First things first: get your message right

1. Margot Bloomstein Web Content June 6, 2011 @mbloomstein | #wccon FIRST THINGS FIRST: GET YOUR MESSAGE RIGHT.

2. We’ve got this. Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.

3. We’ve got this. Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.

5. Ideal: foster experience in time <ul><li>Repeat visitors/contexts

6. Frequent updates

7. Demand for novelty

8. History – press releases

9. Future – “Upcoming”</li></li></ul><li>Mobile means (re)focusing. Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.

10. Mobile means (re)focusing. Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.

14. Mobile means (re)focusing. <ul><li>Repeat visitors/contexts

15. Frequent updates

18. Future – “Upcoming”</li></li></ul><li>Mobile means (re)focusing. <ul><li>Repeat visitors/contexts

22. Future – “Upcoming”

23. Variable contexts</li></li></ul><li>Mobile means (re)focusing. <ul><li>Repeat visitors/contexts

28. Variable contexts

29. Contextual relevance</li></li></ul><li>Mobile means (re)focusing. <ul><li>Repeat visitors/contexts

35. Contextual relevance

36. Demand for relevance</li></li></ul><li>Mobile means (re)focusing. <ul><li>Repeat visitors/contexts

43. Demand for relevance

44. There’s only now</li></li></ul><li>Mobile means (re)focusing. <ul><li>Repeat visitors/contexts

51. Demand for relevance

52. There’s only now

53. 5 minutes from now</li></li></ul><li>Good mobile experiences are empowering to the point of narcissism.

54. Good mobile experiences are empowering to the point of narcissism…So how can you maintain a brand and experience between the user and context?

55. Quick to the point /to the point no fakin’

56. Mobile means (re)focusing. Focusing demands content strategy. <ul><li>Hold fast to a clear message architecture

57. Triage and support varying contexts (and empower navigation between them)

58. Layer secondary content—don’t strip away “extraneous” details</li></li></ul><li>What’s a message architecture? A hierarchy of communication goals that reflect a common vocabulary.

59. What’s a message architecture? Concrete, shared terminology, not abstract concepts.

60. Make us look innovative, but not risky.

61. We’re smart, but savvy… that’s not us.

62. It should say traditional, but edgy.

64. Why do this? <ul><li>Maintain a consistent multi-channel UX

65. Identify conflicting priorities

66. Preserve voice in CTAs, error messages…

67. Maintain long-term consistency

68. Identify if mobile is even appropriate</li></li></ul><li>Here’s an example… Empowering <ul><li>Direct

69. Simplifying and savvy</li></ul>Efficient <ul><li>Engaged, not overwhelming

70. Streamlined</li></ul>Responsive, helpful <ul><li>Proactive and anticipatory</li></li></ul><li>

71. Proactive Unfussy White space & clean lines

73. Here’s an example… Cheeky <ul><li>Witty and fun

74. Young without being childish</li></ul>Customer oriented and responsive <ul><li>Approachable, friendly

75. Championing and empowering</li></ul>Helpful <ul><li>Accessible</li></li></ul><li>

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77. Message architecture… Cheeky Customer oriented and responsive Helpful

78. Versus brand values? Design Innovation Community Excellence These inspire, but without priority.

79. What are varying contexts? Good experiences triage and support varying mobile contexts—and let users navigate between them.

80. What are varying contexts? <ul><li>What time is my flight this afternoon?

81. Which gate am I going to again?

82. Did they change the gate?

83. My connection is tight—where do I run?

84. Is there another delay?!

85. Can I call the airline to reticket?</li></li></ul><li>Recombobulation area picture

86. Layer, don’t limit Triangulate between the message architecture and user goals and tasks to layer secondary content—don’t just eliminate “extraneous” detail.

88. Layered information Options to see more Minimal detail

89. Layer, don’t limit… or pay the price.

90. H&M dress screenshots

91. I want to buy this dress.Do you have this dress?I want to give you my money.

92. What’s the message architecture? Who are you again? What’s the use case for this?

96. We can do better than this.Content strategy can help.

97. Thank you! Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomstein#WCCON Feedback? http://spkr8.com/t/7729

98. Thank you! Meghan Casey, Jonathan Kahn, Michael Lohmiller, Rachel Lovinger, Karen McGrane, LisPardi, The Cars Editorial calendar images: http://www.bloggingbistro.com/how-to-create-a-blogging-editorial-calendar/ and http://www.airportmagazine.net Vanilla Ice image © Associated Press

99. Thank you! Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomstein#wccon Feedback? http://spkr8.com/t/7729

First things first: get your message right

Duo Consulting

First things first: get your message right