In content strategy, it can be a huge struggle getting everyone working from the same playbook. Why are we creating this content? Who is it for? Who is accountable for its success? To get to stakeholder alignment, we don’t need to rely solely on our persuasive powers. There are tools that can help groups set individual agendas aside and focus on building shared standards and strategy. Kristina shares her own methods for getting people on the same page in any project or team setting.
Presented at An Event Apart in Denver, December 2017
10. “MANAGEMENT OF DIFFERENCES” BY SCHMIDT AND TANNENBAUM
▸ Values
▸ Goals
▸ Methods
▸ Facts
ALIGN ON…4 PRIMARY REASONS FOR CONFLICT
▸ Values
▸ Goals
▸ Methods
▸ Facts
11. 1. Deliver WOW through
service
2. Embrace and drive change
3. Create fun and a little
weirdness
4. Be adventurous, creative,
and open-minded
5. Pursue growth and learning
12. 1. Deliver WOW with user-
centered design
2. Embrace feedback and
drive change
3. Create fun and a little
weirdness
4. More builds, less angst
13. ALIGN ON…
AS YOU PREPARE YOUR PROJECT: GOALS
▸ Values
▸ Goals
▸ Methods
▸ Facts
▸ Values
▸ Goals
▸ Methods
▸ Facts
14. We will launch a fully responsive website that
engages our target audiences and provides the
foundation for rapid cross-platform innovation.
AS YOU PREPARE YOUR PROJECT: GOALS
GOALA BAD GOAL 👎
15. S pecific
M easurable
A ttainable
R elevant
T ime-framed
Specific
Measurable
Attainable
Relevant
Time-framed
16. A BETTER GOAL
AS YOU PREPARE YOUR PROJECT: GOALS
👍
By end of Q4 2018, we will launch a new website that:
‣ is fully responsive
‣ meets our new brand standards (due Q4 2017)
‣ meets usability testing requirements based on user-
centered design principles
18. AS YOU PREPARE YOUR PROJECT: METHODS
▸ Values
▸ Goals
▸ Methods
▸ Facts
▸ Values
▸ Goals
▸ Methods
▸ Facts
ALIGN ON…
19. AS YOU PREPARE YOUR PROJECT: METHODS
DECIDING ABOUT DECISION-MAKING
▸ How do we make decisions?
▸ Who gets to decide?
▸ What are the relevant facts?
▸ How will we confirm those facts?
▸ What assumptions are we okay to move forward with?
▸ How do we make decisions?
▸ Who gets to decide?
▸ What are the relevant facts?
▸ How will we confirm those facts?
▸ What assumptions are we okay to move forward with?
26. ALIGN ON…
AS YOU PREPARE YOUR PROJECT: METHODS
▸ Values
▸ Goals
▸ Methods
▸ Facts
▸ Values
▸ Goals
▸ Methods
▸ Facts
27. AS YOU PREPARE YOUR PROJECT: FACTS
DECIDING ABOUT DECISION-MAKING
▸ How do we make decisions?
▸ Who gets to decide?
▸ What are the relevant facts?
▸ How will we confirm those facts?
▸ What assumptions are we okay to move forward with?
29. ASSESSMENT VS. ANALYSIS
THE ASSESSMENT
▸ Catalogs information
▸ Records observations
▸ Considers …
▸ Business objectives and
constraints
▸ Audience goals
▸ Project environment
34. Hello,
As you know, Brain Traffic is working with our team on the content strategy for our upcoming website redesign.
To help her prepare for your interview, the lead content strategist for the project, Kristina Halvorson, asked me
to send the following questions to you:
1. What is your role at BigCompany? (title, manager, responsibilities)
2. What are your biggest concerns (or pain points) about today’s website?
3. What are the top three opportunities you see for our new website?
Please forward your answers to kristina@braintraffic.com no later than 5:00pm CT mm/dd. Thanks!
Action required: reply due by mm/dd
Project.Owner@BigCompany.com
35. “I know you have a lot on your
mind, so here’s a quick refresh
on…”
‣ Project goals
‣ Current status
‣ Why we need your help
‣ Post-interview plan
36. PERCEPTION VS. REALITY
▸ What do they think the problem is?
▸ Do they know all the pieces of relevant information?
▸ Do they accept or reject that information as true?
▸ How do they view their authority or power on this
project?
DOING ASSESSMENT AND ANALYSIS: THE INTERVIEW
38. ▸ Pulls it all together
▸ Says what’s true
▸ Prioritizes what matters
▸ Is our foundation for upcoming
design and build decisions
THE ANALYSIS
ASSESSMENT VS. ANALYSIS
42. DIAGNOSIS = ANALYSIS
▸ Pulls it all together
▸ Says what’s true
▸ Prioritizes what matters
▸ Is our foundation for upcoming
design and build decisions
DESIGNING STRATEGY
44. HEALTH CHECK: PROJECT GOALS
DESIGNING STRATEGY: REVISITING GOALS
By end of Q2 2017, we will launch a new website that:
‣ is fully responsive
‣ meets our new brand standards (due Q3 2016)
‣ meets usability testing requirements based on user-
centered design principles
‣ makes do with our existing CMS
45. PURPOSE STATEMENT
DESIGNING STRATEGY: REVISITING GOALS
Our website exists to:
‣ Get sales leads
‣ Quickly connect priority audiences to the right BigCompany
people
‣ Deliver 100% satisfaction in support services
49. DESIGN ARTIFACTS
▸ Design for your user and the task.
▸ Be consistent.
▸ Use simple and natural dialogue.
▸ Reduce unnecessary mental effort
by the user.
▸ Provide adequate feedback.
▸ Provide adequate navigation
mechanisms.
KEY PRINCIPLES OF USER CENTERED DESIGN
50. KRISTINA, WE ARE GOING TO NEED
A LOT MORE CONTENT, WHERE
SHOULD WE GET IT.
Everyone
DESIGN & BUILD: RECEIVING FEEDBACK
52. THE PLAN, SHE CHANGES.
DESIGN & BUILD: REMEMBER HOW YOU SIGNED OFF ON THIS
REMEMBER?
▸ Values – Here’s what shapes our products and process.
▸ Goals – How are our goals holding up?
▸ Methods – Where do we need to shift gears?
▸ Facts – What has come up that is relevant to our goals?
▸ Values – Here’s what shapes our products and process.
▸ Goals – Here’s what we’ll accomplish.
▸ Methods – Here’s how we’ll get it done.
▸ Facts – Here’s what we’ll base our decisions on.
54. MAINTAIN MUTUAL UNDERSTANDING
▸ Joint objectives
▸ Joint communication
▸ Joint resources
▸ Joint risks
DESIGN & BUILD: KEEPING THE TEAM ALIGNED
55. Joint Objectives
Joint Commitments
Joint Resources
Joint Risks
Confused
Implicit
Unavailable
Underestimated
Clear
Explicit
Available
Under Control
Joint Objectives
Joint Commitments
Joint Resources
Joint Risks
56. Objectives Contributions Resources Risks Commitments
Describe concretely what should
be achieved together, as a team.
Describe individual contributions
for reaching the objective.
Describe the missing resources for
you to fulfill your part.
Describe what may prevent you
from succeeding.
Describe concrete commitments each
participant takes towards the team
(name, commits to, action, date).
59. LAUNCH & BEYOND: STAY THE COURSE
▸ Values – Here’s what shapes our product and process.
▸ Goals – Here’s what we will accomplish—or already did.
▸ Methods – Here’s how we’re getting it done.
▸ Facts – Here’s what we’re basing our decisions on.
WE WILL MAKE A NOTE OF IT. ALSO—
60. LAUNCH & BEYOND: DO MORE, DO BETTER
▸ Values – Here’s what shapes our product and process.
▸ Goals – Here’s what we’ll accomplish.
▸ Methods – Here’s how we’re getting it done.
▸ Facts – Here’s what we’re basing our decisions on.
THE NEVER-ENDING PUSH
▸ Values – Here’s what shapes our product and process.
▸ Goals – What’s next, and why?
▸ Methods – How can we do things better, together?
▸ Facts – What’s new? What’s changed? What’s exciting?