Responsive content strategy

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Come ripensare la content strategy per progetti responsive. A cura di Raffaele Boiano aka Rainwiz.

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Responsive content strategy

  1. 1. @rainwiz #architecta #responsivecontentresponsive contentnell’era della content strategyRaffaele BoianoFREE WEBINAR - ARCHITECTA@rainwiz #responsivecontent
  2. 2. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #iawebinarperché sono qui?e perché ci siete anche voi?
  3. 3. A intro B content strategy C touchpoint D cope E outro
  4. 4. A intro B content strategy C touchpoint D cope E outroresponsive[ri-spon-siv]n. responding especially readily and sympathetically to appeals,efforts, influences, etc.
  5. 5. A intro B content strategy C touchpoint D cope E outrobreakpoints
  6. 6. TIME responsive design | http://www.lukew.com/ff/entry.asp?1691
  7. 7. A intro B content strategy C touchpoint D cope E outromobile[moh bahyl]n. capable of moving or being moved readily ...pertaining to or noting a cell phone, usually one with computing ability, or a portable, wireless computing device used while held in the hand, as in mobile tablet; mobile PDA; mobile app
  8. 8. Apollo e i continenti, G.B. Tiepolo, Wurzburg 1752
  9. 9. #1: mobile users are always distracted and in a rush
  10. 10. #2: mobile means less
  11. 11. #3: complexity is a dirty word
  12. 12. #4: extra taps and clicks are evil
  13. 13. #5: gotta have a mobile website
  14. 14. #6: mobile is about apps
  15. 15. #7: CMS and APIs are for data nerds
  16. 16. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #plonedaycontent strategy[kon-tent strat-i-jee]n. Content strategy plans for the creation, publication, and governance of useful, usable content
  17. 17. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday#1linea editorialele linee guida che regolano la produzione delcontenuto: valori, tono, voce, aspetti legali, user-generated content.Queste specifiche contribuiscono a definire ilcalendario editoriale.
  18. 18. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday#2web writingla pratica di scrivere contenuti utili e usabili pensatiper la lettura sullo schermo.È molto più del copywriting. Un web writer devecapire le basi dell’user experience design, sapervalorizzare un sistema di metadati e gestire uncontent inventory in continuo divenire.
  19. 19. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday#3metadatiprogettare i tipi e la struttura dei metadati, cioè idati sui dati.Metadati ben strutturati aiutano a identificare,organizzare, usare e riusare i contenuti in manierada rappresentare un valore per molteplici target.
  20. 20. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday#4trovabilitàè il processo che mira a scrivere e organizzare icontenuti per aumentare la loro potenziale rilevanzaper keyword specifiche sui motori di ricerca.
  21. 21. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday#5content workflowprogettare e amministrare il processo e letecnologie per raccogliere, produrre, conservare edistribuire i contenuti di un’organizzazione.Definire il ciclo di vita del contenuto è un’attivitàchiave.
  22. 22. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday#6x-channel strategycome e dove il contenuto sarà reso disponibile agliutenti.
  23. 23. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #plonedaytouchpoint[ˈtʌtʃpɔɪnt]n. Il touchpoint è il punto di contatto tra brand e stakeholders (clienti, clienti potenziali, impiegati, investors ecc).
  24. 24. Affinity diagram
  25. 25. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday MY COMPANY - STORYGRAPH Process Strategy LINE OF INTERNAL ACTION Operations Area owned digital media management social media management (earned media) press owned press staff training LINE OF VISIBILITY Content & Design & Write post Send Produce Tweet & Socialize Update Write & Manage Face to face knowledge development & manage targeted awareness relate contents professional activity produce customer relations & Activity base 24/7 self- interactions messages video & manage network & & media editions relation solutions management service interactions projects relations FONDAZIONE 01 Enasarco Magazine Affrontare il cambiamento: la nuova sfida per il presente Agente: un lavoro che dà valore all’azienda Speciale convenzioni Soggiorni termali e climatici 2010 Touchpoints public portal restricted area blog newsletter youtube twitter facebook linkedIN press & media house organ cust. service LINE OF USER INTERACTION 1. Core services 2. Send feedback 3. Discuss/Share 4. Ask for help 5. Networking 6. Discover news 7. Know in depth A B C D E F G H I L M N Raffaele Boiano - rainwiz@rainwiz.com This work is licensed under a Creative Commons Attribution 3.0 Unported License Ideal suitable but not ideal unsuitable This is a free culture license!Fondazione Enasarco, Touchpoints management
  26. 26. Storia 2012/219
  27. 27. Customer story nello storygraph
  28. 28. A intro B content strategy C touchpoint D cope E outrocontent as servicePensare al contenuto non più come un prodotto (illibro, il giornale, la brochure) ma come servizio, cioèinformazione disponibile.E strutturarlo per essere più riusabile possibile,pensando al futuro, sapendo che è in continuodivenire.
  29. 29. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday“ Fragmenting our content across different “device-optimized” experiences is a losing proposition, or at least an unsustainable one. Ethan Marcotte ”
  30. 30. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #plonedaycope systemcreate once publish everywhere
  31. 31. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday SITO
  32. 32. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday SITO
  33. 33. CONTENTKaren Mc Grane, Adapting Ourselves to Adaptive Content
  34. 34. WEBSITE CONTENTKaren Mc Grane, Adapting Ourselves to Adaptive Content
  35. 35. WEBSITE SOCIAL MEDIA CONTENTKaren Mc Grane, Adapting Ourselves to Adaptive Content
  36. 36. WEBSITE SOCIAL MEDIA CONTENT MICROSITESKaren Mc Grane, Adapting Ourselves to Adaptive Content
  37. 37. WEBSITE SOCIAL MEDIA CONTENT MICROSITES BLOGSKaren Mc Grane, Adapting Ourselves to Adaptive Content
  38. 38. WEBSITE SOCIAL MEDIA CONTENT MICROSITES BLOGS INTRANETKaren Mc Grane, Adapting Ourselves to Adaptive Content
  39. 39. WEBSITE SOCIAL MEDIA CONTENT MICROSITES BLOGS EMAIL INTRANETKaren Mc Grane, Adapting Ourselves to Adaptive Content
  40. 40. WEBSITE SOCIAL MEDIA CONTENT MICROSITES PRINT BLOGS EMAIL INTRANETKaren Mc Grane, Adapting Ourselves to Adaptive Content
  41. 41. WEBSITE SOCIAL TABLET MEDIA APPS CONTENT MICROSITES PRINT BLOGS EMAIL INTRANETKaren Mc Grane, Adapting Ourselves to Adaptive Content
  42. 42. WEBSITE MOBILE APPS SOCIAL TABLET MEDIA APPS CONTENT MICROSITES PRINT BLOGS EMAIL INTRANETKaren Mc Grane, Adapting Ourselves to Adaptive Content
  43. 43. MOBILE WEB WEBSITE MOBILE APPS SOCIAL TABLET MEDIA APPS CONTENT MICROSITES PRINT BLOGS EMAIL INTRANETKaren Mc Grane, Adapting Ourselves to Adaptive Content
  44. 44. MOBILE WEB WEBSITE MOBILE APPS SOCIAL TABLET MEDIA APPS PRINT MICROSITES PRINT BLOGS EMAIL INTRANETKaren Mc Grane, Adapting Ourselves to Adaptive Content
  45. 45. MOBILE WEB WEBSITE MOBILE APPS SOCIAL TABLET MEDIA APPS WEB MICROSITES PRINT BLOGS EMAIL INTRANETKaren Mc Grane, Adapting Ourselves to Adaptive Content
  46. 46. MOBILE WEB WEBSITE MOBILE APPS SOCIAL TABLET MEDIA APPS MOBILE MICROSITES PRINT BLOGS EMAIL INTRANETKaren Mc Grane, Adapting Ourselves to Adaptive Content
  47. 47. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #plonedayso what?che mi porto a casa?
  48. 48. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday#1multiple sizecontent chunk writing
  49. 49. Wordpress - rainwiz.com
  50. 50. Detail title (senza limite)Featured title (max 8 parole)Short title (max 5 parole)Detail teaser (senza limite)Short teaser (max 8 parole)Detail abstract (senza limite)Featured abstract (120 caratteri)
  51. 51. Guida Enasarco - Contributo minimo annuo
  52. 52. Guida Enasarco - Contributo minimo annuo
  53. 53. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday“The more structure you put into content the freer it will become. Rachel Lovinger ”
  54. 54. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday#2metadata firsttaxonomy
  55. 55. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday“Metadata is the new art direction. ” Ethan Resnick, @studip101
  56. 56. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday#3plan reusestructure content once, use anywhere
  57. 57. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday Nome Codice Modello Marca Descrizione
  58. 58. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday Nome Codice Modello Marca Descrizione Lunghezza focale Apertura massima Apertura minima Schema ottico Angolo di campo Distanza minima per la messa a fuoco Rapporto di riproduzione massimo Lamelle del diaframma Messa a fuoco Modi di messa a fuoco Dimensione attacco filtro Diametro x lunghezza Peso
  59. 59. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday“ Instead of crafting a website, you have to put more effort into crafting the description of the different bits of an asset, so they can be reused more effectively, so they can deliver more value. Nic Newman, BBC ”
  60. 60. A intro B content strategy C touchpoint D cope E outrodata.nytimes.com
  61. 61. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #plonedayresponsive designvsadaptive layoutIl layout è solo una delle componenti del design
  62. 62. A intro B content strategy C touchpoint D cope E outroresponsive designmeansresponsive content
  63. 63. Grazie!Raffaele Boiano @rainwiz rainwiz@rainwiz.comThanks to:Josh ClarkKristina HalvorsonRachel LovingerEthan MarcotteKaren Mc GraneSara Wachter-Boettcher

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