A presentation at Facebook F8 in in San Francisco, CA, USA by Jonathon Colman
Designing Social Experiences That Work Jonathon Colman Content Strategy, Facebook
Stand up if you’re… a builder
Stand up if you’re… a builder a designer
Stand up if you’re… a builder a designer a writer
Hey © Thomas Hawk — flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
We should all be standing © Thomas Hawk — flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
How we identify ourselves © Brian Kingsley — flickr.com/photos/canihazit/7924965536 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
How we identify ourselves matters © Brian Kingsley — flickr.com/photos/canihazit/7924965536 Creative Commons 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 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
Let’s be open Source: © Billy Rowlinson — flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
Let’s be open I’m a content strategist Source: © Billy Rowlinson — flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
We plan for the creation, publication, and governance of useful, usable content. — Kristina Halvorson CEO/Founder, Brain Traffic
Content Strategy is to copywriting as information architecture is to design. — Rachel Lovinger Experience Director, Razorfish
We don’t need more content… — Sara Wachter-Boettcher Editor-in-chief, A List Apart
We don’t need more content… We need content that does more. — Sara Wachter-Boettcher Editor-in-chief, A List Apart
But isn’t Facebook’s content all user-generated?
Source: © Facebook — http://newsroom.fb.com/news/2014/11/coming-together-to-fight-ebola/
Source: © Facebook — http://newsroom.fb.com/news/2014/11/updating-our-terms-and-policies-helping-youunderstand-how-facebook-works-and-how-to-control-your-information/
Source: © Facebook — http://newsroom.fb.com/news/2014/10/introducing-safety-check/
Source: © Facebook http://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 is an interface
Language is an infrastructure
Let’s be bold
Let’s be bold: design content as a system Source: © Bruce Irving — flickr.com/photos/flyingsinger/86898565 Concept: Erin Kissane Creative Commons license: https://creativecommons.org/licenses/by/2.0/
Let’s be bold: design content as a product Source: © Bruce Irving — flickr.com/photos/flyingsinger/86898565 Concept: Ian Lurie Creative Commons license: https://creativecommons.org/licenses/by/2.0/
Let’s be bold: design content as a experience Source: © Bruce Irving — flickr.com/photos/flyingsinger/86898565 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
Page views aren’t your goal… — Michael Powers Source: http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-user-testing/29
Your goal is your goal. — Michael Powers Source: http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-user-testing/29 Source: © Bronski Beat — flickr.com/photos/runesteiness/3843101159 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
Build Learn Source: “Build-Measure-Learn” © Eric Ries/The Lean Startup Content is an experience that improves with iteration Measure
You can’t be lean without learning Organizational Action Outcomes Single-Loop Learning Source: Choo, C.W. (1998). Information Management for the Intelligent Organization (2nd ed.). Information Today, Inc.: Medford, New Jersey
You can’t be lean without learning Norms Assumptions Strategies Organizational Action Outcomes Single-Loop Learning Double-Loop Learning Source: Choo, C.W. (1998). Information Management for the Intelligent Organization (2nd ed.). Information Today, Inc.: Medford, New Jersey
How we design content experiences at Facebook Source: © Thomas Hawk — flickr.com/photos/thomashawk/14875780140/ Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
Start with Why Why Source: “Start with Why” © Simon Sinek, www.startwithwhy.com Make the world more open and connected
Continue with How How Why Source: “Start with Why” © Simon Sinek, www.startwithwhy.com Connect with friends, discover and share, build, grow, monetize
Then do the What What How Why Source: “Start with Why” © Simon Sinek, www.startwithwhy.com Design, engineering, content, research, marketing, product…
Focus on impact Be open Our core values Be bold Build social value Move fast Source: © Facebook — facebook.com/careers
What we Used to say
Source: © Facebook/Analog Research Lab
Source: © Facebook/Analog Research Lab
Source: © Facebook/Analog Research Lab © Thomas Hawk — flickr.com/photos/thomashawk/9735430146 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
What we’ve Learned
Source: © Facebook/Analog Research Lab
Source: © Facebook/Analog Research Lab
Source: © Facebook/Analog Research Lab
Source: © Facebook/Analog Research Lab
Source: © Facebook/Analog Research Lab
Norms Assumptions Strategies Organizational Action Outcomes Single-Loop Learning Double-Loop Learning Source: Choo, C.W. (1998). Information Management for the Intelligent Organization (2nd ed.). Information Today, Inc.: Medford, New Jersey
Minimum Viable Content
Quality framework Value Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Quality framework Value Ease of Use Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Quality framework Value Craft Ease of Use Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Surface Skeleton The five planes of user experience Structure Scope Strategy Source: © Jesse James Garrett, The Elements of User Experience — http://www.jjg.net/elements/ (used with permission)
Surface Skeleton Where content is seen and used Structure Scope Strategy Source: © Jesse James Garrett, The Elements of User Experience — http://www.jjg.net/elements/ (used with permission)
Surface Skeleton Where content is modeled and built Structure Scope Strategy Source: © Jesse James Garrett, The Elements of User Experience — http://www.jjg.net/elements/ (used with permission)
Surface Skeleton Where content is proposed and planned Structure Scope Strategy Source: © Jesse James Garrett, The Elements of User Experience — http://www.jjg.net/elements/ (used with permission)
Surface Skeleton Where content strategy happens Structure Scope Strategy Source: © Jesse James Garrett, The Elements of User Experience — http://www.jjg.net/elements/ (used with permission)
The path from strategy to surface is non-linear
The path from strategy to surface is non-linear Source: © Daniel Olnes — flickr.com/photos/dno1967b/14785722509 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
Our Content Principles 1 Keep it simple Use plain language and be concise Source: © Facebook/Content Strategy
Our Content Principles 1 2 Keep it simple Get to the point Use plain language and be concise Explain how things work so people can make good decisions Source: © Facebook/Content Strategy
Our Content Principles 1 2 3 Keep it simple Get to the point Talk like a person Use plain language and be concise Explain how things work so people can make good decisions Be friendly and respectful, like you’re talking to a neighbor Source: © Facebook/Content Strategy
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Sorry, there’s a temporary issue with your post. Please try again in a minute. What should I do next?
Sorry, there’s a temporary issue with your post. Please try again in a minute. When?
Oh No! Did I do something wrong? Great! So it’s OK? Will I lose my work? Sorry, there’s a temporary issue with your post. Please try again in a minute. How long will all this take?
Fear Relief Anxiety Sorry, there’s a temporary issue with your post. Please try again in a minute. Impatience
1 2 3 Keep it simple Get to the point Talk like a person Use plain language and be concise Explain how things work so people can make good decisions Be friendly and respectful, like you’re talking to a neighbor Source: © Facebook/Content Strategy
What I’ve learned from three products Source: © Allyde Winters – flickr.com/photos/allywin13/13568230105 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
Saved Less is more difficult Source: © Facebook — http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/
Saved Don’t get in the way Source: © Facebook — http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/
Saved Make the most of small spaces Source: © Facebook — http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/
Login The best content is invisible Source: © Facebook — http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/
Login Show examples, not concepts Source: © Facebook — http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/
Login Break apart big decisions Source: © Facebook — http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/
Nearby Friends Empathy is hard Source: © Facebook — http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/
Nearby Friends Let people opt-in Source: © Facebook — http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/
Nearby Friends Give them control Source: © Facebook — http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/
Optional and opt-in Outcomes Show you value upfront Offer you clear choices Easy to opt-in or opt-out
Surface Skeleton We planned for these experiences Structure Scope Strategy Source: © Jesse James Garrett, The Elements of User Experience — http://www.jjg.net/elements/ (used with permission)
Surface Skeleton So we could build them Structure Scope Strategy Source: © Jesse James Garrett, The Elements of User Experience — http://www.jjg.net/elements/ (used with permission)
Surface Skeleton For people to use Structure Scope Strategy Source: © Jesse James Garrett, The Elements of User Experience — http://www.jjg.net/elements/ (used with permission)
Surface Skeleton This is where content strategy happens Structure Scope Strategy Source: © Jesse James Garrett, The Elements of User Experience — http://www.jjg.net/elements/ (used with permission)
Let’s stand up for Value Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Let’s stand up for Value Ease of Use Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Let’s stand up for Value Craft Ease of Use Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Let’s stand up for Source: © Facebook/Analog Research Lab
Let’s stand up for What How Starting with Why Source: Chart: Simon Sinek “Start with Why” © Simon Sinek, www.startwithwhy.com Why
Let’s stand up for Better Content
Let’s stand up for Better Content
Let’s stand up for Better Content
Let’s stand up for Better Content
Let’s stand up for Better Content
Let’s stand up for Better Content
Let’s stand up for Better Content
Let’s stand up for Better Content
Hey © Thomas Hawk — flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
We should all be standing. © Thomas Hawk — flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
Build Better Content
Content strategists at Facebook plan, structure, and create content for more than a billion people. But they’re not writers or content marketers—they’re interaction designers, information architects, and UX practitioners. They design and build product experiences that are simple, straightforward and human.
And so can you. Content strategy isn’t just for big organizations. It’s for anyone who’s building an experience. And by using our approach, you can start building better content.
In this presentation, you’ll learn:
Inspired by Maria Giudice of Facebook, Ian Lurie of Portent, and Jason Mesut of Plan. Based on the works of Jesse James Garrett, Simon Sinek, A.H. Maslow, Kristina Halvorson, Rachel Lovinger, Dan Saffer/Kicker Studio, Erin Kissane, Michael Powers, Sarah O’Keefe, Hilary Marsh, Wouter De Bres, Matt Toback, Eric Ries/The Lean Startup, Dr. Chun Wei Choo, Libby Brittain, and more. Featuring the design work of the Facebook Analog Research Lab, including concepts by Julie Zhuo, Russ Maschmeyer, and Adam Mosseri of Facebook along with content standards from Facebook’s Content Strategy team.
The following resources were mentioned during the presentation or are useful additional information.
I’ve collected over two hundred of the best content strategy resources. My goal is to make it easy for you to learn about the field of content strategy, find content strategists and blogs to follow, and, hopefully, start contributing to our community.
