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Small is Big: Changing Your Institution, Little by Little - Confab Higher Ed

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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.

Published in: Technology, Sports
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Small is Big: Changing Your Institution, Little by Little - Confab Higher Ed

  1. 1. www.flickr.com/photos/williamholmes/4475990973 SMALL IS BIG changing your institution, little by little sara wachter-boettcher / confab higher ed / november 12, 2013
  2. 2. www.flickr.com/photos/barkbud/4772858837 ah, the thrill of higher ed.
  3. 3. we’ll just need to run this by a few stakeholders! www.flickr.com/photos/jamescridland/613445810
  4. 4. our department has it under control! From NBC Miami
  5. 5. www.flickr.com/photos/rhysasplundh/5202454842/ the faculty committee has a few comments.
  6. 6. i’m important! put me on the homepage! www.flickr.com/photos/bevgoodwin/9482142313/
  7. 7. i’m important! put me on the homepage! me too! no, me! www.flickr.com/photos/bevgoodwin/9482142313/
  8. 8. www.flickr.com/photos/merlym/3512356738/ SRSLY?
  9. 9. YET WE STILL <3 HIGHER ED.
  10. 10. www.flickr.com/photos/mountunion/4595496472 we’re all here for the same reason.
  11. 11. CONTENT MIGHT BE OUR JOB.
  12. 12. BUT WE DON’T ACTUALLY OWN IT.
  13. 13. BECAUSE THE WEB IS EVERYTHING.
  14. 14. WHICH MEANS THE WEB IS EVERYONE.
  15. 15. including all those stakeholders. www.flickr.com/photos/jamescridland/613445810
  16. 16. we’ve tried swooping in.
  17. 17. www.flickr.com/photos/merlym/3512356738/
  18. 18. Blah Blah Blah Blah Blah Blah
  19. 19. www.flickr.com/photos/miaochronicles/2509326023 when did you say you’d have your content done?
  20. 20. just follow the $%*! style guide, ok? www.flickr.com/photos/dsifry/2205839462/
  21. 21. by god we WILL launch on time! www.flickr.com/photos/tigergirl/1236320261
  22. 22. IT’S EXHAUSTING, ISN’T IT?
  23. 23. people wear what fits. www.flickr.com/photos/bluryee/2850257762/
  24. 24. what if we got smaller?
  25. 25. SMALL MEANS SEEING OUR WORK DIFFERENTLY.
  26. 26. www.flickr.com/photos/hectoralejandro/4533858235 rather than pulling harder...
  27. 27. www.flickr.com/photos/justsketchy/6639463877 what if we brought others along, too?
  28. 28. instead of owning the content... www.flickr.com/photos/seabamirum/2848715801
  29. 29. www.flickr.com/photos/clam113/2666711074 what if it were a team sport?
  30. 30. www.flickr.com/photos/darrensnow/2566687702 specialized, not special.
  31. 31. OUR ROLE IS MORE THAN THE SUM OF OUR SKILLS.
  32. 32. SMALL MEANS BRINGING CLARITY.
  33. 33. it’s not about being myopic. www.flickr.com/photos/twodolla/4265029022/
  34. 34. it’s finding inroads. www.flickr.com/photos/brandtkurowski/2621694323/
  35. 35. while keeping perspective. www.flickr.com/photos/digidreamgrafix/8368988349
  36. 36. www.flickr.com/photos/paulmannix/261313412 it’s creating a bridge.
  37. 37. SMALL MEANS EMPOWERING OTHERS TO LEAD.
  38. 38. www.flickr.com/photos/mrgarin/2418185010 it starts with going to them.
  39. 39. www.flickr.com/photos/incomedream/5549766013 meet barb.
  40. 40. BARB WAS DIFFICULT. SHE WAS STUBBORN. WE NEEDED HER.
  41. 41. ✦ 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?
  42. 42. what would you like to see happen?
  43. 43. WORKSHOPS ARE YOUR FRIEND.
  44. 44. who are we? what’s important?
  45. 45. everyone gets to identify problems.
  46. 46. make your audit a team activity.
  47. 47. find shared values from the start.
  48. 48. YOU CAN EVEN DO THIS FOR THE SUPER-HARD STUFF.
  49. 49. WEBSITE MOBILE WEB MOBILE APPS SOCIAL MEDIA TABLET APPS this can be CONTENT hard to explain. PRINT MICROSITES BLOGS EMAIL INTRANET Karen McGrane, Adapting Ourselves to Adaptive Content
  50. 50. and this definitely is. NPR’s COPE model
  51. 51. THINKING (FRAMING) HEARING SEEING FEELING (MOTIVATIONS) this might be easier. DEVICE DOING ( B E H AV I O R ) TIME RELATIONSHIPS 12 (CONTEXT) PLACE Adaptive Path Guide to Experience Mapping
  52. 52. start with your audiences’ paths. Paul Kahn and Christophe Tallec
  53. 53. what would make them possible?
  54. 54. WE DON’T MASTERMIND. WE REFINE.
  55. 55. AND WE HELP OTHERS SEE IT AS THEIRS.
  56. 56. www.flickr.com/photos/cedwardmoran/3649399678 but can small be satisfying?
  57. 57. www.flickr.com/photos/alittletune/3628391373 tiny bites of greatness...
  58. 58. www.flickr.com/photos/lamantin/5143354092 make people crave more.
  59. 59. www.flickr.com/photos/summerdisney/2884870591 it won’t always be perfect.
  60. 60. www.flickr.com/photos/julietbanana/5247687825 but they’ll own it.
  61. 61. thank you. @sara_ann_marie sara@sarawb.com

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