This presentation was given by Tom Bennett and Derek Phillips at Delight 2015 on October 6, 2015.
With the advent of IoT (Internet of Things) more devices have joined the conversation online, and they can create, share and interact with information on the user’s behalf. Connective DX leads this conversation with an experience-first set of tools and guidelines. Participants will learn how to approach content strategy and storytelling in this new environment, including the nuances of content type. We'll also review frameworks and tools to keep complexity in check, with a focus on developing optimal experiences for users.
http://delight.us/conference
The Journey of Fashion Designer Sketches - From Concept to Catwalk
Delight 2015 Huddle | Storytelling in the Age of IoT
1. The Path to Personalization
Tom Bennett
Experience Strategist, Connective DX
@tom_bennett
Derek Phillips
Director of Content Strategy, Connective DX
@digistrategist
4. @tom_bennett | @digistrategistSource: Forrester
Acquisition
Connection
Loyalty
Function
Value
MeaningNeed
Compare
Discover
Research
Purchase
Decide
Use
Get Help
Share
Personalize
PartnerEvangelize
Tribe
Search
Customer
Experience
Journey
10. @tom_bennett | @digistrategist
Personalization Index
Classic
2014
Anonymous Browsing Logged in User
Implicit Personalization Self Identification Positively Identified Logged in User
Detected without
user’s input
User provides info
through navigation
paths or choices
User identified &
remembered
Implicit Explicit
Information
tailored to user
13. @tom_bennett | @digistrategist
Browsing behavior
Provide opportunity for customers to provide bits of important demographic data through
navigation choices and other onsite behaviors.
16. @tom_bennett | @digistrategist
Account/Order history
• Offer Suggest complementary products and services to previously purchased items.
• Change personal data and preferences
• Transaction history
• Usage/purchase trends
27. @tom_bennett | @digistrategist
New content types
User Preferences
User-based KPIs
Location
User-context
History
User-defined intent
User glide-path*
30. @tom_bennett | @digistrategist
New voices, new complexity
Brand Voice Consumer Voice Object Voice
Broadcast Model Dialog Model Connectivity Model
One-way communications from
brand to consumer
Two-way communications between
consumer-brand and consumer-
consumer
Multiway communications
between object and brand, object
and consumer, object and object
Brand Expression
Traditional
Self Expression
Social and Digital
Experience Expression
Contextual
Source: Altimeter Group