5 steps for enhancing your online engagement in...
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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
5 STEPS FOR ENHANCING ONLINE ENGAGEMENT IN 2012
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
5 STEPS FOR ENHANCING ONLINE ENGAGEMENT IN 2012
Today’s Presenters
Scott Liewehr, Lead Analyst, WCM Practice
twitter: @sliewehr
Darren Guarnaccia, Sr. VP Product Marketing
twitter: @dguarnaccia
5 STEPS FOR ENHANCING ONLINE ENGAGEMENT IN 2012
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
5 STEPS FOR ENHANCING ONLINE ENGAGEMENT IN 2012
Some of Sitecore’s other customers
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
20
5. Tie to Revenue
5 STEPS FOR ENHANCING ONLINE ENGAGEMENT IN 2012
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
5 STEPS FOR ENHANCING ONLINE ENGAGEMENT IN 2012
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
5 STEPS FOR ENHANCING ONLINE ENGAGEMENT IN 2012
Calculating Digital Maturity
0%
20%
40%
60%
80%
100%Basic
Tactical
OptimizingAutomation
Engaging
5 STEPS FOR ENHANCING ONLINE ENGAGEMENT IN 2012
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
Step 1: Tactical
Step 2: Optimizing
Step 3: Automation
Integrated tools
5 STEPS FOR ENHANCING ONLINE ENGAGEMENT IN 2012
From Optimizing to Automation
5 STEPS FOR ENHANCING ONLINE ENGAGEMENT IN 2012
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
5 STEPS FOR ENHANCING ONLINE ENGAGEMENT IN 2012
Personas & Profiling
From Optimizing to Automation
It’s all about Customer Intelligence
Track implicit visitor behavior and
respond real time!
5 STEPS FOR ENHANCING ONLINE ENGAGEMENT IN 2012
From Optimizing to Automation
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
5 STEPS FOR ENHANCING ONLINE ENGAGEMENT IN 2012
Predictive
Personalization
From Optimizing to Automation
It’s all about Customer Intelligence
Predict visitor behavior and Respond
real time with relevant personalized
content!
5 STEPS FOR ENHANCING ONLINE ENGAGEMENT IN 2012
From Optimizing to Automation
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
Extend analytics, so it’s integrated
CUSTOM PROGRAMMING
COST FOR PERSONALIZATION TOOL
5 STEPS FOR ENHANCING ONLINE ENGAGEMENT IN 2012
Cross digital Channel
Automation
From Optimizing to Automation
It’s all about Customer Intelligence
Respond cross channel to implicit
visitor behavior with relevant
Personalized content!
5 STEPS FOR ENHANCING ONLINE ENGAGEMENT IN 2012
From Optimizing to Automation
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
Extend analytics, so it’s integrated
CUSTOM PROGRAMMING
COST FOR AUTOMATION TOOL
5 STEPS FOR ENHANCING ONLINE ENGAGEMENT IN 2012
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
Step 1: Tactical
Step 2: Optimizing
Step 3: Automation
Integrated tools
5 STEPS FOR ENHANCING ONLINE ENGAGEMENT IN 2012
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.