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Using data to drive content strategy without being creepy

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With all the data you have on your target audience, it’s easy to personalize your story on an individual level, just right for the time of day, location, device, where they just came from, their buying habits, their friends’ preferences—and it can be downright creepy, too. Scary examples abound, in modern horror flicks and everyday Facebook tricks. So, how do you keep your story on target, and what content types, frequency and editorial style work, without going too far?

In this session, you’ll see examples from several brands that walk the line and hear how customers reacted when they’ve gone too far. Then, you’ll leave with ideas of how to enrich the customer experience with a positive association of anticipatory service, rather than an invasion of privacy.

Presented at Content Marketing World 2012, Columbus; #CMWorld, September 6, 2012.

Veröffentlicht in: Business, Technologie

Using data to drive content strategy without being creepy

  1. @mbloomstein #cmworld Using data to drive content strategy without being creepy Margot Bloomstein Appropriate, Inc. @mbloomstein • #cmworld
  2. @mbloomstein #cmworld© 2011 @mbloomstein
  3. @mbloomstein #cmworld© 2011
  4. @mbloomstein #cmworld© 2011 •
  5. @mbloomstein #cmworld Content strategy: planning for the creation, aggregation, governance, and expiration of useful, usable, and brand-appropriate content in an experience.
  6. @mbloomstein #cmworld (cc) Chel.Pixie Data for content targeting?
  7. @mbloomstein #cmworld data  information  knowledge  wisdom
  8. @mbloomstein #cmworld data  information  knowledge  wisdom context
  9. @mbloomstein #cmworld relevance data  information  knowledge  wisdom context
  10. @mbloomstein #cmworld applicationrelevance data  information  knowledge  wisdom context
  11. @mbloomstein #cmworld We can motivate application.
  12. @mbloomstein #cmworld We can motivate application. (cc) John C. Abell
  13. @mbloomstein #cmworld We can motivate application.
  14. @mbloomstein #cmworld Just don’t be creepy about it.
  15. @mbloomstein #cmworld Context
  16. @mbloomstein #cmworld Every time you confuse context with device
  17. @mbloomstein #cmworld Context (cc) Euphoria
  18. @mbloomstein #cmworld Context (cc) Euphoria
  19. @mbloomstein #cmworld Context (cc) Euphoria
  20. @mbloomstein #cmworld Context (cc) Euphoria
  21. @mbloomstein #cmworld Context (cc) Euphoria
  22. @mbloomstein #cmworld You know me.
  23. @mbloomstein #cmworld You know me. But do I know you know me?
  24. @mbloomstein #cmworld You know me. But do I know you know me? Do I want you to know me?
  25. @mbloomstein #cmworld You know me. But do I know you know me? Do I want you to know me? And is it good for me if you know me?
  26. @mbloomstein #cmworld Sometimes it’s good. (cc) BentWright
  27. @mbloomstein #cmworld Sometimes it’s bad. (cc) BentWright
  28. @mbloomstein #cmworld
  29. @mbloomstein #cmworld “…shows you information you regularly search for or could be relevant to you because of your current location, including weather, nearby restaurants, schedules for the next bus station, how long it’s going to take you to drive home and currency information if it finds you are in a different country.
  30. @mbloomstein #cmworld This is one of the few Google services that reveals how much the company really knows about you.
  31. @mbloomstein #cmworld The reason it doesn’t quite feel like that yet is because of the limitations of the service. There is so much more Google could do with this service, but it feels as if Google deliberately kept some features back for the time being to ensure that users can get used to how it works before adding more tools.
  32. @mbloomstein #cmworld Sometimes it’s good.
  33. @mbloomstein #cmworld
  34. @mbloomstein #cmworld Sometimes it’s creepy. © Dimension Films
  35. @mbloomstein #cmworld “Targeting” a pregnant teenager (cc) Jr conlin
  36. @mbloomstein #cmworld Ubiquitous Zappos
  37. @mbloomstein #cmworld Ubiquitous Zappos
  38. @mbloomstein #cmworld How do you walk the line?
  39. @mbloomstein #cmworld How do you walk the line? Pace yourself Let users see their data Date, don’t stalk
  40. @mbloomstein #cmworld Pace yourself.
  41. @mbloomstein #cmworld Let users see their data.
  42. @mbloomstein #cmworld Date, don’t stalk.
  43. @mbloomstein #cmworld© 2011 Don’t be creepy. Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein http://amzn.to/CSatWork