social media & its implications for content strategy
TRANSCRIPT
1.Power of Choice2.Social Network Connection 3.Aha! Metrics4.Impact5.Tada! Strategy
Story
Choice
1. Keep the baggage and become irrelevant
2. Join the revolution, change the perception, and evolve
5Slide 5
Social Media and Content Strategy
What does content strategy require you to know?
If you don’t know your audience/market, the industry trends, and what the industry leaders are doing and you create a content strategy, the basis of that strategy is on quicksand.
Not what they want. What they NEED.
Usage and Options
What can you do?Customer Experience Impacts Strategy
Understand how your users use your deliverables prior to creating your content strategy
Collaborate with anyone who works with your users or is representative of your users
Forget HurdlesFocus on Wins & Get Creative
• Hang with your users• Get to groups of people who are
representative of your users• Get the answers you need • Network
Pilot an Idea – Apply to Strategy
• Content validation (before vs after)
• Card sorts for information architecture on new deliverables
• Contextual interviews to understand how users work
• User shadowing to observe software usage
• Case analysis to look for patterns and trends
• Opinion polls via LinkedIn groups
• Product focus groups to get feedbackSlide 10
Measuring Results - Be creative/adapt
1.UXD/usability test strategies & metrics
2.Marketing metrics
UXD Ideas – Testing Content
• Task completion • Task completion (success rate)• Rate the content – Rating on a scale of 1 to 7
• Rate how strongly you feel about content
Marketing Ideas – SUS ScoreSystem Usability Scale (SUS) – Measures users’ ratings of the usability of the deliverable. The target software industry SUS is 68.
10 questions with 5 response options
1. I think that I would like to use this UA frequently.
2. I found the content unnecessarily complex.
3. I thought the content was easy to use.
4. I think that I would need the support of a technical person to be able to use this software and content.
5. I found the content was well integrated within the software.
6. I thought there was too much inconsistency in this content.
7. I would imagine that most people would learn to use this content very quickly.
8. I found the content cumbersome to use.
9. I felt very confident using the content.
10.I needed to learn a lot of things before I could get going with this content and software.
Scoring SUS
• For odd numbered questions: subtract 1 from the response.
• For even-numbered questions: subtract 5 from the response.
• This scales all values from 0 to 4 (with four being the most positive response).
• Add the converted responses and multiply the total by 2.5.
• This converts the range of values from 0 to 100 rather than 0 to 40.
Marketing Ideas – NPS ScoreNet Promoter Score (NPS) - Customer Loyalty measure. compares product Promoters, Passives and Detractors. The average is 17 to 21.
11 point scale (0 to 10) to answer: “How likely are you to recommend company/product/service to your colleagues or friends?”
0 to 6 are Detractors7 & 8 are Passive 9 or 10 are Promoters
Score: % of Promoters - % of Detractors
Score greater than 0% is positive Score higher than 50% is excellent
Slide 15
Results
1. Create a simple reusable report template Team list Test framework
(number of testers and target users, scenarios tested)
Test results (graphs) Key takeaways Lessons learned Next steps
2. Create reusable graphs
Sample Graphs
Sample Graphs 2
Bonus! Writer Impact
• Content strategy is understood
• Social media valued by writers/business
• Benefits experienced first hand
• Results resonate and provide measurable impact to customers and folded into the content strategy
• Customer engagement is front center
Business Impact = Win!
Content strategy/methodology evolving (iterative)• Customer engagement programs created
• UXD, Customer Service, and Product Management partnerships
• Content strategy evolving (iterative)
• Small teams of writers create standards and templates User research User assistance validation testing
Slide 20
Tada! Strategy
User-Centered Content
- Info Model (Deliverable level)
- Concise writing- Topic-based writing- Task-based writing
- Writing for translation- Writing for accessibility
Personas(product
level)*owned by UXD
User Research and Analysis
(release level)usage
patterns
UA Testing/Validati
on
User Stories
Information Model (release
model)
Pam Noreault
Sr. Mgr. Information Development
ACI Worldwide
Twitter @pnoreault
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