Evaluating Content: CS Forum 2010

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Slides from presentation delivered at the STC's Content Strategy Forum 2010, paris, 16th April 2010 - the first international event dedicated to Content Strategy

Slides from presentation delivered at the STC's Content Strategy Forum 2010, paris, 16th April 2010 - the first international event dedicated to Content Strategy

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  • predictable, manageable, manipulatable currencies
  • 40 years ago Bill Bernbach of the famous Doyle Dane Berbach agency made a good point
  • Quite simply it’s time to understand some basics – become students of how people read and listen as Bernbach put it - about this new world and stop describing experiences of the new world in old world terms.We need some new metrics, some new ways of defining and understanding our audiences so that we develop content that’s most likely to meet – and hopefully – exceed their expectations

Transcript

  • 1. Evaluation: distinguishing between the media & the content
    CS Forum 2010, Paris, 16th April, 2010 by Clare O’Brien
  • 2. Conventional media: quality content for mass audiences
  • 3. When advertising was simple and content king
  • 4. Media metrics: the framework of control
  • 5. Processing audiences into human traffic
  • 6. Marketers inevitably discover that the marketing metrics in place today fail to tell the full story about their customers. Even in online channels, where tracking individual behaviour is possible, the metrics like impressions and response rates are relics of a time when marketers controlled the messages. But so far, most marketers fail to take action.
    Forrester, Measuring Engagement, June 08
  • 7. Our data burden is stalling our learning process
  • 8. Satisfaction with conversion rates?
    Source: eConsultancy / redEye Conversion survey Oct 09
  • 9. Time to come up for air
  • 10. It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.
    Bill Bernbach, co-founder, Doyle Dane Bernbach
  • 11. Developing new understanding
  • 12. ‘Listening’ for insight
    Old media concepts
    New media tools
    BRAND
    BRAND
    target consumers
    consumers
    With grateful thanks for permission to use by Tom O’Brien, MotiveQuest LLC
  • 13. The ambition...
    • Measure content effectiveness - calibration
    • 14. Diagnose content issues and remedies: identification
    • 15. Create useful content that people respond to
    • 16. Drive content planning cycles
    • 17. Control content budgets
  • Track Media
    Adjust plan
    Assess / plan content
    Discover expectations
    CUT - insight, plan, measure
    CUT Score Copyright Content Delivery & Analysis Ltd 2008-10
  • 18. Track Media
    Adjust plan
    Assess / plan content
    Discover expectations
    CUT - insight, plan, measure
    CUT Score Copyright Content Delivery & Analysis Ltd 2008-10
  • 19. Track Media
    Adjust plan
    Assess / plan content
    Discover expectations
    CUT - insight, plan, measure
    CUT Score Copyright Content Delivery & Analysis Ltd 2008-10
  • 20. TrackMedia
    Adjust plan
    Assess / plan content
    Discover expectations
    CUT - insight, plan, measure
    CUT Score Copyright Content Delivery & Analysis Ltd 2008-10
  • 21. Track Media
    Adjust plan
    Assess / plan content
    Discover expectations
    CUT - insight, plan, measure
    CUT Score Copyright Content Delivery & Analysis Ltd 2008-10
  • 22. Usefulness of the data...
    Immediacy & fluidity
    Guiding the creative process
    Ultimately... a scorecard
  • 23. It’s not about changing our customers – it’s about learning how to adjust our behaviours and delivery
  • 24. Thank you for listening
    Clare O’Brien
    CDA: Content strategy and digital communication
    www.webwordsworking.co.uk
    +44 20 8948 7636 clare@webwordsworking.co.uk
    @clareob