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Message Matters: Confab 2011

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If you embrace content strategy as a way to fuel communication between a brand and its target audience, you need to know that audience...and you'd better know the brand.

How do you define your hierarchy of communication goals? How do brand attributes apply? How do you articulate a message architecture across different platforms and time? First things first: message matters. We'll put the cards on the table and discuss what you can do to own it.

Presented at Confab, #confab, May 9, 2011.
#ConfabMsg

Veröffentlicht in: Technologie, News & Politik, Design

Message Matters: Confab 2011

  1. #ConfabMsg | @mbloomstein 1 © 2011© 2011 Margot Bloomstein Confab May 9, 2011 @mbloomstein #ConfabMsg Message matters.
  2. #ConfabMsg | @mbloomstein 2 © 2011 Why content strategy?
  3. #ConfabMsg | @mbloomstein 3 © 2011 Why content strategy? Because we all want the same thing, but content keeps getting in the way.
  4. #ConfabMsg | @mbloomstein 4 © 2011 Why content strategy? Because we all want the same thing, but content keeps getting in the way. Fail to plan? Plan to fail.
  5. #ConfabMsg | @mbloomstein 5 © 2011 Integrate a new CMS
  6. #ConfabMsg | @mbloomstein 6 © 2011 Deliver on time
  7. #ConfabMsg | @mbloomstein 7 © 2011 Maintain a consistent vision
  8. #ConfabMsg | @mbloomstein 8 © 2011 Ensure the site can evolve
  9. #ConfabMsg | @mbloomstein 9 © 2011 Support a holistic user experience
  10. #ConfabMsg | @mbloomstein 10 © 2011 Minimize revisions
  11. #ConfabMsg | @mbloomstein 11 © 2011 Maintain long-term consistency
  12. #ConfabMsg | @mbloomstein 12 © 2011 Keep the voice in error messages
  13. #ConfabMsg | @mbloomstein 13 © 2011 Ensure cross-channel consistency
  14. #ConfabMsg | @mbloomstein 14 © 2011 Ensure cross-channel consistency …among multiple bloggers
  15. #ConfabMsg | @mbloomstein 15 © 2011 Ensure cross-channel consistency …among print and web and phone
  16. #ConfabMsg | @mbloomstein 16 © 2011 Ensure cross-channel consistency …between Twitter and Facebook
  17. #ConfabMsg | @mbloomstein 17 © 2011
  18. #ConfabMsg | @mbloomstein 18 © 2011 First things first.
  19. #ConfabMsg | @mbloomstein 19 © 2011 First things first. What do you need to communicate?
  20. #ConfabMsg | @mbloomstein 20 © 2011 First things first. Why even do this…
  21. #ConfabMsg | @mbloomstein 21 © 2011 First things first. Why even do this…redesign this website,
  22. #ConfabMsg | @mbloomstein 22 © 2011 First things first. Why even do this…redesign this website, let the CEO start blogging,
  23. #ConfabMsg | @mbloomstein 23 © 2011 First things first. Why even do this…redesign this website, let the CEO start blogging, audit the content,
  24. #ConfabMsg | @mbloomstein 24 © 2011 First things first. Why even do this…redesign this website, let the CEO start blogging, audit the content, start engaging on Twitter,
  25. #ConfabMsg | @mbloomstein 25 © 2011 First things first. Why even do this…redesign this website, let the CEO start blogging, audit the content, start engaging on Twitter, consolidate the current site architecture,
  26. #ConfabMsg | @mbloomstein 26 © 2011 First things first. Why even do this…redesign this website, let the CEO start blogging, audit the content, start engaging on Twitter, consolidate the current site architecture, add video testimonials,
  27. #ConfabMsg | @mbloomstein 27 © 2011 First things first. Why even do this…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,
  28. #ConfabMsg | @mbloomstein 28 © 2011 First things first. Why even do this…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…
  29. #ConfabMsg | @mbloomstein 29 © 2011 First things first. Why even do this…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?
  30. #ConfabMsg | @mbloomstein 30 © 2011 If you don’t know why, or what you need to communicate, how will you know if you succeed?
  31. #ConfabMsg | @mbloomstein 31 © 2011 Before the audit!
  32. #ConfabMsg | @mbloomstein 32 © 2011 Before you blog!
  33. #ConfabMsg | @mbloomstein 33 © 2011 Establish the message architecture.
  34. #ConfabMsg | @mbloomstein 34 © 2011 Establish the message architecture.
  35. #ConfabMsg | @mbloomstein 35 © 2011 Establish the message architecture.
  36. #ConfabMsg | @mbloomstein 36 © 2011 What’s a message architecture? A hierarchy of communication goals that reflect a common vocabulary. The qualities you want to convey, not the points you need to make.
  37. #ConfabMsg | @mbloomstein 37 © 2011 Trust me, I’m very funny.
  38. #ConfabMsg | @mbloomstein 38 © 2011 vs.
  39. #ConfabMsg | @mbloomstein 39 © 2011 I am hilarious!
  40. #ConfabMsg | @mbloomstein 40 © 2011 What’s a message architecture? A hierarchy of communication goals that reflect a common vocabulary.
  41. #ConfabMsg | @mbloomstein 41 © 2011 What’s a message architecture? Concrete, shared terminology, not abstract concepts.
  42. #ConfabMsg | @mbloomstein 42 © 2011 Make us look innovative, but not risky.
  43. #ConfabMsg | @mbloomstein 43 © 2011 We’re smart, but savvy… that’s not us.
  44. #ConfabMsg | @mbloomstein 44 © 2011 It should say traditional, but edgy.
  45. #ConfabMsg | @mbloomstein 45 © 2011 More
  46. #ConfabMsg | @mbloomstein 46 © 2011 More like
  47. #ConfabMsg | @mbloomstein 47 © 2011 More like Apple.
  48. #ConfabMsg | @mbloomstein 48 © 2011
  49. #ConfabMsg | @mbloomstein 49 © 2011
  50. #ConfabMsg | @mbloomstein 50 © 2011 What does a black mock turtleneck sound like anyway?
  51. #ConfabMsg | @mbloomstein 51 © 2011 Words are valuable, but meaningless without context and priority.
  52. #ConfabMsg | @mbloomstein 52 © 2011 Cardsorting: • Engage in a tangible, hands-on way • Encourage debate and conversation • Identify points of disagreement • Prevent seagulling • Force prioritization • Encourage ownership & investment
  53. #ConfabMsg | @mbloomstein 53 © 2011 Cardsorting: Step one: • Who we are • Who we’re not • Who we’d like to be
  54. #ConfabMsg | @mbloomstein 54 © 2011
  55. #ConfabMsg | @mbloomstein 55 © 2011 Cardsorting: Step two: • Who we are  Who we’d like to be
  56. #ConfabMsg | @mbloomstein 56 © 2011
  57. #ConfabMsg | @mbloomstein 57 © 2011 Cardsorting: Step three: • Prioritize the goals • Tell the story of those aspirations
  58. #ConfabMsg | @mbloomstein 58 © 2011 Why do this? Words are cheaper than comps.
  59. #ConfabMsg | @mbloomstein 59 © 2011 How can you do this? The money you save in early rounds of creative revision can more than pay for your message architecture.
  60. #ConfabMsg | @mbloomstein 60 © 2011 Here’s an example… Cheeky • Witty and fun • Young without being childish Customer oriented and responsive • Approachable, friendly • Championing and empowering Helpful • Accessible
  61. #ConfabMsg | @mbloomstein 61 © 2011
  62. #ConfabMsg | @mbloomstein 62 © 2011 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
  63. #ConfabMsg | @mbloomstein 63 © 2011 Message architecture… Cheeky Customer oriented and responsive Helpful
  64. #ConfabMsg | @mbloomstein 64 © 2011 Versus brand values? Design Innovation Community Excellence These inspire, but without priority.
  65. #ConfabMsg | @mbloomstein 65 © 2011 Versus a mission or vision? “Great design for everyone” Vision and direction are different. This inspires, but isn’t tactical.
  66. #ConfabMsg | @mbloomstein 66 © 2011 So where to from here? Content audit: measure quality against the aspirational attributes in the message architecture.
  67. #ConfabMsg | @mbloomstein 67 © 2011 So where to from here? Content audit: measure quality against the aspirational attributes in the message architecture. “Good” doesn’t have to be subjective.
  68. #ConfabMsg | @mbloomstein 68 © 2011 So where to from here? New content types: prioritize features against the new communication goals. Experience? Portfolio. Trust and responsiveness? Testimonials.
  69. #ConfabMsg | @mbloomstein 69 © 2011 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.
  70. #ConfabMsg | @mbloomstein 70 © 2011
  71. #ConfabMsg | @mbloomstein 71 © 2011 Communication goals matter. Ground your strategy in a message architecture. • Minimize early design revisions • Focus the budget on priorities • Cut subjectivity in tactical decisions
  72. #ConfabMsg | @mbloomstein 72 © 2011 Thank you! Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein #ConfabMsg / #Confab Title image: http://flickr.com/KandyJaxx Hack sign image: http://thedailywh.at/2011/04/30/sign-hack-of-the-day All other images property of their respective owners or public domain.

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