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September 6, 2011,[object Object],Marko Hurst,[object Object],Is Your Content Worth It? Prove it!,[object Object],hugeinc.com,[object Object],info@hugeinc.com,[object Object],45 Main St. #220 Brooklyn, NY 11222,[object Object],+1 718 625 4843,[object Object]
Measure.Monitor.Act.,[object Object],2.,[object Object]
Agenda:1.About  2.What to expect today3. Measurement challenges4. Functional method process ,[object Object]
About.,[object Object]
How we’re structured.,[object Object],Founded in 1999.Leading full-service digital agency within Interpublic.350 employees across all interactive disciplines.,[object Object],London.,[object Object],Brooklyn.,[object Object],Los Angeles.,[object Object],San Paulo.,[object Object]
Selected clients.,[object Object],Media & entertainment.,[object Object],BBC,[object Object],Clear Channel,[object Object],News Corporation,[object Object],SiriusXM,[object Object],Thomson Reuters,[object Object],Time Warner,[object Object],Publishing.,[object Object],Advance Publications,[object Object],Kaplan,[object Object],The New York Times Co.,[object Object],Retail.,[object Object],Fresh Direct,[object Object],IKEA,[object Object],Target,[object Object],Technology.,[object Object],Ericsson,[object Object],Nintendo,[object Object],Samsung,[object Object],Telecommunications.,[object Object],Cellular South,[object Object],Comcast,[object Object],Swisscom,[object Object],Vodafone,[object Object],Travel & leisure.,[object Object],The City of New York,[object Object],Four Seasons Resorts & Hotels,[object Object],JetBlue Airways,[object Object],Royal Caribbean Cruises,[object Object],Walt Disney Company,[object Object],Financial.,[object Object],American Express,[object Object],GE Capital,[object Object],ItauUnibanco,[object Object],Nationwide VPI,[object Object],Food & beverage.,[object Object],AB-InBev,[object Object],Nestlé Waters,[object Object],Nutrisystem,[object Object],PepsiCo,[object Object],Yum! Brands ,[object Object],Government & non-profit.,[object Object],Museum of Modern Art,[object Object],United Nations,[object Object],U.S. Department of Energy,[object Object],Automotive.,[object Object],Saab,[object Object],Toyota,[object Object],Beauty & apparel.,[object Object],Asics,[object Object],L’Oréal Group,[object Object],Under Armour,[object Object],Business-to-business.,[object Object],Sigma-Aldrich,[object Object],Consumer goods.,[object Object],Electrolux,[object Object],Newell Rubbermaid,[object Object],Unilever,[object Object]
Marko Hurst, a.k.a. me.,[object Object],Content Strategy Director at HUGE, professional thinker, former U.S. Marine, avid football (soccer) fan, movie lover, all around nice guy.,[object Object],[object Object]
Author
SpeakerCyber stalking made easy:,[object Object],mhurst@hugeinc.com,[object Object],www.markohurst.com,[object Object],www.twitter.com/markohurst,[object Object],www.slideshare.net/markohurst,[object Object],www.linkedin.com/in/markohurst,[object Object],7.,[object Object]
What to expect today.,[object Object]
Learn the basics needed to prove what content is and isn’t working by learning a simple, proven, andrepeatable process for understanding the goals of your content and easy to use success metrics.,[object Object],What you’ll learn:,[object Object],What is content,[object Object],What you can measure,[object Object],How to align your business and communication and measure them properly,[object Object],Metrics that matter,[object Object],How to set up a basic content measurement program,[object Object],Take-a-ways.,[object Object],9.,[object Object]
Measurement challenges.,[object Object]
The value of measuring your content is only realized when it provides insights.(And it makes “quant jocks” very happy).,[object Object]
What is content?,[object Object]
“Content” means different things to different people. ,[object Object],13.,[object Object]
14.,[object Object],It’s things ‘behind the scene’.,[object Object]
It’s things you see.,[object Object],Descriptions,[object Object],Headlines,[object Object],Photos,[object Object],Categories,[object Object],User Comments,[object Object],Copy,[object Object],Related Links,[object Object],Graphical Icons,[object Object]
It’s things you interact with.,[object Object],Tools/Apps,[object Object],Ratings,[object Object],Advertisements,[object Object],Videos,[object Object]
So, what content types can you measure? All of it.The question then becomes, “how”,[object Object],17.,[object Object]
How you measure.,[object Object]
19.,[object Object],Mathematics / statistics.,[object Object]
19941st generation tracking toolsLog Files,[object Object],20.,[object Object],Online tracking capabilities ,[object Object],have existed since…,[object Object],19982ndgeneration tracking toolsPage Tags,[object Object]
21.,[object Object]
22.,[object Object]
Yet when it comes to measurement today, most people still ask the same question they did 17 years ago…,[object Object]
24.,[object Object],What, why, and ,[object Object],how the fuck am I ,[object Object],supposed to measure this…?,[object Object]
Headline.,[object Object],25.,[object Object]
Copy.,[object Object],26.,[object Object]
Video.,[object Object],27.,[object Object]
Ad campaign.,[object Object],28.,[object Object]
Homepage.,[object Object],29.,[object Object]
Privacy policy.,[object Object],30.,[object Object]
Article.,[object Object],31.,[object Object]
Enterprise search results.,[object Object],32.,[object Object]
Mobile, iPad.,[object Object],33.,[object Object]
Different answers andapproaches isn’t bad.,[object Object],34.,[object Object]
Different answers and different approaches isn’t bad.Lack of consistent insights is.,[object Object],35.,[object Object]
Which begs the question,“why”?,[object Object]
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.,[object Object]
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. ,[object Object]
39.,[object Object]
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.,[object Object]
The solution:Create a simple predictable method that consistently delivers value.,[object Object]
Which begins to address the question... ,[object Object],42.,[object Object]
43.,[object Object],How the fuck do I prove ,[object Object],the value of my content?,[object Object]
Functional method process.,[object Object]
4Step process.,[object Object],45.,[object Object]
46.,[object Object]
Functional method process:1. Outcome(s)2. Objective3. Communication goal4. Function,[object Object]
Functional method process:1. Outcome(s)- Increase revenue- Decrease costs- Increase customer satisfaction,[object Object]
Functional method process:2. Objective- Attract new customers- Decrease call volume- Establish credibility - Increase credibility- Increase reach- Etc. ,[object Object],* See worksheet for additional Objective options,[object Object]
Functional method process:3. Communication goal- Awareness- Consideration- Trial- Conversion - Loyalty- Advocacy,[object Object],* See worksheet for other Communication Goal options,[object Object]
Functional method process:4. Function,[object Object],- Inform- Reassure- Route- Sponsor- Tool,[object Object],- Billboard- Close- Complete - Convert- Engage- Explain,[object Object],* See worksheet for associated metrics,[object Object],** Full credit given to Gary Angel: Functionalism,[object Object]
Sweet! What about the metrics?,[object Object],52.,[object Object]
Functional method process:4. Function,[object Object],- Inform- Reassure- Route- Sponsor- Tool,[object Object],- Billboard- Close- Complete - Convert- Engage- Explain,[object Object],* See worksheet for associated metrics,[object Object],** Full credit given to Gary Angel: Functionalism,[object Object]
Function: Engage metrics.,[object Object],* See worksheet for all functional metrics,[object Object],Copyright Gary Angel,[object Object]
Put it all together and it’s as simple as this...,[object Object],55.,[object Object]
Worksheet.,[object Object]
Benefits.,[object Object],[object Object]
Flexible.
Technology agnostic.
Pre-assigned metrics.
Cross-team understanding.
Simple, repeatable, & proven.

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Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
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CSforum2011 London Marko Hurst-ProveContentValue

Editor's Notes

  1. “You never have to go back to the basics if you never leave them in the first place”. – I’ve heard this before, but I have a coach at Gleason’s Boxing Gym in Brooklyn that says it all the time and it’s all he does and has taught for years – the basics.
  2. In order to measure content you need to know what content is first.
  3. The question then becomes “how do you measure” content.
  4. Ways and methods of measurement have changed over the years and recent years have brought on great advances in tracking capabilities beyond the “page model”…, while web analytics as an industry and recognized practice are still pretty new, the capabilities to capture web data has been around awhile.
  5. We all use / have access to the same tools…
  6. There have also been LOTS of published info on analytics…
  7. How do you measure a Headline?
  8. How do you measure copy?
  9. How do you measure a video on YouTube?
  10. How do you measure an Ad Campaign?
  11. How do you measure a Homepage?
  12. How do you measure a Privacy Policy?
  13. How do you measure an Article?
  14. How do you measure Enterprise Search Results for a Help / Customer Service section?
  15. How do you measure a a mobile App? iPad?
  16. After all this time… with all the smart people in this room alone… WHY did we have so many diverse answers? Or no answers at all?
  17. Just saying.
  18. Just saying.
  19. If you look across this complex puzzle though, one glaring item has always surfaced…
  20. Enter the Functional Method Process.
  21. If you could play Connect 4 as a kid, no judgment if more recently, you can use this method, For each step, you simply choose an option(s) from a predetermined set of values.
  22. The four steps.
  23. An outcome tells answers the most basic question of “why” are we doing this? How do you plan to stay in businessSelect 1 or more
  24. An objective is still at the strategic level and is a clarification of the Outcome(s) you chose.Select 1 and make sure it aligns with #1. THIS LIST / THE WORKSHEET LIST IS NOT COMPLETE BY ANY MEANS. YOU SHOULD CONTINUE TO BUILD THIS LIST TO SUIT YOUR NEEDS.
  25. Select 1. Make sure it aligns to #2. The list shown above is a traditional marketing funnel, I only chose to show this one as more people will most likely be more familiar with it, but please check the worksheet as I have included two other models, Seth Godin’s & Colleen Jones’s. Since Colleen’s book came out I typically use her model as it is modeled specifically for content.
  26. A Function is a content objects (homepage, video, headline, image, article, etc) functional purpose. I.e. why does it exist? How is it expected to help up achieve steps 1, 2, & 3.Best practice is to select a Primary function, Secondary if you need it. And Tertiary if absolutely necessary, but if you get to 3 I’d start to question and if more than 3 you are definitely asking TOO MUCH of your page, module, feature, etc.
  27. I got you covered… walk this way.
  28. The metrics are pre-selected. Each function you choose has its own set of metrics. No guess work. Ever.
  29. Notes for readers not at talk – most of the able are understandable, but I want to make clear two of them:Cross team understanding: Imagine telling a client, designer, IxD, developer, your mom, etc that the PRIMARY purpose of a homepage is to Route users and its secondary is Engage. Everyone can understand that and it helps set direction for everyone’s work on the homepage. Type specific, functional categorization: Instead of worrying about what you Homepage is doing, and what your Category landing pages are doing, etc. This method allows you to look at pages, modules, objects that have the same functional purpose and compare their performance. All Router pages; all Closer pages; etc. The benefits and insights you gain from this alone are always outstanding when trying to optimize and find your most valuable content.
  30. Now you too can prove the value of your content.