategy
Program Strategy
Research Strategy
Слайд 32“It is difficult to get a man
to understand something,
when
his salary depends upon
his not understanding it.”
– Upton Sinclair, 1935
Слайд 34Department
Message
Audience
Department
Message
Audience
Department
Message
Audience
Department
Message
Audience
Old thinking
Слайд 42“Be transparent, help people prep while
they’re waiting for
their project
to start.”
—Amanda Costello, University of Minnesota
—Amanda Costello, University of Minnesota
Слайд 43“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
—Matthew Grocki, Grassfed Content
Слайд 44“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
—Sara Zailskas Walsh, Motorola.com
Слайд 45“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
—Claire Helme and Mary Sabotoski, a university in Australia
Слайд 46“Employ “strategic nagging:”
patient but persistent repetition of a message.
—Carrie Hane
Dennison, @carriehd, American Society of Civil Engineers
Слайд 49http://www.slideshare.net/est3ban/empathybased-personas-gaining-a-deeper-understanding-of-your-audience-presen
Shared focus on the audience
Слайд 53http://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
Слайд 54
http://teamnutztechnology.com/finding-the-right-radar-system-for-your-boat/
Do a pilot project (or several)
Слайд 57Your 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 61Foster 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
Facilitate, then gradually pass on ownership
Слайд 63I put the information
up online –now I
also need to
know
how many people
have used it???
how many people
have used it???
Redefine success
Слайд 68http://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
