Slow Your Roll - Margot Bloomstein - SearchLove Boston

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  • 1. @mbloomstein | #SearchLove 1 © 2014 Margot Bloomstein @mbloomstein #SearchLove 040814 CONTENT STRATEGY FOR SLOW EXPERIENCES
  • 2. @mbloomstein | #SearchLove 2 © 2014
  • 3. @mbloomstein | #SearchLove 3 © 2014
  • 4. @mbloomstein | #SearchLove 4 © 2014
  • 5. We never stopped.
  • 6. We never stopped. The snappy signs didn’t convince my parents.
  • 7. The right content isn’t necessarily more content.
  • 8. @mbloomstein | #SearchLove 8 © 2014© Scott A. Miller for Chevrolet
  • 9. These people are waiting in a line.
  • 10. @mbloomstein | #SearchLove 10 © 2014
  • 11. These people are delighting in a line: they’re engaged, anticipating, discovering, creating memories. They’re in the moment. @mbloomstein | #SearchLove 11
  • 12. Content affects experience… and a user’s perception of an experience. @mbloomstein | #SearchLove 12
  • 13. @mbloomstein | #SearchLove 13 © 2014 You wait longer, but you’re engaged before you get there. You’re invested in the experience. Keri Maijala (@clamhead)
  • 14. Content supports experiences for different media, devices, and users.
  • 15. Publisher? Maybe. Persuader? Yes. @mbloomstein | #SearchLove 15
  • 16. @mbloomstein | #SearchLove 16 © 2014 When people have a frustrating experience, they rate the checkout as slow. When we ask people what’s ‘slow,’ it’s the frustrating experiences. What’s fast? They say delightful experiences. Jared Spool (@jmspool)
  • 17. Frustration, not speed, drives the perception of slowness. That was horrible and it took forever, no matter how fast it was.
  • 18. @mbloomstein | #SearchLove 18 © 2014© jonandallie.blogspot.com
  • 19. @mbloomstein | #SearchLove 19 © 2014 Little content supports the experience and one size fits all.
  • 20. Is it enough just to speed it up?
  • 21. @mbloomstein | #SearchLove 21 © 2014
  • 22. @mbloomstein | #SearchLove 22 © 2014 Efficient isn’t always effective.
  • 23. @mbloomstein | #SearchLove 23 © 2014 Efficient isn’t always effective.
  • 24. Users say frustrating activities take forever. But are time-consuming activities also inherently frustrating? @mbloomstein | #SearchLove 24
  • 25. © Charlotte & Kristian Septimius Krogh
  • 26. @mbloomstein | #SearchLove 26 © 2014 Is the nature of the transaction so small and insignificant that it shouldn’t require a second thought? Don’t get in the way. Or will the consumer get to the final transaction after plenty of preliminary research? Again, don’t make them rethink it. Jared Spool (@jmspool)
  • 27. Users can appreciate slow experiences: they’re engaged, anticipating, creating memories. They discover, learn, and pay attention to act deliberately. @mbloomstein | #SearchLove 27
  • 28. Why do this? • Drive exploration & discovery • Encourage deliberate choices • Focus users’ attention @mbloomstein | #SearchLove 28
  • 29. How do you slow down users? 1. Editorial style and structures @mbloomstein | #SearchLove 29
  • 30. @mbloomstein | #SearchLove 30 © 2014 Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
  • 31. @mbloomstein | #SearchLove 31 © 2014 Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
  • 32. @mbloomstein | #SearchLove 32 © 2014
  • 33. “Choosing a lens can be a daunting task for all of the reasons mentioned above, so I pulled together some info from my own experiences, as well as those of other Crutchfield shutterbugs.”
  • 34. @mbloomstein | #SearchLove 34 © 2014
  • 35. @mbloomstein | #SearchLove 35 © 2014
  • 36. @mbloomstein | #SearchLove 37 © 2014 “Springtime shaded belays at the creek, predawn starts in the Canadian Rockies and hut tours in the High Sierra: Anywhere brisk, the Down Sweater delivers featherweight, superbly compressible warmth. The polyester ripstop shell on this down jacket does more than look sharp; it’s tear-resistant, windproof, and made from 100% polyester.”
  • 37. @mbloomstein | #SearchLove 38 © 2014
  • 38. How do you slow down users? 1. Editorial style and structures 2. Discovery- and comparison- oriented content types @mbloomstein | #SearchLove 39
  • 39. @mbloomstein | #SearchLove 40 © 2014
  • 40. Courage in our convictions Empirical proof @mbloomstein | #SearchLove 41
  • 41. ValidationDeliberation @mbloomstein | #SearchLove 42
  • 42. Time & space to interact with it Engaging, informative content @mbloomstein | #SearchLove 43
  • 43. How do you slow down users? 1. Editorial style and structures 2. Discovery- and comparison- oriented content types 3. Longform content @mbloomstein | #SearchLove 48
  • 44. @mbloomstein | #SearchLove 49 © 2014
  • 45. @mbloomstein | #SearchLove 51 © 2014
  • 46. @mbloomstein | #SearchLove 52 © 2014
  • 47. @mbloomstein | #SearchLove 53 © 2014
  • 48. @mbloomstein | #SearchLove 54 © 2014
  • 49. @mbloomstein | #SearchLove 55 © 2014 • Slow down • Act deliberately • Focus
  • 50. @mbloomstein | #SearchLove 56 © 2014
  • 51. @mbloomstein | #SearchLove 57 © 2014
  • 52. But does it work?
  • 53. @mbloomstein | #SearchLove 59 © 2014 The outdoor recreation economy grew 5% annually 2005 through 2011— during an economic recession when many sectors contracted. Outdoor Industry Association Source: Outdoor Recreation Economy Report 2012; http://www.outdoorindustry.org/pdf/OIA_OutdoorRecEconomyReport2012.pdf
  • 54. @mbloomstein | #SearchLove 60 © 2014 2005 2006 2007 2008 2009 2010 2011 REI industry average Source: REI Financial Information reports 2005 – 2012; http://www.rei.com/about-rei/financial-information.html The outdoor recreation economy grew 5% annually… while REI averaged 11% year-over-year growth
  • 55. @mbloomstein | #SearchLove 61 © 2014 Store growth fuels content availability
  • 56. @mbloomstein | #SearchLove 62 © 2014 Our content strategy is pretty simple: we stay as close to our core market as possible. Patagonia’s always had a literary, storytelling component to the brand. It’s in line with what we say: buy less stuff and make sure what you buy lasts. Bill Boland, Patagonia
  • 57. @mbloomstein | #SearchLove 63 © 2014 On a short-term basis, it doesn’t help us move product. It doesn’t meet your weekly sales goal. It’s not about short- term ROI. It’s something we enjoy and the people we build clothes for enjoy. Bill Boland, Patagonia
  • 58. Attention must be paid © Viking
  • 59. Attention must be paid but only if we can respect our users, brands, and content equally. © Viking
  • 60. @mbloomstein | #SearchLove 66 © 2014 Be here now
  • 61. @mbloomstein | #SearchLove 67 © 2014 Be here now
  • 62. @mbloomstein | #SearchLove 68 © 2014 Be here now? Are we willing to
  • 63. @mbloomstein | #SearchLove 69 © 2014 Thank you. Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein amzn.to/CSatWork Images of South of the Border © Edisto Images. All other images property of their owners or © Margot Bloomstein as noted.