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Context Aware Everything!

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  • Transcript

    • 1. Contact
Uswww.bigbluemoose.netP.

323‐230‐0243
/
robert@bigbluemoose.net
    • 2. CONTEXT AWARE EVERYTHINGWEB CONTENT 2011 Contact
Us www.bigbluemoose.net P.

323‐230‐0243
/
robert@bigbluemoose.net
    • 3. “The 19th century was defined by the novel.The 20th century by the cinema.The 21st century will be defined by theinterface.” - Aaron Koblin
    • 4. LET’S CONNECT@Robert_Rosewww.bigbluemoose.netwww.adaptivemarketer.com
    • 5. The ContextEffectHow we uniquely respond to a situationInference & ContextDecision & ContextContextual Conditioning
    • 6. The ContextEffect
    • 7. The ContextEffect28 Million albums soldEquivalent to Rihanna
    • 8. The ContextEffect28 Million albums soldEquivalent to RihannaWorld tour in 2009/2010include LA, Vegas
    • 9. The ContextEffect28 Million albums soldEquivalent to RihannaWorld tour in 2009/2010include LA, VegasMade US acting debut...
    • 10. The ContextEffect28 Million albums soldEquivalent to RihannaWorld tour in 2009/2010include LA, VegasMade US acting debut...
    • 11. The ContextEffect
    • 12. The ContextEffect
    • 13. Context IsImportantMarketers - Our Life Is About “Meaning”Microsoft vs. Apple...Is being “green” important?Can the Cubs win a pennant?
    • 14. Context IsImportantCareers have beenbuilt by leveragingcontext.Which ad placement?What message will work best?Which target market?
    • 15. Context IsImportantTechnology hasn’t done us any contextual favors...
    • 16. Context IsImportantAnd sometimes we just don’t think it through....
    • 17. Context IsImportantAnd sometimes we just don’t think it through....
    • 18. Context IsImportantWhy don’t we spend the sameeffort on our digital contentValue=All the content thatprints to fit - Long TailMaybe We think aboutaudienceBut rarely... if ever.. context.
    • 19. The Future OfContext“Between 2010 and 2015 - The bar for userexperience will be significantly raised and contextaware computing will be its chief catalyst” - William Clarke, Gartner AnalystApplications and System which are situation aware.What you are, have been and are likely to do - sothat they become very personal
    • 20. Social Secure Subscribe! Search •  Workstation •  Availability? •  Personal•  Location or vs. Mobile queries / Your •  Location results Availability •  Device aware? company •  Location•  Preferences vs. personal •  Online or information off?•  Tags •  Group •  Pull or Push history•  Behavioral
    • 21. The Future OfContext Social Secure Subscribe! Search •  Workstation •  Availability? •  Personal •  Location or vs. Mobile queries / Your •  Location results Availability •  Device aware? company •  Location •  Preferences vs. personal •  Online or information off? •  Tags •  Group •  Pull or Push history •  Behavioral
    • 22. Social Social & Augmented Reality Secure Contextual based securitySubscribe Management & Delivery Search Personalized results
    • 23. The Future OfContext Social Social & Augmented Reality Secure Contextual based security Subscribe Management & Delivery Search Personalized results
    • 24. Yelp Google GogglesWikitude
    • 25. The Future OfContext Yelp Google Goggles Wikitude
    • 26. The Need ForContext AwareIs HereWe were geniuses with a mobile siteIf it didn’t break - it was successBut still about all the content thatthat prints to fit...
    • 27. The Need ForContext AwareIs HereThere’s been a disturbancein the “traditional media” forceAudiences are changing quickly...The Audience chooses content now -and inherently this means its contextualAudiences now EXPECT content when,how and where they want it...
    • 28. Welcome to the Age of Subscribe!Content on our audience’s terms...2014 - 46.3 million homes - TVwith broadband connection800,000 people “cut thecable cord last year”Netflix accounts for 20% ofall primetime bandwidth
    • 29. Welcome to theAge of Subscribe!Content on our audience’s terms...~ 30% mobile subscribers are smartphone users~ 40% of mobile Americans browse the mobile WebAverage HH: 24 Gadgets2 computers, 3 laptops, 2 video capable cameras, 2cell phones, scanner, 3 TV’s, 3 DVR’s, 1 SettopGamebox, 1 Kindle or 1 iPad
    • 30. Welcome to theAge of Subscribe!It’s about content filtering....
    • 31. Whew!
    • 32. BecomingContext Aware!What does it all mean?Don’t NEED or WANT a“mobile version” of ourexisting site.App vs. Mobile Web is not aneither/or. It’s content strategyfirst - channels secondSocial and Mobile are intricately intertwined
    • 33. BecomingContext Aware!It’s simply a shift in our strategy...99.9% don’t need a truly “context aware”content platform.But.... WE should all be context aware forour Web content marketing strategyContext is everywhere... And it’s a greatopportunity for us to improveLet’s take the first steps...
    • 34. Mobile WebContext
    • 35. Mobile WebContext
    • 36. Mobile WebContext
    • 37. Mobile WebContext
    • 38. Mobile WebContext
    • 39. Step 1Mobile Is DifferentWHY is our audience accessingour content?Entertainment?Productivity?Content Sharing/Social Media
    • 40. Should Our Content BeEntertaining
    • 41. Should Our Content BeProductive
    • 42. Should Our Content BeSharable“Our content is integrated.It’s not just copied, It istailored for the channelfor which it is most appropriate.You have to be in more places -where your customers, fansand advocates are.” - Tom Hoehn Kodak
    • 43. •  Who are the users?Who •  What do they do? •  What is their technology proficiency? •  What content do they want?What •  What device is appropriate for them? •  Social Networking? •  Where do they access this content?Where •  On the go? In One Place? Both? •  Where are they located?When •  How often do we have to change the content? •  Are they invested in this content long-term?Why •  Why are they accessing the content? •  Why will they care?
    • 44. Becoming Context AwareThe 5 W’s •  Who are the users? Who •  What do they do? •  What is their technology proficiency? •  What content do they want? What •  What device is appropriate for them? •  Social Networking? •  Where do they access this content? Where •  On the go? In One Place? Both? •  Where are they located? When •  How often do we have to change the content? •  Are they invested in this content long-term? Why •  Why are they accessing the content? •  Why will they care?
    • 45. •  Geo-located Ambient •  Browser/Device •  Time of day •  Known / Unknown Explicit •  Field Data? •  Conversion? •  Referral?Behavioral •  Series of Clicks?
    • 46. Becoming Context AwareWhat Can We Derive? •  Geo-located Ambient •  Browser/Device •  Time of day •  Known / Unknown Explicit •  Field Data? •  Conversion? •  Referral? Behavioral •  Series of Clicks?
    • 47. Taking The First StepBeing Aware of Context Aware1. Context Aware platforms are coming....2. Starting to look at how “context” will becomean important part of our content strategy3. Understand that we don’t have to deliver thevision tomorrow...4. First Step: Be Aware of Context Aware - Applythe filter to our content and marketing strategy
    • 48. THANK YOU!@Robert_Rosewww.bigbluemoose.netwww.adaptivemarketer.com