Content Strategy for Omnichannel - keynote at Content Strategy Applied. Best practices for developing a content strategy for Omnichannel, with definitions, review of customer engagement model, multichannel considerations, content lifecycle considerations, how to sell it into an organization and Omnichannel performance metrics to measure.
Content Strategy for Omnichannel by Rebecca Schneider and Kevin P Nichols 2013 CSA Keynote
1. Preparing for the Future: Content
Strategy and Omnichannel
AZZARD
CONSULTING
2. INTRODUCTIONS
KEVIN NICHOLS
DIRECTOR, GLOBAL PRACTICE LEAD, CONTENT STRATEGY, SAPIENTNITRO
18 Years experience in the Web Development Industry
Key Clients: MIT Open Courseware, Hewlett Packard, Sprint, Intel
Twitter: #kpnichols
REBECCA SCHNEIDER
PRESIDENT, AZZARD CONSULTING
19 Years experience in Information Management
Industries: Retail, Auto Manufacturing, Financial
Services, Telecommunications, Luxury Goods
Twitter: #azzardconsult
2
3. 1. SOME DEFINITIONS
(OMNI, CONTENT STRATEGY, ETC.)
WHAT YOU’LL
BE SNOOZING*
THROUGH
2. HOW DO YOU CREATE A
CONTENT STRATEGY FOR
OMNI
Thinking about consumers
Considering channels
Working with the content lifecycle
*Or texting, or tweeting, or emailing.
3. SELLING OMNI TO YOUR
STAKEHOLDERS
4. EVALUATING OMNI CONTENT
5. QUESTIONS?
3
5. CONTENT STRATEGY*
Content
Content communicates an idea which is recorded.
Content Strategy
Content Strategy focuses on ways to meet the needs of content
consumers, including how content is distributed, managed and overseen.
*OK, so everyone here knows this, but people looking at this SlideShare might
not.
5
6. MULTI CHANNEL*
Multi Channel
Providing content suited to a specific factor or channel:
•
Desktop
•
Tablet
•
Smartphone
•
In-store
Effective Multi Channel Experience
Strives to provide a collective content experience across all channels
Takes advantage of a particular form factor’s strengths
Cross-references experiences across all channels
*Nope, not watching two TV shows at the same time.
6
7. OMNICHANNEL*
Omnichannel
Omnichannel is an approach to
multichannel that provides content at
every point in the customer journey
(analog, digital, in-store).
So:
This means that all content represents
brand and a customer interaction:
All content is an asset
Content is an investment in customer
experience with measurable return.
http://www.flickr.com/photos/jeremiah_owyang
*Nope, not watching multiple TV shows at the same time.
7
8. OMNICHANNEL STORIES*
Starts with a good story and
figures out how to tell it through
each medium.
Omnimedia - perfect balance of content
between mediums:
TV show referenced
cookbooks, magazine referenced
both, fully realized it in multi- and digital
media
Exclusive content specific to each
channel
Collective content experiences:
Stories told that appeal to lifestyle
Connects one channel to the next via
customer journey
*Narratives, not ‘little’ white lies.
8
11. OMNI EXPERIENCE
LOYALTY IS
SHARED VIA
SOCIAL; CALLS
TO SUPPORT
ARE
PERSONALIZE
D
EMAILS
PROVIDE
SUPPORT;
PROMOS
LEAD TO
MORE
PURCHASES
REGISTRATIO
N LEADS TO
EMAIL & SMS
WITH MORE
PROMOS
TV
COMMERCIAL
LEADS TO
TABLET WEB
SITE
CUSTOMER
OMNI
EXPERIENC
E
PRODUCT
PACKAGE
LEADS TO
SHARING ON
SOCIAL AND
REGISTRATIO
N
TABLET WEB
SITE
PROMPTS
PROFILE
CREATION
WITH PROMO
PROFILE
LEADS TO
STORE WITH
COUPON ON
MOBILE
STORE LEADS
TO PRODUCT
PURCHASE
11
13. CHANNEL
This is not about deciding which TV channel to watch.
CONSIDERATIONS
14. CONTENT DESIGN PRINCIPLES*
Customer-centric content
Full experience cycle
Data-driven
Structured content design approach
Iterative content lifecycle
*Things your mother never told you.
14
15. CHANNEL: Desktop*
How does a user enter the site?
What long form content is needed?
Where are the points of conversion
specific to desktop?
What information will the user provide
(e.g., Profile)?
*At work and avoiding a meeting.
15
16. CHANNEL: Mobile & Tablet*
Where are they (context)?
What do they need based on
context? For example:
How would she use a smart-phone in a
store?
What does she or others like her do with
apps?
Who are they talking to (social)
and how?
For example:
How would she use social on apps and what
opportunities exist?
Remember tablet and smartphone
are different
*Did you buy enough data?
16
17. CHANNEL: Email & SMS
When do you send an email or SMS?
When and do you follow up?
For example:
For absentee customers
Appreciation emails
How/what do you personalize?
SMS
Should they opt-in?
Which content is most useful
for the user via SMS?
17
18. CHANNEL: In Store*
Is there a Kiosk?
Can they create profile?
Are there social opps?
Are there QR codes?
What can be personalized?
What does sales associate
know about customer
Previous purchase behavior
Do you have Coupons/Vouchers
for in-store?
http://www.flickr.com/photos/lydiashiningbrightly/
*This will ride up with wear.
18
19. CHANNEL: Packaging*
Can packaging be personalized?
Can you provide inserts?
Are there social sharing possibilities?
How can package drive customer to
other channels?
http://www.flickr.com/photos/54544400@N00/
*Can it not be a ridiculous amount of
plastic?
19
20. CHANNEL: Post Purchase
Post Purchase Support
How do you provide support
for each channel?
Is support Personalized?
We know you have this product,
we know you called before, etc.
NOTE:
Satisfying customers after they
purchase really matters
http://www.flickr.com/photos/tarale/
20
22. LIFECYCLE: Create Content*
Which content needs created for
each channel?
What are the inter-linking points
between each channel?
How can they be cross-referenced
and leveraged?
http://www.flickr.com/photos/byronnewmedia/
What groups will be responsible
for content creation?
How can personalization enable
the Omni experience?
*Hamster wheel for English majors.
22
23. LIFECYCLE: Manage Content*
Who will be responsible for
managing content?
How can you ensure that
communication across content
production groups is clear?
http://www.flickr.com/photos/tpapi/
*Whack a Mole for English majors.
23
24. LIFECYLE: Publish Content*
Is there a robust content
production / editorial calendar?
Event driven
Folds in quarterly reviews to optimize
for trends, usage, business
requirements
Is the calendar aligned with
significant product
launches, company
announcements, etc.
http://www.flickr.com/photos/eliburford/
*Almost like Citizen Kane.
24
25. LIFECYLE: Evaluate Content
Are there metrics and KPIs in
place to understand how content
is being used within the
Omnichannel context?
Are production workflows effective
and not burdensome?
http://www.flickr.com/photos/asteriusmedia
25
26. LIFECYCLE: Enhance Content*
Based on metrics and analytics
what content should be enhanced?
Are there particular interaction
points which could be exploited
further?
http://www.flickr.com/photos/avinashkaushik
*No, not that kind of enhancement.
26
27. LIFECYCLE: Governance*
Is there one group within the organization which ensures alignment of
Omni content across all business units?
EXECUTIVE SPONSOR
GOVERNANCE COMMITTEE
STRATEGY
BRAND
ACCESSIBILIT
Y
LEGAL
TAXONOMY
CONTENT
PUBLISHING
TAXONOMY
WORKING GROUPS
STRATEGY
OPERATIONS
TECHNOLOG
Y
MARKETING
*As if two people from the US should be talking about governance.
27
28. SELLING OMNI TO YOUR
Yes, I really do need a larger budget.
STAKEHOLDERS
29. A STRATEGY, NOT AN EVENT*
Sell it as strategic and iterative.
Starts with a very basic foundation
and builds a richer experience
over time.
More robust experience is more
investment in new content to
support it.
A recent report suggests Omni
grew sales by 10% in 82% of Omni
retails in the past year – The
Omnichannel Revolution
http://www.flickr.com/photos/edgee/
*Cocktails, anyone?
29
30. DEVELOP A ROADMAP*
Do a 1 – 3 year roadmap –
report quarterly
Use existing analytics and show
improvement with channel integration
Identify success metrics and ensure
that all areas have a testing strategy
to validate
Ensure a taxonomy and metadata tagging
strategy can support Omni experience
In the beginning focus is on testing and
validation of customer journey, user
behavior, optimized content lifecycle and
the performance of content within each
channel
Modify and enrich the content experience
over time
*Not yet on Google Maps.
http://www.flickr.com/photos/10835648@N00
30
31. PITFALLS*
Politics can yield impasses –
Internet lead generation versus
calls or store
Requires new way to track
performance and success
Boil the ocean will fail every time
Some is better than none
http://curiousanalytics.com
*Don’t look now…
31
33. CHANNEL INTERACTIONS
KEY QUESTION: Is the journey effective?
Rate at which content is viewed
(frequency and duration)
Determine the most popular content:
Content that is ‘trending’ with traffic
and engagement time:
Use a trends app to measure which
content is most used.
Know the most successful content–
in the eyes of the customer:
AWARENESS
CONSIDERATIO
N
PREFERENCE
PURCHASE
RETENTION
Rate at which a specific piece of content will
result in a conversion
33
34. USER SATISFACTION
KEY QUESTION: Is the user (customer)
satisfied with the Omni experience?
Rate at which content is being shared via social
Rate at which content is downloaded
Survey the user on site or page performance
with user feedback tools
Determine problematic areas through bounce
rates and exit rates
34
35. How often does the phone
orientation change (switching from
vertical to horizontal)?
How is social media being used?
OMNI &
SMARTPHONES
How many users accept location
awareness prompts
Where and when are Smart
Phones being Used: e.g., How are
Smart Phones being used instore?
35
36.
OMNI & TABLET
For Websites that have apps, how
many users ignore the call to action to
download the app and opt to view the
actual Website?
What is the delta between the
conversion rates on Tablet/Smart
Phone versus Desktop?
Which products or services are sold
from an app?
36
37.
OMNI & TABLET II
What is available via desktop
web vs. an app?
How many users switch from a mobile
app to a desktop experience?
When does the user switch to desktop
from a mobile app?
For commodity/published content,
what are the actual number of readers
in a tablet edition versus a paper
published edition?
37
For more information, you can see 2013 SapientNitro Content Strategy Positioning <http://www.sapient.com/assets/imagedownloader/1653/content_strategy_2013.pdf>
Unlike multichannel, which is singularly channel specific, Omni aims to look at all channels and the experience as a whole with in engaging with each and every channel. Multichannel can create silos, both externally for consumers and internally for operations. Omni refactors the customer engagement model as well as the operational model.
Martha Stewart’s Omnimedia is an example of an Omnichannel company that was built around an Omni customer experience.
For more information on the customer journey and Omnichannel (how to build a content strategy for Omni), see: Personalization, Customer Journey, Omnichannel: A How-to Approach with Kevin Nichols <http://www.slideshare.net/contentstrategyworkshops/cs-work-shopomnichannelpersonalizationcontentstrategyknichols?from_search=1>
Customer-centric content~E.g.,Persona, Customer Journey, Customer Segmentation, Customer ScenarioFull experience cycle~Not just purchase funnel, but post purchase or even post attrition~Unique, channel specific and optimized contentData-driven~Evaluated continuously; tracks customer engagementStructured content design approach~Shared content responsive~Shared but edited adaptive~Unique content synergizedIterative content Lifecycle~It’s closed-loop, meaning that it is built upon a framework where content performance is continuously measured so that the content can be optimized
How does user enter site:~If by search, are there ways to capture her interest or personalize her experience based on that keyword?~If social lead-in, can the same logic be utilized? Can placement of content create cross-fertilization across channels?~Determine who she is and what would be valuable to know about her (for example, for a major food services company, what are her dietary needs and what is her age, food preferences, and health history?)Which editorial, lifestyle or non-product (but relevant) content might she want to see? What would lead her to engagement? Where should she convert and what happens after she converts?If she can create a profile, what does she need to tell you about herself?
Are there geo-locational opportunities, such as sending text because she is in front of a store? Can you create an opportunity for her opt-in to such offers?Differentiate between tablet and smartphone by providing optimized content for each channel, as each is its own unique entity.
What types of event-oriented email can be triggered such as valentines day, anniversary, etc.?Which types of confirmations can be offered?~Did you receive the package, do you like your purchase, do the glasses fit properly?Which types of email should be created for absentee customers?Which types of appreciation emails should be granted?~Thank you for being a customer, here is an email or SMS coupon for 50% offWhich content within event-triggered emails should be personalized?~It’s your birthday and you are getting a free meal!)Which types of texts could be opted in and what are the types of triggers for them that we should consider? What types of content would be most useful for the user and her needs via SMS?~Geo-location, she is in front of a store, promotions, coupons, anniversaries of purchase, etc.
Is there a Kiosk~Share a photo of herself with the product with friends~Interact with her profile to pull up information about previous purchasesAre there QR scanning opportunities? ~If so, and if it is product-specific, can you prompt user for a profile creation or login or tracking?~Can you pull up a product comparison tool with you scan the QR code?Personalized experiences can include the sales associate pulling up customer profile or previous purchases~Can the sales’ associate create a profile for her? ~Can the sales’ associate know what she wants, her previous purchase behavior and/or her existing services as soon as she gives him her name?
Can the packaging be personalized?~Gift wrapping if sent via internet, personalized message noting the customer, affixed coupon for loyalty, etc.Are there social sharing possibilities~Share a recipe, Opt-in for contests via social, take a picture of the product in use and post success story on FB, Twitter, etc.How can the package drive the customer to other channels:~Support or call-center information, online support information, drive to social networks, QR codes for mobile, etc.
A strong focus on customer happiness after they have purchased a product is a powerful differentiator.~Note, according to Havas Media’s Meaningful Brands Report, 73% of customers could care less if brands were to disappear tomorrow<http://www.havasmedia.com/meaningful-brands>Do you provide the necessary channels for support?~If her power goes out, do you provide mobile support services via a mobile app that has her data?
Omnichannel requires significant attention to operations within a business. Often times traditional silos are removed and new incentives are created. This means that content lifecycle improvements to meet the demands of Omni becomes a priority.
Note, see our previous presentation entitled “Successful content with a metrics driven approach”Content is viewed: Product specifications vs. Product “quick look” – which results in a conversion?Most popular content examples: Popular whitepapers, Investor relations information, Cat videos!Successful content example: Product videos that generate a high rate of purchase
Shared rate: Email, post to FacebookDownloaded content:User Manual/InstructionsSurvey: ForeseeBounce/Exit rates: Cart abandonment
In general, the same metrics can be used for Websites for mobile tablet sites, and similar ones for mobile phone apps for mobile tablet apps. However, some interesting metrics to track include the following:~Phone orientation:Generally, higher rates of orientation(aspect/ratio) changewill correlated to higher exit rates. Exception: functionality requires orientation change (e.g. viewing a video)~Social media:Survey amount of traffic entering from social media.Awareness prompts: This metric can demonstrate trust with brand as well as indicate demographic behavior information.Smartphone usage – when/where: Track user behavior – bar code scanning
Call to action for downloading app: The advantages of the app may not be clear prior to download.Download v. purchase: This metric is relevant for organizations that either offer both types of apps and/or organizations that offer apps that can be activated after a certain trial period.How many people purchase:If the app is downloaded, how many convert to purchase the app?Conversion delta:Difference could indicate whether content is working well on the device.What’s sold via app: Tracks user purchasing behavior.
Desktop v. app: Does the user use certain support features on App that are not used on the Website and/or vice-versa?Switching from desktop to app: User becomes irritated by App functionality and switches to desktop to complete a task.Switching from app to desktop: User wants to view long-form specs of a product, not available on app.Commodity/published content: Many publications such as the Economist, Vanity Fair, etc. have offered their subscribers complimentary digital access (for those already subscribing to the paper-version). How many users take advantage of the complimentary digital access?