Context Modeling For Web Development

CONTEXT MODELING FOR WEB DEVELOPMENTCENGAGE LEARNING BROWN BAG - JAN. 10, 2012 | DANIEL EIZANS | @DANIELEIZANS

@danieleizans 1

Tuesday, January 10, 2012

@danieleizans 2

WHAT WE’LL COVERWHY CONTEXT MUST INFORM CONTENT WORK1

ELEMENTS OF CONTEXT ANALYSIS2

CONTEXT MODELS FOR CONTENT PLANNING3

4 CASE STUDIES

5 QUESTIONS

@danieleizans 3

4%5%5%

Digital Mobile PrintIndirect Direct Social

DANIEL EIZANS - MODERN MOBILE

PERSONAL PROFILE / SCENARIODan is a married, 30-year-old digital strategist at a large advertising agency.

Active individual that spends a great deal of time taking part in outdoor activitie such as climbing, hiking, camping, fishing and team sports.

• Currently owns a 2003 Honda CR-V that he will keep for camping and hauling.

• Car enthusiast who dreams of a vehicle that he can enjoy on a commute or on a racetrack

Models in consideration: Honda Crosstour, Ford Mustang, Ford Taurus SHO, BMW M3 and Subaru WRX STi

BACKGROUNDRelies primarily on OEM websites, third party reviews and technology sites and magazines when researching vehicles

Prefers to research and make initial contact with dealer through online methods and is guarded about what information he shares

Considers himself knowledgeable about vehicles and spends a lot of time in the research portion of shopping

CONTEXT MODELSSelf-DirectedPreferential

CONTENT NEEDS VideoConfigurator/CustomizersPhotographyPerformance Data/Demos

“I want a car that I can enjoy on my commute

and on the track,”

@danieleizans

LIFE HAPPENED ...

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MY CONTEXT CHANGED

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Digital Mobile PrintIndirect

DANIEL EIZANS - EXHAUSTED EXECUTIVE

PERSONAL PROFILE / SCENARIODan is a married, 31-year-old father of a two-month old boy.

• By day Dan works as director of owned strategy at a large advertising agency.

• By night he prepares bottles, washes cloth diapers and prepares to be spit up on

• Needs a vehicle that will accommodate car seats, the family dog and all their gear

• He is currently in Market for a Ford Edge, Ford Explorer, Chevy Equinox and Honda CR-V

He needs a vehicle that will allow him to express his personal style and get his child to and from daycare.

BACKGROUNDRelies primarily on OEM websites, third party reviews and technology sites and magazines when researching vehicles

Prefers to research and make initial contact with dealer through online methods and is guarded about what information he shares. Schedules ALL appointments and makes vehicle selections online.

Considers himself knowledgeable about vehicles and spends a lot of time in the research portion of shopping

CONTEXT MODELSSituational Self-DirectedAttitudinal

CONTENT NEEDSVideoDetailed Spec SheetsCurrent OffersTrade-In Calculators

“I want a car that I won’t hate being seen in that fits

my growing family,”

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CONTENT HAS TO WORK HARDER

@danieleizans

WHY CONTEXT?

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CONTENT STRATEGYHelps inform the production of content that is:

- Findable- Segmented- SEO Friendly- Good For Business- Useful For Humans- Useable By Machines- Maintainable Over Time

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PRODUCTS OF CSIt follows that in most cases content strategy provides one or a combination of:

- Editorial Guidance- Pillars For Communication- Content Management Guidelines- Findability

CONTENT STRATEGYGovernance• Guide (Tags /Meta Data / Best Practices / SEO) • Measure (Success Metrics / Refining Measures)• Maintain (Refresh Schedule / Removal Criteria)

Delivery• Push (Where Does It Get Placed?)• Pull (What Information Do We Bring In?)• Exchange (What Partnerships Do We Leverage?)

Creation• Source (Where Does It Come From?)• Execute (Production Method / Medium / Tone)• Approval (Editing / Review)

Content strategists combine consumer insights and product strategy to yield messaging matrices. These matrices aid in the oversight of new content creation and provide key insights into the governance of all content living in the digital space.

Consumer

Insights

Soc. Media

Insight

Analytics/

Product

Strategy

Content Strategy

Planning Sourcing GovernanceCreation

CONTENT STRATEGY AND PLANNING

Content strategy will help answer:• What messages should be communicated?• What medium supports the message?• What tone of voice should be used?• How long will it take to produce the content?• When should content be published?• What kinds of content need to be created?

Planning }Helps to define:• Information• Ownership• Support

Sourcing

CONTENT STRATEGY AND SOURCING

Content strategy will help answer:• Where is our content? (Content Inventories)• What content is missing? (Gap Analysis) • What content from our inventory exists to fill the gaps?• How will the new content be sourced? Is it:

- Original- Co-Created- Curated- Third Party

} Helps to define:• What we have• Where the gaps are

Creation

CONTENT STRATEGY AND CREATION

Content strategy will help answer:• What best practices and templates can be created to aid writers and content creators?• Who assists in final editing and serves as quality control?• What does the writer, editor or project management need to create content that adheres to product strategy and consumer insight to deliver against agreed upon metrics?

} Helps to define:• Who should produce• What do they need to be successful

Governance

CONTENT STRATEGY AND GOVERNANCE

Content strategy will help answer:• When do we need to review, adjust or delete content? • What metrics do we need to determine if our content is successful?• Can content perform better in a different channel/medium based on current performance?

} Helps to define:• Guidelines for content management• Creation or adjustment of metrics

Deliverables?

CONTENT AUDITS

HEURISTIC REVIEWS

MESSAGING STRATEGIES

CONTENT STRATEGY ROADMAPS

USER PERSONAS

Personal ProfileMelanie is a hardworking, 31-year-old mother of one.

She has never owned a 'new' vehicle and is in market to purchase or lease. She prides herself on balancing home, work and a busy personal life.

She is a heavy user of social networking and social sharing Web sites.

In her quest for a new vehicle she has utilized a variety of review and research sites in addition to discussing her decision with a variety of friends and family members.

Melanie Taylor - Potential Malibu Buyer

Background• 31-year-old female• Yoga three times per week• Works as a radiology tech at her local hospital• Married for 5 years• Thinking about expanding her family in the next three years

Attributes• Middle Class • White• Generation Y• Influenced by peers and online reviews• iPod and Smartphone user• Spends time in social media (blogs, Facebook, Yelp!)

"I want a safe, reliable, family friendly vehicle that reflects my

personal style."

Melanie's Needs• Information about safety and engineering features • Photos and video that highlight vehicle's styling• Guidance and education• Nameplate validation from peers or others• Ability to gather and share information easily

!"#$%&%'()#*+&(

,-.*"/(

0#'()"#&1(

2*'%-3!-4#5(

From Asset Bank • Running Footage• DVPOD• Chevy.com Galleries• Targeted Print• BYO/Matte Art• Catalog Images• Tours• 'Other' Images

PUBLISHING PLANS

PUBLISHER

(CLIENT)

CREATIVE

DIRECTOR

(CE DIGITAL)

SOCIAL MEDIA

MODERATOR

(CE-SOCIAL)

WRITER

EXECUTIVE

EDITOR

EXPERIENCE

DESIGNER

(SHERMAN)

WRITER

STRATEGY

(CE SITE)

PublisherThe Publisher (Chevy/GM Executive client) serves as Group director for governing the production of all content. This role has final say over what content is used where and serves as keeper of editorial voice, style and tone. Serves as chief report for all creation, management and experience planning leads.

StrategyResponsible for developing best practices for content production, managing nameplate specific personas and providing editorial direction to Experience Planning Teams. Also serves as a review layer to ensure content produced is on strategy and ready for governance.

Experience PlanningResponsible for the planning, design, creation, editing and implementation of social content. Collaborates with Strategy and Publishing Executive to adhere to agreed upon content strategy plan and messaging matrix. Provides raw assets to Content Management team for ingestion into a Content Management System.

Chevy Social Publishing Process

AND LOTS MORE ... Aveo

Chevy Content Plan - as of 2/5/10

MalibuCorvetteCamaro Cobalt/Cruze Impala

• Owner Testimonal

• What went into the

Camaro Spring Edition

SEMA Camaro and

Tech Specs.

•!C6.R To Debut on

iRacing System (w/

photos from Corvette

Quarterly)

• ZR1 Technical Story

from Corvette Quarterly

(w/photos)

!•.Owner Testimonal

• Interview with Aveo

Forums influencer

(http://

chevroletforum.com/

forum/

forumdisplay.php?f=11)

Stories Stories Stories Stories Stories Stories

Photos Photos Photos Photos Photos Photos

•!Interview with Jonell

Smith, owner of

Cobaltss.net about

expectations for Cruze

• Interview with GM

Performance Division

about the Cruze Design

•!Interview with Cargo

Experts on usable space

for Malibu, Equinox and

Traverse.

• Safety testimonial from

OnStar/Malibu owner.

•!Ask users to submit

photos of their

customized Chevy

Malibus.

•!GM Design Conceptual

Drawings Gallery

• Cruze around the world

gallery including WTCC

•!How To: Install a car

seat in a Malibu

• Road Stories: Interview

with Malibu owners.

• Competitive owners test

drive Malibu and provide

background on Chevy

perception and vehicle.

• Google/YouTube

annotated videos (Photo

Hunt Style)

•!Tour of thoughtful

functionality (i.e. cell

phone space, sunglasses

holder in grab bar)

• Design videos of Cruze

durability testing and

quality testing from

around the world.

• Competitive owner's

first look at Cruze and

their vehicle and their

reaction.

Video Video VideoVideo

• User submitted

photos of their modified

Aveos.

• Gallery of Aveo RS

show car

Design about the

design of the Aveo

Extreme Concept

Vehicle

• How to Pack Your

Dorm room into an

•!Gallery of C7

Conceptual drawings

• Gallery of the history of

Corvette

•!ZR1 Testing at

Nurburgring

• Video of performance

testing of Corvette Grand

Sport at Milford Proving

Grounds.

• Performance Features

series (Which

accessories, tweaks and

features boost

performance and why)

•!Gallery of the evolution

of the Camaro.

• User submitted photos

of their modified

Camaros.

Design Team about

Rabid Fan Response to

initial vehicle success.

• Competition Vs.

Camaro comparison

video.

•!Interview with GM

Design about next

generation Impala

• History of the Impala

and its influence on

automotive design

•!Gallery of user

modified Impalas and

gallery of race-reay

Impalas from NASCAR

•!How To: Install a car

seat in a Impala

• Road Stories:

Interview with Impala

owners..

• Look at Impala design

from past to modern

day, with GM Design

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WHAT IT DELIVERS

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CONTEXT = ENGAGEMENT

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HUMANS = ROBOTS

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ROBOTS HAVE WIRES

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HUMANS HAVE BRAINS

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AND BRAINS ARE TRICKY

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PEOPLE THINK DIFFERENTLY

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CONTEXT SHIFTS BY DEVICE

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ALSO ...Access SpeedTime Of Access TemperatureGeographyCognitive CapacityContent FamiliarityEtc.Etc.Etc.

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BE AN ETHNOGRAPHER

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ANALYZING USER CONTEXTS

@danieleizans

PERSONAL-BEHAVIORAL CONTEXT

Emotional

Cognitive

PhysicalDOING

environmental factors, physical activity,

habits, disabilities, preferences, sensory stimuli

LEARNINGcognitive assumptions,

learning ability, education

FEELINGpsychological state, stress

level, desires, wants, needs

CONTEXT DRIVEN PERSONAS

}Tuesday, January 10, 2012

@danieleizans

Situation

NeedNeed

TaskTask

PERSONAL-SITUATIONAL CONTEXT

SCENARIO REQUIRING CONTENT

@danieleizans

SITUATIONAL-BEHAVIORAL CONTEXT

Emotional

Cognitive

Physical

Situation

NeedNeed

TaskTask

CONTEXTUAL CONTENT STRATEGY

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EVOLUTION OF USER CONTEXT

@danieleizans

MENTAL AND CONTEXT MODELS FOR CONTENT WORK

MENTAL MODELSRepresent the “thought- and action-process used to achieve a set of goals in a narrowly defined scope.”

- Indi Young

START WITH EMPATHY

BUILD A HYPOTHESIS

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CONTEXT MODELS

Self Directed

AttitudinalPreferential

Situational

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SELF-DIRECTED CONTEXTPlans for content based on a user initiated segmentation strategy

- Product - Persona - Brand/Service Experience - Content Pathing/Decision Trees

Examples: Volkswagen UK | Ford EV For Me

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WHEN TO DEPLOY- Clear segments for content exist (e.g. Shop, Own, Support)

- High levels of user control and freedom are necessary (e.g. research intensive Engagements)

- Content exists across multiple platforms

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REQUIREMENTSRESEARCH - Stakeholder Interviews- User Panels / Interviews- Competitive Analysis- Light Usability Testing

DATA NEEDS- Site Side Analytics (SSA) Analysis- Content Metrics

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SITUATIONAL CONTEXTPlans for content based on perceived or actual situations

- Physical Location- Time of Day- Ambient Data- Product Specialty - Life Stage / Event- Device Limitations & Strengths

Examples: Webmd.com | Clorox.com

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- Life events require a site’s service/product/content

- Platforms dictate unique engagements

- Behavioral motivators influence decisions

- Complex tasks require content to provide clarity

WHEN TO DEPLOY

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REQUIREMENTS RESEARCH:- Use case scenarios- Behavioral/Ethnographic data

DATA NEEDS:- Engagement Flows- Cross Platform Strategy- Legal Permissions- Privacy Permissions

NOTE: Needs may vary depending on the execution.

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PREFERENTIAL CONTEXTPlans for content based on user preferences that have been:

- Self reported- Assumed- Mined from social graphs- Driven by ambient data - Driven by product insights

Examples: Amazon | Yelp!

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WHEN TO DEPLOY- Publishers have access and permissions to user data

- A recommendation engine or algorithm exist

- A CMS is powering content

- Products/Services have a heavy social component

- In combination with Self-Directed Context

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REQUIREMENTS RESEARCH:- Use Case- Behavioral- Taxonomic- Usability Testing- Intercept Testing

DATA NEEDS:- Engagement Flows- Cross Platform Strategy- Taxonomy Strategy- Privacy Permissions

@danieleizans 55

ATTITUDINAL CONTEXTPlans for content refinement based on mined user data from:

- Self reported survey- Site search analytics- Intercept/opinion studies- Qualitative panels

Examples: Various Mobile Apps | ESPN.com | Apple

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WHEN TO DEPLOY- Budget allows for study

- Content/Navigation or Platform elements are ineffective

- Numerous segments are engaged with key site areas

- Product, service dictate frequent analysis of satisfaction

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REQUIREMENTSRESEARCH- Opinion Survey- Intercept Studies- Panel Testing- Usability Testing

Data- Governance Plan- Analytics Support- Effectiveness Measures- Optimization Plan

@danieleizans

CASE STUDY

THE SITUATIONChevrolet was losing market share among the

compact segment in the South Central United

States. Mentions of it’s offering, the Cobalt,

were down despite an enthusiasm for the

vehicle.

THE OPPORTUNITYThrough auditing the social media space and

interviewing Cobalt enthusiasts in the target city

and understanding what they liked to do with

their vehicles, we were able to create a custom

magazine to cater to enthusiasts and attract

new customers to Chevrolet.

COBALT MAGAZINE

TOOLS USED• Context Analysis

• Content Strategy

• Social Media Analysis

• Custom Publishing

RESULTS• A 400 percent increase of mentions of the

Cobalt in target markets

• More than 100 incremental sales directly

attributed to content across 6 issues.

• Approval to expand to other vehicles

@danieleizans

TYING IT TOGETHER

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NOT OUR USERS

http://www.flickr.com/photos/tom_weilenmann/51673288/ | Flickr User Tom Weilenmann

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EVOLVING TECHNOLOGY

The effects of technology do not occur at the level of opinions or concepts, rather, they alter “patterns of perception,” steadily and without any resistance.

- Marshall McLuhan (Understanding Media: The Extensions Of Man)”

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BE THE LADDER

http://www.flickr.com/photos/tmtht/4029281127/sizes/o/in/photostream/ | Flickr User: kfjmiller

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ENGAGEMENT ECONOMY

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1. Collaborating with UX/Research/Metrics

2. Testing, Testing, Testing

3. Refining, Refining, Refining

4. Collecting, Collecting Collecting

5. Refining some more

OPTIMIZE BY ...

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BE USER CENTRIC

The way the mind works when it's looking at something is totally different than the way the mind works when it's USING something.

- Gerry McGovern 5 Sept. 2011”Tuesday, January 10, 2012

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CUTE BABY

@danieleizans

QUESTIONS?

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THANKS.Daniel Eizans

Web: http://danieleizans.comTwitter: @danieleizansSlideShare: http://slideshare.net/danieleizansLinkedIn: http://linkedin.com/in/deizansE: daniel.eizans@teamdetroit.com

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