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CONTEXT MODELING FOR WEB DEVELOPMENTCENGAGE LEARNING BROWN BAG - JAN. 10, 2012 | DANIEL EIZANS | @DANIELEIZANS
@danieleizans 1
Tuesday, January 10, 2012
@danieleizans 2
WHAT WE’LL COVERWHY CONTEXT MUST INFORM CONTENT WORK1
ELEMENTS OF CONTEXT ANALYSIS2
CONTEXT MODELS FOR CONTENT PLANNING3
4 CASE STUDIES
5 QUESTIONS
Tuesday, January 10, 2012
@danieleizans 3
4%5%5%
20%
16%
50%
Digital Mobile PrintIndirect Direct Social
DANIEL EIZANS - MODERN MOBILE
PERSONAL PROFILE / SCENARIODan is a married, 30-year-old digital strategist at a large advertising agency.
Active individual that spends a great deal of time taking part in outdoor activitie such as climbing, hiking, camping, fishing and team sports.
• Currently owns a 2003 Honda CR-V that he will keep for camping and hauling.
• Car enthusiast who dreams of a vehicle that he can enjoy on a commute or on a racetrack
Models in consideration: Honda Crosstour, Ford Mustang, Ford Taurus SHO, BMW M3 and Subaru WRX STi
BACKGROUNDRelies primarily on OEM websites, third party reviews and technology sites and magazines when researching vehicles
Prefers to research and make initial contact with dealer through online methods and is guarded about what information he shares
Considers himself knowledgeable about vehicles and spends a lot of time in the research portion of shopping
CONTEXT MODELSSelf-DirectedPreferential
CONTENT NEEDS VideoConfigurator/CustomizersPhotographyPerformance Data/Demos
“I want a car that I can enjoy on my commute
and on the track,”
Tuesday, January 10, 2012
@danieleizans
LIFE HAPPENED ...
4
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MY CONTEXT CHANGED
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2%
23%
18%
57%
Digital Mobile PrintIndirect
DANIEL EIZANS - EXHAUSTED EXECUTIVE
PERSONAL PROFILE / SCENARIODan is a married, 31-year-old father of a two-month old boy.
• By day Dan works as director of owned strategy at a large advertising agency.
• By night he prepares bottles, washes cloth diapers and prepares to be spit up on
• Needs a vehicle that will accommodate car seats, the family dog and all their gear
• He is currently in Market for a Ford Edge, Ford Explorer, Chevy Equinox and Honda CR-V
He needs a vehicle that will allow him to express his personal style and get his child to and from daycare.
BACKGROUNDRelies primarily on OEM websites, third party reviews and technology sites and magazines when researching vehicles
Prefers to research and make initial contact with dealer through online methods and is guarded about what information he shares. Schedules ALL appointments and makes vehicle selections online.
Considers himself knowledgeable about vehicles and spends a lot of time in the research portion of shopping
CONTEXT MODELSSituational Self-DirectedAttitudinal
CONTENT NEEDSVideoDetailed Spec SheetsCurrent OffersTrade-In Calculators
“I want a car that I won’t hate being seen in that fits
my growing family,”
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@danieleizans 7
CONTENT HAS TO WORK HARDER
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@danieleizans
WHY CONTEXT?
8
1
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CONTENT STRATEGYHelps 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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PRODUCTS OF CSIt follows that in most cases content strategy provides one or a combination of:
- Editorial Guidance- Pillars For Communication- Content Management Guidelines- Findability
Tuesday, January 10, 2012
CONTENT STRATEGYGovernance• Guide (Tags /Meta Data / Best Practices / SEO) • Measure (Success Metrics / Refining Measures)• Maintain (Refresh Schedule / Removal Criteria)
Delivery• Push (Where Does It Get Placed?)• Pull (What Information Do We Bring In?)• Exchange (What Partnerships Do We Leverage?)
Creation• Source (Where Does It Come From?)• Execute (Production Method / Medium / Tone)• Approval (Editing / Review)
Tuesday, January 10, 2012
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.
Consumer
Insights
Soc. Media
Insight
Analytics/
SEO
Product
Strategy
Content Strategy
Planning Sourcing GovernanceCreation
Tuesday, January 10, 2012
CONTENT STRATEGY AND PLANNING
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?
Planning }Helps to define:• Information• Ownership• Support
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Sourcing
CONTENT STRATEGY AND SOURCING
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
} Helps to define:• What we have• Where the gaps are
Tuesday, January 10, 2012
Creation
CONTENT STRATEGY AND CREATION
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?
} Helps to define:• Who should produce• What do they need to be successful
Tuesday, January 10, 2012
Governance
CONTENT STRATEGY AND GOVERNANCE
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?
} Helps to define:• Guidelines for content management• Creation or adjustment of metrics
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Deliverables?
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CONTENT AUDITS
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HEURISTIC REVIEWS
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MESSAGING STRATEGIES
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CONTENT STRATEGY ROADMAPS
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USER PERSONAS
Personal ProfileMelanie is a hardworking, 31-year-old mother of one.
She has never owned a 'new' vehicle and is in market to purchase or lease. She prides herself on balancing home, work and a busy personal life.
She is a heavy user of social networking and social sharing Web sites.
In her quest for a new vehicle she has utilized a variety of review and research sites in addition to discussing her decision with a variety of friends and family members.
Melanie Taylor - Potential Malibu Buyer
Background• 31-year-old female• Yoga three times per week• Works as a radiology tech at her local hospital• Married for 5 years• Thinking about expanding her family in the next three years
Attributes• Middle Class • White• Generation Y• Influenced by peers and online reviews• iPod and Smartphone user• Spends time in social media (blogs, Facebook, Yelp!)
"I want a safe, reliable, family friendly vehicle that reflects my
personal style."
Melanie's Needs• Information about safety and engineering features • Photos and video that highlight vehicle's styling• Guidance and education• Nameplate validation from peers or others• Ability to gather and share information easily
!"#$%&%'()#*+&(
,-.*"/(
0#'()"#&1(
2*'%-3!-4#5(
From Asset Bank • Running Footage• DVPOD• Chevy.com Galleries• Targeted Print• BYO/Matte Art• Catalog Images• Tours• 'Other' Images
Tuesday, January 10, 2012
PUBLISHING PLANS
PUBLISHER
(CLIENT)
CREATIVE
DIRECTOR
(CE DIGITAL)
SOCIAL MEDIA
MODERATOR
(CE-SOCIAL)
WRITER
(WS)
EXECUTIVE
EDITOR
(WS)
EXPERIENCE
DESIGNER
(SHERMAN)
WRITER
(WS)
SITE
STRATEGY
(CE SITE)
PublisherThe Publisher (Chevy/GM Executive client) serves as Group director for governing the production of all content. This role has final say over what content is used where and serves as keeper of editorial voice, style and tone. Serves as chief report for all creation, management and experience planning leads.
StrategyResponsible for developing best practices for content production, managing nameplate specific personas and providing editorial direction to Experience Planning Teams. Also serves as a review layer to ensure content produced is on strategy and ready for governance.
Experience PlanningResponsible for the planning, design, creation, editing and implementation of social content. Collaborates with Strategy and Publishing Executive to adhere to agreed upon content strategy plan and messaging matrix. Provides raw assets to Content Management team for ingestion into a Content Management System.
Chevy Social Publishing Process
Tuesday, January 10, 2012
AND LOTS MORE ... Aveo
Chevy Content Plan - as of 2/5/10
MalibuCorvetteCamaro Cobalt/Cruze Impala
• Owner Testimonal
• What went into the
Camaro Spring Edition
SEMA Camaro and
Tech Specs.
•!C6.R To Debut on
iRacing System (w/
photos from Corvette
Quarterly)
• ZR1 Technical Story
from Corvette Quarterly
(w/photos)
!•.Owner Testimonal
• Interview with Aveo
Forums influencer
(http://
chevroletforum.com/
forum/
forumdisplay.php?f=11)
Stories Stories Stories Stories Stories Stories
Photos Photos Photos Photos Photos Photos
•!Interview with Jonell
Smith, owner of
Cobaltss.net about
expectations for Cruze
• Interview with GM
Performance Division
about the Cruze Design
•!Interview with Cargo
Experts on usable space
for Malibu, Equinox and
Traverse.
• Safety testimonial from
OnStar/Malibu owner.
•!Ask users to submit
photos of their
customized Chevy
Malibus.
•!GM Design Conceptual
Drawings Gallery
• Cruze around the world
gallery including WTCC
car.
•!How To: Install a car
seat in a Malibu
• Road Stories: Interview
with Malibu owners.
• Competitive owners test
drive Malibu and provide
background on Chevy
perception and vehicle.
• Google/YouTube
annotated videos (Photo
Hunt Style)
•!Tour of thoughtful
functionality (i.e. cell
phone space, sunglasses
holder in grab bar)
• Design videos of Cruze
durability testing and
quality testing from
around the world.
• Competitive owner's
first look at Cruze and
their vehicle and their
reaction.
Video Video VideoVideo
• User submitted
photos of their modified
Aveos.
• Gallery of Aveo RS
show car
• Interview with GM
Design about the
design of the Aveo
Extreme Concept
Vehicle
• How to Pack Your
Dorm room into an
Aveo
•!Gallery of C7
Conceptual drawings
• Gallery of the history of
Corvette
•!ZR1 Testing at
Nurburgring
• Video of performance
testing of Corvette Grand
Sport at Milford Proving
Grounds.
• Performance Features
series (Which
accessories, tweaks and
features boost
performance and why)
•!Gallery of the evolution
of the Camaro.
• User submitted photos
of their modified
Camaros.
• Interview with GM
Design Team about
Rabid Fan Response to
initial vehicle success.
• Competition Vs.
Camaro comparison
video.
Video
•!Interview with GM
Design about next
generation Impala
• History of the Impala
and its influence on
automotive design
•!Gallery of user
modified Impalas and
gallery of race-reay
Impalas from NASCAR
Video
•!How To: Install a car
seat in a Impala
• Road Stories:
Interview with Impala
owners..
• Look at Impala design
from past to modern
day, with GM Design
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WHAT IT DELIVERS
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CONTEXT = ENGAGEMENT
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HUMANS = ROBOTS
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ROBOTS HAVE WIRES
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HUMANS HAVE BRAINS
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AND BRAINS ARE TRICKY
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PEOPLE THINK DIFFERENTLY
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CONTEXT SHIFTS BY DEVICE
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ALSO ...Access SpeedTime Of Access TemperatureGeographyCognitive CapacityContent FamiliarityEtc.Etc.Etc.
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BE AN ETHNOGRAPHER
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ANALYZING USER CONTEXTS
36
2
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PERSONAL-BEHAVIORAL CONTEXT
Emotional
Cognitive
PhysicalDOING
environmental factors, physical activity,
habits, disabilities, preferences, sensory stimuli
LEARNINGcognitive assumptions,
learning ability, education
FEELINGpsychological state, stress
level, desires, wants, needs
37
CONTEXT DRIVEN PERSONAS
}Tuesday, January 10, 2012
@danieleizans
Situation
Need
NeedNeed
TaskTask
Task
Task
Task
Task
Task
Task
PERSONAL-SITUATIONAL CONTEXT
38
SCENARIO REQUIRING CONTENT
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SITUATIONAL-BEHAVIORAL CONTEXT
Emotional
Cognitive
Physical
Situation
Need
NeedNeed
TaskTask
Task
Task
Task
Task
Task
Task
CONTEXTUAL CONTENT STRATEGY
39
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EVOLUTION OF USER CONTEXT
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MENTAL AND CONTEXT MODELS FOR CONTENT WORK
41
3
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42
MENTAL MODELSRepresent the “thought- and action-process used to achieve a set of goals in a narrowly defined scope.”
- Indi Young
Tuesday, January 10, 2012
START WITH EMPATHY
43
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44
BUILD A HYPOTHESIS
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CONTEXT MODELS
Self Directed
AttitudinalPreferential
Situational
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SELF-DIRECTED CONTEXTPlans 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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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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REQUIREMENTSRESEARCH - Stakeholder Interviews- User Panels / Interviews- Competitive Analysis- Light Usability Testing
DATA NEEDS- Site Side Analytics (SSA) Analysis- Content Metrics
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SITUATIONAL CONTEXTPlans 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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- Life events require a site’s service/product/content
- Platforms dictate unique engagements
- Behavioral motivators influence decisions
- Complex tasks require content to provide clarity
WHEN TO DEPLOY
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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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PREFERENTIAL CONTEXTPlans 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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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
Tuesday, January 10, 2012
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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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ATTITUDINAL CONTEXTPlans 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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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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REQUIREMENTSRESEARCH- Opinion Survey- Intercept Studies- Panel Testing- Usability Testing
Data- Governance Plan- Analytics Support- Effectiveness Measures- Optimization Plan
Tuesday, January 10, 2012
@danieleizans
CASE STUDY
58
4
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60
THE SITUATIONChevrolet 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.
Tuesday, January 10, 2012
THE OPPORTUNITYThrough 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.
61
Tuesday, January 10, 2012
COBALT MAGAZINE
62
Tuesday, January 10, 2012
TOOLS USED• Context Analysis
• Content Strategy
• Social Media Analysis
• Custom Publishing
63
Tuesday, January 10, 2012
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
64
Tuesday, January 10, 2012
@danieleizans
TYING IT TOGETHER
65
*
Tuesday, January 10, 2012
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NOT OUR USERS
http://www.flickr.com/photos/tom_weilenmann/51673288/ | Flickr User Tom Weilenmann
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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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BE THE LADDER
http://www.flickr.com/photos/tmtht/4029281127/sizes/o/in/photostream/ | Flickr User: kfjmiller
User
You
Tuesday, January 10, 2012
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ENGAGEMENT ECONOMY
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1. Collaborating with UX/Research/Metrics
2. Testing, Testing, Testing
3. Refining, Refining, Refining
4. Collecting, Collecting Collecting
5. Refining some more
OPTIMIZE BY ...
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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.
“
- Gerry McGovern 5 Sept. 2011”Tuesday, January 10, 2012
@danieleizans 72
CUTE BABY
Tuesday, January 10, 2012
@danieleizans
QUESTIONS?
73
5
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THANKS.Daniel Eizans
Web: http://danieleizans.comTwitter: @danieleizansSlideShare: http://slideshare.net/danieleizansLinkedIn: http://linkedin.com/in/deizansE: daniel.eizans@teamdetroit.com
Tuesday, January 10, 2012
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