16. What is Woot?
A discussion of ill-advised efficiencies,
failed idealism, and trampled dreams.
Woot is a lifestyle. Woot is a vision. Woot is a
pungent aroma that never apologizes for what it is.
Woot is the hope in the eyes of a child when that
child realizes you don't have to pay List Price for
cool stuff. Woot is an ever-evolving deal maelstrom
churning around a tornado circling a mystery. If you
haven't seen Woot since yesterday, you haven't
seen Woot.
Source: http://www.woot.com/faq
17. What is Woot?
A discussion of ill-advised efficiencies,
failed idealism, and trampled dreams.
Woot is a lifestyle. Woot is a vision. Woot is a
pungent aroma that never apologizes for what it is.
Woot is the hope in the eyes of a child when that
child realizes you don't have to pay List Price for
cool stuff. Woot is an ever-evolving deal maelstrom
churning around a tornado circling a mystery. If you
haven't seen Woot since yesterday, you haven't
seen Woot.
Source: http://www.woot.com/faq
18.
19.
20. “MailChimp has added a splash of
mischief to a product category not
known for… well, much of anything.”
Source: http://mailchimp.com/about/
27. “We have more than a million users
—and millions more potential users—
who experience a whole spectrum of
emotions when they’re interacting with
MailChimp. So we consciously adjust
our tone, based on our users’ feelings.”'
'
'
Source:'voiceandtone.com/about
44. “A message architecture
is an outline or hierarchy
of communication goals
that reflects a common
vocabulary.
A message architecture
differs from brand
values, which speak
more to the company's
credo than to how it
should communicate
with its target audience."
Margot Bloomstein
Content Strategy at Work
45. Cardsorting exercise
1. Who we are
2. Who we are not (and don’t
want to be)
3. Who we want to be
Credit:!Margot!Bloomstein!
Content'Strategy'at'Work
46. UIE – Designing Usable Categories with Card Sorting
http://www.uie.com/events/virtual_seminars/card_sorting/
47. 1. Empowering
– Professional without being stodgy
– Inspiring and motivating
– Informative
2. Approachable
– Friendly and engaging
– Empathetic
– In the know, but not know-it-all
3. Trusted
– Stable, yet flexible
– Transparent
– Helpful
48. Now we can define what these qualities look
and sound like for:
- Marketing
- Sales
- Professional services
- In-product content
- Support
- Social media
- Etc. etc. etc.
49. “This is the difference
between saying ‘we're
serious and mature’
and communicating it
by using more formal
language, a serif
typeface, slightly
longer sentences, and
images of associates
in gray suits with
traditional tailoring.”
Margot Bloomstein
Content Strategy at Work