Episode 1: Personalization Begins with Content
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The best personalization initiatives begin by understanding your existing content and how you will generate new content. That means starting with a carefully planned and executed content audit. More than just an inventory, an effective content audit should be conceived as part of a Discovery process that will map both your assets and the workflows that generate that content. Join us for the first episode of our 5-part series for an in depth discussion around topics including: How to tap your technical subject matter experts to help fuel your content generation Engage project managers and product owners to help articulate the business drivers behind your technology efforts Processes and systems your organization will need to consistently generate value added content that can scale across your target personas This installment will serve as an introduction to Personalization strategies and will help you build a strong foundation that aligns your
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Episode 1: Personalization Begins with Content
- 1. Personalization Begins With Content August 22, 2017
- 2. During this hour: • Introductions • Definitions • Why personalize • Content creators • Existing content • Your audience • Alignment • Getting it right: - digitally thinking - 5w’s 1h - technical prep
- 3. Hello! Ray Saltini Director, FFW Center of Excellence rgs @raysaltini
- 4. About FFW
- 5. We create engaging digital experiences and the platforms that power them. • Leading Acquia partner worldwide • More than 250 Drupal specialists and 120 Acquia certified developers on staff • In 2016, FFW was the recipient of the Acquia Partner Site of the Year in the non- profit category for our work with the YMCA Twin Cities. Years Experience Full Time Employees Technology Specialists Solutions Delivered Offices Worldwide 420 250 1,000+ 2217
- 6. About Acquia
- 7. Acquia provides the leading cloud platform for building, delivering, and optimizing digital experiences. East Coast Fastest Growing Software Company #1 Fastest Growing Software Company 3,500+ Customers Globally 3,800,000+ Concurrent Cloud hits
- 8. DEFINITIONS Content • Web content is the textual, visual, or aural content that is encountered as part of the user experience on websites. It may include—among other things—text, images, sounds, videos, and animations. - Wikipedia • Practically speaking web content includes: • blogs, product and service descriptions, about pages, narratives, comments, tables, pdfs, feeds, etc, etc.
- 9. DEFINITIONS Personalization • Web personalization began with the first web form and click paths for audiences that would self identify. • Modern digital personalization is “tailoring content to individual visitors in order to increase the relevance of their experience.”
- 10. DEFINITIONS Content Audit • An audit is an official review, in this case for the purposes of personalizing an experience. • The immediate objective of the content audit is an accurate representation of the text, files, images and other content that has been and/or will be presented in a web application or other channel
- 11. DEFINITIONS Content Audit The higher level goals of a content audit are to: • Renew the client’s content goals for the new site(s). • Establish rules about content priorities and formats • Support and inform the design and content migration processes • Ensure that content is findable and correctly situated within the information architecture of the new site. • Provide an effective personalized experience according to a carefully laid out content strategy.
- 12. Why Personalize • Understanding the customer-centric business model • Choice is fundamental • Differentiators matter
- 13. CONTENT CREATORS People First Before content, there is people. Who are your people? • SMEs? • Content Writers? • Technologists? • Managers?
- 14. CONTENT CREATORS Are you tapping your technical subject matter experts to fuel your content generation?
- 15. CONTENT CREATORS Are you engaging project managers and product owners to help articulate the business drivers behind your technology efforts?
- 16. CONTENT CREATORS Ask - What processes and systems will our organization need to consistently generate value added content that can scale across our target personas?
- 17. EXISTING CONTENT A good content audit is much more than a list • What content do you have? • Is it still relevant, can it be refreshed, how many different ways can you say it? • Be iterative in your list building
- 18. EXISTING CONTENT Elements of the Content Audit For building your web structure and pages • reference content audit capabilities statement For building your personalization plan • reference parts of Dave Sawyer’s June 2016 blog and other assets
- 19. YOUR AUDIENCE What content do you want? Do you have the following drafted? • Personas • Customer Journeys • User Stories
- 20. ALIGNMENT Are your content, and your content creators aligned with your roadmap?
- 21. GETTING IT RIGHT Are you thinking in Digital? How do you know if your organization’s structure will support your content personalization goals? •Do your content creators work in integrated teams across departments? •Do they have access to technical teams? •Does an organizational hierarchy slow you down? •Are your processes open and transparent? •Is it okay to make mistakes? •Is the customer at the center of your thinking?
- 22. GETTING IT RIGHT Small questions you can ask • Who • What • Where • When • Why • How ...that will help you answer the bigger questions
- 23. GETTING IT RIGHT Preparing for technical implementation • Structuring your content and data • Describing your content • Choosing the right service platform(s)
- 24. Q&A
- 25. Thank You! ffwagency.com More Personalization episodes scheduled: Episode 2: Define Customer Segments Using a Data-driven Approach - Sept 7, 1 PM EDT Episode 3: How to Execute a Persona-based Content Strategy at Scale – Sept 12, 1 PM EDT Episode 4: Personalization Best Practices with FFW’s Dave Sawyer – Sept 19, 1 PM EDT Episode 5: Using Technology to Accelerate Your Personalization Initiative with FFW’s David Hernandez - Sept 26, 1 PM EDT Visit www.acquia.com/resources/webinars
Editor's Notes
- I will talk about the benefits of personalization here according to some fundamental modern business concepts. web applications need to put visitors in the center of their story, not their product giving visitors need help making choices helping visitors understand how you are different is essential
- We can break these three definitions into separate slides too...I will discuss these different concepts and what they mean in terms of modern web applications and channel management. It would be helpful to have illustrations of various different types of content, reports or dashboards that show some personalization configuration...maybe from Lift, and an image depicting a tabular layout such as a spreadsheet. Nothing too fancy on any of these.
- We can break these three definitions into separate slides too...I will discuss these different concepts and what they mean in terms of modern web applications and channel management. It would be helpful to have illustrations of various different types of content, reports or dashboards that show some personalization configuration...maybe from Lift, and an image depicting a tabular layout such as a spreadsheet. Nothing too fancy on any of these.
- I will discuss these different concepts and what they mean in terms of modern web applications and channel management. It would be helpful to have illustrations of various different types of content, reports or dashboards that show some personalization configuration...maybe from Lift, and an image depicting a tabular layout such as a spreadsheet. Nothing too fancy on any of these.
- I will discuss these different concepts and what they mean in terms of modern web applications and channel management. It would be helpful to have illustrations of various different types of content, reports or dashboards that show some personalization configuration...maybe from Lift, and an image depicting a tabular layout such as a spreadsheet. Nothing too fancy on any of these.
- I will talk about the benefits of personalization here according to some fundamental modern business concepts. web applications need to put visitors in the center of their story, not their product giving visitors need help making choices helping visitors understand how you are different is essential
- how to do this? give them a set time assign deliverables if they are not comfortable writing, don’t ask them to write, ask them to make simple sentences and bullet lists.
- how to do this? give them a set time assign deliverables if they are not comfortable writing, don’t ask them to write, ask them to make simple sentences and bullet lists. assign tickets in jira!
- I will build out a table here that has several examples of content deconstructed into its various elements, column headings will be - title, subject, source, source availability, other relevant topics, lead time, language, localization, etc. I will show alternate ways of presenting the subject,
- Maybe a table here that has several examples of content deconstructed into its various elements, column headings will be - title, subject, source, source availability, other relevant topics, lead time, language, localization, etc. I will show alternate ways of presenting the subject,
- Like to show snippets of examples here
- Here is where i’ll have to show how organizations can create a larger intersection between personas and content capability.
- This section will talk about how traditional organization structures like marketing, communications, IT, product development, C suite can be an impediment to developing content...it ties with digital transformation.
- I’ll build this out with some actual questions beginning with the 5 Ws and 1H.
- This will be where we dovetail with the upcoming episodes...Dave Sawyer will share his outline when completed and I will set them up...I expect we will talk about Lift here. This can also be a good segway into the Q and A with Acquia’s rep. I’ll be focusing on why Drupal is great and trying to convey urgency here: how to develop content types and entities that surface your content how to leverage taxonomy how Drupal 8 is so improved
- This will be where we dovetail with the upcoming episodes...Dave Sawyer will share his outline when completed and I will set them up...I expect we will talk about Lift here. This can also be a good segway into the Q and A with Acquia’s rep.