Web Content Strategy

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Web Content Strategy

  1. 1. Web Content Strategy Confindustria Bergamo, 14/4/2010 Alessandra Farabegoli www.alessandrafarabegoli.it
  2. 2. useful & usable content Flickr.com Creative Commons, Joe Marinaro
  3. 3. useful content: <ul><li>meets users’ needs </li></ul><ul><li>supports business objectives </li></ul>
  4. 4. usable content: <ul><li>easy to find </li></ul><ul><li>straightforward to use </li></ul><ul><li>up-to-date and bugs-free </li></ul>
  5. 5. why does web content mostly suck? Kristina Halvorson
  6. 6. we need a STRATEGY Flickr.com Creative Commons, Stéfan
  7. 7. plan, create, govern
  8. 8. audit
  9. 9. <ul><li>where </li></ul><ul><li>what </li></ul><ul><li>who </li></ul><ul><li>when </li></ul><ul><li>why </li></ul>Flickr.com Creative Commons, Orin Zebest
  10. 10. website / blog Flickr.com Creative Commons, Stéfan
  11. 11. Twitter
  12. 12. LinkedIn
  13. 13. Facebook
  14. 15. GoogleMaps Flickr.com Creative Commons, Lars Plougmann
  15. 17. newsletter
  16. 18. out of control: <ul><li>news </li></ul><ul><li>interviews </li></ul><ul><li>rating, comments </li></ul><ul><li>tagged photos, video </li></ul><ul><li>incoming links </li></ul>
  17. 19. how contens are related? Flickr.com Creative Commons, Simon Clayson
  18. 20. people + objectives
  19. 21. start asking why? Flickr Creative Commons, Oberazzi
  20. 22. people Foto Alessandra Farabegoli
  21. 23. The dark side of “collaborative cultures” is the allergy they foster to holding anyone responsible for having the ball David Allen
  22. 24. test Foto Alessandra Farabegoli
  23. 25. values voice constraints
  24. 26. workflow Flickr.com Creative Commons, joelanman
  25. 27. measurement Flickr.com Creative Commons, aussiegall
  26. 28. UGC
  27. 29. UGC is like gardening Flickr.com Creative Commons, Care_SMC
  28. 30. seminare Flickr.com Creative Commons, pictoscribe
  29. 31. sostenere Flickr.com Creative Commons, frances_1972
  30. 32. Riconcimare, ripiantumare, trattare Flickr.com Creative Commons, pictoscribe
  31. 33. annaffiare Foto Alessandra Farabegoli
  32. 34. 90. Campagna (di marketing) è un termine perfetto: solo non dovrete usarlo nell'accezione del generale, ma in quella del contadino. Gianluca Diegoli
  33. 35. last but not least.. Flickr.com Creative Commons, piet_musterd
  34. 36. define a policy
  35. 37. 20% tools 80% people
  36. 38. do less, not more
  37. 39. l’aria fritta deve morire Steve Krugs
  38. 40. FORSE le persone vogliono acquistare “raffinate emozioni” ma SICURAMENTE poi googlano “divani in pelle”
  39. 41. www.alessandrafarabegoli .it Grazie Flickr.com Creative Commons, lucasartoni by lapaolina

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