Listen, Calibrate, GuideCONFAB UK 2013:

Sum-up of the best contributors

The art of conversation

What do you do when you start

to create a new article?

«Good web writing is like a conversation

between the editor and the user»

Ginny Redish

1. Listen to the user (not reader)

I’m busy. Don’t make me read…

Don’t make me think!!!

I need help!

The user starts the conversation

Then it’s your turn to answer…

… or not!

2. Plan your content

KakaoTalk for PC

Why? (Purpose) Problem of the user: Kakaotalk doesn’t exist on PC (for now). We want that he/she reads:• this article with the work around, • the news announcing the PC version soon• download Bluestacks and Kakaotalk• a list of tips about Kakaotalk

Who? (Persona) P1 (low/medium tech knowledge user): has not a smartphone and want to communicate with family and friends using Kakaotalk on his/her PC.

What? (Conversation)I’ll write a simple tutorial step by step explaining how to have Kakaotalk on PC using Bluestacks (windows/mac) with links to the news and other articles useful for him.

Write down a creative and short brief for each piece of content.

what you want people to do

the person you are talking with

your piece of content in 2 lines

3. Organize the content

Organize your content before:

• Think topic, not book! (3 short tutorial are better than 1 very long)

• Readable on every device: PC, tablet, phone (Content Models are your friends!)

• Use the question of the user as title

• The essential message goes first (deck+lead)

• Break up text with parallel, useful headings

• Add always a call to action at the end (read another article, a news, a guide, download something, leave a comment, etc.)

Never stop the conversation!

User question

Your answer

Lets people grab and go

Bite

Snack

Meal

4. Calibrate your tone

Use the same user’s words to write your content.

• Kakaotalk for pc• Kakaotalk via pc• Kakaotalk pc client• Using kakaotalk on pc• Install kakaotalk on pc• How to use kakaotalk on pc• Kakaotalk messenger on pc• Download kakaotalk• Kakaotalk for mac• Kakaotalk windows 7• Kakaotalk windows 8

Talk to (and with) your customers (use conversational phrases)

IMPORTANT!Take into account the user’s emotions!

I’ve an old phone… Without Kakaotalk I can’t talk with my

friends…

I’m frustrated!

5. Write

Some suggestions to write good web content:

• Clear structure• Fast: short sentences and

paragraphs• Simple vocabulary

• Scannable text: use bold and HEADINGS.

• Link other articles useful for the user. • Lenght: 3-4 scrolls max.

6. Evaluate

Conversation doesn’t end with publication!

• Data are your friends! • Find your topics• Become an expert• Read the opinions• Give answers• Nurture the conversation• Not a series of isolated dispatches: a

stream• Extend the conversation: go where it is• Connect. Share. Promote. Engage.

Interact. • Guide the conversation: find

relations, give opinions, never stop to help

6 steps for perfect conversations

1. Listen to the user2. Plan your content3. Organize the content4. Calibrate your tone5. Write6. Evaluate

Do you make these 10 mistakes

during the conversation?

1. Not listening

2. Forgetting that the user comes to our site to accomplish tasks and not just to hang out.

3. Thinking that the user needs are your needs.

4. Making assumptions, instead of interrogating data.

5. Forgetting that sometimes what the user asks is different from what he needs.

6. Changing the topic to suit your own interests.

7. Thinking of you as the only great expert to be listened.

8. Doing a monologue: make questions!

9. Boring your user

10. Break a conversation

«The objects of conversation are pleasure and improvement»

Arthur Martine

1 solution for10 mistakes…

THE QUEST:«A journey towards a goal»

isA SERIE

• Quests invite participation. • Quests create loyal followers

(FANS).• Quests need empathy.• You have space and time to say

everything we need to know about something (and no boring!).

• They have a template.• Sell the question, not the

answer.• Sell the mission, not the product.

A quest gives life to your articles.

«With great power comes great responsibility:

very often people have no choice but to use our services»

Sarah Richards

If you want to know more…

Ginny Redish, Letting go of the words

Matthew Thompson, The art of the Quest

Sarah Richards, GOV.UK editorial style guide