cross media content strategy - spring 2014
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April 2014
Cross Media Content Strategy
Senior Advisor Marta Karolina Olsen
2CROSS MEDIA CONTENT STRATEGY
Agenda 9:30 – 11:00 am
Learning Objectives
Why is CMCS relevant today
Exercise 1: Your CMCS Goals
How to work with CMCS: Mission Statements and Concepts
Exercise 2: What connects your Cross Media Presence
Understanding your Customers and Users’ P.O.V.
Exercise 3: Your Customers’ Journeys
The Tool Box
Exercise 4: Using the Tool Box
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4CROSS MEDIA CONTENT STRATEGY
5CROSS MEDIA CONTENT STRATEGY
Learning Objectives
1 See all as content. But focus on what supports your strategic goals.
Inspirations on execution and extra for your tool box.
2
See it from your customers’ and users’ P.O.V. – with a concept of 3 mind sets.
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6CROSS MEDIA CONTENT STRATEGY
5 CMCS Actions for 2014
2. Decide on the succes criterias and mission statement for your CMCS.
4. Decide on which platforms you will be present and what your CMCS is.
3. Know your customers and users better by seeing it from their P.O.V.
5. Organize the content creation, publication and governance accordingly.
1. Know and prioritize your content by (re)organizing it better.
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Why CMCS is relevant today
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95% of internet users worldwide trust recommendations from people they
know, whereas 70% responds that they trust other users’ recommendations
online in general. 47% trusts radio, TV and newspapers while only 14% trust
traditional advertising.
Source: Nielsen Online and Mashable
CROSS MEDIA CONTENT STRATEGY
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Illustration inspired by http://bradfrostweb.com/blog/web/responsive-web-design-missing-the-point/
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IS
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”We can’t make more content for every device and channel. It’s time we make our content do more.” - Sara Wachter-Boettcher
CROSS MEDIA CONTENT STRATEGY
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Mobile Users > Desktop Internet Users Within 5 yearsGlobal Mobile vs. Desktop Internet Users Projection, 2007 – 2015E
Source: Morgan Stanley Research
Inte
rnet
Use
rs (
MM
)
2.000
1.600
1.200
800
400
0
2007E 2008E 2009E 2010E 2011E 2012E 2013E 2014E 2015E
Mobile Internet Users
Desktop Internet Users
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www.real.com/resources/social-television/
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Internet of Everything
CROSS MEDIA CONTENT STRATEGY
internet in eg. fitness machines makes new demands to the simplicity and flexibility of the interface and content.
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The defensive argument
In 2-4 years there are probably more internet users coming from other devices than PC’s.
And so what?
The progressive argument
New devices give us the opportunity to be in touch with and service our customers and stakeholders better and in new situations.
CROSS MEDIA CONTENT STRATEGY
This is something we wish to use to our advantage,
to be accesible and present in more situations and contexts, to offer new options and continuously develope our business.
Therefor we have to start managing our content and
services accordingly.
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Mobile first?Content first?User first?Context first?Social first?Strategy first?
CROSS MEDIA CONTENT STRATEGY
17CROSS MEDIA CONTENT STRATEGY
Wired
www.wired.com/2010/02/the-wired-ipad-app-a-video-demonstration/
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Some definitions
> Cross MediaTwo or more digital media, including at least one social technology
> Content StrategyAll that can be communicated – with a purpose and goal, that is executable
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Sales conversions Users
generating content
Data (insights)
Etc.!
Attention
Subscribers
Traffic
What is your CMCS business model?
You must decide how
you will measure success
# Is your organization present in two or more digital media, involving at least one social technology? Or could you be?
•# Do you have a goal and way of measuring your success – or what could that be?
Exercise 1
CROSS MEDIA CONTENT STRATEGY
1 + 1
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Then how can we work with CMCS?
A clear mission statement is the foundation.
So it comes down to your brand strategy, USP’s/ESP’s and messages…
CROSS MEDIA CONTENT STRATEGY
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”All companies, no matter what the size, must start to think more like publishers than ever before. Consumer behaviour has changed over the past few years. Customers are more accepting of content from ”non-media” sites andt the barriers to publishing are now non-existent” – Joe Pulizzi
CROSS MEDIA CONTENT STRATEGY
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Elements in the Content Strategy
CROSS MEDIA CONTENT STRATEGY
Quantitative audit
Qualitativeaudit
Editorial analysis
Vision & business
Idea & concept
Strategy statement
Tone of voice/mode
l texts
NavigationMetadata
Anchorage/training
User involvement
Platformsand media
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OPTIMIZE
COMMUNITY
CURATE
EVENT
Internal
External
Tem
pora
rily
Perm
anent
BRAND MISSION STATEME
NT
TimeTime
Content
Content
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Optimize
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Optimize
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Optimize (contextual)
CROSS MEDIA CONTENT STRATEGY
www.trendwatching.com/trends/servilebrands/
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Optimize (contextual)
CROSS MEDIA CONTENT STRATEGY
www.passengerterminaltoday.com
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Curate
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Curate
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Community
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PlaceIncl. fakta
Tales1 or more
Themes
Time slothsFor the timeline
Key words
Video/photography
GenrerFor inspiring the writer
CommentsMicro
participationHas visited / will visit /
guest book
Writingguides/workshops
Journalism Editorial
Recommendations
Links
Turist infoVisitdenmark
Webservice
Widget motor
Android App
iPhoneApp
Coorporating site
1
Coorporating site
2
Coorporating site
3
Coorporating site
n
Other applications using the webservice
Mobile site
All basic content is
speaked and translated into
English
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Community
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Community
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Community
Source: www.dtu.dk/nyheder
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Event
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Event
www.telegraph.co.uk
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OPTIMIZE
COMMUNITY
CURATE
EVENT
Internal
External
Tem
pora
rily
Perm
anent
BRAND MISSION STATEME
NT
TimeTime
Content
Content
Marta Karolina Olsen, 2014
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DON’T JUST TALK. SAY SOMETHING.
To create Hero content That can attract users to your HubWhere you can offer them regulair Hygiene content
(The Google and YouTube way)
# What connects – or could connect – your platform presence: Design? Interaction? Format types? Tone-of-voice?
•# What should you talk about? What could be your Hero content?
Exercise 2
CROSS MEDIA CONTENT STRATEGY
1 + 1
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1. Customers seek the best solution and way to fullfil their own
needs, by investing least possible.
2. Their investment is an emotional calculation of the economic
expenses, consumed time and physical / mental investment
nescessary to obtain their goal.
3. Customers balances pros and cons of their possible actions and
solutions to their problems or needs and decides on the solution
that will provide them the best possible result.
4. Customers are (mostly) not interested in you but in their own
wants and needs.
CROSS MEDIA CONTENT STRATEGY
LUM*
* Lazy User Model of Solution Selection (Collan, M. and Tetard, F., 2007, Lazy User Theory of Solution Selection)
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The Consumer Decision Journey
David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik, McKinsey Quarterly. The Consumer Decision Journey. (June 2009)
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Customers are on different Missions”Retailers need to understand what missions attract customers to their stores, what customers need while on those missions, and how they go about shopping.
Once they have these insights, they can develop store formats, merchandising and servicing strategies that are more closely aligned with the shopping strategies, needs and preferences of their target customers.”
(IBM Business Consulting Services)http://www-935.ibm.com/services/us/imc/pdf/g510-6241-driving-successful-shopping.pdf
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Customer Experiences and Gap Analysis
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Three Customer Mind Sets
CROSS MEDIA CONTENT STRATEGY
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Six Customer Journeys
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The Proces
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Overview of service gaps
Sketching of journey maps
Focus + user cases
•# How could the conceptualized customer mind sets and journeys match your customers?
•# Where would you imagine identifying gaps – and how could you fill them?
Exercise 3
CROSS MEDIA CONTENT STRATEGY
1 + 1
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Create a clear story that works across the organisation to break through the noice
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Who’s talking – Moderation Kit
Topics of conversation
Interaction frequency and reactions
Professional profile
Attitude / Tone-of-voice
Facebook moderatorName:Age:
Family / Free time Etc.
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Content in categories[EXAMPLE DELETED] [EXAMPLE DELETED]
[EXAMPLE DELETED] [EXAMPLE DELETED]
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Conversation Calendar
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Use your Data – turn them into Insights
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www.fastcompany.com/3020659/fast-feed/yes-people-especially-millennials-are-sharing-more-photos-and-video
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www.fastcompany.com/3020659/fast-feed/yes-people-especially-millennials-are-sharing-more-photos-and-video
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www.searchengineland.com/seotable
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Elements in the Content Strategy
CROSS MEDIA CONTENT STRATEGY
Quantitative audit
Qualitativeaudit
Editorial analysis
Vision & business
Idea & concept
Strategy statement
Tone of voice/mode
l texts
NavigationMetadata
Anchorage/training
User involvement
Platformsand media
•# In what way can you use the toolbox, ideas, inspirations or concepts on CMCS – starting tomorrow?
Exercise 4
CROSS MEDIA CONTENT STRATEGY
1 + 1
67CROSS MEDIA CONTENT STRATEGY
5 CMCS Actions for 2014
2. Decide on the succes criterias and mission statement for your CMCS. > It should include a business model.
4. Decide on which platforms you will be present and what your CMCS is. > Consider the Time-Content perspective, your brand and platform codes.
3. Know your customers and users better by seeing it from their P.O.V. > ”Forget yourself”. Remember LUM and that users are on missions.
5. Organize the content creation, publication and governance accordingly. > Be open to change in tasks, work flow and roles.
1. Know and prioritize your content by (re)organizing it better: > What to present and govern better, what to develop or curate.
THANK YOU
Senior Advisor Marta Karolina Olsen
marta.karolina.olsen@advicedigital.dk
dk.linkedin.com/in/martakarolinaolsen
Mobile +45 22 33 64 38
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