Who Rocks The Party?
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Who rocks the party?
Prepared for the Content Strategy Consortium
Margot Bloomstein | March 19, 2009
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Who rocks the partythat rocks the body?
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Who rocks the partythat rocks the body?
rocks the partythat rocks the body!
Content
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rocks the partyContentdirections
what to wear
foodinvitations
gossip & chatter
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rocks the partyContentdirections
what to wear
foodinvitations
evite or engraved?
college friends or work friends?
snarky t-shirt or black tie?
crudités or veggie platter?
gossip & chatterwhat she said
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So… what happens whencontent strategydoesn’t host the party?
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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.”
““
“‘
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How do you throw a good partyand get user-generated contentthat’s appropriate for your brand?
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Answer:Content strategy must anticipate—and accommodate and invite—user-generated content.
(otherwise, expect party crashers)
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Web 1.0 was easy.
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In Web 2.0, everybody has a say.In Web 2.0,
everyone ispart of the conversation.
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Even if it’s a potluck,a good host still provides appetizers.
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Even if it’s a potluck,a good host still provides appetizers.You’re the hostess with the mostess.
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Even if it’s a potluck,a good host still provides appetizers.You’re the hostess with the mostess.
publisher
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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
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appetizers“refill drinks”
starter content
stir up discussion
“role model”profiles
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According to comScore, many of the top 10 sites for inbound trafficdeal in user-generated content.
craigslist—Craig = positive brand
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Black turtleneck…or black tie?
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Ancillary content helps set the toneInstructional copy, help, FAQs
Error messaging
Example / default content
Prefilled fields
Structures (top 5 lists, restricted taxonomies)
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Ancillary content helps set the toneInstructional copy, help, FAQs
Error messaging
Example / default content
Prefilled fields
Structures (top 5 lists, restricted taxonomies)
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Ancillary content helps set the toneInstructional copy, help, FAQs
Error messaging
Example / default content
Prefilled fields
Structures (top 5 lists, restricted taxonomies)
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What’s in, and what’s out?User-generated vs. user-aggregated content
Photograph vs. illustration, headshot vs. full body
Snark vs. polite discourse
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Throw a good party—invite a content strategist.
Margot [email protected]@mbloomstein
Presentation © 2009 Margot Bloomstein;All images copyright their respective owners.