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Appropriate, Inc. © 2010 #wcconf @mbloomstein
Drive demand,
flaunt results, &
leave ’em begging
for more
Margot Bloomstein
Web Content Chicago
June 8, 2010
2
Appropriate, Inc. © 2010 #wcconf @mbloomstein
3
Appropriate, Inc. © 2010 #wcconf @mbloomstein
4
Appropriate, Inc. © 2010 #wcconf @mbloomstein
So, who cares?
Designers
Information architects
Interaction designers
Project managers
Search engine marketers
Social media consultants
5
Appropriate, Inc. © 2010 #wcconf @mbloomstein
©Skillset.org
6
Appropriate, Inc. © 2010 #wcconf @mbloomstein
I can help!
7
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Content gets results!
8
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Deliver
on time
9
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Deliver
on time
Stay in budget
10
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Deliver
on time
Stay in budget
Give users
what they need
11
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Deliver
on time
Stay in budget
Give users
what they need
Please our clients
(and ourselves)
12
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Deliver
on time
Stay in budget
Give users
what they need
Please our clients
(and ourselves)
Minimize revisions
Rally everyone
around a vision
Build a cohesive
experience
13
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Empathizing with designers…
How do you visualize
abstract concepts
without concrete terms?
14
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Empathizing with designers…
How do you visualize
abstract concepts
without concrete terms?
Make us look hip!
15
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Empathizing with designers…
How do you visualize
abstract concepts
without concrete terms?
Traditional, but
not conservative.
Make us look hip!
16
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Empathizing with designers…
How do you visualize
abstract concepts
without concrete terms?
Traditional, but
not conservative.
Make us look hip!
More
17
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Empathizing with designers…
How do you visualize
abstract concepts
without concrete terms?
Traditional, but
not conservative.
Make us look hip!
More like
18
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Empathizing with designers…
How do you visualize
abstract concepts
without concrete terms?
Traditional, but
not conservative.
Make us look hip!
More like Apple
19
Appropriate, Inc. © 2010 #wcconf @mbloomstein
More like Apple?
20
Appropriate, Inc. © 2010 #wcconf @mbloomstein
More like Apple?
21
Appropriate, Inc. © 2010 #wcconf @mbloomstein
More like Apple?
22
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Confident but approachable;
an accessible market leader
Simple
Minimal detail with clean,
streamlined, unfussy ID
Inviting, friendly, supportive
but not fawning
More like Apple’s “message architecture”
23
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Content strategy
can help designers
communicate.
24
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Content strategy
can help designers
communicate—
in less time, money,
and stress.
25
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Question:
How do you visualize
abstract concepts
without concrete terms?
26
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Answer:
Use a message architecture:
prioritized brand attributes
that stem from a shared
vocabulary.
27
Appropriate, Inc. © 2010 #wcconf @mbloomstein
• Prioritize key messages
28
Appropriate, Inc. © 2010 #wcconf @mbloomstein
• Prioritize key messages
• Use real copy for more
unified concepts
29
Appropriate, Inc. © 2010 #wcconf @mbloomstein
• Prioritize key messages
• Use real copy for more
unified concepts
• Get it right in fewer
rounds of revision
30
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Result?
Up-front content strategy
preserves time and money
for design.
31
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Result?
Up-front content strategy
preserves time and money
for design.
(And cuts client frustration!)
32
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Budget?
Fewer rounds of creative
revision easily pay for
content strategy-driven
concepting… especially if
your client uses words to
communicate.
33
Appropriate, Inc. © 2010 #wcconf @mbloomstein
FACT:
Words are cheaper than comps
34
Appropriate, Inc. © 2010 #wcconf @mbloomstein
FACT:
Words are cheaper than comps
(but maybe more worthwhile)
35
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Content strategy
helps designers offer their
clients predictability.
36
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Happy client planning!
• Plan for photo shoots
• Anticipate content types
• Gather testimonials
• Write to exact specs for
keywords & character
counts
37
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Happy design planning!
• Design for specific content
types and character counts
• Anticipate UGC structure
• Create more interesting
templates
38
Appropriate, Inc. © 2010 #wcconf @mbloomstein
39
Appropriate, Inc. © 2010 #wcconf @mbloomstein
40
Appropriate, Inc. © 2010 #wcconf @mbloomstein
The difference?
• Design anticipates specific
content types & lengths
• Layout offers rich context
• More interesting templates
accommodate UGC
41
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Content and visual design
that share a message
architecture can foster a
more cohesive, consistent,
and richer user experience.
42
Appropriate, Inc. © 2010 #wcconf @mbloomstein
43
Appropriate, Inc. © 2010 #wcconf @mbloomstein
44
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Glossary!
Social sharing!
Live help!
Video!
45
Appropriate, Inc. © 2010 #wcconf @mbloomstein
46
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Laid back
Minimalist
Clean
47
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Empathizing with IAs & PMs
How do you plan for the
future if you don’t know
what you currently have—
or what you need?
48
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Vision
© http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
49
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Strategy? Tactics?
© http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
50
Appropriate, Inc. © 2010 #wcconf @mbloomstein
What do we have?
51
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Is it still good?
52
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Do we even need it?
53
Appropriate, Inc. © 2010 #wcconf @mbloomstein
How will we get more?
54
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Do folks even like it?
55
Appropriate, Inc. © 2010 #wcconf @mbloomstein
And how do you budget by
page count if you don’t know
how many pages you need to
express the main points,
capture a user’s profile, or
complete interactions?
56
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Content strategy!
57
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Develop a quantitative
and qualitative content
audit
58
Appropriate, Inc. © 2010 #wcconf @mbloomstein
• Conduct a head count
59
Appropriate, Inc. © 2010 #wcconf @mbloomstein
• Conduct a head count
• Check parity of length and
consistency in structure
60
Appropriate, Inc. © 2010 #wcconf @mbloomstein
• Conduct a head count
• Check parity of length and
consistency in structure
• Evaluate quality against
the message architecture
61
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Is content
brand-appropriate,
current, and
relevant?
62
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Result?
Content strategy drives
more comprehensive
sitemaps, wireframes, and
gap analysis.
What do we need, anyhow?
63
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Result?
Content strategy informs
brand-appropriate calls to
action & site-wide
nomenclature.
64
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Result?
Content strategy drives
opportunity:
• ID new content types
• prep the client for them
• upsell case studies
• gather testimonials
65
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Budget?
Sell your client on not
wasting their money.
They invested in a new look
because they needed to say
something new, right?
66
Appropriate, Inc. © 2010 #wcconf @mbloomstein
But wait!
67
Appropriate, Inc. © 2010 #wcconf @mbloomstein
But wait!
They already have
writers in the marketing
department!
68
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Writing is only one tactical
part of content strategy.
It doesn’t ask strategic
questions.
Internal resources lack an
outside perspective.
69
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Empathizing with SEO/SEM
How do you write meta
and ad copy when the copy
for fulfillment pages keeps
changing?
70
Appropriate, Inc. © 2010 #wcconf @mbloomstein
And where should the
user experience begin?
71
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Content strategy
can help search engine
marketing “hook” users more
quickly to deliver higher
conversions.
72
Appropriate, Inc. © 2010 #wcconf @mbloomstein
• Map ad copy to the
message architecture
• Translate meta content
for tone, not just keywords
73
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Empathizing with social media
How do you get your client
to stop talking about
themselves and genuinely
engage?
74
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Most organizations are determined
to talk about themselves instead of
interacting with audiences or
creating two-way content.
—Jeff Cutler
75
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Good conversation demands
good content strategy.
76
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Content strategy
can help you prioritize
communication goals to
ensure consistency—
yes, even on Twitter.
77
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Editorial style guidelines
and an editorial calendar
support writers for a
consistent multi-channel
presence.
78
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Result?
• Prepare for seasonal
themes
• Instill a workflow in
organizational culture
• Maintain appropriately
fresh content
79
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Content strategy drives
demand—and results.
80
Appropriate, Inc. © 2010 #wcconf @mbloomstein
• More air-tight solutions
• Save time, budget, and
energy on iteration
• Cohesive, consistent UX
• Higher conversions
• Happier everyone!
Why do this?
81
Appropriate, Inc. © 2010 #wcconf @mbloomstein
…and who
wouldn’t
want that?
82
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Thank you!
Rick Allen
Melissa Casburn
Kristen Connor
Jeff Cram
Jeff Cutler
Bruce Demers
John Eckman
Walter Elly
Will Evans
Heather Haavaldsrud
Kristina Halvorson
Whitney Hess
Colleen Jones
Erin Kissane
Mike Lohmiller
Rachel Lovinger
Matt Magee
Jeff MacIntyre
Elena Melendy
Kevin Nichols
Mike Schneider
Michael Silverman
Valeska Whitney
Carolyn Wood
83
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Thank you!
Margot Bloomstein
Twitter: @mbloomstein
www.slideshare.net/mbloomstein
margot@appropriateinc.com
All logos and pictures are property of their respective owners.

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Leave them begging for more: drive demand for content strategy

  • 1. 1 Appropriate, Inc. © 2010 #wcconf @mbloomstein Drive demand, flaunt results, & leave ’em begging for more Margot Bloomstein Web Content Chicago June 8, 2010
  • 2. 2 Appropriate, Inc. © 2010 #wcconf @mbloomstein
  • 3. 3 Appropriate, Inc. © 2010 #wcconf @mbloomstein
  • 4. 4 Appropriate, Inc. © 2010 #wcconf @mbloomstein So, who cares? Designers Information architects Interaction designers Project managers Search engine marketers Social media consultants
  • 5. 5 Appropriate, Inc. © 2010 #wcconf @mbloomstein ©Skillset.org
  • 6. 6 Appropriate, Inc. © 2010 #wcconf @mbloomstein I can help!
  • 7. 7 Appropriate, Inc. © 2010 #wcconf @mbloomstein Content gets results!
  • 8. 8 Appropriate, Inc. © 2010 #wcconf @mbloomstein Deliver on time
  • 9. 9 Appropriate, Inc. © 2010 #wcconf @mbloomstein Deliver on time Stay in budget
  • 10. 10 Appropriate, Inc. © 2010 #wcconf @mbloomstein Deliver on time Stay in budget Give users what they need
  • 11. 11 Appropriate, Inc. © 2010 #wcconf @mbloomstein Deliver on time Stay in budget Give users what they need Please our clients (and ourselves)
  • 12. 12 Appropriate, Inc. © 2010 #wcconf @mbloomstein Deliver on time Stay in budget Give users what they need Please our clients (and ourselves) Minimize revisions Rally everyone around a vision Build a cohesive experience
  • 13. 13 Appropriate, Inc. © 2010 #wcconf @mbloomstein Empathizing with designers… How do you visualize abstract concepts without concrete terms?
  • 14. 14 Appropriate, Inc. © 2010 #wcconf @mbloomstein Empathizing with designers… How do you visualize abstract concepts without concrete terms? Make us look hip!
  • 15. 15 Appropriate, Inc. © 2010 #wcconf @mbloomstein Empathizing with designers… How do you visualize abstract concepts without concrete terms? Traditional, but not conservative. Make us look hip!
  • 16. 16 Appropriate, Inc. © 2010 #wcconf @mbloomstein Empathizing with designers… How do you visualize abstract concepts without concrete terms? Traditional, but not conservative. Make us look hip! More
  • 17. 17 Appropriate, Inc. © 2010 #wcconf @mbloomstein Empathizing with designers… How do you visualize abstract concepts without concrete terms? Traditional, but not conservative. Make us look hip! More like
  • 18. 18 Appropriate, Inc. © 2010 #wcconf @mbloomstein Empathizing with designers… How do you visualize abstract concepts without concrete terms? Traditional, but not conservative. Make us look hip! More like Apple
  • 19. 19 Appropriate, Inc. © 2010 #wcconf @mbloomstein More like Apple?
  • 20. 20 Appropriate, Inc. © 2010 #wcconf @mbloomstein More like Apple?
  • 21. 21 Appropriate, Inc. © 2010 #wcconf @mbloomstein More like Apple?
  • 22. 22 Appropriate, Inc. © 2010 #wcconf @mbloomstein Confident but approachable; an accessible market leader Simple Minimal detail with clean, streamlined, unfussy ID Inviting, friendly, supportive but not fawning More like Apple’s “message architecture”
  • 23. 23 Appropriate, Inc. © 2010 #wcconf @mbloomstein Content strategy can help designers communicate.
  • 24. 24 Appropriate, Inc. © 2010 #wcconf @mbloomstein Content strategy can help designers communicate— in less time, money, and stress.
  • 25. 25 Appropriate, Inc. © 2010 #wcconf @mbloomstein Question: How do you visualize abstract concepts without concrete terms?
  • 26. 26 Appropriate, Inc. © 2010 #wcconf @mbloomstein Answer: Use a message architecture: prioritized brand attributes that stem from a shared vocabulary.
  • 27. 27 Appropriate, Inc. © 2010 #wcconf @mbloomstein • Prioritize key messages
  • 28. 28 Appropriate, Inc. © 2010 #wcconf @mbloomstein • Prioritize key messages • Use real copy for more unified concepts
  • 29. 29 Appropriate, Inc. © 2010 #wcconf @mbloomstein • Prioritize key messages • Use real copy for more unified concepts • Get it right in fewer rounds of revision
  • 30. 30 Appropriate, Inc. © 2010 #wcconf @mbloomstein Result? Up-front content strategy preserves time and money for design.
  • 31. 31 Appropriate, Inc. © 2010 #wcconf @mbloomstein Result? Up-front content strategy preserves time and money for design. (And cuts client frustration!)
  • 32. 32 Appropriate, Inc. © 2010 #wcconf @mbloomstein Budget? Fewer rounds of creative revision easily pay for content strategy-driven concepting… especially if your client uses words to communicate.
  • 33. 33 Appropriate, Inc. © 2010 #wcconf @mbloomstein FACT: Words are cheaper than comps
  • 34. 34 Appropriate, Inc. © 2010 #wcconf @mbloomstein FACT: Words are cheaper than comps (but maybe more worthwhile)
  • 35. 35 Appropriate, Inc. © 2010 #wcconf @mbloomstein Content strategy helps designers offer their clients predictability.
  • 36. 36 Appropriate, Inc. © 2010 #wcconf @mbloomstein Happy client planning! • Plan for photo shoots • Anticipate content types • Gather testimonials • Write to exact specs for keywords & character counts
  • 37. 37 Appropriate, Inc. © 2010 #wcconf @mbloomstein Happy design planning! • Design for specific content types and character counts • Anticipate UGC structure • Create more interesting templates
  • 38. 38 Appropriate, Inc. © 2010 #wcconf @mbloomstein
  • 39. 39 Appropriate, Inc. © 2010 #wcconf @mbloomstein
  • 40. 40 Appropriate, Inc. © 2010 #wcconf @mbloomstein The difference? • Design anticipates specific content types & lengths • Layout offers rich context • More interesting templates accommodate UGC
  • 41. 41 Appropriate, Inc. © 2010 #wcconf @mbloomstein Content and visual design that share a message architecture can foster a more cohesive, consistent, and richer user experience.
  • 42. 42 Appropriate, Inc. © 2010 #wcconf @mbloomstein
  • 43. 43 Appropriate, Inc. © 2010 #wcconf @mbloomstein
  • 44. 44 Appropriate, Inc. © 2010 #wcconf @mbloomstein Glossary! Social sharing! Live help! Video!
  • 45. 45 Appropriate, Inc. © 2010 #wcconf @mbloomstein
  • 46. 46 Appropriate, Inc. © 2010 #wcconf @mbloomstein Laid back Minimalist Clean
  • 47. 47 Appropriate, Inc. © 2010 #wcconf @mbloomstein Empathizing with IAs & PMs How do you plan for the future if you don’t know what you currently have— or what you need?
  • 48. 48 Appropriate, Inc. © 2010 #wcconf @mbloomstein Vision © http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
  • 49. 49 Appropriate, Inc. © 2010 #wcconf @mbloomstein Strategy? Tactics? © http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
  • 50. 50 Appropriate, Inc. © 2010 #wcconf @mbloomstein What do we have?
  • 51. 51 Appropriate, Inc. © 2010 #wcconf @mbloomstein Is it still good?
  • 52. 52 Appropriate, Inc. © 2010 #wcconf @mbloomstein Do we even need it?
  • 53. 53 Appropriate, Inc. © 2010 #wcconf @mbloomstein How will we get more?
  • 54. 54 Appropriate, Inc. © 2010 #wcconf @mbloomstein Do folks even like it?
  • 55. 55 Appropriate, Inc. © 2010 #wcconf @mbloomstein And how do you budget by page count if you don’t know how many pages you need to express the main points, capture a user’s profile, or complete interactions?
  • 56. 56 Appropriate, Inc. © 2010 #wcconf @mbloomstein Content strategy!
  • 57. 57 Appropriate, Inc. © 2010 #wcconf @mbloomstein Develop a quantitative and qualitative content audit
  • 58. 58 Appropriate, Inc. © 2010 #wcconf @mbloomstein • Conduct a head count
  • 59. 59 Appropriate, Inc. © 2010 #wcconf @mbloomstein • Conduct a head count • Check parity of length and consistency in structure
  • 60. 60 Appropriate, Inc. © 2010 #wcconf @mbloomstein • Conduct a head count • Check parity of length and consistency in structure • Evaluate quality against the message architecture
  • 61. 61 Appropriate, Inc. © 2010 #wcconf @mbloomstein Is content brand-appropriate, current, and relevant?
  • 62. 62 Appropriate, Inc. © 2010 #wcconf @mbloomstein Result? Content strategy drives more comprehensive sitemaps, wireframes, and gap analysis. What do we need, anyhow?
  • 63. 63 Appropriate, Inc. © 2010 #wcconf @mbloomstein Result? Content strategy informs brand-appropriate calls to action & site-wide nomenclature.
  • 64. 64 Appropriate, Inc. © 2010 #wcconf @mbloomstein Result? Content strategy drives opportunity: • ID new content types • prep the client for them • upsell case studies • gather testimonials
  • 65. 65 Appropriate, Inc. © 2010 #wcconf @mbloomstein Budget? Sell your client on not wasting their money. They invested in a new look because they needed to say something new, right?
  • 66. 66 Appropriate, Inc. © 2010 #wcconf @mbloomstein But wait!
  • 67. 67 Appropriate, Inc. © 2010 #wcconf @mbloomstein But wait! They already have writers in the marketing department!
  • 68. 68 Appropriate, Inc. © 2010 #wcconf @mbloomstein Writing is only one tactical part of content strategy. It doesn’t ask strategic questions. Internal resources lack an outside perspective.
  • 69. 69 Appropriate, Inc. © 2010 #wcconf @mbloomstein Empathizing with SEO/SEM How do you write meta and ad copy when the copy for fulfillment pages keeps changing?
  • 70. 70 Appropriate, Inc. © 2010 #wcconf @mbloomstein And where should the user experience begin?
  • 71. 71 Appropriate, Inc. © 2010 #wcconf @mbloomstein Content strategy can help search engine marketing “hook” users more quickly to deliver higher conversions.
  • 72. 72 Appropriate, Inc. © 2010 #wcconf @mbloomstein • Map ad copy to the message architecture • Translate meta content for tone, not just keywords
  • 73. 73 Appropriate, Inc. © 2010 #wcconf @mbloomstein Empathizing with social media How do you get your client to stop talking about themselves and genuinely engage?
  • 74. 74 Appropriate, Inc. © 2010 #wcconf @mbloomstein Most organizations are determined to talk about themselves instead of interacting with audiences or creating two-way content. —Jeff Cutler
  • 75. 75 Appropriate, Inc. © 2010 #wcconf @mbloomstein Good conversation demands good content strategy.
  • 76. 76 Appropriate, Inc. © 2010 #wcconf @mbloomstein Content strategy can help you prioritize communication goals to ensure consistency— yes, even on Twitter.
  • 77. 77 Appropriate, Inc. © 2010 #wcconf @mbloomstein Editorial style guidelines and an editorial calendar support writers for a consistent multi-channel presence.
  • 78. 78 Appropriate, Inc. © 2010 #wcconf @mbloomstein Result? • Prepare for seasonal themes • Instill a workflow in organizational culture • Maintain appropriately fresh content
  • 79. 79 Appropriate, Inc. © 2010 #wcconf @mbloomstein Content strategy drives demand—and results.
  • 80. 80 Appropriate, Inc. © 2010 #wcconf @mbloomstein • More air-tight solutions • Save time, budget, and energy on iteration • Cohesive, consistent UX • Higher conversions • Happier everyone! Why do this?
  • 81. 81 Appropriate, Inc. © 2010 #wcconf @mbloomstein …and who wouldn’t want that?
  • 82. 82 Appropriate, Inc. © 2010 #wcconf @mbloomstein Thank you! Rick Allen Melissa Casburn Kristen Connor Jeff Cram Jeff Cutler Bruce Demers John Eckman Walter Elly Will Evans Heather Haavaldsrud Kristina Halvorson Whitney Hess Colleen Jones Erin Kissane Mike Lohmiller Rachel Lovinger Matt Magee Jeff MacIntyre Elena Melendy Kevin Nichols Mike Schneider Michael Silverman Valeska Whitney Carolyn Wood
  • 83. 83 Appropriate, Inc. © 2010 #wcconf @mbloomstein Thank you! Margot Bloomstein Twitter: @mbloomstein www.slideshare.net/mbloomstein margot@appropriateinc.com All logos and pictures are property of their respective owners.