The wall falls down: Integrating our online and offline worlds [Confab 2015]
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The document discusses the integration of online and offline worlds, emphasizing that the traditional separation of the two is detrimental to communication. It introduces concepts such as 4D content and the significance of real-time, contextually-specific information in enhancing customer experience. Additionally, it highlights the role of wearable technology in unifying these realms and adapting content strategies for a seamless omnichannel experience.
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The wall falls down: Integrating our online and offline worlds [Confab 2015]
- 1. The wall falls down: Integrating our online & offline worlds @nozurbina
- 2. @nozurbinaMe (Noz Urbina) Content strategist and modeller Consultant/trainer Author Futurist urbinaconsulting.com
- 3. The IoT revelation The wearables revelation The 4D content revelation Thesis:There is no longer an online and offline world. Holding on to that paradigm hurts communication.
- 4. The IoT revelation The wearables revelation The 4D content revelation Thesis:There is no longer an online and offline world. Holding on to that paradigm hurts communication.
- 6. Don Yang, 950s Raphael, 1510
- 7. @nozurbinaWe conceive content in 2D
- 8. @nozurbinaCustomer experience is 4D 1. Length 2. Width 3. Depth – “Drill down” – Progressive disclosure – Multi-asset relationships / references – Search/Social 4. Time – Dynamic, real-time content – Audience/context-specific content 12 3 6 9
- 9. @nozurbinaWe conceive content in 2D
- 10. @nozurbinaCustomer experience is 4D “I want an answer now, please!” (Oct 14, 2015. 16:55 pm) Planning, structures and strategies have to be time and depth aware
- 11. @nozurbinaTwitter & depth (3rd Dimension) • More metadata = more perspectives
- 12. @nozurbinaKindle & depth (3rd dimension)
- 13. @nozurbinaTravel sites & time • Expedia
- 14. @nozurbinaTravel sites & time
- 15. @nozurbina
- 16. @nozurbinaProgressive disclosure Across deliverables & time: The “red thread” Click 1 First Load Click 2 Click 3 In a module with depth Marketing layer Pre-Sales literature Tech docs Search/Social layer
- 17. @nozurbina Progressive Stories Unaware Recognize Educate Compare Select Configure / Train Use Support Content Models Outputs Users Scenarios Map your various assets to the stages of your relationships Article: bit.ly/ac-how2
- 18. A TRUE STORY 19 - Urbinaconsulting.com @nozurbina
- 19. The IoT revelation The wearables revelation The 4D content revelation Don’t think deliverables or digital users, think people
- 20. The IoT revelation The wearables revelation The 4D content revelation
- 23. Taking down the wall could save lives
- 24. Images property of McDonalds Corporation Digital or physical world?
- 25. Happystudio.com Images property of McDonalds Corporation Online or physical world?
- 27. Digital or physical world? http://bit.ly/1LktYEJ
- 28. Taxonomy & UI “Like buttons” Data collection Metrics ROI (http://youtu.be/P-CUannVYNc) Challenge: Real time content curation aka How I DJed a House Party with Content Strategy
- 30. The IoT revelation The wearables revelation The 4D content revelation Think outside the box screen
- 31. The IoT relevation The wearables revelation The 4D content revelation
- 33. @nozurbinaWearables • Watch • Wristband • Armbands • Belt clip • Body-embedded • Headmounted – PIP, Overlay (augmented reality), Virtual reality, EEG • Clothing – Shirt, Short, Glove/band, Ring, Pants • Sport & fitness • Quantified self • Healthcare • Security • Gaming • Control – Computer, music, industrial equip, military, home appliances • Data accessibility • Fashion • Efficiency & convenience Form factor Application Content creators & channels
- 35. They're big
- 36. They're diverse
- 40. @nozurbina How wearables unify the world(s)
- 41. @nozurbina How wearables unify the world(s) They’re puzzle piece a
- 47. @nozurbina But…
- 49. @nozurbina Hi! Check it out! Omnichannel Multichannel = Same content / 2D Omnichannel = contextually- appropriate / 4D
- 51. @nozurbina Generated Reality 94% of businesses say personalization is key to success econsultancy.com 48% of shoppers would like to use a phone to shop while in stores luxurydaily.com 74% of shoppers who ‘showroom’ are older than 29, and 48% older than 40 Columbia Business School (bit.ly/ac-how2) 66% of B2B suppliers say customer expectations are driving them towards omnichannel accenture (bit.ly/b2bomni) Today people think “If something is important, it will find me” NYTimes Report
- 53. @nozurbina Don’t just take my word for it Tango RoomAlive Cave
- 54. The IoT relevation The wearables revelation The 4D content revelation The interface is disappearing
- 55. Final thoughts
- 56. A TRUE STORY The full article series on adaptive content: bit.ly/ac-articles-nu 57 - Urbinaconsulting.com @nozurbina
- 57. @nozurbina Content Models Users Him Her USB gadget buyers Adaptive content Scenarios 12 3 6 9 Outputs
- 58. @nozurbina Product Family (desktop) Product (mobile) Product (desktop) Product leaflet (Print) The content model is the backbone of adaptive, cross-media, omnichannel content strategies Microsoft Hololens When your semantics are explicit in your content, machines enable contextually-appropriate, seamless online/offline experiences Image inspired by Rahel Bailie’s “Flow Diagrams”, see “Content Strategy: Connecting the dots between, business, brand and benefits”
- 59. @nozurbinaContent 12 3 6 9 Product layout Model Output @context=“shop” @context=“tasting” Models make your content programmable for maximum reuse & relevance
- 60. @nozurbina We must adapt to a world without walls Hololens
- 62. @nozurbina 63 The gaming industry has been doing content- enabled world-design for 20 years. Reality needs to catch up with virtual reality.
- 63. bit.ly/1youFd7 “Are wearables there yet?” Will you be there yet when they are? There is no more internet of things There are just things. The act is the queryLife is browsing
- 64. @nozurbinaYou might also like
Editor's Notes
- #7: http://en.wikipedia.org/wiki/File:Chang_Sheng-wen_001.jpg
- #13: 40 IN / 50 LEFT
- #54: Werables
- #63: Werables
- #64: http://www.ted.com/talks/jane_mcgonigal_gaming_can_make_a_better_world?language=en
- #65: The affect of the internet of things is no more digital / information space vs real-world space. There is only the real world, and information becomes an integral constant part of it. We are dissolving the walls between virtual and actual reality. There is only world and information is simply omnipresent in it. The screens become so small and ubiquitous that they effectively disappear