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

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Beware of the change resisters

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Why content strategy?

It asks the hard

questions

What are your

priorities?

What are your

business objectives?

What do our customers

want?

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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

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Avoid Being an Archeologist

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© Carsten ten Brink http://www.flickr.com/photos/77334245@N00/285048313

Act Like a Therapist

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© Rick Warden http://www.flickr.com/photos/49509398@N02/827339417

Skills you need to apply

Listening

Empathy

Organizational skills

Analysis

Translation

Diplomacy

Governing

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Things get real

“We must dare to be vulnerable, to listen, and to

lead” Jonathan Kahn

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© Tom Wigley http://www.flickr.com/photos/72427312@N00/2595085650

Elephant & Rider

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Elephant – Emotional Side

Tends to be lazy and

skittish

Looks for instant

gratification

Just wants to get things

done

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Rider – Rational Side

Holds the reins &

seems to be the

leader, but loses to the

elephant (small

comparatively)

Knows what’s right

Spins wheels

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Directing the rider

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Describe the goal

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Define the vision

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© Leah Rogers

Strategic Nagging

@carriehd #csforum13

Share your vision

Practitioners

Architects

Orchestrators

Enablers Executives

Senior Manager

Middle Manager

Worker

Worker

Worker

Middle Manager

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Senior Manager

Middle Manager

Worker

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Middle Manager

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Executives

Senior Manager

Middle Manager

Worker

Worker

Worker

Middle Manager

Worker

Worker

Worker

Senior Manager

Middle Manager

Worker

Worker

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Middle Manager

Worker

Worker

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Executives

@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

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Management

@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

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© Rik Hartley http://www.flickr.com/photos/48240021@N07/6055862486

Stop complaining – start doing

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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