reducing digital clutter: how to clean up the back of your house

REDUCING DIGITAL CLUTTER: HOW TO CLEAN UP THE BACK OF YOUR HOUSE Matthew Grocki Grass Fed Contentwww.grassfedcontent.com@mgrocki#ConfabMN

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Our personal behavioral patterns affect the content we produce and manage 1

Organizational culture and behavior impacts the content they produce and manage2

Map out effective practices and tactics to align individual behavioral patterns with organizational approaches to content

3

TODAY

YOUR AUDIENCE YOUR ORGANIZATION

FRONT OF THE HOUSE BACK OF THE HOUSE

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PERSONAL BEHAVIORSORGANIZATIONAL BEHAVIORSWHO’S DOING IT RIGHTWHAT YOU CAN DO

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PERSONAL BEHAVIORSORGANIZATIONAL BEHAVIORSWHO’S DOING IT RIGHTWHAT YOU CAN DO

5 X 35 = ? X 15 X 2

5,250 gallons of “achievement”

“awe”

“awe shit”

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Physical interactionCONTENT

BEHAVIORS + Emotional

dependance

THE MINIMALIST

THE CURATOR

THE STOWAWAY

THE POST-IT WARRIOR

HOW DO YOU COLLECT CONTENT?

WHERE DO YOU STORE YOUR INFORMATION?

WHAT ABOUT OUR DIGITAL CONTENT?

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YOUR PERSONAL DIGITAL HABITS AFFECT YOUR COMPANY’S CONTENT

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Bernhard  Kappe

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“In 2013, GoPro users uploaded to YouTube 2.8 years worth of video” - Los Angeles Times

“CONTENT MANAGEMENT IS VERY MUCH A PAIN POINT FOR CONSUMERS, AS VIDEO IS STORAGE-INTENSIVE AND FIGURING OUT HOW TO PRODUCE POLISHED, SHAREABLE CONTENT FROM HOURS OF FOOTAGE CAN BE TRYING.” - GoPro

WHY DO WE ABANDON OUR CONTENT?TIMEMOTIVATIONACCOUNTABILITY

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PERSONAL BEHAVIORSORGANIZATIONAL BEHAVIORSWHO’S DOING IT RIGHTWHAT YOU CAN DO

@mgrocki

ORGANIZATIONAL APPROACHES TO CONTENT

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TACTICAL

This

EVOLVING

NOT THEIR BUSINESS

IMPERFECT

ORGANIZATIONAL CULTURE

Micro MacroLocationsOccupationsPlatforms

OfficesPeopleCommunities

WHERE DOES THE CONTENT STRATEGY GO?

Product Positioning

A. One-handed graspingB. Curved tip reload (with optional flexible introducer)C. Backend reloads enables thick tissue staplingD. Enhanced visualization E.

What happens if it breaks?

WHERE DOES THE CONTENT STRATEGY GO?

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“ORGANIZATIONS ARE SO BUSY LOOKING FORWARD, THEY RARELY HAVE THE TIME TO LOOK BACK AND CLEAN UP THEIR CONTENT”

- Hilary Marsh

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PROCESS DRIVES TOOLS2OPPORTUNITIES TO ORGANIZE BACK END CONTENT

1 RIGHT PEOPLE ON THE BUS

3 REDUCE NET NEW CONTENT

1

2

3

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PERSONAL BEHAVIORSORGANIZATIONAL BEHAVIORSWHO’S DOING IT RIGHTWHAT YOU CAN DO

750,000 CONTENT ASSETS6,800 CONTENT AUTHORS

2,326 DIGITAL PROPERTIES

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“We used to help people make [naughty word] websites faster. Now we have procedures in place to better serve our internal users.”

- Gianna Pfister-LaPin: Sr. UX Designer Mayo Clinic

HOW DID MAYO DO IT?

3. The right team

1. Defined contentpolicies

2. Over 45 individualpersonas

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PERSONAL BEHAVIORSORGANIZATIONAL BEHAVIORSWHO’S DOING IT RIGHTWHAT YOU CAN DO

WHAT CAN YOU DO?

STRATEGIC TACTICAL ACTION

PUSH FOR POLICY

STRATEGIC

COLLABORATION IS NOT A TOOLSET

TACTICAL

ACTION

OWNERSHIP MAKES IT PERSONAL

GOVERNANCE DRIVES ACCOUNTABILITY

ACTION

MEASUREMENT QUANTIFIES SUCCESS

ACTION

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Ownership, governance, and measurement can help provide the motivation needed for individuals, teams, and organizations to be more accountable for the content they create, triggering reduced back end digital clutter.

THANK YOU

Matthew Grocki Grass Fed Contentwww.grassfedcontent.com@mgrocki#ConfabMN

@mgrocki

WHAT YOU CAN DO: ACTION

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ACTION RESULT

• Ownership makes it personal

• Governance drives accountability

• Measurement quantifies success

Drives personal, team, and organizational motivation

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WHAT YOU CAN DO: TACTICS

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WHAT YOU CAN DO: TACTICS

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1. Evangelize the importance of personal and organizational digital behaviors/Empower teams to act

2. Identify triggers to expedite simplicity

3. Push for policy

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WE ARE YOUNG

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PHYSICAL REALITY MENTAL MODELSINDIVIDUAL IDENTITY ORGANIZATIONAL IDENTITYFUNCTIONING ECOSYSTEM

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PHYSICAL REALITY MENTAL MODELSINDIVIDUAL IDENTITY ORGANIZATIONAL IDENTITYFUNCTIONING ECOSYSTEM

WHAT’S YOUR CONTENT POLICY?

HOW MUCH

WHAT TEAM

HOW MANYHOW FINDABLE

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\\\\\]VB]RIGHT (AND WE ARE SEPARATING WHITERIGHT (AND WE ARE SEPARATING WHITE

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HEALTHCARECASE STUDIES

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01 02 03 04 05

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PHYSICAL REALITY MENTAL MODELSINDIVIDUAL IDENTITY ORGANIZATIONAL IDENTITYFUNCTIONING ECOSYSTEM

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DIGITAL BEHAVIORS

vs

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NOT EVERYONE IS A CONTENT HOARDER BUT WE DO HAVE VARYING LEVELS OF CONTENT COLLECTION

PUSH FOR POLICY(although standards will do)

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Frank Stella fanboy Philip Glass on heavy rotationSaves nothingDigitizes everythingScans receipts

THE MINIMALIST

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Bills neatly stackedChildren’s artwork framed in the foyerMagazines are fanned out on the coffee table

THE CURATOR

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Organization at a priceDream kitchenNightmare spare bedroomALL the dog photosLatest doc file report, somewhere…Locate 2008’s taxes receipts in 30 seconds

THE ??

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Refrigerator is a canvas of artwork, appointments, and last year’s school photosPaper stuck to every flat surfaceTheir office? Where trees go to die

THE POST-IT WARRIOR

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