Delight 2015 Huddle | Storytelling in the Age of IoT

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<ul><li><p>The Path to Personalization </p><p>Tom Bennett</p><p>Experience Strategist, Connective DX</p><p>@tom_bennett</p><p>Derek Phillips</p><p>Director of Content Strategy, Connective DX</p><p>@digistrategist</p></li><li><p>@tom_bennett | @digistrategist</p><p>Connective DX</p><p>Tom Bennett Derek Phillips</p></li><li><p>@tom_bennett | @digistrategist</p><p>Storytelling is Relationship</p><p> Expected vs. Unexpected Callback, engagement, empathy Creative Tension Story Arc</p></li><li><p>@tom_bennett | @digistrategistSource: Forrester</p><p>Acquisition</p><p>Connection</p><p>Loyalty</p><p>Function</p><p>Value</p><p>MeaningNeed</p><p>Compare</p><p>Discover</p><p>ResearchPurchase</p><p>Decide</p><p>Use</p><p>Get Help</p><p>Share</p><p>Personalize</p><p>PartnerEvangelize</p><p>Tribe</p><p>Search</p><p>Customer</p><p>Experience </p><p>Journey</p></li><li><p>@tom_bennett | @digistrategist</p><p>Story arc</p><p>The story really ties the room together, man</p></li><li><p>@tom_bennett | @digistrategist</p><p>What isamnesia?</p><p>Call back, engagement, empathy</p><p>https://youtu.be/S6jrr5Hmt2Y?t=1m20shttps://youtu.be/S6jrr5Hmt2Y?t=1m20shttps://youtu.be/S6jrr5Hmt2Y?t=1m20s</p></li><li><p>@tom_bennett | @digistrategist</p><p>The Familiar vs Surprise and Delight</p><p>Expected vs. unexpected</p><p>McGuffin</p></li><li><p>@tom_bennett | @digistrategist</p><p>Context Matters</p><p>Its your lucky day, friend-o</p></li><li><p>@tom_bennett | @digistrategist</p><p>The Personalization Index</p></li><li><p>@tom_bennett | @digistrategist</p><p>Personalization IndexClassic</p><p>2014</p><p>Anonymous Browsing Logged in User</p><p>Implicit Personalization Self Identification Positively Identified Logged in User</p><p>Detected without </p><p>users input</p><p>User provides info </p><p>through navigation </p><p>paths or choices</p><p>User identified &amp; </p><p>remembered</p><p>Implicit Explicit</p><p>Information </p><p>tailored to user</p></li><li><p>@tom_bennett | @digistrategist</p><p>Its all around us</p></li><li><p>@tom_bennett | @digistrategist</p><p>Firmographic lookupIdentify companys vertical and other characteristics</p></li><li><p>@tom_bennett | @digistrategist</p><p>Browsing behaviorProvide opportunity for customers to provide bits of important demographic data through navigation choices and other onsite behaviors. </p></li><li><p>@tom_bennett | @digistrategist</p><p>Geo-location</p><p>Offer products or services that correspond to customers location.</p></li><li><p>@tom_bennett | @digistrategist</p><p>Logged-in user</p><p>Provide a complete, unified view using the customers own data.</p></li><li><p>@tom_bennett | @digistrategist</p><p>Account/Order history Offer Suggest complementary products and services to previously purchased items. Change personal data and preferences Transaction history Usage/purchase trends</p></li><li><p>@tom_bennett | @digistrategist</p><p>Here come the devices...</p></li><li><p>@tom_bennett | @digistrategist</p><p>This is where it hits </p><p>the fan</p><p>Implicit Explicit</p><p>Ambient2015</p></li><li><p>@tom_bennett | @digistrategist</p><p>Or becomes a goat </p><p>rodeo</p><p>Implicit Explicit</p><p>Ambient2015</p></li><li><p>@tom_bennett | @digistrategist</p><p>Personalization Index</p><p>Implicit </p><p>Personalization</p><p>Self </p><p>Identification</p><p>Positively </p><p>IdentifiedLogged in User</p><p>Correlation Observation Account </p><p>Relationship</p><p>Implicit Explicit</p><p>Data + </p><p>Profile</p><p>ConnectedNetwork </p><p>Citizenship</p><p>Ambient</p><p>Behavior Preferences </p><p>and </p><p>Participation</p></li><li><p>@tom_bennett | @digistrategist</p><p>Personalization Index</p><p>Implicit </p><p>Personalization</p><p>Self </p><p>Identification</p><p>Positively </p><p>IdentifiedLogged in User</p><p>Correlation Observation Account </p><p>Relationship</p><p>Implicit Explicit</p><p>Data + </p><p>Profile</p><p>ConnectedNetwork </p><p>Citizenship</p><p>Ambient</p><p>Behavior Preferences </p><p>and </p><p>Participation</p></li><li><p>@tom_bennett | @digistrategist</p><p>A cloud of conversation on the </p><p>customers behalf</p><p>Nodes</p><p>Connections</p><p>Connections </p><p>themselves </p><p>are content</p></li><li><p>@tom_bennett | @digistrategist</p><p>Complexity</p><p>ConnectedNetwork </p><p>Citizenship</p><p>Ambient</p><p>1+1+1=3 (2n x Y) =X </p></li><li><p>@tom_bennett | @digistrategist</p><p>MIND BLOWN!</p></li><li><p>@tom_bennett | @digistrategist</p><p>Quantified vs Qualified</p><p>Counting clicks/bits Creating meaning</p><p>Data Data + User-centric intent</p></li><li><p>@tom_bennett | @digistrategist</p><p>Quantified vs Qualified</p><p>Preferences Behaviors</p><p>Persona People</p></li><li><p>@tom_bennett | @digistrategist</p><p>New content types</p><p>User Preferences</p><p>User-based KPIs</p><p>Location</p><p>User-context</p><p>History</p><p>User-defined intent</p><p>User glide-path*</p></li><li><p>@tom_bennett | @digistrategist</p><p>Relationship of device, user, content</p><p>Content + GovernanceWHERES THE ROLE for CONTENT STRATEGY HERE?</p></li><li><p>@tom_bennett | @digistrategist</p><p>Customer participation creates the story</p></li><li><p>@tom_bennett | @digistrategist</p><p>New voices, new complexity</p><p>Brand Voice Consumer Voice Object Voice</p><p>Broadcast Model Dialog Model Connectivity Model</p><p>One-way communications from brand to consumer</p><p>Two-way communications between consumer-brand and consumer-</p><p>consumer</p><p>Multiway communications between object and brand, object and consumer, object and object</p><p>Brand ExpressionTraditional</p><p>Self ExpressionSocial and Digital</p><p>Experience Expression Contextual</p><p>Source: Altimeter Group</p></li><li><p>@tom_bennett | @digistrategist</p><p>Experience Mapping to phases creates </p><p>content guidance</p></li><li><p>@tom_bennett | @digistrategist</p><p>Its still about the business though</p></li><li><p>@tom_bennett | @digistrategist</p><p>Topics</p><p>Risks</p><p>Roles</p><p>Collaborations</p><p>Opportunities for your business</p></li><li><p>@tom_bennett | @digistrategist</p><p>Risks</p></li><li><p>@tom_bennett | @digistrategist</p><p>Remember, Comrades: Content Strategy Provides Governance</p></li><li><p>Thanks!Derek PhillipsDirector of Content Strategy</p><p>Connective DX</p><p>@digistrategist</p><p>Tom BennettExperience Strategist</p><p>Connective DX</p><p>@tom_bennett</p></li></ul>