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Higher ed content folks have it tough: departmental independence is fiercely protected, top-down decisions are eschewed, and politics are almost always in play. Amid it all, you’re trying to wrangle complex content produced by a million different people—yet you can’t read every sentence that gets posted to every digital property or walk around slapping style guide offenders on the wrist all day. Don’t start crying at your desk just yet. You can’t control the content, but you can make small changes that result in big culture shifts—if you embrace your role as a guide, not a savior.
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www.flickr.com/photos/williamholmes/4475990973
SMALL IS BIGchanging your institution, little by little
sara wachter-boettcher / confab higher ed / november 12, 2013
ah, the thrill of higher ed.
www.flickr.com/photos/barkbud/4772858837
www.flickr.com/photos/jamescridland/613445810
we’ll just need to run this by a few
stakeholders!
From NBC Miami
our department has it under
control!
www.flickr.com/photos/rhysasplundh/5202454842/
the faculty committee has a few comments.
www.flickr.com/photos/bevgoodwin/9482142313/
i’m important! put me on the
homepage!
www.flickr.com/photos/bevgoodwin/9482142313/
i’m important! put me on the
homepage!
me too!
no, me!
www.flickr.com/photos/merlym/3512356738/
SRSLY?
YET WE STILL <3 HIGHER ED.
www.flickr.com/photos/mountunion/4595496472
we’re all here for the same reason.
CONTENT MIGHT BE OUR JOB.
BUT WE DON’T ACTUALLY OWN IT.
BECAUSE THE WEB IS EVERYTHING.
WHICH MEANS THE WEB IS EVERYONE.
www.flickr.com/photos/jamescridland/613445810
including all those stakeholders.
we’ve tried swooping in.
www.flickr.com/photos/merlym/3512356738/
Blah
Blah
Blah
Blah
BlahBlah
www.flickr.com/photos/miaochronicles/2509326023
when did you say you’d have your content done?
www.flickr.com/photos/dsifry/2205839462/
just follow the $%*! style guide, ok?
www.flickr.com/photos/tigergirl/1236320261
by god we WILL launch
on time!
IT’S EXHAUSTING, ISN’T IT?
www.flickr.com/photos/bluryee/2850257762/
people wear what fits.
what if we got smaller?
SMALL MEANS SEEING OUR WORK DIFFERENTLY.
www.flickr.com/photos/hectoralejandro/4533858235
rather than pulling harder...
www.flickr.com/photos/justsketchy/6639463877
what if we brought others along, too?
www.flickr.com/photos/seabamirum/2848715801
instead of owning the content...
www.flickr.com/photos/clam113/2666711074
what if it were a team sport?
www.flickr.com/photos/darrensnow/2566687702
specialized, not special.
OUR ROLE IS MORE THAN THE SUM OF OUR SKILLS.
SMALL MEANS BRINGING CLARITY.
it’s not about being myopic.
www.flickr.com/photos/twodolla/4265029022/
it’s finding inroads.
www.flickr.com/photos/brandtkurowski/2621694323/
while keeping perspective.
www.flickr.com/photos/digidreamgrafix/8368988349
www.flickr.com/photos/paulmannix/261313412
it’s creating a bridge.
SMALL MEANS EMPOWERING OTHERS TO LEAD.
www.flickr.com/photos/mrgarin/2418185010
it starts with going to them.
www.flickr.com/photos/incomedream/5549766013
meet barb.
BARB WAS DIFFICULT. SHE WAS STUBBORN.
WE NEEDED HER.
✦ How did you develop the process you have now?
✦ Where are you spending the most time?
✦ What’s hard about your job?
✦ What might make it easier?
‘‘what would you like to see happen?
WORKSHOPS ARE YOUR FRIEND.
who are we? what’s important?
everyone gets to identify problems.
make your audit a team activity.
find shared values from the start.
YOU CAN EVEN DO THIS FOR THE SUPER-HARD STUFF.
CONTENT
INTRANET
SOCIAL MEDIA
MICROSITES
MOBILE WEBWEBSITE
TABLET APPS
MOBILE APPS
BLOGS
Karen McGrane, Adapting Ourselves to Adaptive Content
this can be hard to explain.
and this definitely is.
NPR’s COPE model
1 2
THINKING (FRAMING)
HEARING
RELATIONSHIPS PLACETIME
DEVICE
FEELING (MOTIVATIONS)
DOING (BEHAVIOR)
SEEING
(CONTEXT)
1 2
this might be easier.
Adaptive Path Guide to Experience Mapping
Paul Kahn and Christophe Tallec
start with your audiences’ paths.
what would make them possible?
WE DON’T MASTERMIND. WE REFINE.
AND WE HELP OTHERS SEE IT AS THEIRS.
www.flickr.com/photos/cedwardmoran/3649399678
but can small be satisfying?
www.flickr.com/photos/alittletune/3628391373
tiny bites of greatness...
www.flickr.com/photos/lamantin/5143354092
make people crave more.
www.flickr.com/photos/summerdisney/2884870591
it won’t always be perfect.
www.flickr.com/photos/julietbanana/5247687825
but they’ll own it.
thank you. @[email protected]
