CSforum2011 London Marko Hurst-ProveContentValue
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hugeinc.com [email protected] 45 Main St. #220 Brooklyn, NY 11222 +1 718 625 4843 September 6, 2011 Marko Hurst Is Your Content Worth It? Prove it!
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This is my talk fro CSforum 2011 London. I've updated a couple slides to make it easier for those who didn't hear me speak follow along. The Worksheet is the companion to this presentation, but you can work off of the screenshot in the deck as well. As always please send me any questions, I had only 40 mins for the talk so I covered a lot of material
Transcript of CSforum2011 London Marko Hurst-ProveContentValue
[email protected] Main St. #220 Brooklyn, NY 11222+1 718 625 4843
September 6, 2011Marko Hurst
Is Your Content Worth It? Prove it!
Measure.Monitor.Act.
2.
Agenda:1. About
2. What to expect today3. Measurement challenges
4. Functional method process
About.
Founded in 1999.
Leading full-service digital agency within Interpublic.
350 employees across all interactive disciplines.
Brooklyn.Los Angeles.
San Paulo.
London.
How we’re structured.
Selected clients.Media & entertainment.
BBC
Clear Channel
News Corporation
SiriusXM
Thomson Reuters
Time Warner
Publishing.
Advance Publications
Kaplan
The New York Times Co.
Retail.
Fresh Direct
IKEA
Target
Technology.
Ericsson
Nintendo
Samsung
Telecommunications.
Cellular South
Comcast
Swisscom
Vodafone
Travel & leisure.
The City of New York
Four Seasons Resorts & Hotels
JetBlue Airways
Royal Caribbean Cruises
Walt Disney Company
Financial.
American Express
GE Capital
Itau Unibanco
Nationwide VPI
Food & beverage.
AB-InBev
Nestlé Waters
Nutrisystem
PepsiCo
Yum! Brands
Government & non-
profit.
Museum of Modern Art
United Nations
U.S. Department of Energy
Automotive.
Saab
Toyota
Beauty & apparel.
Asics
L’Oréal Group
Under Armour
Business-to-business.
Sigma-Aldrich
Consumer goods.
Electrolux
Newell Rubbermaid
Unilever
Content Strategy Director at
HUGE, professional thinker, former
U.S. Marine, avid football (soccer)
fan, movie lover, all around nice
guy.
• Consultant
• Author
• Speaker
Cyber stalking made easy:[email protected]
www.markohurst.com
www.twitter.com/markohurst
www.slideshare.net/markohurst
www.linkedin.com/in/markohurst
7.
Marko Hurst, a.k.a. me.
What to expect today.
Learn the basics needed to prove what content is and isn’t working by
learning a simple, proven, and repeatable process for understanding
the goals of your content and easy to use success metrics.
What you’ll learn:
1. What is content
2. What you can measure
3. How to align your business and communication and measure them
properly
4. Metrics that matter
5. How to set up a basic content measurement program
Take-a-ways.
9.
Measurement challenges.
The value of measuring your content is only realized when it
provides insights.
(And it makes “quant jocks” very happy).
What is content?
“Content” means different things
to different people.
13.
• Controlled vocabulary • Synonym ring
• Glossary • Tagging system
• Metadata schema • Thesaurus
• Metadata specification • Taxonomy
• Ontology • User profile data
14.
It’s things ‘behind the scene’.
Photos
Graphical Icons
Categories
Copy
Descriptions
Related Links User Comments
Headlines
It’s things you see.
Videos Ratings Tools/Apps Advertisements
It’s things you interact with.
So, what content types can you measure? All of it.
The question then becomes, “how”
17.
How you measure.
19.
Mathematics / statistics.
19941st generation tracking tools
Log Files
20.
19982nd generation tracking tools
Page Tags
Online tracking capabilities have existed since…
21.
22.
Yet when it comes to measurement today,
most people still ask the same question they did
17 years ago…
24.
What, why, and how the fuck am I
supposed to measure this…?
25.
Headline.
26.
Copy.
27.
Video.
28.
Ad campaign.
29.
Homepage.
30.
Privacy policy.
31.
Article.
32.
Enterprise search results.
33.
Mobile, iPad.
Different answers and approaches isn’t bad.
34.
Different answers and different approaches isn’t
bad.Lack of consistent insights is.
35.
Which begs the question,“why”?
Unfortunately, its not a simple answer.
Tool selection, tool implementation, tagging, cookies, browsers, privacy rights, analyst skills,
your skills / knowledge, analysis method(s), data normalization, measurement culture, time,
budget, resources, immature industry, and many other variables all play a factor.
Unfortunately, its not a simple answer.
Tool selection, tool implementation, tagging, cookies, browsers, privacy rights, analyst skills,
your skills / knowledge, analysis method(s), data normalization, measurement culture, time,
budget, resources, immature industry, and many other variables all play a factor.
Just to keep things real, you probably have little or no input on the above.
39.
There is no consistent repeatable method for providing insights to a
specific problem that is understood by cross-functional teams.
This is a sign of an immature practice.
The solution:Create a simple
predictable method that consistently delivers value.
Which begins to address the question...
42.
43.
How the fuck do I prove the value of my content?
Functional method process.
4Step process.
45.
46.
Functional method process:
1. Outcome(s)2. Objective3. Communication goal4. Function
Functional method process:
1. Outcome(s) - Increase revenue- Decrease costs- Increase customer satisfaction
Functional method process:
2. Objective - Attract new customers- Decrease call volume- Establish credibility - Increase credibility- Increase reach- Etc.
* See worksheet for additional Objective options
Functional method process:
3. Communication goal- Awareness- Consideration- Trial- Conversion - Loyalty- Advocacy * See worksheet for other Communication Goal options
Functional method process:
4. Function
* See worksheet for associated metrics
- Inform- Reassure- Route- Sponsor- Tool
- Billboard- Close- Complete - Convert- Engage- Explain
** Full credit given to Gary Angel: Functionalism
Sweet! What about the metrics?
52.
Functional method process:
4. Function
* See worksheet for associated metrics
- Inform- Reassure- Route- Sponsor- Tool
- Billboard- Close- Complete - Convert- Engage- Explain
** Full credit given to Gary Angel: Functionalism
Function: Engage metrics.
Copyright Gary Angel* See worksheet for all functional metrics
Put it all together and it’s as simple as this...
55.
Worksheet.
• Templated.
• Flexible.
• Technology agnostic.
• Pre-assigned metrics.
• Cross-team understanding.
• Simple, repeatable, & proven.
• Type specific, functional categorization.57.
Benefits.
In action.Functional method process
1. Outcome: Increase revenue, increase
customer satisfaction
2. Objective: Increase credibility
3. Comm. goal: Awareness
4. Function: Inform
59.
Video.
1. Outcome: Increase Revenue
2. Objective: Increase credibility
3. Comm. goal: Likability
4. Function: Route, engage
60.
Homepage.
1. Outcome: Increase Revenue
2. Objective: Increase reader loyalty
3. Comm. goal: Trust
4. Function: Inform, route
61.
Article.
1. Outcome: Decrease costs, increase
customer satisfaction
2. Objective: Decrease call volume
3. Comm. goal: Ability
4. Function: Route, inform
62.
Enterprise search results.
Value.
[email protected] Main St. #220 Brooklyn, NY 11222+1 718 625 4843
