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Content/Communication: Lavacon 2014

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As content professionals, our jobs require more cross-team collaboration than ever, and that means it’s getting tougher to delineate our disciplines. When was the last time you did “just” design, content, or code? It’s no longer an option to only care about what’s on your plate.

Drawing from her experience as a “content therapist,” Kristina will share insights about how curiosity, empathy, and shared ambition will help us all build a better web.

Published in: Internet
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Content/Communication: Lavacon 2014

  1. 1. CONTENT / COMMUNICATION @HALVORSON • LAVACON 2014
  2. 2. AUDIT THE CONTENT. ! REWORK THE IA. ! MAKE SOME METADATA. ! REWRITE THE COPY.
  3. 3. YOUR COMPANY IS BROKEN. ! YOUR TOOLS SUCK. ! YOU’RE WAY BEHIND. ! YOU ARE DUMB.
  4. 4. My content is terrible! It’s not your content. It’s you. *sobs*
  5. 5. PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS THERE’S SOME FOUNDATIONAL STUFF WE NEED TO (REMEMBER TO) TALK ABOUT.
  6. 6. A PRINCIPLE internally motivates us to do things that seem good and right. A RULE externally compels you to do things someone else has deemed good and right. ! ! ! ! ! !
  7. 7. ANONYMOUS CLIENT STORY #1
  8. 8. http://www.flickr.com/photos/mononoke/225965762/
  9. 9. OUR CONTENT PRINCIPLES ! 1. This content is not for us. 2. “Responsive” does not equal “reactive.” 3. The story informs the format. 4. Numbers aren’t everything. ! !
  10. 10. MOVE FAST AND BREAK THINGS http://hillaryfox.com/inside-facebook-headquarters/
  11. 11. *
  12. 12. PRINCIPLES UNITE US IN OUR DAY-TO-DAY WORK.
  13. 13. PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS
  14. 14. GOAL STRATEGY TACTIC
  15. 15. ANONYMOUS CLIENT STORY #2
  16. 16. “We will become the industry leader in the [INDUSTRY] services arena by providing our clients with superior service, world-class financial services arena by providing our clients with superior service, world-class products, products, and a and commitment a commitment to excellence to at excellence every touchpoint at every touchpoint along the customer along the lifecycle.” customer lifecycle.” ! !
  17. 17. STRATEGY We will share user-facing, task-based content that makes our customers feel smart and safe, both personally and professionally.
  18. 18. • Rewrite “About Us” copy • Improve “Help” section • Create interactive company history timeline • Restructure home page around top tasks • Start some content marketing • Get some user personas !
  19. 19. STRATEGERY
  20. 20. STRATEGY KEEPS US ACCOUNTABLE.
  21. 21. PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS
  22. 22. ANONYMOUS CLIENT STORY #3
  23. 23. Content?
  24. 24. DO NOT MAKE PROCESS YOUR GOD.
  25. 25. “Different methods work or fail because of people, not because they are universally good or bad. ! – Pawel Brodzinski, Agile Bullshit !
  26. 26. http://www.matthiasshapiro.com/wp-content/uploads/2009/10/IngebretsenDeliverablesWithPictures1.png
  27. 27. ARTIFACTS ARE TOOLS, NOT OUTCOMES.
  28. 28. GOOD PROCESS HELPS US MOVE TOGETHER.
  29. 29. PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS
  30. 30. ANONYMOUS CLIENT STORY #4
  31. 31. ! 1. Take away everyone’s job titles. 2. Have a series of four-hour working sessions to break out “big tasks” and “little tasks.” 3. Managers go away and come back with “team missions.” 4. Employees pick a team and write their own job descriptions. 5. Select goals, review quarterly. 6. Go! ! ! THE BIG PLAN
  32. 32. ! R – Who is responsible for completing a task? A – Who is accountable for the work’s success? C – Who must be consulted before work can be signed-off on? I – Who must be kept informed along the way? ! ! THE RACI MODEL
  33. 33. EVERY PROJECT, EVERY TIME ! 1. At some point, invite All the People 2. Make sure everyone’s aligned on terminology (e.g. audit vs. inventory, wireframe vs. prototype) 3. Identify timing issues, agendas, overlapping responsibilities
  34. 34. ROLES GIVE US A PLACE.
  35. 35. PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS
  36. 36. http://projectcartoon.com
  37. 37. “In content strategy, our master skills must include translating and negotiating, so we can facilitate communication between disparate disciplines and help them to communicate. ! – Rachel Lovinger, “Tinker, Tailor, Content Strategist”
  38. 38. PERCEPTIONS GIVE WAY TO PERSPECTIVE.
  39. 39. PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS
  40. 40. 200,000 years 1760 1 billion people 210 years 37 years: +4 billion people 2011 7 billion people
  41. 41. 1995: The Internet is formally commercialized
  42. 42. WE ARE PERPETUALLY CATCHING UP.
  43. 43. “This multi-device web design increases stress exponentially. ! – Trent Walton, .net Magazine
  44. 44. ALL THE FEELINGS
  45. 45. “A study of over 350 people in 6 business units at a financial services company found that the greatest predictor of a team’s achievement was how the members felt about one another.” !
  46. 46. TOGETHER. OUR WORK IS PERSONAL.
  47. 47. WHO’S AWESOME? You’re awesome.
  48. 48. ! THANK YOU • kristina@braintraffic.com

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