Content Strategy for Omnichannel by Rebecca Schneider and Kevin P Nichols 2013 CSA Keynote

AZZARDCONSULTING

Preparing for the Future: Content Strategy and Omnichannel2013.11.15

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DIRECTOR, GLOBAL PRACTICE LEAD, CONTENT STRATEGY, SAPIENTNITRO

18 Years experience in the Web Development Industry

Key Clients: MIT Open Courseware, Hewlett Packard, Sprint, Intel

Twitter: #kpnichols

INTRODUCTIONS

KEVIN NICHOLS

REBECCA SCHNEIDERPRESIDENT, AZZARD CONSULTING

19 Years experience in Information Management

Industries: Retail, Auto Manufacturing, Financial Services, Telecommunications, Luxury Goods

Twitter: #azzardconsult

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WHAT YOU’LL BE SNOOZING* THROUGH

1. SOME DEFINITIONS (OMNI, CONTENT STRATEGY, ETC.)

2. HOW DO YOU CREATE A CONTENT STRATEGY FOR OMNI Thinking about consumers

Considering channels

Working with the content lifecycle

3. SELLING OMNI TO YOUR STAKEHOLDERS

4. EVALUATING OMNI CONTENT

5. QUESTIONS?

*Or texting, or tweeting, or emailing.

SOME DEFINITIONSIs Omnichannel a new cable network?

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CONTENT STRATEGY*

Content

Content communicates an idea which is recorded.

Content Strategy

Content Strategy focuses on ways to meet the needs of content consumers, including how content is distributed, managed and overseen.

*OK, so everyone here knows this, but people looking at this SlideShare might not.

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MULTI CHANNEL*

Multi Channel

Providing content suited to a specific factor or channel:

• Desktop

• Tablet

• Smartphone

• In-store

Effective Multi Channel Experience

Strives to provide a collective content experience across all channels

Takes advantage of a particular form factor’s strengths

Cross-references experiences across all channels

*Nope, not watching two TV shows at the same time.

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OMNICHANNEL*

Omnichannel

Omnichannel is an approach to multichannel that provides content at every point in the customer journey (analog, digital, in-store).

So:

This means that all content represents brand and a customer interaction:

All content is an asset

Content is an investment in customer experience with measurable return.

*Nope, not watching multiple TV shows at the same time.

http://www.flickr.com/photos/jeremiah_owyang

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Starts with a good story and figures out how to tell it through each medium.

Omnimedia - perfect balance of content between mediums:

TV show referenced cookbooks, magazine referenced both, fully realized it in multi- and digital media

Exclusive content specific to each channel

Collective content experiences:

Stories told that appeal to lifestyle

Connects one channel to the next via customer journey

OMNICHANNEL STORIES*

*Narratives, not ‘little’ white lies.

02CONTENT STRATEGY FOR OMNIOmni: Coming to a town near you.

THINKING ABOUT CONSUMERSSince they usually help pay the bills…

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OMNI EXPERIENCE

CUSTOMER OMNI

EXPERIENCE

TV COMMERCIAL

LEADS TO TABLET WEB

SITE TABLET WEB SITE PROMPTS

PROFILE CREATION

WITH PROMO

PROFILE LEADS TO

STORE WITH COUPON ON

MOBILE

STORE LEADS TO PRODUCT PURCHASE

PRODUCT PACKAGE LEADS TO

SHARING ON SOCIAL AND

REGISTRATION

REGISTRATION LEADS TO EMAIL & SMS WITH MORE

PROMOS

EMAILS PROVIDE SUPPORT; PROMOS LEAD TO

MORE PURCHASES

LOYALTY IS SHARED VIA

SOCIAL; CALLS TO SUPPORT

ARE PERSONALIZE

D

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OMNICHANNEL STRATEGIC FRAMEWORK

DESKTOP MOBILE TABLET IN-STORE PUBLICATIONS TV/RADIOPRODUCT

PACKAGINGCUSTOMERSUPPORT

ECOMMERCE

CUSTOMER PROFILE CUSTOMER PROFILE

PRODUCT & SERVICE CONTENT

SOCIAL MEDIA OPPORTUNITIES

ADVERTISING & MEDIA

SALES’ SUPPORT & TOOLS

APPS

EMAIL

PERSONALIZATION

CHANNEL CONSIDERATIONSThis is not about deciding which TV channel to watch.

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CONTENT DESIGN PRINCIPLES*

Customer-centric content

Full experience cycle

Data-driven

Structured content design approach

Iterative content lifecycle

*Things your mother never told you.

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How does a user enter the site?

What long form content is needed?

Where are the points of conversion specific to desktop?

What information will the user provide (e.g., Profile)?

CHANNEL: Desktop*

*At work and avoiding a meeting.

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CHANNEL: Mobile & Tablet*

Where are they (context)?

What do they need based on context? For example:

How would she use a smart-phone in a store?

What does she or others like her do with apps?

Who are they talking to (social) and how? For example:

How would she use social on apps and what opportunities exist?

Remember tablet and smartphone are different*Did you buy enough data?

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CHANNEL: Email & SMS

When do you send an email or SMS?

When and do you follow up? For example:

For absentee customers

Appreciation emails

How/what do you personalize?

Should they opt-in?

Which content is most useful for the user via SMS?

SMS

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CHANNEL: In Store*

Is there a Kiosk?

Can they create profile?

Are there social opps?

Are there QR codes?

What can be personalized?

What does sales associate know about customer

Previous purchase behavior

Do you have Coupons/Vouchers for in-store?

*This will ride up with wear.http://www.flickr.com/photos/lydiashiningbrightly/

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CHANNEL: Packaging*

Can packaging be personalized?

Can you provide inserts?

Are there social sharing possibilities?

How can package drive customer to other channels?

*Can it not be a ridiculous amount of plastic?

http://www.flickr.com/photos/54544400@N00/

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CHANNEL: Post Purchase

Post Purchase Support

How do you provide support for each channel?

Is support Personalized? We know you have this product,

we know you called before, etc.

NOTE:

Satisfying customers after they purchase really matters

http://www.flickr.com/photos/tarale/

LIFECYCLE CONSIDERATIONSUnlike a stationary bike, does not require sweating.

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LIFECYCLE: Create Content*

Which content needs created for each channel?

What are the inter-linking points between each channel?

How can they be cross-referenced and leveraged?

What groups will be responsible for content creation?

How can personalization enable the Omni experience?

*Hamster wheel for English majors.

http://www.flickr.com/photos/byronnewmedia/

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LIFECYCLE: Manage Content*

Who will be responsible for managing content?

How can you ensure that communication across content production groups is clear?

*Whack a Mole for English majors.

http://www.flickr.com/photos/tpapi/

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LIFECYLE: Publish Content*

Is there a robust content production / editorial calendar?

Event driven

Folds in quarterly reviews to optimize for trends, usage, business requirements

Is the calendar aligned with significant product launches, company announcements, etc.

*Almost like Citizen Kane.http://www.flickr.com/photos/eliburford/

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LIFECYLE: Evaluate Content

Are there metrics and KPIs in place to understand how content is being used within the Omnichannel context?

Are production workflows effective and not burdensome?

http://www.flickr.com/photos/asteriusmedia

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LIFECYCLE: Enhance Content*

Based on metrics and analytics what content should be enhanced?

Are there particular interaction points which could be exploited further?

*No, not that kind of enhancement.

http://www.flickr.com/photos/avinashkaushik

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EXECUTIVE SPONSOR

LIFECYCLE: Governance*

Is there one group within the organization which ensures alignment of Omni content across all business units?

*As if two people from the US should be talking about governance.

GOVERNANCE COMMITTEE

WORKING GROUPS

BRANDACCESSIBILIT

YLEGAL TAXONOMY CONTENTSTRATEGY

OPERATIONS TECHNOLOGY MARKETING PUBLISHING TAXONOMYSTRATEGY

03SELLING OMNI TO YOUR STAKEHOLDERSYes, I really do need a larger budget.

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A STRATEGY, NOT AN EVENT*

Sell it as strategic and iterative.

Starts with a very basic foundation and builds a richer experience over time.

More robust experience is more investment in new content to support it.

A recent report suggests Omni grew sales by 10% in 82% of Omni retails in the past year – The Omnichannel Revolution

*Cocktails, anyone?http://www.flickr.com/photos/edgee/

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DEVELOP A ROADMAP*

Do a 1 – 3 year roadmap – report quarterly

Use existing analytics and show improvement with channel integration

Identify success metrics and ensure that all areas have a testing strategy

to validate

Ensure a taxonomy and metadata tagging strategy can support Omni experience

In the beginning focus is on testing and validation of customer journey, user behavior, optimized content lifecycle and the performance of content within each channel

Modify and enrich the content experience over time

*Not yet on Google Maps.http://www.flickr.com/photos/10835648@N00

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PITFALLS*

Politics can yield impasses –Internet lead generation versus calls or store

Requires new way to track performance and success

Boil the ocean will fail every time

Some is better than none

*Don’t look now…

http://curiousanalytics.com

04EVALUATING OMNI CONTENTIf you can’t measure it, you can’t justify it. (Remember that budget request?)

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CHANNEL INTERACTIONS

KEY QUESTION: Is the journey effective?

Rate at which content is viewed (frequency and duration)

Determine the most popular content: Content that is ‘trending’ with traffic and engagement time:

Use a trends app to measure which content is most used.

Know the most successful content– in the eyes of the customer:

Rate at which a specific piece of content will result in a conversion

RETENTION

PURCHASE

PREFERENCE

CONSIDERATION

AWARENESS

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USER SATISFACTION

KEY QUESTION: Is the user (customer) satisfied with the Omni experience?

Rate at which content is being shared via social

Rate at which content is downloaded

Survey the user on site or page performance

with user feedback tools

Determine problematic areas through bounce rates and exit rates

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How often does the phone orientation change (switching from vertical to horizontal)?

How is social media being used?

How many users accept location awareness prompts

Where and when are Smart Phones being Used: e.g., How are Smart Phones being used in-store?

OMNI & SMARTPHONES

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For Websites that have apps, how many users ignore the call to action to download the app and opt to view the actual Website?

What is the delta between the conversion rates on Tablet/Smart Phone versus Desktop?

Which products or services are sold from an app?

OMNI & TABLET

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What is available via desktop web vs. an app?

How many users switch from a mobile app to a desktop experience?

When does the user switch to desktop from a mobile app?

For commodity/published content,

what are the actual number of readers in a tablet edition versus a paper published edition?

OMNI & TABLET II

05QUESTIONS?Scathing rebuttal anyone?

THANK

YOU!

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CONTACT INFORMATION

[email protected]

azzardconsulting.com

Twitter: #azzardconsult

LinkedIn: http://www.linkedin.com/in/rebeccaschneider

KEVIN NICHOLS

REBECCA SCHNEIDER

[email protected]

kevinpnichols.com

Twitter: #kpnichols

LinkedIn: http://www.linkedin.com/in/kevinpnichols