responsive content strategy

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

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

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Page 1: Responsive content strategy

Raffaele Boiano

FREE WEBINAR - ARCHITECTA

nell’era della content strategy

@rainwiz #responsivecontent

responsive content

@rainwiz #architecta #responsivecontent

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e perché ci siete anche voi?perché sono qui?

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

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A intro B content strategy touchpointC copeD outroE

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

[ri-spon-siv]

n.

A intro B content strategy touchpointC copeD outroE

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breakpoints

A intro B content strategy touchpointC copeD outroE

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

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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

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

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#2: mobile means less

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#3: complexity is a dirty word

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#4: extra taps and clicks are evil

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#5: gotta have a mobile website

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#6: mobile is about apps

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#7: CMS and APIs are for data nerds

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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

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#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

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#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

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#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

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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

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#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

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#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

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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

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Affinity diagram

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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 - [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

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Storia 2012/219

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Customer story nello storygraph

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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

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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

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create once publish everywherecope system

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

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SITO

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

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SITO

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

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CONTENT

Karen Mc Grane, Adapting Ourselves to Adaptive Content

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CONTENT

WEBSITE

Karen Mc Grane, Adapting Ourselves to Adaptive Content

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CONTENT

SOCIAL MEDIA

WEBSITE

Karen Mc Grane, Adapting Ourselves to Adaptive Content

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CONTENT

SOCIAL MEDIA

MICROSITES

WEBSITE

Karen Mc Grane, Adapting Ourselves to Adaptive Content

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CONTENT

SOCIAL MEDIA

MICROSITES

WEBSITE

BLOGS

Karen Mc Grane, Adapting Ourselves to Adaptive Content

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CONTENT

INTRANET

SOCIAL MEDIA

MICROSITES

WEBSITE

BLOGS

Karen Mc Grane, Adapting Ourselves to Adaptive Content

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CONTENT

EMAIL

INTRANET

SOCIAL MEDIA

MICROSITES

WEBSITE

BLOGS

Karen Mc Grane, Adapting Ourselves to Adaptive Content

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CONTENT

EMAIL

INTRANET

SOCIAL MEDIA

MICROSITES

WEBSITE

PRINT

BLOGS

Karen Mc Grane, Adapting Ourselves to Adaptive Content

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CONTENT

EMAIL

INTRANET

SOCIAL MEDIA

MICROSITES

WEBSITE

PRINT

TABLET APPS

BLOGS

Karen Mc Grane, Adapting Ourselves to Adaptive Content

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CONTENT

EMAIL

INTRANET

SOCIAL MEDIA

MICROSITES

WEBSITE

PRINT

TABLET APPS

MOBILE APPS

BLOGS

Karen Mc Grane, Adapting Ourselves to Adaptive Content

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CONTENT

EMAIL

INTRANET

SOCIAL MEDIA

MICROSITES

MOBILE WEB

WEBSITE

PRINT

TABLET APPS

MOBILE APPS

BLOGS

Karen Mc Grane, Adapting Ourselves to Adaptive Content

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PRINT

EMAIL

INTRANET

SOCIAL MEDIA

MICROSITES

MOBILE WEB

WEBSITE

PRINT

TABLET APPS

MOBILE APPS

BLOGS

Karen Mc Grane, Adapting Ourselves to Adaptive Content

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WEB

EMAIL

INTRANET

SOCIAL MEDIA

MICROSITES

MOBILE WEB

WEBSITE

PRINT

TABLET APPS

MOBILE APPS

BLOGS

Karen Mc Grane, Adapting Ourselves to Adaptive Content

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MOBILE

EMAIL

INTRANET

SOCIAL MEDIA

MICROSITES

MOBILE WEB

WEBSITE

PRINT

TABLET APPS

MOBILE APPS

BLOGS

Karen Mc Grane, Adapting Ourselves to Adaptive Content

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che mi porto a casa?so what?

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

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#1

content chunk writingmultiple size

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

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Wordpress - rainwiz.com

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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)

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Guida Enasarco - Contributo minimo annuo

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Guida Enasarco - Contributo minimo annuo

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”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

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taxonomymetadata first#2

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

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“”

Ethan Resnick, @studip101

Metadata is the new art direction.

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

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structure content once, use anywhereplan reuse#3

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

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NomeCodiceModelloMarcaDescrizione

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

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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

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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

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data.nytimes.com

A intro B content strategy touchpointC copeD outroE

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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

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responsive designmeans

responsive content

A intro B content strategy touchpointC copeD outroE

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Raffaele Boiano

Grazie!@rainwiz

Thanks to:

Josh ClarkKristina HalvorsonRachel LovingerEthan MarcotteKaren Mc GraneSara Wachter-Boettcher

[email protected]