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Presented at Content Strategy Forum 2013.
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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 & Rider
@carriehd #csforum13
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
Describe the goal
@carriehd #csforum13
Define the vision
@carriehd #csforum13
© Leah Rogers
Strategic Nagging
@carriehd #csforum13
Share your vision
Practitioners
Architects
Orchestrators
Enablers Executives
Senior Manager
Middle Manager
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Senior Manager
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Executives
Senior Manager
Middle Manager
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Senior Manager
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Executives
@carriehd #csforum13
Executives
Senior Manager
Middle Manager
Worker
Worker
Worker
Middle Manager
Worker
Worker
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Senior Manager
Middle Manager
Worker
Worker
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Middle Manager
Worker
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Management
@carriehd #csforum13
Workers
@carriehd #csforum13
Executives
Senior Manager
Middle Manager
Worker
Worker
Worker
Middle Manager
Worker
Worker
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Senior Manager
Middle Manager
Worker
Worker
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Middle Manager
Worker
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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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