lavacon 2012: evolution of an empowered content team

THE EVOLUTION OF AN EMPOWERED CONTENT TEAM

LavaCon

Portland, OR

OCTOBER 2012

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WHY

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THE BENEFITS OF AN EMPOWERED CONTENT TEAM

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• Greater job satisfaction

• High quality work

• Long-term benefits

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IN THE BEGINNING…

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STARTING LINE

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INFORMATION GATHERING

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• Surveys

• Focus groups

• Strategic 1:1’s

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SURVEYS

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FOCUS GROUPS

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STRATEGIC 1:1’S

CEO

Director

Manager

Writer

Writer

Writer

Manager

Sr Writer

Writer

Director

Manager

Sr Writer

Writer

Manager

Sr Writer

Writer

Director

Manager

Writer

Writer

Writer

Sr VP Sr VP

VP VP

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THE QUESTIONS

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THE QUESTIONS - EXAMPLES

1. What do you think the Global Content team does?

2. If Global Content were a kind of car, what kind of car would it be?

3. Give us 3 words that describe the content team?

4. What do you like most about the content team?

5. What do you find frustrating?

6. What are your expectations of the content team? Be specific.

How do we rate on a scale of 1 to 10:

7. Quality of work

8. Personnel

9. Processes

10. Anything else you’d like to add that we haven’t discussed or covered?

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SET THE STAGE

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SET THE GROUND RULES

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MAKE IT FUN

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CAMPAIGNS

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“LESS IS MORE”

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“CUSTOMER VOICES”

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“CUSTOMER VOICES”

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“CUSTOMER VOICES”

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“JARGON”

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“JARGON”

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“JARGON”

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OTHER TACTICS

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BROWN BAGS, NEWSLETTERS, & BLOGS

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Available now in stores and online

Peach Pit Presshttp://www.peachpit.com/store/product.aspx?isbn=0321768523

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SUMMARY

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KEY TAKEAWAYS

• Leverage existing content and resources and find ways to monetize it.

• Engage company employees in content initiatives.

• Educate them on content processes and challenges

• Highlight content wins and success of content-specific projects.

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QUESTIONS?

THANK YOU

Eunice Louie Email: eulouie@yahoo.com

Skype: eulouie

LinkedIn: www.linkedin.com/in/eunicelouie

Mike StevensEmail: mike.e.stevens@gmail.com

Skype: mike.e.stevens

Twitter: @MichaelSaidThat

LinkedIn: www.linkedin.com/in/mestevens