Collaborative content: tools to improve communication and content outcomes - Melissa Breker at Boye 18 - 2018-11-17

Shift the way you do digitalShift the way you do digital
1
Collaborative Content
Tools to improve communication
and content outcomes
brekergroup.com | @melissabreker

Who am I?

Melissa Breker
I help prevent bad team
experiences happening to good
people.

8
42 hours

What’s up for
today?
The best road trip ….

©2016 Content©2016 Content
In reality…

We have gaps in
communication.

Shift the way you do digital
Great communication
doesn’t happen
by accident.

20
What if…

21
Just as we
transform
experiences …
'Banksy of punctuation' puts full stop to bad
grammar in Bristol.

We could transform the
experience of being part
of a team?

A
A different
perspective

Develop:
How do we
connect?
What we’re talking about today
Agenda
Support:
How will we
get there?
Assess:
What makes a
good team?
Define:
Who is our
audience?

Great teams feel like:
Assess
https://giphy.com/gifs/wayne-waynes-world-mike-myers-PqwqtOLfG19Ti/download

Not so great teams feel like:
Assess

What does
research say
about high
performance
teams?
Assess

Who is on the team is less important than:
• how the team is structured
• how members interact
• how as a group people value contributions
Aristotle project
Assess
What Google Learned from it Quest to Build the Perfect Team,
New York Times Article

Feeling safe
Assess
brekergroup.com | @melissabreker https://rework.withgoogle.com/blog/five-keys-to-a-successful-google-team/
The foundation of a high
performing team is
members feel safe to share
feelings, ideas, and
insights.

33
Assessing teams

Set team benchmarks to understand
effectiveness and improvements.
We can assess based on
• team requirements
• content requirements
• collaboration requirements
Assess and measure
Assess

Assess
Team assessments
Category Considerations Approach | Example
Team Development What stage of development
is your team?
Bruce Tuckman’s model of
“Forming, Norming,
Storming and Performing” or
Team Performance model
by Drexler and Sibbet
Communication How well do you
communicate around goals
and requirements?
4L Retrospectives: Liked,
Learned, Lacked, Longed
for, Feedback loops
Structure and Roles How is your team structured
for content?
RACI’s, Content team
Models

Assess
Content assessments
Category Considerations Approach | Example
Content governance Who gets to make decisions
about things and whose job
it is to do what?
Content governance,
workflow and process maps,
team development
Delivery How well do you meet
content delivery needs?
Time to publication metrics,
Content team skill
assessment
Content Metrics How well does your content
perform?
SEO analysis, user testing,
task analysis

• Where are you as an team?
• How ready are you for
change?
What’s
working and
not working?
What’s the
impact?
What could
you do
differently to
solve the
problem?
What are the
risks?
Collaboration assessment
Assess

38
Assess

39
Assess

In the trenches
True story…
Define

Define
Team survey
Lessons learned
• Lack of alignment around
goals and vision
• Good level of
acknowledgement of work
within the team
Results
• Weekly update to include a
“team temperature check”

How do you assess and measure?
Assess

Develop:
How do we
connect?
Define:
Who is our
audience?
What we’re talking about today
Agenda
Support:
How will we
get there?
Assess:
What makes a
good team?

44
Know your audience

Team problems
• Mismatched work
styles for problem
solving.
• Interpersonal conflict
between team
members.
• Unclear benchmarks
for metrics.
Larry Johnson Mind the Gap
(CC BY-NC-SA 2.0)
Define

Define
79%
of people who
quit their jobs
cite ‘lack of
appreciation’ as
their reason for
leaving.
| OC Tanner Group 2018

It can feel like …
Define

Great communication
doesn’t happen
by accident.

51
How you can better
manage, influence, and
relate to others?

Understand
1
Vision + Objectives
• Personal
• Departmental
• Organisational
2
Problems + Risks
• Conflicts
• Pressure
3
Communication
• Passion
• Work style
Define
Direction Obstacles Drivers

Team members
Define
Think about someone
on your team.
Who do you need to get
to know better?

“We don’t
see things as
they are, we
see them as
we are.”
Anais Nin
Define

May prioritize May neglect Content impact
Leadership •Budget | ROI
•Schedule
•Deliverables
•User
experience
•Project risks
•Doesn’t meet
user needs
•Missed
deadlines
Define
Different roles have different priorities
Via @Team_CS_Inc

May prioritize May neglect Content impact
UX | CX
manager
•Audience needs
•Research
•Visual design
•Content
analysis
•SEO
•Content
planning
•Business
objectives side-
lined
•Lack source
material, time, or
budget
Different roles have different priorities
Define
brekergroup.com | @melissabreker Via @Team_CS_Inc

Tool: RACIContent Tool: RACI
Define

Example: Simple content project roles
Via @Team_CS_Inc
Define
Content Tool: RACI

Example: Complex content project roles
Via @Team_CS_Inc
Define
Content Tool: RACI

How well do you
understand your
team members?
Define

Stand up to vote

How well do you
understand your
team members?
• Good?
• Neutral?
• Not so good?
Define

65
How can we get
everyone on the same
page?

Team problems
• Ineffective
leadership and
management.
• Uncertain
relationships.
• Missing skills on the
team. Larry Johnson Mind the Gap
(CC BY-NC-SA 2.0)
Develop

Ask yourself
Communication style Types
Work Styles Listener
Brief in person, then follow up with a
summary
Reader
Send summary, then follow up with a
discussion
Decision-making Involved Delegated
Information level Detailed High-level
Time of Day AM PM
Develop
Tool: Team communication map

Develop
Tool: Team communication map
Lessons learned
• Empathy for other team
members
Results
• Great understanding about
needs
• Effective outreach based on
individual requirements
viaShoweet

Other tools for team alignment

We asked:
• Team canvas
• Influencer map
• Empathy map
• Post meeting retrospectives
• RACI
• Impact prioritization grid
• Stakeholder influence map
Or other workshop activities
depending on your objectives.
Sample team workshop activities
Define

• Content journey mapping
• Pair writing | auditing
• Roadshow
• Story driven project updates
• Feedback role playing
• Writing training
• Support tool review
• Content process mapping
• Content team assessment
• Train-the-trainer
• Mind mapping
Sample content workshop activities
Define

Define
Team alignment tools
Technology
• Jira
• Trello
• Mural
• Confluence
• Google docs |drive
• Slack
• Dropbox paper
• Wiki
• Hipchat
• Ryver
Project
• Daily scrums
• Review meetings
• Design sprints
• Risk assessment
matrix
• 4 L Feedback
• Retrospectives
• Toggle time
management

Define
Team alignment tools
Content
• Content calendars
• Decision briefs
• Content ecosystem
map
• Content strategy brief
• Content workflows
• Decision-trees
• Abstracts
UX
• Mental models
• User journey
mapping
• Mind mapping
• User motivation
quad
• User matrix
• KJ
Brainstorming
Team members
• Myers Briggs
• DISC
• Clifton Strengths Finder

Define
Other tools
What other tools have
you used to align your
team?

Define
Less than
30%
of
transformation
efforts succeed.
| MCKinsey Global Survey on Organizational Transformation 2018

The change test
Support

Understand
how small
interactions …
Support

Create
the
team
experience
Support

Team check list
 Do you have a clear and compelling need to change?
 Does the organization value learning?
 Are people measured on the value they create?
 Will management clear obstacles & support change?
 Are team members ready to opt-in to change?
Forrester Research
Support

• Propose new ideas
• Make contributions
outside your area of
expertise
• Connect people and
resources to a worthwhile
goal
Become a leader
Support
Act like a Leader, Think like a Leader,
Herminia Ibarra

Internally:
• Impacts motivation
• Reshapes self-definition
Externally:
• Develops reputation for
competency
Take action
Support
Act like a Leader, Think like a Leader,
Herminia Ibarra

What have you
tried?
• What works?
• What doesn’t?
Define

Diego PH
Start with the end
in mind.
- Stephen Covey

Less
• Maintaining the status quo
• Radio silence
• Confusion
• You
Action
Think about
More
• Continuous learning
• Regular communication
• Transparency
• Them

What’s one action you’ll take?

What’s one action you’ll take?
Please email it.

Email: melissa@brekergroup.com
LinkedIn: Melissa Breker
Twitter: @melissabreker
Phone: 001 604.619.7743
Web: www.brekergroup.com
Melissa Breker
• Digital Strategy Assessments
• Team Strategy Workshops
• Consulting
Let’s connect

Collaborative content: tools to improve communication and content outcomes - Melissa Breker at Boye 18 - 2018-11-17

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Collaborative content: tools to improve communication and content outcomes - Melissa Breker at Boye 18 - 2018-11-17