Presenting to the c suite csw pdx

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My presentation from the 2012 Content Strategy Workshops in Portland.

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  • To prove the value of content strategy to the C-SuiteTo build alignment at every levelTo get more work
  • Flotsam is a storybook told only with visuals. This wordless wonder has won awards best children’s picture book and it’s a testament to the power of visuals to tell a complex, emotional story without a single word.
  • Presenting to the c suite csw pdx

    1. 1. Worth a Thousand WordsVisualizing Audit Results for the C-Suite (and other people too)
    2. 2. Tosca Fasso@toscafassoPartner, SUBTXTsubtxt.us
    3. 3. Icebreaker!• Break into groups• Pick a leader• Find 10 things in common (jobs and body parts don’t count)• Report back to the group
    4. 4. $$$
    5. 5. ???
    6. 6. We are storytellers.We just need to get familiarwith the language of visuals.
    7. 7. We are here to…• Think and express ourselves visually• Prove the value of content strategy to the C-Suite• Get more work• ROCK
    8. 8. What’s so special about executives? • They usually have no time • They care about the bottom line • They want to know how to get ahead • They make decisions about whether we get hired again
    9. 9. Three Cs for the C-Suite1. Captivate our audience2. Crystallize our insights3. Compel our audience to do what we recommend
    10. 10. CAPTIVATE
    11. 11. We process visuals60,000 times fasterthan text.- research from 3M Corporation
    12. 12. Hair band Flags 80s! Shorts
    13. 13. CRYSTALLIZE
    14. 14. Is there anyone who understands For I am more human and than seventy political virtue? years of age…How you havefelt, OFour of menAthens… If you ask me what kind of wisdom, I reply…
    15. 15. 1. Pens2. Drill bit3. Tape4. Candles5. Glue6. Straw7. Toothpaste8. Mascara9. Vacuum bags10. Gardening gloves
    16. 16. 1. Pens2. Drill bit3. Tape4. Candles5. Glue6. Straw7. Toothpaste8. Mascara9. Vacuum bags10. Gardening gloves
    17. 17. COMPEL
    18. 18. LAT LONG SURVIVORS DIRECTION24.0 54.9 340000 A24.5 55.0 340000 A25.5 54.5 340000 A26.0 54.7 320000 A27.0 54.8 300000 A28.0 54.9 280000 A28.5 55.0 240000 A29.0 55.1 210000 A30.0 55.2 180000 A30.3 55.3 175000 A32.0 54.8 145000 A33.2 54.9 140000 A34.4 55.5 127100 A35.5 55.4 100000 A36.0 55.5 100000 A37.6 55.8 100000 A37.7 55.7 100000 R37.5 55.7 98000 R37.0 55.0 97000 R36.8 55.0 96000 R35.4 55.3 87000 R34.3 55.2 55000 R33.3 54.8 37000 R32.0 54.6 24000 R
    19. 19. I GET IT.VISUALS ARE AWESOME. BUT I CAN’T DRAW.
    20. 20. 5 Fundamentals of Data Visualization
    21. 21. 1. The Line GraphUse it to: Example use case:Track small Show site traffic,changes conversions, etc.
    22. 22. 2. The Bar GraphUse it to: Example use case:Compare different groups; track Show sitelarger changes over time; STACK traffic, conversionsmultiple variables.
    23. 23. 3. The Venn DiagramUse it to: Example use case:Show overlap Show how much of top-performing content is a certain type (e.g., video)
    24. 24. 4. The Pie ChartUse it to: Example use case:Compare relative parts that Show website pagemake up a whole types
    25. 25. 5. The Quadrant/MultivariateUse it to: Example use case:Get relative insight Show amount of content that isfrom multiple both educational ANDvariables shown on a multimedia (or not)spectrum
    26. 26. Chartjunk!
    27. 27. That’s better
    28. 28. Standard Content Audit LanguageOf 3,674 page URLs, 1043are redirects and 429 return"404 page not found" errors.Additionally, of the remainingpages, 792 do not havecritical metadata (Page Titleand/or Description).
    29. 29. Your Mission• Your envelope contains your team’s assignment, your presentation scenario, and your goals• Work with your team to design a graphic that conveys this information visually and write a headline that will COMPEL YOUR AUDIENCE• Present your findings and recommendations to the room
    30. 30. 5 Fundamentals of Data Visualization
    31. 31. NOW WHAT?
    32. 32. 7 Steps for Visualizing Data1. Look for patterns2. Look for breaks in the pattern3. Look for opportunities to prove your value4. Consider your “language” options (bar chart, etc.)5. Use text to compel6. Sketch it out low-fi7. THEN make it look pretty
    33. 33. INFOGRAPHIC BUILDERS
    34. 34. labs.good.is
    35. 35. infogr.am
    36. 36. easel.ly
    37. 37. piktochart.com
    38. 38. GO FORTH AND VISUALIZE
    39. 39. THANK YOU! Tosca Fasso SUBTXT subtxt.us tosca@subtxt.us @toscafasso

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