Contextually Relevant Content Strategy

CONTEXTUALLY RELEVANT CONTENT STRATEGIES CONTENT STRATEGY FORUM 2011 - 6 SEPTEMBER 2011 | DANIEL EIZANS | @DANIELEIZANS@danieleizans | #csforum11  1

WHAT WE’LL COVER 1 WHY CONTEXT IS IMPORTANT 2 ELEMENTS OF CONTEXT ANALYSIS 3 CONTEXT MODELS FOR CONTENT PLANNING 4 MAKING CONTEXT ACTIONABLE@danieleizans | #csforum11  2

DANIEL EIZANS - MODERN MOBILE PERSONAL PROFILE / SCENARIO CONTEXT MODELS Dan is a married, 30-year-old digital Self-Directed strategist at a large advertising agency. Preferential Active individual that spends a great deal CONTENT NEEDS of time taking part in outdoor activitie Video such as climbing, hiking, camping, fishing Configurator/Customizers and team sports. Photography Performance Data/Demos • Currently owns a 2003 Honda CR-V that he will keep for camping and hauling. • Car enthusiast who dreams of a vehicle BACKGROUND that he can enjoy on a commute or on a Relies primarily on OEM websites, racetrack 5% 4% third party reviews and technology 5% sites and magazines when Models in consideration: Honda researching vehicles Crosstour, Ford Mustang, Ford Taurus 20% 50% SHO, BMW M3 and Subaru WRX STi Prefers to research and make initial contact with dealer through online methods and is guarded about what 16% “I want a car that I can information he shares enjoy on my commute Considers himself knowledgeable and on the track,” about vehicles and spends a lot of time in the research portion of shopping Digital Indirect Mobile Direct Print Social@danieleizans | #csforum11  3

LIFE HAPPENED ...@danieleizans | #csforum11  4

MY CONTEXT CHANGED@danieleizans | #csforum11  5

DANIEL EIZANS - EXHAUSTED EXECUTIVE CONTEXT MODELSPERSONAL PROFILE / SCENARIO SituationalDan is a married, 31-year-old father of a Self-Directedtwo-month old boy. Attitudinal• By day Dan works as director of owned CONTENT NEEDSstrategy at a large advertising agency. Video Detailed Spec Sheets• By night he prepares bottles, washes Current Offerscloth diapers and prepares to be spit up Trade-In Calculatorson• Needs a vehicle that will accommodatecar seats, the family dog and all their gear BACKGROUND Relies primarily on OEM websites, 2%• He is currently in Market for a Ford third party reviews and technologyEdge, Ford Explorer, Chevy Equinox sites and magazines when 23%and Honda CR-V researching vehiclesHe needs a vehicle that will allow him to Prefers to research and make initial 57%express his personal style and get his contact with dealer through online 18%child to and from daycare. methods and is guarded about what information he shares. Schedules ALL appointments and makes vehicle “I want a car that I won’t selections online. hate being seen in that fits Digital Mobile Print my growing family,” Considers himself knowledgeable Indirect about vehicles and spends a lot of time in the research portion of shopping@danieleizans | #csforum11  6

CONTENT HAS TO WORK HARDER@danieleizans | #csforum11  7

1 WHY CONTEXT?@danieleizans | #csforum11  8

CONTENT STRATEGY Helps inform the production of content that is: - Findable - Segmented - SEO Friendly - Good For Business - Useful For Humans - Useable By Machines - Maintainable Over Time@danieleizans | #csforum11  9

PRODUCTS OF CS It follows that in most cases content strategy provides one or a combination of: - Editorial Guidance - Pillars For Communication - Content Management Guidelines - Findability@danieleizans | #csforum11  10

WHAT IT DELIVERS@danieleizans | #csforum11  11

CONTEXT = ENGAGEMENT@danieleizans | #csforum11  12

@danieleizans | #csforum11  13

HUMANS = ROBOTS@danieleizans | #csforum11  14

ROBOTS HAVE WIRES@danieleizans | #csforum11  15

HUMANS HAVE BRAINS@danieleizans | #csforum11  16

AND BRAINS ARE TRICKY@danieleizans | #csforum11  17

PEOPLE THINK DIFFERENTLY@danieleizans | #csforum11  18

CONTEXT SHIFTS BY DEVICE@danieleizans | #csforum11  19

ALSO ... Access Speed Time Of Access Temperature Geography Cognitive Capacity Content Familiarity Etc. Etc. Etc.@danieleizans | #csforum11 

BE AN ETHNOGRAPHER@danieleizans | #csforum11  21

2 ANALYZING USER CONTEXTS@danieleizans | #csforum11  22

PERSONAL-BEHAVIORAL CONTEXT DOING environmental factors, Physical Emotional FEELING physical activity, psychological state, stress habits, disabilities, level, desires, wants, needspreferences, sensory stimuli Cognitive LEARNING cognitive assumptions, learning ability, education } CONTEXT DRIVEN PERSONAS@danieleizans | #csforum11  23

PERSONAL-SITUATIONAL CONTEXT Task Need Task Task Situation Task Need Need Task Task Task Task SCENARIO REQUIRING CONTENT@danieleizans | #csforum11  24

SITUATIONAL-BEHAVIORAL CONTEXT Task Need Task Physical Emotional Task Situation Task Need Need Cognitive Task Task Task Task CONTEXTUAL CONTENT STRATEGY@danieleizans | #csforum11  25

EVOLUTION OF USER CONTEXT@danieleizans | #csforum11  26

CONTEXT MODELS 3 FOR CONTENT PLANNING@danieleizans | #csforum11  27

CONTEXT MODELS Self Directed Situational Preferential Attitudinal@danieleizans | #csforum11  28

SELF-DIRECTED CONTEXTPlans for content based on auser initiated segmentationstrategy - Product - Persona - Brand/Service Experience - Content Pathing/DecisionTreesExamples:Volkswagen UK | Ford EV For Me@danieleizans | #csforum11  29

WHEN TO DEPLOY- Clear segments for contentexist (e.g. Shop, Own, Support)- High levels of user control andfreedom are necessary (e.g.research intensiveEngagements)- Content exists across multipleplatforms@danieleizans | #csforum11  30

REQUIREMENTSRESEARCH- Stakeholder Interviews- User Panels / Interviews- Competitive Analysis- Light Usability TestingDATA NEEDS- Site Side Analytics (SSA)Analysis- Content Metrics@danieleizans | #csforum11  31

SITUATIONAL CONTEXTPlans for content based onperceived or actual situations- Physical Location- Time of Day- Ambient Data- Product Specialty- Life Stage / Event- Device Limitations & StrengthsExamples:Webmd.com | Clorox.com@danieleizans | #csforum11  32

WHEN TO DEPLOY - Life events require a site’s service/product/content - Platforms dictate unique engagements - Behavioral motivators influence decisions - Complex tasks require content to provide clarity@danieleizans | #csforum11  33

REQUIREMENTS RESEARCH:- Use case scenarios- Behavioral/Ethnographic dataDATA NEEDS:- Engagement Flows- Cross Platform Strategy- Legal Permissions- Privacy PermissionsNOTE: Needs may vary depending on theexecution.@danieleizans | #csforum11  34

PREFERENTIAL CONTEXTPlans for content based on userpreferences that have been:- Self reported- Assumed- Mined from social graphs- Driven by ambient data- Driven by product insightsExamples:Amazon | Yelp!@danieleizans | #csforum11  35

WHEN TO DEPLOY- Publishers have access andpermissions to user data- A recommendation engineor algorithm exist- A CMS is powering content- Products/Services have aheavy social component- In combination with Self-Directed Context@danieleizans | #csforum11  36

REQUIREMENTS RESEARCH:- Use Case- Behavioral- Taxonomic- Usability Testing- Intercept TestingDATA NEEDS:- Engagement Flows- Cross Platform Strategy- Taxonomy Strategy- Privacy Permissions@danieleizans | #csforum11  37

ATTITUDINAL CONTEXTPlans for content refinement basedon mined user data from:- Self reported survey- Site search analytics- Intercept/opinion studies- Qualitative panelsExamples:Various Mobile Apps | ESPN.com | Apple@danieleizans | #csforum11  38

WHEN TO DEPLOY- Budget allows for study- Content/Navigation orPlatform elements areineffective- Numerous segments areengaged with key site areas- Product, service dictatefrequent analysis of satisfaction@danieleizans | #csforum11  39

REQUIREMENTSRESEARCH- Opinion Survey- Intercept Studies- Panel Testing- Usability TestingData- Governance Plan- Analytics Support- Effectiveness Measures- Optimization Plan@danieleizans | #csforum11  40

4 MAKING CONTEXT ACTIONABLE@danieleizans | #csforum11  41

NOT OUR USERS http://www.flickr.com/photos/tom_weilenmann/51673288/ | Flickr User Tom Weilenmann@danieleizans | #csforum11  42

EVOLVING “ The effects of technology do not occur at the level of opinions or concepts, rather, they alter “patterns of perception,” steadily and without any resistance. ” - Marshall McLuhan (Understanding Media: The Extensions Of Man)@danieleizans | #csforum11  43

BE THE LADDER CS User http://www.flickr.com/photos/tmtht/4029281127/sizes/o/in/photostream/ | Flickr User: kfjmiller@danieleizans | #csforum11  44

ENGAGEMENT@danieleizans | #csforum11  45

BRING THINGS@danieleizans | #csforum11  46

OPTIMIZE BY ... 1. Collaborating with UX/Research/ Metrics 2. Testing, Testing, Testing 3. Refining, Refining, Refining 4. Collecting, Collecting Collecting@danieleizans | #csforum11  47

BE USER CENTRIC “ The way the mind works when its looking at something is totally different than the way the mind works when its USING something. ” - Gerry McGovern 5 Sept. 2011@danieleizans | #csforum11  48

CUTE BABY@danieleizans | #csforum11  49

THANKS.Daniel EizansWeb: http://danieleizans.comTwitter: @danieleizansSlideShare: http://slideshare.net/danieleizansLinkedIn: http://linkedin.com/in/deizansE: daniel.eizans@teamdetroit.com@danieleizans | #csforum11  50

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Contextually Relevant Content Strategy

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