digital engagement - content is still king, data is queen
DESCRIPTION
Marketers and communicators are being faced with the engagement challenge, it is no longer just about having a shiny new website but it needs to earn it's keep as an essential, measurable part of a communication, marketing, citizen communication, customer relations or sales strategy. All of this in an environment of more channels, with heightened visitor expectations and a demand to be relevant, responsive and agile. In this thought provoking presentation Ian explains where content and web content management sit in an integrated communications and marketing strategy.TRANSCRIPT
Digital Engagement
Content is still KingData is Queen
Arnez NisperosPrincipal Solutions Consultant – Web Content Management
Let’s ask ourselves...
How does
Content and
Web Content Management
fit in your Integrated Communications and Marketing Strategy?
• What is the role and importance of Content?
• What is the role of a Web CMS system?
• How do they fit in the bigger picture?
Why do you need Content - The Opportunity
• Your Website: Communicate and Market
• It’s your chance to engage, to persuade or to educate
• How can you make the most out of this opportunity?
• Content: Right Place at the Right Time
Has anything changed?
• The “one size fits all” era is over
• What do you serve?– video, podcasts, surveys, pictures, etc.
• It's all about being personal and social
• The new buzzword: engagement
Trends
Alterian Annual Survey:
57% of respondents reported their plan to invest in engagingindividuals on their website -second highest behind social media
Content +Targeting
Engagement - The basic principle is simple
• Understand
• Good Content
• Mechanism to Match
• Opportunity to Deliver
• A Way to Measure
Engagement - The basic principle is simple
• Understand
• Good Content
• Mechanism to Match
• Opportunity to Deliver
• A Way to Measure
Engagement Cycle
Customer Engagement Framework
Customer Intelligence
Cross-Company & External
Engagement and Content
Strategy
Multi-Channel Delivery
StrategyData Capture from Customers
across all Channels
INSIGHTS
TARGETING
CAMPAIGN DESIGN
RELATIVE DIALOG
Customer Engagement Framework
Customer Intelligence
Cross-Company & External
Engagement and Content
Strategy
Multi-Channel Delivery
StrategyData Capture from Customers
across all Channels
INSIGHTS
TARGETING
CAMPAIGN DESIGN
RELATIVE DIALOG
Listen through e.g.
• Social media monitoring
• Web (asset) analytics
• Email statistics / click throughs
LISTEN – Social Media Monitoring
• Everyone is talking
• 25% of search results are user generated
• Insight into keywords
• Understand market/competition
• Insight into key influencers
LISTEN – Social Media Monitoring
• Everyone is talking
• 25% of search results are user generated
• Insight into keywords
• Understand market/competition
• Insight into key influencers
See http://www.youtube.com/watch?v=QV1t-MvnCrA (posted March 17)
• Listen, Learn, Devise A Content Strategy & Engage!
Customer Engagement Framework
Customer Intelligence
Cross-Company & External
Engagement and Content
Strategy
Multi-Channel Delivery
StrategyData Capture from Customers
across all Channels
CAMPAIGN DESIGN
RELATIVE DIALOG
Listen through e.g.
• Social media monitoring
• Web (asset) analytics
• Email statistics / click throughs
Combine with other sources, e.g.
• CRM data & Transactional data
You’ll need a marketing
database to do this properly
and then
• Profiling, Modeling, Segmentation
Customer Engagement Framework
Customer Intelligence
Cross-Company & External
Engagement and Content
Strategy
Multi-Channel Delivery
StrategyData Capture from Customers
across all Channels
RELATIVE DIALOG
Listen through e.g.
• Social media monitoring
• Web (asset) analytics
• Email statistics / click throughs
Combine with other sources, e.g.
• CRM data & Transactional data
Youl’ll need a marketing database
to do this properly
and then
• Profiling, Modeling, Segmentation
Plan and build phase:
• Create relevant Content
• Plan and Build Campaigns
• Contact Optimisation
Customer Intelligence
Cross-Company & External
Engagement and Content
Strategy
Multi-Channel Delivery
StrategyData Capture from Customers
across all Channels
Listen through e.g.
• Social media monitoring
• Web (asset) analytics
• Email statistics / click throughs
Combine with other sources, e.g.
• CRM data & Transactional data
Youl’ll need a marketing database
to do this properly
and then
• Profiling, Modeling, Segmentation
Plan and build phase:
• Create relevant Content
• Plan and Build Campaigns
• Contact Optimisation
Personalized digital content:
• Website, landing page, microsite
• Email delivery
• Social media postings
• Mobile delivery (SMS, etc)
Customer Engagement Framework
• Where do Content and Web Content Management sit in an integrated Communications and Marketing Strategy
Back to the original question…
• CONTENT needs to marry DATA to become relevant
• Not Just Content But Context
• Content needs to be tagged or classified to become DATA driven
Web Engagement Management
Takeaways - Content is still King
CONTENT Requirements
• Fresh & Relevant
• Persuasive
Encourage the visitor to act and come back
• Understand I know my audience, do I know my content?
• Consistent
Across multiple channels
Takeaways - Data is Queen
Data Requirements
• Leverage what you have
• Consolidate
• Don’t report on data, Understand
• Be Creative
• Select Proper Tools
Engagement and Alterian – Putting It All Together
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Target
Understand
DeliverListen
Measure
Digital Engagement
Content is KingData is Queen
Achieve your goals as a marketer or communicator –
Engage!
