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First things first: get your message right
 

First things first: get your message right

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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.

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  • 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)

First things first: get your message right First things first: get your message right Presentation Transcript

  • Margot Bloomstein
    Web Content June 6, 2011
    @mbloomstein | #wccon
    FIRST THINGS FIRST: GET YOUR MESSAGE RIGHT.
  • We’ve got this.
    Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.
  • We’ve got this.
    Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.
  • Ideal: foster experience in time
    • Repeat visitors/contexts
    • Frequent updates
    • Demand for novelty
    • History – press releases
    • Future – “Upcoming”
  • Mobile means (re)focusing.
    Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.
  • Mobile means (re)focusing.
    Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.
  • Mobile means (re)focusing.
    Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.
  • Mobile means (re)focusing.
    Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.
  • Mobile means (re)focusing.
    Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.
  • Mobile means (re)focusing.
    • Repeat visitors/contexts
    • Frequent updates
    • Demand for novelty
    • History – press releases
    • Future – “Upcoming”
  • Mobile means (re)focusing.
    • Repeat visitors/contexts
    • Frequent updates
    • Demand for novelty
    • History – press releases
    • Future – “Upcoming”
    • Variable contexts
  • Mobile means (re)focusing.
    • Repeat visitors/contexts
    • Frequent updates
    • Demand for novelty
    • History – press releases
    • Future – “Upcoming”
    • Variable contexts
    • Contextual relevance
  • Mobile means (re)focusing.
    • Repeat visitors/contexts
    • Frequent updates
    • Demand for novelty
    • History – press releases
    • Future – “Upcoming”
    • Variable contexts
    • Contextual relevance
    • Demand for relevance
  • Mobile means (re)focusing.
    • Repeat visitors/contexts
    • Frequent updates
    • Demand for novelty
    • History – press releases
    • Future – “Upcoming”
    • Variable contexts
    • Contextual relevance
    • Demand for relevance
    • There’s only now
  • Mobile means (re)focusing.
    • Repeat visitors/contexts
    • Frequent updates
    • Demand for novelty
    • History – press releases
    • Future – “Upcoming”
    • Variable contexts
    • Contextual relevance
    • Demand for relevance
    • There’s only now
    • 5 minutes from now
  • Good mobile experiences are empowering to the point of narcissism.
  • Good mobile experiences are empowering to the point of narcissism…So how can you maintain a brand and experience between the user and context?
  • Quick to the point /to the point no fakin’
  • Mobile means (re)focusing.
    Focusing demands content strategy.
    • Hold fast to a clear message architecture
    • Triage and support varying contexts (and empower navigation between them)
    • Layer secondary content—don’t strip away “extraneous” details
  • What’s a message architecture?
    A hierarchy of communication goals that reflect a common vocabulary.
  • What’s a message architecture?
    Concrete, shared terminology, not abstract concepts.
  • Make us look innovative, but not risky.
  • We’re smart, but savvy… that’s not us.
  • It should say traditional, but edgy.
  • Why do this?
    • Maintain a consistent multi-channel UX
    • Identify conflicting priorities
    • Preserve voice in CTAs, error messages…
    • Maintain long-term consistency
    • Identify if mobile is even appropriate
  • Here’s an example…
    Empowering
    • Direct
    • Simplifying and savvy
    Efficient
    • Engaged, not overwhelming
    • Streamlined
    Responsive, helpful
    • Proactive and anticipatory
  • Proactive
    Unfussy
    White space & clean lines
  • Here’s an example…
    Cheeky
    • Witty and fun
    • Young without being childish
    Customer oriented and responsive
    • Approachable, friendly
    • Championing and empowering
    Helpful
    • Accessible
  • From: Little MOO | Print Robot <noreply@moo.com>Subject: MOO | Order 0629312615 | ConfirmedHelloI'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'll let you know when it's done and on its way to you.Remember, I'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
  • Message architecture…
    Cheeky
    Customer oriented and responsive
    Helpful
  • Versus brand values?
    Design
    Innovation
    Community
    Excellence
    These inspire, but without priority.
  • What are varying contexts?
    Good experiences triage and support varying mobile contexts—and let users navigate between them.
  • What are varying contexts?
    • What time is my flight this afternoon?
    • Which gate am I going to again?
    • Did they change the gate?
    • My connection is tight—where do I run?
    • Is there another delay?!
    • Can I call the airline to reticket?
  • Recombobulation area picture
  • Layer, don’t limit
    Triangulate between the message architecture and user goals and tasks to layer secondary content—don’t just eliminate “extraneous” detail.
  • Layered information
    Options to see more
    Minimal detail
  • Layer, don’t limit… or pay the price.
  • H&M dress screenshots
  • I want to buy this dress.Do you have this dress?I want to give you my money.
  • What’s the message architecture?
    Who are you again?
    What’s the use case for this?
  • We can do better than this.Content strategy can help.
  • Thank you!
    Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomstein#WCCON
    Feedback? http://spkr8.com/t/7729
  • Thank you!
    Meghan Casey, Jonathan Kahn, Michael Lohmiller, Rachel Lovinger, Karen McGrane, LisPardi, The Cars
    Editorial calendar images: http://www.bloggingbistro.com/how-to-create-a-blogging-editorial-calendar/ and http://www.airportmagazine.net
    Vanilla Ice image © Associated Press
  • Thank you!
    Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomstein#wccon
    Feedback? http://spkr8.com/t/7729