© K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Build. Better. Content!

© Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Build BETTER Content

© Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ @jcolman Jonathon Colman Content Strategy,Facebook

© Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Get the full story bit.ly/fixourshit

Stand up if You’re a writer

Stand up if You’re a writer You’re a builder

Stand up if You’re a writer You’re a builder You’re a researcher

Stand up if You’re a writer You’re a builder You’re a researcher You’re a designer

© Thomas Hawk – flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/ hey

© Thomas Hawk – flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/ We should all be standing

How we identifyourselves

How we identifyourselves Matters © Brian Kingsley – flickr.com/photos/canihazit/7924965536 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/

We work best when we’re Open andbold © Brian Kingsley – flickr.com/photos/canihazit/7924965536 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/

Let’sbe open

Let’sbe open I’m a content strategist © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

We planfor the creation, publication, andgovernance of useful, usable content. Kristina Halvorson CEO/Founder,Brain traffic Co-author, ContentStrategy for the Web Quote by Kristina Halvorson (@halvorson) - http://alistapart.com/article/thedisciplineofcontentstrategy © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ “

We use wordsand data tocreate unambiguouscontentthatsupports meaningful,interactive experiences. Rachel Lovinger ExperienceDirector, Razorfish Quote by Rachel Lovinger (@rlovinger) - http://boxesandarrows.com/content-strategy-the-philosophy-of-data/ © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ “

ContentStrategy is tocopywritingas Information architectureis todesign. Rachel Lovinger ExperienceDirector, Razorfish Quote by Rachel Lovinger (@rlovinger) - http://boxesandarrows.com/content-strategy-the-philosophy-of-data/ © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ “

We don’t need more content. Sara Wachter-Boettcher ContentStrategist Author, ContentEverywhere Quote by Sara Wachter-Boettcher (@sarawb) - http://www.slideshare.net/Saraboettcher/changing-content-changing-culture © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ “

We don’t need more content. We need contentthat Sara Wachter-Boettcher ContentStrategist Author, ContentEverywhere Quote by Sara Wachter-Boettcher (@sarawb) - http://www.slideshare.net/Saraboettcher/changing-content-changing-culture © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Does more. “

But isn’t Facebook’scontent all user-generated?

© Facebook - http://newsroom.fb.com/news/2014/11/coming-together-to-fight-ebola/

© Facebook - http://newsroom.fb.com/news/2014/11/updating-our-terms-and-policies-helping-you-understand-how-facebook-works-and-how-to-control-your-information/

© Facebook - http://newsroom.fb.com/news/2014/10/introducing-safety-check/

© Facebook http://newsroom.fb.com/news/2014/01/introducing-paper-stories-from-facebook-2/ http://newsroom.fb.com/news/2014/06/introducing-slingshot-a-creative-labs-app/ http://newsroom.fb.com/news/2014/07/introducing-the-internet-org-app/

Language is An interface © Facebook http://newsroom.fb.com/news/2014/01/introducing-paper-stories-from-facebook-2/ http://newsroom.fb.com/news/2014/06/introducing-slingshot-a-creative-labs-app/ http://newsroom.fb.com/news/2014/07/introducing-the-internet-org-app/

© Facebook http://newsroom.fb.com/news/2014/01/introducing-paper-stories-from-facebook-2/ http://newsroom.fb.com/news/2014/06/introducing-slingshot-a-creative-labs-app/ http://newsroom.fb.com/news/2014/07/introducing-the-internet-org-app/ Language is Infrastructure concept: AndrewHinton

Let’sbe bold

Let’sbe bold content strategy ≠ copywriting © Simon Greig flickr.com/photos/xrrr/2349212841 Creative Commons license: https://creativecommons.org/licenses/by-nc-sa/2.0/

Let’sbe bold © Simon Greig flickr.com/photos/xrrr/2349212841 Creative Commons license: https://creativecommons.org/licenses/by-nc-sa/2.0/ content strategy ≠ managingwriters

Let’sbe bold content strategy ≠ content marketing © Simon Greig flickr.com/photos/xrrr/2349212841 Creative Commons license: https://creativecommons.org/licenses/by-nc-sa/2.0/

© K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/ Let’sbe bold content strategy = interaction design

Let’sbe bold © K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/ content strategy = user experience

Let’sbe bold © K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/ content strategy = Design thinking

© K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/ intertwingled

intertwingled

© Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission) Source: DanSaffer/KickerStudio

© Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission) This is content Source: DanSaffer/KickerStudio

© Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission) Content This is designand engineering without Source: DanSaffer/KickerStudio

This is content Strategy © Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission) Source: DanSaffer/KickerStudio

Let’sbe bold © Bruce Irving - flickr.com/photos/flyingsinger/86898565 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Design contentas a System concept: Erin Kissane

Let’sbe bold © Bruce Irving - flickr.com/photos/flyingsinger/86898565 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Design contentas a Product concept: IanLurie

Let’sbe bold © Bruce Irving - flickr.com/photos/flyingsinger/86898565 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Design contentas an Experience

Listen: “Page viewsaren’t yourgoal.” Quote by Michael Powers - http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-use r-testing /29 Source: MichaelPowers

“Yourgoal is yourgoal.” Quote by Michael Powers - http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-use r-testing /29 © Bronski Beat - flickr.com/photos/runesteiness/3843101159 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/ Source: MichaelPowers

Self- actualization Esteem Love &Belonging Safety Physiological A.H. Maslow (1943). “A Theory of Human Motivation”. Psychological Review (50, 370-396). Retrieved in August, 2014 from psychclassics.yorku.ca/Maslow/motivation.htm Good content experiences meetour needs Source: A.H.Maslow

Joy Usability Accessibility Core Functionality Purpose A.H. Maslow (1943). “A Theory of Human Motivation”. Psychological Review (50, 370-396). Retrieved in August, 2014 from psychclassics.yorku.ca/Maslow/motivation.htm Greatcontent experiences exceedthem Inspired by: A.H.Maslow, SarahO’Keefe, Hilary Marsh,Wouter deBres, MattToback

© Skillset.org/Brain Traffic - blog.braintraffic.com/2010/01/behold-the-mighty-hive/ (used with permission) Content needs collaboration acrossteams Source: Skillset.org/Brain Traffic

© Erin Scime/DopeData.com - dopedata.com/2009/07/23/panel-on-the-content-life-cycle-at-razorfish/ (used with permission) Content needs a lifecycle Source: erinScime/Dopedata.com

“Build-Measure-Learn” © Eric Ries/The Lean Startup measure Build Learn Source: Eric Ries,TheLeanStartup Content is an Experience

measure Build Learn Data ProductsIdeas “Build-Measure-Learn” © Eric Ries/The Lean Startup that improves with iteration Source: Eric Ries,TheLeanStartup

Choo, C.W. (1998). Information Management for the Intelligent Organization (2nd ed.). Information Today, Inc.: Medford, New Jersey Single-Loop Learning Organizational action Outcomes But you can’tbe leanwithout learning Concept: Chris Argyris

Choo, C.W. (1998). Information Management for the Intelligent Organization (2nd ed.). Information Today, Inc.: Medford, New Jersey But you can’tbe leanwithout learning Single-Loop Learning Norms Assumptions Strategies Organizational action Outcomes Double-LoopLearning Concept: Chris Argyris

© Thomas Hawk - flickr.com/photos/thomashawk/14875780140/ Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/ How we design Content experiences at Facebook

Start with theWhy why “Start with Why” © Simon Sinek, www.startwithwhy.com Chart: SimonSinek Make the world more openand connected

Continuewith theHow “Start with Why” © Simon Sinek, www.startwithwhy.com connectwith friends, discover theworld, sharehow youwant how why Chart: SimonSinek

Then do theWhat “Start with Why” © Simon Sinek, www.startwithwhy.com Design, Engineering, Content, Research, marketing, product… how what why Chart: SimonSinek

© Facebook – facebook.com/careers Ourcorevalues Focuson Impact Be open Be Bold Build Social value Move fast Seewhy core values matter for your contentstrategy

© Facebook – facebook.com/careers Whatwe Used to say

© Facebook/Analog Research Lab

© Facebook/Analog Research Lab © Thomas Hawk - flickr.com/photos/thomashawk/9735430146 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/

Whatwe’ve learned

© Facebook/Analog Research Lab

Choo, C.W. (1998). Information Management for the Intelligent Organization (2nd ed.). Information Today, Inc.: Medford, New Jersey Single-Loop Learning Norms Assumptions Strategies Organizational action Outcomes Double-LoopLearning Concept: Chris Argyris

What is MinimumViable Content? Source: Libby Brittain/SarahO’Keefe

Ease of Use CraftValue © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri Quality framework Source: Russ Maschmeyer,Julie Zhuo, AdamMosseri

Ease of Use CraftValue Quality framework © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri Source: Russ Maschmeyer,Julie Zhuo, AdamMosseri

Quality framework © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri Ease of Use CraftValue Source: Russ Maschmeyer,Julie Zhuo, AdamMosseri

Chart: JesseJamesGarrett © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) The five planes of userexperience

where content is seenand used © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) Chart: JesseJamesGarrett

Where content is modeledand built © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) Chart: JesseJamesGarrett

Where content is proposed and planned © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) Chart: JesseJamesGarrett

© Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) Where Content Strategy Happens Chart: JesseJamesGarrett

The path fromstrategy tosurface is

The path fromstrategy tosurface is Non-Linear © Daniel Olnes - flickr.com/photos/dno1967b/14785722509 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

© Facebook/Content Strategy OurContentPrinciples Use plain language and be concise.

OurContentPrinciples Use plain language and be concise. Clearly explain how things work and give people enough info to make good decisions. © Facebook/Content Strategy

OurContentPrinciples Use plain language and be concise. Clearly explain how things work and give people enough info to make good decisions. Be friendly, conversational and respectful—like you’re talking to a neighbor. © Facebook/Content Strategy

Does this sound like us? Error24601:Neg FaultConfig ^n2.1x

Does this sound like us? Error24601:Neg FaultConfig ^n2.1x LOLz,404 #YOLO

Does this sound like us? Error24601:Neg FaultConfig ^n2.1x LOLz,404 #YOLO Sorry,there’s atemporary issue withyour post. Pleasetry again inaminute.

Sorry,there’s atemporary issue withyour post. Pleasetry again inaminute.

Sorry,there’s atemporary issue withyour post. Pleasetry again inaminute. Whathappened?

Sorry,there’s atemporary issue withyour post. Pleasetry again inaminute. Where did it happen?

Sorry,there’s atemporary issue withyour post. Pleasetry again inaminute. Whatshould I do next?

Sorry,there’s atemporary issue withyour post. Pleasetry again inaminute. When?

Sorry,there’s atemporary issue withyour post. Pleasetry again inaminute. Oh No!Did I do something wrong? Great! So it’s OKAY? How long will all this take? will Ilose my work?

Sorry,there’s atemporary issue withyour post. Pleasetry again inaminute. fear Relief Impatience Anxiety

Use plain language and be concise. Clearly explain how things work and give people enough info to make good decisions. Be friendly, conversational and respectful—like you’re talking to a neighbor. © Facebook/Content Strategy

What I’ve learned from THREE products © Allyde Winters – flickr.com/photos/allywin13/13568230105 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/

Login The best content is invisible © Facebook - http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/

Login show examples, not concepts © Facebook - http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/

Login Break Apart bigdecisions © Facebook - http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/

Optional and opt-in Shows you value upfront Offers you clearchoices Easy to opt-out ContentStrategy outcomes

We plannedfor these experiences © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) Chart: JesseJamesGarrett

So we could buildthem © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) Chart: JesseJamesGarrett

Forpeople to use © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) Chart: JesseJamesGarrett

© Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) This is where Content Strategy Happens Chart: JesseJamesGarrett

Let’sStand upfor Value © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri Source: Russ Maschmeyer,Julie Zhuo, AdamMosseri

Let’sStand upfor Value Easeof Use © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri Source: Russ Maschmeyer,Julie Zhuo, AdamMosseri

Let’sStand upfor Value Easeof Use Craft © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri Source: Russ Maschmeyer,Julie Zhuo, AdamMosseri

why how what “Start with Why” © Simon Sinek, www.startwithwhy.com Let’sStand upfor Starting with Why Chart: SimonSinek

© K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/ Let’sStand upfor Interaction design User experience Designthinking

© K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/ Let’sStand upfor Intertwingling

Let’sStand upfor Better content

© Thomas Hawk – flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/ hey

© Thomas Hawk – flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/ We should all be standing

© Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Build BETTER Content

© Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ @jcolman Jonathon Colman Content Strategy,Facebook

© Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Get the full story bit.ly/fixourshit

© Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ 200+ free Content strategy resources bit.ly/epic-cs

© K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Build. Better. Content!

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