So you want to implement chatbots? Make data-driven decisions about your digital priorities? Use artificial intelligence to serve members better?
The answers to your questions lie in your content – that is, the way you create and publish information about your organization’s work.
Reinvent your content, and you’ll reinvent your organization.
Consider how – and why – your organization creates its content
This session covered the triggers for effective content decision-making, maturity along a content/digital strategy spectrum, and the roadmap to greater maturity and greater effectiveness.
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Content - key to digital transformation
1. the key to
digital transformation
Content:
Key to
your digital
transformation
Hilary Marsh
President and Chief Strategist
Content Company, Inc.
Photo byJonathan SimcoeonUnsplash
6. the key to
digital transformation
Content is why people join associations
• Training/professional development opportunities
• Technical information
• Timely information about the field
• Networking with others in their field
• Access to standards of practice
—The Decision to Join, ASAE
15. the key to
digital transformation
2017-2018 LITCHFIELD SCHOOL DISTRICT CALENDAR
APPROVED 3/30/17
AUGUST 2017
M T W Th F
1 2 3 4
7 8 9 10 11
14 15 16 17 18
21 22 23 24 25
28 29 30 31
9 New Teacher
Orientation
22-24 Teacher Workshop
28 1st
Day of School
4 days
FEBRUARY 2018
M T W Th F
1 2
5 6 7 8 9
12 13 14 15 16
19 20 21 22 23
26 27 28
7 ALL SCHOOLS
2 HOUR DELAYED
OPENING
26- Mar 2 Winter Recess - NS
17 days
SEPTEMBER 2017
M T W Th F
1
4 5 6 7 8
11 12 13 14 15
18 19 20 21 22
25 26 27 28 29
1 Friday before Labor Day-NS
4 Labor Day
27 ALL SCHOOLS
2 HOUR DELAYED
OPENING
19 days
MARCH 2018
M T W Th F
1 2
5 6 7 8 9
12 13 14 15 16
19 20 21 22 23
26 27 28 29 30
1-2 Winter Recess cont. - NS
13 Teacher Workshop – NS
19 days
OCTOBER 2017
M T W Th F
2 3 4 5 6
9 10 11 12 13
16 17 18 19 20
23 24 25 26 27
30 31
9 Columbus Day - NS
(observed)
26 ALL SCHOOLS
2 HOUR DELAYED
OPENING
21 days
APRIL 2018
M T W Th F
2 3 4 5 6
9 10 11 12 13
16 17 18 19 20
23 24 25 26 27
30
12 ALL SCHOOLS
2 HOUR DELAYED
OPENING
23-27 Spring Recess - NS
16 days
NOVEMBER 2017
M T W Th F
1 2 3
6 7 8 9 10
13 14 15 16 17
20 21 22 23 24
27 28 29 30
10 Veterans Day – NS
20 Parent/Teacher
Conferences All Day and
Evening - NS
21 Teacher Workshop - NS
22-24 Thanksgiving Recess
16 days
MAY 2018
M T W Th F
1 2 3 4
7 8 9 10 11
14 15 16 17 18
21 22 23 24 25
28 29 30 31
17 Senior Project Evaluation –
Early Release for CHS
Grades 9, 10, & 11 –12:30pm
28 Memorial Day - NS
(observed)
22 days
DECEMBER 2017
M T W Th F
1
4 5 6 7 8
11 12 13 14 15
18 19 20 21 22
25 26 27 28 29
25-Jan 1 Holiday Recess - NS
16 days
JUNE 2018
M T W Th F
1
4 5 6 7 8
11 12 13 14 15
18 19 20 21 22
25 26 27 28 29
Graduation – To Be Determined
19 Last day of school with
4 snow days
9 days
JANUARY 2018
M T W Th F
1 2 3 4 5
8 9 10 11 12
15 16 17 18 19
22 23 24 25 26
29 30 31
1 Holiday Recess cont. - NS
15 Martin Luther King, Jr./
Civil Rights Day - NS
21 days
NOTES:
Shaded Days and NS = No School
Snow days will be made up at end of school year (June)
SEPT thru JAN - 97 DAYS FEB thru JUNE - 83 DAYS
180 Total Student School Days – 190 School, Snow & TW Days
Please Mark Your Calendar: Voting Day March 13, 2018
2 HOUR DELAY ALL SCHOOLS September 27, October 26,
February 7 & April 12
Early Release CHS Grades 9, 10 & 11 Only – May 17 12:35 pm
16. the key to
digital transformation
WEEKLY SCHEDULE FOR CAMPBELL HIGH SCHOOL
Monday Tuesday Wednesday Thursday Friday
A Block 7:35 – 8:19
A Block 7:35 – 9:05 E Block 7:35 – 9:02 A Block 7:35 – 9:05 E Block 7:35 – 9:05
E Block 8:23 – 9:07
B Block 9:11 – 9:55
B Block 9:09 – 10:39 F Block 9:06 – 10:33 B Block 9:09 – 10:39 F Block 9:09 – 10:39
F Block 9:59 – 10:43
C Block 10:47 – 11:31 10 min Adv. 10:43–10:53 22 min Adv. 10:37 – 10:59 10 min Adv. 10:43 – 10:53 10 min Adv. 10:43 – 10:53
G Block 11:35 – 12:47
C Block 10:57 – 12:49 G Block 11:03 – 12:52 C Block 10:57 – 12:49 G Block 10:57 – 12:49
11:35 – 11:57
10:57 – 11:19 11:03 – 11:25 10:57 – 11:19 10:57 – 11:19
12:00 – 12:22
11:42 – 12:04 11:47 – 12:09 11:42 – 12:04 11:42 – 12:04
12:25 – 12:47
12:27 – 12:49 12:30 – 12:52 12:27 – 12:49 12:27 – 12:49
D Block 12:51 – 1:35
D Block 12:53 – 2:23 H Block 12:56 – 2:23 D Block 12:53 – 2:23 H Block 12:53 – 2:23
H Block 1:39 – 2:23
26. the key to
digital transformation
and that work is to fix
your organization
27. the key to
digital transformation
Do you.....?
Identify clear audiences and explicit,
measurable goals for every piece of
content you publish?
28. the key to
digital transformation
Do you.....?
Have a single, consistent understanding
of your organization’s top priority
audiences?
29. the key to
digital transformation
Do you.....?
Have a single content calendar where
everyone who creates content records
what they plan to publish?
30. Fill out handout,
discuss with
your
neighbor
Download the electronic
version of this at
h4p://bit.ly/cs-assessment-
tool2018
How mature is
your content
strategy?
35. the key to
digital transformation
Why don’t associations
delete more content?
36. the key to
digital transformation
• They don’t know it’s still out there
• They don’t think they have permission to
• They don’t want to create a broken link
• The person who created it doesn’t work there
anymore
• The committee that requested it hasn’t asked
to remove it
• They don’t really think it’s a problem if old
content is still online
37. the key to
digital transformation
Content governance
• When should content expire?
• Member usage
• Relevance
• Accuracy
• Permission
• Resources
38. the key to
digital transformation
Content governance
• What should be password-protected?
• NO if you want it found in a search engine
• NO if you want to promote it on social media
• NO if you want to use the content in a chatbot
• YES if you want only current members to have
access (and it’s not a download)
• YES if you want to sell it (and it’s not a download)
40. Topical advisories
set Society-wide priorities
Project task forces
plan & develop for all audiences
Board
Advocacy
Content
Policymakers, endocrinologists, early career, consumers
Mtgs & Ed
Programs
Patient
information
Journals
& Books
Career
Resources
New Way: Topic/Product Teams
46. the key to
digital transformation
Data-driven decisions
• Content success means
• You know who the content is for
• You know what you want the audience to do
• You have a way to tell whether they did it
• You have the ability to act on the data
58. the key to
digital transformation
In order to succeed, you
have to know what
success looks like
59. the key to
digital transformation
download at
h4p://bit.ly/return-on-content-
worksheet
“Return on Content”
60. the key to
digital transformation
What needs to transform?
or, what, exactly, do we need to transform in order to
meet the needs of our audiences?
• philosophy of what we do and how
• org & team structure
• skills of our internal SMEs
• budgeting
• role of volunteer members
61. the key to
digital transformation
It’s about culture
Photo by Priscilla Du Preez on Unsplash
62. the key to
digital transformation
“That’s the way
we’ve always
done it”
Opportunity
• staff age/LOS/mindset
• volunteer age/LOS/
mindset
• overall member age/
LOS/mindset
• younger members
• potential members
• other audiences
63. the key to
digital transformation
You need to manage the transition
• It takes you, the leader, to get staff on board
• You need to participate, “think new”
• budget across siloes
• staff initiatives/products/topics rather than
departments
• Change expectations of the board & committees
• Motivate, recognize, and reward new thinking
64. the key to
digital transformation
You need to manage the transition
• It takes you, the leader, to get staff on board
• You need to participate, “think new”
• budget across siloes
• staff initiatives/products/topics rather than
departments
• Change expectations of the board & committees
• Motivate, recognize, and reward new thinking
65. the key to
digital transformation
Most valuable skills in the near future
66. the key to
digital transformation
Most valuable skills in the near future
68. the key to
digital transformation
Manage member involvement
• Leaders change annually
• Committees change slowly
• They volunteer for the good of the
profession and themselves
“You work for us”
69. the key to
digital transformation
New role for member
volunteers
h4ps://borishristov.com/blog/can-learn-tourist-guide-presentaGon-skills/
70. the key to
digital transformation
Focus them outward, not inward
• Connect with other members
• Serve as ambassadors
• Gather input
• Help communicate organization initiatives