CSforum2011 London Marko Hurst-ProveContentValue

September 6, 2011
Marko Hurst
Is Your Content Worth It? Prove it!
hugeinc.com
info@hugeinc.com
45 Main St. #220 Brooklyn, NY 11222
+1 718 625 4843

Measure.Monitor.Act.
2.

Agenda:1.About 2.What to expect today3. Measurement challenges4. Functional method process

About.

How we’re structured.
Founded in 1999.Leading full-service digital agency within Interpublic.350 employees across all interactive disciplines.
London.
Brooklyn.
Los Angeles.
San Paulo.

Selected clients.
Media & entertainment.
BBC
Clear Channel
News Corporation
SiriusXM
Thomson Reuters
Time Warner
Publishing.
Advance Publications
Kaplan
The New York Times Co.
Retail.
Fresh Direct
IKEA
Target
Technology.
Ericsson
Nintendo
Samsung
Telecommunications.
Cellular South
Comcast
Swisscom
Vodafone
Travel & leisure.
The City of New York
Four Seasons Resorts & Hotels
JetBlue Airways
Royal Caribbean Cruises
Walt Disney Company
Financial.
American Express
GE Capital
ItauUnibanco
Nationwide VPI
Food & beverage.
AB-InBev
Nestlé Waters
Nutrisystem
PepsiCo
Yum! Brands
Government & non-profit.
Museum of Modern Art
United Nations
U.S. Department of Energy
Automotive.
Saab
Toyota
Beauty & apparel.
Asics
L’Oréal Group
Under Armour
Business-to-business.
Sigma-Aldrich
Consumer goods.
Electrolux
Newell Rubbermaid
Unilever

Marko Hurst, a.k.a. me.
Content Strategy Director at HUGE, professional thinker, former U.S. Marine, avid football (soccer) fan, movie lover, all around nice guy.
Consultant
Author
Speaker
Cyber stalking made easy:
mhurst@hugeinc.com
www.markohurst.com
www.twitter.com/markohurst
www.slideshare.net/markohurst
www.linkedin.com/in/markohurst
7.

What to expect today.

Learn the basics needed to prove what content is and isn’t working by learning a simple, proven, andrepeatable process for understanding the goals of your content and easy to use success metrics.
What you’ll learn:
What is content
What you can measure
How to align your business and communication and measure them properly
Metrics that matter
How to set up a basic content measurement program
Take-a-ways.
9.

Measurement challenges.

The value of measuring your content is only realized when it provides insights.(And it makes “quant jocks” very happy).

What is content?

“Content” means different things to different people.
13.

14.
It’s things ‘behind the scene’.

It’s things you see.
Descriptions
Headlines
Photos
Categories
User Comments
Copy
Related Links
Graphical Icons

It’s things you interact with.
Tools/Apps
Ratings
Advertisements
Videos

So, what content types can you measure? All of it.The question then becomes, “how”
17.

How you measure.

19.
Mathematics / statistics.

19941st generation tracking toolsLog Files
20.
Online tracking capabilities
have existed since…
19982ndgeneration tracking toolsPage Tags

Yet when it comes to measurement today, most people still ask the same question they did 17 years ago…

24.
What, why, and
how the fuck am I
supposed to measure this…?

Headline.
25.

Copy.
26.

Video.
27.

Ad campaign.
28.

Homepage.
29.

Privacy policy.
30.

Article.
31.

Enterprise search results.
32.

Mobile, iPad.
33.

Different answers andapproaches isn’t bad.
34.

Different answers and different approaches isn’t bad.Lack of consistent insights is.
35.

Which begs the question,“why”?

Unfortunately, its not a simple answer.Tool selection, tool implementation, tagging, cookies, browsers, privacy rights, analyst skills, your skills / knowledge, analysis method(s), data normalization, measurement culture, time, budget, resources, immature industry, and many other variables all play a factor.

Unfortunately, its not a simple answer.Tool selection, tool implementation, tagging, cookies, browsers, privacy rights, analyst skills, your skills / knowledge, analysis method(s), data normalization, measurement culture, time, budget, resources, immature industry, and many other variables all play a factor.Just to keep things real, you probably have little or no input on the above.

There is no consistent repeatable method for providing insights to a specific problem that is understood by cross-functional teams.This is a sign of an immature practice.

The solution:Create a simple predictable method that consistently delivers value.

Which begins to address the question...
42.

43.
How the fuck do I prove
the value of my content?

Functional method process.

4Step process.
45.

Functional method process:1. Outcome(s)2. Objective3. Communication goal4. Function

Functional method process:1. Outcome(s)- Increase revenue- Decrease costs- Increase customer satisfaction

Functional method process:2. Objective- Attract new customers- Decrease call volume- Establish credibility - Increase credibility- Increase reach- Etc.
* See worksheet for additional Objective options

Functional method process:3. Communication goal- Awareness- Consideration- Trial- Conversion - Loyalty- Advocacy
* See worksheet for other Communication Goal options

Functional method process:4. Function
- Inform- Reassure- Route- Sponsor- Tool
- Billboard- Close- Complete - Convert- Engage- Explain
* See worksheet for associated metrics
** Full credit given to Gary Angel: Functionalism

Sweet! What about the metrics?
52.

Functional method process:4. Function
- Inform- Reassure- Route- Sponsor- Tool
- Billboard- Close- Complete - Convert- Engage- Explain
* See worksheet for associated metrics
** Full credit given to Gary Angel: Functionalism

Function: Engage metrics.
* See worksheet for all functional metrics
Copyright Gary Angel

Put it all together and it’s as simple as this...
55.

Worksheet.

Benefits.
Templated.
Flexible.
Technology agnostic.
Pre-assigned metrics.
Cross-team understanding.
Simple, repeatable, & proven.
Type specific, functional categorization.
57.

In action.
Functional method process

Video.
Outcome: Increase revenue, increase customer satisfaction
Objective: Increase credibility
Comm. goal: Awareness
Function: Inform
59.

Homepage.
Outcome: Increase Revenue
Objective: Increase credibility
Comm. goal: Likability
Function: Route, engage
60.

Article.
Outcome: Increase Revenue
Objective: Increase reader loyalty
Comm. goal: Trust
Function: Inform, route
61.

Enterprise search results.
Outcome: Decrease costs, increase customer satisfaction
Objective: Decrease call volume
Comm. goal: Ability
Function: Route, inform
62.

Value.

hugeinc.com
info@hugeinc.com
45 Main St. #220 Brooklyn, NY 11222
+1 718 625 4843

http://content-science.com	313
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CSforum2011 London Marko Hurst-ProveContentValue

by Marko Hurst on Sep 07, 2011

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CSforum2011 London Marko Hurst-ProveContentValue — Presentation Transcript