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Building Internal Communities to Support your Content Strategy

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As delivered at HighEdWeb New York, June 12, 2015

Published in: Marketing
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Building Internal Communities to Support your Content Strategy

  1. Building Internal Communities to Support Your Content Strategy Georgy Cohen OHO Interactive @radiofreegeorgy #hewebnyhttps://www.flickr.com/photos/faceme/2459391558
  2. Building Internal Communities to Support Your Content Strategy Georgy Cohen OHO Interactive @radiofreegeorgy PSUWEB 2015https://www.flickr.com/photos/faceme/2459391558
  3. Georgy Cohen OHO Interactive @radiofreegeorgy PSUWEB 2015https://www.flickr.com/photos/faceme/2459391558
  4. What did I learn?
  5. https://www.flickr.com/photos/faceme/2459391558 https://www.flickr.com/photos/whitneyinchicago/3541505856 People liked being connected to information, and one another.
  6. It was easy for me to find the rockstars.
  7. I had an easy way to disseminate information.
  8. “In most situations, the decentralized publishing model has been disastrous. The people trained tended to be relatively junior staff, for whom publishing to the website was just one more responsibility. The result was lots and lots of poor quality content that was never updated or reviewed.” Gerry McGovern http://www.gerrymcgovern.com/new-thinking/decentralized-publishing-equals-amateur-web-management
  9. https://www.flickr.com/photos/faceme/2459391558
  10. https://www.flickr.com/photos/faceme/2459391558
  11. “When it comes to content, people are far more important than software.” Gerry McGovern http://www.gerrymcgovern.com/new-thinking/decentralized-publishing-equals-amateur-web-management
  12. So, what can we do?
  13. “It is essential that [central web teams] are highly collaborative, which means they should spend most of their time out of the office. They should work closely with the various organizational units, spreading their expertise wherever possible.” Gerry McGovern http://www.gerrymcgovern.com/new-thinking/decentralized-publishing-equals-amateur-web-management FROM THE TOP DOWN
  14. FROM THE BOTTOM UP https://www.flickr.com/photos/oimax/2260643716
  15. Even better… we can formalize these connections and collaborations by creating communities around our content.
  16. Living, breathing, walking, talking governance.
  17. Goals for content communities: 1. Connect members to institutional standards and overall best practices 2. Connect members to training, documentation, and resources 3. Connect members to each other for support and collaboration
  18. “The result is a community of communicators, working toward similar goals and within similar constraints.” Chas Grundy University of Notre Dame http://grundyhome.com/blog/archives/2011/03/24/rising-boats-colleague-education/index.html
  19. Tools of the trade In-person meetings Slack Wiki Mailing list Facebook group Blog Conference calls and video recordings Website
  20. Subvert politics and turf wars Don’t dominate; facilitate Making it work Identify goals, make it relevant Convert projectteams or drawfrom existinggroups Showhospitality:Bring food,rotate hosts Make it outcome- driven Skunkworks?Maybe. Publishminutes,notes, session video or PDFs
  21. Analytics training and reports Contentreports Brainstorming ideas Projectcollaboration Share templates, techniques, & resources Large (moral)supportnetwork Information sharing Pool resourcesforprofessionaldevelopment Providing incentive
  22. Let’s check out some case studies.
  23. The landscape at UA Large and decentralized No centralweb shop Mix of teams and “lone rangers” No contentgovernancein place
  24. Goals for UA WebTide: 1. To help benefit its members, and the university, by promoting professional development, innovation, and discussion 2. To provide community, education, professional development, and support to all web professionals at The University of Alabama.
  25. “As a ‘one-man’ team, I wanted the opportunity to share ideas and ‘talk shop’ with other web professionals on campus but, desiring more than just a community, I also saw an opportunity to crowdsource resources and professional development for all web professionals on campus.” Rachel Carden, University of Alabama
  26. WebTide at UA Slack, listserv, monthly meeting/ presentation 5-member planning committee;multiple units GitHub forcode sharing Student mentorship and campus- wide training
  27. “We all share similar challenges, opportunities, and a goal of representing, and promoting, the University with a high quality web presence, so why not help each other out!” Rachel Carden, University of Alabama
  28. https://www.flickr.com/photos/dvs/166443190
  29. “While we as web professionals can know best practices and try to add value to our colleagues’ content, we can’t be everywhere at once. Through thoughtful and intentional governance, we can add more value to more content.” Nicholas O’Brien Bates College Confab Higher Ed 2014https://vimeo.com/112237325
  30. Monthly gatherings and Google Group Started group by drawing from active network users 20-30 people attend each gathering (10% of all users)
  31. Previewing design changes helped earn buy-in Users’ interactions with web team were more positive and patient Goal: for users to depend on each other for support as well as web team
  32. http://en.wikipedia.org/wiki/Oregon_State_University
  33. http://en.wikipedia.org/wiki/Oregon_State_University
  34. http://en.wikipedia.org/wiki/Oregon_State_University
  35. The landscape at OSU Very decentralized Drupalcampus Lots of “armies 
 of one” Range ofcommitment(full-time to“other duties”)
  36. Goals for OSU content strategy group: 1. Connect people to content strategy best practices 2. Get people talking about the purpose of their websites and who their audience is 3. Show people how to effectively plan and manage their web content
  37. “It’s a good way to talk about things people don’t usually talk about.” Erin Martin, Oregon State University
  38. Drupal Web Communicators and Content Strategy Group at OSU Organize around 
 Drupal community 2 meetings, ~30 at each, ~56 on mailing list Guestspeakers fromother units Breaking down silos with Slack
  39. Organize around 
 Drupal community 2 meetings, ~30 at each, ~56 on mailing list Guestspeakers fromother units Breaking down silos with Slack
  40. Also: OSU College of Agricultural Sciences Site Coordinators Group
  41. “Our college does very important work across the state and the world, but the digital communication was haphazard, not coordinated. This group is the first step in an attempt to offer help and support to the units in CAS, to provide guidance and to learn what is going on in some units.” Erin Martin, Oregon State University
  42. Goals for CAS site coordinators group: 1. Forge strong working relationships with unit leaders and staff 2. Offer guidance and support to those managing websites 3. Promote “a bit of” content strategy 4. Promote College & University goals 5. Work with units to target audiences and serve user needs
  43. OSU College of Agricultural Sciences Site Coordinators Group Mailing list (no Slack… yet) ~30 members(mostly “other duties as assigned”) Plan biannual and quarterlymeetings Comms. managers
  44. “So many of our site coordinators are overworked, underpaid office staff and asking them to do more is just not going to happen. I try to frame it like they are our partners and I am here to help. I’m still working on this.” Erin Martin, Oregon State University
  45. https://www.flickr.com/photos/5yearjourney/15924878026
  46. https://www.flickr.com/photos/bexwalton/10133921476 Session video and slides archived 2/3 of 250 users have attended atleast 1 session From “armiesof one” tofully-staffedunits “One to many” coaching
  47. “No one has to do anything a certain way, but you do have to have the right outcomes.” Rebecca Bernstein, University of Buffalo
  48. https://www.flickr.com/photos/bexwalton/10133921476 Don’t call it “content strategy” Treat everyone like an active member Offer lots oftraining andresources IT/Marcom partnership
  49. Goals for UB DCT Solutions Group: 1. Empower people with knowledge to elevate their practice 2. Empower groups to get more input and feedback from users 3. Inform community about changes and new products
  50. Another model: pop-up shops
  51. https://www.flickr.com/photos/bexwalton/10133921476
  52. https://www.flickr.com/photos/bexwalton/10133921476 https://oncampus.oberlin.edu/webteam/2012/05/talktome-social-media-office-hours
  53. https://www.flickr.com/photos/bexwalton/10133921476
  54. “One thing I was struck with was watching people interacting while they were waiting. We are all trying to do more with less these days; any opportunity to get strength and support from each other is a bonus.” Michelle Tarby, Le Moyne College http://higheredsolo.com/newmodel/
  55. In conclusion: • It will always start small, but what matters is that it starts • A good content community ultimately serves users at all ends of the process • Any community requires purposeful leadership to flourish
  56. Thank you. georgy@oho.com @radiofreegeorgy https://www.flickr.com/photos/faceme/2459391558 “None of us is as smart as all of us.” Japanese Proverb

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