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Taxonomy: Hero of Advanced Content - SXSW 2019

I gave this presentation at SXSW 2019, talking about how content structure can enhance your work on advanced content channels like AI, voice skills, chatbots, and ecommerce.

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Taxonomy: Hero of Advanced Content - SXSW 2019

  1. 1. TAXONOMY: ADVANCED CONTENT HERO Laura Creekmore • @lauracreekmore
  2. 2. SLIDES HERE: https://slideshare.net/lauracreekmore
  3. 3. PHOTO FROM DTS
  4. 4. AUTOMAGICALLY My favorite internet word
  5. 5. CHALLENGES FOR MARKETERS ➤Extremely cluttered landscape ➤Burdensome requirements ➤Endless content variations ➤Ineffective and expensive to adapt for every channel ➤Channels not aligned
  6. 6. TRADITIONAL SOLUTION
  7. 7. IT DOESN’T MEET YOUR CUSTOMER’S NEEDS
  8. 8. GET OUT OF THE CAMPAIGN BUSINESS… GET INTO THE RELATIONSHIP BUSINESS
  9. 9. REBUILD YOUR MINDSET
  10. 10. WHAT PROBLEM IS MY CUSTOMER TRYING TO SOLVE?
  11. 11. HOW CAN I SUPPORT THEM?
  12. 12. DIGITAL PROCESS
  13. 13. STANDARD CONTENT WORKFLOW AUDIENCE STRATEGY OPERATIONS ANALYSIS GOVERNANCE Identify customers, prospects, people Identify their goals and needs Identify your goals and find synergy Identify tools, channels you can use Design systems that meet your goals + audience goals Use systems to create and publish content Evaluate success toward goals Iterate Determine ongoing decisions to be made Define framework for decisions Use framework
  14. 14. ADVANCED CONTENT WORKFLOW AUDIENCE STRATEGY OPERATIONS ANALYSIS GOVERNANCE Identify customers, prospects, people Identify their goals and needs Identify your goals and find synergy Identify tools, channels you can use Design systems that meet your goals + audience goals Use systems to create and publish content Evaluate success toward goals Iterate Determine ongoing decisions to be made Define framework for decisions Use framework
  15. 15. THE DIFFERENCE IS IN THE FILLING
  16. 16. •CHATBOT [AI OR NOT] •VOICE SKILLS •AI •ECOMMERCE
  17. 17. ADVANCED CONTENT OPERATIONS DIGITAL CHATBOTS VOICE SKILLS AI-DRIVEN ECOMMERCE Topics Formats Write Publish Define information sets to support conversations Build conversation triggers Test, rewrite! Test, rewrite! Determine interactions useful in voice environment Design content for common voice interactions Test! Test! Test! Test! Promote Determine where data and needs intersect Jumpstart with taxonomy/ ontology/ semantic content Train! Train! Train! Train! Document buyer’s journey Determine content need Structure to create/store/ deliver content Design customer experience
  18. 18. ADVANCED CONTENT OPERATIONS DIGITAL CHATBOTS VOICE SKILLS AI-DRIVEN ECOMMERCE Topics Formats Write Publish Define information sets to support conversations Build conversation triggers Test, rewrite! Test, rewrite! Determine interactions useful in voice environment Design content for common voice interactions Test! Test! Test! Test! Promote Determine where data and needs intersect Jumpstart with taxonomy/ ontology/ semantic content Train! Train! Train! Train! Document buyer’s journey Determine content need Structure to create/store/ deliver content Design customer experience
  19. 19. ADVANCED CONTENT OPERATIONS DIGITAL CHATBOTS VOICE SKILLS AI-DRIVEN ECOMMERCE Topics Formats Write Publish Define information sets to support conversations Build conversation triggers Test, rewrite! Test, rewrite! Determine interactions useful in voice environment Design content for common voice interactions Test! Test! Test! Test! Promote Determine where data and needs intersect Jumpstart with taxonomy/ ontology/ semantic content Train! Train! Train! Train! Document buyer’s journey Determine content need Structure to create/store/ deliver content Design customer experience IT’S ABOUT THE STRUCTURE
  20. 20. MISCONCEPTIONS ➤Throw it all in there; Google will sort it out. ➤I don’t need to structure it. ➤I need to structure everything. ➤My customer will see what I want them to see. ➤I’m starting from scratch.
  21. 21. TRUTHS ➤Critical to start with customer perspective. ➤You can’t script everything. ➤Creating the domain and content model pays off. ➤Metadata for the win. ➤You should test some more.
  22. 22. WHY DOES IA MATTER FOR AI? You shortcut the pattern recognition.
  23. 23. TERMINOLOGY INTERLUDE
  24. 24. DOMAIN MODEL What it is: An organized way to describe the topics and information related to your [business, industry, area of interest] How you create it: Look for existing models, create your own Format: No specific format. Could be an outline, a set of topics and descriptions What it’s good for: Overlay on your customer journey to find where content is needed. A starting point for any content strategy.
  25. 25. CONTENT MODELWhat it is: A structured representation of content types and their relationships. The content version of a data model. How you create it: Organize content types, determine internal structure of each. Create metadata to make the system work. Format: Represented by fields in a content management system. Designed in variety of software. What it’s good for: Designing structure within a body of content. Good starting point to write, even better for determining how content can be reused.
  26. 26. HOW-TO: DOMAIN AND CONTENT MODELS
  27. 27. KNOWLEDGE BASE What it is: A group of electronic documents on a set of topics, ideally in some organized form. How you create it: Assemble all your stuff! Format: Ideally, documents are text with metadata and semantic structure. YMMV. What it’s good for: Base of content for AI, chatbots.
  28. 28. WATCH OUT FOR:
  29. 29. TAXONOMY What it is: A hierarchical structure for organizing information. Could be topics, products, whatevs. How you create it: Build categories that make sense. Create metadata to extend the structure into other uses. Format: Spreadsheet, folder structure, semantic tags, XML, special software…possibilities are endless. What it’s good for: Organizing items like content, products. Structural base for AI, chatbot content, more.
  30. 30. HOW-TO: TAXONOMY
  31. 31. ONTOLOGY What it is: A structure for demonstrating relationships. Could be topics, products, whatevs. How you create it: Group like entities, outline relationships between them. Create metadata to extend the structure into other uses. Format: Semantic tags, XML, special software…many possibilities. What it’s good for: Organizing items like content, products, and especially complex information. Structural base for AI, chatbot content, more.
  32. 32. KNOWLEDGE GRAPH What it is: Google presents structured data in a box on the right side of the search results page. How you create it: Put good metadata on your content, be liked by Google’s algorithm. What it’s mixed up with: Non-branded information representations.
  33. 33. WHATEVER YOU CALL IT
  34. 34. REBUILD YOUR MINDSET
  35. 35. WHAT PROBLEM IS MY CUSTOMER TRYING TO SOLVE?
  36. 36. HOW CAN I SUPPORT THEM?
  37. 37. COORDINATION AND CAPABILITIES ➤Does any other system need to understand your structure? ➤Do you need to map to any other system? ➤Does your industry have a standard structure? ➤What can your tech system do now?
  38. 38. ADVANCED CONTENT OPERATIONS: CHAT & VOICE CHATBOTS VOICE SKILLS Define topics covered Define unsuccessful interactions Q & A/ Triggers Supporting content Similar to chatbots, but add challenges of speech recognition Evaluate voice vs. typed conversation
  39. 39. ADVANCED CONTENT OPERATIONS: AI Define knowledge base Create taxonomy/ ontology Add semantic structure FOR WHAT? ➤PPC program management ➤Topic and editorial calendar recommendations ➤Competitor analysis ➤The Holy Grail: Content creation?
  40. 40. HOW MUCH DATA DO I NEED? No, even more. Still more. More than that, even.
  41. 41. Current experience shows that AI initiatives often fail due to the lack of appropriate data or low data quality. --Introducing Semantic AI white paper Pool Party
  42. 42. WHAT KIND OF DATA?
  43. 43. ADVANCED CONTENT OPERATIONS: ECOMMERCE Determine integrations Define existing structures Structure at least as granular as the most granular system Structure to create/store/ deliver content FOR WHAT? ➤Integration between all suppliers/retailers ➤Make it easy to find and buy your products ➤Create faceted navigation, search filters ➤Create comparison tools, rich content experiences
  44. 44. WHAT YOU CAN ORGANIZE ➤Topics ➤Articles ➤Images ➤Videos ➤Products
  45. 45. BUILDING A TAXONOMY
  46. 46. BUILDING A TAXONOMY GOALS INFORMATION ORGANIZATION GOVERNANCE Manage information well Integrate with other systems Help people find things Support advanced content What will be covered? How will info be categorized? What facets matter? How do you identify the characteristics? Are relationships important? Document and understand integrations Be flexible Maintain organizing principles until there’s reason not to Look for industry standards Group like things together Seek clarity Use user language for labels Be cautious and intentional about redundancy Test!
  47. 47. HOW-TO: CARD SORTING
  48. 48. BUILDING BLOCKS OF CONTENT
  49. 49. THE BATTLE FOR THE BODY FIELD
  50. 50. TRAINING THE CMS
  51. 51. KEY: SEMANTIC TAGGING
  52. 52. TIPS FOR TAGGING ➤Investigate industry standards ➤https://schema.org ➤SKOS compliant ➤Use plain language ➤Clarity over all
  53. 53. STRUCTURED CONTENT ENABLES THE AUTOMAGIC My favorite internet word
  54. 54. RESOURCES ➤ Taxonomy in the Age of Amazon Echo. Mike Doane, Taxonomy Bootcamp 2018 ➤ Taxonomies and AI Chatbots. Gary Carlson, Taxonomy Bootcamp 2018 ➤ AI UX: 7 Principles of Designing Good AI Products ➤ Machine Learning for Everyone ➤ Designer’s Field Guide to Data ➤ How Voice-Activated Tech Will Change Content Marketing ➤ Opportunities for AI in Content Marketing ➤ Google’s Machine Learning Crash Course ➤ Designing Connected Content by Mike Atherton and Carrie Hane ➤ The Human Insights Missing From Big Data, Ted Talk by Tricia Wang ➤ Why Big Data Needs Thick Data, Medium post by Tricia Wang ➤ Designing Bots by Amir Shevat ➤ Designing Voice User Interfaces by Cathy Pearl ➤ The Accidental Taxonomist by Heather Hedden ➤ The Battle for the Body Field article by Jeff Eaton ➤ Training the CMS article by Eileen Webb ➤ Card Sorting by Donna Spencer
  55. 55. Laura Creekmore @lauracreekmore laura.creekmore@syndigo.com

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I gave this presentation at SXSW 2019, talking about how content structure can enhance your work on advanced content channels like AI, voice skills, chatbots, and ecommerce.

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