Using content strategy to become a change agent

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Carrie Hane

Presented at Content Strategy Forum 2013.

Business Technologie

USING CONTENT STRATEGY
TO BECOME A CHANGE
AGENT
Content Strategy Forum 2013
Carrie Hane Dennison @carriehd #csforum13

How old is your organization?
We’ve always
done it that
way.
But we have to launch
before the board
meeting.
The committee
approved this and
told us to put it on
the website.
@carriehd #csforum13

My Organization
 Founded 1852
 250 staff, 9 on web & social media team
 140,000 members - 40% over 50 & male engineers
 Hired Web Director January 2013
@carriehd #csforum13

You are a change agent
@carriehd #csforum13

Beware of the change resisters
@carriehd #csforum13

Why content strategy?
It asks the hard
questions
 What are your
priorities?
 What are your
business objectives?
 What do our customers
want?
@carriehd #csforum13
I’ve never
thought of it
that way.
But everyone asks for
this. We have to put it
up on the site.

Channel Your Inner Toddler
@carriehd #csforum13

Avoid Being an Archeologist
@carriehd #csforum13
© Carsten ten Brink http://www.flickr.com/photos/77334245@N00/285048313

Act Like a Therapist
@carriehd #csforum13
© Rick Warden http://www.flickr.com/photos/49509398@N02/827339417

Skills you need to apply
 Listening
 Empathy
 Organizational skills
 Analysis
 Translation
 Diplomacy
 Governing
@carriehd #csforum13

Things get real
“We must dare to be vulnerable, to listen, and to
lead” Jonathan Kahn
@carriehd #csforum13
© Tom Wigley http://www.flickr.com/photos/72427312@N00/2595085650

Elephant – Emotional Side
 Tends to be lazy and
skittish
 Looks for instant
gratification
 Just wants to get things
done
@carriehd #csforum13

Rider – Rational Side
 Holds the reins &
seems to be the
leader, but loses to the
elephant (small
comparatively)
 Knows what’s right
 Spins wheels
@carriehd #csforum13

Directing the rider
@carriehd #csforum13

Define the vision
@carriehd #csforum13
© Leah Rogers

Share your vision
Practitioners
Architects
Orchestrators
Enablers Executives
Senior
Manager
Middle
Manager
Worker
Worker
Worker
Middle
Manager
Worker
Worker
Worker
Senior
Manager
Middle
Manager
Worker
Worker
Worker
Middle
Manager
Worker
Worker
Worker

Executives
Senior
Manager
Middle
Manager
Worker
Worker
Worker
Middle
Manager
Worker
Worker
Worker
Senior
Manager
Middle
Manager
Worker
Worker
Worker
Middle
Manager
Worker
Worker
Worker
Executives
@carriehd #csforum13

Workers
@carriehd #csforum13
Executives
Senior
Manager
Middle
Manager
Worker
Worker
Worker
Middle
Manager
Worker
Worker
Worker
Senior
Manager
Middle
Manager
Worker
Worker
Worker
Middle
Manager
Worker
Worker
Worker

Stop fixing, start making things
@carriehd #csforum13
© Tim Norris http://www.flickr.com/photos/32466163@N00/530485327
© Jessica Parker http://www.flickr.com/photos/61723541@N06/6024286758

Don’t be afraid to break things
@carriehd #csforum13
© Rik Hartley http://www.flickr.com/photos/48240021@N07/6055862486

Stop complaining – start doing
@carriehd #csforum13

Don’t give up!
@carriehd #csforum13
And will you succeed?
Yes! You will, indeed.
(98 and ¾ percent guaranteed)
…
Your mountain is waiting.
So…get on your way!
Dr. Seuss
Oh, the Places You’ll Go!

Questions?
Carrie Hane Dennison
@carriehd
http://www.slideshare.net/carriedennison
@carriehd #csforum13

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Using content strategy to become a change agent

1. USING CONTENT STRATEGY TO BECOME A CHANGE AGENT Content Strategy Forum 2013 Carrie Hane Dennison @carriehd #csforum13

2. How old is your organization? We’ve always done it that way. But we have to launch before the board meeting. The committee approved this and told us to put it on the website. @carriehd #csforum13

3. My Organization  Founded 1852  250 staff, 9 on web & social media team  140,000 members - 40% over 50 & male engineers  Hired Web Director January 2013 @carriehd #csforum13

4. You are a change agent @carriehd #csforum13

5. Beware of the change resisters @carriehd #csforum13

6. Why content strategy? It asks the hard questions  What are your priorities?  What are your business objectives?  What do our customers want? @carriehd #csforum13 I’ve never thought of it that way. But everyone asks for this. We have to put it up on the site.

7. Channel Your Inner Toddler @carriehd #csforum13

8. Avoid Being an Archeologist @carriehd #csforum13 © Carsten ten Brink http://www.flickr.com/photos/77334245@N00/285048313

10. Skills you need to apply  Listening  Empathy  Organizational skills  Analysis  Translation  Diplomacy  Governing @carriehd #csforum13

11. Things get real “We must dare to be vulnerable, to listen, and to lead” Jonathan Kahn @carriehd #csforum13 © Tom Wigley http://www.flickr.com/photos/72427312@N00/2595085650

12. Elephant & Rider @carriehd #csforum13

13. Elephant – Emotional Side  Tends to be lazy and skittish  Looks for instant gratification  Just wants to get things done @carriehd #csforum13

14. Rider – Rational Side  Holds the reins & seems to be the leader, but loses to the elephant (small comparatively)  Knows what’s right  Spins wheels @carriehd #csforum13

15. Directing the rider @carriehd #csforum13

16. Describe the goal @carriehd #csforum13

18. Strategic Nagging @carriehd #csforum13

19. Share your vision Practitioners Architects Orchestrators Enablers Executives Senior Manager Middle Manager Worker Worker Worker Middle Manager Worker Worker Worker Senior Manager Middle Manager Worker Worker Worker Middle Manager Worker Worker Worker

20. Executives Senior Manager Middle Manager Worker Worker Worker Middle Manager Worker Worker Worker Senior Manager Middle Manager Worker Worker Worker Middle Manager Worker Worker Worker Executives @carriehd #csforum13

21. Executives Senior Manager Middle Manager Worker Worker Worker Middle Manager Worker Worker Worker Senior Manager Middle Manager Worker Worker Worker Middle Manager Worker Worker Worker Management @carriehd #csforum13

22. Workers @carriehd #csforum13 Executives Senior Manager Middle Manager Worker Worker Worker Middle Manager Worker Worker Worker Senior Manager Middle Manager Worker Worker Worker Middle Manager Worker Worker Worker

23. Stop fixing, start making things @carriehd #csforum13 © Tim Norris http://www.flickr.com/photos/32466163@N00/530485327 © Jessica Parker http://www.flickr.com/photos/61723541@N06/6024286758

24. Don’t be afraid to break things @carriehd #csforum13 © Rik Hartley http://www.flickr.com/photos/48240021@N07/6055862486

25. Stop complaining – start doing @carriehd #csforum13

26. Don’t give up! @carriehd #csforum13 And will you succeed? Yes! You will, indeed. (98 and ¾ percent guaranteed) … Your mountain is waiting. So…get on your way! Dr. Seuss Oh, the Places You’ll Go!

27. Questions? Carrie Hane Dennison @carriehd http://www.slideshare.net/carriedennison @carriehd #csforum13

Using content strategy to become a change agent

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