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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.

Presented at Web Content: Going Mobile #wccon, June 6, 2011.

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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)

Transcript

  • 1. #WCCON | @mbloomstein 1 Margot Bloomstein Web Content June 6, 2011 @mbloomstein | #wcconFIRST THINGS FIRST:GET YOUR MESSAGE RIGHT. © 2011
  • 2. #WCCON | @mbloomstein 2We’ve got this.Planning for the creation, aggregation,governance, and expiration of contentthat is useful, usable, and appropriate tothe experience. © 2011
  • 3. #WCCON | @mbloomstein 3We’ve got this.Planning for the creation, aggregation,governance, and expiration of contentthat is useful, usable, and appropriate tothe experience. © 2011
  • 4. #WCCON | @mbloomstein 4 © 2011
  • 5. #WCCON | @mbloomstein 5Ideal: foster experience in time• Repeat visitors/contexts• Frequent updates• Demand for novelty• History – press releases• Future – “Upcoming” © 2011
  • 6. #WCCON | @mbloomstein 6Mobile means (re)focusing.Planning for the creation, aggregation,governance, and expiration of contentthat is useful, usable, and appropriate tothe experience. © 2011
  • 7. #WCCON | @mbloomstein 7Mobile means (re)focusing.Planning for the creation, aggregation,governance, and expiration of contentthat is useful, usable, and appropriate tothe experience. © 2011
  • 8. #WCCON | @mbloomstein 8Mobile means (re)focusing.Planning for the creation, aggregation,governance, and expiration of contentthat is useful, usable, and appropriate tothe experience. © 2011
  • 9. #WCCON | @mbloomstein 9Mobile means (re)focusing.Planning for the creation, aggregation,governance, and expiration of contentthat is useful, usable, and appropriate tothe experience. © 2011
  • 10. #WCCON | @mbloomstein 10Mobile means (re)focusing.Planning for the creation, aggregation,governance, and expiration of contentthat is useful, usable, and appropriate tothe experience. © 2011
  • 11. #WCCON | @mbloomstein 11Mobile means (re)focusing.• Repeat visitors/contexts• Frequent updates• Demand for novelty• History – press releases• Future – “Upcoming” © 2011
  • 12. #WCCON | @mbloomstein 12Mobile means (re)focusing.• Repeat visitors/contexts • Variable contexts• Frequent updates• Demand for novelty• History – press releases• Future – “Upcoming” © 2011
  • 13. #WCCON | @mbloomstein 13Mobile means (re)focusing.• Repeat visitors/contexts • Variable contexts• Frequent updates • Contextual relevance• Demand for novelty• History – press releases• Future – “Upcoming” © 2011
  • 14. #WCCON | @mbloomstein 14Mobile means (re)focusing.• Repeat visitors/contexts • Variable contexts• Frequent updates • Contextual relevance• Demand for novelty • Demand for relevance• History – press releases• Future – “Upcoming” © 2011
  • 15. #WCCON | @mbloomstein 15Mobile means (re)focusing.• Repeat visitors/contexts • Variable contexts• Frequent updates • Contextual relevance• Demand for novelty • Demand for relevance• History – press releases • There’s only now• Future – “Upcoming” © 2011
  • 16. #WCCON | @mbloomstein 16Mobile means (re)focusing.• Repeat visitors/contexts • Variable contexts• Frequent updates • Contextual relevance• Demand for novelty • Demand for relevance• History – press releases • There’s only now• Future – “Upcoming” • 5 minutes from now © 2011
  • 17. #WCCON | @mbloomstein 17Good mobile experiences areempowering to the point ofnarcissism. © 2011
  • 18. #WCCON | @mbloomstein 18Good mobile experiences areempowering to the point ofnarcissism…So how can you maintain abrand and experience betweenthe user and context? © 2011
  • 19. #WCCON | @mbloomstein 19Quick to the point /to the point no fakin’ © 2011
  • 20. #WCCON | @mbloomstein 20Mobile 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 © 2011
  • 21. #WCCON | @mbloomstein 21What’s a message architecture?A hierarchy of communication goals thatreflect a common vocabulary. © 2011
  • 22. #WCCON | @mbloomstein 22What’s a message architecture?Concrete, shared terminology,not abstract concepts. © 2011
  • 23. #WCCON | @mbloomstein 23Make us lookinnovative,but not risky. © 2011
  • 24. #WCCON | @mbloomstein 24We’re smart,but savvy…that’s not us. © 2011
  • 25. #WCCON | @mbloomstein 25It should saytraditional,but edgy. © 2011
  • 26. #WCCON | @mbloomstein 26 © 2011
  • 27. #WCCON | @mbloomstein 27Why 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 © 2011
  • 28. #WCCON | @mbloomstein 28Here’s an example…Empowering• Direct• Simplifying and savvyEfficient• Engaged, not overwhelming• StreamlinedResponsive, helpful• Proactive and anticipatory © 2011
  • 29. #WCCON | @mbloomstein 29 © 2011
  • 30. #WCCON | @mbloomstein 30Proactive Unfussy White space & clean lines © 2011
  • 31. #WCCON | @mbloomstein 31 © 2011
  • 32. #WCCON | @mbloomstein 32Here’s an example…Cheeky• Witty and fun• Young without being childishCustomer oriented and responsive• Approachable, friendly• Championing and empoweringHelpful• Accessible © 2011
  • 33. #WCCON | @mbloomstein 33 © 2011
  • 34. #WCCON | @mbloomstein 34From: 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 © 2011
  • 35. #WCCON | @mbloomstein 35Message architecture…CheekyCustomer oriented and responsiveHelpful © 2011
  • 36. #WCCON | @mbloomstein 36Versus brand values?DesignInnovationCommunityExcellenceThese inspire, but without priority. © 2011
  • 37. #WCCON | @mbloomstein 37What are varying contexts?Good experiences triage and supportvarying mobile contexts—and let usersnavigate between them. © 2011
  • 38. #WCCON | @mbloomstein 38What 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? © 2011
  • 39. #WCCON | @mbloomstein 39Recombobulation area picture © 2011
  • 40. #WCCON | @mbloomstein 40Layer, don’t limitTriangulate between the messagearchitecture and user goals and tasks tolayer secondary content—don’t justeliminate “extraneous” detail. © 2011
  • 41. #WCCON | @mbloomstein 41 © 2011
  • 42. #WCCON | @mbloomstein 42 Layered information Options to see moreMinimal detail © 2011
  • 43. #WCCON | @mbloomstein 43Layer, don’t limit…or pay the price. © 2011
  • 44. #WCCON | @mbloomstein 44H&M dress screenshots © 2011
  • 45. #WCCON | @mbloomstein 45I want to buy this dress.Do you have this dress?I want to give you my money. © 2011
  • 46. #WCCON | @mbloomstein 46What’s the messagearchitecture?Who are you again?What’s the use casefor this? © 2011
  • 47. #WCCON | @mbloomstein 47 © 2011
  • 48. #WCCON | @mbloomstein 48 © 2011
  • 49. #WCCON | @mbloomstein 49 © 2011
  • 50. #WCCON | @mbloomstein 50We can do better than this.Content strategy can help. © 2011
  • 51. #WCCON | @mbloomstein 51Thank you!Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomstein#WCCONFeedback? http://spkr8.com/t/7729 © 2011
  • 52. #WCCON | @mbloomstein 52Thank you!Meghan Casey, Jonathan Kahn, MichaelLohmiller, Rachel Lovinger, Karen McGrane,Lis Pardi, The CarsEditorial calendar images: http://www.bloggingbistro.com/how-to-create-a-blogging-editorial-calendar/ and http://www.airportmagazine.netVanilla Ice image © Associated Press © 2011
  • 53. #WCCON | @mbloomstein 53Thank you!Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomstein#wcconFeedback? http://spkr8.com/t/7729 © 2011