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3 Steps forEffective ContentManagementStrategyContent Categorization, Platforms Bridging & MultiChannel Analysis
hi. I’mDickson   @   :)
@skelneko  #HKWAW
Work-a-holic.
Coffee-holic.
Cat-a-holic.
Analyst                                              Strategist                Hi There. :)Marketer                  Blogg...
Backbone Strategy
PurchaseAwareness   Consideration / Engagement    Intent
PurchaseAwareness        Consideration / Engagement       Intent            Platform                          On-Site
Purchase          Awareness                    Consideration / Engagement                                       Intent    ...
Like / Comment                   “Love it !”                                         Click on Link                Converte...
Hello.                         Hi.                                        Aloha!In an ideal world… target audience are hig...
……                             …..                                        ……In reality, they don’t. :(
“I want right messages to right people.”
… and that’s how it usually turns out.
Well… why not just test the target?
90 Likes 56 Likes                                      23 LikesWell… why not just test the target?
Excel rocks. :)
Like / Comment                   “Love it !”                                         Click on Link                Converte...
Owned Media
Owned Media              Really Owned Media                where conversion happens
Owned Media              Really Owned Media                where conversion happens
Owned Media              Really Owned Media                where conversion happens
Normal Way. :|
http://idea-stack.com/i_am_a_landing_page.php?&utm_source=pinterest&utm_medium=social&utm_campaign=Catalog-Style-Dresses-d...
My Way. :)
Like / Comment                   “Love it !”                                         Click on Link                Converte...
ConversionCustomer Last Step   Happened                       (finally!)       …
ConversionCustomers Journey   Happened                      (finally!)      …
ConversionCustomers Journey   Happened                      (finally!)      …
Evaluation [Bonus]
“   Analysis is pointless without proper follow-up actions.
Pivot Table is always your best friend. :)                    Three KPI that reflects your business objective
Can you see your actions now? :)
Thank You. :)   about.me/DicksonWong
3 Steps for  Effective Content Management Strategy   Content Categorization, Platforms Bridging & MultiChannel Analysis
3 Steps for  Effective Content Management Strategy   Content Categorization, Platforms Bridging & MultiChannel Analysis
3 Steps for  Effective Content Management Strategy   Content Categorization, Platforms Bridging & MultiChannel Analysis
3 Steps for  Effective Content Management Strategy   Content Categorization, Platforms Bridging & MultiChannel Analysis
3 Steps for  Effective Content Management Strategy   Content Categorization, Platforms Bridging & MultiChannel Analysis
3 Steps for  Effective Content Management Strategy   Content Categorization, Platforms Bridging & MultiChannel Analysis
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3 Steps for Effective Content Management Strategy Content Categorization, Platforms Bridging & MultiChannel Analysis

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One of my speech for Web Analytics Wednesday Hong Kong 28 Mar, 2012

This is a generic approach to tackle "what message to deliver to whom on which channel" problem by detail content preparation and strategy. In addition to just the content performance evaluation based on on-media KPI (e.g. Likes or Comments), the speech includes some basic tactics in bridging platform to conversion checkpoints along with a simplified version of multichannel analysis (You may find more details for an advanced approach on this on my blog idea-stack.blogspot.com).

A detail working example has been demonstrated using Pinterest as documented on my blog as well, which you could find the corresponding links as follow:

Enjoy and feel free to leave me a comment. :)

Extended Reading: Pinterest Analytics - from Strategic Planning to Tactical Measurement
http://bit.ly/PinterestAnalyticStrategy

Published in: Business, Technology
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3 Steps for Effective Content Management Strategy Content Categorization, Platforms Bridging & MultiChannel Analysis

  1. 1. 3 Steps forEffective ContentManagementStrategyContent Categorization, Platforms Bridging & MultiChannel Analysis
  2. 2. hi. I’mDickson @ :)
  3. 3. @skelneko #HKWAW
  4. 4. Work-a-holic.
  5. 5. Coffee-holic.
  6. 6. Cat-a-holic.
  7. 7. Analyst Strategist Hi There. :)Marketer Blogger / Designer / Hacker (sort-of)
  8. 8. Backbone Strategy
  9. 9. PurchaseAwareness Consideration / Engagement Intent
  10. 10. PurchaseAwareness Consideration / Engagement Intent Platform On-Site
  11. 11. Purchase Awareness Consideration / Engagement Intent Platform On-Site Like / Comment “Love it !” Click on Link Converted “Must Buy !”Discover Content “Let’s Learn more” View / Engage on other Channels (e.g. Website / Forums / Newsletter)
  12. 12. Like / Comment “Love it !” Click on Link Converted :) “Must Buy !”Discover Content “Let’s Learn more” View / Engage on other Channels (e.g. Website / Forums / Newsletter) Content Categorization
  13. 13. Hello. Hi. Aloha!In an ideal world… target audience are highlighted.
  14. 14. …… ….. ……In reality, they don’t. :(
  15. 15. “I want right messages to right people.”
  16. 16. … and that’s how it usually turns out.
  17. 17. Well… why not just test the target?
  18. 18. 90 Likes 56 Likes 23 LikesWell… why not just test the target?
  19. 19. Excel rocks. :)
  20. 20. Like / Comment “Love it !” Click on Link Converted :) “Must Buy !”Discover Content “Let’s Learn more” View / Engage on other Channels (e.g. Website / Forums / Newsletter) Platforms Bridging
  21. 21. Owned Media
  22. 22. Owned Media Really Owned Media where conversion happens
  23. 23. Owned Media Really Owned Media where conversion happens
  24. 24. Owned Media Really Owned Media where conversion happens
  25. 25. Normal Way. :|
  26. 26. http://idea-stack.com/i_am_a_landing_page.php?&utm_source=pinterest&utm_medium=social&utm_campaign=Catalog-Style-Dresses-dress_2_img_0 Google URL Builder http://support.google.com/googleanalytics/bin/answer.py?hl=en&answer=55578
  27. 27. My Way. :)
  28. 28. Like / Comment “Love it !” Click on Link Converted :) “Must Buy !”Discover Content “Let’s Learn more” View / Engage on other Channels (e.g. Website / Forums / Newsletter) MultiChannel Analysis
  29. 29. ConversionCustomer Last Step Happened (finally!) …
  30. 30. ConversionCustomers Journey Happened (finally!) …
  31. 31. ConversionCustomers Journey Happened (finally!) …
  32. 32. Evaluation [Bonus]
  33. 33. “ Analysis is pointless without proper follow-up actions.
  34. 34. Pivot Table is always your best friend. :) Three KPI that reflects your business objective
  35. 35. Can you see your actions now? :)
  36. 36. Thank You. :) about.me/DicksonWong

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