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responsive content
nell’era della content strategy

Raffaele Boiano


FREE WEBINAR - ARCHITECTA


@rainwiz #responsivecontent
A intro   B   content strategy   C   touchpoint   D cope   E   outro   @rainwiz #responsivecontent #iawebinar




perché sono qui?
e perché ci siete anche voi?
A intro   B   content strategy   C   touchpoint   D cope   E   outro
A intro   B   content strategy   C   touchpoint   D cope   E   outro




responsive
[ri-spon-siv]
n. responding especially readily and sympathetically to
   appeals,efforts, influences, etc.
A intro   B   content strategy   C   touchpoint   D cope   E   outro




breakpoints
TIME responsive design | http://www.lukew.com/ff/entry.asp?1691
A intro   B   content strategy   C   touchpoint   D cope   E   outro




mobile
[moh bahyl]
n. capable of moving or being moved readily

    ...pertaining to or noting a cell phone, usually one with
    computing ability, or a portable, wireless computing
    device used while held in the hand, as in mobile tablet;
    mobile PDA; mobile app
Apollo e i continenti, G.B. Tiepolo, Wurzburg 1752
#1: mobile users are always distracted and in a rush
#2: mobile means less
#3: complexity is a dirty word
#4: extra taps and clicks are evil
#5: gotta have a mobile website
#6: mobile is about apps
#7: CMS and APIs are for data nerds
A intro   B   content strategy   C   touchpoint   D cope   E   outro   @rainwiz #responsivecontent #ploneday




content strategy
[kon-tent strat-i-jee]
n. Content strategy plans for the creation, publication, and
   governance of useful, usable content
A intro   B   content strategy   C   touchpoint   D cope   E   outro   @rainwiz #responsivecontent #ploneday




#1
linea editoriale
le linee guida che regolano la produzione del
contenuto: valori, tono, voce, aspetti legali, user-
generated content.

Queste specifiche contribuiscono a definire il
calendario editoriale.
A intro   B   content strategy   C   touchpoint   D cope   E   outro   @rainwiz #responsivecontent #ploneday




#2
web writing
la pratica di scrivere contenuti utili e usabili pensati
per la lettura sullo schermo.

È molto più del copywriting. Un web writer deve
capire le basi dell’user experience design, saper
valorizzare un sistema di metadati e gestire un
content inventory in continuo divenire.
A intro   B   content strategy   C   touchpoint   D cope   E   outro   @rainwiz #responsivecontent #ploneday




#3
metadati
progettare i tipi e la struttura dei metadati, cioè i
dati sui dati.

Metadati ben strutturati aiutano a identificare,
organizzare, usare e riusare i contenuti in maniera
da rappresentare un valore per molteplici target.
A intro   B   content strategy   C   touchpoint   D cope   E   outro   @rainwiz #responsivecontent #ploneday




#4
trovabilità
è il processo che mira a scrivere e organizzare i
contenuti per aumentare la loro potenziale rilevanza
per keyword specifiche sui motori di ricerca.
A intro   B   content strategy   C   touchpoint   D cope   E   outro   @rainwiz #responsivecontent #ploneday




#5
content workflow
progettare e amministrare il processo e le
tecnologie per raccogliere, produrre, conservare e
distribuire i contenuti di un’organizzazione.

Definire il ciclo di vita del contenuto è un’attività
chiave.
A intro   B   content strategy   C   touchpoint   D cope   E   outro   @rainwiz #responsivecontent #ploneday




#6
x-channel strategy
come e dove il contenuto sarà reso disponibile agli
utenti.
A intro   B   content strategy   C   touchpoint   D cope   E   outro   @rainwiz #responsivecontent #ploneday




touchpoint
[ˈtʌtʃpɔɪnt]
n. Il touchpoint è il punto di contatto tra brand e
   stakeholders (clienti, clienti potenziali, impiegati,
   investors ecc).
Affinity diagram
A intro                   B      content strategy                                 C        touchpoint                 D cope               E       outro                           @rainwiz #responsivecontent #ploneday



  MY COMPANY - STORYGRAPH

  Process




  Strategy

  LINE OF INTERNAL ACTION

  Operations




  Area                            owned digital media management                                                       social media management (earned media)                        press               owned press                                                          staff training
      LINE OF VISIBILITY



                                  Content &               Design &                Write post             Send          Produce        Tweet &         Socialize      Update                              Write &                                                             Manage             Face to face
                                  knowledge               development             & manage               targeted      awareness      relate          contents       professional    activity            produce                                                             customer           relations &
  Activity                        base                    24/7 self-              interactions           messages      video                          & manage       network &       & media             editions                                                            relation           solutions
                                  management              service                                                                                     interactions   projects        relations



                                                                                                                                                                                                                FONDAZIONE                                        01
                                                                                                                                                                                                               Enasarco Magazine
                                                                                                                                                                                                                             Affrontare il cambiamento:
                                                                                                                                                                                                                             la nuova sfida per il presente
                                                                                                                                                                                                                             Agente: un lavoro
                                                                                                                                                                                                                             che dà valore all’azienda
                                                                                                                                                                                                                             Speciale convenzioni
                                                                                                                                                                                                                             Soggiorni termali e climatici 2010




  Touchpoints

                                    public portal          restricted area              blog              newsletter      youtube         twitter        facebook       linkedIN     press & media           house organ                                                       cust. service



  LINE OF USER INTERACTION


  1. Core services


  2. Send feedback


  3. Discuss/Share

  4. Ask for help


  5. Networking

  6. Discover news

  7. Know in depth


                                          A                       B                       C                  D              E               F               G             H                  I                               L                                                       M               N




                       Raffaele Boiano - rainwiz@rainwiz.com
                       This work is licensed under a Creative Commons Attribution 3.0 Unported License                                                                                               Ideal                                                             suitable but not ideal       unsuitable
                       This is a free culture license!




Fondazione Enasarco, Touchpoints management
Storia 2012/219
Customer story nello storygraph
A intro   B   content strategy   C   touchpoint   D cope   E   outro




content as service
Pensare al contenuto non più come un prodotto (il
libro, il giornale, la brochure) ma come servizio, cioè
informazione disponibile.

E strutturarlo per essere più riusabile possibile,
pensando al futuro, sapendo che è in continuo
divenire.
A intro    B   content strategy   C   touchpoint   D cope   E   outro   @rainwiz #responsivecontent #ploneday




“         Fragmenting our content across
          different “device-optimized”
          experiences is a losing
          proposition, or at least an

                                                                                                    ”
          unsustainable one.

                                                                                     Ethan Marcotte
A intro   B   content strategy   C   touchpoint   D cope   E   outro   @rainwiz #responsivecontent #ploneday




cope system
create once publish everywhere
A intro   B   content strategy   C   touchpoint   D cope   E   outro   @rainwiz #responsivecontent #ploneday




                                                     SITO
MOBILE
                                                   WEB

                             WEBSITE                        MOBILE
                                                             APPS




                   SOCIAL                                            TABLET
                   MEDIA                                              APPS


                                           CONTENT
               MICROSITES                                            PRINT




                               BLOGS                        EMAIL

                                                 INTRANET




Karen Mc Grane, Adapting Ourselves to Adaptive Content
Responsive content strategy
Responsive content strategy
Responsive content strategy
Responsive content strategy
Responsive content strategy
Responsive content strategy
Responsive content strategy
Responsive content strategy
Responsive content strategy
Responsive content strategy
Responsive content strategy
Responsive content strategy
Responsive content strategy
MOBILE
                                                   WEB

                             WEBSITE                        MOBILE
                                                             APPS




                   SOCIAL                                            TABLET
                   MEDIA                                              APPS


                                                PRINT
               MICROSITES                                            PRINT




                               BLOGS                        EMAIL

                                                 INTRANET




Karen Mc Grane, Adapting Ourselves to Adaptive Content
MOBILE
                                                   WEB

                             WEBSITE                        MOBILE
                                                             APPS




                   SOCIAL                                            TABLET
                   MEDIA                                              APPS


                                                 WEB
               MICROSITES                                            PRINT




                               BLOGS                        EMAIL

                                                 INTRANET




Karen Mc Grane, Adapting Ourselves to Adaptive Content
MOBILE
                                                   WEB

                             WEBSITE                        MOBILE
                                                             APPS




                   SOCIAL                                            TABLET
                   MEDIA                                              APPS


                                              MOBILE
               MICROSITES                                            PRINT




                               BLOGS                        EMAIL

                                                 INTRANET




Karen Mc Grane, Adapting Ourselves to Adaptive Content
A intro   B   content strategy   C   touchpoint   D cope   E   outro   @rainwiz #responsivecontent #ploneday




so what?
che mi porto a casa?
A intro   B   content strategy   C   touchpoint   D cope   E   outro   @rainwiz #responsivecontent #ploneday




#1
multiple size
content chunk writing
Responsive content strategy
Responsive content strategy
Responsive content strategy
Responsive content strategy
Responsive content strategy
Responsive content strategy
Responsive content strategy
Responsive content strategy
Responsive content strategy
Wordpress - rainwiz.com
Detail title (senza limite)
Featured title (max 8 parole)
Short title (max 5 parole)

Detail teaser (senza limite)
Short teaser (max 8 parole)

Detail abstract (senza limite)
Featured abstract (120 caratteri)
Guida Enasarco - Contributo minimo annuo
Guida Enasarco - Contributo minimo annuo
A intro   B   content strategy   C   touchpoint   D cope   E   outro   @rainwiz #responsivecontent #ploneday




“The more structure
          you put into content
          the freer it will
          become.
                                                                                   Rachel Lovinger
                                                                                                   ”
A intro   B   content strategy   C   touchpoint   D cope   E   outro   @rainwiz #responsivecontent #ploneday




#2
metadata first
taxonomy
Responsive content strategy
Responsive content strategy
Responsive content strategy
Responsive content strategy
Responsive content strategy
Responsive content strategy
Responsive content strategy
Responsive content strategy
A intro   B   content strategy   C   touchpoint   D cope   E   outro     @rainwiz #responsivecontent #ploneday




“Metadata is the new
          art direction.
                                                                                                     ”
                                                                       Ethan Resnick, @studip101
A intro   B   content strategy   C   touchpoint   D cope   E   outro   @rainwiz #responsivecontent #ploneday




#3
plan reuse
structure content once, use anywhere
Responsive content strategy
A intro   B   content strategy   C   touchpoint   D cope   E   outro   @rainwiz #responsivecontent #ploneday



                                                      Nome
                                                      Codice
                                                      Modello
                                                      Marca
                                                      Descrizione

                                                      Lunghezza focale
                                                      Apertura massima
                                                      Apertura minima
                                                      Schema ottico
                                                      Angolo di campo
                                                      Distanza minima per la messa a fuoco
                                                      Rapporto di riproduzione massimo
                                                      Lamelle del diaframma
                                                      Messa a fuoco
                                                      Modi di messa a fuoco
                                                      Dimensione attacco filtro
                                                      Diametro x lunghezza
                                                      Peso
A intro    B   content strategy   C   touchpoint   D cope   E   outro   @rainwiz #responsivecontent #ploneday




“         Instead of crafting a website, you
          have to put more effort into
          crafting the description of the
          different bits of an asset, so they
          can be reused more effectively,

                                                                                                    ”
          so they can deliver more value.

                                                                                Nic Newman, BBC
A intro   B   content strategy   C   touchpoint   D cope   E   outro




data.nytimes.com
A intro   B   content strategy   C   touchpoint   D cope   E   outro   @rainwiz #responsivecontent #ploneday




responsive design
vs
adaptive layout
Il layout è solo una delle componenti del design
A intro   B   content strategy   C   touchpoint   D cope   E   outro




responsive design
means

responsive content
Grazie!
Raffaele Boiano @rainwiz
                         rainwiz@rainwiz.com



Thanks to:

Josh Clark
Kristina Halvorson
Rachel Lovinger
Ethan Marcotte
Karen Mc Grane
Sara Wachter-Boettcher

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Responsive content strategy

  • 1. @rainwiz #architecta #responsivecontent responsive content nell’era della content strategy Raffaele Boiano FREE WEBINAR - ARCHITECTA @rainwiz #responsivecontent
  • 2. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #iawebinar perché sono qui? e perché ci siete anche voi?
  • 3. A intro B content strategy C touchpoint D cope E outro
  • 4. A intro B content strategy C touchpoint D cope E outro responsive [ri-spon-siv] n. responding especially readily and sympathetically to appeals,efforts, influences, etc.
  • 5. A intro B content strategy C touchpoint D cope E outro breakpoints
  • 6. TIME responsive design | http://www.lukew.com/ff/entry.asp?1691
  • 7. A intro B content strategy C touchpoint D cope E outro mobile [moh bahyl] n. capable of moving or being moved readily ...pertaining to or noting a cell phone, usually one with computing ability, or a portable, wireless computing device used while held in the hand, as in mobile tablet; mobile PDA; mobile app
  • 8. Apollo e i continenti, G.B. Tiepolo, Wurzburg 1752
  • 9. #1: mobile users are always distracted and in a rush
  • 11. #3: complexity is a dirty word
  • 12. #4: extra taps and clicks are evil
  • 13. #5: gotta have a mobile website
  • 14. #6: mobile is about apps
  • 15. #7: CMS and APIs are for data nerds
  • 16. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday content strategy [kon-tent strat-i-jee] n. Content strategy plans for the creation, publication, and governance of useful, usable content
  • 17. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday #1 linea editoriale le linee guida che regolano la produzione del contenuto: valori, tono, voce, aspetti legali, user- generated content. Queste specifiche contribuiscono a definire il calendario editoriale.
  • 18. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday #2 web writing la pratica di scrivere contenuti utili e usabili pensati per la lettura sullo schermo. È molto più del copywriting. Un web writer deve capire le basi dell’user experience design, saper valorizzare un sistema di metadati e gestire un content inventory in continuo divenire.
  • 19. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday #3 metadati progettare i tipi e la struttura dei metadati, cioè i dati sui dati. Metadati ben strutturati aiutano a identificare, organizzare, usare e riusare i contenuti in maniera da rappresentare un valore per molteplici target.
  • 20. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday #4 trovabilità è il processo che mira a scrivere e organizzare i contenuti per aumentare la loro potenziale rilevanza per keyword specifiche sui motori di ricerca.
  • 21. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday #5 content workflow progettare e amministrare il processo e le tecnologie per raccogliere, produrre, conservare e distribuire i contenuti di un’organizzazione. Definire il ciclo di vita del contenuto è un’attività chiave.
  • 22. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday #6 x-channel strategy come e dove il contenuto sarà reso disponibile agli utenti.
  • 23. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday touchpoint [ˈtʌtʃpɔɪnt] n. Il touchpoint è il punto di contatto tra brand e stakeholders (clienti, clienti potenziali, impiegati, investors ecc).
  • 25. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday MY COMPANY - STORYGRAPH Process Strategy LINE OF INTERNAL ACTION Operations Area owned digital media management social media management (earned media) press owned press staff training LINE OF VISIBILITY Content & Design & Write post Send Produce Tweet & Socialize Update Write & Manage Face to face knowledge development & manage targeted awareness relate contents professional activity produce customer relations & Activity base 24/7 self- interactions messages video & manage network & & media editions relation solutions management service interactions projects relations FONDAZIONE 01 Enasarco Magazine Affrontare il cambiamento: la nuova sfida per il presente Agente: un lavoro che dà valore all’azienda Speciale convenzioni Soggiorni termali e climatici 2010 Touchpoints public portal restricted area blog newsletter youtube twitter facebook linkedIN press & media house organ cust. service LINE OF USER INTERACTION 1. Core services 2. Send feedback 3. Discuss/Share 4. Ask for help 5. Networking 6. Discover news 7. Know in depth A B C D E F G H I L M N Raffaele Boiano - rainwiz@rainwiz.com This work is licensed under a Creative Commons Attribution 3.0 Unported License Ideal suitable but not ideal unsuitable This is a free culture license! Fondazione Enasarco, Touchpoints management
  • 27. Customer story nello storygraph
  • 28. A intro B content strategy C touchpoint D cope E outro content as service Pensare al contenuto non più come un prodotto (il libro, il giornale, la brochure) ma come servizio, cioè informazione disponibile. E strutturarlo per essere più riusabile possibile, pensando al futuro, sapendo che è in continuo divenire.
  • 29. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday “ Fragmenting our content across different “device-optimized” experiences is a losing proposition, or at least an ” unsustainable one. Ethan Marcotte
  • 30. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday cope system create once publish everywhere
  • 31. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday SITO
  • 32. MOBILE WEB WEBSITE MOBILE APPS SOCIAL TABLET MEDIA APPS CONTENT MICROSITES PRINT BLOGS EMAIL INTRANET Karen Mc Grane, Adapting Ourselves to Adaptive Content
  • 46. MOBILE WEB WEBSITE MOBILE APPS SOCIAL TABLET MEDIA APPS PRINT MICROSITES PRINT BLOGS EMAIL INTRANET Karen Mc Grane, Adapting Ourselves to Adaptive Content
  • 47. MOBILE WEB WEBSITE MOBILE APPS SOCIAL TABLET MEDIA APPS WEB MICROSITES PRINT BLOGS EMAIL INTRANET Karen Mc Grane, Adapting Ourselves to Adaptive Content
  • 48. MOBILE WEB WEBSITE MOBILE APPS SOCIAL TABLET MEDIA APPS MOBILE MICROSITES PRINT BLOGS EMAIL INTRANET Karen Mc Grane, Adapting Ourselves to Adaptive Content
  • 49. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday so what? che mi porto a casa?
  • 50. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday #1 multiple size content chunk writing
  • 61. Detail title (senza limite) Featured title (max 8 parole) Short title (max 5 parole) Detail teaser (senza limite) Short teaser (max 8 parole) Detail abstract (senza limite) Featured abstract (120 caratteri)
  • 62. Guida Enasarco - Contributo minimo annuo
  • 63. Guida Enasarco - Contributo minimo annuo
  • 64. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday “The more structure you put into content the freer it will become. Rachel Lovinger ”
  • 65. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday #2 metadata first taxonomy
  • 74. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday “Metadata is the new art direction. ” Ethan Resnick, @studip101
  • 75. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday #3 plan reuse structure content once, use anywhere
  • 77. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday Nome Codice Modello Marca Descrizione Lunghezza focale Apertura massima Apertura minima Schema ottico Angolo di campo Distanza minima per la messa a fuoco Rapporto di riproduzione massimo Lamelle del diaframma Messa a fuoco Modi di messa a fuoco Dimensione attacco filtro Diametro x lunghezza Peso
  • 78. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday “ Instead of crafting a website, you have to put more effort into crafting the description of the different bits of an asset, so they can be reused more effectively, ” so they can deliver more value. Nic Newman, BBC
  • 79. A intro B content strategy C touchpoint D cope E outro data.nytimes.com
  • 80. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday responsive design vs adaptive layout Il layout è solo una delle componenti del design
  • 81. A intro B content strategy C touchpoint D cope E outro responsive design means responsive content
  • 82. Grazie! Raffaele Boiano @rainwiz rainwiz@rainwiz.com Thanks to: Josh Clark Kristina Halvorson Rachel Lovinger Ethan Marcotte Karen Mc Grane Sara Wachter-Boettcher