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Managing the Politics of Content
Hilary Marsh
IA Summit 2015
Marketing Product
Line
Everyone
Else
Web
Team
What Politics Look Like
http://www.pakistantoday.com.pk/2012/09/11/entertainment/10-things-you-should-know-about-your-job-interviewer/
http://www.georgiancollege.ca/academics/full-time-programs/electrical-engineering-technology-co-op-eety/
http://www.qwhn.asn.au/managementcommittee.htm
http://blog.hostelbookers.com/travel/how-to-pack-your-backpack/
2004
2007
2010
http://www.technologist.eu/the-mindfulness-movement-connecting-body-and-mind/
http://wrcofsanford.webs.com/apps/photos/photo?photoid=121493706
http://wrcofsanford.webs.com/apps/photos/photo?photoid=121493706
http://wrcofsanford.webs.com/apps/photos/photo?photoid=121493706
http://www.scag.gov/
“We have a carousel on
our website because
politics.”
– Dave Olsen, www.dmolsen.com/
Confab Higher Ed 2014
Content is…
Event
Product
Class
Program
Research
Content strategy is…
Event Strategy
Product Strategy
Class Strategy
Program Strategy
Research Strategy
Content
is
political
Content is…
Event
Product
Class
Program
Research
Content is…
My Event
My Product
My Class
My Program
My Research
28
“Every pixel has an owner.”
– Paul Ford, former web editor
at Harper’s magazine
Confab 2013
“It is difficult to get a man
to understand something,
when his salary depends upon
his not understanding it.”
– Upton Sin...
31
http://www.amazon.com/Have-Always-Done-That-Way/dp/184728857X/
Department
Message
Audience
Department
Message
Audience
Department
Message
Audience
Department
Message
Audience
Old thinki...
Organization: Programs, offerings
Audience
Messages
Audience Audience Audience
New thinking
34
Content strategy
is
CHANGE MANAGEMENT
35
User experience
is
CHANGE MANAGEMENT
36
Digital
is
CHANGE MANAGEMENT
What Doesn’t Work
http://wrcofsanford.webs.com/apps/photos/photo?photoid=121493706
Real-Life Solutions
“Be transparent, help
people prep while
they’re waiting for
their project to start.”
—Amanda Costello,
University of Minne...
“Be an evanglist for others’
work, and help people
realize that you are their
champion and making way
for them to do what ...
“Pre-sell your ideas. Pull
someone aside and get
their input on a draft, so by
the time you officially
reveal it, you’ve g...
“Build strong relationships. Remember that everyone is
trying to do a good job but don’t always have the
resources or skil...
“Employ “strategic
nagging:”
patient but persistent
repetition of a message.
—Carrie Hane Dennison,
@carriehd, American
So...
What has worked for me
47http://www.slideshare.net/est3ban/empathybased-personas-gaining-a-deeper-understanding-of-your-audience-presen
Shared fo...
Empathy-Based Personas
48
Anthony Susan Allen Maggie
Show,
don’t tell
• Useful
• Relevant
• Timely
• Org-focused
• Narrow interest
• Not actionable
53http://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two
http://www.ssireview.org/blog/entry...
55
56
https://www.flickr.com/photos/telachhe/3342173731/
Your agenda
1. Show what’s broken and why
2. Show solutions and potential, and what it will take to get
there
3. Talk abou...
Respect the Depth
60
http://bit.ly/1jntVcJ
Be patient
Show them how
http://ashram.yogasatsang.org/yoga-classes
Foster collaboration
• Form a cross-departmental editorial board
to review major requests together
• Most impactful storie...
Motivate and recognize
I put the information up
online –now I also need
to know how many
people have used it???
Redefine success
Educate and remind
65
Operationalize and socialize
66
Offer options for creativity
67http://oxendo.com/
68
Be there
for your
colleagues
69
http://www.sfgate.com/performance/article/Review-Gold-examines-Jewish-mother-stereotype-3291210.php
Look, if it were up...
Solid rationales and alternatives
70
71http://www.enterprisenews.com/article/20140614/SPORTS/140617308
Report on progress
72
Working together for
customer satisfaction
Empowerment
Accountability
Convenience
Thank you
@hilarymarsh
www.slideshare.net/hilarymarsh
Please rate this talk: http://spkr8.com/t/53781
Managing the politics of content - ia summit 2015
Managing the politics of content - ia summit 2015
Managing the politics of content - ia summit 2015
Managing the politics of content - ia summit 2015
Managing the politics of content - ia summit 2015
Managing the politics of content - ia summit 2015
Managing the politics of content - ia summit 2015
Managing the politics of content - ia summit 2015
Managing the politics of content - ia summit 2015
Managing the politics of content - ia summit 2015
Managing the politics of content - ia summit 2015
Managing the politics of content - ia summit 2015
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Managing the politics of content - ia summit 2015

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Politics affect what content strategists do, in a big way -- and they also play a big role in the success or failure of UX contributions. If a site is built based on aspirations rather than reality, then while user needs might be satisfied, the organization's internal roilings may prevent the site from making a positive difference for the business. If the cloaks of accountabiliity remain unspoken, then it's incredibly challenging to tie digital efforts to metrics that are meaningful to the organization (and that ensure ongoing staffing and budget). And if the internal clients don’t have organizational buy-in, they may go down with that ship too.

Politics often dictate what goes on the home page, what can or can be cross-linked, and even what content is exempt from usability guidelines. We – content strategists, UX practitioners, and designers alike – need to have a shared understanding and speak with a common voice about the need to get past politics in order for the work we do to achieve its intended goals. This session will serve as a call to action and will forge a common path for our profession.

Published in: Design
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Managing the politics of content - ia summit 2015

  1. 1. Managing the Politics of Content Hilary Marsh IA Summit 2015
  2. 2. Marketing Product Line
  3. 3. Everyone Else Web Team
  4. 4. What Politics Look Like
  5. 5. http://www.pakistantoday.com.pk/2012/09/11/entertainment/10-things-you-should-know-about-your-job-interviewer/
  6. 6. http://www.georgiancollege.ca/academics/full-time-programs/electrical-engineering-technology-co-op-eety/
  7. 7. http://www.qwhn.asn.au/managementcommittee.htm
  8. 8. http://blog.hostelbookers.com/travel/how-to-pack-your-backpack/ 2004 2007 2010
  9. 9. http://www.technologist.eu/the-mindfulness-movement-connecting-body-and-mind/
  10. 10. http://wrcofsanford.webs.com/apps/photos/photo?photoid=121493706
  11. 11. http://wrcofsanford.webs.com/apps/photos/photo?photoid=121493706
  12. 12. http://wrcofsanford.webs.com/apps/photos/photo?photoid=121493706
  13. 13. http://www.scag.gov/
  14. 14. “We have a carousel on our website because politics.” – Dave Olsen, www.dmolsen.com/ Confab Higher Ed 2014
  15. 15. Content is… Event Product Class Program Research
  16. 16. Content strategy is… Event Strategy Product Strategy Class Strategy Program Strategy Research Strategy
  17. 17. Content is political
  18. 18. Content is… Event Product Class Program Research
  19. 19. Content is… My Event My Product My Class My Program My Research
  20. 20. 28
  21. 21. “Every pixel has an owner.” – Paul Ford, former web editor at Harper’s magazine Confab 2013
  22. 22. “It is difficult to get a man to understand something, when his salary depends upon his not understanding it.” – Upton Sinclair, 1935
  23. 23. 31 http://www.amazon.com/Have-Always-Done-That-Way/dp/184728857X/
  24. 24. Department Message Audience Department Message Audience Department Message Audience Department Message Audience Old thinking
  25. 25. Organization: Programs, offerings Audience Messages Audience Audience Audience New thinking
  26. 26. 34 Content strategy is CHANGE MANAGEMENT
  27. 27. 35 User experience is CHANGE MANAGEMENT
  28. 28. 36 Digital is CHANGE MANAGEMENT
  29. 29. What Doesn’t Work
  30. 30. http://wrcofsanford.webs.com/apps/photos/photo?photoid=121493706
  31. 31. Real-Life Solutions
  32. 32. “Be transparent, help people prep while they’re waiting for their project to start.” —Amanda Costello, University of Minnesota
  33. 33. “Be an evanglist for others’ work, and help people realize that you are their champion and making way for them to do what they do best.” —Matthew Grocki, Grassfed Content
  34. 34. “Pre-sell your ideas. Pull someone aside and get their input on a draft, so by the time you officially reveal it, you’ve gotten their buy-in.” —Sara Zailskas Walsh, Motorola.com
  35. 35. “Build strong relationships. Remember that everyone is trying to do a good job but don’t always have the resources or skills they need.” —Claire Helme and Mary Sabotoski, a university in Australia
  36. 36. “Employ “strategic nagging:” patient but persistent repetition of a message. —Carrie Hane Dennison, @carriehd, American Society of Civil Engineers
  37. 37. What has worked for me
  38. 38. 47http://www.slideshare.net/est3ban/empathybased-personas-gaining-a-deeper-understanding-of-your-audience-presen Shared focus on the audience
  39. 39. Empathy-Based Personas 48 Anthony Susan Allen Maggie
  40. 40. Show, don’t tell
  41. 41. • Useful • Relevant • Timely
  42. 42. • Org-focused • Narrow interest • Not actionable
  43. 43. 53http://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two http://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two Get your governance in order
  44. 44. 55
  45. 45. 56 https://www.flickr.com/photos/telachhe/3342173731/
  46. 46. Your agenda 1. Show what’s broken and why 2. Show solutions and potential, and what it will take to get there 3. Talk about the pilot efforts and the lessons learned 4. Anticipate roadblocks – raise “what if” scenarios, talk them through in advance 5. Determine follow-up frequency 58
  47. 47. Respect the Depth
  48. 48. 60 http://bit.ly/1jntVcJ Be patient
  49. 49. Show them how http://ashram.yogasatsang.org/yoga-classes
  50. 50. Foster collaboration • Form a cross-departmental editorial board to review major requests together • Most impactful stories require information from multiple sources • Facilitate, then gradually pass on ownership
  51. 51. Motivate and recognize
  52. 52. I put the information up online –now I also need to know how many people have used it??? Redefine success
  53. 53. Educate and remind 65
  54. 54. Operationalize and socialize 66
  55. 55. Offer options for creativity 67http://oxendo.com/
  56. 56. 68 Be there for your colleagues
  57. 57. 69 http://www.sfgate.com/performance/article/Review-Gold-examines-Jewish-mother-stereotype-3291210.php Look, if it were up to me, I would leave that content on the site, but the decision is out of my hands
  58. 58. Solid rationales and alternatives 70
  59. 59. 71http://www.enterprisenews.com/article/20140614/SPORTS/140617308 Report on progress
  60. 60. 72 Working together for customer satisfaction
  61. 61. Empowerment Accountability Convenience
  62. 62. Thank you @hilarymarsh www.slideshare.net/hilarymarsh Please rate this talk: http://spkr8.com/t/53781

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