Weitere ähnliche Inhalte Ähnlich wie Message Matters: Confab 2011 (20) Mehr von Margot Bloomstein (20) Kürzlich hochgeladen (20) Message Matters: Confab 20113. #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.
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?
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.
40. #ConfabMsg | @mbloomstein 40
© 2011
What’s a message architecture?
A hierarchy of communication goals that
reflect a common vocabulary.
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
57. #ConfabMsg | @mbloomstein 57
© 2011
Cardsorting:
Step three:
• Prioritize the goals
• Tell the story of those aspirations
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
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
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.
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.
Hinweis der Redaktion But we still DO a lot of things…. Tactile engagement with brand attributesIdentify conflicting priorities Tactile engagement with brand attributesIdentify conflicting priorities Tactile engagement with brand attributesIdentify conflicting priorities Tactile engagement with brand attributesIdentify conflicting priorities Tactile engagement with brand attributesIdentify conflicting priorities Tactile engagement with brand attributesIdentify conflicting priorities These differ from the brand values, which speak more to the company Prioritized and translated for action (actionable)