Build. Better. Content!
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©Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 CreativeCommons license:https://creativecommons.org/licenses/by/2.0/
Build BETTERContent
©Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 CreativeCommons license:https://creativecommons.org/licenses/by/2.0/
@jcolmanJonathon Colman
Content Strategy, Facebook
©Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 CreativeCommons license:https://creativecommons.org/licenses/by/2.0/
Get the full story
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Stand up if
You’re a writer
Stand up if
You’re a writerYou’re a builder
Stand up if
You’re a writerYou’re a builderYou’re a researcher
Stand up if
You’re a writerYou’re a builderYou’re a researcherYou’re a designer
©ThomasHawk– flickr.com/photos/thomashawk/11100543796 CreativeCommons license:https://creativecommons.org/licenses/by-nc/2.0/
hey
©ThomasHawk– flickr.com/photos/thomashawk/11100543796 CreativeCommons license:https://creativecommons.org/licenses/by-nc/2.0/
We should all be standing
How we identify ourselves
How we identify ourselves
Matters
©Brian Kingsley– flickr.com/photos/canihazit/7924965536 CreativeCommons license:https://creativecommons.org/licenses/by-nc-nd/2.0/
We work best when we’re
Open and bold
©Brian Kingsley– flickr.com/photos/canihazit/7924965536 CreativeCommons license:https://creativecommons.org/licenses/by-nc-nd/2.0/
Let’s be open
Let’s be open
I’m a content strategist
©Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 CreativeCommons license:https://creativecommons.org/licenses/by/2.0/
We plan for the creation, publication, and governance of useful, usable content.
Kristina HalvorsonCEO/Founder, Brain traffic
Co-author, Content Strategy for the Web
QuotebyKristina Halvorson (@halvorson) - http://alistapart.com/article/thedisciplineofcontentstrategy ©Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 CreativeCommons license:https://creativecommons.org/licenses/by/2.0/
“
We use words and data to create unambiguous content that supports meaningful, interactive experiences.
Rachel LovingerExperience Director, Razorfish
QuotebyRachelLovinger (@rlovinger) - http://boxesandarrows.com/content-strategy-the-philosophy-of-data/ ©Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 CreativeCommons license:https://creativecommons.org/licenses/by/2.0/
“
Content Strategy is to copywriting asInformation architecture is to design.
Rachel LovingerExperience Director, Razorfish
QuotebyRachelLovinger (@rlovinger) - http://boxesandarrows.com/content-strategy-the-philosophy-of-data/ ©Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 CreativeCommons license:https://creativecommons.org/licenses/by/2.0/
“
We don’t need more content.
Sara Wachter-BoettcherContent Strategist
Author, Content Everywhere
QuotebySaraWachter-Boettcher(@sarawb) - http://www.slideshare.net/Saraboettcher/changing-content-changing-culture ©BillyRowlinson – flickr.com/photos/billyrowlinson/3193773937 CreativeCommons license:https://creativecommons.org/licenses/by/2.0/
“
We don’t need more content.We need content that
Sara Wachter-BoettcherContent Strategist
Author, Content Everywhere
QuotebySaraWachter-Boettcher(@sarawb) - http://www.slideshare.net/Saraboettcher/changing-content-changing-culture ©BillyRowlinson – flickr.com/photos/billyrowlinson/3193773937 CreativeCommons license:https://creativecommons.org/licenses/by/2.0/
Does more.“
But isn’t Facebook’s content all user-generated?
©Facebook- http://newsroom.fb.com/news/2014/11/coming-together-to-fight-ebola/
©Facebook- http://newsroom.fb.com/news/2014/11/updating-our-terms-and-policies-helping-you-understand-how-facebook-works-and-how-to-control-your-information/
©Facebook- http://newsroom.fb.com/news/2014/10/introducing-safety-check/
©Facebookhttp://newsroom.fb.com/news/2014/01/introducing-paper-stories-from-facebook-2/ http://newsroom.fb.com/news/2014/06/introducing-slingshot-a-creative-labs-app/ http://newsroom.fb.com/news/2014/07/introducing-the-internet-org-app/
Language isAn interface
©Facebookhttp://newsroom.fb.com/news/2014/01/introducing-paper-stories-from-facebook-2/ http://newsroom.fb.com/news/2014/06/introducing-slingshot-a-creative-labs-app/ http://newsroom.fb.com/news/2014/07/introducing-the-internet-org-app/
©Facebookhttp://newsroom.fb.com/news/2014/01/introducing-paper-stories-from-facebook-2/ http://newsroom.fb.com/news/2014/06/introducing-slingshot-a-creative-labs-app/ http://newsroom.fb.com/news/2014/07/introducing-the-internet-org-app/
Language isInfrastructure
concept: Andrew Hinton
Let’s be bold
Let’s be bold
content strategy ≠copywriting
©SimonGreig flickr.com/photos/xrrr/2349212841 CreativeCommons license:https://creativecommons.org/licenses/by-nc-sa/2.0/
Let’s be bold
©SimonGreig flickr.com/photos/xrrr/2349212841 CreativeCommons license:https://creativecommons.org/licenses/by-nc-sa/2.0/
content strategy ≠managing writers
Let’s be bold
content strategy ≠content marketing
©SimonGreig flickr.com/photos/xrrr/2349212841 CreativeCommons license:https://creativecommons.org/licenses/by-nc-sa/2.0/
©K@_UX– flickr.com/photos/k2_ux/8447614776 CreativeCommons license:https://creativecommons.org/licenses/by-nc-nd/2.0/
Let’s be bold
content strategy = interaction design
Let’s be bold
©K@_UX– flickr.com/photos/k2_ux/8447614776 CreativeCommons license:https://creativecommons.org/licenses/by-nc-nd/2.0/
content strategy = user experience
Let’s be bold
©K@_UX– flickr.com/photos/k2_ux/8447614776 CreativeCommons license:https://creativecommons.org/licenses/by-nc-nd/2.0/
content strategy = Design thinking
©K@_UX– flickr.com/photos/k2_ux/8447614776 CreativeCommons license:https://creativecommons.org/licenses/by-nc-nd/2.0/
intertwingled
intertwingled
©DanSaffer/KickerStudio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (usedwithpermission)
Source: Dan Saffer/Kicker Studio
©DanSaffer/KickerStudio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (usedwithpermission)
This is content
Source: Dan Saffer/Kicker Studio
©DanSaffer/KickerStudio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (usedwithpermission)
Source: Dan Saffer/Kicker Studio
©DanSaffer/KickerStudio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (usedwithpermission)
Content
This is design andengineering without
Source: Dan Saffer/Kicker Studio
©DanSaffer/KickerStudio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (usedwithpermission)
Source: Dan Saffer/Kicker Studio
This is content
Strategy
©DanSaffer/KickerStudio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (usedwithpermission)
Source: Dan Saffer/Kicker Studio
Let’s be bold
©Bruce Irving- flickr.com/photos/flyingsinger/86898565 CreativeCommons license:https://creativecommons.org/licenses/by/2.0/
Design content as a
Systemconcept: Erin Kissane
Let’s be bold
©Bruce Irving- flickr.com/photos/flyingsinger/86898565 CreativeCommons license:https://creativecommons.org/licenses/by/2.0/
Design content as a
Productconcept: Ian Lurie
Let’s be bold
©Bruce Irving- flickr.com/photos/flyingsinger/86898565 CreativeCommons license:https://creativecommons.org/licenses/by/2.0/
Design content as an
Experience
Listen:
“Page views aren’t your goal.”
QuotebyMichaelPowers - http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-use r-testing /29
Source: Michael Powers
“Your goal isyour goal.”
QuotebyMichaelPowers - http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-use r-testing /29 ©Bronski Beat - flickr.com/photos/runesteiness/3843101159 CreativeCommons license:https://creativecommons.org/licenses/by-nc-nd/2.0/
Source: Michael Powers
Self-actualization
Esteem
Love & Belonging
Safety
Physiological
A.H.Maslow (1943).“ATheoryofHumanMotivation”.PsychologicalReview (50,370-396).RetrievedinAugust, 2014 frompsychclassics.yorku.ca/Maslow/motivation.htm
Good content experiences meet our needs
Source: A.H. Maslow
Joy
Usability
Accessibility
Core Functionality
Purpose
A.H.Maslow (1943).“ATheoryofHumanMotivation”.PsychologicalReview (50,370-396).RetrievedinAugust, 2014 frompsychclassics.yorku.ca/Maslow/motivation.htm
Great content experiences exceed them
Inspired by: A.H. Maslow, Sarah O’Keefe,Hilary Marsh, Wouter de Bres, Matt Toback
©Skillset.org/Brain Traffic- blog.braintraffic.com/2010/01/behold-the-mighty-hive/ (usedwithpermission)
Content needs collaborationacross teams
Source: Skillset.org/Brain Traffic
©ErinScime/DopeData.com- dopedata.com/2009/07/23/panel-on-the-content-life-cycle-at-razorfish/ (usedwithpermission)
Content needs a lifecycle
Source: erin Scime/Dopedata.com
“Build-Measure-Learn”©EricRies/The LeanStartup
measure
Build
Learn
Source: Eric Ries, The Lean Startup
Content is an Experience
measure
Build
Learn
Data
ProductsIdeas
“Build-Measure-Learn”©EricRies/The LeanStartup
that improves with iteration
Source: Eric Ries, The Lean Startup
Choo, C.W.(1998).InformationManagementforthe IntelligentOrganization (2nded.). InformationToday,Inc.:Medford,NewJersey
Single-Loop Learning
Organizational action
Outcomes
But you can’t be lean without learning
Concept: Chris Argyris
Choo, C.W.(1998).InformationManagementforthe IntelligentOrganization (2nded.). InformationToday,Inc.:Medford,NewJersey
But you can’t be lean without learning
Single-Loop Learning
NormsAssumptionsStrategies
Organizational action
Outcomes
Double-Loop Learning
Concept: Chris Argyris
©ThomasHawk- flickr.com/photos/thomashawk/14875780140/ CreativeCommons license:https://creativecommons.org/licenses/by-nc/2.0/
How we design
Content experiences at Facebook
Start with the Why
why
“StartwithWhy”©SimonSinek,www.startwithwhy.com
Chart: Simon Sinek
Make the worldmore open and connected
Continue with the How
“StartwithWhy”©SimonSinek,www.startwithwhy.com
connect with friends, discover the world, share how you want
how
why
Chart: Simon Sinek
Then do the What
“StartwithWhy”©SimonSinek,www.startwithwhy.com
Design, Engineering, Content, Research, marketing, product…
how
what
why
Chart: Simon Sinek
©Facebook– facebook.com/careers
Our core values
Focus on Impact
Be open
Be Bold
Build Social value
Move fast
See why core values matterfor your content strategy
©Facebook– facebook.com/careers
What weUsed to say
©Facebook/AnalogResearchLab
©Facebook/AnalogResearchLab
©Facebook/AnalogResearchLab ©ThomasHawk - flickr.com/photos/thomashawk/9735430146 CreativeCommons license:https://creativecommons.org/licenses/by-nc/2.0/
What we’velearned
©Facebook/AnalogResearchLab
©Facebook/AnalogResearchLab
©Facebook/AnalogResearchLab
©Facebook/AnalogResearchLab
©Facebook/AnalogResearchLab
Choo, C.W.(1998).InformationManagementforthe IntelligentOrganization (2nded.). InformationToday,Inc.:Medford,NewJersey
Single-Loop Learning
NormsAssumptionsStrategies
Organizational action
Outcomes
Double-Loop Learning
Concept: Chris Argyris
What is
Minimum Viable Content?
Source: Libby Brittain/Sarah O’Keefe
Ease ofUse
CraftValue
©Facebook/AnalogResearchLab— RussMaschmeyer, JulieZhuo,andAdamMosseri
Quality framework
Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri
Ease ofUse
CraftValue
Quality framework
©Facebook/AnalogResearchLab— RussMaschmeyer, JulieZhuo,andAdamMosseri
Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri
Ease ofUse
CraftValue
Quality framework
©Facebook/AnalogResearchLab— RussMaschmeyer, JulieZhuo,andAdamMosseri
Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri
Quality framework
©Facebook/AnalogResearchLab— RussMaschmeyer, JulieZhuo,andAdamMosseri
Ease ofUse
CraftValue
Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri
Chart: Jesse James Garrett
©Jesse JamesGarrett,TheElementsofUserExperience- http://www.jjg.net/elements/ (usedwithpermission)
The five planes of user experience
where content is seen and used
©Jesse JamesGarrett,TheElementsofUserExperience- http://www.jjg.net/elements/ (usedwithpermission)
Chart: Jesse James Garrett
Where content is modeled and built
©Jesse JamesGarrett,TheElementsofUserExperience- http://www.jjg.net/elements/ (usedwithpermission)
Chart: Jesse James Garrett
Where content is proposed and planned
©Jesse JamesGarrett,TheElementsofUserExperience- http://www.jjg.net/elements/ (usedwithpermission)
Chart: Jesse James Garrett
©Jesse JamesGarrett,TheElementsofUserExperience- http://www.jjg.net/elements/ (usedwithpermission)
WhereContent Strategy
Happens
Chart: Jesse James Garrett
The path from strategy to surface is
The path from strategy to surface is
Non-Linear
©DanielOlnes - flickr.com/photos/dno1967b/14785722509 CreativeCommons license:https://creativecommons.org/licenses/by/2.0/
©Facebook/ContentStrategy
Our Content Principles
Useplainlanguageandbeconcise.
Our Content Principles
Useplainlanguageandbeconcise.
Clearlyexplainhowthingsworkandgivepeopleenoughinfotomakegooddecisions.
©Facebook/ContentStrategy
Our Content Principles
Useplainlanguageandbeconcise.
Clearlyexplainhowthingsworkandgivepeopleenoughinfotomakegooddecisions.
Befriendly,conversationalandrespectful—likeyou’re
talkingtoaneighbor.
©Facebook/ContentStrategy
Does this sound like us?Error 24601: Neg Fault Config ^n2.1x
Does this sound like us?Error 24601: Neg Fault Config ^n2.1x
LOLz, 404 #YOLO
Does this sound like us?Error 24601: Neg Fault Config ^n2.1x
LOLz, 404 #YOLO
Sorry, there’s a temporary issue with your post. Please try again in a minute.
Sorry, there’s a temporary issue with your post. Please try again in a minute.
Sorry, there’s a temporary issue with your post. Please try again in a minute.
What happened?
Sorry, there’s a temporary issue with your post. Please try again in a minute.
Where did it happen?
Sorry, there’s a temporary issue with your post. Please try again in a minute.
What shouldI do next?
Sorry, there’s a temporary issue with your post. Please try again in a minute.
When?
Sorry, there’s a temporary issue with your post. Please try again in a minute.
Oh No! Did I do something wrong?
Great! So it’s OKAY?
How long will all this take?
will I lose my work?
Sorry, there’s a temporary issue with your post. Please try again in a minute.
fear
Relief Impatience
Anxiety
Useplainlanguageandbeconcise.
Clearlyexplainhowthingsworkandgivepeopleenoughinfotomakegooddecisions.
Befriendly,conversationalandrespectful—likeyou’re
talkingtoaneighbor.
©Facebook/ContentStrategy
What I’ve learned
from THREEproducts
©Allyde Winters – flickr.com/photos/allywin13/13568230105 CreativeCommons license:https://creativecommons.org/licenses/by-nc-nd/2.0/
SavedLess is more difficult
©Facebook- http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/
©Facebook- http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/
SavedDon’t get in the way
SavedMake the mostof small spaces
©Facebook- http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/
LoginThe best contentis invisible
©Facebook- http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/
Loginshow examples,not concepts
©Facebook- http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/
LoginBreak Apartbig decisions
©Facebook- http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/
Nearby FriendsEmpathy is hard
Nearby FriendsLet people opt-in
Nearby Friendsgive them control
Optional and opt-in
Shows you value upfront
Offers you clear choices
Easy to opt-out
Content Strategy outcomes
We planned forthese experiences
©Jesse JamesGarrett,TheElementsofUserExperience- http://www.jjg.net/elements/ (usedwithpermission)
Chart: Jesse James Garrett
So we couldbuild them
©Jesse JamesGarrett,TheElementsofUserExperience- http://www.jjg.net/elements/ (usedwithpermission)
Chart: Jesse James Garrett
For peopleto use
©Jesse JamesGarrett,TheElementsofUserExperience- http://www.jjg.net/elements/ (usedwithpermission)
Chart: Jesse James Garrett
©Jesse JamesGarrett,TheElementsofUserExperience- http://www.jjg.net/elements/ (usedwithpermission)
This is whereContent Strategy
Happens
Chart: Jesse James Garrett
Let’s Stand up for
Value
©Facebook/AnalogResearchLab— RussMaschmeyer, JulieZhuo,andAdamMosseri
Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri
Let’s Stand up for
ValueEase of Use
©Facebook/AnalogResearchLab— RussMaschmeyer, JulieZhuo,andAdamMosseri
Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri
Let’s Stand up for
ValueEase of UseCraft
©Facebook/AnalogResearchLab— RussMaschmeyer, JulieZhuo,andAdamMosseri
Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri
©Facebook/AnalogResearchLab
Let’s Stand up for
why
how
what
“StartwithWhy”©SimonSinek,www.startwithwhy.com
Let’s Stand up for
Startingwith Why
Chart: Simon Sinek
©K@_UX– flickr.com/photos/k2_ux/8447614776 CreativeCommons license:https://creativecommons.org/licenses/by-nc-nd/2.0/
Let’s Stand up for
Interaction designUser experienceDesign thinking
©K@_UX– flickr.com/photos/k2_ux/8447614776 CreativeCommons license:https://creativecommons.org/licenses/by-nc-nd/2.0/
Let’s Stand up for
Intertwingling
Let’s Stand up for
Better content
Let’s Stand up for
Better content
Let’s Stand up for
Better content
Let’s Stand up for
Better content
Let’s Stand up for
Better content
Let’s Stand up for
Better content
Let’s Stand up for
Better content
Let’s Stand up for
Better content
©ThomasHawk– flickr.com/photos/thomashawk/11100543796 CreativeCommons license:https://creativecommons.org/licenses/by-nc/2.0/
hey
©ThomasHawk– flickr.com/photos/thomashawk/11100543796 CreativeCommons license:https://creativecommons.org/licenses/by-nc/2.0/
We should all be standing
©Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 CreativeCommons license:https://creativecommons.org/licenses/by/2.0/
Build BETTERContent
©Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 CreativeCommons license:https://creativecommons.org/licenses/by/2.0/
@jcolmanJonathon Colman
Content Strategy, Facebook
©Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 CreativeCommons license:https://creativecommons.org/licenses/by/2.0/
Get the full story
bit.ly/fixourshit
©Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 CreativeCommons license:https://creativecommons.org/licenses/by/2.0/
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