Using data to drive content strategy without being creepy

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With all the data you have on your target audience, it’s easy to personalize your story on an individual level, just right for the time of day, location, device, where they just came from, their buying habits, their friends’ preferences—and it can be downright creepy, too. Scary examples abound, in modern horror flicks and everyday Facebook tricks. So, how do you keep your story on target, and what content types, frequency and editorial style work, without going too far? In this session, you’ll see examples from several brands that walk the line and hear how customers reacted when they’ve gone too far. Then, you’ll leave with ideas of how to enrich the customer experience with a positive association of anticipatory service, rather than an invasion of privacy. Presented at Content Marketing World 2012, Columbus; #CMWorld, September 6, 2012.

Empresariales Tecnología

@mbloomstein #cmworld
Using data to
drive content strategy
without being creepy
Margot Bloomstein
Appropriate, Inc.
@mbloomstein • #cmworld

@mbloomstein #cmworld© 2011
@mbloomstein

@mbloomstein #cmworld
(cc) Chel.Pixie
Data for
content
targeting?

@mbloomstein #cmworld
data  information  knowledge  wisdom

@mbloomstein #cmworld
data  information  knowledge  wisdom
context

@mbloomstein #cmworld
relevance
data  information  knowledge  wisdom
context

@mbloomstein #cmworld
applicationrelevance
data  information  knowledge  wisdom
context

@mbloomstein #cmworld
We can motivate application.

@mbloomstein #cmworld
We can motivate application.
(cc) John C. Abell

@mbloomstein #cmworld
Just don’t be creepy about it.

@mbloomstein #cmworld
Every time
you confuse
context with
device

@mbloomstein #cmworld
Context
(cc) Euphoria

@mbloomstein #cmworld
You know me.
But do I know you know me?

@mbloomstein #cmworld
You know me.
But do I know you know me?
Do I want you to know me?

@mbloomstein #cmworld
You know me.
But do I know you know me?
Do I want you to know me?
And is it good for me if you
know me?

@mbloomstein #cmworld
Sometimes it’s good.
(cc) BentWright

@mbloomstein #cmworld
Sometimes it’s bad.
(cc) BentWright

@mbloomstein #cmworld
“…shows you information you regularly
search for or could be relevant to you because
of your current location, including weather,
nearby restaurants, schedules for the next bus
station, how long it’s going to take you to
drive home and currency information if it
finds you are in a different country.

@mbloomstein #cmworld
This is one of the few Google services that
reveals how much the company really knows
about you.

@mbloomstein #cmworld
The reason it doesn’t quite feel like that yet is
because of the limitations of the service.
There is so much more Google could do with
this service, but it feels as if Google
deliberately kept some features back for the
time being to ensure that users can get used
to how it works before adding more tools.

@mbloomstein #cmworld
Sometimes it’s good.

@mbloomstein #cmworld
Sometimes
it’s creepy.
© Dimension Films

@mbloomstein #cmworld
“Targeting” a pregnant teenager
(cc) Jr conlin

@mbloomstein #cmworld
How do you walk the line?

@mbloomstein #cmworld
How do you walk the line?
Pace yourself
Let users see their data
Date, don’t stalk

@mbloomstein #cmworld
Let users see their data.

@mbloomstein #cmworld
Date, don’t stalk.

@mbloomstein #cmworld© 2011
Don’t be creepy.
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomstein
http://amzn.to/CSatWork

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Using data to drive content strategy without being creepy

1. @mbloomstein #cmworld Using data to drive content strategy without being creepy Margot Bloomstein Appropriate, Inc. @mbloomstein • #cmworld

5. @mbloomstein #cmworld Content strategy: planning for the creation, aggregation, governance, and expiration of useful, usable, and brand-appropriate content in an experience.

6. @mbloomstein #cmworld (cc) Chel.Pixie Data for content targeting?

7. @mbloomstein #cmworld data  information  knowledge  wisdom

8. @mbloomstein #cmworld data  information  knowledge  wisdom context

9. @mbloomstein #cmworld relevance data  information  knowledge  wisdom context

10. @mbloomstein #cmworld applicationrelevance data  information  knowledge  wisdom context

11. @mbloomstein #cmworld We can motivate application.

12. @mbloomstein #cmworld We can motivate application. (cc) John C. Abell

13. @mbloomstein #cmworld We can motivate application.

14. @mbloomstein #cmworld Just don’t be creepy about it.

15. @mbloomstein #cmworld Context

16. @mbloomstein #cmworld Every time you confuse context with device

17. @mbloomstein #cmworld Context (cc) Euphoria

18. @mbloomstein #cmworld Context (cc) Euphoria

19. @mbloomstein #cmworld Context (cc) Euphoria

20. @mbloomstein #cmworld Context (cc) Euphoria

21. @mbloomstein #cmworld Context (cc) Euphoria

22. @mbloomstein #cmworld You know me.

23. @mbloomstein #cmworld You know me. But do I know you know me?

24. @mbloomstein #cmworld You know me. But do I know you know me? Do I want you to know me?

25. @mbloomstein #cmworld You know me. But do I know you know me? Do I want you to know me? And is it good for me if you know me?

26. @mbloomstein #cmworld Sometimes it’s good. (cc) BentWright

27. @mbloomstein #cmworld Sometimes it’s bad. (cc) BentWright

28. @mbloomstein #cmworld

29. @mbloomstein #cmworld “…shows you information you regularly search for or could be relevant to you because of your current location, including weather, nearby restaurants, schedules for the next bus station, how long it’s going to take you to drive home and currency information if it finds you are in a different country.

30. @mbloomstein #cmworld This is one of the few Google services that reveals how much the company really knows about you.

31. @mbloomstein #cmworld The reason it doesn’t quite feel like that yet is because of the limitations of the service. There is so much more Google could do with this service, but it feels as if Google deliberately kept some features back for the time being to ensure that users can get used to how it works before adding more tools.

32. @mbloomstein #cmworld Sometimes it’s good.

33. @mbloomstein #cmworld

35. @mbloomstein #cmworld “Targeting” a pregnant teenager (cc) Jr conlin

36. @mbloomstein #cmworld Ubiquitous Zappos

37. @mbloomstein #cmworld Ubiquitous Zappos

38. @mbloomstein #cmworld How do you walk the line?

39. @mbloomstein #cmworld How do you walk the line? Pace yourself Let users see their data Date, don’t stalk

40. @mbloomstein #cmworld Pace yourself.

41. @mbloomstein #cmworld Let users see their data.

42. @mbloomstein #cmworld Date, don’t stalk.