Understanding the Impact
               of Change
    Becoming a Master of your Craft
                 Again (and Again)
About Strategy A


 Multi-disciplinary consulting group
   Content Analysis, CM Strategies, Usability
   Content Developme...
Why do companies want a wCMS?


 Multiple sites – corporate, customer,
 intranet
 Inconsistent and/or outdated content
 Bo...
Also:


 Create dialog with customer
 Measure success of marketing campaigns
 Develop brand message
 Sell more product …
 ...
So why does IT call the shots?


 Common misconceptions:

 It’s a technology implementation
 It’s an infrastructure projec...
The reality:


  CM is a process – not a product

  No silver bullet

  New System + Old Processes = Failure
  Upgrade of ...
Why do wCMS projects fail?



                                               Deciding on price
  Buying tool first
       ...
Ownership of CMS matters:


 Since CMS is a Strategic Business Initiative:

 Marketing MUST take a lead role with
   Conte...
B I G Changes


 Marketing owns the project (not IT)
 New rules for authoring/publishing
 content
 No more “blame game”
 N...
What’s the Big Deal?


 New systems = new processes
 New processes = new work habits
 New governance = new power structure...
When you don’t get it right:

  Broken processes
       Dysfunctional behavior; territorialism
  Wait-and-See attitude
   ...
Impact on Marketing people


 Need to:
   Get their act together (have a plan!)
   Stiffen their spines (stick to the plan...
Preparing for B I G Changes


 Secure C-level sponsorship
 Get knowledgeable
 Bring independent experts in

 Map the curre...
Getting “there”


 Communicate, communicate,
 communicate … a 2-way street!

 Provide forum for sharing experiences

 Invo...
Transitional emotions


 Discomfort (mild to extreme)
 Loss of identity
 Loss of status / power

 Acknowledge, discuss, re...
D-I-Y Brain Surgery? Uh, no…


 Engage a change management specialist
 (internal or external)

 Secure buy-in from all dep...
Pulling everyone through


 Employee’s Choice:
   be part of the solution, or
   be part of the problem

 Demonstrate indi...
The good news:


 Humans are actually very adaptive
 It’s all about trust – in the system and in
 each other
 Model desire...
Questions?




 info@StrategyA.ca
 +1-604-696-1993
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Emma Hamer, Understanding the Impact of Change: How to Become a Master of Your Craft, Again (and Again)

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Emma Hamer, Understanding the Impact of Change: How to Become a Master of Your Craft, Again (and Again)

  1. 1. Understanding the Impact of Change Becoming a Master of your Craft Again (and Again)
  2. 2. About Strategy A Multi-disciplinary consulting group Content Analysis, CM Strategies, Usability Content Development & Migration strategies Change and Performance Management Project Management Clients in the $15 - $250M revenue range
  3. 3. Why do companies want a wCMS? Multiple sites – corporate, customer, intranet Inconsistent and/or outdated content Bottlenecks getting content published Localization and translation needs eCommerce and personalization Convergence and integration, etc …
  4. 4. Also: Create dialog with customer Measure success of marketing campaigns Develop brand message Sell more product … … Drive and accelerate business returns!
  5. 5. So why does IT call the shots? Common misconceptions: It’s a technology implementation It’s an infrastructure project It’s a piece of software …
  6. 6. The reality: CM is a process – not a product No silver bullet New System + Old Processes = Failure Upgrade of bad system = Failure
  7. 7. Why do wCMS projects fail? Deciding on price Buying tool first Distracted by shiny feature list Not understanding Not getting help strategic decisions
  8. 8. Ownership of CMS matters: Since CMS is a Strategic Business Initiative: Marketing MUST take a lead role with Content analysis Site (information) architecture Requirements (functionality) Governance (who does what, when) IT helps with technology analysis
  9. 9. B I G Changes Marketing owns the project (not IT) New rules for authoring/publishing content No more “blame game” Need for cross-functional collaboration Need for information-sharing
  10. 10. What’s the Big Deal? New systems = new processes New processes = new work habits New governance = new power structure Change Management is: Getting from “here” to “there”
  11. 11. When you don’t get it right: Broken processes Dysfunctional behavior; territorialism Wait-and-See attitude Passive resistance; apathy Cling to inefficient work methods Jealously guard expertise; no sharing Politicized environment run hide fight
  12. 12. Impact on Marketing people Need to: Get their act together (have a plan!) Stiffen their spines (stick to the plan!) Work with – not for – Sales, IT, Engineering … Learn new tricks using old concepts and nifty new technology in a new context (blogs etc.: Web 2.0 “stuff”)
  13. 13. Preparing for B I G Changes Secure C-level sponsorship Get knowledgeable Bring independent experts in Map the current governance model, and: Fix it before CMS roll-out
  14. 14. Getting “there” Communicate, communicate, communicate … a 2-way street! Provide forum for sharing experiences Involve users in defining new roles
  15. 15. Transitional emotions Discomfort (mild to extreme) Loss of identity Loss of status / power Acknowledge, discuss, resolve Use peer-mentoring Focus on positive outcome
  16. 16. D-I-Y Brain Surgery? Uh, no… Engage a change management specialist (internal or external) Secure buy-in from all depts involved Make the new process easier than the old Train everyone early – and evangelize
  17. 17. Pulling everyone through Employee’s Choice: be part of the solution, or be part of the problem Demonstrate individual benefits Don’t have a hidden (down-sizing) agenda
  18. 18. The good news: Humans are actually very adaptive It’s all about trust – in the system and in each other Model desired behavior – do as I do – and most will follow Marketing ‘science’ is alive and well, and more important than ever!
  19. 19. Questions? info@StrategyA.ca +1-604-696-1993
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