SlideShare a Scribd company logo

Content Gone Wild!

A presentation I gave at MIMA Summit 2009. I also posted a list of Content Strategy resources on my blog. Some articles and sites that provide detailed information and tips on several of the content best practices that I mentioned in the presentation. http://bit.ly/15wtNI

1 of 105
Download to read offline
Content Gone Wild!
         Rachel Lovinger
         MIMA Summit, October 5, 2009




Photo by wokka
About Me: Rachel Lovinger
•   Content Strategy Lead, Razorfish

•   Scatter / Gather, a CS blog
    http://scattergather.razorfish.com

•   Semantic Web affinity group

•   Long time content enthusiast
Two Things I Want You to Learn From This Talk
  1. For successful web projects, pay as much attention to the
     content as to the design and technology.


  2. Be proactive instead of reactive.




Page 3 © 2009 Razorfish. All rights reserved.
What is Content?
        • Text on your site
        • Images
        • Video
        • Audio
        • Data
        • User Comments
        • Email
        • Online Conversations




Page 4 © 2009 Razorfish. All rights reserved.
Content is the reason
                             people go to your site.




Photo by zandperl
 Page 5 © 2009 Razorfish. All rights reserved.
1997: Web Curmudgeon




Page 6 © 2009 Razorfish. All rights reserved.
Ad

Recommended

Empowering Your Audience Ambassadors with Semantic Publishing
Empowering Your Audience Ambassadors with Semantic Publishing Empowering Your Audience Ambassadors with Semantic Publishing
Empowering Your Audience Ambassadors with Semantic Publishing Rachel Lovinger
 
Make Your Content Nimble - Confab
Make Your Content Nimble - ConfabMake Your Content Nimble - Confab
Make Your Content Nimble - ConfabRachel Lovinger
 
Metadata is a Love Note to the Future
Metadata is a Love Note to the FutureMetadata is a Love Note to the Future
Metadata is a Love Note to the FutureRachel Lovinger
 
Make Your Content Nimble - Sem Tech UK
Make Your Content Nimble - Sem Tech UKMake Your Content Nimble - Sem Tech UK
Make Your Content Nimble - Sem Tech UKRachel Lovinger
 
Nimble, a Razorfish report on publishing in the digital age
Nimble, a Razorfish report on publishing in the digital ageNimble, a Razorfish report on publishing in the digital age
Nimble, a Razorfish report on publishing in the digital ageRazorfish
 
10 Things I Learned in 10 Years as a Content Strategist
10 Things I Learned in 10 Years as a Content Strategist10 Things I Learned in 10 Years as a Content Strategist
10 Things I Learned in 10 Years as a Content StrategistRachel Lovinger
 
Content Auditing: Unearthing the Substance of Your Brand
Content Auditing: Unearthing the Substance of Your BrandContent Auditing: Unearthing the Substance of Your Brand
Content Auditing: Unearthing the Substance of Your BrandRachel Lovinger
 
Make Magic with Anticipatory Design
Make Magic with Anticipatory DesignMake Magic with Anticipatory Design
Make Magic with Anticipatory DesignMarli Mesibov
 

More Related Content

What's hot

Content in the Age of Promiscuous Reuse
Content in the Age of Promiscuous ReuseContent in the Age of Promiscuous Reuse
Content in the Age of Promiscuous ReuseRachel Lovinger
 
Content Strategy as a Methodology
Content Strategy as a MethodologyContent Strategy as a Methodology
Content Strategy as a MethodologyRachel Lovinger
 
Content Modelling: What, why and how
Content Modelling: What, why and howContent Modelling: What, why and how
Content Modelling: What, why and howAngus Gordon
 
Content Strategy: Why Now?
Content Strategy: Why Now?Content Strategy: Why Now?
Content Strategy: Why Now?Rachel Lovinger
 
Introduction to seo keyword and content strategy
Introduction to seo keyword and content strategyIntroduction to seo keyword and content strategy
Introduction to seo keyword and content strategyROI Logic
 
Predicate | Exploring Editorial Strategy
Predicate | Exploring Editorial StrategyPredicate | Exploring Editorial Strategy
Predicate | Exploring Editorial StrategyBucket Holdings
 
A guide to content curation
A guide to content curationA guide to content curation
A guide to content curationKing Content
 
Effective Content Curation in Higher Ed
Effective Content Curation in Higher EdEffective Content Curation in Higher Ed
Effective Content Curation in Higher Edmeetcontent
 
It Takes 2 to Make a Thing Go Right: A Content Strategist and Designer Talk M...
It Takes 2 to Make a Thing Go Right: A Content Strategist and Designer Talk M...It Takes 2 to Make a Thing Go Right: A Content Strategist and Designer Talk M...
It Takes 2 to Make a Thing Go Right: A Content Strategist and Designer Talk M...Duo Consulting
 
Nonprofits: Create New Income Streams While Sharing Knowledge
Nonprofits: Create New Income Streams While Sharing KnowledgeNonprofits: Create New Income Streams While Sharing Knowledge
Nonprofits: Create New Income Streams While Sharing Knowledge4Good.org
 
FredNMT 2013 Content Curation
FredNMT 2013 Content CurationFredNMT 2013 Content Curation
FredNMT 2013 Content CurationJessica Hibbard
 
Content Strategy in Higher Education
Content Strategy in Higher EducationContent Strategy in Higher Education
Content Strategy in Higher EducationJ. Todd Bennett
 
Jayson Peltzer - The Road to Intranet Collaboration
Jayson Peltzer - The Road to Intranet CollaborationJayson Peltzer - The Road to Intranet Collaboration
Jayson Peltzer - The Road to Intranet CollaborationJayson Peltzer
 

What's hot (13)

Content in the Age of Promiscuous Reuse
Content in the Age of Promiscuous ReuseContent in the Age of Promiscuous Reuse
Content in the Age of Promiscuous Reuse
 
Content Strategy as a Methodology
Content Strategy as a MethodologyContent Strategy as a Methodology
Content Strategy as a Methodology
 
Content Modelling: What, why and how
Content Modelling: What, why and howContent Modelling: What, why and how
Content Modelling: What, why and how
 
Content Strategy: Why Now?
Content Strategy: Why Now?Content Strategy: Why Now?
Content Strategy: Why Now?
 
Introduction to seo keyword and content strategy
Introduction to seo keyword and content strategyIntroduction to seo keyword and content strategy
Introduction to seo keyword and content strategy
 
Predicate | Exploring Editorial Strategy
Predicate | Exploring Editorial StrategyPredicate | Exploring Editorial Strategy
Predicate | Exploring Editorial Strategy
 
A guide to content curation
A guide to content curationA guide to content curation
A guide to content curation
 
Effective Content Curation in Higher Ed
Effective Content Curation in Higher EdEffective Content Curation in Higher Ed
Effective Content Curation in Higher Ed
 
It Takes 2 to Make a Thing Go Right: A Content Strategist and Designer Talk M...
It Takes 2 to Make a Thing Go Right: A Content Strategist and Designer Talk M...It Takes 2 to Make a Thing Go Right: A Content Strategist and Designer Talk M...
It Takes 2 to Make a Thing Go Right: A Content Strategist and Designer Talk M...
 
Nonprofits: Create New Income Streams While Sharing Knowledge
Nonprofits: Create New Income Streams While Sharing KnowledgeNonprofits: Create New Income Streams While Sharing Knowledge
Nonprofits: Create New Income Streams While Sharing Knowledge
 
FredNMT 2013 Content Curation
FredNMT 2013 Content CurationFredNMT 2013 Content Curation
FredNMT 2013 Content Curation
 
Content Strategy in Higher Education
Content Strategy in Higher EducationContent Strategy in Higher Education
Content Strategy in Higher Education
 
Jayson Peltzer - The Road to Intranet Collaboration
Jayson Peltzer - The Road to Intranet CollaborationJayson Peltzer - The Road to Intranet Collaboration
Jayson Peltzer - The Road to Intranet Collaboration
 

Viewers also liked

Content Strategy for Everything
Content Strategy for EverythingContent Strategy for Everything
Content Strategy for EverythingKristina Halvorson
 
Highlights From Fluent
Highlights From FluentHighlights From Fluent
Highlights From FluentRazorfish
 
Motivation and leadership
Motivation and leadershipMotivation and leadership
Motivation and leadershipZiaul Hoda
 
UIE - Managing Content Sprawl with Taxonomy - Preview
UIE - Managing Content Sprawl with Taxonomy - PreviewUIE - Managing Content Sprawl with Taxonomy - Preview
UIE - Managing Content Sprawl with Taxonomy - PreviewStephanie Lemieux
 
Taxonomy and Terminology: The Crossroad of Controlled Vocabulary
Taxonomy and Terminology: The Crossroad of Controlled VocabularyTaxonomy and Terminology: The Crossroad of Controlled Vocabulary
Taxonomy and Terminology: The Crossroad of Controlled VocabularyContent Rules, Inc.
 
Razorfish 2014 Tech Summit - Kick-off by Global CTO Ray Velez
Razorfish 2014 Tech Summit - Kick-off by Global CTO Ray VelezRazorfish 2014 Tech Summit - Kick-off by Global CTO Ray Velez
Razorfish 2014 Tech Summit - Kick-off by Global CTO Ray VelezRazorfish
 
Razorfish 2014 Tech Summit - GVP, Social Media, at Razorfish Chris Bowler
Razorfish 2014 Tech Summit - GVP, Social Media, at Razorfish Chris BowlerRazorfish 2014 Tech Summit - GVP, Social Media, at Razorfish Chris Bowler
Razorfish 2014 Tech Summit - GVP, Social Media, at Razorfish Chris BowlerRazorfish
 
Razorfish 2014 Tech Summit - Founder/CEO of Bug Labs Peter Semmelhack
Razorfish 2014 Tech Summit - Founder/CEO of Bug Labs Peter SemmelhackRazorfish 2014 Tech Summit - Founder/CEO of Bug Labs Peter Semmelhack
Razorfish 2014 Tech Summit - Founder/CEO of Bug Labs Peter SemmelhackRazorfish
 
Content/Communication: Lavacon 2014
Content/Communication: Lavacon 2014Content/Communication: Lavacon 2014
Content/Communication: Lavacon 2014Kristina Halvorson
 
Razorfish 2014 Tech Summit - Group VP Technology at Razorfish Martin Jacobs
Razorfish 2014 Tech Summit - Group VP Technology at Razorfish Martin JacobsRazorfish 2014 Tech Summit - Group VP Technology at Razorfish Martin Jacobs
Razorfish 2014 Tech Summit - Group VP Technology at Razorfish Martin JacobsRazorfish
 
Aem authentication vs idp
Aem authentication vs idpAem authentication vs idp
Aem authentication vs idpSaroj Mishra
 
Asas Pelayaran Internet
Asas Pelayaran InternetAsas Pelayaran Internet
Asas Pelayaran InternetAhmad Faizar
 
Strategi dan kebijakan pembangunan ekonomi
Strategi dan kebijakan pembangunan ekonomiStrategi dan kebijakan pembangunan ekonomi
Strategi dan kebijakan pembangunan ekonomiNur Huda
 
What is Content Strategy?
What is Content Strategy?What is Content Strategy?
What is Content Strategy?Ahava Leibtag
 
Content Strategy: The Future of Marketing
Content Strategy: The Future of MarketingContent Strategy: The Future of Marketing
Content Strategy: The Future of MarketingKristina Halvorson
 
AEM & eCommerce integration
AEM & eCommerce integrationAEM & eCommerce integration
AEM & eCommerce integrationLokesh BS
 
Razorfish Digital Brand Experience
Razorfish Digital Brand ExperienceRazorfish Digital Brand Experience
Razorfish Digital Brand ExperienceDan St. Peter
 
FEED: The Razorfish Digital Brand Experience Report 2009
FEED: The Razorfish Digital Brand Experience Report 2009FEED: The Razorfish Digital Brand Experience Report 2009
FEED: The Razorfish Digital Brand Experience Report 2009Razorfish
 

Viewers also liked (20)

Content Strategy for Everything
Content Strategy for EverythingContent Strategy for Everything
Content Strategy for Everything
 
Highlights From Fluent
Highlights From FluentHighlights From Fluent
Highlights From Fluent
 
Taxonomy org
Taxonomy orgTaxonomy org
Taxonomy org
 
Motivation and leadership
Motivation and leadershipMotivation and leadership
Motivation and leadership
 
Content Taxonomy
Content TaxonomyContent Taxonomy
Content Taxonomy
 
UIE - Managing Content Sprawl with Taxonomy - Preview
UIE - Managing Content Sprawl with Taxonomy - PreviewUIE - Managing Content Sprawl with Taxonomy - Preview
UIE - Managing Content Sprawl with Taxonomy - Preview
 
Taxonomy and Terminology: The Crossroad of Controlled Vocabulary
Taxonomy and Terminology: The Crossroad of Controlled VocabularyTaxonomy and Terminology: The Crossroad of Controlled Vocabulary
Taxonomy and Terminology: The Crossroad of Controlled Vocabulary
 
Razorfish 2014 Tech Summit - Kick-off by Global CTO Ray Velez
Razorfish 2014 Tech Summit - Kick-off by Global CTO Ray VelezRazorfish 2014 Tech Summit - Kick-off by Global CTO Ray Velez
Razorfish 2014 Tech Summit - Kick-off by Global CTO Ray Velez
 
Razorfish 2014 Tech Summit - GVP, Social Media, at Razorfish Chris Bowler
Razorfish 2014 Tech Summit - GVP, Social Media, at Razorfish Chris BowlerRazorfish 2014 Tech Summit - GVP, Social Media, at Razorfish Chris Bowler
Razorfish 2014 Tech Summit - GVP, Social Media, at Razorfish Chris Bowler
 
Razorfish 2014 Tech Summit - Founder/CEO of Bug Labs Peter Semmelhack
Razorfish 2014 Tech Summit - Founder/CEO of Bug Labs Peter SemmelhackRazorfish 2014 Tech Summit - Founder/CEO of Bug Labs Peter Semmelhack
Razorfish 2014 Tech Summit - Founder/CEO of Bug Labs Peter Semmelhack
 
Content/Communication: Lavacon 2014
Content/Communication: Lavacon 2014Content/Communication: Lavacon 2014
Content/Communication: Lavacon 2014
 
Razorfish 2014 Tech Summit - Group VP Technology at Razorfish Martin Jacobs
Razorfish 2014 Tech Summit - Group VP Technology at Razorfish Martin JacobsRazorfish 2014 Tech Summit - Group VP Technology at Razorfish Martin Jacobs
Razorfish 2014 Tech Summit - Group VP Technology at Razorfish Martin Jacobs
 
Aem authentication vs idp
Aem authentication vs idpAem authentication vs idp
Aem authentication vs idp
 
Asas Pelayaran Internet
Asas Pelayaran InternetAsas Pelayaran Internet
Asas Pelayaran Internet
 
Strategi dan kebijakan pembangunan ekonomi
Strategi dan kebijakan pembangunan ekonomiStrategi dan kebijakan pembangunan ekonomi
Strategi dan kebijakan pembangunan ekonomi
 
What is Content Strategy?
What is Content Strategy?What is Content Strategy?
What is Content Strategy?
 
Content Strategy: The Future of Marketing
Content Strategy: The Future of MarketingContent Strategy: The Future of Marketing
Content Strategy: The Future of Marketing
 
AEM & eCommerce integration
AEM & eCommerce integrationAEM & eCommerce integration
AEM & eCommerce integration
 
Razorfish Digital Brand Experience
Razorfish Digital Brand ExperienceRazorfish Digital Brand Experience
Razorfish Digital Brand Experience
 
FEED: The Razorfish Digital Brand Experience Report 2009
FEED: The Razorfish Digital Brand Experience Report 2009FEED: The Razorfish Digital Brand Experience Report 2009
FEED: The Razorfish Digital Brand Experience Report 2009
 

Similar to Content Gone Wild!

MIT Course - What is Experience Design
MIT Course - What is Experience DesignMIT Course - What is Experience Design
MIT Course - What is Experience DesignMarisa Gallagher
 
Overlappings and Underpinnings - Content Strategy and Information Architecture
Overlappings and Underpinnings - Content Strategy and Information ArchitectureOverlappings and Underpinnings - Content Strategy and Information Architecture
Overlappings and Underpinnings - Content Strategy and Information ArchitectureChris Moritz
 
Don't Design Websites. Design Web SYSTEMS! (DrupalCon London 2011)
Don't Design Websites. Design Web SYSTEMS! (DrupalCon London 2011)Don't Design Websites. Design Web SYSTEMS! (DrupalCon London 2011)
Don't Design Websites. Design Web SYSTEMS! (DrupalCon London 2011)Four Kitchens
 
Presentation skills for managers
Presentation skills for managersPresentation skills for managers
Presentation skills for managersZaini Ithnin
 
Internet librarian v9
Internet librarian v9Internet librarian v9
Internet librarian v9teaguese
 
Leveraging the Web to Extend Global Reach: SHRM India Case Study
Leveraging the Web to Extend Global Reach: SHRM India Case StudyLeveraging the Web to Extend Global Reach: SHRM India Case Study
Leveraging the Web to Extend Global Reach: SHRM India Case StudyNavigationArts
 
Don't Design Websites. Design Web SYSTEMS! (UT Austin Drupal Users Group)
Don't Design Websites. Design Web SYSTEMS! (UT Austin Drupal Users Group)Don't Design Websites. Design Web SYSTEMS! (UT Austin Drupal Users Group)
Don't Design Websites. Design Web SYSTEMS! (UT Austin Drupal Users Group)Four Kitchens
 
Building Large Sustainable Apps
Building Large Sustainable AppsBuilding Large Sustainable Apps
Building Large Sustainable AppsBuğra Oral
 
Adago Marketing Weband Online
Adago Marketing Weband OnlineAdago Marketing Weband Online
Adago Marketing Weband OnlineDenise Reier
 
Sustainable UX
Sustainable UXSustainable UX
Sustainable UXNick Finck
 
The Community Manager (v1.1)
The Community Manager (v1.1)The Community Manager (v1.1)
The Community Manager (v1.1)David Hachez
 
Don't Design Websites. Design Web SYSTEMS! (DrupalCon Chicago 2011)
Don't Design Websites. Design Web SYSTEMS! (DrupalCon Chicago 2011)Don't Design Websites. Design Web SYSTEMS! (DrupalCon Chicago 2011)
Don't Design Websites. Design Web SYSTEMS! (DrupalCon Chicago 2011)Four Kitchens
 
Designing The Social In
Designing The Social InDesigning The Social In
Designing The Social InErin Malone
 
Creating a Component Library
Creating a Component LibraryCreating a Component Library
Creating a Component Librarynathanacurtis
 
Don't Design Websites. Design Web SYSTEMS! (DrupalCamp Stockholm 2011)
Don't Design Websites. Design Web SYSTEMS! (DrupalCamp Stockholm 2011)Don't Design Websites. Design Web SYSTEMS! (DrupalCamp Stockholm 2011)
Don't Design Websites. Design Web SYSTEMS! (DrupalCamp Stockholm 2011)Four Kitchens
 
Don't Design Websites. Design Web SYSTEMS! (BADCamp 2011)
Don't Design Websites. Design Web SYSTEMS! (BADCamp 2011)Don't Design Websites. Design Web SYSTEMS! (BADCamp 2011)
Don't Design Websites. Design Web SYSTEMS! (BADCamp 2011)Four Kitchens
 
TYPO3 5.0 The Business Case
TYPO3 5.0 The Business CaseTYPO3 5.0 The Business Case
TYPO3 5.0 The Business CaseRobert Lemke
 
There's a People Problem Lurking Behind Your Digital Strategy
There's a People Problem Lurking Behind Your Digital StrategyThere's a People Problem Lurking Behind Your Digital Strategy
There's a People Problem Lurking Behind Your Digital StrategyErin Scime
 

Similar to Content Gone Wild! (20)

MIT Course - What is Experience Design
MIT Course - What is Experience DesignMIT Course - What is Experience Design
MIT Course - What is Experience Design
 
VIVO 2010
VIVO 2010VIVO 2010
VIVO 2010
 
Overlappings and Underpinnings - Content Strategy and Information Architecture
Overlappings and Underpinnings - Content Strategy and Information ArchitectureOverlappings and Underpinnings - Content Strategy and Information Architecture
Overlappings and Underpinnings - Content Strategy and Information Architecture
 
Don't Design Websites. Design Web SYSTEMS! (DrupalCon London 2011)
Don't Design Websites. Design Web SYSTEMS! (DrupalCon London 2011)Don't Design Websites. Design Web SYSTEMS! (DrupalCon London 2011)
Don't Design Websites. Design Web SYSTEMS! (DrupalCon London 2011)
 
Presentation skills for managers
Presentation skills for managersPresentation skills for managers
Presentation skills for managers
 
Internet librarian v9
Internet librarian v9Internet librarian v9
Internet librarian v9
 
Project management
Project managementProject management
Project management
 
Leveraging the Web to Extend Global Reach: SHRM India Case Study
Leveraging the Web to Extend Global Reach: SHRM India Case StudyLeveraging the Web to Extend Global Reach: SHRM India Case Study
Leveraging the Web to Extend Global Reach: SHRM India Case Study
 
Don't Design Websites. Design Web SYSTEMS! (UT Austin Drupal Users Group)
Don't Design Websites. Design Web SYSTEMS! (UT Austin Drupal Users Group)Don't Design Websites. Design Web SYSTEMS! (UT Austin Drupal Users Group)
Don't Design Websites. Design Web SYSTEMS! (UT Austin Drupal Users Group)
 
Building Large Sustainable Apps
Building Large Sustainable AppsBuilding Large Sustainable Apps
Building Large Sustainable Apps
 
Adago Marketing Weband Online
Adago Marketing Weband OnlineAdago Marketing Weband Online
Adago Marketing Weband Online
 
Sustainable UX
Sustainable UXSustainable UX
Sustainable UX
 
The Community Manager (v1.1)
The Community Manager (v1.1)The Community Manager (v1.1)
The Community Manager (v1.1)
 
Don't Design Websites. Design Web SYSTEMS! (DrupalCon Chicago 2011)
Don't Design Websites. Design Web SYSTEMS! (DrupalCon Chicago 2011)Don't Design Websites. Design Web SYSTEMS! (DrupalCon Chicago 2011)
Don't Design Websites. Design Web SYSTEMS! (DrupalCon Chicago 2011)
 
Designing The Social In
Designing The Social InDesigning The Social In
Designing The Social In
 
Creating a Component Library
Creating a Component LibraryCreating a Component Library
Creating a Component Library
 
Don't Design Websites. Design Web SYSTEMS! (DrupalCamp Stockholm 2011)
Don't Design Websites. Design Web SYSTEMS! (DrupalCamp Stockholm 2011)Don't Design Websites. Design Web SYSTEMS! (DrupalCamp Stockholm 2011)
Don't Design Websites. Design Web SYSTEMS! (DrupalCamp Stockholm 2011)
 
Don't Design Websites. Design Web SYSTEMS! (BADCamp 2011)
Don't Design Websites. Design Web SYSTEMS! (BADCamp 2011)Don't Design Websites. Design Web SYSTEMS! (BADCamp 2011)
Don't Design Websites. Design Web SYSTEMS! (BADCamp 2011)
 
TYPO3 5.0 The Business Case
TYPO3 5.0 The Business CaseTYPO3 5.0 The Business Case
TYPO3 5.0 The Business Case
 
There's a People Problem Lurking Behind Your Digital Strategy
There's a People Problem Lurking Behind Your Digital StrategyThere's a People Problem Lurking Behind Your Digital Strategy
There's a People Problem Lurking Behind Your Digital Strategy
 

More from Rachel Lovinger

Making of The DEFCON Documentary
Making of The DEFCON DocumentaryMaking of The DEFCON Documentary
Making of The DEFCON DocumentaryRachel Lovinger
 
Making of The DEFCON Documentary
Making of The DEFCON DocumentaryMaking of The DEFCON Documentary
Making of The DEFCON DocumentaryRachel Lovinger
 
Content Modelling Workshop Preview
Content Modelling Workshop PreviewContent Modelling Workshop Preview
Content Modelling Workshop PreviewRachel Lovinger
 
Semantics in Publishing & Media
Semantics in Publishing & MediaSemantics in Publishing & Media
Semantics in Publishing & MediaRachel Lovinger
 
STC Summit 2010: Semantic Web and Content Strategy
STC Summit 2010: Semantic Web and Content StrategySTC Summit 2010: Semantic Web and Content Strategy
STC Summit 2010: Semantic Web and Content StrategyRachel Lovinger
 
Semantic Web and Content Strategy
Semantic Web and Content StrategySemantic Web and Content Strategy
Semantic Web and Content StrategyRachel Lovinger
 
The Rise and Fall of TOPICS
The Rise and Fall of TOPICSThe Rise and Fall of TOPICS
The Rise and Fall of TOPICSRachel Lovinger
 
Journey Towards Datameaningfulness
Journey Towards DatameaningfulnessJourney Towards Datameaningfulness
Journey Towards DatameaningfulnessRachel Lovinger
 
Representing Taxonomies: What am I looking at here?
Representing Taxonomies: What am I looking at here?Representing Taxonomies: What am I looking at here?
Representing Taxonomies: What am I looking at here?Rachel Lovinger
 
Metadata Strategies And Tools
Metadata Strategies And ToolsMetadata Strategies And Tools
Metadata Strategies And ToolsRachel Lovinger
 
A Survey: Taxonomy Building Tools
A Survey: Taxonomy Building ToolsA Survey: Taxonomy Building Tools
A Survey: Taxonomy Building ToolsRachel Lovinger
 

More from Rachel Lovinger (15)

Making of The DEFCON Documentary
Making of The DEFCON DocumentaryMaking of The DEFCON Documentary
Making of The DEFCON Documentary
 
Making of The DEFCON Documentary
Making of The DEFCON DocumentaryMaking of The DEFCON Documentary
Making of The DEFCON Documentary
 
Content Modelling Workshop Preview
Content Modelling Workshop PreviewContent Modelling Workshop Preview
Content Modelling Workshop Preview
 
Orchestrated Content
Orchestrated ContentOrchestrated Content
Orchestrated Content
 
Metadata Workshop
Metadata WorkshopMetadata Workshop
Metadata Workshop
 
Semantics in Publishing & Media
Semantics in Publishing & MediaSemantics in Publishing & Media
Semantics in Publishing & Media
 
Nimble Report
Nimble ReportNimble Report
Nimble Report
 
STC Summit 2010: Semantic Web and Content Strategy
STC Summit 2010: Semantic Web and Content StrategySTC Summit 2010: Semantic Web and Content Strategy
STC Summit 2010: Semantic Web and Content Strategy
 
Semantic Web and Content Strategy
Semantic Web and Content StrategySemantic Web and Content Strategy
Semantic Web and Content Strategy
 
The Rise and Fall of TOPICS
The Rise and Fall of TOPICSThe Rise and Fall of TOPICS
The Rise and Fall of TOPICS
 
Journey Towards Datameaningfulness
Journey Towards DatameaningfulnessJourney Towards Datameaningfulness
Journey Towards Datameaningfulness
 
RDF and OWL
RDF and OWLRDF and OWL
RDF and OWL
 
Representing Taxonomies: What am I looking at here?
Representing Taxonomies: What am I looking at here?Representing Taxonomies: What am I looking at here?
Representing Taxonomies: What am I looking at here?
 
Metadata Strategies And Tools
Metadata Strategies And ToolsMetadata Strategies And Tools
Metadata Strategies And Tools
 
A Survey: Taxonomy Building Tools
A Survey: Taxonomy Building ToolsA Survey: Taxonomy Building Tools
A Survey: Taxonomy Building Tools
 

Recently uploaded

My sample product research idea for you!
My sample product research idea for you!My sample product research idea for you!
My sample product research idea for you!KivenRaySarsaba
 
"DevOps Practisting Platform on EKS with Karpenter autoscaling", Dmytro Kozhevin
"DevOps Practisting Platform on EKS with Karpenter autoscaling", Dmytro Kozhevin"DevOps Practisting Platform on EKS with Karpenter autoscaling", Dmytro Kozhevin
"DevOps Practisting Platform on EKS with Karpenter autoscaling", Dmytro KozhevinFwdays
 
How AI and ChatGPT are changing cybersecurity forever.pptx
How AI and ChatGPT are changing cybersecurity forever.pptxHow AI and ChatGPT are changing cybersecurity forever.pptx
How AI and ChatGPT are changing cybersecurity forever.pptxInfosec
 
"How we created an SRE team in Temabit as a part of FOZZY Group in conditions...
"How we created an SRE team in Temabit as a part of FOZZY Group in conditions..."How we created an SRE team in Temabit as a part of FOZZY Group in conditions...
"How we created an SRE team in Temabit as a part of FOZZY Group in conditions...Fwdays
 
Progress Report: Ministry of IT under Dr. Umar Saif Aug 23-Feb'24
Progress Report: Ministry of IT under Dr. Umar Saif Aug 23-Feb'24Progress Report: Ministry of IT under Dr. Umar Saif Aug 23-Feb'24
Progress Report: Ministry of IT under Dr. Umar Saif Aug 23-Feb'24Umar Saif
 
"The Transformative Power of AI and Open Challenges" by Dr. Manish Gupta, Google
"The Transformative Power of AI and Open Challenges" by Dr. Manish Gupta, Google"The Transformative Power of AI and Open Challenges" by Dr. Manish Gupta, Google
"The Transformative Power of AI and Open Challenges" by Dr. Manish Gupta, GoogleISPMAIndia
 
"Platform Engineering with Development Containers", Igor Fesenko
"Platform Engineering with Development Containers", Igor Fesenko"Platform Engineering with Development Containers", Igor Fesenko
"Platform Engineering with Development Containers", Igor FesenkoFwdays
 
Building Products That Think- Bhaskaran Srinivasan & Ashish Gupta
Building Products That Think- Bhaskaran Srinivasan & Ashish GuptaBuilding Products That Think- Bhaskaran Srinivasan & Ashish Gupta
Building Products That Think- Bhaskaran Srinivasan & Ashish GuptaISPMAIndia
 
"Running Open-Source LLM models on Kubernetes", Volodymyr Tsap
"Running Open-Source LLM models on Kubernetes",  Volodymyr Tsap"Running Open-Source LLM models on Kubernetes",  Volodymyr Tsap
"Running Open-Source LLM models on Kubernetes", Volodymyr TsapFwdays
 
Dev Dives: Leverage APIs and Gen AI to power automations for RPA and software...
Dev Dives: Leverage APIs and Gen AI to power automations for RPA and software...Dev Dives: Leverage APIs and Gen AI to power automations for RPA and software...
Dev Dives: Leverage APIs and Gen AI to power automations for RPA and software...UiPathCommunity
 
Digital Transformation Strategy & Plan Templates - www.beyondthecloud.digital...
Digital Transformation Strategy & Plan Templates - www.beyondthecloud.digital...Digital Transformation Strategy & Plan Templates - www.beyondthecloud.digital...
Digital Transformation Strategy & Plan Templates - www.beyondthecloud.digital...MarcovanHurne2
 
"AIRe - AI Reliability Engineering", Denys Vasyliev
"AIRe - AI Reliability Engineering", Denys Vasyliev"AIRe - AI Reliability Engineering", Denys Vasyliev
"AIRe - AI Reliability Engineering", Denys VasylievFwdays
 
How to write an effective Cyber Incident Response Plan
How to write an effective Cyber Incident Response PlanHow to write an effective Cyber Incident Response Plan
How to write an effective Cyber Incident Response PlanDatabarracks
 
Leveraging SLF4j for Effective Logging in IBM App Connect Enterprise.docx
Leveraging SLF4j for Effective Logging in IBM App Connect Enterprise.docxLeveraging SLF4j for Effective Logging in IBM App Connect Enterprise.docx
Leveraging SLF4j for Effective Logging in IBM App Connect Enterprise.docxVotarikari Shravan
 
Automation Ops Series: Session 1 - Introduction and setup DevOps for UiPath p...
Automation Ops Series: Session 1 - Introduction and setup DevOps for UiPath p...Automation Ops Series: Session 1 - Introduction and setup DevOps for UiPath p...
Automation Ops Series: Session 1 - Introduction and setup DevOps for UiPath p...DianaGray10
 
AI Act & Standardization: UNINFO involvement
AI Act & Standardization: UNINFO involvementAI Act & Standardization: UNINFO involvement
AI Act & Standardization: UNINFO involvementMimmo Squillace
 
Importance of magazines in education ppt
Importance of magazines in education pptImportance of magazines in education ppt
Importance of magazines in education pptsafnarafeek2002
 
Apex Replay Debugger and Salesforce Platform Events.pptx
Apex Replay Debugger and Salesforce Platform Events.pptxApex Replay Debugger and Salesforce Platform Events.pptx
Apex Replay Debugger and Salesforce Platform Events.pptxmohayyudin7826
 
Bringing nullability into existing code - dammit is not the answer.pptx
Bringing nullability into existing code - dammit is not the answer.pptxBringing nullability into existing code - dammit is not the answer.pptx
Bringing nullability into existing code - dammit is not the answer.pptxMaarten Balliauw
 
Curtain Module Manual Zigbee Neo CS01-1C.pdf
Curtain Module Manual Zigbee Neo CS01-1C.pdfCurtain Module Manual Zigbee Neo CS01-1C.pdf
Curtain Module Manual Zigbee Neo CS01-1C.pdfDomotica daVinci
 

Recently uploaded (20)

My sample product research idea for you!
My sample product research idea for you!My sample product research idea for you!
My sample product research idea for you!
 
"DevOps Practisting Platform on EKS with Karpenter autoscaling", Dmytro Kozhevin
"DevOps Practisting Platform on EKS with Karpenter autoscaling", Dmytro Kozhevin"DevOps Practisting Platform on EKS with Karpenter autoscaling", Dmytro Kozhevin
"DevOps Practisting Platform on EKS with Karpenter autoscaling", Dmytro Kozhevin
 
How AI and ChatGPT are changing cybersecurity forever.pptx
How AI and ChatGPT are changing cybersecurity forever.pptxHow AI and ChatGPT are changing cybersecurity forever.pptx
How AI and ChatGPT are changing cybersecurity forever.pptx
 
"How we created an SRE team in Temabit as a part of FOZZY Group in conditions...
"How we created an SRE team in Temabit as a part of FOZZY Group in conditions..."How we created an SRE team in Temabit as a part of FOZZY Group in conditions...
"How we created an SRE team in Temabit as a part of FOZZY Group in conditions...
 
Progress Report: Ministry of IT under Dr. Umar Saif Aug 23-Feb'24
Progress Report: Ministry of IT under Dr. Umar Saif Aug 23-Feb'24Progress Report: Ministry of IT under Dr. Umar Saif Aug 23-Feb'24
Progress Report: Ministry of IT under Dr. Umar Saif Aug 23-Feb'24
 
"The Transformative Power of AI and Open Challenges" by Dr. Manish Gupta, Google
"The Transformative Power of AI and Open Challenges" by Dr. Manish Gupta, Google"The Transformative Power of AI and Open Challenges" by Dr. Manish Gupta, Google
"The Transformative Power of AI and Open Challenges" by Dr. Manish Gupta, Google
 
"Platform Engineering with Development Containers", Igor Fesenko
"Platform Engineering with Development Containers", Igor Fesenko"Platform Engineering with Development Containers", Igor Fesenko
"Platform Engineering with Development Containers", Igor Fesenko
 
Building Products That Think- Bhaskaran Srinivasan & Ashish Gupta
Building Products That Think- Bhaskaran Srinivasan & Ashish GuptaBuilding Products That Think- Bhaskaran Srinivasan & Ashish Gupta
Building Products That Think- Bhaskaran Srinivasan & Ashish Gupta
 
"Running Open-Source LLM models on Kubernetes", Volodymyr Tsap
"Running Open-Source LLM models on Kubernetes",  Volodymyr Tsap"Running Open-Source LLM models on Kubernetes",  Volodymyr Tsap
"Running Open-Source LLM models on Kubernetes", Volodymyr Tsap
 
Dev Dives: Leverage APIs and Gen AI to power automations for RPA and software...
Dev Dives: Leverage APIs and Gen AI to power automations for RPA and software...Dev Dives: Leverage APIs and Gen AI to power automations for RPA and software...
Dev Dives: Leverage APIs and Gen AI to power automations for RPA and software...
 
Digital Transformation Strategy & Plan Templates - www.beyondthecloud.digital...
Digital Transformation Strategy & Plan Templates - www.beyondthecloud.digital...Digital Transformation Strategy & Plan Templates - www.beyondthecloud.digital...
Digital Transformation Strategy & Plan Templates - www.beyondthecloud.digital...
 
"AIRe - AI Reliability Engineering", Denys Vasyliev
"AIRe - AI Reliability Engineering", Denys Vasyliev"AIRe - AI Reliability Engineering", Denys Vasyliev
"AIRe - AI Reliability Engineering", Denys Vasyliev
 
How to write an effective Cyber Incident Response Plan
How to write an effective Cyber Incident Response PlanHow to write an effective Cyber Incident Response Plan
How to write an effective Cyber Incident Response Plan
 
Leveraging SLF4j for Effective Logging in IBM App Connect Enterprise.docx
Leveraging SLF4j for Effective Logging in IBM App Connect Enterprise.docxLeveraging SLF4j for Effective Logging in IBM App Connect Enterprise.docx
Leveraging SLF4j for Effective Logging in IBM App Connect Enterprise.docx
 
Automation Ops Series: Session 1 - Introduction and setup DevOps for UiPath p...
Automation Ops Series: Session 1 - Introduction and setup DevOps for UiPath p...Automation Ops Series: Session 1 - Introduction and setup DevOps for UiPath p...
Automation Ops Series: Session 1 - Introduction and setup DevOps for UiPath p...
 
AI Act & Standardization: UNINFO involvement
AI Act & Standardization: UNINFO involvementAI Act & Standardization: UNINFO involvement
AI Act & Standardization: UNINFO involvement
 
Importance of magazines in education ppt
Importance of magazines in education pptImportance of magazines in education ppt
Importance of magazines in education ppt
 
Apex Replay Debugger and Salesforce Platform Events.pptx
Apex Replay Debugger and Salesforce Platform Events.pptxApex Replay Debugger and Salesforce Platform Events.pptx
Apex Replay Debugger and Salesforce Platform Events.pptx
 
Bringing nullability into existing code - dammit is not the answer.pptx
Bringing nullability into existing code - dammit is not the answer.pptxBringing nullability into existing code - dammit is not the answer.pptx
Bringing nullability into existing code - dammit is not the answer.pptx
 
Curtain Module Manual Zigbee Neo CS01-1C.pdf
Curtain Module Manual Zigbee Neo CS01-1C.pdfCurtain Module Manual Zigbee Neo CS01-1C.pdf
Curtain Module Manual Zigbee Neo CS01-1C.pdf
 

Content Gone Wild!

  • 1. Content Gone Wild! Rachel Lovinger MIMA Summit, October 5, 2009 Photo by wokka
  • 2. About Me: Rachel Lovinger • Content Strategy Lead, Razorfish • Scatter / Gather, a CS blog http://scattergather.razorfish.com • Semantic Web affinity group • Long time content enthusiast
  • 3. Two Things I Want You to Learn From This Talk 1. For successful web projects, pay as much attention to the content as to the design and technology. 2. Be proactive instead of reactive. Page 3 © 2009 Razorfish. All rights reserved.
  • 4. What is Content? • Text on your site • Images • Video • Audio • Data • User Comments • Email • Online Conversations Page 4 © 2009 Razorfish. All rights reserved.
  • 5. Content is the reason people go to your site. Photo by zandperl Page 5 © 2009 Razorfish. All rights reserved.
  • 6. 1997: Web Curmudgeon Page 6 © 2009 Razorfish. All rights reserved.
  • 7. Content Strategy in the Design Process Discover Design Build Deploy Research Source Plan Maintain Assess Organize Style Guide Monitor Concept Taxonomy Copy Deck Respond Voice Social Page 7 © 2009 Razorfish. All rights reserved.
  • 8. Content Gone Wild? What’s the worst that can happen if you design a site or campaign without a clear content strategy? Page 8 © 2009 Razorfish. All rights reserved.
  • 9. Experiences that are… Not Engaging Not Satisfying Embarrassing for the Brand Page 9 © 2009 Razorfish. All rights reserved.
  • 10. “The best argument for content strategy is the failure of a project.” - Elena Melendy, Minty Fresh Media Page 10 © 2009 Razorfish. All rights reserved.
  • 11. But today, let’s learn from others Several examples of content gone wrong… and what should have been done instead. Page 11 © 2009 Razorfish. All rights reserved.
  • 12. Example 1 Brochureware Page 12 © 2009 Razorfish. All rights reserved.
  • 13. Corporate Brochureware Site Page 13 © 2009 Razorfish. All rights reserved.
  • 14. Product Info Page 14 © 2009 Razorfish. All rights reserved.
  • 15. More Product Info Page 15 © 2009 Razorfish. All rights reserved.
  • 16. What Happened? Discover Design Build Deploy Research Source Plan Maintain Assess Organize Style Guide Monitor Concept Taxonomy Copy Deck Respond Voice Social Assessment and Concept: Failed to recognize what content customers and prospects might want, aside from product details Page 16 © 2009 Razorfish. All rights reserved.
  • 17. Content Best Practice Create content that engages Present content that is: • Consumable • Interactive • Relevant • Current Page 17 © 2009 Razorfish. All rights reserved.
  • 18. Another Corporate Site Page 18 © 2009 Razorfish. All rights reserved.
  • 19. Telling the Company Story Page 19 © 2009 Razorfish. All rights reserved.
  • 20. Sharing Information & Values Page 20 © 2009 Razorfish. All rights reserved.
  • 21. Example 2 Corporate Blog Page 21 © 2009 Razorfish. All rights reserved.
  • 22. Johnson & Johnson Blog Example via Mary McKnight, FastCompany.com Page 22 © 2009 Razorfish. All rights reserved.
  • 23. Lacks Clear Message or Voice Example via Mary McKnight, FastCompany.com Page 23 © 2009 Razorfish. All rights reserved.
  • 24. What Happened? Discover Design Build Deploy Research Source Plan Maintain Assess Organize Style Guide Monitor Concept Taxonomy Copy Deck Respond Voice Social Concept: Organize: Goals of the Topics aren’t blog aren’t clearly defined clearly defined Page 24 © 2009 Razorfish. All rights reserved.
  • 25. Content Best Practice Have a messaging strategy Content should be: • On point (Business goals) • Relevant (User needs) • Authentic (Expert, passionate writers) • Published regularly (Committed resources) Page 25 © 2009 Razorfish. All rights reserved.
  • 26. Wal-Mart: Informative, Enthusiastic, Relatable Example via Mary McKnight, FastCompany.com Page 26 © 2009 Razorfish. All rights reserved.
  • 27. Example 3 Metadata Page 27 © 2009 Razorfish. All rights reserved.
  • 28. Interscope Records Artists Page: One Big A-Z List Page 28 © 2009 Razorfish. All rights reserved.
  • 29. Artist Page: Chris Cornell Page 29 © 2009 Razorfish. All rights reserved.
  • 30. Chris Cornell: Releases Very little information • No release dates • No relationship between EPs / Singles and LPs • No genres • Not organized by bands Page 30 © 2009 Razorfish. All rights reserved.
  • 31. Album Page: End of the Line Page 31 © 2009 Razorfish. All rights reserved.
  • 32. Band Page: No Mention of Solo Work Page 32 © 2009 Razorfish. All rights reserved.
  • 33. What Happened? Discover Design Build Deploy Research Source Plan Maintain Assess Organize Style Guide Monitor Concept Taxonomy Copy Deck Respond Voice Social Taxonomy & Metadata: Content is not well organized; meaningful data and relationships are not being surfaced. Page 33 © 2009 Razorfish. All rights reserved.
  • 34. Content Best Practice Dynamic & meaningful content organization based on metadata • Define relevant facets and taxonomy • Organize content by taxonomy • Metadata provides valuable information • Link to related content Page 34 © 2009 Razorfish. All rights reserved.
  • 35. All Music Guide • Content organized primarily by genre • The metadata IS the content • Every word is a link to further explore Page 35 © 2009 Razorfish. All rights reserved.
  • 36. Example 4 Lorem Ipsum Page 36 © 2009 Razorfish. All rights reserved.
  • 37. Place Holder Text Page 37 © 2009 Razorfish. All rights reserved.
  • 38. The New York Times Page 38 © 2009 Razorfish. All rights reserved.
  • 39. What Happened? Discover Design Build Deploy Research Source Plan Maintain Assess Organize Style Guide Monitor Concept Taxonomy Copy Deck Respond Voice Social Plan and Copy Deck: Without a detailed plan, content producers forgot to fill in the less prominent pages and sidebar items Page 39 © 2009 Razorfish. All rights reserved.
  • 40. Content Best Practice Carefully plan for content needs • Content Inventory • Site Map • Content Requirements • Content Sourcing Plan Page 40 © 2009 Razorfish. All rights reserved.
  • 41. Content Needs Spreadsheet Page 41 © 2009 Razorfish. All rights reserved.
  • 42. Example 5 Stale Content Page 42 © 2009 Razorfish. All rights reserved.
  • 43. Featured Band: Posted February 2005 Page 43 © 2009 Razorfish. All rights reserved.
  • 44. News: From 2004 & 2005 404 errors! Page 44 © 2009 Razorfish. All rights reserved.
  • 45. Coming Soon? Not Likely Page 45 © 2009 Razorfish. All rights reserved.
  • 46. What Happened? Discover Design Build Deploy Research Source Plan Maintain Assess Organize Style Guide Monitor Concept Taxonomy Copy Deck Respond Voice Social Ongoing Editorial Plan: They had a launch plan, but no one was responsible for regular content updates once it was live Page 46 © 2009 Razorfish. All rights reserved.
  • 47. Content Best Practice Plan for content maintenance • Governance • Editorial Strategy • Editorial Calendar • If community based, user generated content can keep the site content fresh Page 47 © 2009 Razorfish. All rights reserved.
  • 48. Steady Stream of Songs, Bands & Playlists Page 48 © 2009 Razorfish. All rights reserved.
  • 49. Example 6 User-Generated Chaos Page 49 © 2009 Razorfish. All rights reserved.
  • 50. Users Will Do Creative Things Page 50 © 2009 Razorfish. All rights reserved.
  • 51. Users Will Do Creative and Unexpected Things Page 51 © 2009 Razorfish. All rights reserved.
  • 52. Users May Do Horrible Things Page 52 © 2009 Razorfish. All rights reserved.
  • 53. Users May Do Horrible Things WARNING: Some of what you’re about to see is definitely NSFW Page 53 © 2009 Razorfish. All rights reserved.
  • 54. Huge Spike in Traffic (but was it worth it?) Page 54 © 2009 Razorfish. All rights reserved.
  • 55. What Happened? Discover Design Build Deploy Research Source Plan Maintain Assess Organize Style Guide Monitor Concept Taxonomy Copy Deck Respond Voice Social Concept & Research: Social: Did they ever look at Twitter, No strategy in 4chan, YouTube, Fark or any place to mediate other Internet community? the conversation Page 55 © 2009 Razorfish. All rights reserved.
  • 56. Content Best Practice Be part of the conversation But have a social media strategy. Consider that you may have to: • Moderate • Mediate • Mitigate Page 56 © 2009 Razorfish. All rights reserved.
  • 57. Age Confirmation? Disclaimer? Page 57 © 2009 Razorfish. All rights reserved.
  • 58. YouTube Channel Instead of Twitter Search Page 58 © 2009 Razorfish. All rights reserved.
  • 59. Example 7 Fake Grass Page 59 © 2009 Razorfish. All rights reserved.
  • 60. Poorly Rated Product Page 60 © 2009 Razorfish. All rights reserved.
  • 61. Questionable Request: Astroturfing Page 61 © 2009 Razorfish. All rights reserved.
  • 62. People Noticed Page 62 © 2009 Razorfish. All rights reserved.
  • 63. What Happened? Discover Design Build Deploy Research Source Plan Maintain Assess Organize Style Guide Monitor Concept Taxonomy Copy Deck Respond Voice Social Social and Respond: Response was inappropriate and unethical (and not in line with corporate standards) Page 63 © 2009 Razorfish. All rights reserved.
  • 64. Content Best Practice Be authentic When you do participate in the conversation: • Establish a social media policy for employees • Be honest about who you are • Communicate like a person Page 64 © 2009 Razorfish. All rights reserved.
  • 65. Via Gapingvoid Cartoon © 2009 Hugh MacLeod's Gaping Void Page 65 © 2009 Razorfish. All rights reserved.
  • 66. Example 8 Check Your Tone Page 66 © 2009 Razorfish. All rights reserved.
  • 67. Fine Line Between Clever… and Flippant Page 67 © 2009 Razorfish. All rights reserved.
  • 68. Twitter: #motrinmoms Page 68 © 2009 Razorfish. All rights reserved.
  • 69. Page 69 © 2009 Razorfish. All rights reserved.
  • 70. It's not easy to do snarky well when you're talking about parenting. Popular blogs like Motherhood Uncensored, Finslippy, Baby on Bored, White Trash Mom, Laid off Dad, and Metrodad to name a few, are not popular simply because they illuminate the ups and downs of parenting with brutal, hilarious honesty, but because they do it through the eyes of parents who truly, deeply love their children. It's the rare writer who can capture the negatives without bitterness, who can elaborate on the hell without sounding, well, like a 34 year- old male copywriter who's never had a kid. Whether or not that's actually the case. Page 70 © 2009 Razorfish. All rights reserved.
  • 71. What Happened? Discover Design Build Deploy Research Source Plan Maintain Assess Organize Style Guide Monitor Concept Taxonomy Copy Deck Respond Voice Social Voice: Monitor and Respond: Communication strategy Campaign was launched right conflicted with the values of before the weekend, when no the target audience one was around to monitor it Page 71 © 2009 Razorfish. All rights reserved.
  • 72. Content Best Practice Know how your audience likes to be spoken to • Tone & Voice Guide • Brand Attributes & Values • User Testing • Be prepared to react Page 72 © 2009 Razorfish. All rights reserved.
  • 73. Response Was Swift and Sincere Page 73 © 2009 Razorfish. All rights reserved.
  • 74. Example 9 Think Globally Page 74 © 2009 Razorfish. All rights reserved.
  • 75. Visual Metaphor Page 75 © 2009 Razorfish. All rights reserved.
  • 76. Doesn’t Translate Photo by Jennifer Dziura Page 76 © 2009 Razorfish. All rights reserved.
  • 77. Dell.com Page 77 © 2009 Razorfish. All rights reserved.
  • 78. Czech Version of Dell Home Page Page 78 © 2009 Razorfish. All rights reserved.
  • 79. Investoři – Redirects to US Site Page 79 © 2009 Razorfish. All rights reserved.
  • 80. Média – Content in English Page 80 © 2009 Razorfish. All rights reserved.
  • 81. Kariéra – Content in English Page 81 © 2009 Razorfish. All rights reserved.
  • 82. Product Information – In Czech Page 82 © 2009 Razorfish. All rights reserved.
  • 83. What Happened? Discover Design Build Deploy Research Source Plan Maintain Assess Organize Style Guide Monitor Concept Taxonomy Copy Deck Respond Voice Social Every stage: The concept for the MTA campaign wasn’t reevaluated for Spanish language; the content for the regional Dell site wasn’t sourced, created, and QA’d like the English content Page 83 © 2009 Razorfish. All rights reserved.
  • 84. Content Best Practice Globalization involves more than just translation • Content scoping • Planning • Creation • Maintenance • Experts in the language & cultural associations Page 84 © 2009 Razorfish. All rights reserved.
  • 85. HP: Acclaimed for 85 Regional Sites, in 36 Languages Page 85 © 2009 Razorfish. All rights reserved.
  • 86. Let’s end on a positive note. Page 86 © 2009 Razorfish. All rights reserved.
  • 87. Billboard Relaunch • Not just a redesign • Consumer oriented • The authority on popular music • Launched July 2009 Page 87 © 2009 Razorfish. All rights reserved.
  • 88. Discovery Phase Research: Discover Design Build Deploy • For most users, the experience centers Research around the charts Source Plan Maintain Assess Active Style Guide Monitor • Organizesite visitors were also passionate Concept Taxonomy Copy Deck Respond Voice about the editorial content Social Page 88 © 2009 Razorfish. All rights reserved.
  • 89. Discovery Phase Content Assessment: Discover • Content not integrated with chart data Research • Some charts & content types were not Assess well defined Concept Voice • Non-core content was not maintained • Sections of the site linked off to the business property • Search results messy, content hard to find Page 89 © 2009 Razorfish. All rights reserved.
  • 90. Discovery Phase Concept: Discover • The site should enable people to discover Research and engage with popular music Assess Concept Voice Voice: • The voice of the site should continue to be authoritative and unbiased, but more oriented towards consumer users Page 90 © 2009 Razorfish. All rights reserved.
  • 91. Design Phase Content Sourcing: Design Discover Design Build Deploy • Reduce number of charts to simplify Source Research Show Plan Maintain • Source more of Billboard’s historical data Organize Assess Organize Style Guide Monitor Taxonomy Concept • Taxonomy core content types Focus on Copy Deck Respond Voice Social • Remove B2B links and content • Partner for streaming music • Partner for additional artist, album & song info Page 91 © 2009 Razorfish. All rights reserved.
  • 92. Design Phase Content Organization: Design • Charts must be prominent Source • Organize content around Artists, Albums, Songs Organize Taxonomy • Related links from charts to content and from content to charts to keep users engaged Artist Chart Song Album Page 92 © 2009 Razorfish. All rights reserved.
  • 93. Design Phase Taxonomy & Metadata: Design • Charts tagged as: Source • Mixed Genre: Billboard 200, Hot 100 Organize Taxonomy • Genre: Rock Albums, Pop Songs • International: UK Songs, Japan Albums • Each chart position on each chart includes Artist, Album/Song, Date and other metadata • Editorial content tagged with: Artists, Albums, Songs, Events and Charts Page 93 © 2009 Razorfish. All rights reserved.
  • 94. Latest News & Stories Page 94 © 2009 Razorfish. All rights reserved.
  • 95. Launch the Visualizer and Search or Select Page 95 © 2009 Razorfish. All rights reserved.
  • 96. Shows Entire Chart History for an Artist Page 96 © 2009 Razorfish. All rights reserved.
  • 97. Exploring the Data Page 97 © 2009 Razorfish. All rights reserved.
  • 98. Exposes More Details Page 98 © 2009 Razorfish. All rights reserved.
  • 99. And Also Related Content Page 99 © 2009 Razorfish. All rights reserved.
  • 100. Build Phase Plan, Style Guide, Copy Deck, Social: Build Discover Design Build Deploy • Editorial calendars, style guides, etc. all Plan Research managed in house by their dedicated and Source Plan Maintain Style Guide Assess experienced editorialGuide Organize Style staff Monitor Copy Deck Concept Taxonomy Copy Deck Respond Social Voice • Streamlined content types allowed them to Social focus on core content • Partnering for basic info allowed them to focus on developing the .com voice • Social strategy includes specific ways that consumers interact with music and content that don’t require editorial intervention Page 100 © 2009 Razorfish. All rights reserved.
  • 101. Social Elements • Ratings • Comments • Self-moderated • Share • Games Page 101 © 2009 Razorfish. All rights reserved.
  • 102. Deploy Phase Maintain, Monitor, Respond: Deploy Discover Design Build Deploy • The editorial team is responsible for Maintain Research maintaining andPlan Source monitoring the content Maintain Monitor Monitor Assess • Organize Streamlined contentGuide and 3rd partner Style types Respond Concept Taxonomy Copy Deck Respond Voice content make these tasks easier Social • The low maintenance social strategy minimizes the need for editorial intervention Page 102 © 2009 Razorfish. All rights reserved.
  • 103. Summary: Content Best Practices • Create content that engages • Have a messaging strategy • Dynamic & meaningful content organization based on metadata • Carefully plan for content needs • Plan for content maintenance • Be part of the conversation • Be authentic • Know how your audience likes to be spoken to • Globalization involves more than just translation Page 103 © 2009 Razorfish. All rights reserved.
  • 104. Questions? Rachel.Lovinger@Razorfish.com Twitter: @rlovinger Page 104 © 2009 Razorfish. All rights reserved.
  • 105. Thank You! Kristina Halvorson Michael Spinella Elena Melendy Paul (wokka on flickr) Web Curmudgeon, wherever you are My colleagues at Razorfish Karen McGrane The Content Strategy community Diana Turner Moms who blog Robert Stribley Twitter, the Internet, and the people Kat Jurick who use them Hugh MacLeod Page 105 © 2009 Razorfish. All rights reserved.