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Context Trumps Location But Brand Backs Them All
 

Context Trumps Location But Brand Backs Them All

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Location is an important aspect of context, but it’s more complicated than just that. Context includes time of day, where your users came from, their mental models, what else is happening, and so ...

Location is an important aspect of context, but it’s more complicated than just that. Context includes time of day, where your users came from, their mental models, what else is happening, and so much more.

Fact is, there are many contexts, and you can’t afford to address them all. Instead, we’ll discuss the different types of experiences you can create and show you how to choose the one that’s right for your brand: What fits your unique communication goals, the needs of your target audience, and the dueling constraints of budget and resources? What’s sustainable? And how should your contextually relevant content strategy respond to new opportunities in responsive design?

In this session we’ll walk through examples of how real brands have tackled context in all its forms, and dig into the challenges you face to identify a message architecture, choose contextually relevant experiences, and sustain your efforts over time.

Presented at O'Reilly Where Conference, #whereconf, Location Marketing Boot Camp, on April 2, 2012 with Sara Wachter-Boettcher.

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    Context Trumps Location But Brand Backs Them All Context Trumps Location But Brand Backs Them All Presentation Transcript

    • @mbloomstein & @sara_ann_marie Where 2.0 April 2012 Margot Bloomstein @mbloomstein Sara Wachter-Boettcher @sara_ann_marieCONTEXT TRUMPS LOCATION—BUT BRAND BACKS THEM ALL! © 2012
    • @mbloomstein & @sara_ann_marieThis will not be the mostmind-blowing 10 minutes ofyour life,but it will be damn close. © 2012
    • @mbloomstein & @sara_ann_marieMeet Margot, or @mbloomstein. © 2012
    • @mbloomstein & @sara_ann_marieMeet Sara, or @sara_ann_marie. © 2012
    • @mbloomstein & @sara_ann_marieLocation, location, location! © 2012
    • @mbloomstein & @sara_ann_marieLocation, location, location!This stuff’s exciting, AMIRITE? © 2012
    • @mbloomstein & @sara_ann_marieLocation, location, location!This stuff’s exciting, AMIRITE? © 2012
    • @mbloomstein & @sara_ann_marieLocation, location, location!This stuff’s exciting, AMIRITE? © 2012
    • @mbloomstein & @sara_ann_marieLocation, location, location!This stuff’s exciting, AMIRITE? © 2012
    • @mbloomstein & @sara_ann_marieLocation, location, location!This stuff’s exciting, AMIRITE? © 2012
    • @mbloomstein & @sara_ann_marieLocation, location, location!This stuff’s exciting, AMIRITE? © 2012
    • @mbloomstein & @sara_ann_marieLocation, location, location!This stuff’s exciting, AMIRITE? © 2012
    • @mbloomstein & @sara_ann_marieLocation, location, location!This stuff’s exciting, AMIRITE? © 2012
    • @mbloomstein & @sara_ann_marieLocation, location, location!This stuff’s exciting, AMIRITE? © 2012
    • @mbloomstein & @sara_ann_marieLocation, location, location!This stuff’s exciting, AMIRITE? © 2012
    • @mbloomstein & @sara_ann_marieLocation, location, location!This stuff’s exciting, AMIRITE? © 2012
    • @mbloomstein & @sara_ann_marieLocation, location, location!This stuff’s exciting, AMIRITE? © 2012
    • Reality!
    • @mbloomstein & @sara_ann_marieYou are not a rock star.You have constraints, even inthe fast lane. © 2012
    • @mbloomstein & @sara_ann_marieEVERYTHING,ALL THE TIME © 2012
    • @mbloomstein & @sara_ann_marieIf you want to... © 2012
    • @mbloomstein & @sara_ann_marieSupport a holistic user experience © 2012
    • @mbloomstein & @sara_ann_marieEnsure cross-channel consistency © 2012
    • @mbloomstein & @sara_ann_marieEnsure cross-channel consistency …among multiple apps and community managers © 2012
    • @mbloomstein & @sara_ann_marieEnsure cross-channel consistency …among mobile and web and email © 2012
    • @mbloomstein & @sara_ann_marieEnsure cross-channel consistency …between Twitter and Facebook © 2012
    • @mbloomstein & @sara_ann_marieEnsure cross-channel consistency …among Foursquare, Path, Instagram, Highlight, Facebook Places, Yelp, Google Places, Pinterest... © 2012
    • @mbloomstein & @sara_ann_marieYou need to prioritize. © 2012
    • @mbloomstein & @sara_ann_marieFirst things first.What does your brandneed to communicate? © 2012
    • @mbloomstein & @sara_ann_marieIf you don’t know whatyou need to communicate,how will you know where to doit? © 2012
    • @mbloomstein & @sara_ann_marieEstablish amessage architecture. © 2012
    • @mbloomstein & @sara_ann_marieEstablish amessage architecture. © 2012
    • @mbloomstein & @sara_ann_marieEstablish themessage architecture. © 2012
    • @mbloomstein & @sara_ann_marieWhat’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabulary. © 2012
    • @mbloomstein & @sara_ann_marieMake us lookinnovative,but not risky. © 2012
    • @mbloomstein & @sara_ann_marieTraditional,but edgy. © 2012
    • @mbloomstein & @sara_ann_marie©Warby Parker © 2012
    • @mbloomstein & @sara_ann_marieWords are valuable,but inactionable withoutcontext and priority. © 2012
    • @mbloomstein & @sara_ann_marie © 2012
    • @mbloomstein & @sara_ann_marieWhy do this?Incorporate location-based efforts tomanifest the message architecture—notjust because they’re trendy or the CEOdigs badges.This week. © 2012
    • @mbloomstein & @sara_ann_marieWhy do this?Put your LBS where your brand is. © 2012
    • @mbloomstein & @sara_ann_marieA little thing with big impact. © 2012
    • @mbloomstein & @sara_ann_marie © 2012
    • @mbloomstein & @sara_ann_marieMessage architectureKnowledgeable insider• Smart stuff you’d never hear otherwise• Descriptive details—not just general historyAccurate, yet accessible• Relaxed, unstuffy voice• Credible factsUnexpectedly fun• Offbeat and quirky takes on history © 2012
    • @mbloomstein & @sara_ann_marieMessage architecture drivesplatform selection © 2012
    • @mbloomstein & @sara_ann_marie• Quick tips • Quick tips• Local/location-based • Local/location-based• Check-ins • Check-ins• Themed • Themed• Deals and badges • Deals and badges• Robust user • Robust user community community © 2012
    • @mbloomstein & @sara_ann_marieExplore the world Find great localaround you and learn businesses with theinteresting things. help of real people. © 2012
    • @mbloomstein & @sara_ann_marieMessage architecture driveseditorial content choices too:• Style• Tone• Diction• Sentence structure• Calls to action © 2012
    • @mbloomstein & @sara_ann_marie © 2012
    • @mbloomstein & @sara_ann_marie © 2012
    • @mbloomstein & @sara_ann_marieIt’s not everything, all the time,to everyone.Don’t be everywhere.Be where you belong,and your audience is.Fly free within constraints. © 2012
    • @mbloomstein & @sara_ann_marieBe an eagle…not the Eagles. © 2012
    • @mbloomstein & @sara_ann_marieThank you!Margot Bloomstein@mbloomsteinmargot@appropriateinc.comhttp://amzn.to/CSatWorkSara Wachter-Boettcher@sara_ann_mariesara@sarawb.comLook for Content Everywhere soonTitle image The United States of GOOD Beer, © GOOD magazine, http://www.good.is/post/map-the-united-states-of-good-beer/ © 2012