SlideShare - Managing Change - The Achilles Heel of Content - Katrina Neal
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Similaire à SlideShare - Managing Change - The Achilles Heel of Content - Katrina Neal
Similaire à SlideShare - Managing Change - The Achilles Heel of Content - Katrina Neal (20)
SlideShare - Managing Change - The Achilles Heel of Content - Katrina Neal
- 1. Katrina Neal Head of Content Marketing, Cisco @katrina_neal Managing Change - The Achilles Heel of Content Marketing?
- 3. - Top 5 rookie change management mistakes - Rookie 1. Definition (n.) an error due to inexperience
- 4. Thinking a content marketing platform is your answer @katrina_neal
- 5. @katrina_neal YOU NEED: Change management 1. Think Platform + Process + People 2. Beware human reactions to highly structured workflows 3. Think marketing transformation skills & attitudes Get Started: • CMI: Content Marketing University • CMI: Content Marketing World • Kapost: The complete guide to building your marketing workflow
- 6. Thinking you can do it alone @katrina_neal
- 7. @katrina_neal YOU NEED: Executive buy in 1. Make peace with your brand team 2. Make new friends in IT 3. Storytelling: What could a new world look like? Get Started: • Search: “Getting Executive Buy in” on Content Marketing Institute • Search: Kapost Blueprint of a modern marketing campaign
- 8. You run before you have buy in @katrina_neal
- 9. @katrina_neal@katrina_neal The 8-Step Process for Leading Change - Kotter International Step 1: Create Urgency Step 2: Form a Powerful Coalition Step 3: Create a Vision for Change Step 4: Communicate the Vision Step 5: Remove Obstacles Step 6: Create Short-Term Wins Step 7: Build on the Change Step 8: Anchor the Changes in Corporate Culture “for change to be successful, 75 percent of a company's management needs to "buy into" the change. “ @KotterIntl
- 10. @katrina_neal Isaac Cordal - Politicians Discussing Global Warming, 2011, Berlin, Germany, installation view @katrina_neal
- 12. @katrina_neal YOU NEED: Great marketing 1. Communicate the vision 2. Consider different learning styles 3. What content do they need to motivate? Get Started: • Stakeholder Interviews • Company meetings • Lunch and Learn [skills]
- 13. You didn’t think that culture could eat YOUR strategy for breakfast @katrina_neal
- 14. @katrina_neal “The people dimension of change: The most commonly cited reason for project failure is problems with the people side of change” https://www.prosci.com/adkar/adkar-model
- 18. @katrina_neal Rational | Impartial | Strong Willed | Strategic Thinkers | Can ruffle feathers www.16personalities.com
- 19. @katrina_neal Empathy| Diplomacy | Imaginative | Brings Harmony | Can find it hard to make decisions www.16personalities.com
- 20. @katrina_neal Highly Practical| Create Order | Rules | Excellent Logisticians| Can be inflexible www.16personalities.com
- 21. @katrina_neal Spontaneous| Think on Feet| Masters | Brilliant in a Crisis | Can be seen as risky www.16personalities.com
- 22. @katrina_neal ? ? ?? ? www.16personalities.com Explorers Spontaneous| Think on Feet| Masters | Brilliant in a Crisis | Can be seen as risky Analysts Rational | Impartial | Strong Willed | Strategic Thinkers | Can ruffle feathers Diplomats Empathy| Diplomacy | Imaginative | Brings Harmony | Tough decision making Sentinels Highly Practical | Create Order | Like Rules | Excellent Logisticians| Can be inflexible
- 23. @katrina_neal ENTP “The Debater” Smart and curious thinkers who cannot resist an intellectual challenge. @katrina_neal
- 24. @katrina_neal ESFP “The Entertainer” Spontaneous, energetic and enthusiastic people – life is never boring around them. @JoePulizzi
- 25. @katrina_neal How will you lead change? www.16personalities.com @katrina_neal
- 26. @katrina_neal “Change management for content marketing: Its not about the platform. Its about people. People speaking the same language. Consistently. Over a period of time. With executives who have your back. And supporting the content marketing evangelists as your champions” - Katrina Neal - @katrina_neal
Notes de l'éditeur
- Create a sense of urgency Kotter 8 Step change model Don’t rush step 1. EVER Key takeaway = How to keep your sanity. Don’t panic if its slow. Explain why in Step 5.
- Need 75% for change
- People cause most projects to fail. Culture. Forgive yourself. Not everyone thinks like you. Win the pragmatists and you win the game Key Takeaway = What type of leader are you?
- The people dimension of change: The most commonly cited reason for project failure is problems with the people side of change The best project management, vision, strategy or solution will not result in successful change. Change happens at the individual level. In order for a group or organization to change, all the individuals within that group must change. The secret to successful change is rooted in something much simpler: how to facilitate change with one person. Navigating the “fish” 30% get it 30% can get it but are not quite there 30% who will not make it
- Diffusion of innovation Everett Rogers and crossing the chasm from Geoffrey A. Moore @BryanMMathers forgive yourself for not being able to convince some people of the benefits of certain new things...
- Change? get inside their heads. Map personas enthusiasts & visionaries (change agents) Talk to them as more than just employers They will help you to shape the change $ Pragmatists & Conservatives Low tolerance for risk. Want to drill-down into numbers Cost/benefit analysis No data. No buy in. Case studies Third party endorsements
- As a leader of a change initiative Difficult challenge to move people What type of Myres Briggs Leader are you?
- Analysts and Diplomats look to the future. The Sentinels and Explorers are highly practical.
- Think Tom Hanks Or Captain Jack Sparrow from Pirates of the Caribbean I think I prefer Mark Twain…..
- Think Leonardo DiCaprio as Jack Dawson from the Titanic Jamie Oliver
- Before Questions..