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Kristina Halvorson's presentation deck from Now What 2014.

Kristina Halvorson's presentation deck from Now What 2014.

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Content / Communication Content / Communication Presentation Transcript

  • CONTENT / COMMUNICATION @HALVORSON • NOW WHAT? CONFERENCE
  • AUDIT THE CONTENT. ! REWORK THE IA. ! MAKE SOME METADATA. ! REWRITE THE COPY.
  • YOUR COMPANY IS BROKEN. ! YOUR TOOLS SUCK. ! YOU’RE WAY BEHIND. ! YOU ARE DUMB. View slide
  • My content is terrible! It’s not your content. It’s you. *sobs* View slide
  • THERE’S SOME FOUNDATIONAL STUFF WE NEED TO (REMEMBER TO) TALK ABOUT. PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS
  • A RULE externally compels us to do things someone else has deemed good and right. A PRINCIPLE internally motivates us to do things we believe are good and right. ! ! ! ! !
  • ANONYMOUS CLIENT STORY #1
  • http://www.flickr.com/photos/mononoke/225965762/
  • ! 1. This content is not for us. 2. “Responsive” does not equal “reactive.” 3. The story informs the format. 4. Numbers aren’t everything. ! ! OUR CONTENT PRINCIPLES
  • PRINCIPLES UNITE US IN OUR DAY-TO-DAY WORK.
  • PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS
  • OBJECTIVE STRATEGY TACTIC
  • ANONYMOUS CLIENT STORY #2
  • “We will become the industry leader in the financial services arena by providing our clients with superior service, world-class products, and a commitment to excellence at every touchpoint along the customer lifecycle.” ! ! “We will become the industry leader in the [INDUSTRY] services arena by providing our clients with superior service, world- class products, and a commitment to excellence at every touchpoint along the customer lifecycle.”
  • We will share user-facing, task-based content that makes our customers feel smart and safe, both personally and professionally. STRATEGY
  • • Rewrite “About Us” copy • Improve “Help” section • Create interactive company history timeline • Restructure home page around top tasks • Start some content marketing • Get some user personas !
  • STRATEGERY
  • STRATEGY KEEPS US ACCOUNTABLE.
  • PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS
  • ANONYMOUS CLIENT STORY #3
  • Content?
  • DO NOT MAKE PROCESS YOUR GOD.
  • “Different methods work or fail because of people, not because they are universally good or bad. ! – Pawel Brodzinski, Agile Bullshit !
  • http://www.matthiasshapiro.com/wp-content/uploads/2009/10/IngebretsenDeliverablesWithPictures1.png
  • ARTIFACTS ARE TOOLS, NOT OUTCOMES.
  • GOOD PROCESS HELPS US MOVE TOGETHER.
  • PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS
  • ANONYMOUS CLIENT STORY #4
  • ! 1. Take away everyone’s job titles. 2. Have a series of four-hour working sessions to break out “big tasks” and “little tasks.” 3. Managers go away and come back with “team missions.” 4. Employees pick a team and write their own job descriptions. 5. Select goals, review quarterly. 6. Go! ! ! THE BIG PLAN
  • ! R – Who is responsible for completing a task? A – Who is accountable for the work’s success? C – Who must be consulted before work can be signed-off on? I – Who must be kept informed along the way? ! ! THE RACI MODEL
  • ! 1. At some point, invite All the People 2. Make sure everyone’s aligned on terminology (e.g. audit vs. inventory, wireframe vs. prototype) 3. Identify timing issues, agendas, overlapping responsibilities EVERY PROJECT, EVERY TIME
  • ROLES GIVE US A PLACE.
  • PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS
  • http://projectcartoon.com
  • “In content strategy, our master skills must include translating and negotiating, so we can facilitate communication between disparate disciplines and help them to communicate. ! – Rachel Lovinger, “Tinker, Tailor, Content Strategist”
  • PERCEPTIONS GIVE WAY TO PERSPECTIVE.
  • PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS
  • WE ARE PERPETUALLY CATCHING UP.
  • “This multi-device web design increases stress exponentially. ! – Trent Walton, .net Magazine
  • ALL THE FEELINGS
  • “A study of over 350 people in 6 business units at a financial services company found that the greatest predictor of a team’s achievement was how the members felt about one another.” !
  • OUR WORK IS PERSONAL. TOGETHER.
  • WHO’S AWESOME? You’re awesome.
  • ! THANK YOU • kristina@braintraffic.com