adaptivemagicbrekercmw2014 final-140901211811-phpapp01

@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld

GETTING STARTED WITH ADAPTIVE CONTENT

Delivering Dynamic Content Chunks to the Right Audience, on Any Device

Jenny Magic & Melissa Breker @JennyLMagic • @Mel i ssaBreker

@CMIContent • #CMWor ld


I’ll answer in reverse order…

Hi! I’m Jenny. I’m a tech geek who loves words. Hi! I’m Melissa.

I’m a word nerd who loves tech.


THE ROADMAP


YOU MAY BE WONDERING:

Will this work with my technology?

What exactly is Adaptive Content?

Will there be candy?

This work, “This work, “Wondering” is a derivative of “I'll Think About It / Lichtenstein” by Tony Aceves, used under CC BY-NC 2.0


ADAPTIVE CONTENT DEFINED

Adaptive Content:

Content that is designed to adapt to the needs of the customer, not just cosmetically, but also in substance and in capability. - Charles Cooper, The Language of Content Strategy


Real-time Contextual Tailored Relevant Dynamic Personalized Customer-centric

Web personalization Content Strategy Marketing Digital Experiences

And the list goes on…

ALSO KNOWN AS…


WHAT TO ADAPT? •  Content Mix •  Content Priority •  Navigation •  Site Architecture •  Imagery & Design

BASED ON WHAT? •  Environment: Location/

Weather/ Date/ Time/ Events

•  User Traits: Device/ Language/ Speed

•  History: Purchases, customer service

•  Intention: Traffic source, browsing history

TWO KEY DECISIONS


Vintage Highway Sign, Amazon.com


1.  Skyrocketing customer expectations 2.  Data explosion 3.  Technology complexity

NONE OF YOU ARE HERE BY CHOICE

60% of marketers note they struggle to personalize content in real time, yet 77 percent believe real-time personalization is crucial.

http://offers.adobe.com/en/na/marketing/landings/_46316_real_time_marketing_insights_study.html


Marketing Technology Landscape by Scott Brinker, CC BY-NC 2.0


JUST TRYING TO HOLD ON

"FreeStyle" by Macliocchetti.M., CC BY-NC-SA 2.0


•  Quick Wins •  Proof of concept •  No tool recommendations •  Prep for integrated solutions

ON-RAMP AT LOW SPEED

“Sign of the Times” by Finger Food, CC BY-NC 2.0


CONTENT +

TECHNOLOGY "Spaghetti Junction" by Highways Agency, CC BY 2.0


Responsive Web Design

MOBILE BROUGHT US HERE

"Responsive Web Design" by Muhammad Rafizeldi, CC BY-SA 3.0


•  To the Screen Size –  Content priority, navigation layers, imagery

•  To the Device Capabilities –  Click to call, gestures, GPS, text-to-speech

MULTI-SCREEN REQUIRES ADAPTING


PRODUCT RECOMMENDATIONS


STRATEGY LEADS TECHNOLOGY

Truth #1: Adaptive Content is possible … if you know what to ask for.

Truth #2: If you don’t ask,

the answer will always be no.


•  3 to 10 times click through and conversion rates

•  $300 Million in margins by matching messaging to buyer journey.

“Digitizing the Consumer Decision Journey” McKinsey & Company, June 2014.

LUCKILY IT’S PROFITABLE


•  23% conversion rate form submission •  41% increase in time on site •  22% increase in pages per visit •  28% bounce rate decrease •  300% increase in traffic to product page

ENGAGEMENT & REVENUE


SURPRISE & DELIGHT

"What a Moment of Joy!" by Molly Sabourin, CC BY-NC 2.0


HOW DOES IT WORK?

“Sensitive Noise/ Obvious 2” by Milos Milosevic, CC BY 2.0


“Training Wheels” •  $ •  Keep your CMS •  Limited •  Generalized analytics

Integrated Approach •  $$$ •  New Technology Stack •  Omni-channel •  Session-based analytics

IMPLEMENTATIONS VARY

THERE IS NO ONE-SIZE-FITS-ALL SOLUTION


•  Progressive Enhancement + Personalization •  Various data sources – internal and external

–  Analytics: geography, referring site, keywords, device, time

on site, pages visited

–  Internal data: CRM, e-mail campaigns, lead nurturing

–  External data: Omnichannel browsing, aggregated

recommendation engines, social media

UNDER THE HOOD


1.  Segment Website Visitors 2.  Layer in Context 3.  Personalize Based on Rules

Right Content, Right User, Right Time

BASIC ADAPTIVE TECH PROCESS


•  User Login •  Purchase History •  User Agent String

–  IP address –  new vs. returning –  referring URL –  Device

•  …And new stuff all the time

SEGMENT WEBSITE VISITORS


•  Environment/ general context •  Traffic source: SEM/ PPC/ Email campaign •  Site search •  Browsing Patterns Identifiers can be stored client-side as cookies, in URL, in Local Storage, etc.

LAYER IN CONTEXT


Some “training wheels” examples: 1.  Welcome screen for logged in users 2.  Imagery based on browsing patterns 3.  Location-centered resources 4.  Customized product selection

Match Customers to Content

PERSONALIZE


WELCOME SCREEN


“Consumers consistently show a desire to provide more data

when companies use captured information to provide truly helpful feedback”

The Coming Era Of ‘On-demand’ Marketing, McKinsey & Company, April 2013.

PRIVACY + THE CREEPY FACTOR


IMAGERY


RESOURCES


PRODUCT SELECTION


"Wrong Way" by David Goehring, CC BY 2.0


“Forrester clients often ask about personalization technology solutions before having done any customer research or creating

a personalization strategy.

These organizations often end up with misaligned technology decisions or with

technology that sits on the shelf.”

“Advance To Next-Generation Personalization” Forrester. January 2014

DON’T START WITH THE TECHNOLOGY


http://customerexperiencematrix.blogspot.com/2013/09/customer-data-platform-guide-reviews.html


ADAPTIVE CONTENT STRATEGY

“Arrow” by Dana Ross Martin, CC BY-NC-ND 2.0


START WITH CONTENT STRATEGY

User Personas

+ Journeys

Rules Matching

Content Mix

Interface Assembly

WHO WHAT WHEN WHERE


•  Persona Group (i.e. web manager) •  Fictional name •  Job titles and major responsibilities •  Demographics such as age, education, ethnicity, and family status •  The goals and tasks they are trying to complete using the site •  Their physical, social, and technological environment •  A quote that sums up what matters most to the persona as it relates

to your site •  Casual pictures representing that user group

PERSONAS MIGHT INCLUDE:


USER PERSONAS


124 %

Companies that incorporated buyer personas into their content marketing strategies increased their B2B leads by 124 percent.

Marketing Sherpa Skytap Case Study

USER PERSONAS MATTER


NARROW YOUR FOCUS

"Lake View" by Chad Cooper, CC BY 2.0


RESEARCH REQUIRED


Tasks + Content Needs

USER JOURNEYS – CONCEPT


USER JOURNEYS – IN PRACTICE

Mapping the Journey Experience Beyond the Screen by Adaptive Path, CC BY-NC 3.0


JOURNEY MAPS MIGHT INCLUDE: •  Buyer Stage

–  Awareness/ Interest/ Evaluation/ Commitment/ Referral

•  Tasks •  Thoughts/ Feelings/ Satisfaction level •  Touch point / Channel

–  Website/ social/ landing page/ Kiosk/ TV/ Radio/ Etc.


JOURNEY MAPS


•  What is she doing? •  What is she thinking? •  What is distracting her? •  How could we personalize her

experience?

USER TOUCHPOINT

Adaptive Path's Guide to Experience Mapping by Adaptive Path, CC BY-NC 3.0


BUILD THE CONTEXT MIX

I made you mix tape by Jo James


CONTENT MIX MIGHT INCLUDE: •  Personas •  Buying Stages •  Touch points (from above) •  Formats •  Content Types •  Channels

… in every possible combination


Persona Buying Stage Format Channel Kate Awareness Video Social

Andrew Interest Text Websites

Sheila Evaluation Podcast Email

Commitment Infographic Print

Referral Images In person

Presentation In-store displays

Tools & Calculator Mobile app

CONTENT MIX MATRIX


SIMPLE CONTENT MODEL

Author

Article Topic Action Items


S O U R C E : H T T P : / / A L I S TA PA R T. C O M / A R T I C L E / S T R AT E G I C - C O N T E N T - M A N A G E M E N T S O U R C E : H T T P : / / A L I S TA PA R T. C O M / A R T I C L E / S T R AT E G I C - C O N T E N T - M A N A G E M E N T

S O U R C E : H T T P : / / A L I S TA PA R T. C O M / A R T I C L E / S T R AT E G I C - C O N T E N T - M A N A G E M E N T

Source: http://alistapart.com/article/strategic-content-management

CONTENT MODELING


Full Size Lego Hot Rod


PAGE TABLES •  Objective

•  Audience/ CTA

•  Elements

•  Adaptive Rules


•  Assets/ Source Content Locations

•  Related or Sidebar Content Directory

•  Author Guidelines

•  Metadata

•  Governance

•  Technical considerations: (e.g., new locations will require map update, etc.)

•  …etc.

PAGE TABLES MIGHT INCLUDE:


1.  What content do users need? (Personas) 2.  What format, when? (User Journeys,

Content Mix) 3.  What do we have? (Content Modeling) 4.  What’s the workflow? (Page Tables & Rules)

SUMMARY: STEPS FOR SUCCESS


NOW WHAT?


BASIC ADAPTIVE TECH PROCESS: 1.  Segment Website Visitors 2.  Layer in Context 3.  Personalize Based on Rules

Right Content, Right User, Right Time

REMEMBER THIS?


Training wheels or a more integrated approach? •  Infrastructure •  Goals •  Budget •  Tolerance for change

SO WHERE ARE YOU?

“I Can Ride a Bike” by Tonya Staab, CC BY-NC-ND 2.0


•  What info are we already gathering? •  What can our tools do now? •  Omni-channel vs. Narrow focus? •  Manual Rules vs. Automated Learning? •  Data & Analytics Limitations

QUESTIONS TO CONSIDER


BUILDING YOUR CONTENT TOOL STACK

Lost? Find a Content Engineer

Content Tools Hierarchy Stack


ADAPTIVE CONTENT ECOSYSTEM

CMS

(CEM) CRM

Ecommerce

Marketing Automation

Analytics

Marketing Apps

Site Search

Personalization Engine


•  Store structured content with semantic metadata

•  Segment personas •  Track analytics on per-session basis •  Implement rules for personalization

CENTRAL PLATFORM SHOULD:


Resource requirements

Stop, collaborate and listen by Katie Bunker, CC BY-NC-SA 2.0


CHANGE MANAGEMENT

Be the Change by Feggy Art, CC BY-NC-ND 2.0


•  Personalization is Coming •  Content Before Technology •  Tools Must Match Strategy •  Start Small for Big Wins

KEY TAKEAWAYS


Slides: slidesha.re/W4PdGG Resources: sitegoals.com/cmw2014

Feedback & Greetings Melissa Breker @MelissaBreker [email protected]

Keep in Touch

Jenny Magic @JennyLMagic [email protected]

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