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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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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. http://www.flickr.com/photos/jeremiah_owyang *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
  11. 11. OMNI EXPERIENCE LOYALTY IS SHARED VIA SOCIAL; CALLS TO SUPPORT ARE PERSONALIZE D EMAILS PROVIDE SUPPORT; PROMOS LEAD TO MORE PURCHASES REGISTRATIO N LEADS TO EMAIL & SMS WITH MORE PROMOS TV COMMERCIAL LEADS TO TABLET WEB SITE CUSTOMER OMNI EXPERIENC E PRODUCT PACKAGE LEADS TO SHARING ON SOCIAL AND REGISTRATIO N TABLET WEB SITE PROMPTS PROFILE CREATION WITH PROMO PROFILE LEADS TO STORE WITH COUPON ON MOBILE STORE LEADS TO PRODUCT PURCHASE 11
  12. 12. OMNICHANNEL STRATEGIC FRAMEWORK DESKTOP MOBILE TABLET IN-STORE PUBLICATIONS TV/RADIO PRODUCT PACKAGING CUSTOMER SUPPORT ECOMMERCE CUSTOMER PROFILE CUSTOMER PROFILE PRODUCT & SERVICE CONTENT SOCIAL MEDIA OPPORTUNITIES ADVERTISING & MEDIA SALES’ SUPPORT & TOOLS APPS EMAIL PERSONALIZATION 12
  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? http://www.flickr.com/photos/lydiashiningbrightly/ *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? http://www.flickr.com/photos/54544400@N00/ *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 http://www.flickr.com/photos/tarale/ 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? http://www.flickr.com/photos/byronnewmedia/ 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? http://www.flickr.com/photos/tpapi/ *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. http://www.flickr.com/photos/eliburford/ *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? http://www.flickr.com/photos/asteriusmedia 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? http://www.flickr.com/photos/avinashkaushik *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 http://www.flickr.com/photos/edgee/ *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. http://www.flickr.com/photos/10835648@N00 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 http://curiousanalytics.com *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 knichols@sapient.com kevinpnichols.com Twitter: #kpnichols LinkedIn: http://www.linkedin.com/in/kevinpnichols REBECCA SCHNEIDER rschneider@azzardconsulting.com azzardconsulting.com Twitter: #azzardconsult LinkedIn: http://www.linkedin.com/in/rebeccaschneider 40

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