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Reality CheckBefore you personalize Meg Walsh
Senior Director
Content Strategy
Hilton Worldwide
@megwalsh05
@HiltonWorldwide
I’m a discerning customer
I’m a passionate content strategist
I’m a proud Team Member @ Hilton Worldwide
I’m Meg.
J Boye Philadelphia 2016© 2016 Hilton Worldwide @megwalsh05
I am not talking about…
• Why you should personalize
• What to personalize
• How to personalize
J Boye Philadelphia 2016© 2016 Hilton Worldwide @megwalsh05
I am talking about…
• Data
• Metadata
• Content
and the conversations about them you need
to make happen.
J Boye Philadelphia 2016© 2016 Hilton Worldwide @megwalsh05
J Boye Philadelphia 2016© 2016 Hilton Worldwide
The problem
J Boye Philadelphia 2016© 2016 Hilton Worldwide @megwalsh05
Building the experience
J Boye Philadelphia 2016© 2016 Hilton Worldwide
Data
Content
Metadata
Experience+ Rules
Strategy
@megwalsh05
Data
J Boye Philadelphia 2016© 2016 Hilton Worldwide @megwalsh05
The Rules
Data needs to be
• Available
• Accessible
• Actionable
J Boye Philadelphia 2016© 2016 Hilton Worldwide @megwalsh05
Data IS personal
J Boye Philadelphia 2016© 2016 Hilton Worldwide
Identity Self Declared Inferred
You. What you choose
to share.
Assumptions we’re
making about you.
Observed
Behaviors we’ve
noticed
(in a not creepy way).
@megwalsh05
The data reality
J Boye Philadelphia 2016© 2016 Hilton Worldwide
Data Readiness
Pe
rso
nali
za
tio
n R
ead
ine
ss
I know what data I need
We have the data
I can access & use
the data
I know what data I need, and
we have (some of) the data,
BUT
I can’t use it ‘cause
[Adjective] [Adjective] [Noun]
I don’t know what data I need
I know what data I need, but don’t
know if it exists or is actionable
Cautious
Optimism
MISERY
NIRVANA
@megwalsh05
Conversations about data
J Boye Philadelphia 2016© 2016 Hilton Worldwide
STRATEGY
with
Stakeholders
USER STORIES
with
Business
Analysts
DATA REALITY
with
Architects
@megwalsh05
Metadata
J Boye Philadelphia 2016© 2016 Hilton Worldwide @megwalsh05
J Boye Philadelphia 2016© 2016 Hilton Worldwide
Jason Scott Proprietor TEXTFILES.COM @textfiles
Metadata is a love note
to the future.
@megwalsh05
Metadata enables personalization
J Boye Philadelphia 2016© 2016 Hilton Worldwide @megwalsh05
Structured
A vocabulary organized
into logical categories to
drive findability of and
connectivity between
content elements
Shared
Used consistently
across content
systems
Understandable
The terms are
meaningful to creators,
contributors, and
consumers of the
content
A consistent list of terms & attributes used to describe an asset, content, or product that is:
Metadata is hard
• To understand
• To sell
• To maximize
J Boye Philadelphia 2016© 2016 Hilton Worldwide
Conversations about metadata
J Boye Philadelphia 2016© 2016 Hilton Worldwide
VOCABULARY
with
Stakeholders
APIs
with
Architects
TAGGING
with
Content
Managers
@megwalsh05
Content
J Boye Philadelphia 2016© 2016 Hilton Worldwide @megwalsh05
J Boye Philadelphia 2016© 2016 Hilton Worldwide
Sara Wachter-Boettcher Content Strategist Author, Content Everywhere @sara_ann_marie
We don’t need more content.
We need content that does more.
@megwalsh05
Content can be personal-ish
J Boye Philadelphia 2016© 2016 Hilton Worldwide @megwalsh05
J Boye Philadelphia 2016© 2016 Hilton Worldwide
Content has to exist,
Which means it has to be written,
Which means someone needs to know to write it,
Which means someone needs to articulate the goals,
Which means…
@megwalsh05
Your content challenge…
J Boye Philadelphia 2016© 2016 Hilton Worldwide @megwalsh05
Creation Storage Distribution
Conversations about content
J Boye Philadelphia 2016© 2016 Hilton Worldwide
WHAT & WHY
with
Content
Strategist
APPLICATIONS
With
Architects
HOW
with
Stakeholders
@megwalsh05
Wrapping it up
J Boye Philadelphia 2016© 2016 Hilton Worldwide @megwalsh05
Remember
• You can’t “just” do it but you can do it
• Don’t underestimate defining data requirements
• Plan for content from the beginning. FROM THE BEGINNING!
J Boye Philadelphia 2016© 2016 Hilton Worldwide @megwalsh05
J Boye Philadelphia 2016© 2016 Hilton Worldwide
Thank you.
Meg Walsh
Senior Director, Content Strategy
Hilton Worldwide
@megwalsh05
@HiltonWorldwide
@megwalsh05