CSforum2011 London Marko Hurst-ProveContentValue
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The document outlines a presentation by Marko Hurst from Huge Inc. on measuring the effectiveness of content. It covers the challenges in content measurement, a four-step functional method process for determining content outcomes and objectives, and emphasizes the need for a consistent methodology across teams. The document also highlights various content types to measure and provides examples of applying the functional method to different content scenarios.
CSforum2011 London Marko Hurst-ProveContentValue
- 1. September 6, 2011Marko HurstIs Your Content Worth It? Prove it!hugeinc.cominfo@hugeinc.com45 Main St. #220 Brooklyn, NY 11222+1 718 625 4843
- 3. Agenda:1.About 2.What to expect today3. Measurement challenges4. Functional method process
- 4. About.
- 5. How we’re structured.Founded in 1999.Leading full-service digital agency within Interpublic.350 employees across all interactive disciplines.London.Brooklyn.Los Angeles.San Paulo.
- 6. Selected clients.Media & entertainment.BBCClear ChannelNews CorporationSiriusXMThomson ReutersTime WarnerPublishing.Advance PublicationsKaplanThe New York Times Co.Retail.Fresh DirectIKEATargetTechnology.EricssonNintendoSamsungTelecommunications.Cellular SouthComcastSwisscomVodafoneTravel & leisure.The City of New YorkFour Seasons Resorts & HotelsJetBlue AirwaysRoyal Caribbean CruisesWalt Disney CompanyFinancial.American ExpressGE CapitalItauUnibancoNationwide VPIFood & beverage.AB-InBevNestlé WatersNutrisystemPepsiCoYum! Brands Government & non-profit.Museum of Modern ArtUnited NationsU.S. Department of EnergyAutomotive.SaabToyotaBeauty & apparel.AsicsL’Oréal GroupUnder ArmourBusiness-to-business.Sigma-AldrichConsumer goods.ElectroluxNewell RubbermaidUnilever
- 7. Marko Hurst, a.k.a. me.Content Strategy Director at HUGE, professional thinker, former U.S. Marine, avid football (soccer) fan, movie lover, all around nice guy.Consultant
- 8. Author
- 9. SpeakerCyber stalking made easy:mhurst@hugeinc.comwww.markohurst.comwww.twitter.com/markohurstwww.slideshare.net/markohurstwww.linkedin.com/in/markohurst7.
- 10. What to expect today.
- 11. 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.What you’ll learn:What is contentWhat you can measureHow to align your business and communication and measure them properlyMetrics that matterHow to set up a basic content measurement programTake-a-ways.9.
- 13. The value of measuring your content is only realized when it provides insights.(And it makes “quant jocks” very happy).
- 14. What is content?
- 15. “Content” means different things to different people. 13.
- 16. 14.It’s things ‘behind the scene’.
- 17. It’s things you see.DescriptionsHeadlinesPhotosCategoriesUser CommentsCopyRelated LinksGraphical Icons
- 18. It’s things you interact with.Tools/AppsRatingsAdvertisementsVideos
- 19. So, what content types can you measure? All of it.The question then becomes, “how”17.
- 20. How you measure.
- 22. 19941st generation tracking toolsLog Files20.Online tracking capabilities have existed since…19982ndgeneration tracking toolsPage Tags
- 23. 21.
- 24. 22.
- 25. Yet when it comes to measurement today, most people still ask the same question they did 17 years ago…
- 26. 24.What, why, and how the fuck am I supposed to measure this…?
- 27. Headline.25.
- 28. Copy.26.
- 29. Video.27.
- 30. Ad campaign.28.
- 31. Homepage.29.
- 33. Article.31.
- 35. Mobile, iPad.33.
- 36. Different answers andapproaches isn’t bad.34.
- 37. Different answers and different approaches isn’t bad.Lack of consistent insights is.35.
- 38. Which begs the question,“why”?
- 39. 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.
- 40. 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.
- 41. 39.
- 42. 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.
- 43. The solution:Create a simple predictable method that consistently delivers value.
- 44. Which begins to address the question... 42.
- 45. 43.How the fuck do I prove the value of my content?
- 48. 46.
- 49. Functional method process:1. Outcome(s)2. Objective3. Communication goal4. Function
- 50. Functional method process:1. Outcome(s)- Increase revenue- Decrease costs- Increase customer satisfaction
- 51. Functional method process:2. Objective- Attract new customers- Decrease call volume- Establish credibility - Increase credibility- Increase reach- Etc. * See worksheet for additional Objective options
- 52. Functional method process:3. Communication goal- Awareness- Consideration- Trial- Conversion - Loyalty- Advocacy* See worksheet for other Communication Goal options
- 53. Functional method process:4. Function- Inform- Reassure- Route- Sponsor- Tool- Billboard- Close- Complete - Convert- Engage- Explain* See worksheet for associated metrics** Full credit given to Gary Angel: Functionalism
- 54. Sweet! What about the metrics?52.
- 55. Functional method process:4. Function- Inform- Reassure- Route- Sponsor- Tool- Billboard- Close- Complete - Convert- Engage- Explain* See worksheet for associated metrics** Full credit given to Gary Angel: Functionalism
- 56. Function: Engage metrics.* See worksheet for all functional metricsCopyright Gary Angel
- 57. Put it all together and it’s as simple as this...55.
- 58. Worksheet.
- 60. Flexible.
- 64. Simple, repeatable, & proven.
- 65. Type specific, functional categorization.57.
- 66. In action.Functional method process
- 67. Video.Outcome: Increase revenue, increase customer satisfactionObjective: Increase credibility Comm. goal: AwarenessFunction: Inform59.
- 68. Homepage.Outcome: Increase RevenueObjective: Increase credibility Comm. goal: LikabilityFunction: Route, engage60.
- 69. Article.Outcome: Increase RevenueObjective: Increase reader loyaltyComm. goal: TrustFunction: Inform, route61.
- 70. Enterprise search results.Outcome: Decrease costs, increase customer satisfactionObjective: Decrease call volumeComm. goal: Ability Function: Route, inform 62.
- 71. Value.
- 72. hugeinc.cominfo@hugeinc.com45 Main St. #220 Brooklyn, NY 11222+1 718 625 4843
Editor's Notes
- #3: “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.
- #13: In order to measure content you need to know what content is first.
- #19: The question then becomes “how do you measure” content.
- #21: 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.
- #22: We all use / have access to the same tools…
- #23: There have also been LOTS of published info on analytics…
- #26: How do you measure a Headline?
- #27: How do you measure copy?
- #28: How do you measure a video on YouTube?
- #29: How do you measure an Ad Campaign?
- #30: How do you measure a Homepage?
- #31: How do you measure a Privacy Policy?
- #32: How do you measure an Article?
- #33: How do you measure Enterprise Search Results for a Help / Customer Service section?
- #34: How do you measure a a mobile App? iPad?
- #37: 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?
- #38: Just saying.
- #39: Just saying.
- #40: If you look across this complex puzzle though, one glaring item has always surfaced…
- #45: Enter the Functional Method Process.
- #47: 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.
- #48: The four steps.
- #49: 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
- #50: 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.
- #51: 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.
- #52: 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.
- #53: I got you covered… walk this way.
- #54: The metrics are pre-selected. Each function you choose has its own set of metrics. No guess work. Ever.
- #58: 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.
- #64: Now you too can prove the value of your content.