Emma Hamer, Understanding the Impact of Change: How to Become a Master of Your Craft, Again (and...

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Understanding the Impact of Change

Becoming a Master of your Craft Again (and Again)

About Strategy A

Multi-disciplinary consulting groupContent Analysis, CM Strategies, UsabilityContent Development & Migration strategiesChange and Performance ManagementProject Management

Clients in the $15 - $250M revenue range

Why do companies want a wCMS?

Multiple sites – corporate, customer, intranetInconsistent and/or outdated contentBottlenecks getting content publishedLocalization and translation needseCommerce and personalizationConvergence and integration, etc …

Also:

Create dialog with customer Measure success of marketing campaignsDevelop brand messageSell more product ……

Drive and accelerate business returns!

So why does IT call the shots?

Common misconceptions:

It’s a technology implementationIt’s an infrastructure projectIt’s a piece of software …

The reality:

CM is a process – not a product

No silver bullet

New System + Old Processes = FailureUpgrade of bad system = Failure

Why do wCMS projects fail?

Buying tool firstDistracted by shiny

feature list

Deciding on price

Not getting helpNot understanding strategic decisions

Ownership of CMS matters:

Since CMS is a Strategic Business Initiative:

Marketing MUST take a lead role withContent analysisSite (information) architectureRequirements (functionality)Governance (who does what, when)

IT helps with technology analysis

B I G Changes

Marketing owns the project (not IT)New rules for authoring/publishing contentNo more “blame game”Need for cross-functional collaborationNeed for information-sharing

What’s the Big Deal?

New systems = new processesNew processes = new work habitsNew governance = new power structure

Getting from “here” to “there”

Change Management is:

When you don’t get it right:

run hide fight

Broken processesDysfunctional behavior; territorialism

Wait-and-See attitudePassive resistance; apathyCling to inefficient work methodsJealously guard expertise; no sharingPoliticized environment

Impact on Marketing people

Need to:Get their act together (have a plan!)Stiffen their spines (stick to the plan!)Work with – not for – Sales, IT, Engineering …

Learn new tricks using old concepts and nifty new technology in a new context

(blogs etc.: Web 2.0 “stuff”)

Preparing for B I G Changes

Secure C-level sponsorshipGet knowledgeableBring independent experts in

Map the current governance model, and:Fix it before CMS roll-out

Getting “there”

Communicate, communicate, communicate … a 2-way street!

Provide forum for sharing experiences

Involve users in defining new roles

Transitional emotions

Discomfort (mild to extreme)Loss of identityLoss of status / power

Acknowledge, discuss, resolveUse peer-mentoringFocus on positive outcome

D-I-Y Brain Surgery? Uh, no…

Engage a change management specialist (internal or external)

Secure buy-in from all depts involved

Make the new process easier than the oldTrain everyone early – and evangelize

Pulling everyone through

Employee’s Choice:be part of the solution, or be part of the problem

Demonstrate individual benefits

Don’t have a hidden (down-sizing) agenda

The good news:

Humans are actually very adaptiveIt’s all about trust – in the system and in each otherModel desired behavior – do as I do – and most will followMarketing ‘science’ is alive and well, and more important than ever!

Questions?

info@StrategyA.ca+1-604-696-1993