Managing the politics of content - ia summit 2015

Managing the Politics of Content

Hilary Marsh

IA Summit 2015

Marketing Product

Line

Everyone

ElseWeb

Team

What Politics Look Like

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

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

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

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

2004

2007

2010

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

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



http://www.scag.gov/

“We have a carousel on

our website because

politics.”

– Dave Olsen, www.dmolsen.com/

Confab Higher Ed 2014

Content is…

Event

Product

Class

Program

Research

Content strategy is…

Event Strategy

Product Strategy

Class Strategy

Program Strategy

Research Strategy

Content

is

political

Content is…

Event

Product

Class

Program

Research

Content is…

My Event

My Product

My Class

My Program

My Research

28

“Every pixel has an owner.”

– Paul Ford, former web editor

at Harper’s magazine

Confab 2013

“It is difficult to get a man

to understand something,

when his salary depends upon

his not understanding it.”

– Upton Sinclair, 1935

31

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

Department

Message

Audience

Department

Message

Audience

Department

Message

Audience

Department

Message

Audience

Old thinking

Organization: Programs, offerings

Audience

Messages

Audience Audience Audience

New thinking

34

Content strategy is

CHANGE MANAGEMENT

35

User experience is

CHANGE MANAGEMENT

36

Digital is

CHANGE MANAGEMENT

What Doesn’t Work


Real-Life Solutions

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

their project to start.”

—Amanda Costello, University of Minnesota

“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

“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

“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

“Employ “strategic nagging:”

patient but persistent repetition of a message.

—Carrie Hane Dennison, @carriehd, American

Society of Civil Engineers

What has worked for me

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

Shared focus on the

audience

Empathy-Based Personas

48

Anthony Susan Allen Maggie

Show,

don’t tell

• Useful

• Relevant

• Timely

• Org-focused

• Narrow interest

• Not actionable

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

55

56

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

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

58

Respect the Depth

60

http://bit.ly/1jntVcJ

Be patient

Show them how

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

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

Motivate and recognize

I put the information up online –now I also need

to know how many people have used it???

Redefine success

Educate and remind

65

Operationalize and socialize

66

Offer options for creativity

67http://oxendo.com/

68

Be there

for your

colleagues

69http://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

Solid rationales and alternatives

70

71http://www.enterprisenews.com/article/20140614/SPORTS/140617308

Report on progress

72

Working together for

customer satisfaction

Empowerment

Accountability

Convenience

Thank you

@hilarymarsh

www.slideshare.net/hilarymarsh

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Managing the politics of content - ia summit 2015