Content Modelling for Personalisation

The future of digital marketing. London . Poznań, New York

Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200

Content Modelling:For PersonalisationCleve Gibbon @cleveg / Kate Kenyon @kate-kenyonConfab Intensive, Sep 2015



Introduction



IntroductionContent

Modelling 101

Content ModellingExercise Caffeine

break

Personalisation101

PersonalisationExercise

Discussion

15 mins30 mins

30 mins15 mins

30 mins30 mins

30 mins

Thank you Shutterstock



Use the Parking Lot



Workshop Description

Today, personalised experiences are cursed by the digital three wise monkeys.

• We hear this: personalisation helps us win and retain customers.• We see this: poor, inconsistent and non-personalised customer experiences.• We say this (A LOT!): useful and useable content is critical for those ‘right-time’ experience.

How do you approach creating content for personalised experiences? Where do you start? Who needs to be involved? What don’t we know? Cleve Gibbon will help answer these questions by giving examples of how clients, big and small, are approaching personalisation. What does a content model for personalisation look like? Cleve will walk through common content challenges and help turn them into future strengths, in order to help capitalise on the opportunities that content modelling for personalisation brings.

• Learn how to approach personalisation conversations around content.• Understand how to evaluate and critique content models for personalisation.• Get up to speed, fast, with how others are shaping content to deliver multi-channel personalised experiences.• Work with your industry peers to self-organise and work in cross-disciplinary teams.



To better understand how to approach to designing structured contentfor personalisation.



Who am I?

• ‘70s – hyperactive child to nightshift nurses• ‘80s – designer, come gamer, and console hacker• ‘90s – student, lecturer, modeler and UI developer• ‘00s – platform developer / architect building trading &

platforms • ‘10s – consultant in content, platforms, experience

management to operationalise client promises

I work equally across the business, content and technology to create engaging platforms to better serve our customers



Who am I?

• ‘80s – bookish child of an IT dev and a PM• ‘90s – linguist, magazine writer • ‘00s – marketer, journalist, CMS wrangler,

technologist, content strategist

Today, I work across content and technology to help businesses make content a genuine asset.



Sayhello!



Why did you choose our workshop?

Get more strategic We have personalisation

tools but not the strategies.

We do personalisation but need to ramp up.

What CMS tools are being used to achieve this?

I have a project that needs it.

We’ve done this before but how are others doing it?

Personalisation is a hot topic and I want to advise on the content strategy activities.

To learn more

How do I get to the requirements?

Great topic very different from the rest.

We create content models but with personalisation what changes and why?

I’m deeply suspicious of personalisation but trust Cleve implicitly – I AM INTRIGUED.

How do you do this for small to medium installs?

What are the best practices?



What issues or challenges have you had with personalised content or content modelling?

No one owns it

Selling the merits of personalisation to clients.

Brands can’t even get content out to the general public.

Getting everyone onboard

Organisational structure doesn’t support content governance

Stakeholder plans don’t account for content planning

and resourcing to support personalisation goals.

Lack of process

Keeping things relevant not creepy.

How granular do you go?

Clients don’t have the resources to personalise

content at scale.Getting buy-in to

specify audiences, adapt the CMS and

access to SMEs.

Unclear goals for personalisation.

We don’t have a concept of

personalised content.

Pushback as a solution looking for a problem.



What is the one thing you want to take away from our workshop?

Something actionable. Writing tips to provide

writing for every possibility.

Different ways to think about personalisation.

Insights into different

approaches.

War stories and opinions.

Understanding other content strategists ideas and tactics.

Understand how to make personalisation a

better part of my content strategy approach.

Confidence

Tools and frameworks.

Case studies of organisations doing it well.

Strategies for using personalisation to drive

sales.How so model content for personalisation.

Link the conceptual with the technical reality.

Key metadata necessary for

personalisation.



Content Modelling 101



Why content model?

enhanceauthor experience

sharedlanguage

contentmodellingbuild

x-discipline teams

APIsfor access

definestructure

addmeaning

AlignThinking

http://www.slideshare.net/cleveg/why-content-model

better managecontent(CMS)

…



Content Architecture

MIND THE GAPFILL THAT GAPWITH CONTENT, UX AND TECHNOLOGY PEOPLE

Information Architecture

ContentArchitecture



Deliver Content-Driven Experiences

Plan, manage, publish and optimise content in a predictable, repeatable and scalable manner

to deliver contextually relevant, personalised experiences.

WhatHow

Why



Context

Personalised Experience

Content Services

Content PersonalisedExperience

ContentEngine

Intelligent Content

Plan, manage, publish and

optimise content in a predictable, repeatable and scalable manner

Please Model Your Content

Here!



http://www.markboulton.co.uk/journal/structure-first-content-always

You can create good experiences without knowing the content.

What you can’t do is create good experiences,without knowing your content structure.

http://www.markboulton.co.uk/journal/structure-first-content-always



Content Modelling Benefits: A few

1. Adaptive Content – to enhance the “flow” of content.2. Responsive Design – to display content across multiple devices. 3. Author Experience – to create smart, author friendly, interfaces.



Adaptive contentDon't get set into one form.Adapt it and build your own, and let it grow, be like water. Empty your mind, be formless, shapeless — like water.

Now you put water in a cup, it becomes the cup; You put water into a bottle it becomes the bottle; You put it in a teapot it becomes the teapot.

Now water can flow or it can crash.

Be water, my friend.

Bruce Lee: A Warrior’s Journey (2000)



Raw SelfDescribing Modular

Content modelling enables adaptive content to transform and transport everywhere it needs to be.



Responsive Design

http://mediaqueri.es/






Content modelling is critical to continuously communicating the structure and meaning of content to and from designers.

ContentModel

WebDeveloper

ContentModeller

VisualDesigner

CMSEngineer



Author Experience

Give authors rich experiences for producing content.



Content modelling provides early and continuous access to content structure to define and design

the best experience for authors to create great content.

StructuredContent

ContentModel

Authoring Interfaces

understands creates



26

©2014 All rights reserved.

Author Experience

Experiences that enforce and make taxonomy accessible.



27

©2014 All rights reserved.

Author Experience

Experiences that facilitate search and the reuse of structured content.



Summary of benefits

• Adaptive content uses the model to make content flow like water.• Responsive design uses it to best display within multiple devices.• Author enhanced interfaces use it to produce intelligent content.• All these benefit Personalisation too.



Discussion

How does this fit within your part of the world?



The Content Model



A content model is a formal representation of structured content as a collection of content types

and their inter-relationships.



Chart Song

Album Page

Artist Profile



Design-Time: Type, Attributes and Relationships

A content type is an information asset. It is an abstraction that captures the essential characteristics (attributes) of content that distinguish it from all other kinds of content.

An attribute is a property of a content type. For example, the content type Person may have three attributes, age, name, and title. Collectively, the attributes define what a content type is.

A relationship defines how one content type relates to another. There are many different types of relationship, e.g. whole-part, inheritance, association, depending on the level of detail.

Event

Venue

namelogodescription

addresscapacitycost

namelogosummary

organiserstart dateend date



Run-Time: Content Items

Event

namelogoorganiserstart dateend date

Content ItemContent Type

Instantiate

Event


CopyStructure

Event


TheOlympicsJPEGIOC5th Aug, 201621st Aug, 2016

AssignValues

Event: Summer Olympics


TheOlympicsJPEGIOC5th Aug, 201621st Aug, 2016

AssignName



Content Packages



Summary

• Content models are formal representations of structured content.• Content models should be simple, clear and relevant.• Content models are the result of content modelling.



Content ModellingBy Example



Content modelling is the process of creating a content model to add structure and meaning to information.



Content Modelling: 3 Simple Steps

1 2 3Define each content type and their attributes.

Refine how content types relate to one another.

Mine all the different types of content.



Remember to…

…value content modelling over the

content model.



Group Content Modelling Session 30Mins



MemberReview

EpisodeSeriesMovie

* *

** *

movieReviews

related seriesEpisodes

seriesReviews



Movie Series

Episode MemberReviewtitledurationsynopsis

castdirectorstarringgenresmoodskeywordslongDescription

audiosubtitlesmovieReviewsmemberRatingnetflixProductionminutesWatched

titleyeardurationsynopsisimageTeasermaturityRatingmemberRating

castdirectorstarringgenresmoodskeywordslongDescriptionseriesEpisodes

audiosubtitlesseriesReviewsmemberRatingnetflixProductionminutesWatched

titleyeardurationsynopsisimageTeasermaturityRatingmemberRating

seasonsequenceimageTeaser

ratingdescription

reviewAssetfeedback



Our ‘Netflix’ Content Model

• Mined out the content types.• Defined attributes for content types.• Refined relationships between content types.

MemberReview

EpisodeSeriesMovie

* *

** *

movieReviews

related seriesEpisodes

seriesReviews

Now think…• Author Experience• Adaptive Content• Responsive Design• Content APIs• Personalisation



And remember……No model survives first contact with real content.

http://www.clevegibbon.com/2013/09/no-model-survives-first-contact-with-real-content/



Personalisation 101



Mutually beneficial connections



Personalisation: an invitation to connect, not a demand



Personalisation isn’t about abuse of information

(Not a strictly accurate headline, but you get the point…)



Reasons to do personalisation

There is a clear, identified need amongst users for it

• Diverse audiences with distinct content needs• Large number of similar products/content elements• Repeat customers who need to see their history• When recognition and loyalty is a clear part of the customer

experience



Clues to identify those needs

• Persona approachWhere two or more audience personas are accessing the same piece of content, looking for difference elements of information

• Top Tasks approachWhere a key customer task has an outcome that is subject to their own personal taste or preference



Personalisation How much can you do?



How much personalisation can you do?

received data

collected data

given data

ANYONE

JUST YOU

CO

NTE

XT

PE

RS

ON

ALI

SAT

ION

GENERAL

SPECIFIC TO YOU



Received data

http://www.houseofkaizen.com/conversion-rate-optimisation/services/content-personalisation/



Collected data



Given Data



Personalisation How much can you do: Netflix



Netflix Top Task – the personalisation rationale

“I want to find a film or TV show

that I will enjoy watching right now”



Netflix Received Data



Netflix Collected Data

• Personal details: name, address, billing details• Account details:

– length of membership– frequency of use– what you watched– what day and time you watched– how much of it you watched – device(s) used



Netflix Given Data



Netflix personalisation results



…but not everywhere



Exercise!

Use the data sets to extend the content model, so that users can more confidently choose a film

they like.

Work as a table group, and report back

30Mins



Wrap Up



Parting Thoughts

• Content modelling enables you to do as much personalization as your users need

• Content modelling and personalization are continuous activities, not ‘fire and forget’

• Content strategists are the best people to design content with personal data. If not you, then who?



The Parking Lot

Did we miss anything?

5Mins



Resources

• http://www.clevegibbon.com/content-modeling• http://www.slideshare.net/cleveg/why-content-model • http://www.slideshare.net/cleveg/content-modelling-2013-lite

http://www.clevegibbon.com/content-modeling

http://www.clevegibbon.com/content-modeling



http://www.slideshare.net/cleveg/content-modelling-2013-lite

http://www.slideshare.net/cleveg/content-modelling-2013-lite



Advise. Deliver. [email protected] | [email protected]

Content Modelling for Personalisation

Marketing

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