1. Contact Us
www.bigbluemoose.net
P. 323‐230‐0243 / robert@bigbluemoose.net

2. CONTEXT AWARE EVERYTHING
WEB CONTENT 2011
Contact Us
www.bigbluemoose.net
P. 323‐230‐0243 / robert@bigbluemoose.net

4. “The 19th century was defined by the novel.
The 20th century by the cinema.
The 21st century will be defined by the
interface.”
- Aaron Koblin

6. LET’S CONNECT
@Robert_Rose
www.bigbluemoose.net
www.adaptivemarketer.com

8. The Context
Effect
How we uniquely respond to a situation
Inference & Context
Decision & Context
Contextual Conditioning

10. The Context
Effect

11. The Context
Effect
28 Million albums sold
Equivalent to Rihanna

12. The Context
Effect
28 Million albums sold
Equivalent to Rihanna
World tour in 2009/2010
include LA, Vegas

13. The Context
Effect
28 Million albums sold
Equivalent to Rihanna
World tour in 2009/2010
include LA, Vegas
Made US acting debut...

14. The Context
Effect
28 Million albums sold
Equivalent to Rihanna
World tour in 2009/2010
include LA, Vegas
Made US acting debut...

16. The Context
Effect

19. The Context
Effect

21. Context Is
Important
Marketers - Our Life Is About “Meaning”
Microsoft vs. Apple...
Is being “green” important?
Can the Cubs win a pennant?

23. Context Is
Important
Careers have been
built by leveraging
context.
Which ad placement?
What message will work best?
Which target market?

25. Context Is
Important
Technology hasn’t done us any contextual favors...

27. Context Is
Important
And sometimes we just don’t think it through....

28. Context Is
Important
And sometimes we just don’t think it through....

30. Context Is
Important
Why don’t we spend the same
effort on our digital content
Value=All the content that
prints to fit - Long Tail
Maybe We think about
audience
But rarely... if ever.. context.

32. The Future Of
Context
“Between 2010 and 2015 - The bar for user
experience will be significantly raised and context
aware computing will be its chief catalyst”
- William Clarke, Gartner Analyst
Applications and System which are situation aware.
What you are, have been and are likely to do - so
that they become very personal

33. Social Secure Subscribe! Search
• Workstation • Availability? • Personal
• Location or vs. Mobile queries /
Your • Location results
Availability • Device aware?
company • Location
• Preferences vs. personal • Online or information
off?
• Tags • Group
• Pull or Push history
• Behavioral

34. The Future Of
Context
Social Secure Subscribe! Search
• Workstation • Availability? • Personal
• Location or vs. Mobile queries /
Your • Location results
Availability • Device aware?
company • Location
• Preferences vs. personal • Online or information
off?
• Tags • Group
• Pull or Push history
• Behavioral

35. Social Social &
Augmented Reality
Secure Contextual based
security
Subscribe Management & Delivery
Search Personalized results

36. The Future Of
Context
Social Social &
Augmented Reality
Secure Contextual based
security
Subscribe Management & Delivery
Search Personalized results

37. Yelp
Google Goggles
Wikitude

38. The Future Of
Context
Yelp
Google Goggles
Wikitude

40. The Need For
Context Aware
Is Here
We were geniuses with a mobile site
If it didn’t break - it was success
But still about all the content that
that prints to fit...

42. The Need For
Context Aware
Is Here
There’s been a disturbance
in the “traditional media” force
Audiences are changing quickly...
The Audience chooses content now -
and inherently this means its contextual
Audiences now EXPECT content when,
how and where they want it...

44. Welcome to the
Age of Subscribe!
Content on our audience’s terms...
2014 - 46.3 million homes - TV
with broadband connection
800,000 people “cut the
cable cord last year”
Netflix accounts for 20% of
all primetime bandwidth

46. Welcome to the
Age of Subscribe!
Content on our audience’s terms...
~ 30% mobile subscribers are
smartphone users
~ 40% of mobile Americans
browse the mobile Web
Average HH: 24 Gadgets
2 computers, 3 laptops, 2 video capable cameras, 2
cell phones, scanner, 3 TV’s, 3 DVR’s, 1 Settop
Gamebox, 1 Kindle or 1 iPad

48. Welcome to the
Age of Subscribe!
It’s about content filtering....

50. Whew!

52. Becoming
Context Aware!
What does it all mean?
Don’t NEED or WANT a
“mobile version” of our
existing site.
App vs. Mobile Web is not an
either/or. It’s content strategy
first - channels second
Social and Mobile are intricately intertwined

54. Becoming
Context Aware!
It’s simply a shift in our strategy...
99.9% don’t need a truly “context aware”
content platform.
But.... WE should all be context aware for
our Web content marketing strategy
Context is everywhere... And it’s a great
opportunity for us to improve
Let’s take the first steps...

55. Mobile Web
Context

56. Mobile Web
Context

57. Mobile Web
Context

58. Mobile Web
Context

59. Mobile Web
Context

61. Step 1
Mobile Is Different
WHY is our audience accessing
our content?
Entertainment?
Productivity?
Content Sharing/Social Media

63. Should Our Content Be
Entertaining

65. Should Our Content Be
Productive

67. Should Our Content Be
Sharable
“Our content is integrated.
It’s not just copied, It is
tailored for the channel
for which it is most appropriate.
You have to be in more places -
where your customers, fans
and advocates are.”
- Tom Hoehn
Kodak

68. • Who are the users?
Who • What do they do?
• What is their technology proficiency?
• What content do they want?
What • What device is appropriate for them?
• Social Networking?
• Where do they access this content?
Where • On the go? In One Place? Both?
• Where are they located?
When • How often do we have to change the content?
• Are they invested in this content long-term?
Why • Why are they accessing the content?
• Why will they care?

69. Becoming Context Aware
The 5 W’s
• Who are the users?
Who • What do they do?
• What is their technology proficiency?
• What content do they want?
What • What device is appropriate for them?
• Social Networking?
• Where do they access this content?
Where • On the go? In One Place? Both?
• Where are they located?
When • How often do we have to change the content?
• Are they invested in this content long-term?
Why • Why are they accessing the content?
• Why will they care?

70. • Geo-located
Ambient • Browser/Device
• Time of day
• Known /
Unknown
Explicit • Field Data?
• Conversion?
• Referral?
Behavioral • Series of Clicks?

71. Becoming Context Aware
What Can We Derive?
• Geo-located
Ambient • Browser/Device
• Time of day
• Known /
Unknown
Explicit • Field Data?
• Conversion?
• Referral?
Behavioral • Series of Clicks?

73. Taking The First Step
Being Aware of Context Aware
1. Context Aware platforms are coming....
2. Starting to look at how “context” will become
an important part of our content strategy
3. Understand that we don’t have to deliver the
vision tomorrow...
4. First Step: Be Aware of Context Aware - Apply
the filter to our content and marketing strategy

75. THANK YOU!
@Robert_Rose
www.bigbluemoose.net
www.adaptivemarketer.com