Content Strategy for Omnichannel by Rebecca Schneider and Kevin P Nichols 2013 CSA Keynote


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Content Strategy for Omnichannel - keynote at Content Strategy Applied. Best practices for developing a content strategy for Omnichannel, with definitions, review of customer engagement model, multichannel considerations, content lifecycle considerations, how to sell it into an organization and Omnichannel performance metrics to measure.

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  • For more information, you can see 2013 SapientNitro Content Strategy Positioning <>
  • Unlike multichannel, which is singularly channel specific, Omni aims to look at all channels and the experience as a whole with in engaging with each and every channel. Multichannel can create silos, both externally for consumers and internally for operations. Omni refactors the customer engagement model as well as the operational model.
  • Martha Stewart’s Omnimedia is an example of an Omnichannel company that was built around an Omni customer experience.
  • For more information on the customer journey and Omnichannel (how to build a content strategy for Omni), see: Personalization, Customer Journey, Omnichannel: A How-to Approach with Kevin Nichols <>
  • Customer-centric content~E.g.,Persona, Customer Journey, Customer Segmentation, Customer ScenarioFull experience cycle~Not just purchase funnel, but post purchase or even post attrition~Unique, channel specific and optimized contentData-driven~Evaluated continuously; tracks customer engagementStructured content design approach~Shared content responsive~Shared but edited adaptive~Unique content synergizedIterative content Lifecycle~It’s closed-loop, meaning that it is built upon a framework where content performance is continuously measured so that the content can be optimized
  • How does user enter site:~If by search, are there ways to capture her interest or personalize her experience based on that keyword?~If social lead-in, can the same logic be utilized? Can placement of content create cross-fertilization across channels?~Determine who she is and what would be valuable to know about her (for example, for a major food services company, what are her dietary needs and what is her age, food preferences, and health history?)Which editorial, lifestyle or non-product (but relevant) content might she want to see? What would lead her to engagement? Where should she convert and what happens after she converts?If she can create a profile, what does she need to tell you about herself?
  • Are there geo-locational opportunities, such as sending text because she is in front of a store? Can you create an opportunity for her opt-in to such offers?Differentiate between tablet and smartphone by providing optimized content for each channel, as each is its own unique entity.
  • What types of event-oriented email can be triggered such as valentines day, anniversary, etc.?Which types of confirmations can be offered?~Did you receive the package, do you like your purchase, do the glasses fit properly?Which types of email should be created for absentee customers?Which types of appreciation emails should be granted?~Thank you for being a customer, here is an email or SMS coupon for 50% offWhich content within event-triggered emails should be personalized?~It’s your birthday and you are getting a free meal!)Which types of texts could be opted in and what are the types of triggers for them that we should consider? What types of content would be most useful for the user and her needs via SMS?~Geo-location, she is in front of a store, promotions, coupons, anniversaries of purchase, etc.
  • Is there a Kiosk~Share a photo of herself with the product with friends~Interact with her profile to pull up information about previous purchasesAre there QR scanning opportunities? ~If so, and if it is product-specific, can you prompt user for a profile creation or login or tracking?~Can you pull up a product comparison tool with you scan the QR code?Personalized experiences can include the sales associate pulling up customer profile or previous purchases~Can the sales’ associate create a profile for her? ~Can the sales’ associate know what she wants, her previous purchase behavior and/or her existing services as soon as she gives him her name?
  • Can the packaging be personalized?~Gift wrapping if sent via internet, personalized message noting the customer, affixed coupon for loyalty, etc.Are there social sharing possibilities~Share a recipe, Opt-in for contests via social, take a picture of the product in use and post success story on FB, Twitter, etc.How can the package drive the customer to other channels:~Support or call-center information, online support information, drive to social networks, QR codes for mobile, etc.
  • A strong focus on customer happiness after they have purchased a product is a powerful differentiator.~Note, according to Havas Media’s Meaningful Brands Report, 73% of customers could care less if brands were to disappear tomorrow<>Do you provide the necessary channels for support?~If her power goes out, do you provide mobile support services via a mobile app that has her data?
  • Omnichannel requires significant attention to operations within a business. Often times traditional silos are removed and new incentives are created. This means that content lifecycle improvements to meet the demands of Omni becomes a priority.
  • Note, see our previous presentation entitled “Successful content with a metrics driven approach”Content is viewed: Product specifications vs. Product “quick look” – which results in a conversion?Most popular content examples: Popular whitepapers, Investor relations information, Cat videos!Successful content example: Product videos that generate a high rate of purchase
  • Shared rate: Email, post to FacebookDownloaded content:User Manual/InstructionsSurvey: ForeseeBounce/Exit rates: Cart abandonment
  • In general, the same metrics can be used for Websites for mobile tablet sites, and similar ones for mobile phone apps for mobile tablet apps. However, some interesting metrics to track include the following:~Phone orientation:Generally, higher rates of orientation(aspect/ratio) changewill correlated to higher exit rates. Exception: functionality requires orientation change (e.g. viewing a video)~Social media:Survey amount of traffic entering from social media.Awareness prompts: This metric can demonstrate trust with brand as well as indicate demographic behavior information.Smartphone usage – when/where: Track user behavior – bar code scanning
  • Call to action for downloading app: The advantages of the app may not be clear prior to download.Download v. purchase: This metric is relevant for organizations that either offer both types of apps and/or organizations that offer apps that can be activated after a certain trial period.How many people purchase:If the app is downloaded, how many convert to purchase the app?Conversion delta:Difference could indicate whether content is working well on the device.What’s sold via app: Tracks user purchasing behavior.
  • Desktop v. app: Does the user use certain support features on App that are not used on the Website and/or vice-versa?Switching from desktop to app: User becomes irritated by App functionality and switches to desktop to complete a task.Switching from app to desktop: User wants to view long-form specs of a product, not available on app.Commodity/published content: Many publications such as the Economist, Vanity Fair, etc. have offered their subscribers complimentary digital access (for those already subscribing to the paper-version). How many users take advantage of the complimentary digital access?
  • Content Strategy for Omnichannel by Rebecca Schneider and Kevin P Nichols 2013 CSA Keynote

    1. 1. Preparing for the Future: Content Strategy and Omnichannel AZZARD CONSULTING
    2. 2. INTRODUCTIONS KEVIN NICHOLS DIRECTOR, GLOBAL PRACTICE LEAD, CONTENT STRATEGY, SAPIENTNITRO  18 Years experience in the Web Development Industry  Key Clients: MIT Open Courseware, Hewlett Packard, Sprint, Intel  Twitter: #kpnichols REBECCA SCHNEIDER PRESIDENT, AZZARD CONSULTING  19 Years experience in Information Management  Industries: Retail, Auto Manufacturing, Financial Services, Telecommunications, Luxury Goods  Twitter: #azzardconsult 2
    3. 3. 1. SOME DEFINITIONS (OMNI, CONTENT STRATEGY, ETC.) WHAT YOU’LL BE SNOOZING* THROUGH 2. HOW DO YOU CREATE A CONTENT STRATEGY FOR OMNI  Thinking about consumers  Considering channels  Working with the content lifecycle *Or texting, or tweeting, or emailing. 3. SELLING OMNI TO YOUR STAKEHOLDERS 4. EVALUATING OMNI CONTENT 5. QUESTIONS? 3
    4. 4. SOME DEFINITIONS Is Omnichannel a new cable network?
    5. 5. CONTENT STRATEGY* Content Content communicates an idea which is recorded. Content Strategy Content Strategy focuses on ways to meet the needs of content consumers, including how content is distributed, managed and overseen. *OK, so everyone here knows this, but people looking at this SlideShare might not. 5
    6. 6. MULTI CHANNEL* Multi Channel Providing content suited to a specific factor or channel: • Desktop • Tablet • Smartphone • In-store Effective Multi Channel Experience Strives to provide a collective content experience across all channels Takes advantage of a particular form factor’s strengths Cross-references experiences across all channels *Nope, not watching two TV shows at the same time. 6
    7. 7. OMNICHANNEL* Omnichannel Omnichannel is an approach to multichannel that provides content at every point in the customer journey (analog, digital, in-store). So: This means that all content represents brand and a customer interaction:  All content is an asset  Content is an investment in customer experience with measurable return. *Nope, not watching multiple TV shows at the same time. 7
    8. 8. OMNICHANNEL STORIES* Starts with a good story and figures out how to tell it through each medium. Omnimedia - perfect balance of content between mediums:  TV show referenced cookbooks, magazine referenced both, fully realized it in multi- and digital media  Exclusive content specific to each channel Collective content experiences:  Stories told that appeal to lifestyle  Connects one channel to the next via customer journey *Narratives, not ‘little’ white lies. 8
    9. 9. CONTENT STRATEGY FOR OMNI Omni: Coming to a town near you.
    10. 10. THINKING ABOUT Since they usually help pay the bills… CONSUMERS
    13. 13. CHANNEL This is not about deciding which TV channel to watch. CONSIDERATIONS
    14. 14. CONTENT DESIGN PRINCIPLES* Customer-centric content Full experience cycle Data-driven Structured content design approach Iterative content lifecycle *Things your mother never told you. 14
    15. 15. CHANNEL: Desktop* How does a user enter the site? What long form content is needed? Where are the points of conversion specific to desktop? What information will the user provide (e.g., Profile)? *At work and avoiding a meeting. 15
    16. 16. CHANNEL: Mobile & Tablet* Where are they (context)? What do they need based on context? For example:  How would she use a smart-phone in a store?  What does she or others like her do with apps? Who are they talking to (social) and how? For example:  How would she use social on apps and what opportunities exist? Remember tablet and smartphone are different *Did you buy enough data? 16
    17. 17. CHANNEL: Email & SMS When do you send an email or SMS? When and do you follow up? For example:  For absentee customers  Appreciation emails How/what do you personalize? SMS Should they opt-in? Which content is most useful for the user via SMS? 17
    18. 18. CHANNEL: In Store* Is there a Kiosk?  Can they create profile?  Are there social opps? Are there QR codes? What can be personalized?  What does sales associate know about customer  Previous purchase behavior Do you have Coupons/Vouchers for in-store? *This will ride up with wear. 18
    19. 19. CHANNEL: Packaging* Can packaging be personalized? Can you provide inserts? Are there social sharing possibilities? How can package drive customer to other channels? *Can it not be a ridiculous amount of plastic? 19
    20. 20. CHANNEL: Post Purchase Post Purchase Support How do you provide support for each channel? Is support Personalized?  We know you have this product, we know you called before, etc. NOTE: Satisfying customers after they purchase really matters 20
    21. 21. LIFECYCLE Unlike a stationary bike, does not require sweating. CONSIDERATIONS
    22. 22. LIFECYCLE: Create Content* Which content needs created for each channel? What are the inter-linking points between each channel?  How can they be cross-referenced and leveraged? What groups will be responsible for content creation? How can personalization enable the Omni experience? *Hamster wheel for English majors. 22
    23. 23. LIFECYCLE: Manage Content* Who will be responsible for managing content? How can you ensure that communication across content production groups is clear? *Whack a Mole for English majors. 23
    24. 24. LIFECYLE: Publish Content* Is there a robust content production / editorial calendar?  Event driven  Folds in quarterly reviews to optimize for trends, usage, business requirements Is the calendar aligned with significant product launches, company announcements, etc. *Almost like Citizen Kane. 24
    25. 25. LIFECYLE: Evaluate Content Are there metrics and KPIs in place to understand how content is being used within the Omnichannel context? Are production workflows effective and not burdensome? 25
    26. 26. LIFECYCLE: Enhance Content* Based on metrics and analytics what content should be enhanced? Are there particular interaction points which could be exploited further? *No, not that kind of enhancement. 26
    27. 27. LIFECYCLE: Governance* Is there one group within the organization which ensures alignment of Omni content across all business units? EXECUTIVE SPONSOR GOVERNANCE COMMITTEE STRATEGY BRAND ACCESSIBILIT Y LEGAL TAXONOMY CONTENT PUBLISHING TAXONOMY WORKING GROUPS STRATEGY OPERATIONS TECHNOLOG Y MARKETING *As if two people from the US should be talking about governance. 27
    28. 28. SELLING OMNI TO YOUR Yes, I really do need a larger budget. STAKEHOLDERS
    29. 29. A STRATEGY, NOT AN EVENT* Sell it as strategic and iterative. Starts with a very basic foundation and builds a richer experience over time. More robust experience is more investment in new content to support it. A recent report suggests Omni grew sales by 10% in 82% of Omni retails in the past year – The Omnichannel Revolution *Cocktails, anyone? 29
    30. 30. DEVELOP A ROADMAP* Do a 1 – 3 year roadmap – report quarterly Use existing analytics and show improvement with channel integration Identify success metrics and ensure that all areas have a testing strategy to validate Ensure a taxonomy and metadata tagging strategy can support Omni experience In the beginning focus is on testing and validation of customer journey, user behavior, optimized content lifecycle and the performance of content within each channel Modify and enrich the content experience over time *Not yet on Google Maps. 30
    31. 31. PITFALLS* Politics can yield impasses – Internet lead generation versus calls or store Requires new way to track performance and success Boil the ocean will fail every time Some is better than none *Don’t look now… 31
    32. 32. EVALUATING OMNI CONTENT If you can’t measure it, you can’t justify it. (Remember that budget request?)
    33. 33. CHANNEL INTERACTIONS KEY QUESTION: Is the journey effective? Rate at which content is viewed (frequency and duration) Determine the most popular content: Content that is ‘trending’ with traffic and engagement time:  Use a trends app to measure which content is most used. Know the most successful content– in the eyes of the customer: AWARENESS CONSIDERATIO N PREFERENCE PURCHASE RETENTION  Rate at which a specific piece of content will result in a conversion 33
    34. 34. USER SATISFACTION KEY QUESTION: Is the user (customer) satisfied with the Omni experience? Rate at which content is being shared via social Rate at which content is downloaded Survey the user on site or page performance with user feedback tools Determine problematic areas through bounce rates and exit rates 34
    35. 35.  How often does the phone orientation change (switching from vertical to horizontal)?  How is social media being used? OMNI & SMARTPHONES  How many users accept location awareness prompts  Where and when are Smart Phones being Used: e.g., How are Smart Phones being used instore? 35
    36. 36.  OMNI & TABLET For Websites that have apps, how many users ignore the call to action to download the app and opt to view the actual Website?  What is the delta between the conversion rates on Tablet/Smart Phone versus Desktop?  Which products or services are sold from an app? 36
    37. 37.   OMNI & TABLET II What is available via desktop web vs. an app? How many users switch from a mobile app to a desktop experience?  When does the user switch to desktop from a mobile app?  For commodity/published content, what are the actual number of readers in a tablet edition versus a paper published edition? 37
    38. 38. QUESTIONS? Scathing rebuttal anyone?
    39. 39. THANK YOU!
    40. 40. CONTACT INFORMATION KEVIN NICHOLS Twitter: #kpnichols LinkedIn: REBECCA SCHNEIDER Twitter: #azzardconsult LinkedIn: 40