responsive content strategy
DESCRIPTION
Responsive è una parola che abbiamo colpevolmente lasciato in gestione esclusiva a designer e sviluppatori, quando il contenuto stesso delle nostre narrazioni ha bsigno di essere strutturato per permettere esperienze diverse ma ugualmente soddisfacenti in un'ampia varietà di contesti.TRANSCRIPT
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Ra!aele Boiano
FREE WEBINAR - ARCHITECTA
nell’era della content strategy
@rainwiz #responsivecontent
responsive content
@rainwiz #architecta #responsivecontent
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e perché ci siete anche voi?perché sono qui?
A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #iawebinar
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A intro B content strategy touchpointC copeD outroE
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responsiveresponding especially readily and sympathetically to appeals,e"orts, influences, etc.
[ri-spon-siv]
n.
A intro B content strategy touchpointC copeD outroE
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breakpoints
A intro B content strategy touchpointC copeD outroE
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TIME responsive design | http://www.lukew.com/ff/entry.asp?1691
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mobilecapable of moving or being moved readily
...pertaining to or noting a cell phone, usually one with computing ability, or a portable, wireless computing device used while held in the hand, as in mobile tablet; mobile PDA; mobile app
[moh bahyl]
n.
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Apollo e i continenti, G.B. Tiepolo, Wurzburg 1752
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#1: mobile users are always distracted and in a rush
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#2: mobile means less
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#3: complexity is a dirty word
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#4: extra taps and clicks are evil
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#5: gotta have a mobile website
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#6: mobile is about apps
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#7: CMS and APIs are for data nerds
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content strategyContent strategy plans for the creation, publication, and governance of useful, usable content
[kon-tent strat-i-jee]
n.
A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday
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#1
le linee guida che regolano la produzione del contenuto: valori, tono, voce, aspetti legali, user-generated content.
Queste specifiche contribuiscono a definire il calendario editoriale.
linea editoriale
A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday
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#2
la pratica di scrivere contenuti utili e usabili pensati per la lettura sullo schermo.
È molto più del copywriting. Un web writer deve capire le basi dell’user experience design, saper valorizzare un sistema di metadati e gestire un content inventory in continuo divenire.
web writing
A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday
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#3
progettare i tipi e la struttura dei metadati, cioè i dati sui dati.
Metadati ben strutturati aiutano a identificare, organizzare, usare e riusare i contenuti in maniera da rappresentare un valore per molteplici target.
metadati
A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday
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#4
è il processo che mira a scrivere e organizzare i contenuti per aumentare la loro potenziale rilevanza per keyword specifiche sui motori di ricerca.
trovabilità
A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday
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#5
progettare e amministrare il processo e le tecnologie per raccogliere, produrre, conservare e distribuire i contenuti di un’organizzazione.
Definire il ciclo di vita del contenuto è un’attività chiave.
content workflow
A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday
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#6
come e dove il contenuto sarà reso disponibile agli utenti.
x-channel strategy
A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday
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touchpointIl touchpoint è il punto di contatto tra brand e stakeholders (clienti, clienti potenziali, impiegati, investors ecc).
[ˈtʌtʃpɔɪnt]
n.
A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday
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Affinity diagram
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public portal restricted area blog newsletter youtube twitter facebook linkedIN press & media house organ cust. service RIÀFHV
EnasarcoMagazineFONDAZIONE 01
Affrontare il cambiamento:la nuova sfida per il presenteAgente: un lavoroche dà valore all’aziendaSpeciale convenzioniSoggiorni termali e climatici 2010
suitable but not ideal unsuitable
social media management (earned media)
Tweet & relate
Update professional network & projects
3UHVV�RIÀFH�activity & media relations
Produce awareness video
Manage customer relation
Face to face relations & solutions
Send targeted messages
Write post & manage interactions
Design & development 24/7 self-service
Content & knowledge base management
Socialize contents & manage interactions
Write & produce editions
3ULPDU\��PDQDJH�PHPEHUV��LQFRPH��RXWÁRZ6HFRQGDU\��,7��SURFXUHPHQW��+5��ÀQDQFH��OHJDO��LQWHUQDO�DXGLWLQJ��SU
owned digital media management owned press staff training
'HVLJQ��GHSOR\�RQ�OLQH�WRROV��IURQW�RIÀFH��EDFN�RIÀFH�0DUNHWLQJ��FRPPXQLFDWLRQ
$SSOLFDWLRQ�GHYHORSPHQW��XVHU�UHVHDUFK��GHVLJQ��SURFHVV�DQDO\VLV��NQRZOHGJH�EDVH�PDQDJHPHQW��FRS\ZULWLQJ��QHZVPDNLQJ(YHQW�PDQDJHPHQW��SUHVV�RIÀFH��PHGLD�UHODWLRQV��FXVWRPHU�UHODWLRQ�PDQDJHPHQW
press
MY COMPANY - STORYGRAPH
Touchpoints
LINE OF VISIBILITY
LINE OF INTERNAL ACTION
6. Discover news
3. Discuss/Share
4. Ask for help
Process
LINE OF USER INTERACTION
7. Know in depth
Operations
1. Core services
2. Send feedback
5. Networking
Ideal
Strategy
Area
Activity
A B C D E F G H I L M N
Ra!aele Boiano - [email protected] This work is licensed under a Creative Commons Attribution 3.0 Unported License This is a free culture license!
Fondazione Enasarco, Touchpoints management
A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday
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Storia 2012/219
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Customer story nello storygraph
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Pensare al contenuto non più come un prodotto (il libro, il giornale, la brochure) ma come servizio, cioè informazione disponibile.
E strutturarlo per essere più riusabile possibile, pensando al futuro, sapendo che è in continuo divenire.
content as service
A intro B content strategy touchpointC copeD outroE
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“
”Ethan Marcotte
Fragmenting our content across different “device-optimized” experiences is a losing proposition, or at least an unsustainable one.
A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday
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create once publish everywherecope system
@rainwiz #responsivecontent #plonedayA intro B content strategy touchpointC copeD outroE
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SITO
@rainwiz #responsivecontent #plonedayA intro B content strategy touchpointC copeD outroE
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CONTENT
INTRANET
SOCIAL MEDIA
MICROSITES
MOBILE WEB
WEBSITE
TABLET APPS
MOBILE APPS
BLOGS
Karen Mc Grane, Adapting Ourselves to Adaptive Content
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INTRANET
SOCIAL MEDIA
MICROSITES
MOBILE WEB
WEBSITE
TABLET APPS
MOBILE APPS
BLOGS
Karen Mc Grane, Adapting Ourselves to Adaptive Content
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WEB
INTRANET
SOCIAL MEDIA
MICROSITES
MOBILE WEB
WEBSITE
TABLET APPS
MOBILE APPS
BLOGS
Karen Mc Grane, Adapting Ourselves to Adaptive Content
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MOBILE
INTRANET
SOCIAL MEDIA
MICROSITES
MOBILE WEB
WEBSITE
TABLET APPS
MOBILE APPS
BLOGS
Karen Mc Grane, Adapting Ourselves to Adaptive Content
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che mi porto a casa?so what?
A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday
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#1
content chunk writingmultiple size
A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday
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Wordpress - rainwiz.com
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Detail title (senza limite)Featured title (max 8 parole)Short title (max 5 parole)
Detail teaser (senza limite)Short teaser (max 8 parole)
Detail abstract (senza limite)Featured abstract (120 caratteri)
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Guida Enasarco - Contributo minimo annuo
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Guida Enasarco - Contributo minimo annuo
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“
”Rachel Lovinger
The more structure you put into content the freer it will become.
A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday
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taxonomymetadata first#2
A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday
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“”
Ethan Resnick, @studip101
Metadata is the new art direction.
A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday
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structure content once, use anywhereplan reuse#3
A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday
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NomeCodiceModelloMarcaDescrizione
Lunghezza focaleApertura massimaApertura minimaSchema otticoAngolo di campoDistanza minima per la messa a fuocoRapporto di riproduzione massimoLamelle del diaframmaMessa a fuocoModi di messa a fuocoDimensione attacco filtroDiametro x lunghezzaPeso
A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday
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“
”Nic Newman, BBC
Instead of crafting a website, you have to put more effort into crafting the description of the different bits of an asset, so they can be reused more effectively, so they can deliver more value.
A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday
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data.nytimes.com
A intro B content strategy touchpointC copeD outroE
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responsive designvs
adaptive layoutIl layout è solo una delle componenti del design
A intro B content strategy touchpointC copeD outroE @rainwiz #responsivecontent #ploneday
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responsive designmeans
responsive content
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Raffaele Boiano
Grazie!@rainwiz
Thanks to:
Josh ClarkKristina HalvorsonRachel LovingerEthan MarcotteKaren Mc GraneSara Wachter-Boettcher