Responsive content strategy

Ra!aele Boiano
FREE WEBINAR - ARCHITECTA
nellera della content strategy
@rainwiz #responsivecontent
responsive content
@rainwiz #architecta #responsivecontent

e perch ci siete anche voi?perch sono qui?
A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #iawebinar

A intro B content strategy touchpointC copeD outroE

responsiverespondingespecially readily and sympathetically to appeals,e"orts, influences, etc.
[ri-spon-siv]
n.

breakpoints

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

mobilecapable of moving or being moved readily
...pertaining to or noting a cellphone, 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.

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

#2
la pratica di scrivere contenuti utili e usabili pensati per la lettura sullo schermo.
molto pi del copywriting. Un web writer deve capire le basi delluser experience design, saper valorizzare un sistema di metadati e gestire un content inventory in continuo divenire.
web writing

#3
progettare i tipi e la struttura dei metadati, cio 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

#4
il processo che mira a scrivere e organizzare i contenuti per aumentare la loro potenziale rilevanza per keyword specifiche sui motori di ricerca.
trovabilit

#5
progettare e amministrare il processo e le tecnologie per raccogliere, produrre, conservare e distribuire i contenuti di unorganizzazione.
Definire il ciclo di vita del contenuto unattivit chiave.
content workflow

#6
come e dove il contenuto sar reso disponibile agli utenti.
x-channel strategy

touchpointIl touchpoint il punto di contatto tra brand e stakeholders (clienti, clienti potenziali, impiegati, investors ecc).
[ttpnt]n.

Affinity diagram

public portal restricted area blog newsletter youtube twitter facebook linkedIN press & media house organ cust. service RIFHV
EnasarcoMagazineFONDAZIONE 01
Affrontare il cambiamento:la nuova sfida per il presenteAgente: un lavoroche d valore allaziendaSpeciale convenzioniSoggiorni termali e climatici 2010
suitable but not ideal unsuitable
social media management (earned media)
Tweet & relate
Update professional network & projects
3UHVVRIFHactivity & 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\PDQDJHPHPEHUVLQFRPHRXWRZ6HFRQGDU\,7SURFXUHPHQW+5QDQFHOHJDOLQWHUQDODXGLWLQJSU
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 - 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

Storia 2012/219

Customer story nello storygraph

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

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

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

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

WEB
EMAIL
INTRANET
SOCIAL MEDIA
MICROSITES
MOBILE WEB
WEBSITE
PRINT
TABLET APPS
MOBILE APPS
BLOGS

MOBILE
EMAIL
INTRANET
SOCIAL MEDIA
MICROSITES
MOBILE WEB
WEBSITE
PRINT
TABLET APPS
MOBILE APPS
BLOGS

che mi porto a casa?so what?

#1
content chunk writingmultiple size

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

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

taxonomymetadata first#2

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

structure content once, use anywhereplan reuse#3

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

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 #p

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