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Raaele Boiano PLONE DAY - ENEA nell’era della content strategy @rainwiz #responsivecontent responsive content @rainwiz #ploneday #responsivecontent

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Page 1: Responsive content

Ra!aele Boiano

PLONE DAY - ENEA

nell’era della content strategy

@rainwiz #responsivecontent

responsive content

@rainwiz #ploneday #responsivecontent

Page 2: Responsive content

e perché ci siete anche voi?perché sono qui?

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

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

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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.

metadata strategy

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.

searchable content

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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managementtouchpoint

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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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

Primari: gestione iscritti, entrate, uscite, attività ispettiva'L�VXSSRUWR��VLVWHPL�H�LQIUDVWUXWWXUD��SURFXUHPHQW��+5��ÀQDQFH��OHJDOH��LQWHUQDO�DXGLWLQJ��UHOD]LRQL�LVWLWX]LRQDOL

owned digital media management owned press staff training

3URJHWWDUH�H�UHDOL]]DUH�VWUXPHQWL�IURQW�RIÀFH��EDFN�RIÀFH6YLOXSSDUH�XQ�SLDQR�GL�PDUNHWLQJ�H�FRPXQLFD]LRQH

6YLOXSSR�DSSOLFDWLYR��XVHU�UHVHDUFK��GHVLJQ��SURFHVV�DQDO\VLV��NQRZOHGJH�EDVH�PDQDJHPHQW��FRS\ZULWLQJ��QHZVPDNLQJ*HVWLRQH�HYHQWL��XIÀFLR�VWDPSD��PHGLD�UHODWLRQV��FXVWRPHU�UHODWLRQ�PDQDJHPHQW

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

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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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”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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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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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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Raffaele Boiano

Grazie!@rainwiz

Thanks to:

Karen Mc GraneKristina Halvorson

[email protected]