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Managing the politics of content

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Internal web teams often encounter organizational politics that prevent their content and their digital efforts from succeeding. This presentation covers why politics exist, as well as many real-life stories for how to manage and overcome them to ensure that digital efforts succeed.

Publié dans : Formation, Marketing, Internet
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Managing the politics of content

  1. 1. Managing the Politics of Content
 
 Hilary Marsh Download these slides: http://bit.ly/politics-of-content
  2. 2. Marketing Product 
 Line
  3. 3. Everyone Else Web Team
  4. 4. What  Poli*cs  Look  Like  
  5. 5. h"p://www.pakistantoday.com.pk/2012/09/11/entertainment/10-­‐things-­‐you-­‐should-­‐know-­‐about-­‐your-­‐job-­‐interviewer/    
  6. 6. h"p://research.vtc.vt.edu/news/2014/jun/17/stephen-­‐laconte-­‐earns-­‐college-­‐engineering-­‐deans-­‐aw/  
  7. 7. h"p://www.georgiancollege.ca/academics/full-­‐Dme-­‐programs/electrical-­‐engineering-­‐technology-­‐co-­‐op-­‐eety/  
  8. 8. h"p://www.qwhn.asn.au/managementcommi"ee.htm  
  9. 9. h"p://blog.hostelbookers.com/travel/how-­‐to-­‐pack-­‐your-­‐backpack/   2004   2007   2010  
  10. 10. h"p://blog.hostelbookers.com/travel/how-­‐to-­‐pack-­‐your-­‐backpack/   h"p://www.smashingmagazine.com/2011/08/breaking-­‐down-­‐silos-­‐part-­‐1-­‐the-­‐consequences-­‐of-­‐working-­‐in-­‐isolaDon/  
  11. 11. h"p://www.technologist.eu/the-­‐mindfulness-­‐movement-­‐connecDng-­‐body-­‐and-­‐mind/   Results  of  poli*cs  
  12. 12. h"p://www.bluefroglondon.com/queerideas/the-­‐fundraising-­‐paradox/  
  13. 13. h"p://xkcd.com/773/  
  14. 14. h"p://www.technologist.eu/the-­‐mindfulness-­‐movement-­‐connecDng-­‐body-­‐and-­‐mind/   How  do  you  react?  
  15. 15. h"p://www.technologist.eu/the-­‐mindfulness-­‐movement-­‐connecDng-­‐body-­‐and-­‐mind/  
  16. 16. h"p://wrcofsanford.webs.com/apps/photos/photo?photoid=121493706  
  17. 17. h"p://wrcofsanford.webs.com/apps/photos/photo?photoid=121493706  
  18. 18. h"p://wrcofsanford.webs.com/apps/photos/photo?photoid=121493706  
  19. 19. h"p://www.scag.gov/    
  20. 20. “We have a carousel on our website because politics.” – Dave Olsen, www.dmolsen.com/ Confab Higher Ed 2014
  21. 21. Content is… Event Product Class Program Research
  22. 22. Content strategy is… Event Strategy Product Strategy Class Strategy Program Strategy Research Strategy
  23. 23. Content is political
  24. 24. Content is… Event Product Class Program Research
  25. 25. Content is… My Event My Product My Class My Program My Research
  26. 26. 33  
  27. 27. “Every pixel has an owner.” – Paul Ford, former web editor 
 at Harper’s magazine
 Confab 2013
  28. 28. “It is difficult to get a man to understand something, 
 when his salary depends upon 
 his not understanding it.” – Upton Sinclair, 1935
  29. 29. 36   h"p://www.amazon.com/Have-­‐Always-­‐Done-­‐That-­‐Way/dp/184728857X/  
  30. 30. Department Message Audience Department Message Audience Department Message Audience Department Message Audience Old thinking
  31. 31. Organization: Programs, offerings Audience Messages Audience Audience Audience New thinking
  32. 32. 39   Content strategy 
 is
 CHANGE MANAGEMENT  
  33. 33. 40   Digital 
 is
 CHANGE MANAGEMENT  
  34. 34. What  Doesn’t  Work  
  35. 35. h"p://wrcofsanford.webs.com/apps/photos/photo?photoid=121493706  
  36. 36. Real-Life Solutions
  37. 37. “Be  transparent,  help   people  prep  while     they’re  waiDng  for     their  project  to  start.”     —Amanda  Costello,   University  of  Minnesota  
  38. 38. “Be  an  evangelist  for   others’  work,  and  help   people  realize  that  you  are   their  champion  and  making   way  for  them  to  do  what   they  do  best.”     —Ma"hew  Grocki,   Grassfed  Content  
  39. 39. “Pre-­‐sell  your  ideas.  Pull   someone  aside  and  get   their  input  on  a  dra_,  so  by   the  Dme  you  officially   reveal  it,  you’ve  go"en   their  buy-­‐in.”     —Sara  Zailskas  Walsh,   Motorola.com  
  40. 40. “Build  strong  relaDonships.  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  
  41. 41. “Employ  “strategic   nagging:”     pa*ent  but  persistent   repe**on  of  a  message.     —Carrie  Hane  Dennison,   @carriehd  
  42. 42. What  Has  Worked  for  Me  
  43. 43. 51  h"p://www.slideshare.net/est3ban/empathybased-­‐personas-­‐gaining-­‐a-­‐deeper-­‐understanding-­‐of-­‐your-­‐audience-­‐presen   Shared focus on the audience
  44. 44. Show, don’t tell
  45. 45. •  Useful •  Relevant •  Timely
  46. 46. •  Org-focused •  Narrow interest •  Not actionable
  47. 47. 55  h"p://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
  48. 48. 56   h"p://teamnutztechnology.com/finding-­‐the-­‐ Do a pilot project (or several)
  49. 49. 57   h"ps://www.flickr.com/photos/telachhe/3342173731/     Keep trying
  50. 50. Get buy-in from the top
  51. 51. Executive buy-in is critical “Political infighting stops when organizational mandates clearly state that people MUST work together for the sake of the organization’s goals.” --Ahava Leibtag 59  
  52. 52. Your agenda 1.  Show what’s broken and why 2.  Show solutions and potential, and what it will take to get there 3.  Talk about the pilot efforts and the lessons learned 4.  Anticipate roadblocks – raise “what if” scenarios, talk them through in advance 5.  Determine follow-up frequency 60  
  53. 53. Respect the depth
  54. 54. 62   h"p://bit.ly/1jntVcJ   Be patient
  55. 55. Show them how h"p://ashram.yogasatsang.org/yoga-­‐classes  
  56. 56. 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
  57. 57. Motivate and recognize
  58. 58. I  put  the   informaDon     up  online  –now  I     also  need  to  know     how  many  people    have  used  it???   Redefine success
  59. 59. Educate and remind 67  
  60. 60. Operationalize and socialize 68  
  61. 61. 69   Make it official
  62. 62. Offer options for creativity 70  h"p://oxendo.com/  
  63. 63. 71   Be there 
 for your colleagues
  64. 64. 72   h"p://www.sfgate.com/performance/arDcle/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  
  65. 65. Solid rationales and alternatives 73  
  66. 66. 74  h"p://www.enterprisenews.com/arDcle/20140614/SPORTS/140617308   Report on progress
  67. 67. 75   Working together for customer satisfaction
  68. 68. Thank you! @hilarymarsh www.slideshare.net/hilarymarsh www.hilarymarsh.com This presentation: http://bit.ly/politics-of-content

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