Che significa occuparsi della responsività dei contenuti?

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

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cope system
create once publish everywhere

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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

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“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
rainwiz@rainwiz.com
Thanks to:
Karen Mc Grane
Kristina Halvorson