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Babel Camp 2016 1 Content in the experience age Let the battle for attention begin!
27

Content in the Experience Age

Apr 12, 2017

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Page 1: Content in the Experience Age

Babel Camp 2016 1

Content in the experience ageLet the battle for attention begin!

Page 2: Content in the Experience Age

Babel Camp 2016 2

Who am I ?Julian Hillebrand

Sales

Marketing

Data-Science

Product Manager90%

70%

70%

50%

Page 3: Content in the Experience Age

Babel Camp 2016 3

Key LearningsSo easy you can’t believe it

ExperienceAge

Jobs-to-be-done

Future-proof Marketing

Page 4: Content in the Experience Age

Babel Camp 2016 4

Facebook 2016

01

02

03

1.71B MAUs

Original Status Updates

1.13B DAUs

-21%

Page 5: Content in the Experience Age

Babel Camp 2016 5

Information age vs Experience age

Accumulation Continual self-expression

Page 6: Content in the Experience Age

Babel Camp 2016 6

Primary Input and Primary Feedback

FacebookInput: Status boxFeedback: Likes etc

SnapchatInput: VisualFeedback: Attention

Page 7: Content in the Experience Age

Babel Camp 2016 7

Snapchat is not alone

Snapchat Musically Periscope Dubsmash

Page 8: Content in the Experience Age

Babel Camp 2016 8

100%Attention

Page 9: Content in the Experience Age

Babel Camp 2016 9

The Experience Stack

PlatformFacebook,

Snapchat, Twitter etc

AppFacebook Live, Snapchat Live Stories, Periscope etc

SensorCamera, GPS, Accelerometer etc

DeviceSmartphone,

Glasses, Contact Lenses etc Network

4G Cellular, Drone, Wireless Antenna etc

MomentBirthday, Wedding, Festival, Game etc

Page 10: Content in the Experience Age

Babel Camp 2016 10

In the Experience Age you are not a profile.You are simply you.

Page 11: Content in the Experience Age

Babel Camp 2016 11

Persona vs Person

Persona Person

Page 12: Content in the Experience Age

Babel Camp 2016 12

How Personas fail

As a _______ I want to _____ So that _____

Persona Action Expected outcome

Page 13: Content in the Experience Age

Babel Camp 2016 13

How Personas fail

As a _______ I want to _____ So that _____

Persona Action Expected outcome

Irrelevant! Maybe there´s a better way...

Too many assumptions…

Page 14: Content in the Experience Age

Babel Camp 2016 14

What job did you hire that milkshake to do?

Clay Christensen, Professor of economy

Page 15: Content in the Experience Age

Babel Camp 2016 15

Kinds of Jobs

Functional

Jobs

Emotional

Jobs

SocialJobs

Page 19: Content in the Experience Age

Babel Camp 2016 19

Job Stories

Business as usual New behaviour

Forces blocking change

Forces promoting a new choice

Page 20: Content in the Experience Age

Babel Camp 2016 20

Job Stories – Mobile provider

Weak signal

Business as usual New behaviour

Better price

Keep number?

Direct withdra

wal

Forces blocking change

Forces promoting a new choice

Page 21: Content in the Experience Age

Babel Camp 2016 21

Job Stories

When_______ I want to _____ So I can_____

Situation Motivation Expected outcome

Page 22: Content in the Experience Age

Babel Camp 2016 22

How might we … ?

When

I want to

So I can

I am on my island round trip where I travel with a lot of stuff in a small backpack and only unreliable connection to the Internet

easily pick photos I took that day and sync them whenever connected to a WiFi

I can share my photos with friends and family.

Page 23: Content in the Experience Age

Babel Camp 2016 23

How might we … ?

How might we assist Amy who has rarely reliable internet access to easily pick photos and share them so that her friends and family can take part in her adventure?

needinsight

user

Page 24: Content in the Experience Age

Babel Camp 2016 24

Mapping your customer’s mind

Content

Motivations

Anxieties

Causality

Page 25: Content in the Experience Age

Babel Camp 2016 25

Actual PostContent Item

MotivationsAnxieties

Causality

A job described in contexts and situations

Page 26: Content in the Experience Age

Babel Camp 2016 26

How to start?!?

Create high level jobs02

0103Create job

stories

Interview your current followers

Page 27: Content in the Experience Age

Babel Camp 2016 27

Follow me on my journey into the experience age!

ThinkToStart.com

Julianhillebrand.de

facebook.com/jul.hillebrand

@julianhi

jul.hi