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Uxdc content-heatmapping

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Connecting your content and experiences to your personas and journeys through content heatmapping.

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Uxdc content-heatmapping

  1. 1. IT’S ABOUT THE JOURNEY UXDC Workshop - April 14, 2017 @UXDC #UXDC2017 @lindroux @digitallydeft
  2. 2. TODAY’S JOURNEY ➤ Ice-breaker ➤ Why are we here? ➤ Creating personas and journeys ➤ Exercise 1: Define the journey ➤ Putting your personas and journeys to work ➤ Creating a content heat map ➤ Exercise 2: Create a heat map ➤ Q & A 2@UXDC #UXDC2017 @lindroux @digitallydeft
  3. 3. 3 Group Challenge: Find 3 things you have in common (no body parts) @UXDC #UXDC2017 @lindroux @digitallydeft
  4. 4. WHY ARE WE HERE?
  5. 5. 5 …of content B2B marketers consider ‘audience relevance’ the most important factor in determining content marketing effectiveness -Boardview 58% @UXDC #UXDC2017 @lindroux @digitallydeft
  6. 6. 6 …more effective and easier to use by targeted users -HubSpot 2-5X Using marketing personas made websites… @UXDC #UXDC2017 @lindroux @digitallydeft
  7. 7. 7 -MLT Creative 2X Using buyer personas in an email campaign improved… 5X Open rate by… Clickthrough rate by… and @UXDC #UXDC2017 @lindroux @digitallydeft
  8. 8. 8 -Boardview 58% It is more effective to target… 45% Cold leads with Persona based content… …than targeting warm leads without using Persona based content @UXDC #UXDC2017 @lindroux @digitallydeft
  9. 9. 9 However, only… 15%…of marketers believe their Personas are making a significant impact on marketing success Promoters - 15.2% Passives - 48.5% Detractors - 36.4% -DEFT Survey @UXDC #UXDC2017 @lindroux @digitallydeft
  10. 10. 10 Source: Buyer Persona Institute, 2017 @UXDC #UXDC2017 @lindroux @digitallydeft
  11. 11. 11 57% -DEFT Survey Specifically, only… …of marketers who are using Personas say they can easily map content back to the audiences for whom it is intended @UXDC #UXDC2017 @lindroux @digitallydeft
  12. 12. „Take Your Personas Off the Fridge and Put Them to Work - Erik Devaney, Hubspot 12 https://blog.hubspot.com/marketing/ways-to-use-buyer-personas#sm.0010blydr171recdtuf1jeitje3td @UXDC #UXDC2017 @lindroux @digitallydeft
  13. 13. PERSONAS & JOURNEYS
  14. 14. PERSONAS, AS WE SEE THEM 14 Personas are multidimensional representations of real users or customers. They help companies to focus on understanding the behaviors, preferences and needs of key target customers. Meet Adam “As an [audience type] I am most concerned about [primary goals and triggers] and I am most likely to seek answers [content, engagement and channel preferences] @UXDC #UXDC2017 @lindroux @digitallydeft
  15. 15. PERSONA REPRESENTATION 15@UXDC #UXDC2017 @lindroux @digitallydeft
  16. 16. PERSONA REPRESENTATION 16@UXDC #UXDC2017 @lindroux @digitallydeft
  17. 17. PERSONA REPRESENTATION 17@UXDC #UXDC2017 @lindroux @digitallydeft
  18. 18. PERSONA REPRESENTATION 18@UXDC #UXDC2017 @lindroux @digitallydeft
  19. 19. PERSONA REPRESENTATION 19@UXDC #UXDC2017 @lindroux @digitallydeft
  20. 20. PERSONA REPRESENTATION 20@UXDC #UXDC2017 @lindroux @digitallydeft
  21. 21. PERSONA REPRESENTATION 21@UXDC #UXDC2017 @lindroux @digitallydeft
  22. 22. PERSONA REPRESENTATION 22@UXDC #UXDC2017 @lindroux @digitallydeft
  23. 23. SOME THOUGHTS ON PERSONAS ➤ Personas are not segments, segments are not personas ➤ Insights into your personas come from many sources: ➤ Your audiences ➤ Your sales team ➤ Your customer service team ➤ Your web, social and CRM analytics ➤ 3rd party research ➤ Alignment across geographies and business units is critical ➤ Hypothesize, test and refine 23@UXDC #UXDC2017 @lindroux @digitallydeft
  24. 24. JOURNEYS, AS WE SEE THEM 24 Journeys are representations of the multiple stages or touch points a single persona will move through during the course of their relationship with your organization. Awareness Consideration Decision to Engage Use & Support Advocacy Awareness Consideration Advocacy Decision Engagement @UXDC #UXDC2017 @lindroux @digitallydeft
  25. 25. SAME GUY, DIFFERENT JOURNEY STAGE 25 Adam, the prospect @UXDC #UXDC2017 @lindroux @digitallydeft
  26. 26. SAME GUY, DIFFERENT JOURNEY STAGE 26 Adam, the prospect Adam, the customer @UXDC #UXDC2017 @lindroux @digitallydeft
  27. 27. SAME GUY, DIFFERENT JOURNEY STAGE 27 Adam, the prospect Adam, the customer Adam, the advocate @UXDC #UXDC2017 @lindroux @digitallydeft
  28. 28. JOURNEY OVERVIEW 28 Awareness REACH DEPTH RELATIONSHIP Consideration AdvocacyDecision Engagement @UXDC #UXDC2017 @lindroux @digitallydeft
  29. 29. JOURNEY OVERVIEW 29 What your audiences need Awareness REACH DEPTH RELATIONSHIP Understand more about your organization, your products or my needs Evaluate offering and compare solutions Transactional ease Security and trust Help getting to yes internally Help when and as I seek it Easy way to contact you A way to share my experience with others Consideration AdvocacyDecision Engagement Audience Needs @UXDC #UXDC2017 @lindroux @digitallydeft
  30. 30. JOURNEY OVERVIEW 30 What your audiences need What you need your audience to do Awareness REACH DEPTH RELATIONSHIP Understand more about your organization, your products or my needs Evaluate offering and compare solutions Transactional ease Security and trust Help getting to yes internally Help when and as I seek it Easy way to contact you A way to share my experience with others Brand recall Product education Engage with brand Conversion Engage with brand Informed conversion Conversion and loyalty Become an advocate Engage with brand Demonstrate loyalty Become an advocate Awareness of a new need Remain loyal Consideration AdvocacyDecision Engagement Audience Needs Organizational Goals @UXDC #UXDC2017 @lindroux @digitallydeft
  31. 31. JOURNEY OVERVIEW 31 What your audiences need What you need your audience to do What brings the two together Awareness REACH DEPTH RELATIONSHIP Understand more about your organization, your products or my needs Evaluate offering and compare solutions Transactional ease Security and trust Help getting to yes internally Help when and as I seek it Easy way to contact you A way to share my experience with others Value proposition Thought leadership - specific question Comparative info Case studies Pricing ROI calculator How/where to buy Transactional features Internal decision support Best practices Thought leadership answering my questions Community stories Brand recall Product education Engage with brand Conversion Engage with brand Informed conversion Conversion and loyalty Become an advocate Engage with brand Demonstrate loyalty Become an advocate Awareness of a new need Remain loyal Consideration AdvocacyDecision Engagement Audience Needs Organizational Goals Content & Functionality @UXDC #UXDC2017 @lindroux @digitallydeft
  32. 32. 32 Events that might trigger this particular journey stageTriggers Key objectives of the persona in this stageNeeds The content and functionality that meets audience needs Content / Functionality Most appropriate channels in which to engageChannels Desired outcomes of that journey stageOutcomes JOURNEY REPRESENTATION @UXDC #UXDC2017 @lindroux @digitallydeft
  33. 33. 33 Awareness Consideration Decision Engagement AdvocacyJourney Stages: Triggers Needs Content / Functionality Channels Outcomes JOURNEY REPRESENTATION @UXDC #UXDC2017 @lindroux @digitallydeft
  34. 34. EXERCISE 1: DEFINE THE JOURNEY
  35. 35. THE SCENARIOS 35 2 1 3 B2B Construction/industrial company Average deal size in the tens of millions Ability to deliver on complex projects a key value proposition B2B2C Consumer electronics manufacturer Sells through owned and 3rd party retail outlets Global market Non-profit Healthcare provider system, specializing in cancer care Renowned as a research institution and teaching hospital Relies heavily on donor participation to fund programs @UXDC #UXDC2017 @lindroux @digitallydeft
  36. 36. THE PLAYERS 36 Engineer Decision-maker Media Job-seeker IT Purchasing Business Owner College Student “Home IT Guy” Patient Patient family Donor Resident physician 2 1 3 @UXDC #UXDC2017 @lindroux @digitallydeft
  37. 37. 37 AwarenessJourney Stages: Solving for a specific business problem Passive Triggers Understand more about company X Answer a specific question, eg planning for a construction project Understand engagement process Needs Thought leadership News - recent projects, philanthropy, etc About the X company (diversity of capabilities, etc.) Content / Functionality Advertising Social Search (unbranded) Events Channels Consideration Decision to start the bid process Internal committee to evaluate a project Is X company qualified to take on my project? What other projects like mine has X worked on? What certifications does X have? How does X differ from the competition Certifications ROI Calculator Stories about current and past projects Statistics Web Search (branded) Social Word of mouth Third party web Need to researchOutcomes Issue RFP Advocacy JOURNEY REPRESENTATION - EXAMPLE @UXDC #UXDC2017 @lindroux @digitallydeft
  38. 38. 38 DecisionJourney Stages: Research prior to making a decision Internal evaluation process Triggers How financially stable is X as a company? Does X comply with sustainability requirements? Is X a company we can trust? Help me get to yes internally Needs Statistics X and the environment Community involvement Key leadership Content / Functionality Web (company site, corporate) Word of mouth (peers) Industry community / groups Channels Engagement Decision to start the bid process Internal committee to evaluate a project Tips for during and after construction If my contact is on vacation, who to call next I want to be kept in the know on what X is doing Thought Leadership - Project management Project management tools Status reporting Company directory In-person Email Web Portal Project kickoff Advocacy Outcomes Advocacy JOURNEY REPRESENTATION - EXAMPLE @UXDC #UXDC2017 @lindroux @digitallydeft
  39. 39. 39 AdvocacyJourney Stages: Successful completionTriggers I want to be kept in the know on what X company is doing I want to share my success with peers Needs Advocacy prompts Content / Functionality Web Email In-person Channels Continued engagement and advocacyOutcomes JOURNEY REPRESENTATION - EXAMPLE @UXDC #UXDC2017 @lindroux @digitallydeft
  40. 40. 40 Awareness Journey Stages: Triggers Needs Content / Functionality Channels Outcomes JOURNEY REPRESENTATION - YOUR TURN @UXDC #UXDC2017 @lindroux @digitallydeft
  41. 41. 41 Journey Stages: Consideration JOURNEY REPRESENTATION - YOUR TURN Triggers Needs Content / Functionality Channels Outcomes @UXDC #UXDC2017 @lindroux @digitallydeft
  42. 42. 42 Decision Journey Stages: JOURNEY REPRESENTATION - YOUR TURN Triggers Needs Content / Functionality Channels Outcomes @UXDC #UXDC2017 @lindroux @digitallydeft
  43. 43. 43 Journey Stages: Engagement JOURNEY REPRESENTATION - YOUR TURN Triggers Needs Content / Functionality Channels Outcomes @UXDC #UXDC2017 @lindroux @digitallydeft
  44. 44. 44 Advocacy Journey Stages: JOURNEY REPRESENTATION - YOUR TURN Triggers Needs Content / Functionality Channels Outcomes @UXDC #UXDC2017 @lindroux @digitallydeft
  45. 45. PUTTING YOUR PERSONAS AND JOURNEYS TO WORK
  46. 46. PUTTING PERSONAS AND JOURNEYS TO WORK • Content heat-mapping, voice & tone • Personalization and targeting • CRM categorization and integration • Define/refine sales enablement tools • Establish KPI’s and define success metrics • Customer service touchpoint mapping • On-boarding and training • Recruitment for user research • Inform digital experience and ecosystem optimization 46@UXDC #UXDC2017 @lindroux @digitallydeft
  47. 47. CONTENT HEAT MAPPING
  48. 48. JOURNEY MAPS GET COMPLEX 48@UXDC #UXDC2017 @lindroux @digitallydeft
  49. 49. FIND COMMON GROUND 49 I want to read about successful projects that your company has completed Engineer Decision-maker Media Job-seeker @UXDC #UXDC2017 @lindroux @digitallydeft
  50. 50. FIND COMMON GROUND 50 Engineer Decision-maker Media Job-seeker Case Study Awareness Consideration Decision Engagement Advocacy @UXDC #UXDC2017 @lindroux @digitallydeft
  51. 51. FIND COMMON GROUND 51 I want to hear from others who have bought this product IT Purchasing Business Owner College Student “Home IT Guy” @UXDC #UXDC2017 @lindroux @digitallydeft
  52. 52. FIND COMMON GROUND 52 IT Purchasing Business Owner College Student “Home IT Guy” Awareness Consideration Decision Engagement Advocacy Endorsements @UXDC #UXDC2017 @lindroux @digitallydeft
  53. 53. FIND COMMON GROUND 53 I want to experience stories about real patients and their experiences Patient Patient family Donor Resident physician @UXDC #UXDC2017 @lindroux @digitallydeft
  54. 54. FIND COMMON GROUND 54 Patient Patient family Donor Resident physician My Story Videos Awareness Consideration Decision Engagement Advocacy @UXDC #UXDC2017 @lindroux @digitallydeft
  55. 55. FULL CONTENT HEATMAP: UNDER THE HOOD 55 Awareness Consideration Purchase & Installation | Selection Use & Support Advocacy Assessment About Company and Business Strategy TDME TDME ¢ Contact Us ME TDME TD TD M ¢ Services Descriptions TDME TD TD ✔ Product Descriptions and Benefits TDME TD TD ¢ Regulatory Compliance Track Record and Overview DM ✔ Comparison across markets and products TDM TDM ✖ Market List TDM TDM TDE ✔ Profiles on Company Experts, Employees, Leadership Bios TDME M ✖ Customer List TDME TDM TDME ✖ Introductory Articles on Markets and Products DME ME M ✔ Market Data and Commentary TDME TD TM ✔ Webinars and Events Showcasing Thought Leadership TDM TDME ✔ Process and Workflow Diagrams TD TD TD ¢ Online Demos TDM TD TDME ¢ Success Stories and Solution ROI TDM TD TD TDME ✖ Technical Specifications and Customization guidance D D ✖ Installation Checklists and Support D D ✖ Training Documentation TD ✖ Troubleshooting and FAQ TD ¢ Sales Process Overview TD TD ✖ Clear path to Pricing Information TD D TD ¢ Shareable list of current openings E E ¢ Mechanism to submit success stories TDM ✖ Key: Exists ✔ Exists but needs improvement ¢ Does not exist ✖ T = Tom Trader D = Dan Decision Maker M = Mike Media Influencer E = Emma Employee @UXDC #UXDC2017 @lindroux @digitallydeft
  56. 56. EXERCISE 2: CREATE THE HEATMAP
  57. 57. SCENARIO 1 57 Awareness Consideration Decision Engagement Advocacy _______________ Engineer Decision-maker Media Job-seeker @UXDC #UXDC2017 @lindroux @digitallydeft
  58. 58. SCENARIO 2 58 Awareness Consideration Decision Engagement Advocacy _______________ IT Purchasing Business Owner College Student “Home IT Guy” @UXDC #UXDC2017 @lindroux @digitallydeft
  59. 59. SCENARIO 3 59 Awareness Consideration Decision Engagement Advocacy _______________ Patient Patient family Donor Resident physician @UXDC #UXDC2017 @lindroux @digitallydeft
  60. 60. Q & A 60
  61. 61. DEFT 61 WE DEFINE AND OPTIMIZE DIGITAL EXPERIENCES DEFT is a collective of agency professionals with end-to-end expertise in creating successful digital campaigns. We pride ourselves on a ‘no-BS’ approach to strategy. We love to roll up our sleeves and spend time collaborating with your team on the right solution for your business and customers. Together, we have decades of experience in content and digital strategy, CMS and digital asset management, user experience and insights. Over 4 continents, with clients ranging from Fortune 500 big hitters to Hollywood upstarts, we’ve led a ton of engagements, including enterprise websites, integrated campaigns, mobile applications and email & social media campaigns. PLANNING CONTENT EXPERIENCE At DEFT, we deliver experiences with the right CONTENT, speaking to right PEOPLE, in the right CONTEXT. @UXDC #UXDC2017 @lindroux @digitallydeft
  62. 62. DECADES OF COMBINED EXPERIENCE Roadmapping Migration Planning Governance Tool Selection RFPs PLANNING Workshops Seminars Thought Leadership Change Management CMS Training TRAINING Personalization Persona Development Journey Mapping User Testing User Research Content Audits/ROI Heatmapping Object Modeling Taxonomy SEO Assessments CONTENT & EXPERIENCE Deft is a consulting company focused on the strategic end of the digital customer experience. With deep roots in content strategy and management, and an end-to-end understanding of what it takes to create digital experiences, we're helping our clients to define, deliver and optimize ROI on their efforts in the digital space. OUR FOCUS USA South Africa Germany China France Italy England Canada Poland Ireland GLOBALPARTNERS Media Technology Non-profit Travel Pharma Consumer retail Medical Financial INDUSTRIES WE SERVE

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