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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.
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.
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.
Experiences that are…

                                                Not Engaging
                                                Not Satisfying
             Embarrassing for the Brand




Page 9 © 2009 Razorfish. All rights reserved.
“The best argument for content strategy
            is the failure of a project.”
                                                 - Elena Melendy, Minty Fresh Media




Page 10 © 2009 Razorfish. All rights reserved.
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.
Example 1

                                                 Brochureware




Page 12 © 2009 Razorfish. All rights reserved.
Corporate Brochureware Site




Page 13 © 2009 Razorfish. All rights reserved.
Product Info




Page 14 © 2009 Razorfish. All rights reserved.
More Product Info




Page 15 © 2009 Razorfish. All rights reserved.
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.
Content Best Practice

         Create content that engages
         Present content that is:
         • Consumable
         • Interactive
         • Relevant
         • Current


Page 17 © 2009 Razorfish. All rights reserved.
Another Corporate Site




Page 18 © 2009 Razorfish. All rights reserved.
Telling the Company Story




Page 19 © 2009 Razorfish. All rights reserved.
Sharing Information & Values




Page 20 © 2009 Razorfish. All rights reserved.
Example 2

                                                 Corporate Blog




Page 21 © 2009 Razorfish. All rights reserved.
Johnson & Johnson Blog




Example via Mary McKnight, FastCompany.com
Page 22 © 2009 Razorfish. All rights reserved.
Lacks Clear Message or Voice




Example via Mary McKnight, FastCompany.com
Page 23 © 2009 Razorfish. All rights reserved.
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.
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.
Wal-Mart: Informative, Enthusiastic, Relatable




Example via Mary McKnight, FastCompany.com
Page 26 © 2009 Razorfish. All rights reserved.
Example 3

                                                 Metadata




Page 27 © 2009 Razorfish. All rights reserved.
Interscope Records Artists Page: One Big A-Z List




Page 28 © 2009 Razorfish. All rights reserved.
Artist Page: Chris Cornell




Page 29 © 2009 Razorfish. All rights reserved.
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.
Album Page: End of the Line




Page 31 © 2009 Razorfish. All rights reserved.
Band Page: No Mention of Solo Work




Page 32 © 2009 Razorfish. All rights reserved.
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.
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.
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.
Example 4

                                                 Lorem Ipsum




Page 36 © 2009 Razorfish. All rights reserved.
Place Holder Text




Page 37 © 2009 Razorfish. All rights reserved.
The New York Times




Page 38 © 2009 Razorfish. All rights reserved.
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.
Content Best Practice

         Carefully plan for content needs
         • Content Inventory
         • Site Map
         • Content Requirements
         • Content Sourcing Plan




Page 40 © 2009 Razorfish. All rights reserved.
Content Needs Spreadsheet




Page 41 © 2009 Razorfish. All rights reserved.
Example 5

                                                 Stale Content




Page 42 © 2009 Razorfish. All rights reserved.
Featured Band: Posted February 2005




Page 43 © 2009 Razorfish. All rights reserved.
News: From 2004 & 2005




                                                 404 errors!




Page 44 © 2009 Razorfish. All rights reserved.
Coming Soon? Not Likely




Page 45 © 2009 Razorfish. All rights reserved.
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.
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.
Steady Stream of Songs, Bands & Playlists




Page 48 © 2009 Razorfish. All rights reserved.
Example 6

                                     User-Generated Chaos




Page 49 © 2009 Razorfish. All rights reserved.
Users Will Do Creative Things




Page 50 © 2009 Razorfish. All rights reserved.
Users Will Do Creative and Unexpected Things




Page 51 © 2009 Razorfish. All rights reserved.
Users May Do Horrible Things




Page 52 © 2009 Razorfish. All rights reserved.
Users May Do Horrible Things




                              WARNING: Some of what
                               you’re about to see is
                                 definitely NSFW



Page 53 © 2009 Razorfish. All rights reserved.
Huge Spike in Traffic (but was it worth it?)




Page 54 © 2009 Razorfish. All rights reserved.
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.
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.
Age Confirmation? Disclaimer?




Page 57 © 2009 Razorfish. All rights reserved.
YouTube Channel Instead of Twitter Search




Page 58 © 2009 Razorfish. All rights reserved.
Example 7

                                                 Fake Grass




Page 59 © 2009 Razorfish. All rights reserved.
Poorly Rated Product




Page 60 © 2009 Razorfish. All rights reserved.
Questionable Request: Astroturfing




Page 61 © 2009 Razorfish. All rights reserved.
People Noticed




Page 62 © 2009 Razorfish. All rights reserved.
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.
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.
Via Gapingvoid




Cartoon © 2009 Hugh MacLeod's Gaping Void

Page 65 © 2009 Razorfish. All rights reserved.
Example 8

                                                 Check Your Tone




Page 66 © 2009 Razorfish. All rights reserved.
Fine Line Between Clever… and Flippant




Page 67 © 2009 Razorfish. All rights reserved.
Twitter: #motrinmoms




Page 68 © 2009 Razorfish. All rights reserved.
Page 69 © 2009 Razorfish. All rights reserved.
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.
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.
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.
Response Was Swift and Sincere




Page 73 © 2009 Razorfish. All rights reserved.
Example 9

                                                 Think Globally




Page 74 © 2009 Razorfish. All rights reserved.
Visual Metaphor




Page 75 © 2009 Razorfish. All rights reserved.
Doesn’t Translate




Photo by Jennifer Dziura
Page 76 © 2009 Razorfish. All rights reserved.
Dell.com




Page 77 © 2009 Razorfish. All rights reserved.
Czech Version of Dell Home Page




Page 78 © 2009 Razorfish. All rights reserved.
Investoři – Redirects to US Site




Page 79 © 2009 Razorfish. All rights reserved.
Média – Content in English




Page 80 © 2009 Razorfish. All rights reserved.
Kariéra – Content in English




Page 81 © 2009 Razorfish. All rights reserved.
Product Information – In Czech




Page 82 © 2009 Razorfish. All rights reserved.
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.
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.
HP: Acclaimed for 85 Regional Sites, in 36 Languages




Page 85 © 2009 Razorfish. All rights reserved.
Let’s end on a positive note.




Page 86 © 2009 Razorfish. All rights reserved.
Billboard Relaunch
  • Not just a redesign
  • Consumer oriented
  • The authority on
   popular music
  • Launched July 2009




Page 87 © 2009 Razorfish. All rights reserved.
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.
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.
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.
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.
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.
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.
Latest News & Stories




Page 94 © 2009 Razorfish. All rights reserved.
Launch the Visualizer and Search or Select




Page 95 © 2009 Razorfish. All rights reserved.
Shows Entire Chart History for an Artist




Page 96 © 2009 Razorfish. All rights reserved.
Exploring the Data




Page 97 © 2009 Razorfish. All rights reserved.
Exposes More Details




Page 98 © 2009 Razorfish. All rights reserved.
And Also Related Content




Page 99 © 2009 Razorfish. All rights reserved.
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.
Social Elements
  • Ratings
  • Comments
  • Self-moderated
  • Share
  • Games




Page 101 © 2009 Razorfish. All rights reserved.
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.
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.
Questions?
                                                  Rachel.Lovinger@Razorfish.com
                                                       Twitter: @rlovinger




Page 104 © 2009 Razorfish. All rights reserved.
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.

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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.