Building Internal Communities to Support Your Content Strategy


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Building Internal Communities to Support Your Content Strategy https://www.flickr.com/photos/faceme/2459391558 Georgy Cohen OHO Interactive @radiofreegeorgy #confabedu


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Building Internal Communities to Support Your Content Strategy https://www.flickr.com/photos/faceme/2459391558 Georgy Cohen OHO Interactive @radiofreegeorgy PSUWEB 2015


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https://www.flickr.com/photos/faceme/2459391558 Georgy Cohen OHO Interactive @radiofreegeorgy PSUWEB 2015


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https://www.flickr.com/photos/faceme/2459391558 Georgy Cohen OHO Interactive @radiofreegeorgy PSUWEB 2015


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What did I learn?


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People liked being connected to information, and one another. https://www.flickr.com/photos/faceme/2459391558 https://www.flickr.com/photos/whitneyinchicago/3541505856


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It was easy for me to find the rockstars.


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I had an easy way to disseminate information.


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“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


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https://www.flickr.com/photos/faceme/2459391558


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https://www.flickr.com/photos/faceme/2459391558


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“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


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So, what can we do?


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FROM THE TOP DOWN “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


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FROM THE BOTTOM UP https://www.flickr.com/photos/oimax/2260643716


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Creating communities Even better… we can formalize these connections and collaborations by creating communities around our content.


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Living, breathing, walking, talking governance.


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Goals for content communities: 1. Connect members to institutional standards and overall best practices 2. Connect members to training, documentation, and resources Goals 3. Connect members to each other for forsupport and collaboration content communities


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“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


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tify den s. I oal g e it k Ma nt. eva rel Conv ert p rojec team t s or draw from exist ing grou ps n’t Do te; ina dom itate acil f Rota te h osts and ven ues How do you manage this community? e it k Ma ecom out en riv d Skun kwo rks? May be. ert ubv s S litic po turf and s war Pub lish min note utes, s, se ssio vide n o or PDF s


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tics naly and A ing rain orts t rep Cont ent repo rts a nd testi ng ing torm ins Bra deas i Proj ect coll abo ratio n How do you get people on board? are , Sh tes pla , & tem ues niq es h tec ourc res Larg e (m oral) supp ort netw ork tion rma Info ring sha Poo l reso urce s for prof essi ona dev l elop men t


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Let’s check out some case studies.


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@bamadesigner


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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.


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“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


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“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


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@nicholaseobrien https://www.flickr.com/photos/dvs/166443190


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“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.” https://vimeo.com/112237325 Nicholas O’Brien Bates College Confab Higher Ed 2014


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“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.” https://vimeo.com/112237325 Nicholas O’Brien Bates College Confab Higher Ed 2014


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“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.” https://vimeo.com/112237325 Nicholas O’Brien Bates College Confab Higher Ed 2014


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“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.” https://vimeo.com/112237325 Nicholas O’Brien Bates College Confab Higher Ed 2014


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“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.” https://vimeo.com/112237325 Nicholas O’Brien Bates College Confab Higher Ed 2014


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“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.” https://vimeo.com/112237325 Nicholas O’Brien Bates College Confab Higher Ed 2014


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“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.” https://vimeo.com/112237325 Nicholas O’Brien Bates College Confab Higher Ed 2014


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@wrstknitterever http://en.wikipedia.org/wiki/Oregon_State_University


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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


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“It’s a good way to talk about things people don’t usually talk about.” Erin Martin, Oregon State University


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2 meet ings, ~30 at each, ~56 on mailing list rganize O round 
 a Drupal munity com Gue st spe ake r othe s from r un its reaking B wn silos do h Slack wit


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Also: OSU College of Agricultural Sciences Site Coordinators Group


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“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


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“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 http://agsci.oregonstate.edu/


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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


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“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


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@virtualr https://www.flickr.com/photos/5yearjourney/15924878026


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https://www.flickr.com/photos/bexwalton/10133921476


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“No one has to do anything a certain way, but you do have to have the right outcomes.” Rebecca Bernstein, University of Buffalo


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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


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Another model: pop-up shops


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https://www.flickr.com/photos/bexwalton/10133921476


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https://oncampus.oberlin.edu/webteam/2012/05/talktome-social-media-office-hours https://www.flickr.com/photos/bexwalton/10133921476


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https://www.flickr.com/photos/bexwalton/10133921476


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“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/


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In conclusion: • It will always start small, but what matters is that it starts • Communities of any size are helpful • A good content community ultimately serves users at all ends of the process • Any community requires purposeful leadership to flourish


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“None of us is as smart as all of us.” Japanese Proverb Thank you. https://www.flickr.com/photos/faceme/2459391558 [email protected] @radiofreegeorgy


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