Lessons from Omnichannel: What Every Content Strategist Should Know with Kevin Nichols

LESSONS FROM
OMNICHANNEL
CONTENT STRATEGY
#InfoDevWorld
2 Oct 2015

INTRODUCTIONS
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com 2

Introductions
Kevin P Nichols
@kpnichols
■ Author, Team Builder, Thought
Leader
■ Expert in Enterprise Content Strategy,
Personalization and Omnichannel
■ Former Global Practice Lead,
Content Strategy, SapientNitro
■ 20 Years experience in the UX and
Digital worlds
■ Authored: Enterprise Content Strategy:
A Project Guide, Coauthor, UX for
Dummies
■ Leader for Content Strategy Alliance
Best Practices Initiative
■ Recent Workshops:
– Intelligent Content for Multichannel
Publishing
– Performance Driven Content
– Omnichannel Content Strategy
9/28/2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com 3

■ Definitions
■ Leverage Performance Driven Model
■ Understand the user as ALWAYS 1st
■ Harness cross-channel user journeys
■ Create personalized experiences and contextual content
■ Track metrics across channels
■ Follow omnichannel trends – integrated product inventory, SVoC

KEY CONCEPTS

Understanding Omnichannel &
Multichannel
Multichannel considers more than
one channel.

Multichannel
Omnichannel considers a user and
their entire cross-channel journey with
a brand, from the perspective of the
user.

Multichannel
Omnichannel content assumes the
overall user engagement with a
particular user journey, and serves up
content to each step in the process,
optimizing channel experiences.

Multichannel
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
A recreation of the image by: http://maosuit.com/retail-2/stores/omi-channel-retail-101/ originally created byTyco.
9

Multichannel

Using Omnichannel
■ Makes content contextually relevant and builds the consumer relationship
■ Provides Single View of the Customer & integrated product inventory
across channels
Home In-store Commerce Experience

LESSONS LEARNED

Lessons from Omnichannel
13

14

Defining performance-driven
content
Measurement and evaluation of content in
order to make decisions on future content
priorities.
Comes from school of data-driven marketing,
but is specific to content.

Using performance-driven content
■ “An experience never exists in a
complete state; measurements
and continual evaluation inform
future priorities.”
■ Once you publish content, you
continue to measure it
2 Oct 2015
Recreated from permission by Kevin P Nichols from Enterprise
Content Strategy: A Project Guide.
Source: Kevin P Nichols from Enterprise Content Strategy: A Project Guide.
Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com 16

Using performance-driven content
■ Drives intelligent content and
personalization
■ Maintains a user-centric
content experience
■ Enables omnichannel content
■ Helps an organization build a
publication model around
performance
2 Oct 2015
Recreated from permission by Kevin P Nichols from Enterprise
Content Strategy: A Project Guide.

It’s not going away anytime soon
69% of top company executives plan on increasing
their marketing data-driven approaches
Forbes Insights and Turn: Data Driven and Digitally Savvy: The Rise of the New Marketing Organization Report
74% of marketing executives plan to increase
marketing budgets this year for data.
Teradata, 2015 Global Data-Driven Marketing Survey

19

User – 1st approach
Agendas of business silos
and industry trends (mobile
first) aren’t in the driver’s
seat.
User’s requirements and
consumer needs drive
experiences.
2 Oct 2015
Image source: Wesley Fryer at this Flickr URL.

User – 1st approach
Ignore channel optimization and ignore your profits!
Alibaba – 9.3 Billion in sales more than black Friday and
cyber Monday combined.

23

User journeys – what
■ Maps a user pathway through a set of tasks
■ Can be inter-channel, intra-channel, cross-channel
■ Requires understanding users, their tasks, and what
triggers tasks

Inter- and intra-channel journeys –
example
Persona User State User Journey Channel Content
Soccer Mom Anonymous Buy a Product – Step
One: searches for
product in Google
Website (Desktop)
Mobile (App)
Product information
in home page
carousel
Soccer Mom Anonymous Buy a Product – Step
Two: clicks on
product in carousel
goes to product
detail
Website (Desktop)
Mobile (App)
Product detail page
Soccer Mom Anonymous But a Product – Step
Three: Add to cart
Website (Desktop)
Mobile (App)
Shopping cart
Source: Rebecca Schneider and Kevin Nichols The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols Workshop on OmnichannelContentStrategy.com

Cross-channel journey – example

User journeys – why
■ Places the consumer and
customer at the center of
the experience
■ Allows content decisions
around user needs
■ Helps to create a
publishing model around
end-user needs
■ Keeps the focus cross-
channel

28

Understanding Personalization
Personalization is contextual content targeted
to a user based on his or her needs and
behaviors.

Understanding Personalization
Content is served up to a user based on
any of the following:
■ Who is the user
■ Where the user is
■ Why the user engages
■ What the user engages with
■ How the user engages with the
experience
■ When the user engages with the
experience
http://commons.wikimedia.org/wiki/File:AN_OREGON_PERSONALIZED_LICENSE_PLATE_WITH_THE_LETTERS_%22WET%22_HOWEVER,_LACK_OF_RAIN_CREATED_A
_SERIOUS_ENERGY_CRISIS_IN..._-_NARA_-_555432.jpg

Requirements for Personalization
■ An investment in new content
creation to support it
■ Personas/segments
■ Technology to support it (logic-driven
content, user analysis, analytics)
■ The right measurements and analytics
■ A roadmap with short, mid, and long-
term goals

Using Personalization
■ Develops a deeper relationship between the user and brand, providing
specific value or use to the consumer
Ratings, Personalized SelectionsContextual Targeting

33

Understanding Analytics & Metrics
“Web analytics is the objective tracking,
collection, measurement, reporting and
analysis of quantitative internet data to
optimize websites and web marketing
initiatives.”
– Avinash Kaushik
Source: Web Analytics: An Hour a Day, Page 2

Metrics & Analytics: Hard Metrics
■ Quantitative measurements: numbers, facts. It’s the “what.”
– Web & Mobile
■ Conversions
■ # Visits
■ Time on Site
■ Media
– Click-through Performance on Advertisements/Banners
■ When to use:
– There is a need to demonstrate a quantifiable return on investment
– Too much anecdotal information is being used to make decisions

Metrics & Analytics: Soft Metrics
■ Qualitative: stories, feelings/motivation. It’s the “why.”
– Primary Research
■ Focus Groups
– Secondary Research
■ Marketing Trends
– Social Listening – Digital Anthropology
■ Online Behavioral Analysis
– Surveys
■ Customer Satisfaction
■ When to use
– Trying to understand customer behavior (needs,
motivations, perceptions)
– Further understand the hard metrics data

Using Metrics & Analytics
■ Track across channels
■ Identify under performing content
– which may require rethinking or
user experience changes
■ Leverage content success (or
content failure) for planning
■ Cast a wide net, all metrics, not
one to exclusion of the other

Metrics: Summary

Metrics: Summary (cont.)

Using Metrics & Analytics
Cross channel metrics and tracking the user journey
across channels was a key theme at Forrester’s 2015
Marketing Leader’s Forum
Top 4 Takeaways from the 2015 Forrester Marketing Leader’s Forum by Rachel Eisenhaur

41

Single View of Customer / Prod
Inventory

■ Leverage single view of the customer idea to develop
content
■ Think about integration points (integrated product
inventory, cross channel metrics, etc, in future content
decisions. Use customer journeys to do so.
Single View of Customer / Prod
Inventory
43

Contact Information
■ kevin@kevinpnichols.com
■ Web: kevinpnichols.com
■ LinkedIn:
www.linkedin.com/in/kevinpnichols
■ Twitter: twitter.com/kpnichols
■ YouTube:
www.youtube.com/user/kevinpnichols
Kevin P Nichols

Suggested Reading (Omnichannel
Focus)
■ LCP Consulting. The Omni-Channel Dilemma. October 2014.
– http://www.lcpconsulting.com/2014-omni-channel-study/
■ Trager, Lisa. Stop the insanity! Planning for a Unified Omnichannel Strategy. May 13, 2014.
– http://www.slideshare.net/tragester/stop-the-insanity-l-tragerfinal5914
■ Havas Worldwide. Prosumer Report. Building Brands That Matter: The Sweet Spot Between Trust & Dynamism. 2013.
– http://www.prosumer-report.com/blog/wp-content/uploads/downloads/2013/11/HWW-Prosumer-Report-Brand-Dynamism-Hi-Res.pdf
■ Deloitte Consulting. The Omnichannel Opportunity: Unlocking the Power of the Connected Consumer. February, 2014.
– http://www2.deloitte.com/content/dam/Deloitte/uk/Documents/consumer-business/unlocking-the-power-of-the-connected-
consumer.pdf
■ Forrester Consulting (commissioned by Accenture and hybris). Customer Desires vs. Retailer Capabilities: Minding the Omni-Channel
Commerce Gap. January 2014.
– http://www.accenture.com/SiteCollectionDocuments/Accenture-Customer-Desires-VS-Retailer-Capabilities.pdf
■ Retail Systems Research (sponsored by hybris). Omni-Channel 2014: Double Trouble. 2014.
– Request report at: http://hybris.com/en/downloads/analyst-report/rsr-omni-channel-2014/715

Suggested Reading
The following are not specific to omnichannel, however they will be useful
when embarking on an omnichannel initiative.
■ Jones, Colleen. Clout: The Art and Science of Influential Web Content.
New Riders: Berkeley, CA. 2011
■ Welchman, Lisa. Managing Chaos: Digital Governance by Design.
Rosenfeld Media: Brooklyn, NY. 2015

Lessons from Omnichannel: What Every Content Strategist Should Know with Kevin Nichols

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