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Content for change

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Keynote on content strategy for NGOs, delivered at Re:Campaign 2012 in Berlin, Germany, May 2012.

Keynote on content strategy for NGOs, delivered at Re:Campaign 2012 in Berlin, Germany, May 2012.

Published in: Business, Technology

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  • 1. C o n t e n t f o r c h a n g eSunday, 13 May 2012
  • 2. content strategySunday, 13 May 2012
  • 3. We’ll get to that.Sunday, 13 May 2012
  • 4. This is your organisation Image: Tang Yau HoongSunday, 13 May 2012
  • 5. Sunday, 13 May 2012
  • 6. Communications = what we see above the lineSunday, 13 May 2012
  • 7. Content affects the entire organisationSunday, 13 May 2012
  • 8. Why?Sunday, 13 May 2012
  • 9. It’s your people Photo: Greg Peverill-ContiSunday, 13 May 2012
  • 10. It’s your processesSunday, 13 May 2012
  • 11. It’s your audienceSunday, 13 May 2012
  • 12. It’s everything we see about your storySunday, 13 May 2012
  • 13. This thing called content strategy?Sunday, 13 May 2012
  • 14. ‘...anything that conveys meaningful information to humans is called “content.” ‘but ...[organisations] with hundreds or thousands of pieces of online content need someone who can stand back and figure out what all that content should communicate.’ - Erin KissaneSunday, 13 May 2012
  • 15. CS is about all of the messSunday, 13 May 2012
  • 16. And it’s all getting messier all the timeSunday, 13 May 2012
  • 17. Sunday, 13 May 2012
  • 18. But that’s only one half of the messSunday, 13 May 2012
  • 19. The rest of the messSunday, 13 May 2012
  • 20. People are messySunday, 13 May 2012
  • 21. This guy again. Photo: Greg Peverill-ContiSunday, 13 May 2012
  • 22. And what he does.Sunday, 13 May 2012
  • 23. Context is king.Sunday, 13 May 2012
  • 24. Your best stories depend on your organisationSunday, 13 May 2012
  • 25. The behind-the-scenes contexts matter most tooSunday, 13 May 2012
  • 26. OK, back to these guysSunday, 13 May 2012
  • 27. People want stories.Sunday, 13 May 2012
  • 28. It’s how to get them to listen - and keep listening - that’s hard “If your idea ends with “and then we drive traffic to it,” you’ve failed.” Whatconsumesme.comSunday, 13 May 2012
  • 29. But we fear losing controlSunday, 13 May 2012
  • 30. In reality, control isn’t ours to loseSunday, 13 May 2012
  • 31. Sunday, 13 May 2012
  • 32. Of course, that’s not quite trueSunday, 13 May 2012
  • 33. what you can doSunday, 13 May 2012
  • 34. Communication travels two waysSunday, 13 May 2012
  • 35. First, you need to understand user contextSunday, 13 May 2012
  • 36. Sunday, 13 May 2012
  • 37. Assumptions about reader context - however well researched - will never be perfect. - Erin Kissane We all make assumptions Quit thinking you can just guess what subset of content a “mobile user” wants. You’re going to guess wrong. - Karen McGraneSunday, 13 May 2012
  • 38. Don’t assume. Listen instead.Sunday, 13 May 2012
  • 39. things to listen toSunday, 13 May 2012
  • 40. activism & audienceSunday, 13 May 2012
  • 41. All content is inert until it is usefulSunday, 13 May 2012
  • 42. What inspires imagination?Sunday, 13 May 2012
  • 43. Sunday, 13 May 2012
  • 44. Sunday, 13 May 2012
  • 45. Sunday, 13 May 2012
  • 46. Sunday, 13 May 2012
  • 47. Sunday, 13 May 2012
  • 48. Sunday, 13 May 2012
  • 49. Sunday, 13 May 2012
  • 50. Sunday, 13 May 2012
  • 51. These are game-changingSunday, 13 May 2012
  • 52. C h a n g e b e yo n d campaignsSunday, 13 May 2012
  • 53. Managing this much content takes planningSunday, 13 May 2012
  • 54. So real change means organisational changeSunday, 13 May 2012
  • 55. AnecdotageSunday, 13 May 2012
  • 56. A story about letting go of command + control ‘Theres a lot of worry about the lack of control - what happens when you let things go live. People worry about giving their marketing teams license to speak for the brand.’ - Shelley Gregory-JonesSunday, 13 May 2012
  • 57. Sunday, 13 May 2012
  • 58. Sunday, 13 May 2012
  • 59. Sunday, 13 May 2012
  • 60. Sunday, 13 May 2012
  • 61. Sunday, 13 May 2012
  • 62. How they got there •Empowered by a rebrand - ‘It gave us leverage’ •Subject-matter content audit - to determine quality and match content to audienceSunday, 13 May 2012
  • 63. ‘With our science content, I thought oh, that content is fine, I don’t have to worry about it but the audit and analytics showed otherwise. There were instances of our message across the site but no one concise message anywhere.’ - Jo KerrSunday, 13 May 2012
  • 64. Expert use of experts ‘To redo the science content, I brought in an audiologist, had him sit down and said "Explain it to me like Im doing my GCSEs". ’ - Jo KerrSunday, 13 May 2012
  • 65. Why it worked •Ownership and empowerment •‘We were told it had to be ‘good’ - but had to define for ourselves what ‘good’ was •Set up analytics goals themselves, got ‘a bit obsessed’Sunday, 13 May 2012
  • 66. ‘Its all about being smarter with the resources you have. ‘And you need to hire people for whom content is their "thing". Otherwise it wont work.’ - Jo KerrSunday, 13 May 2012
  • 67. "We have freedom, we have to use it to best effect - its all a bit frightening, how do we know were doing the right thing? But if you make even one thing better and everything else stays the same, its worth the effort."’ - Jo KerrSunday, 13 May 2012
  • 68. Using the tools you haveSunday, 13 May 2012
  • 69. What we recommendSunday, 13 May 2012
  • 70. Non-stop strategy Auditing 1 NT CO NTE 2 Planning Measurement 4 AND AL RI ITO GY ED ATE STR 3 DeliverySunday, 13 May 2012
  • 71. Audits •The unavoidable first (and never- ending) step •It will debunk the deepest beliefs you have about your websiteSunday, 13 May 2012
  • 72. Testing •Do this as lightly as you have to or as thoroughly as you can •Use testing to define your users - and develop personas, if you like •Try to set personas for each organisational area so you have something external to measureSunday, 13 May 2012
  • 73. Measurement •Get to know Google Analytics - or whatever tool you use •But remember, it’s not really about the numbers •It’s the insights they reveal •And above all, the changes you make as a resultSunday, 13 May 2012
  • 74. Editorial calendars •People will not just come and tell you what their plans are •Everyone thinks their content is top priority •If you don’t have a plan, you can’t show them where they fit in the hierarchy of needsSunday, 13 May 2012
  • 75. Conversations •Still using social media just for PR? People can tell •Use it to talk directly people, to find out where & how they’re talking to each other •Be willing to take risksSunday, 13 May 2012
  • 76. Think beyond web •Your story is not just happening on the web, or on mobile or tablet •Get data from outlets if you have them, from people who post in donations, from forumsSunday, 13 May 2012
  • 77. What all that means •Figure out what you have •Rewrite •Listen to your audience •Talk to your audience •Analyse their responsesSunday, 13 May 2012
  • 78. There’s a lot more to say.Sunday, 13 May 2012
  • 79. Please ask.Sunday, 13 May 2012
  • 80. with thanks to Jo Kerr, Owen Booth & Shelley Gregory-JonesSunday, 13 May 2012
  • 81. About Me: Elizabeth McGuane Content strategy: LBi.co.uk Writing: mappedblog.com Twitter: @emcguaneSunday, 13 May 2012