Networking in the Penumbra presented by Geoff Huston at NZNOG
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A No-Zombie Zone: managing people in content strategy
1. N O Z O M B I E Z O N E :
@ A M Y G R A C E W E L L S , U N I V E R S I T Y O F S O U T H C A R O L I N A
managing people in content strategy
2. M Y J O U R N E Y
⢠Ohio University (college communicator)
⢠Texas A&M AgriLife (shared service)
⢠University of South Carolina (central Mar/Com)
3. M Y J O U R N E Y
OMG! Sheâs here.
What is she going to do?
Am I going have to do more work?
Am I going to lose responsibility?
4. N O E VA C U AT I O N
E N T E R T H E Z O M B I E A P O C A LY P S E
5. S I T U AT I O N A L B R I E F
The pandemic has started
!
!
You have been tasked with saving &
bringing together surviving population
6.
7.
8. P O P U L AT I O N S Y M P T O M S
Change after change
turnover
reorganization
priorities
!
Silos
!
No champions
9. PAT I E N T S Y M P T O M S
Fear
Agendas
Prejudices
Past experiences
Motivations
Needs
15. PAT I E N T C A R E
( PA I N P O I N T S )
Find those in isolation
or quarantine
!
Why are they there?
⢠People
⢠Technology
⢠Management
!
Is there a patient zero?
16. Z O M B I E :
S K E P T I C
⢠Wants to get better
⢠Truly wants to do more
impactful work
⢠Asks a lot of questions
⢠Hard to read
⢠May seem skeptical but
donât overlook
⢠Likely an ally
17. Z O M B I E :
R E T I R E M E N T
⢠Comfortable with their job
⢠Stabilized in the
community
⢠Wonât fight you but will
take effort to understand
⢠Is not a champion but a
follower
18. Z O M B I E :
C R E AT I V E
⢠We understand this
zombie
⢠May be designer,
developer, etc.
⢠Not as engaged in daily
strategy but affected
⢠Strong opinions
⢠May be easily swayed
19. Z O M B I E :
A M B I T I O N
⢠Likely younger and/or newer
to higher ed
⢠Killer resume
⢠Ambition combined with
negativity
⢠Influencer and vocal
⢠Will not go willingly
⢠Most difficult to treat
20.
21. BATTLE RHYTHM
PAT I E N C E F O R PAT I E N T S
B E A P P R O A C H A B L E
B E A N A D V O C AT E
E N G A G E L E A D E R S H I P
22. T R A N S M I S S I O N
( W O R K F L O W S )
Can be most difficult to
change
!
Insert within transmission
loop
!
Dependent on production
schedules & timing
!
Tied to pain points
23. BATTLE RHYTHM
U N D E R S TA N D P R O C E S S E S
I N S E R T S T E P S
A D A P T E X I S T I N G T O O L S
S M A L L C H A N G E S / B I G I M PA C T S
24. A I R S U P P O R T
Advisory group
team leaders, directors
Boots on the ground
content creators
Lab support
developers
25. BATTLE RHYTHM
K N O W T H E B I G G O A L S
K N O W T H E B U D G E T
K N O W T H E M A N A G E R S
K N O W W H AT Y O U WA N T
26. D I D Y O U S U R V I V E ?
Useable plan
Donât scare off survivors
Make it approachable
Use their language
27. M Y O U T C O M E
⢠Content tiers to drive editorial
⢠Editorial themes to reinforce
⢠Inserted into existing workflows
⢠Scalability
⢠Build upon strengths!
28. I M P L E M E N TAT I O N P H A S E 1
⢠Present to all directors; get buy-in
⢠directors are including in employee goals
⢠Recruit key team members
⢠share with team champions
⢠Answer questions⌠and then answer some more
29. I M P L E M E N TAT I O N P H A S E 2
⢠Present to all teams
⢠half-day workshop-style
⢠mix teams
⢠time for reflection
⢠follow up
30. P O S T M O R T E M
L I S T E N
learn roles, viewpoints, politics
M O D E L
find your content, know your users
C O N N E C T
discover the pain points, understand the people
F L O W
map the workflows & consider the people
S U P P O R T
know your champions & get buy-in