4. Today’s Agenda
Message Development Digital Rules of the Road Visualizing the Story
Search Engine Optimization,
Tagging & Keywords
Wrap Up
4
Hotlinks
& Hot Buttons
6. The average attention span
in 2000 was
seconds 12
The average attention span
in 2013 was
seconds 8
Nielson Norman Group/UX Research Group
The average attention span
of a goldfish is
seconds 9
6
7. In bull-riding, the rider must stay atop
the bucking bull for eight seconds.
It’s been called “the most dangerous
eight seconds in sports.”
7
9. If I am to speak ten minutes, I need a week for preparation; if fifteen minutes,
three days; if half an hour, two days; if an hour, I am ready now.
- Woodrow Wilson
12. 12
Digital/Electronic/Distance Face-to-Face Format and Print Options
•! Email
•! Infographics
•! Websites
•! Webinars
•! Conference Calls
•! Social Media
•! Text Messaging
•! Video (Delta Vision)
•! Roadshows
•! Leader Meetings
•! Divisional Meetings
•! Town Hall/All-Hands
•! Briefings
•! FAQs
•! PDFs
•! Posters
•! Memos
•! Bulletins
13. 13
The one thing your users should know
Who, what, when, where and why
Additional facts,
information and quotes
Background and
alternative explanations
Least important
information
15. 15
Think Like a Rookie – imagine you’re not you
Take Out the Guesswork
!! Test communications on others who don’t know the topic well
!! Would your mom understand it?
16. 1. Use Inverted Pyramid.
2. Write engaging headline/subject line.
3. Ensure the message is complete.
4. Edit. Keep paragraphs short: 6 lines max.
5. Test communications for clarity.
6. Ask someone else to read. (They’ll find issues 10X faster).
7. Read out loud from the last sentence to the first (bottom to top).
8. Publish and establish expiration or review date.
“Too much black makes your writing look FAT.”
20. 20
Words to Watch
86 the wimpy words
Seems to be; In order to; Not only is there
Say it with less words
Give out = Offer; Find out = Discover; Make it clearer = Clarify
Nix Passive Tense
“Sally built the model,” not “The model was built by Sally.”
Use “Power Words” IF applicable
“He conveyed an incredible spirit,” versus “He was a great
example.”
Indifferent by Dani Rollifrom the Noun Project
22. A farm girl is dropped
into a surreal world,
incurring the wrath of an
evil witch. A scarecrow,
woodsman, and lion
help her get home.
The Wizard of Oz
25 words
23. Current Rewrite
1.! When staff fatigue was very high during the fourth quarter
because of the additional work on that project that had to be
done by everyone, I led an initiative to improve morale,
efficiencies and to help people feel better.
2.! You should give your writing a proofread.
3.! Alcohol is the single-most cause of hangovers.
4.! The plane’s slow approach was not moving quickly and was met
with the scramble of emergency crews.
5.! I believe that what I have seen is that he shows signs of
carelessness.
6.! She has an extremely high level of intensity.
I led an initiative to improve morale
and efficiencies during the fourth
quarter.
Proofread your writing.
Alcohol causes hangovers.
The plane approached and
emergency crews scrambled.
He is careless.
She is intense.
25. I was always aware that this whole earth is on overload.
- Ridley Scott, Director (Alien, Blade Runner)
26. It’s human nature to
reduce the amount of
cognitive effort
Only 25% words on
a webpage are read
26
27. Go Fish We have one of the best and most popular
intern programs of all companies in our
industry and are looking forward to beginning
this selection process for this year. We are
writing to inform you that all of the information
that we will need from you if you wish to apply
to our program can be accessed through an
online link that can be found below. You will
need to be a college student in order to meet
our eligibility requirements and must complete
the form before the deadline tomorrow. CLICK
HERE TO DOWNLOAD THE FORM FOR THE
PROGRAM
28. Delta’s College Internship Program
Applications are being accepted for Delta’s
best-in industry college student intern
program.
•!Application Form
•!Eligibility: Currently enrolled college students
•!Deadline: November 2, 2015
29. Writing for “Scannability”
29
Go For It!
•! Summaries
•! Bullets/Numbered Lists
•! Additional headings
•! Shorter paragraphs
Limit
•! BOLDFACE
•! Colored text
30. Titles, Headlines and Subjects
Core Content
Clear, Specific and Relevant
•! Relevant and Informative
Performance Review Process
•! No-Nonsense
2014 Year in Review
•! Numbers
Top 3 Ways 2014 Was Great
•! How to
How to Get the Most from 2015
Core Content
Clear, Specific and Relevant
News
Attention-Grabbing and Engaging
•! Controversial
2014 Was the Best Year Ever
•! One-Word
2014
•! Questions
Did You Get Ahead in 2014?
•! Best of
Personal Highlights from 2014
Apple Core by Arthur Shlain from the Noun Project
31. Headlines Have A Secret Formula!
31
Use
•! Number
•! Interesting Adjective
•! Unique promise
•! Power Word
•! Keyword
Formula = Number + Adjective + Promise + Power Word + Keyword
“18 Unbelievable Ways to Bathe an Elephant Indoors”
32. Treat as mini-headlines
5 Basics of Bullet Points
Use symmetry
Avoid bullet barrage
Keep the flow
Include keywords (Search Engine Optimization)
35. I never read. I just look at pictures.
- Andy Warhol
36. Visual Superiority Theory:
Articles with images get 94% more views than those without images
10% 65%
Retention with Content Only Retention with Content + Visuals
38. Image Design Tips: Graphics & Images
38
Graphics & Images
•! Use high resolution
•! Hero shot should pop against site
colors
•! Don’t be afraid of white space
•! Serve the story
•! Consider using images of people
39. Image Design Tips: Infographics
39
Infographics
•! Consider using a templating tool
Visme
Canva
Easel.ly
Piktochart
Infog.ram
•! Keep it scannable and simple
•! Limit your color palette
41. •! Avoid these color combinations:
•! Make it monochrome using various shades of the same color
•! Use high contrast
•! Use thicker lines
•! Don’t assume colors will signal emotions in and of
themselves, add another symbolic image
•! Use texture instead of color
•! Consider checking your colors on a Color Blindness Simulator
45. 4545
If you can’t explain it simply, you don’t understand it well enough.
- Albert Einstein
46. Click Here
Should I Use Click Here?
•! No!
•! Never!
•! Nada!
Instead
•! Link to specifics
•! Use nouns as an anchor
•! End on a link
click by Spencer Loveless from the Noun Project
47. 47
RULES RISKS REWARDS
•! Relative and descriptive
•! Limit the # of links
•! Users leave your content
•! Readers should land in the
right place you promised
•! Preserves white space
•! Used as a call to action
•! Point to an example
•! Serve as the “why”
Test your links regularly!
48. 48
Unlike regular manners, tables should be
used infrequently.
Potential issues
•! Skewed view on various devices
•! Slow to load
•! Can be too wide for printing
Consider Alternatives
•! Use headers and bullets
•! Create large tables in Excel
Potential issues
Skewed view on various devices
Slow to load
Can be too wide for printing
49. 49
PDFs: The Lookers and the Haters
•! PDF is mainly for docs to download and print
•! Usability is ~ 300% worse compared to HTML pages
•! Consider the feasibility of incorporating into a webpage
51. FAQs are:
•! Reinforcement of key concepts
•! Additional points about a topic
•! Details for a subset of your main audience
FAQs are not:
•! A quick-fix due to the lack of a communication plan
•! The primary source for core information
•! A place to hide the good stuff
Lastly…Make sure they are frequently asked!
52.
53. Think Carefully
about Dating
53
Today, tomorrow, yesterday, next week
•!
Dates within content can skew perception
•!
•!
Users can access content
without context of the initial
announcement –
so it has to stand on its own.
56. 56
Search Engine
Optimization
(SEO)
What Is It?
The process of making
your content recognized
by a search engine
Who Does It?
You do!
But Why?
The ability to find
something is only
as good as the
content
57. 57
Findability
How?
•! Optimize
•! Select the keywords a user would
use to search
•! Keyword use is 1%-3%
•! Keep content fresh
Where?
•! The title
•! The first sentence
•! The first paragraph
•! Sub-heading
Findability is a content responsibility not a search problem.
Maze by gilbert bages from the Noun Project
58. Nalley Infiniti Marietta - New Infinti & Used Luxury Car
Dealership
From new Infiniti models to used cars... From routine
maintenance to repairs...Nalley Infiniti Marietta, serving
Atlanta and Smyrna, has you covered. And, if you want to
repair your vehicle yourself, we can get you any of the
manufacturer-certified Infiniti parts you might need along
the way.
As such we're constantly training and retraining, and
upgrading our maintenance and auto repair shops with
the latest technologies available. Come see why so many
customers choose our greater Atlanta Infiniti dealership
for all their automotive needs.!
You can also visit the Nalley Infiniti dealership near Atlanta
in person and see for yourself our stellar lineup of new
Infiniti models, including the EX37, FX37, G37 and QX56;
our impressive used car inventory; and our top-notch auto
repair and service facilities. You can find us easily at 2020
Cobb Parkway Marietta, Georgia.
Findability
59. Nalley Infiniti Marietta - New Infinti & Used Luxury Car
Dealership
From new Infiniti models to used cars... From routine
maintenance to repairs...Nalley Infiniti Marietta, serving
Atlanta and Smyrna, has you covered. And, if you want to
repair your vehicle yourself, we can get you any of the
manufacturer-certified Infiniti parts you might need along
the way.
As such we're constantly training and retraining, and
upgrading our maintenance and auto repair shops with
the latest technologies available. Come see why so many
customers choose our greater Atlanta Infiniti dealership
for all their automotive needs.!
You can also visit the Nalley Infiniti dealership near Atlanta
in person and see for yourself our stellar lineup of new
Infiniti models, including the EX37, FX37, G37 and QX56;
our impressive used car inventory; and our top-notch auto
repair and service facilities. You can find us easily at 2020
Cobb Parkway Marietta, Georgia.
Findability
From new Infiniti models to used cars... From routineFrom new Infiniti models to used cars... From routine
Infiniti Marietta, servingmaintenance to repairs...
Atlanta and Smyrna, has you covered. And, if you want to
maintenance to repairs...
Atlanta and Smyrna, has you covered. And, if you want toAtlanta and Smyrna, has you covered. And, if you want to
repair your vehicle yourself, we can get you any of the
Atlanta and Smyrna, has you covered. And, if you want to
As such we're constantly training and retraining, andAs such we're constantly training and retraining, and
upgrading our maintenance and auto repair shops withupgrading our maintenance and auto repair shops with
As such we're constantly training and retraining, and
upgrading our maintenance and auto repair shops with
the latest technologies available. Come see why so many
customers choose our greater Atlanta Infiniti dealershipcustomers choose our greater Atlanta Infiniti dealership
for all their automotive needs.
in person and see for yourself our stellar lineup of new
Infiniti models, including the EX37, FX37, G37 and QX56;
Cobb Parkway Marietta, Georgia.Cobb Parkway Marietta, Georgia.Cobb Parkway Marietta, Georgia.Cobb Parkway Marietta, Georgia.
Infiniti models, including the EX37, FX37, G37 and QX56;Infiniti models, including the EX37, FX37, G37 and QX56;
our impressive used car inventory; and our top-notch autoour impressive used car inventory; and our top-notch auto
From new Infiniti models to used cars... From routineFrom new Infiniti models to used cars... From routineFrom new Infiniti models to used cars... From routineFrom new Infiniti models to used cars... From routineFrom new Infiniti models to used cars... From routineFrom new Infiniti models to used cars... From routine
maintenance to repairs...maintenance to repairs...maintenance to repairs...
From new Infiniti models to used cars... From routineFrom new Infiniti models to used cars... From routine
repair your vehicle yourself, we can get you any of the
manufacturer-certified Infiniti parts you might need alongmanufacturer-certified Infiniti parts you might need alongmanufacturer-certified Infiniti parts you might need alongmanufacturer-certified Infiniti parts you might need along
our impressive used car inventory; and our top-notch auto
repair and service facilities. You can find us easily at 2020repair and service facilities. You can find us easily at 2020
Cobb Parkway Marietta, Georgia.Cobb Parkway Marietta, Georgia.
Infiniti dealership near Atlanta
our impressive used car inventory; and our top-notch auto
60. Metadata
•! Classify and categorize content
•! Promotes findability
•! Does not show within content
•! Ours will be selectable from a list
60
Metadata, Keywords, & Tags
Keywords and Tags
•! Descriptive words and phrases
•! Include terms users may search on
•! Work into content where possible
•! Input as tags when uploading content
Keywords and TagsMetadata
64. "! Have a communications
strategy
"! If using multiple vehicles (i.e.
video), sync messages across
channels
"! Gather your facts
"! What’s the purpose?
"! Consider your audience
"! Check to ensure you’re not
duplicating existing content on
Deltanet
"! Anticipate responses and
feedback
"! Use Inverted Pyramid
"! Scannable
"! Findable
"! Use bold/colored text sparingly
"! Keywords and tagging
"! Headlines and subheads
"! Beware of acronyms, slang and
jargon
"! Consider using!quotes!
"! Active voice
"! Thoughtful use of images
"! Print it out and edit
"! Take a break
"! Read it out loud.
"! Spell-check!
"! Do all your links work?
"! Is hyperlink text consistent?
"! Expiration date
"! Approval
"! Check for keyword
effectiveness by searching for
your content
notebook paper by Anna Ho from the Noun Project
67. Continued Reading
•! “True Colors: What Your Brand Colors Say About Your Business”
https://kothea.files.wordpress.com/2012/12/true-colors1.png
•! “Business Communications are “Always On” in 2015”
http://image.slidesharecdn.com/
2015communicationinfographic-150220162059-conversion-gate02/95/
infographic-4-trends-in-workplace-communication-1-638.jpg?
cb=1424449534
•! Color Blindness Simulator
http://www.color-blindness.com/coblis-color-blindness-simulator/
