responsive content strategy

Raffaele Boiano

FREE WEBINAR - ARCHITECTA

nell’era della content strategy

@rainwiz #responsivecontent

responsive content

@rainwiz #architecta #responsivecontent

e perché ci siete anche voi?perché sono qui?

A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #iawebinar

A intro B content strategy touchpointC copeD outroE

responsiveresponding especially readily and sympathetically to appeals,efforts, influences, etc.

[ri-spon-siv]

n.

A intro B content strategy touchpointC copeD outroE

breakpoints

A intro B content strategy touchpointC copeD outroE

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

mobilecapable 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

[moh bahyl]

n.

A intro B content strategy touchpointC copeD outroE

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

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

#2: mobile means less

#3: complexity is a dirty word

#4: extra taps and clicks are evil

#5: gotta have a mobile website

#6: mobile is about apps

#7: CMS and APIs are for data nerds

content strategyContent strategy plans for the creation, publication, and governance of useful, usable content

[kon-tent strat-i-jee]

n.

A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday

#1

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.

linea editoriale

A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday

#2

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.

web writing

A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday

#3

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.

metadati

A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday

#4

è il processo che mira a scrivere e organizzare i contenuti per aumentare la loro potenziale rilevanza per keyword specifiche sui motori di ricerca.

trovabilità

A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday

#5

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.

content workflow

A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday

#6

come e dove il contenuto sarà reso disponibile agli utenti.

x-channel strategy

A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday

touchpointIl touchpoint è il punto di contatto tra brand e stakeholders (clienti, clienti potenziali, impiegati, investors ecc).

[ˈtʌtʃpɔɪnt]

n.

A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday

Affinity diagram

public portal restricted area blog newsletter youtube twitter facebook linkedIN press & media house organ cust. service RIÀFHV

EnasarcoMagazineFONDAZIONE 01

Affrontare il cambiamento:la nuova sfida per il presenteAgente: un lavoroche dà valore all’aziendaSpeciale convenzioniSoggiorni termali e climatici 2010

suitable but not ideal unsuitable

social media management (earned media)

Tweet & relate

Update professional network & projects

3UHVV�RIÀFH�activity & media relations

Produce awareness video

Manage customer relation

Face to face relations & solutions

Send targeted messages

Write post & manage interactions

Design & development 24/7 self-service

Content & knowledge base management

Socialize contents & manage interactions

Write & produce editions

3ULPDU\��PDQDJH�PHPEHUV��LQFRPH��RXWÁRZ6HFRQGDU\��,7��SURFXUHPHQW��+5��ÀQDQFH��OHJDO��LQWHUQDO�DXGLWLQJ��SU

owned digital media management owned press staff training

'HVLJQ��GHSOR\�RQ�OLQH�WRROV��IURQW�RIÀFH��EDFN�RIÀFH�0DUNHWLQJ��FRPPXQLFDWLRQ

$SSOLFDWLRQ�GHYHORSPHQW��XVHU�UHVHDUFK��GHVLJQ��SURFHVV�DQDO\VLV��NQRZOHGJH�EDVH�PDQDJHPHQW��FRS\ZULWLQJ��QHZVPDNLQJ(YHQW�PDQDJHPHQW��SUHVV�RIÀFH��PHGLD�UHODWLRQV��FXVWRPHU�UHODWLRQ�PDQDJHPHQW

press

MY COMPANY - STORYGRAPH

Touchpoints

LINE OF VISIBILITY

LINE OF INTERNAL ACTION

6. Discover news

3. Discuss/Share

4. Ask for help

Process

LINE OF USER INTERACTION

7. Know in depth

Operations

1. Core services

2. Send feedback

5. Networking

Ideal

Strategy

Area

Activity

A B C D E F G H I L M N

Ra!aele Boiano - rainwiz@rainwiz.com This work is licensed under a Creative Commons Attribution 3.0 Unported License This is a free culture license!

Fondazione Enasarco, Touchpoints management

A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday

Storia 2012/219

Customer story nello storygraph

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.

content as service

A intro B content strategy touchpointC copeD outroE

“

”Ethan Marcotte

Fragmenting our content across different “device-optimized” experiences is a losing proposition, or at least an unsustainable one.

A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday

create once publish everywherecope system

@rainwiz #responsivecontent #plonedayA intro B content strategy touchpointC copeD outroE

SITO

@rainwiz #responsivecontent #plonedayA intro B content strategy touchpointC copeD outroE

SITO

@rainwiz #responsivecontent #plonedayA intro B content strategy touchpointC copeD outroE

CONTENT

Karen Mc Grane, Adapting Ourselves to Adaptive Content

CONTENT

WEBSITE

Karen Mc Grane, Adapting Ourselves to Adaptive Content

CONTENT

SOCIAL MEDIA

WEBSITE

Karen Mc Grane, Adapting Ourselves to Adaptive Content

CONTENT

SOCIAL MEDIA

MICROSITES

WEBSITE

Karen Mc Grane, Adapting Ourselves to Adaptive Content

CONTENT

SOCIAL MEDIA

MICROSITES

WEBSITE

BLOGS

Karen Mc Grane, Adapting Ourselves to Adaptive Content

CONTENT

INTRANET

SOCIAL MEDIA

MICROSITES

WEBSITE

BLOGS

Karen Mc Grane, Adapting Ourselves to Adaptive Content

CONTENT

EMAIL

INTRANET

SOCIAL MEDIA

MICROSITES

WEBSITE

BLOGS

Karen Mc Grane, Adapting Ourselves to Adaptive Content

CONTENT

EMAIL

INTRANET

SOCIAL MEDIA

MICROSITES

WEBSITE

PRINT

BLOGS

Karen Mc Grane, Adapting Ourselves to Adaptive Content

CONTENT

EMAIL

INTRANET

SOCIAL MEDIA

MICROSITES

WEBSITE

PRINT

TABLET APPS

BLOGS

Karen Mc Grane, Adapting Ourselves to Adaptive Content

CONTENT

EMAIL

INTRANET

SOCIAL MEDIA

MICROSITES

WEBSITE

PRINT

TABLET APPS

MOBILE APPS

BLOGS

Karen Mc Grane, Adapting Ourselves to Adaptive Content

CONTENT

EMAIL

INTRANET

SOCIAL MEDIA

MICROSITES

MOBILE WEB

WEBSITE

PRINT

TABLET APPS

MOBILE APPS

BLOGS

Karen Mc Grane, Adapting Ourselves to Adaptive Content

PRINT

EMAIL

INTRANET

SOCIAL MEDIA

MICROSITES

MOBILE WEB

WEBSITE

PRINT

TABLET APPS

MOBILE APPS

BLOGS

Karen Mc Grane, Adapting Ourselves to Adaptive Content

WEB

EMAIL

INTRANET

SOCIAL MEDIA

MICROSITES

MOBILE WEB

WEBSITE

PRINT

TABLET APPS

MOBILE APPS

BLOGS

Karen Mc Grane, Adapting Ourselves to Adaptive Content

MOBILE

EMAIL

INTRANET

SOCIAL MEDIA

MICROSITES

MOBILE WEB

WEBSITE

PRINT

TABLET APPS

MOBILE APPS

BLOGS

Karen Mc Grane, Adapting Ourselves to Adaptive Content

che mi porto a casa?so what?

A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday

#1

content chunk writingmultiple size

A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday

Wordpress - rainwiz.com

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)

Guida Enasarco - Contributo minimo annuo

Guida Enasarco - Contributo minimo annuo

“

”Rachel Lovinger

The more structure you put into content the freer it will become.

A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday

taxonomymetadata first#2

A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday

“”

Ethan Resnick, @studip101

Metadata is the new art direction.

A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday

structure content once, use anywhereplan reuse#3

A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday

NomeCodiceModelloMarcaDescrizione

A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday

NomeCodiceModelloMarcaDescrizione

Lunghezza focaleApertura massimaApertura minimaSchema otticoAngolo di campoDistanza minima per la messa a fuocoRapporto di riproduzione massimoLamelle del diaframmaMessa a fuocoModi di messa a fuocoDimensione attacco filtroDiametro x lunghezzaPeso

A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday

“

”Nic Newman, BBC

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.

A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday

data.nytimes.com

A intro B content strategy touchpointC copeD outroE

responsive designvs

adaptive layoutIl layout è solo una delle componenti del design

A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday

responsive designmeans

responsive content

A intro B content strategy touchpointC copeD outroE

Raffaele Boiano

Grazie!@rainwiz

Thanks to:

Josh ClarkKristina HalvorsonRachel LovingerEthan MarcotteKaren Mc GraneSara Wachter-Boettcher

rainwiz@rainwiz.com