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Empathy driven content strategy Drupal camp London 2017

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This deck, delivered at DrupalCamp London 2017 introduces persona centric, empathy driven omni-channel content strategy. We will look at the process of creating ‘real’ personas, mapping their pains, gains, beliefs and behaviour, following their journey to create content touch point maps and then explore how they can be leveraged to create an empathy driven content strategy that is a win for the customer/consumer and the business.

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Empathy driven content strategy Drupal camp London 2017

  1. 1. Empathy Driven Content Strategy Kubair Shirazee @Kubair www.shirazee.com
  2. 2. @Kubair www.shirazee.com #Agile #CustomersArePeopleFirst #WeArePeopleNotResources #ALittleEmpathy #Acquia
  3. 3. @Kubair www.shirazee.com Content Experience OpportunitiesTrust EducateAwareness Conversion Retention Advocacy Growth VALUE
  4. 4. @Kubair www.shirazee.com Content Content …. it’s about the journey
  5. 5. @Kubair www.shirazee.com
  6. 6. @Kubair www.shirazee.com Pertinent Content Starts with Interactions
  7. 7. @Kubair www.shirazee.com Pertinent Content Starts with Interactions DATA
  8. 8. @Kubair www.shirazee.com How can we improve our understanding?
  9. 9. www.shirazee.com @Kubair
  10. 10. www.shirazee.com @Kubair
  11. 11. www.shirazee.com @Kubair
  12. 12. www.shirazee.com @Kubair
  13. 13. www.shirazee.com @Kubair
  14. 14. www.shirazee.com @Kubair
  15. 15. @Kubair www.shirazee.com Current State Transformed StatePersona and what we know Think & Feel Say & Do / Behaviour See / ObserveHear Pain Points Pain Relief
  16. 16. @Kubair www.shirazee.com Content
  17. 17. @Kubair www.shirazee.com Content Content …. On the journey …and touch points along the way
  18. 18. @Kubair www.shirazee.com Reps Brand Placement onLine Store Catalogue Packaging Movies TV Shows Augmented Reality Adverts Marketing Displays Promos Reviews Word of Mouth Social Media PR Direct Mail email Print Trade Mags Conferences /Camps / Events Invoice Point of Sale Surveys offLine Markets onLine Markets Customer Service Desk Couriers Loyalty Programs Forums Mixed RealityVirtual Reality News Subject Matter Experts Franchise Blogs offLine Store
  19. 19. @Kubair www.shirazee.com Reps Brand Placement onLine Store Catalogue Packaging Movies TV Shows Augmented Reality Adverts Marketing Displays Promos Reviews Word of Mouth Social Media PR Direct Mail email Print Trade Mags Conferences /Camps / Events Invoice Point of Sale Surveys offLine Markets onLine Markets Customer Service Desk Couriers Loyalty Programs Forums Mixed RealityVirtual Reality News Subject Matter Experts Franchise Blogs offLine Store onLine Store Packaging Adverts Reviews Conferences /Camps / Events Point of Sale Surveys onLine Markets Customer Service Desk Personal Asst. Alexa Blogs offLine Store
  20. 20. @Kubair www.shirazee.com Reps Brand Placement onLine Store Catalogue Packaging Movies TV Shows Augmented Reality Adverts Marketing Displays Promos Reviews Word of Mouth Social Media PR Direct Mail email Print Trade Mags Conferences /Camps / Events Invoice Point of Sale Surveys offLine Markets onLine Markets Customer Service Desk Couriers Loyalty Programs Forums Mixed RealityVirtual Reality News Subject Matter Experts Franchise Blogs offLine Store onLine Store Packaging Adverts Reviews Conferences /Camps / Events Point of Sale Surveys onLine Markets Customer Service Desk Personal Asst. Alexa Blogs offLine Store Experience
  21. 21. @Kubair www.shirazee.com high level of influence low level of influence
  22. 22. @Kubair www.shirazee.com Content The remembering self How do I feel right now? The experiencing self How did I feel overall Continuity Empathy Narratives Content
  23. 23. @Kubair www.shirazee.com Content Experience #SentimentAnalysis #EmotionalIntelligence #Personalisation #PullSystems #EngineeredConsent #NOISY
  24. 24. Thank You Empathise with fellow inhabitants of the Third Rock… Peace Through Prosperity facebook.com/bringptp Transform Our World... ...be Batman without the hate

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