More Related Content Similar to First things first: get your message right (20) More from Margot Bloomstein (20) First things first: get your message right1. #WCCON | @mbloomstein 1
© 2011© 2011
Margot Bloomstein
Web Content June 6, 2011
@mbloomstein | #wccon
FIRST THINGS FIRST:
GET YOUR MESSAGE RIGHT.
2. #WCCON | @mbloomstein 2
© 2011
We’ve got this.
Planning for the creation, aggregation,
governance, and expiration of content
that is useful, usable, and appropriate to
the experience.
3. #WCCON | @mbloomstein 3
© 2011
We’ve got this.
Planning for the creation, aggregation,
governance, and expiration of content
that is useful, usable, and appropriate to
the experience.
5. #WCCON | @mbloomstein 5
© 2011
Ideal: foster experience in time
• Repeat visitors/contexts
• Frequent updates
• Demand for novelty
• History – press releases
• Future – “Upcoming”
6. #WCCON | @mbloomstein 6
© 2011
Mobile means (re)focusing.
Planning for the creation, aggregation,
governance, and expiration of content
that is useful, usable, and appropriate to
the experience.
7. #WCCON | @mbloomstein 7
© 2011
Mobile means (re)focusing.
Planning for the creation, aggregation,
governance, and expiration of content
that is useful, usable, and appropriate to
the experience.
8. #WCCON | @mbloomstein 8
© 2011
Mobile means (re)focusing.
Planning for the creation, aggregation,
governance, and expiration of content
that is useful, usable, and appropriate to
the experience.
9. #WCCON | @mbloomstein 9
© 2011
Mobile means (re)focusing.
Planning for the creation, aggregation,
governance, and expiration of content
that is useful, usable, and appropriate to
the experience.
10. #WCCON | @mbloomstein 10
© 2011
Mobile means (re)focusing.
Planning for the creation, aggregation,
governance, and expiration of content
that is useful, usable, and appropriate to
the experience.
11. #WCCON | @mbloomstein 11
© 2011
Mobile means (re)focusing.
• Repeat visitors/contexts
• Frequent updates
• Demand for novelty
• History – press releases
• Future – “Upcoming”
12. #WCCON | @mbloomstein 12
© 2011
Mobile means (re)focusing.
• Repeat visitors/contexts
• Frequent updates
• Demand for novelty
• History – press releases
• Future – “Upcoming”
• Variable contexts
13. #WCCON | @mbloomstein 13
© 2011
Mobile means (re)focusing.
• Repeat visitors/contexts
• Frequent updates
• Demand for novelty
• History – press releases
• Future – “Upcoming”
• Variable contexts
• Contextual relevance
14. #WCCON | @mbloomstein 14
© 2011
Mobile means (re)focusing.
• Repeat visitors/contexts
• Frequent updates
• Demand for novelty
• History – press releases
• Future – “Upcoming”
• Variable contexts
• Contextual relevance
• Demand for relevance
15. #WCCON | @mbloomstein 15
© 2011
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
16. #WCCON | @mbloomstein 16
© 2011
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
18. #WCCON | @mbloomstein 18
© 2011
Good mobile experiences are
empowering to the point of
narcissism…
So how can you maintain a
brand and experience between
the user and context?
20. #WCCON | @mbloomstein 20
© 2011
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
21. #WCCON | @mbloomstein 21
© 2011
What’s a message architecture?
A hierarchy of communication goals that
reflect a common vocabulary.
22. #WCCON | @mbloomstein 22
© 2011
What’s a message architecture?
Concrete, shared terminology,
not abstract concepts.
27. #WCCON | @mbloomstein 27
© 2011
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
28. #WCCON | @mbloomstein 28
© 2011
Here’s an example…
Empowering
• Direct
• Simplifying and savvy
Efficient
• Engaged, not overwhelming
• Streamlined
Responsive, helpful
• Proactive and anticipatory
32. #WCCON | @mbloomstein 32
© 2011
Here’s an example…
Cheeky
• Witty and fun
• Young without being childish
Customer oriented and responsive
• Approachable, friendly
• Championing and empowering
Helpful
• Accessible
34. #WCCON | @mbloomstein 34
© 2011
From: Little MOO | Print Robot <noreply@moo.com>
Subject: MOO | Order 0629312615 | Confirmed
Hello
I'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
35. #WCCON | @mbloomstein 35
© 2011
Message architecture…
Cheeky
Customer oriented and responsive
Helpful
36. #WCCON | @mbloomstein 36
© 2011
Versus brand values?
Design
Innovation
Community
Excellence
These inspire, but without priority.
37. #WCCON | @mbloomstein 37
© 2011
What are varying contexts?
Good experiences triage and support
varying mobile contexts—and let users
navigate between them.
38. #WCCON | @mbloomstein 38
© 2011
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?
40. #WCCON | @mbloomstein 40
© 2011
Layer, don’t limit
Triangulate between the message
architecture and user goals and tasks to
layer secondary content—don’t just
eliminate “extraneous” detail.
45. #WCCON | @mbloomstein 45
© 2011
I want to buy this dress.
Do you have this dress?
I want to give you my money.
46. #WCCON | @mbloomstein 46
© 2011
What’s the message
architecture?
Who are you again?
What’s the use case
for this?
51. #WCCON | @mbloomstein 51
© 2011
Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomstein
#WCCON
Feedback? http://spkr8.com/t/7729
52. #WCCON | @mbloomstein 52
© 2011
Thank you!
Meghan Casey, Jonathan Kahn, Michael
Lohmiller, Rachel Lovinger, Karen McGrane,
Lis Pardi, 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
53. #WCCON | @mbloomstein 53
© 2011
Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomstein
#wccon
Feedback? http://spkr8.com/t/7729
Editor's Notes 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)