slow your roll - margot bloomstein - searchlove boston
Post on 18-Oct-2014
4.217 views
DESCRIPTION
TRANSCRIPT
![Page 1: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/1.jpg)
@mbloomstein | #SearchLove 1
© 2014
Margot Bloomstein
@mbloomstein
#SearchLove 040814
CONTENT STRATEGY
FOR SLOW EXPERIENCES
![Page 2: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/2.jpg)
@mbloomstein | #SearchLove 2
© 2014
![Page 3: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/3.jpg)
@mbloomstein | #SearchLove 3
© 2014
![Page 4: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/4.jpg)
@mbloomstein | #SearchLove 4
© 2014
![Page 5: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/5.jpg)
We never stopped.
![Page 6: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/6.jpg)
We never stopped.
The snappy signs didn’t
convince my parents.
![Page 7: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/7.jpg)
The right content isn’t
necessarily more content.
![Page 8: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/8.jpg)
@mbloomstein | #SearchLove 8
© 2014
© Scott A. Miller for Chevrolet
![Page 9: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/9.jpg)
These people are waiting
in a line.
![Page 10: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/10.jpg)
@mbloomstein | #SearchLove 10
© 2014
![Page 11: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/11.jpg)
These people are delighting
in a line:
they’re engaged,
anticipating,
discovering,
creating memories.
They’re in the moment.
@mbloomstein | #SearchLove 11
![Page 12: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/12.jpg)
Content affects experience…
and a user’s perception of an
experience.
@mbloomstein | #SearchLove 12
![Page 13: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/13.jpg)
@mbloomstein | #SearchLove 13
© 2014
You wait longer, but you’re engaged
before you get there. You’re invested in
the experience.
Keri Maijala (@clamhead)
![Page 14: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/14.jpg)
Content supports
experiences for
different media,
devices, and
users.
![Page 15: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/15.jpg)
Publisher? Maybe.
Persuader? Yes.
@mbloomstein | #SearchLove 15
![Page 16: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/16.jpg)
@mbloomstein | #SearchLove 16
© 2014
When people have a frustrating
experience, they rate the checkout as
slow.
When we ask people what’s ‘slow,’
it’s the frustrating experiences.
What’s fast? They say delightful
experiences.
Jared Spool (@jmspool)
![Page 17: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/17.jpg)
Frustration, not speed, drives
the perception of slowness.
That was horrible
and it took forever,
no matter how fast it was.
![Page 18: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/18.jpg)
@mbloomstein | #SearchLove 18
© 2014 © jonandallie.blogspot.com
![Page 19: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/19.jpg)
@mbloomstein | #SearchLove 19
© 2014
Little content
supports the
experience and
one size fits all.
![Page 20: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/20.jpg)
Is it enough just to speed it up?
![Page 21: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/21.jpg)
@mbloomstein | #SearchLove 21
© 2014
![Page 22: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/22.jpg)
@mbloomstein | #SearchLove 22
© 2014
Efficient isn’t always effective.
![Page 23: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/23.jpg)
@mbloomstein | #SearchLove 23
© 2014
Efficient isn’t always effective.
![Page 24: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/24.jpg)
Users say frustrating activities
take forever.
But are time-consuming activities
also inherently frustrating?
@mbloomstein | #SearchLove 24
![Page 25: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/25.jpg)
© Charlotte & Kristian Septimius Krogh
![Page 26: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/26.jpg)
@mbloomstein | #SearchLove 26
© 2014
Is the nature of the transaction so
small and insignificant that it shouldn’t
require a second thought?
Don’t get in the way. Or will the
consumer get to the final transaction
after plenty of preliminary research?
Again, don’t make them rethink it.
Jared Spool (@jmspool)
![Page 27: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/27.jpg)
Users can appreciate slow
experiences:
they’re engaged,
anticipating,
creating memories.
They discover, learn, and pay
attention to act deliberately.
@mbloomstein | #SearchLove 27
![Page 28: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/28.jpg)
Why do this?
•Drive exploration & discovery
•Encourage deliberate choices
• Focus users’ attention
@mbloomstein | #SearchLove 28
![Page 29: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/29.jpg)
How do you slow down users?
1. Editorial style and structures
@mbloomstein | #SearchLove 29
![Page 30: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/30.jpg)
@mbloomstein | #SearchLove 30
© 2014
Users can appreciate slow
experiences.
they’re engaged,
anticipating,
creating memories.
![Page 31: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/31.jpg)
@mbloomstein | #SearchLove 31
© 2014
Users can appreciate slow
experiences.
they’re engaged,
anticipating,
creating memories.
![Page 32: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/32.jpg)
@mbloomstein | #SearchLove 32
© 2014
![Page 33: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/33.jpg)
“Choosing a lens can be a daunting task
for all of the reasons mentioned above,
so I pulled together some info from my
own experiences, as well as those of
other Crutchfield shutterbugs.”
![Page 34: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/34.jpg)
@mbloomstein | #SearchLove 34
© 2014
![Page 35: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/35.jpg)
@mbloomstein | #SearchLove 35
© 2014
![Page 36: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/36.jpg)
![Page 37: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/37.jpg)
@mbloomstein | #SearchLove 37
© 2014
“Springtime shaded belays at the creek, predawn starts in the Canadian Rockies and hut tours in the High Sierra: Anywhere brisk, the Down Sweater delivers featherweight, superbly compressible warmth. The polyester ripstop shell on this down jacket does more than look sharp; it’s tear-resistant, windproof, and made from 100% polyester.”
![Page 38: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/38.jpg)
@mbloomstein | #SearchLove 38
© 2014
![Page 39: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/39.jpg)
How do you slow down users?
1. Editorial style and structures
2. Discovery- and comparison-
oriented content types
@mbloomstein | #SearchLove 39
![Page 40: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/40.jpg)
@mbloomstein | #SearchLove 40
© 2014
![Page 41: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/41.jpg)
Courage in our convictions
Empirical proof
@mbloomstein | #SearchLove 41
![Page 42: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/42.jpg)
Validation Deliberation
@mbloomstein | #SearchLove 42
![Page 43: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/43.jpg)
Time & space to interact
with it
Engaging, informative
content
@mbloomstein | #SearchLove 43
![Page 44: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/44.jpg)
![Page 45: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/45.jpg)
![Page 46: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/46.jpg)
![Page 47: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/47.jpg)
![Page 48: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/48.jpg)
How do you slow down users?
1. Editorial style and structures
2. Discovery- and comparison-
oriented content types
3. Longform content
@mbloomstein | #SearchLove 48
![Page 49: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/49.jpg)
@mbloomstein | #SearchLove 49
© 2014
![Page 50: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/50.jpg)
![Page 51: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/51.jpg)
@mbloomstein | #SearchLove 51
© 2014
![Page 52: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/52.jpg)
@mbloomstein | #SearchLove 52
© 2014
![Page 53: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/53.jpg)
@mbloomstein | #SearchLove 53
© 2014
![Page 54: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/54.jpg)
@mbloomstein | #SearchLove 54
© 2014
![Page 55: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/55.jpg)
@mbloomstein | #SearchLove 55
© 2014
• Slow down
• Act deliberately
• Focus
![Page 56: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/56.jpg)
@mbloomstein | #SearchLove 56
© 2014
![Page 57: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/57.jpg)
@mbloomstein | #SearchLove 57
© 2014
![Page 58: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/58.jpg)
But does it work?
![Page 59: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/59.jpg)
@mbloomstein | #SearchLove 59
© 2014
The outdoor recreation economy
grew 5% annually 2005 through 2011—
during an economic recession when
many sectors contracted.
Outdoor Industry Association
Source: Outdoor Recreation Economy Report 2012;
http://www.outdoorindustry.org/pdf/OIA_OutdoorRecEconomyReport2012.pdf
![Page 60: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/60.jpg)
@mbloomstein | #SearchLove 60
© 2014
2005 2006 2007 2008 2009 2010 2011
REI
industry average
Source: REI Financial Information reports 2005 – 2012; http://www.rei.com/about-rei/financial-information.html
The outdoor recreation economy
grew 5% annually… while REI averaged
11% year-over-year growth
![Page 61: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/61.jpg)
@mbloomstein | #SearchLove 61
© 2014
Store growth fuels content availability
![Page 62: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/62.jpg)
@mbloomstein | #SearchLove 62
© 2014
Our content strategy is pretty simple:
we stay as close to our core market as
possible.
Patagonia’s always had a literary,
storytelling component to the brand. It’s
in line with what we say: buy less stuff
and make sure what you buy lasts.
Bill Boland, Patagonia
![Page 63: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/63.jpg)
@mbloomstein | #SearchLove 63
© 2014
On a short-term basis, it doesn’t help
us move product. It doesn’t meet your
weekly sales goal. It’s not about short-
term ROI. It’s something we enjoy and
the people we build clothes for enjoy.
Bill Boland, Patagonia
![Page 64: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/64.jpg)
Attention must be paid
© Viking
![Page 65: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/65.jpg)
Attention must be paid
but only if we can
respect our users,
brands, and content
equally.
© Viking
![Page 66: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/66.jpg)
@mbloomstein | #SearchLove 66
© 2014
Be here now
![Page 67: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/67.jpg)
@mbloomstein | #SearchLove 67
© 2014
Be here now
![Page 68: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/68.jpg)
@mbloomstein | #SearchLove 68
© 2014
Be here now?
Are we willing to
![Page 69: Slow Your Roll - Margot Bloomstein - SearchLove Boston](https://reader034.vdocuments.net/reader034/viewer/2022051816/544277a9afaf9fef098b4663/html5/thumbnails/69.jpg)
@mbloomstein | #SearchLove 69
© 2014
Thank you.
Margot Bloomstein
@mbloomstein
slideshare.net/mbloomstein
amzn.to/CSatWork
Images of South of the Border © Edisto Images. All other images property of their owners or © Margot Bloomstein as noted.