delight 2015 huddle | storytelling in the age of iot

The Path to Personalization

Tom Bennett

Experience Strategist, Connective DX

@tom_bennett

Derek Phillips

Director of Content Strategy, Connective DX

@digistrategist

@tom_bennett | @digistrategist

Connective DX

Tom Bennett Derek Phillips

@tom_bennett | @digistrategist

Storytelling is Relationship

• Expected vs. Unexpected• Callback, engagement, empathy• Creative Tension• Story Arc

@tom_bennett | @digistrategistSource: Forrester

Acquisition

Connection

Loyalty

Function

Value

MeaningNeed

Compare

Discover

ResearchPurchase

Decide

Use

Get Help

Share

Personalize

PartnerEvangelize

Tribe

Search

Customer

Experience

Journey

@tom_bennett | @digistrategist

Story arc

The story really ties the room together, man

@tom_bennett | @digistrategist

What is…amnesia?

Call back, engagement, empathy

@tom_bennett | @digistrategist

The Familiar vs Surprise and Delight

Expected vs. unexpected

McGuffin

@tom_bennett | @digistrategist

Context Matters

It’s your lucky day, friend-o

@tom_bennett | @digistrategist

The Personalization Index

@tom_bennett | @digistrategist

Personalization IndexClassic

2014

Anonymous Browsing Logged in User

Implicit Personalization Self Identification Positively Identified Logged in User

Detected without

user’s input

User provides info

through navigation

paths or choices

User identified &

remembered

Implicit Explicit

Information

tailored to user

@tom_bennett | @digistrategist

It’s all around us

@tom_bennett | @digistrategist

Firmographic lookupIdentify company’s vertical and other characteristics

@tom_bennett | @digistrategist

Browsing behaviorProvide opportunity for customers to provide bits of important demographic data through navigation choices and other onsite behaviors.

@tom_bennett | @digistrategist

Geo-location

Offer products or services that correspond to customer’s location.

@tom_bennett | @digistrategist

Logged-in user

Provide a complete, unified view using the customer’s own data.

@tom_bennett | @digistrategist

Account/Order history• Offer Suggest complementary products and services to previously purchased items.• Change personal data and preferences• Transaction history• Usage/purchase trends

@tom_bennett | @digistrategist

Here come the devices...

@tom_bennett | @digistrategist

This is where it hits

the fan…

Implicit Explicit

Ambient2015

@tom_bennett | @digistrategist

Or becomes a goat

rodeo…

Implicit Explicit

Ambient2015

@tom_bennett | @digistrategist

Personalization Index

Implicit

Personalization

Self

Identification

Positively

IdentifiedLogged in User

Correlation Observation Account

Relationship

Implicit Explicit

Data +

Profile

ConnectedNetwork

Citizenship

Ambient

Behavior Preferences

and

Participation

@tom_bennett | @digistrategist

Personalization Index

Implicit

Personalization

Self

Identification

Positively

IdentifiedLogged in User

Correlation Observation Account

Relationship

Implicit Explicit

Data +

Profile

ConnectedNetwork

Citizenship

Ambient

Behavior Preferences

and

Participation

@tom_bennett | @digistrategist

A cloud of conversation on the

customer’s behalf

Nodes

Connections

Connections

themselves

are content

@tom_bennett | @digistrategist

Complexity

ConnectedNetwork

Citizenship

Ambient

1+1+1=3 (2n x Y) =X

@tom_bennett | @digistrategist

MIND BLOWN!

@tom_bennett | @digistrategist

Quantified vs Qualified

Counting clicks/bits Creating meaning

Data Data + User-centric intent

@tom_bennett | @digistrategist

Quantified vs Qualified

Preferences Behaviors

Persona People

@tom_bennett | @digistrategist

New content types

User Preferences

User-based KPIs

Location

User-context

History

User-defined intent

User glide-path*

@tom_bennett | @digistrategist

Relationship of device, user, content

Content + GovernanceWHERE’S THE ROLE for CONTENT STRATEGY HERE?

@tom_bennett | @digistrategist

Customer participation creates the story

@tom_bennett | @digistrategist

New voices, new complexity

Brand Voice Consumer Voice Object Voice

Broadcast Model Dialog Model Connectivity Model

One-way communications from brand to consumer

Two-way communications between consumer-brand and consumer-

consumer

Multiway communications between object and brand, object and consumer, object and object

Brand ExpressionTraditional

Self ExpressionSocial and Digital

Experience Expression Contextual

Source: Altimeter Group

@tom_bennett | @digistrategist

Experience Mapping to phases creates

content guidance

@tom_bennett | @digistrategist

It’s still about the business though

@tom_bennett | @digistrategist

Topics

Risks

Roles

Collaborations

Opportunities for your business

@tom_bennett | @digistrategist

Risks

@tom_bennett | @digistrategist

Remember, Comrades: Content Strategy Provides Governance

Thanks!Derek PhillipsDirector of Content Strategy

Connective DX

@digistrategist

Tom BennettExperience Strategist

Connective DX

@tom_bennett