Cross Media Content Strategy - Spring 2014

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

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

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.

8
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

9
Illustration inspired by http://bradfrostweb.com/blog/web/responsive-web-design-missing-the-point/

11
”We can’t make more
content for every device
and channel. It’s time we
make our content do
more.”
- Sara Wachter-Boettcher

Mobile Users > Desktop Internet Users Within 5 years
Global Mobile vs. Desktop Internet Users Projection, 2007 – 2015E
Source: Morgan Stanley Research
InternetUsers(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

www.real.com/resources/social-television/

14
Internet of Everything
internet in eg.
fitness machines
makes new
demands to the
simplicity and
flexibility of the
interface and
content.

15
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.
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.

16
Mobile first?
Content first?
User first?
Context first?
Social first?
Strategy first?

Wired
www.wired.com/2010/02/the-wired-ipad-app-a-video-demonstration/

18
Some definitions
> Cross Media
Two or more digital media, including at least one social technology
> Content Strategy
All that can be communicated – with a purpose and goal, that is executable

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
1 + 1

21
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…

25
”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

27
Elements in the Content Strategy
Quantitative
audit
Qualitativ
e
audit
Editorial
analysis
Vision &
business
Idea &
concept
Strategy
statement
Tone of
voice/model
texts
Navigatio
n
Metadata
Anchorag
e/training
User
involvement
Platforms
and
media

28
OPTIMIZE
COMMUNITY
CURATE
EVENT
Internal
External
Temporarily
Permanent
BRAND
MISSION
STATEME
NT
TimeTime
Content
Content

Optimize

Optimize (Responsive)

Optimize

32
Optimize (contextual)
www.trendwatching.com/trends/servilebrands/

33
Optimize (contextual)
www.passengerterminaltoday.com

Curate

Community

38
Place
Incl. fakta
Tales
1 or more
Themes
Time sloths
For the timeline
Key words
Video/photogra
phy
Genrer
For inspiring the writer
Comments
Micro participation
Has visited / will visit / guest
book
Writingguides/
workshops
Journalism
Editorial
Recommendations
Links
Turist info
Visitdenmark
Webservice
Widget
motor
Android
App
iPhone
App
Coorporatin
g site
1
Coorporatin
g site
2
Coorporatin
g site
3
Coorporatin
g site
n
Other applications using
the webservice
Mobile
site
All basic content
is speaked and
translated into
English

Community

Community
Source: www.dtu.dk/nyheder

Community
www.pixel.tv

Event

Event
www.telegraph.co.uk

46
OPTIMIZE
COMMUNITY
CURATE
EVENT
Internal
External
Temporarily
Permanent
BRAND
MISSION
STATEME
NT
TimeTime
Content
Content
Marta Karolina Olsen, 2014

47
DON’T JUST TALK.
SAY SOMETHING.
To create Hero content
That can attract users to your Hub
Where 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
1 + 1

49
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.
LUM*
* Lazy User Model of Solution Selection (Collan, M. and Tetard, F., 2007, Lazy User Theory of Solution Selection)

The Consumer Decision Journey
David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik, McKinsey Quarterly. The Consumer Decision Journey. (June 2009)

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

Customer Experiences and Gap Analysis

53
Three Customer Mind Sets

54
Six Customer Journeys

55
Journey Service gap/opportunity Short description of gap/opportunity
Social browser Facilitate inspiration Opportunity: Facilitate ongoing inspiration
Social browser Information overload Too many search results - not possible to get overview
Social browser child solitary browsing Not possible for child to navigate alone
Social browser Overview of products Difficult to overview many products at the same time
Social browser Save for later Not possible to save good items
Researcher Wish to surprise safely Users wish to surprise child within known interest areas
Researcher tailoring of gift Not possible to custom age group. Gender filtering is not possible.
Researcher Save for later Not possible to save good items
Researcher Related inspiration No intelligently generated related items for inspiration
Researcher product comparison Not possible to compare several products on same page
Researcher product sorting Missing categories for further filtering
Researcher Trust and security Reviews on sites are often empty
Researcher product upsell Opportunity: Last minute addons for purchase
Resolver Facilitate inspiration Opportunity:Use front page as billboard for curated store content
Resolver information overload Too many serach results appear on screen
Resolver Uninitiated shopper No fulfilling description of product/presentation of unknown product
Resolver Trust and security Empty customer reviews on sites
Resolver Customer loyalty USPs are invisible to customers
Target shopper Google optimization Search brings too general metadescrition and actual landing page is too general
Target shopper Internal search Internal search and autosuggest are different searches. Search withoug autosuggest generates many wrong results.
Target shopper Shop choice Comparison of stores is difficult, USP are invisible to users
Target shopper Availability Difficult to find out what to do if item is sold out
Target shopper Customer retention Users needs help, when item is sold out. What are the alternatives?
Target shopper Delivery needs Opportunity: Inform users about delivery options and USPs
Dealmaker Facilitate inspiration Opportunity: to keep store awareness present
Dealmaker Overview Google search leads to irrelevant page, internal search + filtering is not sufficient
Dealmaker product comparison Not possible to compare several products on same page
Dealmaker Related inspiration Related products are hidden below fold. Users request related acessories and 'almost similar'-items
Dealmaker Product upsell Opportunity: prolong purchase experience by presenting related items after purchase
Dealmaker Instant gratification Instant unboxing pleasure is not possible online
Socializer Save for later Opportunity: a 'like'-functionality might help to convert a no purchase-situation to wishing
Socializer Experience of products Test, try and explore is not facilitated online
Socializer Child solitary browsing Child alone-browsing is not well facilitated in current design
Socializer Save for later Online tools for creating wish lists are invisible to users
The Proces
55
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
1 + 1

Create a clear story that works across the
organisation to break through the noice

Who’s talking – Moderation Kit
Topics of conversation
Interaction frequency and
reactions
Professional profile
Attitude / Tone-of-voice
Facebook moderator
Name:
Age:
Family / Free time Etc.

Content in categories
[EXAMPLE DELETED] [EXAMPLE DELETED]
[EXAMPLE DELETED] [EXAMPLE DELETED]

Conversation Calendar

Use your Data – turn them into Insights

www.fastcompany.com/3020659/fast-feed/yes-people-especially-millennials-are-sharing-more-photos-and-video

www.searchengineland.com/seotable

65
Elements in the Content Strategy
Quantitative
audit
Qualitativ
e
audit
Editorial
analysis
Vision &
business
Idea &
concept
Strategy
statement
Tone of
voice/model
texts
Navigatio
n
Metadata
Anchorag
e/training
User
involvement
Platforms
and
media

# In what way can you
use the toolbox, ideas,
inspirations or
concepts on CMCS
– starting tomorrow?
Exercise 4
1 + 1

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

Cross Media Content Strategy - Spring 2014

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