[LavaCon Keynote] Storming the Castle: Reaching Those Who Control the Power & Purse Strings [Noz Urbina, Lavacon 2013]

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It seems sometimes like management engagement with your content strategy is like a great mystical prize sealed up in the highest tower of a maze-like castle; and there’s a huge moat; and the whole thing is on top of a mountain…

To actually reach it is a challenge that will in itself take a strategy, special tools (and weapons?), and a great mountain-climbing, maze-solving team.

Noz Urbina shares some of his experience on how we can get closer to our content strategy objectives by not falling at the first barrier: getting the necessary support to develop and implement it. Based on a career selling content strategies into a diverse range of organisations – from a few hundred staff to tens-of-thousands – some of his tips will involve judicious use of common sense, and others will be potentially surprising. Learn how you can storm that castle, and claim your prize.

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  • Metrics Baseline AND Success
  • This will help you do what you're already trying to do
    Tie into corporate vision statement
  • Are you great in writing but not so good in front of an audience?
    Are you a tools geek?
    Are you a visionary but not someone who does or finishes things very well on a deadlines?

    The impact of physical distance varies greatly from project to project

  • Positioning splits up into credibility and authority Credibility is your reputation for adding value This helps you take on senior management of other departments


  • Not know what other things are going
    When are budget cycles
    Have they just signed a huge agreement to buy another massive enterprise system?
    PSP: Figuring out when and how (you think) you're going to get it
    Does your audience love services, not like tools, or vice versa?
    Lack of change management

  • Content (strategy) isn’t an end in itself – it’s a means to support and further corporate goals.

    Alignment with other initiatives
    Tie into corporate vision statement
    “This will help you do what you're already trying to do”
  • Coherent messaging across the silos. User interfaces, apps, commercial communications, tech docs – the lot.
  • Coherent messaging across the silos. User interfaces, apps, commercial communications, tech docs – the lot.
  • [LavaCon Keynote] Storming the Castle: Reaching Those Who Control the Power & Purse Strings [Noz Urbina, Lavacon 2013]

    1. 1. Storming the Castle @nozurbina @lavacon How to ReachThoseWho Control and Power and Purse Strings
    2. 2. Storming the Castle: How to Reach Those Who Control and Power and Purse Strings noz.urbina@urbinaconsulting.com @nozurbina / @thecsbook urbinaconsulting.com (Originally presented as a LavaCon Conference keynote while working for Mekon ltd.) @nozurbina @LavaCon
    3. 3. Me (Noz Urbina, Urbina Consulting) Content strategist & modeller Consultant/trainer Author urbinaconsulting.com/events 89 3929 31 x88 24g UC.com 2015
    4. 4. You You have a (great) idea for how to improve something content-related.Which requires: @nozurbina @lavacon
    5. 5. Our mission overview @nozurbina @lavacon Climb the mountain, storm the castle ...and get back with the treasure
    6. 6. Our mission tasks @nozurbina @lavacon Doing your research and choosing your team Planning and equipment Getting back down Storming the castle Climbing
    7. 7. What is the treasure? @nozurbina @lavacon
    8. 8. What is the treasure? @nozurbina @lavacon If you’re not clear on what it is that you want, and why, you will fail
    9. 9. Doing your research @nozurbina @lavacon
    10. 10. Doing your research @nozurbina @lavacon ? ? ?? ? ?? ? There are many ways to storm a castle…
    11. 11. Doing your research @nozurbina @lavacon “It is only one who is thoroughly acquainted with the evils of war that can thoroughly understand the profitable way of carrying it on.” – SunTzu Validate what you think you want – Audience – Requirements – ROI
    12. 12. @nozurbina @lavacon “The general... whose only thought is to protect his country and do good service... is the jewel of the kingdom.” – SunTzu Find out how you’ll know when you have it – Success metrics – Audit Doing your research
    13. 13. @nozurbina @lavacon “Bravery without forethought, causes you to fight blindly and desperately like a mad bull.” – SunTzu Find out if it’s even remotely possible – Current corporate climate – Other big spends/initiatives Doing your research
    14. 14. Organisational Goals User goalsYour goals
    15. 15. Pitfalls Thinking people care about content bit.ly/notking All ideas and no tech Not realising it’s sales a pitch All ideas and no tech Not realising it’s sales a pitch
    16. 16. Choosing your team @nozurbina @lavacon
    17. 17. Choosing your team Strategist Doer Technologist Presenter Copyright NBC Studios
    18. 18. Pitfalls Know thyself Availability Too big / too many cooks Dead weight Too dispersed Vision Lack of key perspectives
    19. 19. Planning and equipment @nozurbina @lavacon
    20. 20. Castle map Support Es “Sell”“Make” Product Mgmt. Dev Support Docs & Training Pre- Sales Eng. Field App Eng. S&M Persuade
    21. 21. Org chart bingo $$$ Influencer Minor Influencer ... Influencer ... ... Influencer $$ Competitor ... Your boss $ ... You + + + - ? x n - For Against Neutral Undecided Unknown Irrelevant + - x n ? + ? ? ++ “Ultimate excellence lies not in winning every battle, but in defeating without ever fighting.” – SunTzu
    22. 22. Audience to benefits / needs map Your idea Quality (QM) •Errata Sheet Process •Doc Guidelines •Process alignment •… Legal & Patent •Trademarks •Disclaimer •IP Protection •… Communication •Corporate Design •Document distribution (e.g. via Internet) •… Sales & Marketing •Document release •Requirement capturing •Localization •… R&D •Document creation •Design automation •Tool support service •Template service •… IT •Tool evaluation •Tool implementation •Process /Tool support •…
    23. 23. The 4Ps • Required Tools and support • Credibility • Authority • Alignment • Change s to work • Who’s affected People Process PlatformPosition
    24. 24. Pitfalls Scope too bigToo fast Insufficiently aligned / researched
    25. 25. The climb itself @nozurbina @lavacon
    26. 26. Castle map Support Es “Sell”“Make” Product Mgmt. Dev Support Docs & Training Pre- Sales Eng. Field App Eng. S&M Persuade “There are only two methods of attack: direct and indirect; yet in combination these give rise to an endless series of manoeuvres.” – SunTzu
    27. 27. Castle map Support Es “Sell”“Make” Product Mgmt. Dev Support Docs & Training Pre- Sales Eng. Field App Eng. S&M Persuade
    28. 28. Castle map Support Es “Sell”“Make” Product Mgmt. Dev Support Docs & Training Pre- Sales Eng. Field App Eng. S&M Persuade
    29. 29. Castle map with BUs (acquired) VPs "Sell""Make" Product Mgmt Dev Support Docs & Train Pre Sales Eng. Field App Eng. S&M Es
    30. 30. Castle map with BUs (acquired) VPs "Sell""Make" Product Mgmt Dev Support Docs & Train Pre Sales Eng. Field App Eng. S&M Es “...senior management is on board...middle managers do not all fully understand the content initiatives and therefore do not carry them forward with their staffs.” – UC Survey Respondant
    31. 31. Pitfalls Missing key buy-in Getting communication balance right Cookie cutter pitching No sense of urgency
    32. 32. Pitfalls Missing key buy-in Getting communication balance right Cookie cutter pitching No sense of urgency 38% 38% don’t know what their company is doing or why!
    33. 33. [Realistic/Cookie] Justifying that I'll be able to continue creating content while also researching/implementi ng new tools and strategies. – UC Survey Respondent [Urgency] Decision-makers who don't make decisions or communicate... by sharing updates, requesting updates, or attending meetings to make decisions – UC Survey Respondent
    34. 34. The climb itself @nozurbina @lavacon
    35. 35. Pitfalls Thinking savings is always motivational Thinking content’s king Playing the magician Being a controversy whore Lack of standards / references (credibility) Unclear. Not concise. Not visual.
    36. 36. ______’s (Content) Strategy Corporate Strategy • Be most innovative provider of solutions into key markets: – ... – ... – ... Content Strategy • Treat information as a business asset – “Innovative”: knowledge that’s easily shared & accessed – “Solution”: content integrated into product offering
    37. 37. Sample tool selection short list “Killer” Requirements CCMSs References CMS Compatibility / Flexibility Multi- platform Standard Support Roadmap xxx xxx xxx xxx
    38. 38. Pitch checklist Itemised budget and ROI over time 5 Year TCO Key milestones / Escape points Risk matrix and mitigation plan Market references “What if we do nothing”? Contextual alignment
    39. 39. CONTEXTUALISING THE PITCH Some useful ideas
    40. 40. Content StrategyEnabling, Product data &Technical Content Persuasive, Sales & Marketing Content Content Strategy is Cross-silo Development efficiency & significant cost avoidance Unified Framework for Content Delivery, Measurement and Improvement Brand Equity, regional markets & revenue channels Business Goals Org UsersYou
    41. 41. “Content providers are too siloed: MarComm, TechComm, Web Design, Product Support, and Training and have different reporting structures.” – Survey
    42. 42. Un-aware Recognize Educate Compare Select Configure Support / Train Use Unified picture of a customer
    43. 43. Un-aware Recognize Educate Compare Select Configure Support / Train Use Unified picture of a customer
    44. 44. Un-aware Recognize Educate Compare Select Configure Support / Train Use Unified picture of a customer “Companies don’t know what they know... they don’t have a strategy that focuses around the customer and the data and using them in a proactive way.” – Bill Payne,Vice President, CRM and industries http://ibm.co/10UFHHx
    45. 45. Getting back down @nozurbina @lavacon
    46. 46. Pitfalls You won’t get everything: prepare for the half-win Fight for some more time: managers often rush what they don’t (fully) understand GET BASELINES METRICS: So you can prove ROI Wash, rinse, repeat: Getting budget is the beginning of the fun
    47. 47. Happy storming! noz.urbina@urbinaconsulting.com @nozurbina / @thecsbook Urbinaconsulting.com/blog You might also like:

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