cross media content strategy - spring 2014

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April 2014 Cross Media Content Strategy Senior Advisor Marta Karolina Olsen

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Page 1: Cross Media Content Strategy - Spring 2014

April 2014

Cross Media Content Strategy

Senior Advisor Marta Karolina Olsen

Page 2: Cross Media Content Strategy - Spring 2014

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

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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.

3

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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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12CROSS MEDIA CONTENT STRATEGY

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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13CROSS MEDIA CONTENT STRATEGY

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

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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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19CROSS MEDIA CONTENT STRATEGY

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

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# 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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23CROSS 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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29CROSS MEDIA CONTENT STRATEGY

Optimize

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30CROSS MEDIA CONTENT STRATEGY

Optimize (Responsive)

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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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39CROSS MEDIA CONTENT STRATEGY

Community

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Community

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Community

Source: www.dtu.dk/nyheder

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Community

www.pixel.tv

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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)

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# 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

CROSS MEDIA CONTENT STRATEGY

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The Proces

55

Overview of service gaps

Sketching of journey maps

Focus + user cases

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•# 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

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•# In what way can you use the toolbox, ideas, inspirations or concepts on CMCS – starting tomorrow?

Exercise 4

CROSS MEDIA CONTENT STRATEGY

1 + 1

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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.

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THANK YOU

Senior Advisor Marta Karolina Olsen

[email protected]

dk.linkedin.com/in/martakarolinaolsen

Mobile +45 22 33 64 38