Cross Media Content Strategy - Spring 2014

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<ol><li> 1. April 2014 Cross Media Content Strategy Senior Advisor Marta Karolina Olsen </li><li> 2. 2CROSS MEDIA CONTENT STRATEGY Agenda 9:30 11:00 am Learning Objectives Why is CMCS relevant today Exercise 1: Your CMCS Goals How to work with CMCS: Mission Statements and Concepts Exercise 2: What connects your Cross Media Presence Understanding your Customers and Users P.O.V. Exercise 3: Your Customers Journeys The Tool Box Exercise 4: Using the Tool Box </li><li> 3. 3 </li><li> 4. 4CROSS MEDIA CONTENT STRATEGY </li><li> 5. 5CROSS MEDIA CONTENT STRATEGY Learning Objectives 1 See all as content. But focus on what supports your strategic goals. Inspirations on execution and extra for your tool box.2 See it from your customers and users P.O.V. with a concept of 3 mind sets. 3 </li><li> 6. 6CROSS MEDIA CONTENT STRATEGY 5 CMCS Actions for 2014 2. Decide on the succes criterias and mission statement for your CMCS. 4. Decide on which platforms you will be present and what your CMCS is. 3. Know your customers and users better by seeing it from their P.O.V. 5. Organize the content creation, publication and governance accordingly. 1. Know and prioritize your content by (re)organizing it better. </li><li> 7. 7 Why CMCS is relevant today </li><li> 8. 8 95% of internet users worldwide trust recommendations from people they know, whereas 70% responds that they trust other users recommendations online in general. 47% trusts radio, TV and newspapers while only 14% trust traditional advertising. Source: Nielsen Online and Mashable CROSS MEDIA CONTENT STRATEGY </li><li> 9. 9 Illustration inspired by http://bradfrostweb.com/blog/web/responsive-web-design-missing-the-point/ </li><li> 10. 10 IS </li><li> 11. 11 We cant make more content for every device and channel. Its time we make our content do more. - Sara Wachter-Boettcher CROSS MEDIA CONTENT STRATEGY </li><li> 12. 12CROSS MEDIA CONTENT STRATEGY Mobile Users &gt; Desktop Internet Users Within 5 years Global Mobile vs. Desktop Internet Users Projection, 2007 2015E Source: Morgan Stanley Research InternetUsers(MM) 2.000 1.600 1.200 800 400 0 2007E 2008E 2009E 2010E 2011E 2012E 2013E 2014E 2015E Mobile Internet Users Desktop Internet Users </li><li> 13. 13CROSS MEDIA CONTENT STRATEGY www.real.com/resources/social-television/ </li><li> 14. 14 Internet of Everything CROSS MEDIA CONTENT STRATEGY internet in eg. fitness machines makes new demands to the simplicity and flexibility of the interface and content. </li><li> 15. 15 The defensive argument In 2-4 years there are probably more internet users coming from other devices than PCs. And so what? The progressive argument New devices give us the opportunity to be in touch with and service our customers and stakeholders better and in new situations. CROSS MEDIA CONTENT STRATEGY This is something we wish to use to our advantage, to be accesible and present in more situations and contexts, to offer new options and continuously develope our business. Therefor we have to start managing our content and services accordingly. </li><li> 16. 16 Mobile first? Content first? User first? Context first? Social first? Strategy first? CROSS MEDIA CONTENT STRATEGY </li><li> 17. 17CROSS MEDIA CONTENT STRATEGY Wired www.wired.com/2010/02/the-wired-ipad-app-a-video-demonstration/ </li><li> 18. 18 Some definitions &gt; Cross Media Two or more digital media, including at least one social technology &gt; Content Strategy All that can be communicated with a purpose and goal, that is executable </li><li> 19. 19CROSS MEDIA CONTENT STRATEGY Sales conversions Users generating content Data (insights) Etc.! Attention Subscribers Traffic What is your CMCS business model? You must decide how you will measure success </li><li> 20. # Is your organization present in two or more digital media, involving at least one social technology? Or could you be? # Do you have a goal and way of measuring your success or what could that be? Exercise 1 CROSS MEDIA CONTENT STRATEGY 1 + 1 </li><li> 21. 21 Then how can we work with CMCS? A clear mission statement is the foundation. So it comes down to your brand strategy, USPs/ESPs and messages CROSS MEDIA CONTENT STRATEGY </li><li> 22. 22 </li><li> 23. 23CROSS MEDIA CONTENT STRATEGY </li><li> 24. 24 </li><li> 25. 25 All companies, no matter what the size, must start to think more like publishers than ever before. Consumer behaviour has changed over the past few years. Customers are more accepting of content from non-media sites andt the barriers to publishing are now non-existent Joe Pulizzi CROSS MEDIA CONTENT STRATEGY </li><li> 26. 26 </li><li> 27. 27 Elements in the Content Strategy CROSS MEDIA CONTENT STRATEGY Quantitative audit Qualitativ e audit Editorial analysis Vision &amp; business Idea &amp; concept Strategy statement Tone of voice/model texts Navigatio n Metadata Anchorag e/training User involvement Platforms and media </li><li> 28. 28 OPTIMIZE COMMUNITY CURATE EVENT Internal External Temporarily Permanent BRAND MISSION STATEME NT TimeTime Content Content </li><li> 29. 29CROSS MEDIA CONTENT STRATEGY Optimize </li><li> 30. 30CROSS MEDIA CONTENT STRATEGY Optimize (Responsive) </li><li> 31. 31CROSS MEDIA CONTENT STRATEGY Optimize </li><li> 32. 32 Optimize (contextual) CROSS MEDIA CONTENT STRATEGY www.trendwatching.com/trends/servilebrands/ </li><li> 33. 33 Optimize (contextual) CROSS MEDIA CONTENT STRATEGY www.passengerterminaltoday.com </li><li> 34. 34 </li><li> 35. 35 Curate </li><li> 36. 36CROSS MEDIA CONTENT STRATEGY Curate </li><li> 37. 37CROSS MEDIA CONTENT STRATEGY Community </li><li> 38. 38 Place Incl. fakta Tales 1 or more Themes Time sloths For the timeline Key words Video/photogra phy Genrer For inspiring the writer Comments Micro participation Has visited / will visit / guest book Writingguides/ workshops Journalism Editorial Recommendations Links Turist info Visitdenmark Webservice Widget motor Android App iPhone App Coorporatin g site 1 Coorporatin g site 2 Coorporatin g site 3 Coorporatin g site n Other applications using the webservice Mobile site All basic content is speaked and translated into English </li><li> 39. 39CROSS MEDIA CONTENT STRATEGY Community </li><li> 40. 40CROSS MEDIA CONTENT STRATEGY Community </li><li> 41. 41CROSS MEDIA CONTENT STRATEGY Community Source: www.dtu.dk/nyheder </li><li> 42. 42 </li><li> 43. 43CROSS MEDIA CONTENT STRATEGY Community www.pixel.tv </li><li> 44. 44CROSS MEDIA CONTENT STRATEGY Event </li><li> 45. 45CROSS MEDIA CONTENT STRATEGY Event www.telegraph.co.uk </li><li> 46. 46 OPTIMIZE COMMUNITY CURATE EVENT Internal External Temporarily Permanent BRAND MISSION STATEME NT TimeTime Content Content Marta Karolina Olsen, 2014 </li><li> 47. 47 DONT JUST TALK. SAY SOMETHING. To create Hero content That can attract users to your Hub Where you can offer them regulair Hygiene content (The Google and YouTube way) </li><li> 48. # What connects or could connect your platform presence: Design? Interaction? Format types? Tone- of-voice? # What should you talk about? What could be your Hero content? Exercise 2 CROSS MEDIA CONTENT STRATEGY 1 + 1 </li><li> 49. 49 1. Customers seek the best solution and way to fullfil their own needs, by investing least possible. 2. Their investment is an emotional calculation of the economic expenses, consumed time and physical / mental investment nescessary to obtain their goal. 3. Customers balances pros and cons of their possible actions and solutions to their problems or needs and decides on the solution that will provide them the best possible result. 4. Customers are (mostly) not interested in you but in their own wants and needs. CROSS MEDIA CONTENT STRATEGY LUM* * Lazy User Model of Solution Selection (Collan, M. and Tetard, F., 2007, Lazy User Theory of Solution Selection) </li><li> 50. 50CROSS MEDIA CONTENT STRATEGY The Consumer Decision Journey David Court, Dave Elzinga, Susan Mulder, and Ole Jrgen Vetvik, McKinsey Quarterly. The Consumer Decision Journey. (June 2009) </li><li> 51. 51CROSS MEDIA CONTENT STRATEGY Customers are on different Missions Retailers need to understand what missions attract customers to their stores, what customers need while on those missions, and how they go about shopping. Once they have these insights, they can develop store formats, merchandising and servicing strategies that are more closely aligned with the shopping strategies, needs and preferences of their target customers. (IBM Business Consulting Services) http://www-935.ibm.com/services/us/imc/pdf/g510-6241-driving-successful-shopping.pdf </li><li> 52. 52CROSS MEDIA CONTENT STRATEGY Customer Experiences and Gap Analysis </li><li> 53. 53 Three Customer Mind Sets CROSS MEDIA CONTENT STRATEGY </li><li> 54. 54 Six Customer Journeys CROSS MEDIA CONTENT STRATEGY </li><li> 55. 55 Journey Service gap/opportunity Short description of gap/opportunity Social browser Facilitate inspiration Opportunity: Facilitate ongoing inspiration Social browser Information overload Too many search results - not possible to get overview Social browser child solitary browsing Not possible for child to navigate alone Social browser Overview of products Difficult to overview many products at the same time Social browser Save for later Not possible to save good items Researcher Wish to surprise safely Users wish to surprise child within known interest areas Researcher tailoring of gift Not possible to custom age group. Gender filtering is not possible. Researcher Save for later Not possible to save good items Researcher Related inspiration No intelligently generated related items for inspiration Researcher product comparison Not possible to compare several products on same page Researcher product sorting Missing categories for further filtering Researcher Trust and security Reviews on sites are often empty Researcher product upsell Opportunity: Last minute addons for purchase Resolver Facilitate inspiration Opportunity:Use front page as billboard for curated store content Resolver information overload Too many serach results appear on screen Resolver Uninitiated shopper No fulfilling description of product/presentation of unknown product Resolver Trust and security Empty customer reviews on sites Resolver Customer loyalty USPs are invisible to customers Target shopper Google optimization Search brings too general metadescrition and actual landing page is too general Target shopper Internal search Internal search and autosuggest are different searches. Search withoug autosuggest generates many wrong results. Target shopper Shop choice Comparison of stores is difficult, USP are invisible to users Target shopper Availability Difficult to find out what to do if item is sold out Target shopper Customer retention Users needs help, when item is sold out. What are the alternatives? Target shopper Delivery needs Opportunity: Inform users about delivery options and USPs Dealmaker Facilitate inspiration Opportunity: to keep store awareness present Dealmaker Overview Google search leads to irrelevant page, internal search + filtering is not sufficient Dealmaker product comparison Not possible to compare several products on same page Dealmaker Related inspiration Related products are hidden below fold. Users request related acessories and 'almost similar'-items Dealmaker Product upsell Opportunity: prolong purchase experience by presenting related items after purchase Dealmaker Instant gratification Instant unboxing pleasure is not possible online Socializer Save for later Opportunity: a 'like'-functionality might help to convert a no purchase-situation to wishing Socializer Experience of products Test, try and explore is not facilitated online Socializer Child solitary browsing Child alone-browsing is not well facilitated in current design Socializer Save for later Online tools for creating wish lists are invisible to users CROSS MEDIA CONTENT STRATEGY The Proces 55 Overview of service gaps Sketching of journey maps Focus + user cases </li><li> 56. # How could the conceptualized customer mind sets and journeys match your customers? # Where would you imagine identifying gaps and how could you fill them? Exercise 3 CROSS MEDIA CONTENT STRATEGY 1 + 1 </li><li> 57. 57CROSS MEDIA CONTENT STRATEGY Create a clear story that works across the organisation to break through the noice </li><li> 58. 58CROSS MEDIA CONTENT STRATEGY Whos talking Moderation Kit Topics of conversation Interaction frequency and reactions Professional profile Attitude / Tone-of-voice Facebook moderator Name: Age: Family / Free time Etc. </li><li> 59. 59CROSS MEDIA CONTENT STRATEGY Content in categories [EXAMPLE DELETED] [EXAMPLE DELETED] [EXAMPLE DELETED] [EXAMPLE DELETED] </li><li> 60. 60CROSS MEDIA CONTENT STRATEGY Conversation Calendar </li><li> 61. 61CROSS MEDIA CONTENT STRATEGY Use your Data turn them into Insights </li><li> 62. 62CROSS MEDIA CONTENT STRATEGY www.fastcompany.com/3020659/fast-feed/yes-people-especially-millennials-are-sharing-more-photos-and-video </li><li> 63. 63CROSS MEDIA CONTENT STRATEGY www.fastcompany.com/3020659/fast-feed/yes-people-especially-millennials-are-sharing-more-photos-and-video </li><li> 64. 64CROSS MEDIA CONTENT STRATEGY www.searchengineland.com/seotable </li><li> 65. 65 Elements in the Content Strategy CROSS MEDIA CONTENT STRATEGY Quantitative audit Qualitativ e audit Editorial analysis Vision &amp; business Idea &amp; concept Strategy statement Tone of voice/model texts Navigatio n Metadata Anchorag e/training User involvement Platforms and media </li><li> 66. # In what way can you use the toolbox, ideas, inspirations or concepts on CMCS starting tomorrow? Exercise 4 CROSS MEDIA CONTENT STRATEGY 1 + 1 </li><li> 67. 67CROSS MEDIA CONTENT STRATEGY 5 CMCS Actions for 2014 2. Decide on the succes criterias and mission statement for your CMCS. &gt; It should include a business model. 4. Decide on which platforms you will be present and what your CMCS is. &gt; Consider the Time-Content perspective, your brand and platform codes. 3. Know your customers and users better by seeing it from their P.O.V. &gt; Forget yourself. Remember LUM and that users are on missions. 5. Organize the content creation, publication and governance accordingly. &gt; Be open to change in tasks, work flow and roles. 1. Know and prioritize your content by (re)organizing it better: &gt; What to present and govern better, what to develop or curate. </li><li> 68. THANK YOU Senior Advisor Marta Karolina Olsen marta.karolina.olsen@advicedigital.dk dk.linkedin.com/in/martakarolinaolsen Mobile +45 22 33 64 38 </li></ol>

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