Message Matters: Confab 2011

Margot Bloomstein
Confab May 9, 2011
@mbloomstein
#ConfabMsg
Message matters.

Why content strategy?

Because we all want the same thing,but content keeps getting in the way.

Because we all want the same thing,but content keeps getting in the way.
Fail to plan? Plan to fail.

Integrate a new CMS

Deliver on time

Maintain a consistent vision

Ensure the site can evolve

Support a holistic user experience

Minimize revisions

Maintain long-term consistency

Keep the voice in error messages

Ensure cross-channel consistency

Ensure cross-channel consistency…among multiple bloggers

Ensure cross-channel consistency…among print and weband phone

Ensure cross-channel consistency…between Twitter and Facebook

First things first.

First things first.
What do you need to communicate?

First things first.
Why even do this…

First things first.
Why even do this…redesign this website,

First things first.
Why even do this…redesign this website, let the CEO start blogging,

First things first.
Why even do this…redesign this website, let the CEO start blogging, audit the content,

First things first.
Why even do this…redesign this website, let the CEO start blogging, audit the content, start engaging on Twitter,

First things first.
Why even do this…redesign this website, let the CEO start blogging, audit the content, start engaging on Twitter, consolidate the current site architecture,

First things first.
Why even do this…redesign this website, let the CEO start blogging, audit the content, start engaging on Twitter, consolidate the current site architecture, add video testimonials,

First things first.
Why even do this…redesign this website, let the CEO start blogging, audit the content, start engaging on Twitter, consolidate the current site architecture, add video testimonials, incorporate user reviews,

First things first.
Why even do this…redesign this website, let the CEO start blogging, audit the content, start engaging on Twitter, consolidate the current site architecture, add video testimonials, incorporate user reviews, develop new brand guidelines…

First things first.
Why even do this…redesign this website, let the CEO start blogging, audit the content, start engaging on Twitter, consolidate the current site architecture, add video testimonials, incorporate user reviews, develop new brand guidelines… if you don’t know what you need to communicate?

If you don’t know why, or what you need to communicate, how will you know if you succeed?

Before the audit!

Before you blog!

Establish the message architecture.

What’s a message architecture?
A hierarchy of communication goals that reflect a common vocabulary.
The qualities you want to convey, not the points you need to make.

Trust me,I’m very funny.

I am hilarious!

A hierarchy of communication goals that reflect a common vocabulary.

Concrete, shared terminology, not abstract concepts.

Make us look innovative, but not risky.

We’re smart, but savvy… that’s not us.

It should say traditional, but edgy.

More like

More like Apple.

What does a black mock turtleneck sound likeanyway?

Words are valuable, but meaningless without context and priority.

Cardsorting:
Engage in a tangible, hands-on way
Encourage debate and conversation
Identify points of disagreement
Prevent seagulling
Force prioritization
Encourage ownership & investment

Cardsorting:
Step one:
Who we are
Who we’re not
Who we’d like to be

Cardsorting:
Step two:
Who we are  Who we’d like to be

Cardsorting:
Step three:
Prioritize the goals
Tell the story of those aspirations

Why do this?
Words are cheaper than comps.

How can you do this?
The money you save in early rounds of creative revision can more than pay for your message architecture.

Here’s an example…
Cheeky
Witty and fun
Young without being childish
Customer oriented and responsive
Approachable, friendly
Championing and empowering
Helpful
Accessible

From: Little MOO | Print Robot <noreply@moo.com>Subject: MOO | Order 0629312615 | ConfirmedHelloI'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

Message architecture…
Cheeky
Customer oriented and responsive
Helpful

Versus brand values?
Design
Innovation
Community
Excellence
These inspire, but without priority.

Versus a mission or vision?
“Great design for everyone”
Vision and direction are different.
This inspires, but isn’t tactical.

So where to from here?
Content audit: measure quality against the aspirational attributes in the message architecture.

Content audit: measure quality against the aspirational attributes in the message architecture.
“Good” doesn’t have to be subjective.

New content types: prioritize features against the new communication goals.
Experience? Portfolio.
Trust and responsiveness? Testimonials.

Editorial style guidelines: determine diction, sentence structure, formality, etc.
Traditional? Longer sentences, more Latinate verbs, pragmatic use of passive voice, etc.

Communication goals matter.
Ground your strategy in a message architecture.
Minimize early design revisions
Focus the budget on priorities
Cut subjectivity in tactical decisions

Thank you!
Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomstein#ConfabMsg / #Confab
Title image: http://flickr.com/KandyJaxxHack sign image: http://thedailywh.at/2011/04/30/sign-hack-of-the-dayAll other images property of their respective owners or public domain.

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Message Matters: Confab 2011

by Margot Bloomstein on May 10, 2011

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