Richard von Kaufmann Sauna Safari Social Media Presentation 8 May 2014

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SOCIAL MEDIA SUCCESS Startup Sauna In Kenya Richard von Kaufmann // 8 May 2014

description

A presentation given at the Startup Sauna event in Nairobi www.saunasafari.com

Transcript of Richard von Kaufmann Sauna Safari Social Media Presentation 8 May 2014

Page 1: Richard von Kaufmann Sauna Safari Social Media Presentation 8 May 2014

SOCIAL MEDIA SUCCESSStartup Sauna In Kenya

Richard von Kaufmann // 8 May 2014

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Who’s talking?

2013

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Zipipop Freud — The Influence Agency

Zipipop Freud combines social media & communications to create influence and solve business challenges in today’s world.

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What did Peter Vesterbacka teach me?

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“Attitude is everything!”

“A press release is not marketing.”

Peter Vesterbacka

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Attitude is everything!

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YOU CAN’T AFFORD TO BE SHY

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GOALS• What are you trying to achieve?

• What resources do you have?

• How will you know you are being successful?

http://www.flickr.com/photos/barretthall/4039775568/

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It’s all about changing perceptions

in people’s minds

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CHANGING PERCEPTIONS

“People don't read ads. They read what interests them, and sometimes it is an ad .” -Howard Gossage.

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“People don't read ads. They read what interests them, and sometimes it is an ad .” -Howard Gossage.

The right content

CHANGING PERCEPTIONS

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“People don't read ads. They read what interests them, and sometimes it is an ad .” -Howard Gossage.

The right place

The right content

CHANGING PERCEPTIONS

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The right time“People don't read ads. They read what interests them, and sometimes it is an ad .” -Howard Gossage.

The right place

The right content

CHANGING PERCEPTIONS

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How to create influence in today’s

world?

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Latent

(people search internet for needs/desires; asking questions in

social media)

Reactive

(reacting –particularly in social

media)

Proactive

(campaigns, press releases, etc.)

ZIPIPOP FREUD’S TIME-BASED MARKETING MODEL

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Proactive

Scheduled campaigns

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Latent

Engagement timeunknown

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“SEARCH ENGINE COMMUNICATION”Timo Nurmi 2013

Latent

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Reactive

Responding in the moment

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Let’s step back in time for a moment…

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ONE TO MANY – BROADCASTING

CC: http://mertzformadison.com/wp-content/uploads/2013/02/rko.jpg

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MANY TO MANY – SOCIAL

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DON’T SHOUT AT ME

CC: http://www.flickr.com/photos/spereira/3567328982

CC License: http://www.flickr.com/photos/mindaugasdanys/3766009204

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TALK TO ME

CC License: http://www.flickr.com/photos/gudmunda

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A new approach is needed

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TRADITIONAL MEDIA MIX

Advertising Marketing PR

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THE NEW MEDIA MIX

Proactive Latent Reactive

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REACTIVE WILL GROW

Proactive Latent Reactive

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ITS NOT ABOUT CHANNELS…YET

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Without content there is no social media

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WHAT IS SOCIAL MEDIA?Sharing, discussing, and interacting around content in social networks.Richard von Kaufmann 2013

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CONTENT MARKETING

relevant, useful, entertaining

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Community driven

SEO (findable)

Valuable Content

social media (sharable)

COTENT NEEDS BE TO FOUND EASILYProvide ammunition for fans to promote you

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“VALUABLE” CONTENT AT WORK

share to a wall

shared on company wall (240 likes)

share to own wall(450 friends)

3 likes(with more than 1,500 friends)

Shared to their own wall(300 friends)

2 likes and 1 share(with a total of more than 1,000 friends)

15 likes

A total of nearly 27,000 people were reached

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The process of finding out what kind of content is valuable to your community can take a long time.

GROWING YOUR COMMUNITY

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CONTENT PLANSome things can be planned for (e.g. seasonal events), but otherwise it is fairly pointless to try and create specific content too far ahead.

Entertaining (useful & funny

content related to your industry)

Daily Diary(interesting things the company has been up to: new

product launches, recruits, etc)

Strategic(content that is designed to get people to take

action on specific goals and build

thought leadership)

1 4 1

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DAILY DIARY

Daily Diary(interesting things the company has been up to: new

product launches, recruits, etc)

1

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ENTERTAINING / USEFUL

Entertaining (useful & funny

content related to your industry)

4

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STRATEGIC

Strategic(content that is designed to get people to take

action on specific goals and build

thought leadership)

1

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CONTENT

Interesting relevant content that is easy to find and share

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LINKING BACK TO LANDING SITESF-Secure event landing page for the Mobile World Congress.

http://mwc.f-secure.com/

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ONE THINGDirect focus onto 1 (max 3) things you can genuinely claim to provide at a world class / national level.

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EXPERIMENTING• Innocent Drinks Communities Manager:

• Learning as we go, and willingness to admit to cock ups.

• Experimenting with ideas and find what the right mix of content is.

http://www.marketingmagazine.co.uk/article/1134020/innocent-tops-social-brands-100

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Plan – Do – Review – Repeat (what works)

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How to define the strategic content

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ATTITUDEBrands that do particularly well in social media have a consistent “attitude”.

• Filter for deciding on content

• Gatekeeper for ensuring consistent tone-of-voice across many channels

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WHAT IS ATTITUDE?The easiest way we can express our values is to demonstrate:

• What are we for?

• What are we against?

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ATTITUDE = VALUES IN ACTIONRami Saarela 2013

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Do the actual perceptions = intended impression?

+Values Actions = AttitudeTarget

X

Agendas

Impressions

Perceptions

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Values Actions = AttitudeTarget

XPerceptions

Agendas

Perception is everything

The image of the company lies only in the minds of the target groups.

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Aligning values and attitude (values in action) generates the desired perceptions

• +Values Actions = AttitudeTarget

X

Agendas

Perceptions

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Are your values aligned?

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Put the answers to the following questions into practice:

?

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ValuesWhat are they and can you be sure all the employees believe, or can be made to believe, in them?

Must not just be nice words.

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Best in the worldWhat parts of your business can you justifiably claim are delivered at the highest global/national standards.

Overall marketing should be focused on these aspects.

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Target groupsWhose important to your organization?

Who has the purchase decision making power?

Who influences the purchase decisions?

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Focus / AgendasListen to your target groups and ask questions to find out:

What’s important to them?

What do they need to help them choose your brand?

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Type of relationshipHow should your employees talk with the target groups?

This is related to tone-of-voice, but is more about the nature of the relationship they should have; e.g. friend, buddy, teacher, guru

The persona is based on the values, but “tweaked” appropriately for different contexts.

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AttitudeRemember: Attitude = Values in action

The easiest way we can express our values is to demonstrate:

• What are we for?

• What are we against?

So our communication actions should reflect these points of view.

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Perception What perception(s) do you wish to enhance or change in the minds of your target groups.

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Use the Zipipop Freud Grids

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FOCUS NEEDED

Available resources

Available resources

Everything you would like to promote

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CONTENT PLANSome things can be planned for (e.g. seasonal events), but otherwise it is fairly pointless to try and create specific content too far ahead.

Entertaining (useful & funny

content related to your industry)

Daily Diary(interesting things the company has been up to: new

product launches, recruits, etc)

Strategic(content that is designed to get people to take

action on specific goals and build

thought leadership)

1 4 1

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INFLUENCE GRID

resellers help in sales buddy For: Agile and friendlyAgainst: Inflexibility great selling support

end-userseasy to use

reliablehi-tech

supportive colleague

For: proud of their work

Against: careless workwill help me be top

of the top

Perception to enhance

Who is important

What’s important to

themType of

relationship Attitude

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STRATEGIC CONTENT GRID FILLINGPerceptions Who is

important Channels Posts Slideshow VideosInfo-

graphicsWhite-papers Facts

Competitions

Testimonials

Friendly selling

supportresellers

portal (live chat)YouTubeLinkedIn?Slideshare

Blog

series of posts various reliable

points /

“live” slidedeck to show kSP; expert

presentations (“Live” deck

showing expert in the whole

process ); deck about competitors

old machine stories / video

about SuperSnake, etc

x technologies (based on white paper), x stats

globally

Our experts: x extra strength

steels, x technologies, x in

extreme conditions

specific material providing evidence

oldest machines + stories

users say why in posts / old machine

stories

Whole process experts

production managers

LinkedIn, Facebook,YouTube, Sldieshare

series of posts various reliable points / financial benefits in the

long-run

“Live” deck showing expert in the whole process

high-speed videos of welding arc in

different processes; old

machine stories

“live” slide deck of facts: calculations,

ROI, customer process

oldest machines + stories

users say why in posts / old machine

stories

Will help me be top of the

topend-users

Facebook, YouTube

series of posts various reliable points / financial benefits in the long-run;; posts about building

bikes, etc;

welders doing fun but highly skillful;

(building nice bike)

Leading and growing global

company

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KPI GRID

PERCEPTION 1PERCEPTION 1PERCEPTION 1

STRATEGY(high level)

TACTICAL(mid level

REACH(low level)

STRATEGIC(perception changes, awareness

increase, etc)

Research reports: outsourced surveys, focus groups, online surveys, etc

every 6-12 months

PERCEPTION SPECIFIC CONTENT(as defined in the Content Strategy)

Specific posts: Likes, Shares, Comments, Retweets, Favorites, etc

daily but with formal quarterly review session

CHANNEL(Facebook, LinkedIn, Blog, etc)

General Channel Metrics: Followers, Page Likes (Fans), “Talking

about this” (engagement), Buzz, Share of Voice, Sentiment, Channels, Influencers,

etc

daily but with formal quarterly review session

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The power of stories

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Story Telling• Narrative is a fundamental way we

make sense of the world.

• More than ever organizations need a compelling story to stand out from the crowd.

• Social media channel for telling your story

http://www.sxc.hu/photo/103262

Innocent’s clear and likable story allowed them to grow rapidly and be bought by Coke

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TELLING YOUR STORYThrough the social media channels communicate:

•Why you are remarkable

•What you stand for

•Who you are

•What are your goals

•What’s happening now

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MICRO STORIES• Each piece of content is a micro story

that builds into a larger narrative.

• It doesn’t have to be a story with a beginning, middle, and end.

• A good image tells a story.

• Create stories where your product saves the day and restores balance.

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PUT THE CUSTOMER CENTRAL STAGE• Stop talking about me, I, us, we…

— put you customer in the centre of the story and encourage them to create content

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LOGIC vs EMOTION“People are moved by stories and drama and hints and clues and discovery.

Logic is a battering ram, one that might work if your case is overwhelming. Wal-Mart won by logic (cheap!), but yours probably won't.”

Seth Godin

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http://sethgodin.typepad.com

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BE A PURPLE COW

• Be remarkable and stand out

• The cornerstone of this is providing a remarkably good product or services

• Find interesting, authentic stories behind your team, brand, product or company

* http://www.fastcompany.com/magazine/67/purplecow.html

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TAP INTO CONCERNS / EMOTIONS

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You have to react faster

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CATCHING THE SOCIAL WAVES

http://simple.wikipedia.org/wiki/File:Oahu_North_Shore_surfing_catching_wave.jpghttp://www.mesurf.com.au/technique_beginner_greenwave.aspx

The social media team needs to be ready to react quickly to catch the social media-powered publicity waves.

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IMPROVISATION — reacting in the moment to amplify the positive and reduce the negative

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F-SECURE RIDING THE NSA WAVE

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REACTING MATRIX

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WHAT IS A COMMUNITY MANAGER?A Community Manager guides communities towards smooth and effective collaboration.

http://www.fillmoregazette.com/arts-entertainment/ventura-college-symphony-orchestra-%E2%80%9Cwinner%E2%80%99s-circle%E2%80%9D-concert-october-25

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SOCIAL MEDIA TEAMSpread and speed up the workload by involving experts from different departments — authentic knowledgable employees can be your best advocates

Marketing

HR

Customer serviceCommunications

R&D

ManagementSales Team members should be enthusiastic and

comfortable with using social media

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PLAN – DO – REVIEW

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THE IMPORTANCE OF A KEY MARKETING PERSONYou need someone who has the time and is passionate about hustling and continuous promoting the brand and engaging with the communities.

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MARKETING BALANCE

greatidea

awesome

development

team

If you have a great marketing person you also need to have a great development team who can react fast enough to the exposure.

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Shadow Election case study

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Debate:

• Rate candidate text answers

Shadow Election 2010

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Debate:

• Rate candidate videos

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Vote for your candidate

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How did we do this?• In one day

unique visits when up by over 5,000

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INFLUENCERS

• Connect with influential people

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Likes and comments in Pekka Haavisto’s campaign page

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Exposure reach of up to 30% Finnish Facebook users

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LINKING KEYWORDS

• Vaalikone 2012

• Reality Creating Media

• Zipipop

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Cross-linking

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Shadow Election 2012

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Shadow Election USA

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Shadow ElectionNow over 120,000 Facebook fans across national pages

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Keeping eyes openFind genuine connections to influencers or hub sites.

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1 week: 8,000+ Fans 60%+ engagement

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What is good content?

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What is good content?

People only use the Internet for two reasons: to solve a problem or to be entertained. Online content must do one or both to be successful.

You should share content that are useful, entertaining and relevant to the recipient.

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INFORMATION

DESIGN

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INFORMATION

DESIGN

INTRESTINGNESS

INTEGRITY

RelevantMeaningful

New

TruthConsistency

HonestyAccuracy

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INTRESTINGNESS

INTEGRITY

INFORMATION

DESIGN

FORM

FUNCTION

RelevantMeaningful

New

TruthConsistency

HonestyAccuracy

EasinessUsefulnessUsability

Fit

BeautyStructure

Appearance

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INTRESTINGNESS

INTEGRITY

FORM

FUNCTION

RelevantMeaningful

New

TruthConsistency

HonestyAccuracy

EasinessUsefulnessUsability

Fit

BeautyStructure

Appearance

INFORMATION

DESIGN

Successfulcontentdesign

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INTRESTINGNESS

INTEGRITY FUNCTION

RelevantMeaningful

New

TruthConsistency

HonestyAccuracy

EasinessUsefulnessUsability

Fit

INFORMATION

DESIGN

Ugly

FORM

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INTRESTINGNESS

INTEGRITY FUNCTION

RelevantMeaningful

New

TruthConsistency

HonestyAccuracy

EasinessUsefulnessUsability

Fit

INFORMATION

DESIGN

Boring

FORM

BeautyStructure

Appearance

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INTRESTINGNESS

INTEGRITY FUNCTION

RelevantMeaningful

New

TruthConsistency

HonestyAccuracy

EasinessUsefulnessUsability

Fit

INFORMATION

DESIGN

Successfulcontentdesign

Boring

Ugly

RubbishUseless

FORM

BeautyStructure

Appearance

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INTRESTINGNESS

INTEGRITY FUNCTION

RelevantMeaningful

New

TruthConsistency

HonestyAccuracy

EasinessUsefulnessUsability

Fit

INFORMATION

DESIGN

Successfulcontentdesign

Boring

Ugly

RubbishUseless

Experiment

Sketch

Proof of Concept

Eye-candy

FORM

BeautyStructure

Appearance