Context Trumps Location But Brand Backs Them All

•

5 j'aime•13,340 vues

Location is an important aspect of context, but it’s more complicated than just that. Context includes time of day, where your users came from, their mental models, what else is happening, and so much more. Fact is, there are many contexts, and you can’t afford to address them all. Instead, we’ll discuss the different types of experiences you can create and show you how to choose the one that’s right for your brand: What fits your unique communication goals, the needs of your target audience, and the dueling constraints of budget and resources? What’s sustainable? And how should your contextually relevant content strategy respond to new opportunities in responsive design? In this session we’ll walk through examples of how real brands have tackled context in all its forms, and dig into the challenges you face to identify a message architecture, choose contextually relevant experiences, and sustain your efforts over time. Presented at O'Reilly Where Conference, #whereconf, Location Marketing Boot Camp, on April 2, 2012 with Sara Wachter-Boettcher.

Design Technologie Divertissement et humour

@mbloomstein & @sara_ann_marie
© 2012
This will not be the most
mind-blowing 10 minutes of
your life,
but it will be damn close.

@mbloomstein & @sara_ann_marie
© 2012
Meet Margot, or @mbloomstein.

@mbloomstein & @sara_ann_marie
© 2012
Meet Sara, or @sara_ann_marie.

@mbloomstein & @sara_ann_marie
© 2012
Location, location, location!

@mbloomstein & @sara_ann_marie
© 2012
Location, location, location!
This stuff’s exciting, AMIRITE?

@mbloomstein & @sara_ann_marie
© 2012
This stuff’s exciting, AMIRITE?
Location, location, location!

@mbloomstein & @sara_ann_marie
© 2012
You are not a rock star.
You have constraints, even in
the fast lane.

@mbloomstein & @sara_ann_marie
© 2012
EVERYTHING,
ALL THE TIME

@mbloomstein & @sara_ann_marie
© 2012
If you want to...

@mbloomstein & @sara_ann_marie
© 2012
Support a holistic user experience

@mbloomstein & @sara_ann_marie
© 2012
Ensure cross-channel consistency

@mbloomstein & @sara_ann_marie
© 2012
Ensure cross-channel consistency
…among multiple apps
and community managers

@mbloomstein & @sara_ann_marie
© 2012
Ensure cross-channel consistency
…among mobile
and web
and email

@mbloomstein & @sara_ann_marie
© 2012
Ensure cross-channel consistency
…between Twitter and Facebook

@mbloomstein & @sara_ann_marie
© 2012
Ensure cross-channel consistency
…among Foursquare, Path,
Instagram, Highlight, Facebook
Places, Yelp, Google Places,
Pinterest...

@mbloomstein & @sara_ann_marie
© 2012
You need to prioritize.

@mbloomstein & @sara_ann_marie
© 2012
If you don’t know what
you need to communicate,
how will you know where to do
it?

@mbloomstein & @sara_ann_marie
© 2012
Establish a
message architecture.

@mbloomstein & @sara_ann_marie
© 2012
Establish the
message architecture.

@mbloomstein & @sara_ann_marie
© 2012
What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.

@mbloomstein & @sara_ann_marie
© 2012
Make us look
innovative,
but not risky.

@mbloomstein & @sara_ann_marie
© 2012
Traditional,
but edgy.

@mbloomstein & @sara_ann_marie
© 2012
©Warby Parker

@mbloomstein & @sara_ann_marie
© 2012
Words are valuable,
but inactionable without
context and priority.

@mbloomstein & @sara_ann_marie
© 2012
Why do this?
Incorporate location-based efforts to
manifest the message architecture—not
just because they’re trendy or the CEO
digs badges.
This week.

@mbloomstein & @sara_ann_marie
© 2012
A little thing with big impact.

@mbloomstein & @sara_ann_marie
© 2012
Message architecture
Knowledgeable insider
• Smart stuff you’d never hear otherwise
• Descriptive details—not just general history
Accurate, yet accessible
• Relaxed, unstuffy voice
• Credible facts
Unexpectedly fun
• Offbeat and quirky takes on history

@mbloomstein & @sara_ann_marie
© 2012
Message architecture drives
platform selection

@mbloomstein & @sara_ann_marie
© 2012
• Quick tips
• Local/location-based
• Check-ins
• Themed
• Deals and badges
• Robust user
community
• Quick tips
• Local/location-based
• Check-ins
• Themed
• Deals and badges
• Robust user
community

@mbloomstein & @sara_ann_marie
© 2012
Explore the world
around you and learn
interesting things.
Find great local
businesses with the
help of real people.

@mbloomstein & @sara_ann_marie
© 2012
Message architecture drives
editorial content choices too:
• Style
• Tone
• Diction
• Sentence structure
• Calls to action

@mbloomstein & @sara_ann_marie
© 2012
It’s not everything, all the time,
to everyone.
Don’t be everywhere.
Be where you belong,
and your audience is.
Fly free within constraints.

@mbloomstein & @sara_ann_marie
© 2012
Be an eagle…
not the Eagles.

@mbloomstein & @sara_ann_marie
© 2012
Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
http://amzn.to/CSatWork
Sara Wachter-Boettcher
@sara_ann_marie
sara@sarawb.com
Look for Content Everywhere soon
Title image The United States of GOOD Beer, © GOOD magazine, http://www.good.is/post/map-the-united-
states-of-good-beer/

Recommandé

Fake News, Audience Targeting and the Death of the 4th EstateSearch Influence

Connect with Google: Digital Marketing Workshop 2017 Search Influence

Wedding social tipsPurple Dog

Burnout - how to avoid it working in the new 'normal' - BrightonSEO September...Sean Butcher

Attribution Is Scary: Steps to Tame the TerrorPoint It, Inc

SAScon presentation: ensuring your social content is in peak performance immediate future

How to be an LGBTQ+ AllySarah McDowell

How You and Your Business Can Thrive on TwitterStephanie Nissen

Recommandé

Fake News, Audience Targeting and the Death of the 4th EstateSearch Influence

Connect with Google: Digital Marketing Workshop 2017 Search Influence

Wedding social tipsPurple Dog

Burnout - how to avoid it working in the new 'normal' - BrightonSEO September...Sean Butcher

Attribution Is Scary: Steps to Tame the TerrorPoint It, Inc

SAScon presentation: ensuring your social content is in peak performance immediate future

How to be an LGBTQ+ AllySarah McDowell

How You and Your Business Can Thrive on TwitterStephanie Nissen

Whoa Nellie! Content Strategy for Slow ExperiencesMargot Bloomstein

Content Strategy: Up to the Test!Margot Bloomstein

Content Strategy: What, Why, Why Should You Care?Margot Bloomstein

Whoa Nellie! Content Strategy for Slow Experiences at Confab MNMargot Bloomstein

10 Colors to Watch - Fall 2013Sphere Trending

Driving a Multichannel Experience From a Single MessageMargot Bloomstein

Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelXMargot Bloomstein

Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise ExperienceMargot Bloomstein

Designing for Trust in an Uncertain World at An Event Apart San FranciscoMargot Bloomstein

Designing for Trust in an Uncertain World An Event Apart DCMargot Bloomstein

Designing for Trust at design monat grazMargot Bloomstein

Rebuilding Trust: Validate users by starting where they are at Confab 2019Margot Bloomstein

Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019Margot Bloomstein

Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...Margot Bloomstein

Designing for Trust in an Uncertain World at An Event Apart SeattleMargot Bloomstein

Designing trust in an era of self-validating facts at Fluxible 2018Margot Bloomstein

How to Embrace Pace with Content Strategy for Slow ExperiencesMargot Bloomstein

Content Strategy for Slow Experiences at Generate NYC 2018Margot Bloomstein

Empowerment in an era of self-validating facts at World IA Day BostonMargot Bloomstein

Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...Margot Bloomstein

Driving Your Product's Content Strategy with a Message Architecture at UX Lon...Margot Bloomstein

Communicating in an Era of Self-Validating Facts at SXSWMargot Bloomstein

Contenu connexe

Similaire à Context Trumps Location But Brand Backs Them All

Whoa Nellie! Content Strategy for Slow ExperiencesMargot Bloomstein

Content Strategy: Up to the Test!Margot Bloomstein

Content Strategy: What, Why, Why Should You Care?Margot Bloomstein

Whoa Nellie! Content Strategy for Slow Experiences at Confab MNMargot Bloomstein

10 Colors to Watch - Fall 2013Sphere Trending

Driving a Multichannel Experience From a Single MessageMargot Bloomstein

Similaire à Context Trumps Location But Brand Backs Them All (6)

Whoa Nellie! Content Strategy for Slow Experiences

Content Strategy: Up to the Test!

Content Strategy: What, Why, Why Should You Care?

Whoa Nellie! Content Strategy for Slow Experiences at Confab MN

10 Colors to Watch - Fall 2013

Driving a Multichannel Experience From a Single Message

Plus de Margot Bloomstein