managing the politics of content - #psuweb 2015

75
Managing the Politics of Content Hilary Marsh PSU Web Conference 2015

Upload: hilary-marsh-content-company-inc

Post on 06-Aug-2015

1.863 views

Category:

Education


0 download

TRANSCRIPT

Page 1: Managing the politics of content - #PSUweb 2015

Managing the Politics of Content Hilary Marsh

PSU Web Conference 2015

Page 2: Managing the politics of content - #PSUweb 2015
Page 3: Managing the politics of content - #PSUweb 2015

Marketing Product Line

Page 4: Managing the politics of content - #PSUweb 2015

EveryoneElse

Web Team

Page 5: Managing the politics of content - #PSUweb 2015
Page 6: Managing the politics of content - #PSUweb 2015

What Politics Look Like

Page 7: Managing the politics of content - #PSUweb 2015

http://www.pakistantoday.com.pk/2012/09/11/entertainment/10-things-you-should-know-about-your-job-interviewer/

Page 8: Managing the politics of content - #PSUweb 2015
Page 9: Managing the politics of content - #PSUweb 2015
Page 10: Managing the politics of content - #PSUweb 2015
Page 11: Managing the politics of content - #PSUweb 2015

http://www.georgiancollege.ca/academics/full-time-programs/electrical-engineering-technology-co-op-eety/

Page 12: Managing the politics of content - #PSUweb 2015
Page 13: Managing the politics of content - #PSUweb 2015

http://www.qwhn.asn.au/managementcommittee.htm

Page 14: Managing the politics of content - #PSUweb 2015

http://blog.hostelbookers.com/travel/how-to-pack-your-backpack/

2004

2007

2010

Page 15: Managing the politics of content - #PSUweb 2015

http://www.technologist.eu/the-mindfulness-movement-connecting-body-and-mind/

Page 16: Managing the politics of content - #PSUweb 2015

http://wrcofsanford.webs.com/apps/photos/photo?photoid=121493706

Page 17: Managing the politics of content - #PSUweb 2015

http://wrcofsanford.webs.com/apps/photos/photo?photoid=121493706

Page 18: Managing the politics of content - #PSUweb 2015

http://wrcofsanford.webs.com/apps/photos/photo?photoid=121493706

Page 19: Managing the politics of content - #PSUweb 2015

http://www.scag.gov/

Page 20: Managing the politics of content - #PSUweb 2015
Page 21: Managing the politics of content - #PSUweb 2015
Page 22: Managing the politics of content - #PSUweb 2015

“We have a carousel on our website because politics.”

– Dave Olsen, www.dmolsen.com/ Confab Higher Ed 2014

Page 23: Managing the politics of content - #PSUweb 2015

Content is…

Event ProductClass ProgramResearch

Page 24: Managing the politics of content - #PSUweb 2015

Content strategy is…

Event Strategy Product Strategy Class Strategy Program Strategy Research Strategy

Page 25: Managing the politics of content - #PSUweb 2015

Content is

political

Page 26: Managing the politics of content - #PSUweb 2015

Content is…

Event ProductClass ProgramResearch

Page 27: Managing the politics of content - #PSUweb 2015

Content is…

My Event My ProductMy Class My ProgramMy Research

Page 28: Managing the politics of content - #PSUweb 2015

28

Page 29: Managing the politics of content - #PSUweb 2015

“Every pixel has an owner.”

– Paul Ford, former web editor at Harper’s magazine Confab 2013

Page 30: Managing the politics of content - #PSUweb 2015

“It is difficult to get a man to understand something, when his salary depends upon his not understanding it.”

– Upton Sinclair, 1935

Page 31: Managing the politics of content - #PSUweb 2015

31

http://www.amazon.com/Have-Always-Done-That-Way/dp/184728857X/

Page 32: Managing the politics of content - #PSUweb 2015

Department

Message

Audience

Department

Message

Audience

Department

Message

Audience

Department

Message

Audience

Old thinking

Page 33: Managing the politics of content - #PSUweb 2015

Organization: Programs, offerings

Audience

Messages

Audience Audience Audience

New thinking

Page 34: Managing the politics of content - #PSUweb 2015

34

Content strategy is

CHANGE MANAGEMENT

Page 35: Managing the politics of content - #PSUweb 2015

35

User experience is

CHANGE MANAGEMENT

Page 36: Managing the politics of content - #PSUweb 2015

36

Digital is

CHANGE MANAGEMENT

Page 37: Managing the politics of content - #PSUweb 2015

What Doesn’t Work

Page 38: Managing the politics of content - #PSUweb 2015
Page 39: Managing the politics of content - #PSUweb 2015

http://wrcofsanford.webs.com/apps/photos/photo?photoid=121493706

Page 40: Managing the politics of content - #PSUweb 2015

Real-Life Solutions

Page 41: Managing the politics of content - #PSUweb 2015

“Be transparent, help people prep while they’re waiting for

their project to start.”

—Amanda Costello, University of Minnesota

Page 42: Managing the politics of content - #PSUweb 2015

“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

Page 43: Managing the politics of content - #PSUweb 2015

“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

Page 44: Managing the politics of content - #PSUweb 2015

“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

Page 45: Managing the politics of content - #PSUweb 2015

“Employ “strategic nagging:”

patient but persistent repetition of a message.

—Carrie Hane Dennison, @carriehd, American

Society of Civil Engineers

Page 46: Managing the politics of content - #PSUweb 2015

What has worked for me

Page 47: Managing the politics of content - #PSUweb 2015

47http://www.slideshare.net/est3ban/empathybased-personas-gaining-a-deeper-understanding-of-your-audience-presen

Shared focus on the audience

Page 48: Managing the politics of content - #PSUweb 2015

Empathy-Based Personas

48

Anthony Susan Allen Maggie

Page 49: Managing the politics of content - #PSUweb 2015
Page 50: Managing the politics of content - #PSUweb 2015

Show, don’t tell

Page 51: Managing the politics of content - #PSUweb 2015

• Useful

• Relevant

• Timely

Page 52: Managing the politics of content - #PSUweb 2015

• Org-focused

• Narrow interest

• Not actionable

Page 53: Managing the politics of content - #PSUweb 2015

53http://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_twohttp://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two

Get your governance in order

Page 54: Managing the politics of content - #PSUweb 2015
Page 55: Managing the politics of content - #PSUweb 2015

Offering online

content

Platform(project

mgmt/prioritization, reliability)

Presentation(self, light,

medium, deluxe)

EditorialQuestions/ feedback

Promotion

Analytics

Page 56: Managing the politics of content - #PSUweb 2015

56

Page 57: Managing the politics of content - #PSUweb 2015

57

https://www.flickr.com/photos/telachhe/3342173731/

Page 58: Managing the politics of content - #PSUweb 2015
Page 59: Managing the politics of content - #PSUweb 2015

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

59

Page 60: Managing the politics of content - #PSUweb 2015

Respect the Depth

Page 61: Managing the politics of content - #PSUweb 2015

61

http://bit.ly/1jntVcJ

Be patient

Page 62: Managing the politics of content - #PSUweb 2015

Show them how

http://ashram.yogasatsang.org/yoga-classes

Page 63: Managing the politics of content - #PSUweb 2015

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

Page 64: Managing the politics of content - #PSUweb 2015

Motivate and recognize

Page 65: Managing the politics of content - #PSUweb 2015

I put the information up online –now I also need

to know how many people have used it???

Redefine success

Page 66: Managing the politics of content - #PSUweb 2015

Educate and remind

66

Page 67: Managing the politics of content - #PSUweb 2015

Operationalize and socialize

67

Page 68: Managing the politics of content - #PSUweb 2015

Offer options for creativity

68http://oxendo.com/

Page 69: Managing the politics of content - #PSUweb 2015

69

Be there for your colleagues

Page 70: Managing the politics of content - #PSUweb 2015

70http://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

Page 71: Managing the politics of content - #PSUweb 2015

Solid rationales and alternatives

71

Page 72: Managing the politics of content - #PSUweb 2015

72http://www.enterprisenews.com/article/20140614/SPORTS/140617308

Report on progress

Page 73: Managing the politics of content - #PSUweb 2015

73

Working together for customer satisfaction

Page 74: Managing the politics of content - #PSUweb 2015

Empowerment

Accountability

Convenience

Page 75: Managing the politics of content - #PSUweb 2015

Thank you

@hilarymarsh

www.slideshare.net/hilarymarsh