SINE IIUA NON

Core Values and Content
Strategy
JUNATHUN CULMAN

Content Strategy at
Facebook
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Download this deck
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SINE NUA NON: 

That,  without
which,  there is
nothing

enmwanmnmm-nmmimumnugmnminm. .awuIInw» ». lian_in; gh; ... m.nm-c
nothing
Q

Without core 
values,  there 
is no content at
strategy.
-I». 

  

 
  
 

There's only
content. 

- i 4

F Jack lrnney hup/ /www ilrckrcom, /plrotos/ jacquelmeunney/ '51l292 584...
And we know
rotten content
when we see it. 

 

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Don't we? 

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Here are the COMMUNICATION
core values of RESPECT

a well—known INTEGRITY
company:  EXCELLENCE
Here are the COMMUNICATION

core values of RESPECT
a well—known INTEGRITY
company:  EXCELLENCE

Whose core values are these?
Those were Enron's
actual core values. 

SOURCE:  Lencloni,  Patrick M.  (2002).  Make Yourvalues
Mean Something.  Harvard...
lnauthentic core
values cause
conflicts.  I I

 

  
 

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THE GRGANIZATIGN
OF THE MIND

it-3 Lotte Groiikyaer liup/ /wwwllickr. coin/ pliotos/ iniich/ Si 47579057 — license:  liups...
THE GRGANIZATIGN THE GRGIiNizIiTIGN
OF THE MINO OF THE WORLD

 Lotte Gronkyaer liupflwww. ilickr. coni/ pliotos/ iniich/ Si...
THE GRGANIZATIGN THE GRGIiNizIiTIGN
AS WE SEE IT AS IT REALLY IS

 Lotte Gronkyaer liupflwww. ilickr. coin/ pliotos/ iniich...
THE GRGANIZATIGN THE GRGIiNizIiTIGN
INE ASPIRE TO BE WE ACTUALLY ARE

 Lotte Gronkyaer liupflwww. ilickr. coin/ pliotos/ in...
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OROANIZATIOIII:  SECTOR AND FOCUS: 

NatureBridge Nonprofit:  education
and environment

CORE VALUES: 
We bring our best s...
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Field Science Programs Tools Locati...
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DPENAND HONEST

 

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So what
core val

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And do they
really matter

so much?  ~
People don't buy
what you do. 

SOURCE:  Siriek,  S.  (20l 0).  "How Great Leaders Inspire Action".  TED. 

 

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People buy
why you do it. 

SOURCE:  Siriek,  S.  (20l 0).  "How Great Leaders Inspire Action".  TED. 

 

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Why is always

powered by
core values. 

SOURCES:  SineI<,  S.  (20l 0).  ”How Great Leaders Inspire Action".  TED. 

Sine...
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Core values: 

”Essential,  enduring tenets of an
organization. ”

”A slice ofthe compa...
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OROAIIIZATIOII:  SECTOR AND FOCUS: 

Etsy Global marketplace: 
handmade goods

CORE VALUES: 

Mindful,  transparent,  Craf...
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Core values don't
have to be all
things to all
people. 

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But they must be
authentic to your

organization and
its culture.
They must be
publicly stated
and published.
There must be
accountability to

them at all times.
There must be
accountability to

them at all ti

Especially when
it's hard to
accoun *
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They must be a
key factor in all
hiring,  firing,  and
staff reviews.
And every decision
you make must be
weighed against
them.
And every decision
you make must be
weighed against
them. 

Even the mundane, 
daily decisions.
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OROANIZATIOII:  SECTOR AND FOCUS: 

l/ loz Software:  inbound
marketing tools

CORE VALUES: 
Transparency Fun
Authenticity...
EXCEPTIONAL
OENEROSITY

Need to polisli up _'OllI‘ I<i1u'Ie(lgo‘?  Tlw I’; egi1i1ir~i"s
has been read over 1 million times...
PRODUCTS LEARN COMMUNITY BLOGS ABOUT 3*:  ’ Q V-'I°lA"3|Y‘| CS

SEATTLE.  WA — May 1. 2012 — V : ; :  the industry‘s most ...
Rand Fishkin

 

Misadventures in VC Funding:  The $24 Million Moz
Almost Raised

Date t aug 29 2011 I Category l

 

Over...
Requirements: 

a Bachelors Degree or a really good reason for not having one (believe
us there's plenty! )
o Excellent wr...
Requirements: 

- Bachelors Degree or a really good reason for not having one (believe
us there‘s plenty! )
~ Excellent wr...
‘ l 
' Values
Ideology
2: Purpose

;  Vision
urkeyloe'4l86-144‘ ll) — CrealiveCommoiisliceiisehllps / /Lrealivecomirioiisorg/ 'liLerises/
This is a

job for
1 Content

strategy.
And thanks to
Brain Traffic. ..

CURE

STRATEGY

 

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And thanks to
Brain Traffic. ..

We know where
core values...
We
make

the
unclear
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Wecreate . 
alignment , 

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We don't make things. 

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We make systems
that make things. 

SOURCE:  Kissane,  E.  (2012).  "Little Big Systems”.  U
Webstock 201 2 on Vimeo.  - 3...
All of which create
better experiences

 

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ORGAIl! IZAT| OI*! : SECTOR AND FOCUS: 

PACK Social network for
dog owners

CURE VALUES: 
We love dogs

We love how dogs ...
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DOGS & PEOPLE
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Bringer of food and snorgles to P'If'i (eke »“t‘bestdogeve'). 

EDIT BIO

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DOGS ...
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we hope you're having a good day! 

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So how do we create
our true core values? 

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So how do we
our true core values? 

 

iii ff_kui http/ /wwvvilickr. com/ photos/ tiffanie/4947744986 — Creative Commons ...
So how do we DISCOVER
our true core values? 

E l. iif_kui http/ /wwvizilickr. com/ photos/ tiffanie/4947744986 — Creative...
We do what content
strategists have
always done best.
/

Ask hard questions

to cut through the
organization's crap.
Would you keep this value
if you were not supported
or rewarded for it? 

SOURCE:  Collins, J. (2001 ).  Vision Framework ...
Would you still uphold this
value if you were very wealthy
and didn't have to work? 

SOURCE:  Collins, J. (2001 ).  Visio...
Would you quit and find a
newjob before giving up
this core value? 

SOURCE:  Collins, J. (2001 ).  Vision Framework iimco...
Should your organization
stand for this same value a
hundred years from now? 

SOURCE:  Collins, J. (2001 ).  Vision Frame...
Would you build a new
organization around this
value despite the industry? 

SOURCE:  Collins, J. (2001 ).  Vision Framewo...
lfthis value became a
competitive disadvantage, 
would you keep it anyway? 

SOURCE:  Collins, J. (2001 ).  Vision Framewo...
Could you fire anyone
who clearly does not
uphold this core value? 

SOURCE:  Collins, J. (2001 ).  Vision Framework iimco...
LE Jon I IlIJI. llTS htip/ /vvwvizllickrcoiri/ photos/ hibhins/ i 570641947 — Creative Commons license:  https / /creative...
NON. 

That,  without which, 
there is nothing. 

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If

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You can't impose core values on
anyone who doesn't share themf; ‘f; .». :

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SINEOU,  e

Core values aren't for making
people feel good (although they can)

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Core values aren't ”perks”,  SOPs, 

 

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NON. 

They are not what we want to be. 

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NON. 

Core values aren't for everyone. 

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Core values aren't for everyone. 

 
 

Just like great content. ...
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ORGANIZATION:  SECTOR AND FOCUS: 

Facebook Social network: 
connecting the world

COREVALUES: 
Focus on impact Be open
l/...
1 82% — I

@152

Tuesday,  April 8

Q Facebook

Andrea Vaccari and 5 more
friends are nearby. 

BUILD SOCIAL VA U
BE BOLD
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LINK ANYWHERE
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CONCLUSION: 

The Alpha and
The Omena

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CONCLUSION: 

The Alpha and
The Omena<

That's Finnish for ’‘Apple”

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Why align your 

content strategy
with core  
values? 

oC*ii stiawjic i l i a l ' l t t r ~ /   ~ y ' t ii
Why align your 
content strategy

with core A . 
values?  . TO DISCOVER YOUR

CLEAR PURPOSE
 VISION. 

oC*ii stiawjic i l ...
Why align your 
content strategy

with core A . 
values?  . TO EXPRESS INHO

 ARE,  NOT INHO
YOU WANT TO 

oC*ii stiawjic ...
Why align your  A
content strategy

with core A . 
va I ues?  . TO SUPPORT A MORE

PASSI NATE AND
PRODUCTIVE 
ULTURE. 

3
...
Why align your 
content strategy

with core A. 
values?  . TO REATE 

C
AND TO BUILD A
 BRAND. 

 

 

oC*ii stiawjic i l ...
Why align your 
content strategy

with core A . 
values?  . TO EVEEOP 

AUTHENTIC CNTENT
EXPERIENCES. 

 

oC*ii stiawjic ...
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ii Jo Clii stiaiwjicilialsl ttrg.  /i wiil CIl ' iii’,  i liotos/ oter/ ’5i797i34€i(J —Creatiie Coiriinoris licensehttpsiC...
JONATHON COLMAN

Content Strategy at
Facebook
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BIT. LV/ l it LE

Download this deck
Want to know even
more about content

strategy? 

Here's a curated list

 

of 200 free resources! 

    BlT. LY/ EPIC-CS
© Piintliicla https/ /www. ilickr. com/ photos/ pimthida/796i1463371 — Creative Commons license https/ /creativecomirioris...
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Sine Qua Non: Core Values and Content Strategy

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Core values aren't created; they’re found. They're not selected; they’re discovered. And they’re not your mission or vision; they're what support them. But for most of our organizations or clients, content and design are not—and never will be—core values. Rather, they’re simply just commodities.

Our content strategy work so often focuses on tactics, techniques, and tools that when it comes to creating a core content strategy, we find ourselves blocked. Never for the lack of goals or objectives, but for the values that help us create authentic experiences in support of them. Our values help us find our voice and delight our audience.

Using real-world examples, we’ll walk through the hard questions that you need to ask in order to discover your organization's core values and build them into your content and design.

In this presentation, you'll learn:
- What are core values (and what aren't!)
- How to discover your organization's core values and build them into your brand
- How to align your content with your core values to build lasting results


Based on the works of Jim Collins, Jerry Porras, Patrick Lencioni, and several others. Featuring examples from NatureBridge, Etsy, Moz, Pack, and Facebook. Originally presented at the Content Strategy Forum #csforum13 in Helsinki, Finland on September 12, 2013.

You can learn more about Jonathon Colman at http://www.jonathoncolman.org/ and follow him on Twitter at http://twitter.com/jcolman

Also see 200+ free Content Strategy resources at http://www.jonathoncolman.org/2013/02/04/content-strategy-resources/

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Sine Qua Non: Core Values and Content Strategy

  1. 1. SINE IIUA NON Core Values and Content Strategy
  2. 2. JUNATHUN CULMAN Content Strategy at Facebook
  3. 3. Mp / 'w. w Hrw. ccm/ photos, ’dhrson/3229281it0 — Creatwe Commons hcensr j
  4. 4. BIT. LY/ ti it E Download this deck
  5. 5. wimp r"'rrv Hr; <r. ccm/ photos, ’dhrson/3229281it0 — Creative Commons hcuw
  6. 6. SINE NUA NON: That, without which, there is nothing enmwanmnmm-nmmimumnugmnminm. .awuIInw» ». lian_in; gh; ... m.nm-c
  7. 7. nothing
  8. 8. Q Without core values, there is no content at strategy.
  9. 9. -I». There's only content. - i 4 F Jack lrnney hup/ /www ilrckrcom, /plrotos/ jacquelmeunney/ '51l292 584 — CreauveComrronslrcensehups/ /treauveccmrron5.0rg/ lrcenses/ 'by—nc—nd/ '2 L‘/ ' .
  10. 10. And we know rotten content when we see it. ororgro Rafiaellr hup / /'rww flrckrmrnxphotos/ rguana, o/ ‘S3284U6o9 — Creauve Commons license. hupsy’/ Lreauvetomrnons org/ litenses/ by—nL/2 0/
  11. 11. Don't we? F ororgro Raflaellr http. //rww flrckr. corn/ phoLos/ rguanayo/2532840669 — (JEdll/ E Commons license. hupsy’/ treauvetornrnons org/ litenses/ by—nL/2.0/'
  12. 12. Here are the COMMUNICATION core values of RESPECT a well—known INTEGRITY company: EXCELLENCE
  13. 13. Here are the COMMUNICATION core values of RESPECT a well—known INTEGRITY company: EXCELLENCE Whose core values are these?
  14. 14. Those were Enron's actual core values. SOURCE: Lencloni, Patrick M. (2002). Make Yourvalues Mean Something. Harvard Business Review. rltsd/ J b/ . Lonrad l l lllll] / TlIckr. ;onn'p'oLos/ ch, ’ l 23SJS' onnvons lrcmse nu ps_/ flu .9'nnIons. orgrlILens
  15. 15. lnauthentic core values cause conflicts. I I David iVlui_r htlpy/ www IllCl<i. LOiii/ 'pl’QIOS/ di3’lCIl; lll'lJli/84' . d747l — Creative Coirirnohs license: hups/ /creativeEoniinons. cirg/ licenses/ by—nL—nd/2 0/
  16. 16. THE GRGANIZATIGN OF THE MIND it-3 Lotte Groiikyaer liup/ /wwwllickr. coin/ pliotos/ iniich/ Si 47579057 — license: liups/ /Lreativecominonsorgrlicenses/ by—iic—sa/2.0/
  17. 17. THE GRGANIZATIGN THE GRGIiNizIiTIGN OF THE MINO OF THE WORLD Lotte Gronkyaer liupflwww. ilickr. coni/ pliotos/ iniich/ Si47579057 — license: nups/ /Lreativecomirionsorg/ licenses/ by—nc—sa LC? Korayriup/ /wwwilickr. coii'i/ photos/ akoray/55l4c6%77 — licerise. https/ /creativecominoiisorgrlicerises/ 'by—ric—sa/2.0/
  18. 18. THE GRGANIZATIGN THE GRGIiNizIiTIGN AS WE SEE IT AS IT REALLY IS Lotte Gronkyaer liupflwww. ilickr. coin/ pliotos/ iniich/ Si47579057 — license: nups/ /Lreativecomirionsorg/ licenses/ by—nc—sa LC? Korayriup/ /wwwilickr. coii'i/ photos/ akoray/55l4c6%77 — licerise. https/ /creativecominoiisorgrlicerises/ 'by—ric—sa/2.0/
  19. 19. THE GRGANIZATIGN THE GRGIiNizIiTIGN INE ASPIRE TO BE WE ACTUALLY ARE Lotte Gronkyaer liupflwww. ilickr. coin/ pliotos/ iniich/ Si47579057 — licerise: liups/ /Lreativecornirionsorgrlicenses/ by—iic—sa/2.0/ it? Korayriup/ /wwwilickr. coiri/ photos/ akoray/55l4c6%77 — licerise. https/ /creativecorninoiisorgrlicerises/ 'by—ric—sa/2.0/
  20. 20. “ iji : 1 i l l i ~ . i‘ ‘ii 3‘ . A ‘ F ‘| . '—. - . ' ' - )' , . ‘ ‘A v . .4» W‘ . . , I’: V, ‘K It r . . [I TV It. ‘ Ix t ‘ ii in : Constantiri lidibl. [C<_—I5Y—2 O [htpflcreatiirecorinio'is. o’gi'licenses, iby/2 0‘ NVll<llYiE(. ll{i Cziiiinuns — 'lLI': "ccni .
  21. 21. OROANIZATIOIII: SECTOR AND FOCUS: NatureBridge Nonprofit: education and environment CORE VALUES: We bring our best self Awe in the beauty of life Learn, teach, grow Environmental stewardship Open and honest Accountability SOURCE: ilatureBridge. "Core Values". naturebrldgeorg/ core—va ues
  22. 22. About Us School 8: Group Family 8: Youth Training 8: National Park . 'e‘s_. Events 8: Field Science Programs Tools Locations Community COIIIBCI U5 7 . / I '. ‘l: ::iIn'Lw’YoJIrIr. n)JITl‘. ‘;4r: u: l"L. ‘lIIl‘I-ll‘ lIU: VI-JIIIII: ‘v_ -4 ’ A—IDT. I>'Il| ln : (iie; ¢n. .; A P)‘ ‘ , . ‘I5-'Ig__v, |'l§‘§, ..lt(5'; ~ -'~: I<. .-In YT ‘i : ur| lIIrI rl(: r‘l|1nIIII(Ifl5lII: (>HI in-‘r’i. I Her Public Participation in Scientific Research , I, , , What is public participation in scientific research? I II ‘I F" N = iih: ic pamcipatinn in scientiric research (PPSRj ierers. to li'irKlatI/ E5 li'| which students I I 1 l ‘i andior adults are engaged in the scientific process collaborating with professional ‘I '{ H T T. ‘ scientists to address real-world questions. A ll , ,,r—_, ',, i,, , NatureBridge Public Participation in Scientific Research Projects PIIEIIOIDQV - - - - . Naturesridge students track phenoicigicai events or native plants (eiich as the timing or Pubhc Parn‘3IPat1°“ 1“ new leaf buds and pollen release] in national parks tn niohim the mine reiimate Scientific Research change. Through our partnership: with the
  23. 23. "; N B -d About Us SchooI5zGroup Familysfloutli Trainings: National Park . 'e'5i Erentssz atuI'C fl ge. Field Science Programs Tools Locations Community Contattfs V ; ,.. i.. .r. t>. - ii-i i; lL'uu_ £lu. umii-. )_r it {, (‘. ~lS4§H. lI, |liI iltoimsi-. ~ What will you discover this summer? Our Olympic Field Research Course l£~ fzrrtuderits entering 10th, 1lth, i;' izst ‘< - V -H5-i grade, or who have Just graduated high ocl with a passion for SUEHCE, adventure, and fun. Join us for an unforgettable t: vr: ~weel< experience Register today‘ fl‘ ' l ‘ F‘ "I ' Need more info? :. :.i_ one to l u L I], l one i Li‘ Please rDri’ECt Vi il Jltllullti lllllfi 3 Hill IL‘: What You Will Learn Our location On this trip, wu will create «ctr own scientific research proiect and wont alongside National Park Service razaarrlwsr il. = harknarkinn ll'l the Dlvmnir Natimial Pa'l< ‘. llFlFFl’7 rinn the -. av ¢nii‘l| learn-
  24. 24. LEN, TEACH, GRO A DPENAND HONEST About Resources for Teachers for Students for Families Trash Talk Contact
  25. 25. @_ NatureBridge Fe: ',. :«. r ; —‘ ‘* . . VAHIE7! "I learned a lot of science here at NatureBridge. but I'd call it discovery, I discover something new every day " —Ashley student BRING nun BEST SELF it AWE IN THE BEAUTY or LIFE 16 “Discover something new every '51,‘ l (1 3, ay. J —Ashlcy. I ‘ me. an F u -V- I ; _ "El 3: " 7. -.1 l f’ I Lll-'9 Cnninient Share I520 I331
  26. 26. So what core val 6 Ryan Opaz littp / /viiww. flicl<r com/ photos/ obis/63849405 5 license hrrps/ /crearivecommonsorg/ licerises/ by—ri(—
  27. 27. And do they really matter so much? ~
  28. 28. People don't buy what you do. SOURCE: Siriek, S. (20l 0). "How Great Leaders Inspire Action". TED. : L. ld’. Uli. lli: '1’lllL‘. /iV, V’ll£l<lLUl’, '[J ninions lLLl ~. —i_ liitpss
  29. 29. People buy why you do it. SOURCE: Siriek, S. (20l 0). "How Great Leaders Inspire Action". TED. : is L. ld’. Uli. ili: ’1’llllp. /iV, V’Tl£l<lLUl’, 'lJli _ czinnions ILL! «.4. lllllJ§ i. ii/ Ltoiniiioii. -erg lILC
  30. 30. Why is always powered by core values. SOURCES: SineI<, S. (20l 0). ”How Great Leaders Inspire Action". TED. Sinek, S. (2009). Start With Why: How Great Leaders Inspire Everyone to Take Action. New York, NY: Penguin Group. : is Lla’. Uli.1li>’Ill iii; i iiii cki ; ui', ’i. Ii Iiiips i’, ",. il, l/LLUlIil7lUll‘; TVJ lILC HOW WHAT
  31. 31. ‘KORE IHAFJ U. 'E{ "lll|0!{ COPIES SUUJ . ' a It->flhl! ':9:o1NM. ‘!I v-to yn-. m. -n ' u at-0411./ mum; q-n: mwu «to an "with; .; :n'. m-vow‘ BIMLT T0 SUCCESSFUL HABITS OF VISIONARY COMPANIES JIM COLLINS Best-selling author o! GOOD To GREAT JERRY| .PORRAS , Ir ill III, +; 'II‘. “I: : : .r| :r . ‘.-w ‘or um. G o o D ‘rot . 6 I JIM COLLINS :1n| H‘rr r-ru I| ll'Iur nu (Hill! 70 LAS7 , ‘/. ' ’. 'I_'I. ‘/ ‘L: :! .—: - : l;~ UNCERYAINTY. CHAOS. AND LUCK- WHY SOME YNRIVE DESPITE THEM ALL 8‘! . . . H . I 'u AUIHOR OF GOOD TO GREAT r'rIII ! Z‘r! I . 3'r? |l! ~$iL! |
  32. 32. ". OilE I2~1;‘. .‘. ' OFIE "llllOl. ' COPIES SOLO . ' 4| at-wt rm ~: v;»a rm u mu yw I'll: ‘I 4. . :.a. ,1 I. /v~. e.; ,; -ul nu": we an vs: aw; qmv (CI'~¢¢'>1 ' BUILT To SUCCESSFUL HABITS OF VISIONARY COMPANIES JIM COLLINS Best-selling author of GOOD TO GREAT JERRY| .PORRAS GOOD it , _I JIM COLLINS C-u -r‘ - ~' sin burial-in‘ BUILT 70 LAST 0. _ kn ‘E-i ‘ii Ei*»*~’-’i r l 1]. .’ ‘, l,‘/ , (‘[3 : :! .*. ' ll I i. iu»a»iniml. «ir-aos»i-r»a»s: :<- WHY SOME THRIVE DESPITE THEM ALL . .. l I BY . H I if AUIHOROFGOODTOGREAT
  33. 33. MORE THAN ONE MILLION COPIES SOIO BUIL TO SUCCESSFUL HABITS OF VISIONARY COMPANIES JIM C 0 L L I N S Best-selling author 01 6000 to GREAT JERRY I. PORRAS In this book, Collins and Porras reviewed 36 companies. They asked: ”What makes truly exceptional companies different? ” SOURCE: Collins, J. ; Porras, M. (l 994). Built to Last. New York, NY: l-larperBusiness.
  34. 34. MORE THAN ORE MILLION COPIES SOLO BUIL TO SUCCESSFUL HABITS OF VISIONARY COMPANIES JIM C O L L I N S Best-selling author ol 6000 to GREAT JERRY I. PORRAS The exceptional companies in this study outperformed the stock market average by 12x. SOURCE: Collins, J.; Porras, M. (I 996). Building Your Company’s Vision. Harvard Business Review.
  35. 35. MORE THAN ORE MILLION COPIES SOLO BUILT TO LA SUCCESSFUL HABITS OF VISIONARY COMPANIES J I M C O L L I N S Best-selling author ol GOOD To GREAT JERRY I. PORRAS Each ofthese companies had discovered, published, and built their core values into their internal cultures. SOURCE: Collins, J.; Porras, M. (I 996). Building Your Company’s Vision. Harvard Business Review.
  36. 36. MORE THAN ONE MILLION COPIES SOLO Core values: ”Essential, enduring tenets of an organization. ” ”A slice ofthe company's genetic codeW SUCCESSFUL HABITS OF ‘’'‘'°"‘‘'" ‘‘°’"’‘"'‘'‘' ”Require no external justification; they have intrinsic value. ” JIM COLLINS Best-selling author ol GOOD To GREAT JERRYI. PORRAS SOURCE: Collins, J.; Porras, M. (I996). Buildin Your Com an ’s Vision. Harvard Business Review.
  37. 37. “ rji : 1 I ll I ~ . E‘ ‘I: 3‘ . A ‘ F ‘| . '—. - 1 ' ' - )' , . ‘ ‘II » . .4» W‘ . . , I" V, I! r . . [I _/ VA L. ‘ Ix , C a it In : Constantin Lidtbl. [C<_—l5Y—2 O [h. IpWLreaIiveLonnio'is. o’gilicenses/ by/2 0‘ IlVll<llTiE(. Il{i Czrnrnuns — ’LL’: "u: n~ .
  38. 38. OROAIIIZATIOII: SECTOR AND FOCUS: Etsy Global marketplace: handmade goods CORE VALUES: Mindful, transparent, Craftsmanship and humane business Fun Should be part of Plan and build for the everything we do long term Keep it real, always SOURCE: Dickerson, C. "Notes From Chad: Funding Etsy's Future”. Etsy News Blog. blog. etsy. com/ news/20i 2/notes—from—chad—funding—etsys—future/
  39. 39. Home About Conferences Technology Tfits 3-Earth Code —°a$: C.[aT't. ' _ , -. v is o'c-v‘‘. -. ‘V 9' ». c, V. “ 1 0 z About At Etsy, our mission is to enabte people to make a living making things. The engineers who make Etsy make our living making something we love: software. We think of our code as craft — hence the name of the blog. Here we1| write about our craft and our collective experience buflding and running Etsy, the world's most vibrant handmade marketplace. Subscribe In The Pragmatic Programmer (the one programming book I mink every engineer . ' ' should own and one I give to every incoming engineer at ELSY). the authors . ' beautifuliy explain the notion of code as craft and the intersection of craftsmanship and engineering: AI-chgves “ The Construction Dfsoftuare should be an engineering discipline. [‘IOLL‘€L’€7’. this doesri ‘r preclude individual craftsmanship, Think about [he i large c'athedraLs built in Europe during the . Iiddle. -Lges. Each molt .1” "AAA 4..
  40. 40. We are announcing a new scholarship and sponsorship program in collaboration with Hacker School, focused on bringing more women into Engineering jobs at Etsy and across our industry. Supporting Women See how you can get involved. in Technology Are you a woman looking to become abetter developer? N0 , ._. ,,, ,,, ,,. ,,. ,,, .,, ,,_. PLAN/ BUILD FOR THE LONG TERM E sumrnerstiidyingatl-1tsy's : ::“: ::": ::": “:°°“: :? CRAFTSMANSHIP What if we could provide finandal umnmtt? N O
  41. 41. Hacker School Applicants Before and after the Hacker Grants program MINDFUL, TRANSPARENT, HUIIIIANE KEEP IT REAL, ALWAYS 661 women 7 women 140 men 182 men Spring 20 I 2 (before grants) Summer 20 I2 (with grants)
  42. 42. FUN IS PART or EVERYTHING wE no ~ { KEEP IT HEAL, ALWAYS I ’= ‘ ‘u-‘ E . . ‘ * ‘:2 I ) ":1 MI“ E: W 9 1:‘ IL‘; I” “ E :1-n"m« I ‘ ‘.5 , I I. g ’ ,9,» Q IP13»)! I ‘ , 1'9 ,0. mm - 4. . 41‘, E as 4‘ K v I , ‘I4 341 . E '‘‘I' ( K - » A. I ‘ V’ O 3» ‘ _‘ . , —. " x g E , V“. I s
  43. 43. Core values don't have to be all things to all people. Ff. 5/ Jdvmnl ‘'/ '53 05130‘ LlDd, l‘JELOl’ll7lOll3.0lg/ llLEl75ES, ’byflltlld/ '2U'
  44. 44. But they must be authentic to your organization and its culture.
  45. 45. They must be publicly stated and published.
  46. 46. There must be accountability to them at all times.
  47. 47. There must be accountability to them at all ti Especially when it's hard to accoun * I P ujmanl 3 h Lps/ /vvvrw. i&<r. coIn/ photos/ JJdrnanl 3/3510
  48. 48. They must be a key factor in all hiring, firing, and staff reviews.
  49. 49. And every decision you make must be weighed against them.
  50. 50. And every decision you make must be weighed against them. Even the mundane, daily decisions.
  51. 51. “ r» j 1 l l} l ~ . : ‘°°‘ 3‘ . A ‘ F ‘| . '—. - . ' ' - )' , . ‘ 1( v . .4» W‘ . . , I" V, It r . . [I _/ VA ‘L ‘ ‘ . ‘ if N. : Constantin Bdfbl. [C<_—l5Y—2 O [htpflcreatrveconmo's. o’g/ lrcenses/ by/2 0‘ r’rkrrredra Lzmmuns — mu’: "u: n~ .
  52. 52. OROANIZATIOII: SECTOR AND FOCUS: l/ loz Software: inbound marketing tools CORE VALUES: Transparency Fun Authenticity Em pathetic Generosity Exceptional SOURCE: M02. "The TAGFEE Code”. moz. com/ about/ tagfee
  53. 53. EXCEPTIONAL OENEROSITY Need to polisli up _'OllI‘ I<i1u'Ie(lgo‘? Tlw I’; egi1i1ir~i"s has been read over 1 million times and provides ‘e 1it'<z1'1i1Eilioi1you need luget oiitlie l‘(i21LlI() iuality SE0. 0 411 (5991 I343 1‘1B0 ’ Tweet Let's Get You Started In the wonderful world of SEO! The Beginner's Guide to Search Engine Optimization (SEO) IS an in- depth tutorial on now search engines work This guide covers the fundamental strategies that make websites Search engine~friendly Download your copy of the worlds most-read guide on SEO! Try out Moz
  54. 54. PRODUCTS LEARN COMMUNITY BLOGS ABOUT 3*: ’ Q V-'I°lA"3|Y‘| CS SEATTLE. WA — May 1. 2012 — V : ; : the industry‘s most popular provider of search engine and social optimization software today announced IIS dislike for the normal press release and intention to anriounce their 518 million in Series B funding with a handful of internet memes instead WE DONA_'_I' ALWAYS GET SIBMMTINALC FUNDING FUN TRANSP RENCY IIIlARIOUS INTERNET MEMES ABOUT IT TO TEll THE STORY The Seattleebased company received Stsrvi in series B funding today from BOGITIOFTSI IFIVESUTTETTI TVOITI l’ 7 f’ ' of Boulder Colo with an of Bellevue WA SEDmoz previously raised only a single round of funding in 2007 of S1 1 million from Ignition Partners and Curious Office SEOmoz‘s revenue in 2010 was S5 7 million and doubled in 2011 to Sit -1 million The
  55. 55. Rand Fishkin Misadventures in VC Funding: The $24 Million Moz Almost Raised Date t aug 29 2011 I Category l Over the course of this year l‘ve written a about raising a potential round of venture financing for my company SEOmoz At last the sagas over Ive been released from terms of confidentiality and I can share the long strange story of howl first reiected was eventually persuaded but ultimately failed to raise a second round of investment capital Co-founder of and startup Junkie frequent traveler blogger social media addict and evangelist of all things More about me TRANSPARENCY cm Pans by unit AUTHENTICITY Most Popular Posts Aug: ZDIZ My hope is that by sharing others can learn from our experience and possibly avoid some of the mistakes pitfalls and pain we faced Jul 2a. m RBISIHQ ITTOTTBV TOT a startup IS an | I'II'1€Te| ’iIIV VlSI<V DTODOSIXIOTT YOU SIED UD IO the DIETS KTIOWIIWCJ that the DOGS are SIITIT 300 that TOT
  56. 56. Requirements: a Bachelors Degree or a really good reason for not having one (believe us there's plenty! ) o Excellent writing and communication skills o Minimum 3 years ofexpenence in content marketing o Strong background and understanding ol‘SEO best practices o Basic knowledge of HTML and website technologies. You can build a webpage or launch a simple website with ease - Good understanding of content promotion through social media and outreach o Proficiency with Google Analytics, and other web analytics software o Demonstrated ability to successfully plan and implement content marketing campaigns - Demonstrated ability to use content to drive site traffic and increase ROI 0 A passion for online marketing that leads you to continually scan blogs, tweets and shares to stay on top ofthe next big thing 0 An ability 10 WOFK independently combined With strong collaboration Alli l. I.| E.l‘ll. lEilll’ Elll. lF’! W tent skills; must be able to create tasks and set ith little direction tcan not only pull insights from large data sets but ate them in an email, presentation or blog post . £"l. ll1 - Located in the Seattle area or willing to relocate About Moz We develop an analytics software product to help people do better marketing. Behind the tool is a sea of Mozzers with a wide array of personalities. expenences. and expertise. We're a startup with the ability to turn a profit. backed by a passionate community of followers. and with an exciting and Tell me how TAGFEE applies to being a Content Crafter. (Hint: http: I/moLcomIaboutItagtee)‘ What are some of your own values that are important to you in your professional career? ‘ What has been your best relationship with a manager/ mentor? What will they tell me about you? ’
  57. 57. Requirements: - Bachelors Degree or a really good reason for not having one (believe us there‘s plenty! ) ~ Excellent writing and communication skills - Minimum 3 years ofexperience in content marketing 0 Strong background and understanding of SEO best pradices 0 Basic knowledge of HTML and website technologies. You can build a webpage or launch a simple website with ease - Good understanding of content promotion through social media and outreach o Proficiency with Google Analytics, and other web analytics sofwvare 0 Demonstrated ability to successfully plan and implement content marketing campaigns - Demonstrated ability to use content to drive site traffic and increase ROI - A passion for online marketing thatleads you to continually scan blogs, tweets and shares to stay on top ofthe next big thing An BDIII to work inde endently combined With strong collaboration ll| iTI| FiIiilEiii' r= l | "*”i “Tl at £. lIl. r It .3 I W - Located in the Seattle area or willing to relocate About Moz ent skills; must be able to create tasks and set ith little direaion can not only pull insights from large data sets but ate them in an email, presentation or blog post We develop an analytics software product to help people do better marketing. Behind the tool is a sea of Muzzers with a wide array of personalities. expenences. and expertise. We're a startup with the ability to tum a profit. mhwflmlh 3gT<memr'I by a passionate community of followers, and with an exciting and Tell me how TAGFEE applies to being a Content Crafter. (Hint: http: I/moLcomIaboutItagfee)‘ What are some of your own values that are important to you in your professional career? ‘ What has been your best relationship with a manager/ mentor? What will they tell me about you? ’
  58. 58. ‘ l ' Values Ideology 2: Purpose ; Vision
  59. 59. urkeyloe'4l86-144‘ ll) — CrealiveCommoiisliceiisehllps / /Lrealivecomirioiisorg/ 'liLerises/
  60. 60. This is a job for 1 Content strategy.
  61. 61. And thanks to Brain Traffic. .. CURE STRATEGY SIJUIICE: Rach, l/ l. (20i 2). From the Archive: Brain Traffic Lands the Quad. Brain Traffic Blog. Copyright 2010 Brain Traffic fl1llIld»lL Uscdv IIIl ocrivissioii
  62. 62. ‘y EIIIIIE V : ’.7ftl: EfE€E7il" Copyright 2010 Brain Traffic And thanks to Brain Traffic. .. We know where core values fit into our work. SOURCE: Rach, l/ l. (20i 2). From the Archive: Brain Traffic Lands the Quad. Brain Traffic Blog.
  63. 63. We make the unclear
  64. 64. I . ‘ er’ , _I‘_ _ J —_ -_l —i make i I T; -.3-t J I, l l . - t h e i‘ unclear I “ 2 SOURCE: Covert, A. (201 0). "Make the unclear, clear — or it won't matter". Abby the IA. ‘ ‘ 7’ l - . _ . vmm= ~~-«»«w-err; -4 *2‘: . we-r m_a= ns. —;. ;—; ~a. ¢:; .;.3ar; ;azt»s; .«; ;¥;2«_~£; ;.r3. 1;
  65. 65. Daniel Novta ITLIIJ, //'/ ’’ Tliclxrtom/ plictos/ 'vanii53jo555585 — Creative commons IlLEll: E.I’ittpSi’/ U58 ivecommonsorg
  66. 66. Wecreate . alignment , l os/ 'dyl.23/Z75859T7i5 — Creative Coihmoirs license. https/ /treativetoirimoirsorg/ licenses, y—iid/2.(. ‘/
  67. 67. We don't make things. LE lrevort>ennis http/ /www. ilickr. toin/ ph0tos/ trevoi—derinis/3572lJ8555o — creative Commons license. https/ /creativetoinrnonsoig/ litenses, ’tJy—nt—nd/2.U/
  68. 68. We make systems that make things. SOURCE: Kissane, E. (2012). "Little Big Systems”. U Webstock 201 2 on Vimeo. - 3; LE lrevort>ennis Ilttp/ /WWW. IIlCI<f. LOin/ DITOIOS/ UEVOl'(IEfllllS/3572085550 — creative Commons license. https/ /creativetoinrnonsorg/ licenses'tJy: lc—nd/3)/ ‘
  69. 69. All of which create better experiences is-3 lylerNeu http/ /wwwilickrcom/ photos/ neuski/2858558580 — Creative Commons license: htips/ /creativecoirirnonsorg/ licenses/ by—nc—nd/20}
  70. 70. “ ijl : 1 l I I l ~ . : ‘°°: 3‘ . A ‘ F ‘| . '—. - 1 ' ' - )' , . ‘ A v . .4» W‘ . . , I" V, I! r . . [I _/ VA It. ‘ Ix , e it In : Constantin Barbi [C<_—l5Y—2 O [h. tp/ /Lieativetohnio'is. o’gllitenses/ by/2 ill‘ IlVlI<llYiECIl{i Cziviiiioiis — 'ltt': "u: n~ .
  71. 71. ORGAIl! IZAT| OI*! : SECTOR AND FOCUS: PACK Social network for dog owners CURE VALUES: We love dogs We love how dogs make people better We love people who love their dogs SOURCE: Pack. "About Pack". packdogcom/ about
  72. 72. J‘ n Hemingway the Blackmouth Cur Mix by Sal Merino H3"'°W'5 5°“ 0 t 4 "'T %r; *fi—-JV 1 -_ - ‘ . ‘ ' , I -, ‘R . ~. DOGS & PEOPLE LOIIE . /_, t . “‘«" / L‘) ‘' #Heminfi; wa & Everett call it an early night. ttoddler idog tsleep - Amo- Fosted rom r| sbagramt1vSalManno O 26 ta, P/ CK — I. I:’1t. Iv‘, l,ITpclllllsbloll
  73. 73. .I 3 n Hemingway the Blackmouth Cur Mix by Sal Merino «Q "' 7". _%T‘ x , sorrows PICK DOGS & PEOPLE LOIIE #Hemi a & Everett call it an e night. ttoddler idog tsleep - Amo- Fosted rom rtsbagram t1vSal Man to P/ CK — Used w, i.h pciinission
  74. 74. @ l'm Jonathon Bringer of food and snorgles to P'If'i (eke »“t‘bestdogeve'). EDIT BIO na‘h"n"“ man or‘ IV Prim DOGS 8 PEOPLE LOVE Prim
  75. 75. @ PACK we hope you're having a good day! {_"‘Ia 1 1 1 new new COMMENTS LOVES (new activity on your account) DOGS & PEOPLE LOIIE
  76. 76. go a it AT&T LTE , ~ -1 100% -. 0-00‘ AT&T ¢ 9:51AM 1 100% It Today Missed P 3 ? Siiack Snack Friday: April 18 " It's time for your Pack Snack! T A Because dogs. Snack HOT DOG! Here's your fresh batch of 5 dogs to love. DOGS 8 PEOPLE LOVE lock
  77. 77. So how do we create our true core values? '6 iif_kui http/ /wwvvilickrcoiri/ photos/ tiffanie/4947744986 — Creative Commons license: https/ /creativecoirimonsorg/ licenses/ by—nc—sa/ Z.0/'
  78. 78. So how do we our true core values? iii ff_kui http/ /wwvvilickr. com/ photos/ tiffanie/4947744986 — Creative Commons license: https/ /creativecommonsorg/ licenses/ by—nc—sa/ Z.0/'
  79. 79. So how do we DISCOVER our true core values? E l. iif_kui http/ /wwvizilickr. com/ photos/ tiffanie/4947744986 — Creative Commons license: https/ /creativeconimonsorg/ licenses/ by—nc—sa/ '2.0/'
  80. 80. We do what content strategists have always done best.
  81. 81. / Ask hard questions to cut through the organization's crap.
  82. 82. Would you keep this value if you were not supported or rewarded for it? SOURCE: Collins, J. (2001 ). Vision Framework iimcollinscom Fran Simo http/ /wwwflitkr tom/ photos/ iransimo/5i 37795508 — Creative Commons IICEITSE. htipsy’/ creativetommons org/ licenses/ by—nt—sa/ '2 U/ '
  83. 83. Would you still uphold this value if you were very wealthy and didn't have to work? SOURCE: Collins, J. (2001 ). Vision Framework iimcollinscom
  84. 84. Would you quit and find a newjob before giving up this core value? SOURCE: Collins, J. (2001 ). Vision Framework iimcollinscom Fran Simo http/ /wwwflitkr tom/ pliotos/ fiaiisimo/5i 57795508 — Creative Commons IICEITSE. htipsy’/ creativetommons org/ licenses/ by—nt—sa/ '2 0/’
  85. 85. Should your organization stand for this same value a hundred years from now? SOURCE: Collins, J. (2001 ). Vision Framework iimcollinscom
  86. 86. Would you build a new organization around this value despite the industry? SOURCE: Collins, J. (2001 ). Vision Framework iimcollinscom Fran Simo http/ /wwwflitkr tom/ pliotos/ iransimo/5i 57795508 — Creative Commons IICEITSE. htipsy’/ creativetommons org/ licenses/ by—nt—sa/ '2 0/’
  87. 87. lfthis value became a competitive disadvantage, would you keep it anyway? SOURCE: Collins, J. (2001 ). Vision Framework iimcollinscom Fran Simo http/ /wwwflitkr tom/ pliotos/ iransimo/5i 57795508 — Creative Commons IICEITSE. htipsy’/ creativetommons org/ licenses/ by—nt—sa/ '2 0/’
  88. 88. Could you fire anyone who clearly does not uphold this core value? SOURCE: Collins, J. (2001 ). Vision Framework iimcollinscom Fran Simo http/ /wwwflitkr tom/ pliotos/ fiaiisimo/5i 57795508 — Creative Commons IICEITSE. ITIIDSVI/ CfeatlI&COlYif7iOliS org/ licenses/ by—nt—sa/ '2 0/’
  89. 89. LE Jon I IlIJI. llTS htip/ /vvwvizllickrcoiri/ photos/ hibhins/ i 570641947 — Creative Commons license: https / /creativecommonsorg/ Iicenses/ by—nt—rid/ Z.lJ/
  90. 90. NON. That, without which, there is nothing. I? Ion l IlIJI. ‘llTS htl. p// wwwilickrcom/ photos/ hibhins/ i570642947 — Creative Commonslicensezhttps/ /creativecommonsorg/ licenses/ by—nt—rid/ Z.lJ/
  91. 91. xx ‘Q M. ‘-5 ti", If . You can't impose core values on anyone who doesn't share themf; ‘f; .». : bIflfi§| liWIwaIwI| idir£ntIVflIDtmhiibh| nIllS7¢! A2‘)47 - Creativecnmmonslicensez h| lp5// i:Ieativecomrnonsurg/1ucenszimy-rc-tII1''1.0I ‘. Q - . an 4 SINEO
  92. 92. .551 ‘. .' 3': -3 . SINEOU, e Core values aren't for making people feel good (although they can) ‘i I$$hIWIUwtIwI| idIr£ntNflIoimhII‘bh| nIllS7¢XA2‘)47 - Cmativecummuns icense: tlealivecumrrvonsurg/1ncenses/1:9-vc—lIt1’2.(V f; ‘ ‘ I 4
  93. 93. Core values aren't ”perks”, SOPs, 0 k 0 | | 0 0 iibisiiishlt / /vvwvv. iiickrLom/ hoios/ hibbins/ i570641947 — Creative Commonsiicensezniips/ /creaLivecoinmonsorg/ iicenses/ by—m—rid/ Z.U/
  94. 94. NON. They are not what we want to be. '? ion i iibisins hltp/ /VVNVV. fliCkiLOVW/ phOtOS/ hibi3iflS/ i570642947 — Creative Commonsiicenseznttps/ /creativecornrnonsorg/ iicenses/ bv—m—rid/ Z.U/
  95. 95. ,__ I: . J1.‘ . « V. " l. ‘ . ‘ _ ‘. ._ V‘ I” " 5,’: ' r-I"_ _ av J! ' -1: "'. -. .. ‘~ ¥ Ill .1 . ' r‘ They are not yvhatwe want to be. They are what we actually are. fr. ‘O blflfililliwlvwtrwflitlirzntflflloim/ hibh| nIllS7¢! Ml2‘)47 - Creativecumrmnslicensez hllps/ /trealivecnnirrsonsurg/1ucensazimy-Iv: -£II1’1.€V Q - . an 4
  96. 96. NON. Core values aren't for everyone. '? ion l lrblsrns http/ /vvwvvflrckrtorn/ photos/ hibbrns/ i570642947 — Creative (ornrrronslicensezhttps/ /creatrvecornrnonsorg/ licenses/ by—m—rid/ Z.U/
  97. 97. .551 T. .' 3: -3 . smtti _ —_L ‘Al; I r t . _ Core values aren't for everyone. Just like great content. 50 bIflfi§| liWIwaIwI| idIr£ntNflIDimh1ibh| nIllS7¢! A2‘)47 - Cmativecumrnunslicensez hllps/ /tlealivecomrruonsorg/1ucenszi/ by-nc-lII1"1.0I Q - . an 4
  98. 98. “ rjt : 1 l N} r ~ . : ‘°°‘ 3‘ . A ‘ F ‘| . '—. - 1 ' ' - )' , . ‘ ‘N v . .4» W‘ . . , I" V, It r . . [I _/ VA N. ‘ ‘ . a i N. : Constantin liarbt [C<_—l5Y—2 O [h, tpWLreatrveLornno'is. o’g/ lkenses/ by/2 0‘ Wrkrrrredra Czrnrnons — 'rtt': "u: n~ .
  99. 99. ORGANIZATION: SECTOR AND FOCUS: Facebook Social network: connecting the world COREVALUES: Focus on impact Be open l/ love fast Build social value Be bold SOURCE: Facebook. ‘Careers at Facebook”. facebookcom/ careers
  100. 100. 1 82% — I @152 Tuesday, April 8 Q Facebook Andrea Vaccari and 5 more friends are nearby. BUILD SOCIAL VA U BE BOLD * "iT«)££« NEAR SAN FRANCISCO. CA Andrea Vaccari I» 4 NEAR MENLO PARK. CA Gabriel Grise lalnnlzr l". nl L‘. -“ Islam lsmailov
  101. 101. *§, Ai>PLiNi<s LINK ANYWHERE ON MOBILE iiiillr; illl . l.ili. l.i". tlitTil GE'S': .l? 'EZJ Introducing App Links Right now linking on mobile is a lot more frustrating and solution forapp-to-app linking that gives you the tools you needto complicated than it is on the web There isn't an easy consistent expose deep links in your app orto link out to others way to control what happens when someone clicks on your content in mobile which makes it difiicult to provide the best App Links is free. It's open source. It's easy to implement.
  102. 102. BUILD SOCIALVALUE .1 BE OPEN ‘ Twiristxers Adopted, raised on different continents and connected through social media, Samantha and Ana'i's realized they might be Itwins separated at birth. fluke Share m
  103. 103. QitlterrIe! .0lg—Everyoneofus. E>Ierywhere. Conne€[ed. mum‘ riiwivs Fritz: Lniiiecr BE BOLD, ME FAST FOCUS ON IMPACT fl iii; ::*i‘. = ‘ L. I’, ' _V / ,_:5/ 1‘ ‘V. fl’) Il , I, V . » I . / . I _ - 1 . . _ I . A' Iii ‘ ' ~. _ / «'1? I‘ / J __* . ‘ 7 lnternenorg is a global partnership dedicated to makirig affordable internet access available to the two thirds Of EIIC VVOILCL HOE y€t COI1I'1€CtCd.
  104. 104. CONCLUSION: The Alpha and The Omena ii Jo Clii btldl‘ Cicilialsl ttr: w i ii CIl ' i ii’, i liotos/ oter/ '5i 797i 34630 — Creative Coiriinoris license https / /cri_ativei_ciii"ii; i is urgill ceiises/ by—iic—iii; l/2 0/
  105. 105. CONCLUSION: The Alpha and The Omena< That's Finnish for ’‘Apple” '1—. .lo Clii stldl‘ Cicilialsl ttrg. / ix or i ii CIl ', i liotos‘/ oter/ '5i 797i 34630 — Creative Coiriinoris IlCEllsE' https / /cri_ativei_ciii"ii; i is urgill ceiises/ by—iic—iii; l/2 0/
  106. 106. Why align your content strategy with core values? oC*ii stiawjic i l i a l ' l t t r ~ / ~ y ' t ii
  107. 107. Why align your content strategy with core A . values? . TO DISCOVER YOUR CLEAR PURPOSE VISION. oC*ii stiawjic i l i a l ' l t t r ~ ~ y ' ‘ l i
  108. 108. Why align your content strategy with core A . values? . TO EXPRESS INHO ARE, NOT INHO YOU WANT TO oC*ii stiawjic i l i a l ' l t t r ~ ~ y ' ‘ l i
  109. 109. Why align your A content strategy with core A . va I ues? . TO SUPPORT A MORE PASSI NATE AND PRODUCTIVE ULTURE. 3 IIV. IU Chi stiarflicilialsl ttrg. ~, m'i lI‘l i . oter/ '5i797i34€i0 —CreatiieCoiriinorislicense: https iL. itl‘vCLt}l7i ’l()ll5LJll_l t; iis‘es/ by—iic—iid/20/
  110. 110. Why align your content strategy with core A. values? . TO REATE C AND TO BUILD A BRAND. oC*ii stiawjic i l i a l ' l t t r ~ ~ y ' ‘ l i
  111. 111. Why align your content strategy with core A . values? . TO EVEEOP AUTHENTIC CNTENT EXPERIENCES. oC*ii stiawjic i l i a l ' l t t r ~ ~ y ' ‘ l i
  112. 112. ii Jo Clii stiaiwjicilialsl ttrg. /i wiil CIl ' iii’, i liotos/ oter/ ’5i797i34€i(J —Creatiie Coiriinoris licensehttpsiCicrLativeLcin'ii; iisurgll ceiises/ by—iic—iii; l/2 0/
  113. 113. ii Jo Clii stiaiwjicilialsl ttrg. /i wiil CIl ' iii’, i liotos/ oter/ ’5i797i34€i(J —Creatiie Coiriinoris licensehttpsiCicrLativeLcin'ii; iisurgll ceiises/ by—iic—iii; l/2 0/
  114. 114. JONATHON COLMAN Content Strategy at Facebook
  115. 115. illp / iviixtn iilL&l. CClli/ plivibs, ’dIliSOli/3ZZ928iSiU — Creative Commons IICEHSF l
  116. 116. BIT. LV/ l it LE Download this deck
  117. 117. Want to know even more about content strategy? Here's a curated list of 200 free resources! BlT. LY/ EPIC-CS
  118. 118. © Piintliicla https/ /www. ilickr. com/ photos/ pimthida/796i1463371 — Creative Commons license https/ /creativecomiriorisorg/ licenses/ by—nc—nd/2.0/
  119. 119. « an’-. - ~'. v , . Y‘ I . X , g r . . ‘ L- i -. C‘. _ V .1 Y 4 © Pimthida https/ /www. flickr. corn/ photos/ pimthida/7961246372 — Creative Commons license. httpsf/ cieativecomrnons. oig/ licenses/ by—nc—nd/2.0/
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