digital shoreditch presentation. how brands become publishers
TRANSCRIPT
September 2013 Fabio Torlini, MD WP Engine, @Torlini
All Hands 1Q15 – R&D Update
How Brands Become Publishers…… and what it means to your customer
engagement
Friday 15th May
September 2013 Fabio Torlini, MD WP Engine, @Torlini
About WP Engine
- WordPress specialists- The Best Fully-Managed WordPress
Hosting Platform- Founded in 2010 in Austin, Texas- Manage 300,000 WordPress sites- Launched in UK last year- Based at Second Home in Tech
City
September 2013 Fabio Torlini, MD WP Engine, @Torlini
“What Hubspot did for Inbound
Marketing, what BV did for Consumer
Reviews, is what WP Engine will do
for ‘Brand isPublishing’.” Heather Brunner CEO,
WP Engine
September 2013 Fabio Torlini, MD WP Engine, @Torlini
A brief history of content
- In the late 90s every brand moved to the web
- These were little more than printed brochures in online format
- Over time we became more sophisticated, the brand and the website become one and the same
- Now we are in an era of “brands as publishers”
September 2013 Fabio Torlini, MD WP Engine, @Torlini
Customer engagement, changed forever
- First impressions matter - A customer could engage with a brand
through a variety of ways- And through a number of different
platforms or devices- The customer is a moving target - Engagement strategies and content have
to respond to this
September 2013 Fabio Torlini, MD WP Engine, @Torlini
The democratisation of content
- We are moving the ownership of content away from IT and towards the content specialist
- Brands can be more reactive and engage with their customer better
- Websites become living, breathing domains, constantly changing
September 2013 Fabio Torlini, MD WP Engine, @Torlini
Who is doing this well?
September 2013 Fabio Torlini, MD WP Engine, @Torlini
Drive Traffic
September 2013 Fabio Torlini, MD WP Engine, @Torlini
BarkPost
September 2013 Fabio Torlini, MD WP Engine, @Torlini
Add Value
September 2013 Fabio Torlini, MD WP Engine, @Torlini
American Express – Open Forum
September 2013 Fabio Torlini, MD WP Engine, @Torlini
Raise Their Profile
September 2013 Fabio Torlini, MD WP Engine, @Torlini
Hubspot
September 2013 Fabio Torlini, MD WP Engine, @Torlini
Control Their Image
September 2013 Fabio Torlini, MD WP Engine, @Torlini
Red Bull
September 2013 Fabio Torlini, MD WP Engine, @Torlini
Update & Educate
September 2013 Fabio Torlini, MD WP Engine, @Torlini
Cancer Research UK
September 2013 Fabio Torlini, MD WP Engine, @Torlini
Technology underpins everything
- The website is where the customer journey is centred
- There are a series of tech decisions that underpin web and are crucial
- Flexibility and scale are paramount- Decision making processes and
hierarchies have changed
September 2013 Fabio Torlini, MD WP Engine, @Torlini
Why WordPress?
Entire Internet
Top 1 Million Sites
24% of the Web today is based on WordPress.
Over 70 million WordPress sites Globally in 2014.
September 2013 Fabio Torlini, MD WP Engine, @Torlini
Prepare for the unknown- Brand engagement has
fundamentally changed over the last two decades
- It will continue to do so, often in unexpected, unanticipated ways
- New methods for engaging, different customer demands, new technologies
- Make informed choices that allow you to future-proof your brand
September 2013 Fabio Torlini, MD WP Engine, @Torlini
“The only difference between the saint and the sinner is that
every saint has a past, and every sinner has a future.”
Oscar Wilde