Using content strategy to become a change agent
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Using content strategy to become a change agent

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Presented at Content Strategy Forum 2013.

Presented at Content Strategy Forum 2013.

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    Using content strategy to become a change agent Using content strategy to become a change agent Presentation Transcript

    • 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 Worker Worker Worker Middle Manager Worker Worker Worker Senior Manager Middle Manager Worker Worker Worker Middle Manager Worker Worker Worker
    • 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 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 Worker 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 @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