PersonalizationBegins With ContentAugust 22, 2017

During this hour:

• Introductions

• Definitions

• Why personalize

• Content creators

• Existing content

• Your audience

• Alignment

• Getting it right:

- digitally thinking

- 5w’s 1h

- technical prep

Hello!

Ray SaltiniDirector, FFW Center of Excellence

rgs

@raysaltini

About FFW

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

ExperienceFull Time

Employees

Technology

SpecialistsSolutions

Delivered

Offices

Worldwide

420 250 1,000+ 2217

About Acquia

Acquia provides the leading cloud platform for

building, delivering, and optimizing digital

experiences.

East CoastFastest GrowingSoftware Company

#1Fastest GrowingSoftware Company

3,500+CustomersGlobally

3,800,000+ConcurrentCloud hits

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.

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.”

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

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.

Why Personalize

• Understanding the customer-centric

business model

• Choice is fundamental

• Differentiators matter

CONTENT CREATORS

People First

Before content, there is people.Who are your people?

• SMEs?

• Content Writers?

• Technologists?

• Managers?

CONTENT CREATORS

Are you tapping your technical subject matter experts to fuel your content generation?

CONTENT CREATORS

Are you engaging project managers and product owners to help articulate the business drivers behind your technology efforts?

CONTENT CREATORS

Ask - What processes and systems will our organization need to consistently generate value added content that can scale across our target personas?

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

EXISTING CONTENT

Elements of theContent 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

YOUR AUDIENCE

What content do you want?

Do you have the following drafted?

• Personas

• Customer Journeys

• User Stories

ALIGNMENT

Are your content, and your content creators aligned with your roadmap?

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?

GETTING IT RIGHT

Small questions you can ask

• Who

• What

• Where

• When

• Why

• How

...that will help you answer the bigger questions

GETTING IT RIGHT

Preparing for technical implementation

• Structuring your content and data

• Describing your content

• Choosing the right service platform(s)

Q&A

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

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