preparing for the future: content strategy and omnichannel
TRANSCRIPT
AZZARDCONSULTING
Preparing for the Future: Content
Strategy and Omnichannel
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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 SCHNEIDER
PRESIDENT, 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.
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.
CONTENT STRATEGY FOR OMNIOmni: Coming to a town near you.
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 PURCHASEPRODUCT
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
*Almost as good as the Harry Potter
Experience.
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OMNICHANNEL STRATEGIC FRAMEWORK*
DESKTOP MOBILE TABLET IN-STORE PUBLICATIONS TV/RADIOPRODUCT
PACKAGING
CUSTOMER
SUPPORT
ECOMMERCE
CUSTOMER PROFILE CUSTOMER PROFILE
PRODUCT & SERVICE CONTENT
SOCIAL MEDIA OPPORTUNITIES
ADVERTISING & MEDIA
SALES’ SUPPORT & TOOLS
APPS
PERSONALIZATION
* And suitable for framing.
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/
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
OPERATIONSTECHNOLOG
YMARKETING PUBLISHING TAXONOMYSTRATEGY
SELLING 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
EVALUATING 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
CONSIDERATIO
N
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 content 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
QUESTIONS?Scathing rebuttal anyone?
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