#singlemsg | @mbloomstein              Margot Bloomstein              IA Summit March 2012              @mbloomstein      ...
#singlemsg | @mbloomsteinWhy content strategy?                                    © 2012
#singlemsg | @mbloomsteinWhy content strategy?Because we all want the same thing,but content keeps getting in the way.    ...
#singlemsg | @mbloomsteinDeliver on time, on budget                                   © 2012
#singlemsg | @mbloomsteinMaintain a consistent vision                                    © 2012
#singlemsg | @mbloomsteinSupport a holistic user experience                                       © 2012
#singlemsg | @mbloomsteinKeep the voice in microcopy                                   © 2012
#singlemsg | @mbloomsteinEnsure cross-channel consistency                                      © 2012
#singlemsg | @mbloomsteinEnsure cross-channel consistency   …among multiple bloggers                                      ...
#singlemsg | @mbloomsteinEnsure cross-channel consistency         …among print            and web           and phone     ...
#singlemsg | @mbloomsteinEnsure cross-channel consistency …between Twitter and Facebook                                   ...
#singlemsg | @mbloomsteinEnsure cross-platform consistency   (and contextual relevance)                                   ...
#singlemsg | @mbloomsteinFirst things first.What do you need to communicate?                                         © 2012
#singlemsg | @mbloomsteinFirst things first.Why even redesign this website,                                           © 2012
#singlemsg | @mbloomsteinFirst things first.Why even redesign this website, let theCEO start blogging,                    ...
#singlemsg | @mbloomsteinFirst things first.Why even redesign this website, let theCEO start blogging, audit the content, ...
#singlemsg | @mbloomsteinFirst things first.Why even redesign this website, let theCEO start blogging, audit the content,s...
#singlemsg | @mbloomsteinFirst things first.Why even redesign this website, let theCEO start blogging, audit the content,s...
#singlemsg | @mbloomsteinFirst things first.Why even redesign this website, let theCEO start blogging, audit the content,s...
#singlemsg | @mbloomsteinFirst things first.Why even redesign this website, let theCEO start blogging, audit the content,s...
#singlemsg | @mbloomsteinFirst things first.Why even redesign this website, let theCEO start blogging, audit the content,s...
#singlemsg | @mbloomsteinFirst things first.Why even redesign this website, let theCEO start blogging, audit the content,s...
#singlemsg | @mbloomsteinIf you don’t know whatyou need to communicate,how will you know if yousucceed?                   ...
#singlemsg | @mbloomsteinIf you don’t know whatyou need to communicate,how will you the right channelsfor your message?   ...
#singlemsg | @mbloomsteinEstablish themessage architecture.                          © 2012
#singlemsg | @mbloomsteinEstablish themessage architecture.                          © 2012
#singlemsg | @mbloomsteinEstablish themessage architecture.                          © 2012
#singlemsg | @mbloomsteinWhat’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabulary...
#singlemsg | @mbloomsteinWhat’s a message architecture?Concrete, shared terminology,not abstract concepts.                ...
#singlemsg | @mbloomsteinMake us lookinnovative,but not risky.                          © 2012
#singlemsg | @mbloomsteinIt should saytraditional,but edgy.                         © 2012
#singlemsg | @mbloomstein©Warby Parker                                 © 2012
#singlemsg | @mbloomsteinWords are valuable,but meaningless withoutcontext and priority.                                  ...
#singlemsg | @mbloomsteinHow?•   Engage in a tangible, hands-on way•   Encourage debate and conversation•   Identify point...
#singlemsg | @mbloomsteinCardsortingStep one:• Who we are• Who we’re not• Who we’d like to be                             ...
proactive               urban               broad       #singlemsg   national                                             ...
#singlemsg | @mbloomstein                 © 2012
#singlemsg | @mbloomsteinCardsortingStep two:• Who we are  Who we’d like to be                                           ...
#singlemsg | @mbloomstein                 © 2012
#singlemsg | @mbloomsteinCardsortingStep three:• Prioritize the goals• Tell the story of those aspirations                ...
#singlemsg | @mbloomsteinWhy do this?                                © 2012
#singlemsg | @mbloomstein                 © 2012
#singlemsg | @mbloomsteinWhy do this?Words are cheaper than comps.                                          © 2012
#singlemsg | @mbloomsteinWhy do this?Let creative colleagues refine the concept,rather than confirm the purpose.          ...
#singlemsg | @mbloomsteinWhy do this?Gain standards by which to conducta qualitative audit.(What is “good” anyway?)       ...
#singlemsg | @mbloomsteinWhy do this?Sell new content types to manifest themessage architecture—not just becausethey’re tr...
#singlemsg | @mbloomsteinWhy do this?Life in the fast lane is for rock stars(and not sustainable)                         ...
#singlemsg | @mbloomsteinEVERYTHING, ALL THE TIME?2012                        ©
#singlemsg | @mbloomstein Content strategy:“ Strategy is just using limited resources to  accomplish a goal.” John Eckman ...
#singlemsg | @mbloomsteinA little thing with big impact.                                       © 2012
#singlemsg | @mbloomstein A little thing with big impact.“ How could we prove this is a car not like  anything else out th...
#singlemsg | @mbloomsteinA little thing with big impact.                                       © 2012
#singlemsg | @mbloomsteinMessage architecturePremium technology• Assertive; ready to perform as a driver’s car• Proactive ...
#singlemsg | @mbloomstein                 © 2012
#singlemsg | @mbloomstein                 © 2012
#singlemsg | @mbloomstein                 © 2012
#singlemsg | @mbloomstein                 © 2012
#singlemsg | @mbloomsteinIf these emails are boring youand you don’t mind missing outon all the lip-smackin’ stuffwe’ll be...
#singlemsg | @mbloomsteinMessage architecture drivesthe user experience                                      © 2012
#singlemsg | @mbloomstein…in contentNomenclatureCalls to actionInstructional contentSentence structureDiction             ...
#singlemsg | @mbloomstein…and in designPhotographic anglesDark backgroundsBold headlinesThick stroke weights              ...
#singlemsg | @mbloomstein…and in the choice of featuresand content types                                       © 2012
#singlemsg | @mbloomsteinHere’s an example…Cheeky• Witty and fun• Young without being childishCustomer oriented and respon...
#singlemsg | @mbloomstein                 © 2012
#singlemsg | @mbloomsteinFrom: Little MOO | Print Robot <noreply@moo.com>Subject: MOO | Order 0629312615 | ConfirmedHelloI...
#singlemsg | @mbloomsteinMessage architecture…CheekyCustomer oriented and responsiveHelpful                               ...
#singlemsg | @mbloomsteinSo where to from here?Content audit: measure quality againstthe aspirational attributes in the me...
#singlemsg | @mbloomsteinSo where to from here?New content types: prioritize featuresagainst the new communication goals.E...
#singlemsg | @mbloomsteinSo where to from here?Editorial style guidelines: determinediction, sentence structure, formality...
#singlemsg | @mbloomsteinBut your message architecturecomes first.                                      © 2012
#singlemsg | @mbloomsteinThank you!Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomsteinhttp://...
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Driving a Multichannel Experience From a Single Message

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E pluribus unum? Better yet, out of one, create many—many channels within a multifaceted but unified experience. That’s the challenge of experience design among constrained budgets, tight timelines, and unlimited interaction expectations. Content strategy’s communication foundation, the message architecture, can help you answer that challenge. First, we’ll discuss how to prioritize communication goals and develop a message architecture with a hands-on exercise—ideal whether you’re designing for the web, a mobile app, social media, or an offline experience. Then learn how to create consistency between long-form web copy, action-oriented forms, and pointed Tweets. Discover how to prioritize features and content types across platforms by looking at examples that do this well, and those that don’t. Finally, respond to responsive design with a strategy to adapt content across platforms but still stay true to the brand.

Presented at IA Summit, #IAS12 and #singlemsg, March 23, 2012.

Published in: Technology
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Driving a Multichannel Experience From a Single Message

  1. 1. #singlemsg | @mbloomstein Margot Bloomstein IA Summit March 2012 @mbloomstein #singlemsgDRIVING A MULTICHANNEL EXPERIENCE FROM © 2012 A SINGLE MESSAGE
  2. 2. #singlemsg | @mbloomsteinWhy content strategy? © 2012
  3. 3. #singlemsg | @mbloomsteinWhy content strategy?Because we all want the same thing,but content keeps getting in the way. © 2012
  4. 4. #singlemsg | @mbloomsteinDeliver on time, on budget © 2012
  5. 5. #singlemsg | @mbloomsteinMaintain a consistent vision © 2012
  6. 6. #singlemsg | @mbloomsteinSupport a holistic user experience © 2012
  7. 7. #singlemsg | @mbloomsteinKeep the voice in microcopy © 2012
  8. 8. #singlemsg | @mbloomsteinEnsure cross-channel consistency © 2012
  9. 9. #singlemsg | @mbloomsteinEnsure cross-channel consistency …among multiple bloggers © 2012
  10. 10. #singlemsg | @mbloomsteinEnsure cross-channel consistency …among print and web and phone © 2012
  11. 11. #singlemsg | @mbloomsteinEnsure cross-channel consistency …between Twitter and Facebook © 2012
  12. 12. #singlemsg | @mbloomsteinEnsure cross-platform consistency (and contextual relevance) © 2012
  13. 13. #singlemsg | @mbloomsteinFirst things first.What do you need to communicate? © 2012
  14. 14. #singlemsg | @mbloomsteinFirst things first.Why even redesign this website, © 2012
  15. 15. #singlemsg | @mbloomsteinFirst things first.Why even redesign this website, let theCEO start blogging, © 2012
  16. 16. #singlemsg | @mbloomsteinFirst things first.Why even redesign this website, let theCEO start blogging, audit the content, © 2012
  17. 17. #singlemsg | @mbloomsteinFirst things first.Why even redesign this website, let theCEO start blogging, audit the content,start engaging on Twitter, © 2012
  18. 18. #singlemsg | @mbloomsteinFirst things first.Why even redesign this website, let theCEO start blogging, audit the content,start engaging on Twitter, consolidate thecurrent site architecture, © 2012
  19. 19. #singlemsg | @mbloomsteinFirst things first.Why even redesign this website, let theCEO start blogging, audit the content,start engaging on Twitter, consolidate thecurrent site architecture, add videotestimonials, © 2012
  20. 20. #singlemsg | @mbloomsteinFirst things first.Why even redesign this website, let theCEO start blogging, audit the content,start engaging on Twitter, consolidate thecurrent site architecture, add videotestimonials, incorporate user reviews, © 2012
  21. 21. #singlemsg | @mbloomsteinFirst things first.Why even redesign this website, let theCEO start blogging, audit the content,start engaging on Twitter, consolidate thecurrent site architecture, add videotestimonials, incorporate user reviews,develop new brand guidelines… © 2012
  22. 22. #singlemsg | @mbloomsteinFirst things first.Why even redesign this website, let theCEO start blogging, audit the content,start engaging on Twitter, consolidate thecurrent site architecture, add videotestimonials, incorporate user reviews,develop new brand guidelines…if you don’t know what you need tocommunicate? © 2012
  23. 23. #singlemsg | @mbloomsteinIf you don’t know whatyou need to communicate,how will you know if yousucceed? © 2012
  24. 24. #singlemsg | @mbloomsteinIf you don’t know whatyou need to communicate,how will you the right channelsfor your message? © 2012
  25. 25. #singlemsg | @mbloomsteinEstablish themessage architecture. © 2012
  26. 26. #singlemsg | @mbloomsteinEstablish themessage architecture. © 2012
  27. 27. #singlemsg | @mbloomsteinEstablish themessage architecture. © 2012
  28. 28. #singlemsg | @mbloomsteinWhat’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabulary. © 2012
  29. 29. #singlemsg | @mbloomsteinWhat’s a message architecture?Concrete, shared terminology,not abstract concepts. © 2012
  30. 30. #singlemsg | @mbloomsteinMake us lookinnovative,but not risky. © 2012
  31. 31. #singlemsg | @mbloomsteinIt should saytraditional,but edgy. © 2012
  32. 32. #singlemsg | @mbloomstein©Warby Parker © 2012
  33. 33. #singlemsg | @mbloomsteinWords are valuable,but meaningless withoutcontext and priority. © 2012
  34. 34. #singlemsg | @mbloomsteinHow?• Engage in a tangible, hands-on way• Encourage debate and conversation• Identify points of disagreement• Prevent seagulling• Force prioritization• Encourage ownership & investment © 2012
  35. 35. #singlemsg | @mbloomsteinCardsortingStep one:• Who we are• Who we’re not• Who we’d like to be © 2012
  36. 36. proactive urban broad #singlemsg national | @mbloomsteintrusted customer-oriented high-quality detail-orientedcool market-driven friendly timelessnarrow professional fun elegantslick technological the thought leader accessiblevalue-oriented aggressive current responsibleactionable visionary approachable sexytailored white collar welcoming high-leveldown-to-earth tactical blue collar bleeding edgepractical responsive strategic tried-and-truecustom consistent premium ruralinnovative traditional classic in touchhip savvy cutting edge wiseconservative eclectic reactive empoweringdiverse formal expensive assertiveelite fair authentic informalrelationship-oriented trendy flexible progressivedriven simple international modernleading edge serious reliable casualexperienced regional efficient historic © 2012
  37. 37. #singlemsg | @mbloomstein © 2012
  38. 38. #singlemsg | @mbloomsteinCardsortingStep two:• Who we are  Who we’d like to be © 2012
  39. 39. #singlemsg | @mbloomstein © 2012
  40. 40. #singlemsg | @mbloomsteinCardsortingStep three:• Prioritize the goals• Tell the story of those aspirations © 2012
  41. 41. #singlemsg | @mbloomsteinWhy do this? © 2012
  42. 42. #singlemsg | @mbloomstein © 2012
  43. 43. #singlemsg | @mbloomsteinWhy do this?Words are cheaper than comps. © 2012
  44. 44. #singlemsg | @mbloomsteinWhy do this?Let creative colleagues refine the concept,rather than confirm the purpose. © 2012
  45. 45. #singlemsg | @mbloomsteinWhy do this?Gain standards by which to conducta qualitative audit.(What is “good” anyway?) © 2012
  46. 46. #singlemsg | @mbloomsteinWhy do this?Sell new content types to manifest themessage architecture—not just becausethey’re trendy. © 2012
  47. 47. #singlemsg | @mbloomsteinWhy do this?Life in the fast lane is for rock stars(and not sustainable) © 2012
  48. 48. #singlemsg | @mbloomsteinEVERYTHING, ALL THE TIME?2012 ©
  49. 49. #singlemsg | @mbloomstein Content strategy:“ Strategy is just using limited resources to accomplish a goal.” John Eckman (@jeckman) © 2012
  50. 50. #singlemsg | @mbloomsteinA little thing with big impact. © 2012
  51. 51. #singlemsg | @mbloomstein A little thing with big impact.“ How could we prove this is a car not like anything else out there? It’s a small car, but it’s premium. You get a Porsche 911 ride for a fifth of the cost. It’s got history… but in Europe. You need to give people content to give them history.” © 2012
  52. 52. #singlemsg | @mbloomsteinA little thing with big impact. © 2012
  53. 53. #singlemsg | @mbloomsteinMessage architecturePremium technology• Assertive; ready to perform as a driver’s car• Proactive and supportive of spontaneityClassic design• Experienced and savvyCheekiness• Smart, “punny,” hip• Fun, gleeful © 2012
  54. 54. #singlemsg | @mbloomstein © 2012
  55. 55. #singlemsg | @mbloomstein © 2012
  56. 56. #singlemsg | @mbloomstein © 2012
  57. 57. #singlemsg | @mbloomstein © 2012
  58. 58. #singlemsg | @mbloomsteinIf these emails are boring youand you don’t mind missing outon all the lip-smackin’ stuffwe’ll be sending in the future,simply send a message to owner-unsubscribe@insiders.miniusa.comand include “Unsubscribe” andyour favorite fruit in thesubject field. © 2012
  59. 59. #singlemsg | @mbloomsteinMessage architecture drivesthe user experience © 2012
  60. 60. #singlemsg | @mbloomstein…in contentNomenclatureCalls to actionInstructional contentSentence structureDiction © 2012
  61. 61. #singlemsg | @mbloomstein…and in designPhotographic anglesDark backgroundsBold headlinesThick stroke weights © 2012
  62. 62. #singlemsg | @mbloomstein…and in the choice of featuresand content types © 2012
  63. 63. #singlemsg | @mbloomsteinHere’s an example…Cheeky• Witty and fun• Young without being childishCustomer oriented and responsive• Approachable, friendly• Championing and empoweringHelpful• Accessible © 2012
  64. 64. #singlemsg | @mbloomstein © 2012
  65. 65. #singlemsg | @mbloomsteinFrom: Little MOO | Print Robot <noreply@moo.com>Subject: MOO | Order 0629312615 | ConfirmedHelloIm Little MOO - the bit of software that will be managing your order withmoo.com. It will shortly be sent to Big MOO, our print machine who will print itfor you in the next few days. Ill let you know when its done and on its way toyou.Remember, Im just a bit of software. So, if you have any questions regardingyour order please first read our Frequently Asked Questions or contact customerservices (who are real people!)Thanks,Little MOO, Print Robot © 2012
  66. 66. #singlemsg | @mbloomsteinMessage architecture…CheekyCustomer oriented and responsiveHelpful © 2012
  67. 67. #singlemsg | @mbloomsteinSo where to from here?Content audit: measure quality againstthe aspirational attributes in the messagearchitecture. © 2012
  68. 68. #singlemsg | @mbloomsteinSo where to from here?New content types: prioritize featuresagainst the new communication goals.Experience? Portfolio.Trust and responsiveness? Testimonials. © 2012
  69. 69. #singlemsg | @mbloomsteinSo where to from here?Editorial style guidelines: determinediction, sentence structure, formality, etc.Traditional?Longer sentences, more Latinate verbs,pragmatic use of passive voice, etc. © 2012
  70. 70. #singlemsg | @mbloomsteinBut your message architecturecomes first. © 2012
  71. 71. #singlemsg | @mbloomsteinThank you!Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomsteinhttp://amzn.to/CSatWorkTitle image: http://flickr.com/KandyJaxxAll other images property of their respective owners or public domain. © 2012
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