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Context As A Content Strategy
Creating More Meaningful Web Experiences Through Contextual Filtering
Internet User Experience 2010 - 07.26.10
A Few Disclaimers:

1. I am not a neuroscientist by trade, but I enjoy trying like hell
to be one in my spare time.

2. I am constantly questioning the various definitions that have
been provided for content strategy

3. This is a high level version of a much deeper conversation
that needs to be explored. I NEED your help to start it.

4. We’re all from different backgrounds and smarter than one
another in many areas. I attempted to be cognizant of that fact
in this presentation.
So, you may have heard that content
strategy is the next big thing.
You may have also heard that ...
“
Content is King.




                                                              ”
    - Just About Every Content Strategist or Content Marketer You’ll Meet
I disagree.
“   Content is something we
    connect to emotionally,
    converse about or learn
    from ... but content without
    context is useless.
Content strategy and information architecture are
more than a means to achieve ‘findability.’
“
We owe visitors and our site
owners more than content,
we owe them context



                               ”
Content Strategy In 13 Slides
Content Strategy Plans For:
Governance                                         Creation
• Guide (Tags /Meta Data / Best Practices / SEO)   • Source (Where Does It Come From?)
• Measure (Success Metrics / Refining Measures)     • Execute (Production Method / Medium / Tone)
• Maintain (Refresh Schedule / Removal Criteria)   • Approval (Editing / Review)




                                                   Delivery
                                                   • Push (Where Does It Get Placed?)
                                                   • Pull (What Information Do We Bring In?)
                                                   • Exchange (What Partnerships Do We Leverage?)
Consumer     Soc. Media    Analytics/       Product
       Insights      Insight       SEO            Strategy




                    Content Strategy

      Planning     Sourcing     Creation      Governance




Content strategists combine consumer insights and product
strategy to yield messaging matrices. These matrices aid in the
oversight of new content creation and provide key insights into the
governance of all content living in the digital space.
Content Strategy and Planning



        Planning
                   }       Helps to define:
                           • Information
                           • Ownership
                           • Support




      Content strategy will help answer:
      • What messages should be communicated?
      • What medium supports the message?
      • What tone of voice should be used?
      • How long will it take to produce the content?
      • When should content be published?
      • What kinds of content need to be created?
Content Strategy and Sourcing



        Sourcing
                    }       Helps to define:
                            • What we have
                            • Where the gaps are




      Content strategy will help answer:
      • Where is our content? (Content Inventories)
      • What content is missing? (Gap Analysis)
      • What content from our inventory exists to fill the gaps?
      • How will the new content be sourced? Is it:
          - Original
          - Co-Created
          - Curated
          - Third Party
Content Strategy and Creation



        Creation
                   }       Helps to define:
                           • Who should produce
                           • What do they need to be successful




      Content strategy will help answer:
      • What best practices and templates can be created to aid writers
      and content creators?
      • Who assists in final editing and serves as quality control?
      • What does the writer, editor or project management need to
      create content that adheres to product strategy and consumer
      insight to deliver against agreed upon metrics?
Content Strategy and Governance



      Governance
                   }      Helps to define:
                          • Guidelines for content management
                          • Creation or adjustment of metrics




      Content strategy will help answer:
      • When do we need to review, adjust or delete content?
      • What metrics do we need to determine if our content is
      successful?
      • Can content perform better in a different channel/medium based
      on current performance?
Deliverables?
Content Audits
Heuristic Reviews
Messaging Strategies
Content Strategy Roadmaps
User Personas

    Melanie Taylor - Potential Malibu Buyer
    Personal Profile                      Background
    Melanie is a hardworking, 31-        • 31-year-old female
    year-old mother of one.              • Yoga three times per week
                                         • Works as a radiology tech at her local
    She has never owned a 'new'          hospital
    vehicle and is in market to          • Married for 5 years
    purchase or lease. She prides        • Thinking about expanding her family in
    herself on balancing home, work      the next three years
    and a busy personal life.
                                         Attributes
    She is a heavy user of social        • Middle Class
    networking and social sharing        • White
    Web sites.                           • Generation Y
                                         • Influenced by peers and online reviews
    In her quest for a new vehicle she   • iPod and Smartphone user
    has utilized a variety of review     • Spends time in social media (blogs,
    and research sites in addition to    Facebook, Yelp!)
    discussing her decision with a
    variety of friends and family                                                      "I want a safe, reliable, family
    members.                                                                          friendly vehicle that reflects my
                                                                                              personal style."


    Melanie's Needs                                           From Asset Bank
    • Information about safety and engineering features       • Running Footage
    • Photos and video that highlight vehicle's styling       • DVPOD
    • Guidance and education                                  • Chevy.com Galleries
                                                                                                                  !"#$%&%'()#*+&(
    • Nameplate validation from peers or others               • Targeted Print
                                                                                                                  ,-.*"/(
    • Ability to gather and share information easily          • BYO/Matte Art
                                                                                                                  0#'()"#&1(
                                                              • Catalog Images
                                                                                                                  2*'%-3!-4#5(
                                                              • Tours
                                                              • 'Other' Images
Publishing Plans / Governance Models

                                                Chevy Social Publishing Process

                                                               PUBLISHER
                                                                (CLIENT)




                      SITE                   SOCIAL MEDIA                        EXECUTIVE                      CREATIVE
                    STRATEGY                  MODERATOR                           EDITOR                       DIRECTOR
                    (CE SITE)                 (CE-SOCIAL)                          (WS)                       (CE DIGITAL)




                                                                                                               EXPERIENCE
                                                       WRITER              WRITER
                                                                                                                DESIGNER
                                                        (WS)                (WS)
                                                                                                               (SHERMAN)




          Strategy                                      Experience Planning                       Publisher
      Responsible for developing best               Responsible for the planning, design,     The Publisher (Chevy/GM Executive
      practices for content production,             creation, editing and implementation of   client) serves as Group director for
      managing nameplate specific personas           social content. Collaborates with         governing the production of all content.
      and providing editorial direction to          Strategy and Publishing Executive to      This role has final say over what
      Experience Planning Teams. Also               adhere to agreed upon content             content is used where and serves as
      serves as a review layer to ensure            strategy plan and messaging matrix.       keeper of editorial voice, style and
      content produced is on strategy and           Provides raw assets to Content            tone. Serves as chief report for all
      ready for governance.                         Management team for ingestion into a      creation, management and experience
                                                    Content Management System.                planning leads.
And Lots More ...
                                          Chevy Content Plan - as of 2/5/10

                             Aveo                     Camaro                    Cobalt/Cruze                  Corvette                      Malibu                       Impala


                         Stories                     Stories                      Stories                    Stories                      Stories                     Stories

                    !•.Owner Testimonal       • Owner Testimonal           •!Interview with Jonell    •!C6.R To Debut on            •!Interview with Cargo       •!Interview with GM
                                                                           Smith, owner of            iRacing System (w/            Experts on usable space      Design about next
                    • Interview with Aveo     • What went into the         Cobaltss.net about         photos from Corvette          for Malibu, Equinox and      generation Impala
                    Forums influencer          Camaro Spring Edition        expectations for Cruze     Quarterly)                    Traverse.
                    (http://                  SEMA Camaro and                                                                                                    • History of the Impala
                    chevroletforum.com/       Tech Specs.                  • Interview with GM        • ZR1 Technical Story         • Safety testimonial from    and its influence on
                    forum/                                                 Performance Division       from Corvette Quarterly       OnStar/Malibu owner.         automotive design
                    forumdisplay.php?f=11)                                 about the Cruze Design     (w/photos)

                         Photos                     Photos                       Photos                     Photos                       Photos                       Photos
                                                                           •!GM Design Conceptual     •!Gallery of C7               •!Ask users to submit       •!Gallery of user
                    • User submitted          •!Gallery of the evolution
                                                                           Drawings Gallery           Conceptual drawings           photos of their             modified Impalas and
                    photos of their modified   of the Camaro.
                                                                                                                                    customized Chevy            gallery of race-reay
                    Aveos.
                                                                           • Cruze around the world   • Gallery of the history of   Malibus.                    Impalas from NASCAR
                                              • User submitted photos
                    • Gallery of Aveo RS      of their modified             gallery including WTCC     Corvette
                    show car                  Camaros.                     car.


                         Video                     Video                        Video                      Video                         Video                        Video
                    • Interview with GM       • Interview with GM                                     •!ZR1 Testing at              •!How To: Install a car     •!How To: Install a car
                                                                           •!Tour of thoughtful                                                                 seat in a Impala
                    Design about the          Design Team about                                       Nurburgring                   seat in a Malibu
                                                                           functionality (i.e. cell
                    design of the Aveo        Rabid Fan Response to
                                                                           phone space, sunglasses                                                              • Road Stories:
                    Extreme Concept           initial vehicle success.                                • Video of performance        • Road Stories: Interview
                                                                           holder in grab bar)                                                                  Interview with Impala
                    Vehicle                                                                           testing of Corvette Grand     with Malibu owners.
                                              • Competition Vs.                                       Sport at Milford Proving                                  owners..
                                                                           • Design videos of Cruze
                    • How to Pack Your        Camaro comparison                                       Grounds.                      • Competitive owners test
                                                                           durability testing and                                                               • Look at Impala design
                    Dorm room into an         video.                                                                                drive Malibu and provide
                                                                           quality testing from                                                                 from past to modern
                    Aveo                                                                              • Performance Features        background on Chevy
                                                                           around the world.                                                                    day, with GM Design
                                                                                                      series (Which                 perception and vehicle.
                                                                           • Competitive owner's      accessories, tweaks and
                                                                                                      features boost                • Google/YouTube
                                                                           first look at Cruze and
                                                                                                      performance and why)          annotated videos (Photo
                                                                           their vehicle and their
                                                                                                                                    Hunt Style)
                                                                           reaction.
But Where Hell Is The Context!?
People and search engines do not consume content in
                  the same way ...




                       =
Search engines consume via tags, data, code, etc.
Conversely, our brains are affected by
everything — from the amount of sleep we
   get to the temperature in the room.
FACT: These strange creatures think and learn differently.
Thinking and learning differs by device.
And just having content, or a content strategy isn’t
  going to necessarily get our message across.



            WHERE IS THE CONTEXT?!
Context Starts Here
And Continues Here
Melanie Taylor - Potential Malibu Buyer
Personal Profile                      Background
Melanie is a hardworking, 31-        • 31-year-old female
year-old mother of one.              • Yoga three times per week
                                     • Works as a radiology tech at her local
She has never owned a 'new'          hospital
vehicle and is in market to          • Married for 5 years
purchase or lease. She prides        • Thinking about expanding her family in
herself on balancing home, work      the next three years
and a busy personal life.
                                     Attributes
She is a heavy user of social        • Middle Class
networking and social sharing        • White
Web sites.                           • Generation Y
                                     • Influenced by peers and online reviews
In her quest for a new vehicle she   • iPod and Smartphone user
has utilized a variety of review     • Spends time in social media (blogs,
and research sites in addition to    Facebook, Yelp!)
discussing her decision with a
variety of friends and family                                                      "I want a safe, reliable, family
members.                                                                          friendly vehicle that reflects my
                                                                                          personal style."


Melanie's Needs                                           From Asset Bank
• Information about safety and engineering features       • Running Footage
• Photos and video that highlight vehicle's styling       • DVPOD
• Guidance and education                                  • Chevy.com Galleries
                                                                                                              !"#$%&%'()#*+&(
• Nameplate validation from peers or others               • Targeted Print
                                                                                                              ,-.*"/(
• Ability to gather and share information easily          • BYO/Matte Art
                                                                                                              0#'()"#&1(
                                                          • Catalog Images
                                                                                                              2*'%-3!-4#5(
                                                          • Tours
                                                          • 'Other' Images
Content Strategy Is Merely Creating Segments
We Owe Our Users More
Personal-Behavioral Context


         DOING                                                                         FEELING
   environmental factors,                                                       psychological state, stress
      physical activity,       Physical                      Emotional         level, desires, wants, needs
     habits, disabilities,
preferences, sensory stimuli




                                                     Cognitive        LEARNING
                                                                   cognitive assumptions,
                                                                 learning ability, education




                                          The "NEW" Persona
Personal-Situational Context

                             Task       Need            Task




            Task
                            Situation                 Task




                   Need                 Need
                                                       Task



     Task                  Task
                                               Task




                    Scenario Requiring Content
Situational/Behavioral Context

                                            Task      Need                 Task




                  Physical                             Emotional


           Task                          Situation                        Task




                                                       Need
                    Need                 Cognitive                         Task




    Task                          Task
                                                                   Task




                             CONTEXTUAL CONTENT STRATEGY
What Factors Should We Focus On?
Content Planning For Physical Factors

• Segmentation Potential (Age,
  Need vs. Task, etc.)

• Disability

• Device Type (mobile, laptop,
  tablet, outdoor, etc.)

• Gender

• Geolocation

• Time

• And Many, Many More
Content Planning For Emotional Factors

• Marital Status

• Personalization Tools

• Recommendations

• User Feedback

• Utilization of social and
  contextual networking
  data
Content Planning For Learning Factors

• Familiarity With Content

• Education Attained

• Learning Disabilities

• Reading Level
So What Does This All Mean?
The Era Of Sameness Is Over

• Traditional SEO will suffer

• Context based networks will
  rise

• Media opportunities will
  multiply based on behavioral
  and situational needs

• Increasingly scientific data will
  become more important to
  designers and marketers

• Our jobs get harder but more
  fun
How We Learn Becomes A HUGE Factor

• Different content can be served
  to target different brain areas

• Targeting the brain’s learning
  centers provides for relevant
  contextual connections

• Content will vary based on
  sociological, age and emotional
  factors
How We Learn Visually
How We Create Meaning: #1 Primary Visual Cortex




                      Sight / Visual based center of learning
                      Activates and delivers information to the Ventral Stream, Dorsal Stream and
                      Cerebral Cortex to create meaning and context.
How We Create Meaning: #2 Ventral Stream




             The Recognition Center
             The Ventral Stream (left side, Temporal Lobe) figures out what something is
             visually, like an Apple, or a Computer, etc. It connects images and ideas to
             words and language.
How We Create Meaning: #3 Dorsal Stream


                      The Locator (Physical Space)
                      The Dorsal Stream (Top and rear, Parietal Lobe) figures out what something
                      is spatially. This part of the brain is crucial in mental mapping.
How We Create Meaning: #4 Limbic System




                       Center for Emotional Reaction (Feeling)
                       The Limbic System (Inside the Cortical areas) processes emotions and
                       controls our body’s endocrine and automatic nervous systems.
Anyone Starting To Feel Like This?
Context As A Content Strategy: Creating More Meaningful Web Experiences Through Contextual Filtering
Leveraging The Mental Map

                             Shape?
                                         Who?
                                                     What?
                    State?      Color?

                                             When?
                                                      Where?
                        Size?    Location?



                                                               Mental Map




   Visual Data In
Getting To This Won’t Be Easy
But We Can Start With Basics

• Content Filtering Via CMS

• Creating new taxonomies to
  organize related items and think
  beyond the link

• Develop content for the
  consumer need not for the
  marketing need

• Begin looking at Personas from
  a behavioral and situational
  standpoint to plan content

• Think about device in content
  planning
And Maybe Soon We Can Be Here




           Functional MRI
           With Functional MRI we can record brain stimulation and
           reaction while a person is totally awake, learning how our
           designs, web sites and content affect individual operations in
           the brain.
So in reality ...
“
CONTEXT is the true King.
It’s simply powered by
content.




                            ”
QUESTIONS?
Thanks.
e: daniel.eizans@c-e.com
e: daniel.eizans@gmail.com
w: danieleizans.com
t: @danieleizans
slideshare: http://www.slideshare.net/danieleizans
Photo Sources:

(Slide 26) Woman on Laptop - photographer: Ed Yourdon
(Slide 28) Sleeping Woman - photographer: Subtle Mistakes
(Slide 29) Man Thinking - photographer: Panther1619
(Slide 29) Woman Thinking - photographer: Vishiro
(Slide 30) Pair of cell phone users - photographer: ebjSP
(Slide 30) Man on Laptop - photographer: Ed Yourdon
(Slide 30) Man on iPad - Apple PR
(Slides 36-38) Personal Behavioral Context and Situational Context Graphics: Modified from original
concept created by Andrew Hinton
(Slide 45) Brain Chart - Courtesy, Society for Neuroscience ‘Brain Facts’
(Slides 47-49) Brain Diagram - WikiCommons
(Slide 50) Limbic System Diagram - How Stuff Works

Note: All Photos Used were used with permission via a Creative Commons License or with expressed written permission of owner.

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Context As A Content Strategy: Creating More Meaningful Web Experiences Through Contextual Filtering

  • 1. Context As A Content Strategy Creating More Meaningful Web Experiences Through Contextual Filtering Internet User Experience 2010 - 07.26.10
  • 2. A Few Disclaimers: 1. I am not a neuroscientist by trade, but I enjoy trying like hell to be one in my spare time. 2. I am constantly questioning the various definitions that have been provided for content strategy 3. This is a high level version of a much deeper conversation that needs to be explored. I NEED your help to start it. 4. We’re all from different backgrounds and smarter than one another in many areas. I attempted to be cognizant of that fact in this presentation.
  • 3. So, you may have heard that content strategy is the next big thing.
  • 4. You may have also heard that ...
  • 5. “ Content is King. ” - Just About Every Content Strategist or Content Marketer You’ll Meet
  • 7. Content is something we connect to emotionally, converse about or learn from ... but content without context is useless.
  • 8. Content strategy and information architecture are more than a means to achieve ‘findability.’
  • 9. “ We owe visitors and our site owners more than content, we owe them context ”
  • 10. Content Strategy In 13 Slides
  • 11. Content Strategy Plans For: Governance Creation • Guide (Tags /Meta Data / Best Practices / SEO) • Source (Where Does It Come From?) • Measure (Success Metrics / Refining Measures) • Execute (Production Method / Medium / Tone) • Maintain (Refresh Schedule / Removal Criteria) • Approval (Editing / Review) Delivery • Push (Where Does It Get Placed?) • Pull (What Information Do We Bring In?) • Exchange (What Partnerships Do We Leverage?)
  • 12. Consumer Soc. Media Analytics/ Product Insights Insight SEO Strategy Content Strategy Planning Sourcing Creation Governance Content strategists combine consumer insights and product strategy to yield messaging matrices. These matrices aid in the oversight of new content creation and provide key insights into the governance of all content living in the digital space.
  • 13. Content Strategy and Planning Planning } Helps to define: • Information • Ownership • Support Content strategy will help answer: • What messages should be communicated? • What medium supports the message? • What tone of voice should be used? • How long will it take to produce the content? • When should content be published? • What kinds of content need to be created?
  • 14. Content Strategy and Sourcing Sourcing } Helps to define: • What we have • Where the gaps are Content strategy will help answer: • Where is our content? (Content Inventories) • What content is missing? (Gap Analysis) • What content from our inventory exists to fill the gaps? • How will the new content be sourced? Is it: - Original - Co-Created - Curated - Third Party
  • 15. Content Strategy and Creation Creation } Helps to define: • Who should produce • What do they need to be successful Content strategy will help answer: • What best practices and templates can be created to aid writers and content creators? • Who assists in final editing and serves as quality control? • What does the writer, editor or project management need to create content that adheres to product strategy and consumer insight to deliver against agreed upon metrics?
  • 16. Content Strategy and Governance Governance } Helps to define: • Guidelines for content management • Creation or adjustment of metrics Content strategy will help answer: • When do we need to review, adjust or delete content? • What metrics do we need to determine if our content is successful? • Can content perform better in a different channel/medium based on current performance?
  • 22. User Personas Melanie Taylor - Potential Malibu Buyer Personal Profile Background Melanie is a hardworking, 31- • 31-year-old female year-old mother of one. • Yoga three times per week • Works as a radiology tech at her local She has never owned a 'new' hospital vehicle and is in market to • Married for 5 years purchase or lease. She prides • Thinking about expanding her family in herself on balancing home, work the next three years and a busy personal life. Attributes She is a heavy user of social • Middle Class networking and social sharing • White Web sites. • Generation Y • Influenced by peers and online reviews In her quest for a new vehicle she • iPod and Smartphone user has utilized a variety of review • Spends time in social media (blogs, and research sites in addition to Facebook, Yelp!) discussing her decision with a variety of friends and family "I want a safe, reliable, family members. friendly vehicle that reflects my personal style." Melanie's Needs From Asset Bank • Information about safety and engineering features • Running Footage • Photos and video that highlight vehicle's styling • DVPOD • Guidance and education • Chevy.com Galleries !"#$%&%'()#*+&( • Nameplate validation from peers or others • Targeted Print ,-.*"/( • Ability to gather and share information easily • BYO/Matte Art 0#'()"#&1( • Catalog Images 2*'%-3!-4#5( • Tours • 'Other' Images
  • 23. Publishing Plans / Governance Models Chevy Social Publishing Process PUBLISHER (CLIENT) SITE SOCIAL MEDIA EXECUTIVE CREATIVE STRATEGY MODERATOR EDITOR DIRECTOR (CE SITE) (CE-SOCIAL) (WS) (CE DIGITAL) EXPERIENCE WRITER WRITER DESIGNER (WS) (WS) (SHERMAN) Strategy Experience Planning Publisher Responsible for developing best Responsible for the planning, design, The Publisher (Chevy/GM Executive practices for content production, creation, editing and implementation of client) serves as Group director for managing nameplate specific personas social content. Collaborates with governing the production of all content. and providing editorial direction to Strategy and Publishing Executive to This role has final say over what Experience Planning Teams. Also adhere to agreed upon content content is used where and serves as serves as a review layer to ensure strategy plan and messaging matrix. keeper of editorial voice, style and content produced is on strategy and Provides raw assets to Content tone. Serves as chief report for all ready for governance. Management team for ingestion into a creation, management and experience Content Management System. planning leads.
  • 24. And Lots More ... Chevy Content Plan - as of 2/5/10 Aveo Camaro Cobalt/Cruze Corvette Malibu Impala Stories Stories Stories Stories Stories Stories !•.Owner Testimonal • Owner Testimonal •!Interview with Jonell •!C6.R To Debut on •!Interview with Cargo •!Interview with GM Smith, owner of iRacing System (w/ Experts on usable space Design about next • Interview with Aveo • What went into the Cobaltss.net about photos from Corvette for Malibu, Equinox and generation Impala Forums influencer Camaro Spring Edition expectations for Cruze Quarterly) Traverse. (http:// SEMA Camaro and • History of the Impala chevroletforum.com/ Tech Specs. • Interview with GM • ZR1 Technical Story • Safety testimonial from and its influence on forum/ Performance Division from Corvette Quarterly OnStar/Malibu owner. automotive design forumdisplay.php?f=11) about the Cruze Design (w/photos) Photos Photos Photos Photos Photos Photos •!GM Design Conceptual •!Gallery of C7 •!Ask users to submit •!Gallery of user • User submitted •!Gallery of the evolution Drawings Gallery Conceptual drawings photos of their modified Impalas and photos of their modified of the Camaro. customized Chevy gallery of race-reay Aveos. • Cruze around the world • Gallery of the history of Malibus. Impalas from NASCAR • User submitted photos • Gallery of Aveo RS of their modified gallery including WTCC Corvette show car Camaros. car. Video Video Video Video Video Video • Interview with GM • Interview with GM •!ZR1 Testing at •!How To: Install a car •!How To: Install a car •!Tour of thoughtful seat in a Impala Design about the Design Team about Nurburgring seat in a Malibu functionality (i.e. cell design of the Aveo Rabid Fan Response to phone space, sunglasses • Road Stories: Extreme Concept initial vehicle success. • Video of performance • Road Stories: Interview holder in grab bar) Interview with Impala Vehicle testing of Corvette Grand with Malibu owners. • Competition Vs. Sport at Milford Proving owners.. • Design videos of Cruze • How to Pack Your Camaro comparison Grounds. • Competitive owners test durability testing and • Look at Impala design Dorm room into an video. drive Malibu and provide quality testing from from past to modern Aveo • Performance Features background on Chevy around the world. day, with GM Design series (Which perception and vehicle. • Competitive owner's accessories, tweaks and features boost • Google/YouTube first look at Cruze and performance and why) annotated videos (Photo their vehicle and their Hunt Style) reaction.
  • 25. But Where Hell Is The Context!?
  • 26. People and search engines do not consume content in the same way ... =
  • 27. Search engines consume via tags, data, code, etc.
  • 28. Conversely, our brains are affected by everything — from the amount of sleep we get to the temperature in the room.
  • 29. FACT: These strange creatures think and learn differently.
  • 30. Thinking and learning differs by device.
  • 31. And just having content, or a content strategy isn’t going to necessarily get our message across. WHERE IS THE CONTEXT?!
  • 33. And Continues Here Melanie Taylor - Potential Malibu Buyer Personal Profile Background Melanie is a hardworking, 31- • 31-year-old female year-old mother of one. • Yoga three times per week • Works as a radiology tech at her local She has never owned a 'new' hospital vehicle and is in market to • Married for 5 years purchase or lease. She prides • Thinking about expanding her family in herself on balancing home, work the next three years and a busy personal life. Attributes She is a heavy user of social • Middle Class networking and social sharing • White Web sites. • Generation Y • Influenced by peers and online reviews In her quest for a new vehicle she • iPod and Smartphone user has utilized a variety of review • Spends time in social media (blogs, and research sites in addition to Facebook, Yelp!) discussing her decision with a variety of friends and family "I want a safe, reliable, family members. friendly vehicle that reflects my personal style." Melanie's Needs From Asset Bank • Information about safety and engineering features • Running Footage • Photos and video that highlight vehicle's styling • DVPOD • Guidance and education • Chevy.com Galleries !"#$%&%'()#*+&( • Nameplate validation from peers or others • Targeted Print ,-.*"/( • Ability to gather and share information easily • BYO/Matte Art 0#'()"#&1( • Catalog Images 2*'%-3!-4#5( • Tours • 'Other' Images
  • 34. Content Strategy Is Merely Creating Segments
  • 35. We Owe Our Users More
  • 36. Personal-Behavioral Context DOING FEELING environmental factors, psychological state, stress physical activity, Physical Emotional level, desires, wants, needs habits, disabilities, preferences, sensory stimuli Cognitive LEARNING cognitive assumptions, learning ability, education The "NEW" Persona
  • 37. Personal-Situational Context Task Need Task Task Situation Task Need Need Task Task Task Task Scenario Requiring Content
  • 38. Situational/Behavioral Context Task Need Task Physical Emotional Task Situation Task Need Need Cognitive Task Task Task Task CONTEXTUAL CONTENT STRATEGY
  • 39. What Factors Should We Focus On?
  • 40. Content Planning For Physical Factors • Segmentation Potential (Age, Need vs. Task, etc.) • Disability • Device Type (mobile, laptop, tablet, outdoor, etc.) • Gender • Geolocation • Time • And Many, Many More
  • 41. Content Planning For Emotional Factors • Marital Status • Personalization Tools • Recommendations • User Feedback • Utilization of social and contextual networking data
  • 42. Content Planning For Learning Factors • Familiarity With Content • Education Attained • Learning Disabilities • Reading Level
  • 43. So What Does This All Mean?
  • 44. The Era Of Sameness Is Over • Traditional SEO will suffer • Context based networks will rise • Media opportunities will multiply based on behavioral and situational needs • Increasingly scientific data will become more important to designers and marketers • Our jobs get harder but more fun
  • 45. How We Learn Becomes A HUGE Factor • Different content can be served to target different brain areas • Targeting the brain’s learning centers provides for relevant contextual connections • Content will vary based on sociological, age and emotional factors
  • 46. How We Learn Visually
  • 47. How We Create Meaning: #1 Primary Visual Cortex Sight / Visual based center of learning Activates and delivers information to the Ventral Stream, Dorsal Stream and Cerebral Cortex to create meaning and context.
  • 48. How We Create Meaning: #2 Ventral Stream The Recognition Center The Ventral Stream (left side, Temporal Lobe) figures out what something is visually, like an Apple, or a Computer, etc. It connects images and ideas to words and language.
  • 49. How We Create Meaning: #3 Dorsal Stream The Locator (Physical Space) The Dorsal Stream (Top and rear, Parietal Lobe) figures out what something is spatially. This part of the brain is crucial in mental mapping.
  • 50. How We Create Meaning: #4 Limbic System Center for Emotional Reaction (Feeling) The Limbic System (Inside the Cortical areas) processes emotions and controls our body’s endocrine and automatic nervous systems.
  • 51. Anyone Starting To Feel Like This?
  • 53. Leveraging The Mental Map Shape? Who? What? State? Color? When? Where? Size? Location? Mental Map Visual Data In
  • 54. Getting To This Won’t Be Easy
  • 55. But We Can Start With Basics • Content Filtering Via CMS • Creating new taxonomies to organize related items and think beyond the link • Develop content for the consumer need not for the marketing need • Begin looking at Personas from a behavioral and situational standpoint to plan content • Think about device in content planning
  • 56. And Maybe Soon We Can Be Here Functional MRI With Functional MRI we can record brain stimulation and reaction while a person is totally awake, learning how our designs, web sites and content affect individual operations in the brain.
  • 58. “ CONTEXT is the true King. It’s simply powered by content. ”
  • 60. Thanks. e: daniel.eizans@c-e.com e: daniel.eizans@gmail.com w: danieleizans.com t: @danieleizans slideshare: http://www.slideshare.net/danieleizans
  • 61. Photo Sources: (Slide 26) Woman on Laptop - photographer: Ed Yourdon (Slide 28) Sleeping Woman - photographer: Subtle Mistakes (Slide 29) Man Thinking - photographer: Panther1619 (Slide 29) Woman Thinking - photographer: Vishiro (Slide 30) Pair of cell phone users - photographer: ebjSP (Slide 30) Man on Laptop - photographer: Ed Yourdon (Slide 30) Man on iPad - Apple PR (Slides 36-38) Personal Behavioral Context and Situational Context Graphics: Modified from original concept created by Andrew Hinton (Slide 45) Brain Chart - Courtesy, Society for Neuroscience ‘Brain Facts’ (Slides 47-49) Brain Diagram - WikiCommons (Slide 50) Limbic System Diagram - How Stuff Works Note: All Photos Used were used with permission via a Creative Commons License or with expressed written permission of owner.