Responsive content strategy

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Responsive una parola che abbiamo colpevolmente lasciato in gestione esclusiva a designer e sviluppatori, quando il contenuto stesso delle nostre narrazioni ha bsigno di essere strutturato per permettere esperienze diverse ma ugualmente soddisfacenti in un'ampia variet di contesti.

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  • 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.

    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 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.

    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.

    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

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

  • #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

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

  • #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

    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 unorganizzazione.

    Definire il ciclo di vita del contenuto unattivit chiave.

    content workflow

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

  • #6

    come e dove il contenuto sar reso disponibile agli utenti.

    x-channel strategy

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

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

    [ttpnt]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 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

    'HVLJQGHSOR\RQOLQHWRROVIURQWRIFHEDFNRIFH0DUNHWLQJFRPPXQLFDWLRQ

    $SSOLFDWLRQGHYHORSPHQWXVHUUHVHDUFKGHVLJQSURFHVVDQDO\VLVNQRZOHGJHEDVHPDQDJHPHQWFRS\ZULWLQJQHZVPDNLQJ(YHQWPDQDJHPHQWSUHVVRIFHPHGLDUHODWLRQVFXVWRPHUUHODWLRQPDQDJHPHQW

    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 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

    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

  • 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

    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 #p