63
Ma UIt, OOR 21 ON HeRAn Blde DevErle R T B Z + + = 1 Wednesday, October 12, 11

Blended Deliverables

Embed Size (px)

DESCRIPTION

We live in awesome times. Content Strategy, Information Architecture and User Experience Design con­tinue to grow and offer new ideas and tools to solve prob­lems and create amaz­ing results. Although each dis­ci­pline has processes and meth­ods to share their find­ings that are unique, there are common goals and pos­si­bil­i­ties for taking advan­tage of the over­laps and con­nec­tions between them. Blending these approaches and out­puts can foster tighter col­lab­o­ra­tion and create great work, not to men­tion save time and effort.

Citation preview

Page 1: Blended Deliverables

Ma UIt, OOR 21ON HeRAnBlde DevErle

RTBZ+ + =1Wednesday, October 12, 11

Page 2: Blended Deliverables

IgIL PDEriNRmAOn ChICtuS eXRiEE DIErcOEnT TrAGSsHAnINS

@bOENg

2Wednesday, October 12, 11

Page 3: Blended Deliverables

BZ+ + =T3Wednesday, October 12, 11

Page 4: Blended Deliverables

cOOn wRk NEsI aRItEUREtAEd SG

iNRaCONgLAL LeMTs

4Wednesday, October 12, 11

Page 5: Blended Deliverables

cOEnT LW

UdICE ErSAstW ExPImES

5Wednesday, October 12, 11

Page 6: Blended Deliverables

DilAir

HiS ReSTaTN I MaD FoR DuCIoN pUOS Ly. Ny SeMAnC To Al RNs, LInG R Ad, I PuRY CNcINtA UnLS I IS’t. ReP pELtI mA Be PEd. OmE SsELy QuID. AtTIeS Ot ClUD. OnTTs Y STlE UrI sHMN. Se Ly dICE. OsTE WL B PD bY DdRSE. M cAE EHoR aN SpOAnES dEOhYOsPSO. UbJT T ArBRaTN. HiS S nO An FeR O SL SUrIEs. Ay tO InTSE fO SoM ViEwRs. O N sTP. Se HeR IdE OR aDTiOL LTGs. O N dIUR. O UR-sEIcELe RtS NDe. ImE ApPXiME.

6Wednesday, October 12, 11

Page 7: Blended Deliverables

tANg E pRLE(s)

aPT7Wednesday, October 12, 11

Page 8: Blended Deliverables

hOw Do U TL yO sTIE?

8Wednesday, October 12, 11

Page 9: Blended Deliverables

aS N IIvIAltEINsTEs

3

12 aS tE mEEr

aS lEEr

9Wednesday, October 12, 11

Page 10: Blended Deliverables

HE tEEr Ap

10Wednesday, October 12, 11

Page 11: Blended Deliverables

“OD i’s InK BT c aN GD c’s InK F i”

11Wednesday, October 12, 11

Page 12: Blended Deliverables

B tH sTL ILS iNViDLS wOIG

aLE. 12Wednesday, October 12, 11

Page 13: Blended Deliverables

“We believe in nothing, Lebowski.”

13Wednesday, October 12, 11

Page 14: Blended Deliverables

He LeM F “dEVeRLE”

14Wednesday, October 12, 11

Page 15: Blended Deliverables

An?aGE?

15Wednesday, October 12, 11

Page 16: Blended Deliverables

bLDEdEVeRLE

16Wednesday, October 12, 11

Page 17: Blended Deliverables

4

SttEc BETs

Blde DevErle

cOAbOTiV OpTNs

Wt, Wt? 3

12 AcTAl NeFS

BrnStm PEnTL

17Wednesday, October 12, 11

Page 18: Blended Deliverables

Blde DevErle

Wt, Wt?

4

SttEc BETs

cOAbOTiV OpTNs

3

12 AcTAl NeFS

BrnStm PEnTL

18Wednesday, October 12, 11

Page 19: Blended Deliverables

sCDEs19Wednesday, October 12, 11

Page 20: Blended Deliverables

OnTT SAGyuS eXRiEE

EvEPNtdEGn

TaNRd HeDE

20Wednesday, October 12, 11

Page 21: Blended Deliverables

(iF Ou’rE EaL lUY)uS eXRiEE

EGn

OnTT SAGydEEoPNt

21Wednesday, October 12, 11

Page 22: Blended Deliverables

aNHeR PpRChOnTT SAGy

uS eXRiEE

EvEPNtdEGn

22Wednesday, October 12, 11

Page 23: Blended Deliverables

Blde DevErle

Wt, Wt?

4

SttEc BETs

cOAbOTiV OpTNs

3

12 AcTAl NeFS

BrnStm PEnTL

23Wednesday, October 12, 11

Page 24: Blended Deliverables

O ME “zOIe” dOMTs

24Wednesday, October 12, 11

Page 25: Blended Deliverables

Blde DevErle

Wt, Wt?

4

SttEc BETs

cOAbOTiV OpTNs

3

12 AcTAl NeFS

BrnStm PEnTL

25Wednesday, October 12, 11

Page 26: Blended Deliverables

dEGn R dIGrEEN

26Wednesday, October 12, 11

Page 27: Blended Deliverables

dEGncOEN

Ch

bUNS

eXRt IE

mA iT dIUsSN

27Wednesday, October 12, 11

Page 28: Blended Deliverables

Blde DevErle

Wt, Wt?

4

SttEc ARCh

cOAbOTiV OpTNs

3

12 AcTAl CU

BrnStm PEnTL

28Wednesday, October 12, 11

Page 29: Blended Deliverables

dEGncOEN

Ch

bUNS

eXRt IE

mA iT dIUsSN

29Wednesday, October 12, 11

Page 30: Blended Deliverables

i Ve EaX

XXX

XX

Xooo o

o

o

o

oo

X

X

30Wednesday, October 12, 11

Page 31: Blended Deliverables

XaME 2cOET LW

XaME 1UdICE ErSAs

...sO Ow wAt?bUDiN O It

lB m31Wednesday, October 12, 11

Page 32: Blended Deliverables

XaME 2cOET LW

XaME 1UdICE ErSAs

...sO Ow wAt?bUDiN O It

lB m32Wednesday, October 12, 11

Page 33: Blended Deliverables

4

aUEE pEOA

Wt, Wt? 3

12

SttEc Befi

CoaBoti PotS

AcTAl NeFS

BrnStm PEnTL

33Wednesday, October 12, 11

Page 34: Blended Deliverables

4

aUEE pEOA

Wt, Wt? 3

12

SttEc Befi

CoaBoti PotS

AcTAl NeFS

BrnStm PEnTL

34Wednesday, October 12, 11

Page 35: Blended Deliverables

wH cOS bERe RsOS?

35Wednesday, October 12, 11

Page 36: Blended Deliverables

43

12

WHo E W SpEInG O?

wHE D ThE NeE It?

wH aR ThE Ey SsAS?wH cOEnT O TY ND?

36Wednesday, October 12, 11

Page 37: Blended Deliverables

AueNsPeon

SeeNtio

37Wednesday, October 12, 11

Page 38: Blended Deliverables

4

aUEE pEOA

Wt, Wt? 3

12

SttEc Befi

CoaBoti PotS

AcTAl NeFS

BrnStm PEnTL

38Wednesday, October 12, 11

Page 39: Blended Deliverables

Name Prospects Customers Media Investors

Key MessageWe’re a partner they can trust to support them in their challenges

Every product we offer is growing and getting better

Our technologies are leading the industry and making customers more successful

Our portfolio of products is profitable and growing

Needs

Peer validation with success stories

Role-appropriate demos

Findable, relevant content

Easy to read and download samples and abstracts

High-level introductions to complex concepts

Ways to see our customers’ successes

Clearly stated facts

Data

Connections to content across all our sites

Ideal Content

Product Blog Entries

Customer success stories

Demos

Education Briefs

FAQ’s

Solution Blog Entries

Leadership Blog Entries

Analyst Reports

Learning Path Pages

Licensing

Press Releases

Customer Success Stories

Partner Profiles

Whitepapers

Leadership Blog Entries

Leadership Blog Entries

Solution Blog Entries

Press Releases

Customer Success Stories

Partner Profiles

39Wednesday, October 12, 11

Page 40: Blended Deliverables

4

aUEE pEOA

Wt, Wt? 3

12

SttEc Befi

CoaBoti PotS

AcTAl NeFS

BrnStm PEnTL

40Wednesday, October 12, 11

Page 41: Blended Deliverables

Goals and mindset How to support Ted’s needs• Deliver relevant and accurate information into the

consideration process• Provide a robust context to facilitate decision

making• Needs to understand a solution’s potential and

constraints

• Guided navigation with dynamic filtering• Role-appropriate demos• Persuasive supporting content (case studies,

whitepapers)

Typical tasks How to exceed his expectations• Find products (by category, product name or SKU)• Research compatibility of products to his current

environment• Gauge community sentiment around a product’s

releases

• Content to skim now and save for later• Make sure content is easily shareable with his

teams and manager• Show him an active community behind a

product and let him ask questions

Ted The Trekkie Tech Manager

Ted is the primary information gatherer and provides a tactical voice in the decision making process. He needs to formulate a clear point-of-view on solutions by understanding the nature of integration programs and their common pain-points. He comes to us knowing the type of product he's looking for (often by name) and wants details. He needs to build a case for whatever solution he picks.

3“Look deep enough and the logical choice appears.”

41Wednesday, October 12, 11

Page 42: Blended Deliverables

Key Messages What they need• We’re a partner they can trust for the long haul• Our products are successful in the marketplace• We stand behind our products with regular release

cycles and patches

• Peer validation• Comments and sentiment from the install base• Role appropriate demos

How we speak to them Great content for them• Marketing content in plain language• Technical content in industry language• Blog entries can dip into “tech speak” briefly

• Product blog entries• Customer success stories• Demos• Community forums by product and platform

ProspectsOur best prospects are the information gatherers of their companies, they are primarily technology managers and technical support pros looking for detailed information to support a purchase, often of a specific product. they know their platform and install base backwards and forwards. We don’t have to sell them on a solution, we have to sell them on why our solution is right for them. more importantly they “know the drill” when it comes to marketing and favor content specifically from dev teams and managers.

Content SourcesKey Editorial Calendar Dates• Budgets deadlines are typically in Q2• The lead up to SXSW is key

• Demos outsourced to Bloomberg• Partnership with TechCrunch in negotiations

42Wednesday, October 12, 11

Page 43: Blended Deliverables

4

aUEE pEOA

Wt, Wt? 3

12

SttEc Befi

CoaBoti PotS

AcTAl NeFS

BrnStm PEnTL

43Wednesday, October 12, 11

Page 44: Blended Deliverables

dEGncOEN

Ch

bUNS

eXRt IE

mA iT dIUsSN

44Wednesday, October 12, 11

Page 45: Blended Deliverables

XaME 2cOET LW

XaME 1UdICE ErSAs

...sO Ow wAt?bUDiN O It

lB m45Wednesday, October 12, 11

Page 46: Blended Deliverables

hOw Do OE cOEcT wItH UR

cOEN?46Wednesday, October 12, 11

Page 47: Blended Deliverables

4

CoenFlWs

Wt, Wt? 3

12

SttEc Befi

CoaBoti PotS

AcTAl NeFS

BrnStm PEnTL

47Wednesday, October 12, 11

Page 48: Blended Deliverables

4

CoenFlWs

Wt, Wt? 3

12

SttEc Befi

CoaBoti PotS

AcTAl NeFS

BrnStm PEnTL

48Wednesday, October 12, 11

Page 49: Blended Deliverables

4

CoenFlWs

Wt, Wt? 3

12

SttEc Befi

CoaBoti PotS

AcTAl NeFS

BrnStm PEnTL

49Wednesday, October 12, 11

Page 50: Blended Deliverables

4

CoenFlWs

Wt, Wt? 3

12

SttEc Befi

CoaBoti PotS

AcTAl NeFS

BrnStm PEnTL

50Wednesday, October 12, 11

Page 51: Blended Deliverables

4

CoenFlWs

Wt, Wt? 3

12

SttEc Befi

CoaBoti PotS

AcTAl NeFS

BrnStm PEnTL

51Wednesday, October 12, 11

Page 52: Blended Deliverables

52Wednesday, October 12, 11

Page 53: Blended Deliverables

53Wednesday, October 12, 11

Page 54: Blended Deliverables

kE PrOEcT LOwWiTR CPaIS F oNInG OdCTs IvE O A InKIn OP rEStRIoN Nd DEs. GUp DaT iNUdE wHiTApE N rEEsT tOCs D &a SsIS WH D tE mEER. AWS iNUdE InK To MoS RiVG CTaC WiT SEs.

BJ T cf

li

54Wednesday, October 12, 11

Page 55: Blended Deliverables

cnTT YE

BJ T cf

lipdCTs

55Wednesday, October 12, 11

Page 56: Blended Deliverables

cnTT YpE - PT I (tH ReVGe)

BJ T cf

liwHEpARs

56Wednesday, October 12, 11

Page 57: Blended Deliverables

cnTT YpE - PT I (tH CoNNtINg)

BJ T cf

lidES

57Wednesday, October 12, 11

Page 58: Blended Deliverables

cOEnT OuRS

BleXRnA CoNNT (pUIsH oR YnDAE)

iJ T cf

58Wednesday, October 12, 11

Page 59: Blended Deliverables

cOEnT OuRS, PT I (...O, NEr Nd)

BJ T ci

fl

hOEd NtE oR UnCOnATy

59Wednesday, October 12, 11

Page 60: Blended Deliverables

XaME 2cOET LW

XaME 1UdICE ErSAs

...sO Ow wAt?bUDiN O It

lB m60Wednesday, October 12, 11

Page 61: Blended Deliverables

...sO Ow wAt?(i’m Ad U AEd)

61Wednesday, October 12, 11

Page 62: Blended Deliverables

& AQ(tI aLWN)v

62Wednesday, October 12, 11

Page 63: Blended Deliverables

[email protected]

b@bOENg

f63Wednesday, October 12, 11