Build. Better. Content!

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

Build BETTERContent


@jcolmanJonathon Colman

Content Strategy, Facebook

http://twitter.com/jcolman


Get the full story

bit.ly/fixourshit

http://bit.ly/fixourshit

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 researcher

Stand up if

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

©ThomasHawk– flickr.com/photos/thomashawk/11100543796 CreativeCommons 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 CreativeCommons 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 CreativeCommons license:https://creativecommons.org/licenses/by-nc-nd/2.0/

Let’s be open

Let’s be open

I’m a content strategist


We plan for the creation, publication, and governance of useful, usable content.

Kristina HalvorsonCEO/Founder, Brain traffic

Co-author, Content Strategy for the Web

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

“

We use words and data to create unambiguous content that supports meaningful, interactive experiences.

Rachel LovingerExperience Director, Razorfish

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

“

Content Strategy is to copywriting asInformation architecture is to design.

Rachel LovingerExperience Director, Razorfish

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

“

We don’t need more content.

Sara Wachter-BoettcherContent Strategist

Author, Content Everywhere

QuotebySaraWachter-Boettcher(@sarawb) - http://www.slideshare.net/Saraboettcher/changing-content-changing-culture ©BillyRowlinson – flickr.com/photos/billyrowlinson/3193773937 CreativeCommons license:https://creativecommons.org/licenses/by/2.0/

“

We don’t need more content.We need content that

Sara Wachter-BoettcherContent Strategist

Author, Content Everywhere

QuotebySaraWachter-Boettcher(@sarawb) - http://www.slideshare.net/Saraboettcher/changing-content-changing-culture ©BillyRowlinson – flickr.com/photos/billyrowlinson/3193773937 CreativeCommons license:https://creativecommons.org/licenses/by/2.0/

Does more.“

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

©Facebook- http://newsroom.fb.com/news/2014/11/coming-together-to-fight-ebola/

©Facebook- http://newsroom.fb.com/news/2014/11/updating-our-terms-and-policies-helping-you-understand-how-facebook-works-and-how-to-control-your-information/

©Facebook- http://newsroom.fb.com/news/2014/10/introducing-safety-check/

©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/

Language isAn interface



Language isInfrastructure

concept: Andrew Hinton

http://www.slideshare.net/andrewhinton/language-is-infrastructure-for-interactconf-london-2014

Let’s be bold

Let’s be bold

content strategy ≠copywriting

©SimonGreig flickr.com/photos/xrrr/2349212841 CreativeCommons 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 CreativeCommons 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


intertwingled

intertwingled

©DanSaffer/KickerStudio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (usedwithpermission)

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

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

Design content as a

Systemconcept: Erin Kissane

https://vimeo.com/38458933

Let’s be bold


Design content as a

Productconcept: Ian Lurie

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

Let’s be bold


Design content as an

Experience

Listen:

“Page views aren’t your goal.”

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

Source: Michael Powers

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

“Your goal isyour goal.”

QuotebyMichaelPowers - http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-use r-testing /29 ©Bronski Beat - flickr.com/photos/runesteiness/3843101159 CreativeCommons license:https://creativecommons.org/licenses/by-nc-nd/2.0/

Source: Michael Powers

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

Self-actualization

Esteem

Love & Belonging

Safety

Physiological

A.H.Maslow (1943).“ATheoryofHumanMotivation”.PsychologicalReview (50,370-396).RetrievedinAugust, 2014 frompsychclassics.yorku.ca/Maslow/motivation.htm

Good content experiences meet our needs

Source: A.H. Maslow

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

Joy

Usability

Accessibility

Core Functionality

Purpose

A.H.Maslow (1943).“ATheoryofHumanMotivation”.PsychologicalReview (50,370-396).RetrievedinAugust, 2014 frompsychclassics.yorku.ca/Maslow/motivation.htm

Great content experiences exceed them

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

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

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/ (usedwithpermission)

Content needs collaborationacross teams

Source: Skillset.org/Brain Traffic

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

©ErinScime/DopeData.com- dopedata.com/2009/07/23/panel-on-the-content-life-cycle-at-razorfish/ (usedwithpermission)

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”©EricRies/The LeanStartup

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”©EricRies/The LeanStartup

that improves with iteration

Source: Eric Ries, The Lean Startup

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

Choo, C.W.(1998).InformationManagementforthe IntelligentOrganization (2nded.). InformationToday,Inc.:Medford,NewJersey

Single-Loop Learning

Organizational action

Outcomes

But you can’t be lean without learning

Concept: Chris Argyris

https://hbr.org/1977/09/double-loop-learning-in-organizations/ar/1


But you can’t be lean without learning


NormsAssumptionsStrategies


Outcomes

Double-Loop Learning



©ThomasHawk- flickr.com/photos/thomashawk/14875780140/ CreativeCommons license:https://creativecommons.org/licenses/by-nc/2.0/

How we design

Content experiences at Facebook

Start with the Why

why

“StartwithWhy”©SimonSinek,www.startwithwhy.com

Chart: Simon Sinek

Make the worldmore open and connected

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 matterfor your content strategy

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

©Facebook– facebook.com/careers

What weUsed to say

©Facebook/AnalogResearchLab


©Facebook/AnalogResearchLab ©ThomasHawk - flickr.com/photos/thomashawk/9735430146 CreativeCommons license:https://creativecommons.org/licenses/by-nc/2.0/

What we’velearned








NormsAssumptionsStrategies


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/AnalogResearchLab— RussMaschmeyer, JulieZhuo,andAdamMosseri

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 JamesGarrett,TheElementsofUserExperience- http://www.jjg.net/elements/ (usedwithpermission)

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

©DanielOlnes - flickr.com/photos/dno1967b/14785722509 CreativeCommons license:https://creativecommons.org/licenses/by/2.0/

©Facebook/ContentStrategy

Our Content Principles

Useplainlanguageandbeconcise.



Clearlyexplainhowthingsworkandgivepeopleenoughinfotomakegooddecisions.





Befriendly,conversationalandrespectful—likeyou’re

talkingtoaneighbor.


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



Befriendly,conversationalandrespectful—likeyou’re

talkingtoaneighbor.


What I’ve learned

from THREEproducts

©Allyde Winters – flickr.com/photos/allywin13/13568230105 CreativeCommons license:https://creativecommons.org/licenses/by-nc-nd/2.0/

SavedLess is more difficult

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


SavedDon’t get in the way

SavedMake the mostof small spaces


LoginThe best contentis invisible

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

Loginshow examples,not concepts


LoginBreak Apartbig decisions


Nearby FriendsEmpathy is hard

©Facebook

Nearby FriendsLet people opt-in

©Facebook

Nearby Friendsgive them control

©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 designUser experienceDesign thinking



Intertwingling


Better content


Better content


Better content


Better content


Better content


Better content


Better content


Better content


hey


We should all be standing


Build BETTERContent


@jcolmanJonathon Colman

Content Strategy, Facebook

http://twitter.com/jcolman


Get the full story

bit.ly/fixourshit

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