"Empathy: Content Strategy's Hidden Deliverable" - Confab 2013, Minneapolis

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Corey Vilhauer's presentation, "Empathy: Content Strategy's Hidden Deliverable" from Confab 2013 in Minneapolis - June 4, 2013

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"Empathy: Content Strategy's Hidden Deliverable" - Confab 2013, Minneapolis

  1. EMPATHYContent Strategy’sHidden DeliverableConfab 2013Minneapolis, MN
  2. HI.I’M COREY VILHAUER@mrvilhauer
  3. BLENDINTERACTIVESIOUX FALLS,SOUTH DAKOTA@blendtweets
  4. WARNING
  5. NEW PROJECT!
  6. NEW PROJECT!
  7. NEW PROJECT!
  8. NEW PROJECT!
  9. NEW PROJECT!
  10. WE FACILITATE CHANGE
  11. CHANGE IS HARD
  12. “Change isn’t an event;it’s a process.”- Dan Heath / Chip Heath
  13. CONTENT REQUIRES EGOCHANGE IS HARD
  14. WORDS AREPERSONAL
  15. CONTENT REQUIRES EGOCHANGE IS HARDFAILURE IS CERTAIN
  16. “No matter how good a cookyou are, and no matter howhard you try, the first pancakeof the batch always sucks.”- Merlin Mann
  17. “Morning, boys.How’s the water?”
  18. “What the hell iswater?”
  19. “...Which has almost nothingto do with knowledge, andeverything to do with simpleawareness.”- David Foster Wallace
  20. EMPATHY
  21. EMPATHYThe action of understanding, beingaware of, being sensitive to, andvicariously experiencing the feelings,thoughts, and experience of another ofeither the past or present withouthaving the feelings, thoughts, andexperience fully communicated in anobjectively explicit manner.
  22. EMPATHY“...empathy can be describedas feeling the feelings ofanother with the greatestaccuracy and effort.”- Whitney Hess
  23. EMPATHY
  24. EMPATHYPERSEVERANCE
  25. EMPATHYPERSEVERANCEEMPOWERMENT
  26. EMPATHYPERSEVERANCEEMPOWERMENTPASSION
  27. EMPATHYPERSEVERANCEEMPOWERMENTPASSIONHUMILITY
  28. CONTENT STRATEGY
  29. CONTENT STRATEGY
  30. CONTENT STRATEGYPEOPLE
  31. HOW DO WE DO IT?
  32. HOW DO WE DO IT?IT DEPENDS.
  33. 1. ALWAYS ASK QUESTIONS
  34. BE CURIOUS
  35. Who has a vested interest?
  36. Who has a vested interest?What kind of help do you need?
  37. Who has a vested interest?What kind of help do you need?Who would excel at this?
  38. Who has a vested interest?What kind of help do you need?Who would excel at this?What changes are coming?
  39. Who has a vested interest?What kind of help do you need?Who would excel at this?What changes are coming?What audiences are we missing?
  40. UMEASS
  41. U MEASS
  42. “There’s a chance thatthings’ll get weird.”- Archers of Loaf
  43. 2. BE CLEAR AND CONCISE1. ALWAYS ASK QUESTIONS
  44. 500pxTERMSOF SERVICE
  45. “When the client feels likethey have some input duringthe project planning phase,they are more likely to enjoythe ride.”- Melissa Rach
  46. 3. DON’T DO IT ALL2. BE CLEAR AND CONCISE1. ALWAYS ASK QUESTIONS
  47. BE DELIBERATE
  48. BE DELIBERATE(does not need)
  49. YOUR PATH MAY VARY
  50. PROVIDE TOOLS
  51. PROVIDE TOOLSWITHIN REASON
  52. 3. DON’T DO IT ALL2. BE CLEAR AND CONCISE4. PLOT AND SCHEME1. ALWAYS ASK QUESTIONS
  53. BE CONNIVING
  54. TAKE ADVANTAGEOF GOALS
  55. “DON’T FORGETTHE LIBRARY”“THE ALUMNIARE CONCERNED”“THINK ABOUTTHE CHILDREN!”“THE PROVOSTNEEDS A LETTER”
  56. ACTUAL IMPORTANTSITE CONTENT
  57. IDENTIFYSTRENGTHSAND PLAYTO THEM
  58. PEOPLE WORKDIFFERENTLY
  59. 3. DON’T DO IT ALL2. BE CLEAR AND CONCISE4. PLOT AND SCHEME5. TEACH THEM TO FISH1. ALWAYS ASK QUESTIONS
  60. WE ARE TEACHERS
  61. EVERYTHING I LEARNEDABOUT WORKING WITHPEOPLE
  62. EVERYTHING I LEARNEDABOUT WORKING WITHPEOPLEI LEARNEDBY TEACHING PEOPLE
  63. KNOWING ≠COMMUNICATING
  64. 3. DON’T DO IT ALL2. BE CLEAR AND CONCISE4. PLOT AND SCHEME5. TEACH THEM TO FISH1. ALWAYS ASK QUESTIONS
  65. YOU CAN’T WINEVERY BATTLE.
  66. HOW MUCH CHANGECAN WE HANDLE?
  67. CONTENT STRATEGYIS FOR EVERYONE
  68. “The other half of ‘making’ is‘taking care of.’ We’ve gottenpretty good at makinginternet. Time to get better atcaring for what we make.”- Erin Kissane
  69. MOVE FORWARD
  70. THANK YOU.
  71. COREY VILHAUERI am stilleatingelephant.com/confab13NOTES:

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