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FUNDAMENTALS OF
OMNICHANNEL
CONTENT STRATEGY
McGill University
1 May 2015
Agenda
Morning
■ Introductions & Expectations
■ Key Concepts
■ Considerations
■ Omnichannel Personalization
Roadmap
– Work...
INTRODUCTIONS &
EXPECTATIONS
1 May 2015 Fundamentals of Omnichannel Content Strategy 3
Hi There!
Peter Gabriel
Big Time
1 May 2015 Fundamentals of Omnichannel Content Strategy 4
About Your Presenters
Rebecca
Schneider
■ President, Azzard Consulting, a
content strategy consulting &
staffing firm.
■ 1...
About You
■ What is your experience with omnichannel?
■ What are your expectations for this workshop?
1 May 2015 Fundament...
Ground Rules
■ Everybody has a say
■ Parking lot for tangents
■ Limited electronic interruptions please!
1 May 2015 Fundam...
KEY CONCEPTS
1 May 2015 Fundamentals of Omnichannel Content Strategy 8
If someone likes you, they’ll
buy what you’re selling,
whether or not they need it.
Gene Simmons
1 May 2015 Fundamentals o...
Key Concepts
■ Intelligent Content
■ Omnichannel & Multichannel
■ Personalization
■ Content Marketing
■ User Journeys
■ Pe...
Understanding Intelligent Content
“Intelligent content is structurally rich and
semantically categorized and therefore
aut...
Using Intelligent Content
■ Enables you to create one instance of content and publish to many
different channels with opti...
Using Intelligent Content: Benefits
■ Builds logic into the content experience to support personalization, cross-
sell/ups...
Understanding Omnichannel &
Multichannel
Omnichannel content assumes the overall user
engagement with a particular user jo...
Understanding Omnichannel &
Multichannel
1 May 2015 Fundamentals of Omnichannel Content Strategy 15
A recreation of the im...
Understanding Omnichannel &
Multichannel
1 May 2015 Fundamentals of Omnichannel Content Strategy 16
Using Omnichannel
■ Makes content contextually relevant and builds the consumer relationship
■ Provides Single View of the...
Understanding Personalization
Personalization is contextual content targeted
to a user based on his or her needs and
behav...
Understanding Personalization
Content is served up to a user based on
any of the following:
■ Who is the user
■ Where the ...
Requirements for Personalization
■ An investment in new content
creation to support it
■ Personas/segments
■ Technology to...
Using Personalization
■ Develops a deeper relationship between the user and brand, providing
specific value or use to the ...
Understanding Content Marketing
“Content marketing is the marketing and
business process for creating and
distributing rel...
Using Content Marketing
■ Increases consumer loyalty and sells more products through meaningful
and timely communication
R...
Understanding User Journeys
“User journeys include the end-to-end
processes a user follows to complete a
particular task.”...
User Journeys: Benefits
■ Maps out the path of a user to ensure his or her needs are met by serving
up the most useful and...
Understanding Performance-
Driven Content
Performance-driven content is content an
organization measures and evaluates aft...
Using Performance Driven Content
■ Drives the best, most effective
and relevant content to a user
■ Optimizes the work fro...
CONSIDERATIONS
1 May 2015 Fundamentals of Omnichannel Content Strategy 28
Falling in love was the easy
part; planning a wedding -
yikes!
Niecy Nash
1 May 2015 Fundamentals of Omnichannel Content S...
Considerations
■ Considerations Within Omnichannel Context
■ Planning for Omnichannel
■ Omnichannel Challenges
1 May 2015 ...
Considerations
1 May 2015 Fundamentals of Omnichannel Content Strategy 31
Considerations: Business Goals
■ How does omnichannel further your business goals?
■ Do you understand your customer and k...
Considerations: Target Audiences
■ Who are your target audiences?
■ Do you have any developed personas and/or user data?
■...
Considerations: Operations
■ Executive Support
■ Budgetary Support (over multiple years)
■ Who needs to buy in? What are t...
Considerations: Technology
■ What do you need in terms of technology support?
■ Integration with systems and collaboration...
Considerations: Content
■ What are your content priorities? Channel priorities?
■ How will the content be created?
– Exter...
Considerations: Data Needs
■ Personalization – do you have the data you need?
– Customer Profiles (active, passive)
– Exte...
Considerations: Legal Issues
■ Customers are sensitive to data use (e.g., creep factor)
■ Any regulatory or compliance rul...
Considerations: Costs
■ Technology
■ Staff Time
– Project vs. “Day Job”
■ Consulting/Agency Costs
■ Ongoing funding needed...
Content Strategy & Omnichannel
Planning
Big things to consider:
■ Understand your content gaps and
needs (inventories!)
■ ...
Challenges: Operational/Business
■ Siloed business units
■ Conflicting incentive structures
– If a purchase was started on...
Challenges: Content
■ Cost to create and maintain content
– This is not a simple short-term marketing campaign
■ Additiona...
Challenges: Technology
■ Single View of Customer (SVOC) may be difficult due to system integration
issues
■ Integrated cro...
OMNICHANNEL
PERSONALIZATION
ROADMAP
1 May 2015 Fundamentals of Omnichannel Content Strategy 44
Give me six hours to chop
down a tree and I will spend
the first four sharpening the
axe.
Abraham Lincoln
1 May 2015 Funda...
Roadmap
■ Overview
■ Team Planning & Goals
■ Current State
■ Stakeholder Interviews
■ Omnichannel Personalization Roadmap
...
Roadmap: Overview
■ Plots prioritized and scheduled approach to achieving the short- and
long-term omnichannel recommendat...
Roadmap: Team Planning
■ Start with a multidisciplinary team
– Content Producing Group(s)
– Information Technology (archit...
Roadmap: Business Goals
■ What is the long term vision for the company?
■ What are the business goals within context of co...
Roadmap: Current Content
Ecosystem
■ Conduct a content inventory
– Content-producing systems, customer facing systems
– Me...
Roadmap: Stakeholder Interviews
■ Meet with key stakeholders (cast of 1000+ not necessary)
– Business Sponsor(s)
– MarCom
...
Roadmap: Workshops
■ Use workshops to define high-level roadmap that plots strategy for next 2-
3 years
■ High-Level Examp...
Omnichannel Personalization
Roadmap
Launch
[foundation]
1. Identify initial personas and segments to target per channel.
2...
Roadmap: Workshop Exercise
■ Sample Company: All Dressed Up (Salad Dressing Company)
– See company information handout
■ T...
CROSS-CHANNEL
JOURNEYS
1 May 2015 Fundamentals of Omnichannel Content Strategy 55
A journey is like marriage.
The certain way to be wrong
is to think you control it.
John Steinbeck
1 May 2015 Fundamentals...
Cross-Channel Journeys
■ Overview
■ Creating a Cross-Channel Journey
■ Journey Exercise
1 May 2015 Fundamentals of Omnicha...
Why Journeys?
■ Places the consumer and
customer at the center of the
experience
■ Allows content decisions
around user ne...
Cross-Channel Journey: Example
4/3/2015 Fundamentals of Omnichannel Content Strategy 59
Creating Your User Tasks
■ Start with tasks the user would need to complete a particular objective or
goal
– Review busine...
Determine Which Users Complete
Which Tasks
■ Use personas and segments to plot out which users perform which tasks
– A per...
Define the trigger for each task
■ Define the triggers for each task:
– A trigger is what sets the journey off in the firs...
Turning Tasks Into Journeys
■ Start with persona (or segment), user state and high-level user journey
task. Review the tri...
Turning Tasks Into Journeys
■ Create a set of steps that drive the user to complete it
1 May 2015 Fundamentals of Omnichan...
Turning Tasks Into Journeys
■ Create a set of steps that drive the user to complete it.
1 May 2015 Fundamentals of Omnicha...
Turning Tasks Into Journeys
■ Map Channel to each task (Answer the question: which channel is the
user in?)
1 May 2015 Fun...
Turning Tasks Into Journeys
■ Define the content necessary for each step in the journey
Persona User State User Journey Ch...
Additional Considerations
■ One journey may require several sub-paths or decision trees. Capture
what you feel are primary...
Complete the Mapping
■ Validate exercise with key stakeholders
■ May require user testing to document assumptions
■ Refine...
Exercise Instructions
■ Assume the following trigger:
– A user has created a recipe using All Dressed Up dressing for a pa...
METRICS & ANALYTICS
1 May 2015 Fundamentals of Omnichannel Content Strategy 71
However beautiful the
strategy, you should
occasionally look at the
results.
Winston Churchill
1 May 2015 Fundamentals of ...
Metrics & Analytics
■ Overview & Definitions
■ Metrics for Omnichannel
■ Metrics Exercise
1 May 2015 Fundamentals of Omnic...
Metrics & Analytics: Overview
Metrics: Tangible measures of inputs and
outputs.
Analytics: Conclusions drawn from metrics....
Understanding Analytics & Metrics
“Web analytics is the objective tracking,
collection, measurement, reporting and
analysi...
Metrics & Analytics: Hard Metrics
■ Quantitative measurements: numbers, facts. It’s the “what.”
– Web & Mobile
■ Conversio...
Metrics & Analytics: Soft Metrics
■ Qualitative: stories, feelings/motivation. It’s the “why.”
– Primary Research
■ Focus ...
Metrics for Omnichannel
■ Channel interactions: is the journey effective?
– Trending content
– Conversion rates after cont...
Using Metrics & Analytics
■ Allows you to constantly evaluate
your content so that you can
make decisions on what to do
wi...
Metrics by Touchpoint(Favorites)
Desktop  Bounce, Exit rates
 Conversion rates (however defined)
 Click path
E-mail  R...
Metrics by Touchpoint (Favorites)
Smartphone/Tablet App  Use of social media
 Acceptance of location awareness prompts
...
Metrics by Touchpoint (Favorites)
TV/Radio  Nielsen Ratings
 Specialty code usage
Cross
Channel/Platform
 Use of conten...
Metrics: Summary
1 May 2015 Fundamentals of Omnichannel Content Strategy 83
Metrics: Summary (cont.)
4/3/2015 Fundamentals of Omnichannel Content Strategy 84
Metrics Selection
■ Review business goals/objectives
■ Determine which metrics will best measure an objective’s success
■ ...
Metrics: Workshop Exercise
■ Review your roadmap
■ What metrics would you use to measure success?
1 May 2015 Fundamentals ...
GOVERNANCE &
TOOLS
1 May 2015 Fundamentals of Omnichannel Content Strategy 87
If you don’t know where
you are going, you’ll end up
someplace else.
Yogi Berra
1 May 2015 Fundamentals of Omnichannel Con...
Governance & Tools
■ Governance Benefits
■ Team Model
■ Tools
1 May 2015 Fundamentals of Omnichannel Content Strategy 89
Governance: Benefits
■ Provides a structure for content creation and maintenance
■ Provides a forum for content-related is...
Governance: Team Model
Governance Team
Working Groups
Brand Accessibility Legal Taxonomy ContentStrategy
Operations Techno...
Governance Tools: Content
Calendar
■ Provides central area for content planning and production
■ Should align with other c...
Governance Tools: Dashboards
■ Provides information on
content creation (or other)
progress
■ Helps to identify potential
...
Governance Tools: Governance
Workflow
■ Can be used in
conjunction with a
RACI chart.
■ Provides clear steps
in approval p...
Governance Tools: Review Model
1 May 2015 Fundamentals of Omnichannel Content Strategy 95
WORKSHOP REVIEW
1 May 2015 Fundamentals of Omnichannel Content Strategy 96
Are we there yet?
Donkey
Shrek’s Best Friend & Sidekick
1 May 2015 Fundamentals of Omnichannel Content Strategy 97
Workshop Review: Input Needed!
■ Review parking lot
■ Review feedback
– What went well?
– What could be improved?
1 May 20...
Any questions? Please ask!
Rebecca
■ rschneider@azzardconsulting.com
■ Web: azzardconsulting.com
■ LinkedIn:
www.linkedin....
THANK YOU!
1 May 2015 Fundamentals of Omnichannel Content Strategy 100
APPENDIX
1 May 2015 Fundamentals of Omnichannel Content Strategy 101
Suggested Reading (Omnichannel
Focus)
■ LCP Consulting. The Omni-Channel Dilemma. October 2014.
– http://www.lcpconsulting...
Suggested Reading
The following are not specific to omnichannel, however they will be useful
when embarking on an omnichan...
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Rebecca Schneider and Kevin P Nichols:
Omnichannel content strategy workshop: Building an omnichannel content strategy roadmap, designing cross-channel user journeys, and understanding metrics and analytics for omnichannel. For a complete set of workshop materials referenced in this deck, see: http://omnichannelcontentstrategy.com/workshop-materials/

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Fundamentals of Omnichannel Content Strategy

  1. 1. FUNDAMENTALS OF OMNICHANNEL CONTENT STRATEGY McGill University 1 May 2015
  2. 2. Agenda Morning ■ Introductions & Expectations ■ Key Concepts ■ Considerations ■ Omnichannel Personalization Roadmap – Workshop Exercise ■ Lunch! Afternoon ■ Cross-Channel Journeys – Workshop Exercise ■ Break! ■ Metrics & Analytics – Workshop Exercise ■ Governance & Tools ■ Workshop Review 1 May 2015 Fundamentals of Omnichannel Content Strategy 2
  3. 3. INTRODUCTIONS & EXPECTATIONS 1 May 2015 Fundamentals of Omnichannel Content Strategy 3
  4. 4. Hi There! Peter Gabriel Big Time 1 May 2015 Fundamentals of Omnichannel Content Strategy 4
  5. 5. About Your Presenters Rebecca Schneider ■ President, Azzard Consulting, a content strategy consulting & staffing firm. ■ 19 Years experience in Information Management ■ Industries: Retail, Auto Manufacturing, Financial Services, Telecommunications, Semiconductors Kevin Nichols ■ Director, Global Practice Lead, Content Strategy, Sapient/Nitro ■ 18 Years experience in the Web Development Industry ■ Key Clients: MIT Open Courseware, Hewlett Packard, Sprint, Intel 1 May 2015 Fundamentals of Omnichannel Content Strategy 5
  6. 6. About You ■ What is your experience with omnichannel? ■ What are your expectations for this workshop? 1 May 2015 Fundamentals of Omnichannel Content Strategy 6
  7. 7. Ground Rules ■ Everybody has a say ■ Parking lot for tangents ■ Limited electronic interruptions please! 1 May 2015 Fundamentals of Omnichannel Content Strategy 7
  8. 8. KEY CONCEPTS 1 May 2015 Fundamentals of Omnichannel Content Strategy 8
  9. 9. If someone likes you, they’ll buy what you’re selling, whether or not they need it. Gene Simmons 1 May 2015 Fundamentals of Omnichannel Content Strategy 9
  10. 10. Key Concepts ■ Intelligent Content ■ Omnichannel & Multichannel ■ Personalization ■ Content Marketing ■ User Journeys ■ Performance-Driven Content 1 May 2015 Fundamentals of Omnichannel Content Strategy 10
  11. 11. Understanding Intelligent Content “Intelligent content is structurally rich and semantically categorized and therefore automatically discoverable, reusable, reconfigurable, and adaptable.” – Ann Rockley Source: https://www.eiseverywhere.com/ehome/69264/137386/ 1 May 2015 Fundamentals of Omnichannel Content Strategy 11
  12. 12. Using Intelligent Content ■ Enables you to create one instance of content and publish to many different channels with optimized content per channel Desktop Experience Mobile Experience Packaging 1 May 2015 Fundamentals of Omnichannel Content Strategy 12
  13. 13. Using Intelligent Content: Benefits ■ Builds logic into the content experience to support personalization, cross- sell/upsell, recommendations based on previous content viewed and contextually relevant content experiences Recommendations’ Logic Cross-sell & Promo Logic 1 May 2015 Fundamentals of Omnichannel Content Strategy 13
  14. 14. Understanding Omnichannel & 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. Think Martha Stewart Living Omnimedia! Multichannel considers more than one channel. 1 May 2015 Fundamentals of Omnichannel Content Strategy 14
  15. 15. Understanding Omnichannel & Multichannel 1 May 2015 Fundamentals of Omnichannel Content Strategy 15 A recreation of the image by: http://maosuit.com/retail-2/stores/omi-channel-retail-101/ originally created byTyco.
  16. 16. Understanding Omnichannel & Multichannel 1 May 2015 Fundamentals of Omnichannel Content Strategy 16
  17. 17. 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 1 May 2015 Fundamentals of Omnichannel Content Strategy 17
  18. 18. Understanding Personalization Personalization is contextual content targeted to a user based on his or her needs and behaviors. 1 May 2015 Fundamentals of Omnichannel Content Strategy 18
  19. 19. 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 1 May 2015 Fundamentals of Omnichannel Content Strategy 19
  20. 20. 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 1 May 2015 Fundamentals of Omnichannel Content Strategy 20
  21. 21. Using Personalization ■ Develops a deeper relationship between the user and brand, providing specific value or use to the consumer Ratings, Personalized SelectionsContextual Targeting 1 May 2015 Fundamentals of Omnichannel Content Strategy 21
  22. 22. Understanding Content Marketing “Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” – Joe Pulizzi Source: http://contentmarketinginstitute.com/2012/06/content-marketing-definition/think 1 May 2015 Fundamentals of Omnichannel Content Strategy 22
  23. 23. Using Content Marketing ■ Increases consumer loyalty and sells more products through meaningful and timely communication Related Narrative Crowdsourcing Enriched Content 1 May 2015 Fundamentals of Omnichannel Content Strategy 23
  24. 24. Understanding User Journeys “User journeys include the end-to-end processes a user follows to complete a particular task.” – Kevin Nichols & Donald Chesnut Source: UX For Dummies, Page 62 1 May 2015 Fundamentals of Omnichannel Content Strategy 24
  25. 25. User Journeys: Benefits ■ Maps out the path of a user to ensure his or her needs are met by serving up the most useful and relevant content ■ Keeps the solution and content user-centered ■ Helps the business make decisions around end-user needs and motivations ■ Increases conversion and success metrics (when done well) because user is able to complete tasks seamlessly and easily ■ Provides insight into cross-channel user behavior; can set a baseline which can be further tested for validation 1 May 2015 Fundamentals of Omnichannel Content Strategy 25
  26. 26. Understanding Performance- Driven Content Performance-driven content is content an organization measures and evaluates after publishing in order to make decisions on future content priorities. 1 May 2015 Fundamentals of Omnichannel Content Strategy 26
  27. 27. Using Performance Driven Content ■ Drives the best, most effective and relevant content to a user ■ Optimizes the work from analytics, insights and competitive assessment so organizations can respond to a user’s content needs ■ Helps an organization build a publication model around performance 1 May 2015 Fundamentals of Omnichannel Content Strategy 27
  28. 28. CONSIDERATIONS 1 May 2015 Fundamentals of Omnichannel Content Strategy 28
  29. 29. Falling in love was the easy part; planning a wedding - yikes! Niecy Nash 1 May 2015 Fundamentals of Omnichannel Content Strategy 29
  30. 30. Considerations ■ Considerations Within Omnichannel Context ■ Planning for Omnichannel ■ Omnichannel Challenges 1 May 2015 Fundamentals of Omnichannel Content Strategy 30
  31. 31. Considerations 1 May 2015 Fundamentals of Omnichannel Content Strategy 31
  32. 32. Considerations: Business Goals ■ How does omnichannel further your business goals? ■ Do you understand your customer and know how omnichannel will benefit them (and by extension, your company)? ■ What channels do your customers use? ■ What if omnichannel is not the answer? 1 May 2015 Fundamentals of Omnichannel Content Strategy 32
  33. 33. Considerations: Target Audiences ■ Who are your target audiences? ■ Do you have any developed personas and/or user data? ■ What do they need/want? ■ What is the plan to provide your audiences with what they need/want? 1 May 2015 Fundamentals of Omnichannel Content Strategy 33
  34. 34. Considerations: Operations ■ Executive Support ■ Budgetary Support (over multiple years) ■ Who needs to buy in? What are the political ramifications? – Marketing Plan (internal use) ■ What else is going on? (IT initiatives, budget cycles, marketing campaigns) ■ What is a realistic high-level timeline for rollout (staggered is best)? 1 May 2015 Fundamentals of Omnichannel Content Strategy 34
  35. 35. Considerations: Technology ■ What do you need in terms of technology support? ■ Integration with systems and collaboration with IT will be important ■ What is the technology infrastructure costs and ongoing maintenance needs? ■ What sounds great in theory, may not work in real life 1 May 2015 Fundamentals of Omnichannel Content Strategy 35
  36. 36. Considerations: Content ■ What are your content priorities? Channel priorities? ■ How will the content be created? – Externally (e.g., agencies, content creators) – Internally (e.g., publication units, content authors) ■ Have you done a content inventory and audit? – Findings & Analysis? ■ Is this effort dove-tailing with a website redesign or CMS implementation? 1 May 2015 Fundamentals of Omnichannel Content Strategy 36
  37. 37. Considerations: Data Needs ■ Personalization – do you have the data you need? – Customer Profiles (active, passive) – External Data (e.g., Axiom) ■ Can data be shared across systems? – Do you need a data warehouse? ■ How will you measure results (positive or negative) – Metrics are more difficult to put in place after the fact – Baseline metrics are very important 1 May 2015 Fundamentals of Omnichannel Content Strategy 37
  38. 38. Considerations: Legal Issues ■ Customers are sensitive to data use (e.g., creep factor) ■ Any regulatory or compliance rules specific to your industry? ■ Privacy laws differ from country to country 1 May 2015 Fundamentals of Omnichannel Content Strategy 38
  39. 39. Considerations: Costs ■ Technology ■ Staff Time – Project vs. “Day Job” ■ Consulting/Agency Costs ■ Ongoing funding needed (not just implementation) 1 May 2015 Fundamentals of Omnichannel Content Strategy 39
  40. 40. Content Strategy & Omnichannel Planning Big things to consider: ■ Understand your content gaps and needs (inventories!) ■ Content production costs and timeline ■ System integration ■ Prioritize your channels (bring on additional channels later) 1 May 2015 Fundamentals of Omnichannel Content Strategy 40
  41. 41. Challenges: Operational/Business ■ Siloed business units ■ Conflicting incentive structures – If a purchase was started online, but completed in-store – who gets the credit? ■ Organizational acceptance of omnichannel (why bother) 1 May 2015 Fundamentals of Omnichannel Content Strategy 41
  42. 42. Challenges: Content ■ Cost to create and maintain content – This is not a simple short-term marketing campaign ■ Additional staffing (or different) staffing model may be required ■ UX does not always consider all content types ■ SEO requirements can twist content – e.g., keyword overload, synonyms in navigation 1 May 2015 Fundamentals of Omnichannel Content Strategy 42
  43. 43. Challenges: Technology ■ Single View of Customer (SVOC) may be difficult due to system integration issues ■ Integrated cross-channel inventory is costly ■ Product metadata is often not consistent across back-end and consumer facing systems ■ Metrics definitions may not be consistent across systems 1 May 2015 Fundamentals of Omnichannel Content Strategy 43
  44. 44. OMNICHANNEL PERSONALIZATION ROADMAP 1 May 2015 Fundamentals of Omnichannel Content Strategy 44
  45. 45. Give me six hours to chop down a tree and I will spend the first four sharpening the axe. Abraham Lincoln 1 May 2015 Fundamentals of Omnichannel Content Strategy 45
  46. 46. Roadmap ■ Overview ■ Team Planning & Goals ■ Current State ■ Stakeholder Interviews ■ Omnichannel Personalization Roadmap ■ Roadmap Exercise 1 May 2015 Fundamentals of Omnichannel Content Strategy 46
  47. 47. Roadmap: Overview ■ Plots prioritized and scheduled approach to achieving the short- and long-term omnichannel recommendations ■ Identifies bottom-up projects to feed it, and immediate opportunities to improve processes and demonstrate value ■ Start big, not small ■ Revisit roadmap and course correct as needed 1 May 2015 Fundamentals of Omnichannel Content Strategy 47
  48. 48. Roadmap: Team Planning ■ Start with a multidisciplinary team – Content Producing Group(s) – Information Technology (architects) – Sponsoring Business Unit Representative(s) (with budget authority) – Marketing (MarCom) – Subject Matter Experts (as needed) ■ Establish core group members, meeting intervals ■ Each meeting should have clear goals and action items ■ A RACI or similar tool may be useful 1 May 2015 Fundamentals of Omnichannel Content Strategy 48
  49. 49. Roadmap: Business Goals ■ What is the long term vision for the company? ■ What are the business goals within context of corporate strategy? ■ What are the objectives in place to meet those goals? ■ How will omnichannel advance business goals? ■ Who are your audience(s)? ■ What channels are important to your business? Answer the above as part of a discovery phase. 1 May 2015 Fundamentals of Omnichannel Content Strategy 49
  50. 50. Roadmap: Current Content Ecosystem ■ Conduct a content inventory – Content-producing systems, customer facing systems – Metadata-producing systems ■ Evaluate Content – Gaps – Overlaps – Overall Quality (Keep/Kill/Edit) ■ Currency ■ Voice & Tone 1 May 2015 Fundamentals of Omnichannel Content Strategy 50
  51. 51. Roadmap: Stakeholder Interviews ■ Meet with key stakeholders (cast of 1000+ not necessary) – Business Sponsor(s) – MarCom – Content Producers – Information Technology ■ Ask same/similar questions (interview protocol) ■ Provide findings & analysis report ■ Use report to inform roadmap 1 May 2015 Fundamentals of Omnichannel Content Strategy 51
  52. 52. Roadmap: Workshops ■ Use workshops to define high-level roadmap that plots strategy for next 2- 3 years ■ High-Level Example: Omnichannel Personalization Roadmap (next slide) ■ We will go through a workshop exercise today 1 May 2015 Fundamentals of Omnichannel Content Strategy 52
  53. 53. Omnichannel Personalization Roadmap Launch [foundation] 1. Identify initial personas and segments to target per channel. 2. Establish the content needed to support each group (what do you want to serve up to each segment and persona and to what degree?) 3. Establish the rules for serving up content (if User X indicated he or she is Y in user profile then serve up this content . . .) per channel per user task. 4. Account for taxonomy and controlled vocabularies to enable the experience. Evolution [9-12 months post launch] 1. Test existing content by running ongoing metrics and audits to see how consumers interact with the content experience. 2. Identify additional content areas, such as enhanced cross-sell, up-sell. 3. Test assumed customer journeys across channels to verify accuracy and optimize content performance. 4. Rollout enhanced personalization per channel. Enrichment [18+ months post launch] 1. Integrate omnichannel for all channels. 2. Continue to create immersive content. 3. Leverage new or emerging technologies and techniques. 4. Optimize per business needs, analytics and consumer trends. 1 May 2015 Fundamentals of Omnichannel Content Strategy 53
  54. 54. Roadmap: Workshop Exercise ■ Sample Company: All Dressed Up (Salad Dressing Company) – See company information handout ■ To define your roadmap, use the white Roadmap cards and place them in the appropriate cells on the Roadmap grid. Focus on one channel. – Feel free to create your own cards ■ Careful, there may be a few roadblocks placed in your way! 1 May 2015 Fundamentals of Omnichannel Content Strategy 54
  55. 55. CROSS-CHANNEL JOURNEYS 1 May 2015 Fundamentals of Omnichannel Content Strategy 55
  56. 56. A journey is like marriage. The certain way to be wrong is to think you control it. John Steinbeck 1 May 2015 Fundamentals of Omnichannel Content Strategy 56
  57. 57. Cross-Channel Journeys ■ Overview ■ Creating a Cross-Channel Journey ■ Journey Exercise 1 May 2015 Fundamentals of Omnichannel Content Strategy 57
  58. 58. Why Journeys? ■ Places the consumer and customer at the center of the experience ■ Allows content decisions around user needs ■ Helps to create a publishing model centered around end- user needs and content types, as opposed to internal business silos ■ Keeps the focus cross-channel 1 May 2015 Fundamentals of Omnichannel Content Strategy 58
  59. 59. Cross-Channel Journey: Example 4/3/2015 Fundamentals of Omnichannel Content Strategy 59
  60. 60. Creating Your User Tasks ■ Start with tasks the user would need to complete a particular objective or goal – Review business goals, objectives, etc. – Define key consumer objectives (Purchase a product, download a paper, create a profile) – It may be helpful to put yourself in the mind of the consumer by stating: I would like to… ■ Support a product I have purchased ■ Upgrade a product ■ Find a career 1 May 2015 Fundamentals of Omnichannel Content Strategy 60
  61. 61. Determine Which Users Complete Which Tasks ■ Use personas and segments to plot out which users perform which tasks – A persona tells you who the user is from a behavioral point of view – A segment tells you who the user is from a demographic point of view ■ Consider for each persona or segment a user state. User states could include: – Anonymous—we know nothing about her – Repeat visitor—she comes to our site or properties – Existing consumer—she has used our products or services and created a user profile with us – Influencer—she writes about us 1 May 2015 Fundamentals of Omnichannel Content Strategy 61
  62. 62. Define the trigger for each task ■ Define the triggers for each task: – A trigger is what sets the journey off in the first place and executes the first task. (e.g., An ad on TV which advertises a product and inspires the user to Google it) ■ Triggers can be passive and active – Active: when a user has a particular need (buy a new dress, create a recipe, etc.) – Inactive: when a user is inspired to complete a task based on an ad he or she sees ■ Ask yourself: What would cause the user to initiate the task? ■ Note, there may be several triggers, but knowing these inform the type of journeys to create and help you figure out the first step in the 1 May 2015 Fundamentals of Omnichannel Content Strategy 62
  63. 63. Turning Tasks Into Journeys ■ Start with persona (or segment), user state and high-level user journey task. Review the triggers for inspiration. 1 May 2015 Fundamentals of Omnichannel Content Strategy 63 Persona User State User Journey Soccer Mom Anonymous Buy a Product Soccer Mom Anonymous Buy a Product Soccer Mom Anonymous Buy a Product
  64. 64. Turning Tasks Into Journeys ■ Create a set of steps that drive the user to complete it 1 May 2015 Fundamentals of Omnichannel Content Strategy 64 Persona User State User Journey Soccer Mom Anonymous Buy a Product – Step One: searches for product in Google Soccer Mom Anonymous Buy a Product – Step Two: clicks on product in carousel goes to product detail Soccer Mom Anonymous But a Product – Step Three: Add to cart
  65. 65. Turning Tasks Into Journeys ■ Create a set of steps that drive the user to complete it. 1 May 2015 Fundamentals of Omnichannel Content Strategy 65 Persona User State User Journey Soccer Mom Anonymous Buy a Product – Step One: searches for product in Google Soccer Mom Anonymous Buy a Product – Step Two: clicks on product in carousel goes to product detail Soccer Mom Anonymous But a Product – Step Three: Add to cart
  66. 66. Turning Tasks Into Journeys ■ Map Channel to each task (Answer the question: which channel is the user in?) 1 May 2015 Fundamentals of Omnichannel Content Strategy 66 Persona User State User Journey Channel Soccer Mom Anonymous Buy a Product – Step One: searches for product in Google Website (Desktop) Mobile (App) Soccer Mom Anonymous Buy a Product – Step Two: clicks on product in carousel goes to product detail Website (Desktop) Mobile (App) Soccer Mom Anonymous But a Product – Step Three: Add to cart Website (Desktop) Mobile (App)
  67. 67. Turning Tasks Into Journeys ■ Define the content necessary for each step in the journey 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 1 May 2015 Fundamentals of Omnichannel Content Strategy 67
  68. 68. Additional Considerations ■ One journey may require several sub-paths or decision trees. Capture what you feel are primary decisions within the journey. – The point of a journey is that it makes assumptions around a user’s path so that you can determine which content to serve up; if it is incorrect, you can modify as needed ■ Build out journeys for one task at a time, accounting for all personas. For each persona, you may require a separate worksheet in Excel. ■ Some personas may end up sharing the same steps within a journey 1 May 2015 Fundamentals of Omnichannel Content Strategy 68
  69. 69. Complete the Mapping ■ Validate exercise with key stakeholders ■ May require user testing to document assumptions ■ Refine as needed – You should plan to validate the journeys after you launch the project through testing and ongoing measurement of content – Journeys may change as user behavior changes and new technologies enter into the market 1 May 2015 Fundamentals of Omnichannel Content Strategy 69
  70. 70. Exercise Instructions ■ Assume the following trigger: – A user has created a recipe using All Dressed Up dressing for a party and guests ask for him/her to share it ■ Assume the following persona and user state: – User State: Artisanal Millennial; User State: Anonymous ■ Create a list of tasks (e.g., share a recipe) and define the content necessary to support it (Kevin to demonstrate) 1 May 2015 Fundamentals of Omnichannel Content Strategy 70
  71. 71. METRICS & ANALYTICS 1 May 2015 Fundamentals of Omnichannel Content Strategy 71
  72. 72. However beautiful the strategy, you should occasionally look at the results. Winston Churchill 1 May 2015 Fundamentals of Omnichannel Content Strategy 72
  73. 73. Metrics & Analytics ■ Overview & Definitions ■ Metrics for Omnichannel ■ Metrics Exercise 1 May 2015 Fundamentals of Omnichannel Content Strategy 73
  74. 74. Metrics & Analytics: Overview Metrics: Tangible measures of inputs and outputs. Analytics: Conclusions drawn from metrics. Don’t forget to create a baseline! 1 May 2015 Fundamentals of Omnichannel Content Strategy 74
  75. 75. 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 1 May 2015 Fundamentals of Omnichannel Content Strategy 75
  76. 76. 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 ■ Search – Internal, Organic, Paid – keyword usage ■ When to use: – There is a need to demonstrate a quantifiable return on investment – Too much anecdotal information is being used to make decisions 1 May 2015 Fundamentals of Omnichannel Content Strategy 76
  77. 77. 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 1 May 2015 Fundamentals of Omnichannel Content Strategy 77
  78. 78. Metrics for Omnichannel ■ Channel interactions: is the journey effective? – Trending content – Conversion rates after content interaction ■ User satisfaction: is the customer satisfied with the omni experience? – Sharing on social – Downloaded content – Survey data – Bounce & exit rates 1 May 2015 Fundamentals of Omnichannel Content Strategy 78
  79. 79. Using Metrics & Analytics ■ Allows you to constantly evaluate your content so that you can make decisions on what to do with it ■ Helps identify under performing content – which may require rethinking or user experience changes ■ Provides opportunity to communicate content success (or content failure) to management 1 May 2015 Fundamentals of Omnichannel Content Strategy 79
  80. 80. Metrics by Touchpoint(Favorites) Desktop  Bounce, Exit rates  Conversion rates (however defined)  Click path E-mail  Response to e-mail Call To Action (CTA)  Sign-up for e-mail alerts In-Store  In-Store pickup from online order  QR code usage Packaging  QR code usage Print Advertising  QR code usage  Coupon usage Event  Attendance  Interactions with activities (e.g., content participation)  Leads generated 1 May 2015 Fundamentals of Omnichannel Content Strategy 80
  81. 81. Metrics by Touchpoint (Favorites) Smartphone/Tablet App  Use of social media  Acceptance of location awareness prompts  Use of specialized app vs. website  Conversion rates  What is sold in an app vs. website (mobile or other) Smartphone/Tablet Web  Orientation changes  Use of social media  Acceptance of location awareness prompts  Location of use (in-store?)  What is sold in non-app vs. website (mobile or other) SMS  Number of messages sent (based on message type)  Number of SMS CTA responses 1 May 2015 Fundamentals of Omnichannel Content Strategy 81
  82. 82. Metrics by Touchpoint (Favorites) TV/Radio  Nielsen Ratings  Specialty code usage Cross Channel/Platform  Use of content between platforms  Switching from mobile to desktop to app experience  Commodity content – preferred method of ingestion 1 May 2015 Fundamentals of Omnichannel Content Strategy 82
  83. 83. Metrics: Summary 1 May 2015 Fundamentals of Omnichannel Content Strategy 83
  84. 84. Metrics: Summary (cont.) 4/3/2015 Fundamentals of Omnichannel Content Strategy 84
  85. 85. Metrics Selection ■ Review business goals/objectives ■ Determine which metrics will best measure an objective’s success ■ Use the SMART approach: – Specific – Measureable – Assignable – Realistic – Time-related 1 May 2015 Fundamentals of Omnichannel Content Strategy 85
  86. 86. Metrics: Workshop Exercise ■ Review your roadmap ■ What metrics would you use to measure success? 1 May 2015 Fundamentals of Omnichannel Content Strategy 86
  87. 87. GOVERNANCE & TOOLS 1 May 2015 Fundamentals of Omnichannel Content Strategy 87
  88. 88. If you don’t know where you are going, you’ll end up someplace else. Yogi Berra 1 May 2015 Fundamentals of Omnichannel Content Strategy 88
  89. 89. Governance & Tools ■ Governance Benefits ■ Team Model ■ Tools 1 May 2015 Fundamentals of Omnichannel Content Strategy 89
  90. 90. Governance: Benefits ■ Provides a structure for content creation and maintenance ■ Provides a forum for content-related issues ■ Group members can collaboratively define success measures (reduce duplicative reporting) 1 May 2015 Fundamentals of Omnichannel Content Strategy 90
  91. 91. Governance: Team Model Governance Team Working Groups Brand Accessibility Legal Taxonomy ContentStrategy Operations Technology Marketing Publishing TaxonomyStrategy Executive Sponsor 1 May 2015 Fundamentals of Omnichannel Content Strategy 91
  92. 92. Governance Tools: Content Calendar ■ Provides central area for content planning and production ■ Should align with other calendars (technical implementations, marketing campaigns, product releases, etc.) ■ Include go-live dates, dependencies, responsible party 1 May 2015 Fundamentals of Omnichannel Content Strategy 92
  93. 93. Governance Tools: Dashboards ■ Provides information on content creation (or other) progress ■ Helps to identify potential roadblocks ■ Help to plan for future initiatives 1 May 2015 Fundamentals of Omnichannel Content Strategy 93
  94. 94. Governance Tools: Governance Workflow ■ Can be used in conjunction with a RACI chart. ■ Provides clear steps in approval process. ■ Shows hand off points. 4/3/2015 Fundamentals of Omnichannel Content Strategy 94
  95. 95. Governance Tools: Review Model 1 May 2015 Fundamentals of Omnichannel Content Strategy 95
  96. 96. WORKSHOP REVIEW 1 May 2015 Fundamentals of Omnichannel Content Strategy 96
  97. 97. Are we there yet? Donkey Shrek’s Best Friend & Sidekick 1 May 2015 Fundamentals of Omnichannel Content Strategy 97
  98. 98. Workshop Review: Input Needed! ■ Review parking lot ■ Review feedback – What went well? – What could be improved? 1 May 2015 Fundamentals of Omnichannel Content Strategy 98
  99. 99. Any questions? Please ask! Rebecca ■ rschneider@azzardconsulting.com ■ Web: azzardconsulting.com ■ LinkedIn: www.linkedin.com/in/rebeccaschneider ■ Twitter: twitter.com/azzardconsult Kevin ■ kevin@kevinpnichols.com ■ Web: kevinpnichols.com ■ LinkedIn: www.linkedin.com/in/kevinpnichols ■ Twitter: twitter.com/kpnichols ■ YouTube: www.youtube.com/user/kevinpnichols 1 May 2015 Fundamentals of Omnichannel Content Strategy 99 omnichannelcontentstrategy.com
  100. 100. THANK YOU! 1 May 2015 Fundamentals of Omnichannel Content Strategy 100
  101. 101. APPENDIX 1 May 2015 Fundamentals of Omnichannel Content Strategy 101
  102. 102. 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 1 May 2015 Fundamentals of Omnichannel Content Strategy 102
  103. 103. 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 1 May 2015 Fundamentals of Omnichannel Content Strategy 103
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Rebecca Schneider and Kevin P Nichols: Omnichannel content strategy workshop: Building an omnichannel content strategy roadmap, designing cross-channel user journeys, and understanding metrics and analytics for omnichannel. For a complete set of workshop materials referenced in this deck, see: http://omnichannelcontentstrategy.com/workshop-materials/

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