Post on 15-Apr-2017
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Introductions
Kevin P Nichols@kpnichols
■ Author, Team Builder, Thought Leader■ Expert in Enterprise Content Strategy,
Personalization and Omnichannel ■ Former Global Practice Lead, Content
Strategy, SapientNitro■ 20 Years experience in the UX and
Digital worlds
■ Authored: Enterprise Content Strategy: A Project Guide, Coauthor, UX for Dummies
■ Leader for Content Strategy Alliance Best Practices Initiative
■ Recent Workshops:– Intelligent Content for Multichannel Publishing– Performance Driven Content– Omnichannel Content Strategy
9/28/2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
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■ Definitions■ Leverage Performance Driven Model■ Understand the user as ALWAYS 1st■ Harness cross-channel user journeys■ Create personalized experiences and contextual content■ Track metrics across channels■ Follow omnichannel trends – integrated product inventory, SVoC
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
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Understanding Omnichannel & MultichannelMultichannel considers more than one channel.
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
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Understanding Omnichannel & MultichannelOmnichannel considers a user and their entire cross-channel journey with a brand, from the perspective of the user.
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
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Understanding Omnichannel & MultichannelOmnichannel content assumes the overall user engagement with a particular user journey, and serves up content to each step in the process, optimizing channel experiences.
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
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Understanding Omnichannel & Multichannel
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
A recreation of the image by: http://maosuit.com/retail-2/stores/omi-channel-retail-101/ originally created by Tyco.
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Understanding Omnichannel & Multichannel
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
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Using Omnichannel
■ Makes content contextually relevant and builds the consumer relationship
■ Provides Single View of the Customer & integrated product inventory across channelsHome In-store Commerce Experience
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
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LESSONS LEARNED
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
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Lessons from Omnichannel
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
■ Leverage Performance Driven Model■ Understand the user as ALWAYS 1st■ Harness cross-channel user journeys■ Create personalized experiences and contextual content■ Track metrics across channels■ Follow omnichannel trends – integrated product inventory, SVoC
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Lessons from Omnichannel
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
■ Leverage Performance Driven Model■ Understand the user as ALWAYS 1st■ Harness cross-channel user journeys■ Create personalized experiences and contextual content■ Track metrics across channels■ Follow omnichannel trends – integrated product inventory, SVoC
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Defining performance-driven contentMeasurement and evaluation of content in order to make decisions on future content priorities.
Comes from school of data-driven marketing, but is specific to content.
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
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Using performance-driven content■“An experience never exists in
a complete state; measurements and continual evaluation inform future priorities.”
■Once you publish content, you continue to measure it
2 Oct 2015
Recreated from permission by Kevin P Nichols from Enterprise Content Strategy: A Project Guide.
Source: Kevin P Nichols from Enterprise Content Strategy: A Project Guide.
Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
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Using performance-driven content■Drives intelligent content and
personalization■Maintains a user-centric
content experience■Enables omnichannel content■Helps an organization build a
publication model around performance
2 Oct 2015
Recreated from permission by Kevin P Nichols from Enterprise Content Strategy: A Project Guide.
Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
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It’s not going away anytime soon
69% of top company executives plan on increasing their marketing data-driven approachesForbes Insights and Turn: Data Driven and Digitally Savvy: The Rise of the New Marketing Organization Report
74% of marketing executives plan to increase marketing budgets this year for data. Teradata, 2015 Global Data-Driven Marketing Survey
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
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Lessons from Omnichannel
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
■ Leverage Performance Driven Model■ Understand the user as ALWAYS 1st■ Harness cross-channel user journeys■ Create personalized experiences and contextual content■ Track metrics across channels■ Follow omnichannel trends – integrated product inventory, SVoC
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User – 1st approach
Agendas of business silos and industry trends (mobile first) aren’t in the driver’s seat.User’s requirements and consumer needs drive experiences.
2 Oct 2015
Image source: Wesley Fryer at this Flickr URL.
Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
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User – 1st approach
Ignore channel optimization and ignore your profits!
Alibaba – 9.3 Billion in sales more than black Friday and cyber Monday combined.
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
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Lessons from Omnichannel
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
■ Leverage Performance Driven Model■ Understand the user as ALWAYS 1st■ Harness cross-channel user journeys■ Create personalized experiences and contextual content■ Track metrics across channels■ Follow omnichannel trends – integrated product inventory, SVoC
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User journeys – what
■Maps a user pathway through a set of tasks■Can be inter-channel, intra-channel, cross-channel■Requires understanding users, their tasks, and
what triggers tasks
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
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Inter- and intra-channel journeys – example
Persona User State User Journey Channel Content
Soccer Mom Anonymous Buy a Product – Step One: searches for product in Google
Website (Desktop)Mobile (App)
Product information in home page carousel
Soccer Mom Anonymous Buy a Product – Step Two: clicks on product in carousel goes to product detail
Website (Desktop)Mobile (App)
Product detail page
Soccer Mom Anonymous But a Product – Step Three: Add to cart
Website (Desktop)Mobile (App)
Shopping cart
Source: Rebecca Schneider and Kevin Nichols The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols Workshop on OmnichannelContentStrategy.com
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
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Cross-channel journey – example
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
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User journeys – why
■ Places the consumer and customer at the center of the experience
■ Allows content decisions around user needs
■ Helps to create a publishing model around end-user needs
■ Keeps the focus cross-channel
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
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Lessons from Omnichannel
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
■ Leverage Performance Driven Model■ Understand the user as ALWAYS 1st■ Harness cross-channel user journeys■ Create personalized experiences and contextual content■ Track metrics across channels■ Follow omnichannel trends – integrated product inventory, SVoC
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Understanding Personalization
Personalization is contextual content targeted to a user based on his or her needs and behaviors.
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
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Understanding Personalization
Content is served up to a user based on any of the following:■ Who is the user ■ Where the user is■ Why the user engages■ What the user engages with■ How the user engages with the
experience■ When the user engages with the
experience
http://commons.wikimedia.org/wiki/File:AN_OREGON_PERSONALIZED_LICENSE_PLATE_WITH_THE_LETTERS_%22WET%22_HOWEVER,_LACK_OF_RAIN_CREATED_A_SERIOUS_ENERGY_CRISIS_IN..._-_NARA_-_555432.jpg
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
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Requirements for Personalization
■ An investment in new content creation to support it
■ Personas/segments ■ Technology to support it (logic-
driven content, user analysis, analytics)
■ The right measurements and analytics
■ A roadmap with short, mid, and long-term goals
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
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Using Personalization
■ Develops a deeper relationship between the user and brand, providing specific value or use to the consumer
Ratings, Personalized Selections Contextual Targeting
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
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Lessons from Omnichannel
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
■ Leverage Performance Driven Model■ Understand the user as ALWAYS 1st■ Harness cross-channel user journeys■ Create personalized experiences and contextual content■ Track metrics across channels■ Follow omnichannel trends – integrated product inventory, SVoC
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Understanding Analytics & Metrics“Web analytics is the objective tracking, collection, measurement, reporting and analysis of quantitative internet data to optimize websites and web marketing initiatives.”
– Avinash KaushikSource: Web Analytics: An Hour a Day, Page 2
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
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Metrics & Analytics: Hard Metrics
■ Quantitative measurements: numbers, facts. It’s the “what.”– Web & Mobile
■ Conversions■ # Visits■ Time on Site■ Media
– Click-through Performance on Advertisements/Banners■ When to use:– There is a need to demonstrate a quantifiable return on investment– Too much anecdotal information is being used to make decisions
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
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Metrics & Analytics: Soft Metrics
■ Qualitative: stories, feelings/motivation. It’s the “why.”– Primary Research
■ Focus Groups– Secondary Research
■ Marketing Trends– Social Listening – Digital Anthropology
■ Online Behavioral Analysis– Surveys
■ Customer Satisfaction■ When to use– Trying to understand customer behavior (needs, motivations,
perceptions)– Further understand the hard metrics data
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
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Using Metrics & Analytics
■ Track across channels■ Identify under performing
content – which may require rethinking or user experience changes
■ Leverage content success (or content failure) for planning
■ Cast a wide net, all metrics, not one to exclusion of the other
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
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Metrics: Summary
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
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Metrics: Summary (cont.)
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
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Using Metrics & Analytics
Cross channel metrics and tracking the user journey across channels was a key theme at Forrester’s 2015 Marketing Leader’s ForumTop 4 Takeaways from the 2015 Forrester Marketing Leader’s Forum by Rachel Eisenhaur
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
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Lessons from Omnichannel
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
■ Leverage Performance Driven Model■ Understand the user as ALWAYS 1st■ Harness cross-channel user journeys■ Create personalized experiences and contextual content■ Track metrics across channels■ Follow omnichannel trends – integrated product inventory,
SVoC
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Single View of Customer / Prod Inventory
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
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■Leverage single view of the customer idea to develop content
■Think about integration points (integrated product inventory, cross channel metrics, etc, in future content decisions. Use customer journeys to do so.
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
Single View of Customer / Prod Inventory
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Contact Information
■ kevin@kevinpnichols.com■ Web: kevinpnichols.com■ LinkedIn:
www.linkedin.com/in/kevinpnichols■ Twitter: twitter.com/kpnichols■ YouTube:
www.youtube.com/user/kevinpnichols
Kevin P Nichols
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
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Suggested Reading (Omnichannel Focus)■ LCP Consulting. The Omni-Channel Dilemma. October 2014. – http://www.lcpconsulting.com/2014-omni-channel-study/■ Trager, Lisa. Stop the insanity! Planning for a Unified Omnichannel Strategy. May 13, 2014. – http://www.slideshare.net/tragester/stop-the-insanity-l-tragerfinal5914■ Havas Worldwide. Prosumer Report. Building Brands That Matter: The Sweet Spot Between Trust & Dynamism. 2013.– http://www.prosumer-report.com/blog/wp-content/uploads/downloads/2013/11/HWW-Prosumer-Report-Brand-
Dynamism-Hi-Res.pdf■ Deloitte Consulting. The Omnichannel Opportunity: Unlocking the Power of the Connected Consumer. February, 2014.– http://www2.deloitte.com/content/dam/Deloitte/uk/Documents/consumer-business/unlocking-the-power-of-the-
connected-consumer.pdf■ Forrester Consulting (commissioned by Accenture and hybris). Customer Desires vs. Retailer Capabilities: Minding the
Omni-Channel Commerce Gap. January 2014.– http://www.accenture.com/SiteCollectionDocuments/Accenture-Customer-Desires-VS-Retailer-Capabilities.pdf■ Retail Systems Research (sponsored by hybris). Omni-Channel 2014: Double Trouble. 2014.– Request report at: http://hybris.com/en/downloads/analyst-report/rsr-omni-channel-2014/715
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com
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Suggested Reading
The following are not specific to omnichannel, however they will be useful when embarking on an omnichannel initiative.■ Jones, Colleen. Clout: The Art and Science of Influential Web Content.
New Riders: Berkeley, CA. 2011■ Welchman, Lisa. Managing Chaos: Digital Governance by Design.
Rosenfeld Media: Brooklyn, NY. 2015
2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com