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Content Strategy: Why Now?
Content Strategy Seminar 2012
8 February 2012
Rachel Lovinger @rlovinger
RACHEL LOVINGER                            2




• Associate Content Strategy Director,
  Razorfish, New York
• Co-editor of scatter/gather, a content
  strategy blog:
  http://scattergather.razorfish.com
• Author of Nimble: A Razorfish
  Report on Publishing in the
  Digital Age (June 2010):
  http://nimble.razorfish.com
  (@NimbleRF on Twitter)




  ©2012 Razorfish. All rights reserved.
  Photo by Rohanna Mertens
CONTENT STRATEGY: WHY NOW?                3




• Where we’ve come from

• Why content strategy matters

• Where we’re headed




  ©2012 Razorfish. All rights reserved.
WHERE WE’VE COME FROM
First, a definition

WHAT IS CONTENT
STRATEGY?
“Content Strategy plans for the creation,
delivery, and governance of useful, usable
content.”

                   - Kristina Halvorson
WHAT IS CONTENT?                            7




•   Text on the site
•   Images
•   Video
•   Audio
•   Data
•   User Comments
•   Email
•   Online Conversations




    ©2012 Razorfish. All rights reserved.
CONTENT IS THE REASON PEOPLE GO TO YOUR SITE   8




Photo by zandperl
CONTENT STRATEGY RESPONSIBILITIES                            9




• Messaging: What are we trying to say, and to whom?

• Sourcing: Where is our content coming from?

• Management: How are we going to deliver and maintain it?

• Engagement: How do people find and connect with our content?




  ©2012 Razorfish. All rights reserved.
CONTENT STRATEGY ACTIVITIES                10




• Messaging
  •   Content evaluation
  •   Editorial strategy
  •   Content/Brand alignment
  •   Features & formats recommendations

• Sourcing
  •   Gap analysis
  •   Content specifications
  •   Content creation guidelines
  •   Governance plan
  •   Syndication strategy




  ©2012 Razorfish. All rights reserved.
CONTENT STRATEGY ACTIVITIES               11




• Management
 •   Content Model
 •   Editorial workflow
 •   Metadata & Taxonomy
 •   CMS consulting

• Engagement
 •   Platforms/channels recommendations
 •   Search strategy
 •   Social strategy
 •   Mobile strategy




 ©2012 Razorfish. All rights reserved.
THESE ACTIVITIES ARE INTER-RELATED                                        12




                    Messaging                    Sourcing
               What are we trying to say,      Where is our content
                    and to whom?                  coming from?




                  Engagement                 Management
                 How do people find and     How are we going to deliver
                connect with our content?        and maintain it?




 ©2012 Razorfish. All rights reserved.
CONTENT STRATEGY IS INTERDISCIPLINARY                                                               13




                           marketers                            writers
 designers                                                                         editors

                    Messaging                                 Sourcing
               What are we trying to say,                   Where is our content
                    and to whom?                               coming from?
                                             strategy
                                            & planning
                  Engagement                              Management
                 How do people find and                  How are we going to deliver
                connect with our content?                     and maintain it?

                                                                                       developers
  search                                                         information
                             social media
                                                                  architects

 ©2012 Razorfish. All rights reserved.
A bit of history

HOW DID WE GET HERE?
MENTIONS ON THE WEB: 2000-2008                                                                        15




                                                 Results for "Content Strategy"
Google Results




                  2000            2001               2002   2003   2004   2005   2006   2007   2008
                                                                   Year

             ©2012 Razorfish. All rights reserved.
2000: CHECKLIST FROM INC.   16
2001: JAKOB NIELSEN – “WRITING FOR THE WEB”   17
2002: PAUL FORD OFFERS HIS SERVICES   18
2003: ANN ROCKLEY – MANAGING ENTERPRISE CONTENT   19
2004: CS FOR EMAIL NEWSLETTERS   20
2005: AMY GAHRAN STARTS A SERIES   21
2006: RSS IS THE “HOT NEW THING”   22
2007: RACHEL LOVINGER – BOXES & ARROWS   23
2008: KRISTINA HALVORSON – A LIST APART   24
MENTIONS ON THE WEB: 2000-2008                                                                        25




                                                 Results for "Content Strategy"
Google Results




                  2000            2001               2002   2003   2004   2005   2006   2007   2008
                                                                   Year

             ©2012 Razorfish. All rights reserved.
MENTIONS ON THE WEB: 2000-2011                                                                                  26




                                                 Results for "Content Strategy"
Google Results




                 2000       2001        2002         2003   2004   2005   2006   2007   2008   2009   2010   2011
                                                                      Year

             ©2012 Razorfish. All rights reserved.
MENTIONS ON THE WEB: 2000-2011                                                                                  27




                                                 Results for "Content Strategy"


                                  SOMETHING HAPPENED HERE
Google Results




                 2000       2001        2002         2003   2004   2005   2006   2007   2008   2009   2010   2011
                                                                      Year

             ©2012 Razorfish. All rights reserved.
CONTENT STRATEGY CONSORTIUM: 19 MARCH 2009                                        28




At the IA Summit, organized by:
         Kristina Halvorson @halvorson and Karen McGrane @karenmcgrane




Attended by:
       Ian Alexander @eatmedia                Rachel Lovinger @rlovinger
       Margot Bloomstein @mbloomstein         Jeff MacIntyre @jeffmacintyre
       Jennifer Bohmbach @evoljennifer        Keri Maijala @clamhead
       Shelly Bowen @shelbow                  Laura Melcher @lmelcher
       Lorelei Brown @beezy                   Elena Melendy @emelendy
       Christopher Collette @collettico       Chris Moritz @chrismoritz
       R. Stephen Gracey @RSGracey            Melissa Rach @melissarach
       Stephanie Hale @HaleStephanie          Erin Scime @erinscime
       Margret Hanley @magshanley             Gene Smith @gsmith
       Colleen Jones @leenjones               Samantha Starmer @samanthastarmer

  ©2012 Razorfish. All rights reserved.
CONTENT STRATEGY FOR THE WEB: 22 AUG 2009   29
THEN: UNPRECEDENTED GROWTH   30




Photo by Jeff Myers
CONTENT STRATEGY COMMUNITY   31
CONTENT STRATEGY CONFERENCES                                  32




                CS Forum
             2010: Paris, France
         2011: London, England
 2012: Cape Town, South Africa

      CONTENT STRATEGY APPLIED 2011 & 2012: MINNEAPOLIS, MN
ARTICLES & BLOG POSTS   33
OTHER CONTENT STRATEGY BOOKS   34
COLLEGE COURSES                          35




 College Courses

 ContentsMagazine.com




 ©2011 Razorfish. All rights reserved.
CONTENTS MAGAZINE                          36




            http://contentsmagazine.com/
A bit about me

HOW DID I GET HERE?
RACHEL LOVINGER                            38




• Associate Content Strategy Director,
  Razorfish, New York
• Co-editor of scatter/gather, a content
  strategy blog:
  http://scattergather.razorfish.com
• Author of Nimble: A Razorfish
  Report on Publishing in the
  Digital Age (June 2010):
  http://nimble.razorfish.com
  (@NimbleRF on Twitter)




  ©2012 Razorfish. All rights reserved.
  Photo by Rohanna Mertens
EDITORS: HOME PAGE                39




 Screenshot via Wayback Machine
THE OTHER 10,000+ ARTICLES        40




 Screenshot via Wayback Machine
HOW I BECAME A CONTENT STRATEGIST                                         41




                                   Editorial Goals       Business Goals




                                                 Technology




 ©2012 Razorfish. All rights reserved.
HOW I BECAME A CONTENT STRATEGIST                                      42




                                          Tactics


           Editorial Goals                            Business Goals
                                           Vision




                                         Technology




 ©2012 Razorfish. All rights reserved.
APPROACHES TO WEB CONTENT STRATEGY   43




Richard Ingram made
this diagram to show
how people bring
different skills,
backgrounds, and
experiences to their
work in Content
Strategy, and this
impacts the way they
practice, and the aspects
they focus on.




Diagram by Richard Ingram
HOW DID WE ALL GET HERE?        44



The following year, Ingram
surveyed content strategists
about their educational and
professional backgrounds. He
mapped the answers
from 265 respondents to get
an even more detailed view of
the paths we took
to get to Content Strategy.




Diagram by Richard Ingram
It’s not necessary to have “Content
Strategist” in your title in order to
      practice content strategy.
WHY CONTENT STRATEGY
MATTERS
Content Grooming

CLEARING OUT THE R.O.T.
ROT = REDUNDANT, OUTDATED, TRIVIAL        48




• Criteria for
  evaluating
  content

• This article
  is trivial

• These related
  items are
  redundant




  ©2012 Razorfish. All rights reserved.
CONTENT ANALYSIS & CREATION GUIDELINES    49




• Evaluate content quality
  • Remove or revise content, as needed

• Prevent ROT in new content
  • Relevant
  • On-brand
  • Periodic review

  ©2012 Razorfish. All rights reserved.
Content Creation

“EVERYONE’S A PUBLISHER”
NON-MEDIA COMPANIES                       51




• Sourcing or writing
  articles

• Creating videos

• Seeding social media
  campaigns

• Monitoring
  communities

• Etc.



  ©2012 Razorfish. All rights reserved.
EDITORIAL STRATEGIES                                          52




• Define messaging goals
                “Encourage exploration and build
              brand loyalty. Foster discussion among
               existing and prospective customers.”
• Optimize the organization and operational practices




 workflow diagram by Richard Ingram, via Intentional Design
Content Business Models

“PRINT IS DEAD”
PRINT IS AT RISK   54




Photo by inky
ATTENTION IS DIVIDED                         55




      ©2012 Razorfish. All rights reserved.
Photo by me
CREATE NEW DIGITAL EXPERIENCES           56




 ©2012 Razorfish. All rights reserved.
CREATE NEW BUSINESS MODELS                57




 ©2012 Razorfish. All rights reserved.
 Source: The New York Times Corporation
Content Delivery

DISRUPTIVE PERSONAL TECH
READ ON OUR TABLETS                          59




      ©2012 Razorfish. All rights reserved.
Photo by TheCreativePenn
UPLOAD PHOTOS FROM OUR PHONES                 60




       ©2012 Razorfish. All rights reserved.
Photo by Mathias Klang
STREAM VIDEOS ON OUR TV                       61




       ©2012 Razorfish. All rights reserved.
Photo by Dennis S. Hurd
TALK TO OUR CARS TO PLAY MUSIC               62




      ©2012 Razorfish. All rights reserved.
Photo by HighTechDad
Multiplatform publishing follows the principle:
      Produce once, use multiple times.
OPTIMIZE: CONTENT CREATION & EXPERIENCE   64




Photo by cvander
Content Communications

THE UBIQUITOUS
CONVERSATION
ENGAGING ON MANY CHANNELS                66




 ©2012 Razorfish. All rights reserved.
SUPERFANS, DEEPLY ENGAGED                67




You don’t
control the
conversation.

But you can
participate.

 ©2012 Razorfish. All rights reserved.
 Fan Art by kidnotorious
TRACK SOCIAL ACTIVITY                    68




 ©2012 Razorfish. All rights reserved.
WHERE WE’RE HEADED
FUTURE TRENDS & NEEDS
INCREASED CONTENT STRATEGY COLLABORATION   71




         Marketing




                            Social




   • Integrated Processes
   • Commercial Tools
STRUCTURED DATA                                                                                    72




• Markup that provides more meaning and context

• Ad hoc and standard methods of adding structure

                                          <b>Madonna</b> Indicates that the text within the tags
                                                         should be bold.
                                    <H1>Madonna</H1> Indicates that the text within the tags
                                                     is a headline.
  <foaf:name>Madonna</foaf:name> Indicates that the text within the tags
                                 is a name, as defined in the “Friend
                                 of a Friend” vocabulary.
       <amgID=64565>Madonna</amgID> Indicates that the text within the tags
                                    refers to the recording artist
                                    Madonna, as described on AllMusic.



  ©2012 Razorfish. All rights reserved.
STRUCTURED DATA IN THE CMS                      73




Example: Drupal 7
• Open source CMS
• Native support for standard data structures




  ©2012 Razorfish. All rights reserved.
SEMANTIC TECHNOLOGY                                                                74




                                             Connect your content and data to
                                             other rich data sources




                                             <IMDbID=tt1193138>Up in the Air</IMDbID>



 ©2012 Razorfish. All rights reserved.
 Copyright ©2010 Dow Jones & Company, Inc.
GLOBALIZATION/LOCALIZATION                   75




      ©2012 Razorfish. All rights reserved.
Photo by me
MULTIPLATFORM PUBLISHING                     76




     ©2012 Razorfish. All rights reserved.
Source: Fast Company
CONCLUSION
CONTENT STRATEGY: WHY NOW?                                   78




• Content Strategy has arrived
  • It will continue to develop and grow
  • We were doing Content Strategy without even knowing it
  • Now we’re getting disciplined

• It’s work that matters
  • Almost everything we do online involves content
  • We’re almost always online

Content strategy is going to help us
make sense of this digital world
  ©2012 Razorfish. All rights reserved.
Thanks!

RACHEL LOVINGER
@rlovinger

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Content Strategy: Why Now?

  • 1. Content Strategy: Why Now? Content Strategy Seminar 2012 8 February 2012 Rachel Lovinger @rlovinger
  • 2. RACHEL LOVINGER 2 • Associate Content Strategy Director, Razorfish, New York • Co-editor of scatter/gather, a content strategy blog: http://scattergather.razorfish.com • Author of Nimble: A Razorfish Report on Publishing in the Digital Age (June 2010): http://nimble.razorfish.com (@NimbleRF on Twitter) ©2012 Razorfish. All rights reserved. Photo by Rohanna Mertens
  • 3. CONTENT STRATEGY: WHY NOW? 3 • Where we’ve come from • Why content strategy matters • Where we’re headed ©2012 Razorfish. All rights reserved.
  • 5. First, a definition WHAT IS CONTENT STRATEGY?
  • 6. “Content Strategy plans for the creation, delivery, and governance of useful, usable content.” - Kristina Halvorson
  • 7. WHAT IS CONTENT? 7 • Text on the site • Images • Video • Audio • Data • User Comments • Email • Online Conversations ©2012 Razorfish. All rights reserved.
  • 8. CONTENT IS THE REASON PEOPLE GO TO YOUR SITE 8 Photo by zandperl
  • 9. CONTENT STRATEGY RESPONSIBILITIES 9 • Messaging: What are we trying to say, and to whom? • Sourcing: Where is our content coming from? • Management: How are we going to deliver and maintain it? • Engagement: How do people find and connect with our content? ©2012 Razorfish. All rights reserved.
  • 10. CONTENT STRATEGY ACTIVITIES 10 • Messaging • Content evaluation • Editorial strategy • Content/Brand alignment • Features & formats recommendations • Sourcing • Gap analysis • Content specifications • Content creation guidelines • Governance plan • Syndication strategy ©2012 Razorfish. All rights reserved.
  • 11. CONTENT STRATEGY ACTIVITIES 11 • Management • Content Model • Editorial workflow • Metadata & Taxonomy • CMS consulting • Engagement • Platforms/channels recommendations • Search strategy • Social strategy • Mobile strategy ©2012 Razorfish. All rights reserved.
  • 12. THESE ACTIVITIES ARE INTER-RELATED 12 Messaging Sourcing What are we trying to say, Where is our content and to whom? coming from? Engagement Management How do people find and How are we going to deliver connect with our content? and maintain it? ©2012 Razorfish. All rights reserved.
  • 13. CONTENT STRATEGY IS INTERDISCIPLINARY 13 marketers writers designers editors Messaging Sourcing What are we trying to say, Where is our content and to whom? coming from? strategy & planning Engagement Management How do people find and How are we going to deliver connect with our content? and maintain it? developers search information social media architects ©2012 Razorfish. All rights reserved.
  • 14. A bit of history HOW DID WE GET HERE?
  • 15. MENTIONS ON THE WEB: 2000-2008 15 Results for "Content Strategy" Google Results 2000 2001 2002 2003 2004 2005 2006 2007 2008 Year ©2012 Razorfish. All rights reserved.
  • 17. 2001: JAKOB NIELSEN – “WRITING FOR THE WEB” 17
  • 18. 2002: PAUL FORD OFFERS HIS SERVICES 18
  • 19. 2003: ANN ROCKLEY – MANAGING ENTERPRISE CONTENT 19
  • 20. 2004: CS FOR EMAIL NEWSLETTERS 20
  • 21. 2005: AMY GAHRAN STARTS A SERIES 21
  • 22. 2006: RSS IS THE “HOT NEW THING” 22
  • 23. 2007: RACHEL LOVINGER – BOXES & ARROWS 23
  • 24. 2008: KRISTINA HALVORSON – A LIST APART 24
  • 25. MENTIONS ON THE WEB: 2000-2008 25 Results for "Content Strategy" Google Results 2000 2001 2002 2003 2004 2005 2006 2007 2008 Year ©2012 Razorfish. All rights reserved.
  • 26. MENTIONS ON THE WEB: 2000-2011 26 Results for "Content Strategy" Google Results 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Year ©2012 Razorfish. All rights reserved.
  • 27. MENTIONS ON THE WEB: 2000-2011 27 Results for "Content Strategy" SOMETHING HAPPENED HERE Google Results 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Year ©2012 Razorfish. All rights reserved.
  • 28. CONTENT STRATEGY CONSORTIUM: 19 MARCH 2009 28 At the IA Summit, organized by: Kristina Halvorson @halvorson and Karen McGrane @karenmcgrane Attended by: Ian Alexander @eatmedia Rachel Lovinger @rlovinger Margot Bloomstein @mbloomstein Jeff MacIntyre @jeffmacintyre Jennifer Bohmbach @evoljennifer Keri Maijala @clamhead Shelly Bowen @shelbow Laura Melcher @lmelcher Lorelei Brown @beezy Elena Melendy @emelendy Christopher Collette @collettico Chris Moritz @chrismoritz R. Stephen Gracey @RSGracey Melissa Rach @melissarach Stephanie Hale @HaleStephanie Erin Scime @erinscime Margret Hanley @magshanley Gene Smith @gsmith Colleen Jones @leenjones Samantha Starmer @samanthastarmer ©2012 Razorfish. All rights reserved.
  • 29. CONTENT STRATEGY FOR THE WEB: 22 AUG 2009 29
  • 30. THEN: UNPRECEDENTED GROWTH 30 Photo by Jeff Myers
  • 32. CONTENT STRATEGY CONFERENCES 32 CS Forum 2010: Paris, France 2011: London, England 2012: Cape Town, South Africa CONTENT STRATEGY APPLIED 2011 & 2012: MINNEAPOLIS, MN
  • 33. ARTICLES & BLOG POSTS 33
  • 35. COLLEGE COURSES 35  College Courses  ContentsMagazine.com ©2011 Razorfish. All rights reserved.
  • 36. CONTENTS MAGAZINE 36 http://contentsmagazine.com/
  • 37. A bit about me HOW DID I GET HERE?
  • 38. RACHEL LOVINGER 38 • Associate Content Strategy Director, Razorfish, New York • Co-editor of scatter/gather, a content strategy blog: http://scattergather.razorfish.com • Author of Nimble: A Razorfish Report on Publishing in the Digital Age (June 2010): http://nimble.razorfish.com (@NimbleRF on Twitter) ©2012 Razorfish. All rights reserved. Photo by Rohanna Mertens
  • 39. EDITORS: HOME PAGE 39 Screenshot via Wayback Machine
  • 40. THE OTHER 10,000+ ARTICLES 40 Screenshot via Wayback Machine
  • 41. HOW I BECAME A CONTENT STRATEGIST 41 Editorial Goals Business Goals Technology ©2012 Razorfish. All rights reserved.
  • 42. HOW I BECAME A CONTENT STRATEGIST 42 Tactics Editorial Goals Business Goals Vision Technology ©2012 Razorfish. All rights reserved.
  • 43. APPROACHES TO WEB CONTENT STRATEGY 43 Richard Ingram made this diagram to show how people bring different skills, backgrounds, and experiences to their work in Content Strategy, and this impacts the way they practice, and the aspects they focus on. Diagram by Richard Ingram
  • 44. HOW DID WE ALL GET HERE? 44 The following year, Ingram surveyed content strategists about their educational and professional backgrounds. He mapped the answers from 265 respondents to get an even more detailed view of the paths we took to get to Content Strategy. Diagram by Richard Ingram
  • 45. It’s not necessary to have “Content Strategist” in your title in order to practice content strategy.
  • 48. ROT = REDUNDANT, OUTDATED, TRIVIAL 48 • Criteria for evaluating content • This article is trivial • These related items are redundant ©2012 Razorfish. All rights reserved.
  • 49. CONTENT ANALYSIS & CREATION GUIDELINES 49 • Evaluate content quality • Remove or revise content, as needed • Prevent ROT in new content • Relevant • On-brand • Periodic review ©2012 Razorfish. All rights reserved.
  • 51. NON-MEDIA COMPANIES 51 • Sourcing or writing articles • Creating videos • Seeding social media campaigns • Monitoring communities • Etc. ©2012 Razorfish. All rights reserved.
  • 52. EDITORIAL STRATEGIES 52 • Define messaging goals “Encourage exploration and build brand loyalty. Foster discussion among existing and prospective customers.” • Optimize the organization and operational practices workflow diagram by Richard Ingram, via Intentional Design
  • 54. PRINT IS AT RISK 54 Photo by inky
  • 55. ATTENTION IS DIVIDED 55 ©2012 Razorfish. All rights reserved. Photo by me
  • 56. CREATE NEW DIGITAL EXPERIENCES 56 ©2012 Razorfish. All rights reserved.
  • 57. CREATE NEW BUSINESS MODELS 57 ©2012 Razorfish. All rights reserved. Source: The New York Times Corporation
  • 59. READ ON OUR TABLETS 59 ©2012 Razorfish. All rights reserved. Photo by TheCreativePenn
  • 60. UPLOAD PHOTOS FROM OUR PHONES 60 ©2012 Razorfish. All rights reserved. Photo by Mathias Klang
  • 61. STREAM VIDEOS ON OUR TV 61 ©2012 Razorfish. All rights reserved. Photo by Dennis S. Hurd
  • 62. TALK TO OUR CARS TO PLAY MUSIC 62 ©2012 Razorfish. All rights reserved. Photo by HighTechDad
  • 63. Multiplatform publishing follows the principle: Produce once, use multiple times.
  • 64. OPTIMIZE: CONTENT CREATION & EXPERIENCE 64 Photo by cvander
  • 66. ENGAGING ON MANY CHANNELS 66 ©2012 Razorfish. All rights reserved.
  • 67. SUPERFANS, DEEPLY ENGAGED 67 You don’t control the conversation. But you can participate. ©2012 Razorfish. All rights reserved. Fan Art by kidnotorious
  • 68. TRACK SOCIAL ACTIVITY 68 ©2012 Razorfish. All rights reserved.
  • 71. INCREASED CONTENT STRATEGY COLLABORATION 71 Marketing Social • Integrated Processes • Commercial Tools
  • 72. STRUCTURED DATA 72 • Markup that provides more meaning and context • Ad hoc and standard methods of adding structure <b>Madonna</b> Indicates that the text within the tags should be bold. <H1>Madonna</H1> Indicates that the text within the tags is a headline. <foaf:name>Madonna</foaf:name> Indicates that the text within the tags is a name, as defined in the “Friend of a Friend” vocabulary. <amgID=64565>Madonna</amgID> Indicates that the text within the tags refers to the recording artist Madonna, as described on AllMusic. ©2012 Razorfish. All rights reserved.
  • 73. STRUCTURED DATA IN THE CMS 73 Example: Drupal 7 • Open source CMS • Native support for standard data structures ©2012 Razorfish. All rights reserved.
  • 74. SEMANTIC TECHNOLOGY 74 Connect your content and data to other rich data sources <IMDbID=tt1193138>Up in the Air</IMDbID> ©2012 Razorfish. All rights reserved. Copyright ©2010 Dow Jones & Company, Inc.
  • 75. GLOBALIZATION/LOCALIZATION 75 ©2012 Razorfish. All rights reserved. Photo by me
  • 76. MULTIPLATFORM PUBLISHING 76 ©2012 Razorfish. All rights reserved. Source: Fast Company
  • 78. CONTENT STRATEGY: WHY NOW? 78 • Content Strategy has arrived • It will continue to develop and grow • We were doing Content Strategy without even knowing it • Now we’re getting disciplined • It’s work that matters • Almost everything we do online involves content • We’re almost always online Content strategy is going to help us make sense of this digital world ©2012 Razorfish. All rights reserved.