Making Content Personal...at Scale
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As content marketing and brand publishing have grown by leaps and bounds, how can brands ensure a personalized experience that's relevant and meaningful to every consumer? Now more than ever, brands are challenged to create truly individualized content experiences at a global scale. This webinar covered examples and best practices for making content more personal and doing so at scale.
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Making Content Personal...at Scale
- 2. Today’sPresenters #1to1content Rebecca Lieb Independent Analyst @Lieblink Ryan Rozich VP of Product OneSpot @Rrozich
- 3. Digital is everywhere. And will soon be everything. #1to1content
- 4. Harnessing digital connections to foster deeper human connections ! is the highest opportunity of bridging the digital & physical worlds! #1to1content
- 5. AGENDA! • Trends driving connected experiences! • What binds connected experiences?! • Risks and rewards! • Takeaways –fundamentals of connected experiences! • A peek over the horizon! #1to1content
- 6. From mainframes to ubiquitous computing… #1to1content
- 7. What the Internet of Things enables is a far deeper ‘conversation’ between all elements of brand experience – now including objects #1to1content
- 8. Mobile ignites this trend, but it transcends mobile into other physical objects 8 Source: Acquity Group 2014 #1to1content
- 9. Smart devices are transforming how we access and use the Internet #1to1content
- 10. Differentiation between channels is eroding for consumers.! #1to1content
- 11. Second screen activities have transformed how people watch TV #1to1content
- 12. Rise of streaming video spurs millions to ‘cut the cord’ (and its costs) #1to1content
- 13. Channel preferences vary widely, based on a myriad of factors 13 Preferences vary based on consumer’s unique… • Needs/pain points • Place • Time • Behavior • History • Culture • Exposure to technology • Influences, etc. #1to1content
- 14. 14 But what ties so many disparate touchpoints together?! #1to1content
- 15. The glue that binds Consistency Context Content #1to1content
- 16. What ties so many disparate touchpoints together? 16 Content is the unifying element of how brands manifest across all touchpoints. Content is the atomic particle of all brand interactions, on all channels, platforms, and devices, online or offline. CONTENT #1to1content
- 17. 17 What ties so many disparate touchpoints together? Context is the antidote to endless, noisy media proliferation. Data helps companies better understand customer context down to the individual level, including (but not limited to) personal, location, historical, behavioral, cultural, social, technological, and beyond. CONTEXT #1to1content
- 18. 18 What ties so many disparate touchpoints together? Consistency in brand tone, outreach, response, presence, and culture. Expanding touchpoints allows brands to pervade consumers’ lives by providing timely content, services, and utility CONSISTENCY #1to1content
- 19. Home Depot ties dot.com shopping cart to in-store experience 19 #1to1content
- 20. The bottle becomes the medium By adding QR codes to bottles of Johnny Walker, Diageo bridged in-store and social experience via mobile. Individuals opt into the campaign’s Facebook app and Diageo creates a unique personalize-able video to commemorate Father’s Day. Diageo connects bottle to smartphone to social for a personalized Father’s Day experience
- 21. Results • 72% sales increase in 2 weeks before Father’s Day • Earned media impact 5X investment • 100k increase in Facebook fans • Global PR and industry coverage • Permission-based opt-ins to CRM program, loyalty program expanded • 100,000 unique QR downloads • Program expanded to 6 countries • Increased loyalty, loyalty rewards • Enabled mobile targeting linked to specific QR code • Increased supply-chain efficiencies Cross-channel campaign drives earned media, sales & supply chain efficiency
- 22. MGM Resorts serves up recommendations based on guests’ location, interests MGM Resorts sends notifications for nearby restaurants, shopping, show deals, coupons, etc., via guests’ smartphones, based on geo-location, loyalty member status, and preferences. #1to1content
- 23. Navdy is a heads up display system for drivers– relevant content only! 23 #1to1content
- 24. The rise of mobile-free connected products will depend on new form factors for content 24 #1to1content
- 26. Harnessing digital connections to foster deeper human connections ! is the highest opportunity of bridging the digital & physical worlds! #1to1content
- 27. Rewards For brand and consumer alike… • Increased relevance and context • Greater visibility • Greater utility (‘brands as service partners’) • Happier, more engaged customers • Data informs optimization opportunities (across customer and product lifecycles) • Increased loyalty • Improved conversion, business results • Market differentiation #1to1content
- 28. #1to1content
- 29. The ‘Phygital’ world generates scores of new opportunities… but it is not without risks #1to1content
- 30. Risks • Attribution Impact • Losing customers along their journeys • Regarding mobile as a secondary channel • Advertising-only mentality • Annoying or creeping out customers > opt-out • Higher possibility of friction in ‘offline’ contexts • Under-use of content and brand assets • Negative impact on brand sentiment/experience • Ineffective (or unethical) use of data • Wasted investments #1to1content
- 31. #1to1content
- 33. 33 Key Takeaways Five steps companies must take to prepare: 1. Foster a culture of content 2. Orchestrate across teams, internal and external 3. Plan and prioritize for digital transformation 4. Plan for media convergence 5. Plan for technology integration #1to1content
- 34. 1. Foster a culture of content #1to1content
- 35. 2. Orchestrate across teams– internal and external #1to1content
- 36. 3. Plan and prioritize for digital transformation #1to1content
- 37. 4. Plan for media convergence #1to1content
- 38. 5. Plan for tool and technology integration, eventually convergence
- 40. Use cases in IoT represent ways brands can use sensors to create mutual value between brand and consumer
- 41. 41 Trends, Challenges and Insights Strategic Content Distribu1on o1content
- 42. 42 2014 33% Marketers say budget was their biggest challenge to crea;ng effec;ve content Forbes 2015 58% Marketers plan to increase their content marke;ng budgets in 2015 Contently Copyright © 2015 OneSpot, Proprietary & Confidential | 42 With so many brands crea;ng high-‐quality content, strategic distribu-on is becoming key in this hyper-‐compe;;ve environment Brands are Inves1ng in Effec1ve Content #1to1content
- 43. Elements of Strategic Content Distribu1on BRANDS MUST PERSONALIZE content for consumer interests and stages BRANDS MUST RE-ENGAGE people to check out multiple pieces of content BRANDS MUST ORCHESTRATE content delivery across digital channels What are the key challenges to implemen-ng an integrated content distribu-on strategy? #1to1content
- 44. Copyright © 2015 OneSpot, Proprietary & Confidential | 44 Editorial Website Paid Media Social Email Manages • Opera-ons • SEO • Implementa-on • A/B tests Manages • Media agencies • Media campaigns • SEM Manages • Social agencies • Social proper-es • Social communi-es • Social campaigns Uses • CMS systems • DMP plaCorm • Op-miza-on tools • Website analy-cs Manages • Editorial calendar • Freelance writers Uses • Spreadsheets • Workflow tools Measures • Amount of content produced per month Measures • Website traffic • Clickstream data • Experiment results Uses • DSP / DMP plaCorms • 3rd party data • ALribu-on products Measures • CTR • CPx metrics Manages • Email campaigns • Email newsleLers Uses • Social listening tools • Social engagement tools Measures • Followers • Likes • Shares • Posts Uses • Email service provider Measures • Acquisi-on rate • Emails sent • Open rate • Click/open rate Content Distribu1on Stakeholders Content Merchandiser Coordinates content crea;on, placement and distribu;on across owned and paid channels #1to1content
- 45. Cross-‐device matching Unified Consumer Interest Profile Device ID 12893 Device ID 92456 Cookie ID 54761 Interac1ons with your content Interac1ons around the web Single user history Across devices from your site and around the web #1to1content
- 46. Analytics & Insights Holis1c Content Distribu1on Strategy Copyright © 2015 OneSpot, Proprietary & Confidential | 46 Personalized Content Placement Machine learning and predictive modeling for serially personalizing and placing content. Existing Users On Site recommending content on your site Off Site remarketing content off your site Email personalized content via email New Users Acquisition driving new, targeted traffic Copyright © 2015 OneSpot, Proprietary & Confidential | 46 With an eye on customer life;me value, strategic content distribu;on focuses on re-‐engaging exis;ng users as much as acquiring new audiences #1to1content
- 47. On Site recommends content based on predictive modeling Across the Web retargets content to users across display, mobile, social Email personalizes content delivered via email newsletters Case Study: Whole Foods Market #1to1content
- 48. 48 Content Metrics and Insights #1to1content
- 49. Measuring Content Engagement Copyright © 2015 OneSpot, Proprietary & Confidential | 49 Metrics Beyond site metrics, monitor audience engagement stats that are specific to content marketers #1to1content
- 50. Content Insights and Analytics Copyright © 2015 OneSpot, Proprietary & Confidential | 50 Insights Content Intelligence and Analy8cs • Determine where your content porColio is over or under indexed • IdenFfy which topics have niche vs. broad interest • Discover how repeat users behave differently than new users Copyright © 2015 OneSpot, Proprietary & Confidential | 50 Use natural language processing to take a strategic view of what topics are most engaging to which audiences #1to1content
- 51. 51 1. As brands are crea1ng more effec1ve content, distribu1on is moving to the forefront 2. Key challenges to strategic content distribu1on • Planning across organiza;onal silos • Crea;ng a single, unified customer profile • Personalizing across channels and devices 3. Understanding your audience • Content engagement metrics • Strategic insights and analy;cs Summary 1content
- 52. Questions? Thanks for joining us! www.onespot.com @onespot info@onespot.com Stay in touch!