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With all the data you have on your target audience, it’s easy to personalize your story on an individual level, just right for the time of day, location, device, where they just came from, their buying habits, their friends’ preferences—and it can be downright creepy, too. Scary examples abound, in modern horror flicks and everyday Facebook tricks. So, how do you keep your story on target, and what content types, frequency and editorial style work, without going too far? In this session, you’ll see examples from several brands that walk the line and hear how customers reacted when they’ve gone too far. Then, you’ll leave with ideas of how to enrich the customer experience with a positive association of anticipatory service, rather than an invasion of privacy. Presented at Content Marketing World 2012, Columbus; #CMWorld, September 6, 2012.
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@mbloomstein #cmworld
Using data to drive content strategy without being creepy
Margot Bloomstein Appropriate, Inc.
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@mbloomstein #cmworld © 2011
@mbloomstein
@mbloomstein #cmworld © 2011
@mbloomstein #cmworld © 2011
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Content strategy: planning for the creation, aggregation, governance, and expiration of useful, usable, and brand-appropriate content in an experience.
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Data for content targeting?
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data information knowledge wisdom
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data information knowledge wisdom
context
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relevance
data information knowledge wisdom
context
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application relevance
data information knowledge wisdom
context
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We can motivate application.
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We can motivate application.
(cc) John C. Abell
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We can motivate application.
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Just don’t be creepy about it.
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Context
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Every time you confuse context with device
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Context
(cc) Euphoria
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Context
(cc) Euphoria
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Context
(cc) Euphoria
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Context
(cc) Euphoria
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Context
(cc) Euphoria
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You know me.
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You know me. But do I know you know me?
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You know me. But do I know you know me? Do I want you to know me?
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You know me. But do I know you know me? Do I want you to know me? And is it good for me if you know me?
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Sometimes it’s good.
(cc) BentWright
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Sometimes it’s bad.
(cc) BentWright
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“…shows you information you regularly search for or could be relevant to you because of your current location, including weather, nearby restaurants, schedules for the next bus station, how long it’s going to take you to drive home and currency information if it finds you are in a different country.
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This is one of the few Google services that reveals how much the company really knows about you.
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The reason it doesn’t quite feel like that yet is because of the limitations of the service. There is so much more Google could do with this service, but it feels as if Google deliberately kept some features back for the time being to ensure that users can get used to how it works before adding more tools.
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Sometimes it’s good.
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Sometimes it’s creepy.
© Dimension Films
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“Targeting” a pregnant teenager
(cc) Jr conlin
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Ubiquitous Zappos
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Ubiquitous Zappos
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How do you walk the line?
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How do you walk the line? Pace yourself Let users see their data Date, don’t stalk
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Pace yourself.
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Let users see their data.
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Date, don’t stalk.
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Don’t be creepy. Margot Bloomstein @mbloomstein [email protected] slideshare.net/mbloomstein http://amzn.to/CSatWork
