Context As A Content Strategy: Creating More Meaningful Web Experiences Throu...
Context Modeling for Web Development Content Strategy
1. CONTEXT MODELING FOR WEB
DEVELOPMENT
CENGAGE LEARNING BROWN BAG - JAN. 10, 2012 | DANIEL EIZANS | @DANIELEIZANS
@danieleizans 1
Tuesday, January 10, 2012
2. WHAT WE’LL COVER
1 WHY CONTEXT MUST INFORM CONTENT WORK
2 ELEMENTS OF CONTEXT ANALYSIS
3 CONTEXT MODELS FOR CONTENT PLANNING
4 CASE STUDIES
5 QUESTIONS
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Tuesday, January 10, 2012
3. DANIEL EIZANS - MODERN MOBILE
PERSONAL PROFILE / SCENARIO CONTEXT MODELS
Dan is a married, 30-year-old digital Self-Directed
strategist at a large advertising agency. Preferential
Active individual that spends a great deal CONTENT NEEDS
of time taking part in outdoor activitie Video
such as climbing, hiking, camping, fishing Configurator/Customizers
and team sports. Photography
Performance Data/Demos
• Currently owns a 2003 Honda CR-V that
he will keep for camping and hauling.
• Car enthusiast who dreams of a vehicle BACKGROUND
that he can enjoy on a commute or on a Relies primarily on OEM websites,
racetrack 5% 4%
third party reviews and technology 5%
sites and magazines when
Models in consideration: Honda researching vehicles
Crosstour, Ford Mustang, Ford Taurus 20% 50%
SHO, BMW M3 and Subaru WRX STi Prefers to research and make initial
contact with dealer through online
methods and is guarded about what
16%
“I want a car that I can information he shares
enjoy on my commute Considers himself knowledgeable
and on the track,” about vehicles and spends a lot of time
in the research portion of shopping
Digital
Indirect
Mobile
Direct
Print
Social
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6. DANIEL EIZANS - EXHAUSTED EXECUTIVE
CONTEXT MODELS
PERSONAL PROFILE / SCENARIO Situational
Dan is a married, 31-year-old father of a Self-Directed
two-month old boy. Attitudinal
• By day Dan works as director of owned CONTENT NEEDS
strategy at a large advertising agency. Video
Detailed Spec Sheets
• By night he prepares bottles, washes Current Offers
cloth diapers and prepares to be spit up Trade-In Calculators
on
• Needs a vehicle that will accommodate
car seats, the family dog and all their gear BACKGROUND
Relies primarily on OEM websites, 2%
• He is currently in Market for a Ford third party reviews and technology
Edge, Ford Explorer, Chevy Equinox sites and magazines when 23%
and Honda CR-V researching vehicles
He needs a vehicle that will allow him to Prefers to research and make initial 57%
express his personal style and get his contact with dealer through online
18%
child to and from daycare. methods and is guarded about what
information he shares. Schedules ALL
appointments and makes vehicle
“I want a car that I won’t selections online.
hate being seen in that fits
Digital Mobile Print
my growing family,” Considers himself knowledgeable Indirect
about vehicles and spends a lot of time
in the research portion of shopping
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7. CONTENT HAS TO
WORK HARDER
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9. CONTENT STRATEGY
Helps inform the production of
content that is:
- Findable
- Segmented
- SEO Friendly
- Good For Business
- Useful For Humans
- Useable By Machines
- Maintainable Over Time
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10. PRODUCTS OF CS
It follows that in most cases content strategy
provides one or a combination of:
- Editorial Guidance
- Pillars For Communication
- Content Management Guidelines
- Findability
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11. CONTENT STRATEGY
Governance Creation
• Guide (Tags /Meta Data / Best Practices / SEO) • Source (Where Does It Come From?)
• Measure (Success Metrics / Refining Measures) • Execute (Production Method / Medium / Tone)
• Maintain (Refresh Schedule / Removal Criteria) • Approval (Editing / Review)
Delivery
• Push (Where Does It Get Placed?)
• Pull (What Information Do We Bring In?)
• Exchange (What Partnerships Do We Leverage?)
Tuesday, January 10, 2012
12. Consumer Soc. Media Analytics/ Product
Insights Insight SEO Strategy
Content Strategy
Planning Sourcing Creation Governance
Content strategists combine consumer insights and product
strategy to yield messaging matrices. These matrices aid in the
oversight of new content creation and provide key insights into the
governance of all content living in the digital space.
Tuesday, January 10, 2012
13. CONTENT STRATEGY AND PLANNING
Planning
} Helps to define:
• Information
• Ownership
• Support
Content strategy will help answer:
• What messages should be communicated?
• What medium supports the message?
• What tone of voice should be used?
• How long will it take to produce the content?
• When should content be published?
• What kinds of content need to be created?
Tuesday, January 10, 2012
14. CONTENT STRATEGY AND SOURCING
Sourcing
} Helps to define:
• What we have
• Where the gaps are
Content strategy will help answer:
• Where is our content? (Content Inventories)
• What content is missing? (Gap Analysis)
• What content from our inventory exists to fill the gaps?
• How will the new content be sourced? Is it:
- Original
- Co-Created
- Curated
- Third Party
Tuesday, January 10, 2012
15. CONTENT STRATEGY AND CREATION
Creation
} Helps to define:
• Who should produce
• What do they need to be successful
Content strategy will help answer:
• What best practices and templates can be created to aid writers
and content creators?
• Who assists in final editing and serves as quality control?
• What does the writer, editor or project management need to
create content that adheres to product strategy and consumer
insight to deliver against agreed upon metrics?
Tuesday, January 10, 2012
16. CONTENT STRATEGY AND GOVERNANCE
Governance
} Helps to define:
• Guidelines for content management
• Creation or adjustment of metrics
Content strategy will help answer:
• When do we need to review, adjust or delete content?
• What metrics do we need to determine if our content is
successful?
• Can content perform better in a different channel/medium based
on current performance?
Tuesday, January 10, 2012
22. USER PERSONAS
Melanie Taylor - Potential Malibu Buyer
Personal Profile Background
Melanie is a hardworking, 31- • 31-year-old female
year-old mother of one. • Yoga three times per week
• Works as a radiology tech at her local
She has never owned a 'new' hospital
vehicle and is in market to • Married for 5 years
purchase or lease. She prides • Thinking about expanding her family in
herself on balancing home, work the next three years
and a busy personal life.
Attributes
She is a heavy user of social • Middle Class
networking and social sharing • White
Web sites. • Generation Y
• Influenced by peers and online reviews
In her quest for a new vehicle she • iPod and Smartphone user
has utilized a variety of review • Spends time in social media (blogs,
and research sites in addition to Facebook, Yelp!)
discussing her decision with a
variety of friends and family "I want a safe, reliable, family
members. friendly vehicle that reflects my
personal style."
Melanie's Needs From Asset Bank
• Information about safety and engineering features • Running Footage
• Photos and video that highlight vehicle's styling • DVPOD
• Guidance and education • Chevy.com Galleries
!"#$%&%'()#*+&(
• Nameplate validation from peers or others • Targeted Print
,-.*"/(
• Ability to gather and share information easily • BYO/Matte Art
0#'()"#&1(
• Catalog Images
2*'%-3!-4#5(
• Tours
• 'Other' Images
Tuesday, January 10, 2012
23. PUBLISHING PLANS
Chevy Social Publishing Process
PUBLISHER
(CLIENT)
SITE SOCIAL MEDIA EXECUTIVE CREATIVE
STRATEGY MODERATOR EDITOR DIRECTOR
(CE SITE) (CE-SOCIAL) (WS) (CE DIGITAL)
EXPERIENCE
WRITER WRITER
DESIGNER
(WS) (WS)
(SHERMAN)
Strategy Experience Planning Publisher
Responsible for developing best Responsible for the planning, design, The Publisher (Chevy/GM Executive
practices for content production, creation, editing and implementation of client) serves as Group director for
managing nameplate specific personas social content. Collaborates with governing the production of all content.
and providing editorial direction to Strategy and Publishing Executive to This role has final say over what
Experience Planning Teams. Also adhere to agreed upon content content is used where and serves as
serves as a review layer to ensure strategy plan and messaging matrix. keeper of editorial voice, style and
content produced is on strategy and Provides raw assets to Content tone. Serves as chief report for all
ready for governance. Management team for ingestion into a creation, management and experience
Content Management System. planning leads.
Tuesday, January 10, 2012
24. AND LOTS MORE ...
Chevy Content Plan - as of 2/5/10
Aveo Camaro Cobalt/Cruze Corvette Malibu Impala
Stories Stories Stories Stories Stories Stories
!•.Owner Testimonal • Owner Testimonal •!Interview with Jonell •!C6.R To Debut on •!Interview with Cargo •!Interview with GM
Smith, owner of iRacing System (w/ Experts on usable space Design about next
• Interview with Aveo • What went into the Cobaltss.net about photos from Corvette for Malibu, Equinox and generation Impala
Forums influencer Camaro Spring Edition expectations for Cruze Quarterly) Traverse.
(http:// SEMA Camaro and • History of the Impala
chevroletforum.com/ Tech Specs. • Interview with GM • ZR1 Technical Story • Safety testimonial from and its influence on
forum/ Performance Division from Corvette Quarterly OnStar/Malibu owner. automotive design
forumdisplay.php?f=11) about the Cruze Design (w/photos)
Photos Photos Photos Photos Photos Photos
•!GM Design Conceptual •!Gallery of C7 •!Ask users to submit •!Gallery of user
• User submitted •!Gallery of the evolution
Drawings Gallery Conceptual drawings photos of their modified Impalas and
photos of their modified of the Camaro.
customized Chevy gallery of race-reay
Aveos.
• Cruze around the world • Gallery of the history of Malibus. Impalas from NASCAR
• User submitted photos
• Gallery of Aveo RS of their modified gallery including WTCC Corvette
show car Camaros. car.
Video Video Video Video Video Video
• Interview with GM • Interview with GM •!ZR1 Testing at •!How To: Install a car •!How To: Install a car
•!Tour of thoughtful seat in a Impala
Design about the Design Team about Nurburgring seat in a Malibu
functionality (i.e. cell
design of the Aveo Rabid Fan Response to
phone space, sunglasses • Road Stories:
Extreme Concept initial vehicle success. • Video of performance • Road Stories: Interview
holder in grab bar) Interview with Impala
Vehicle testing of Corvette Grand with Malibu owners.
• Competition Vs. Sport at Milford Proving owners..
• Design videos of Cruze
• How to Pack Your Camaro comparison Grounds. • Competitive owners test
durability testing and • Look at Impala design
Dorm room into an video. drive Malibu and provide
quality testing from from past to modern
Aveo • Performance Features background on Chevy
around the world. day, with GM Design
series (Which perception and vehicle.
• Competitive owner's accessories, tweaks and
features boost • Google/YouTube
first look at Cruze and
performance and why) annotated videos (Photo
their vehicle and their
Hunt Style)
reaction.
Tuesday, January 10, 2012
34. ALSO ...
Access Speed
Time Of Access
Temperature
Geography
Cognitive Capacity
Content Familiarity
Etc.
Etc.
Etc.
@danieleizans
Tuesday, January 10, 2012
38. PERSONAL-SITUATIONAL CONTEXT
Task Need Task
Task Situation Task
Need
Need Task
Task Task
Task
SCENARIO REQUIRING CONTENT
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39. SITUATIONAL-BEHAVIORAL CONTEXT
Task Need Task
Physical Emotional
Task Situation Task
Need
Need Cognitive Task
Task Task
Task
CONTEXTUAL CONTENT STRATEGY
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40. EVOLUTION OF USER CONTEXT
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41. 3 MENTAL AND
CONTEXT MODELS
FOR CONTENT WORK
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42. MENTAL MODELS
Represent the “thought- and action-process
used to achieve a set of goals in a narrowly
defined scope.”
- Indi Young
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46. SELF-DIRECTED CONTEXT
Plans for content based on a
user initiated segmentation
strategy
- Product
- Persona
- Brand/Service Experience
- Content Pathing/Decision
Trees
Examples:
Volkswagen UK | Ford EV For Me
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47. WHEN TO DEPLOY
- Clear segments for content
exist (e.g. Shop, Own, Support)
- High levels of user control and
freedom are necessary (e.g.
research intensive
Engagements)
- Content exists across multiple
platforms
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48. REQUIREMENTS
RESEARCH
- Stakeholder Interviews
- User Panels / Interviews
- Competitive Analysis
- Light Usability Testing
DATA NEEDS
- Site Side Analytics (SSA)
Analysis
- Content Metrics
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Tuesday, January 10, 2012
49. SITUATIONAL CONTEXT
Plans for content based on
perceived or actual situations
- Physical Location
- Time of Day
- Ambient Data
- Product Specialty
- Life Stage / Event
- Device Limitations & Strengths
Examples:
Webmd.com | Clorox.com
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50. WHEN TO DEPLOY
- Life events require a site’s
service/product/content
- Platforms dictate unique
engagements
- Behavioral motivators
influence decisions
- Complex tasks require
content to provide clarity
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51. REQUIREMENTS
RESEARCH:
- Use case scenarios
- Behavioral/Ethnographic data
DATA NEEDS:
- Engagement Flows
- Cross Platform Strategy
- Legal Permissions
- Privacy Permissions
NOTE: Needs may vary depending on the
execution.
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52. PREFERENTIAL CONTEXT
Plans for content based on user
preferences that have been:
- Self reported
- Assumed
- Mined from social graphs
- Driven by ambient data
- Driven by product insights
Examples:
Amazon | Yelp!
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Tuesday, January 10, 2012
53. WHEN TO DEPLOY
- Publishers have access and
permissions to user data
- A recommendation engine
or algorithm exist
- A CMS is powering content
- Products/Services have a
heavy social component
- In combination with Self-
Directed Context
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Tuesday, January 10, 2012
54. REQUIREMENTS
RESEARCH:
- Use Case
- Behavioral
- Taxonomic
- Usability Testing
- Intercept Testing
DATA NEEDS:
- Engagement Flows
- Cross Platform Strategy
- Taxonomy Strategy
- Privacy Permissions
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Tuesday, January 10, 2012
55. ATTITUDINAL CONTEXT
Plans for content refinement based
on mined user data from:
- Self reported survey
- Site search analytics
- Intercept/opinion studies
- Qualitative panels
Examples:
Various Mobile Apps | ESPN.com | Apple
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Tuesday, January 10, 2012
56. WHEN TO DEPLOY
- Budget allows for study
- Content/Navigation or
Platform elements are
ineffective
- Numerous segments are
engaged with key site areas
- Product, service dictate
frequent analysis of satisfaction
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Tuesday, January 10, 2012
57. REQUIREMENTS
RESEARCH
- Opinion Survey
- Intercept Studies
- Panel Testing
- Usability Testing
Data
- Governance Plan
- Analytics Support
- Effectiveness Measures
- Optimization Plan
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58. 4 CASE STUDY
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60. THE SITUATION
Chevrolet was losing market share among the
compact segment in the South Central United
States. Mentions of it’s offering, the Cobalt,
were down despite an enthusiasm for the
vehicle.
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61. THE OPPORTUNITY
Through auditing the social media space and
interviewing Cobalt enthusiasts in the target city
and understanding what they liked to do with
their vehicles, we were able to create a custom
magazine to cater to enthusiasts and attract
new customers to Chevrolet.
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63. TOOLS USED
• Context Analysis
• Content Strategy
• Social Media Analysis
• Custom Publishing
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64. RESULTS
• A 400 percent increase of mentions of the
Cobalt in target markets
• More than 100 incremental sales directly
attributed to content across 6 issues.
• Approval to expand to other vehicles
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65. * TYING IT TOGETHER
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66. NOT OUR USERS
http://www.flickr.com/photos/tom_weilenmann/51673288/ | Flickr User Tom Weilenmann
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67. EVOLVING TECHNOLOGY
“ The effects of technology do not occur at
the level of opinions or concepts, rather,
they alter “patterns of perception,”
steadily and without any resistance.
”
- Marshall McLuhan (Understanding Media: The Extensions Of Man)
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Tuesday, January 10, 2012
68. BE THE LADDER
You
User
http://www.flickr.com/photos/tmtht/4029281127/sizes/o/in/photostream/ | Flickr User: kfjmiller
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70. OPTIMIZE BY ...
1. Collaborating with UX/Research/Metrics
2. Testing, Testing, Testing
3. Refining, Refining, Refining
4. Collecting, Collecting Collecting
5. Refining some more
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71. BE USER CENTRIC
“ The way the mind works when
it's looking at something is totally
different than the way the mind
works when it's USING
something.
@danieleizans
”
- Gerry McGovern 5 Sept. 2011
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72. CUTE BABY
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73. 5 QUESTIONS?
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Tuesday, January 10, 2012
74. THANKS.
Daniel Eizans
Web: http://danieleizans.com
Twitter: @danieleizans
SlideShare: http://slideshare.net/danieleizans
LinkedIn: http://linkedin.com/in/deizans
E: daniel.eizans@teamdetroit.com
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