Cross Media Content Strategy - Spring 2014

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  1. 1. April 2014 Cross Media Content Strategy Senior Advisor Marta Karolina Olsen
  2. 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
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  4. 4. 4CROSS MEDIA CONTENT STRATEGY
  5. 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
  6. 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.
  7. 7. 7 Why CMCS is relevant today
  8. 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
  9. 9. 9 Illustration inspired by http://bradfrostweb.com/blog/web/responsive-web-design-missing-the-point/
  10. 10. 10 IS
  11. 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
  12. 12. 12CROSS MEDIA CONTENT STRATEGY Mobile Users > 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
  13. 13. 13CROSS MEDIA CONTENT STRATEGY www.real.com/resources/social-television/
  14. 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.
  15. 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.
  16. 16. 16 Mobile first? Content first? User first? Context first? Social first? Strategy first? CROSS MEDIA CONTENT STRATEGY
  17. 17. 17CROSS MEDIA CONTENT STRATEGY Wired www.wired.com/2010/02/the-wired-ipad-app-a-video-demonstration/
  18. 18. 18 Some definitions > Cross Media Two or more digital media, including at least one social technology > Content Strategy All that can be communicated with a purpose and goal, that is executable
  19. 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
  20. 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
  21. 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
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  23. 23. 23CROSS MEDIA CONTENT STRATEGY
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  25. 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
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  27. 27. 27 Elements in the Content Strategy CROSS MEDIA CONTENT STRATEGY Quantitative audit Qualitativ e audit Editorial analysis Vision & business Idea & concept Strategy statement Tone of voice/model texts Navigatio n Metadata Anchorag e/training User involvement Platforms and media
  28. 28. 28 OPTIMIZE COMMUNITY CURATE EVENT Internal External Temporarily Permanent BRAND MISSION STATEME NT TimeTime Content Content
  29. 29. 29CROSS MEDIA CONTENT STRATEGY Optimize
  30. 30. 30CROSS MEDIA CONTENT STRATEGY Optimize (Responsive)
  31. 31. 31CROSS MEDIA CONTENT STRATEGY Optimize
  32. 32. 32 Optimize (contextual) CROSS MEDIA CONTENT STRATEGY www.trendwatching.com/trends/servilebrands/
  33. 33. 33 Optimize (contextual) CROSS MEDIA CONTENT STRATEGY www.passengerterminaltoday.com
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  35. 35. 35 Curate
  36. 36. 36CROSS MEDIA CONTENT STRATEGY Curate
  37. 37. 37CROSS MEDIA CONTENT STRATEGY Community
  38. 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
  39. 39. 39CROSS MEDIA CONTENT STRATEGY Community
  40. 40. 40CROSS MEDIA CONTENT STRATEGY Community
  41. 41. 41CROSS MEDIA CONTENT STRATEGY Community Source: www.dtu.dk/nyheder
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  43. 43. 43CROSS MEDIA CONTENT STRATEGY Community www.pixel.tv
  44. 44. 44CROSS MEDIA CONTENT STRATEGY Event
  45. 45. 45CROSS MEDIA CONTENT STRATEGY Event www.telegraph.co.uk
  46. 46. 46 OPTIMIZE COMMUNITY CURATE EVENT Internal External Temporarily Permanent BRAND MISSION STATEME NT TimeTime Content Content Marta Karolina Olsen, 2014
  47. 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)
  48. 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
  49. 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)
  50. 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)
  51. 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
  52. 52. 52CROSS MEDIA CONTENT STRATEGY Customer Experiences and Gap Analysis
  53. 53. 53 Three Customer Mind Sets CROSS MEDIA CONTENT STRATEGY
  54. 54. 54 Six Customer Journeys CROSS MEDIA CONTENT STRATEGY
  55. 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 produ