Using data to drive content strategy without being creepy

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With all the data you have on your target audience, it’s easy to personalize your story on an individual level, just right for the time of day, location, device, where they just came from, their …

With all the data you have on your target audience, it’s easy to personalize your story on an individual level, just right for the time of day, location, device, where they just came from, their buying habits, their friends’ preferences—and it can be downright creepy, too. Scary examples abound, in modern horror flicks and everyday Facebook tricks. So, how do you keep your story on target, and what content types, frequency and editorial style work, without going too far?

In this session, you’ll see examples from several brands that walk the line and hear how customers reacted when they’ve gone too far. Then, you’ll leave with ideas of how to enrich the customer experience with a positive association of anticipatory service, rather than an invasion of privacy.

Presented at Content Marketing World 2012, Columbus; #CMWorld, September 6, 2012.

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  • 1. Using data todrive content strategy without being creepy Margot Bloomstein Appropriate, Inc. @mbloomstein • #cmworld @mbloomstein #cmworld
  • 2. @mbloomstein © 2011 @mbloomstein #cmworld
  • 3. © 2011 @mbloomstein #cmworld
  • 4. • © 2011 @mbloomstein #cmworld
  • 5. Content strategy: planning for the creation,aggregation, governance, and expiration ofuseful, usable, and brand-appropriate contentin an experience. @mbloomstein #cmworld
  • 6. Data forcontenttargeting? (cc) Chel.Pixie @mbloomstein #cmworld
  • 7. data  information  knowledge  wisdom @mbloomstein #cmworld
  • 8. data  information  knowledge  wisdom context @mbloomstein #cmworld
  • 9. data  information  knowledge  wisdom context relevance @mbloomstein #cmworld
  • 10. data  information  knowledge  wisdom context relevance application @mbloomstein #cmworld
  • 11. We can motivate application. @mbloomstein #cmworld
  • 12. We can motivate application. (cc) John C. Abell @mbloomstein #cmworld
  • 13. We can motivate application. @mbloomstein #cmworld
  • 14. Just don’t be creepy about it. @mbloomstein #cmworld
  • 15. Context @mbloomstein #cmworld
  • 16. Every timeyou confusecontext withdevice @mbloomstein #cmworld
  • 17. Context (cc) Euphoria @mbloomstein #cmworld
  • 18. Context (cc) Euphoria @mbloomstein #cmworld
  • 19. Context (cc) Euphoria @mbloomstein #cmworld
  • 20. Context (cc) Euphoria @mbloomstein #cmworld
  • 21. Context (cc) Euphoria @mbloomstein #cmworld
  • 22. You know me. @mbloomstein #cmworld
  • 23. You know me.But do I know you know me? @mbloomstein #cmworld
  • 24. You know me.But do I know you know me?Do I want you to know me? @mbloomstein #cmworld
  • 25. You know me.But do I know you know me?Do I want you to know me?And is it good for me if youknow me? @mbloomstein #cmworld
  • 26. Sometimes it’s good. (cc) BentWright @mbloomstein #cmworld
  • 27. Sometimes it’s bad. (cc) BentWright @mbloomstein #cmworld
  • 28. @mbloomstein #cmworld
  • 29. “…shows you information you regularlysearch for or could be relevant to you becauseof your current location, including weather,nearby restaurants, schedules for the next busstation, how long it’s going to take you todrive home and currency information if itfinds you are in a different country. @mbloomstein #cmworld
  • 30. This is one of the few Google services thatreveals how much the company really knowsabout you. @mbloomstein #cmworld
  • 31. The reason it doesn’t quite feel like that yet isbecause of the limitations of the service.There is so much more Google could do withthis service, but it feels as if Googledeliberately kept some features back for thetime being to ensure that users can get usedto how it works before adding more tools. @mbloomstein #cmworld
  • 32. Sometimes it’s good. @mbloomstein #cmworld
  • 33. @mbloomstein #cmworld
  • 34. Sometimesit’s creepy. © Dimension Films @mbloomstein #cmworld
  • 35. “Targeting” a pregnant teenager (cc) Jr conlin @mbloomstein #cmworld
  • 36. Ubiquitous Zappos @mbloomstein #cmworld
  • 37. Ubiquitous Zappos @mbloomstein #cmworld
  • 38. How do you walk the line? @mbloomstein #cmworld
  • 39. How do you walk the line?Pace yourselfLet users see their dataDate, don’t stalk @mbloomstein #cmworld
  • 40. Pace yourself. @mbloomstein #cmworld
  • 41. Let users see their data. @mbloomstein #cmworld
  • 42. Date, don’t stalk. @mbloomstein #cmworld
  • 43. Don’t be creepy.Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomsteinhttp://amzn.to/CSatWork © 2011 @mbloomstein #cmworld