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The Path to Personalization
Tom Bennett
Experience Strategist, Connective DX
@tom_bennett
Derek Phillips
Director of Conte...
@tom_bennett | @digistrategist
Connective DX
Tom Bennett Derek Phillips
@tom_bennett | @digistrategist
Storytelling
is
Relationship
• Expected vs. Unexpected
• Callback, engagement, empathy
• Cr...
@tom_bennett | @digistrategistSource: Forrester
Acquisition
Connection
Loyalty
Function
Value
MeaningNeed
Compare
Discover...
@tom_bennett | @digistrategist
Story arc
The story really ties the room together, man
@tom_bennett | @digistrategist
What is…amnesia?
Call back, engagement, empathy
@tom_bennett | @digistrategist
The Familiar vs Surprise and Delight
Expected vs. unexpected
McGuffin
@tom_bennett | @digistrategist
Context Matters
It’s your lucky day, friend-o
@tom_bennett | @digistrategist
The
Personalization
Index
@tom_bennett | @digistrategist
Personalization Index
Classic
2014
Anonymous Browsing Logged in User
Implicit Personalizati...
@tom_bennett | @digistrategist
It’s all around us
@tom_bennett | @digistrategist
Firmographic lookup
Identify company’s vertical and other characteristics
@tom_bennett | @digistrategist
Browsing behavior
Provide opportunity for customers to provide bits of important demographi...
@tom_bennett | @digistrategist
Geo-location
Offer products or services that correspond to
customer’s location.
@tom_bennett | @digistrategist
Logged-in user
Provide a complete, unified view using the
customer’s own data.
@tom_bennett | @digistrategist
Account/Order history
• Offer Suggest complementary products and services to previously pur...
@tom_bennett | @digistrategist
Here come the devices...
@tom_bennett | @digistrategist
This is where it hits
the fan…
Implicit Explicit
Ambient
2015
@tom_bennett | @digistrategist
Or becomes a goat
rodeo…
Implicit Explicit
Ambient
2015
@tom_bennett | @digistrategist
Personalization Index
Implicit
Personalization
Self
Identification
Positively
Identified
Lo...
@tom_bennett | @digistrategist
Personalization Index
Implicit
Personalization
Self
Identification
Positively
Identified
Lo...
@tom_bennett | @digistrategist
A cloud of conversation on the
customer’s behalf
Nodes
Connections
Connections
themselves
a...
@tom_bennett | @digistrategist
Complexity
Connected
Network
Citizenship
Ambient
1+1+1=3 (2n x Y) =X
@tom_bennett | @digistrategist
MIND BLOWN!
@tom_bennett | @digistrategist
Quantified vs Qualified
Counting clicks/bits Creating meaning
Data Data + User-centric inte...
@tom_bennett | @digistrategist
Quantified vs Qualified
Preferences Behaviors
Persona People
@tom_bennett | @digistrategist
New content types
User Preferences
User-based KPIs
Location
User-context
History
User-defin...
@tom_bennett | @digistrategist
Relationship of device, user, content
Content + Governance
WHERE’S THE ROLE for CONTENT STR...
@tom_bennett | @digistrategist
Customer participation creates the story
@tom_bennett | @digistrategist
New voices, new complexity
Brand Voice Consumer Voice Object Voice
Broadcast Model Dialog M...
@tom_bennett | @digistrategist
Experience Mapping to phases creates
content guidance
@tom_bennett | @digistrategist
It’s still about the business though
@tom_bennett | @digistrategist
Topics
Risks
Roles
Collaborations
Opportunities for your business
@tom_bennett | @digistrategist
Risks
@tom_bennett | @digistrategist
Remember, Comrades: Content Strategy Provides Governance
Thanks! Derek Phillips
Director of Content Strategy
Connective DX
@digistrategist
Tom Bennett
Experience Strategist
Connec...
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Delight 2015 Huddle | Storytelling in the Age of IoT

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This presentation was given by Tom Bennett and Derek Phillips at Delight 2015 on October 6, 2015.

With the advent of IoT (Internet of Things) more devices have joined the conversation online, and they can create, share and interact with information on the user’s behalf. Connective DX leads this conversation with an experience-first set of tools and guidelines. Participants will learn how to approach content strategy and storytelling in this new environment, including the nuances of content type. We'll also review frameworks and tools to keep complexity in check, with a focus on developing optimal experiences for users.

http://delight.us/conference

Published in: Design
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Delight 2015 Huddle | Storytelling in the Age of IoT

  1. 1. The Path to Personalization Tom Bennett Experience Strategist, Connective DX @tom_bennett Derek Phillips Director of Content Strategy, Connective DX @digistrategist
  2. 2. @tom_bennett | @digistrategist Connective DX Tom Bennett Derek Phillips
  3. 3. @tom_bennett | @digistrategist Storytelling is Relationship • Expected vs. Unexpected • Callback, engagement, empathy • Creative Tension • Story Arc
  4. 4. @tom_bennett | @digistrategistSource: Forrester Acquisition Connection Loyalty Function Value MeaningNeed Compare Discover Research Purchase Decide Use Get Help Share Personalize PartnerEvangelize Tribe Search Customer Experience Journey
  5. 5. @tom_bennett | @digistrategist Story arc The story really ties the room together, man
  6. 6. @tom_bennett | @digistrategist What is…amnesia? Call back, engagement, empathy
  7. 7. @tom_bennett | @digistrategist The Familiar vs Surprise and Delight Expected vs. unexpected McGuffin
  8. 8. @tom_bennett | @digistrategist Context Matters It’s your lucky day, friend-o
  9. 9. @tom_bennett | @digistrategist The Personalization Index
  10. 10. @tom_bennett | @digistrategist Personalization Index Classic 2014 Anonymous Browsing Logged in User Implicit Personalization Self Identification Positively Identified Logged in User Detected without user’s input User provides info through navigation paths or choices User identified & remembered Implicit Explicit Information tailored to user
  11. 11. @tom_bennett | @digistrategist It’s all around us
  12. 12. @tom_bennett | @digistrategist Firmographic lookup Identify company’s vertical and other characteristics
  13. 13. @tom_bennett | @digistrategist Browsing behavior Provide opportunity for customers to provide bits of important demographic data through navigation choices and other onsite behaviors.
  14. 14. @tom_bennett | @digistrategist Geo-location Offer products or services that correspond to customer’s location.
  15. 15. @tom_bennett | @digistrategist Logged-in user Provide a complete, unified view using the customer’s own data.
  16. 16. @tom_bennett | @digistrategist Account/Order history • Offer Suggest complementary products and services to previously purchased items. • Change personal data and preferences • Transaction history • Usage/purchase trends
  17. 17. @tom_bennett | @digistrategist Here come the devices...
  18. 18. @tom_bennett | @digistrategist This is where it hits the fan… Implicit Explicit Ambient 2015
  19. 19. @tom_bennett | @digistrategist Or becomes a goat rodeo… Implicit Explicit Ambient 2015
  20. 20. @tom_bennett | @digistrategist Personalization Index Implicit Personalization Self Identification Positively Identified Logged in User Correlation Observation Account Relationship Implicit Explicit Data + Profile Connected Network Citizenship Ambient Behavior Preferences and Participation
  21. 21. @tom_bennett | @digistrategist Personalization Index Implicit Personalization Self Identification Positively Identified Logged in User Correlation Observation Account Relationship Implicit Explicit Data + Profile Connected Network Citizenship Ambient Behavior Preferences and Participation
  22. 22. @tom_bennett | @digistrategist A cloud of conversation on the customer’s behalf Nodes Connections Connections themselves are content
  23. 23. @tom_bennett | @digistrategist Complexity Connected Network Citizenship Ambient 1+1+1=3 (2n x Y) =X
  24. 24. @tom_bennett | @digistrategist MIND BLOWN!
  25. 25. @tom_bennett | @digistrategist Quantified vs Qualified Counting clicks/bits Creating meaning Data Data + User-centric intent
  26. 26. @tom_bennett | @digistrategist Quantified vs Qualified Preferences Behaviors Persona People
  27. 27. @tom_bennett | @digistrategist New content types User Preferences User-based KPIs Location User-context History User-defined intent User glide-path*
  28. 28. @tom_bennett | @digistrategist Relationship of device, user, content Content + Governance WHERE’S THE ROLE for CONTENT STRATEGY HERE?
  29. 29. @tom_bennett | @digistrategist Customer participation creates the story
  30. 30. @tom_bennett | @digistrategist New voices, new complexity Brand Voice Consumer Voice Object Voice Broadcast Model Dialog Model Connectivity Model One-way communications from brand to consumer Two-way communications between consumer-brand and consumer- consumer Multiway communications between object and brand, object and consumer, object and object Brand Expression Traditional Self Expression Social and Digital Experience Expression Contextual Source: Altimeter Group
  31. 31. @tom_bennett | @digistrategist Experience Mapping to phases creates content guidance
  32. 32. @tom_bennett | @digistrategist It’s still about the business though
  33. 33. @tom_bennett | @digistrategist Topics Risks Roles Collaborations Opportunities for your business
  34. 34. @tom_bennett | @digistrategist Risks
  35. 35. @tom_bennett | @digistrategist Remember, Comrades: Content Strategy Provides Governance
  36. 36. Thanks! Derek Phillips Director of Content Strategy Connective DX @digistrategist Tom Bennett Experience Strategist Connective DX @tom_bennett

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