Build. Better. Content!

© Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

Build BETTER

Content


@jcolmanJonathon Colman

Content Strategy, Facebook


Download these Slides

Inspired by…

Maria Giudice@mgiudice

Rise of the DEO

© Maria Giudicehttp://www.slideshare.net/hotstudio/the-rise-of-the-deo

http://www.slideshare.net/hotstudio/the-rise-of-the-deo


Rise of the DEO Content is a Product

Ian Lurie@portentint


© Ian McKenzie – flickr.com/photos/tubaism/6790098376Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/


http://www.slideshare.net/wrttnwrd/content-is-a-product-searchfest-2013


Rise of the DEO Content is a Product

Ian Lurie@portentint

Truth and Dare

Jason Mesut@jasonmesut

© Jason Mesuthttp://www.slideshare.net/jasonmesut/truth-and-dare-04


© Ian McKenzie – flickr.com/photos/tubaism/6790098376Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/



http://www.slideshare.net/jasonmesut/truth-and-dare-04

Stand up if

You’re a writer

Stand up if

You’re a writerYou’re a builder

Stand up if

You’re a writerYou’re a builderYou’re a designer

© Thomas Hawk – flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/

hey


We should all be standing

How we identify ourselves

How we identify ourselves

Matters

© Brian Kingsley – flickr.com/photos/canihazit/7924965536 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/

We work best when we’re

Open and bold

© Brian Kingsley – flickr.com/photos/canihazit/7924965536 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/

Let’s be open

Let’s be open

I’m a content strategist


Kristina HalvorsonCEO/Founder, Brain traffic

Co-author, Content Strategy for the Web

Quote by Kristina Halvorson (@halvorson) - http://alistapart.com/article/thedisciplineofcontentstrategy © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

Rachel LovingerExperience Director, Razorfish

Quote by Rachel Lovinger (@rlovinger) - http://boxesandarrows.com/content-strategy-the-philosophy-of-data/ © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

Sara Wachter-BoettcherContent Strategist

Author, Content Everywhere

Quote by Sara Wachter-Boettcher (@sarawb) - http://www.slideshare.net/Saraboettcher/changing-content-changing-culture © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

Sara Wachter-BoettcherContent Strategist

Author, Content Everywhere

Quote by Sara Wachter-Boettcher (@sarawb) - http://www.slideshare.net/Saraboettcher/changing-content-changing-culture © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

But isn’t Facebook’s content all user-generated?

But isn’t Facebook’s content all user-generated?

Nope.© Jes (mugley) - flickr.com/photos/mugley/2594318333 Creative Commons license: https://creativecommons.org/licenses/by-sa/2.0/

© Facebook - http://newsroom.fb.com/news/2014/09/privacy-checkup-is-now-rolling-out/

© Facebook - http://newsroom.fb.com/news/2014/06/making-ads-better-and-giving-people-more-control-over-the-ads-they-see/

© Facebookhttp://newsroom.fb.com/news/2014/01/introducing-paper-stories-from-facebook-2/ http://newsroom.fb.com/news/2014/06/introducing-slingshot-a-creative-labs-app/ http://newsroom.fb.com/news/2014/07/introducing-the-internet-org-app/

Let’s be bold

Let’s be bold

content strategy ≠copywriting

© Simon Greig flickr.com/photos/xrrr/2349212841 Creative Commons license: https://creativecommons.org/licenses/by-nc-sa/2.0/

Let’s be bold


content strategy ≠managing writers

Let’s be bold

content strategy ≠content marketing


© K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/

Let’s be bold

content strategy = interaction design

Let’s be bold

content strategy = user experience


Let’s be bold

content strategy = design thinking


© Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)

Source: Dan Saffer/Kicker Studio

http://www.kickerstudio.com/2008/12/the-disciplines-of-user-experience/



This is content







Content

This is design andengineering without





This is content

Strategy




Let’s be bold

Design Content as a

system© Bruce Irving - flickr.com/photos/flyingsinger/86898565 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

concept: Erin Kissane

https://vimeo.com/38458933

Let’s be bold

Design Content as a

product© Bruce Irving - flickr.com/photos/flyingsinger/86898565 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

concept: Ian Lurie


Let’s be bold

Design Content as an

experience© Bruce Irving - flickr.com/photos/flyingsinger/86898565 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

Not as a

campaign© Enokson - flickr.com/photos/vblibrary/8530583956 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/

© Enokson - flickr.com/photos/vblibrary/8579567098 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/

… even if you a/b test it

Listen:

“Page views aren’t your goal.”

Quote by Michael Powers - http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-user-testing/29

Source: Michael Powers

http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-user-testing/29

“Your goal isyour goal.”

Quote by Michael Powers - http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-user-testing/29 © Bronski Beat - flickr.com/photos/runesteiness/3843101159 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/



Self-actualization

Esteem

Love & Belonging

Safety

Physiological

A.H. Maslow (1943). “A Theory of Human Motivation”. Psychological Review (50, 370-396). Retrieved in August, 2014 from psychclassics.yorku.ca/Maslow/motivation.htm

Good content experiences meet our needs

Source: A.H. Maslow

http://psychclassics.yorku.ca/Maslow/motivation.htm

Self-actualization

Esteem

Love & Belonging

Safety

Physiological



Source: A.H. Maslow


Self-actualization

Esteem

Love & Belonging

Safety

Physiological



Source: A.H. Maslow


Self-actualization

Esteem

Love & Belonging

Safety

Physiological



Source: A.H. Maslow


Self-actualization

Esteem

Love & Belonging

Safety

Physiological



Source: A.H. Maslow


Joy

Usability

Accessibility

Core Functionality

Purpose


Great content experiences exceed them

Inspired by: A.H. Maslow, Sarah O’Keefe, Hilary Marsh, Wouter de Bres, and Matt Toback


http://www.scriptorium.com/2014/03/a-hierarchy-of-content-needs/

http://blog.siteimprove.com/web-governance-blog/the-hierarchy-of-content-needs-a-new-model-for-creating-and-assessing-content

http://blog.gibbon.co/posts/2014-03-10-ux-hierarchy.html

http://www.internap.com/2012/11/14/ux-hierarchy-of-needs/

© Skillset.org/Brain Traffic - blog.braintraffic.com/2010/01/behold-the-mighty-hive/ (used with permission)

Content needs collaborationacross teams

Source: Skillset.org/Brain Traffic

http://blog.braintraffic.com/2010/01/behold-the-mighty-hive/

© Erin Scime/DopeData.com - dopedata.com/2009/07/23/panel-on-the-content-life-cycle-at-razorfish/ (used with permission)

Content needs a lifecycle

Source: Erin Scime/Dopedata.com

http://www.dopedata.com/2009/07/23/panel-on-the-content-life-cycle-at-razorfish/

“Build-Measure-Learn” © Eric Ries/The Lean Startup

measure

Build

Learn

Source: Eric Ries, The Lean Startup

Content is an Experience

http://lean.st/principles/build-measure-learn

measure

Build

Learn

Data

ProductsIdeas

“Build-Measure-Learn” © Eric Ries/The Lean Startup

Source: Eric Ries, The Lean Startup

that improves with iteration

http://lean.st/principles/build-measure-learn

Choo, C.W. (1998). Information Management for the Intelligent Organization (2nd ed.). Information Today, Inc.: Medford, New Jersey

Single-Loop Learning

NormsAssumptionsStrategies

Organizational action

Outcomes

Chart: Dr. Chun Wei Choo

But you can’t be lean without learning

http://choo.fis.utoronto.ca/FIS/IMIO/


But you can’t be lean without learning




Outcomes

Double-Loop Learning



© Thomas Hawk - flickr.com/photos/thomashawk/14875780140/ Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/

How we design

Content experiences at Facebook

Start with the Why

why

“Start with Why” © Simon Sinek, www.startwithwhy.com

Make the world more open and connected

Chart: Simon Sinek

http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action

Continue with the How


connect with friends, discover the world, share how you want

how

why

Chart: Simon Sinek


Then do the What


Design, Engineering, Content, Research, marketing, product…

how

what

why

Chart: Simon Sinek


© Facebook – facebook.com/careers

Our core values

Focus on Impact

Be open

Be Bold

Build Social value

Move fast

See why core values matter for content strategy

http://www.slideshare.net/jcolman/sine-qua-non-core-values-and-content-strategy

© Facebook – facebook.com/careers

What we

Used to say

© Facebook/Analog Research Lab


© Facebook/Analog Research Lab © Thomas Hawk - flickr.com/photos/thomashawk/9735430146 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/

What we’ve

learned










Outcomes

Double-Loop Learning



What is

Minimum Viable Content?

Source: Libby Brittain/Sarah O’Keefe

https://medium.com/building-potluck/minimum-viable-content-9fa6b64b69d0

http://www.scriptorium.com/2013/12/minimum-viable-content/

Ease ofUse

CraftValue

© Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri

Quality framework

Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri

http://www.strangenative.com/about/

http://www.juliezhuo.com/

https://www.facebook.com/adam

Ease ofUse

CraftValue

Quality framework






Ease ofUse

CraftValue

Quality framework






Quality framework


Ease ofUse

CraftValue





Chart: Jesse James Garrett

© Jesse James Garret, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)

The five planes of user experience

http://www.jjg.net/elements/

where content is seen and used




Where content is modeled and built




Where content is proposed and planned






WhereContent Strategy

Happens


The path from strategy to surface is

The path from strategy to surface is

Non-Linear

© Daniel Olnes - flickr.com/photos/dno1967b/14785722509 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

© Facebook/Content Strategy

Our Content Principles

Use plain language and be concise.



Clearly explain how things work and give people enough info to make good decisions.





Be friendly, conversational and respectful—like you’re

talking to a neighbor.


Our Voice

© Facebook

Does this sound like us?

Error 24601: Neg Fault Config ^n2.1x



LOLz, 404 #YOLO



LOLz, 404 #YOLO

Sorry, there’s a temporary issue with your post. Please try again in a minute.



What happened?


Where did it happen?


What shouldI do next?


When?


Oh No! Did I do something wrong?

Great! So it’s OKAY?

How long will all this take?

will I lose my work?


fear

Relief Impatience

Anxiety



Be friendly, conversational and respectful—like you’re

talking to a neighbor.


What I’ve learned

from fourproducts

© Kevin O’Mara - flickr.com/photos/kevinomara/6980790993 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/

Savedless content ismore difficult

© Facebook - http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/


SavedDon’t get in the way

SavedMake the mostof small spaces


SavedRe-use patterns


LoginGreat contentis invisible

© Facebook - http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/

LoginOptimize for clarityAnd show examples


LoginBreak Apartbig decisions


Anonymous LoginIt’s hard to tellwhere design endsand content begins


Anonymous LoginContent leads design,Design leads content,Both lead experience


Anonymous LoginUse research toIterate rapidly


Nearby FriendsEmpathy is the hardest thing we do every day

© Facebook

Nearby Friendsgive people ways toopt-in and opt-out

© Facebook

Nearby Friendsgive people the choice to share how they want

© Facebook

Nearby Friendsgive more than you take

© Facebook

Optional and opt-in

Shows you value upfront

Offers you clear choices

Easy to opt-out

Content Strategy outcomes

We planned forthese experiences




So we couldbuild them




For peopleto use






This is whereContent Strategy

Happens


Let’s Stand up for

Value







ValueEase of Use







ValueEase of UseCraft








why

how

what



Startingwith Why

Chart: Simon Sinek




Interaction design



Interaction designUser experience



Interaction designUser experienceDesign thinking


Better content


Better content


Better content


Better content


Better content


Better content


Better content


Better content


hey


We should all be standing


Build BETTER

Content


@jcolmanJonathon Colman

Content Strategy, Facebook


Download these Slides


200+ free Content strategy resources

Oh, and don’t forget…

“Your goal isyour goal.”

Quote by Michael Powers - http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-user-testing/29 © Bronski Beat - flickr.com/photos/runesteiness/3843101159 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/



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