64. “ Organizations invest tremendous
resources on
developing the framework for a great user
experience — fabulous design, robust
content management infrastructure.
Yet when it comes to the content itself,
there's often a gap.
”
The end result is that the value
proposition for customers can't be
delivered because the content is
insufficient, inadequate, and inappropriate.
— RAHEL BAILIE
61
Tuesday, January 18, 2011
65. We already have
most of the content. Copywriting just
isn’t
that big of a deal.
We can figure the
content out later.
We pretty much
know what we want to
say.
Our marketing team is
handling the content.
62
Kristina Halvorson, Brain Traffic
Tuesday, January 18, 2011
67. Codename Logo Features Browse Our Sites About Us Sign Up Login Support
Feature Name
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esse molestie consequat, vel illum dolore eu feugiat nulla
facilisis at vero eros et accumsan et iusto odio dignissim qui
blandit praesent luptatum zzril delenit augue duis dolore.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed
diam nonummy nibh euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat. Ut wisi enim ad.
Lorem ipsum dolor sit amet, consectetuer
adipiscing elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat. Ut wisi enim ad.
Lorem ipsum dolor sit amet, consectetuer
adipiscing elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat. Ut wisi enim ad.
Lorem ipsum dolor sit amet, consectetuer
adipiscing elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat. Ut wisi enim ad.
Find out more about:
Feature Name | Feature Name | Feature Name | Feature Name | Feature Name | Feature Name 64
Tuesday, January 18, 2011
79. “ Content Strategy plans for the creation,
publication, and governance of useful,
usable content.
Content strategy helps you understand
”
not only what content needs to be
created and published, but why.
— KRISTINA HALVORSON
74
Tuesday, January 18, 2011
85. DON’T LET THIS BE THE
http://www.getittogetherinc.net/images/storage%20before.JPG 79
Tuesday, January 18, 2011
86. 1. CONTENT (MIS)MANAGEMENT
2. EVERYONE’S A PUBLISHER
3. ACTION, NOT AWARENESS
80
Tuesday, January 18, 2011
87. “ All companies, no matter what the size,
must start to think more like publishers
than ever before. Consumer behavior
has changed drastically over the past
few years. Customers are more
accepting of content from “non-media”
”
sites and the barriers to publishing are
now non-existent.
— JOE PULIZZI
81
Tuesday, January 18, 2011
88. CONSIDER THE MASTHEAD
Writers
Copy editors
Art directors
Production staff
Various editors
Managing editor
Editor in chief
Ad sales
The Publisher
82
Publishers and Content Strategy from Jeffrey MacIntyre
Tuesday, January 18, 2011
89. CONSIDER THE MASTHEAD
Writers
Copy editors
Art directors
Production staff
Publishing is complex.
Various editors
Managing editor
Editor in chief
Ad sales
The Publisher
82
Publishers and Content Strategy from Jeffrey MacIntyre
Tuesday, January 18, 2011
90. 1. CONTENT (MIS)MANAGEMENT
2. EVERYONE’S A PUBLISHER
3. ACTION, NOT AWARENESS
83
Tuesday, January 18, 2011
91. “ The essence of the Web is action. We go
to the Web because we have a task; there
is something we need to do; there is a
problem we need to solve.
”
What helps us do? What helps us act?
— GERRY MCGOVERN
84
Tuesday, January 18, 2011
92. THE ANSWER TO “WHY?”
IS AN ACTION
— LORELEI BROWN
85
Tuesday, January 18, 2011
93. We should have
a blog.
Our goal is to be
seen as a resource.
We want to
build awareness. We plan to create
a series of
educational articles.
86
Kristina Halvorson, Brain Traffic
Tuesday, January 18, 2011
95. “ Content strategy is a repeatable system
that defines the entire editorial content
development process for a website
”
development project.
— RICHARD SHEFFIELD
88
Tuesday, January 18, 2011
98. What
topics are we going to cover?
formats are we going to use? (Blogs, video, charts…)
89
Tuesday, January 18, 2011
99. What
topics are we going to cover?
formats are we going to use? (Blogs, video, charts…)
Why
How
Where
When
Who
89
Tuesday, January 18, 2011
100. What
topics are we going to cover?
formats are we going to use? (Blogs, video, charts…)
does anyone care?
Why does this provide business value?
How
Where
When
Who
89
Tuesday, January 18, 2011
101. What
topics are we going to cover?
formats are we going to use? (Blogs, video, charts…)
does anyone care?
Why does this provide business value?
are we doing to deliver the message?
How should we say it? (Tone of voice…)
Where
When
Who
89
Tuesday, January 18, 2011
102. What
topics are we going to cover?
formats are we going to use? (Blogs, video, charts…)
does anyone care?
Why does this provide business value?
are we doing to deliver the message?
How should we say it? (Tone of voice…)
will we get the content?
Where can we syndicate the content? (Feeds, social media…)
When
Who
89
Tuesday, January 18, 2011
103. What
topics are we going to cover?
formats are we going to use? (Blogs, video, charts…)
does anyone care?
Why does this provide business value?
are we doing to deliver the message?
How should we say it? (Tone of voice…)
will we get the content?
Where can we syndicate the content? (Feeds, social media…)
will this be published?
When will it need to be updated?
Who
89
Tuesday, January 18, 2011
104. What
topics are we going to cover?
formats are we going to use? (Blogs, video, charts…)
does anyone care?
Why does this provide business value?
are we doing to deliver the message?
How should we say it? (Tone of voice…)
will we get the content?
Where can we syndicate the content? (Feeds, social media…)
will this be published?
When will it need to be updated?
Who
is responsible for this content?
will maintain it over time?
89
Tuesday, January 18, 2011
106. • What are my business objectives?
• What do my users want to do?
• What does my brand stand for?
Product Strategy
90
Tuesday, January 18, 2011
107. • What are my business objectives?
• What do my users want to do?
• What does my brand stand for?
De
s ig
nS
tra
teg
y
Product Strategy
• How will users interact with it?
• How will it be structured?
• What will it look like?
90
Tuesday, January 18, 2011
108. • What are my business objectives?
• What do my users want to do?
• What does my brand stand for?
De
s ig
nS
tra
teg
y
Product Strategy
• How will users interact with it?
• How will it be structured?
• What will it look like?
Technology
Strategy
• How will we build it?
• Who will maintain it?
90
Tuesday, January 18, 2011
109. • What are my business objectives?
• What do my users want to do?
• What does my brand stand for?
De gy
s ig ate
nS Str
tra nt
teg nte
y Co
Product Strategy
• How will users interact with it? • What do we want to say?
• How will it be structured? • Where will we get the
• What will it look like? content?
• Who will maintain it?
Technology
Strategy
• How will we build it?
• Who will maintain it?
90
Tuesday, January 18, 2011
111. “ ”
Build a better mousetrap, and the world
will beat a path to your door.
— RALPH WALDO EMERSON
92
Tuesday, January 18, 2011
112. “ will beat a path to your door.
”
Build a better mousetrap, and the world
you’re still going to have to develop a
content strategy, if you want anybody to
actually buy it.
— RALPH WALDO EMERSON
92
Tuesday, January 18, 2011
113. WHERE IS YOUR CONTENT?
93
Tuesday, January 18, 2011
120. Using Social Media
to Create Social Good
Patrick Byers
PodCamp Seattle
June 21, 2008
| Using Social Media to Create Social Good – PodCamp Seattle | June 21, 2008
Tuesday, January 18, 2011
121. | Using Social Media to Create Social Good – PodCamp Seattle | June 21, 2008
Tuesday, January 18, 2011
122. We live on planet earth
| Using Social Media to Create Social Good – PodCamp Seattle | June 21, 2008
Tuesday, January 18, 2011
123. We live on planet earth
We want to do the right thing
| Using Social Media to Create Social Good – PodCamp Seattle | June 21, 2008
Tuesday, January 18, 2011
124. We live on planet earth
We want to do the right thing
We trust people like us
| Using Social Media to Create Social Good – PodCamp Seattle | June 21, 2008
Tuesday, January 18, 2011
125. | Using Social Media to Create Social Good – PodCamp Seattle | June 21, 2008
Tuesday, January 18, 2011
126. Thatʼs why social responsibility is so important now.
| Using Social Media to Create Social Good – PodCamp Seattle | June 21, 2008
Tuesday, January 18, 2011
127. Thatʼs why social responsibility is so important now.
And social networking is a potent tool to gain trust.
| Using Social Media to Create Social Good – PodCamp Seattle | June 21, 2008
Tuesday, January 18, 2011
128. | Using Social Media to Create Social Good – PodCamp Seattle | June 21, 2008
Tuesday, January 18, 2011
129. | Using Social Media to Create Social Good – PodCamp Seattle | June 21, 2008
Tuesday, January 18, 2011
130. | Using Social Media to Create Social Good – PodCamp Seattle | June 21, 2008
Tuesday, January 18, 2011
131. Freerice.com – 9 months
About 500,000
37,397,673,050 grains of rice
Fed 700,000 people, including 27,000 Myanmar refugees
Eradicating famine video
| Using Social Media to Create Social Good – PodCamp Seattle | June 21, 2008
Tuesday, January 18, 2011
132. Causes
| Using Social Media to Create Social Good – PodCamp Seattle | June 21, 2008
Tuesday, January 18, 2011
133. Causes – One year stats
12 million users
80,ooo causes
About 20,000 funded
$2.5 M given
Daily users
Facebook 60k
MySpace 25k
| Using Social Media to Create Social Good – PodCamp Seattle | June 21, 2008
Tuesday, January 18, 2011
134. Total number donations 35,348 13,363
“Charity badges” created 1,810 672
Avg. donation amount $24.50 $25.07
Highest # donations in one day 5,408 2,837
Highest # donation in one week 19,545 8,891
Nonprofits/projects that received 481 125
donations
http://www.parade.com/givingchallenge
| Using Social Media to Create Social Good – PodCamp Seattle | June 21, 2008
Tuesday, January 18, 2011
135. | Using Social Media to Create Social Good – PodCamp Seattle | June 21, 2008
Tuesday, January 18, 2011
136. change everything
| Using Social Media to Create Social Good – PodCamp Seattle | June 21, 2008
Tuesday, January 18, 2011
137. | Using Social Media to Create Social Good – PodCamp Seattle | June 21, 2008
Tuesday, January 18, 2011
138. | Using Social Media to Create Social Good – PodCamp Seattle | June 21, 2008
Tuesday, January 18, 2011
139. | Using Social Media to Create Social Good – PodCamp Seattle | June 21, 2008
Tuesday, January 18, 2011
140. more
| Using Social Media to Create Social Good – PodCamp Seattle | June 21, 2008
Tuesday, January 18, 2011
141. | Using Social Media to Create Social Good – PodCamp Seattle | June 21, 2008
Tuesday, January 18, 2011
142. | Using Social Media to Create Social Good – PodCamp Seattle | June 21, 2008
Tuesday, January 18, 2011
143. | Using Social Media to Create Social Good – PodCamp Seattle | June 21, 2008
Tuesday, January 18, 2011
144. | Using Social Media to Create Social Good – PodCamp Seattle | June 21, 2008
Tuesday, January 18, 2011
145. | Using Social Media to Create Social Good – PodCamp Seattle | June 21, 2008
Tuesday, January 18, 2011
146. Image: Katherine Frey, Washington Post
| Using Social Media to Create Social Good – PodCamp Seattle | June 21, 2008
Tuesday, January 18, 2011
147. | Using Social Media to Create Social Good – PodCamp Seattle | June 21, 2008
Tuesday, January 18, 2011