Sessions at Interaction12 about Content Strategy

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Topic: Content Strategy

Saturday 4th February 2012

Aristotle's Storytelling Framework for the web

by Jeroen van Geel

Storytelling is a very powerful way of bringing a message across. When done right it’s a way of engaging the audience and guiding them into the world you create. And it’s this powerful thing that’s been used in the creation of books, movies, music and theatre. But now it’s time to turn this knowledge into something we as designers can use to create engaging websites.

In this talk I want to step-by-step take people through a framework I created (http://johnnyholland.org/2011/01...) that will help designers to create a website that tells the best story and engages in the correct way with it’s users. The core message is that you need to build up a story in the right way in order to create more solid websites and to enable a real understanding of what’s the core of the product your design. (e.g. when you have a good understanding of the plot & character you are able to apply many different themes)Going through each step of the framework I will relate this to a movie and bring in examples from the web. When giving examples I will emphasize the importance of building up by showing the dangers of doing it the other way around (a lot of designers like starting with cool features or the graphic design, but the danger is that there is a big disconnect with the core message of the product and/or the audience). I will conclude by showing the entire framework.
At 11:50am to 12:35pm, Saturday 4th February

In Liffey 1, The Convention Centre Dublin
Communication & Content in Web Software: Bringing Customers from Like to Love

by Des Traynor

Web software is a gamble. Especially for start-ups who raise millions of dollars, all in the hope that they'll somehow motivate people to find them, interact, contribute and most importantly stick around for a few years. It's a high stakes game. On one hand there are apps like Color, Wave, Buzz, which couldn't motivate even the most die hard of users to regularly update. On the other hand there is Facebook/Twitter/Instagram with millions of users adding content every minute.

Much is written about acquiring customers online, but in truth that's only part of the challenge. Motivating them to complete on-boarding, contribute content, and most importantly stick around is the most important piece. As many a site owner knows leaky buckets don't fill very fast.

This session will present research, advice and findings from the study of several web applications, and how content and communication contributes to their success. Attendees will leave better equipped to design applications, and maintain good customer communications during the crucial early days of an application's life.
At 11:50am to 12:35pm, Saturday 4th February

In Liffey 2, The Convention Centre Dublin

Coverage video