Your SlideShare is downloading. ×
0
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Content Context & Chaos
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Content Context & Chaos

587

Published on

My talk for SDL's Innovate ( #SDLInnovate ) conference in San Jose. I discuss how content can be a centralizing force to content marketing, context is the new CMO mandate - and the embrace of context …

My talk for SDL's Innovate ( #SDLInnovate ) conference in San Jose. I discuss how content can be a centralizing force to content marketing, context is the new CMO mandate - and the embrace of context can actually be a smart way to construct a process for driving better customer experiences.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
587
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. @Robert_Rose
  • 2. We can skip this part, right?Growth, fragmentation, multiple channels...
  • 3. The true challenge is the pressure of executing fastand chaotic change while simultaneously deliveringincreasingly profitable, data-driven results.
  • 4. CMO’s feelthe pressure“on the clock”
  • 5. CMO’s feelthey don’thave the rightpeople
  • 6. CMO’s feelunready fortechnology... and yet...
  • 7. “Creating customerexperiences withcontent will havehuge effect. Wehave to figure outhow to stayrelevant andengaging.”CMOFortune 500 CPG Company
  • 8. They’re notunaware.They’re justwrong.
  • 9. Who’s afraid of the marketing hipster?
  • 10. A centralizing, grounding force.
  • 11. Most organizations are siloedNow even within marketing
  • 12. Most organizations realizethese silos are inefficient, atbest, and want to transform
  • 13. B2C & B2B processes for CXMshare a vision, but are moredifferent than alike
  • 14. Marketing doesn’t really need orwant any more technology
  • 15. WEB SOCIAL CRM BRAND EMKTG PRWebsiteContentSEOTrafficSEOLeadsFacebookTwitterLILikesFollowersTwitterCRMCommunityTVRADIOStrategy????BlogEmailContentWorkingon itPressNewsroomEarnedMediaNotFortune 500 Insurance Company
  • 16. !Unified!Content!Process!!Social!Brand!Social!CRM!Brand!Web!Team!E:Marke<ng!Public!Rela<ons!Can you re-align content engagement as centralizing forceFind new, cross-functional roles within each teamCentralize content/experience strategyMeasurement aligned for content, not teams.
  • 17. “A fragmented approach tocontent leads to inconsistentmessaging; huge variations invoice, tone, brand, andmessaging; and an inconsistentcustomer experience.”Rebecca Lieb
  • 18. We Forgot Marketing.....
  • 19. Build your content and experience powergrid, one house, one street at a time.
  • 20. An experience, and content imperative
  • 21. Everythingour CMSdoesn’tdoWhat wewish a CMSwoulddoThesexy, coolvendornew featuresHow marketers purchase content technologyTHESPREADSHEET
  • 22. CMSDoesn’tDoWishListSexy, CoolNew FeaturesWe’ll waitfor Phase 2on this.Our rationalizationfor purchaseWe don’tunderstandthis stuffHow marketers purchase content technology
  • 23. All WCMS FailAll SOE’s will FAILImplementationfocused on change is criticalCREATE: CONTEXTUAL CONTENTDELIVER: CONTEXTUAL EXPERIENCES
  • 24. Technology optimizes experience. Understanding theaudiences enables optimization of content.
  • 25. Reviewing content and contextual experiences
  • 26. CMO’s depend solely on marketingresearch and competitivebenchmarketing.
  • 27. Solely using data in aggregate to optimizeexperiences, only perpetuates biasesyou may already have built in.
  • 28. AMBIENT CONTEXT: Just be observant...CONTENT NEEDS: Insight
  • 29. IMPLICIT CONTEXT: Infer from behaviorCONTENT NEEDS: Empathy
  • 30. Financial Services ConsultancyEngagement or frustration?Long form or short form content?SOLUTION: Understand audience needs anddeliver appropriate content to appropriate channel
  • 31. EXPLICIT CONTEXT: Noting/Listening To PreferencesCONTENT NEEDS: Intimacy
  • 32. •  Volunteer*to*go*on*the*Summer*“Get*To*Know*Ya”*Tour*•  Visited*30*Customers*in*10*ci?es*over*12*Weeks**•  NOT*About*Product*–*About*Connec?on*•  Discoveries*Galore…*Photos*Galore…*Stories*Galore…*•  They*didn’t*care*about*75%*the*stuff*we*were*talking*about.*•  Wanted*us*to*help*them*with*adop?on*programs….**More*FUN*One innovative example…!
  • 33. Investing in creative uncertainty
  • 34. data in hand is used to optimizetransactions - not create relationshipsIt’s the engagement that’s important,systems can come with time.
  • 35. “We delegate what’suncomfortable. Processmakes us comfortable,organized and scalable. Butdo we need to pit it againstcreativity?We require mental andphysical space for ideas tobe shaped, shared, iterated,stomped to smithereens andreiterated.”- Beth ComstockCMO, GE
  • 36. I was either going tohave to spend 2 Yearsteaching our agenciesand structuring theprocess to do this.Or, I could give it awayand get straight towork.”      -­‐  J.  Mildenhall
  • 37. Jonathan MildenhallVP, Worldwide CreativeCoca Cola
  • 38. What Is Your 10%
  • 39. Thanks....

×