responsive content strategy
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Come ripensare la content strategy per progetti responsive. A cura di Raffaele Boiano aka Rainwiz.TRANSCRIPT
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.
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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
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#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
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owned digital media management owned press staff training
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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 - [email protected] 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
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“
”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
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
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
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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
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“
”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
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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