There's a People Problem Lurking Behind Your Digital Strategy

About me! •  About Me: •  Associate Experience Director, Content Strategy at Razorfish NY •  Founded content strategy group at HUGE in 2008 •  “The Content Strategist as Digital Curator” in A List Apart •  NYC bike commuter

Real world scenario:  Global tourism operator

A little about this company:•  Headquarters in Miami•  75+ international digital marketers•  Publish campaigns using 1 platform to all markets•  Goal of increasing direct online sales

They planned for everything but content ✔ Design ✔ Technology platform ✔ Monetization plan Content strategy Most businesses’ trouble spot Operational plan

 Content is thebiggest challengeto manage.

We think it’s a content or business problem when reallypeople are the root of the problem.

No content owner

No content ownerNo content strategy

No content owner No content strategyNo translation plan No publishing plan

No content owner No content strategyNo translation plan No publishing plan No job descriptions

No content owner No content strategy No translation plan No publishing plan No job descriptions No expectationsDiscarded translatedcopy

No content owner No content strategy No translation plan No publishing plan No job descriptions Reactive, ad hoc No expectations publishingDiscarded translatedcopy 1 super-human that ties the whole “system” together

People problems: No content owner No content strategy No translation plan No publishing plan No job descriptions Reactive, ad hoc No expectations publishingDiscarded translatedcopy 1 super-human that ties the whole “system” together

Hosted listening labs & share sessions to quell these fears: Will my position beI fear losing eliminated with thisownership over new structure, design?my ideas. I’m concerned I’mI am afraid of going to lose ownershipbeing micro- over this area of the site.managed I like the way we My department organize the content in has a process. I my area of the site. I don’t want to don’t want to change change. If I don’t own the content, I can’t justify my budget.

Positioned neutral global “mothership” withlocal satellite properties

Drew up digital org chart for more efficientoperations Existing role repositioned New role

 Why talk aboutcontent operationsat a digitalmarketingconference?

 As digitalmarketers youmost likely touchcontent operationsin some capacity.

New design or site expansion: New titles/roles New areas of site to manage New patterns for distribution New way of integrating into larger advertising ecosystem

New design or site expansion: New titles/roles   New areas of site to manage politics New patterns for distribution & New way of integrating into larger advertising ecosystem process.

You can anticipate resistance and solve formost deﬁnite “people problems” operations (structure) management (politics)http://www.bonkersworld.net/organizational-charts/

4 tacticsfor turning aroundpeople problems

1. Identify your peopleproblems

Know how to identify abusiness strategy problemfrom a people problem

Business Problem: People Problem:Creating a digital Getting peoplevision aligned in that vision

Business Problem: People Problem:Reorganizing Turf wars that ensuecontent due to ownership territories

Business Problem: People Problem:Resourcing to fit Defining and hiring (orinto budget reassigning) the right digital team

Business Problem: People Problem:Achieving ROI Different functional units working in silos

2.Position a content owner

Most often, there is 1 key player missing Digital owner (CEO, CMO) ?CMS owner Code owner Content owner Design owner

The digital content owner is your evangelist &content czarSenior-level position (VP, Director) responsible for: •  Digital content product overall •  Long-term strategy / vision •  Oversees publishing factions including staffing, process & P&L •  Top-level communicator with business owners, sister brands & partners •  Content lead on high-profile initiatives •  Relationships with key business owners such as marketing & technology

Forrester agrees: the future marketer will haveto spend more time on people

Who in your organization could this be?Depending on the skill-set, experience and desire for beinga change agent, this role could come from:•  Senior-level marketing executive•  Editor-in-Chief (if they are of strategic mindset)•  Strategist•  Content Operations Manager•  Hire out for it (Senior strategist with content background)

3.Build animble team

Like content, digital teams must be nimbleMany companies will say they’re nimble, but few actuallyare. Being nimble is about the ability to adapt quickly tothe new challenges and opportunities in today’secosystem…..Being nimble is not just about organization. It’s aboutthe industry’s business models.-Rachel Lovinger on nimble content, Razorfish Nimble Report, 2010

Problem! businesses are not focusing enough on their people People 10% Tools 90% Typical business focus*compare to http://www.kaushik.net/avinash/the-10-90-rule-for-magnificient-web-analytics-success/

Digital infrastructures demand nimble employees Print Team Digital Team Fixed: Nimble:Team structure: produce same product in able to adapt to ever-changing same medium over time technologies & market needs Flexible: Narrow: Skillsets: expert skillsets skillsets & responsibilities to work on cross-disciplinary solutions Medium: Single Multi-format Model: Assembly line / Waterfall Collaboration

Hire & cultivate nimble digital employees The Digital Employee: ~70% expert ~30% “talent” ü  Flexible/embraces change ü  Contributes in creative solutions ü  Understanding of major platforms ü  Can think on their feet

Grow & stimulate: integrate roles intoemployee evaluations ü  Incentivize based on new/ updated KPIs or site goals ü  Rewrite job descriptions to reflect new site operations every time you shift your process ü  Set expectations that roles will be defined, but that the flexibility is where the self- motivated employee picks up

 Nimble employees does notwarrant the absence of process.Without process & infrastructureyou lose scope, direction &control.

Nimble teams work well with 1 central owner atthe helm with a ring of flexible experts Publishing Lead CMS/ Creative Tech Lead Lead Digital Owner Product UX Lead Experts who Lead collaborate in flexible roles when necessary

A collaborative model has been implementedby Disney and Apple Courtesy Delphine Hirasuna: .Atissuejournal.com/2009/08/07

With responsive design becoming dominant,nimble teams structure must be considered •  Co-located workspace Front end developer •  Shared deliverables •  Prototypes for sign-off Content Interaction Strategist Designer •  Cross-over in job descriptions •  Knowledge of multiple CMS technologies/platforms developer

4. Have asocialization plan

Most often, a disconnect between goals & tactics ! Vision VP level Plan / StrategyDisconnect Editors CMS / Asset Process Manager Tactics Asset Writers Producers

Most often, a disconnect between goals & tactics ! Vision VP level Plan / StrategyDisconnect à buy-in & training Editors CMS / Asset Process Manager Tactics Asset Writers Producers

There’s no better role to take onsocialization than a digital marketer I know how to market an idea to a defined audience. Socializing my plan is no different.

Gaining momentum is different for everybusinessü  How large or small business isü  How old/resistant to changeü  Start grassroots or top-downü  Who is must vs. nice-to-have for backingü  Who will be change agents

Get the right-buy in, by the right person,at the right time Digital Content Owner Content Creator Marketing Editor-in-Chief Product Entire digital CMS Ad/Sales stakeholder team

Map your socialization plan to business levels Stage 1: VP level Gain Momentum Stage 2: Editors CMS / Asset Operationalize Manager Stage 3: Asset Writers Execute Producers

Map your socialization plan to business levels Stage 1: •  Digital vision / site & content goals •  KPIs / success metrics Gain Momentum •  Designs •  Digital vision / site & content goals Stage 2: •  Biz unit ownership areas Operationalize •  Prototypes / working pilots •  Research results •  Digital vision / site & content goals Stage 3: •  Training docs Execute •  Content templates •  Production workflows

 So does this reallywork? (hint: yes!)

Proof it works:Mass market auto maker

A little about this auto maker•  Goal: increase engagement post-sales through customer support content & features•  Large, global and siloed organization•  New local CMS•  Future enterprise CMS plans in the works

Their people problems:No content owner (had a digital owner)Turf warsMicro-focused business unitsOutdated roles/responsibilities

Plan of attack:1.  Positioned content owner2.  Content vision: socialized to business units3.  Standardized content production4.  Customized CMS for responsive content5.  Redefined existing roles / set expectations6.  Socialized (“state of the unions”) & trained some more

 Attending topeople problems =significant results.

Reversed the ratio of request types Previous expenditure Resulting expenditure 60% 10% emergency requests emergency requests 40% 90% standard requests standard requests

A pilot project for an iPad app to garneradoption with initial set of users Test out major impacts: •  Content (inventory) •  Back-end systems •  Asset sourcing Training Make Model Year •  •  Sizzle reel & support videos Outcome: •  Exceeded enrollment prior to set deadline •  More business units want their products in the app •  Momentum and excitement for product

 Why does all of thismatter?

2012 +: Nimble teams will need to be organizedaround customer lifecycle, not channel silos Internal organization External Touch Points (apps, sites, mobile, social) User/ Customer

Attention to people problems = time to spendgrowing your business / content+  Predictive marketing / personalization easier+  Expandable/retractable team growth+  Optimized/responsive content+  Focus on your campaigns, not process & politics+  Shared business goals+  Saved $$

THANK YOU.@erinscimeRead more:dopeData.com

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There's a People Problem Lurking Behind Your Digital Strategy

by Erin Scime on Oct 12, 2012

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