Driving a Multichannel Experience From a Single Message
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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 ...

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.

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Driving a Multichannel Experience From a Single Message Presentation Transcript

  • 1. #singlemsg | @mbloomstein Margot Bloomstein IA Summit March 2012 @mbloomstein #singlemsgDRIVING A MULTICHANNEL EXPERIENCE FROM © 2012 A SINGLE MESSAGE
  • 2. #singlemsg | @mbloomsteinWhy content strategy? © 2012
  • 3. #singlemsg | @mbloomsteinWhy content strategy?Because we all want the same thing,but content keeps getting in the way. © 2012
  • 4. #singlemsg | @mbloomsteinDeliver on time, on budget © 2012
  • 5. #singlemsg | @mbloomsteinMaintain a consistent vision © 2012
  • 6. #singlemsg | @mbloomsteinSupport a holistic user experience © 2012
  • 7. #singlemsg | @mbloomsteinKeep the voice in microcopy © 2012
  • 8. #singlemsg | @mbloomsteinEnsure cross-channel consistency © 2012
  • 9. #singlemsg | @mbloomsteinEnsure cross-channel consistency …among multiple bloggers © 2012
  • 10. #singlemsg | @mbloomsteinEnsure cross-channel consistency …among print and web and phone © 2012
  • 11. #singlemsg | @mbloomsteinEnsure cross-channel consistency …between Twitter and Facebook © 2012
  • 12. #singlemsg | @mbloomsteinEnsure cross-platform consistency (and contextual relevance) © 2012
  • 13. #singlemsg | @mbloomsteinFirst things first.What do you need to communicate? © 2012
  • 14. #singlemsg | @mbloomsteinFirst things first.Why even redesign this website, © 2012
  • 15. #singlemsg | @mbloomsteinFirst things first.Why even redesign this website, let theCEO start blogging, © 2012
  • 16. #singlemsg | @mbloomsteinFirst things first.Why even redesign this website, let theCEO start blogging, audit the content, © 2012
  • 17. #singlemsg | @mbloomsteinFirst things first.Why even redesign this website, let theCEO start blogging, audit the content,start engaging on Twitter, © 2012
  • 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. #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. #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. #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. #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. #singlemsg | @mbloomsteinIf you don’t know whatyou need to communicate,how will you know if yousucceed? © 2012
  • 24. #singlemsg | @mbloomsteinIf you don’t know whatyou need to communicate,how will you the right channelsfor your message? © 2012
  • 25. #singlemsg | @mbloomsteinEstablish themessage architecture. © 2012
  • 26. #singlemsg | @mbloomsteinEstablish themessage architecture. © 2012
  • 27. #singlemsg | @mbloomsteinEstablish themessage architecture. © 2012
  • 28. #singlemsg | @mbloomsteinWhat’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabulary. © 2012
  • 29. #singlemsg | @mbloomsteinWhat’s a message architecture?Concrete, shared terminology,not abstract concepts. © 2012
  • 30. #singlemsg | @mbloomsteinMake us lookinnovative,but not risky. © 2012
  • 31. #singlemsg | @mbloomsteinIt should saytraditional,but edgy. © 2012
  • 32. #singlemsg | @mbloomstein©Warby Parker © 2012
  • 33. #singlemsg | @mbloomsteinWords are valuable,but meaningless withoutcontext and priority. © 2012
  • 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. #singlemsg | @mbloomsteinCardsortingStep one:• Who we are• Who we’re not• Who we’d like to be © 2012
  • 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. #singlemsg | @mbloomstein © 2012
  • 38. #singlemsg | @mbloomsteinCardsortingStep two:• Who we are  Who we’d like to be © 2012
  • 39. #singlemsg | @mbloomstein © 2012
  • 40. #singlemsg | @mbloomsteinCardsortingStep three:• Prioritize the goals• Tell the story of those aspirations © 2012
  • 41. #singlemsg | @mbloomsteinWhy do this? © 2012
  • 42. #singlemsg | @mbloomstein © 2012
  • 43. #singlemsg | @mbloomsteinWhy do this?Words are cheaper than comps. © 2012
  • 44. #singlemsg | @mbloomsteinWhy do this?Let creative colleagues refine the concept,rather than confirm the purpose. © 2012
  • 45. #singlemsg | @mbloomsteinWhy do this?Gain standards by which to conducta qualitative audit.(What is “good” anyway?) © 2012
  • 46. #singlemsg | @mbloomsteinWhy do this?Sell new content types to manifest themessage architecture—not just becausethey’re trendy. © 2012
  • 47. #singlemsg | @mbloomsteinWhy do this?Life in the fast lane is for rock stars(and not sustainable) © 2012
  • 48. #singlemsg | @mbloomsteinEVERYTHING, ALL THE TIME?2012 ©
  • 49. #singlemsg | @mbloomstein Content strategy:“ Strategy is just using limited resources to accomplish a goal.” John Eckman (@jeckman) © 2012
  • 50. #singlemsg | @mbloomsteinA little thing with big impact. © 2012
  • 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. #singlemsg | @mbloomsteinA little thing with big impact. © 2012
  • 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. #singlemsg | @mbloomstein © 2012
  • 55. #singlemsg | @mbloomstein © 2012
  • 56. #singlemsg | @mbloomstein © 2012
  • 57. #singlemsg | @mbloomstein © 2012
  • 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. #singlemsg | @mbloomsteinMessage architecture drivesthe user experience © 2012
  • 60. #singlemsg | @mbloomstein…in contentNomenclatureCalls to actionInstructional contentSentence structureDiction © 2012
  • 61. #singlemsg | @mbloomstein…and in designPhotographic anglesDark backgroundsBold headlinesThick stroke weights © 2012
  • 62. #singlemsg | @mbloomstein…and in the choice of featuresand content types © 2012
  • 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. #singlemsg | @mbloomstein © 2012
  • 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. #singlemsg | @mbloomsteinMessage architecture…CheekyCustomer oriented and responsiveHelpful © 2012
  • 67. #singlemsg | @mbloomsteinSo where to from here?Content audit: measure quality againstthe aspirational attributes in the messagearchitecture. © 2012
  • 68. #singlemsg | @mbloomsteinSo where to from here?New content types: prioritize featuresagainst the new communication goals.Experience? Portfolio.Trust and responsiveness? Testimonials. © 2012
  • 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. #singlemsg | @mbloomsteinBut your message architecturecomes first. © 2012
  • 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