Empathy Driven Content Strategy

First and foremost thank you to all who made the time to attend my session on Empathy Driven Content Strategy at Drupal Camp London 2017. Thank you for sharing your time and perspectives.

This session was an evolution of two previous sessions:

• Using Empathy Maps to Better Understand your Jury delivered at Drupal Camp London 2015 and,

• Better understanding your prospects, clients, stakeholders and end users using empathy maps and personas at Drupal Camp Ghent 2014.

There is a difference between walking in someone else’s footsteps and walking in their shoes!

‘Empathy Driven Content Strategy’ explores the transformation in content consumption, purpose, generation and how it impacts us. Looking at how empathy, touch points, sentiment analysis and emotional intelligence can be harnessed to create richer, more personalized experiences for people.

With the purpose of motivating others to share the journey with us with content that is pertinent to and addresses their needs over the course of the journey. We have seen how, over the past year empathy driven content, the use of sentiment analysis and knowing which touchpoint to invest in has played its role in both Brexit and the Trump campaigns.

There are lessons behind their success for all regardless of which side of the campaign divide we may sit on. As for getting started with Empathy maps, you can download examples and a blank canvas from the resources section below.

Bear in mind the key takeaway is to ‘talk to people’ treat them as people first (customers later), to engage for the sake of understanding and keep our instinct to react in check… only when we understand can we respond.

Resources mentioned during the session:

• Empathy map (blank canvas)

• Empathy map (someone looking to buy a DSLR camera)

• Empathy map (street based micro-entrepreneur living in poverty)

• Empathy map (High School graduate researching Higher-ed)

Sentiment Analysis

• Rapid Miner

• SAS

• Daniel Soper

• Vivekn

• IBM Watson

• Cambridge Analytica

Further reading

• Frederic Laloux's Reinventing Organisations

• Daniel Kahneman's Thinking Fast and Slow

Lastly, If you got value from what I have shared please consider giving back by contributing towards Peace Through Prosperity, you can follow, broadcast or donate.

Peace Through Prosperity (PTP) improves the local/domestic environment for peace by nurturing prosperity in conflict affected geographies.

We work to alleviate poverty, prevent radicalisation through empowering micro-entrepreneurs with knowledge, skills, ability and increasing their access to income and opportunities.

We support small businesses, owned/managed by vulnerable and marginalised individuals/groups in society.

Peace Through Prosperity (PTP) is innovating social transformation design and delivery by using Agile principles and practices to create and deliver low cost, immediate and lasting impact social development programs in ‘at risk’ communities.