Ambassadors for the UN of content

Photo credit: Rahel Anne Bailie

Copyright © 2016 Scroll LLP

Ambassadors for the UN of Content

Advocacy and Negotiation

Photo of presenter here

@ScrollUK@rahelab

Rahel Anne BailieChief Knowledge Officer, Scroll

15+ years content strategy

10+ years tech communication

Consulting / Instruction / Author

WHAT IS THE UN OF CONTENT

GO BIG OR

GO HOMEGO BIG

ANDGO SMALL

UNITED NATIONS

CULTURE

CULTURE

Organisational culture

Team culture

Customer culture

Organisational culture

How do your teams work together?Is there an implicit hierarchy within your organisation?Who is your “Secretary General”?Director

Dev UX Content Marketing

Managing Chaos by Lisa Welchman

Symptoms• Disengagement• End runs and hallways

conversations• Passive-aggressive

Diagnosis• Avoid avoidance• Fill leadership gap;

willingness to manage• Strong governance model

Digital governance framework

http://www.slideshare.net/HxRefactored/hxrefactored-v2

Strategy•Uses guiding principles and performance objectives•Articulates the business’s approach to leveraging digital capabilities

Policy•Risk management, through guidance statements•Ensures core interests are served while operating online

Standards•Articulated portfolio assets•Ensures optimal digital quality and effectiveness

Team culture

Are you a team with complementary skills?Are you a group with similar skills?Who speaks for the team – the HIPPO?

Belbin Team Role Theory

Symptoms• Get along too well• Single perspective• Dissent is discouraged• Heterogeneous hiring

Diagnosis• Cross-pollinate• Learn personal cultures• Respectful debate process• Diversify your team

Team roles: the beginning of diversity

http://smarttstrategies.com/team-roles/

Customer culture

Does the organisation have a customer focus?Does the organisation encourage cross-department collaboration for the good of the customer?Who is paying attention to customer culture, and how much are they heard?

Outside-In Marketing by James Mathewson

Symptoms• Paying more attention to

products than customers• Lack of actionable social

listening• Taking the easy way

instead of the right way

Diagnosis• Start from the PoV of the

customer• Have strategies: business,

content, digital, etc.• Prioritise business needs to

work for consumers

Each market has its own culture

http://www.theguardian.com/world/2014/apr/02/google-maps-gets-africa-wrong

TAKE-AWAYS

Culture (of all sizes) matter – appreciate other culturesNeed speakers /moderators/ translators to facilitateThe more awareness and practice, the better the outcomes

THANK YOU

By email:[email protected]@scroll.co.ukBy telephone:UK +44 (0)203 318 1828 (office)UK +44 (0)7869 643 685 (mobile)

Social:Twitter: @ScrollUKLinkedIn: https://www.linkedin.com/company/scroll-llpTwitter: @rahelabLinkedIn: https://uk.linkedin.com/in/rahelannebailie

Services:www.scroll.co.ukTraining:www.digitalcontent.academy

SCROLLLondon, UK

Copyright © 2016 Scroll LLP