Getting Started With Adaptive Content

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Delivering Dynamic Content Chunks to the Right Audience, on Any Device - Content Marketing World 2014.

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Getting Started With Adaptive Content

  1. GETTING STARTED WITH ADAPTIVE CONTENT Delivering Dynamic Content Chunks to the Right Audience, on Any Device Jenny Magic & Melissa Breker @JennyLMagic • @MelissaBreker @CMIContent • #CMWorld @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  2. Hi! I’m Jenny. I’m a tech geek who loves words. Hi! I’m Melissa. I’ll answer in reverse order… I’m a word nerd who loves tech. @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  3. @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld THE ROADMAP
  4. @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld YOU MAY BE WONDERING: Will this work with my technology? What exactly is Adaptive Content? Will there be candy? This work, “This work, “Wondering” is a derivative of “I'll Think About It / Lichtenstein” by Tony Aceves, used under CC BY-NC 2.0
  5. ADAPTIVE CONTENT DEFINED Adaptive Content: ! Content that is designed to adapt to the needs of the customer, not just cosmetically, but also in substance and in capability. ! - Charles Cooper, The Language of Content Strategy @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  6. @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld Real-time Contextual Tailored Relevant Dynamic Personalized Customer-centric Web personalization Content Strategy Marketing Digital Experiences ! ! And the list goes on… ALSO KNOWN AS…
  7. TWO KEY DECISIONS @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld WHAT TO ADAPT? • Content Mix • Content Priority • Navigation • Site Architecture • Imagery & Design ! BASED ON WHAT? • Environment: Location/ Weather/ Date/ Time/ Events • User Traits: Device/ Language/ Speed • History: Purchases, customer service • Intention: Traffic source, browsing history
  8. @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld Vintage Highway Sign, Amazon.com
  9. NONE OF YOU ARE HERE BY CHOICE 1. Skyrocketing customer expectations 2. Data explosion 3. Technology complexity 60% of marketers note they struggle to personalize content in real time, yet 77 percent believe real-time personalization is crucial. ! http://offers.adobe.com/en/na/marketing/landings/_46316_real_time_marketing_insights_study.html @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  10. @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld Marketing Technology Landscape by Scott Brinker, CC BY-NC 2.0
  11. JUST TRYING TO HOLD ON @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld "FreeStyle" by Macliocchetti.M., CC BY-NC-SA 2.0
  12. ON-RAMP AT LOW SPEED • Quick Wins • Proof of concept • No tool recommendations • Prep for integrated solutions “Sign of the Times” by Finger Food, CC BY-NC 2.0 @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  13. CONTENT + TECHNOLOGY @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld "Spaghetti Junction" by Highways Agency, CC BY 2.0
  14. MOBILE BROUGHT US HERE Responsive Web Design @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld "Responsive Web Design" by Muhammad Rafizeldi, CC BY-SA 3.0
  15. MULTI-SCREEN REQUIRES ADAPTING @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld • To the Screen Size – Content priority, navigation layers, imagery • To the Device Capabilities – Click to call, gestures, GPS, text-to-speech
  16. PRODUCT RECOMMENDATIONS @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  17. STRATEGY LEADS TECHNOLOGY @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld Truth #1: Adaptive Content is possible … if you know what to ask for. Truth #2: If you don’t ask, the answer will always be no.
  18. LUCKILY IT’S PROFITABLE • 3 to 10 times click through and conversion rates • $300 Million in margins by matching messaging to buyer journey. “Digitizing the Consumer Decision Journey” McKinsey & Company, June 2014. @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  19. ENGAGEMENT & REVENUE • 23% conversion rate form submission • 41% increase in time on site • 22% increase in pages per visit • 28% bounce rate decrease • 300% increase in traffic to product page @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  20. SURPRISE & DELIGHT @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld "What a Moment of Joy!" by Molly Sabourin, CC BY-NC 2.0
  21. HOW DOES IT WORK? @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld “Sensitive Noise/ Obvious 2” by Milos Milosevic, CC BY 2.0
  22. IMPLEMENTATIONS VARY @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld “Training Wheels” • $ • Keep your CMS • Limited • Generalized analytics ! ! ! Integrated Approach • $$$ • New Technology Stack • Omni-channel • Session-based analytics THERE IS NO ONE-SIZE-FITS-ALL SOLUTION
  23. UNDER THE HOOD • Progressive Enhancement + Personalization • Various data sources – internal and external – Analytics: geography, referring site, keywords, device, time on site, pages visited – Internal data: CRM, e-mail campaigns, lead nurturing – External data: Omnichannel browsing, aggregated recommendation engines, social media @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  24. BASIC ADAPTIVE TECH PROCESS 1. Segment Website Visitors 2. Layer in Context 3. Personalize Based on Rules ! Right Content, Right User, Right Time @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  25. SEGMENT WEBSITE VISITORS @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld • User Agent String – IP address – New vs. Returning – Device • User Login • Purchase History • …And new stuff all the time
  26. LAYER IN CONTEXT • Environment/ general context • Traffic source: SEM/ PPC/ Email campaign • Site search • Browsing Patterns ! Identifiers can be stored client-side as cookies, in URL, in Local Storage, etc. @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  27. Some “training wheels” examples: 1. Welcome screen for logged in users 2. Imagery based on browsing patterns 3. Location-centered resources 4. Customized product selection Match Customers to Content @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld PERSONALIZE
  28. WELCOME SCREEN @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  29. PRIVACY + THE CREEPY FACTOR “Consumers consistently show a desire to provide more data when companies use captured information to provide truly helpful feedback” @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld !!!!!! The Coming Era Of ‘On-demand’ Marketing, McKinsey & Company, April 2013.
  30. @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld IMAGERY
  31. @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld RESOURCES
  32. PRODUCT SELECTION @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  33. @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld "Wrong Way" by David Goehring, CC BY 2.0
  34. DON’T START WITH THE TECHNOLOGY “Forrester clients often ask about personalization technology solutions before having done any customer research or creating a personalization strategy. These organizations often end up with misaligned technology decisions or with technology that sits on the shelf.” !! “Advance To Next-Generation Personalization” Forrester. January 2014 @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  35. http://customerexperiencematrix.blogspot.com/2013/09/customer-data-platform-guide-reviews.html @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  36. ADAPTIVE CONTENT STRATEGY @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld “Arrow” by Dana Ross Martin, CC BY-NC-ND 2.0
  37. START WITH CONTENT STRATEGY WHO WHAT WHEN WHERE @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld User Personas + Journeys Rules Matching Content Mix Interface Assembly
  38. PERSONAS MIGHT INCLUDE: • Persona Group (i.e. web manager) • Fictional name • Job titles and major responsibilities • Demographics such as age, education, ethnicity, and family status • The goals and tasks they are trying to complete using the site • Their physical, social, and technological environment • A quote that sums up what matters most to the persona as it relates to @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld your site • Casual pictures representing that user group
  39. @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld USER PERSONAS
  40. USER PERSONAS MATTER ! 124 % Companies that incorporated buyer personas into their content marketing strategies increased their B2B leads up to124 percent. ! Marketing Sherpa Skytap Case Study @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  41. NARROW YOUR FOCUS @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld "Lake View" by Chad Cooper, CC BY 2.0
  42. RESEARCH REQUIRED @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  43. USER JOURNEYS – CONCEPT Tasks + Content Needs @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  44. USER JOURNEYS – IN PRACTICE @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld Mapping the Journey Experience Beyond the Screen by Adaptive Path, CC BY-NC 3.0
  45. JOURNEY MAPS MIGHT INCLUDE: • Buyer Stage – Awareness/ Interest/ Evaluation/ Commitment/ Referral • Tasks • Thoughts/ Feelings/ Satisfaction level • Touch point / Channel – Website/ social/ landing page/ Kiosk/ TV/ Radio/ Etc. @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  46. @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld JOURNEY MAPS
  47. @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld USER TOUCHPOINT • What is she doing? • What is she thinking? • What is distracting her? • How could we personalize her experience? Adaptive Path's Guide to Experience Mapping by Adaptive Path, CC BY-NC 3.0
  48. BUILD THE CONTEXT MIX @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld I made you mix tape by Jo James
  49. CONTENT MIX MIGHT INCLUDE: • Personas • Buying Stages • Touch points (from above) • Formats • Content Types • Channels … in every possible combination @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  50. CONTENT MIX MATRIX Persona Buying Stage Format Channel Kate Awareness Video Social Andrew Interest Text Websites Sheila Evaluation Podcast Email Commitment Infographic Print Referral Images In-person Presentation In-store kiosk Tools & Calculator Mobile app @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  51. SIMPLE CONTENT MODEL Action Article Topic Items @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld Author
  52. CONTENT MODELING Source: http://alistapart.com/article/strategic-content-management @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  53. @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld Full Size Lego Hot Rod
  54. @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld PAGE TABLES • Objective • Audience/ CTA • Elements • Adaptive Rules
  55. PAGE TABLES MIGHT INCLUDE: @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld • Assets/ Source Content Locations • Related or Sidebar Content Directory • Author Guidelines • Metadata • Governance • Technical considerations: (e.g., new locations will require map update, etc.) • …etc.
  56. SUMMARY: STEPS FOR SUCCESS 1. What content do users need? (Personas) 2. What format, when? (User Journeys, Content @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld Mix) 3. What do we have? (Content Modeling) 4. What’s the workflow? (Page Tables & Rules)
  57. NOW WHAT? @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  58. REMEMBER THIS? BASIC ADAPTIVE TECH PROCESS: 1. Segment Website Visitors 2. Layer in Context 3. Personalize Based on Rules @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld ! Right Content, Right User, Right Time
  59. SO WHERE ARE YOU? Training wheels or a more integrated approach? ! • Infrastructure • Goals • Budget • Tolerance for change “I Can Ride a Bike” by Tonya Staab, CC BY-NC-ND 2.0 @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  60. QUESTIONS TO CONSIDER • What info are we already gathering? • What can our tools do now? • Omni-channel vs. Narrow focus? • Manual Rules vs. Automated Learning? • Data & Analytics Limitations @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  61. @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld BUILDING YOUR CONTENT TOOL STACK Lost? Find a Content Engineer Content Tools Hierarchy Stack
  62. ADAPTIVE CONTENT ECOSYSTEM @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  63. CENTRAL PLATFORM SHOULD: • Store structured content with semantic metadata • Segment personas • Track analytics on per-session basis • Implement rules for personalization @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  64. Resource requirements @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld Stop, collaborate and listen by Katie Bunker, CC BY-NC-SA 2.0
  65. CHANGE MANAGEMENT @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld Be the Change by Feggy Art, CC BY-NC-ND 2.0
  66. • Personalization is Coming • Content Before Technology • Tools Must Match Strategy • Start Small for Big Wins @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld KEY TAKEAWAYS
  67. Slides: slidesha.re/W4PdGG Resources: sitegoals.com/cmw2014 Feedback & Greetings Melissa Breker @MelissaBreker Melissa@ContentStrategyInc.com @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld Keep in Touch Jenny Magic @JennyLMagic Jenny@SiteGoals.com

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