Content Governance Workshop Confab 2015
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Transcript of Content Governance Workshop Confab 2015
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Kathy Wagner & Melissa Breker
Co-Founders, Content Strategy Inc
@Kathy_CS_Inc + @ melissabreker
#ConfabMN + #contentgov
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Magic.
https://pbs.twimg.com/tweet_video/B4_sgicIYAEbnew.mp4https://pbs.twimg.com/tweet_video/B4_sgicIYAEbnew.mp4https://pbs.twimg.com/tweet_video/B4_sgicIYAEbnew.mp4https://pbs.twimg.com/tweet_video/B4_sgicIYAEbnew.mp4
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We need to
align people
+ process.
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Enterprises fail at execution fail at execution fail at execution fail at execution because
they neglectneglectneglectneglect the most powerful
drivers of effectiveness:
decision decision decision decision rights rights rights rights & & & & information flowinformation flowinformation flowinformation flow.
Harvard Business Review, The Secrets to Successful Strategy The Secrets to Successful Strategy The Secrets to Successful Strategy The Secrets to Successful Strategy Execution Execution Execution Execution by by by by
Gary L. Neilson, Karla L. Martin, Elizabeth Powers, June 2008.
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Melissa’s Bio
• Grew up wrestling
crocodiles in
Australia
• Transitioned out of
marketing into
content strategy
• Fell in love with
supporting change
Today I help change the way people think about content through teaching,
mentoring, partnering with others, and running workshops.
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Kathy’s Bio
• Grew up reading and
daydreaming
• Moved through technical
communications &
customer experience
• Have been doing content
strategy my entire life
Today I help change the way people think about content by shining a light in
dark corners and cleaning out content cobwebs.
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Company Clients
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And what
about you?
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And what about you?
• 73% work in a company
• 15% work in an agency
• 12% work in an NGO
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And what about you?
• 60% are just getting started in content
governance.
• 25% are already awesome at it and want to
swap notes.
• 15% don’t know where they fit, but seem
pretty worried about content governance.
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• Personal intro
• One thing you love
• What’s important to
you about content
governance and
why?
Small Group Introductions
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What’s up
for today?
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Overview
Morning
Maturity Models
Governance Models
Roles and responsibilities
Success Metrics
Afternoon
Decision-making and Support
Processes
Information Systems & Workflow
Change Management
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Overview
Morning
Maturity Models
Governance Models
Roles and responsibilities
Success Metrics
Afternoon
Decision-making and Support
Processes
Information Systems & Workflow
Change Management
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Overview
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We need you.
Be involved.
Be respectful.
Be responsible.
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What to expect:1. Introduction to topic
2. Individual exercise
3. Large group exercise
4. Sharing
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In this workshop, you’ll learn
how to identify, define, and
evangelize content
governance solutions for
your organization.
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Your goals: • Different approaches and models
• How to convince stakeholders
• Practical tools
• Metrics-based governance
• Best practices
• Collaborative problem solving
• Get a plan, and a plan for making the plan happen
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And also: • Fix all of my problems forever.
• World peace.
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Questions?
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What is Governance?
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Content governance
provides a
framework for
content decisions,
roles, and,
responsibilities.
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Project X
Process √√√√
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Content Maturity Model1
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What are we
trying to
achieve with
governance,
and why?
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Content Process Maturity Model
Get a detailed version of this model here: http://www.contentstrategyinc.com/wp/wp-content/uploads/2015/01/Content-Strategy-
Inc-Content-Maturity-Model-2014.pdf
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More
Effective
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More efficient
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Less risk
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Happier people
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How?
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People
The people who do the work, their roles
and responsibilities, and the skills and
experience that help them to do it well.
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Success Metrics
How success is measured, and whether or
not the success of one group helps or
hinders the work of another.
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Decision Making & Support
How decisions get made at every level, and
the tools that help people to make or
execute those decisions.
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Processes
How the work gets done, and who or
what’s involved along the way.
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Information Systems
The systems that people use to get their
work done.
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What do we hear
from clients?
“This is so embarrassing. We’re the
worst.”
“But nobodynobodynobodynobody does it well, do they?”
“In some ways we’re managed and
sustained, and in other ways, we’re
ad hoc.”
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What we heard
from you:
We have no
formalized process.
We have very little
content governance.
We’re a well-oiled
machine.
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3 questions in
3 minutes
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Where is your organization
on the maturity model?
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What could
your
organization
do to move up
a level?
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What could be the
positive business
impact of moving
up a level?
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Learning Exercise
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In groups of 4 – 6:
1. Discuss and
write answers
on poster
paper.
2. Put posters
on wall.
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Reflection...Walk around and
have a look at
other posters.
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Questions?
Short stories?
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Content Governance
Models2
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A governance
model is how
the governing
responsibilities
are assigned
and distributed.
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CharacteristicCharacteristicCharacteristicCharacteristic ExplanationExplanationExplanationExplanation
Leadership How content strategic vision, direction, and oversight is
provided.
Ownership How accountability is assigned to make sure that
content aligns with vision.
Author distribution How authors are distributed in and between
departments.
Authoring roles How content roles are assigned and distributed. (Eg:
Subject expert, writer, editor, etc)
Approval process How approval roles are distributed throughout roles,
departments, and the content process.
Publishing rights How rights to use the CMS to create, edit, delete,
change, or publish content are assigned.
What are the governing
responsibilities?
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There are 4 different models:
• Informal
• Centralized
• Decentralized
• Hybrid
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Image adapted from Jason Mogus:
http://communicopia.com/insights/four-models-for-managing-digital
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Advantages:
• Easy to identify
content champions
• Low cost
Disadvantages:
• Too many to list
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Image adapted from Jason Mogus:
http://communicopia.com/insights/four-models-for-managing-digital
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Advantages:
• Strategic alignment
• Global consistency
• Quality content
• Content reuse and
repurposing
• Simplified project
management
• Skill building
• Accountability
Disadvantages:
• Needs considerable
staff and resources.
• Relies on process for
cross-functional
communication.
• Can form a
bottleneck if not
efficient and
responsive.
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Centralized and decentralized models refer to
the reporting structure, not physical
distribution.
In a centralized model, writers can sit within
different product teams.
Important to note:
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Important to note:
So that a
centralized
content team…
…can actually sit within multiple other teams.
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Image adapted from Jason Mogus:
http://communicopia.com/insights/four-models-for-managing-digital
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Advantages:
• Harness the efforts of
many authors
• Costs and resources are
spread throughout the
organization
• Reduces content
publishing bottleneck
• Easier to publish and
update quickly
Disadvantages:
• Editorial and quality
control checks are
difficult to implement.
• Global and strategic
coordination is
difficult.
• Often, non-writers
need to acquire
content and CMS
skills.
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Image adapted from Jason Mogus:
http://communicopia.com/insights/four-models-for-managing-digital
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Can be the best (or
worst) of both
worlds.
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How do you decide?
Business goals
Maturity model goals
Organizational culture
Management style
Scalability
Ease of execution (readiness for change)
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As content specialists, we often prefer the
idea of a centralized model.
It allows for maximum control over content
strategy, quality, and functionality.
BUT…
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“A hybrid model works
best for us.”
What do we hear
from clients?
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Let’s hear
from you.
What’s
worked?
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3 questions in
3 minutes
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What governance model is
your organization
currently using? How do
you know?
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What governance model
would be most effective
for it to use, and why?
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If those two
things are
different, what
are the obstacles
in changing
governance
models?
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Learning Exercise
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1. What are the barriers to changing
your content governance models?
Different group of 4 – 6.
Brainstorm & Discuss.
Use sticky notes, one idea per note:
2. What are the benefits of changing
your content governance models
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Place your sticky notes on the wall,
in the Barriers and Benefits
sections.
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Reflection… Think, pair, share.
Find a partner and tell
them the one most
significant barrier and
benefit for your
company.
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Questions?
Short stories?
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Roles & Responsibilities3
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Open mic:
What roles are involved in content?
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Titles are not roles
In practice, titles are often meaningless or confusing.
Ideally, titles should provide information about that person’s role.
![Page 88: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/88.jpg)
Some content roles
Writer
Translator
Editor
Reviewer
Approver
Strategist
Designer
Information architect
Publisher
Photographer
Videographer
Project manager
Analyst
![Page 89: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/89.jpg)
What happens if roles are not clear?
• Concern over who makes decisions
• Blaming others
• Out of balance workloads
• “Not sure, so take no action” attitude
• Questions about who does what
• A “we-they” attitude
• A reactive work environment
• Poor morale
• Don’t know where to go to get answers
![Page 90: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/90.jpg)
How do you
assign roles?
![Page 91: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/91.jpg)
Content roles are always
cross-functional.
Think outside
of the content
team.
![Page 92: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/92.jpg)
It’s not justabout job role (or title!).
Consider skills, experience, interest.
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What does the
job require?
![Page 94: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/94.jpg)
Just a few writing-specific skills
Web writing
Marketing
Journalism
Technical writing
Creative writing
Blog writing
Business writing
Editing
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Levels of
experience.
Junior
Intermediate
Senior
Management
Director
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Interest
Passionate about what?
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Decide and
communicate roles
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RACI best practices: Responsible
One or more people need to be
responsible.
Things to think about:• If one person has many Rs, they may have more
work than they can handle.
• If one deliverable or activity has many Rs, can
tasks be more streamlined so team members
have more autonomy?
![Page 100: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/100.jpg)
RACI best practices: Accountable
Ideally, only one person should be
accountable.
Things to think about:• If nobody is accountable, then there is a high
risk of not meeting project or strategic goals.
• For complex situations, there may need to be
more than one person accountable. This will
simply take longer to move through approvals.
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RACI best practices: Consulted
Several people may be consulted.
Ensure two-way communication.
Things to think about:• Too many Cs lead to swirl and slow down the
process.
• Too few Cs can result in poor quality through
lack of accuracy or strategic alignment.
![Page 102: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/102.jpg)
RACI best practices: Informed
Several people may be informed.
Communication only goes one way.
Things to think about:• If there are a lot of Is, find ways to inform people
in batches, at logical intervals.
• Develop a system (preferably automated) to
inform people.
![Page 103: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/103.jpg)
A RACI can help at different levels
For example:
• Organizational content RACI
• Channel-specific content RACI
• Project-specific content RACI
![Page 104: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/104.jpg)
Example:
Organizational content roles
![Page 105: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/105.jpg)
Example:
Channel-specific content roles
![Page 106: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/106.jpg)
Example:
Complex project content roles
![Page 107: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/107.jpg)
Example:
Simple project content roles
![Page 108: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/108.jpg)
What do we hear
from clients?
“Nobody wants to
give up control.”
“We don’t know
what anyone else does.”
“We’re all executers.
There are no leaders.”
![Page 109: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/109.jpg)
3 questions in
3 minutes
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Is there leadership and oversight?
![Page 111: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/111.jpg)
Does everyone know what they’re
supposed to do?
![Page 112: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/112.jpg)
Does
everyone
have the
skills and
support to be
successful?
![Page 113: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/113.jpg)
Learning Exercise
![Page 114: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/114.jpg)
Complete the RACI quiz
Use your work environment, or your
imagination + Oh My Kale Smoothie
Company (OMK) .
Share your answers and discuss with
a partner.
![Page 115: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/115.jpg)
In different groups of 3 or 4:
Complete a RACI for a work scenario you’re
facing, or for this OMK scenario:
• Create 3 new web pages of step-by-step
instructions including photos and a video.
Tip: Tip: Tip: Tip: Take a look at the roles on the wall!
![Page 116: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/116.jpg)
Questions?
Short stories?
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Content Success Metrics4
![Page 118: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/118.jpg)
What’s the point of it all?
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Goals
energize
and align
people.
![Page 120: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/120.jpg)
Think about
Governance success,
not content success.
![Page 121: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/121.jpg)
Business goals
• Align with business strategies
• Align with other business processes
• Reduce costs
• Reduce time to publication
• Meet the needs of products, devices, or
technologies
• Improve employee engagement and
satisfaction
• Improve consistency of customer experience
![Page 122: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/122.jpg)
Goals for
employee
success.
![Page 123: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/123.jpg)
Employees want to:
• Do good work
• Feel ownership over their work
• Grow their skills
• Understand the bigger picture
• Enjoy what they do
• Enjoy who they work with
• Feel supported
![Page 124: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/124.jpg)
Breaking it down
![Page 125: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/125.jpg)
Success criteria needs to tie into a
solid business strategy and high-
level business goals.
Include:
• Business goals
• Employee goals
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Key Performance Indicators (KPIs)
Shape success criteria into specific,
prioritized performance goalsprioritized performance goalsprioritized performance goalsprioritized performance goals.
For example:
New content needs to be published 20%
faster than before.
Tip: Tip: Tip: Tip: Assign an owner for every KPI!
![Page 127: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/127.jpg)
Metrics
Refine the KPIs into numeric, measurable
metrics.
For example:
• By year end, 80% of our content team will
be using the new processes.
• There is a 5% increase in employee
satisfaction scores from content
employees.
![Page 128: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/128.jpg)
Benefits of KPIs and metrics
They allow:• Success to be assessed and celebrated
• ROI to be estimated
• Ongoing viability to be tracked
• Lessons to be learned
• A way to hold ourselves accountable
• A foundation for continuous improvement
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Plan to communicate level of success
![Page 130: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/130.jpg)
What do we hear
from clients?
“That’s a good idea!”
![Page 131: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/131.jpg)
3 questions in
3 minutes.
![Page 132: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/132.jpg)
What are
your
business
goals?
![Page 133: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/133.jpg)
What are
your
employee
goals?
![Page 134: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/134.jpg)
What are
some KPIs
and metrics
to support
your goals?
![Page 135: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/135.jpg)
Learning Exercise
![Page 136: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/136.jpg)
Group
question…
How many of you
measure content
governance success?
![Page 137: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/137.jpg)
Questions?
Short stories?
![Page 138: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/138.jpg)
Lunch
![Page 139: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/139.jpg)
Decision-Making
& Support5
![Page 140: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/140.jpg)
Review:
What have you
learned so far?
![Page 141: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/141.jpg)
“If you chose not to
decide – you have still
made a choice!”
Neil Peart
![Page 142: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/142.jpg)
Who’s making
decisions
around here?
![Page 143: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/143.jpg)
How do
decisions
get made?
![Page 144: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/144.jpg)
Which decisions need to get
made?
From Lisa Welchman, Managing Chaos, 2015
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Which decisions need to get made?
From Lisa Welchman, Managing Chaos, 2015
As content
strategists, we
most often look at
these things.
![Page 146: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/146.jpg)
Open mic:
Which other content decisions are there?
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Why create standards and
guidelines for decision making?
![Page 148: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/148.jpg)
To make sure that decision making is:
• Based on strategic goals
• Consistent
• Scalable
• Learnable
• Sustainable
• Measurable
![Page 149: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/149.jpg)
Which tools can support you in
making decisions?
![Page 150: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/150.jpg)
A content
support tool
communicates
decision points
that have already
been made, or
provides strategic
guidance for
making ongoing
decisions.
![Page 151: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/151.jpg)
Policies
Policies support decision making by
communicating company values or
mandates related to a specific area.
~ Dictionary.Reference.com
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Create policies when:
• The actions of employees indicate confusion
about the most appropriate way to do things.
• Guidance is needed about the most suitable way
to handle various situations.
• Needed to protect the company legally.
• Needed to keep the company in compliance with
governmental policies and laws.
• Needed to establish consistent work standards,
rules, and regulations.
From: http://humanresources.about.com/od/policiesandsamples1/a/how_to_policy.htm
![Page 153: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/153.jpg)
Policy example
All static web content needs to be
reviewed annually to ensure it
remains up-to-date, accurate, and
relevant.
![Page 154: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/154.jpg)
Decision Trees
~ Wikipedia
Marcia Riefer Johnston
http://writing.rocks/how-to-write-a-sentence-infographic/
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Decision
Trees
![Page 156: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/156.jpg)
Create decision trees when….
• You need to understand the problem, the options,
and the outcomes.
• You need to fully analyze the possible
consequences of a decision.
• You need make the best decisions on the basis of
existing information and best guesses.
![Page 157: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/157.jpg)
Content types & attributes
Content types share a common structure and
purpose.
Content attributes are the chunks of content that
make up the structure.
These support editorial and design decision-
making by defining specific page constraints.
![Page 158: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/158.jpg)
Content type: Recipe
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Content attributes of a Recipe
content type
Recipe name &
accreditation
Image
Social sharing
Introduction
Yield & cooking
time
Ingredients
User ratings
Ad
“From our friends”
external linking
Ad
Interactive tool,
calculator, survey
![Page 160: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/160.jpg)
Content types & attributes:
In our world
![Page 161: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/161.jpg)
Define content types and attributes when:
• You want consistency across similar page types.
• Content re-use is a current or upcoming priority.
• You are moving towards an intelligent content approach.
![Page 162: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/162.jpg)
Style Guides
~ Hubspot
![Page 163: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/163.jpg)
Use style guides when:
• You need consistency of style and usage across multiple pages or multiple authors.
Eliminates the need for authors to constantly make minor, often arbitrary, decisions.
BUT, make sure you have a maintenance plan!
![Page 164: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/164.jpg)
Content Briefs
~ Colleen Jones, The Language of Content Strategy, 2014
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![Page 166: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/166.jpg)
And lots, lots more!
What decision-making
support tools do you use?
![Page 167: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/167.jpg)
What do we hear
from clients?
“The squeaky wheel gets their
content on the home page.”
“We keep inventing the wheel
again and again.”
“We have a style guide. It’s on the
shelf. It’s outdated.”
![Page 168: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/168.jpg)
3 questions in
3 minutes
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Who’s making
decisions in
your company?
![Page 170: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/170.jpg)
Which
content
areas need
decisions?
![Page 171: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/171.jpg)
What content support tools can help
you make or act on these decisions?
![Page 172: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/172.jpg)
Learning Exercise
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Group exercise: Tool tables x 2
1. Each table has a different tool.
2. Choose a table.
3. Practice creating a decision-making
support tool for your company or Oh My
Kale Smoothie Company (OMK).
4. Share and discuss with your table team.
5. When we signal 20 minute mark, move to
one more table.
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5 min: Personal
reflection…Write down, or just close your
eyes and think about:
- How this can apply to work.
- Tools to investigate further.
- Questions you still have.
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Questions?
Short stories?
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Content Processes6
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In nature, we never see
anything isolated, but
everything in
connection with
something else.
Johann Wolfgang Van Goethe
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Piano
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How does it
all work?
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What is a business process?
Process
Sub-process 1
trigger result
“A process is a collection of interrelated
activities, initiated by a triggering event,
which achieves a specific, discrete result.”
Sub-process
2
Sub-process 3 Sub-process
4
~ Alec Sharp, Workflow Modelling, 2008
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Group activity
Form three process lines:
1. Trigger
2. Process
3. Result
Trigger Process
Result
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Why formalize and standardize processes?
To:
• Align operations with business strategy
• Improve team and cross-team communications
• Increase control and consistency
• Improve operational efficiencies
• Make training faster and easier
Basically, so that people know what they’re supposed to do.
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Strategize & plan content process
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Design & create content process
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Maintain content process
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Evaluate content process
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Detailed
processes
Lines of visibility: Lines of visibility: Lines of visibility: Lines of visibility:
Who does what
when they hold the
work.
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Start high-level.
Provide more detail
as needed.
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Start with
common
scenarios.
Define
alternative or
uncommon
processes only
as needed.
![Page 191: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/191.jpg)
What do we hear
from clients?
“We don’t really follow any
organized process.”
(But they actually do!)
“Our team needs autonomy,
so they don’t want process.”
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3 questions in
3 minutes
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What business
problems can be
solved by better
content processes?
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Which content processes are most
important in your work
environment?
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Which variations or
sub-processes are
part of these
important processes?
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Group exercise
Complete this process:
Design & Create Content
Roles within the process:
1. Content designer
2. Writer
3. Illustrator
4. Editor
5. Publisher
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Group exercise
We’ll assign you each a role in a content process.
Watch your team-mates, but don’t advise or consult.
That’s not your role!
When we ring the bell, When we ring the bell, When we ring the bell, When we ring the bell, the Content Designer Content Designer Content Designer Content Designer will
open the secret sealed instructions.
There’s A PRIZE for the winning team!
Ready…. Set….
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Reflection...Walk around and
have a look at
other posters.
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Questions?
Short stories?
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Content Information
Systems and Workflow7
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Basically, they’re technologies that
support people in getting work done.
Information Systems
~ Wikipedia
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Some examples of content
information systems:
• Content management systems
• Data asset management systems
• MS Word
• Dropbox
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Open mic:
What other information systems do
you use?
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How do you know which are the right
systems to use?
It depends!On:
• Business and content goals
• Budget and resources
• Management and working style
• Use cases
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Look for
opportunities to
consolidateand
integrate.
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A workflow is how the work moves
within and between information
systems.
This includes both human/technology
interactions and automated processes.
Eg: CMS authoring workflow
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Why formalize and standardize workflow?
To get all the same benefits as other processes, PLUS:
• Even greater reduction in cycle time
• Decreased human resource time, cost, and dependency
• Reduction of risks and delays caused by human error
• Improved and more efficient management
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t4Simple CMS workflow
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Complex workflow
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How do you know if you need a
workflow?
• Employees need to share information
• Processes are complex and dynamic
• There are urgent priority processes (events)
• Quality is the highest priority
• Processes are recurring
• Processes change over time
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When planning IS and workflows
Think outside
of the content
team.
What other
departments or
functions need to
be included?
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Start high-level.
Provide more detail
as needed
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Start with
common
scenarios.
Define
variations as
needed.
![Page 214: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/214.jpg)
What do we hear
from clients?
“Email is our primary
communication tool.”
“Our systems don’t speak
to each other.”
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3 questions in
3 minutes
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What workflows
do you need to
define, and to
what degree?
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Which functional areas
(departments) should be included?
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What content problems
does your business have
that information systems
and workflow could help
with?
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Learning Exercise
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Workflow exercise in groups of 3 or 4
Refer to the handout: Workflow Group Exercise
Step Step Step Step 1:1:1:1: Complete the worksheet handout.
Step 2:Step 2:Step 2:Step 2: Using a large poster paper, design a workflow
and then post it on the wall.
Reminder:Reminder:Reminder:Reminder:
A workflow is a kind of process.
Think about Trigger > Process > ResultTrigger > Process > ResultTrigger > Process > ResultTrigger > Process > Result.
![Page 221: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/221.jpg)
Reflection...Walk around and
have a look at
other posters.
![Page 222: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/222.jpg)
Questions?
Short stories?
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Take 5
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Reflect & Review
![Page 225: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/225.jpg)
Nothing will
work, unless
you do.Maya Angelou
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What We Said and What We Did
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What We Said and What We Did
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What We Said and What We Did
WE SAIDWE SAIDWE SAIDWE SAID ACTIVITYACTIVITYACTIVITYACTIVITY DELIVEREDDELIVEREDDELIVEREDDELIVERED
Methodologies to help you discover
the best governance model
Governance models –
4 approaches
YES
How to view content creation as a
cross-functional process, regardless of
your governance model
Content Pillars
Roles
Process
YES
How to identify the information
systems, guidelines, and processes to
best support you
Workflow
Information Systems
Process
Content tools
RACI
YES
How to identify where your
organization fits in the content
maturity model, and how to progress
Content maturity model
Content Pillars
YES
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What We Said and What We Did
WE SAIDWE SAIDWE SAIDWE SAID ACTIVITYACTIVITYACTIVITYACTIVITY DELIVEREDDELIVEREDDELIVEREDDELIVERED
The difference between process
and workflow
Process
Information Systems and
Workflow
YES
How, why, and when to articulate
and communicate content
processes and workflows through
different types of diagrams
Workflow
Information Systems
Process
Line of Visibility
RACI
YES
How to integrate the five content
support pillars above, at every
step
Governance definition
Maturity model
5 pillars
Governance models
Roles and Responsibility
Content success metrics
Decision making and support
Process
Workflow and Info Systems
YES
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Walk around the room.
Write down the questions you still
have about:• Content maturity model
• 5 pillars of content governance
• Content governance models
• Content roles and responsibilities
• Content governence success metrics
• Content decision-making and support
• Content processes
• Content information systems and workflows
![Page 231: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/231.jpg)
Questions?
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Managing Change8
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“We cannot teach
people anything:
we can only help them
discover it within
themselves.”
Galileo Galilee
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Common challenges
• Lack of resources
• Lack of cooperation or collaboration
• Lack of clear leadership and support
• Inability to set priorities
• Difficulty hiring skilled employees
• Lack of organizational maturity
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Find an
internal
champion
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How you’ll
recognize one:
Has authority
and passion.
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What they’ll
do:
Get budget,
break down
silos, support
progress.
![Page 238: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/238.jpg)
Start small.
![Page 239: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/239.jpg)
Pilot projects and
bite-sized chunks.
![Page 240: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/240.jpg)
Small wins.
Big voice.
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Know your budget.
Grow your budget.
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Know
your
resources.
Grow your
resources.
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Create a
roadmap.
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Q1Q1Q1Q1 Q2Q2Q2Q2 Q3Q3Q3Q3 Q4Q4Q4Q4
DefineDefineDefineDefine & & & &
ttttestestestest----drive:drive:drive:drive:
New
processes &
roles
CMS workflow
Success
metrics &
toolkit
Expand &
refine
Goal:Goal:Goal:Goal:
Select teams
& pilot
projects
Start
authoring in
CMS
Start
measuring
Roll out
throughout
organization
Educate & advocate
Roadmap
![Page 245: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/245.jpg)
Take people
along for the
ride!
![Page 246: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/246.jpg)
1. Practice content strategy
2. Demonstrate positive results
3. Provide tools and resources
4. Become expert content advisors
5. Advocate and educate
No control or authority?
Influence like crazy!
![Page 247: Content Governance Workshop Confab 2015](https://reader036.fdocuments.in/reader036/viewer/2022062902/58f9a7ef760da3da068b5f0c/html5/thumbnails/247.jpg)
How?
Relative AdvantageRelative AdvantageRelative AdvantageRelative Advantage:
To what degree is an
idea perceived as better
than existing standard?
The Myths of Creativity: David Burkus
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How?
CompatibilityCompatibilityCompatibilityCompatibility:
How much is the idea
an apparently logical
extension of the
status quo?
The Myths of Creativity: David Burkus
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How?
Complexity (or Complexity (or Complexity (or Complexity (or
simplicity): simplicity): simplicity): simplicity):
How easily can
people understand
the changes?
The Myths of Creativity: David Burkus
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How?
TrialabilityTrialabilityTrialabilityTrialability: : : :
How effortless it is for
the target group to
interact with the new
concepts or
experiment with
governance.
The Myths of Creativity: David Burkus
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How?
Observability: Observability: Observability: Observability:
How noticeable are
the results.
The Myths of Creativity:
David Burkus
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Prepare for change
http://www.octopus-hr.co.uk/hrmoz/article/the-neuroscience-of-change.aspx#sthash.9luchxSt.dpuf
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Tips for communicating change
1. Communicate in person
2. Talk about emotions
3. Be as honest as you can
4. Talk in plain language
5. Talk from the heart
6. Understand their perspective
7. Be prepared for frustration
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It is possible!
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What do we hear
from clients?
People don’t want to give up
control
It’s hard to make time for
change
We’ve tried before, but we slip
back to our old ways
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3 questions in
3 minutes
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Who will be
your content
champion?
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What
budget and
resources
do you
have to
work with?
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How can
you get
people
excited?
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Learning Exercise
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Individual exercise.
Create a roadmap for yourself.
Refer to the Content Roadmap handout.
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“The most difficult
thing is the decision
to act.
The rest is merely
tenacity.”
Amelia Earhart
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Reflection…
Share with a partner the
one thing you’re
committed to doing next
week.
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Wrap Up
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“The best thing about
the future is that it
comes one day at a
time.”
Abraham Lincoln
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What do we hear
from clients?
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What do we hear from clients?
“The end product has helped us
through content development and
approvals in a fraction of the time
that it would normally take.”
~ BC Hydro
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What do we hear from clients?
“Thank you. We now have a regularly
scheduled content meeting where we
share a common vision for content.
We’re on the same page.”
~ CFA Institute
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What do we hear from clients?
“Having a defined process for
content has reduced frustration
and cost.”
~ Income Access
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Things to do next week
1. Review these slides and your notes.
2. Identify one small step forward.
3. Take action!
4. Let us know what you did:
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Books about processesOther resources
www.contentstrategyinc.com/content-governance
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Thanks! Stay in touch.
@MelissaBreker
@Kathy_CS_Inc
ContentStrategyInc.com