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
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
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
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