SlideShare ist ein Scribd-Unternehmen logo
1 von 50
Downloaden Sie, um offline zu lesen
CONTEXTUALLY RELEVANT
 CONTENT STRATEGIES
 CONTENT STRATEGY FORUM 2011 - 6 SEPTEMBER 2011 | DANIEL EIZANS | @DANIELEIZANS




@danieleizans | #csforum11                                                        1
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
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
LIFE HAPPENED ...




@danieleizans | #csforum11   4
MY CONTEXT CHANGED




@danieleizans | #csforum11   5
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
CONTENT HAS TO
    WORK HARDER



@danieleizans | #csforum11   7
1 WHY CONTEXT?


@danieleizans | #csforum11   8
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
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




@danieleizans | #csforum11                   10
WHAT IT DELIVERS




@danieleizans | #csforum11        11
CONTEXT = ENGAGEMENT




@danieleizans | #csforum11   12
@danieleizans | #csforum11   13
HUMANS = ROBOTS




@danieleizans | #csforum11    14
ROBOTS HAVE WIRES




@danieleizans | #csforum11    15
HUMANS HAVE BRAINS




@danieleizans | #csforum11   16
AND BRAINS ARE TRICKY




@danieleizans | #csforum11     17
PEOPLE THINK DIFFERENTLY




@danieleizans | #csforum11   18
CONTEXT SHIFTS BY DEVICE




@danieleizans | #csforum11   19
ALSO ...
  Access Speed
  Time Of Access
  Temperature
  Geography
  Cognitive Capacity
  Content Familiarity
  Etc.
  Etc.
  Etc.
@danieleizans | #csforum11
BE AN ETHNOGRAPHER




@danieleizans | #csforum11         21
ANALYZING USER
         2 CONTEXTS


@danieleizans | #csforum11   22
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
@danieleizans | #csforum11                                                                    23
PERSONAL-SITUATIONAL CONTEXT
                                                Task     Need            Task




                     Task                    Situation                  Task




                                                          Need
                             Need                                        Task




              Task                    Task
                                                                 Task



                                SCENARIO REQUIRING CONTENT
@danieleizans | #csforum11                                                      24
SITUATIONAL-BEHAVIORAL CONTEXT
                                                         Task      Need                 Task




                               Physical                             Emotional


                        Task                          Situation                        Task




                                                                    Need
                                 Need                 Cognitive                         Task




                 Task                          Task
                                                                                Task




                                          CONTEXTUAL CONTENT STRATEGY
@danieleizans | #csforum11                                                                     25
EVOLUTION OF USER CONTEXT




@danieleizans | #csforum11                               26
CONTEXT MODELS
         3 FOR CONTENT
           PLANNING

@danieleizans | #csforum11   27
CONTEXT MODELS

                             Self Directed   Situational




                              Preferential   Attitudinal



@danieleizans | #csforum11                                 28
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
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
REQUIREMENTS
RESEARCH
- Stakeholder Interviews
- User Panels / Interviews
- Competitive Analysis
- Light Usability Testing

DATA NEEDS
- Site Side Analytics (SSA)
Analysis
- Content Metrics



@danieleizans | #csforum11    31
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
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
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
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
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
REQUIREMENTS
 RESEARCH:
- Use Case
- Behavioral
- Taxonomic
- Usability Testing
- Intercept Testing

DATA NEEDS:
- Engagement Flows
- Cross Platform Strategy
- Taxonomy Strategy
- Privacy Permissions

@danieleizans | #csforum11   37
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
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


@danieleizans | #csforum11          39
REQUIREMENTS
RESEARCH
- Opinion Survey
- Intercept Studies
- Panel Testing
- Usability Testing

Data
- Governance Plan
- Analytics Support
- Effectiveness Measures
- Optimization Plan


@danieleizans | #csforum11   40
MAKING CONTEXT
         4 ACTIONABLE


@danieleizans | #csforum11   41
NOT OUR USERS




               http://www.flickr.com/photos/tom_weilenmann/51673288/ | Flickr User Tom Weilenmann

@danieleizans | #csforum11                                                                         42
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
BE THE LADDER
    CS



 User




                   http://www.flickr.com/photos/tmtht/4029281127/sizes/o/in/photostream/ | Flickr User: kfjmiller


@danieleizans | #csforum11                                                                                         44
ENGAGEMENT




@danieleizans | #csforum11       45
BRING THINGS




@danieleizans | #csforum11        46
OPTIMIZE BY ...
      1. Collaborating with UX/Research/
      Metrics

      2. Testing, Testing, Testing

      3. Refining, Refining, Refining

      4. Collecting, Collecting Collecting

@danieleizans | #csforum11                   47
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
CUTE BABY




@danieleizans | #csforum11               49
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




@danieleizans | #csforum11                       50

Weitere ähnliche Inhalte

Andere mochten auch

Andere mochten auch (6)

Internet
InternetInternet
Internet
 
Internet
InternetInternet
Internet
 
PCI - Alliancing is changing
PCI - Alliancing is changing PCI - Alliancing is changing
PCI - Alliancing is changing
 
Trasformazione Sociale
Trasformazione Sociale Trasformazione Sociale
Trasformazione Sociale
 
이태석과 Korean sdb
이태석과 Korean sdb이태석과 Korean sdb
이태석과 Korean sdb
 
Biology project2011
Biology project2011Biology project2011
Biology project2011
 

Ähnlich wie Csforum11 contextually-relevant-cs-eizans083111-110906040407-phpapp01 (7)

Context Modeling For Web Development
Context Modeling For Web DevelopmentContext Modeling For Web Development
Context Modeling For Web DevelopmentDaniel Eizans
 
Persona Centric Approach to Experience Led Journeys
Persona Centric Approach to Experience Led JourneysPersona Centric Approach to Experience Led Journeys
Persona Centric Approach to Experience Led JourneysPia Chon
 
David Atkins Digital DNA Infusion presentation key west sept 2011
David Atkins Digital DNA Infusion presentation key west sept 2011David Atkins Digital DNA Infusion presentation key west sept 2011
David Atkins Digital DNA Infusion presentation key west sept 2011David Atkins
 
Social India - Wikibrands Presentation
Social  India - Wikibrands PresentationSocial  India - Wikibrands Presentation
Social India - Wikibrands PresentationSean Moffitt
 
Econsultancy and ethology: Digital Marketing Strategy for the Three Screens
Econsultancy and ethology: Digital Marketing Strategy for the Three ScreensEconsultancy and ethology: Digital Marketing Strategy for the Three Screens
Econsultancy and ethology: Digital Marketing Strategy for the Three ScreensMike Corak
 
Why Millennials Aren't Buying Cars
Why Millennials Aren't Buying CarsWhy Millennials Aren't Buying Cars
Why Millennials Aren't Buying CarsLindsey Kirchoff
 
The Mobile Marketing Race is On!
The Mobile Marketing Race is On!The Mobile Marketing Race is On!
The Mobile Marketing Race is On!Bluetrain.io
 
They Are Not Who You Think They Are
They Are Not Who You Think They AreThey Are Not Who You Think They Are
They Are Not Who You Think They AreAndrew Heaton
 
Maura Neill: Realtor on the GO
Maura Neill: Realtor on the GOMaura Neill: Realtor on the GO
Maura Neill: Realtor on the GOMaura Neill
 
Mobile and B2B Marketing: Do They Mix?
Mobile and B2B Marketing: Do They Mix?Mobile and B2B Marketing: Do They Mix?
Mobile and B2B Marketing: Do They Mix?Adrian Parker
 
Boris Chan - FITC SCREENS - Becoming Social By Default on Mobile
Boris Chan - FITC SCREENS - Becoming Social By Default on MobileBoris Chan - FITC SCREENS - Becoming Social By Default on Mobile
Boris Chan - FITC SCREENS - Becoming Social By Default on MobileBoris Chan
 
Integrated Digital Marketing for Franchise Systems
Integrated Digital Marketing for Franchise SystemsIntegrated Digital Marketing for Franchise Systems
Integrated Digital Marketing for Franchise SystemsLocation3 Media
 
Dana Social Networking Neppa 2010
Dana Social Networking Neppa 2010Dana Social Networking Neppa 2010
Dana Social Networking Neppa 2010Dana Zezzo, CAS
 
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing4 Pillars of Digital Marketing
4 Pillars of Digital MarketingJon Payne
 
Next gen mobile aug 2013 scotland
Next gen mobile aug 2013 scotlandNext gen mobile aug 2013 scotland
Next gen mobile aug 2013 scotlandhjc
 
The Yellow Page Market in transition – which business models can profit besid...
The Yellow Page Market in transition – which business models can profit besid...The Yellow Page Market in transition – which business models can profit besid...
The Yellow Page Market in transition – which business models can profit besid...b-to-v Partners AG
 

Ähnlich wie Csforum11 contextually-relevant-cs-eizans083111-110906040407-phpapp01 (7) (20)

Context Modeling For Web Development
Context Modeling For Web DevelopmentContext Modeling For Web Development
Context Modeling For Web Development
 
Persona Centric Approach to Experience Led Journeys
Persona Centric Approach to Experience Led JourneysPersona Centric Approach to Experience Led Journeys
Persona Centric Approach to Experience Led Journeys
 
David Atkins Digital DNA Infusion presentation key west sept 2011
David Atkins Digital DNA Infusion presentation key west sept 2011David Atkins Digital DNA Infusion presentation key west sept 2011
David Atkins Digital DNA Infusion presentation key west sept 2011
 
Social India - Wikibrands Presentation
Social  India - Wikibrands PresentationSocial  India - Wikibrands Presentation
Social India - Wikibrands Presentation
 
Econsultancy and ethology: Digital Marketing Strategy for the Three Screens
Econsultancy and ethology: Digital Marketing Strategy for the Three ScreensEconsultancy and ethology: Digital Marketing Strategy for the Three Screens
Econsultancy and ethology: Digital Marketing Strategy for the Three Screens
 
Why Millennials Aren't Buying Cars
Why Millennials Aren't Buying CarsWhy Millennials Aren't Buying Cars
Why Millennials Aren't Buying Cars
 
The Mobile Marketing Race is On!
The Mobile Marketing Race is On!The Mobile Marketing Race is On!
The Mobile Marketing Race is On!
 
Cars Final Report (2).ppt
Cars Final Report (2).pptCars Final Report (2).ppt
Cars Final Report (2).ppt
 
Future of Search
Future of SearchFuture of Search
Future of Search
 
They Are Not Who You Think They Are
They Are Not Who You Think They AreThey Are Not Who You Think They Are
They Are Not Who You Think They Are
 
Maura Neill: Realtor on the GO
Maura Neill: Realtor on the GOMaura Neill: Realtor on the GO
Maura Neill: Realtor on the GO
 
Mobile and B2B Marketing: Do They Mix?
Mobile and B2B Marketing: Do They Mix?Mobile and B2B Marketing: Do They Mix?
Mobile and B2B Marketing: Do They Mix?
 
Boris Chan - FITC SCREENS - Becoming Social By Default on Mobile
Boris Chan - FITC SCREENS - Becoming Social By Default on MobileBoris Chan - FITC SCREENS - Becoming Social By Default on Mobile
Boris Chan - FITC SCREENS - Becoming Social By Default on Mobile
 
Integrated Digital Marketing for Franchise Systems
Integrated Digital Marketing for Franchise SystemsIntegrated Digital Marketing for Franchise Systems
Integrated Digital Marketing for Franchise Systems
 
Dana Social Networking Neppa 2010
Dana Social Networking Neppa 2010Dana Social Networking Neppa 2010
Dana Social Networking Neppa 2010
 
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
 
Next gen mobile aug 2013 scotland
Next gen mobile aug 2013 scotlandNext gen mobile aug 2013 scotland
Next gen mobile aug 2013 scotland
 
The Yellow Page Market in transition – which business models can profit besid...
The Yellow Page Market in transition – which business models can profit besid...The Yellow Page Market in transition – which business models can profit besid...
The Yellow Page Market in transition – which business models can profit besid...
 
Ereputation Theartofwar2011
Ereputation Theartofwar2011Ereputation Theartofwar2011
Ereputation Theartofwar2011
 
Ereputation 2011
Ereputation 2011Ereputation 2011
Ereputation 2011
 

Kürzlich hochgeladen

IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...
IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...
IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...Sportsnewstec24
 
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...mxmindia
 
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...mxmindia
 
NCAA Tournament Free Pick, March 22 From Top March Madness Sports Handicapper
NCAA Tournament Free Pick, March 22 From  Top March Madness Sports HandicapperNCAA Tournament Free Pick, March 22 From  Top March Madness Sports Handicapper
NCAA Tournament Free Pick, March 22 From Top March Madness Sports HandicapperJoe Duffy
 
Euro 2024 Serbia's Return to the European Championship.docx
Euro 2024 Serbia's Return to the European Championship.docxEuro 2024 Serbia's Return to the European Championship.docx
Euro 2024 Serbia's Return to the European Championship.docxEticketing.co
 
Nicholas Kodomichalos: A Tale of Sporting Brilliance with Nick Kodos
Nicholas Kodomichalos: A Tale of Sporting Brilliance with Nick KodosNicholas Kodomichalos: A Tale of Sporting Brilliance with Nick Kodos
Nicholas Kodomichalos: A Tale of Sporting Brilliance with Nick KodosNicholasKodomichalos1
 
Kobe Bryant, The story of the "Black Mamba"
Kobe Bryant, The story of the "Black Mamba"Kobe Bryant, The story of the "Black Mamba"
Kobe Bryant, The story of the "Black Mamba"bmfcavalchini
 
Instruction Manual | Nightforce CFS 6-36x50 F1 | Optics Trade
Instruction Manual | Nightforce CFS 6-36x50 F1 | Optics TradeInstruction Manual | Nightforce CFS 6-36x50 F1 | Optics Trade
Instruction Manual | Nightforce CFS 6-36x50 F1 | Optics TradeOptics-Trade
 
TheOrmaxSportsAudienceReport2024-MediaHighlights.pdf
TheOrmaxSportsAudienceReport2024-MediaHighlights.pdfTheOrmaxSportsAudienceReport2024-MediaHighlights.pdf
TheOrmaxSportsAudienceReport2024-MediaHighlights.pdfSocial Samosa
 

Kürzlich hochgeladen (9)

IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...
IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...
IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...
 
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
 
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
 
NCAA Tournament Free Pick, March 22 From Top March Madness Sports Handicapper
NCAA Tournament Free Pick, March 22 From  Top March Madness Sports HandicapperNCAA Tournament Free Pick, March 22 From  Top March Madness Sports Handicapper
NCAA Tournament Free Pick, March 22 From Top March Madness Sports Handicapper
 
Euro 2024 Serbia's Return to the European Championship.docx
Euro 2024 Serbia's Return to the European Championship.docxEuro 2024 Serbia's Return to the European Championship.docx
Euro 2024 Serbia's Return to the European Championship.docx
 
Nicholas Kodomichalos: A Tale of Sporting Brilliance with Nick Kodos
Nicholas Kodomichalos: A Tale of Sporting Brilliance with Nick KodosNicholas Kodomichalos: A Tale of Sporting Brilliance with Nick Kodos
Nicholas Kodomichalos: A Tale of Sporting Brilliance with Nick Kodos
 
Kobe Bryant, The story of the "Black Mamba"
Kobe Bryant, The story of the "Black Mamba"Kobe Bryant, The story of the "Black Mamba"
Kobe Bryant, The story of the "Black Mamba"
 
Instruction Manual | Nightforce CFS 6-36x50 F1 | Optics Trade
Instruction Manual | Nightforce CFS 6-36x50 F1 | Optics TradeInstruction Manual | Nightforce CFS 6-36x50 F1 | Optics Trade
Instruction Manual | Nightforce CFS 6-36x50 F1 | Optics Trade
 
TheOrmaxSportsAudienceReport2024-MediaHighlights.pdf
TheOrmaxSportsAudienceReport2024-MediaHighlights.pdfTheOrmaxSportsAudienceReport2024-MediaHighlights.pdf
TheOrmaxSportsAudienceReport2024-MediaHighlights.pdf
 

Csforum11 contextually-relevant-cs-eizans083111-110906040407-phpapp01 (7)

  • 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
  • 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
  • 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 @danieleizans | #csforum11 10
  • 14. HUMANS = ROBOTS @danieleizans | #csforum11 14
  • 17. AND BRAINS ARE TRICKY @danieleizans | #csforum11 17
  • 19. CONTEXT SHIFTS BY DEVICE @danieleizans | #csforum11 19
  • 20. ALSO ... Access Speed Time Of Access Temperature Geography Cognitive Capacity Content Familiarity Etc. Etc. Etc. @danieleizans | #csforum11
  • 22. ANALYZING USER 2 CONTEXTS @danieleizans | #csforum11 22
  • 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 @danieleizans | #csforum11 23
  • 24. PERSONAL-SITUATIONAL CONTEXT Task Need Task Task Situation Task Need Need Task Task Task Task SCENARIO REQUIRING CONTENT @danieleizans | #csforum11 24
  • 25. SITUATIONAL-BEHAVIORAL CONTEXT Task Need Task Physical Emotional Task Situation Task Need Need Cognitive Task Task Task Task CONTEXTUAL CONTENT STRATEGY @danieleizans | #csforum11 25
  • 26. EVOLUTION OF USER CONTEXT @danieleizans | #csforum11 26
  • 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 @danieleizans | #csforum11 39
  • 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
  • 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 @danieleizans | #csforum11 50

Hinweis der Redaktion

  1. \n
  2. \n
  3. \n
  4. \n
  5. \n
  6. \n
  7. \n
  8. \n
  9. \n
  10. \n
  11. \n
  12. \n
  13. \n
  14. \n
  15. \n
  16. \n
  17. \n
  18. \n
  19. We lean forward, lean back, \n
  20. We lean forward, lean back, \n
  21. \n
  22. \n
  23. \n
  24. \n
  25. \n
  26. \n
  27. \n
  28. \n
  29. \n
  30. \n
  31. \n
  32. \n
  33. \n
  34. \n
  35. \n
  36. \n
  37. \n
  38. \n
  39. \n
  40. \n
  41. \n
  42. \n
  43. Requires a greater amount of attention and focus on what users come for (the content) and on what makes that content meaningful (context) - Understanding Media: The Extensions Of Man\n
  44. Content Strategists are the link between what users come to the site for and being sure they leave feeling engaged and SATISFIED\n
  45. \n
  46. \n
  47. \n
  48. \n
  49. \n
  50. \n