Making Content Personal...at Scale

Making Content Personal…at Scale September 17th, 2015

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Today’s Presenters

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Rebecca Lieb Independent Analyst

@Lieblink

Ryan Rozich VP of Product

OneSpot @Rrozich

Digital is everywhere. And will soon be everything.

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Harnessing digital connections to foster deeper human connections !

is the highest opportunity of bridging the digital & physical worlds!

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AGENDA!•  Trends driving connected experiences!•  What binds connected experiences?!•  Risks and rewards!•  Takeaways –fundamentals of connected

experiences!•  A peek over the horizon!

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From mainframes to ubiquitous computing…

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What the Internet of Things enables is a far deeper ‘conversation’ between all elements of brand experience – now including objects

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Mobile ignites this trend, but it transcends mobile into other physical objects

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Source: Acquity Group 2014

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Smart devices are transforming how we access

and use the Internet

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Differentiation between channels is eroding for

consumers.!

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Second screen activities have

transformed how people watch TV

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Rise of streaming video spurs millions to ‘cut the cord’ (and its costs)

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Channel preferences vary widely, based on a myriad of factors

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Preferences vary based on consumer’s unique… •  Needs/pain points •  Place •  Time •  Behavior •  History •  Culture •  Exposure to technology •  Influences, etc.

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But what ties so many disparate touchpoints

together?!

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The glue that binds

Consistency Context

Content

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What ties so many disparate touchpoints together?

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Content is the unifying element of how brands manifest across all

touchpoints. Content is the atomic particle of all brand interactions, on

all channels, platforms, and devices, online or offline.

CONTENT

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Context is the antidote to endless, noisy media proliferation. Data helps companies better understand customer context down to the individual level, including (but not limited to) personal, location, historical,

behavioral, cultural, social, technological, and beyond.

CONTEXT

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Consistency in brand tone, outreach, response, presence, and

culture. Expanding touchpoints allows brands to pervade

consumers’ lives by providing timely content, services, and utility

CONSISTENCY

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Home Depot ties dot.com shopping cart to in-store experience

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The bottle becomes the medium By adding QR codes to bottles of Johnny Walker, Diageo bridged in-store and social experience via

mobile. Individuals opt into the campaign’s Facebook app and Diageo creates a unique

personalize-able video to commemorate Father’s Day.

Diageo connects bottle to smartphone to social for a personalized Father’s Day experience

Results •  72% sales increase in 2 weeks before Father’s

Day •  Earned media impact 5X investment •  100k increase in Facebook fans •  Global PR and industry coverage •  Permission-based opt-ins to CRM program, loyalty

program expanded •  100,000 unique QR downloads •  Program expanded to 6 countries •  Increased loyalty, loyalty rewards •  Enabled mobile targeting linked to specific QR

code •  Increased supply-chain efficiencies

Cross-channel campaign drives earned media, sales & supply chain efficiency

MGM Resorts serves up recommendations based on guests’ location, interests

MGM Resorts sends notifications for nearby restaurants, shopping, show deals, coupons, etc., via guests’

smartphones, based on geo-location, loyalty member status, and preferences.

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Navdy is a heads up display system for drivers– relevant content only!

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The rise of mobile-free connected products will depend on new form factors for content

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Risks & Rewards

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Harnessing digital connections to foster deeper human connections !

is the highest opportunity of bridging the digital & physical worlds!

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Rewards For brand and consumer alike… •  Increased relevance and context •  Greater visibility •  Greater utility (‘brands as service partners’) •  Happier, more engaged customers •  Data informs optimization opportunities (across customer and

product lifecycles) •  Increased loyalty •  Improved conversion, business results •  Market differentiation

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The ‘Phygital’ world generates scores of new opportunities…

but it is not without risks

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Risks •  Attribution Impact •  Losing customers along their journeys •  Regarding mobile as a secondary channel •  Advertising-only mentality •  Annoying or creeping out customers > opt-out •  Higher possibility of friction in ‘offline’ contexts •  Under-use of content and brand assets •  Negative impact on brand sentiment/experience •  Ineffective (or unethical) use of data •  Wasted investments

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Key Takeaways

Key Takeaways

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Key Takeaways

Five steps companies must take to prepare: 1.  Foster a culture of content 2.  Orchestrate across teams, internal and external 3.  Plan and prioritize for digital transformation 4.  Plan for media convergence 5.  Plan for technology integration

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1. Foster a culture of content

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2. Orchestrate across teams– internal and external

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3. Plan and prioritize for digital transformation

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4. Plan for media convergence

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5. Plan for tool and technology integration, eventually convergence

Looking ahead

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Use cases in IoT represent ways brands can use

sensors to create mutual value between brand and consumer

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Trends, Challenges and Insights Strategic Content Distribu1on

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2014

33% Marketers say budget was their biggest challenge to crea;ng effec;ve content Forbes

2015

58% Marketers plan to increase their content marke;ng budgets in 2015 Contently

Copyright © 2015 OneSpot, Proprietary & Confidential | 42

With so many brands crea;ng high-‐quality content, strategic distribu-on is becoming key in this hyper-‐compe;;ve environment

Brands are Inves1ng in Effec1ve Content

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Elements of Strategic Content Distribu1on

BRANDS MUST

PERSONALIZE content for consumer interests and stages

BRANDS MUST

RE-ENGAGE people to check out multiple

pieces of content

BRANDS MUST

ORCHESTRATE content delivery across

digital channels

What are the key challenges to implemen-ng an integrated content distribu-on strategy?

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Editorial Website Paid Media Social Email

Manages •  Opera-ons •  SEO •  Implementa-on •  A/B tests

Manages •  Media agencies •  Media campaigns •  SEM

Manages •  Social agencies •  Social proper-es •  Social communi-es •  Social campaigns

Uses •  CMS systems •  DMP plaCorm •  Op-miza-on tools •  Website analy-cs

Manages •  Editorial calendar •  Freelance writers

Uses •  Spreadsheets •  Workflow tools

Measures •  Amount of content

produced per month

Measures •  Website traffic •  Clickstream data •  Experiment results

Uses •  DSP / DMP plaCorms •  3rd party data •  ALribu-on products

Measures •  CTR •  CPx metrics

Manages •  Email campaigns •  Email newsleLers

Uses •  Social listening tools •  Social engagement tools

Measures •  Followers •  Likes •  Shares •  Posts

Uses •  Email service provider

Measures •  Acquisi-on rate •  Emails sent •  Open rate •  Click/open rate

Content Distribu1on Stakeholders

Content Merchandiser Coordinates content crea;on, placement and distribu;on across owned and paid channels

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Cross-‐device matching

Unified Consumer Interest Profile

Device ID 12893

Device ID 92456

Cookie ID 54761

Interac1ons with your content

Interac1ons around the web

Single user history Across devices from your site and

around the web

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Analytics & Insights

Holis1c Content Distribu1on Strategy


Personalized Content Placement Machine learning and predictive modeling for serially personalizing and placing content.

Existing Users

On Site

recommending content on your site

Off Site

remarketing content off your site

Email

personalized content via email

New Users

Acquisition

driving new, targeted traffic


With an eye on customer life;me value, strategic content distribu;on focuses on re-‐engaging exis;ng users as much as acquiring new audiences

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On Site recommends content

based on predictive modeling

Across the Web retargets content to users across

display, mobile, social

Email personalizes content delivered via email

newsletters

Case Study: Whole Foods Market

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Content Metrics and Insights

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Measuring Content Engagement


Metrics

Beyond site metrics, monitor audience engagement stats that are specific to content marketers #1to1content

Content Insights and Analytics


Insights

Content Intelligence and Analy8cs •  Determine where your content

porColio is over or under indexed

•  IdenFfy which topics have niche vs. broad interest

•  Discover how repeat users behave differently than new users


Use natural language processing to take a strategic view of what topics are most engaging to which audiences

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1. As brands are crea1ng more effec1ve content, distribu1on is moving to the forefront

2. Key challenges to strategic content distribu1on •  Planning across organiza;onal silos •  Crea;ng a single, unified customer profile •  Personalizing across channels and devices

3. Understanding your audience

•  Content engagement metrics •  Strategic insights and analy;cs

Summary

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Questions?

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@onespot

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Making Content Personal...at Scale