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"The Self-Directed Strategist: Building a Practice and Managing Organizational Change" - Confab 2016, Minneapolis, MN - May 20, 2016

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There are two big parts to content strategy: the people, and the process. But there's a third one that presents some of the industry's biggest struggles: managing the space between people and process—especially in an organization that is new to content strategy. In this talk, we will discuss managing expectations, projects, and people—within small teams, among changing organizations, and with new clients.

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"The Self-Directed Strategist: Building a Practice and Managing Organizational Change" - Confab 2016, Minneapolis, MN - May 20, 2016

  1. 1. THE SELF-DIRECTED STRATEGIST Building a Practice and Managing Organizational Change This is a presentation by Mr. Corey Wayne Vilhauer @mrvilhauer It is called:
  2. 2. YOU ARE ALL WEIRD LITTLE ELVES
  3. 3. This is me. I am: COREY VILHAUER
  4. 4. NOT EVERYONE CARES
  5. 5. THIS GUY
  6. 6. THIS INTERN
  7. 7. THIS GROUP OF MARKETERS
  8. 8. NOT EVERYONE CARES
  9. 9. DEFINING INCLUSION PRACTICNG COMMUNICATING
  10. 10. SELF-DIRECTION The art of making things happen.
  11. 11. = CONTENT STRATEGY PROJECT MANAGEMENT
  12. 12. “Project management, then, is the application of knowledge, skills, tools, and techniques to project activities to meet the project requirements.” - Project Management Institute
  13. 13. “Content strategy, then, is the application of knowledge, skills, tools, and techniques to project activities to meet the project requirements.” - Project Management Institute
  14. 14. THIS GUY
  15. 15. THIS INTERN
  16. 16. THIS GROUP OF MARKETERS
  17. 17. MAKE YOUR OWN BOOK
  18. 18. DEFINING THE PROCESS What would you say… you DO here?
  19. 19. WE ALL COME FROM DIFFERENT BACKGROUNDS
  20. 20. CONTENT STRATEGY IS NOT DOGMA
  21. 21. Gathering Requirements Interviewing Site Visitors Quantitative Content Inventory Qualitative Content Audit Card Sorting Site Map Content Modeling Annotated Wireframes Message Architecture Web Style Guide Site User Testing Content Creation Editorial Calendar
  22. 22. Gathering Requirements Interviewing Site Visitors Quantitative Content Inventory Qualitative Content Audit Card Sorting Site Map Content Modeling Annotated Wireframes Message Architecture Web Style Guide Site User Testing Content Creation Editorial Calendar
  23. 23. Gathering Requirements Interviewing Site Visitors Quantitative Content Inventory Qualitative Content Audit Card Sorting Site Map Content Modeling Annotated Wireframes Message Architecture Web Style Guide Site User Testing Content Creation Editorial Calendar
  24. 24. Gathering Requirements Interviewing Site Visitors Quantitative Content Inventory Qualitative Content Audit Card Sorting Site Map Content Modeling Annotated Wireframes Message Architecture Web Style Guide Site User Testing Content Creation Editorial Calendar
  25. 25. DIFFERENT NEEDS DIFFERENT GOALS
  26. 26. WHO IS THIS FOR? WHAT DO THEY WANT? HOW DO WE GET THERE?
  27. 27. Gathering Requirements A/B Testing Quantitative Content Inventory Project Timelines and Waterfalls Card Sorting Alignment Session Plan Content Modeling Prototyping Message Architecture Sorting Content Triggers Site User Testing Messaging Framework Editorial Calendar Focus Groups Interviewing Site Visitors Content Workshop Qualitative Content Audit Governance Model Checklist Site Map Gut Checks and Cafe Testing Annotated Wireframes Copy Decks Web Style Guide Core Strategy Mad-Libs Content Creation Analytics Measurement and Reporting
  28. 28. BEING SELF-DIRECTED MEANS DECIDING WHAT TO DO
  29. 29. PRACTICE AND METHODS Doin’ it. And doing it well.
  30. 30. DISCOVERY GOVERNANCE STRATEGY EXECUTION
  31. 31. DISCOVERY GOVERNANCE STRATEGY EXECUTION Kickoff Meeting Content Inventory Audience Interviews Personas and User Profiles Content Audit Content Modeling Site Map Strategic Content Plan Prototyping Copywriting Site User Testing Content Maintenance Editorial Calendar
  32. 32. DISCOVERY GOVERNANCE STRATEGY EXECUTION Kickoff Meeting Content Inventory Audience Interviews Personas and User Profiles Content Audit Content Modeling Site Map Strategic Content Plan Prototyping Copywriting Site User Testing Content Maintenance Editorial Calendar
  33. 33. DISCOVERY GOVERNANCE STRATEGY EXECUTION Kickoff Meeting Content Inventory Audience Interviews Personas and User Profiles Content Audit Content Modeling Site Map Strategic Content Plan Prototyping Copywriting Site User Testing Content Maintenance Editorial Calendar
  34. 34. DISCOVERY GOVERNANCE STRATEGY EXECUTION Kickoff Meeting Content Inventory Audience Interviews Personas and User Profiles Content Audit Content Modeling Site Map Strategic Content Plan Prototyping Copywriting Site User Testing Content Maintenance Editorial Calendar
  35. 35. FAKING THE TIMELINE
  36. 36. Phase 1: Content Audit and Site Map Recommendations to the provided site map and recommendations to mapping content to the new site. Content Audit and updated Site Map due from Blend Week of May 9-13 Meeting to discuss audit and site map Wednesday, May 17 Review due from Washington Pavilion Thursday, May 26 Revisions due from Blend Tuesday, May 31 Phase 2: Information Architecture and Wireframes A comprehensive content model and information architecture plan, including wireframes at multiple device resolutions, that indicates layout and major functionality and informs development. Content Model and Phase One of Wireframes (including home page, navigation, general use pages) due from Blend Week of June 6-10 Weekly call to discuss delivered wireframes Wednesday, June 15 Final Wireframes due from Blend (Phase Two) Week of June 13-17 Weekly call to discuss delivered wireframes Wednesday, June 22 Review due from Washington Pavilion Friday, July 1 Final revisions due from Blend Wednesday, July 6
  37. 37. Phase 1: Content Audit and Site Map Recommendations to the provided site map and recommendations to mapping content to the new site. Content Audit and updated Site Map due from Blend Week of May 9-13 Meeting to discuss audit and site map Wednesday, May 17 Review due from Washington Pavilion Thursday, May 26 Revisions due from Blend Tuesday, May 31 Phase 2: Information Architecture and Wireframes A comprehensive content model and information architecture plan, including wireframes at multiple device resolutions, that indicates layout and major functionality and informs development. Content Model and Phase One of Wireframes (including home page, navigation, general use pages) due from Blend Week of June 6-10 Weekly call to discuss delivered wireframes Wednesday, June 15 Final Wireframes due from Blend (Phase Two) Week of June 13-17 Weekly call to discuss delivered wireframes Wednesday, June 22 Review due from Washington Pavilion Friday, July 1 Final revisions due from Blend Wednesday, July 6
  38. 38. WHAT ARE PEOPLE EXCITED ABOUT?
  39. 39. “We had a pie in the sky goal. But man, I was so naive. We were going to hold all of these training sessions and train every department on how to work their website. And then reality hit."” - Michael Brauer, Briar Cliff University
  40. 40. DON’T THINK TOOLS. THINK GOALS.
  41. 41. “The best tool is the one that everyone uses together.” - Matthew Grocki, First Chair Partners
  42. 42. YOU HAVE TIME
  43. 43. “You become responsible, forever, for what you have tamed.” - Antoine de Saint-Exupéry, The Little Prince
  44. 44. IT’S LIKE LUCHA
  45. 45. BE A LUCHA
  46. 46. BEING SELF-DIRECTED MEANS DIRECTING THE WORK
  47. 47. COMMUNICATION Can you hear me, Major Stakeholders?
  48. 48. YOU GOTTA MANAGE THE WORDS
  49. 49. UNIQUEAMAZINGINNOVATIVE INDUSTRY-
 LEADINGPOWERFUL INTUITIVE SPECIAL
  50. 50. AGILEFOLKSONOMYGOVERNANC BEST PRACTICESMETADATA RCHITECTURE RESPONSIVE
  51. 51. YEAH WHATEVER I AGREE
  52. 52. TERMS OF SERVICE
  53. 53. TERMS OF SERVICE
  54. 54. TERMS OF SERVICE
  55. 55. YOU GOTTA MANAGE EXPECTATIONS
  56. 56. COMMUNICATING DIRECTION
  57. 57. “We got the web contact from different departments to relocate and sit by each other. They could talk about stuff. They had a chance to challenge each other. Work got done faster. And it was better than before.” - Jessica Kramer, Daktronics
  58. 58. YOU GOTTA MANAGE MEETINGS
  59. 59. KICKOFFS
  60. 60. FRAME THE ISSUE/GOALS GET EVERYONE ON BOARD SET EXPECTATIONS PREPARE REAL QUESTIONS
  61. 61. WEEKLY REVIEWS
  62. 62. OPEN TIME
  63. 63. YOU GOTTA MANAGE DELIVERABLES
  64. 64. DELIVERABLES THAT MATTER
  65. 65. BEING SELF-DIRECTED MEANS MAKING THINGS CLEAR
  66. 66. INCLUSION Who’s on first? Etc.
  67. 67. DEFINE: KICK OFF CHANGE, THEN REPORT
  68. 68. PRACTICE: BE DELIBERATE
  69. 69. COMMUNICATE: TRACK AND EXPLAIN
  70. 70. TAKE CONTROL
  71. 71. BEING SELF-DIRECTED MEANS GETTING PEOPLE GOING
  72. 72. OOPS YOU MADE A METHODOLOGY A Wild Methodology Appears!
  73. 73. WE THINK WE’RE THIS
  74. 74. BUT REALLY, WE’RE THIS
  75. 75. “Life, with its rules, its obligations, and its freedoms, is like a sonnet: You're given the form, but you have to write the sonnet yourself.” - Madeleine L’engle, A Wrinkle in Time
  76. 76. AND IN CONCLUSION And everything is alright.
  77. 77. WE’RE PART OF A YOUNG PRACTICE
  78. 78. BEING SELF-DIRECTED MEANS BEING A LEADER
  79. 79. BEING SELF-DIRECTED MEANS MAKING CHANGE
  80. 80. BEING SELF-DIRECTED MEANS CARRYING THE TORCH
  81. 81. GO DO IT, LEADER
  82. 82. THANK YOU For notes, visit: eatingelephant.com/self-directed This is the end of the presentation. @mrvilhauer

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