SlideShare a Scribd company logo
1 of 72
#ConfabMsg | @mbloomstein 1
© 2011© 2011
Margot Bloomstein
Confab May 9, 2011
@mbloomstein
#ConfabMsg
Message matters.
#ConfabMsg | @mbloomstein 2
© 2011
Why content strategy?
#ConfabMsg | @mbloomstein 3
© 2011
Why content strategy?
Because we all want the same thing,
but content keeps getting in the way.
#ConfabMsg | @mbloomstein 4
© 2011
Why content strategy?
Because we all want the same thing,
but content keeps getting in the way.
Fail to plan? Plan to fail.
#ConfabMsg | @mbloomstein 5
© 2011
Integrate a new CMS
#ConfabMsg | @mbloomstein 6
© 2011
Deliver on time
#ConfabMsg | @mbloomstein 7
© 2011
Maintain a consistent vision
#ConfabMsg | @mbloomstein 8
© 2011
Ensure the site can evolve
#ConfabMsg | @mbloomstein 9
© 2011
Support a holistic user experience
#ConfabMsg | @mbloomstein 10
© 2011
Minimize revisions
#ConfabMsg | @mbloomstein 11
© 2011
Maintain long-term consistency
#ConfabMsg | @mbloomstein 12
© 2011
Keep the voice in error messages
#ConfabMsg | @mbloomstein 13
© 2011
Ensure cross-channel consistency
#ConfabMsg | @mbloomstein 14
© 2011
Ensure cross-channel consistency
…among multiple bloggers
#ConfabMsg | @mbloomstein 15
© 2011
Ensure cross-channel consistency
…among print
and web
and phone
#ConfabMsg | @mbloomstein 16
© 2011
Ensure cross-channel consistency
…between Twitter and Facebook
#ConfabMsg | @mbloomstein 17
© 2011
#ConfabMsg | @mbloomstein 18
© 2011
First things first.
#ConfabMsg | @mbloomstein 19
© 2011
First things first.
What do you need to communicate?
#ConfabMsg | @mbloomstein 20
© 2011
First things first.
Why even do this…
#ConfabMsg | @mbloomstein 21
© 2011
First things first.
Why even do this…redesign this website,
#ConfabMsg | @mbloomstein 22
© 2011
First things first.
Why even do this…redesign this website,
let the CEO start blogging,
#ConfabMsg | @mbloomstein 23
© 2011
First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content,
#ConfabMsg | @mbloomstein 24
© 2011
First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content, start engaging on Twitter,
#ConfabMsg | @mbloomstein 25
© 2011
First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content, start engaging on Twitter,
consolidate the current site architecture,
#ConfabMsg | @mbloomstein 26
© 2011
First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content, start engaging on Twitter,
consolidate the current site architecture,
add video testimonials,
#ConfabMsg | @mbloomstein 27
© 2011
First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content, start engaging on Twitter,
consolidate the current site architecture,
add video testimonials, incorporate user
reviews,
#ConfabMsg | @mbloomstein 28
© 2011
First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content, start engaging on Twitter,
consolidate the current site architecture,
add video testimonials, incorporate user
reviews, develop new brand guidelines…
#ConfabMsg | @mbloomstein 29
© 2011
First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content, start engaging on Twitter,
consolidate the current site architecture,
add video testimonials, incorporate user
reviews, develop new brand guidelines…
if you don’t know what you need to
communicate?
#ConfabMsg | @mbloomstein 30
© 2011
If you don’t know why,
or what you need to communicate,
how will you know if you succeed?
#ConfabMsg | @mbloomstein 31
© 2011
Before the audit!
#ConfabMsg | @mbloomstein 32
© 2011
Before you blog!
#ConfabMsg | @mbloomstein 33
© 2011
Establish the
message architecture.
#ConfabMsg | @mbloomstein 34
© 2011
Establish the
message architecture.
#ConfabMsg | @mbloomstein 35
© 2011
Establish the
message architecture.
#ConfabMsg | @mbloomstein 36
© 2011
What’s a message architecture?
A hierarchy of communication goals that
reflect a common vocabulary.
The qualities you want to convey,
not the points you need to make.
#ConfabMsg | @mbloomstein 37
© 2011
Trust me,
I’m very
funny.
#ConfabMsg | @mbloomstein 38
© 2011
vs.
#ConfabMsg | @mbloomstein 39
© 2011
I am
hilarious!
#ConfabMsg | @mbloomstein 40
© 2011
What’s a message architecture?
A hierarchy of communication goals that
reflect a common vocabulary.
#ConfabMsg | @mbloomstein 41
© 2011
What’s a message architecture?
Concrete, shared terminology,
not abstract concepts.
#ConfabMsg | @mbloomstein 42
© 2011
Make us look
innovative,
but not risky.
#ConfabMsg | @mbloomstein 43
© 2011
We’re smart,
but savvy…
that’s not us.
#ConfabMsg | @mbloomstein 44
© 2011
It should say
traditional,
but edgy.
#ConfabMsg | @mbloomstein 45
© 2011
More
#ConfabMsg | @mbloomstein 46
© 2011
More
like
#ConfabMsg | @mbloomstein 47
© 2011
More
like
Apple.
#ConfabMsg | @mbloomstein 48
© 2011
#ConfabMsg | @mbloomstein 49
© 2011
#ConfabMsg | @mbloomstein 50
© 2011
What does
a black mock
turtleneck
sound like
anyway?
#ConfabMsg | @mbloomstein 51
© 2011
Words are valuable,
but meaningless without
context and priority.
#ConfabMsg | @mbloomstein 52
© 2011
Cardsorting:
• Engage in a tangible, hands-on way
• Encourage debate and conversation
• Identify points of disagreement
• Prevent seagulling
• Force prioritization
• Encourage ownership & investment
#ConfabMsg | @mbloomstein 53
© 2011
Cardsorting:
Step one:
• Who we are
• Who we’re not
• Who we’d like to be
#ConfabMsg | @mbloomstein 54
© 2011
#ConfabMsg | @mbloomstein 55
© 2011
Cardsorting:
Step two:
• Who we are  Who we’d like to be
#ConfabMsg | @mbloomstein 56
© 2011
#ConfabMsg | @mbloomstein 57
© 2011
Cardsorting:
Step three:
• Prioritize the goals
• Tell the story of those aspirations
#ConfabMsg | @mbloomstein 58
© 2011
Why do this?
Words are cheaper than comps.
#ConfabMsg | @mbloomstein 59
© 2011
How can you do this?
The money you save in early rounds of
creative revision can more than pay for
your message architecture.
#ConfabMsg | @mbloomstein 60
© 2011
Here’s an example…
Cheeky
• Witty and fun
• Young without being childish
Customer oriented and responsive
• Approachable, friendly
• Championing and empowering
Helpful
• Accessible
#ConfabMsg | @mbloomstein 61
© 2011
#ConfabMsg | @mbloomstein 62
© 2011
From: Little MOO | Print Robot <noreply@moo.com>
Subject: MOO | Order 0629312615 | Confirmed
Hello
I'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
#ConfabMsg | @mbloomstein 63
© 2011
Message architecture…
Cheeky
Customer oriented and responsive
Helpful
#ConfabMsg | @mbloomstein 64
© 2011
Versus brand values?
Design
Innovation
Community
Excellence
These inspire, but without priority.
#ConfabMsg | @mbloomstein 65
© 2011
Versus a mission or vision?
“Great design for everyone”
Vision and direction are different.
This inspires, but isn’t tactical.
#ConfabMsg | @mbloomstein 66
© 2011
So where to from here?
Content audit: measure quality against
the aspirational attributes in the message
architecture.
#ConfabMsg | @mbloomstein 67
© 2011
So where to from here?
Content audit: measure quality against
the aspirational attributes in the message
architecture.
“Good” doesn’t have to be subjective.
#ConfabMsg | @mbloomstein 68
© 2011
So where to from here?
New content types: prioritize features
against the new communication goals.
Experience? Portfolio.
Trust and responsiveness? Testimonials.
#ConfabMsg | @mbloomstein 69
© 2011
So where to from here?
Editorial style guidelines: determine
diction, sentence structure, formality, etc.
Traditional?
Longer sentences, more Latinate verbs,
pragmatic use of passive voice, etc.
#ConfabMsg | @mbloomstein 70
© 2011
#ConfabMsg | @mbloomstein 71
© 2011
Communication goals matter.
Ground your strategy in a message
architecture.
• Minimize early design revisions
• Focus the budget on priorities
• Cut subjectivity in tactical decisions
#ConfabMsg | @mbloomstein 72
© 2011
Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomstein
#ConfabMsg / #Confab
Title image: http://flickr.com/KandyJaxx
Hack sign image: http://thedailywh.at/2011/04/30/sign-hack-of-the-day
All other images property of their respective owners or public domain.

More Related Content

Similar to Message Matters: Confab 2011

Content strategy SmartUsefulPaperTrained
Content strategy SmartUsefulPaperTrainedContent strategy SmartUsefulPaperTrained
Content strategy SmartUsefulPaperTrainedMargot Bloomstein
 
Next Time on Hoarders: Bloggers Without Content Strategy
Next Time on Hoarders: Bloggers Without Content StrategyNext Time on Hoarders: Bloggers Without Content Strategy
Next Time on Hoarders: Bloggers Without Content StrategyMargot Bloomstein
 
Establishing a Brand-Driven Message Architecture Workshop at HOW
Establishing a Brand-Driven Message Architecture Workshop at HOWEstablishing a Brand-Driven Message Architecture Workshop at HOW
Establishing a Brand-Driven Message Architecture Workshop at HOWMargot Bloomstein
 
Leave them begging for more: drive demand for content strategy
Leave them begging for more: drive demand for content strategyLeave them begging for more: drive demand for content strategy
Leave them begging for more: drive demand for content strategyMargot Bloomstein
 
The Secrets of Brand-Driven Content Strategy (Workshop)
The Secrets of Brand-Driven Content Strategy (Workshop)The Secrets of Brand-Driven Content Strategy (Workshop)
The Secrets of Brand-Driven Content Strategy (Workshop)Margot Bloomstein
 
Embrace greed, embrace content strategy
Embrace greed, embrace content strategyEmbrace greed, embrace content strategy
Embrace greed, embrace content strategyMargot Bloomstein
 
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!Margot Bloomstein
 
Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...
Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...
Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...Margot Bloomstein
 
Be a greedy bastard content strategy PDX
Be a greedy bastard content strategy PDXBe a greedy bastard content strategy PDX
Be a greedy bastard content strategy PDXMargot Bloomstein
 
Jumpstarting content strategy with a message architecture at Converge2015
Jumpstarting content strategy with a message architecture at Converge2015Jumpstarting content strategy with a message architecture at Converge2015
Jumpstarting content strategy with a message architecture at Converge2015Margot Bloomstein
 
Kicking Off Your Content Strategy at HXDconf
Kicking Off Your Content Strategy at HXDconfKicking Off Your Content Strategy at HXDconf
Kicking Off Your Content Strategy at HXDconfMargot Bloomstein
 
UX London Applying Brand-Driven Content Strategy
UX London Applying Brand-Driven Content StrategyUX London Applying Brand-Driven Content Strategy
UX London Applying Brand-Driven Content StrategyMargot Bloomstein
 
Content Strategy: Up to the Test!
Content Strategy: Up to the Test!Content Strategy: Up to the Test!
Content Strategy: Up to the Test!Margot Bloomstein
 
Making Meaning in Content and Design (Bloomstein at HOW)
Making Meaning in Content and Design (Bloomstein at HOW)Making Meaning in Content and Design (Bloomstein at HOW)
Making Meaning in Content and Design (Bloomstein at HOW)Margot Bloomstein
 
First things first: get your message right
First things first: get your message rightFirst things first: get your message right
First things first: get your message rightMargot Bloomstein
 
Knowing Yourself Amid Constraints by Margot Bloomstein (Now What? Conference ...
Knowing Yourself Amid Constraints by Margot Bloomstein (Now What? Conference ...Knowing Yourself Amid Constraints by Margot Bloomstein (Now What? Conference ...
Knowing Yourself Amid Constraints by Margot Bloomstein (Now What? Conference ...Blend Interactive
 
Knowing Yourself Amid Constraints NowWhat15
Knowing Yourself Amid Constraints NowWhat15Knowing Yourself Amid Constraints NowWhat15
Knowing Yourself Amid Constraints NowWhat15Margot Bloomstein
 
Tuning in your multichannel content strategy
Tuning in your multichannel content strategyTuning in your multichannel content strategy
Tuning in your multichannel content strategyMargot Bloomstein
 
Faster, easier, better, GIMME! Use content strategy to your advantage
Faster, easier, better, GIMME! Use content strategy to your advantageFaster, easier, better, GIMME! Use content strategy to your advantage
Faster, easier, better, GIMME! Use content strategy to your advantageMargot Bloomstein
 
Content Strategy: What, Why, Why Should You Care?
Content Strategy: What, Why, Why Should You Care?Content Strategy: What, Why, Why Should You Care?
Content Strategy: What, Why, Why Should You Care?Margot Bloomstein
 

Similar to Message Matters: Confab 2011 (20)

Content strategy SmartUsefulPaperTrained
Content strategy SmartUsefulPaperTrainedContent strategy SmartUsefulPaperTrained
Content strategy SmartUsefulPaperTrained
 
Next Time on Hoarders: Bloggers Without Content Strategy
Next Time on Hoarders: Bloggers Without Content StrategyNext Time on Hoarders: Bloggers Without Content Strategy
Next Time on Hoarders: Bloggers Without Content Strategy
 
Establishing a Brand-Driven Message Architecture Workshop at HOW
Establishing a Brand-Driven Message Architecture Workshop at HOWEstablishing a Brand-Driven Message Architecture Workshop at HOW
Establishing a Brand-Driven Message Architecture Workshop at HOW
 
Leave them begging for more: drive demand for content strategy
Leave them begging for more: drive demand for content strategyLeave them begging for more: drive demand for content strategy
Leave them begging for more: drive demand for content strategy
 
The Secrets of Brand-Driven Content Strategy (Workshop)
The Secrets of Brand-Driven Content Strategy (Workshop)The Secrets of Brand-Driven Content Strategy (Workshop)
The Secrets of Brand-Driven Content Strategy (Workshop)
 
Embrace greed, embrace content strategy
Embrace greed, embrace content strategyEmbrace greed, embrace content strategy
Embrace greed, embrace content strategy
 
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
 
Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...
Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...
Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...
 
Be a greedy bastard content strategy PDX
Be a greedy bastard content strategy PDXBe a greedy bastard content strategy PDX
Be a greedy bastard content strategy PDX
 
Jumpstarting content strategy with a message architecture at Converge2015
Jumpstarting content strategy with a message architecture at Converge2015Jumpstarting content strategy with a message architecture at Converge2015
Jumpstarting content strategy with a message architecture at Converge2015
 
Kicking Off Your Content Strategy at HXDconf
Kicking Off Your Content Strategy at HXDconfKicking Off Your Content Strategy at HXDconf
Kicking Off Your Content Strategy at HXDconf
 
UX London Applying Brand-Driven Content Strategy
UX London Applying Brand-Driven Content StrategyUX London Applying Brand-Driven Content Strategy
UX London Applying Brand-Driven Content Strategy
 
Content Strategy: Up to the Test!
Content Strategy: Up to the Test!Content Strategy: Up to the Test!
Content Strategy: Up to the Test!
 
Making Meaning in Content and Design (Bloomstein at HOW)
Making Meaning in Content and Design (Bloomstein at HOW)Making Meaning in Content and Design (Bloomstein at HOW)
Making Meaning in Content and Design (Bloomstein at HOW)
 
First things first: get your message right
First things first: get your message rightFirst things first: get your message right
First things first: get your message right
 
Knowing Yourself Amid Constraints by Margot Bloomstein (Now What? Conference ...
Knowing Yourself Amid Constraints by Margot Bloomstein (Now What? Conference ...Knowing Yourself Amid Constraints by Margot Bloomstein (Now What? Conference ...
Knowing Yourself Amid Constraints by Margot Bloomstein (Now What? Conference ...
 
Knowing Yourself Amid Constraints NowWhat15
Knowing Yourself Amid Constraints NowWhat15Knowing Yourself Amid Constraints NowWhat15
Knowing Yourself Amid Constraints NowWhat15
 
Tuning in your multichannel content strategy
Tuning in your multichannel content strategyTuning in your multichannel content strategy
Tuning in your multichannel content strategy
 
Faster, easier, better, GIMME! Use content strategy to your advantage
Faster, easier, better, GIMME! Use content strategy to your advantageFaster, easier, better, GIMME! Use content strategy to your advantage
Faster, easier, better, GIMME! Use content strategy to your advantage
 
Content Strategy: What, Why, Why Should You Care?
Content Strategy: What, Why, Why Should You Care?Content Strategy: What, Why, Why Should You Care?
Content Strategy: What, Why, Why Should You Care?
 

More from Margot Bloomstein

Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelX
Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelXKeynote: Transforming Your Brand Into a Trusted Source at OmnichannelX
Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelXMargot Bloomstein
 
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise Experience
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise ExperienceFostering Trust in Your Brand and Beyond at Rosenfeld Enterprise Experience
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise ExperienceMargot Bloomstein
 
Designing for Trust in an Uncertain World at An Event Apart San Francisco
Designing for Trust in an Uncertain World at An Event Apart San FranciscoDesigning for Trust in an Uncertain World at An Event Apart San Francisco
Designing for Trust in an Uncertain World at An Event Apart San FranciscoMargot Bloomstein
 
Designing for Trust in an Uncertain World An Event Apart DC
Designing for Trust in an Uncertain World An Event Apart DCDesigning for Trust in an Uncertain World An Event Apart DC
Designing for Trust in an Uncertain World An Event Apart DCMargot Bloomstein
 
Designing for Trust at design monat graz
Designing for Trust at design monat grazDesigning for Trust at design monat graz
Designing for Trust at design monat grazMargot Bloomstein
 
Rebuilding Trust: Validate users by starting where they are at Confab 2019
Rebuilding Trust: Validate users by starting where they are at Confab 2019Rebuilding Trust: Validate users by starting where they are at Confab 2019
Rebuilding Trust: Validate users by starting where they are at Confab 2019Margot Bloomstein
 
Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019
Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019
Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019Margot Bloomstein
 
Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...
Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...
Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...Margot Bloomstein
 
Designing for Trust in an Uncertain World at An Event Apart Seattle
Designing for Trust in an Uncertain World at An Event Apart SeattleDesigning for Trust in an Uncertain World at An Event Apart Seattle
Designing for Trust in an Uncertain World at An Event Apart SeattleMargot Bloomstein
 
Designing trust in an era of self-validating facts at Fluxible 2018
Designing trust in an era of self-validating facts at Fluxible 2018Designing trust in an era of self-validating facts at Fluxible 2018
Designing trust in an era of self-validating facts at Fluxible 2018Margot Bloomstein
 
How to Embrace Pace with Content Strategy for Slow Experiences
How to Embrace Pace with Content Strategy for Slow ExperiencesHow to Embrace Pace with Content Strategy for Slow Experiences
How to Embrace Pace with Content Strategy for Slow ExperiencesMargot Bloomstein
 
Content Strategy for Slow Experiences at Generate NYC 2018
Content Strategy for Slow Experiences at Generate NYC 2018Content Strategy for Slow Experiences at Generate NYC 2018
Content Strategy for Slow Experiences at Generate NYC 2018Margot Bloomstein
 
Empowerment in an era of self-validating facts at World IA Day Boston
Empowerment in an era of self-validating facts at World IA Day BostonEmpowerment in an era of self-validating facts at World IA Day Boston
Empowerment in an era of self-validating facts at World IA Day BostonMargot Bloomstein
 
Driving Your Product's Content Strategy with a Message Architecture at UX Lon...
Driving Your Product's Content Strategy with a Message Architecture at UX Lon...Driving Your Product's Content Strategy with a Message Architecture at UX Lon...
Driving Your Product's Content Strategy with a Message Architecture at UX Lon...Margot Bloomstein
 
Communicating in an Era of Self-Validating Facts at SXSW
Communicating in an Era of Self-Validating Facts at SXSWCommunicating in an Era of Self-Validating Facts at SXSW
Communicating in an Era of Self-Validating Facts at SXSWMargot Bloomstein
 
Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016
Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016
Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016Margot Bloomstein
 
Content Strategy for an Era of Self-Validating Facts at CSsummit
Content Strategy for an Era of Self-Validating Facts at CSsummitContent Strategy for an Era of Self-Validating Facts at CSsummit
Content Strategy for an Era of Self-Validating Facts at CSsummitMargot Bloomstein
 
Expanding our expectations of "everyone" at Content Strategy Summit 2015
Expanding our expectations of "everyone" at Content Strategy Summit 2015Expanding our expectations of "everyone" at Content Strategy Summit 2015
Expanding our expectations of "everyone" at Content Strategy Summit 2015Margot Bloomstein
 
Content Strategy for Slow Experiences at Web Design Day
Content Strategy for Slow Experiences at Web Design DayContent Strategy for Slow Experiences at Web Design Day
Content Strategy for Slow Experiences at Web Design DayMargot Bloomstein
 
Defining Our Profession Defining Ourselves at Confab
Defining Our Profession Defining Ourselves at ConfabDefining Our Profession Defining Ourselves at Confab
Defining Our Profession Defining Ourselves at ConfabMargot Bloomstein
 

More from Margot Bloomstein (20)

Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelX
Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelXKeynote: Transforming Your Brand Into a Trusted Source at OmnichannelX
Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelX
 
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise Experience
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise ExperienceFostering Trust in Your Brand and Beyond at Rosenfeld Enterprise Experience
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise Experience
 
Designing for Trust in an Uncertain World at An Event Apart San Francisco
Designing for Trust in an Uncertain World at An Event Apart San FranciscoDesigning for Trust in an Uncertain World at An Event Apart San Francisco
Designing for Trust in an Uncertain World at An Event Apart San Francisco
 
Designing for Trust in an Uncertain World An Event Apart DC
Designing for Trust in an Uncertain World An Event Apart DCDesigning for Trust in an Uncertain World An Event Apart DC
Designing for Trust in an Uncertain World An Event Apart DC
 
Designing for Trust at design monat graz
Designing for Trust at design monat grazDesigning for Trust at design monat graz
Designing for Trust at design monat graz
 
Rebuilding Trust: Validate users by starting where they are at Confab 2019
Rebuilding Trust: Validate users by starting where they are at Confab 2019Rebuilding Trust: Validate users by starting where they are at Confab 2019
Rebuilding Trust: Validate users by starting where they are at Confab 2019
 
Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019
Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019
Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019
 
Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...
Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...
Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...
 
Designing for Trust in an Uncertain World at An Event Apart Seattle
Designing for Trust in an Uncertain World at An Event Apart SeattleDesigning for Trust in an Uncertain World at An Event Apart Seattle
Designing for Trust in an Uncertain World at An Event Apart Seattle
 
Designing trust in an era of self-validating facts at Fluxible 2018
Designing trust in an era of self-validating facts at Fluxible 2018Designing trust in an era of self-validating facts at Fluxible 2018
Designing trust in an era of self-validating facts at Fluxible 2018
 
How to Embrace Pace with Content Strategy for Slow Experiences
How to Embrace Pace with Content Strategy for Slow ExperiencesHow to Embrace Pace with Content Strategy for Slow Experiences
How to Embrace Pace with Content Strategy for Slow Experiences
 
Content Strategy for Slow Experiences at Generate NYC 2018
Content Strategy for Slow Experiences at Generate NYC 2018Content Strategy for Slow Experiences at Generate NYC 2018
Content Strategy for Slow Experiences at Generate NYC 2018
 
Empowerment in an era of self-validating facts at World IA Day Boston
Empowerment in an era of self-validating facts at World IA Day BostonEmpowerment in an era of self-validating facts at World IA Day Boston
Empowerment in an era of self-validating facts at World IA Day Boston
 
Driving Your Product's Content Strategy with a Message Architecture at UX Lon...
Driving Your Product's Content Strategy with a Message Architecture at UX Lon...Driving Your Product's Content Strategy with a Message Architecture at UX Lon...
Driving Your Product's Content Strategy with a Message Architecture at UX Lon...
 
Communicating in an Era of Self-Validating Facts at SXSW
Communicating in an Era of Self-Validating Facts at SXSWCommunicating in an Era of Self-Validating Facts at SXSW
Communicating in an Era of Self-Validating Facts at SXSW
 
Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016
Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016
Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016
 
Content Strategy for an Era of Self-Validating Facts at CSsummit
Content Strategy for an Era of Self-Validating Facts at CSsummitContent Strategy for an Era of Self-Validating Facts at CSsummit
Content Strategy for an Era of Self-Validating Facts at CSsummit
 
Expanding our expectations of "everyone" at Content Strategy Summit 2015
Expanding our expectations of "everyone" at Content Strategy Summit 2015Expanding our expectations of "everyone" at Content Strategy Summit 2015
Expanding our expectations of "everyone" at Content Strategy Summit 2015
 
Content Strategy for Slow Experiences at Web Design Day
Content Strategy for Slow Experiences at Web Design DayContent Strategy for Slow Experiences at Web Design Day
Content Strategy for Slow Experiences at Web Design Day
 
Defining Our Profession Defining Ourselves at Confab
Defining Our Profession Defining Ourselves at ConfabDefining Our Profession Defining Ourselves at Confab
Defining Our Profession Defining Ourselves at Confab
 

Recently uploaded

TEST BANK For, Information Technology Project Management 9th Edition Kathy Sc...
TEST BANK For, Information Technology Project Management 9th Edition Kathy Sc...TEST BANK For, Information Technology Project Management 9th Edition Kathy Sc...
TEST BANK For, Information Technology Project Management 9th Edition Kathy Sc...marcuskenyatta275
 
Speed Wins: From Kafka to APIs in Minutes
Speed Wins: From Kafka to APIs in MinutesSpeed Wins: From Kafka to APIs in Minutes
Speed Wins: From Kafka to APIs in Minutesconfluent
 
ASRock Industrial FDO Solutions in Action for Industrial Edge AI _ Kenny at A...
ASRock Industrial FDO Solutions in Action for Industrial Edge AI _ Kenny at A...ASRock Industrial FDO Solutions in Action for Industrial Edge AI _ Kenny at A...
ASRock Industrial FDO Solutions in Action for Industrial Edge AI _ Kenny at A...FIDO Alliance
 
Introduction to FDO and How It works Applications _ Richard at FIDO Alliance.pdf
Introduction to FDO and How It works Applications _ Richard at FIDO Alliance.pdfIntroduction to FDO and How It works Applications _ Richard at FIDO Alliance.pdf
Introduction to FDO and How It works Applications _ Richard at FIDO Alliance.pdfFIDO Alliance
 
Extensible Python: Robustness through Addition - PyCon 2024
Extensible Python: Robustness through Addition - PyCon 2024Extensible Python: Robustness through Addition - PyCon 2024
Extensible Python: Robustness through Addition - PyCon 2024Patrick Viafore
 
Linux Foundation Edge _ Overview of FDO Software Components _ Randy at Intel.pdf
Linux Foundation Edge _ Overview of FDO Software Components _ Randy at Intel.pdfLinux Foundation Edge _ Overview of FDO Software Components _ Randy at Intel.pdf
Linux Foundation Edge _ Overview of FDO Software Components _ Randy at Intel.pdfFIDO Alliance
 
FDO for Camera, Sensor and Networking Device – Commercial Solutions from VinC...
FDO for Camera, Sensor and Networking Device – Commercial Solutions from VinC...FDO for Camera, Sensor and Networking Device – Commercial Solutions from VinC...
FDO for Camera, Sensor and Networking Device – Commercial Solutions from VinC...FIDO Alliance
 
Where to Learn More About FDO _ Richard at FIDO Alliance.pdf
Where to Learn More About FDO _ Richard at FIDO Alliance.pdfWhere to Learn More About FDO _ Richard at FIDO Alliance.pdf
Where to Learn More About FDO _ Richard at FIDO Alliance.pdfFIDO Alliance
 
Strategic AI Integration in Engineering Teams
Strategic AI Integration in Engineering TeamsStrategic AI Integration in Engineering Teams
Strategic AI Integration in Engineering TeamsUXDXConf
 
AI presentation and introduction - Retrieval Augmented Generation RAG 101
AI presentation and introduction - Retrieval Augmented Generation RAG 101AI presentation and introduction - Retrieval Augmented Generation RAG 101
AI presentation and introduction - Retrieval Augmented Generation RAG 101vincent683379
 
Oauth 2.0 Introduction and Flows with MuleSoft
Oauth 2.0 Introduction and Flows with MuleSoftOauth 2.0 Introduction and Flows with MuleSoft
Oauth 2.0 Introduction and Flows with MuleSoftshyamraj55
 
Intro in Product Management - Коротко про професію продакт менеджера
Intro in Product Management - Коротко про професію продакт менеджераIntro in Product Management - Коротко про професію продакт менеджера
Intro in Product Management - Коротко про професію продакт менеджераMark Opanasiuk
 
Top 10 Symfony Development Companies 2024
Top 10 Symfony Development Companies 2024Top 10 Symfony Development Companies 2024
Top 10 Symfony Development Companies 2024TopCSSGallery
 
Measures in SQL (a talk at SF Distributed Systems meetup, 2024-05-22)
Measures in SQL (a talk at SF Distributed Systems meetup, 2024-05-22)Measures in SQL (a talk at SF Distributed Systems meetup, 2024-05-22)
Measures in SQL (a talk at SF Distributed Systems meetup, 2024-05-22)Julian Hyde
 
PLAI - Acceleration Program for Generative A.I. Startups
PLAI - Acceleration Program for Generative A.I. StartupsPLAI - Acceleration Program for Generative A.I. Startups
PLAI - Acceleration Program for Generative A.I. StartupsStefano
 
Connecting the Dots in Product Design at KAYAK
Connecting the Dots in Product Design at KAYAKConnecting the Dots in Product Design at KAYAK
Connecting the Dots in Product Design at KAYAKUXDXConf
 
The UX of Automation by AJ King, Senior UX Researcher, Ocado
The UX of Automation by AJ King, Senior UX Researcher, OcadoThe UX of Automation by AJ King, Senior UX Researcher, Ocado
The UX of Automation by AJ King, Senior UX Researcher, OcadoUXDXConf
 
Custom Approval Process: A New Perspective, Pavel Hrbacek & Anindya Halder
Custom Approval Process: A New Perspective, Pavel Hrbacek & Anindya HalderCustom Approval Process: A New Perspective, Pavel Hrbacek & Anindya Halder
Custom Approval Process: A New Perspective, Pavel Hrbacek & Anindya HalderCzechDreamin
 
Secure Zero Touch enabled Edge compute with Dell NativeEdge via FDO _ Brad at...
Secure Zero Touch enabled Edge compute with Dell NativeEdge via FDO _ Brad at...Secure Zero Touch enabled Edge compute with Dell NativeEdge via FDO _ Brad at...
Secure Zero Touch enabled Edge compute with Dell NativeEdge via FDO _ Brad at...FIDO Alliance
 
Enterprise Knowledge Graphs - Data Summit 2024
Enterprise Knowledge Graphs - Data Summit 2024Enterprise Knowledge Graphs - Data Summit 2024
Enterprise Knowledge Graphs - Data Summit 2024Enterprise Knowledge
 

Recently uploaded (20)

TEST BANK For, Information Technology Project Management 9th Edition Kathy Sc...
TEST BANK For, Information Technology Project Management 9th Edition Kathy Sc...TEST BANK For, Information Technology Project Management 9th Edition Kathy Sc...
TEST BANK For, Information Technology Project Management 9th Edition Kathy Sc...
 
Speed Wins: From Kafka to APIs in Minutes
Speed Wins: From Kafka to APIs in MinutesSpeed Wins: From Kafka to APIs in Minutes
Speed Wins: From Kafka to APIs in Minutes
 
ASRock Industrial FDO Solutions in Action for Industrial Edge AI _ Kenny at A...
ASRock Industrial FDO Solutions in Action for Industrial Edge AI _ Kenny at A...ASRock Industrial FDO Solutions in Action for Industrial Edge AI _ Kenny at A...
ASRock Industrial FDO Solutions in Action for Industrial Edge AI _ Kenny at A...
 
Introduction to FDO and How It works Applications _ Richard at FIDO Alliance.pdf
Introduction to FDO and How It works Applications _ Richard at FIDO Alliance.pdfIntroduction to FDO and How It works Applications _ Richard at FIDO Alliance.pdf
Introduction to FDO and How It works Applications _ Richard at FIDO Alliance.pdf
 
Extensible Python: Robustness through Addition - PyCon 2024
Extensible Python: Robustness through Addition - PyCon 2024Extensible Python: Robustness through Addition - PyCon 2024
Extensible Python: Robustness through Addition - PyCon 2024
 
Linux Foundation Edge _ Overview of FDO Software Components _ Randy at Intel.pdf
Linux Foundation Edge _ Overview of FDO Software Components _ Randy at Intel.pdfLinux Foundation Edge _ Overview of FDO Software Components _ Randy at Intel.pdf
Linux Foundation Edge _ Overview of FDO Software Components _ Randy at Intel.pdf
 
FDO for Camera, Sensor and Networking Device – Commercial Solutions from VinC...
FDO for Camera, Sensor and Networking Device – Commercial Solutions from VinC...FDO for Camera, Sensor and Networking Device – Commercial Solutions from VinC...
FDO for Camera, Sensor and Networking Device – Commercial Solutions from VinC...
 
Where to Learn More About FDO _ Richard at FIDO Alliance.pdf
Where to Learn More About FDO _ Richard at FIDO Alliance.pdfWhere to Learn More About FDO _ Richard at FIDO Alliance.pdf
Where to Learn More About FDO _ Richard at FIDO Alliance.pdf
 
Strategic AI Integration in Engineering Teams
Strategic AI Integration in Engineering TeamsStrategic AI Integration in Engineering Teams
Strategic AI Integration in Engineering Teams
 
AI presentation and introduction - Retrieval Augmented Generation RAG 101
AI presentation and introduction - Retrieval Augmented Generation RAG 101AI presentation and introduction - Retrieval Augmented Generation RAG 101
AI presentation and introduction - Retrieval Augmented Generation RAG 101
 
Oauth 2.0 Introduction and Flows with MuleSoft
Oauth 2.0 Introduction and Flows with MuleSoftOauth 2.0 Introduction and Flows with MuleSoft
Oauth 2.0 Introduction and Flows with MuleSoft
 
Intro in Product Management - Коротко про професію продакт менеджера
Intro in Product Management - Коротко про професію продакт менеджераIntro in Product Management - Коротко про професію продакт менеджера
Intro in Product Management - Коротко про професію продакт менеджера
 
Top 10 Symfony Development Companies 2024
Top 10 Symfony Development Companies 2024Top 10 Symfony Development Companies 2024
Top 10 Symfony Development Companies 2024
 
Measures in SQL (a talk at SF Distributed Systems meetup, 2024-05-22)
Measures in SQL (a talk at SF Distributed Systems meetup, 2024-05-22)Measures in SQL (a talk at SF Distributed Systems meetup, 2024-05-22)
Measures in SQL (a talk at SF Distributed Systems meetup, 2024-05-22)
 
PLAI - Acceleration Program for Generative A.I. Startups
PLAI - Acceleration Program for Generative A.I. StartupsPLAI - Acceleration Program for Generative A.I. Startups
PLAI - Acceleration Program for Generative A.I. Startups
 
Connecting the Dots in Product Design at KAYAK
Connecting the Dots in Product Design at KAYAKConnecting the Dots in Product Design at KAYAK
Connecting the Dots in Product Design at KAYAK
 
The UX of Automation by AJ King, Senior UX Researcher, Ocado
The UX of Automation by AJ King, Senior UX Researcher, OcadoThe UX of Automation by AJ King, Senior UX Researcher, Ocado
The UX of Automation by AJ King, Senior UX Researcher, Ocado
 
Custom Approval Process: A New Perspective, Pavel Hrbacek & Anindya Halder
Custom Approval Process: A New Perspective, Pavel Hrbacek & Anindya HalderCustom Approval Process: A New Perspective, Pavel Hrbacek & Anindya Halder
Custom Approval Process: A New Perspective, Pavel Hrbacek & Anindya Halder
 
Secure Zero Touch enabled Edge compute with Dell NativeEdge via FDO _ Brad at...
Secure Zero Touch enabled Edge compute with Dell NativeEdge via FDO _ Brad at...Secure Zero Touch enabled Edge compute with Dell NativeEdge via FDO _ Brad at...
Secure Zero Touch enabled Edge compute with Dell NativeEdge via FDO _ Brad at...
 
Enterprise Knowledge Graphs - Data Summit 2024
Enterprise Knowledge Graphs - Data Summit 2024Enterprise Knowledge Graphs - Data Summit 2024
Enterprise Knowledge Graphs - Data Summit 2024
 

Message Matters: Confab 2011

Editor's Notes

  1. But we still DO a lot of things….
  2. Tactile engagement with brand attributesIdentify conflicting priorities
  3. Tactile engagement with brand attributesIdentify conflicting priorities
  4. Tactile engagement with brand attributesIdentify conflicting priorities
  5. Tactile engagement with brand attributesIdentify conflicting priorities
  6. Tactile engagement with brand attributesIdentify conflicting priorities
  7. Tactile engagement with brand attributesIdentify conflicting priorities
  8. These differ from the brand values, which speak more to the company
  9. Prioritized and translated for action (actionable)