Who Rocks The Party?
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Who Rocks The Party?

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If it's the people, the atmosphere, and the music that make for a good party, it's user-generated content that helps web 2.0 become a killer online party--and only content strategy ensures it's the ...

If it's the people, the atmosphere, and the music that make for a good party, it's user-generated content that helps web 2.0 become a killer online party--and only content strategy ensures it's the party you want. See how instructional copy, role model profiles, and template content set the tone.

Presented by Margot Bloomstein (ISITE Design) at the inaugural Content Strategy Consortium at the IA Summit, March 19, 2009.

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Who Rocks The Party? Who Rocks The Party? Presentation Transcript

  • Who rocks the party? Prepared for the Content Strategy Consortium Margot Bloomstein | March 19, 2009
  • Who rocks the party that rocks the body?
  • Who rocks the party that rocks the body? Content rocks the party that rocks the body!
  • what to wear gossip & chatter Content rocks the party directions invitations food
  • snarky t-shirt or black tie? what to wear what she said gossip & chatter Content rocks the party directions invitations evite or engraved? food crudités or veggie platter? college friends or work friends?
  • So… what happens when content strategy doesn’t host the party?
  • “ I love Skittles so much I want to take it behind the middle “ Chocolate Skittles… peat, school and get it pregnant.” burnt food, cigarette butts” “‘ Taste the rainbow’ clearly an NAACP plot to encourage interracial promiscuity”
  • How do you throw a good party and get user-generated content that’s appropriate for your brand?
  • Answer: Content strategy must anticipate— and accommodate and invite— user-generated content. (otherwise, expect party crashers)
  • Web 1.0 was easy.
  • In Web 2.0, everybody In Web 2.0, has a say. everyone is part of the conversation.
  • Even if it’s a potluck, a good host still provides appetizers.
  • Even if it’s a potluck, a good host still provides appetizers. You’re the hostess with the mostess.
  • Even if it’s a potluck, a good host still provides appetizers. You’re the hostess with the mostess. publisher
  • Even if it’s a potluck, a good host still provides appetizers. You’re the hostess with the mostess. publisher* editor * Joe Pulizzi/Kristina Halvorson Web Content Strategy OMS presentation
  • starter content appetizers “role model” profiles “refill drinks” stir up discussion
  • According to comScore, many of the top 10 sites for inbound traffic deal in user-generated content. craigslist—Craig = positive brand
  • Black turtleneck …or black tie?
  • Ancillary content helps set the tone Instructional copy, help, FAQs Error messaging Example / default content Prefilled fields Structures (top 5 lists, restricted taxonomies)
  • Ancillary content helps set the tone Instructional copy, help, FAQs Error messaging Example / default content Prefilled fields Structures (top 5 lists, restricted taxonomies)
  • Ancillary content helps set the tone Instructional copy, help, FAQs Error messaging Example / default content Prefilled fields Structures (top 5 lists, restricted taxonomies)
  • What’s in, and what’s out? User-generated vs. user-aggregated content Photograph vs. illustration, headshot vs. full body Snark vs. polite discourse
  • Throw a good party— invite a content strategist. Margot Bloomstein mbloomstein@isitedesign.com @mbloomstein Presentation © 2009 Margot Bloomstein; All images copyright their respective owners.