Weitere ähnliche Inhalte Ähnlich wie Driving a Multichannel Experience From a Single Message (20) Mehr von Margot Bloomstein (20) Kürzlich hochgeladen (20) Driving a Multichannel Experience From a Single Message1. #singlemsg | @mbloomstein
© 2012© 2012
Margot Bloomstein
IA Summit March 2012
@mbloomstein
#singlemsg
DRIVING A MULTICHANNEL
EXPERIENCE FROM
A SINGLE MESSAGE
16. #singlemsg | @mbloomstein
© 2012
First things first.
Why even redesign this website, let the
CEO start blogging, audit the content,
17. #singlemsg | @mbloomstein
© 2012
First things first.
Why even redesign this website, let the
CEO start blogging, audit the content,
start engaging on Twitter,
18. #singlemsg | @mbloomstein
© 2012
First things first.
Why even redesign this website, let the
CEO start blogging, audit the content,
start engaging on Twitter, consolidate the
current site architecture,
19. #singlemsg | @mbloomstein
© 2012
First things first.
Why even redesign this website, let the
CEO start blogging, audit the content,
start engaging on Twitter, consolidate the
current site architecture, add video
testimonials,
20. #singlemsg | @mbloomstein
© 2012
First things first.
Why even redesign this website, let the
CEO start blogging, audit the content,
start engaging on Twitter, consolidate the
current site architecture, add video
testimonials, incorporate user reviews,
21. #singlemsg | @mbloomstein
© 2012
First things first.
Why even redesign this website, let the
CEO start blogging, audit the content,
start engaging on Twitter, consolidate the
current site architecture, add video
testimonials, incorporate user reviews,
develop new brand guidelines…
22. #singlemsg | @mbloomstein
© 2012
First things first.
Why even redesign this website, let the
CEO start blogging, audit the content,
start engaging on Twitter, consolidate the
current site architecture, add video
testimonials, incorporate user reviews,
develop new brand guidelines…
if you don’t know what you need to
communicate?
28. #singlemsg | @mbloomstein
© 2012
What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
34. #singlemsg | @mbloomstein
© 2012
How?
• Engage in a tangible, hands-on way
• Encourage debate and conversation
• Identify points of disagreement
• Prevent seagulling
• Force prioritization
• Encourage ownership & investment
36. #singlemsg | @mbloomstein
© 2012
proactive
trusted
cool
narrow
slick
value-oriented
actionable
tailored
down-to-earth
practical
custom
innovative
hip
conservative
diverse
elite
relationship-oriented
driven
leading edge
experienced
urban
customer-oriented
market-driven
professional
technological
aggressive
visionary
white collar
tactical
responsive
consistent
traditional
savvy
eclectic
formal
fair
trendy
simple
serious
regional
broad
high-quality
friendly
fun
the thought leader
current
approachable
welcoming
blue collar
strategic
premium
classic
cutting edge
reactive
expensive
authentic
flexible
international
reliable
efficient
national
detail-oriented
timeless
elegant
accessible
responsible
sexy
high-level
bleeding edge
tried-and-true
rural
in touch
wise
empowering
assertive
informal
progressive
modern
casual
historic
46. #singlemsg | @mbloomstein
© 2012
Why do this?
Sell new content types to manifest the
message architecture—not just because
they’re trendy.
49. #singlemsg | @mbloomstein
© 2012
Content strategy:
Strategy is just using limited resources to
accomplish a goal.”
John Eckman (@jeckman)
“
51. #singlemsg | @mbloomstein
© 2012
A little thing with big impact.
How could we prove this is a car not like
anything else out there? It’s a small car,
but it’s premium. You get a Porsche 911
ride for a fifth of the cost. It’s got history…
but in Europe.
You need to give people content to give
them history.”
“
53. #singlemsg | @mbloomstein
© 2012
Message architecture
Premium technology
• Assertive; ready to perform as a driver’s car
• Proactive and supportive of spontaneity
Classic design
• Experienced and savvy
Cheekiness
• Smart,“punny,” hip
• Fun, gleeful
58. #singlemsg | @mbloomstein
© 2012
If these emails are boring you
and you don’t mind missing out
on all the lip-smackin’ stuff
we’ll be sending in the future,
simply send a message to owner-
unsubscribe@insiders.miniusa.com
and include “Unsubscribe” and
your favorite fruit in the
subject field.
63. #singlemsg | @mbloomstein
© 2012
Here’s an example…
Cheeky
• Witty and fun
• Young without being childish
Customer oriented and responsive
• Approachable, friendly
• Championing and empowering
Helpful
• Accessible
65. #singlemsg | @mbloomstein
© 2012
From: Little MOO | Print Robot <noreply@moo.com>
Subject: MOO | Order 0629312615 | Confirmed
Hello
I'm Little MOO - the bit of software that will be managing your order with
moo.com. It will shortly be sent to Big MOO, our print machine who will print it
for you in the next few days. I'll let you know when it's done and on its way to
you.
Remember, I'm just a bit of software. So, if you have any questions regarding
your order please first read our Frequently Asked Questions or contact customer
services (who are real people!)
Thanks,
Little MOO, Print Robot
67. #singlemsg | @mbloomstein
© 2012
So where to from here?
Content audit: measure quality against
the aspirational attributes in the message
architecture.
68. #singlemsg | @mbloomstein
© 2012
So where to from here?
New content types: prioritize features
against the new communication goals.
Experience? Portfolio.
Trust and responsiveness? Testimonials.
69. #singlemsg | @mbloomstein
© 2012
So where to from here?
Editorial style guidelines: determine
diction, sentence structure, formality, etc.
Traditional?
Longer sentences, more Latinate verbs,
pragmatic use of passive voice, etc.
71. #singlemsg | @mbloomstein
© 2012
Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomstein
http://amzn.to/CSatWork
Title image: http://flickr.com/KandyJaxx
All other images property of their respective owners or public domain.