Designing Social Experiences That Work

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 © 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

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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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 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/

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 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

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