content strategy for omnichannel by rebecca schneider and kevin p nichols 2013 csa keynote
DESCRIPTION
Content Strategy for Omnichannel - keynote at Content Strategy Applied. Best practices for developing a content strategy for Omnichannel, with definitions, review of customer engagement model, multichannel considerations, content lifecycle considerations, how to sell it into an organization and Omnichannel performance metrics to measure.TRANSCRIPT
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AZZARDCONSULTING
Preparing for the Future: Content Strategy and Omnichannel2013.11.15
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DIRECTOR, GLOBAL PRACTICE LEAD, CONTENT STRATEGY, SAPIENTNITRO
18 Years experience in the Web Development Industry
Key Clients: MIT Open Courseware, Hewlett Packard, Sprint, Intel
Twitter: #kpnichols
INTRODUCTIONS
KEVIN NICHOLS
REBECCA SCHNEIDERPRESIDENT, AZZARD CONSULTING
19 Years experience in Information Management
Industries: Retail, Auto Manufacturing, Financial Services, Telecommunications, Luxury Goods
Twitter: #azzardconsult
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WHAT YOU’LL BE SNOOZING* THROUGH
1. SOME DEFINITIONS (OMNI, CONTENT STRATEGY, ETC.)
2. HOW DO YOU CREATE A CONTENT STRATEGY FOR OMNI Thinking about consumers
Considering channels
Working with the content lifecycle
3. SELLING OMNI TO YOUR STAKEHOLDERS
4. EVALUATING OMNI CONTENT
5. QUESTIONS?
*Or texting, or tweeting, or emailing.
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SOME DEFINITIONSIs Omnichannel a new cable network?
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CONTENT STRATEGY*
Content
Content communicates an idea which is recorded.
Content Strategy
Content Strategy focuses on ways to meet the needs of content consumers, including how content is distributed, managed and overseen.
*OK, so everyone here knows this, but people looking at this SlideShare might not.
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MULTI CHANNEL*
Multi Channel
Providing content suited to a specific factor or channel:
• Desktop
• Tablet
• Smartphone
• In-store
Effective Multi Channel Experience
Strives to provide a collective content experience across all channels
Takes advantage of a particular form factor’s strengths
Cross-references experiences across all channels
*Nope, not watching two TV shows at the same time.
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OMNICHANNEL*
Omnichannel
Omnichannel is an approach to multichannel that provides content at every point in the customer journey (analog, digital, in-store).
So:
This means that all content represents brand and a customer interaction:
All content is an asset
Content is an investment in customer experience with measurable return.
*Nope, not watching multiple TV shows at the same time.
http://www.flickr.com/photos/jeremiah_owyang
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Starts with a good story and figures out how to tell it through each medium.
Omnimedia - perfect balance of content between mediums:
TV show referenced cookbooks, magazine referenced both, fully realized it in multi- and digital media
Exclusive content specific to each channel
Collective content experiences:
Stories told that appeal to lifestyle
Connects one channel to the next via customer journey
OMNICHANNEL STORIES*
*Narratives, not ‘little’ white lies.
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02CONTENT STRATEGY FOR OMNIOmni: Coming to a town near you.
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THINKING ABOUT CONSUMERSSince they usually help pay the bills…
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OMNI EXPERIENCE
CUSTOMER OMNI
EXPERIENCE
TV COMMERCIAL
LEADS TO TABLET WEB
SITE TABLET WEB SITE PROMPTS
PROFILE CREATION
WITH PROMO
PROFILE LEADS TO
STORE WITH COUPON ON
MOBILE
STORE LEADS TO PRODUCT PURCHASE
PRODUCT PACKAGE LEADS TO
SHARING ON SOCIAL AND
REGISTRATION
REGISTRATION LEADS TO EMAIL & SMS WITH MORE
PROMOS
EMAILS PROVIDE SUPPORT; PROMOS LEAD TO
MORE PURCHASES
LOYALTY IS SHARED VIA
SOCIAL; CALLS TO SUPPORT
ARE PERSONALIZE
D
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OMNICHANNEL STRATEGIC FRAMEWORK
DESKTOP MOBILE TABLET IN-STORE PUBLICATIONS TV/RADIOPRODUCT
PACKAGINGCUSTOMERSUPPORT
ECOMMERCE
CUSTOMER PROFILE CUSTOMER PROFILE
PRODUCT & SERVICE CONTENT
SOCIAL MEDIA OPPORTUNITIES
ADVERTISING & MEDIA
SALES’ SUPPORT & TOOLS
APPS
PERSONALIZATION
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CHANNEL CONSIDERATIONSThis is not about deciding which TV channel to watch.
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CONTENT DESIGN PRINCIPLES*
Customer-centric content
Full experience cycle
Data-driven
Structured content design approach
Iterative content lifecycle
*Things your mother never told you.
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How does a user enter the site?
What long form content is needed?
Where are the points of conversion specific to desktop?
What information will the user provide (e.g., Profile)?
CHANNEL: Desktop*
*At work and avoiding a meeting.
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CHANNEL: Mobile & Tablet*
Where are they (context)?
What do they need based on context? For example:
How would she use a smart-phone in a store?
What does she or others like her do with apps?
Who are they talking to (social) and how? For example:
How would she use social on apps and what opportunities exist?
Remember tablet and smartphone are different*Did you buy enough data?
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CHANNEL: Email & SMS
When do you send an email or SMS?
When and do you follow up? For example:
For absentee customers
Appreciation emails
How/what do you personalize?
Should they opt-in?
Which content is most useful for the user via SMS?
SMS
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CHANNEL: In Store*
Is there a Kiosk?
Can they create profile?
Are there social opps?
Are there QR codes?
What can be personalized?
What does sales associate know about customer
Previous purchase behavior
Do you have Coupons/Vouchers for in-store?
*This will ride up with wear.http://www.flickr.com/photos/lydiashiningbrightly/
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CHANNEL: Packaging*
Can packaging be personalized?
Can you provide inserts?
Are there social sharing possibilities?
How can package drive customer to other channels?
*Can it not be a ridiculous amount of plastic?
http://www.flickr.com/photos/54544400@N00/
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CHANNEL: Post Purchase
Post Purchase Support
How do you provide support for each channel?
Is support Personalized? We know you have this product,
we know you called before, etc.
NOTE:
Satisfying customers after they purchase really matters
http://www.flickr.com/photos/tarale/
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LIFECYCLE CONSIDERATIONSUnlike a stationary bike, does not require sweating.
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LIFECYCLE: Create Content*
Which content needs created for each channel?
What are the inter-linking points between each channel?
How can they be cross-referenced and leveraged?
What groups will be responsible for content creation?
How can personalization enable the Omni experience?
*Hamster wheel for English majors.
http://www.flickr.com/photos/byronnewmedia/
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LIFECYCLE: Manage Content*
Who will be responsible for managing content?
How can you ensure that communication across content production groups is clear?
*Whack a Mole for English majors.
http://www.flickr.com/photos/tpapi/
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LIFECYLE: Publish Content*
Is there a robust content production / editorial calendar?
Event driven
Folds in quarterly reviews to optimize for trends, usage, business requirements
Is the calendar aligned with significant product launches, company announcements, etc.
*Almost like Citizen Kane.http://www.flickr.com/photos/eliburford/
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LIFECYLE: Evaluate Content
Are there metrics and KPIs in place to understand how content is being used within the Omnichannel context?
Are production workflows effective and not burdensome?
http://www.flickr.com/photos/asteriusmedia
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LIFECYCLE: Enhance Content*
Based on metrics and analytics what content should be enhanced?
Are there particular interaction points which could be exploited further?
*No, not that kind of enhancement.
http://www.flickr.com/photos/avinashkaushik
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EXECUTIVE SPONSOR
LIFECYCLE: Governance*
Is there one group within the organization which ensures alignment of Omni content across all business units?
*As if two people from the US should be talking about governance.
GOVERNANCE COMMITTEE
WORKING GROUPS
BRANDACCESSIBILIT
YLEGAL TAXONOMY CONTENTSTRATEGY
OPERATIONS TECHNOLOGY MARKETING PUBLISHING TAXONOMYSTRATEGY
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03SELLING OMNI TO YOUR STAKEHOLDERSYes, I really do need a larger budget.
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A STRATEGY, NOT AN EVENT*
Sell it as strategic and iterative.
Starts with a very basic foundation and builds a richer experience over time.
More robust experience is more investment in new content to support it.
A recent report suggests Omni grew sales by 10% in 82% of Omni retails in the past year – The Omnichannel Revolution
*Cocktails, anyone?http://www.flickr.com/photos/edgee/
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DEVELOP A ROADMAP*
Do a 1 – 3 year roadmap – report quarterly
Use existing analytics and show improvement with channel integration
Identify success metrics and ensure that all areas have a testing strategy
to validate
Ensure a taxonomy and metadata tagging strategy can support Omni experience
In the beginning focus is on testing and validation of customer journey, user behavior, optimized content lifecycle and the performance of content within each channel
Modify and enrich the content experience over time
*Not yet on Google Maps.http://www.flickr.com/photos/10835648@N00
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PITFALLS*
Politics can yield impasses –Internet lead generation versus calls or store
Requires new way to track performance and success
Boil the ocean will fail every time
Some is better than none
*Don’t look now…
http://curiousanalytics.com
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04EVALUATING OMNI CONTENTIf you can’t measure it, you can’t justify it. (Remember that budget request?)
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CHANNEL INTERACTIONS
KEY QUESTION: Is the journey effective?
Rate at which content is viewed (frequency and duration)
Determine the most popular content: Content that is ‘trending’ with traffic and engagement time:
Use a trends app to measure which content is most used.
Know the most successful content– in the eyes of the customer:
Rate at which a specific piece of content will result in a conversion
RETENTION
PURCHASE
PREFERENCE
CONSIDERATION
AWARENESS
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USER SATISFACTION
KEY QUESTION: Is the user (customer) satisfied with the Omni experience?
Rate at which content is being shared via social
Rate at which content is downloaded
Survey the user on site or page performance
with user feedback tools
Determine problematic areas through bounce rates and exit rates
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How often does the phone orientation change (switching from vertical to horizontal)?
How is social media being used?
How many users accept location awareness prompts
Where and when are Smart Phones being Used: e.g., How are Smart Phones being used in-store?
OMNI & SMARTPHONES
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For Websites that have apps, how many users ignore the call to action to download the app and opt to view the actual Website?
What is the delta between the conversion rates on Tablet/Smart Phone versus Desktop?
Which products or services are sold from an app?
OMNI & TABLET
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What is available via desktop web vs. an app?
How many users switch from a mobile app to a desktop experience?
When does the user switch to desktop from a mobile app?
For commodity/published content,
what are the actual number of readers in a tablet edition versus a paper published edition?
OMNI & TABLET II
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05QUESTIONS?Scathing rebuttal anyone?
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THANK
YOU!
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CONTACT INFORMATION
azzardconsulting.com
Twitter: #azzardconsult
LinkedIn: http://www.linkedin.com/in/rebeccaschneider
KEVIN NICHOLS
REBECCA SCHNEIDER
kevinpnichols.com
Twitter: #kpnichols
LinkedIn: http://www.linkedin.com/in/kevinpnichols