Context Trumps Location But Brand Backs Them All
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Location is an important aspect of context, but it’s more complicated than just that. Context includes time of day, where your users came from, their mental models, what else is happening, and so much more. Fact is, there are many contexts, and you can’t afford to address them all. Instead, we’ll discuss the different types of experiences you can create and show you how to choose the one that’s right for your brand: What fits your unique communication goals, the needs of your target audience, and the dueling constraints of budget and resources? What’s sustainable? And how should your contextually relevant content strategy respond to new opportunities in responsive design? In this session we’ll walk through examples of how real brands have tackled context in all its forms, and dig into the challenges you face to identify a message architecture, choose contextually relevant experiences, and sustain your efforts over time. Presented at O'Reilly Where Conference, #whereconf, Location Marketing Boot Camp, on April 2, 2012 with Sara Wachter-Boettcher.
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Context Trumps Location But Brand Backs Them All
- 1. @mbloomstein & @sara_ann_marie © 2012© 2012 Where 2.0 April 2012 Margot Bloomstein @mbloomstein Sara Wachter-Boettcher @sara_ann_marie CONTEXT TRUMPS LOCATION— BUT BRAND BACKS THEM ALL!
- 2. @mbloomstein & @sara_ann_marie © 2012 This will not be the most mind-blowing 10 minutes of your life, but it will be damn close.
- 3. @mbloomstein & @sara_ann_marie © 2012 Meet Margot, or @mbloomstein.
- 4. @mbloomstein & @sara_ann_marie © 2012 Meet Sara, or @sara_ann_marie.
- 5. @mbloomstein & @sara_ann_marie © 2012 Location, location, location!
- 6. @mbloomstein & @sara_ann_marie © 2012 Location, location, location! This stuff’s exciting, AMIRITE?
- 7. @mbloomstein & @sara_ann_marie © 2012 Location, location, location! This stuff’s exciting, AMIRITE?
- 8. @mbloomstein & @sara_ann_marie © 2012 Location, location, location! This stuff’s exciting, AMIRITE?
- 9. @mbloomstein & @sara_ann_marie © 2012 Location, location, location! This stuff’s exciting, AMIRITE?
- 10. @mbloomstein & @sara_ann_marie © 2012 Location, location, location! This stuff’s exciting, AMIRITE?
- 11. @mbloomstein & @sara_ann_marie © 2012 Location, location, location! This stuff’s exciting, AMIRITE?
- 12. @mbloomstein & @sara_ann_marie © 2012 Location, location, location! This stuff’s exciting, AMIRITE?
- 13. @mbloomstein & @sara_ann_marie © 2012 Location, location, location! This stuff’s exciting, AMIRITE?
- 14. @mbloomstein & @sara_ann_marie © 2012 Location, location, location! This stuff’s exciting, AMIRITE?
- 15. @mbloomstein & @sara_ann_marie © 2012 Location, location, location! This stuff’s exciting, AMIRITE?
- 16. @mbloomstein & @sara_ann_marie © 2012 This stuff’s exciting, AMIRITE? Location, location, location!
- 17. @mbloomstein & @sara_ann_marie © 2012 This stuff’s exciting, AMIRITE? Location, location, location!
- 18. Reality!
- 19. @mbloomstein & @sara_ann_marie © 2012 You are not a rock star. You have constraints, even in the fast lane.
- 20. @mbloomstein & @sara_ann_marie © 2012 EVERYTHING, ALL THE TIME
- 21. @mbloomstein & @sara_ann_marie © 2012 If you want to...
- 22. @mbloomstein & @sara_ann_marie © 2012 Support a holistic user experience
- 23. @mbloomstein & @sara_ann_marie © 2012 Ensure cross-channel consistency
- 24. @mbloomstein & @sara_ann_marie © 2012 Ensure cross-channel consistency …among multiple apps and community managers
- 25. @mbloomstein & @sara_ann_marie © 2012 Ensure cross-channel consistency …among mobile and web and email
- 26. @mbloomstein & @sara_ann_marie © 2012 Ensure cross-channel consistency …between Twitter and Facebook
- 27. @mbloomstein & @sara_ann_marie © 2012 Ensure cross-channel consistency …among Foursquare, Path, Instagram, Highlight, Facebook Places, Yelp, Google Places, Pinterest...
- 28. @mbloomstein & @sara_ann_marie © 2012 You need to prioritize.
- 29. @mbloomstein & @sara_ann_marie © 2012 First things first. What does your brand need to communicate?
- 30. @mbloomstein & @sara_ann_marie © 2012 If you don’t know what you need to communicate, how will you know where to do it?
- 31. @mbloomstein & @sara_ann_marie © 2012 Establish a message architecture.
- 32. @mbloomstein & @sara_ann_marie © 2012 Establish a message architecture.
- 33. @mbloomstein & @sara_ann_marie © 2012 Establish the message architecture.
- 34. @mbloomstein & @sara_ann_marie © 2012 What’s a message architecture? A hierarchy of communication goals that reflects a common vocabulary.
- 35. @mbloomstein & @sara_ann_marie © 2012 Make us look innovative, but not risky.
- 36. @mbloomstein & @sara_ann_marie © 2012 Traditional, but edgy.
- 37. @mbloomstein & @sara_ann_marie © 2012 ©Warby Parker
- 38. @mbloomstein & @sara_ann_marie © 2012 Words are valuable, but inactionable without context and priority.
- 39. @mbloomstein & @sara_ann_marie © 2012
- 40. @mbloomstein & @sara_ann_marie © 2012 Why do this? Incorporate location-based efforts to manifest the message architecture—not just because they’re trendy or the CEO digs badges. This week.
- 41. @mbloomstein & @sara_ann_marie © 2012 Why do this? Put your LBS where your brand is.
- 42. @mbloomstein & @sara_ann_marie © 2012 A little thing with big impact.
- 43. @mbloomstein & @sara_ann_marie © 2012
- 44. @mbloomstein & @sara_ann_marie © 2012 Message architecture Knowledgeable insider • Smart stuff you’d never hear otherwise • Descriptive details—not just general history Accurate, yet accessible • Relaxed, unstuffy voice • Credible facts Unexpectedly fun • Offbeat and quirky takes on history
- 45. @mbloomstein & @sara_ann_marie © 2012 Message architecture drives platform selection
- 46. @mbloomstein & @sara_ann_marie © 2012 • Quick tips • Local/location-based • Check-ins • Themed • Deals and badges • Robust user community • Quick tips • Local/location-based • Check-ins • Themed • Deals and badges • Robust user community
- 47. @mbloomstein & @sara_ann_marie © 2012 Explore the world around you and learn interesting things. Find great local businesses with the help of real people.
- 48. @mbloomstein & @sara_ann_marie © 2012 Message architecture drives editorial content choices too: • Style • Tone • Diction • Sentence structure • Calls to action
- 49. @mbloomstein & @sara_ann_marie © 2012
- 50. @mbloomstein & @sara_ann_marie © 2012
- 51. @mbloomstein & @sara_ann_marie © 2012 It’s not everything, all the time, to everyone. Don’t be everywhere. Be where you belong, and your audience is. Fly free within constraints.
- 52. @mbloomstein & @sara_ann_marie © 2012 Be an eagle… not the Eagles.
- 53. @mbloomstein & @sara_ann_marie © 2012 Thank you! Margot Bloomstein @mbloomstein margot@appropriateinc.com http://amzn.to/CSatWork Sara Wachter-Boettcher @sara_ann_marie sara@sarawb.com Look for Content Everywhere soon Title image The United States of GOOD Beer, © GOOD magazine, http://www.good.is/post/map-the-united- states-of-good-beer/