{"id":4841,"date":"2013-11-19T08:15:14","date_gmt":"2013-11-19T13:15:14","guid":{"rendered":"https:\/\/meetcontent.com\/?p=4841"},"modified":"2017-04-20T00:26:00","modified_gmt":"2017-04-20T04:26:00","slug":"confab-higher-ed-2013-session-recaps-day-2","status":"publish","type":"post","link":"https:\/\/meetcontent.com\/blog\/confab-higher-ed-2013-session-recaps-day-2\/","title":{"rendered":"Confab Higher Ed 2013: Session Recaps, Day 2"},"content":{"rendered":"<figure id=\"attachment_4851\" aria-describedby=\"caption-attachment-4851\" style=\"width: 250px\" class=\"wp-caption alignright\"><a href=\"https:\/\/meetcontent.com\/wp-content\/images\/confabrecaps2_250.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/meetcontent.com\/wp-content\/images\/confabrecaps2_250.jpg\" alt=\"Windows on a building across from ConfabEDU\" width=\"250\" height=\"250\" class=\"size-full wp-image-4851\" srcset=\"https:\/\/meetcontent.com\/wp-content\/images\/confabrecaps2_250.jpg 250w, https:\/\/meetcontent.com\/wp-content\/images\/confabrecaps2_250-150x150.jpg 150w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><\/a><figcaption id=\"caption-attachment-4851\" class=\"wp-caption-text\">Confab reflections.<br \/><a href=\"https:\/\/meetcontent.com\/events\/confab-higher-ed-2013\/\">See our full Confab Higher Ed coverage<\/a><\/figcaption><\/figure>\n<p><em>From November 11-12, more than 350 individuals representing more than 170 institutions gathered in Atlanta for the inaugural Confab Higher Ed. Alaina Wiens of the University of Michigan-Flint and Meg Bernier of St. Lawrence University share their recaps from some of the 33 speakers who shared content strategy knowledge at the event.<\/em><\/p>\n<h2>Keynote: &#8220;Five Ways Digital Strategy Can Drive Excellence in Collaborative Content&#8221; with Perry Hewitt<\/h2>\n<p>\u201cGood content has to be relatable and relevant to the world that it lives in,\u201d says Perry Hewitt, chief digital officer at Harvard University. More and more today, it can be difficult to determine who owns what piece of digital content, but we can create great things together where those blurred lines exist. <\/p>\n<p>In her presentation, Perry shared tips for assembling the right team of content strategists to get this job done\u2014people who love what they do, who bring different perspectives, and are committed to communicating. These digital consumers have mastered identity, consumption, curation, and creation.<\/p>\n<p>We shouldn\u2019t dictate to our audience, but rather collaborate with them to meet their needs. We should be obsessed with Day Two, thinking about how to ensure the sustainability of our efforts. We should also consistently measure with clear intentions of how the results will be applied. Not the least important bit of advice: \u201cHave some fun!\u201d<\/p>\n<p><em>\u2014Alaina Wiens<br \/>\n<\/em><\/p>\n<p><a href=\"http:\/\/www.slideshare.net\/mozhet\/20131112-confab-keynotehewitt\">View presentation slides from this session \u00bb<\/a><br \/><a href=\"http:\/\/storify.com\/meetcontent\/confabedu-five-ways-digital-strategy-can-drive-ex\" rel=\"nofollow\">View tweets from this session on Storify \u00bb<\/a><\/p>\n<h2>Keynote: The Mobile Content Mandate in Higher Ed with Karen McGrane<\/h2>\n<p>This was my first time listening to Karen McGrane speak. From start to finish: Mind. Blown.<\/p>\n<p>Her talk was about disruptive innovation and technologies, but for me it was so much more. This was the first time I\u2019ve ever thought beyond making sure our websites and content were mobile-friendly because people had smartphones and because responsive design is a thing. This was the first time I realized it goes so much deeper than that.<\/p>\n<p>I\u2019m going to list the statistics that blew me away the most:<\/p>\n<ul>\n<li>91% of American adults own a mobile phone.<\/li>\n<li>56% of American adults are now smartphone owners \u2013 79% of Americans 18-24, 81% aged 25-34, and 69% aged 35-44 own a smartphone.<\/li>\n<li>Millions of Americans do not have personal computers. 20% have no internet access. 35% have no internet at home. <\/li>\n<li>43% of black Americans only\/mostly use Internet on phone. 60% of Hispanic Americans. 50% of young adults.<\/li>\n<li>Mobile phones are not seen as a luxury, they are a staple of life.<\/li>\n<li>The mobile-only user &#8211; 34% in America &#8211; will only ever see your website on their phone.<\/li>\n<\/ul>\n<p>This is no longer about having a mobile website. This is about accessibility and making sure everyone has access to our information. I think many people in the room already knew these things but I had never thought about it this way and it has dramatically changed the way I plan to approach projects and content moving forward. A revolutionary way to end Confab Higher Ed! <\/p>\n<p><em>\u2014Meg Bernier<br \/>\n<\/em><br \/>\n<a href=\"http:\/\/storify.com\/meetcontent\/confabedu-keynote-the-mobile-content-mandate-in-h\" rel=\"nofollow\">View tweets from this session on Storify \u00bb<\/a><\/p>\n<h2>\u201cYour Content Doesn\u2019t Have to be Boring\u201d with Stephanie Hay<\/h2>\n<p>How often have you read something and not understood what the company or organization was really trying to say? We do this every day on our own websites, and Stephanie Hay\u2019s session was the kick-in-the-pants to make us all think about how many times we\u2019re \u201ccrafting sentences\u201d instead of actually communicating. We need to choose real-person words that are easy to understand. &#8220;Stop writing fluff. Don&#8217;t say nothing and take up space doing it,&#8221; she said.<\/p>\n<p>Usability is not about us. It\u2019s about how easy the content is to find and how easy it is to understand. Findability is felt by users. How do we feel when we can\u2019t find something on our own websites (and we\u2019re supposed to know them best!)? One of my biggest takeaways was when Stephanie touched on our site\u2019s searches. Those logs are filled with trigger words and clues into what our audience wants and needs from us. <\/p>\n<p>It\u2019s not always easy to remember that the user is coming to our site for answers and in the context of their own lives. (Do you have my degree? How do I apply?) Building user experiences around the most sought-after content will create a better experience for the user and more conversions on our end.<\/p>\n<p><em>\u2014Meg Bernier<br \/>\n<\/em><\/p>\n<h2>&#8220;Students, Services, Silos &#038; Sanity: A Content Transformation Story&#8221; with Lisa Maria Martin<\/h2>\n<p>Lisa Maria Martin chronicled the creation of a \u201cone-stop shop\u201d for student services on the web, which required the integration of previously siloed content and staff. Like many other speakers throughout the conference, Lisa emphasized the importance of working with people\u2014those content contributors who know the audience, know the content, and are crucial to long-term success.<\/p>\n<p>Lisa suggested talking to people on the front lines of the student services departments to find out what audience\/customer needs are. Beyond that, though, we must also convince these people to join our web efforts. <\/p>\n<p>\u201cWhen we think about our content contributors as well as our content consumers, we build a better experience,\u201d said Lisa. How do we do this? By listening, being empathetic, getting people together, being informative, gathering and sharing data, and embracing small victories.  <\/p>\n<p><em>\u2014Alaina Wiens<br \/>\n<\/em><br \/>\n<a href=\"http:\/\/www.slideshare.net\/redsesame\/content-transformation\">View presentation slides from this session \u00bb<\/a><br \/><a href=\"http:\/\/storify.com\/meetcontent\/confabedu-students-services-silos-and-sanity-a-co\" rel=\"nofollow\">View tweets from this session on Storify \u00bb<\/a><\/p>\n<h2>\u201cTransmedia Storytelling in Higher Education\u201d with Felicia Pride <\/h2>\n<p>Transmedia storytelling is telling parts of the same story on different platforms and using the platforms that are best suited for message. Felicia reminded us that storytelling is happening in real-time, right now, and that our audience is often creating and publishing content more quickly than we are.<\/p>\n<p>She had attendees think about the kinds of content they create. Is our audience part of the story and do they help us shape it? How can they become co-creators in our narrative? Felicia reiterated that if you can\u2019t tell a good story, nothing else matters. <\/p>\n<p>Ultimately, our stories are about people and about audiences. We need to develop stories and projects that are customized for our stakeholders. &#8220;Myths are public dreams. Dreams are private myths,&#8221; wrote mythology expert Joseph Campbell. Felicia concluded her talk, \u201cUltimately we want to connect our myths with their private dreams.\u201d<\/p>\n<p><em>\u2014Meg Bernier<br \/>\n<\/em><br \/>\n<a href=\"http:\/\/www.slideshare.net\/FeliciaPride\/transmedia-storytelling-in-higher-education\">View presentation slides from this session \u00bb<\/a><br \/><a href=\"http:\/\/storify.com\/meetcontent\/confabedu-transmedia-storytelling-in-higher-educa\" rel=\"nofollow\">View tweets from this session on Storify \u00bb<\/a><\/p>\n<h2>&#8220;CMS Myths in Higher Education&#8221; with John Eckman<\/h2>\n<p>Content management, regardless of the system or platform used to wrangle it, is far too complicated for there to be a silver-bullet solution. In his presentation about content management system (CMS) myths in higher ed, John Eckman explained that the biggest contributor to disappointment with a CMS solution is an expectation gap. <\/p>\n<p>John emphasized the need to manage expectations. A CMS demo is carefully controlled and may not be a complete picture of the future experience. It\u2019s easy to get so excited about the tools that we forget the tools are meant to accomplish something. Student workers are great, so we should help them build their skills and learn from them, but realize they come and go. <\/p>\n<p>There is no one true platform. We shouldn\u2019t aim to be site factories. Also, above all: Systems don\u2019t manage content, people do.<\/p>\n<p><em>\u2014Alaina Wiens<br \/>\n<\/em><br \/>\n<a href=\"http:\/\/www.slideshare.net\/jeckman\/cms-myths-in-higher-education-28157548\">See the presentation slides from this session \u00bb<br \/>\n<\/a><\/p>\n<h2>&#8220;Know Thyself: Your School&#8217;s Message-Driven Content Strategy&#8221; with Margot Bloomstein<\/h2>\n<p>To help us craft our communication goals so that we can be more strategic with our content, Margot Bloomstein urged her audience to consider message architecture\u2014\u201ca hierarchy of communication goals that reflect a common vocabulary.\u201d We must define the things that differentiate us from our competitors. <\/p>\n<p>How do we develop these terms? By engaging in a conversation, encouraging debate, finding the disagreements, preventing \u201cseagulling,\u201d forcing prioritization, and encouraging ownership and investment. We can then promote new content types based on the results.<\/p>\n<p>Message architecture can also serve as a starting point for evaluation. Once we define our content standards, we can determine whether content is appropriate, relevant, current, and reflective of our communication goals. Armed with our message architecture, we can begin to conduct more thorough content audits. <\/p>\n<p>In cases where we need to audit with constraints, Margot suggested choosing strategic samples and limiting the depth of the audit. From there, we can apply our rubric, prescribe new content, promote a new editorial calendar, and consider CMS modifications if they\u2019re needed.<\/p>\n<p><em>\u2014Alaina Wiens<br \/>\n<\/em><br \/>\n<a href=\"http:\/\/www.slideshare.net\/mbloomstein\/know-thyself-your-schools-messagedriven-content-strategy\">See the presentation slides from this session \u00bb <\/a><\/p>\n<h2>\u201cManaging Student-Generated Content\u201d with Ashley Budd, Cornell University, and Erin Supinka and Tanner Newcomb, Rochester Institute of Technology<\/h2>\n<p>What\u2019s better than going to a higher ed conference and being able to listen to students talk about their experiences with content strategy? Ashley, Erin and Tanner enlightened us with the lessons they\u2019ve learned in managing student-generated content.<\/p>\n<p>Ashley was ahead of the curve when working for RIT, creating a blog program in 2007, a Facebook and Twitter presence in 2008, private Facebook groups in 2009, and in 2010 RIT Students , a project in which Ashley recruited students to join a social media team within the admissions office and drive content creation themselves.<\/p>\n<p>Team captains Erin and Tanner lead the two parts of the team: content and innovation. Most of the students operate under the \u2018content\u2019 category\u2014writing blogs, taking pictures, and shooting video that captures the essence of the RIT experience. <\/p>\n<p>The best part? RIT has embraced the importance of RIT Students and its role in recruiting, so much of their social content is front-and-center on the admissions website. Biggest takeaway? Find students who love your institution to work for you. You can teach them the social media side later. <\/p>\n<p><em>\u2014Meg Bernier<br \/>\n<\/em><\/p>\n<p><a href=\"http:\/\/www.slideshare.net\/ashleyhenn\/managing-studentgenerated-content-confabedu-2013\">See the presentation slides from this session \u00bb<br \/>\n<\/a><\/p>\n<h2>&#8220;Small is Big: Changing Your Institution, Little by Little&#8221; with Sara Wachter-Boettcher<\/h2>\n<p>The refrain of higher education, as described by Sara Wachter-Boettcher, includes stakeholders, committees, control, denial, politics, and homepage features. However, despite these challenges, the consensus of the audience for this session was that we love what we do, where we do it, and the people we serve. <\/p>\n<p>Our charge as content strategists is to look at our projects as inroads to broader organizational goals. We must bring clarity to projects. We must normalize the work we do and make it accessible to everyone we work with. Sara encouraged us all to empower others to lead and help them make connections to help them further their work with the web. <\/p>\n<p>\u201cWe\u2019re not masterminding a plan and delivering it,\u201d she said, \u201cbut starting smaller and working through together.\u201d We can\u2019t classify ourselves as the \u201cweb team\u201d and others as \u201cnot the web team.\u201d After all, content strategy work is specialized, but not special. We all have to do our part to bring others along.<\/p>\n<p><em>\u2014Alaina Wiens<br \/>\n<\/em><br \/>\n<a href=\"http:\/\/www.slideshare.net\/Saraboettcher\/small-is-big-changing-your-institution-little-by-little-confab-higher-ed\">View presentation slides from this session \u00bb<\/a><br \/><a href=\"http:\/\/storify.com\/meetcontent\/confabedu-small-is-big-changing-your-institution\" rel=\"nofollow\">View tweets from this session on Storify \u00bb<\/a><\/p>\n<h2>&#8220;Armies of One: Navigating the Ups and Downs of One-Person Offices,&#8221; with Ron Bronson<\/h2>\n<p>If you\u2019re an Army of One, chances are you don\u2019t have a ton of time to read a whole blog post. So allow me to catalog all of Ron\u2019s awesome one-liners that will inspire you just as his session did.<\/p>\n<p>On the conversations you should have with your supervisor: \u201cI don\u2019t need you to do my job, but I will need you to go to war for me sometimes.\u201d<br \/>\nOn making time to develop a strategy: \u201cClose your door. Book a conference room so no one can find you.\u201d<br \/>\nOn being responsible for not one, but many jobs and getting them all done: \u201cSure, you can wear more than one hat, but you can\u2019t wear more than one hat at a time.\u201d<br \/>\nOn being you: \u201cBe your own biggest advocate. And that can be hard for people who don\u2019t want to brag. But you do need to educate.\u201d<br \/>\nOn the work you do and the legacy you leave: \u201cA successful strategy outlives you. It continues after you leave. It\u2019s sustainable.\u201d<br \/>\nOn working with people: \u201cSometimes the best thing you can do is let other people feel important.\u201d<br \/>\nOn gaining support for ideas and projects: \u201cPick your battles and find your allies, both at your institution and across higher ed.\u201d<\/p>\n<p><em>\u2014Meg Bernier<br \/>\n<\/em><br \/>\n<a href=\"https:\/\/speakerdeck.com\/ronbronson\/armies-of-one-confab-2013\">View the presentation slides from this session \u00bb<br \/>\n<\/a><\/p>\n<p><a href=\"confab-higher-ed-2013-session-recaps-day-1\">Read recaps of sessions from day one of Confab Higher Ed \u00bb<\/a><\/p>\n<p><a href=\"http:\/\/www.flickr.com\/photos\/confabevents\/10855500353\/\">Photo by confabevents<br \/>\n<\/a><\/p>\n<div class=\"guest-author-box\">\n<div><strong>About Meg Bernier<\/strong><\/p>\n<p><a href=\"http:\/\/weatheringthenorm.blogspot.com\">Meg Bernier<\/a> is the assistant director of editorial services and social media at St. Lawrence University, where she spends her days (and nights) figuring out the best way to tell her institution\u2019s story. She is responsible for the university\u2019s presence on social media and is one of the content strategists for all admissions and alumni publications as well as St. Lawrence\u2019s website.\n<\/p>\n<\/p><\/div>\n<div><strong>About Alaina Wiens<\/strong><\/p>\n<p><a href=\"http:\/\/alainawiens.com\">Alaina Wiens<\/a> is the web content strategist at the University of Michigan-Flint, where she works to ensure the university\u2019s story is told effectively through the web and social channels. She helps departments across campus think strategically about their online communication, and is project manager for large-scale web projects within University Relations. Alaina is also the \u201cdriver\u201d of #strategycar, a weekly Twitter chat designed to encourage strategic discussion and brainstorming for higher education professionals.\n<\/p>\n<\/p><\/div>\n<\/div>\n<p><!-- end .authorbox--><\/p>\n","protected":false},"excerpt":{"rendered":"<p>From November 11-12, more than 350 individuals representing more than 170 institutions gathered in Atlanta for the inaugural Confab Higher Ed. Alaina Wiens of the University of Michigan-Flint and Meg Bernier of St. Lawrence University share their recaps from some of the 33 speakers who shared content strategy knowledge at the event. Keynote: &#8220;Five Ways [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[127],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Confab Higher Ed 2013: Session Recaps, Day 2 | Meet Content<\/title>\n<meta name=\"description\" content=\"The inaugural Confab Higher Ed \u2014 a conference dedicated to content strategy in higher ed \u2014 took place November 11-12, 2013. 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