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April 2014
Cross Media
Content Strategy
Senior Advisor Marta Karolina Olsen
2CROSS MEDIA CONTENT STRATEGY
Agenda 9:30 – 11:00 am
Learning Objectives
Why is CMCS relevant today
Exercise 1: Your CMCS ...
3
4CROSS MEDIA CONTENT STRATEGY
5CROSS MEDIA CONTENT STRATEGY
Learning Objectives
1 See all as content. But focus on
what supports your strategic
goals.
I...
6CROSS MEDIA CONTENT STRATEGY
5 CMCS Actions for 2014
2. Decide on the succes criterias and mission statement for your CMC...
7
Why CMCS is relevant today
8
95% of internet users worldwide trust
recommendations from people they know,
whereas 70% responds that they trust other
...
9
Illustration inspired by http://bradfrostweb.com/blog/web/responsive-web-design-missing-the-point/
10
IS
11
”We can’t make more
content for every device
and channel. It’s time we
make our content do
more.”
- Sara Wachter-Boettc...
12CROSS MEDIA CONTENT STRATEGY
Mobile Users > Desktop Internet Users Within 5 years
Global Mobile vs. Desktop Internet Use...
13CROSS MEDIA CONTENT STRATEGY
www.real.com/resources/social-television/
14
Internet of Everything
CROSS MEDIA CONTENT STRATEGY
internet in eg.
fitness machines
makes new
demands to the
simplicit...
15
The defensive argument
In 2-4 years there are probably
more internet users coming
from other devices than PC’s.
And so ...
16
Mobile first?
Content first?
User first?
Context first?
Social first?
Strategy first?
CROSS MEDIA CONTENT STRATEGY
17CROSS MEDIA CONTENT STRATEGY
Wired
www.wired.com/2010/02/the-wired-ipad-app-a-video-demonstration/
18
Some definitions
> Cross Media
Two or more digital media, including at least one social technology
> Content Strategy
A...
19CROSS MEDIA CONTENT STRATEGY
Sales
conversions Users
generating
content
Data
(insights)
Etc.!
Attention
Subscribers
Traf...
# Is your organization
present in two or
more digital media,
involving at least one
social technology? Or
could you be?
# ...
21
Then how can we work with CMCS?
A clear mission
statement is the foundation.
So it comes down to your brand
strategy, U...
22
23CROSS MEDIA CONTENT STRATEGY
24
25
”All companies, no matter what the
size, must start to think more like
publishers than ever before. Consumer
behaviour ...
26
27
Elements in the Content Strategy
CROSS MEDIA CONTENT STRATEGY
Quantitative
audit
Qualitativ
e
audit
Editorial
analysis
...
28
OPTIMIZE
COMMUNITY
CURATE
EVENT
Internal
External
Temporarily
Permanent
BRAND
MISSION
STATEME
NT
TimeTime
Content
Conte...
29CROSS MEDIA CONTENT STRATEGY
Optimize
30CROSS MEDIA CONTENT STRATEGY
Optimize (Responsive)
31CROSS MEDIA CONTENT STRATEGY
Optimize
32
Optimize (contextual)
CROSS MEDIA CONTENT STRATEGY
www.trendwatching.com/trends/servilebrands/
33
Optimize (contextual)
CROSS MEDIA CONTENT STRATEGY
www.passengerterminaltoday.com
34
35
Curate
36CROSS MEDIA CONTENT STRATEGY
Curate
37CROSS MEDIA CONTENT STRATEGY
Community
38
Place
Incl. fakta
Tales
1 or more
Themes
Time sloths
For the timeline
Key words
Video/photogra
phy
Genrer
For inspiring...
39CROSS MEDIA CONTENT STRATEGY
Community
40CROSS MEDIA CONTENT STRATEGY
Community
41CROSS MEDIA CONTENT STRATEGY
Community
Source: www.dtu.dk/nyheder
42
43CROSS MEDIA CONTENT STRATEGY
Community
www.pixel.tv
44CROSS MEDIA CONTENT STRATEGY
Event
45CROSS MEDIA CONTENT STRATEGY
Event
www.telegraph.co.uk
46
OPTIMIZE
COMMUNITY
CURATE
EVENT
Internal
External
Temporarily
Permanent
BRAND
MISSION
STATEME
NT
TimeTime
Content
Conte...
47
DON’T JUST TALK.
SAY SOMETHING.
To create Hero content
That can attract users to your Hub
Where you can offer them regu...
# What connects – or
could connect – your
platform presence:
Design? Interaction?
Format types? Tone-
of-voice?
# What sho...
49
1. Customers seek the best solution and way to fullfil their own needs, by
investing least possible.
2. Their investmen...
50CROSS MEDIA CONTENT STRATEGY
The Consumer Decision Journey
David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvi...
51CROSS MEDIA CONTENT STRATEGY
Customers are on different Missions
”Retailers need to understand what missions attract
cus...
52CROSS MEDIA CONTENT STRATEGY
Customer Experiences and Gap Analysis
53
Three Customer Mind Sets
CROSS MEDIA CONTENT STRATEGY
54
Six Customer Journeys
CROSS MEDIA CONTENT STRATEGY
55
Journey Service gap/opportunity Short description of gap/opportunity
Social browser Facilitate inspiration Opportunity:...
# How could the
conceptualized
customer mind sets
and journeys match
your customers?
# Where would you
imagine identifying...
57CROSS MEDIA CONTENT STRATEGY
Create a clear story that works across the
organisation to break through the noice
58CROSS MEDIA CONTENT STRATEGY
Who’s talking – Moderation Kit
Topics of conversation
Interaction frequency and
reactions
P...
59CROSS MEDIA CONTENT STRATEGY
Content in categories
[EXAMPLE DELETED] [EXAMPLE DELETED]
[EXAMPLE DELETED] [EXAMPLE DELETE...
60CROSS MEDIA CONTENT STRATEGY
Conversation Calendar
61CROSS MEDIA CONTENT STRATEGY
Use your Data – turn them into Insights
62CROSS MEDIA CONTENT STRATEGY
www.fastcompany.com/3020659/fast-feed/yes-people-especially-millennials-are-sharing-more-ph...
63CROSS MEDIA CONTENT STRATEGY
www.fastcompany.com/3020659/fast-feed/yes-people-especially-millennials-are-sharing-more-ph...
64CROSS MEDIA CONTENT STRATEGY
www.searchengineland.com/seotable
65
Elements in the Content Strategy
CROSS MEDIA CONTENT STRATEGY
Quantitative
audit
Qualitativ
e
audit
Editorial
analysis
...
# In what way can you
use the toolbox, ideas,
inspirations or
concepts on CMCS
– starting tomorrow?
Exercise 4
CROSS MEDIA...
67CROSS MEDIA CONTENT STRATEGY
5 CMCS Actions for 2014
2. Decide on the succes criterias and mission statement for your CM...
THANK YOU
Senior Advisor Marta Karolina Olsen
marta.karolina.olsen@advicedigital.dk
dk.linkedin.com/in/martakarolinaolsen
...
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Cross Media Content Strategy - Spring 2014

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Slides from #SMW 2014 and Customer Seminars held in Spring 2014 @ Advice Digital A/S, CPH, Denmark

Cross Media Content Strategy - Spring 2014

  1. 1. April 2014 Cross Media Content Strategy Senior Advisor Marta Karolina Olsen
  2. 2. 2CROSS MEDIA CONTENT STRATEGY Agenda 9:30 – 11:00 am Learning Objectives Why is CMCS relevant today Exercise 1: Your CMCS Goals How to work with CMCS: Mission Statements and Concepts Exercise 2: What connects your Cross Media Presence Understanding your Customers and Users’ P.O.V. Exercise 3: Your Customers’ Journeys The Tool Box Exercise 4: Using the Tool Box
  3. 3. 3
  4. 4. 4CROSS MEDIA CONTENT STRATEGY
  5. 5. 5CROSS MEDIA CONTENT STRATEGY Learning Objectives 1 See all as content. But focus on what supports your strategic goals. Inspirations on execution and extra for your tool box.2 See it from your customers’ and users’ P.O.V. – with a concept of 3 mind sets. 3
  6. 6. 6CROSS MEDIA CONTENT STRATEGY 5 CMCS Actions for 2014 2. Decide on the succes criterias and mission statement for your CMCS. 4. Decide on which platforms you will be present and what your CMCS is. 3. Know your customers and users better by seeing it from their P.O.V. 5. Organize the content creation, publication and governance accordingly. 1. Know and prioritize your content by (re)organizing it better.
  7. 7. 7 Why CMCS is relevant today
  8. 8. 8 95% of internet users worldwide trust recommendations from people they know, whereas 70% responds that they trust other users’ recommendations online in general. 47% trusts radio, TV and newspapers while only 14% trust traditional advertising. Source: Nielsen Online and Mashable CROSS MEDIA CONTENT STRATEGY
  9. 9. 9 Illustration inspired by http://bradfrostweb.com/blog/web/responsive-web-design-missing-the-point/
  10. 10. 10 IS
  11. 11. 11 ”We can’t make more content for every device and channel. It’s time we make our content do more.” - Sara Wachter-Boettcher CROSS MEDIA CONTENT STRATEGY
  12. 12. 12CROSS MEDIA CONTENT STRATEGY Mobile Users > Desktop Internet Users Within 5 years Global Mobile vs. Desktop Internet Users Projection, 2007 – 2015E Source: Morgan Stanley Research InternetUsers(MM) 2.000 1.600 1.200 800 400 0 2007E 2008E 2009E 2010E 2011E 2012E 2013E 2014E 2015E Mobile Internet Users Desktop Internet Users
  13. 13. 13CROSS MEDIA CONTENT STRATEGY www.real.com/resources/social-television/
  14. 14. 14 Internet of Everything CROSS MEDIA CONTENT STRATEGY internet in eg. fitness machines makes new demands to the simplicity and flexibility of the interface and content.
  15. 15. 15 The defensive argument In 2-4 years there are probably more internet users coming from other devices than PC’s. And so what? The progressive argument New devices give us the opportunity to be in touch with and service our customers and stakeholders better and in new situations. CROSS MEDIA CONTENT STRATEGY This is something we wish to use to our advantage, to be accesible and present in more situations and contexts, to offer new options and continuously develope our business. Therefor we have to start managing our content and services accordingly.
  16. 16. 16 Mobile first? Content first? User first? Context first? Social first? Strategy first? CROSS MEDIA CONTENT STRATEGY
  17. 17. 17CROSS MEDIA CONTENT STRATEGY Wired www.wired.com/2010/02/the-wired-ipad-app-a-video-demonstration/
  18. 18. 18 Some definitions > Cross Media Two or more digital media, including at least one social technology > Content Strategy All that can be communicated – with a purpose and goal, that is executable
  19. 19. 19CROSS MEDIA CONTENT STRATEGY Sales conversions Users generating content Data (insights) Etc.! Attention Subscribers Traffic What is your CMCS business model? You must decide how you will measure success
  20. 20. # Is your organization present in two or more digital media, involving at least one social technology? Or could you be? # Do you have a goal and way of measuring your success – or what could that be? Exercise 1 CROSS MEDIA CONTENT STRATEGY 1 + 1
  21. 21. 21 Then how can we work with CMCS? A clear mission statement is the foundation. So it comes down to your brand strategy, USP’s/ESP’s and messages… CROSS MEDIA CONTENT STRATEGY
  22. 22. 22
  23. 23. 23CROSS MEDIA CONTENT STRATEGY
  24. 24. 24
  25. 25. 25 ”All companies, no matter what the size, must start to think more like publishers than ever before. Consumer behaviour has changed over the past few years. Customers are more accepting of content from ”non-media” sites andt the barriers to publishing are now non-existent” – Joe Pulizzi CROSS MEDIA CONTENT STRATEGY
  26. 26. 26
  27. 27. 27 Elements in the Content Strategy CROSS MEDIA CONTENT STRATEGY Quantitative audit Qualitativ e audit Editorial analysis Vision & business Idea & concept Strategy statement Tone of voice/model texts Navigatio n Metadata Anchorag e/training User involvement Platforms and media
  28. 28. 28 OPTIMIZE COMMUNITY CURATE EVENT Internal External Temporarily Permanent BRAND MISSION STATEME NT TimeTime Content Content
  29. 29. 29CROSS MEDIA CONTENT STRATEGY Optimize
  30. 30. 30CROSS MEDIA CONTENT STRATEGY Optimize (Responsive)
  31. 31. 31CROSS MEDIA CONTENT STRATEGY Optimize
  32. 32. 32 Optimize (contextual) CROSS MEDIA CONTENT STRATEGY www.trendwatching.com/trends/servilebrands/
  33. 33. 33 Optimize (contextual) CROSS MEDIA CONTENT STRATEGY www.passengerterminaltoday.com
  34. 34. 34
  35. 35. 35 Curate
  36. 36. 36CROSS MEDIA CONTENT STRATEGY Curate
  37. 37. 37CROSS MEDIA CONTENT STRATEGY Community
  38. 38. 38 Place Incl. fakta Tales 1 or more Themes Time sloths For the timeline Key words Video/photogra phy Genrer For inspiring the writer Comments Micro participation Has visited / will visit / guest book Writingguides/ workshops Journalism Editorial Recommendations Links Turist info Visitdenmark Webservice Widget motor Android App iPhone App Coorporatin g site 1 Coorporatin g site 2 Coorporatin g site 3 Coorporatin g site n Other applications using the webservice Mobile site All basic content is speaked and translated into English
  39. 39. 39CROSS MEDIA CONTENT STRATEGY Community
  40. 40. 40CROSS MEDIA CONTENT STRATEGY Community
  41. 41. 41CROSS MEDIA CONTENT STRATEGY Community Source: www.dtu.dk/nyheder
  42. 42. 42
  43. 43. 43CROSS MEDIA CONTENT STRATEGY Community www.pixel.tv
  44. 44. 44CROSS MEDIA CONTENT STRATEGY Event
  45. 45. 45CROSS MEDIA CONTENT STRATEGY Event www.telegraph.co.uk
  46. 46. 46 OPTIMIZE COMMUNITY CURATE EVENT Internal External Temporarily Permanent BRAND MISSION STATEME NT TimeTime Content Content Marta Karolina Olsen, 2014
  47. 47. 47 DON’T JUST TALK. SAY SOMETHING. To create Hero content That can attract users to your Hub Where you can offer them regulair Hygiene content (The Google and YouTube way)
  48. 48. # What connects – or could connect – your platform presence: Design? Interaction? Format types? Tone- of-voice? # What should you talk about? What could be your Hero content? Exercise 2 CROSS MEDIA CONTENT STRATEGY 1 + 1
  49. 49. 49 1. Customers seek the best solution and way to fullfil their own needs, by investing least possible. 2. Their investment is an emotional calculation of the economic expenses, consumed time and physical / mental investment nescessary to obtain their goal. 3. Customers balances pros and cons of their possible actions and solutions to their problems or needs and decides on the solution that will provide them the best possible result. 4. Customers are (mostly) not interested in you but in their own wants and needs. CROSS MEDIA CONTENT STRATEGY LUM* * Lazy User Model of Solution Selection (Collan, M. and Tetard, F., 2007, Lazy User Theory of Solution Selection)
  50. 50. 50CROSS MEDIA CONTENT STRATEGY The Consumer Decision Journey David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik, McKinsey Quarterly. The Consumer Decision Journey. (June 2009)
  51. 51. 51CROSS MEDIA CONTENT STRATEGY Customers are on different Missions ”Retailers need to understand what missions attract customers to their stores, what customers need while on those missions, and how they go about shopping. Once they have these insights, they can develop store formats, merchandising and servicing strategies that are more closely aligned with the shopping strategies, needs and preferences of their target customers.” (IBM Business Consulting Services) http://www-935.ibm.com/services/us/imc/pdf/g510-6241-driving-successful-shopping.pdf
  52. 52. 52CROSS MEDIA CONTENT STRATEGY Customer Experiences and Gap Analysis
  53. 53. 53 Three Customer Mind Sets CROSS MEDIA CONTENT STRATEGY
  54. 54. 54 Six Customer Journeys CROSS MEDIA CONTENT STRATEGY
  55. 55. 55 Journey Service gap/opportunity Short description of gap/opportunity Social browser Facilitate inspiration Opportunity: Facilitate ongoing inspiration Social browser Information overload Too many search results - not possible to get overview Social browser child solitary browsing Not possible for child to navigate alone Social browser Overview of products Difficult to overview many products at the same time Social browser Save for later Not possible to save good items Researcher Wish to surprise safely Users wish to surprise child within known interest areas Researcher tailoring of gift Not possible to custom age group. Gender filtering is not possible. Researcher Save for later Not possible to save good items Researcher Related inspiration No intelligently generated related items for inspiration Researcher product comparison Not possible to compare several products on same page Researcher product sorting Missing categories for further filtering Researcher Trust and security Reviews on sites are often empty Researcher product upsell Opportunity: Last minute addons for purchase Resolver Facilitate inspiration Opportunity:Use front page as billboard for curated store content Resolver information overload Too many serach results appear on screen Resolver Uninitiated shopper No fulfilling description of product/presentation of unknown product Resolver Trust and security Empty customer reviews on sites Resolver Customer loyalty USPs are invisible to customers Target shopper Google optimization Search brings too general metadescrition and actual landing page is too general Target shopper Internal search Internal search and autosuggest are different searches. Search withoug autosuggest generates many wrong results. Target shopper Shop choice Comparison of stores is difficult, USP are invisible to users Target shopper Availability Difficult to find out what to do if item is sold out Target shopper Customer retention Users needs help, when item is sold out. What are the alternatives? Target shopper Delivery needs Opportunity: Inform users about delivery options and USPs Dealmaker Facilitate inspiration Opportunity: to keep store awareness present Dealmaker Overview Google search leads to irrelevant page, internal search + filtering is not sufficient Dealmaker product comparison Not possible to compare several products on same page Dealmaker Related inspiration Related products are hidden below fold. Users request related acessories and 'almost similar'-items Dealmaker Product upsell Opportunity: prolong purchase experience by presenting related items after purchase Dealmaker Instant gratification Instant unboxing pleasure is not possible online Socializer Save for later Opportunity: a 'like'-functionality might help to convert a no purchase-situation to wishing Socializer Experience of products Test, try and explore is not facilitated online Socializer Child solitary browsing Child alone-browsing is not well facilitated in current design Socializer Save for later Online tools for creating wish lists are invisible to users CROSS MEDIA CONTENT STRATEGY The Proces 55 Overview of service gaps Sketching of journey maps Focus + user cases
  56. 56. # How could the conceptualized customer mind sets and journeys match your customers? # Where would you imagine identifying gaps – and how could you fill them? Exercise 3 CROSS MEDIA CONTENT STRATEGY 1 + 1
  57. 57. 57CROSS MEDIA CONTENT STRATEGY Create a clear story that works across the organisation to break through the noice
  58. 58. 58CROSS MEDIA CONTENT STRATEGY Who’s talking – Moderation Kit Topics of conversation Interaction frequency and reactions Professional profile Attitude / Tone-of-voice Facebook moderator Name: Age: Family / Free time Etc.
  59. 59. 59CROSS MEDIA CONTENT STRATEGY Content in categories [EXAMPLE DELETED] [EXAMPLE DELETED] [EXAMPLE DELETED] [EXAMPLE DELETED]
  60. 60. 60CROSS MEDIA CONTENT STRATEGY Conversation Calendar
  61. 61. 61CROSS MEDIA CONTENT STRATEGY Use your Data – turn them into Insights
  62. 62. 62CROSS MEDIA CONTENT STRATEGY www.fastcompany.com/3020659/fast-feed/yes-people-especially-millennials-are-sharing-more-photos-and-video
  63. 63. 63CROSS MEDIA CONTENT STRATEGY www.fastcompany.com/3020659/fast-feed/yes-people-especially-millennials-are-sharing-more-photos-and-video
  64. 64. 64CROSS MEDIA CONTENT STRATEGY www.searchengineland.com/seotable
  65. 65. 65 Elements in the Content Strategy CROSS MEDIA CONTENT STRATEGY Quantitative audit Qualitativ e audit Editorial analysis Vision & business Idea & concept Strategy statement Tone of voice/model texts Navigatio n Metadata Anchorag e/training User involvement Platforms and media
  66. 66. # In what way can you use the toolbox, ideas, inspirations or concepts on CMCS – starting tomorrow? Exercise 4 CROSS MEDIA CONTENT STRATEGY 1 + 1
  67. 67. 67CROSS MEDIA CONTENT STRATEGY 5 CMCS Actions for 2014 2. Decide on the succes criterias and mission statement for your CMCS. > It should include a business model. 4. Decide on which platforms you will be present and what your CMCS is. > Consider the Time-Content perspective, your brand and platform codes. 3. Know your customers and users better by seeing it from their P.O.V. > ”Forget yourself”. Remember LUM and that users are on missions. 5. Organize the content creation, publication and governance accordingly. > Be open to change in tasks, work flow and roles. 1. Know and prioritize your content by (re)organizing it better: > What to present and govern better, what to develop or curate.
  68. 68. THANK YOU Senior Advisor Marta Karolina Olsen marta.karolina.olsen@advicedigital.dk dk.linkedin.com/in/martakarolinaolsen Mobile +45 22 33 64 38

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