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Csforum11 contextually-relevant-cs-eizans083111-110906040407-phpapp01 (7)

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Csforum11 contextually-relevant-cs-eizans083111-110906040407-phpapp01 (7)

  1. 1. CONTEXTUALLY RELEVANT CONTENT STRATEGIES CONTENT STRATEGY FORUM 2011 - 6 SEPTEMBER 2011 | DANIEL EIZANS | @DANIELEIZANS@danieleizans | #csforum11 1
  2. 2. WHAT WE’LL COVER 1 WHY CONTEXT IS IMPORTANT 2 ELEMENTS OF CONTEXT ANALYSIS 3 CONTEXT MODELS FOR CONTENT PLANNING 4 MAKING CONTEXT ACTIONABLE@danieleizans | #csforum11 2
  3. 3. DANIEL EIZANS - MODERN MOBILEPERSONAL PROFILE / SCENARIO CONTEXT MODELSDan is a married, 30-year-old digital Self-Directedstrategist at a large advertising agency. PreferentialActive individual that spends a great deal CONTENT NEEDSof time taking part in outdoor activitie Videosuch as climbing, hiking, camping, fishing Configurator/Customizersand team sports. Photography Performance Data/Demos• Currently owns a 2003 Honda CR-V thathe will keep for camping and hauling.• Car enthusiast who dreams of a vehicle BACKGROUNDthat he can enjoy on a commute or on a Relies primarily on OEM websites,racetrack 5% 4% third party reviews and technology 5% sites and magazines whenModels in consideration: Honda researching vehiclesCrosstour, Ford Mustang, Ford Taurus 20% 50%SHO, BMW M3 and Subaru WRX STi Prefers to research and make initial contact with dealer through online methods and is guarded about what 16% “I want a car that I can information he shares enjoy on my commute Considers himself knowledgeable and on the track,” about vehicles and spends a lot of time in the research portion of shopping Digital Indirect Mobile Direct Print Social@danieleizans | #csforum11 3
  4. 4. LIFE HAPPENED ...@danieleizans | #csforum11 4
  5. 5. MY CONTEXT CHANGED@danieleizans | #csforum11 5
  6. 6. DANIEL EIZANS - EXHAUSTED EXECUTIVE CONTEXT MODELSPERSONAL PROFILE / SCENARIO SituationalDan is a married, 31-year-old father of a Self-Directedtwo-month old boy. Attitudinal• By day Dan works as director of owned CONTENT NEEDSstrategy at a large advertising agency. Video Detailed Spec Sheets• By night he prepares bottles, washes Current Offerscloth diapers and prepares to be spit up Trade-In Calculatorson• Needs a vehicle that will accommodatecar seats, the family dog and all their gear BACKGROUND Relies primarily on OEM websites, 2%• He is currently in Market for a Ford third party reviews and technologyEdge, Ford Explorer, Chevy Equinox sites and magazines when 23%and Honda CR-V researching vehiclesHe needs a vehicle that will allow him to Prefers to research and make initial 57%express his personal style and get his contact with dealer through online 18%child to and from daycare. methods and is guarded about what information he shares. Schedules ALL appointments and makes vehicle “I want a car that I won’t selections online. hate being seen in that fits Digital Mobile Print my growing family,” Considers himself knowledgeable Indirect about vehicles and spends a lot of time in the research portion of shopping@danieleizans | #csforum11 6
  7. 7. CONTENT HAS TO WORK HARDER@danieleizans | #csforum11 7
  8. 8. 1 WHY CONTEXT?@danieleizans | #csforum11 8
  9. 9. CONTENT STRATEGY Helps inform the production of content that is: - Findable - Segmented - SEO Friendly - Good For Business - Useful For Humans - Useable By Machines - Maintainable Over Time@danieleizans | #csforum11 9
  10. 10. PRODUCTS OF CS It follows that in most cases content strategy provides one or a combination of: - Editorial Guidance - Pillars For Communication - Content Management Guidelines - Findability@danieleizans | #csforum11 10
  11. 11. WHAT IT DELIVERS@danieleizans | #csforum11 11
  12. 12. CONTEXT = ENGAGEMENT@danieleizans | #csforum11 12
  13. 13. @danieleizans | #csforum11 13
  14. 14. HUMANS = ROBOTS@danieleizans | #csforum11 14
  15. 15. ROBOTS HAVE WIRES@danieleizans | #csforum11 15
  16. 16. HUMANS HAVE BRAINS@danieleizans | #csforum11 16
  17. 17. AND BRAINS ARE TRICKY@danieleizans | #csforum11 17
  18. 18. PEOPLE THINK DIFFERENTLY@danieleizans | #csforum11 18
  19. 19. CONTEXT SHIFTS BY DEVICE@danieleizans | #csforum11 19
  20. 20. ALSO ... Access Speed Time Of Access Temperature Geography Cognitive Capacity Content Familiarity Etc. Etc. Etc.@danieleizans | #csforum11
  21. 21. BE AN ETHNOGRAPHER@danieleizans | #csforum11 21
  22. 22. ANALYZING USER 2 CONTEXTS@danieleizans | #csforum11 22
  23. 23. PERSONAL-BEHAVIORAL CONTEXT DOING environmental factors, Physical Emotional FEELING physical activity, psychological state, stress habits, disabilities, level, desires, wants, needspreferences, sensory stimuli Cognitive LEARNING cognitive assumptions, learning ability, education } CONTEXT DRIVEN PERSONAS@danieleizans | #csforum11 23
  24. 24. PERSONAL-SITUATIONAL CONTEXT Task Need Task Task Situation Task Need Need Task Task Task Task SCENARIO REQUIRING CONTENT@danieleizans | #csforum11 24
  25. 25. SITUATIONAL-BEHAVIORAL CONTEXT Task Need Task Physical Emotional Task Situation Task Need Need Cognitive Task Task Task Task CONTEXTUAL CONTENT STRATEGY@danieleizans | #csforum11 25
  26. 26. EVOLUTION OF USER CONTEXT@danieleizans | #csforum11 26
  27. 27. CONTEXT MODELS 3 FOR CONTENT PLANNING@danieleizans | #csforum11 27
  28. 28. CONTEXT MODELS Self Directed Situational Preferential Attitudinal@danieleizans | #csforum11 28
  29. 29. SELF-DIRECTED CONTEXTPlans for content based on auser initiated segmentationstrategy - Product - Persona - Brand/Service Experience - Content Pathing/DecisionTreesExamples:Volkswagen UK | Ford EV For Me@danieleizans | #csforum11 29
  30. 30. WHEN TO DEPLOY- Clear segments for contentexist (e.g. Shop, Own, Support)- High levels of user control andfreedom are necessary (e.g.research intensiveEngagements)- Content exists across multipleplatforms@danieleizans | #csforum11 30
  31. 31. REQUIREMENTSRESEARCH- Stakeholder Interviews- User Panels / Interviews- Competitive Analysis- Light Usability TestingDATA NEEDS- Site Side Analytics (SSA)Analysis- Content Metrics@danieleizans | #csforum11 31
  32. 32. SITUATIONAL CONTEXTPlans for content based onperceived or actual situations- Physical Location- Time of Day- Ambient Data- Product Specialty- Life Stage / Event- Device Limitations & StrengthsExamples:Webmd.com | Clorox.com@danieleizans | #csforum11 32
  33. 33. WHEN TO DEPLOY - Life events require a site’s service/product/content - Platforms dictate unique engagements - Behavioral motivators influence decisions - Complex tasks require content to provide clarity@danieleizans | #csforum11 33
  34. 34. REQUIREMENTS RESEARCH:- Use case scenarios- Behavioral/Ethnographic dataDATA NEEDS:- Engagement Flows- Cross Platform Strategy- Legal Permissions- Privacy PermissionsNOTE: Needs may vary depending on theexecution.@danieleizans | #csforum11 34
  35. 35. PREFERENTIAL CONTEXTPlans for content based on userpreferences that have been:- Self reported- Assumed- Mined from social graphs- Driven by ambient data- Driven by product insightsExamples:Amazon | Yelp!@danieleizans | #csforum11 35
  36. 36. WHEN TO DEPLOY- Publishers have access andpermissions to user data- A recommendation engineor algorithm exist- A CMS is powering content- Products/Services have aheavy social component- In combination with Self-Directed Context@danieleizans | #csforum11 36
  37. 37. REQUIREMENTS RESEARCH:- Use Case- Behavioral- Taxonomic- Usability Testing- Intercept TestingDATA NEEDS:- Engagement Flows- Cross Platform Strategy- Taxonomy Strategy- Privacy Permissions@danieleizans | #csforum11 37
  38. 38. ATTITUDINAL CONTEXTPlans for content refinement basedon mined user data from:- Self reported survey- Site search analytics- Intercept/opinion studies- Qualitative panelsExamples:Various Mobile Apps | ESPN.com | Apple@danieleizans | #csforum11 38
  39. 39. WHEN TO DEPLOY- Budget allows for study- Content/Navigation orPlatform elements areineffective- Numerous segments areengaged with key site areas- Product, service dictatefrequent analysis of satisfaction@danieleizans | #csforum11 39
  40. 40. REQUIREMENTSRESEARCH- Opinion Survey- Intercept Studies- Panel Testing- Usability TestingData- Governance Plan- Analytics Support- Effectiveness Measures- Optimization Plan@danieleizans | #csforum11 40
  41. 41. MAKING CONTEXT 4 ACTIONABLE@danieleizans | #csforum11 41
  42. 42. NOT OUR USERS http://www.flickr.com/photos/tom_weilenmann/51673288/ | Flickr User Tom Weilenmann@danieleizans | #csforum11 42
  43. 43. EVOLVING “ The effects of technology do not occur at the level of opinions or concepts, rather, they alter “patterns of perception,” steadily and without any resistance. ” - Marshall McLuhan (Understanding Media: The Extensions Of Man)@danieleizans | #csforum11 43
  44. 44. BE THE LADDER CS User http://www.flickr.com/photos/tmtht/4029281127/sizes/o/in/photostream/ | Flickr User: kfjmiller@danieleizans | #csforum11 44
  45. 45. ENGAGEMENT@danieleizans | #csforum11 45
  46. 46. BRING THINGS@danieleizans | #csforum11 46
  47. 47. OPTIMIZE BY ... 1. Collaborating with UX/Research/ Metrics 2. Testing, Testing, Testing 3. Refining, Refining, Refining 4. Collecting, Collecting Collecting@danieleizans | #csforum11 47
  48. 48. BE USER CENTRIC “ The way the mind works when its looking at something is totally different than the way the mind works when its USING something.@danieleizans | #csforum11 ” - Gerry McGovern 5 Sept. 2011 48
  49. 49. CUTE BABY@danieleizans | #csforum11 49
  50. 50. THANKS.Daniel EizansWeb: http://danieleizans.comTwitter: @danieleizansSlideShare: http://slideshare.net/danieleizansLinkedIn: http://linkedin.com/in/deizansE: daniel.eizans@teamdetroit.com@danieleizans | #csforum11 50

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