Successfully reported this slideshow.
Your SlideShare is downloading. ×

Make Better Friends: How Improv Can Help You Promote Content Strategy at Your Organization - Amber Hunt - LavaCon 2014

Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Loading in …3
×

Check these out next

1 of 59 Ad

Make Better Friends: How Improv Can Help You Promote Content Strategy at Your Organization - Amber Hunt - LavaCon 2014

Download to read offline

Ever wonder why your beautifully charted plans often don’t see the light of day? Are you having a hard time convincing stakeholders to get on board with your strategy? Sometimes even the most carefully articulated strategy on the most bright and shiny spreadsheet needs a little help from some friends, and this session will teach you how to gain the support you need to get your strategy off the ground.

After this session, attendees will better be able to:

Carefully listen, come to agreement, and reposition strategy in order to meet stakeholders’ true goals.
Turn “mistakes” into opportunities.
See content strategy work through completion, rather than getting stopped in the approval phase.

Ever wonder why your beautifully charted plans often don’t see the light of day? Are you having a hard time convincing stakeholders to get on board with your strategy? Sometimes even the most carefully articulated strategy on the most bright and shiny spreadsheet needs a little help from some friends, and this session will teach you how to gain the support you need to get your strategy off the ground.

After this session, attendees will better be able to:

Carefully listen, come to agreement, and reposition strategy in order to meet stakeholders’ true goals.
Turn “mistakes” into opportunities.
See content strategy work through completion, rather than getting stopped in the approval phase.

Advertisement
Advertisement

More Related Content

Slideshows for you (20)

Advertisement

Similar to Make Better Friends: How Improv Can Help You Promote Content Strategy at Your Organization - Amber Hunt - LavaCon 2014 (20)

Recently uploaded (20)

Advertisement

Make Better Friends: How Improv Can Help You Promote Content Strategy at Your Organization - Amber Hunt - LavaCon 2014

  1. 1. Make Better Friends: How Improv Can Help You Promote Content Strategy at Your Organization Amber Hunt Director of Content, Quicken Loans @fancyamber | @amberto 1
  2. 2. #ContentStrategy 2
  3. 3. 3
  4. 4. 4
  5. 5. 5
  6. 6. Dan Gilbert Chairman & Founder Of Quicken Loans & semi-reformed Lover of comic sans @cavsdan 6 #OnlyTweetHimIfYouLikeThis
  7. 7. 7
  8. 8. 8
  9. 9. Cool story, lady bro… 9 #LadyBro
  10. 10. 10
  11. 11. 11.4.2008 11
  12. 12. 12
  13. 13. 13 #TheHologramWasNotTwoThousandAndLate
  14. 14. 14 #SideEyeSanta
  15. 15. 15 #RIPDonPardo
  16. 16. 16
  17. 17. 17 Because reasons… #Reasons
  18. 18. We see the problems 18 #99CSproblems
  19. 19. 19 We see the problems #99CSproblems
  20. 20. 20 We see the problems #99CSproblems
  21. 21. 21 #Solanging
  22. 22. 22
  23. 23. 23
  24. 24. 24
  25. 25. 25 #PooStick
  26. 26. 26
  27. 27. The Rules of Improvisation That Will Change Your Life and Reduce Belly Fat* *Improv will not reduce belly fat. 27 #RealTalk
  28. 28. 28
  29. 29. 29 #ManicPixieDreamGirl #KillMeNow
  30. 30. 30 #ManicPixieDreamGirl #KillMeNow
  31. 31. Advanced 1 – Lesson 1: Active Listening 31
  32. 32. “When people talk, listen completely. Most people never listen.” – Ernest Hemingway Advanced 1.1: Active Listening 32
  33. 33. “Most of the successful people I’ve known are the ones who do more listening than talking” – Bernard M. Baruch Advanced 1.1: Active Listening 33
  34. 34. “Listen, I am alone at a crossroads. I’m not at home in my own home. And I’ve tried and tried to say what’s on my mind. You should have known, oh…” – Beyonce Advanced 1.1: Active Listening 34 #ThisCrazyGirlSang
  35. 35. No matter how strong you may believe your own idea is it will be impossible to make your idea a reality on your own. This is because you will never be able to plan out what your scene partner may say or do. Advanced 1.1: Active Listening 35
  36. 36. Thompson, I need to speak to you. Advanced 1.1: Active Listening 36
  37. 37. Thompson, get out of your cubicle…the Quarterly Report you submitted is only half finished! Advanced 1.1: Active Listening 37
  38. 38. Advanced 1.1: Active Listening 38 #ShareFocus Via @DavidKantrowitz
  39. 39. Via @DavidKantrowitz Advanced 1.1: Active Listening 39
  40. 40. Advanced 1 – Lesson 2: Bring a Brick 40
  41. 41. Advanced 1.2: Bring a Brick 41
  42. 42. Advanced 1.2: Bring a Brick 42 #BringABrick
  43. 43. Advanced 1.2: Bring a Brick 43
  44. 44. Advanced 1 – Lesson 3: Playing to the Top of your Intelligence 44 #GrossJokes #DontDoIt
  45. 45. “Responding truthfully to any stimulus within a scene. Allowing yourself to have a true, emotional response. Having enough respect for the people around you to react honestly to what they are offering.” Advanced 1.3: Playing to the Top of Your Intelligence 45
  46. 46. “without the critical ingredient that is candor, there can be no trust. And without trust, creative collaboration is not possible…” Advanced 1.3: Playing to the Top of Your Intelligence 46 #Candor
  47. 47. “The key is to look at the viewpoints being offered, in any successful feedback group, as additive, not competitive. A competitive approach measures other ideas against your own, turning the discussion into a debate to be won or lost. An additive approach, on the other hand, starts with the understanding that each participant contributes something (even if it’s only an idea that fuels the decision – and ultimately doesn’t work). This broadens your perspective, allowing you to peer – at least briefly – through others’ eyes.” Advanced 1.3: Playing to the Top of Your Intelligence 47
  48. 48. Listen to People Build Something Together React Honestly #Lessons #IveWonImprov Advanced 1.3: Playing to the Top of Your Intelligence 48
  49. 49. Advanced 1 – Lesson 4: Attack the Scene 49
  50. 50. Advanced 1.4: Attack the Scene 50
  51. 51. #PartyAnimals #HumanArms Advanced 1.4: Attack the Scene 51
  52. 52. Advanced 1.4: Attack the Scene 52 Dick Costolo @DickC
  53. 53. Advanced 1.4: Attack the Scene 53
  54. 54. Advanced 1.4: Attack the Scene 54
  55. 55. “When you’re doing what you love to do, you become resilient, because that’s the habit you create for yourself. You create a habit of taking chances on yourself and making bold choices in service of doing what you love. If on the other hand, you do what you think is expected of you, or what you’re supposed to do, and things go poorly or chaos ensues as it surely will, you will look to external sources for what to do next because that will be the habit you’ve created for yourself. You’ll be standing there frozen on the stage of your own life.” Advanced 1.4: Attack the Scene 55
  56. 56. RECAP • Listen to People • Build Something Together • React Honestly • JUST DO IT. 56 #BeAFriend
  57. 57. 57
  58. 58. 58
  59. 59. AmberHunt@QuickenLoans.com @fancyamber for Content Strategy stuff @amberto for Rolling Stone top 500 album countdowns and other misc. crap 59 #ThankYou

Editor's Notes

  • Intro
    First time CS talk – not first time in the spotlight
    Age 9
  • 341 likes on facebook & 88 comments
    You were my favorite friend of Rudy Huxtable
    Looking like a straight up in living color fly girl
    I knew you were black
    I am an expert and you should listen to and do everything I say
  • Quicken Loans – mortgage company – detroit MI
    Cool office spaces all around the city of Detroit
  • ISMs – non-beauracratic ideals we live by
    Yes before now – exploring ideas before shooting down
    #s and $ follow, they do not lead – not getting caught up in metrics, not everything can be measured on a spreadsheet
  • ”It’s not about who is right, it’s about what is right” – we don’t succumb to typical corporate ideas of hierarchy
    taking the roast out of the oven instead of overanalyzing ideas and missing opportunities
  • Great work environment, committed to Detroit
    People, conferences, resources
    ISMs are great – can talk to prez, CEO, CMO
    Must have a sound content strategy, right? Content is consistent & perfect & we have no problems?
  • Adjustable rate mortgage nav – next to headline – amazing mortgage
    Largest financial decision you’ll ever make
    Large, obnoxious banner ad that we willingly placed there
  • Separate mobile version of our website – not responsive
    1000s of TMs talking, emailing, chatting w/ clients every day in different ways
    Mortgage industry highest regulated, least understood and most frustrating experiences of someone’s life
    Content isn’t perfect, and even w/ a great culture, it’s hard to get our CS off ground & making client exp better is hard

  • So why am I telling you this?
    Not here to poke holes in everyone else’s shit – our shit stinks too, sometimes
    5 years at QL, we have made tons of progress – may small when you look at the world, which looks like this…
  • Our process – in lobby right by the clock
    Content in every step – never planned, governed, archived – looking to clean this up
    Learn to celebrate small victories & use them to capitalize on bigger ones
    Style & tone guides, don’t change content when people complain, working to untangle & simplify the excruciatingly painful
    How? First let me take you back to a day many Americans remember…
  • A historic night in america…for many reasons, the most obvious being…
  • Regardless of your political affiliation
    History was made, millions of tiny flags
    Elected first african american president but more importantly…
  • We got to see Will.I.Am via hologram on CNN! History was indeed made! And, during the 2008 election – we were introduced, to this character…
  • Every newspaper, magazine. Russia in backyard
    2008 election – convo revolved around her – she tried to fumble through and became more about her & she didn’t try to fix
    Stole spotlight – reflected in popular culture
    Election years huge SNL – john mccain on SNL in 2008

  • Darrell Hammond
    Also replaced Don Pardo as SNL announcer this year
    Follow up question: Who played Sarah Palin?
  • Sarah Palin gave comedy gold, I love it, not sure John McCain would feel the same
    Sarah Palin didn’t exclusively lose the election & Joe Biden gave comedy gold too
    Completely disregarded job as team player – until she totally stopped worrying about working as a team
    Work with/are you: Ignoring those around & charting own path? caught up in content audit, msg hier, wireframes? Concerned w/ own agenda forgot big pic/strategy?
    Great news – you’re smart, know what youre doing, you’re an expert, you know why what you’re working on is important
  • But it’s not enough to know. You have to convince.
    You have to show others why what you say matters. But it’s more than that.
    You have to show WHY what you say matters TO THEM.
  • Costs $, unless Heisinberg, do not have neverending supply
    CS takes time, resources, people and money away from other projects
    we’re still struggling to find ways to justify the expenses in a way that matters to someone looking at a P&L report.
  • People still don’t understand what we do.
    “you guys are writers, right?” or “Ok so can you help write the copy?”
    We know we offer so much more than that…but we’re still seen as monkeys pounding on a laptop.
  • the fat cats, or our culture, or our clients – won’t support it.
    Answers = potential reach, client feedback, awareness numbers to measure impact & influence of content
    Presentations explaining the importance of planning, structured, governed bla bla
    Met w/ clients and put together proposals for improvements to web content
    We clearly see the value. So what’s the problem? The problem…is that we’re Solanging
  • Kicking the crap out of people w/ audits and reasons
    Talking AT them instead working WITH – not engaging with blocks – slapping Jay Z in the face
    Can we get away? Yes. Less solange (losing you) and more the woman who played Sarah Palin
  • Smart. Funny. Respected and an improvisor…where she learned many lessons.
    things in common. We both are ridiculously wealthy, due to our success on television and movies. We both incredibly attractive…
  • and we’re both improvisors. And, I know…
  • Improv & work articles – how it can help, yes and is important
    Poo stick

  • just in case you aren’t improv-obsessed, basic types & rules of improv
    First…the types
  • Short form, long form, sketch
    Today – focused on long form
    Long form has basic rules & most of these articles on Slate & CNN & Forbes and countless other publications focus on.
    Tina Fey sums this up nicely in her book Bossypants – as…
  • Real life – won’t always agree, but always respect. “start with yes & see where that takes you”
    Your responsibility to contribute. Add something. Your initiations are worthwhile.
    Don’t only ask ?s and point out obstacles. Women especially – be declarative & confident.
    Scene – my mind I’m a cop on a bike, you think hamster wheel. I’m a hamster. Don’t explain what you meant, just go with it.

    A lot of improv & business articles start & stop here. These things are important, but barely scratch the surface about
    Collaboration, finding success, redefining what you thought was important & more
    Promise, won’t be “change life zach braff garden state natalie portman weird smile” style
  • I hate garden state so much, you guys. This is only my second most hated part of that movie – do you want to see the first?
  • Im sorry – I hate that movie. this is not going to be like anything in that terrible, terrible movie.
    Advanced 1, normally have to audition for – you’re welcome. The first lesson…
  • Shocking how bad people are
    Listen every day, use ears to obtain information
    Actually hearing? Observe how people talk? Listening for context?
    Fancy important people talk about listening…
  • Bernard M. Baruch, of course, was my favorite wall street broker and presidential advisor
  • I love karaoke so I couldn’t get up here with a microphone and NOT sing a little.
  • In improv, the unexpected is…expected.
    Don’t know whats next or what someone will say. It keeps you on your toes, and it keeps you listening.
    People usually give you the information that shapes your character
  • I wouldn’t be giving a lot of information to my scene partner. But if I said…
  • Explain scene
    Work – you don’t know either
    You’ve researched & prepped & hope they like, but stop anticipating & hoping – try listening
    Fidget? Uncomfortable? Smile about consistent content?
    Don’t call out everything, tuck it away & remember for later
  • Not just observe. Share focus. Give & take. Room full of people – let others speak – like now…
    Last time collaborating – someone pushing own agenda, cutting people off, don’t be that guy
    In improv, can’t be that guy – miss crucial information & audience can’t follow, audience loses focus & interest
    Stakeholders, clients, audience will feel the same

  • Listening is good – but how can it help you implement?
    All those nuggets you collected – your boss shifting about $, info from media buyer, seagulled your meeting (bloomstien) – use to make your efforts BETTER.
    Selling to boss, asked ?s & watched relax justify spend in terms of stuff important to her, aligned w/ media buy strategy so part of greater initiative, you talked to the seagull
    Use knowledge to make your best laid plans, bester
  • Del Close - Dan Akryod, John Belushi, Stephen Colbert, Tina Fey, Amy Pohler, etc
    Said many wise things – but I want to talk about one
  • In improv, can’t enter w/ all information – not like real life & not fair – father/son detention example
    Meet w/ people & present audits/research/solutions derived FOR people – you are doing the same thing.
    Alienating, even if intentions are good
    Include people early & often. Get feedback & let it shape – better chance at success
  • Tools shouldn’t replace good ol face to face collaboration
    Tools help share, but still need to build cathedral w/ other humans
    Set ground rules – don’t go back & forth more than 3 times using email or a tool – get in a room
  • “avoiding dick and fart jokes as much as humanly possible.”
    generally good advice to follow, there is a little bit more to it than that. UCB defines this as…
  • Collaboration & listening does not mean blindly going along w/ what people say
    Remember – you are experts. Believe that so you can react truthfully to info.
    You owe it to team & to your work – don’t insert things that don’t belong b/c it might get you buy in.
    Ed Catmull – Pixar – Creativity Inc calls this candor – leverages in Braintrust – early evaluation meeting
  • Braintrust – trusted advisors – director collects feedback on +/- of film
    Director chooses the feedback he will consider. All problems must be addressed, but directors chooses HOW to fix.
    Collaboration can be tough. People disagree. It’s easy to let negative criticism slip in. Catmull avoids that using an additive approach
  • Stop debating. Start collaborating.
    Work, like improv, is not a solitary pursuit.
    Stand up – get laughs from own cleverness. Improv gets laughs from efforts of a group. Find success in your efforts by starting to work on these things every day
  • Three components to getting a content, or any strategy implemented
    And making friends along the way
    Shouldn’t be hard, but it is – distracted, lose sight of goal, something to prove, afraid to be honest w/ peers/boss
    Truth is hard, but necessary – do it w/ empathy & consideration for team/clients & be successful.
    One final lesson
  • Worst thing – talk about what you’re going to do.
    2 different scenes – which one do you want to see?

  • Cool people – going to cool party
    Blue shirt – party animals
    Lady pantsuit – ford aerostar – drive everyone
    Other blue shirt – hopes for cheese cubes
    Black skirt – def cheese cubes
    Scene A – people talking about party – Scene B…
  • Party! Literal party animals! Cheese cubes? Cat drinking beer, wearing dress – everyone has human arms!
    Which scene? Talking about party – or dope ass party?


    In improv we are taught to be bold. Jump right into the action. Stop talking about what you’re going to do and take the audience to that moment.

    At some point you need to do the same thing. Stop planning and start doing. No one expects you to be perfect. And if you don’t have permission, take a risk and ask for forgiveness later. What’s the worst thing that could happen? You get fired? Guess what – you’ll get a new job – you are smart and awesome just like this pug, remember?
  • Dick Costolo - CEO of Twitter
    commencement speech at U of M in 2013.
    improvisor - classes at Second City w/ Steve Carrell and many others.
    In speech, improv lessons, shaped twitter, when twitter started…
  • Twitter didn’t plan for Obama to declare victory on their platform in the 2012 election.
  • They just did it. Made thing they were passionate. Didn’t fear unknown. Listening/Collaboration/Reacting Honestly
    Dive into your area of passion & use these tools.
    Good news = this isn’t as hard as other CS stuff – structured content, metadata, taxonomies
    This = working w/ people better. And you can do that today.
    In his speech, Dick Costolo said…
  • Don’t freeze. Not knowing what to say sucks.
    You don’t need to know where you’re going. No script. We just make it up as we go.
    Everyone – your boss, your strategists, planners, clients. Everyone!
  • If you do this – you will be successful BECAUSE you’ll be making friends & allies along the way.
    Be confident – youll never know what b/c none of us do
    Relax – don’t do them all at once. In next meeting – really commit to one & evaluate.
    Remember – you don’t have to know how it will work out. Just go with it. Twitter didn’t know Sarah Palin would use medium to redefine english language….
  • And they just rolled with it!
    You can roll with it too.
    Now…go forth! Because…

×