2. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #iawebinar
perché sono qui?
e perché ci siete anche voi?
3. A intro B content strategy C touchpoint D cope E outro
4. A intro B content strategy C touchpoint D cope E outro
responsive
[ri-spon-siv]
n. responding especially readily and sympathetically to
appeals,efforts, influences, etc.
5. A intro B content strategy C touchpoint D cope E outro
breakpoints
7. A intro B content strategy C touchpoint D cope E outro
mobile
[moh bahyl]
n. capable of moving or being moved readily
...pertaining to or noting a cell phone, 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
8. Apollo e i continenti, G.B. Tiepolo, Wurzburg 1752
16. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
content strategy
[kon-tent strat-i-jee]
n. Content strategy plans for the creation, publication, and
governance of useful, usable content
17. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
#1
linea editoriale
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.
18. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
#2
web writing
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.
19. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
#3
metadati
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.
20. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
#4
trovabilità
è il processo che mira a scrivere e organizzare i
contenuti per aumentare la loro potenziale rilevanza
per keyword specifiche sui motori di ricerca.
21. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
#5
content workflow
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.
22. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
#6
x-channel strategy
come e dove il contenuto sarà reso disponibile agli
utenti.
23. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
touchpoint
[ˈtʌtʃpɔɪnt]
n. Il touchpoint è il punto di contatto tra brand e
stakeholders (clienti, clienti potenziali, impiegati,
investors ecc).
25. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
MY COMPANY - STORYGRAPH
Process
Strategy
LINE OF INTERNAL ACTION
Operations
Area owned digital media management social media management (earned media) press owned press staff training
LINE OF VISIBILITY
Content & Design & Write post Send Produce Tweet & Socialize Update Write & Manage Face to face
knowledge development & manage targeted awareness relate contents professional activity produce customer relations &
Activity base 24/7 self- interactions messages video & manage network & & media editions relation solutions
management service interactions projects relations
FONDAZIONE 01
Enasarco Magazine
Affrontare il cambiamento:
la nuova sfida per il presente
Agente: un lavoro
che dà valore all’azienda
Speciale convenzioni
Soggiorni termali e climatici 2010
Touchpoints
public portal restricted area blog newsletter youtube twitter facebook linkedIN press & media house organ cust. service
LINE OF USER INTERACTION
1. Core services
2. Send feedback
3. Discuss/Share
4. Ask for help
5. Networking
6. Discover news
7. Know in depth
A B C D E F G H I L M N
Raffaele Boiano - rainwiz@rainwiz.com
This work is licensed under a Creative Commons Attribution 3.0 Unported License Ideal suitable but not ideal unsuitable
This is a free culture license!
Fondazione Enasarco, Touchpoints management
28. A intro B content strategy C touchpoint D cope E outro
content as service
Pensare al contenuto non più come un prodotto (il
libro, il giornale, la brochure) ma come servizio, cioè
informazione disponibile.
E strutturarlo per essere più riusabile possibile,
pensando al futuro, sapendo che è in continuo
divenire.
29. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
“ Fragmenting our content across
different “device-optimized”
experiences is a losing
proposition, or at least an
unsustainable one.
Ethan Marcotte
”
30. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
cope system
create once publish everywhere
31. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
SITO
32. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
SITO
34. WEBSITE
CONTENT
Karen Mc Grane, Adapting Ourselves to Adaptive Content
35. WEBSITE
SOCIAL
MEDIA
CONTENT
Karen Mc Grane, Adapting Ourselves to Adaptive Content
36. WEBSITE
SOCIAL
MEDIA
CONTENT
MICROSITES
Karen Mc Grane, Adapting Ourselves to Adaptive Content
37. WEBSITE
SOCIAL
MEDIA
CONTENT
MICROSITES
BLOGS
Karen Mc Grane, Adapting Ourselves to Adaptive Content
38. WEBSITE
SOCIAL
MEDIA
CONTENT
MICROSITES
BLOGS
INTRANET
Karen Mc Grane, Adapting Ourselves to Adaptive Content
39. WEBSITE
SOCIAL
MEDIA
CONTENT
MICROSITES
BLOGS EMAIL
INTRANET
Karen Mc Grane, Adapting Ourselves to Adaptive Content
40. WEBSITE
SOCIAL
MEDIA
CONTENT
MICROSITES PRINT
BLOGS EMAIL
INTRANET
Karen Mc Grane, Adapting Ourselves to Adaptive Content
41. WEBSITE
SOCIAL TABLET
MEDIA APPS
CONTENT
MICROSITES PRINT
BLOGS EMAIL
INTRANET
Karen Mc Grane, Adapting Ourselves to Adaptive Content
42. WEBSITE MOBILE
APPS
SOCIAL TABLET
MEDIA APPS
CONTENT
MICROSITES PRINT
BLOGS EMAIL
INTRANET
Karen Mc Grane, Adapting Ourselves to Adaptive Content
43. MOBILE
WEB
WEBSITE MOBILE
APPS
SOCIAL TABLET
MEDIA APPS
CONTENT
MICROSITES PRINT
BLOGS EMAIL
INTRANET
Karen Mc Grane, Adapting Ourselves to Adaptive Content
44.
45.
46.
47.
48.
49.
50.
51.
52.
53.
54.
55.
56.
57. MOBILE
WEB
WEBSITE MOBILE
APPS
SOCIAL TABLET
MEDIA APPS
PRINT
MICROSITES PRINT
BLOGS EMAIL
INTRANET
Karen Mc Grane, Adapting Ourselves to Adaptive Content
58. MOBILE
WEB
WEBSITE MOBILE
APPS
SOCIAL TABLET
MEDIA APPS
WEB
MICROSITES PRINT
BLOGS EMAIL
INTRANET
Karen Mc Grane, Adapting Ourselves to Adaptive Content
59. MOBILE
WEB
WEBSITE MOBILE
APPS
SOCIAL TABLET
MEDIA APPS
MOBILE
MICROSITES PRINT
BLOGS EMAIL
INTRANET
Karen Mc Grane, Adapting Ourselves to Adaptive Content
60. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
so what?
che mi porto a casa?
61. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
#1
multiple size
content chunk writing
73. 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)
76. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
“The more structure
you put into content
the freer it will
become.
Rachel Lovinger
”
77. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
#2
metadata first
taxonomy
78.
79.
80.
81.
82.
83.
84.
85.
86.
87. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
“Metadata is the new
art direction.
”
Ethan Resnick, @studip101
88. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
#3
plan reuse
structure content once, use anywhere
89.
90. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
Nome
Codice
Modello
Marca
Descrizione
91. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
Nome
Codice
Modello
Marca
Descrizione
Lunghezza focale
Apertura massima
Apertura minima
Schema ottico
Angolo di campo
Distanza minima per la messa a fuoco
Rapporto di riproduzione massimo
Lamelle del diaframma
Messa a fuoco
Modi di messa a fuoco
Dimensione attacco filtro
Diametro x lunghezza
Peso
92. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
“ 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.
Nic Newman, BBC
”
93. A intro B content strategy C touchpoint D cope E outro
data.nytimes.com
94. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
responsive design
vs
adaptive layout
Il layout è solo una delle componenti del design
95. A intro B content strategy C touchpoint D cope E outro
responsive design
means
responsive content
96. Grazie!
Raffaele Boiano @rainwiz
rainwiz@rainwiz.com
Thanks to:
Josh Clark
Kristina Halvorson
Rachel Lovinger
Ethan Marcotte
Karen Mc Grane
Sara Wachter-Boettcher