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CONTEXTUALLY RELEVANT
 CONTENT STRATEGIES
 CONTENT STRATEGY FORUM 2011 - 6 SEPTEMBER 2011 | DANIEL EIZANS | @DANIELEIZANS




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                                                       1
WHAT WE’LL COVER
                      1       WHY CONTEXT IS IMPORTANT

                      2       ELEMENTS OF CONTEXT ANALYSIS

                      3       CONTEXT MODELS FOR CONTENT PLANNING

                      4       MAKING CONTEXT ACTIONABLE



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                                         2
DANIEL EIZANS - MODERN MOBILE

 PERSONAL PROFILE / SCENARIO                                                            CONTEXT MODELS
 Dan is a married, 30-year-old digital                                                  Self-Directed
 strategist at a large advertising agency.                                              Preferential

 Active individual that spends a great deal                                             CONTENT NEEDS
 of time taking part in outdoor activitie                                               Video
 such as climbing, hiking, camping, fishing                                             Configurator/Customizers
 and team sports.                                                                       Photography
                                                                                        Performance Data/Demos
 • Currently owns a 2003 Honda CR-V that
 he will keep for camping and hauling.

 • Car enthusiast who dreams of a vehicle      BACKGROUND
 that he can enjoy on a commute or on a       Relies primarily on OEM websites,
 racetrack                                                                                          5% 4%
                                              third party reviews and technology               5%
                                              sites and magazines when
 Models in consideration: Honda               researching vehicles
 Crosstour, Ford Mustang, Ford Taurus                                                    20%                     50%
 SHO, BMW M3 and Subaru WRX STi               Prefers to research and make initial
                                              contact with dealer through online
                                              methods and is guarded about what
                                                                                                16%
  “I want a car that I can                    information he shares

  enjoy on my commute                         Considers himself knowledgeable
     and on the track,”                       about vehicles and spends a lot of time
                                              in the research portion of shopping
                                                                                           Digital
                                                                                           Indirect
                                                                                                        Mobile
                                                                                                        Direct
                                                                                                                   Print
                                                                                                                   Social


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                                                                                            3
LIFE HAPPENED ...




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   4
MY CONTEXT CHANGED




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   5
DANIEL EIZANS - EXHAUSTED EXECUTIVE
                                                                                         CONTEXT MODELS
PERSONAL PROFILE / SCENARIO                                                              Situational
Dan is a married, 31-year-old father of a                                                Self-Directed
two-month old boy.                                                                       Attitudinal

• By day Dan works as director of owned                                                  CONTENT NEEDS
strategy at a large advertising agency.                                                  Video
                                                                                         Detailed Spec Sheets
• By night he prepares bottles, washes                                                   Current Offers
cloth diapers and prepares to be spit up                                                 Trade-In Calculators
on

• Needs a vehicle that will accommodate
car seats, the family dog and all their gear    BACKGROUND
                                               Relies primarily on OEM websites,                         2%
• He is currently in Market for a Ford         third party reviews and technology
Edge, Ford Explorer, Chevy Equinox             sites and magazines when                       23%
and Honda CR-V                                 researching vehicles

He needs a vehicle that will allow him to      Prefers to research and make initial                                    57%
express his personal style and get his         contact with dealer through online
                                                                                             18%
child to and from daycare.                     methods and is guarded about what
                                               information he shares. Schedules ALL
                                               appointments and makes vehicle
   “I want a car that I won’t                  selections online.
  hate being seen in that fits
                                                                                              Digital         Mobile         Print
      my growing family,”                      Considers himself knowledgeable                Indirect
                                               about vehicles and spends a lot of time
                                               in the research portion of shopping
@danieleizans
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                                                                                                  6
CONTENT HAS TO
    WORK HARDER



@danieleizans
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   7
1 WHY CONTEXT?


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   8
CONTENT STRATEGY
 Helps inform the production of
 content that is:

 - Findable
 - Segmented
 - SEO Friendly
 - Good For Business
 - Useful For Humans
 - Useable By Machines
 - Maintainable Over Time


@danieleizans
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       9
PRODUCTS OF CS
 It follows that in most cases content strategy
 provides one or a combination of:

 - Editorial Guidance
 - Pillars For Communication
 - Content Management Guidelines
 - Findability




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                  10
WHAT IT DELIVERS




@danieleizans
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           11
CONTEXT = ENGAGEMENT




@danieleizans
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   12
@danieleizans
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   13
HUMANS = ROBOTS




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      14
ROBOTS HAVE WIRES




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     15
HUMANS HAVE BRAINS




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   16
AND BRAINS ARE TRICKY




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      17
PEOPLE THINK DIFFERENTLY




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   18
CONTEXT SHIFTS BY DEVICE




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   19
ALSO ...
  Access Speed
  Time Of Access
  Temperature
  Geography
  Cognitive Capacity
  Content Familiarity
  Etc.
  Etc.
  Etc.
@danieleizans
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BE AN ETHNOGRAPHER




@danieleizans
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          21
2 ANALYZING USER
             CONTEXTS

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   22
PERSONAL-BEHAVIORAL CONTEXT

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




                                               Cognitive
                                                                              LEARNING
                                                                           cognitive assumptions,
                                                                         learning ability, education
                                          }
                                      CONTEXT DRIVEN PERSONAS
@danieleizans
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                                                                   23
PERSONAL-SITUATIONAL CONTEXT
                                                    Task     Need            Task




                          Task                   Situation                  Task




                                                              Need
                                 Need                                        Task




                 Task                     Task
                                                                     Task



                                    SCENARIO REQUIRING CONTENT
@danieleizans
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                                                         24
SITUATIONAL-BEHAVIORAL CONTEXT
                                                               Task      Need                 Task




                                     Physical                             Emotional


                              Task                          Situation                        Task




                                                                          Need
                                       Need                 Cognitive                         Task




                     Task                            Task
                                                                                      Task




                                                CONTEXTUAL CONTENT STRATEGY
@danieleizans
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                                                                          25
EVOLUTION OF USER CONTEXT




@danieleizans
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                               26
CONTEXT MODELS
           3 FOR CONTENT
             PLANNING

@danieleizans
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   27
CONTEXT MODELS

                              Self Directed   Situational




                               Preferential   Attitudinal



@danieleizans
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                                 28
SELF-DIRECTED CONTEXT
Plans for content based on a
user initiated segmentation
strategy

 - Product
 - Persona
 - Brand/Service Experience
 - Content Pathing/Decision
Trees


Examples:
Volkswagen UK | Ford EV For Me

@danieleizans
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      29
WHEN TO DEPLOY
- Clear segments for content
exist (e.g. Shop, Own, Support)

- High levels of user control and
freedom are necessary (e.g.
research intensive
Engagements)

- Content exists across multiple
platforms




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         30
REQUIREMENTS
RESEARCH
- Stakeholder Interviews
- User Panels / Interviews
- Competitive Analysis
- Light Usability Testing

DATA NEEDS
- Site Side Analytics (SSA)
Analysis
- Content Metrics



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   31
SITUATIONAL CONTEXT
Plans for content based on
perceived or actual situations

- Physical Location
- Time of Day
- Ambient Data
- Product Specialty
- Life Stage / Event
- Device Limitations & Strengths


Examples:
Webmd.com | Clorox.com

@danieleizans
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        32
WHEN TO DEPLOY
 - Life events require a site’s
 service/product/content

 - Platforms dictate unique
 engagements

 - Behavioral motivators
 influence decisions

 - Complex tasks require
 content to provide clarity


@danieleizans
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       33
REQUIREMENTS
 RESEARCH:
- Use case scenarios
- Behavioral/Ethnographic data

DATA NEEDS:
- Engagement Flows
- Cross Platform Strategy
- Legal Permissions
- Privacy Permissions

NOTE: Needs may vary depending on the
execution.



@danieleizans
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             34
PREFERENTIAL CONTEXT
Plans for content based on user
preferences that have been:

- Self reported
- Assumed
- Mined from social graphs
- Driven by ambient data
- Driven by product insights

Examples:
Amazon | Yelp!




@danieleizans
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       35
WHEN TO DEPLOY
- Publishers have access and
permissions to user data

- A recommendation engine
or algorithm exist

- A CMS is powering content

- Products/Services have a
heavy social component

- In combination with Self-
Directed Context
@danieleizans
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    36
REQUIREMENTS
 RESEARCH:
- Use Case
- Behavioral
- Taxonomic
- Usability Testing
- Intercept Testing

DATA NEEDS:
- Engagement Flows
- Cross Platform Strategy
- Taxonomy Strategy
- Privacy Permissions

@danieleizans
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   37
ATTITUDINAL CONTEXT
Plans for content refinement based
on mined user data from:

- Self reported survey
- Site search analytics
- Intercept/opinion studies
- Qualitative panels



Examples:
Various Mobile Apps | ESPN.com | Apple


@danieleizans
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              38
WHEN TO DEPLOY
- Budget allows for study

- Content/Navigation or
Platform elements are
ineffective

- Numerous segments are
engaged with key site areas

- Product, service dictate
frequent analysis of satisfaction


@danieleizans
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         39
REQUIREMENTS
RESEARCH
- Opinion Survey
- Intercept Studies
- Panel Testing
- Usability Testing

Data
- Governance Plan
- Analytics Support
- Effectiveness Measures
- Optimization Plan


@danieleizans
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   40
4 MAKING CONTEXT
             ACTIONABLE

@danieleizans
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   41
NOT OUR USERS




                  http://www.flickr.com/photos/tom_weilenmann/51673288/ | Flickr User Tom Weilenmann

@danieleizans
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                                                                            42
EVOLVING

  “          The effects of technology do not occur at
             the level of opinions or concepts, rather,
             they alter “patterns of perception,”
             steadily and without any resistance.
                                                                                  ”
                        - Marshall McLuhan (Understanding Media: The Extensions Of Man)


@danieleizans
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                                                         43
BE THE LADDER
     CS



  User




                       http://www.flickr.com/photos/tmtht/4029281127/sizes/o/in/photostream/ | Flickr User: kfjmiller


@danieleizans
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                                                                                             44
ENGAGEMENT




@danieleizans
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           45
BRING THINGS




@danieleizans
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           46
OPTIMIZE BY ...
       1. Collaborating with UX/Research/
       Metrics

       2. Testing, Testing, Testing

       3. Refining, Refining, Refining

       4. Collecting, Collecting Collecting

@danieleizans
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                   47
BE USER CENTRIC
      “              The way the mind works when
                     it's looking at something is totally
                     different than the way the mind
                     works when it's USING
                     something.
                                                           ”
                                  - Gerry McGovern 5 Sept. 2011
@danieleizans
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                                  48
CUTE BABY




@danieleizans
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               49
THANKS.
Daniel Eizans

Web: http://danieleizans.com
Twitter: @danieleizans
SlideShare: http://slideshare.net/danieleizans
LinkedIn: http://linkedin.com/in/deizans
E: daniel.eizans@teamdetroit.com




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                      50

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Contextually Relevant Content Strategy

  • 1. CONTEXTUALLY RELEVANT CONTENT STRATEGIES CONTENT STRATEGY FORUM 2011 - 6 SEPTEMBER 2011 | DANIEL EIZANS | @DANIELEIZANS @danieleizans
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  • 2. WHAT WE’LL COVER 1 WHY CONTEXT IS IMPORTANT 2 ELEMENTS OF CONTEXT ANALYSIS 3 CONTEXT MODELS FOR CONTENT PLANNING 4 MAKING CONTEXT ACTIONABLE @danieleizans
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  • 3. DANIEL EIZANS - MODERN MOBILE PERSONAL PROFILE / SCENARIO CONTEXT MODELS Dan is a married, 30-year-old digital Self-Directed strategist at a large advertising agency. Preferential Active individual that spends a great deal CONTENT NEEDS of time taking part in outdoor activitie Video such as climbing, hiking, camping, fishing Configurator/Customizers and team sports. Photography Performance Data/Demos • Currently owns a 2003 Honda CR-V that he will keep for camping and hauling. • Car enthusiast who dreams of a vehicle BACKGROUND that he can enjoy on a commute or on a Relies primarily on OEM websites, racetrack 5% 4% third party reviews and technology 5% sites and magazines when Models in consideration: Honda researching vehicles Crosstour, Ford Mustang, Ford Taurus 20% 50% SHO, BMW M3 and Subaru WRX STi Prefers to research and make initial contact with dealer through online methods and is guarded about what 16% “I want a car that I can information he shares enjoy on my commute Considers himself knowledgeable and on the track,” about vehicles and spends a lot of time in the research portion of shopping Digital Indirect Mobile Direct Print Social @danieleizans
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  • 6. DANIEL EIZANS - EXHAUSTED EXECUTIVE CONTEXT MODELS PERSONAL PROFILE / SCENARIO Situational Dan is a married, 31-year-old father of a Self-Directed two-month old boy. Attitudinal • By day Dan works as director of owned CONTENT NEEDS strategy at a large advertising agency. Video Detailed Spec Sheets • By night he prepares bottles, washes Current Offers cloth diapers and prepares to be spit up Trade-In Calculators on • Needs a vehicle that will accommodate car seats, the family dog and all their gear BACKGROUND Relies primarily on OEM websites, 2% • He is currently in Market for a Ford third party reviews and technology Edge, Ford Explorer, Chevy Equinox sites and magazines when 23% and Honda CR-V researching vehicles He needs a vehicle that will allow him to Prefers to research and make initial 57% express his personal style and get his contact with dealer through online 18% child to and from daycare. methods and is guarded about what information he shares. Schedules ALL appointments and makes vehicle “I want a car that I won’t selections online. hate being seen in that fits Digital Mobile Print my growing family,” Considers himself knowledgeable Indirect about vehicles and spends a lot of time in the research portion of shopping @danieleizans
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  • 7. CONTENT HAS TO WORK HARDER @danieleizans
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  • 9. CONTENT STRATEGY Helps inform the production of content that is: - Findable - Segmented - SEO Friendly - Good For Business - Useful For Humans - Useable By Machines - Maintainable Over Time @danieleizans
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  • 10. PRODUCTS OF CS It follows that in most cases content strategy provides one or a combination of: - Editorial Guidance - Pillars For Communication - Content Management Guidelines - Findability @danieleizans
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  • 17. AND BRAINS ARE TRICKY @danieleizans
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  • 19. CONTEXT SHIFTS BY DEVICE @danieleizans
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  • 20. ALSO ... Access Speed Time Of Access Temperature Geography Cognitive Capacity Content Familiarity Etc. Etc. Etc. @danieleizans
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  • 22. 2 ANALYZING USER CONTEXTS @danieleizans
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  • 23. PERSONAL-BEHAVIORAL CONTEXT DOING environmental factors, Physical Emotional FEELING physical activity, psychological state, stress habits, disabilities, level, desires, wants, needs preferences, sensory stimuli Cognitive LEARNING cognitive assumptions, learning ability, education } CONTEXT DRIVEN PERSONAS @danieleizans
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  • 24. PERSONAL-SITUATIONAL CONTEXT Task Need Task Task Situation Task Need Need Task Task Task Task SCENARIO REQUIRING CONTENT @danieleizans
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  • 25. SITUATIONAL-BEHAVIORAL CONTEXT Task Need Task Physical Emotional Task Situation Task Need Need Cognitive Task Task Task Task CONTEXTUAL CONTENT STRATEGY @danieleizans
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  • 26. EVOLUTION OF USER CONTEXT @danieleizans
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  • 27. CONTEXT MODELS 3 FOR CONTENT PLANNING @danieleizans
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  • 28. CONTEXT MODELS Self Directed Situational Preferential Attitudinal @danieleizans
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  • 29. SELF-DIRECTED CONTEXT Plans for content based on a user initiated segmentation strategy - Product - Persona - Brand/Service Experience - Content Pathing/Decision Trees Examples: Volkswagen UK | Ford EV For Me @danieleizans
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  • 30. WHEN TO DEPLOY - Clear segments for content exist (e.g. Shop, Own, Support) - High levels of user control and freedom are necessary (e.g. research intensive Engagements) - Content exists across multiple platforms @danieleizans
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  • 31. REQUIREMENTS RESEARCH - Stakeholder Interviews - User Panels / Interviews - Competitive Analysis - Light Usability Testing DATA NEEDS - Site Side Analytics (SSA) Analysis - Content Metrics @danieleizans
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  • 32. SITUATIONAL CONTEXT Plans for content based on perceived or actual situations - Physical Location - Time of Day - Ambient Data - Product Specialty - Life Stage / Event - Device Limitations & Strengths Examples: Webmd.com | Clorox.com @danieleizans
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  • 33. WHEN TO DEPLOY - Life events require a site’s service/product/content - Platforms dictate unique engagements - Behavioral motivators influence decisions - Complex tasks require content to provide clarity @danieleizans
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  • 34. REQUIREMENTS RESEARCH: - Use case scenarios - Behavioral/Ethnographic data DATA NEEDS: - Engagement Flows - Cross Platform Strategy - Legal Permissions - Privacy Permissions NOTE: Needs may vary depending on the execution. @danieleizans
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  • 35. PREFERENTIAL CONTEXT Plans for content based on user preferences that have been: - Self reported - Assumed - Mined from social graphs - Driven by ambient data - Driven by product insights Examples: Amazon | Yelp! @danieleizans
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  • 36. WHEN TO DEPLOY - Publishers have access and permissions to user data - A recommendation engine or algorithm exist - A CMS is powering content - Products/Services have a heavy social component - In combination with Self- Directed Context @danieleizans
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  • 37. REQUIREMENTS RESEARCH: - Use Case - Behavioral - Taxonomic - Usability Testing - Intercept Testing DATA NEEDS: - Engagement Flows - Cross Platform Strategy - Taxonomy Strategy - Privacy Permissions @danieleizans
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  • 38. ATTITUDINAL CONTEXT Plans for content refinement based on mined user data from: - Self reported survey - Site search analytics - Intercept/opinion studies - Qualitative panels Examples: Various Mobile Apps | ESPN.com | Apple @danieleizans
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  • 39. WHEN TO DEPLOY - Budget allows for study - Content/Navigation or Platform elements are ineffective - Numerous segments are engaged with key site areas - Product, service dictate frequent analysis of satisfaction @danieleizans
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  • 40. REQUIREMENTS RESEARCH - Opinion Survey - Intercept Studies - Panel Testing - Usability Testing Data - Governance Plan - Analytics Support - Effectiveness Measures - Optimization Plan @danieleizans
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  • 41. 4 MAKING CONTEXT ACTIONABLE @danieleizans
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  • 42. NOT OUR USERS http://www.flickr.com/photos/tom_weilenmann/51673288/ | Flickr User Tom Weilenmann @danieleizans
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  • 43. EVOLVING “ The effects of technology do not occur at the level of opinions or concepts, rather, they alter “patterns of perception,” steadily and without any resistance. ” - Marshall McLuhan (Understanding Media: The Extensions Of Man) @danieleizans
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  • 44. BE THE LADDER CS User http://www.flickr.com/photos/tmtht/4029281127/sizes/o/in/photostream/ | Flickr User: kfjmiller @danieleizans
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  • 47. OPTIMIZE BY ... 1. Collaborating with UX/Research/ Metrics 2. Testing, Testing, Testing 3. Refining, Refining, Refining 4. Collecting, Collecting Collecting @danieleizans
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  • 48. BE USER CENTRIC “ The way the mind works when it's looking at something is totally different than the way the mind works when it's USING something. ” - Gerry McGovern 5 Sept. 2011 @danieleizans
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  • 50. THANKS. Daniel Eizans Web: http://danieleizans.com Twitter: @danieleizans SlideShare: http://slideshare.net/danieleizans LinkedIn: http://linkedin.com/in/deizans E: daniel.eizans@teamdetroit.com @danieleizans
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  43. Requires a greater amount of attention and focus on what users come for (the content) and on what makes that content meaningful (context) - Understanding Media: The Extensions Of Man\n
  44. Content Strategists are the link between what users come to the site for and being sure they leave feeling engaged and SATISFIED\n
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