Driving a Multichannel Experience From a Single Message

#singlemsg | @mbloomstein

© 2012 © 2012

Margot Bloomstein IA Summit March 2012 @mbloomstein #singlemsg

DRIVING A MULTICHANNEL EXPERIENCE FROM A SINGLE MESSAGE


© 2012

Why content strategy?


© 2012

Why content strategy?

Because we all want the same thing, but content keeps getting in the way.


© 2012

Deliver on time, on budget


© 2012

Maintain a consistent vision


© 2012

Support a holistic user experience


© 2012

Keep the voice in microcopy


© 2012

Ensure cross-channel consistency


© 2012

Ensure cross-channel consistency …among multiple bloggers


© 2012

Ensure cross-channel consistency …among print

and web and phone


© 2012

Ensure cross-channel consistency …between Twitter and Facebook


© 2012

Ensure cross-platform consistency (and contextual relevance)


© 2012

First things first.

What do you need to communicate?


© 2012

First things first.

Why even redesign this website,


© 2012

First things first.

Why even redesign this website, let the CEO start blogging,


© 2012

First things first.

Why even redesign this website, let the CEO start blogging, audit the content,


© 2012

First things first.

Why even redesign this website, let the CEO start blogging, audit the content, start engaging on Twitter,


© 2012

First things first.

Why even redesign this website, let the CEO start blogging, audit the content, start engaging on Twitter, consolidate the current site architecture,


© 2012

First things first.

Why even redesign this website, let the CEO start blogging, audit the content, start engaging on Twitter, consolidate the current site architecture, add video testimonials,


© 2012

First things first.

Why even redesign this website, let the CEO start blogging, audit the content, start engaging on Twitter, consolidate the current site architecture, add video testimonials, incorporate user reviews,


© 2012

First things first.

Why even redesign this website, let the CEO start blogging, audit the content, start engaging on Twitter, consolidate the current site architecture, add video testimonials, incorporate user reviews, develop new brand guidelines…


© 2012

First things first.

Why even redesign this website, let the CEO start blogging, audit the content, start engaging on Twitter, consolidate the current site architecture, add video testimonials, incorporate user reviews, develop new brand guidelines… if you don’t know what you need to communicate?


© 2012

If you don’t know what you need to communicate, how will you know if you succeed?


© 2012

If you don’t know what you need to communicate, how will you the right channels for your message?


© 2012

Establish the message architecture.


© 2012



© 2012



© 2012

What’s a message architecture?

A hierarchy of communication goals that reflects a common vocabulary.


© 2012

What’s a message architecture?

Concrete, shared terminology, not abstract concepts.


© 2012

Make us look innovative, but not risky.


© 2012

It should say traditional, but edgy.


© 2012 ©Warby Parker


© 2012

Words are valuable, but meaningless without context and priority.


© 2012

How?

• Engage in a tangible, hands-on way • Encourage debate and conversation • Identify points of disagreement • Prevent seagulling • Force prioritization • Encourage ownership & investment


© 2012

Cardsorting

Step one: • Who we are • Who we’re not • Who we’d like to be


© 2012

proactive trusted cool narrow slick value-oriented actionable tailored down-to-earth practical custom innovative hip conservative diverse elite relationship-oriented driven leading edge experienced

urban customer-oriented market-driven professional technological aggressive visionary white collar tactical responsive consistent traditional savvy eclectic formal fair trendy simple serious regional

broad high-quality friendly fun the thought leader current approachable welcoming blue collar strategic premium classic cutting edge reactive expensive authentic flexible international reliable efficient

national detail-oriented timeless elegant accessible responsible sexy high-level bleeding edge tried-and-true rural in touch wise empowering assertive informal progressive modern casual historic


© 2012


© 2012

Cardsorting

Step two: • Who we are Who we’d like to be


© 2012


© 2012

Cardsorting

Step three: • Prioritize the goals • Tell the story of those aspirations


© 2012

Why do this?


© 2012


© 2012

Why do this?

Words are cheaper than comps.


© 2012

Why do this?

Let creative colleagues refine the concept, rather than confirm the purpose.


© 2012

Why do this?

Gain standards by which to conduct a qualitative audit. (What is “good” anyway?)


© 2012

Why do this?

Sell new content types to manifest the message architecture—not just because they’re trendy.


© 2012

Why do this?

Life in the fast lane is for rock stars (and not sustainable)


© 2012 EVERYTHING, ALL THE TIME?


© 2012

Content strategy:

Strategy is just using limited resources to accomplish a goal.” John Eckman (@jeckman)

“


© 2012

A little thing with big impact.


© 2012


How could we prove this is a car not like anything else out there? It’s a small car, but it’s premium. You get a Porsche 911 ride for a fifth of the cost. It’s got history… but in Europe. You need to give people content to give them history.”

“


© 2012



© 2012

Message architecture

Premium technology • Assertive; ready to perform as a driver’s car • Proactive and supportive of spontaneity Classic design • Experienced and savvy Cheekiness • Smart, “punny,” hip • Fun, gleeful


© 2012


© 2012


© 2012


© 2012


© 2012

If these emails are boring you and you don’t mind missing out on all the lip-smackin’ stuff we’ll be sending in the future, simply send a message to [email protected] and include “Unsubscribe” and your favorite fruit in the subject field.


© 2012

Message architecture drives the user experience


© 2012

Nomenclature Calls to action Instructional content Sentence structure Diction

…in content


© 2012

Photographic angles Dark backgrounds Bold headlines Thick stroke weights

…and in design


© 2012

…and in the choice of features and content types


© 2012

Here’s an example…

Cheeky • Witty and fun • Young without being childish Customer oriented and responsive • Approachable, friendly • Championing and empowering Helpful • Accessible


© 2012


© 2012

From: Little MOO | Print Robot <[email protected]> Subject: MOO | Order 0629312615 | Confirmed Hello I'm Little MOO - the bit of software that will be managing your order with moo.com. It will shortly be sent to Big MOO, our print machine who will print it for you in the next few days. I'll let you know when it's done and on its way to you. Remember, I'm just a bit of software. So, if you have any questions regarding your order please first read our Frequently Asked Questions or contact customer services (who are real people!) Thanks, Little MOO, Print Robot

http://moo.com/�


© 2012

Message architecture…

Cheeky Customer oriented and responsive Helpful


© 2012

So where to from here?

Content audit: measure quality against the aspirational attributes in the message architecture.


© 2012


New content types: prioritize features against the new communication goals. Experience? Portfolio. Trust and responsiveness? Testimonials.


© 2012


Editorial style guidelines: determine diction, sentence structure, formality, etc. Traditional? Longer sentences, more Latinate verbs, pragmatic use of passive voice, etc.


© 2012

But your message architecture comes first.


© 2012

Thank you!

Margot Bloomstein

@mbloomstein

[email protected]

slideshare.net/mbloomstein

http://amzn.to/CSatWork Title image: http://flickr.com/KandyJaxx All other images property of their respective owners or public domain.

Driving a Multichannel Experience From a Single Message

Technology

singlemsg national

mbloomsteinfirst things

thecurrent site architecture

user reviews

single message

holistic user experience

new brand guidelinesif

handson way