Lessons from Omnichannel: What Every Content Strategist Should Know with Kevin Nichols

LESSONS FROM OMNICHANNEL

CONTENT STRATEGY #InfoDevWorld

2 Oct 2015

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INTRODUCTIONS

2 Oct 2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com

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Introductions

Kevin P Nichols@kpnichols

■ Author, Team Builder, Thought Leader■ Expert in Enterprise Content Strategy,

Personalization and Omnichannel ■ Former Global Practice Lead, Content

Strategy, SapientNitro■ 20 Years experience in the UX and

Digital worlds

■ Authored: Enterprise Content Strategy: A Project Guide, Coauthor, UX for Dummies

■ Leader for Content Strategy Alliance Best Practices Initiative

■ Recent Workshops:– Intelligent Content for Multichannel Publishing– Performance Driven Content– Omnichannel Content Strategy

9/28/2015 Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com

http://www.amazon.com/UX-Dummies-Computer-Tech/dp/1118852788/ref=sr_1_1?ie=UTF8&qid=1438698897&sr=8-1&keywords=UX+for+dummies

http://www.amazon.com/UX-Dummies-Computer-Tech/dp/1118852788/ref=sr_1_1?ie=UTF8&qid=1438698897&sr=8-1&keywords=UX+for+dummies

http://contentstrategyalliance.com/csa-best-practices/csa-handbook/

http://contentstrategyalliance.com/csa-best-practices/csa-handbook/

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■ Definitions■ Leverage Performance Driven Model■ Understand the user as ALWAYS 1st■ Harness cross-channel user journeys■ Create personalized experiences and contextual content■ Track metrics across channels■ Follow omnichannel trends – integrated product inventory, SVoC


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KEY CONCEPTS


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Understanding Omnichannel & MultichannelMultichannel considers more than one channel.


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Understanding Omnichannel & MultichannelOmnichannel considers a user and their entire cross-channel journey with a brand, from the perspective of the user.


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Understanding Omnichannel & MultichannelOmnichannel content assumes the overall user engagement with a particular user journey, and serves up content to each step in the process, optimizing channel experiences.


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Understanding Omnichannel & Multichannel


A recreation of the image by: http://maosuit.com/retail-2/stores/omi-channel-retail-101/ originally created by Tyco.

http://maosuit.com/retail-2/stores/omi-channel-retail-101/

http://maosuit.com/retail-2/stores/omi-channel-retail-101/

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Understanding Omnichannel & Multichannel


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Using Omnichannel

■ Makes content contextually relevant and builds the consumer relationship

■ Provides Single View of the Customer & integrated product inventory across channelsHome In-store Commerce Experience


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LESSONS LEARNED


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Lessons from Omnichannel


■ Leverage Performance Driven Model■ Understand the user as ALWAYS 1st■ Harness cross-channel user journeys■ Create personalized experiences and contextual content■ Track metrics across channels■ Follow omnichannel trends – integrated product inventory, SVoC

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Defining performance-driven contentMeasurement and evaluation of content in order to make decisions on future content priorities.

Comes from school of data-driven marketing, but is specific to content.


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Using performance-driven content■“An experience never exists in

a complete state; measurements and continual evaluation inform future priorities.”

■Once you publish content, you continue to measure it

2 Oct 2015

Recreated from permission by Kevin P Nichols from Enterprise Content Strategy: A Project Guide.

Source: Kevin P Nichols from Enterprise Content Strategy: A Project Guide.

Lessons from Omnichannel | @kpnichols | omnichannelcontentstrategy.com

http://kevinpnichols.com/books/enterprise-content-strategy-project-guide/

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Using performance-driven content■Drives intelligent content and

personalization■Maintains a user-centric

content experience■Enables omnichannel content■Helps an organization build a

publication model around performance

2 Oct 2015

Recreated from permission by Kevin P Nichols from Enterprise Content Strategy: A Project Guide.


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It’s not going away anytime soon

69% of top company executives plan on increasing their marketing data-driven approachesForbes Insights and Turn: Data Driven and Digitally Savvy: The Rise of the New Marketing Organization Report

74% of marketing executives plan to increase marketing budgets this year for data. Teradata, 2015 Global Data-Driven Marketing Survey


http://images.forbes.com/forbesinsights/StudyPDFs/Turn-The_Rise_of_the_New_Marketing_Organization-REPORT.pdf

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User – 1st approach

Agendas of business silos and industry trends (mobile first) aren’t in the driver’s seat.User’s requirements and consumer needs drive experiences.

2 Oct 2015

Image source: Wesley Fryer at this Flickr URL.


https://www.flickr.com/photos/wfryer/4903838867

https://www.flickr.com/photos/wfryer/4903838867

http://creativecommons.org/licenses/by-sa/2.0/

http://creativecommons.org/licenses/by-sa/2.0/

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User – 1st approach

Ignore channel optimization and ignore your profits!

Alibaba – 9.3 Billion in sales more than black Friday and cyber Monday combined.



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User journeys – what

■Maps a user pathway through a set of tasks■Can be inter-channel, intra-channel, cross-channel■Requires understanding users, their tasks, and

what triggers tasks


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Inter- and intra-channel journeys – example

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


Product detail page

Soccer Mom Anonymous But a Product – Step Three: Add to cart


Shopping cart

Source: Rebecca Schneider and Kevin Nichols The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols Workshop on OmnichannelContentStrategy.com


http://omnichannelcontentstrategy.com/workshop-materials/






http://omnichannelcontentstrategy.com/

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Cross-channel journey – example


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User journeys – why

■ Places the consumer and customer at the center of the experience

■ Allows content decisions around user needs

■ Helps to create a publishing model around end-user needs

■ Keeps the focus cross-channel


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Understanding Personalization

Personalization is contextual content targeted to a user based on his or her needs and behaviors.


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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


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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


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Using Personalization

■ Develops a deeper relationship between the user and brand, providing specific value or use to the consumer

Ratings, Personalized Selections Contextual Targeting


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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 KaushikSource: Web Analytics: An Hour a Day, Page 2


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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■ When to use:– There is a need to demonstrate a quantifiable return on investment– Too much anecdotal information is being used to make decisions


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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


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Using Metrics & Analytics

■ Track across channels■ Identify under performing

content – which may require rethinking or user experience changes

■ Leverage content success (or content failure) for planning

■ Cast a wide net, all metrics, not one to exclusion of the other


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Metrics: Summary


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Metrics: Summary (cont.)


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Using Metrics & Analytics

Cross channel metrics and tracking the user journey across channels was a key theme at Forrester’s 2015 Marketing Leader’s ForumTop 4 Takeaways from the 2015 Forrester Marketing Leader’s Forum by Rachel Eisenhaur


http://info.sundaysky.com/blog/top-takeaways-2015-forrester-marketing-leaders-forum

http://info.sundaysky.com/blog/top-takeaways-2015-forrester-marketing-leaders-forum

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■ Leverage Performance Driven Model■ Understand the user as ALWAYS 1st■ Harness cross-channel user journeys■ Create personalized experiences and contextual content■ Track metrics across channels■ Follow omnichannel trends – integrated product inventory,

SVoC

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Single View of Customer / Prod Inventory


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■Leverage single view of the customer idea to develop content

■Think about integration points (integrated product inventory, cross channel metrics, etc, in future content decisions. Use customer journeys to do so.


Single View of Customer / Prod Inventory

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Contact Information

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Contact Information

■ [email protected]■ Web: kevinpnichols.com■ LinkedIn:

www.linkedin.com/in/kevinpnichols■ Twitter: twitter.com/kpnichols■ YouTube:

www.youtube.com/user/kevinpnichols

Kevin P Nichols


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Thank You!

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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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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
