Content Strategy for Slow Experiences MIMA Summit 2013

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Online experiences can be fast, efficient, easy and orderly, which sounds like a good thing, right? Surprisingly, sometimes, that’s a recipe for disaster. We click confirm too soon, confuse important details, or miss a key feature in a product description. Efficient isn’t always effective. Not all experiences need to be fast to be functional. In fact, some of the most memorable and profitable engagements are slow and messy—and that’s just right.

Content strategy can identify and support opportunities to control the pace of user experience. We’ll discuss three key features that differentiate slow experiences and uncover the fundamental ways they help users.

Presented at MIMA Summit 2013, October 15, 2013, #MIMASummit, in Minneapolis.

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Content Strategy for Slow Experiences MIMA Summit 2013

  1. @mbloomstein | #MIMAsummit 1 Margot Bloomstein @mbloomstein #MIMAsummit October 15, 2013 CONTENT STRATEGY FOR SLOW EXPERIENCES © 2013
  2. @mbloomstein | #MIMAsummit 2 © 2013
  3. @mbloomstein | #MIMAsummit 3 © 2013
  4. @mbloomstein | #MIMAsummit 4 anticipation delight discovery © 2013
  5. @mbloomstein | #MIMAsummit 5 anticipation delight discovery These take time. © 2013
  6. @mbloomstein | #MIMAsummit 6 © Scott A. Miller for Chevrolet © 2013
  7. These people are waiting in a line
  8. @mbloomstein | #MIMAsummit 8 © 2013
  9. @mbloomstein | #MIMAsummit 9 © 2013
  10. @mbloomstein | #MIMAsummit 10 These people are delighting in a line: they’re engaged, anticipating, discovering, creating memories. They’re in the moment.
  11. @mbloomstein | #MIMAsummit 11 These people are delighting in a line: they’re engaged, anticipating, discovering, creating memories thanks to content.
  12. @mbloomstein | #MIMAsummit 12 Content affects experience… and a user’s perception of an experience.
  13. @mbloomstein | #MIMAsummit 13 You wait longer, but you’re engaged before you get there. You’re invested in the experience. Keri Maijala (@clamhead) © 2013
  14. @mbloomstein | #MIMAsummit 14 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) © 2013
  15. Frustration, not speed, drives the perception of slowness. That was horrible and it took forever, no matter how fast it was.
  16. @mbloomstein | #MIMAsummit 16 © jonandallie.blogspot.com © 2013
  17. @mbloomstein | #MIMAsummit 17 © 2013
  18. @mbloomstein | #MIMAsummit 18 Efficient isn’t always effective— or good. © 2013
  19. @mbloomstein | #MIMAsummit 19 Users say frustrating activities take forever. But are time-consuming activities also inherently frustrating?
  20. © Charlotte & Kristian Septimius Krogh
  21. @mbloomstein | #MIMAsummit 21 © 2013
  22. @mbloomstein | #MIMAsummit 22 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) © 2013
  23. @mbloomstein | #MIMAsummit 23 Users can appreciate slow experiences: they’re engaged, anticipating, creating memories. They discover, learn, and pay attention to act deliberately.
  24. @mbloomstein | #MIMAsummit 24 Why do this? • Drive exploration & discovery • Encourage deliberate choices • Focus users’ attention
  25. @mbloomstein | #MIMAsummit 25 How do you slow down users? 1. Editorial style and structures
  26. @mbloomstein | #MIMAsummit 26 Users can appreciate slow experiences. they’re engaged, anticipating, creating memories. © 2013
  27. @mbloomstein | #MIMAsummit 27 Users can appreciate slow experiences. they’re engaged, anticipating, creating memories. © 2013
  28. @mbloomstein | #MIMAsummit 28 © 2013
  29. “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.”
  30. @mbloomstein | #MIMAsummit 30 © 2013
  31. @mbloomstein | #MIMAsummit 31 © 2013
  32. @mbloomstein | #MIMAsummit 33 “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.” © 2013
  33. @mbloomstein | #MIMAsummit 34 © 2013
  34. @mbloomstein | #MIMAsummit 35 How do you slow down users? 1. Editorial style and structures 2. Discovery- and comparisonoriented content types
  35. @mbloomstein | #MIMAsummit 36 © 2013
  36. @mbloomstein | #MIMAsummit 37 Empirical proof Courage in our convictions
  37. @mbloomstein | #MIMAsummit 38 Deliberation Validation
  38. @mbloomstein | #MIMAsummit 39 Engaging, informative content Time & space to interact with it
  39. @mbloomstein | #MIMAsummit 44 How do you slow down users? 1. Editorial style and structures 2. Discovery- and comparisonoriented content types
  40. @mbloomstein | #MIMAsummit 45 How do you slow down users? 1. Editorial style and structures 2. Discovery- and comparisonoriented content types 3. Longform content
  41. @mbloomstein | #MIMAsummit 46 © 2013
  42. @mbloomstein | #MIMAsummit 48 © 2013
  43. @mbloomstein | #MIMAsummit 49 © 2013
  44. @mbloomstein | #MIMAsummit 50 © 2013
  45. @mbloomstein | #MIMAsummit 51 © 2013
  46. @mbloomstein | #MIMAsummit 52 • Slow down • Act deliberately • Focus © 2013
  47. @mbloomstein | #MIMAsummit 53 © 2013
  48. @mbloomstein | #MIMAsummit 54 © 2013
  49. Attention must be paid © Viking
  50. @mbloomstein | #MIMAsummit 56 By design, content can slow down users, focus their attention, and help them act deliberately. It respects them and the topic equally.
  51. But does it work?
  52. @mbloomstein | #MIMAsummit 58 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 © 2013
  53. @mbloomstein | #MIMAsummit 59 The outdoor recreation economy grew 5% annually… while REI averaged 11% year-over-year growth REI industry average 2005 2006 2007 2008 2009 2010 2011 Source: REI Financial Information reports 2005 – 2012; http://www.rei.com/about-rei/financial-information.html © 2013
  54. @mbloomstein | #MIMAsummit 60 Store growth supported content availability REI industry average 2005 2006 2007 2008 2009 2010 2011 Source: http://www.rei.com/about-rei/financial-information.html and EMS press releases © 2013
  55. @mbloomstein | #MIMAsummit 61 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 © 2013
  56. @mbloomstein | #MIMAsummit 62 On a short-term basis, it doesn’t help us move product. It doesn’t meet your weekly sales goal. It’s not about shortterm ROI. It’s something we enjoy and the people we build clothes for enjoy. Bill Boland, Patagonia © 2013
  57. @mbloomstein | #MIMAsummit 63 © 2013
  58. @mbloomstein | #MIMAsummit 65 BE HERE NOW © 2013
  59. @mbloomstein | #MIMAsummit 66 BE HERE NOW © 2013
  60. @mbloomstein | #MIMAsummit 67 BE HERE NOW © 2013
  61. @mbloomstein | #MIMAsummit 68 Thank you. Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein amzn.to/CSatWork All images property of their respective owners or © Margot Bloomstein as noted. © 2013

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