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Presentation in Content Strategy Forum 2013
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- 1. NOKIA.COM NIMBLE GOVERNANCE WITH CONTENT STRATEGY TUOMAS MANNINEN HEAD OF ONLINE EXPERIENCE CS FORUM 2013
- 2. VISION To create a shared & unified digital space where the collective brilliance of Nokia’s minds can shine MISSION To build the most kick ass (aka world class) consumer experience on the web OBJECTIVES Drive Product Consideration / Preference Drive Advocacy & post sales engagement Drive leads & close sales NOKIA.COM
- 3. 74 NOKIA.COM SITES 44 LANGUAGES 70% ACCESSING WITH MOBILE OR TABLETS (and growing…)
- 4. CONTENT IS CONTENT. NOT ASSETS OR PAGES. IT IS CONTENT.
- 5. METADATA IS THE (NEW) ART DIRECTION
- 7. NO ASSUMPTIONS 3” 4” 5” 10”7”6” 11”9”8” …
- 8. Bigger reach More for lessNokia.com w1 $
- 11. DESIGN BY PROTOTYPING. DEVELOP WITH AGILE.
- 12. Business objectives identified, KPI’s Content requirements identified Measuring & Analytics identified 1. Business Objectives Information view/structure produced Content design and assets available for prototype 2. Content Inventory Visual Design Responsive HTML prototype approved by visual designer & business HTML, CSS, Javascript commited to Nokia GIT Prototype arhitecture Style guide with content examples Component naming and modelling 3. Business Prototype Content inventory mapped onto the content model and component library Possible content model and component changes (delta) identified and analyzed 4. Content Modeling Prototype evaluation according to content model and content inventory Solution design defining the deliverables and tasks Operative model updated Architecture design 5. Solution & Architecture Prototype HTML finalized and tested with devices Javascript finalized and tested Missing details added and implemented HTML implementation reviewed with the designer and solution designer Code merged to master branch for development 6. Front end BUSINESS CAFO CAFO Concept, Architecture Front end, Operative Model Requirement accepted as Candidate to Scrum
- 13. WE’RE DOING A SERVICE, NOT JUST A SITE.
Notas do Editor
- From a Nokia.com development perspective there’s a couple key focus areas: InT and Responsive.Responsive design is about ensuring our website works for everyoneDesign and contentOur aim is not only to build a world-class web presence, it’s to do it in a way that enables the business to focus by equipping it with useful tools that can be used to execute world class digital marketing…Fulfill the needs the markets haveReduce and remove the noise we’re a big company, we need to build the tool box so it fulfills the needs now and is something we can elaborate further. Most solutions are built to fulfill today’s needs and tomorrow we do it again and we forget about everything we’ve done. This is caused by being led by creative, which changes… doing business doesn’t. Focus on the essentialINTRO TO RESPONSIVE – 30 minsWhy we need to changeWhat is responsive design?What it means for marketing– 30 minsDesign service, not surfaceFocus on the essentialContent strategyComponents as building blocksLearning faster & betterSITE TOUR & DEMO – 15 minsDesign introductionComponent libraryBreak pointsKey sections walkthrough
- When we shift from making a site to making a service, our thinking has to change.Service DesignNokia.com is not media, it’s a service to the company and the visitors. People come to the site for a reason (An advertisement as stirred up curiosity and they want to learn more: product consideration, they need help with their device or they might want more information on something). You can’t learn without a baseline:If you change the creative, content, design, message, goals for each campaign its hardly comparable.Each campaign becomes the baseline you try to build your learnings onYou don’t know what worked better vs the last campaign, was it the content, the design, the colour, the message or were the KPIs wrong? OR did we just launch a better product this time?It’s not that we don’t need campaigns, but we need to solid always on base line. Usability tests from New York proved people don’t come to Nokia.com for a cool flashy things. They come to see products and are thrilled when they see products that look great with clear facts. They all asked for clear images of the products and then the specs and information about the device.No one was looking for cool funky creative campaigns or competitions. Phones play a big part in people’s lives, they’re extensions to people’s lives. People visiting the site have intentions and reasons they are there, we serve them.
- When we shift from making a site to making a service, our thinking has to change.Service DesignNokia.com is not media, it’s a service to the company and the visitors. People come to the site for a reason (An advertisement as stirred up curiosity and they want to learn more: product consideration, they need help with their device or they might want more information on something). You can’t learn without a baseline:If you change the creative, content, design, message, goals for each campaign its hardly comparable.Each campaign becomes the baseline you try to build your learnings onYou don’t know what worked better vs the last campaign, was it the content, the design, the colour, the message or were the KPIs wrong? OR did we just launch a better product this time?It’s not that we don’t need campaigns, but we need to solid always on base line. Usability tests from New York proved people don’t come to Nokia.com for a cool flashy things. They come to see products and are thrilled when they see products that look great with clear facts. They all asked for clear images of the products and then the specs and information about the device.No one was looking for cool funky creative campaigns or competitions. Phones play a big part in people’s lives, they’re extensions to people’s lives. People visiting the site have intentions and reasons they are there, we serve them.
- From a Nokia.com development perspective there’s a couple key focus areas: InT and Responsive.Responsive design is about ensuring our website works for everyoneDesign and contentOur aim is not only to build a world-class web presence, it’s to do it in a way that enables the business to focus by equipping it with useful tools that can be used to execute world class digital marketing…Fulfill the needs the markets haveReduce and remove the noise we’re a big company, we need to build the tool box so it fulfills the needs now and is something we can elaborate further. Most solutions are built to fulfill today’s needs and tomorrow we do it again and we forget about everything we’ve done. This is caused by being led by creative, which changes… doing business doesn’t. Focus on the essentialINTRO TO RESPONSIVE – 30 minsWhy we need to changeWhat is responsive design?What it means for marketing– 30 minsDesign service, not surfaceFocus on the essentialContent strategyComponents as building blocksLearning faster & betterSITE TOUR & DEMO – 15 minsDesign introductionComponent libraryBreak pointsKey sections walkthrough
- Today people own and use multiple devices. In the US, 66% of people use a smartphone and a computer daily. –3 distinct categories do not exist (mobile, tablet, desktop), the line between mobile and desktop is blurred.– Device context is important, but users use different devices to perform similar tasks (e.g. booking flights)– We can’t assume mobile users only want to perform typical mobile tasks (download apps), might also want to browse phones, accessories or get support. Why am I talking about this? The current website:Doesn’t work well if at all on many mobile devicesRequires flash on product pages (Flash doesn’t work on many mobile devices like iphone and ipad): Fallback content…Pages are often to heavy for a mobile browser to loadWe have a mobile website, but it isn’t effectively driving new businessWe need to ensure the site works and serves everyone regardless of what device they use to access it.
- In summary: 1 SITE FOR ALL, MANAGE/PROMOTE 1 SITEREACH MORE PEOPLE= BIGGER OPPORTUNITY TO DRIVE CONSIDERATION AND ONLINE SALESDO THINGS SMARTER, INVEST IN CONTENT NOT REDOING TECHNICAL+SINGLE CONTENTTAKE THE LEAD ONLINE, SAY NOKIA IS BACK
- THE PRODUCT JOURNEY IS AT THE HEART OF THE NOKIA WEBSITE. IT HAS A NUMBER OF ROLES THROUGH THE DIFFERENT STAGES OF THE CUSTOMER JOURNEY.We have mapped all the content in four content categories, which are mapped against consumer lifecycle phases and different needs consumers have in different stages. Consumers want different types of content depending which stage they are.At the early stages of their lifecycle, when they are looking for some options and wants to know what Nokia has to offer, they want rich and inspirational content. That content category we call "Wow".When they move towards purchase decision, they want facts and details, simple text, bullet points, specs etc. That content category we call "Inform".When they own the device and they want to know how to get more out of it, they don't have a problem but really want to know what are the coolest apps, gear etc., how I can adopt the device to my lifestyle. That content category we call "Adopt".In some point, they may have a problem or they want to know how to do stuff. That content category is "Support".Every single content item on the website is mapped to one category, and the category is mapped against consumer need based on the lifecycle phase. These needs we have indentified thru data and studies. When creating content, the content needs to be mapped on one of these categories to get maximum effect out of it.
- When we shift from making a site to making a service, our thinking has to change.Service DesignNokia.com is not media, it’s a service to the company and the visitors. People come to the site for a reason (An advertisement as stirred up curiosity and they want to learn more: product consideration, they need help with their device or they might want more information on something). You can’t learn without a baseline:If you change the creative, content, design, message, goals for each campaign its hardly comparable.Each campaign becomes the baseline you try to build your learnings onYou don’t know what worked better vs the last campaign, was it the content, the design, the colour, the message or were the KPIs wrong? OR did we just launch a better product this time?It’s not that we don’t need campaigns, but we need to solid always on base line. Usability tests from New York proved people don’t come to Nokia.com for a cool flashy things. They come to see products and are thrilled when they see products that look great with clear facts. They all asked for clear images of the products and then the specs and information about the device.No one was looking for cool funky creative campaigns or competitions. Phones play a big part in people’s lives, they’re extensions to people’s lives. People visiting the site have intentions and reasons they are there, we serve them.
- IF TIME ALLOWS OPEN DISCUSSION ON FEEDBACK.
- When we shift from making a site to making a service, our thinking has to change.Service DesignNokia.com is not media, it’s a service to the company and the visitors. People come to the site for a reason (An advertisement as stirred up curiosity and they want to learn more: product consideration, they need help with their device or they might want more information on something). You can’t learn without a baseline:If you change the creative, content, design, message, goals for each campaign its hardly comparable.Each campaign becomes the baseline you try to build your learnings onYou don’t know what worked better vs the last campaign, was it the content, the design, the colour, the message or were the KPIs wrong? OR did we just launch a better product this time?It’s not that we don’t need campaigns, but we need to solid always on base line. Usability tests from New York proved people don’t come to Nokia.com for a cool flashy things. They come to see products and are thrilled when they see products that look great with clear facts. They all asked for clear images of the products and then the specs and information about the device.No one was looking for cool funky creative campaigns or competitions. Phones play a big part in people’s lives, they’re extensions to people’s lives. People visiting the site have intentions and reasons they are there, we serve them.
- IF TIME ALLOWS OPEN DISCUSSION ON FEEDBACK.