Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Content - key to digital transformation

179 views

Published on

So you want to implement chatbots? Make data-driven decisions about your digital priorities? Use artificial intelligence to serve members better?

The answers to your questions lie in your content – that is, the way you create and publish information about your organization’s work.

Reinvent your content, and you’ll reinvent your organization.
Consider how – and why – your organization creates its content

This session covered the triggers for effective content decision-making, maturity along a content/digital strategy spectrum, and the roadmap to greater maturity and greater effectiveness.

Published in: Government & Nonprofit
  • Be the first to comment

  • Be the first to like this

Content - key to digital transformation

  1. 1. the key to digital transformation Content: Key to your digital transformation Hilary Marsh President and Chief Strategist Content Company, Inc. Photo byJonathan SimcoeonUnsplash
  2. 2. the key to digital transformation
  3. 3. the key to digital transformation
  4. 4. the key to digital transformation symptom cause
  5. 5. the key to digital transformation content
  6. 6. the key to digital transformation Content is why people join associations • Training/professional development opportunities • Technical information • Timely information about the field • Networking with others in their field • Access to standards of practice —The Decision to Join, ASAE
  7. 7. the key to digital transformation Some realities
  8. 8. the key to digital transformation
  9. 9. the key to digital transformation Do you have my major? Can I afford it? Can I get in? How do I apply? Will I fit in?
  10. 10. the key to digital transformation h4p://www2.mmu.ac.uk/
  11. 11. the key to digital transformation
  12. 12. the key to digital transformation
  13. 13. the key to digital transformation
  14. 14. the key to digital transformation
  15. 15. the key to digital transformation 2017-2018 LITCHFIELD SCHOOL DISTRICT CALENDAR APPROVED 3/30/17 AUGUST 2017 M T W Th F 1 2 3 4 7 8 9 10 11 14 15 16 17 18 21 22 23 24 25 28 29 30 31 9 New Teacher Orientation 22-24 Teacher Workshop 28 1st Day of School 4 days FEBRUARY 2018 M T W Th F 1 2 5 6 7 8 9 12 13 14 15 16 19 20 21 22 23 26 27 28 7 ALL SCHOOLS 2 HOUR DELAYED OPENING 26- Mar 2 Winter Recess - NS 17 days SEPTEMBER 2017 M T W Th F 1 4 5 6 7 8 11 12 13 14 15 18 19 20 21 22 25 26 27 28 29 1 Friday before Labor Day-NS 4 Labor Day 27 ALL SCHOOLS 2 HOUR DELAYED OPENING 19 days MARCH 2018 M T W Th F 1 2 5 6 7 8 9 12 13 14 15 16 19 20 21 22 23 26 27 28 29 30 1-2 Winter Recess cont. - NS 13 Teacher Workshop – NS 19 days OCTOBER 2017 M T W Th F 2 3 4 5 6 9 10 11 12 13 16 17 18 19 20 23 24 25 26 27 30 31 9 Columbus Day - NS (observed) 26 ALL SCHOOLS 2 HOUR DELAYED OPENING 21 days APRIL 2018 M T W Th F 2 3 4 5 6 9 10 11 12 13 16 17 18 19 20 23 24 25 26 27 30 12 ALL SCHOOLS 2 HOUR DELAYED OPENING 23-27 Spring Recess - NS 16 days NOVEMBER 2017 M T W Th F 1 2 3 6 7 8 9 10 13 14 15 16 17 20 21 22 23 24 27 28 29 30 10 Veterans Day – NS 20 Parent/Teacher Conferences All Day and Evening - NS 21 Teacher Workshop - NS 22-24 Thanksgiving Recess 16 days MAY 2018 M T W Th F 1 2 3 4 7 8 9 10 11 14 15 16 17 18 21 22 23 24 25 28 29 30 31 17 Senior Project Evaluation – Early Release for CHS Grades 9, 10, & 11 –12:30pm 28 Memorial Day - NS (observed) 22 days DECEMBER 2017 M T W Th F 1 4 5 6 7 8 11 12 13 14 15 18 19 20 21 22 25 26 27 28 29 25-Jan 1 Holiday Recess - NS 16 days JUNE 2018 M T W Th F 1 4 5 6 7 8 11 12 13 14 15 18 19 20 21 22 25 26 27 28 29 Graduation – To Be Determined 19 Last day of school with 4 snow days 9 days JANUARY 2018 M T W Th F 1 2 3 4 5 8 9 10 11 12 15 16 17 18 19 22 23 24 25 26 29 30 31 1 Holiday Recess cont. - NS 15 Martin Luther King, Jr./ Civil Rights Day - NS 21 days NOTES: Shaded Days and NS = No School Snow days will be made up at end of school year (June) SEPT thru JAN - 97 DAYS FEB thru JUNE - 83 DAYS 180 Total Student School Days – 190 School, Snow & TW Days Please Mark Your Calendar: Voting Day March 13, 2018 2 HOUR DELAY ALL SCHOOLS September 27, October 26, February 7 & April 12 Early Release CHS Grades 9, 10 & 11 Only – May 17 12:35 pm
  16. 16. the key to digital transformation WEEKLY SCHEDULE FOR CAMPBELL HIGH SCHOOL Monday Tuesday Wednesday Thursday Friday A Block 7:35 – 8:19 A Block 7:35 – 9:05 E Block 7:35 – 9:02 A Block 7:35 – 9:05 E Block 7:35 – 9:05 E Block 8:23 – 9:07 B Block 9:11 – 9:55 B Block 9:09 – 10:39 F Block 9:06 – 10:33 B Block 9:09 – 10:39 F Block 9:09 – 10:39 F Block 9:59 – 10:43 C Block 10:47 – 11:31 10 min Adv. 10:43–10:53 22 min Adv. 10:37 – 10:59 10 min Adv. 10:43 – 10:53 10 min Adv. 10:43 – 10:53 G Block 11:35 – 12:47 C Block 10:57 – 12:49 G Block 11:03 – 12:52 C Block 10:57 – 12:49 G Block 10:57 – 12:49 11:35 – 11:57 10:57 – 11:19 11:03 – 11:25 10:57 – 11:19 10:57 – 11:19 12:00 – 12:22 11:42 – 12:04 11:47 – 12:09 11:42 – 12:04 11:42 – 12:04 12:25 – 12:47 12:27 – 12:49 12:30 – 12:52 12:27 – 12:49 12:27 – 12:49 D Block 12:51 – 1:35 D Block 12:53 – 2:23 H Block 12:56 – 2:23 D Block 12:53 – 2:23 H Block 12:53 – 2:23 H Block 1:39 – 2:23
  17. 17. the key to digital transformation
  18. 18. the key to digital transformation Graduation is June 16th
  19. 19. the key to digital transformation
  20. 20. the key to digital transformation
  21. 21. the key to digital transformation
  22. 22. the key to digital transformation
  23. 23. the key to digital transformation Your website
  24. 24. the key to digital transformation has work to do before you are ready for digital transformation
  25. 25. the key to digital transformation and that work is to fix your content
  26. 26. the key to digital transformation and that work is to fix your organization
  27. 27. the key to digital transformation Do you.....? Identify clear audiences and explicit, measurable goals for every piece of content you publish?
  28. 28. the key to digital transformation Do you.....? Have a single, consistent understanding of your organization’s top priority audiences?
  29. 29. the key to digital transformation Do you.....? Have a single content calendar where everyone who creates content records what they plan to publish?
  30. 30. Fill out handout, discuss with your neighbor Download the electronic version of this at h4p://bit.ly/cs-assessment- tool2018 How mature is your content strategy?
  31. 31. Board Advocacy Issues Policy Makers Professionals Patients Pubs Readers Early Career Old Way: Silos Trainee Affairs Professional Education Patient Education Factsheets & HTML Career Resources Mtgs & Ed Programs Journals & Books
  32. 32. the key to digital transformation What content should go away?
  33. 33. the key to digital transformation
  34. 34. the key to digital transformation
  35. 35. the key to digital transformation Why don’t associations delete more content?
  36. 36. the key to digital transformation • They don’t know it’s still out there • They don’t think they have permission to • They don’t want to create a broken link • The person who created it doesn’t work there anymore • The committee that requested it hasn’t asked to remove it • They don’t really think it’s a problem if old content is still online
  37. 37. the key to digital transformation Content governance • When should content expire? • Member usage • Relevance • Accuracy • Permission • Resources
  38. 38. the key to digital transformation Content governance •  What should be password-protected? • NO if you want it found in a search engine • NO if you want to promote it on social media • NO if you want to use the content in a chatbot • YES if you want only current members to have access (and it’s not a download) • YES if you want to sell it (and it’s not a download)
  39. 39. the key to digital transformation (What programs should go away?)
  40. 40. Topical advisories set Society-wide priorities Project task forces plan & develop for all audiences Board Advocacy Content Policymakers, endocrinologists, early career, consumers Mtgs & Ed Programs Patient information Journals & Books Career Resources New Way: Topic/Product Teams
  41. 41. How smart can our content be?
  42. 42. the key to digital transformation Data-driven decisions • Content success means • You know who the content is for • You know what you want the audience to do • You have a way to tell whether they did it • You have the ability to act on the data
  43. 43. the key to digital transformation
  44. 44. the key to digital transformation
  45. 45. the key to digital transformation
  46. 46. the key to digital transformation
  47. 47. the key to digital transformation
  48. 48. the key to digital transformation
  49. 49. the key to digital transformation
  50. 50. the key to digital transformation
  51. 51. the key to digital transformation
  52. 52. the key to digital transformation
  53. 53. the key to digital transformation
  54. 54. the key to digital transformation In order to succeed, you have to know what success looks like
  55. 55. the key to digital transformation download at h4p://bit.ly/return-on-content- worksheet “Return on Content”
  56. 56. the key to digital transformation What needs to transform? or, what, exactly, do we need to transform in order to meet the needs of our audiences? •  philosophy of what we do and how •  org & team structure •  skills of our internal SMEs •  budgeting •  role of volunteer members
  57. 57. the key to digital transformation It’s about culture Photo by Priscilla Du Preez on Unsplash
  58. 58. the key to digital transformation “That’s the way we’ve always done it” Opportunity •  staff age/LOS/mindset •  volunteer age/LOS/ mindset •  overall member age/ LOS/mindset •  younger members •  potential members •  other audiences
  59. 59. the key to digital transformation You need to manage the transition •  It takes you, the leader, to get staff on board •  You need to participate, “think new” •  budget across siloes •  staff initiatives/products/topics rather than departments •  Change expectations of the board & committees •  Motivate, recognize, and reward new thinking
  60. 60. the key to digital transformation You need to manage the transition •  It takes you, the leader, to get staff on board •  You need to participate, “think new” •  budget across siloes •  staff initiatives/products/topics rather than departments •  Change expectations of the board & committees •  Motivate, recognize, and reward new thinking
  61. 61. the key to digital transformation Most valuable skills in the near future
  62. 62. the key to digital transformation Most valuable skills in the near future
  63. 63. the key to digital transformation
  64. 64. the key to digital transformation Manage member involvement •  Leaders change annually •  Committees change slowly •  They volunteer for the good of the profession and themselves “You work for us”
  65. 65. the key to digital transformation New role for member volunteers h4ps://borishristov.com/blog/can-learn-tourist-guide-presentaGon-skills/
  66. 66. the key to digital transformation Focus them outward, not inward •  Connect with other members •  Serve as ambassadors •  Gather input •  Help communicate organization initiatives
  67. 67. the key to digital transformation 1. Understand that this is a journey
  68. 68. the key to digital transformation 2. Envision the destination
  69. 69. the key to digital transformation 3. Identify where you are
  70. 70. the key to digital transformation 4. See the road ahead
  71. 71. the key to digital transformation 5. Know this: It’s worth it!
  72. 72. the key to digital transformation 6. You are not alone
  73. 73. the key to digital transformation 7. Get help when you need it
  74. 74. the key to digital transformation Thank you! Hilary Marsh 312-806-7854 hilary@contentcompany.biz @hilarymarsh

×