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Contact
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P.

323‐230‐0243
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robert@bigbluemoose.net
CONTEXT AWARE EVERYTHING
WEB CONTENT 2011




                  Contact
Us
                  www.bigbluemoose.net
                  P.

323‐230‐0243
/
robert@bigbluemoose.net
Context Aware Everything!
“The 19th century was defined by the novel.
The 20th century by the cinema.
The 21st century will be defined by the
interface.”
        - Aaron Koblin
Context Aware Everything!
LET’S CONNECT

@Robert_Rose

www.bigbluemoose.net
www.adaptivemarketer.com
Context Aware Everything!
The Context
Effect
How we uniquely respond to a situation



Inference & Context

Decision & Context

Contextual Conditioning
Context Aware Everything!
The Context
Effect
The Context
Effect
28 Million albums sold
Equivalent to Rihanna
The Context
Effect
28 Million albums sold
Equivalent to Rihanna

World tour in 2009/2010
include LA, Vegas
The Context
Effect
28 Million albums sold
Equivalent to Rihanna

World tour in 2009/2010
include LA, Vegas

Made US acting debut...
The Context
Effect
28 Million albums sold
Equivalent to Rihanna

World tour in 2009/2010
include LA, Vegas

Made US acting debut...
Context Aware Everything!
The Context
Effect
Context Aware Everything!
Context Aware Everything!
The Context
Effect
Context Aware Everything!
Context Is
Important
Marketers - Our Life Is About “Meaning”



Microsoft vs. Apple...

Is being “green” important?

Can the Cubs win a pennant?
Context Aware Everything!
Context Is
Important
Careers have been
built by leveraging
context.

Which ad placement?

What message will work best?

Which target market?
Context Aware Everything!
Context Is
Important
Technology hasn’t done us any contextual favors...
Context Aware Everything!
Context Is
Important
And sometimes we just don’t think it through....
Context Is
Important
And sometimes we just don’t think it through....
Context Aware Everything!
Context Is
Important
Why don’t we spend the same
effort on our digital content

Value=All the content that
prints to fit - Long Tail

Maybe We think about
audience

But rarely... if ever.. context.
Context Aware Everything!
The Future Of
Context
“Between 2010 and 2015 - The bar for user
experience will be significantly raised and context
aware computing will be its chief catalyst”
               - William Clarke, Gartner Analyst


Applications and System which are situation aware.
What you are, have been and are likely to do - so
that they become very personal
Social            Secure            Subscribe!         Search
                  •  Workstation    •  Availability?   •  Personal
•  Location or       vs. Mobile                           queries /
   Your                             •  Location           results
   Availability   •  Device            aware?
                     company                           •  Location
•  Preferences       vs. personal   •  Online or          information
                                       off?
•  Tags                                                •  Group
                                    •  Pull or Push       history
•  Behavioral
The Future Of
Context
          Social            Secure            Subscribe!         Search
                            •  Workstation    •  Availability?   •  Personal
          •  Location or       vs. Mobile                           queries /
             Your                             •  Location           results
             Availability   •  Device            aware?
                               company                           •  Location
          •  Preferences       vs. personal   •  Online or          information
                                                 off?
          •  Tags                                                •  Group
                                              •  Pull or Push       history
          •  Behavioral
Social     Social &
            Augmented Reality


 Secure     Contextual based
            security


Subscribe   Management & Delivery



 Search     Personalized results
The Future Of
Context
  Social        Social &
                Augmented Reality


  Secure        Contextual based
                security


 Subscribe      Management & Delivery



  Search        Personalized results
Yelp
           Google Goggles



Wikitude
The Future Of
Context


                     Yelp
                Google Goggles



   Wikitude
Context Aware Everything!
The Need For
Context Aware
Is Here
We were geniuses with a mobile site

If it didn’t break - it was success

But still about all the content that
that prints to fit...
Context Aware Everything!
The Need For
Context Aware
Is Here
There’s been a disturbance
in the “traditional media” force

Audiences are changing quickly...

The Audience chooses content now -
and inherently this means its contextual

Audiences now EXPECT content when,
how and where they want it...
Context Aware Everything!
Welcome to the
 Age of Subscribe!
Content on our audience’s terms...

2014 - 46.3 million homes - TV
with broadband connection

800,000 people “cut the
cable cord last year”

Netflix accounts for 20% of
all primetime bandwidth
Context Aware Everything!
Welcome to the
Age of Subscribe!
Content on our audience’s terms...

~ 30% mobile subscribers are
  smartphone users

~ 40% of mobile Americans
  browse the mobile Web

Average HH: 24 Gadgets
2 computers, 3 laptops, 2 video capable cameras, 2
cell phones, scanner, 3 TV’s, 3 DVR’s, 1 Settop
Gamebox, 1 Kindle or 1 iPad
Context Aware Everything!
Welcome to the
Age of Subscribe!
It’s about content filtering....
Context Aware Everything!
Whew!
Context Aware Everything!
Becoming
Context Aware!
What does it all mean?

Don’t NEED or WANT a
“mobile version” of our
existing site.

App vs. Mobile Web is not an
either/or. It’s content strategy
first - channels second

Social and Mobile are intricately intertwined
Context Aware Everything!
Becoming
Context Aware!
It’s simply a shift in our strategy...

99.9% don’t need a truly “context aware”
content platform.

But.... WE should all be context aware for
our Web content marketing strategy

Context is everywhere... And it’s a great
opportunity for us to improve

Let’s take the first steps...
Mobile Web
Context
Mobile Web
Context
Mobile Web
Context
Mobile Web
Context
Mobile Web
Context
Context Aware Everything!
Step 1
Mobile Is Different
WHY is our audience accessing
our content?


Entertainment?

Productivity?

Content Sharing/Social Media
Context Aware Everything!
Should Our Content Be
Entertaining
Context Aware Everything!
Should Our Content Be
Productive
Context Aware Everything!
Should Our Content Be
Sharable
“Our content is integrated.
It’s not just copied, It is
tailored for the channel
for which it is most appropriate.

You have to be in more places -
where your customers, fans
and advocates are.”
 - Tom Hoehn
   Kodak
•  Who are the users?
Who     •  What do they do?
        •  What is their technology proficiency?


        •  What content do they want?
What    •  What device is appropriate for them?
        •  Social Networking?


        •  Where do they access this content?
Where   •  On the go? In One Place? Both?
        •  Where are they located?




When    •  How often do we have to change the content?
        •  Are they invested in this content long-term?




Why     •  Why are they accessing the content?
        •  Why will they care?
Becoming Context Aware
The 5 W’s
           •  Who are the users?
    Who    •  What do they do?
           •  What is their technology proficiency?


           •  What content do they want?
    What   •  What device is appropriate for them?
           •  Social Networking?


           •  Where do they access this content?
   Where   •  On the go? In One Place? Both?
           •  Where are they located?




    When   •  How often do we have to change the content?
           •  Are they invested in this content long-term?




    Why    •  Why are they accessing the content?
           •  Why will they care?
•  Geo-located
 Ambient     •  Browser/Device
             •  Time of day

             •  Known /
                Unknown
 Explicit    •  Field Data?
             •  Conversion?

             •  Referral?
Behavioral   •  Series of Clicks?
Becoming Context Aware
What Can We Derive?
                    •  Geo-located
        Ambient     •  Browser/Device
                    •  Time of day

                    •  Known /
                       Unknown
        Explicit    •  Field Data?
                    •  Conversion?

                    •  Referral?
       Behavioral   •  Series of Clicks?
Context Aware Everything!
Taking The First Step
Being Aware of Context Aware
1. Context Aware platforms are coming....

2. Starting to look at how “context” will become
an important part of our content strategy

3. Understand that we don’t have to deliver the
vision tomorrow...

4. First Step: Be Aware of Context Aware - Apply
the filter to our content and marketing strategy
Context Aware Everything!
THANK YOU!

@Robert_Rose

www.bigbluemoose.net
www.adaptivemarketer.com

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Context Aware Everything!

  • 2. CONTEXT AWARE EVERYTHING WEB CONTENT 2011 Contact
Us www.bigbluemoose.net P.

323‐230‐0243
/
[email protected]
  • 4. “The 19th century was defined by the novel. The 20th century by the cinema. The 21st century will be defined by the interface.” - Aaron Koblin
  • 8. The Context Effect How we uniquely respond to a situation Inference & Context Decision & Context Contextual Conditioning
  • 11. The Context Effect 28 Million albums sold Equivalent to Rihanna
  • 12. The Context Effect 28 Million albums sold Equivalent to Rihanna World tour in 2009/2010 include LA, Vegas
  • 13. The Context Effect 28 Million albums sold Equivalent to Rihanna World tour in 2009/2010 include LA, Vegas Made US acting debut...
  • 14. The Context Effect 28 Million albums sold Equivalent to Rihanna World tour in 2009/2010 include LA, Vegas Made US acting debut...
  • 21. Context Is Important Marketers - Our Life Is About “Meaning” Microsoft vs. Apple... Is being “green” important? Can the Cubs win a pennant?
  • 23. Context Is Important Careers have been built by leveraging context. Which ad placement? What message will work best? Which target market?
  • 25. Context Is Important Technology hasn’t done us any contextual favors...
  • 27. Context Is Important And sometimes we just don’t think it through....
  • 28. Context Is Important And sometimes we just don’t think it through....
  • 30. Context Is Important Why don’t we spend the same effort on our digital content Value=All the content that prints to fit - Long Tail Maybe We think about audience But rarely... if ever.. context.
  • 32. The Future Of Context “Between 2010 and 2015 - The bar for user experience will be significantly raised and context aware computing will be its chief catalyst” - William Clarke, Gartner Analyst Applications and System which are situation aware. What you are, have been and are likely to do - so that they become very personal
  • 33. Social Secure Subscribe! Search •  Workstation •  Availability? •  Personal •  Location or vs. Mobile queries / Your •  Location results Availability •  Device aware? company •  Location •  Preferences vs. personal •  Online or information off? •  Tags •  Group •  Pull or Push history •  Behavioral
  • 34. The Future Of Context Social Secure Subscribe! Search •  Workstation •  Availability? •  Personal •  Location or vs. Mobile queries / Your •  Location results Availability •  Device aware? company •  Location •  Preferences vs. personal •  Online or information off? •  Tags •  Group •  Pull or Push history •  Behavioral
  • 35. Social Social & Augmented Reality Secure Contextual based security Subscribe Management & Delivery Search Personalized results
  • 36. The Future Of Context Social Social & Augmented Reality Secure Contextual based security Subscribe Management & Delivery Search Personalized results
  • 37. Yelp Google Goggles Wikitude
  • 38. The Future Of Context Yelp Google Goggles Wikitude
  • 40. The Need For Context Aware Is Here We were geniuses with a mobile site If it didn’t break - it was success But still about all the content that that prints to fit...
  • 42. The Need For Context Aware Is Here There’s been a disturbance in the “traditional media” force Audiences are changing quickly... The Audience chooses content now - and inherently this means its contextual Audiences now EXPECT content when, how and where they want it...
  • 44. Welcome to the Age of Subscribe! Content on our audience’s terms... 2014 - 46.3 million homes - TV with broadband connection 800,000 people “cut the cable cord last year” Netflix accounts for 20% of all primetime bandwidth
  • 46. Welcome to the Age of Subscribe! Content on our audience’s terms... ~ 30% mobile subscribers are smartphone users ~ 40% of mobile Americans browse the mobile Web Average HH: 24 Gadgets 2 computers, 3 laptops, 2 video capable cameras, 2 cell phones, scanner, 3 TV’s, 3 DVR’s, 1 Settop Gamebox, 1 Kindle or 1 iPad
  • 48. Welcome to the Age of Subscribe! It’s about content filtering....
  • 50. Whew!
  • 52. Becoming Context Aware! What does it all mean? Don’t NEED or WANT a “mobile version” of our existing site. App vs. Mobile Web is not an either/or. It’s content strategy first - channels second Social and Mobile are intricately intertwined
  • 54. Becoming Context Aware! It’s simply a shift in our strategy... 99.9% don’t need a truly “context aware” content platform. But.... WE should all be context aware for our Web content marketing strategy Context is everywhere... And it’s a great opportunity for us to improve Let’s take the first steps...
  • 61. Step 1 Mobile Is Different WHY is our audience accessing our content? Entertainment? Productivity? Content Sharing/Social Media
  • 63. Should Our Content Be Entertaining
  • 65. Should Our Content Be Productive
  • 67. Should Our Content Be Sharable “Our content is integrated. It’s not just copied, It is tailored for the channel for which it is most appropriate. You have to be in more places - where your customers, fans and advocates are.” - Tom Hoehn Kodak
  • 68. •  Who are the users? Who •  What do they do? •  What is their technology proficiency? •  What content do they want? What •  What device is appropriate for them? •  Social Networking? •  Where do they access this content? Where •  On the go? In One Place? Both? •  Where are they located? When •  How often do we have to change the content? •  Are they invested in this content long-term? Why •  Why are they accessing the content? •  Why will they care?
  • 69. Becoming Context Aware The 5 W’s •  Who are the users? Who •  What do they do? •  What is their technology proficiency? •  What content do they want? What •  What device is appropriate for them? •  Social Networking? •  Where do they access this content? Where •  On the go? In One Place? Both? •  Where are they located? When •  How often do we have to change the content? •  Are they invested in this content long-term? Why •  Why are they accessing the content? •  Why will they care?
  • 70. •  Geo-located Ambient •  Browser/Device •  Time of day •  Known / Unknown Explicit •  Field Data? •  Conversion? •  Referral? Behavioral •  Series of Clicks?
  • 71. Becoming Context Aware What Can We Derive? •  Geo-located Ambient •  Browser/Device •  Time of day •  Known / Unknown Explicit •  Field Data? •  Conversion? •  Referral? Behavioral •  Series of Clicks?
  • 73. Taking The First Step Being Aware of Context Aware 1. Context Aware platforms are coming.... 2. Starting to look at how “context” will become an important part of our content strategy 3. Understand that we don’t have to deliver the vision tomorrow... 4. First Step: Be Aware of Context Aware - Apply the filter to our content and marketing strategy

Editor's Notes