Come ripensare la content strategy per progetti responsive. A cura di Raffaele Boiano aka Rainwiz.

1. @rainwiz #architecta #responsivecontent
responsive content
nell’era della content strategy
Raffaele Boiano
FREE WEBINAR - ARCHITECTA
@rainwiz #responsivecontent

2. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #iawebinar
perché sono qui?
e perché ci siete anche voi?

3. A intro B content strategy C touchpoint D cope E outro

4. A intro B content strategy C touchpoint D cope E outro
responsive
[ri-spon-siv]
n. responding especially readily and sympathetically to
appeals,efforts, influences, etc.

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breakpoints

6. TIME responsive design | http://www.lukew.com/ff/entry.asp?1691

7. A intro B content strategy C touchpoint D cope E outro
mobile
[moh bahyl]
n. capable of moving or being moved readily
...pertaining to or noting a cell phone, usually one with
computing ability, or a portable, wireless computing
device used while held in the hand, as in mobile tablet;
mobile PDA; mobile app

8. Apollo e i continenti, G.B. Tiepolo, Wurzburg 1752

9. #1: mobile users are always distracted and in a rush

10. #2: mobile means less

11. #3: complexity is a dirty word

12. #4: extra taps and clicks are evil

13. #5: gotta have a mobile website

14. #6: mobile is about apps

15. #7: CMS and APIs are for data nerds

16. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
content strategy
[kon-tent strat-i-jee]
n. Content strategy plans for the creation, publication, and
governance of useful, usable content

17. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
#1
linea editoriale
le linee guida che regolano la produzione del
contenuto: valori, tono, voce, aspetti legali, user-
generated content.
Queste specifiche contribuiscono a definire il
calendario editoriale.

18. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
#2
web writing
la pratica di scrivere contenuti utili e usabili pensati
per la lettura sullo schermo.
È molto più del copywriting. Un web writer deve
capire le basi dell’user experience design, saper
valorizzare un sistema di metadati e gestire un
content inventory in continuo divenire.

19. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
#3
metadati
progettare i tipi e la struttura dei metadati, cioè i
dati sui dati.
Metadati ben strutturati aiutano a identificare,
organizzare, usare e riusare i contenuti in maniera
da rappresentare un valore per molteplici target.

20. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
#4
trovabilità
è il processo che mira a scrivere e organizzare i
contenuti per aumentare la loro potenziale rilevanza
per keyword specifiche sui motori di ricerca.

21. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
#5
content workflow
progettare e amministrare il processo e le
tecnologie per raccogliere, produrre, conservare e
distribuire i contenuti di un’organizzazione.
Definire il ciclo di vita del contenuto è un’attività
chiave.

22. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
#6
x-channel strategy
come e dove il contenuto sarà reso disponibile agli
utenti.

23. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
touchpoint
[ˈtʌtʃpɔɪnt]
n. Il touchpoint è il punto di contatto tra brand e
stakeholders (clienti, clienti potenziali, impiegati,
investors ecc).

24. Affinity diagram

25. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
MY COMPANY - STORYGRAPH
Process
Strategy
LINE OF INTERNAL ACTION
Operations
Area owned digital media management social media management (earned media) press owned press staff training
LINE OF VISIBILITY
Content & Design & Write post Send Produce Tweet & Socialize Update Write & Manage Face to face
knowledge development & manage targeted awareness relate contents professional activity produce customer relations &
Activity base 24/7 self- interactions messages video & manage network & & media editions relation solutions
management service interactions projects relations
FONDAZIONE 01
Enasarco Magazine
Affrontare il cambiamento:
la nuova sfida per il presente
Agente: un lavoro
che dà valore all’azienda
Speciale convenzioni
Soggiorni termali e climatici 2010
Touchpoints
public portal restricted area blog newsletter youtube twitter facebook linkedIN press & media house organ cust. service
LINE OF USER INTERACTION
1. Core services
2. Send feedback
3. Discuss/Share
4. Ask for help
5. Networking
6. Discover news
7. Know in depth
A B C D E F G H I L M N
Raffaele Boiano - rainwiz@rainwiz.com
This work is licensed under a Creative Commons Attribution 3.0 Unported License Ideal suitable but not ideal unsuitable
This is a free culture license!
Fondazione Enasarco, Touchpoints management

26. Storia 2012/219

27. Customer story nello storygraph

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content as service
Pensare al contenuto non più come un prodotto (il
libro, il giornale, la brochure) ma come servizio, cioè
informazione disponibile.
E strutturarlo per essere più riusabile possibile,
pensando al futuro, sapendo che è in continuo
divenire.

29. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
“ Fragmenting our content across
different “device-optimized”
experiences is a losing
proposition, or at least an
unsustainable one.
Ethan Marcotte
”

30. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
cope system
create once publish everywhere

31. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
SITO

32. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
SITO

33. CONTENT
Karen Mc Grane, Adapting Ourselves to Adaptive Content

34. WEBSITE
CONTENT
Karen Mc Grane, Adapting Ourselves to Adaptive Content

35. WEBSITE
SOCIAL
MEDIA
CONTENT
Karen Mc Grane, Adapting Ourselves to Adaptive Content

36. WEBSITE
SOCIAL
MEDIA
CONTENT
MICROSITES
Karen Mc Grane, Adapting Ourselves to Adaptive Content

37. WEBSITE
SOCIAL
MEDIA
CONTENT
MICROSITES
BLOGS
Karen Mc Grane, Adapting Ourselves to Adaptive Content

38. WEBSITE
SOCIAL
MEDIA
CONTENT
MICROSITES
BLOGS
INTRANET
Karen Mc Grane, Adapting Ourselves to Adaptive Content

39. WEBSITE
SOCIAL
MEDIA
CONTENT
MICROSITES
BLOGS EMAIL
INTRANET
Karen Mc Grane, Adapting Ourselves to Adaptive Content

40. WEBSITE
SOCIAL
MEDIA
CONTENT
MICROSITES PRINT
BLOGS EMAIL
INTRANET
Karen Mc Grane, Adapting Ourselves to Adaptive Content

41. WEBSITE
SOCIAL TABLET
MEDIA APPS
CONTENT
MICROSITES PRINT
BLOGS EMAIL
INTRANET
Karen Mc Grane, Adapting Ourselves to Adaptive Content

42. WEBSITE MOBILE
APPS
SOCIAL TABLET
MEDIA APPS
CONTENT
MICROSITES PRINT
BLOGS EMAIL
INTRANET
Karen Mc Grane, Adapting Ourselves to Adaptive Content

43. MOBILE
WEB
WEBSITE MOBILE
APPS
SOCIAL TABLET
MEDIA APPS
CONTENT
MICROSITES PRINT
BLOGS EMAIL
INTRANET
Karen Mc Grane, Adapting Ourselves to Adaptive Content

57. MOBILE
WEB
WEBSITE MOBILE
APPS
SOCIAL TABLET
MEDIA APPS
PRINT
MICROSITES PRINT
BLOGS EMAIL
INTRANET
Karen Mc Grane, Adapting Ourselves to Adaptive Content

58. MOBILE
WEB
WEBSITE MOBILE
APPS
SOCIAL TABLET
MEDIA APPS
WEB
MICROSITES PRINT
BLOGS EMAIL
INTRANET
Karen Mc Grane, Adapting Ourselves to Adaptive Content

59. MOBILE
WEB
WEBSITE MOBILE
APPS
SOCIAL TABLET
MEDIA APPS
MOBILE
MICROSITES PRINT
BLOGS EMAIL
INTRANET
Karen Mc Grane, Adapting Ourselves to Adaptive Content

60. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
so what?
che mi porto a casa?

61. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
#1
multiple size
content chunk writing

72. Wordpress - rainwiz.com

73. Detail title (senza limite)
Featured title (max 8 parole)
Short title (max 5 parole)
Detail teaser (senza limite)
Short teaser (max 8 parole)
Detail abstract (senza limite)
Featured abstract (120 caratteri)

74. Guida Enasarco - Contributo minimo annuo

75. Guida Enasarco - Contributo minimo annuo

76. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
“The more structure
you put into content
the freer it will
become.
Rachel Lovinger
”

77. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
#2
metadata first
taxonomy

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“Metadata is the new
art direction.
”
Ethan Resnick, @studip101

88. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
#3
plan reuse
structure content once, use anywhere

90. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
Nome
Codice
Modello
Marca
Descrizione

91. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
Nome
Codice
Modello
Marca
Descrizione
Lunghezza focale
Apertura massima
Apertura minima
Schema ottico
Angolo di campo
Distanza minima per la messa a fuoco
Rapporto di riproduzione massimo
Lamelle del diaframma
Messa a fuoco
Modi di messa a fuoco
Dimensione attacco filtro
Diametro x lunghezza
Peso

92. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
“ Instead of crafting a website, you
have to put more effort into
crafting the description of the
different bits of an asset, so they
can be reused more effectively,
so they can deliver more value.
Nic Newman, BBC
”

93. A intro B content strategy C touchpoint D cope E outro
data.nytimes.com

94. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
responsive design
vs
adaptive layout
Il layout è solo una delle componenti del design

95. A intro B content strategy C touchpoint D cope E outro
responsive design
means
responsive content

96. Grazie!
Raffaele Boiano @rainwiz
rainwiz@rainwiz.com
Thanks to:
Josh Clark
Kristina Halvorson
Rachel Lovinger
Ethan Marcotte
Karen Mc Grane
Sara Wachter-Boettcher