Responsive content
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The document discusses responsive content and content strategy. It defines content strategy as planning for content creation, publication and governance. It also defines key aspects of content strategy like editorial guidelines, web writing, metadata strategy, searchable content, content workflows and cross-channel strategy. It then discusses touchpoint management and how organizations can manage their interactions with stakeholders across owned digital media, social media, press and staff training. It concludes by discussing content management systems that allow content to be created once and published across websites, social media, microsites, blogs, intranets, email, print and mobile apps.
![A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
content strategy
[kon-tent strat-i-jee]
n. Content strategy plans for the creation, publication, and
governance of useful, usable content](https://image.slidesharecdn.com/responsivecontentss-120427050639-phpapp01/85/Responsive-content-4-320.jpg)
![A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
touchpoint
[ˈtʌtʃpɔɪnt]
n. Il touchpoint è il punto di contatto tra brand e
stakeholders (clienti, clienti potenziali, impiegati,
investors ecc).](https://image.slidesharecdn.com/responsivecontentss-120427050639-phpapp01/85/Responsive-content-12-320.jpg)
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Responsive content
- 1. @rainwiz #ploneday #responsivecontent responsive content nell’era della content strategy Raffaele Boiano PLONE DAY - ENEA @rainwiz #responsivecontent
- 2. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday perché sono qui? e perché ci siete anche voi?
- 3. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday
- 4. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday content strategy [kon-tent strat-i-jee] n. Content strategy plans for the creation, publication, and governance of useful, usable content
- 5. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday #1 linea editoriale 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.
- 6. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday #2 web writing 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.
- 7. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday #3 metadata strategy 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.
- 8. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday #4 searchable content è il processo che mira a scrivere e organizzare i contenuti per aumentare la loro potenziale rilevanza per keyword specifiche sui motori di ricerca.
- 9. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday #5 content workflow 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.
- 10. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday #6 x-channel strategy come e dove il contenuto sarà reso disponibile agli utenti.
- 11. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday touchpoint management
- 12. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday touchpoint [ˈtʌtʃpɔɪnt] n. Il touchpoint è il punto di contatto tra brand e stakeholders (clienti, clienti potenziali, impiegati, investors ecc).
- 13. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday FONDAZIONE ENASARCO - TOUCHPOINTS MANAGEMENT Processi Primari: gestione iscritti, entrate, uscite, attività ispettiva Strategia LINE OF INTERNAL ACTION Attività Ambito owned digital media management social media management press owned press staff training LINE OF VISIBILITY Content & Design & Write post Send Produce Tweet & Socialize Update Write & Manage Face to face knowledge development & manage targeted awareness relate contents professional activity produce customer relations & Interventi base 24/7 self- interactions messages video & manage network & & media editions relation solutions management service interactions projects relations FONDAZIONE 01 Enasarco Magazine Affrontare il cambiamento: la nuova sfida per il presente Agente: un lavoro che dà valore all’azienda Speciale convenzioni Soggiorni termali e climatici 2010 Touchpoints enasarco.it Portale inEnasarco Blog Newsletter Youtube Twitter Facebook LinkedIN Press & Media Magazine Contact Cent. Sedi LINE OF USER INTERACTION Fruire di servizi core Inviare feedback Discutere/condividere Chiedere aiuto/info Fare network Scoprire novità Approfondire Ideale Adatto ma non ideale Inadatto Fondazione Enasarco, Touchpoints management
- 14. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday cope system create once publish everywhere
- 15. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday SITO
- 16. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday SITO
- 17. CONTENT Karen Mc Grane, Adapting Ourselves to Adaptive Content
- 18. WEBSITE CONTENT Karen Mc Grane, Adapting Ourselves to Adaptive Content
- 19. WEBSITE SOCIAL MEDIA CONTENT Karen Mc Grane, Adapting Ourselves to Adaptive Content
- 20. WEBSITE SOCIAL MEDIA CONTENT MICROSITES Karen Mc Grane, Adapting Ourselves to Adaptive Content
- 21. WEBSITE SOCIAL MEDIA CONTENT MICROSITES BLOGS Karen Mc Grane, Adapting Ourselves to Adaptive Content
- 22. WEBSITE SOCIAL MEDIA CONTENT MICROSITES BLOGS INTRANET Karen Mc Grane, Adapting Ourselves to Adaptive Content
- 23. WEBSITE SOCIAL MEDIA CONTENT MICROSITES BLOGS EMAIL INTRANET Karen Mc Grane, Adapting Ourselves to Adaptive Content
- 24. WEBSITE SOCIAL MEDIA CONTENT MICROSITES PRINT BLOGS EMAIL INTRANET Karen Mc Grane, Adapting Ourselves to Adaptive Content
- 25. WEBSITE SOCIAL TABLET MEDIA APPS CONTENT MICROSITES PRINT BLOGS EMAIL INTRANET Karen Mc Grane, Adapting Ourselves to Adaptive Content
- 26. WEBSITE MOBILE APPS SOCIAL TABLET MEDIA APPS CONTENT MICROSITES PRINT BLOGS EMAIL INTRANET Karen Mc Grane, Adapting Ourselves to Adaptive Content
- 27. MOBILE WEB WEBSITE MOBILE APPS SOCIAL TABLET MEDIA APPS CONTENT MICROSITES PRINT BLOGS EMAIL INTRANET Karen Mc Grane, Adapting Ourselves to Adaptive Content
- 40. MOBILE WEB WEBSITE MOBILE APPS SOCIAL TABLET MEDIA APPS PRINT MICROSITES PRINT BLOGS EMAIL INTRANET Karen Mc Grane, Adapting Ourselves to Adaptive Content
- 41. MOBILE WEB WEBSITE MOBILE APPS SOCIAL TABLET MEDIA APPS WEB MICROSITES PRINT BLOGS EMAIL INTRANET Karen Mc Grane, Adapting Ourselves to Adaptive Content
- 42. MOBILE WEB WEBSITE MOBILE APPS SOCIAL TABLET MEDIA APPS MOBILE MICROSITES PRINT BLOGS EMAIL INTRANET Karen Mc Grane, Adapting Ourselves to Adaptive Content
- 43. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday so what? che mi porto a casa?
- 44. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday #1 multiple size content chunk writing
- 48. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday “ Fragmenting our content across different “device-optimized” experiences is a losing proposition, or at least an ” unsustainable one. Ethan Marcotte
- 49. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday #2 metadata first taxonomy
- 51. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday “Metadata is the new art direction. ” Ethan Resnick, @studip101
- 52. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday #3 plan reuse structure content once, use anywhere
- 54. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday Nome Codice Modello Marca Descrizione
- 55. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday Nome Codice Modello Marca Descrizione Lunghezza focale Apertura massima Apertura minima Schema ottico Angolo di campo Distanza minima per la messa a fuoco Rapporto di riproduzione massimo Lamelle del diaframma Messa a fuoco Modi di messa a fuoco Dimensione attacco filtro Diametro x lunghezza Peso
- 56. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday “ 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. Nic Newman, BBC
- 57. A intro B content strategy C touchpoint D cope E outro @rainwiz #responsivecontent #ploneday responsive design vs adaptive layout Il layout è solo una delle componenti del design
- 58. Grazie! Raffaele Boiano @rainwiz [email protected] Thanks to: Karen Mc Grane Kristina Halvorson