getting started with adaptive content
DESCRIPTION
Delivering Dynamic Content Chunks to the Right Audience, on Any Device - Content Marketing World 2014.TRANSCRIPT
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
GETTING STARTED WITH ADAPTIVE CONTENT
Delivering Dynamic Content Chunks to the Right Audience, on Any Device
Jenny Magic & Melissa Breker @JennyLMagic • @Mel i ssaBreker
@CMIContent • #CMWor ld
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
I’ll answer in reverse order…
Hi! I’m Jenny. I’m a tech geek who loves words. Hi! I’m Melissa.
I’m a word nerd who loves tech.
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
THE ROADMAP
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
YOU MAY BE WONDERING:
Will this work with my technology?
What exactly is Adaptive Content?
Will there be candy?
This work, “This work, “Wondering” is a derivative of “I'll Think About It / Lichtenstein” by Tony Aceves, used under CC BY-NC 2.0
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
ADAPTIVE CONTENT DEFINED
Adaptive Content: !Content that is designed to adapt to the needs of the customer, not just cosmetically, but also in substance and in capability. ! - Charles Cooper, The Language of Content Strategy
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
Real-time
Contextual Tailored
Relevant Dynamic Personalized
Customer-centric
Web personalization Content Strategy Marketing Digital Experiences
!! And the list goes on…
ALSO KNOWN AS…
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
WHAT TO ADAPT? • Content Mix • Content Priority • Navigation • Site Architecture • Imagery & Design
!
BASED ON WHAT? • Environment: Location/
Weather/ Date/ Time/ Events
• User Traits: Device/ Language/ Speed
• History: Purchases, customer service
• Intention: Traffic source, browsing history
TWO KEY DECISIONS
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
Vintage Highway Sign, Amazon.com
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
1. Skyrocketing customer expectations 2. Data explosion 3. Technology complexity
NONE OF YOU ARE HERE BY CHOICE
60% of marketers note they struggle to personalize content in real time, yet 77 percent believe real-time personalization is crucial. !
http://offers.adobe.com/en/na/marketing/landings/_46316_real_time_marketing_insights_study.html
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
Marketing Technology Landscape by Scott Brinker, CC BY-NC 2.0
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
JUST TRYING TO HOLD ON
"FreeStyle" by Macliocchetti.M., CC BY-NC-SA 2.0
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
• Quick Wins • Proof of concept • No tool recommendations • Prep for integrated solutions
ON-RAMP AT LOW SPEED
“Sign of the Times” by Finger Food, CC BY-NC 2.0
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
CONTENT +
TECHNOLOGY"Spaghetti Junction" by Highways Agency, CC BY 2.0
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
Responsive Web Design
MOBILE BROUGHT US HERE
"Responsive Web Design" by Muhammad Rafizeldi, CC BY-SA 3.0
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
• To the Screen Size – Content priority, navigation layers, imagery
• To the Device Capabilities – Click to call, gestures, GPS, text-to-speech
MULTI-SCREEN REQUIRES ADAPTING
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
PRODUCT RECOMMENDATIONS
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
STRATEGY LEADS TECHNOLOGY
Truth #1: Adaptive Content is possible … if you know what to ask for.
Truth #2: If you don’t ask,
the answer will always be no.
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
• 3 to 10 times click through and conversion rates
• $300 Million in margins by matching messaging to buyer journey.
“Digitizing the Consumer Decision Journey” McKinsey & Company, June 2014.
LUCKILY IT’S PROFITABLE
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
• 23% conversion rate form submission • 41% increase in time on site • 22% increase in pages per visit • 28% bounce rate decrease • 300% increase in traffic to product page
ENGAGEMENT & REVENUE
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
SURPRISE & DELIGHT
"What a Moment of Joy!" by Molly Sabourin, CC BY-NC 2.0
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
HOW DOES IT WORK?
“Sensitive Noise/ Obvious 2” by Milos Milosevic, CC BY 2.0
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
“Training Wheels” • $ • Keep your CMS • Limited • Generalized analytics
!!!
Integrated Approach • $$$ • New Technology Stack • Omni-channel • Session-based analytics
IMPLEMENTATIONS VARY
THERE IS NO ONE-SIZE-FITS-ALL SOLUTION
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
• Progressive Enhancement + Personalization • Various data sources – internal and external
– Analytics: geography, referring site, keywords, device, time
on site, pages visited – Internal data: CRM, e-mail campaigns, lead nurturing – External data: Omnichannel browsing, aggregated
recommendation engines, social media
UNDER THE HOOD
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
1. Segment Website Visitors 2. Layer in Context 3. Personalize Based on Rules
!Right Content, Right User, Right Time
BASIC ADAPTIVE TECH PROCESS
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
• User Agent String – IP address – New vs. Returning – Device
• User Login • Purchase History
• …And new stuff all the time
SEGMENT WEBSITE VISITORS
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
• Environment/ general context • Traffic source: SEM/ PPC/ Email campaign • Site search • Browsing Patterns !Identifiers can be stored client-side as cookies, in URL, in Local Storage, etc.
LAYER IN CONTEXT
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
Some “training wheels” examples: 1. Welcome screen for logged in users 2. Imagery based on browsing patterns 3. Location-centered resources 4. Customized product selection
Match Customers to Content
PERSONALIZE
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
WELCOME SCREEN
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
“Consumers consistently show a desire to provide more data
when companies use captured information to provide truly helpful feedback”
!!!!!!The Coming Era Of ‘On-demand’ Marketing, McKinsey & Company, April 2013.
PRIVACY + THE CREEPY FACTOR
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
IMAGERY
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
RESOURCES
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
PRODUCT SELECTION
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
"Wrong Way" by David Goehring, CC BY 2.0
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
“Forrester clients often ask about personalization technology solutions before having done any customer research or creating a
personalization strategy.
These organizations often end up with misaligned technology decisions or with
technology that sits on the shelf.” !!
“Advance To Next-Generation Personalization” Forrester. January 2014
DON’T START WITH THE TECHNOLOGY
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
http://customerexperiencematrix.blogspot.com/2013/09/customer-data-platform-guide-reviews.html
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
ADAPTIVE CONTENT STRATEGY
“Arrow” by Dana Ross Martin, CC BY-NC-ND 2.0
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
START WITH CONTENT STRATEGY
User Personas
+ Journeys
Rules Matching
Content Mix
Interface Assembly
WHO WHAT WHEN WHERE
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
• Persona Group (i.e. web manager) • Fictional name • Job titles and major responsibilities • Demographics such as age, education, ethnicity, and family status • The goals and tasks they are trying to complete using the site • Their physical, social, and technological environment • A quote that sums up what matters most to the persona as it relates to
your site • Casual pictures representing that user group
PERSONAS MIGHT INCLUDE:
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
USER PERSONAS
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
!
124 %
Companies that incorporated buyer personas into their content marketing strategies increased their B2B leads up to124 percent. !
Marketing Sherpa Skytap Case Study
USER PERSONAS MATTER
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
NARROW YOUR FOCUS
"Lake View" by Chad Cooper, CC BY 2.0
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
RESEARCH REQUIRED
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
Tasks + Content Needs
USER JOURNEYS – CONCEPT
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
USER JOURNEYS – IN PRACTICE
Mapping the Journey Experience Beyond the Screen by Adaptive Path, CC BY-NC 3.0
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
JOURNEY MAPS MIGHT INCLUDE:• Buyer Stage
– Awareness/ Interest/ Evaluation/ Commitment/ Referral • Tasks • Thoughts/ Feelings/ Satisfaction level • Touch point / Channel
– Website/ social/ landing page/ Kiosk/ TV/ Radio/ Etc.
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
JOURNEY MAPS
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
• What is she doing? • What is she thinking? • What is distracting her? • How could we personalize her
experience?
USER TOUCHPOINT
Adaptive Path's Guide to Experience Mapping by Adaptive Path, CC BY-NC 3.0
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
BUILD THE CONTEXT MIX
I made you mix tape by Jo James
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
CONTENT MIX MIGHT INCLUDE:• Personas • Buying Stages • Touch points (from above) • Formats • Content Types • Channels
… in every possible combination
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
Persona Buying Stage Format ChannelKate Awareness Video Social
Andrew Interest Text Websites
Sheila Evaluation Podcast Email
Commitment Infographic Print
Referral Images In-person
Presentation In-store kiosk
Tools & Calculator Mobile app
CONTENT MIX MATRIX
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
SIMPLE CONTENT MODEL
Author
Article TopicAction Items
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
Source: http://alistapart.com/article/strategic-content-management
CONTENT MODELING
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
Full Size Lego Hot Rod
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
PAGE TABLES• Objective
• Audience/ CTA
• Elements
• Adaptive Rules
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
• Assets/ Source Content Locations
• Related or Sidebar Content Directory
• Author Guidelines
• Metadata
• Governance
• Technical considerations: (e.g., new locations will require map update, etc.)
• …etc.
PAGE TABLES MIGHT INCLUDE:
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
1. What content do users need? (Personas) 2. What format, when? (User Journeys, Content
Mix) 3. What do we have? (Content Modeling) 4. What’s the workflow? (Page Tables & Rules)
SUMMARY: STEPS FOR SUCCESS
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
NOW WHAT?
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
BASIC ADAPTIVE TECH PROCESS: 1. Segment Website Visitors 2. Layer in Context 3. Personalize Based on Rules
!Right Content, Right User, Right Time
REMEMBER THIS?
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
Training wheels or a more integrated approach? !• Infrastructure • Goals • Budget • Tolerance for change
SO WHERE ARE YOU?
“I Can Ride a Bike” by Tonya Staab, CC BY-NC-ND 2.0
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
• What info are we already gathering? • What can our tools do now? • Omni-channel vs. Narrow focus? • Manual Rules vs. Automated Learning? • Data & Analytics Limitations
QUESTIONS TO CONSIDER
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
BUILDING YOUR CONTENT TOOL STACK
Lost? Find a Content Engineer
Content Tools Hierarchy Stack
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
ADAPTIVE CONTENT ECOSYSTEM
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
• Store structured content with semantic metadata
• Segment personas • Track analytics on per-session basis • Implement rules for personalization
CENTRAL PLATFORM SHOULD:
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
Resource requirements
Stop, collaborate and listen by Katie Bunker, CC BY-NC-SA 2.0
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
CHANGE MANAGEMENT
Be the Change by Feggy Art, CC BY-NC-ND 2.0
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
• Personalization is Coming • Content Before Technology • Tools Must Match Strategy • Start Small for Big Wins
KEY TAKEAWAYS
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
Slides: slidesha.re/W4PdGG Resources: sitegoals.com/cmw2014
Feedback & GreetingsMelissa Breker @MelissaBreker [email protected]
Keep in Touch
Jenny Magic @JennyLMagic [email protected]