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 Bloomsteinmbloomstein@isitedesign.com@mbloomstein

Presentation © 2009 Margot Bloomstein;All images copyright their respective owners.