some stakeholders haven’t a cluedo about content. deal with them
TRANSCRIPT
Stakeholder says no! How to get better content signed off and live
Catherine Toole
Founder & non-executive director, Sticky Content
@catherinetoole #TFM16
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4 worst kinds of stakeholders
Whodunnit? Colonel Ego
Where? In the boardroom
With?The better job title
4 worst kinds of stakeholders
Whodunnit? Dr Frankenstein
Where? In the feedback loop
With? The re-brief
Frankencontent!(content by committee)
Source: State of Digital Copywriting Survey 2013
© Sticky Content Ltd www.stickycontent.com/survey
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4 worst kinds of stakeholders
Whodunnit? Professor Extra
Where? In the workshops
With? The opinions
Edit from a blog post by Sergio Nouvel, partner at Continuum, a UX, innovation and software boutique.
He’s also co-founder of Get on Board, a job board for digital professionals in Latin America
“We have observed a constant back-and-forth between the team, where decisions are reversed/ undone until the very end and noise is introduced as new stakeholders join late to the table…
…The underlying assumption behind deadline creep is ‘this moment is as good as any other to pitch my idea.”
4 worst kinds of stakeholders
Whodunnit? The Invisibles
Where?
Yes, exactly. Where are they?
With?
The missed deadlines and ignored emails
Image source: http://www.abc.net.au/local/audio/2011/01/05/3106791.htm
Allsop LLP
Head of Marketing
What do the stakeholders say?
‘Most annoying is a lack of proper brief. Assisting with (a project) is time-consuming for the time-poor agents here and if you can’t make them understand what you need and why you need it they will find meetings/interviews a tad inconvenient or even annoying as they will think it’s purely for the benefit of the marketing team and not for them.’
Stakeholders at a large international law firm
‘Not giving the bigger picture. It’s hard to be involved in part of the project without knowing the overall objective for success.’
‘Not giving the background. You can’t write or plan your part if you don’t understand the user journey.’
Allsop LLP
Head of Marketing
What do they most want?
‘Planning and honesty! If people know timescales in advance, even if they change, then they’re more helpful because they feel part of the project.’
“The mistake is to see stakeholders as gatekeepers. You need to see them as partners. They are Luigi to your Super Mario, not Bowser”
Stakeholder management V engagement
Do you manage? Or engage?
Are you engaging your stakeholders?6 questions to ask yourself…
1. Have I been clear?
UX Researcher at Google Search
Tomer Sharon
“Long plans or no plans don’t work for people. You must be able to boil a UX research plan down to one page. If you can’t or won’t, then you won’t get buy-in.”
2. Do I know my stakeholders –and their current state of mind?
The 3iD method
Influence
Credit: PA Images
The 3iD method
Credit: PA Images
The 3iD method
InterestCredit: PA Images
Cheers
Influence Impact Interest Score Rating
Sam 5/5 2/5 3/510 H
Woody1/5 1/5 1/5
3 L
Diane3/5 5/5 5/5
13 H
Carla
Norm2/5 4/5 1/5
8 M
Cliff
Frasier
3. Have I put together an action plan?
http://www.slideshare.net/craigandshenan/captstone-project-tm699-by-craig-jones-final-draft
Source: UK govt archive (from CABE website)
value-added meet ups
What are the best ways to communicate with your stakeholders?
anything personal/low effort
social media
gamification
storytelling
user insights
data-driven
verbally (?)
Credit: PA Images
long documents
What are the worst ways to communicate with your stakeholders?
email trails
meetings with no agenda/chair
entirely non-verbally
Credit: PA Images
4. Have I built a strong business case?
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5. Am I running well-planned, inspirational workshops?
“The difficulty lies not so much in developing new ideas as in escaping from old ones.”
John Maynard Keynes
Credit: PA Images
P.A.C.E. method for stakeholder sessions
= Prepare
= Agree in advance (scope, process, attendees…)
= Create the right enviroment
= Encourage
PACE
Credit: PA Images
6. Am I my own worst enemy?
Credit: PA Images
Hi Claire,
Please review the attached and send your feedback as soon as possible blah blah…
Here’s some fantastic content for your approval which we need by 2pm this Friday at the latest…
@stickycontent
@catherinetoole
www.stickycontent.com
‘Engaging stakeholders in content, UX
and design projects’, London UX week,
Nov 2016 see www.nngroup.com
Credit: PA Images