Mais conteúdo relacionado Semelhante a Build. Better. Content! (20) Mais de ISITE Design is now Connective DX (20) Build. Better. Content!6. Maria Giudice@mgiudice
Rise of the DEO
Content is a ProductIan Lurie@portentint
© Maria Giudicehttp://www.slideshare.net/hotstudio/the-rise-of-the-deo
© Ian McKenzie –flickr.com/photos/tubaism/6790098376Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/ 7. Maria Giudice@mgiudice
Rise of the DEO
Content is a ProductIan Lurie@portentint
Truth and DareJason Mesut@jasonmesut
© Jason Mesuthttp://www.slideshare.net/jasonmesut/truth-and-dare-04
© Maria Giudicehttp://www.slideshare.net/hotstudio/the-rise-of-the-deo
© Ian McKenzie –flickr.com/photos/tubaism/6790098376Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/ 10. Stand up if
You’re a writer
You’re a builder
You’re a designer 11. © Thomas Hawk –flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
hey 12. © Thomas Hawk –flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
We should all be standing 14. How we identify ourselvesMatters
© Brian Kingsley –flickr.com/photos/canihazit/7924965536 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/ 15. We work best when we’reOpen and bold
© Brian Kingsley –flickr.com/photos/canihazit/7924965536 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/ 17. Let’s be open
I’m a content strategist
© Billy Rowlinson–flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ 18. Kristina Halvorson
CEO/Founder, Brain trafficCo-author, Content Strategy for the Web
Quote by Kristina Halvorson (@halvorson) -http://alistapart.com/article/thedisciplineofcontentstrategy © Billy Rowlinson–flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ 19. Rachel Lovinger
Experience Director, Razorfish
Quote by Rachel Lovinger (@rlovinger) -http://boxesandarrows.com/content-strategy-the-philosophy-of-data/ © Billy Rowlinson–flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ 20. Sara Wachter-Boettcher
Content Strategist
Author, Content Everywhere
Quote by Sara Wachter-Boettcher (@sarawb) -http://www.slideshare.net/Saraboettcher/changing-content-changing-culture © Billy Rowlinson–flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ 21. Sara Wachter-Boettcher
Content Strategist
Author, Content Everywhere
Quote by Sara Wachter-Boettcher (@sarawb) -http://www.slideshare.net/Saraboettcher/changing-content-changing-culture © Billy Rowlinson–flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ 23. But isn’t Facebook’s content all user-generated? Nope.
© Jes(mugley) -flickr.com/photos/mugley/2594318333 Creative Commons license: https://creativecommons.org/licenses/by-sa/2.0/ 28. Let’s be bold
content strategy ≠ copywriting
© Simon Greigflickr.com/photos/xrrr/2349212841 Creative Commons license: https://creativecommons.org/licenses/by-nc-sa/2.0/ 29. Let’s be bold
© Simon Greigflickr.com/photos/xrrr/2349212841 Creative Commons license: https://creativecommons.org/licenses/by-nc-sa/2.0/
content strategy ≠ managing writers 30. Let’s be bold
content strategy ≠ content marketing
© Simon Greigflickr.com/photos/xrrr/2349212841 Creative Commons license: https://creativecommons.org/licenses/by-nc-sa/2.0/ 32. Let’s be bold
content strategy = user experience
© K@_UX –flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/ 33. Let’s be bold
content strategy = design thinking
© K@_UX –flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/ 34. © Dan Saffer/Kicker Studio -kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)
Source: Dan Saffer/Kicker Studio 35. © Dan Saffer/Kicker Studio -kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)
Source: Dan Saffer/Kicker Studio
This is content 36. © Dan Saffer/Kicker Studio -kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)
Source: Dan Saffer/Kicker Studio 37. © Dan Saffer/Kicker Studio -kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)
Source: Dan Saffer/Kicker Studio
Content
This is design and
engineering without 38. © Dan Saffer/Kicker Studio -kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)
Source: Dan Saffer/Kicker Studio 39. This is content
Strategy
© Dan Saffer/Kicker Studio -kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)
Source: Dan Saffer/Kicker Studio 40. Let’s be boldDesign Content as a system
© Bruce Irving -flickr.com/photos/flyingsinger/86898565 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
concept: Erin Kissane 41. Let’s be boldDesign Content as a product
© Bruce Irving -flickr.com/photos/flyingsinger/86898565 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
concept: Ian Lurie 42. Let’s be boldDesign Content as an experience
© Bruce Irving -flickr.com/photos/flyingsinger/86898565 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ 43. Not as a campaign
© Enokson-flickr.com/photos/vblibrary/8530583956 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/ 45. Listen:
“Page views aren’t your goal.”
Quote by Michael Powers -http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-user-testing/29
Source: Michael Powers 46. “Your goal isyour goal.”
Quote by Michael Powers -http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-user-testing/29 © BronskiBeat -flickr.com/photos/runesteiness/3843101159 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
Source: Michael Powers 47. Self-
actualization
Esteem
Love & Belonging
Safety
Physiological
A.H. Maslow (1943). “A Theory of Human Motivation”. Psychological Review (50, 370-396). Retrieved in August, 2014 from psychclassics.yorku.ca/Maslow/motivation.htm
Good content experiences meet our needs
Source: A.H. Maslow 48. Self-
actualization
Esteem
Love & Belonging
Safety
Physiological
A.H. Maslow (1943). “A Theory of Human Motivation”. Psychological Review (50, 370-396). Retrieved in August, 2014 from psychclassics.yorku.ca/Maslow/motivation.htm
Good content experiences meet our needs
Source: A.H. Maslow 49. Self-
actualization
Esteem
Love & Belonging
Safety
Physiological
A.H. Maslow (1943). “A Theory of Human Motivation”. Psychological Review (50, 370-396). Retrieved in August, 2014 from psychclassics.yorku.ca/Maslow/motivation.htm
Good content experiences meet our needs
Source: A.H. Maslow 50. Self-
actualization
Esteem
Love & Belonging
Safety
Physiological
A.H. Maslow (1943). “A Theory of Human Motivation”. Psychological Review (50, 370-396). Retrieved in August, 2014 from psychclassics.yorku.ca/Maslow/motivation.htm
Good content experiences meet our needs
Source: A.H. Maslow 51. Self-
actualization
Esteem
Love & Belonging
Safety
Physiological
A.H. Maslow (1943). “A Theory of Human Motivation”. Psychological Review (50, 370-396). Retrieved in August, 2014 from psychclassics.yorku.ca/Maslow/motivation.htm
Good content experiences meet our needs
Source: A.H. Maslow 52. Joy
Usability
Accessibility
Core Functionality
Purpose
A.H. Maslow (1943). “A Theory of Human Motivation”. Psychological Review (50, 370-396). Retrieved in August, 2014 from psychclassics.yorku.ca/Maslow/motivation.htm
Great content experiences exceed them
Inspired by: A.H. Maslow, Sarah O’Keefe, Hilary Marsh, Wouter de Bres, and Matt Toback 53. © Skillset.org/Brain Traffic -blog.braintraffic.com/2010/01/behold-the-mighty-hive/ (used with permission)
Content needs collaborationacross teams
Source: Skillset.org/Brain Traffic 54. © Erin Scime/DopeData.com -dopedata.com/2009/07/23/panel-on-the-content-life-cycle-at-razorfish/ (used with permission)
Content needs a lifecycle
Source: Erin Scime/Dopedata.com 56. measure
Build
Learn
Data
Products
Ideas
“Build-Measure-Learn” © Eric Ries/The Lean Startup
Source: Eric Ries, The Lean Startup
that improves with iteration 57. Choo, C.W. (1998). Information Management for the Intelligent Organization (2nd ed.). Information Today, Inc.: Medford, New Jersey
Single-Loop Learning
Norms
Assumptions
Strategies
Organizational action
Outcomes
Chart: Dr. Chun Wei Choo
But you can’t be leanwithout learning 58. Choo, C.W. (1998). Information Management for the Intelligent Organization (2nd ed.). Information Today, Inc.: Medford, New Jersey
But you can’t be leanwithout learning
Single-Loop Learning
Norms
Assumptions
Strategies
Organizational action
Outcomes
Double-Loop Learning
Chart: Dr. Chun Wei Choo 59. © Thomas Hawk -flickr.com/photos/thomashawk/14875780140/ Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
How we design
Content experiences at Facebook 60. Start with the Why
why
“Start with Why” © Simon Sinek, www.startwithwhy.com
Make the world more open and connected
Chart: Simon Sinek 61. Continue with the How
“Start with Why” © Simon Sinek, www.startwithwhy.com
connect with friends, discover the world, share how you want
how
why
Chart: Simon Sinek 62. Then do the What
“Start with Why” © Simon Sinek, www.startwithwhy.com
Design, Engineering, Content, Research, marketing, product…
how
what
why
Chart: Simon Sinek 63. © Facebook –facebook.com/careers
Our core values
Focus on Impact
Be open
Be Bold
Build Social value
Move fast
See why core values matter for content strategy 67. © Facebook/Analog Research Lab © Thomas Hawk-flickr.com/photos/thomashawk/9735430146 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/ 74. Choo, C.W. (1998). Information Management for the Intelligent Organization (2nd ed.). Information Today, Inc.: Medford, New Jersey
Single-Loop Learning
Norms
Assumptions
Strategies
Organizational action
Outcomes
Double-Loop Learning
Chart: Dr. Chun Wei Choo 76. Ease of
Use
Craft
Value
© Facebook/Analog Research Lab —Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Quality framework
Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri 77. Ease of
Use
Craft
Value
Quality framework
© Facebook/Analog Research Lab —Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri 78. Ease of
Use
Craft
Value
Quality framework
© Facebook/Analog Research Lab —Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri 79. Quality framework
© Facebook/Analog Research Lab —Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Ease of
Use
Craft
Value
Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri 80. Chart: Jesse James Garrett
© Jesse James Garret, The Elements of User Experience -http://www.jjg.net/elements/ (used with permission)
The five planes of user experience 81. where content is seen and used
Chart: Jesse James Garrett
© Jesse James Garret, The Elements of User Experience -http://www.jjg.net/elements/ (used with permission) 82. Where content is modeled and built
Chart: Jesse James Garrett
© Jesse James Garret, The Elements of User Experience -http://www.jjg.net/elements/ (used with permission) 83. Where content is proposed and planned
© Jesse James Garret, The Elements of User Experience -http://www.jjg.net/elements/ (used with permission)
Chart: Jesse James Garrett 84. Chart: Jesse James Garrett
© Jesse James Garret, The Elements of User Experience -http://www.jjg.net/elements/ (used with permission)
WhereContent Strategy
Happens 86. The path from strategy to surface isNon-Linear
© Daniel Olnes-flickr.com/photos/dno1967b/14785722509 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ 88. Our Content Principles
Use plain language and be concise.
Clearly explain how things work and give people enough info to make good decisions.
© Facebook/Content Strategy 89. Our Content Principles
Use plain language and be concise.
Clearly explain how things work and give people enough info to make good decisions.
Be friendly, conversational and respectful—like you’re talking to a neighbor.
© Facebook/Content Strategy 92. Does this sound like us?
Error 24601: NegFault Config^n2.1x
LOLz, 404 #YOLO 93. Does this sound like us?
Error 24601: NegFault Config^n2.1x
LOLz, 404 #YOLO
Sorry, there’s a temporary issue with your post. Please try again in a minute. 94. Sorry, there’s a temporary issue with your post. Please try again in a minute. 95. Sorry, there’s a temporary issue with your post. Please try again in a minute.
What happened? 96. Sorry, there’s a temporary issue with your post.Please try again in a minute.
Where did it happen? 97. Sorry, there’s a temporary issue with your post. Please try again in a minute.
What should
I do next? 98. Sorry, there’s a temporary issue with your post. Please try again in a minute.
When? 99. 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? 100. Sorry, there’s a temporary issue with your post. Please try again in a minute.
fear
Relief
Impatience
Anxiety 101. Use plain language and be concise.
Clearly explain how things work and give people enough info to make good decisions.
Be friendly, conversational and respectful—like you’re talking to a neighbor.
© Facebook/Content Strategy 102. What I’ve learnedfrom fourproducts
© Kevin O’Mara -flickr.com/photos/kevinomara/6980790993 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/ 103. Saved
less content ismore difficult
© Facebook -http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/ 105. Saved
Make the mostof small spaces
© Facebook -http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/ 107. Login
Great contentis invisible
© Facebook -http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/ 108. Login
Optimize for clarity
And show examples
© Facebook -http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/ 109. Login
Break Apartbig decisions
© Facebook -http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/ 110. Anonymous Login
It’s hard to tellwhere design endsand content begins
© Facebook -http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/ 111. Anonymous Login
Content leads design,
Design leads content,
Both lead experience
© Facebook -http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/ 112. Anonymous Login
Use research toIterate rapidly
© Facebook -http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/ 117. Optional and opt-in
Shows you value upfront
Offers you clear choices
Easy to opt-out
Content Strategy outcomes 118. We plannedforthese experiences
© Jesse James Garret, The Elements of User Experience -http://www.jjg.net/elements/ (used with permission)
Chart: Jesse James Garrett 119. So we couldbuildthem
© Jesse James Garret, The Elements of User Experience -http://www.jjg.net/elements/ (used with permission)
Chart: Jesse James Garrett 120. For peopleto use
© Jesse James Garret, The Elements of User Experience -http://www.jjg.net/elements/ (used with permission)
Chart: Jesse James Garrett 121. Chart: Jesse James Garrett
© Jesse James Garret, The Elements of User Experience -http://www.jjg.net/elements/ (used with permission)
This is whereContent Strategy
Happens 122. Let’s Stand up for
Value
© Facebook/Analog Research Lab —Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri 123. Let’s Stand up for
Value
Ease of Use
© Facebook/Analog Research Lab —Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri 124. Let’s Stand up for
Value
Ease of Use
Craft
© Facebook/Analog Research Lab —Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri 126. why
how
what
“Start with Why” © Simon Sinek, www.startwithwhy.com
Let’s Stand up for
Startingwith Why
Chart: Simon Sinek 138. © Thomas Hawk –flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
hey 139. © Thomas Hawk –flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
We should all be standing 145. “Your goal isyour goal.”
Quote by Michael Powers -http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-user-testing/29 © BronskiBeat -flickr.com/photos/runesteiness/3843101159 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
Source: Michael Powers