Context Trumps Location But Brand Backs Them All

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Location is an important aspect of context, but it’s more complicated than just that. Context includes time of day, where your users came from, their mental models, what else is happening, and so much more.

Fact is, there are many contexts, and you can’t afford to address them all. Instead, we’ll discuss the different types of experiences you can create and show you how to choose the one that’s right for your brand: What fits your unique communication goals, the needs of your target audience, and the dueling constraints of budget and resources? What’s sustainable? And how should your contextually relevant content strategy respond to new opportunities in responsive design?

In this session we’ll walk through examples of how real brands have tackled context in all its forms, and dig into the challenges you face to identify a message architecture, choose contextually relevant experiences, and sustain your efforts over time.

Presented at O'Reilly Where Conference, #whereconf, Location Marketing Boot Camp, on April 2, 2012 with Sara Wachter-Boettcher.

Context Trumps Location But Brand Backs Them All

  1. @mbloomstein & @sara_ann_marie Where 2.0 April 2012 Margot Bloomstein @mbloomstein Sara Wachter-Boettcher @sara_ann_marieCONTEXT TRUMPS LOCATION—BUT BRAND BACKS THEM ALL! © 2012
  2. @mbloomstein & @sara_ann_marieThis will not be the mostmind-blowing 10 minutes ofyour life,but it will be damn close. © 2012
  3. @mbloomstein & @sara_ann_marieMeet Margot, or @mbloomstein. © 2012
  4. @mbloomstein & @sara_ann_marieMeet Sara, or @sara_ann_marie. © 2012
  5. @mbloomstein & @sara_ann_marieLocation, location, location! © 2012
  6. @mbloomstein & @sara_ann_marieLocation, location, location!This stuff’s exciting, AMIRITE? © 2012
  7. @mbloomstein & @sara_ann_marieLocation, location, location!This stuff’s exciting, AMIRITE? © 2012
  8. @mbloomstein & @sara_ann_marieLocation, location, location!This stuff’s exciting, AMIRITE? © 2012
  9. @mbloomstein & @sara_ann_marieLocation, location, location!This stuff’s exciting, AMIRITE? © 2012
  10. @mbloomstein & @sara_ann_marieLocation, location, location!This stuff’s exciting, AMIRITE? © 2012
  11. @mbloomstein & @sara_ann_marieLocation, location, location!This stuff’s exciting, AMIRITE? © 2012
  12. @mbloomstein & @sara_ann_marieLocation, location, location!This stuff’s exciting, AMIRITE? © 2012
  13. @mbloomstein & @sara_ann_marieLocation, location, location!This stuff’s exciting, AMIRITE? © 2012
  14. @mbloomstein & @sara_ann_marieLocation, location, location!This stuff’s exciting, AMIRITE? © 2012
  15. @mbloomstein & @sara_ann_marieLocation, location, location!This stuff’s exciting, AMIRITE? © 2012
  16. @mbloomstein & @sara_ann_marieLocation, location, location!This stuff’s exciting, AMIRITE? © 2012
  17. @mbloomstein & @sara_ann_marieLocation, location, location!This stuff’s exciting, AMIRITE? © 2012
  18. Reality!
  19. @mbloomstein & @sara_ann_marieYou are not a rock star.You have constraints, even inthe fast lane. © 2012
  20. @mbloomstein & @sara_ann_marieEVERYTHING,ALL THE TIME © 2012
  21. @mbloomstein & @sara_ann_marieIf you want to... © 2012
  22. @mbloomstein & @sara_ann_marieSupport a holistic user experience © 2012
  23. @mbloomstein & @sara_ann_marieEnsure cross-channel consistency © 2012
  24. @mbloomstein & @sara_ann_marieEnsure cross-channel consistency …among multiple apps and community managers © 2012
  25. @mbloomstein & @sara_ann_marieEnsure cross-channel consistency …among mobile and web and email © 2012
  26. @mbloomstein & @sara_ann_marieEnsure cross-channel consistency …between Twitter and Facebook © 2012
  27. @mbloomstein & @sara_ann_marieEnsure cross-channel consistency …among Foursquare, Path, Instagram, Highlight, Facebook Places, Yelp, Google Places, Pinterest... © 2012
  28. @mbloomstein & @sara_ann_marieYou need to prioritize. © 2012
  29. @mbloomstein & @sara_ann_marieFirst things first.What does your brandneed to communicate? © 2012
  30. @mbloomstein & @sara_ann_marieIf you don’t know whatyou need to communicate,how will you know where to doit? © 2012
  31. @mbloomstein & @sara_ann_marieEstablish amessage architecture. © 2012
  32. @mbloomstein & @sara_ann_marieEstablish amessage architecture. © 2012
  33. @mbloomstein & @sara_ann_marieEstablish themessage architecture. © 2012
  34. @mbloomstein & @sara_ann_marieWhat’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabulary. © 2012
  35. @mbloomstein & @sara_ann_marieMake us lookinnovative,but not risky. © 2012
  36. @mbloomstein & @sara_ann_marieTraditional,but edgy. © 2012
  37. @mbloomstein & @sara_ann_marie©Warby Parker © 2012
  38. @mbloomstein & @sara_ann_marieWords are valuable,but inactionable withoutcontext and priority. © 2012
  39. @mbloomstein & @sara_ann_marie © 2012
  40. @mbloomstein & @sara_ann_marieWhy do this?Incorporate location-based efforts tomanifest the message architecture—notjust because they’re trendy or the CEOdigs badges.This week. © 2012
  41. @mbloomstein & @sara_ann_marieWhy do this?Put your LBS where your brand is. © 2012
  42. @mbloomstein & @sara_ann_marieA little thing with big impact. © 2012
  43. @mbloomstein & @sara_ann_marie © 2012
  44. @mbloomstein & @sara_ann_marieMessage architectureKnowledgeable insider• Smart stuff you’d never hear otherwise• Descriptive details—not just general historyAccurate, yet accessible• Relaxed, unstuffy voice• Credible factsUnexpectedly fun• Offbeat and quirky takes on history © 2012
  45. @mbloomstein & @sara_ann_marieMessage architecture drivesplatform selection © 2012
  46. @mbloomstein & @sara_ann_marie• Quick tips • Quick tips• Local/location-based • Local/location-based• Check-ins • Check-ins• Themed • Themed• Deals and badges • Deals and badges• Robust user • Robust user community community © 2012
  47. @mbloomstein & @sara_ann_marieExplore the world Find great localaround you and learn businesses with theinteresting things. help of real people. © 2012
  48. @mbloomstein & @sara_ann_marieMessage architecture driveseditorial content choices too:• Style• Tone• Diction• Sentence structure• Calls to action © 2012
  49. @mbloomstein & @sara_ann_marie © 2012
  50. @mbloomstein & @sara_ann_marie © 2012
  51. @mbloomstein & @sara_ann_marieIt’s not everything, all the time,to everyone.Don’t be everywhere.Be where you belong,and your audience is.Fly free within constraints. © 2012
  52. @mbloomstein & @sara_ann_marieBe an eagle…not the Eagles. © 2012
  53. @mbloomstein & @sara_ann_marieThank you!Margot Bloomstein@mbloomsteinmargot@appropriateinc.comhttp://amzn.to/CSatWorkSara Wachter-Boettcher@sara_ann_mariesara@sarawb.comLook for Content Everywhere soonTitle image The United States of GOOD Beer, © GOOD magazine, http://www.good.is/post/map-the-united-states-of-good-beer/ © 2012

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