5 steps for enhancing your online engagement in...

5 STEPS FOR ENHANCING ONLINE ENGAGEMENT IN 2012

5 STEPS FOR ENHANCING YOUR

ONLINE ENGAGEMENT IN 2012

Scott Liewehr, Lead Analyst, Outsell’s Gilbane Services

Darren Guarnaccia, Sr. VP Product Marketing, Sitecore

Webinar hashtag: #engagement2012


Reminders for

Today’s Webinar

Webinar recording & slides:

will be emailed to you within 48

hours after the event

Discussion: visit the twitter

hashtag: #engagement2012

Questions: type your questions

in the chat window to be

answered during the Q&A or

after the event


Today’s Presenters

Scott Liewehr, Lead Analyst, WCM Practice

[email protected]

twitter: @sliewehr

Darren Guarnaccia, Sr. VP Product Marketing

[email protected]

twitter: @dguarnaccia


About Sitecore

• Leader in enterprise-class web content management

software (CMS) and marketing platform

• Presence

Offices in 10 countries worldwide, with Partners serving over 50 countries

• Customers

Over 2,500 customers managing over 30,000 web sites worldwide

• Recognized

Gartner 2011 WCM Magic Quadrant “Leader”

Forrester Wave “Strong Performer”

Gartner “Cool Vendor in WCM” 2008

Microsoft ISV Partner of the Year 2003/2004, Microsoft Gold Partner

• Supported

Over 700 Sitecore Certified Partners worldwide


Some of Sitecore’s other customers

http://www.mccormick.com/

6

“Engagement occurs when a consumer interacts with a brand, and elects to invest in it physically, financially or emotionally.”

7

Engagement: the most valued currency of the web

8

In order to persuade, one must first be able to perceive

9

It’s like your favorite restaurant…

10

The Engagement Journey

11

Measuring the level of engagement

Understanding the audience and where they are on the journey is a business asset.

12

Customer Experience definition

“A customer’s holistic perception of a company and its offerings based on all of the customer’s interactions with the company…”

13

The CEM Maturity Model

Engaged Coordinated across capabilities

Connected Mature implementation of tools, people and processes

Aware Siloed understanding and planning

Tactical Channel and business unit-centric execution

14

Customer Experience Maturity Model

Content Management Social

Audience Insight

Message Execution

Customer Service

Organizational Readiness

Engaged Coordinated “Connected”-level maturity across each of the five capabilities, with insights from each driving

the behaviors of the others to coordinate personalized, audience-centric, cross-channel web engagement

Connected

Visitor-centric, business user-driven sites; enterprise

content services

Social media monitoring; bi-

directional engagement across digital

space

Advanced, dynamic

segmentation, central profile,

search-led optimization

Messaging driven from a single, mature

interface across channels

Universal customer

identifier / profile used across org

Single customer-

centric strategy across

organization

Aware CMS-enabled

sites(s) that are MarCom-driven

Coordinated outbound

messages; listen / respond to individuals

Audience segmentation

and A/B and/or MVT, advanced

analytics practices

Specialized tools in use, but

limited integration

Notion of a ‘customer portal’, or

ability to tie self-service

components

Business unit and market

channel alignment

Tactical

‘Brochureware’ static site, run

by internal/external specialists

PR agency / MarCom

pushing ad hoc messages

Counting popularity of

content through past clicks

In-market and ad-hoc,

managed by spread sheets &

third parties

Customer self-service

capabilities in pockets

Individual business units,

products, services,

channels or markets

Mat

uri

ty

Capabilities

15

5 Steps To Enhance Customer Engagement

16

1. Listen

17

2. Respond

18

3. Get Consistent – Connect the Channels

19

4. Make Interactions Cumulative

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5. Tie to Revenue


Goals & Engagement

Values

Engagement Analytics

Campaign Management

Rules Based Personalization

A/B split & MV testing

Personas & profiling

Predictive personalization

Engagement

Automation

E-mail campaigning

Sales enablement with CRM integration

Cross Channel presence

Sitecore Customer Engagement

Platform


Digital Maturity Model

1. Basic Objectives: Presence on web, with information about company and services KPI’s are traffic related

Focus areas: Basic website Search Newsletter

Web analytics

5. Engaging Objectives: Having a relevant 1-to-1 conversation with Customers, blending offline and online Behavior Building up Customer profile, with relevant data from online and offline KPI’s are tied with Engagement Analytics combined with Customer Databases, measuring wins, revenue & loss through integrated online / offline cross-channels

Focus areas: Bridging the online and offline worlds. One shared view of the Customer Integration to Customer Databases, CRMs Using Business Intelligence to bridge data from online and offline, to get better insights

Online and offline Automation

3. Optimizing Objectives: Optimize digital presence to get higher engagement Optimize Marketing Spend KPI’s are tied with Business Objectives and is measured monthly with monthly targets

Focus areas: Campaign Management Rules based Personalization Optimization

2. Tactical Objectives: Use web strategically to grow revenues KPI’s are tied with Business Objectives

Focus areas: Multichannel with Mobile presence Cross Channel Engagement Analytics Sales Enablement (B2B) Segmented E-mail Campaigns

4. Automation Objectives: Nurture prospects and Customers to increase revenue and lower time to close.

KPI’s are tied with revenue, time, leads generated and progress Focus areas: Personas & Profiling Predictive Personalization Cross digital channel Automation Trigger based E-mail dialogue


Calculating Digital Maturity

0%

20%

40%

60%

80%

100%Basic

Tactical

OptimizingAutomation

Engaging


Goals & Engagement

Values


Campaign Management





Engagement

Automation

E-mail campaigning



Step 1: Tactical

Step 2: Optimizing

Step 3: Automation

Integrated tools


From Optimizing to Automation



1. Basic Objectives: Presence on web, with information about company and services KPI’s are traffic related

Focus areas: Basic website Search Newsletter

Web analytics

5. Engaging Objectives: Having a relevant 1-to-1 conversation with Customers, blending offline and online Behavior Building up Customer profile, with relevant data from online and offline KPI’s are tied with Engagement Analytics combined with Customer Databases, measuring wins, revenue & loss through integrated online / offline cross-channels

Focus areas: Bridging the online and offline worlds. One shared view of the Customer Integration to Customer Databases, CRMs Using Business Intelligence to bridge data from online and offline, to get better insights

Online and offline Automation

3. Optimizing Objectives: Optimize digital presence to get higher engagement Optimize Marketing Spend KPI’s are tied with Business Objectives and is measured monthly with monthly targets

Focus areas: Campaign Management Rules based Personalization Optimization

2. Tactical Objectives: Use web strategically to grow revenues KPI’s are tied with Business Objectives

Focus areas: Multichannel with Mobile presence Cross Channel Engagement Analytics Sales Enablement (B2B) Segmented E-mail Campaigns

4. Automation Objectives: Nurture prospects and Customers to increase revenue and lower time to close.

KPI’s are tied with revenue, time, leads generated and progress Focus areas: Personas & Profiling Predictive Personalization Cross digital channel Automation Trigger based E-mail dialogue


Personas & Profiling


It’s all about Customer Intelligence

Track implicit visitor behavior and

respond real time!



Costs

Sitecore Personas & Profiling Separate Personas & profiling

Personas & Profiling workshop

Configure Personas & Profiles

Profile Content

Save profile to Customer DB

Track & Adjust

NO PROGRAMMING

Extend WCM with custom code/tool,

that enables you to profile content

Heavy customization needed to

profile all content

Extend analytics, so it’s integrated

CUSTOM PROGRAMMING

(Virtually impossible)

COST FOR PROFILING TOOL


Predictive

Personalization



Predict visitor behavior and Respond

real time with relevant personalized

content!



Costs

Sitecore Predictive Personalization Separate Predictive Personalization

Predictive Personalization workshop

Develop User Journeys

Configure patterns

Configure personalized content

Track & Adjust

NO PROGRAMMING

Extend WCM with custom code/tool, that

enables you to respond real time to implicit

visitor behavior

Heavy customization needed on every

page/piece of content to track implicit

behavior


CUSTOM PROGRAMMING

COST FOR PERSONALIZATION TOOL


Cross digital Channel

Automation



Respond cross channel to implicit

visitor behavior with relevant

Personalized content!



Costs

Sitecore Engagement Automation Separate Automation tool

Automation workshop

Develop content needed in

Engagement plans

Configure Engagement Plans

Run

NO PROGRAMMING

Extend WCM with automation tool,

Heavy customization needed to

integrate content from WCM to

automation tool and triggers from

automation tool on website


CUSTOM PROGRAMMING

COST FOR AUTOMATION TOOL


Goals & Engagement

Values


Campaign Management





Engagement

Automation

E-mail campaigning



Step 1: Tactical

Step 2: Optimizing

Step 3: Automation

Integrated tools


Questions & Answers

Questions: type your questions

in the chat window

Webinar recording & slides:

will be emailed to you within 48 hours after the event

More educational resources: visit www.sitecore.net/resources for

white papers, eBooks, videos and more.

http://www.sitecore.net/resources

http://www.sitecore.net/resources

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