Who Rocks The Party?

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If it's the people, the atmosphere, and the music that make for a good party, it's user-generated content that helps web 2.0 become a killer online party--and only content strategy ensures it's the party you want. See how instructional copy, role model profiles, and template content set the tone. Presented by Margot Bloomstein (ISITE Design) at the inaugural Content Strategy Consortium at the IA Summit, March 19, 2009.

Design Technologie News & Politik

Who rocks the party?
Prepared for the Content Strategy Consortium
Margot Bloomstein | March 19, 2009

Who rocks the party
that rocks the body?

Who rocks the party
that rocks the body?
rocks the party
that rocks the body!
Content

rocks the party
Content
directions
what to wear
food
invitations
gossip & chatter

rocks the party
Content
directions
what to wear
food
invitations
evite or engraved?
college friends or
work friends?
snarky t-shirt
or black tie?
crudités or veggie platter?
gossip & chatter
what she said

So… what happens when
content strategy
doesn’t host the party?

Chocolate Skittles… peat,
burnt food, cigarette butts”
Taste the rainbow’ clearly
an NAACP plot to encourage
interracial promiscuity”
I love Skittles so much I want
to take it behind the middle
school and get it pregnant.”
“
“
“‘

Answer:
Content strategy must anticipate—
and accommodate and invite—
user-generated content.
(otherwise, expect party crashers)

In Web 2.0,
everybody has a say.In Web 2.0,
everyone is
part of the
conversation.

Even if it’s a potluck,
a good host still provides
appetizers.

Even if it’s a potluck,
a good host still provides
appetizers.
You’re the hostess with the mostess.

Even if it’s a potluck,
a good host still provides
appetizers.
You’re the hostess with the mostess.
publisher

Even if it’s a potluck,
a good host still provides
appetizers.
You’re the hostess with the mostess.
publisher*
editor
* Joe Pulizzi/Kristina Halvorson Web Content Strategy OMS presentation

appetizers
“refill drinks”
starter content
stir up discussion
“role model”
profiles

Ancillary content helps set the tone
Instructional copy, help, FAQs
Error messaging
Example / default content
Prefilled fields
Structures (top 5 lists, restricted taxonomies)

Throw a good party—
invite a content strategist.
Margot Bloomstein
mbloomstein@isitedesign.com
@mbloomstein
Presentation © 2009 Margot Bloomstein;
All images copyright their respective owners.

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Who Rocks The Party?

1. Who rocks the party? Prepared for the Content Strategy Consortium Margot Bloomstein | March 19, 2009

2. Who rocks the party that rocks the body?

3. Who rocks the party that rocks the body? rocks the party that rocks the body! Content

4. rocks the party Content directions what to wear food invitations gossip & chatter

5. rocks the party Content directions what to wear food invitations evite or engraved? college friends or work friends? snarky t-shirt or black tie? crudités or veggie platter? gossip & chatter what she said

6. So… what happens when content strategy doesn’t host the party?

7. Chocolate Skittles… peat, burnt food, cigarette butts” Taste the rainbow’ clearly an NAACP plot to encourage interracial promiscuity” I love Skittles so much I want to take it behind the middle school and get it pregnant.” “ “ “‘

9. How do you throw a good party and get user-generated content that’s appropriate for your brand?

10. Answer: Content strategy must anticipate— and accommodate and invite— user-generated content. (otherwise, expect party crashers)

11. Web 1.0 was easy.

12. In Web 2.0, everybody has a say.In Web 2.0, everyone is part of the conversation.

13. Even if it’s a potluck, a good host still provides appetizers.

14. Even if it’s a potluck, a good host still provides appetizers. You’re the hostess with the mostess.

15. Even if it’s a potluck, a good host still provides appetizers. You’re the hostess with the mostess. publisher

16. Even if it’s a potluck, a good host still provides appetizers. You’re the hostess with the mostess. publisher* editor * Joe Pulizzi/Kristina Halvorson Web Content Strategy OMS presentation

17. appetizers “refill drinks” starter content stir up discussion “role model” profiles

18. According to comScore, many of the top 10 sites for inbound traffic deal in user-generated content. craigslist—Craig = positive brand

19. Black turtleneck …or black tie?

20. Ancillary content helps set the tone Instructional copy, help, FAQs Error messaging Example / default content Prefilled fields Structures (top 5 lists, restricted taxonomies)

21. Ancillary content helps set the tone Instructional copy, help, FAQs Error messaging Example / default content Prefilled fields Structures (top 5 lists, restricted taxonomies)

22.

23.

24.

25. Ancillary content helps set the tone Instructional copy, help, FAQs Error messaging Example / default content Prefilled fields Structures (top 5 lists, restricted taxonomies)

26.

27. What’s in, and what’s out? User-generated vs. user-aggregated content Photograph vs. illustration, headshot vs. full body Snark vs. polite discourse

Who Rocks The Party?

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Who Rocks The Party?