1.6 Social Content Design
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We will then turn our attention to the design, review and implementation of social content design, how it differs from the popular view of content marketing and the different types and formats people create, share and interact with.
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1.6 Social Content Design
- 1. @drkellypage!/drkellypage! Socially Mediated Practices Being Social By Design 1.6 Social Content Design
- 2. @drkellypage!/drkellypage! “Managers who used to be the custodian of the brand, the voice and message are now …" " Curators and Designers" " Participating in and sharing the control of socially mediated initiatives." " --- @drkellypage
- 3. @drkellypage!/drkellypage! Socially Mediated Initiatives Content Design Creation/Co- creation Network & Community Interaction Design People & Practices Context Design Platform, Place & Space Designing for Mobility Designing for Social Identity Mgt. Designing for Search Mgt. Designing for Data & Analytics Mgt. Designing for Reputation Mgt. Resource Mgt. “Designing for We”
- 5. @drkellypage!/drkellypage! The Social Design of Content • The term Content Strategy became common in the late 1990s. It referred to the “planning, development, and management of content in written or digital media”. “Content strategy or plans for the creation, publication, and governance of useful, usable content.” --- Kristina Halvorson • … is an approach to develop and distribute credible, trustworthy, transparent content that enhances the organization’s strategic goals. • Focuses on the use of stories and smart-data to share information with specific communities and audiences in connected networks. “People today have less and less time to both create and share. They will pay attention to content if it is credible, trustworthy and transparent and if it enhances their life in some way.”! --- John Lavine, 2014, Medill. !
- 6. @drkellypage!/drkellypage! Content Strategy vs." Content Marketing • Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience — with the objective of driving profitable customer action.” • At its heart, content marketing is a marketing strategy — an approach that uses content to deepen our relationship with customers. • Content strategy, on the other hand, delves deeper into (in Kristina Halvorson’s words) the “creation, publication, and governance of useful, usable content.” • Content Strategy: Seeks to manage content as a strategic asset across the entirety of the organization.
- 7. @drkellypage!/drkellypage! Key Principles of Content Design .The principles of content design include:! ! • key themes and messages,! • recommended topics,! • content purpose (i.e., how content will bridge the space between audience needs and business requirements),! • content gap analysis,! • metadata frameworks and related content attributes,! • search engine optimization (SEO), and! • implications of strategic recommendations on content creation, publication, and governance! -- Kristina Halvorson
- 8. @drkellypage!/drkellypage! Content as an asset, idea and/or concept Types of Content Format of Content Content as an experience Content as space
- 9. @drkellypage!/drkellypage! Content-related Disciplines [1]" -- Kristina Halvorson Discipline Description Editorial Strategy defines the guidelines by which all online content is governed: values, voice, tone, legal and regulatory concerns, user- generated content, and so on. This practice also defines an organization’s online editorial calendar, including content life cycles. Web Writing The practice of writing useful, usable content specifically intended for online publication. This is a whole lot more than smart copywriting. An effective web writer must understand the basics of user experience design, be able to translate information architecture documentation, write effective metadata, and manage an ever-changing content inventory. Meta-data Strategy Identifies the type and structure of metadata, also known as “data about data” (or content). Smart, well-structured metadata helps publishers to identify, organize, use, and reuse content in ways that are meaningful to key audiences.
- 10. @drkellypage!/drkellypage! Content-related Disciplines [2]" -- Kristina Halvorson Discipline Description Search Engine Optimization is the process of editing and organizing the content on a page or across a website (including metadata) to increase its potential relevance to specific search engine keywords Content Mgt. Strategy defines the technologies needed to capture, store, deliver, and preserve an organization’s content. Publishing infrastructures, content life cycles and workflows are key considerations of this strategy. Content Channel Distribution Strategy defines how and where content will be made available to users. (Side note: please consider e-mail marketing in the context of this practice; it’s a way to distribute content and drive people to find information on your website, not a standalone marketing tactic.) .
- 11. @drkellypage!/drkellypage! What is Good Content? • Good content is appropriate – Publish content that is right for the user and for the enterprise 1. Right for the audience / user: What are they doing? How are they feeling? What are they capable of? 2. Right for the enterprise / business: Content is appropriate for your business when it helps you accomplish your business goals in a sustainable way. • Good content is useful – Define a clear, specific purpose for each piece of content;; evaluate content against this purpose • Good content is human-centered – Adopt the cognitive frameworks of your users • Good content is clear – Seek clarity in all things • Good content is consistent – Mandate consistency, within reason • Good content is concise – Omit needless content • Good content is supported – Publish no content without a support plan
- 12. @drkellypage!/drkellypage! What is Website Design? • The action of designing & implementing website content to communicate and provide functionalities • The website design process – Information / Experience Design: What is the offering/experience? – Interaction Design: – How should it work? – Presentation Design: – How should it look? – Implementation, Evaluation & Testing! • Website Optimisation (SEM/SEO) • Not limited to websites Usability Rule 101 For destination sites Content should account for 80% of a page’s design Navigation should account for 20%
- 13. @drkellypage!/drkellypage! Information Design • Aim of the website – site goals / objectives • Audience/User analysis – know users & uses • Content inventory – type & format • Competitive analysis – content analysis • Assess resources & constraints • Considerations: – Usefulness (i.e., site utility) – Accessibility (e.g., visually impaired) – Suitability (i.e., audience or community) Website structure & navigation (Interaction Design)
- 14. @drkellypage!/drkellypage! Website Content Considerations • Audience & Community – Profiles’ (Who) – Motives for use (Why) – How & when used (How, When) • Types of Content – Scripting – Graphics – Media – Social • Essential information: – Logo, ownership, authorship – Copyright & Privacy statements – Terms of Service • Data integrity: – Site updating – Recency or ‘freshness’ – Accuracy – Duplication and redundancy – Site security (https) • Writing for the web: – The bullet bites the dust - embedded text links – Jargon, consistency, user focus – Interest and relevance
- 15. @drkellypage!/drkellypage! • Profile (WHO) – Geo-Demographic – Language & culture – Level of education – Access profile (e.g., broadband) – Perceptions, attitudes, knowledge (i.e., type, scope) – Barriers to access • What are they visiting it for? (MOTIVE) – Information – Services – Community – Products Searchers Browsers Shoppers Communicators Audience & Community Analysis Match with usage motivations
- 16. @drkellypage!/drkellypage! Website Usage Analysis • How is the website going to be used? (USAGE) • New Site: – Task analysis – Scenario planning • Existing Site: 1. Web traffic reporting (e.g., how many visitors, sessions and page views, bounce rate site is receiving). 2. Web visitor behaviour analysis (e.g., conversion success). 3. Web customer analysis (e.g., individual visitor and participant data and merge it with web site activity and perceptual data) List tasks for use Consider contexts of use Create ‘scenarios of site usage’ Map site path analysis for each task Task Analysis & Scenario Planning
- 17. @drkellypage!/drkellypage! Exploring a Websites Value https://www.google.com/ http://www.nytimes.com/
- 19. @drkellypage!/drkellypage! Exploring a Websites Value • Information – Research, descriptive details – Read the “news” or catch up on information – Get tips and tricks (e.g., FAQ) • Social / Communication – Customer service (e.g., email, chat) – Join an online community – Enquiries/register (e.g., web form) • Purchase/Transaction – Check the status of their online or offline order – Purchase product or place an order – Downloading / accessing music • Playfulness – Playing games “We need to place increased focus on the perceived utility or value for which sites are used”
- 20. @drkellypage!/drkellypage! Activity DISCOVERY: “Rapid Fire User-Testing”
- 21. @drkellypage!/drkellypage! “Viral” is Fatally Flawed … “The viral metaphor is flawed” (Douglas Rushkoff). – A virus is essentially a set of genetic instructions wrapped in a protein. Once attached to the host cell, the virus injects its instruction into the cell, replicates itself, then detaches from the host cell in order to find a new cell to commandeer. The only purpose of a virus is to produce more of itself. – Use in the context of “computer virus” is historical and correct. “Viral is a think that happens, not a thing that is.” (Faris Yakob). – It is an oversimplification that strips aside the social and cultural contexts in which ideas circulate and the conscious human choices which determine which ideas are passed along. – “When we say something is viral we focus entirely on the content itself and not on the needs of the people that we are asking to spread our ideas” – Contagion you involuntarily give to others.
- 22. @drkellypage!/drkellypage! Spreadable Model … This approach factors in • … other considerations like W.O.M, buzz, social cultural context. • … content is consciously pulled, not pushed, by people. It is shared voluntarily. • … the fact that ideas get transformed, repurposed, remixed or distorted as they pass from hand to hand. • ... It takes on social worth and enters pop culture or what Henry Jenkins calls the “gift economy”. “
- 23. @drkellypage!/drkellypage! A GIFT ECONOMY “Where value is generated in transference, not purchase.”
- 24. @drkellypage!/drkellypage! Commodity and Gift Economy Commodity Economy Gift Economy Contractual Arrangements Social norms Reckoned Transactions Reciprocity Dynamic Social Relations Dynamic Circulation of Goods Motivated by Financial Gain Motivated by Status and Reputation Economic Value Sentimental Worth Fantasy: Freedom, Individuality and Transformation Fantasy: Nostalgia, Community, Continuity, Tradition Everything can be Bought and Sold Not all gifts can be accepted Tenets of Competing Economic Orders for Producers versus Consumers! Source: If It Doesn’t Spread, Its Dead: Creating Value in a Spreadable Marketplace. 2009 Report by Henry Jenkins, Xiaochang Li, and Ana Domb Krauskopf with Joshua Green
- 25. @drkellypage!/drkellypage! Henry Jenkins on “Spreadable Media” (2014)
- 26. @drkellypage!/drkellypage! Spreadability Stickiness Spreadability Attracts and holds attention Motivate and facilitate to spread Depends on concentration of attention Expand awareness by dispersing content Creating a unified audience experience Creating a diversified experience Pre-structured interactivity Open-ended participation Tracks the migration of individual people Maps the flow of ideas Producers, marketers, consumers perform somewhat distinct roles Increase collaboration and blurring roles Spreadability: Socio-technical affordances that make it easier to circulate some kinds of media content than others. Result of amplified participatory culture!
- 27. @drkellypage!/drkellypage! “We need to forget about trying to make things viral and begin to understand … What people would like to spread, How they spread it and why.”
- 30. @drkellypage!/drkellypage! Where the Hell is Matt? (2008)
- 32. @drkellypage!/drkellypage! The Force --- Volkswagen (2011)
- 33. @drkellypage!/drkellypage! PSY – Gangnam Style (2012)
- 34. @drkellypage!/drkellypage! The Quiet Square (2012)
- 37. @drkellypage!/drkellypage! Internet Meme “An idea, behavior, style or concept that spreads rapidly from person to person via the Internet, and is deliberately altered by human creativity” (Richard Dawkins, 2013) Solon, Olivia (June 20, 2013). "Richard Dawkins on the internet's hijacking of the word 'meme'". Wired UK. !
- 42. @drkellypage!/drkellypage! Considerations … 1. People’s lives don’t revolve around your brand, they revolve around life. Your brand has to start caring about something more important than its product. 2. Spreadable media is created with an understanding of the communities of people to be courted. It is created so that members of those communities can find the content easily and share it. 3. Cater for the remix culture. 4. “People exchange viruses as an excuse to engage with each other.” (Douglas Rushkoff). It has pass-along or social value –is deemed of value to tell a friend, a relative, a follower, a fan. 5. It has some contextual meaning – funny, political, geographical, historical, societal. 6. Spreadability (spread wide) vs. drillability (dig deep) (Jason Mittel)
- 43. @drkellypage!/drkellypage! “If you want your content to spread you must allow others to share it and participate in it. Traditional ideas about copyright, ownership and creating cultural value are being completely transformed in the process.” (Henry Jenkins)
- 44. @drkellypage!/drkellypage! Activity DISCOVERY: Client Social Media Audit