responsive content
Post on 10-Jun-2015
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Ra!aele Boiano
PLONE DAY - ENEA
nell’era della content strategy
@rainwiz #responsivecontent
responsive content
@rainwiz #ploneday #responsivecontent
e perché ci siete anche voi?perché sono qui?
A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday
A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday
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.
metadata strategy
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.
searchable content
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
managementtouchpoint
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
Portale inEnasarco Blog Newsletter Youtube Twitter Facebook LinkedIN Press & Media Magazine Contact Cent. Sedi
enasarco.it
EnasarcoMagazineFONDAZIONE 01
Affrontare il cambiamento:la nuova sfida per il presenteAgente: un lavoroche dà valore all’aziendaSpeciale convenzioniSoggiorni termali e climatici 2010
Adatto ma non ideale Inadatto
social media management
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
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owned digital media management owned press staff training
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press
FONDAZIONE ENASARCO - TOUCHPOINTS MANAGEMENT
Touchpoints
LINE OF VISIBILITY
LINE OF INTERNAL ACTION
Scoprire novità
Discutere/condividere
Chiedere aiuto/info
Processi
LINE OF USER INTERACTION
Approfondire
Attività
Fruire di servizi core
Inviare feedback
Fare network
Ideale
Strategia
Ambito
Interventi
Fondazione Enasarco, Touchpoints management
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
INTRANET
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
INTRANET
SOCIAL MEDIA
MICROSITES
WEBSITE
TABLET APPS
BLOGS
Karen Mc Grane, Adapting Ourselves to Adaptive Content
CONTENT
INTRANET
SOCIAL MEDIA
MICROSITES
WEBSITE
TABLET APPS
MOBILE APPS
BLOGS
Karen Mc Grane, Adapting Ourselves to Adaptive Content
CONTENT
INTRANET
SOCIAL MEDIA
MICROSITES
MOBILE WEB
WEBSITE
TABLET APPS
MOBILE APPS
BLOGS
Karen Mc Grane, Adapting Ourselves to Adaptive Content
INTRANET
SOCIAL MEDIA
MICROSITES
MOBILE WEB
WEBSITE
TABLET APPS
MOBILE APPS
BLOGS
Karen Mc Grane, Adapting Ourselves to Adaptive Content
WEB
INTRANET
SOCIAL MEDIA
MICROSITES
MOBILE WEB
WEBSITE
TABLET APPS
MOBILE APPS
BLOGS
Karen Mc Grane, Adapting Ourselves to Adaptive Content
MOBILE
INTRANET
SOCIAL MEDIA
MICROSITES
MOBILE WEB
WEBSITE
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
“
”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
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
responsive designvs
adaptive layoutIl layout è solo una delle componenti del design
A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday
Raffaele Boiano
Grazie!@rainwiz
Thanks to:
Karen Mc GraneKristina Halvorson
rainwiz@rainwiz.com
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