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@mbloomstein | #SearchLove 1
© 2014
Margot Bloomstein
@mbloomstein
#SearchLove 040814
CONTENT STRATEGY
FOR SLOW EXPERIENCES
@mbloomstein | #SearchLove 2
© 2014
@mbloomstein | #SearchLove 3
© 2014
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© 2014
We never stopped.
We never stopped.
The snappy signs didn’t
convince my parents.
The right content isn’t
necessarily more content.
@mbloomstein | #SearchLove 8
© 2014© Scott A. Miller for Chevrolet
These people are waiting
in a line.
@mbloomstein | #SearchLove 10
© 2014
These people are delighting
in a line:
they’re engaged,
anticipating,
discovering,
creating memories.
They’re in the momen...
Content affects experience…
and a user’s perception of an
experience.
@mbloomstein | #SearchLove 12
@mbloomstein | #SearchLove 13
© 2014
You wait longer, but you’re engaged
before you get there. You’re invested in
the expe...
Content supports
experiences for
different media,
devices, and
users.
Publisher? Maybe.
Persuader? Yes.
@mbloomstein | #SearchLove 15
@mbloomstein | #SearchLove 16
© 2014
When people have a frustrating
experience, they rate the checkout as
slow.
When we as...
Frustration, not speed, drives
the perception of slowness.
That was horrible
and it took forever,
no matter how fast it wa...
@mbloomstein | #SearchLove 18
© 2014© jonandallie.blogspot.com
@mbloomstein | #SearchLove 19
© 2014
Little content
supports the
experience and
one size fits all.
Is it enough just to speed it up?
@mbloomstein | #SearchLove 21
© 2014
@mbloomstein | #SearchLove 22
© 2014
Efficient isn’t always effective.
@mbloomstein | #SearchLove 23
© 2014
Efficient isn’t always effective.
Users say frustrating activities
take forever.
But are time-consuming activities
also inherently frustrating?
@mbloomstein...
© Charlotte & Kristian Septimius Krogh
@mbloomstein | #SearchLove 26
© 2014
Is the nature of the transaction so
small and insignificant that it shouldn’t
require...
Users can appreciate slow
experiences:
they’re engaged,
anticipating,
creating memories.
They discover, learn, and pay
att...
Why do this?
• Drive exploration & discovery
• Encourage deliberate choices
• Focus users’ attention
@mbloomstein | #Searc...
How do you slow down users?
1. Editorial style and structures
@mbloomstein | #SearchLove 29
@mbloomstein | #SearchLove 30
© 2014
Users can appreciate slow
experiences.
they’re engaged,
anticipating,
creating memori...
@mbloomstein | #SearchLove 31
© 2014
Users can appreciate slow
experiences.
they’re engaged,
anticipating,
creating memori...
@mbloomstein | #SearchLove 32
© 2014
“Choosing a lens can be a daunting task
for all of the reasons mentioned above,
so I pulled together some info from my
own...
@mbloomstein | #SearchLove 34
© 2014
@mbloomstein | #SearchLove 35
© 2014
@mbloomstein | #SearchLove 37
© 2014
“Springtime shaded belays at the creek,
predawn starts in the Canadian Rockies
and hu...
@mbloomstein | #SearchLove 38
© 2014
How do you slow down users?
1. Editorial style and structures
2. Discovery- and comparison-
oriented content types
@mbloom...
@mbloomstein | #SearchLove 40
© 2014
Courage in our
convictions
Empirical
proof
@mbloomstein | #SearchLove 41
ValidationDeliberation
@mbloomstein | #SearchLove 42
Time & space
to interact
with it
Engaging,
informative
content
@mbloomstein | #SearchLove 43
How do you slow down users?
1. Editorial style and structures
2. Discovery- and comparison-
oriented content types
3. Long...
@mbloomstein | #SearchLove 49
© 2014
@mbloomstein | #SearchLove 51
© 2014
@mbloomstein | #SearchLove 52
© 2014
@mbloomstein | #SearchLove 53
© 2014
@mbloomstein | #SearchLove 54
© 2014
@mbloomstein | #SearchLove 55
© 2014
• Slow down
• Act deliberately
• Focus
@mbloomstein | #SearchLove 56
© 2014
@mbloomstein | #SearchLove 57
© 2014
But does it work?
@mbloomstein | #SearchLove 59
© 2014
The outdoor recreation economy
grew 5% annually 2005 through 2011—
during an economic...
@mbloomstein | #SearchLove 60
© 2014
2005 2006 2007 2008 2009 2010 2011
REI
industry average
Source: REI Financial Informa...
@mbloomstein | #SearchLove 61
© 2014
Store growth fuels content availability
@mbloomstein | #SearchLove 62
© 2014
Our content strategy is pretty simple:
we stay as close to our core market as
possibl...
@mbloomstein | #SearchLove 63
© 2014
On a short-term basis, it doesn’t help
us move product. It doesn’t meet your
weekly s...
Attention must be paid
© Viking
Attention must be paid
but only if we can
respect our users,
brands, and content
equally.
© Viking
@mbloomstein | #SearchLove 66
© 2014
Be here now
@mbloomstein | #SearchLove 67
© 2014
Be here now
@mbloomstein | #SearchLove 68
© 2014
Be here now?
Are we willing to
@mbloomstein | #SearchLove 69
© 2014
Thank you.
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mb...
@mbloomstein | #SearchLove 59 ©
@mbloomstein | #SearchLove 59 ©
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@mbloomstein | #SearchLove 59
© 2014
The outdoor recreation economy
grew 5% annually 2005 through 2011—
during an economic recession when
many sectors contracted.
Outdoor Industry Association
Source: Outdoor Recreation Economy Report 2012;
http://www.outdoorindustry.org/pdf/OIA_OutdoorRecEconomyReport2012.pdf

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