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"The Ups and Downs of Managing one person offices & small teams"

"The Ups and Downs of Managing one person offices & small teams"

Now What Conference 2016

Ron Bronson

April 14, 2016
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  1. Managing the Ups and Downs of
    One-Person Offices and Small
    Teams
    Now What? 2016
    Ron Bronson

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  2. About Ron
    Nordic Strategy Lab. Aggregate Conference
    10+ years of digital strategy leadership
    Product. CMS implementation. Service Design
    UX Strategy & Research
    Former policy director, Future Wyoming

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  3. What’s your role?

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  4. Meet Liz
    Marketing Manager,
    Aha! Insurance Co.
    ● Graphic design
    ● Copywriting
    ● Marketing
    ● Web

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  5. Some of Liz’s Tasks
    ● Organizing content from
    subject matter experts.
    ● Serving as liaison between
    remote IT team & agents.
    ● Social media management
    ● Weekly reporting to her boss,
    the Director of Operations.

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  6. What Liz likes
    ● Independence
    ● Fewer steps
    ● Agility
    ● Adaptability
    ● Variety

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  7. What Liz doesn’t like
    ● Not enough time in a day
    ● Lack of buy-in
    ● No upward mobility
    ● Having to wear lots of hats

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  8. What are Liz’s pain points?

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  9. ● Having the confidence & authority to delegate
    tasks.
    ● Motivating subject matter experts to provide
    content.
    ● Building frayed bridges between her area & IT.
    ● Being seen as knowledgeable.
    Liz’s Challenges

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  10. How do we help Liz?

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  11. ● Agents who have specialized knowledge
    about product.
    ● Respond to Liz’s content inquiries.
    ● Inform Liz about ad-hoc UX interactions from
    the road.
    Agents

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  12. ● Clarify what has to be on the website & how.
    ● Become active stakeholders rather than
    viewing the web as unnecessary.
    ● Meet with Liz monthly (or more often) to
    discuss the Hows & Whys of web information.
    Compliance Department

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  13. "The corollary to accountability is forgiveness.
    Things go wrong all of the time in
    relationships...this is not to say that failure is
    accepted; rather, that it is acknowledged and
    understood."
    Charlene Li (Open Leadership)

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  14. The Bottom Line:
    Understanding that managing a web
    presence requires all hands on deck,
    regardless of who has the keys to the
    CMS.

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  15. "The more people involved in a given task, the
    more potential agreements need to be
    negotiated to do anything, and the greater the
    transaction costs."
    Clay Shirky (Here Comes Everybody)

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  16. How do we make the web
    everybody’s job?

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  17. ● Communicate often
    ● Keep leaders in the loop
    ● Develop trust
    ● Gain buy-in

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  18. Keep leaders in the loop.

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  19. Continually develop trust.

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  20. Recruit allies.

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  21. Maintain a posture of
    confidence. You know what
    you’re doing. Even if it doesn’
    t always feel that way.

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