Download - Publish - Measure - Learn - Build: Using content experiments to drive the digital design process

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Page 1: Publish - Measure - Learn - Build: Using content experiments to drive the digital design process

Publish-measure-learn-build: using content experiments to

drive the digital design process

Angela  Stengel  Australian  Broadcas2ng  Corpora2on  

@angelastengel  

Page 2: Publish - Measure - Learn - Build: Using content experiments to drive the digital design process
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The rookie mistake

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An editorial hunch How can we

document subject expertise and efficiently assess its value

alongside other research methods?

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Do you really need a website? WEBSITE   TUMBLR  

Designer   Content  maker  

Developer   Theme  

UX   Follow  and  like  

Scoping  phase  

Site  map  

Build  2me  

Tes2ng  

Content  maker  

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We de-scoped until we really started enjoying it.

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composersdoingnormalshit.tumblr.com

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composersdoingnormalshit.tumblr.com  

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composersdoingnormalshit.tumblr.com  

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composersdoingnormalshit.tumblr.com  

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fuckyeahclassical.tumblr.com

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nprmusic.tumblr.com

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Publish

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What is the content equivalent

of wireframes?

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Make editorial “lean” in order to test the ideas.

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Measure

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Hypothesis  • Content  will  draw  audience  to  stream  

Goal    • Convert  tumblr  audience  to  stream  listeners  

Measurement    • Clicks  from  social  >  tumblr  >  stream  

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Learn

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Have  you  ever  clapped  at  the  wrong  2me?  

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Build

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How to setup a content experiment

1.  Work on an unpopular project. 2.  Salvage the good ideas. 3.  Find a precedent, however tenuous. 4.  Win over your boss. 5.  Lay low, work quickly.

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Questions?

Angela Stengel @angelastengel

abc.net.au/classic2 @abcclassic2