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First things first: get your message right

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Checkins, photo tagging, virtual wallets--with all the expected attributes of a mobile experience, content strategy can seem like an afterthought as you chart a path to consumer engagement. But when every word counts, consistency, messaging, and editorial strategy matter most. First things first: get your message right. We'll discuss how to prioritize communication goals to kick off the content strategy process, no matter the screen on which you're planning to communicate.

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First things first: get your message right

  1. 1. Margot Bloomstein<br />Web Content June 6, 2011<br />@mbloomstein | #wccon<br />FIRST THINGS FIRST: GET YOUR MESSAGE RIGHT.<br />
  2. 2. We’ve got this.<br />Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.<br />
  3. 3. We’ve got this.<br />Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.<br />
  4. 4.
  5. 5. Ideal: foster experience in time<br /><ul><li>Repeat visitors/contexts
  6. 6. Frequent updates
  7. 7. Demand for novelty
  8. 8. History – press releases
  9. 9. Future – “Upcoming”</li></li></ul><li>Mobile means (re)focusing.<br />Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.<br />
  10. 10. Mobile means (re)focusing.<br />Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.<br />
  11. 11. Mobile means (re)focusing.<br />Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.<br />
  12. 12. Mobile means (re)focusing.<br />Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.<br />
  13. 13. Mobile means (re)focusing.<br />Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.<br />
  14. 14. Mobile means (re)focusing.<br /><ul><li>Repeat visitors/contexts
  15. 15. Frequent updates
  16. 16. Demand for novelty
  17. 17. History – press releases
  18. 18. Future – “Upcoming”</li></li></ul><li>Mobile means (re)focusing.<br /><ul><li>Repeat visitors/contexts
  19. 19. Frequent updates
  20. 20. Demand for novelty
  21. 21. History – press releases
  22. 22. Future – “Upcoming”
  23. 23. Variable contexts</li></li></ul><li>Mobile means (re)focusing.<br /><ul><li>Repeat visitors/contexts
  24. 24. Frequent updates
  25. 25. Demand for novelty
  26. 26. History – press releases
  27. 27. Future – “Upcoming”
  28. 28. Variable contexts
  29. 29. Contextual relevance</li></li></ul><li>Mobile means (re)focusing.<br /><ul><li>Repeat visitors/contexts
  30. 30. Frequent updates
  31. 31. Demand for novelty
  32. 32. History – press releases
  33. 33. Future – “Upcoming”
  34. 34. Variable contexts
  35. 35. Contextual relevance
  36. 36. Demand for relevance</li></li></ul><li>Mobile means (re)focusing.<br /><ul><li>Repeat visitors/contexts
  37. 37. Frequent updates
  38. 38. Demand for novelty
  39. 39. History – press releases
  40. 40. Future – “Upcoming”
  41. 41. Variable contexts
  42. 42. Contextual relevance
  43. 43. Demand for relevance
  44. 44. There’s only now</li></li></ul><li>Mobile means (re)focusing.<br /><ul><li>Repeat visitors/contexts
  45. 45. Frequent updates
  46. 46. Demand for novelty
  47. 47. History – press releases
  48. 48. Future – “Upcoming”
  49. 49. Variable contexts
  50. 50. Contextual relevance
  51. 51. Demand for relevance
  52. 52. There’s only now
  53. 53. 5 minutes from now</li></li></ul><li>Good mobile experiences are empowering to the point of narcissism.<br />
  54. 54. Good mobile experiences are empowering to the point of narcissism…So how can you maintain a brand and experience between the user and context?<br />
  55. 55. Quick to the point /to the point no fakin’<br />
  56. 56. Mobile means (re)focusing.<br />Focusing demands content strategy.<br /><ul><li>Hold fast to a clear message architecture
  57. 57. Triage and support varying contexts (and empower navigation between them)
  58. 58. Layer secondary content—don’t strip away “extraneous” details</li></li></ul><li>What’s a message architecture?<br />A hierarchy of communication goals that reflect a common vocabulary.<br />
  59. 59. What’s a message architecture?<br />Concrete, shared terminology, not abstract concepts.<br />
  60. 60. Make us look innovative, but not risky.<br />
  61. 61. We’re smart, but savvy… that’s not us.<br />
  62. 62. It should say traditional, but edgy.<br />
  63. 63.
  64. 64. Why do this?<br /><ul><li>Maintain a consistent multi-channel UX
  65. 65. Identify conflicting priorities
  66. 66. Preserve voice in CTAs, error messages…
  67. 67. Maintain long-term consistency
  68. 68. Identify if mobile is even appropriate</li></li></ul><li>Here’s an example…<br />Empowering<br /><ul><li>Direct
  69. 69. Simplifying and savvy</li></ul>Efficient<br /><ul><li>Engaged, not overwhelming
  70. 70. Streamlined</li></ul>Responsive, helpful<br /><ul><li>Proactive and anticipatory</li></li></ul><li>
  71. 71. Proactive<br />Unfussy<br />White space & clean lines<br />
  72. 72.
  73. 73. Here’s an example…<br />Cheeky<br /><ul><li>Witty and fun
  74. 74. Young without being childish</li></ul>Customer oriented and responsive<br /><ul><li>Approachable, friendly
  75. 75. Championing and empowering</li></ul>Helpful<br /><ul><li>Accessible</li></li></ul><li>
  76. 76. 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<br />
  77. 77. Message architecture…<br />Cheeky<br />Customer oriented and responsive<br />Helpful<br />
  78. 78. Versus brand values?<br />Design<br />Innovation<br />Community<br />Excellence<br />These inspire, but without priority.<br />
  79. 79. What are varying contexts?<br />Good experiences triage and support varying mobile contexts—and let users navigate between them.<br />
  80. 80. What are varying contexts?<br /><ul><li>What time is my flight this afternoon?
  81. 81. Which gate am I going to again?
  82. 82. Did they change the gate?
  83. 83. My connection is tight—where do I run?
  84. 84. Is there another delay?!
  85. 85. Can I call the airline to reticket?</li></li></ul><li>Recombobulation area picture<br />
  86. 86. Layer, don’t limit<br />Triangulate between the message architecture and user goals and tasks to layer secondary content—don’t just eliminate “extraneous” detail.<br />
  87. 87.
  88. 88. Layered information<br />Options to see more<br />Minimal detail<br />
  89. 89. Layer, don’t limit… or pay the price.<br />
  90. 90. H&M dress screenshots<br />
  91. 91. I want to buy this dress.Do you have this dress?I want to give you my money.<br />
  92. 92. What’s the message architecture? <br />Who are you again?<br />What’s the use case for this?<br />
  93. 93.
  94. 94.
  95. 95.
  96. 96. We can do better than this.Content strategy can help.<br />
  97. 97. Thank you!<br />Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomstein#WCCON<br />Feedback? http://spkr8.com/t/7729<br />
  98. 98. Thank you!<br />Meghan Casey, Jonathan Kahn, Michael Lohmiller, Rachel Lovinger, Karen McGrane, LisPardi, The Cars<br />Editorial calendar images: http://www.bloggingbistro.com/how-to-create-a-blogging-editorial-calendar/ and http://www.airportmagazine.net <br />Vanilla Ice image © Associated Press<br />
  99. 99. Thank you!<br />Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomstein#wccon<br />Feedback? http://spkr8.com/t/7729<br />

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