testing

1. CONTEXTUALLY RELEVANT
CONTENT STRATEGIES
CONTENT STRATEGY FORUM 2011 - 6 SEPTEMBER 2011 | DANIEL EIZANS | @DANIELEIZANS
@danieleizans | #csforum11 1

2. WHAT WE’LL COVER
1 WHY CONTEXT IS IMPORTANT
2 ELEMENTS OF CONTEXT ANALYSIS
3 CONTEXT MODELS FOR CONTENT PLANNING
4 MAKING CONTEXT ACTIONABLE
@danieleizans | #csforum11 2

3. DANIEL EIZANS - MODERN MOBILE
PERSONAL PROFILE / SCENARIO CONTEXT MODELS
Dan is a married, 30-year-old digital Self-Directed
strategist at a large advertising agency. Preferential
Active individual that spends a great deal CONTENT NEEDS
of time taking part in outdoor activitie Video
such as climbing, hiking, camping, fishing Configurator/Customizers
and team sports. Photography
Performance Data/Demos
• Currently owns a 2003 Honda CR-V that
he will keep for camping and hauling.
• Car enthusiast who dreams of a vehicle BACKGROUND
that he can enjoy on a commute or on a Relies primarily on OEM websites,
racetrack 5% 4%
third party reviews and technology 5%
sites and magazines when
Models in consideration: Honda researching vehicles
Crosstour, Ford Mustang, Ford Taurus 20% 50%
SHO, BMW M3 and Subaru WRX STi Prefers to research and make initial
contact with dealer through online
methods and is guarded about what
16%
“I want a car that I can information he shares
enjoy on my commute Considers himself knowledgeable
and on the track,” about vehicles and spends a lot of time
in the research portion of shopping
Digital
Indirect
Mobile
Direct
Print
Social
@danieleizans | #csforum11 3

4. LIFE HAPPENED ...
@danieleizans | #csforum11 4

5. MY CONTEXT CHANGED
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6. DANIEL EIZANS - EXHAUSTED EXECUTIVE
CONTEXT MODELS
PERSONAL PROFILE / SCENARIO Situational
Dan is a married, 31-year-old father of a Self-Directed
two-month old boy. Attitudinal
• By day Dan works as director of owned CONTENT NEEDS
strategy at a large advertising agency. Video
Detailed Spec Sheets
• By night he prepares bottles, washes Current Offers
cloth diapers and prepares to be spit up Trade-In Calculators
on
• Needs a vehicle that will accommodate
car seats, the family dog and all their gear BACKGROUND
Relies primarily on OEM websites, 2%
• He is currently in Market for a Ford third party reviews and technology
Edge, Ford Explorer, Chevy Equinox sites and magazines when 23%
and Honda CR-V researching vehicles
He needs a vehicle that will allow him to Prefers to research and make initial 57%
express his personal style and get his contact with dealer through online
18%
child to and from daycare. methods and is guarded about what
information he shares. Schedules ALL
appointments and makes vehicle
“I want a car that I won’t selections online.
hate being seen in that fits
Digital Mobile Print
my growing family,” Considers himself knowledgeable Indirect
about vehicles and spends a lot of time
in the research portion of shopping
@danieleizans | #csforum11 6

7. CONTENT HAS TO
WORK HARDER
@danieleizans | #csforum11 7

8. 1 WHY CONTEXT?
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9. CONTENT STRATEGY
Helps inform the production of
content that is:
- Findable
- Segmented
- SEO Friendly
- Good For Business
- Useful For Humans
- Useable By Machines
- Maintainable Over Time
@danieleizans | #csforum11 9

10. PRODUCTS OF CS
It follows that in most cases content strategy
provides one or a combination of:
- Editorial Guidance
- Pillars For Communication
- Content Management Guidelines
- Findability
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11. WHAT IT DELIVERS
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12. CONTEXT = ENGAGEMENT
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13. @danieleizans | #csforum11 13

14. HUMANS = ROBOTS
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15. ROBOTS HAVE WIRES
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16. HUMANS HAVE BRAINS
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17. AND BRAINS ARE TRICKY
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18. PEOPLE THINK DIFFERENTLY
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19. CONTEXT SHIFTS BY DEVICE
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20. ALSO ...
Access Speed
Time Of Access
Temperature
Geography
Cognitive Capacity
Content Familiarity
Etc.
Etc.
Etc.
@danieleizans | #csforum11

21. BE AN ETHNOGRAPHER
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22. ANALYZING USER
2 CONTEXTS
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23. PERSONAL-BEHAVIORAL CONTEXT
DOING
environmental factors,
Physical Emotional FEELING
physical activity, psychological state, stress
habits, disabilities, level, desires, wants, needs
preferences, sensory stimuli
Cognitive
LEARNING
cognitive assumptions,
learning ability, education
}
CONTEXT DRIVEN PERSONAS
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24. PERSONAL-SITUATIONAL CONTEXT
Task Need Task
Task Situation Task
Need
Need Task
Task Task
Task
SCENARIO REQUIRING CONTENT
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25. SITUATIONAL-BEHAVIORAL CONTEXT
Task Need Task
Physical Emotional
Task Situation Task
Need
Need Cognitive Task
Task Task
Task
CONTEXTUAL CONTENT STRATEGY
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26. EVOLUTION OF USER CONTEXT
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27. CONTEXT MODELS
3 FOR CONTENT
PLANNING
@danieleizans | #csforum11 27

28. CONTEXT MODELS
Self Directed Situational
Preferential Attitudinal
@danieleizans | #csforum11 28

29. SELF-DIRECTED CONTEXT
Plans for content based on a
user initiated segmentation
strategy
- Product
- Persona
- Brand/Service Experience
- Content Pathing/Decision
Trees
Examples:
Volkswagen UK | Ford EV For Me
@danieleizans | #csforum11 29

30. WHEN TO DEPLOY
- Clear segments for content
exist (e.g. Shop, Own, Support)
- High levels of user control and
freedom are necessary (e.g.
research intensive
Engagements)
- Content exists across multiple
platforms
@danieleizans | #csforum11 30

31. REQUIREMENTS
RESEARCH
- Stakeholder Interviews
- User Panels / Interviews
- Competitive Analysis
- Light Usability Testing
DATA NEEDS
- Site Side Analytics (SSA)
Analysis
- Content Metrics
@danieleizans | #csforum11 31

32. SITUATIONAL CONTEXT
Plans for content based on
perceived or actual situations
- Physical Location
- Time of Day
- Ambient Data
- Product Specialty
- Life Stage / Event
- Device Limitations & Strengths
Examples:
Webmd.com | Clorox.com
@danieleizans | #csforum11 32

33. WHEN TO DEPLOY
- Life events require a site’s
service/product/content
- Platforms dictate unique
engagements
- Behavioral motivators
influence decisions
- Complex tasks require
content to provide clarity
@danieleizans | #csforum11 33

34. REQUIREMENTS
RESEARCH:
- Use case scenarios
- Behavioral/Ethnographic data
DATA NEEDS:
- Engagement Flows
- Cross Platform Strategy
- Legal Permissions
- Privacy Permissions
NOTE: Needs may vary depending on the
execution.
@danieleizans | #csforum11 34

35. PREFERENTIAL CONTEXT
Plans for content based on user
preferences that have been:
- Self reported
- Assumed
- Mined from social graphs
- Driven by ambient data
- Driven by product insights
Examples:
Amazon | Yelp!
@danieleizans | #csforum11 35

36. WHEN TO DEPLOY
- Publishers have access and
permissions to user data
- A recommendation engine
or algorithm exist
- A CMS is powering content
- Products/Services have a
heavy social component
- In combination with Self-
Directed Context
@danieleizans | #csforum11 36

37. REQUIREMENTS
RESEARCH:
- Use Case
- Behavioral
- Taxonomic
- Usability Testing
- Intercept Testing
DATA NEEDS:
- Engagement Flows
- Cross Platform Strategy
- Taxonomy Strategy
- Privacy Permissions
@danieleizans | #csforum11 37

38. ATTITUDINAL CONTEXT
Plans for content refinement based
on mined user data from:
- Self reported survey
- Site search analytics
- Intercept/opinion studies
- Qualitative panels
Examples:
Various Mobile Apps | ESPN.com | Apple
@danieleizans | #csforum11 38

39. WHEN TO DEPLOY
- Budget allows for study
- Content/Navigation or
Platform elements are
ineffective
- Numerous segments are
engaged with key site areas
- Product, service dictate
frequent analysis of satisfaction
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40. REQUIREMENTS
RESEARCH
- Opinion Survey
- Intercept Studies
- Panel Testing
- Usability Testing
Data
- Governance Plan
- Analytics Support
- Effectiveness Measures
- Optimization Plan
@danieleizans | #csforum11 40

41. MAKING CONTEXT
4 ACTIONABLE
@danieleizans | #csforum11 41

42. NOT OUR USERS
http://www.flickr.com/photos/tom_weilenmann/51673288/ | Flickr User Tom Weilenmann
@danieleizans | #csforum11 42

43. EVOLVING
“ The effects of technology do not occur at
the level of opinions or concepts, rather,
they alter “patterns of perception,”
steadily and without any resistance.
”
- Marshall McLuhan (Understanding Media: The Extensions Of Man)
@danieleizans | #csforum11 43

44. BE THE LADDER
CS
User
http://www.flickr.com/photos/tmtht/4029281127/sizes/o/in/photostream/ | Flickr User: kfjmiller
@danieleizans | #csforum11 44

45. ENGAGEMENT
@danieleizans | #csforum11 45

46. BRING THINGS
@danieleizans | #csforum11 46

47. OPTIMIZE BY ...
1. Collaborating with UX/Research/
Metrics
2. Testing, Testing, Testing
3. Refining, Refining, Refining
4. Collecting, Collecting Collecting
@danieleizans | #csforum11 47

48. BE USER CENTRIC
“ The way the mind works when
it's looking at something is totally
different than the way the mind
works when it's USING
something.
@danieleizans | #csforum11
”
- Gerry McGovern 5 Sept. 2011
48

49. CUTE BABY
@danieleizans | #csforum11 49

50. THANKS.
Daniel Eizans
Web: http://danieleizans.com
Twitter: @danieleizans
SlideShare: http://slideshare.net/danieleizans
LinkedIn: http://linkedin.com/in/deizans
E: daniel.eizans@teamdetroit.com
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