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Flexible content strategy presented within the metaphor of Peter Pan. Content approaches at the World Health Organization (WHO). This presentation shows some approaches that have worked and some that haven’t.
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Confab Europe – 29 Sep – 1 Oct 20141 |
Escaping the Peter Pan approach to content
management
Confab Europe – 29 Sep – 1 Oct 20142 |
• Background
• Managing web content doesn’t exist (like Neverland)
• Goes up instantly (like flying with pixie dust)
• Anyone can do it (any child that is)
• Before: web technology-based Now: content-based (so its child’s play)
Why Neverland?
Confab Europe – 29 Sep – 1 Oct 20143 |
Learning objectives
• Challenges of managing web content at WHO
• A multifaceted approach to manage and improve web content
• Moving from content posters to content managers
Content approaches some that have worked at the World Health Organization (WHO), some that haven’t; all within the prism of taking Wendy out of Neverland and back to reality.
Confab Europe – 29 Sep – 1 Oct 20144 |
Some questions
• Why does Captain Hook not like Peter Pan?
• To some web content is a challenge to their technical content, dumbing down of information. How to avoid this?
• How to show the benefit of what can’t be seen?
• Who keeps the Captain in check?
• Who keeps the doubters in check?
Confab Europe – 29 Sep – 1 Oct 20145 |
Legacy content
• What about all that old content?
• It’s simple really
• The old content is not my responsibility
• If I can’t see it is not there
• Just how much can you manage?
• WHO 80,000 pages
Confab Europe – 29 Sep – 1 Oct 20146 |
WHO legacy content
• Content life cycle
• Update, archive, delete
• Focusing on SEO, usability and accessibility
Confab Europe – 29 Sep – 1 Oct 20147 |
Websites and content are magic
• A sprinkle of pixie dust and you can fly
• Creating content is easy
• Drafting content is fast and cheap
Confab Europe – 29 Sep – 1 Oct 20148 |
• An exploding bomb- work can be done in seconds and everything is an emergency even if you had year to prepare.
• Getting content online is fast
• There is no tagging and linking
Fast is not fast enough
Confab Europe – 29 Sep – 1 Oct 20149 |
Even faster
• No longer play time you won’t be let out of here until you deliver
• Content posting is the end of the line
• If things are posted quickly that will make everything alright
• We can go fast because errors only matter on paper
Confab Europe – 29 Sep – 1 Oct 201410 |
No focus
• Too many audiences
• Tinker bell, Wendy, Mermaids, Tiger Lily
• One size doesn’t fit all
Confab Europe – 29 Sep – 1 Oct 201411 |
Captain James Hook
Stopping Wendy from returning to reality
Cutting down simple content
Good content is a threat• undermines their work• takes away resources• is a distraction
Confab Europe – 29 Sep – 1 Oct 201412 |
• Get out of Neverland
• Get back to reality
Back to reality
http://commons.wikimedia.org/wiki/File:Tower_Bridge_opening_at_night_for_a_ferry.jpg
Confab Europe – 29 Sep – 1 Oct 201413 |
• Conservative companies• Entrenched work flows• Politics• Top down doesn’t always work• But neither does bottom up
• Changes that will work but not change business Why? Because of people
• User friendly changes are not a requirement, it’s a necessity
People Components
Confab Europe – 29 Sep – 1 Oct 201414 |
Experts are no longer trusted
• Doctors (and experts) were trusted and respected and the source of all medical advice
• Our patients took our advice
• No one complained about our communications
Dr Gaya gamhevage:
http://ec.europa.eu/energy/nuclear/radiation_protection/doc/scientific_seminar/2013/gamhevage_risk_communication_2013.pdf
Confab Europe – 29 Sep – 1 Oct 201415 |
Good content challenge
Speed vs value
Reactive vs proactive
Barrier vs solution
Free up resources to be proactive
Focus on what can be seen
Celebrate success
Confab Europe – 29 Sep – 1 Oct 201416 |
• Engage a project sponsor- crocodile
• Inform the sponsor
• Equip the sponsor
Get support
Confab Europe – 29 Sep – 1 Oct 201417 |
Stakeholder analysis
Confab Europe – 29 Sep – 1 Oct 201418 |
Strategy without evidence
Guesswork
Confab Europe – 29 Sep – 1 Oct 201419 |
Use the tools at your disposal- fly– writing team– editors– web producers– web working group
Use all resources -fly
Confab Europe – 29 Sep – 1 Oct 201420 |
• A multifaceted approach to managing and improving web content
• Value added content management production
• Editorial calendar
• Content strategy meeting
• Futures meeting
• Content life cycle
• Hold on to best content
Flexibility or Fly some more
Confab Europe – 29 Sep – 1 Oct 201421 |
Growing up
Wendy grows in Neverland but doesn’t grow in one bound
You must grow up but only when you are ready
Choose your battles
In WHO two steps forward, one step back
Confab Europe – 29 Sep – 1 Oct 201422 |
• Neverland doesn’t just exist for children
• Winning may require multiple approaches
• Take paths and tools that are right for you
• Step by step
• Watch your stakeholders:• stop the captain• feed the crocodile
Going home
Confab Europe – 29 Sep – 1 Oct 201423 |
Questions?
@c_strebel