Designing Connected Content
Mike Atherton, Facebook@mikeatherton

@mikeatherton

Problem 1

Bringing old ideas to new media.
@mikeatherton

We drive into the future using our rear-view mirror.
MARSHALL MCLUHAN@mikeatherton

Problem 2

What even is digital design?

@mikeatherton

People don't come for design.
They come for content.

@mikeatherton

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Before87% Higher CTR@mikeatherton

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Design Standards

Content Standards@mikeatherton

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Five Lies
About Writing for Products!

@mikeatherton

1. It's Copywriting.

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2. It's Cute.

@mikeatherton3. Anyone Can Do It.

@mikeatherton

4. It Only Takes a Minute.

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5. Nobody Reads.

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Simple, human andstraightforward.

@mikeatherton

Content strategy issystems design.

@mikeatherton

ProductActor
ActionObjectProperty

GroupsAdministrator
Approve
Post
Recommended@mikeatherton

Brynn Fortez
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So, what is content?

@mikeatherton

Well-designed content is
Useful, useable, findable, focused, targeted,distinctive, and connected.
But...
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Nobody cares about content.

@mikeatherton

@mikeatherton

Nobody wants your content.
They want the stuﬀ yourcontent is about.

@mikeatherton

IImagination

MusicCollaboration@mikeatherton

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Artists

Recordings

LabelsCompositionsRelease Types

ToursAlbumSinglePopDiscoLive

Genres@mikeatherton

Who's speaking?

Where is it?

What are they
speaking about?
When is it?

@mikeatherton

@mikeatherton

Interview“So we’re putting on a conference event about IA. This year
we will be in Minneapolis, MN. Our program has full-lengthand lightning talks from fantastic speakers and keynotes, andother folks giving full-day and half-day workshops, on topics
like Connected Content.
We host sessions and social events in different venues all overthe city, with the help of our volunteers and sponsors.”@mikeatherton

is each event an instance ofthe overall ‘conference’?

Interview“So we’re putting on a conference event about IA. This year

all sessions havevariable duration?

we will be in Minneapolis, MN. Our program has full-lengthand lightning talks from fantastic speakers and keynotes, andis this a type oftalk or a duration?

other folks giving full-day and half-day workshops, on topics
like Connected Content.

Is a keynote different
to a speaker?

is this kind of topic likethe main event topic?

We host sessions and social events in different venues all overthe city, with the help of our volunteers and sponsors.”
is social just akind of session?

can volunteers also be speakers?
what about in the future?

is a sponsor always
associated with a session?

@mikeatherton

Important Stuff
Overall conference brandThis year's event
Talks and workshop sessions
People: Speakers / workshop presenters
Other volunteers??
Sponsors
Theme / track / topic
Hotel (is it always in a hotel?)City / Location@mikeatherton

Important Stuff

Name

Overall conference brandThis year's event
Talks and workshop sessions
Speakers / workshop presenters
Other volunteers??
Sponsors
PersonTheme / track / topic
Social ID
Hotel (is it always
in a hotel?)City / Location
WebsiteCompanyBio@mikeatherton

BrandRole

Topic

Event

PersonSession

Venue

HotelFormat

Location

SponsorTrack@mikeatherton

What is an interface really for?

@mikeatherton

Content-led experience
Mapped to people's interests
Useful and useable, anywhere
Opens pathways to exploration@mikeatherton

When interfaces become
invisible all that's left is thestructure of ideas.

@mikeatherton

HomeModels

Used

3-Door Hatch

3-Door Hatch

5-Door Hatch

5-Door Hatch

Convertible

Convertible

Clubman

Coupe

Countryman

RoadsterAccessories

FinanceBusinessServices@mikeatherton

BrandRole

Topic

Event

PersonSession

Venue

Hotel

FormatLocation

SponsorTrack@mikeatherton

You only understand something relative towhat you already understand.
RICHARD SAUL WURMAN@mikeatherton

The Cat

Chef

PersonsatOncreatorOf
isAuthorOf

The Mat

DishBook@mikeatherton

involvedIn

Role

hasRoleEvent

PersonSponsorsponsoredBy@mikeatherton

BrandinvolvedIn

Role

partOfhasRoleEventhostedBy

PersonhostedAt

hasTopic

SessionhostedAt

Venue
locatedIn

Topic

HotelhasFormat

FormathasAccommodation
sponsoredBy

Location

SponsorpartOfTracksponsoredBy@mikeatherton

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Where does this leave
interfaces?

@mikeatherton

@mikeatherton

@mikeatherton

Session Title

Person Name / Photo

Session Description

Session Date Start / End

Session Format
Venue Name

Session Track@mikeatherton

Session Date Start

Session Title

Session Track

Person Name@mikeatherton

Person Role = Keynote

Person Role = Speaker@mikeatherton

Connected content.
First, find all the things.
Then build a map of your world.
Fill that world with content.
And open all the windows.
@mikeatherton

It's all about therelationships.

@mikeathertonglideapps.com@mikeatherton

@mikeatherton

Let's find the things that bring
us closer together.

@mikeatherton

Thanks, Budapest!
Let's talk more:@mikeatherton@mikeatherton