empathy driven content strategy drupal camp london 2017
TRANSCRIPT
Empathy Driven Content Strategy
Kubair Shirazee
@Kubair www.shirazee.com
@Kubair www.shirazee.com
#Agile
#CustomersArePeopleFirst
#WeArePeopleNotResources
#ALittleEmpathy
#Acquia
@Kubair www.shirazee.com
Content
Experience OpportunitiesTrust
EducateAwareness
Conversion Retention
Advocacy
GrowthVALUE
@Kubair www.shirazee.com
Content
Content
….it’s about the journey
@Kubair www.shirazee.com
@Kubair www.shirazee.com
Pertinent Content Starts with Interactions
@Kubair www.shirazee.com
Pertinent Content Starts with Interactions
DATA
@Kubair www.shirazee.com
How can we improve our understanding?
www.shirazee.com @Kubair
www.shirazee.com @Kubair
www.shirazee.com @Kubair
www.shirazee.com @Kubair
www.shirazee.com @Kubair
www.shirazee.com @Kubair
@Kubair www.shirazee.com
Current StateTransformed StatePersona and what we know
Think & Feel
Say & Do / Behaviour
See / ObserveHear
Pain Points
Pain Relief
@Kubair www.shirazee.com
Content
@Kubair www.shirazee.com
Content
Content
….On the journey…and touch points along the way
@Kubair www.shirazee.com
Reps
Brand Placement
onLineStore
Catalogue
Packaging
Movies
TV Shows
Augmented Reality
Adverts
MarketingDisplays
Promos Reviews
Word of Mouth
SocialMedia
PR
DirectMail email
Print Trade Mags
Conferences /Camps /
Events
Invoice
Point of Sale
Surveys
offLine Markets
onLineMarkets
CustomerService Desk
Couriers
Loyalty Programs
Forums
Mixed RealityVirtual
Reality
News
Subject Matter Experts
FranchiseBlogs
offLineStore
@Kubair www.shirazee.com
Reps
Brand Placement
onLineStore
Catalogue
Packaging
Movies
TV Shows
Augmented Reality
Adverts
MarketingDisplays
Promos Reviews
Word of Mouth
SocialMedia
PR
DirectMail email
Print Trade Mags
Conferences /Camps /
Events
Invoice
Point of Sale
Surveys
offLine Markets
onLineMarkets
CustomerService Desk
Couriers
Loyalty Programs
Forums
Mixed RealityVirtual
Reality
News
Subject Matter Experts
FranchiseBlogs
offLineStore
onLineStore
Packaging
AdvertsReviews
Conferences /Camps /
EventsPoint of
Sale
Surveys onLineMarkets
CustomerService Desk
Personal Asst.Alexa
Blogs
offLineStore
@Kubair www.shirazee.com
Reps
Brand Placement
onLineStore
Catalogue
Packaging
Movies
TV Shows
Augmented Reality
Adverts
MarketingDisplays
Promos Reviews
Word of Mouth
SocialMedia
PR
DirectMail email
Print Trade Mags
Conferences /Camps /
Events
Invoice
Point of Sale
Surveys
offLine Markets
onLineMarkets
CustomerService Desk
Couriers
Loyalty Programs
Forums
Mixed RealityVirtual
Reality
News
Subject Matter Experts
FranchiseBlogs
offLineStore
onLineStore
Packaging
AdvertsReviews
Conferences /Camps /
EventsPoint of
Sale
Surveys onLineMarkets
CustomerService Desk
Personal Asst.Alexa
Blogs
offLineStore
Experience
@Kubair www.shirazee.com
high level of influence
low level of influence
@Kubair www.shirazee.com
Content
The remembering self
How do I feel right now?
The experiencing self
How did I feel overall
Continuity
Empathy
Narratives
Content
@Kubair www.shirazee.com
Content
Experience
#SentimentAnalysis
#EmotionalIntelligence
#Personalisation
#PullSystems
#EngineeredConsent
#NOISY
Thank YouEmpathise with fellow inhabitants of the Third Rock…
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