LBi London

The sell is in the detail

Posted by Elizabeth McGuane October 5th, 2011

Over the past decade, there’s been one golden rule for web content: simplify, simplify, simplify.

But when we design content for large web projects, we often have to deal with unsimple, unsexy stuff. Product details, help content and technical information is often forgotten while we focus on headlines, taglines, sleek videos and stunning graphics.

But more and more, content experts are arguing that high marketing value and high user value aren’t always the same. Instead, people are looking to the details to help them decide to buy.

Photo by Rhiannan Walton

The brand appeal of a finely tuned home page or campaign is essential — it’s the first taste that entices, and it sets the tone for the whole experience. But what satisfies customers once they arrive at a site with a goal in mind is information that helps them reach it.

Less: not always more

This topic was at the heart of last month’s Content Strategy Forum in London, and the topic’s been swirling round the content community ever since.

In the words of the keynote speaker, Gerry McGovern:

“The content that use to come after the sale, is now driving the sale. [Customers] avoid traditional marketing content and go for the detail. Support is the new sales. Support is the new marketing.”

Strong words.

The valley of empty platitudes

When we over-focus on marketing content, what we think piques interest and motivate a sale, we’re not doing the wrong thing – but we’re a step behind.

By the time our customers have found us online, they want – and need – content with more meat on the bone.

When I go into my bank, I don’t want them to tell me they’re trustworthy. I want to trust them.

That happens when I feel confident they’re not hiding anything from me, and when they show and explain the product I’m buying.

I’ve stopped caring about the bank’s brand or marketing message, and started caring about the clarity of the information they’re giving me. I’m in the moment, trying to make a decision. And that’s where we sometimes drop the content ball - and where we can least afford to.

Clear doesn’t have to mean cookie-cutter

The ideal scenario is content that doesn’t sacrifice information for the sake of voice or personality – and doesn’t sacrifice that personality when you drill down to the detail.

And this doesn’t just affect what we normally think of as ‘content’. That bridge between voice and action is even more important when we’re designing applications and interfaces.

From a user’s perspective, the words we choose are part of what makes an app easy to use. Words are a mechanism, as much as a slider or carousel. Which makes striking a balance between clever and clear even more crucial (and tricky) when we’re building apps or designing forms.

So how can we get it right?

When challenging our deepest assumptions, we need to go back to basics.

Design content around a clear story so you know who your customers are and what you need to say to them at every level.

Research with real people to find out what information your customers really want.

When designing applications, work together – because the content, experience and technology you’re creating are deeply entwined.

And the thing is: content is never done. That’s the beauty of it. By listening to your audience on social channels, and diggingthrough the data coming up through your own support networks, you can keep tuning in your message to your audience.

Tags: content, content strategy, CS Forum, Gerry McGovern

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Weekly Social Media Update

Posted by Jamie Pither October 4th, 2011

Own a Colour

UNICEF have recently partnered with Dulux to create a brilliant worldwide initiative called Own a Colour. The idea is simple, choose a colour from a palette of 16.7 million, name your colour giving a reason why the colour is special to you and donate £1 or more in the process. The campaign aims to raise at least £16.7 million (the number of colours the average smartphone, computer or tablet can display) with the money going directly to help transform children’s lives. It’s creating a lot of conversation on social networks and has celebrity backing from the likes of Roger Moore. Check out the Twitter account and the hashtag #ownacolour.

New Facebook Insight metrics

After a bombardment of changes two weeks ago at its f8 conference Facebook have added an update to Facebook Insights – the analytics dashboard used for Fan Pages. The update includes new metrics ‘Friends of Fans’, which shows how many people can be reached through a post, and ‘People Talking About This’, which allows you to see any conversions about your brand beyond your immediate fans.

The new feature is being slowly rolled out across the world, so keep an eye on your Insights page. The added metrics will help page growth for brands as it will allow them to optimise their content for targeting an audience outside their current fan base – a welcome addition for pages of all sizes.

Pinterest

If you’re looking to try out the latest sharing sensation then head on over to Pinterest – a virtual pinboard that allows you to organise and share all the visual things you find on the web. Pinterest is an easy way for users to visually bookmark items they come across online and share their findings with people who have similar interests. By installing the “Pin It” button in your browser you are able to grab an image from any website and add it to one of your pinboards.

The site itself has a user-friendly interface and sharing to your social networks is straight forward too. Unfortunately at the moment it’s an invite only affair so there’s a waiting list, but we’re confident that they’ll make it open to all very soon.

Tags: Dulux, Facebook, Insights, Own a Colour, Pinterest, Social Media, UNICEF

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The Colour Clock

Posted by Simon Gill September 27th, 2011

Created by our Designer Jack – the Colour Clock uses an RGB conversion that changes the colour every second. By translating hh:mm:ss to corresponding hex values for rr:gg:bb the effect is a soothing and interesting progression. (Geeks take note, these are  not direct conversion but modified to provide a match for the full 255 range, and bring a very noticeable change around midday and midnight).

It’s a simple idea, that’s been well thought out and has received a good share of Internet praise. Its certainly been popular in the office – which is a great endorsement.

Available as a screensaver, web page and now an Android app – you can see time in colour any time.

Tags: clock, colour, screensaver

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Weekly Social Media Update

Posted by Jamie Pither September 27th, 2011

QREO cookie scanner

In their latest promotion called QREO, Oreo cookies have defied the limitations of QR code scanning to bring you a campaign with a crunch. The popular cookies have artistically been made into a giant QR code that actually works, directing customers who scan the cookie collection to their website. The task at hand was to engage the consumer with the product and drive them to the website, a mission that was dutifully fulfilled as the product also became the medium – clever stuff.

‘Share a Slice of Hope’

Restaurant chain Pizza Hut has joined forces with gaming giant Zynga to offer limited edition in-game items that will help raise money for the World Food Programme. The campaign entitled ‘Share a Slice of Hope’ is part of the annual World Hunger Relief and runs up until 31^st October 2011. Players of Zynga games including the popular FarmVille and CityVille series can choose to contribute $5 USD or more when purchasing one of the limited edition items. The items available range from a Nutrition Centre to a Food Wagon and can help you progress in the game too, a great incentive to get people involved.

Stacks of Delicious goodness

The notable link-sharing site Delicious has relaunched after being acquired by YouTube veterans Chad Hurley and Steve Chen. The updated site has an increased visual element and has become far more social with its new feature ‘Stacks’. Stacks enables users to create a group of links and personalise them by adding images, titles, descriptions and comments, which makes it easier for people to follow different interests. Your Stack is shared publicly and you can follow other people’s Stacks too, so it’s all very sociable!

Tags: Delicious, Oreo, Pizza Hut, qr, Social Media, Stacks, Zynga

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