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Content Gone Wild!

The document outlines the importance of content strategy in web projects, emphasizing that content should receive equal attention as design and technology. It highlights common failures in content execution and provides best practices for creating engaging, relevant, and well-organized content. Key recommendations include planning for content maintenance, having a messaging strategy, and establishing an authentic voice in communication.

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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: RachelLovinger • Content Strategy Lead, Razorfish • Scatter / Gather, a CS blog http://scattergather.razorfish.com • Semantic Web affinity group • Long time content enthusiast
  • 3.
    Two Things IWant 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 thereason people go to your site. Photo by zandperl Page 5 © 2009 Razorfish. All rights reserved.
  • 6.
    1997: Web Curmudgeon Page6 © 2009 Razorfish. All rights reserved.
  • 7.
    Content Strategy inthe 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 argumentfor content strategy is the failure of a project.” - Elena Melendy, Minty Fresh Media Page 10 © 2009 Razorfish. All rights reserved.
  • 11.
    But today, let’slearn 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 Page13 © 2009 Razorfish. All rights reserved.
  • 14.
    Product Info Page 14© 2009 Razorfish. All rights reserved.
  • 15.
    More Product Info Page15 © 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 Page18 © 2009 Razorfish. All rights reserved.
  • 19.
    Telling the CompanyStory 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 & JohnsonBlog Example via Mary McKnight, FastCompany.com Page 22 © 2009 Razorfish. All rights reserved.
  • 23.
    Lacks Clear Messageor 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 ArtistsPage: One Big A-Z List Page 28 © 2009 Razorfish. All rights reserved.
  • 29.
    Artist Page: ChrisCornell 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: Endof the Line Page 31 © 2009 Razorfish. All rights reserved.
  • 32.
    Band Page: NoMention 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 Page37 © 2009 Razorfish. All rights reserved.
  • 38.
    The New YorkTimes 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 Page41 © 2009 Razorfish. All rights reserved.
  • 42.
    Example 5 Stale Content Page 42 © 2009 Razorfish. All rights reserved.
  • 43.
    Featured Band: PostedFebruary 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? NotLikely 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 ofSongs, 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 DoCreative Things Page 50 © 2009 Razorfish. All rights reserved.
  • 51.
    Users Will DoCreative and Unexpected Things Page 51 © 2009 Razorfish. All rights reserved.
  • 52.
    Users May DoHorrible Things Page 52 © 2009 Razorfish. All rights reserved.
  • 53.
    Users May DoHorrible Things WARNING: Some of what you’re about to see is definitely NSFW Page 53 © 2009 Razorfish. All rights reserved.
  • 54.
    Huge Spike inTraffic (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? Page57 © 2009 Razorfish. All rights reserved.
  • 58.
    YouTube Channel Insteadof 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 Page60 © 2009 Razorfish. All rights reserved.
  • 61.
    Questionable Request: Astroturfing Page61 © 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 BetweenClever… 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 easyto 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 Swiftand 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 byJennifer Dziura Page 76 © 2009 Razorfish. All rights reserved.
  • 77.
    Dell.com Page 77 ©2009 Razorfish. All rights reserved.
  • 78.
    Czech Version ofDell Home Page Page 78 © 2009 Razorfish. All rights reserved.
  • 79.
    Investoři – Redirectsto US Site Page 79 © 2009 Razorfish. All rights reserved.
  • 80.
    Média – Contentin English Page 80 © 2009 Razorfish. All rights reserved.
  • 81.
    Kariéra – Contentin 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 for85 Regional Sites, in 36 Languages Page 85 © 2009 Razorfish. All rights reserved.
  • 86.
    Let’s end ona 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 Visualizerand Search or Select Page 95 © 2009 Razorfish. All rights reserved.
  • 96.
    Shows Entire ChartHistory for an Artist Page 96 © 2009 Razorfish. All rights reserved.
  • 97.
    Exploring the Data Page97 © 2009 Razorfish. All rights reserved.
  • 98.
    Exposes More Details Page98 © 2009 Razorfish. All rights reserved.
  • 99.
    And Also RelatedContent 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 BestPractices • 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.