greaser governance: the key to winning the rumble
Post on 17-Dec-2014
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Get your content strategy out of the
drawer with Governance
Get your content strategy out of the
drawer with Governance
@meghscase@meghscase
Greaser GovernanceGreaser GovernanceThe Key To Winning The RumbleThe Key To Winning The Rumble
DEFINITIONSDEFINITIONS
Gre
aser
SO
C
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Content Strategy
Right content, right time, right people, right reasons
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Governance Figuring out the right reasons and staying on strategy
Content Problems Are Symptoms of People
Problems
Content Problems Are Symptoms of People
Problems
People don’t agree about goals and intent.
There’s no plan to create and maintain.
There are no rules or no one enforces them.
Work outnumbers resources.
Leaders don’t talk to each other enough.
Governance Governance
AUTHORITY PLANNING
Tools MEASUREMENT
AUTHORITYWho is in charge? Do they – Who is in charge? Do they – and everyone else – know it.and everyone else – know it.
PLANNINGWhat’s your plan for creating What’s your plan for creating content – for launch and in content – for launch and in the future? How will you the future? How will you keep it up to date?keep it up to date?
MEASUREMENT
How will you determine if How will you determine if your content is working? your content is working? And what will you do about And what will you do about it if it’s not.it if it’s not.
Tools
What do content creators, What do content creators, reviewers, and publishers reviewers, and publishers use to ensure content is on-use to ensure content is on-target and kept up-to-date?target and kept up-to-date?
Getting Governanceoff the ground
Getting Governanceoff the ground
DISCOVER, Document, DEFINE, and Decide
Identify StakeholdersIdentify StakeholdersDecision
MakerChampion
Influencer
Derailer
Implementers
HIDDEN STAKEHOLDERS
Ask …Ask …
What business goals are What business goals are we trying to achieve?we trying to achieve?
How can this How can this site/app/thing help?site/app/thing help?
What are the What are the consequences of failing?consequences of failing?
Ask …Ask …
What’s our point of view?What’s our point of view?
Who do we want to tell Who do we want to tell about it?about it?
Ask …Ask …
What do we know about What do we know about our users?our users?
What do we want them to What do we want them to know and believe about know and believe about us?us?
Who of them is most Who of them is most important to our important to our business?business?
Ask …Ask …
What content do we need What content do we need to communicate our point to communicate our point of view?of view?
Does it exist?Does it exist?
How will we fill the gaps?How will we fill the gaps?
Ask …Ask …
What kind of team do we What kind of team do we need?need?
Are there technological Are there technological constraints?constraints?
What’s our budget?What’s our budget?
You need a manifestoYou need a manifesto What is (and isn’t) the What is (and isn’t) the
purpose of the purpose of the site/app/thingsite/app/thing
Who it’s for and how it helps Who it’s for and how it helps themthem
What it provides and What it provides and conveysconveys
How it supports the How it supports the businessbusiness
Then Craft your MantraThen Craft your Mantra
It should be …It should be …
MemorableMemorable
MeaningfulMeaningful
MotivatingMotivating
HINTHINT
Alignment Doesn’t Always Mean Agreement
DOLE OUT AUTHORITY
Two Kinds of AuthorityTwo Kinds of Authority
STRATEGIC Decision-Making
DAY-TO-DAYOPERATIONS
STRATEGIC DECISION-MAKINGSTRATEGIC DECISION-MAKING
Are responsible for successAre responsible for success
Set the directionSet the direction
Prioritize goals and audiencePrioritize goals and audience
Secure resources and budgetSecure resources and budget
Makes decisions about large-Makes decisions about large-scale content effortsscale content efforts
DAY-TO-DAY OPERATIONSDAY-TO-DAY OPERATIONS Are accountable for Are accountable for
implementationimplementation
Measure success and provide Measure success and provide recommendations for recommendations for improvementimprovement
Set and enforce standards and Set and enforce standards and guidelinesguidelines
Makes decisions about small-Makes decisions about small-scale content projectsscale content projects
DEVELOP THE PLAN AND THE TOOLS.
PlanningPlanning
LaunchLaunch
MaintainMaintain
MeasureMeasure
ImproveImprove
TOOLSTOOLS Migration and mapping inventoryMigration and mapping inventory
Chart of responsibilitiesChart of responsibilities
Assessment spreadsheetAssessment spreadsheet
Content scorecard and reportContent scorecard and report
Publishing checklistPublishing checklist
Style guideStyle guide
Editorial calendarEditorial calendar
DO IT(For Johnny).
HINTHINT
Change Takes Time and Tenacity
To get there …To get there … Pick the right timePick the right time
Introduce governance graduallyIntroduce governance gradually
Don’t over-engineer itDon’t over-engineer it
Anticipate objectionsAnticipate objections
Be consistentBe consistent
Know when to break the rules Know when to break the rules
Content problems are symptoms of governance problemsContent problems are symptoms of governance problems
Effective governance considers authority, planning, Effective governance considers authority, planning, measurement and toolsmeasurement and tools
Alignment (not necessarily agreement) on a mantra is keyAlignment (not necessarily agreement) on a mantra is key
You need strategic and day-to-day authorityYou need strategic and day-to-day authority
Good governance doesn’t happen overnightGood governance doesn’t happen overnight
Wrapping UpWrapping Up
QUESTIONS?QUESTIONS?
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