it's just business...getting seriously personal
TRANSCRIPT
Luisella Giani!London, Sept 17, 2015! @luisella!
#mrmw!
It’s just business…getting seriously personal!
#mrmw, @luisella!
Even if this CONTENT was AUTOMATED I perceived it as PERSONALISED: it is in the right CONTEXT, it offers me an ADVANTAGE, I can access QUICKLY, SMOOTHLY and SIMPLY in one-tap to it, at the MOMENT of need. It meets my EXPECTATION: I can look for and buy easily on mobile.!
#mrmw, @luisella!
When “personalisation” goes wrong!
#mrmw, @luisella!
DON’T USE AUTOMATION FOR
SAYING SORRY!
Conversations can benefit from automation. BUT remember that automation is not a personalised offer. Automation may miss the broader context, the moment. Consumers expect a unique, individual, human and personalised reply.! !
#mrmw, @luisella!
AUTOMATE CONTENT CURATION, NOT-URGENT POST, RSS FEEDS, LEADS FROM TWEETS, POSTS SCHEDULING… DON’T AUTOMATE TROUBLE SHOOTING AND CUSTOMERS INTERACTIONS
“The way we engage each other online is more of a conversation than a broadcast, more an act of sharing than of documentation. Taking pictures in the context of digital culture and social media is much more of a communicative rather than purely documentary act. “!
#mrmw, @luisella!
#ephemeral #interpersonal connection #conversation #participatory #meme!
Digital Culture is like !Oral Culture written down!
“The written word lacks all the nuance of the human face, and selfies help fill that gap. Selfie sticks help tell better and more varied stories about what we’re up to. Selfies allow us to take and frame the picture as a social experience with friends, making sure it comes from our own perspectives, not that of a stranger.“!!
#mrmw, @luisella!
EXIBITIONIST? ! UNWANTED FAME?!
Print Culture “Selfies are the height of vanity and narcissism.”
Oral Culture “Selfies help express emotion and tell stories”
Personalisation is not only about the right content. The idea behind personalisation is to tailor the experience from the moment it begins. Personalisation means to share the content relevant in the right context and in the right moment. The MICROMOMENT. !
The raise of !MICROMOMENTS!
Source Forrester 2015!
#mrmw, @luisella!
micro-moment ![mahy-kroh] - [moh-muh nt] !!a series of fractured, intent-driven moments that consumers find themselves in throughout the day when decisions are being made and preferences shaped.!
WANT TO KNOW!MOMENTS!
WANT TO GO!MOMENTS!
WANT TO DO!MOMENTS!
WANT TO BUY!MOMENTS!
66% !Use their
smartphones to look up something they saw in a TV
commercial!
#mrmw, @luisella!
91% !Turn to their
smartphones for ideas while doing
tasks. 100M+Hours of “how to content” has been watched
on Youtube!!
82% !consult their
smartphone while in a store deciding
what to buy. !
Source Google 2015!
82% !Use a search engine when
looking for a local business. !
Adoption of mobile devices is unifying de facto the different steps of a consumer journey: mobile links the different steps into a continuos flow. Customers demand for RELEVANCE. Mobile leads to IMMEDIATE ACTIONS.!!
Micromoments are brief interactions where apps can capture the full attention and emotions of a user.!!Each moment contains data which can be used for real time context targeting.!
#mrmw, @luisella!
Big decisions in small moments: 5-10secs attention span. Narrow the options to offer a personalised selection. Monitoring micromoments permits to capture users attention 5secs before their point of decision and to ANTICIPATE their needs. Micromoments can be PREDICTIVE.!
#mrmw, @luisella!
we.!#mrmw, @luisella!
rent!email!listen music!shop!learn!search!read!blog!look for jobs!date!pay!travel!watch!
we.!#mrmw, @luisella!
airbnb!gmail!spotify!amazon!coursera!google!kindle!medium!linkedin!tinder!paypal!expedia!youtube!
12 out of 15 Millenials!Consider disclosure of personal information as a !
“fact of modern life”!!
Personalised emails improved
CTR.! (HubSpot)!
14%!
Expect to get special deals when giving companies access to some of
their online activities.!
!
54%!
Uplift in sales sawn by in-house
marketers who personalise their web experiences.
(HubSpot)
19%!
prefer brands that use personal
information to make their shopping
experiences more relevant.!
(Digital Trends)!
73%!
#mrmw, @luisella!
Who I personalise for ?
Map the Micromoments!
What to personalise? !In-the moment content and
features!
Where? Leverage the context, time, geolocation…!
1!
2!
3!Why? Give reasons to come back!
4!
How to benefit of Micromoments!
How? Close !the loop. !
5!
#mrmw, @luisella!
!
1!
#mrmw, @luisella!
Map the MicroMoments !
During each moment users are looking for different piece of information. Data across multiple system provide you a fragmented view of the customer: !!CONNECT THE DOTS!!!
social!
DM!
web!
mobile!
CRM!
TV!
!
1!
#mrmw, @luisella!
Tailor the message for !the want-to-buy micromoment.!!ADVERTISEMENT: retarget to be there prior of the point of decision. !!CALL TO ACTION: develop multiple CTA for a single piece of content.!!PRODUCT OFFERS: get data chops to customise the deal. !!!
Be In the moment! Content marketing and personalised UX!
WHAT?
2!
PERSONALISED UX IS MISSION CRITICAL!
Infographics are now a standard content marketing toolkit. Win on data visualizations driven by ORIGINAL data. You have access to more data than even before. Use it for top-notch marketing, don’t use it only for internal decision making, don’t treat your data like a state secret.!
Be In the moment! Content marketing and personalised UX!
#mrmw, @luisella!
2!
!
3! Leverage the context!
Offer a seamless experience across multiple devices.
WHERE?
#mrmw, @luisella!
!
3!
#mrmw, @luisella!
Leverage the context!mines usage data to extract behavioral patterns !
Personalisation may be !affected by context elements!
Device type!Time of the day!Day of the week!Season of the year!User is at home or out of home?!Geolocation – travellng, commuting, weekend home!Local weather!Populare news!Other users in close proximity - phones, wereables!!!!!!!!
of Netflix subscribers crammed
an entire 13-hours season of a popular show into two days!
!
4! Give reasons to come back!
#mrmw, @luisella!
!
5 Close the loop: decide based on data!
#mrmw, @luisella!
“Netflix was the only network that said “We believe in you. We’ve run our data, and it tells us that our audience would watch this series. We don’t need you to do a pilot” ” !!Kevin Spacey, actor and producer!
!
#mrmw, @luisella!
8 terabytes data per day processed!
500 million tweets per day !
60 characters average tweet lenght!
30 gigabytes of actual text content per day analysed!
0.5% of 8 terabytes !
ONLY A SMALL FRACTION OF DATA IS USEFUL FOR GENERATING ANY NON-TRIVIAL INSIGHT. !
#mrmw, @luisella!
HUGE.!You need to go through a lot of data to come up with valuable insights. More data, the better the insights.!!Remove the noise!
small!
Make your !
amount of data!
#mrmw, @luisella!
!Analytics have the role to
reduce the volume of data into !
that human being can do something about.!
few!actionable!
relevant!timely!
INSIGHTS!
HOW?
