Your SlideShare is downloading. ×
0
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
First things first: get your message right
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

First things first: get your message right

1,307

Published on

Checkins, photo tagging, virtual wallets--with all the expected attributes of a mobile experience, content strategy can seem like an afterthought as you chart a path to consumer engagement. But when …

Checkins, photo tagging, virtual wallets--with all the expected attributes of a mobile experience, content strategy can seem like an afterthought as you chart a path to consumer engagement. But when every word counts, consistency, messaging, and editorial strategy matter most. First things first: get your message right. We'll discuss how to prioritize communication goals to kick off the content strategy process, no matter the screen on which you're planning to communicate.

Published in: Technology, Design
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,307
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
23
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • This addresses people/agents and time
  • This addresses people/agents and time
  • ID conflicting priorities because users have no time to navigate them
  • These differ from the brand values, which speak more to the company
  • These differ from the brand values, which speak more to the company
  • Prioritized and translated for action (actionable)
  • Transcript

    • 1. Margot Bloomstein<br />Web Content June 6, 2011<br />@mbloomstein | #wccon<br />FIRST THINGS FIRST: GET YOUR MESSAGE RIGHT.<br />
    • 2. We’ve got this.<br />Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.<br />
    • 3. We’ve got this.<br />Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.<br />
    • 4.
    • 5. Ideal: foster experience in time<br /><ul><li>Repeat visitors/contexts
    • 6. Frequent updates
    • 7. Demand for novelty
    • 8. History – press releases
    • 9. Future – “Upcoming”</li></li></ul><li>Mobile means (re)focusing.<br />Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.<br />
    • 10. Mobile means (re)focusing.<br />Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.<br />
    • 11. Mobile means (re)focusing.<br />Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.<br />
    • 12. Mobile means (re)focusing.<br />Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.<br />
    • 13. Mobile means (re)focusing.<br />Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.<br />
    • 14. Mobile means (re)focusing.<br /><ul><li>Repeat visitors/contexts
    • 15. Frequent updates
    • 16. Demand for novelty
    • 17. History – press releases
    • 18. Future – “Upcoming”</li></li></ul><li>Mobile means (re)focusing.<br /><ul><li>Repeat visitors/contexts
    • 19. Frequent updates
    • 20. Demand for novelty
    • 21. History – press releases
    • 22. Future – “Upcoming”
    • 23. Variable contexts</li></li></ul><li>Mobile means (re)focusing.<br /><ul><li>Repeat visitors/contexts
    • 24. Frequent updates
    • 25. Demand for novelty
    • 26. History – press releases
    • 27. Future – “Upcoming”
    • 28. Variable contexts
    • 29. Contextual relevance</li></li></ul><li>Mobile means (re)focusing.<br /><ul><li>Repeat visitors/contexts
    • 30. Frequent updates
    • 31. Demand for novelty
    • 32. History – press releases
    • 33. Future – “Upcoming”
    • 34. Variable contexts
    • 35. Contextual relevance
    • 36. Demand for relevance</li></li></ul><li>Mobile means (re)focusing.<br /><ul><li>Repeat visitors/contexts
    • 37. Frequent updates
    • 38. Demand for novelty
    • 39. History – press releases
    • 40. Future – “Upcoming”
    • 41. Variable contexts
    • 42. Contextual relevance
    • 43. Demand for relevance
    • 44. There’s only now</li></li></ul><li>Mobile means (re)focusing.<br /><ul><li>Repeat visitors/contexts
    • 45. Frequent updates
    • 46. Demand for novelty
    • 47. History – press releases
    • 48. Future – “Upcoming”
    • 49. Variable contexts
    • 50. Contextual relevance
    • 51. Demand for relevance
    • 52. There’s only now
    • 53. 5 minutes from now</li></li></ul><li>Good mobile experiences are empowering to the point of narcissism.<br />
    • 54. Good mobile experiences are empowering to the point of narcissism…So how can you maintain a brand and experience between the user and context?<br />
    • 55. Quick to the point /to the point no fakin’<br />
    • 56. Mobile means (re)focusing.<br />Focusing demands content strategy.<br /><ul><li>Hold fast to a clear message architecture
    • 57. Triage and support varying contexts (and empower navigation between them)
    • 58. Layer secondary content—don’t strip away “extraneous” details</li></li></ul><li>What’s a message architecture?<br />A hierarchy of communication goals that reflect a common vocabulary.<br />
    • 59. What’s a message architecture?<br />Concrete, shared terminology, not abstract concepts.<br />
    • 60. Make us look innovative, but not risky.<br />
    • 61. We’re smart, but savvy… that’s not us.<br />
    • 62. It should say traditional, but edgy.<br />
    • 63.
    • 64. Why do this?<br /><ul><li>Maintain a consistent multi-channel UX
    • 65. Identify conflicting priorities
    • 66. Preserve voice in CTAs, error messages…
    • 67. Maintain long-term consistency
    • 68. Identify if mobile is even appropriate</li></li></ul><li>Here’s an example…<br />Empowering<br /><ul><li>Direct
    • 69. Simplifying and savvy</li></ul>Efficient<br /><ul><li>Engaged, not overwhelming
    • 70. Streamlined</li></ul>Responsive, helpful<br /><ul><li>Proactive and anticipatory</li></li></ul><li>
    • 71. Proactive<br />Unfussy<br />White space &amp; clean lines<br />
    • 72.
    • 73. Here’s an example…<br />Cheeky<br /><ul><li>Witty and fun
    • 74. Young without being childish</li></ul>Customer oriented and responsive<br /><ul><li>Approachable, friendly
    • 75. Championing and empowering</li></ul>Helpful<br /><ul><li>Accessible</li></li></ul><li>
    • 76. From: Little MOO | Print Robot &lt;noreply@moo.com&gt;Subject: MOO | Order 0629312615 | ConfirmedHelloI&apos;m Little MOO - the bit of software that will be managing your order with moo.com. It will shortly be sent to Big MOO, our print machine who will print it for you in the next few days. I&apos;ll let you know when it&apos;s done and on its way to you.Remember, I&apos;m just a bit of software. So, if you have any questions regarding your order please first read our Frequently Asked Questions or contact customer services (who are real people!)Thanks,Little MOO, Print Robot<br />
    • 77. Message architecture…<br />Cheeky<br />Customer oriented and responsive<br />Helpful<br />
    • 78. Versus brand values?<br />Design<br />Innovation<br />Community<br />Excellence<br />These inspire, but without priority.<br />
    • 79. What are varying contexts?<br />Good experiences triage and support varying mobile contexts—and let users navigate between them.<br />
    • 80. What are varying contexts?<br /><ul><li>What time is my flight this afternoon?
    • 81. Which gate am I going to again?
    • 82. Did they change the gate?
    • 83. My connection is tight—where do I run?
    • 84. Is there another delay?!
    • 85. Can I call the airline to reticket?</li></li></ul><li>Recombobulation area picture<br />
    • 86. Layer, don’t limit<br />Triangulate between the message architecture and user goals and tasks to layer secondary content—don’t just eliminate “extraneous” detail.<br />
    • 87.
    • 88. Layered information<br />Options to see more<br />Minimal detail<br />
    • 89. Layer, don’t limit… or pay the price.<br />
    • 90. H&amp;M dress screenshots<br />
    • 91. I want to buy this dress.Do you have this dress?I want to give you my money.<br />
    • 92. What’s the message architecture? <br />Who are you again?<br />What’s the use case for this?<br />
    • 93.
    • 94.
    • 95.
    • 96. We can do better than this.Content strategy can help.<br />
    • 97. Thank you!<br />Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomstein#WCCON<br />Feedback? http://spkr8.com/t/7729<br />
    • 98. Thank you!<br />Meghan Casey, Jonathan Kahn, Michael Lohmiller, Rachel Lovinger, Karen McGrane, LisPardi, The Cars<br />Editorial calendar images: http://www.bloggingbistro.com/how-to-create-a-blogging-editorial-calendar/ and http://www.airportmagazine.net <br />Vanilla Ice image © Associated Press<br />
    • 99. Thank you!<br />Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomstein#wccon<br />Feedback? http://spkr8.com/t/7729<br />

    ×