Driving a Multichannel Experience From a Single Message
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#singlemsg | @mbloomstein
© 2012 © 2012
Margot Bloomstein IA Summit March 2012 @mbloomstein #singlemsg
DRIVING A MULTICHANNEL EXPERIENCE FROM A SINGLE MESSAGE
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#singlemsg | @mbloomstein
© 2012
Why content strategy?
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#singlemsg | @mbloomstein
© 2012
Why content strategy?
Because we all want the same thing, but content keeps getting in the way.
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#singlemsg | @mbloomstein
© 2012
Deliver on time, on budget
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#singlemsg | @mbloomstein
© 2012
Maintain a consistent vision
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#singlemsg | @mbloomstein
© 2012
Support a holistic user experience
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#singlemsg | @mbloomstein
© 2012
Keep the voice in microcopy
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#singlemsg | @mbloomstein
© 2012
Ensure cross-channel consistency
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#singlemsg | @mbloomstein
© 2012
Ensure cross-channel consistency …among multiple bloggers
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#singlemsg | @mbloomstein
© 2012
Ensure cross-channel consistency …among print
and web and phone
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#singlemsg | @mbloomstein
© 2012
Ensure cross-channel consistency …between Twitter and Facebook
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#singlemsg | @mbloomstein
© 2012
Ensure cross-platform consistency (and contextual relevance)
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#singlemsg | @mbloomstein
© 2012
First things first.
What do you need to communicate?
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#singlemsg | @mbloomstein
© 2012
First things first.
Why even redesign this website,
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#singlemsg | @mbloomstein
© 2012
First things first.
Why even redesign this website, let the CEO start blogging,
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#singlemsg | @mbloomstein
© 2012
First things first.
Why even redesign this website, let the CEO start blogging, audit the content,
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#singlemsg | @mbloomstein
© 2012
First things first.
Why even redesign this website, let the CEO start blogging, audit the content, start engaging on Twitter,
![Page 18: Driving a Multichannel Experience From a Single Message](https://reader034.fdocuments.us/reader034/viewer/2022051515/54c783cb4a79599a2f8b4629/html5/thumbnails/18.jpg)
#singlemsg | @mbloomstein
© 2012
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,
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#singlemsg | @mbloomstein
© 2012
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,
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#singlemsg | @mbloomstein
© 2012
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,
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#singlemsg | @mbloomstein
© 2012
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…
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#singlemsg | @mbloomstein
© 2012
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?
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#singlemsg | @mbloomstein
© 2012
If you don’t know what you need to communicate, how will you know if you succeed?
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#singlemsg | @mbloomstein
© 2012
If you don’t know what you need to communicate, how will you the right channels for your message?
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#singlemsg | @mbloomstein
© 2012
Establish the message architecture.
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#singlemsg | @mbloomstein
© 2012
Establish the message architecture.
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#singlemsg | @mbloomstein
© 2012
Establish the message architecture.
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#singlemsg | @mbloomstein
© 2012
What’s a message architecture?
A hierarchy of communication goals that reflects a common vocabulary.
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#singlemsg | @mbloomstein
© 2012
What’s a message architecture?
Concrete, shared terminology, not abstract concepts.
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#singlemsg | @mbloomstein
© 2012
Make us look innovative, but not risky.
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#singlemsg | @mbloomstein
© 2012
It should say traditional, but edgy.
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#singlemsg | @mbloomstein
© 2012 ©Warby Parker
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#singlemsg | @mbloomstein
© 2012
Words are valuable, but meaningless without context and priority.
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#singlemsg | @mbloomstein
© 2012
How?
• Engage in a tangible, hands-on way • Encourage debate and conversation • Identify points of disagreement • Prevent seagulling • Force prioritization • Encourage ownership & investment
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#singlemsg | @mbloomstein
© 2012
Cardsorting
Step one: • Who we are • Who we’re not • Who we’d like to be
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#singlemsg | @mbloomstein
© 2012
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
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#singlemsg | @mbloomstein
© 2012
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#singlemsg | @mbloomstein
© 2012
Cardsorting
Step two: • Who we are Who we’d like to be
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#singlemsg | @mbloomstein
© 2012
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#singlemsg | @mbloomstein
© 2012
Cardsorting
Step three: • Prioritize the goals • Tell the story of those aspirations
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#singlemsg | @mbloomstein
© 2012
Why do this?
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#singlemsg | @mbloomstein
© 2012
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#singlemsg | @mbloomstein
© 2012
Why do this?
Words are cheaper than comps.
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#singlemsg | @mbloomstein
© 2012
Why do this?
Let creative colleagues refine the concept, rather than confirm the purpose.
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#singlemsg | @mbloomstein
© 2012
Why do this?
Gain standards by which to conduct a qualitative audit. (What is “good” anyway?)
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#singlemsg | @mbloomstein
© 2012
Why do this?
Sell new content types to manifest the message architecture—not just because they’re trendy.
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#singlemsg | @mbloomstein
© 2012
Why do this?
Life in the fast lane is for rock stars (and not sustainable)
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#singlemsg | @mbloomstein
© 2012 EVERYTHING, ALL THE TIME?
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#singlemsg | @mbloomstein
© 2012
Content strategy:
Strategy is just using limited resources to accomplish a goal.” John Eckman (@jeckman)
“
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#singlemsg | @mbloomstein
© 2012
A little thing with big impact.
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#singlemsg | @mbloomstein
© 2012
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.”
“
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#singlemsg | @mbloomstein
© 2012
A little thing with big impact.
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#singlemsg | @mbloomstein
© 2012
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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#singlemsg | @mbloomstein
© 2012
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#singlemsg | @mbloomstein
© 2012
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#singlemsg | @mbloomstein
© 2012
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#singlemsg | @mbloomstein
© 2012
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#singlemsg | @mbloomstein
© 2012
If these emails are boring you and you don’t mind missing out on all the lip-smackin’ stuff we’ll be sending in the future, simply send a message to [email protected] and include “Unsubscribe” and your favorite fruit in the subject field.
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#singlemsg | @mbloomstein
© 2012
Message architecture drives the user experience
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#singlemsg | @mbloomstein
© 2012
Nomenclature Calls to action Instructional content Sentence structure Diction
…in content
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#singlemsg | @mbloomstein
© 2012
Photographic angles Dark backgrounds Bold headlines Thick stroke weights
…and in design
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#singlemsg | @mbloomstein
© 2012
…and in the choice of features and content types
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#singlemsg | @mbloomstein
© 2012
Here’s an example…
Cheeky • Witty and fun • Young without being childish Customer oriented and responsive • Approachable, friendly • Championing and empowering Helpful • Accessible
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#singlemsg | @mbloomstein
© 2012
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#singlemsg | @mbloomstein
© 2012
From: Little MOO | Print Robot <[email protected]> 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
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#singlemsg | @mbloomstein
© 2012
Message architecture…
Cheeky Customer oriented and responsive Helpful
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#singlemsg | @mbloomstein
© 2012
So where to from here?
Content audit: measure quality against the aspirational attributes in the message architecture.
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#singlemsg | @mbloomstein
© 2012
So where to from here?
New content types: prioritize features against the new communication goals. Experience? Portfolio. Trust and responsiveness? Testimonials.
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#singlemsg | @mbloomstein
© 2012
So where to from here?
Editorial style guidelines: determine diction, sentence structure, formality, etc. Traditional? Longer sentences, more Latinate verbs, pragmatic use of passive voice, etc.
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#singlemsg | @mbloomstein
© 2012
But your message architecture comes first.
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#singlemsg | @mbloomstein
© 2012
Thank you!
Margot Bloomstein
@mbloomstein
slideshare.net/mbloomstein
http://amzn.to/CSatWork Title image: http://flickr.com/KandyJaxx All other images property of their respective owners or public domain.