Delight 2015 Huddle | Storytelling in the Age of IoT
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This presentation was given by Tom Bennett and Derek Phillips at Delight 2015 on October 6, 2015. With the advent of IoT (Internet of Things) more devices have joined the conversation online, and they can create, share and interact with information on the user’s behalf. Connective DX leads this conversation with an experience-first set of tools and guidelines. Participants will learn how to approach content strategy and storytelling in this new environment, including the nuances of content type. We'll also review frameworks and tools to keep complexity in check, with a focus on developing optimal experiences for users. http://delight.us/conference
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Delight 2015 Huddle | Storytelling in the Age of IoT
- 1. The Path to Personalization Tom Bennett Experience Strategist, Connective DX @tom_bennett Derek Phillips Director of Content Strategy, Connective DX @digistrategist
- 2. @tom_bennett | @digistrategist Connective DX Tom Bennett Derek Phillips
- 3. @tom_bennett | @digistrategist Storytelling is Relationship • Expected vs. Unexpected • Callback, engagement, empathy • Creative Tension • Story Arc
- 4. @tom_bennett | @digistrategistSource: Forrester Acquisition Connection Loyalty Function Value MeaningNeed Compare Discover Research Purchase Decide Use Get Help Share Personalize PartnerEvangelize Tribe Search Customer Experience Journey
- 5. @tom_bennett | @digistrategist Story arc The story really ties the room together, man
- 6. @tom_bennett | @digistrategist What is…amnesia? Call back, engagement, empathy
- 7. @tom_bennett | @digistrategist The Familiar vs Surprise and Delight Expected vs. unexpected McGuffin
- 8. @tom_bennett | @digistrategist Context Matters It’s your lucky day, friend-o
- 10. @tom_bennett | @digistrategist Personalization Index Classic 2014 Anonymous Browsing Logged in User Implicit Personalization Self Identification Positively Identified Logged in User Detected without user’s input User provides info through navigation paths or choices User identified & remembered Implicit Explicit Information tailored to user
- 11. @tom_bennett | @digistrategist It’s all around us
- 12. @tom_bennett | @digistrategist Firmographic lookup Identify company’s vertical and other characteristics
- 13. @tom_bennett | @digistrategist Browsing behavior Provide opportunity for customers to provide bits of important demographic data through navigation choices and other onsite behaviors.
- 14. @tom_bennett | @digistrategist Geo-location Offer products or services that correspond to customer’s location.
- 15. @tom_bennett | @digistrategist Logged-in user Provide a complete, unified view using the customer’s own data.
- 16. @tom_bennett | @digistrategist Account/Order history • Offer Suggest complementary products and services to previously purchased items. • Change personal data and preferences • Transaction history • Usage/purchase trends
- 17. @tom_bennett | @digistrategist Here come the devices...
- 18. @tom_bennett | @digistrategist This is where it hits the fan… Implicit Explicit Ambient 2015
- 19. @tom_bennett | @digistrategist Or becomes a goat rodeo… Implicit Explicit Ambient 2015
- 20. @tom_bennett | @digistrategist Personalization Index Implicit Personalization Self Identification Positively Identified Logged in User Correlation Observation Account Relationship Implicit Explicit Data + Profile Connected Network Citizenship Ambient Behavior Preferences and Participation
- 21. @tom_bennett | @digistrategist Personalization Index Implicit Personalization Self Identification Positively Identified Logged in User Correlation Observation Account Relationship Implicit Explicit Data + Profile Connected Network Citizenship Ambient Behavior Preferences and Participation
- 22. @tom_bennett | @digistrategist A cloud of conversation on the customer’s behalf Nodes Connections Connections themselves are content
- 23. @tom_bennett | @digistrategist Complexity Connected Network Citizenship Ambient 1+1+1=3 (2n x Y) =X
- 24. @tom_bennett | @digistrategist MIND BLOWN!
- 25. @tom_bennett | @digistrategist Quantified vs Qualified Counting clicks/bits Creating meaning Data Data + User-centric intent
- 26. @tom_bennett | @digistrategist Quantified vs Qualified Preferences Behaviors Persona People
- 27. @tom_bennett | @digistrategist New content types User Preferences User-based KPIs Location User-context History User-defined intent User glide-path*
- 28. @tom_bennett | @digistrategist Relationship of device, user, content Content + Governance WHERE’S THE ROLE for CONTENT STRATEGY HERE?
- 29. @tom_bennett | @digistrategist Customer participation creates the story
- 30. @tom_bennett | @digistrategist New voices, new complexity Brand Voice Consumer Voice Object Voice Broadcast Model Dialog Model Connectivity Model One-way communications from brand to consumer Two-way communications between consumer-brand and consumer- consumer Multiway communications between object and brand, object and consumer, object and object Brand Expression Traditional Self Expression Social and Digital Experience Expression Contextual Source: Altimeter Group
- 31. @tom_bennett | @digistrategist Experience Mapping to phases creates content guidance
- 32. @tom_bennett | @digistrategist It’s still about the business though
- 33. @tom_bennett | @digistrategist Topics Risks Roles Collaborations Opportunities for your business
- 35. @tom_bennett | @digistrategist Remember, Comrades: Content Strategy Provides Governance
- 36. Thanks! Derek Phillips Director of Content Strategy Connective DX @digistrategist Tom Bennett Experience Strategist Connective DX @tom_bennett