Customer Journey Driven Content Strategy & Personalization
•Descargar como PPTX, PDF•
2 recomendaciones•263 vistas
For decades the gold standard for measuring project success has been the project management iron triangle: on time, on budget, on scope. Despite increasingly more rigorous planning strategies, the average project is still 45% over budget, delayed by 63% and missing 1/3 of the promised functionality. Beyond the iron triangle more impactful measures such as business value and sustainability, are even more elusive. Only 2% of organizations report that all their projects achieved the desired benefits. It’s time to start changing that. In this presentation we will look at the key reasons projects fail and more importantly what to do about it. We will review how agile project management achieves success sooner with fewer resources. We also look at innovative methods for maximizing project value and business impact.
Recomendados
Más contenido relacionado
La actualidad más candente
La actualidad más candente (13)
Destacado
Destacado (20)
Similar a Customer Journey Driven Content Strategy & Personalization
Similar a Customer Journey Driven Content Strategy & Personalization (20)
Más de Tom McCracken
Más de Tom McCracken (17)
Último
Último (20)
Customer Journey Driven Content Strategy & Personalization
- 1. Customer Journey Driven Content Strategy & Personalization
- 2. Key Concept: Customer Buying Cycle
- 3. Key Concept: Customer Buying Cycle Awareness Research ConsiderationDecision Advocacy
- 4. Key Concept: Content Strategy Delivering the right content to the right user at the right time. UX + Marketing + Library Science
- 6. Key Concept: The Trust Equation C + R + I T = S Credibility Reliability Intimacy Self-Orientation I believe they can… I believe they will… I feel they get me. I feel they care about… Expertise Consistency Connectedness Giving Source: The Trusted Advisor, David Maister et al. Words Content Direct Actions Experience Indirect Trust is built through repeated positive experiences
- 7. Indirect Trust Building Look & Feel Professional Consistent Emotional connect Usability Intuitive Power features Performance Fast loading pages mobilefriendlyDesktop Phones Tablets
- 8. Direct Trust Building Source: The Trusted Advisor, David Maister et al. Weak Strong Credibility saying you are an expert publishing your expertise Reliability saying you are reliable testimonials, case studies, reviews Intimacy corporate speak human voice Self-Orientation selling sharing telling demonstrating Brochure Content Sales Leads Contact Us Form
- 9. Pulling your audience High-impact theme Styled layouts Multi-media Fast load time Responsive Impress Taxonomy Quality search Recommendations Social commenting Social sharing Subscribing Engage SEO Social sharing Feeds Email promotion Promote Brochure Content Sales Leads Contact Us Form Attraction Content Remarkable Content
- 10. Content Roles blog videos podcasts wiki Attraction Offerings products services faq staff Assurance Builders testimonials case studies reviews Conversion Offers inquiry premium offer newsletter
- 11. Conversion process attract convert improve buy (in) engage build brand engage build brand
- 13. Content Roles blog videos podcasts wiki Attraction Offerings products services faq staff Assurance Builders testimonials case studies reviews Conversion Offers inquiry premium offer newsletter Interest (Segmentation)
- 15. Relevant navigation • Global • Manual placement • Intelligent widgets • Page data • Visitor data • Analytics flickr.com/photos/mdvisser/4832367770/
- 16. Page Data Relevancy • Content • Taxonomy • Advanced • Semantic • Scalars/Vectors flickr.com/photos/mdvisser/4832367770/
- 17. User role modeling: identify local newspaper sports blogger fans staffbike shoppers bike owners job seekers new mom/parent website administrator tour guide casual bikers new bike rider person who wants to upgrade their bike enthusiasts shoppers staff renters people from out of town hotels that need bikes for guests owners competitive rider job seekers
- 18. User role modeling: define owners Demographics • Age: 25-35 • Gender: 65% male • Location: within 10 miles of store Psychographics • Active lifestyle • Prefers being outdoors • Green Behavioral • Significant web usage including search engines and social media • Research purchases online before buying • Significant use of mobile devices Brand • Custom service is significant driver for brand loyalty • Likely to buy again from same store. Typically 1 bike every 4 years. Site • Proficient web user • Likely to have high speed internet access
- 19. User role modeling: segment owners B2B Person • Persona • Job role Interest • Categories • Tags Organization • Type • Size • Industry Solution • Product/Service type • Challenge (pain points) B2C Person • Persona • Age • Gender • Location • Lifestyle Interest • Categories • Tags Solution • Product/Service type
- 20. Segmentation
- 21. Page Data Relevancy Algorithm Text index Score text based on similar words/meaning Taxonomy Use terms on page and find content scored by most similar terms. flickr.com/photos/mdvisser/4832367770/
- 22. Visitor Data Relevancy Taxonomy Algorithm Associate terms to user, add to set of terms on page and find content scored by most similar terms. Taxonomy Association • Manually set on profile • Ask in form • Analytics • What they view and engage with flickr.com/photos/mdvisser/4832367770/
- 24. Analytics (behavior) Relevancy • Most popular • Most clicked • Highest clicked percentage • Advanced • By visitor segment flickr.com/photos/mdvisser/4832367770/
- 25. Nurturing The Customer Journey Visit from Google Read a post Positive first impression Sales call Share on social Found post Highly valuable Give contact info Enticed by premium offer Impressed by premium offer Register for follow-up offer Impressed by followup offer willingness to engage depthofengagement
- 27. Open Enterprise Quick Start http://bit.ly/rowquickstart
- 28. Thank you! Tom McCracken LevelTen Interactive Director Phone: 214.887.8586 Email: tom@leveltendesign.com Twitter: @levelten_tom Blog: leveltendesign.com/blog/tom LinkedIn: linkedin.com/in/tommccracken
Notas del editor
- Im an chem-e by education. But after to internships decided to falback to programming.
- I think one of the biggest thing lacking
- Outbound marketing involve many traditional advertising tactics such as buying ads, TV, radio or even online. Direct mail, cold calling, etc. The goal of outbound marketing is to interrupt your day and get you to take notice…
- So there is a balancing act every results oriented website must achieve between what the users want and what the organization wants. Users have goals, the organization has goals. The secret is the user is in charge. So companies that give their visitors what they are seeking in a strategic way, can move people down the buying cycle to achieve organizational goals.
- By delivering the right content to the right peron, we seek to build trust.
- Trust is not a simple concept. It is comprised of several components.
- To draw people into a site, we need attraction content. … But how do we get people from this attraction content, i.e. the research stage of the buying cycle and move them into the consideration stage?
- The typical website most organizations have is what I call a brochureware website. It is bunch of page talking about the company and their products and services. The good part about these kinds of sites is they are cheap to do, particularly if you don’t care how impressive the look and feel is. But anyone who has owned this kind of website realize the problem, they don’t generate any business. Hardly anybody comes to these sites and those that do rarely turn into leads.
- The typical website most organizations have is what I call a brochureware website. It is bunch of page talking about the company and their products and services. The good part about these kinds of sites is they are cheap to do, particularly if you don’t care how impressive the look and feel is. But anyone who has owned this kind of website realize the problem, they don’t generate any business. Hardly anybody comes to these sites and those that do rarely turn into leads.
- It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
- It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
- Apply the relevancy taxonomies to all content and user profiles.
- So now what happens is on our same page, instead of 5 terms being pushed, now a sixth, C-Level is also pushed making testimonials get a higher priority. Or landing pages and case studies targeted at C-Level.