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CSforum2011 London Marko Hurst-ProveContentValue

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This is my talk fro CSforum 2011 London. I've updated a couple slides to make it easier for those who didn't hear me speak follow along. The Worksheet is the companion to this presentation, but you …

This is my talk fro CSforum 2011 London. I've updated a couple slides to make it easier for those who didn't hear me speak follow along. The Worksheet is the companion to this presentation, but you can work off of the screenshot in the deck as well.

As always please send me any questions, I had only 40 mins for the talk so I covered a lot of material

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  • “You never have to go back to the basics if you never leave them in the first place”. – I’ve heard this before, but I have a coach at Gleason’s Boxing Gym in Brooklyn that says it all the time and it’s all he does and has taught for years – the basics.
  • In order to measure content you need to know what content is first.
  • The question then becomes “how do you measure” content.
  • Ways and methods of measurement have changed over the years and recent years have brought on great advances in tracking capabilities beyond the “page model”…, while web analytics as an industry and recognized practice are still pretty new, the capabilities to capture web data has been around awhile.
  • We all use / have access to the same tools…
  • There have also been LOTS of published info on analytics…
  • How do you measure a Headline?
  • How do you measure copy?
  • How do you measure a video on YouTube?
  • How do you measure an Ad Campaign?
  • How do you measure a Homepage?
  • How do you measure a Privacy Policy?
  • How do you measure an Article?
  • How do you measure Enterprise Search Results for a Help / Customer Service section?
  • How do you measure a a mobile App? iPad?
  • After all this time… with all the smart people in this room alone… WHY did we have so many diverse answers? Or no answers at all?
  • Just saying.
  • Just saying.
  • If you look across this complex puzzle though, one glaring item has always surfaced…
  • Enter the Functional Method Process.
  • If you could play Connect 4 as a kid, no judgment if more recently, you can use this method, For each step, you simply choose an option(s) from a predetermined set of values.
  • The four steps.
  • An outcome tells answers the most basic question of “why” are we doing this? How do you plan to stay in businessSelect 1 or more
  • An objective is still at the strategic level and is a clarification of the Outcome(s) you chose.Select 1 and make sure it aligns with #1. THIS LIST / THE WORKSHEET LIST IS NOT COMPLETE BY ANY MEANS. YOU SHOULD CONTINUE TO BUILD THIS LIST TO SUIT YOUR NEEDS.
  • Select 1. Make sure it aligns to #2. The list shown above is a traditional marketing funnel, I only chose to show this one as more people will most likely be more familiar with it, but please check the worksheet as I have included two other models, Seth Godin’s & Colleen Jones’s. Since Colleen’s book came out I typically use her model as it is modeled specifically for content.
  • A Function is a content objects (homepage, video, headline, image, article, etc) functional purpose. I.e. why does it exist? How is it expected to help up achieve steps 1, 2, & 3.Best practice is to select a Primary function, Secondary if you need it. And Tertiary if absolutely necessary, but if you get to 3 I’d start to question and if more than 3 you are definitely asking TOO MUCH of your page, module, feature, etc.
  • I got you covered… walk this way.
  • The metrics are pre-selected. Each function you choose has its own set of metrics. No guess work. Ever.
  • Notes for readers not at talk – most of the able are understandable, but I want to make clear two of them:Cross team understanding: Imagine telling a client, designer, IxD, developer, your mom, etc that the PRIMARY purpose of a homepage is to Route users and its secondary is Engage. Everyone can understand that and it helps set direction for everyone’s work on the homepage. Type specific, functional categorization: Instead of worrying about what you Homepage is doing, and what your Category landing pages are doing, etc. This method allows you to look at pages, modules, objects that have the same functional purpose and compare their performance. All Router pages; all Closer pages; etc. The benefits and insights you gain from this alone are always outstanding when trying to optimize and find your most valuable content.
  • Now you too can prove the value of your content.
  • Transcript

    • 1. 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
    • 2. Measure.Monitor.Act.
      2.
    • 3. Agenda:1.About 2.What to expect today3. Measurement challenges4. Functional method process
    • 4. About.
    • 5. 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.
    • 6. 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
    • 7. 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.
      Cyber stalking made easy:
      mhurst@hugeinc.com
      www.markohurst.com
      www.twitter.com/markohurst
      www.slideshare.net/markohurst
      www.linkedin.com/in/markohurst
      7.
    • 10. What to expect today.
    • 11. 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.
    • 12. Measurement challenges.
    • 13. The value of measuring your content is only realized when it provides insights.(And it makes “quant jocks” very happy).
    • 14. What is content?
    • 15. “Content” means different things to different people.
      13.
    • 16. 14.
      It’s things ‘behind the scene’.
    • 17. It’s things you see.
      Descriptions
      Headlines
      Photos
      Categories
      User Comments
      Copy
      Related Links
      Graphical Icons
    • 18. It’s things you interact with.
      Tools/Apps
      Ratings
      Advertisements
      Videos
    • 19. So, what content types can you measure? All of it.The question then becomes, “how”
      17.
    • 20. How you measure.
    • 21. 19.
      Mathematics / statistics.
    • 22. 19941st generation tracking toolsLog Files
      20.
      Online tracking capabilities
      have existed since…
      19982ndgeneration tracking toolsPage Tags
    • 23. 21.
    • 24. 22.
    • 25. Yet when it comes to measurement today, most people still ask the same question they did 17 years ago…
    • 26. 24.
      What, why, and
      how the fuck am I
      supposed to measure this…?
    • 27. Headline.
      25.
    • 28. Copy.
      26.
    • 29. Video.
      27.
    • 30. Ad campaign.
      28.
    • 31. Homepage.
      29.
    • 32. Privacy policy.
      30.
    • 33. Article.
      31.
    • 34. Enterprise search results.
      32.
    • 35. Mobile, iPad.
      33.
    • 36. Different answers andapproaches isn’t bad.
      34.
    • 37. Different answers and different approaches isn’t bad.Lack of consistent insights is.
      35.
    • 38. Which begs the question,“why”?
    • 39. 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.
    • 40. 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.
    • 41. 39.
    • 42. 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.
    • 43. The solution:Create a simple predictable method that consistently delivers value.
    • 44. Which begins to address the question...
      42.
    • 45. 43.
      How the fuck do I prove
      the value of my content?
    • 46. Functional method process.
    • 47. 4Step process.
      45.
    • 48. 46.
    • 49. Functional method process:1. Outcome(s)2. Objective3. Communication goal4. Function
    • 50. Functional method process:1. Outcome(s)- Increase revenue- Decrease costs- Increase customer satisfaction
    • 51. Functional method process:2. Objective- Attract new customers- Decrease call volume- Establish credibility - Increase credibility- Increase reach- Etc.
      * See worksheet for additional Objective options
    • 52. Functional method process:3. Communication goal- Awareness- Consideration- Trial- Conversion - Loyalty- Advocacy
      * See worksheet for other Communication Goal options
    • 53. 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
    • 54. Sweet! What about the metrics?
      52.
    • 55. 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
    • 56. Function: Engage metrics.
      * See worksheet for all functional metrics
      Copyright Gary Angel
    • 57. Put it all together and it’s as simple as this...
      55.
    • 58. Worksheet.
    • 59. Benefits.
      • Templated.
      • 60. Flexible.
      • 61. Technology agnostic.
      • 62. Pre-assigned metrics.
      • 63. Cross-team understanding.
      • 64. Simple, repeatable, & proven.
      • 65. Type specific, functional categorization.
      57.
    • 66. In action.
      Functional method process
    • 67. Video.
      Outcome: Increase revenue, increase customer satisfaction
      Objective: Increase credibility
      Comm. goal: Awareness
      Function: Inform
      59.
    • 68. Homepage.
      Outcome: Increase Revenue
      Objective: Increase credibility
      Comm. goal: Likability
      Function: Route, engage
      60.
    • 69. Article.
      Outcome: Increase Revenue
      Objective: Increase reader loyalty
      Comm. goal: Trust
      Function: Inform, route
      61.
    • 70. Enterprise search results.
      Outcome: Decrease costs, increase customer satisfaction
      Objective: Decrease call volume
      Comm. goal: Ability
      Function: Route, inform
      62.
    • 71. Value.
    • 72. hugeinc.com
      info@hugeinc.com
      45 Main St. #220 Brooklyn, NY 11222
      +1 718 625 4843