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Surfing the content chaos

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There was a time when planning and managing enterprise content was "just" complicated. We had a lot of content, and it had to be structured, stored, and governed.
And then, things got chaotic. Content became available through social media and mobile apps. Everything turned versatile. We were not the sole producers of technical content: users, experts, anybody could publish articles or videos. And, we soon faced an unpredictable tidal wave of content.
If we want to surf that wave, we must rethink content strategy. We now need to think of content as a complex system, where the whole is greater than the sum of the parts. At IBM, we have tested a new approach to content strategy, based on the principles of agile and design thinking.
In this presentation, you will learn:
- How to govern the content creation process across silos and leverage existing resources.
- How to audit versatile content and detect opportunities quickly.
- How to plan for the long term and maintain focus in an uncertain business context.

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Surfing the content chaos

  1. 1. Surfing the content chaos Marie Girard Content strategist, IBM http://about.me/magichopi
  2. 2. Volume Veracity Variety Velocity We’re facing a huge wave of change, in terms of volume, veracity, variety, and velocity of content.
  3. 3. It feels like the tiniest disruption could make everything go out of control. Video: https://vine.c o/v/eBgZLHw 1edT by ExploreTheO cean on Vine
  4. 4. You can’t stop the waves, but you can learn to surf. Jon Kabat Zinn Hokusai, The Great Wave of Kanagawa: https://en.wikipedia.org/wiki/The_Gr eat_Wave_off_Kanagawa CC BY
  5. 5. We must learn to surf, because content is an essential enterprise business asset. Influence on purchase decision: Based on survey of IBM clients and prospective clients (n=196) as of October 2014 Support call resolution: Support statistics for IBM Operational Decision Manager, Q1 2015 Wave: https://commons.wikimedia.org/wiki/Category:Ocean_surf#/media/File: Boelge_stor.jpg CC BY Malene Thyssen, http://commons.wikimedia.org/wiki/User:Malene 89%Influence on purchase decision Support call resolution 87%
  6. 6. Content maturity model Reactive Tactical Integrated Managed Strategic A content maturity model tells you where you stand. Intentional Design’s content maturity model: http://intentionaldesign.ca/2011/11/14/time-for-a- maturity-model-for-content-strategy/content-strategy-maturity-model/ Reactive: https://pixabay.com/en/surf-child-beach-sol-mar-water-1138211/ CCO Public Domain Tactical: http://i.vimeocdn.com/video/95411833_1280x720.jpg Frog 974 @CC · Surf at Saint Leu Integrated: https://en.wikipedia.org/wiki/File:Teahupoo1.jpg The Last Minute – Flickr CC BY 2.0 Managed: https://fr.wikipedia.org/wiki/Fichier:A_surfer_at_the_wave.jpg by Brocken Inaglory CC BY Strategic: https://commons.wikimedia.org/wiki/File:Jeff_Rowley_1_Photo_by_Minnie_Vuong_- _Flickr_-_Jeff_Rowley_Big_Wave_Surfer.jpg by Jeff Rowley CC BY 2.0 Jeff Rowley CC BY 2.0
  7. 7. Design Thinking + Agile Empathy Prototyping Collaboration Creativity Individuals and interactions Working product Customer collaboration Responding to change over processes and tools over comprehensive doc over contract negociation over following a plan Design thinking and agile are approaches that enable fast innovation in a complex business environment.
  8. 8. Let’s practice When faced with complexity, let go of your beliefs and assumptions. Wave: http://oceanenergy.wikidot.com/wavepower Creative Commons Attribution-ShareAlike 3.0 License author unknown
  9. 9. Surf the content chaos Keep experimenting Foster interactions Focus on user impact To govern content creation across silos, foster interactions, and let go of managing content creation from the top. To detect opportunities for reuse and improvement of versatile content, keep experimenting, and let go of monolithic models and infrastructures. To plan your content in an uncertain business context, focus on user impact, and let go of making long-term plans. Surfboards: https://pixabay.com/static/uploads/photo/2013/07/13/10/47/surfboard- 157778_960_720.png CC0 Public Domain Background removed Wave: https://openclipart.org/detail/8334/swirl by ryanlerch Creative Commons licence Butterfly: https://en.wikipedia.org/wiki/File:Blue_morpho_butterfly.jpg by Gregory Phillips Creative Commons Attribution-Share Alike 3.0 Unported license
  10. 10. Groups made up of people who think in different ways can trump groups of people who are very bright but alike. Content professionals often hear that we must « smash the silos ». Surfboards: https://gl.wikipedia.org/wiki/T%C3%A1boa_de_surf#/media/File:The_Surfboards_%2884229148 14%29.jpg by Alex Proimos CC BY 2.0 Foster interactions
  11. 11. Marketing People People People People Step Step Step Content Development People People People People Step Step Step Content Support People People People People Step Step Step Content Content silos Silos: each department, its people, technology, and processes, is organized around the delivery of the department’s content.
  12. 12. Content Marketing People People People People Step Step Step Product Content People People People People Step Step Step Support Content People People People People Step Step Step Content Content Coordinator The solution? Do we need one content coordinator at the top, with a single process?
  13. 13. Marketing People People People People Step Step Step Development People People People People Step Step Step Support People People People People Step Step Step Content Content Content Content Content The reality is more complex Hidden interactions and feedback loops are at play between silos. Let go of trying to coordinate from the top.
  14. 14. Bring stakeholders together Bring your stakeholders together. Things will start happening, and you will better leverage existing resources. Stakeholder map © Copyright IBM Corporation
  15. 15. Keep experimentingLet go of looking for one model or infrastructure that will rule them all. Wave: https://i.ytimg.com/vi/70QCZPnsL6Y/maxresdefault.jpg by Balderdact CC
  16. 16. Map pain points and opportunities Leverage existing content Build visual consistency Engage customers Keep content relevant Map opportunities for improvement with the knowledge you have, even if it’s incomplete. Leverage collective knowledge. Map © Copyright IBM Corporation
  17. 17. Select bitesize projects Build visual consistency Develop a shared icon library Create agile projects for bitesize improvement chunks, and you will incrementally improve the end-to-end content experience. Images © Copyright IBM Corporation
  18. 18. Focus on user impact Let go of setting long-term plans. Butterfly: https://pixabay.com/static/uploads/photo/2015/07/17/06/ 16/collage-848541_960_720.jpg CC0 Public Domain
  19. 19. Map content missions Focus on user impact: define a content strategy that sets values and missions for your content, and make it possible for anybody in the organization to make decisions about content that will be in line with the strategy. Icons © Copyright IBM Corporation Map model by Smart Insights
  20. 20. Surf the content chaos Keep experimenting Foster interactions Focus on user impact Foster interactions, and you will reuse content resources. Keep experimenting, and you will improve your content incrementally. Focus on user impact, and you will make better, faster decisions about content. Surfboards: https://pixabay.com/static/uploads/photo/201 3/07/13/10/47/surfboard- 157778_960_720.png Wave: https://openclipart.org/detail/8334/swirl Butterfly: https://en.wikipedia.org/wiki/File:Blue_morph o_butterfly.jpg
  21. 21. Find the sweet spot Control Best Practices Complexity Chaos Close to certainty Far from certainty Far from agreement Close to agreement Letting go is not about giving up on our best practices, it is about moving beyond content management mastery to surf at the edge of chaos. Surf: https://upload.wikimedia.org/wikipedia/commons/1/1e/20 10_mavericks_competition.jpg by Shalom Jacobovitz - SJ1_8558 CC BY-SA 2.0 Complexity domains diagram by Ralph Stacey
  22. 22. You are not a drop in the ocean, you are the entire ocean in a drop. Rumi The hologram: you not outside of the system. You are the system. Reach out. Experiment through concurrent actions. Keep your focus. Let go, and reach the sweet spot. Drop: https://upload.wikimedia.org/wikipedia/commons/e/e8/Wat er_drop_impact_on_a_water-surface.jpg by Davide Restivo Creative Commons Attribution-Share Alike 2.0 Generic license.
  23. 23. Ann Rockley: Managing Enterprise Content. A Unified Content Strategy. Jurgen Appelo: How To Change the World Lisa Welchman: Managing Chaos. Digital Governance by Design Rahel Anne Baillie and Noz Urbina: Content Strategy. Connecting the dots between business, brand, and benefits Peter M. Senge: The Fifth Discipline. The Art and Practice of the Learning Organization Peter Morville: Intertwingled References