[Confab version of my keynote talk] There are no longer discrete online and offline worlds. Holding onto this idea is hurting our communications. In this session, we will take a look at communications that seamlessly blend physical and digital experiences. When you take omnichannel, wearable devices, and the internet of things—and put them together in one integrated ecosystem for users—the dividing line disappears. What do we gain when we fully integrate online and offline? How should communications change to cope with a life of constantly accelerating change? We’ll look at examples and techniques that can help prepare for this new paradigm.

1. The wall falls down:
Integrating our online &
offline worlds
@nozurbina

2. @nozurbinaMe (Noz Urbina)
Content strategist and
modeller
Consultant/trainer
Author
Futurist
urbinaconsulting.com

3. The IoT
revelation
The wearables
revelation
The 4D
content
revelation
Thesis:There is no longer an online and offline world.
Holding on to that paradigm hurts communication.

4. The IoT
revelation
The wearables
revelation
The 4D
content
revelation
Thesis:There is no longer an online and offline world.
Holding on to that paradigm hurts communication.

6. Don Yang, 950s Raphael, 1510

7. @nozurbinaWe conceive content in 2D

8. @nozurbinaCustomer experience is 4D
1. Length
2. Width
3. Depth
– “Drill down”
– Progressive disclosure
– Multi-asset relationships /
references
– Search/Social
4. Time
– Dynamic, real-time content
– Audience/context-specific content
12
3
6
9

9. @nozurbinaWe conceive content in 2D

10. @nozurbinaCustomer experience is 4D
“I want an answer
now, please!”
(Oct 14, 2015. 16:55 pm)
Planning, structures and
strategies have to be time
and depth aware

11. @nozurbinaTwitter & depth (3rd Dimension)
• More metadata = more perspectives

12. @nozurbinaKindle & depth (3rd dimension)

13. @nozurbinaTravel sites & time
• Expedia

14. @nozurbinaTravel sites & time

15. @nozurbina

16. @nozurbinaProgressive disclosure
Across deliverables & time:
The “red thread”
Click 1
First Load
Click 2
Click 3
In a module with depth
Marketing layer
Pre-Sales
literature
Tech docs
Search/Social
layer

17. @nozurbina
Progressive
Stories Unaware
Recognize
Educate
Compare
Select
Configure
/ Train
Use
Support
Content
Models
Outputs
Users
Scenarios
Map your various
assets to the
stages of your
relationships
Article: bit.ly/ac-how2

18. A TRUE STORY
19 - Urbinaconsulting.com @nozurbina

19. The IoT
revelation
The wearables
revelation
The 4D
content
revelation
Don’t think deliverables or digital
users, think people

20. The IoT
revelation
The wearables
revelation
The 4D
content
revelation

21. Digital-physical
cross-overs

22. Digital or
physical world?

23. Taking down the wall
could save lives

24. Images property of
McDonalds Corporation
Digital or
physical world?

25. Happystudio.com
Images property of
McDonalds Corporation
Online or
physical world?

26. Digital or
physical world?

27. Digital or
physical world?
http://bit.ly/1LktYEJ

28. Taxonomy & UI
“Like buttons”
Data collection Metrics
ROI
(http://youtu.be/P-CUannVYNc)
Challenge:
Real time
content
curation
aka How I DJed a
House Party with
Content Strategy

29. Full case study:
bit.ly/theCSDJ

30. The IoT
revelation
The wearables
revelation
The 4D
content
revelation
Think outside the box screen

31. The IoT
relevation
The wearables
revelation
The 4D
content
revelation

32. @nozurbina
What are wearable
devices?

33. @nozurbinaWearables
• Watch
• Wristband
• Armbands
• Belt clip
• Body-embedded
• Headmounted
– PIP, Overlay (augmented reality),
Virtual reality, EEG
• Clothing
– Shirt, Short, Glove/band, Ring,
Pants
• Sport & fitness
• Quantified self
• Healthcare
• Security
• Gaming
• Control
– Computer, music, industrial equip,
military, home appliances
• Data accessibility
• Fashion
• Efficiency & convenience
Form factor Application
Content
creators &
channels

34. @nozurbina
They’re
new
http://blog.precisiondialogue.com/category/user-research/eye-tracking/ http://www.popsci.com/technology/article/2012-07/marketers-tap-eye-tracking-and-brain-monitoring-get-inside-consumers-heads

35. They're
big

36. They're
diverse

37. They're
getting less
ugly

38. They're
getting less
ugly

39. Generated
Reality
They're not
new!

40. @nozurbina
How wearables unify
the world(s)

41. @nozurbina
How wearables unify
the world(s)
They’re
puzzle
piece
a

42. @nozurbina
The puzzle

43. @nozurbina
Hi! Check
it out!

44. @nozurbina
Hi! Check
it out!

45. @nozurbina
Hi! Check
it out!

46. @nozurbina
Hi! Check
it out!

47. @nozurbina
But…

48. @nozurbina
90% of
participants
Multiscreening
Google
Multiscreening
Report, 2012

49. @nozurbina
Hi! Check
it out!
Omnichannel
Multichannel =
Same content / 2D
Omnichannel =
contextually-
appropriate / 4D

50. @nozurbina
Generated
Reality

51. @nozurbina
Generated
Reality
94% of businesses say
personalization is key
to success
econsultancy.com
48% of shoppers
would like to use
a phone to shop
while in stores
luxurydaily.com
74% of shoppers who
‘showroom’ are older
than 29, and 48%
older than 40
Columbia Business School
(bit.ly/ac-how2)
66% of B2B suppliers say
customer expectations
are driving them towards
omnichannel
accenture (bit.ly/b2bomni)
Today people think
“If something is
important, it will
find me”
NYTimes Report

52. Games…AR
bit.ly/1youFd7

53. @nozurbina
Don’t just take my
word for it
Tango RoomAlive Cave

54. The IoT
relevation
The wearables
revelation
The 4D
content
revelation
The interface is disappearing

55. Final thoughts

56. A TRUE STORY
The full article series on adaptive content:
bit.ly/ac-articles-nu
57 - Urbinaconsulting.com @nozurbina

57. @nozurbina
Content Models Users
Him
Her
USB
gadget
buyers
Adaptive content
Scenarios
12
3
6
9
Outputs

58. @nozurbina
Product Family (desktop) Product
(mobile)
Product (desktop)
Product leaflet (Print)
The content model is the
backbone of adaptive,
cross-media, omnichannel
content strategies
Microsoft
Hololens
When your semantics are explicit in
your content, machines enable
contextually-appropriate,
seamless online/offline experiences
Image inspired by Rahel Bailie’s “Flow Diagrams”, see “Content Strategy: Connecting
the dots between, business, brand and benefits”

59. @nozurbinaContent
12
3
6
9
Product layout
Model Output
@context=“shop”
@context=“tasting”
Models make your content
programmable for
maximum reuse & relevance

60. @nozurbina
We must adapt to a
world without walls
Hololens

61. Games…AR
bit.ly/1youFd7

62. @nozurbina
63
The gaming industry has been doing content-
enabled world-design for 20 years.
Reality needs to catch up with virtual reality.

63. bit.ly/1youFd7
“Are wearables there
yet?”
Will you be there yet
when they are?
There is no more
internet of things
There are just things.
The act is the queryLife is browsing

64. @nozurbinaYou might also like