Rebecca Schneider and Kevin P Nichols: Omnichannel content strategy workshop: Building an omnichannel content strategy roadmap, designing cross-channel user journeys, and understanding metrics and analytics for omnichannel. For a complete set of workshop materials referenced in this deck, see: http://omnichannelcontentstrategy.com/workshop-materials/

1. FUNDAMENTALS OF
OMNICHANNEL
CONTENT STRATEGY
McGill University
1 May 2015

2. Agenda
Morning
■ Introductions & Expectations
■ Key Concepts
■ Considerations
■ Omnichannel Personalization
Roadmap
– Workshop Exercise
■ Lunch!
Afternoon
■ Cross-Channel Journeys
– Workshop Exercise
■ Break!
■ Metrics & Analytics
– Workshop Exercise
■ Governance & Tools
■ Workshop Review
1 May 2015 Fundamentals of Omnichannel Content Strategy 2

3. INTRODUCTIONS &
EXPECTATIONS
1 May 2015 Fundamentals of Omnichannel Content Strategy 3

4. Hi There!
Peter Gabriel
Big Time
1 May 2015 Fundamentals of Omnichannel Content Strategy 4

5. About Your Presenters
Rebecca
Schneider
■ President, Azzard Consulting, a
content strategy consulting &
staffing firm.
■ 19 Years experience in
Information Management
■ Industries: Retail, Auto
Manufacturing, Financial
Services, Telecommunications,
Semiconductors
Kevin
Nichols
■ Director, Global Practice Lead,
Content Strategy, Sapient/Nitro
■ 18 Years experience in the Web
Development Industry
■ Key Clients: MIT Open Courseware,
Hewlett Packard, Sprint, Intel
1 May 2015 Fundamentals of Omnichannel Content Strategy 5

6. About You
■ What is your experience with omnichannel?
■ What are your expectations for this workshop?
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7. Ground Rules
■ Everybody has a say
■ Parking lot for tangents
■ Limited electronic interruptions please!
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8. KEY CONCEPTS
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9. If someone likes you, they’ll
buy what you’re selling,
whether or not they need it.
Gene Simmons
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10. Key Concepts
■ Intelligent Content
■ Omnichannel & Multichannel
■ Personalization
■ Content Marketing
■ User Journeys
■ Performance-Driven Content
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11. Understanding Intelligent Content
“Intelligent content is structurally rich and
semantically categorized and therefore
automatically discoverable, reusable,
reconfigurable, and adaptable.”
– Ann Rockley
Source: https://www.eiseverywhere.com/ehome/69264/137386/
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12. Using Intelligent Content
■ Enables you to create one instance of content and publish to many
different channels with optimized content per channel
Desktop Experience Mobile Experience Packaging
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13. Using Intelligent Content: Benefits
■ Builds logic into the content experience to support personalization, cross-
sell/upsell, recommendations based on previous content viewed and
contextually relevant content experiences
Recommendations’ Logic Cross-sell & Promo Logic
1 May 2015 Fundamentals of Omnichannel Content Strategy 13

14. Understanding Omnichannel &
Multichannel
Omnichannel content assumes the overall user
engagement with a particular user journey, and serves
up content to each step in the process, optimizing
channel experiences. Think Martha Stewart Living
Omnimedia!
Multichannel considers more than one channel.
1 May 2015 Fundamentals of Omnichannel Content Strategy 14

15. Understanding Omnichannel &
Multichannel
1 May 2015 Fundamentals of Omnichannel Content Strategy 15
A recreation of the image by: http://maosuit.com/retail-2/stores/omi-channel-retail-101/ originally created byTyco.

16. Understanding Omnichannel &
Multichannel
1 May 2015 Fundamentals of Omnichannel Content Strategy 16

17. Using Omnichannel
■ Makes content contextually relevant and builds the consumer relationship
■ Provides Single View of the Customer & integrated product inventory
across channels
Home In-store Commerce Experience
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18. Understanding Personalization
Personalization is contextual content targeted
to a user based on his or her needs and
behaviors.
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19. 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
1 May 2015 Fundamentals of Omnichannel Content Strategy 19

20. 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
1 May 2015 Fundamentals of Omnichannel Content Strategy 20

21. Using Personalization
■ Develops a deeper relationship between the user and brand, providing
specific value or use to the consumer
Ratings, Personalized SelectionsContextual Targeting
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22. Understanding Content Marketing
“Content marketing is the marketing and
business process for creating and
distributing relevant and valuable content
to attract, acquire, and engage a clearly
defined and understood target audience
– with the objective of driving profitable
customer action.”
– Joe Pulizzi
Source: http://contentmarketinginstitute.com/2012/06/content-marketing-definition/think
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23. Using Content Marketing
■ Increases consumer loyalty and sells more products through meaningful
and timely communication
Related Narrative Crowdsourcing Enriched Content
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24. Understanding User Journeys
“User journeys include the end-to-end
processes a user follows to complete a
particular task.”
– Kevin Nichols & Donald Chesnut
Source: UX For Dummies, Page 62
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25. User Journeys: Benefits
■ Maps out the path of a user to ensure his or her needs are met by serving
up the most useful and relevant content
■ Keeps the solution and content user-centered
■ Helps the business make decisions around end-user needs and
motivations
■ Increases conversion and success metrics (when done well) because user
is able to complete tasks seamlessly and easily
■ Provides insight into cross-channel user behavior; can set a baseline which
can be further tested for validation
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26. Understanding Performance-
Driven Content
Performance-driven content is content an
organization measures and evaluates after
publishing in order to make decisions on future
content priorities.
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27. Using Performance Driven Content
■ Drives the best, most effective
and relevant content to a user
■ Optimizes the work from
analytics, insights and
competitive assessment so
organizations can respond to a
user’s content needs
■ Helps an organization build a
publication model around
performance
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28. CONSIDERATIONS
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29. Falling in love was the easy
part; planning a wedding -
yikes!
Niecy Nash
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30. Considerations
■ Considerations Within Omnichannel Context
■ Planning for Omnichannel
■ Omnichannel Challenges
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31. Considerations
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32. Considerations: Business Goals
■ How does omnichannel further your business goals?
■ Do you understand your customer and know how omnichannel will
benefit them (and by extension, your company)?
■ What channels do your customers use?
■ What if omnichannel is not the answer?
1 May 2015 Fundamentals of Omnichannel Content Strategy 32

33. Considerations: Target Audiences
■ Who are your target audiences?
■ Do you have any developed personas and/or user data?
■ What do they need/want?
■ What is the plan to provide your audiences with what they need/want?
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34. Considerations: Operations
■ Executive Support
■ Budgetary Support (over multiple years)
■ Who needs to buy in? What are the political ramifications?
– Marketing Plan (internal use)
■ What else is going on? (IT initiatives, budget cycles, marketing campaigns)
■ What is a realistic high-level timeline for rollout (staggered is best)?
1 May 2015 Fundamentals of Omnichannel Content Strategy 34

35. Considerations: Technology
■ What do you need in terms of technology support?
■ Integration with systems and collaboration with IT will be important
■ What is the technology infrastructure costs and ongoing maintenance
needs?
■ What sounds great in theory, may not work in real life
1 May 2015 Fundamentals of Omnichannel Content Strategy 35

36. Considerations: Content
■ What are your content priorities? Channel priorities?
■ How will the content be created?
– Externally (e.g., agencies, content creators)
– Internally (e.g., publication units, content authors)
■ Have you done a content inventory and audit?
– Findings & Analysis?
■ Is this effort dove-tailing with a website redesign or CMS implementation?
1 May 2015 Fundamentals of Omnichannel Content Strategy 36

37. Considerations: Data Needs
■ Personalization – do you have the data you need?
– Customer Profiles (active, passive)
– External Data (e.g., Axiom)
■ Can data be shared across systems?
– Do you need a data warehouse?
■ How will you measure results (positive or negative)
– Metrics are more difficult to put in place after the fact
– Baseline metrics are very important
1 May 2015 Fundamentals of Omnichannel Content Strategy 37

38. Considerations: Legal Issues
■ Customers are sensitive to data use (e.g., creep factor)
■ Any regulatory or compliance rules specific to your industry?
■ Privacy laws differ from country to country
1 May 2015 Fundamentals of Omnichannel Content Strategy 38

39. Considerations: Costs
■ Technology
■ Staff Time
– Project vs. “Day Job”
■ Consulting/Agency Costs
■ Ongoing funding needed (not just implementation)
1 May 2015 Fundamentals of Omnichannel Content Strategy 39

40. Content Strategy & Omnichannel
Planning
Big things to consider:
■ Understand your content gaps and
needs (inventories!)
■ Content production costs and
timeline
■ System integration
■ Prioritize your channels (bring on
additional channels later)
1 May 2015 Fundamentals of Omnichannel Content Strategy 40

41. Challenges: Operational/Business
■ Siloed business units
■ Conflicting incentive structures
– If a purchase was started online, but completed in-store – who gets the
credit?
■ Organizational acceptance of omnichannel (why bother)
1 May 2015 Fundamentals of Omnichannel Content Strategy 41

42. Challenges: Content
■ Cost to create and maintain content
– This is not a simple short-term marketing campaign
■ Additional staffing (or different) staffing model may be required
■ UX does not always consider all content types
■ SEO requirements can twist content
– e.g., keyword overload, synonyms in navigation
1 May 2015 Fundamentals of Omnichannel Content Strategy 42

43. Challenges: Technology
■ Single View of Customer (SVOC) may be difficult due to system integration
issues
■ Integrated cross-channel inventory is costly
■ Product metadata is often not consistent across back-end and consumer
facing systems
■ Metrics definitions may not be consistent across systems
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44. OMNICHANNEL
PERSONALIZATION
ROADMAP
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45. Give me six hours to chop
down a tree and I will spend
the first four sharpening the
axe.
Abraham Lincoln
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46. Roadmap
■ Overview
■ Team Planning & Goals
■ Current State
■ Stakeholder Interviews
■ Omnichannel Personalization Roadmap
■ Roadmap Exercise
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47. Roadmap: Overview
■ Plots prioritized and scheduled approach to achieving the short- and
long-term omnichannel recommendations
■ Identifies bottom-up projects to feed it, and immediate opportunities to
improve processes and demonstrate value
■ Start big, not small
■ Revisit roadmap and course correct as needed
1 May 2015 Fundamentals of Omnichannel Content Strategy 47

48. Roadmap: Team Planning
■ Start with a multidisciplinary team
– Content Producing Group(s)
– Information Technology (architects)
– Sponsoring Business Unit Representative(s) (with budget authority)
– Marketing (MarCom)
– Subject Matter Experts (as needed)
■ Establish core group members, meeting intervals
■ Each meeting should have clear goals and action items
■ A RACI or similar tool may be useful
1 May 2015 Fundamentals of Omnichannel Content Strategy 48

49. Roadmap: Business Goals
■ What is the long term vision for the company?
■ What are the business goals within context of corporate strategy?
■ What are the objectives in place to meet those goals?
■ How will omnichannel advance business goals?
■ Who are your audience(s)?
■ What channels are important to your business?
Answer the above as part of a discovery phase.
1 May 2015 Fundamentals of Omnichannel Content Strategy 49

50. Roadmap: Current Content
Ecosystem
■ Conduct a content inventory
– Content-producing systems, customer facing systems
– Metadata-producing systems
■ Evaluate Content
– Gaps
– Overlaps
– Overall Quality (Keep/Kill/Edit)
■ Currency
■ Voice & Tone
1 May 2015 Fundamentals of Omnichannel Content Strategy 50

51. Roadmap: Stakeholder Interviews
■ Meet with key stakeholders (cast of 1000+ not necessary)
– Business Sponsor(s)
– MarCom
– Content Producers
– Information Technology
■ Ask same/similar questions (interview protocol)
■ Provide findings & analysis report
■ Use report to inform roadmap
1 May 2015 Fundamentals of Omnichannel Content Strategy 51

52. Roadmap: Workshops
■ Use workshops to define high-level roadmap that plots strategy for next 2-
3 years
■ High-Level Example: Omnichannel Personalization Roadmap (next slide)
■ We will go through a workshop exercise today
1 May 2015 Fundamentals of Omnichannel Content Strategy 52

53. Omnichannel Personalization
Roadmap
Launch
[foundation]
1. Identify initial personas and segments to target per channel.
2. Establish the content needed to support each group (what do you want to
serve up to each segment and persona and to what degree?)
3. Establish the rules for serving up content (if User X indicated he or she is Y in
user profile then serve up this content . . .) per channel per user task.
4. Account for taxonomy and controlled vocabularies to enable the experience.
Evolution
[9-12 months post launch]
1. Test existing content by running ongoing metrics and audits to see how
consumers interact with the content experience.
2. Identify additional content areas, such as enhanced cross-sell, up-sell.
3. Test assumed customer journeys across channels to verify accuracy and
optimize content performance.
4. Rollout enhanced personalization per channel.
Enrichment
[18+ months post launch]
1. Integrate omnichannel for all channels.
2. Continue to create immersive content.
3. Leverage new or emerging technologies and techniques.
4. Optimize per business needs, analytics and consumer trends.
1 May 2015 Fundamentals of Omnichannel Content Strategy 53

54. Roadmap: Workshop Exercise
■ Sample Company: All Dressed Up (Salad Dressing Company)
– See company information handout
■ To define your roadmap, use the white Roadmap cards and place them
in the appropriate cells on the Roadmap grid. Focus on one channel.
– Feel free to create your own cards
■ Careful, there may be a few roadblocks placed in your way!
1 May 2015 Fundamentals of Omnichannel Content Strategy 54

55. CROSS-CHANNEL
JOURNEYS
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56. A journey is like marriage.
The certain way to be wrong
is to think you control it.
John Steinbeck
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57. Cross-Channel Journeys
■ Overview
■ Creating a Cross-Channel Journey
■ Journey Exercise
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58. Why Journeys?
■ Places the consumer and
customer at the center of the
experience
■ Allows content decisions
around user needs
■ Helps to create a publishing
model centered around end-
user needs and content types,
as opposed to internal business
silos
■ Keeps the focus cross-channel
1 May 2015 Fundamentals of Omnichannel Content Strategy 58

59. Cross-Channel Journey: Example
4/3/2015 Fundamentals of Omnichannel Content Strategy 59

60. Creating Your User Tasks
■ Start with tasks the user would need to complete a particular objective or
goal
– Review business goals, objectives, etc.
– Define key consumer objectives (Purchase a product, download a paper,
create a profile)
– It may be helpful to put yourself in the mind of the consumer by stating: I
would like to…
■ Support a product I have purchased
■ Upgrade a product
■ Find a career
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61. Determine Which Users Complete
Which Tasks
■ Use personas and segments to plot out which users perform which tasks
– A persona tells you who the user is from a behavioral point of view
– A segment tells you who the user is from a demographic point of view
■ Consider for each persona or segment a user state. User states could
include:
– Anonymous—we know nothing about her
– Repeat visitor—she comes to our site or properties
– Existing consumer—she has used our products or services and created a
user profile with us
– Influencer—she writes about us
1 May 2015 Fundamentals of Omnichannel Content Strategy 61

62. Define the trigger for each task
■ Define the triggers for each task:
– A trigger is what sets the journey off in the first place and executes the first
task. (e.g., An ad on TV which advertises a product and inspires the user to
Google it)
■ Triggers can be passive and active
– Active: when a user has a particular need (buy a new dress, create a recipe,
etc.)
– Inactive: when a user is inspired to complete a task based on an ad he or she
sees
■ Ask yourself: What would cause the user to initiate the task?
■ Note, there may be several triggers, but knowing these inform the type
of journeys to create and help you figure out the first step in the
1 May 2015 Fundamentals of Omnichannel Content Strategy 62

63. Turning Tasks Into Journeys
■ Start with persona (or segment), user state and high-level user journey
task. Review the triggers for inspiration.
1 May 2015 Fundamentals of Omnichannel Content Strategy 63
Persona User State User Journey
Soccer Mom Anonymous Buy a Product
Soccer Mom Anonymous Buy a Product
Soccer Mom Anonymous Buy a Product

64. Turning Tasks Into Journeys
■ Create a set of steps that drive the user to complete it
1 May 2015 Fundamentals of Omnichannel Content Strategy 64
Persona User State User Journey
Soccer Mom Anonymous Buy a Product – Step
One: searches for
product in Google
Soccer Mom Anonymous Buy a Product – Step
Two: clicks on
product in carousel
goes to product
detail
Soccer Mom Anonymous But a Product – Step
Three: Add to cart

65. Turning Tasks Into Journeys
■ Create a set of steps that drive the user to complete it.
1 May 2015 Fundamentals of Omnichannel Content Strategy 65
Persona User State User Journey
Soccer Mom Anonymous Buy a Product – Step
One: searches for
product in Google
Soccer Mom Anonymous Buy a Product – Step
Two: clicks on
product in carousel
goes to product
detail
Soccer Mom Anonymous But a Product – Step
Three: Add to cart

66. Turning Tasks Into Journeys
■ Map Channel to each task (Answer the question: which channel is the
user in?)
1 May 2015 Fundamentals of Omnichannel Content Strategy 66
Persona User State User Journey Channel
Soccer Mom Anonymous Buy a Product – Step
One: searches for
product in Google
Website (Desktop)
Mobile (App)
Soccer Mom Anonymous Buy a Product – Step
Two: clicks on
product in carousel
goes to product
detail
Website (Desktop)
Mobile (App)
Soccer Mom Anonymous But a Product – Step
Three: Add to cart
Website (Desktop)
Mobile (App)

67. Turning Tasks Into Journeys
■ Define the content necessary for each step in the journey
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
1 May 2015 Fundamentals of Omnichannel Content Strategy 67

68. Additional Considerations
■ One journey may require several sub-paths or decision trees. Capture
what you feel are primary decisions within the journey.
– The point of a journey is that it makes assumptions around a user’s path so
that you can determine which content to serve up; if it is incorrect, you
can modify as needed
■ Build out journeys for one task at a time, accounting for all personas. For
each persona, you may require a separate worksheet in Excel.
■ Some personas may end up sharing the same steps within a journey
1 May 2015 Fundamentals of Omnichannel Content Strategy 68

69. Complete the Mapping
■ Validate exercise with key stakeholders
■ May require user testing to document assumptions
■ Refine as needed
– You should plan to validate the journeys after you launch the project
through testing and ongoing measurement of content
– Journeys may change as user behavior changes and new technologies
enter into the market
1 May 2015 Fundamentals of Omnichannel Content Strategy 69

70. Exercise Instructions
■ Assume the following trigger:
– A user has created a recipe using All Dressed Up dressing for a party and
guests ask for him/her to share it
■ Assume the following persona and user state:
– User State: Artisanal Millennial; User State: Anonymous
■ Create a list of tasks (e.g., share a recipe) and define the content
necessary to support it
(Kevin to demonstrate)
1 May 2015 Fundamentals of Omnichannel Content Strategy 70

71. METRICS & ANALYTICS
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72. However beautiful the
strategy, you should
occasionally look at the
results.
Winston Churchill
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73. Metrics & Analytics
■ Overview & Definitions
■ Metrics for Omnichannel
■ Metrics Exercise
1 May 2015 Fundamentals of Omnichannel Content Strategy 73

74. Metrics & Analytics: Overview
Metrics: Tangible measures of inputs and
outputs.
Analytics: Conclusions drawn from metrics.
Don’t forget to create a baseline!
1 May 2015 Fundamentals of Omnichannel Content Strategy 74

75. 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 Kaushik
Source: Web Analytics: An Hour a Day, Page 2
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76. 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
■ Search
– Internal, Organic, Paid – keyword usage
■ When to use:
– There is a need to demonstrate a quantifiable return on investment
– Too much anecdotal information is being used to make decisions
1 May 2015 Fundamentals of Omnichannel Content Strategy 76

77. 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
1 May 2015 Fundamentals of Omnichannel Content Strategy 77

78. Metrics for Omnichannel
■ Channel interactions: is the journey effective?
– Trending content
– Conversion rates after content interaction
■ User satisfaction: is the customer satisfied with the omni experience?
– Sharing on social
– Downloaded content
– Survey data
– Bounce & exit rates
1 May 2015 Fundamentals of Omnichannel Content Strategy 78

79. Using Metrics & Analytics
■ Allows you to constantly evaluate
your content so that you can
make decisions on what to do
with it
■ Helps identify under performing
content – which may require
rethinking or user experience
changes
■ Provides opportunity to
communicate content success (or
content failure) to management
1 May 2015 Fundamentals of Omnichannel Content Strategy 79

80. Metrics by Touchpoint(Favorites)
Desktop  Bounce, Exit rates
 Conversion rates (however defined)
 Click path
E-mail  Response to e-mail Call To Action (CTA)
 Sign-up for e-mail alerts
In-Store  In-Store pickup from online order
 QR code usage
Packaging  QR code usage
Print Advertising  QR code usage
 Coupon usage
Event  Attendance
 Interactions with activities (e.g., content participation)
 Leads generated
1 May 2015 Fundamentals of Omnichannel Content Strategy 80

81. Metrics by Touchpoint (Favorites)
Smartphone/Tablet App  Use of social media
 Acceptance of location awareness prompts
 Use of specialized app vs. website
 Conversion rates
 What is sold in an app vs. website (mobile or other)
Smartphone/Tablet
Web
 Orientation changes
 Use of social media
 Acceptance of location awareness prompts
 Location of use (in-store?)
 What is sold in non-app vs. website (mobile or other)
SMS  Number of messages sent (based on message type)
 Number of SMS CTA responses
1 May 2015 Fundamentals of Omnichannel Content Strategy 81

82. Metrics by Touchpoint (Favorites)
TV/Radio  Nielsen Ratings
 Specialty code usage
Cross
Channel/Platform
 Use of content between platforms
 Switching from mobile to desktop to app experience
 Commodity content – preferred method of ingestion
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83. Metrics: Summary
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84. Metrics: Summary (cont.)
4/3/2015 Fundamentals of Omnichannel Content Strategy 84

85. Metrics Selection
■ Review business goals/objectives
■ Determine which metrics will best measure an objective’s success
■ Use the SMART approach:
– Specific
– Measureable
– Assignable
– Realistic
– Time-related
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86. Metrics: Workshop Exercise
■ Review your roadmap
■ What metrics would you use to measure success?
1 May 2015 Fundamentals of Omnichannel Content Strategy 86

87. GOVERNANCE &
TOOLS
1 May 2015 Fundamentals of Omnichannel Content Strategy 87

88. If you don’t know where
you are going, you’ll end up
someplace else.
Yogi Berra
1 May 2015 Fundamentals of Omnichannel Content Strategy 88

89. Governance & Tools
■ Governance Benefits
■ Team Model
■ Tools
1 May 2015 Fundamentals of Omnichannel Content Strategy 89

90. Governance: Benefits
■ Provides a structure for content creation and maintenance
■ Provides a forum for content-related issues
■ Group members can collaboratively define success measures (reduce
duplicative reporting)
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91. Governance: Team Model
Governance Team
Working Groups
Brand Accessibility Legal Taxonomy ContentStrategy
Operations Technology Marketing Publishing TaxonomyStrategy
Executive Sponsor
1 May 2015 Fundamentals of Omnichannel Content Strategy 91

92. Governance Tools: Content
Calendar
■ Provides central area for content planning and production
■ Should align with other calendars (technical implementations, marketing
campaigns, product releases, etc.)
■ Include go-live dates, dependencies, responsible party
1 May 2015 Fundamentals of Omnichannel Content Strategy 92

93. Governance Tools: Dashboards
■ Provides information on
content creation (or other)
progress
■ Helps to identify potential
roadblocks
■ Help to plan for future
initiatives
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94. Governance Tools: Governance
Workflow
■ Can be used in
conjunction with a
RACI chart.
■ Provides clear steps
in approval process.
■ Shows hand off
points.
4/3/2015
Fundamentals of Omnichannel Content Strategy
94

95. Governance Tools: Review Model
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96. WORKSHOP REVIEW
1 May 2015 Fundamentals of Omnichannel Content Strategy 96

97. Are we there yet?
Donkey
Shrek’s Best Friend & Sidekick
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98. Workshop Review: Input Needed!
■ Review parking lot
■ Review feedback
– What went well?
– What could be improved?
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99. Any questions? Please ask!
Rebecca
■ rschneider@azzardconsulting.com
■ Web: azzardconsulting.com
■ LinkedIn:
www.linkedin.com/in/rebeccaschneider
■ Twitter: twitter.com/azzardconsult
Kevin
■ kevin@kevinpnichols.com
■ Web: kevinpnichols.com
■ LinkedIn:
www.linkedin.com/in/kevinpnichols
■ Twitter: twitter.com/kpnichols
■ YouTube:
www.youtube.com/user/kevinpnichols
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omnichannelcontentstrategy.com

100. THANK YOU!
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101. APPENDIX
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102. 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
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103. 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
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