who rocks the party?
DESCRIPTION
If it's the people, the atmosphere, and the music that make for a good party, it's user-generated content that helps web 2.0 become a killer online party--and only content strategy ensures it's the party you want. See how instructional copy, role model profiles, and template content set the tone.Presented by Margot Bloomstein (ISITE Design) at the inaugural Content Strategy Consortium at the IA Summit, March 19, 2009.TRANSCRIPT
Who rocks the party?
Prepared for the Content Strategy Consortium
Margot Bloomstein | March 19, 2009
Who rocks the partythat rocks the body?
Who rocks the partythat rocks the body?
rocks the partythat rocks the body!
Content
rocks the partyContentdirections
what to wear
foodinvitations
gossip & chatter
rocks the partyContentdirections
what to wear
foodinvitations
evite or engraved?
college friends or work friends?
snarky t-shirt or black tie?
crudités or veggie platter?
gossip & chatterwhat she said
So… what happens whencontent strategydoesn’t host the party?
Chocolate Skittles… peat, burnt food, cigarette butts”
Taste the rainbow’ clearly an NAACP plot to encourage interracial promiscuity”
I love Skittles so much I want to take it behind the middle school and get it pregnant.”
““
“‘
How do you throw a good partyand get user-generated contentthat’s appropriate for your brand?
Answer:Content strategy must anticipate—and accommodate and invite—user-generated content.
(otherwise, expect party crashers)
Web 1.0 was easy.
In Web 2.0, everybody has a say.In Web 2.0,
everyone ispart of the conversation.
Even if it’s a potluck,a good host still provides appetizers.
Even if it’s a potluck,a good host still provides appetizers.You’re the hostess with the mostess.
Even if it’s a potluck,a good host still provides appetizers.You’re the hostess with the mostess.
publisher
Even if it’s a potluck,a good host still provides appetizers.You’re the hostess with the mostess.
publisher*editor
* Joe Pulizzi/Kristina Halvorson Web Content Strategy OMS presentation
appetizers“refill drinks”
starter content
stir up discussion
“role model”profiles
According to comScore, many of the top 10 sites for inbound trafficdeal in user-generated content.
craigslist—Craig = positive brand
Black turtleneck…or black tie?
Ancillary content helps set the toneInstructional copy, help, FAQs
Error messaging
Example / default content
Prefilled fields
Structures (top 5 lists, restricted taxonomies)
Ancillary content helps set the toneInstructional copy, help, FAQs
Error messaging
Example / default content
Prefilled fields
Structures (top 5 lists, restricted taxonomies)
Ancillary content helps set the toneInstructional copy, help, FAQs
Error messaging
Example / default content
Prefilled fields
Structures (top 5 lists, restricted taxonomies)
What’s in, and what’s out?User-generated vs. user-aggregated content
Photograph vs. illustration, headshot vs. full body
Snark vs. polite discourse
Throw a good party—invite a content strategist.
Margot [email protected]@mbloomstein
Presentation © 2009 Margot Bloomstein;All images copyright their respective owners.