driving a multichannel experience from a single message

#singlemsg | @mbloomstein

Margot Bloomstein IA Summit March 2012 @mbloomstein #singlemsg

DRIVING A MULTICHANNEL EXPERIENCE FROM A SINGLE MESSAGE

Why content strategy?

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

Deliver on time, on budget

Maintain a consistent vision

Support a holistic user experience

Keep the voice in microcopy

Ensure cross-channel consistency

Ensure cross-channel consistency …among multiple bloggers

Ensure cross-channel consistency …among print

and web and phone

Ensure cross-channel consistency …between Twitter and Facebook

Ensure cross-platform consistency (and contextual relevance)

First things first.

What do you need to communicate?

First things first.

Why even redesign this website,

First things first.

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

First things first.

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

First things first.

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

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,

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,

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,

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…

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?

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

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

Establish the message architecture.

What’s a message architecture?

A hierarchy of communication goals that reflects a common vocabulary.

What’s a message architecture?

Concrete, shared terminology, not abstract concepts.

Make us look innovative, but not risky.

It should say traditional, but edgy.

Words are valuable, but meaningless without context and priority.

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

Cardsorting

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

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

Cardsorting

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

Cardsorting

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

Why do this?

Words are cheaper than comps.

Why do this?

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

Why do this?

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

Why do this?

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

Why do this?

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

Content strategy:

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

A little thing with big impact.

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.”

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

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Message architecture drives the user experience

Nomenclature Calls to action Instructional content Sentence structure Diction

…in content

Photographic angles Dark backgrounds Bold headlines Thick stroke weights

…and in design

…and in the choice of features and content types

Here’s an example…

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

From: Little MOO | Print Robot <noreply@moo.com> 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

Message architecture…

Cheeky Customer oriented and responsive Helpful

So where to from here?

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

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

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

But your message architecture comes first.

Thank you!

Margot Bloomstein

@mbloomstein

margot@appropriateinc.com

slideshare.net/mbloomstein

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

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