wcm at the hub of web, e-mail, and social media insights & engagements
DESCRIPTION
Arjen van den Akker, Product Marketing Director for WCM at Alterian, presents at TFM&A. His presentation describes how a Web Content Management System enables distributed, non-technical staff to create, edit, manage and publish digital assets to the web, while maintaining a unified set of rules, processes and workflows that ensure coherent, validated, and on-brand electronic content.TRANSCRIPT
WCM at the hub of Web, E-mail and Social Media insights & engagements
Arjen van den Akker
Product Marketing Director – WCM
TFM&A - 1 March 2011
Alterian – Stand Number E18
WCM System – A Definition
• A Web Content Management System is a centrally managed tool that enables (de-centralised) non technical staff to
– create, edit, – manage and finally – publish (in a number of formats)
digital assets to the web, whilst being controlled by a centralised set of rules, processes and workflows that ensure coherent, validated, and on brand electronic content.
WCM Trends
Alterian Annual Survey:
57% of respondents reported their plan to invest in engaging individuals on their website - second highest behind social media
Things have changed...
Let’s look closer at:
1. Social Things don’t just happen on your website any longer!Marketers will need to deal with a multitude of channels
2.Engagement It’s no longer just about one-way publishing, but about capturing responses and building a relevant dialogue
Challenges of the new Multichannel world
• Issues with consistency of brand & tone of voice• Various people / departments & tools involved• Lack of approval/compliance/audit processes • Control over a large enterprise, many brands, products,
divisions, countries• Content duplication (e.g. between web, social & email)• Manual tasks (uploading images / editing HTML)• Repetitive work (numerous logons, accounts &
passwords)• Difficult to track results
But in spite of the challenges...
• The same old truth still applies: Having great, relevant content is still key
• It serves to inform your target audience, so that they can learn about your brand, products and services
• It’s the thing that will convince them to engage with you
So
1. Discover where your audiences are now spending their (social) time…
2. Engage with them using relevant and consistent messaging, to build a relationship that brings visitors back to your site and drives conversions
1) Where do my audiences spend their time?
• Social Media Monitoring
Example McDonald's McCafe introduction:
The Domains Report shows the online locations of McCafe search results. In this case it is surprising to see a number of links related to weight loss. This is a great opportunity for McDonald's to market McCafe to a specific customer segment. They're already talking about the brand…
1) Where are they, what do they say?
• Social Media Monitoring
Map overlay: how are discussions geographically spread, and what do they talk about?
Step 2) Now that we know where they are, we need to engage
In order to Engage with someone, you need
• An understanding of who that person is and what he wants• Good content for each type of person that we deal with• A mechanism to match the right content with that specific person• An opportunity to deliver that content• A way to measure the success of your efforts and do it even better
next time
ENGAGEMENTPERSONAS
Alterian Customer Engagement Framework
Alterian Customer Engagement Framework
Web Content Management or
Content Management ?
Traditional marketing approach – various departments
Web Team
Channel: website,
landing pages
Email / campaign
management Team
Channel: traditional &
email campaigns
New: Webcare / social media
Team
Channel: Twitter,
Facebook, Linkedin etc.
Helpdesk / customer serviceTeam
Channel: phone/mail
Silo’s
Desired approach
Web
Channel: website,
landing pages
Email / campaign
management
Channel: traditional &
email campaigns
New: Webcare / social media
Channel: Twitter,
Facebook, Linkedin etc.
Helpdesk / customer service
Channel: phone/mail
Sharedcontent Shared
insights
ENGAGEMENTPERSONAS
Shared content - requirements
• Central repository for storage of all types of digital assets• Clear separation of content from design, formatting and structure • Way of tagging and structuring content systematically• Ability to deliver to relevant channels such as:
– Web – Mobile– E-mail– Social media– SMS– Other channels (kiosks, games, …)
• Knowledge of channel limitations (e.g. 140 characters)• Workflow, authorisations, processes, auditing
Sounds familiar !!
• A Web Content Management System is a centrally managed tool that enables (de-centralised) non technical staff to – create, edit, – manage and finally – publish (in a number of formats)
digital assets to the web, whilst being controlled by a centralised set of rules, processes and workflows that ensure coherent, validated, and on brand electronic content.
• So - why not apply your WCM System to other channels too?
What would it look like ? - WCM for the web
WCM for email - benefits
• Workflow, folder structures, authorizations etc.• Re-use of existing assets, no need to duplicate• WYSIWYG editing inside templates
– No cumbersome HTML crafting & uploading
• Easy linking to landing pages• Consistent branding on web and email
– (e.g. email & landing page)
• One user interface, no need to logon to multiple systems• Provides direct insights into effectiveness when analytics
for email and landing pages are integrated
What would it look like ? – WCM for managing email content
WCM for social media assets (SMMS) - benefits
• Workflow, folder structures, authorizations etc.• Re-use of existing assets, no need to duplicate• Consistent branding and messaging on
web and social media• Ability to schedule multiple messages as
part of a social media campaign• One user interface, no need to logon
to multiple systems• Provides direct insights into effectiveness when
response tracking is integrated
What would it look like ? – WCM for social media content
Social media content delivered to facebook through a WCM
Shared insights
• Relevant analysis tools for each channel to enable optimization each time
• Ability to create a combined “holistic” view of customer behavior, including – Email behavior (open rates, click-throughs to certain web pages, …)– Web behavior (click paths, conversions, …)– Mobile behavior (click paths, conversions, …)– Social media behavior (sentiment, geo location, interests, …)– CRM /ERP data (transactions, complaints, subscriptions, …)
• Analytics based on the individual, rather than aggregated data, in order to better engage with individuals
What would it look like ? – Analytics for all channels
Is your (W)CMS “Engagement” Ready?
• Don’t consider WCM as just a Web Page Publishing platform
• Consider it as the hub of Web Engagement, involved in– Managing online content– Governance– Deployment to various channels, reusing content
• And supporting– Collecting feedback data– Optimizing content in life cycles
• Delivering– Efficiency gains– Improved Brand Perception, Customer Acquisition,
Satisfaction and Retention – Engagement!
5 take-away questions to ask yourself…
• Which digital assets need to be managed, now and in the future? – Think in terms of web, mobile, email, social, print, TV, kiosks, games
• Does our current Content Management System lend itself to manage content for non-web page purposes?– Consider making this a criteria for a future (W)CMS selection process
• Do the systems we use across other channels (email, social media) allow content – needed to engage – to be managed centrally?– Try to avoid siloed systems and content duplication
• Can we combine analytical data from various sources to get insight?– Needed to build an engagement strategy towards the individual
• Are we prepared to take down internal walls in our organisation?– Restructure your teams to get rid of the (legacy) split between web,
email, social, campaign management and customer service / CRM
Thank You questions?
Arjen van den Akker
Product Marketing Director – WCM
TFM&A - 1 March 2011
Alterian – Stand Number E18
@arjenvdakker