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Adrian Lloyd – Partner & Channel Sales Director @ EktronTw : @AdiLloydTel : 07824 887907

Personalised Experiences for Membership Sites

DIGITAL EXPERIENCE LEADERSHIP

1998

2000

2002

2004

2006

2008

2010

2012

-

2,000

4,000

6,000

8,000

10,000

12,000

14,000

Sites Companies

Founded 1998 300 employeesNew England based (HQ) Ma idenhead, Berksh i re (EMEA HQ)60 par tners 3 ,700 Customers12,000+ Webs i tes Exec team f rom Microsoft

Forrester:

“Ektron has developed tight integrations for its WCM with other components of the CXM ecosystem, such as analytics and CRM.

Indeed, its ability to ingest analytics information from third-party products such as Omniture, Webtrends, and Google and display them via heat maps within the content management environment is a model for its peers to follow.

Ektron also displays a strong grasp of the importance of the social channel, through its delivery to third-party social networks and ability to ingest profile information from those sites and use it for content targeting.”

Gartner

Forrester:

Improved connections

Increased engagement

Enhanced acquisition

and retention

WE HELP OPTIMIZE YOUR DIGITAL STRATEGY

Ultimately to increase memberships & revenue!

5

Your visitors are bombarded by 100’s of digital messages

each day

More than 23% of marketers are investing in blogging and social media - Gartner stat

Every minute 571 websites are created

Google's ad revenue surpasses the entire US print industry

Nearly 90% of purchase decisions start with an online search

Over 500,000 apps have been developed in the past 3 years

77% of people use mobile phones for search

Ranking first on google garners over 40% of clicks

FB: nearly 75 million visits on mobile daily

$200 million tablets will be sold in 2013

14.3 trillion web pages currently

$272,000 spent online every second

55% of consumers share their purchases on a social site

A video on your homepage is 53% more likely to appear on page 1 of Google

56% of Americans have a social network profile

Only 14% trust advertisements

Mobile web receives 217 new users every minute

The only way to cut through the clutter

is TO CONNECT with visitors on a personal

level

SEO HAS CHANGED

SEO IS DEAD

Problem: Most Content Performs Poorly …

Typical Case: 20% of the content drives 80%+ of organic traffic

Content / Traffic Performance (6/12 – 5/13)

Website integration

Develop an influencer relations or ambassador program

Provide direct customer support through social channels

Listen/learn from customers

Develop ongoing dialog and engagement with customers

Content Marketing

0% 10%20%30%40%50%60%

25%

26%

33%

40%

50%

57%

IN 2013, WHAT IS YOUR TOP EXTERNAL SOCIAL STRATEGY OBJECTIVE?

Content Marketing is the top go to market priority in 2013

LONG LIVE SEO

INTEGRATION WITH MARKETING AUTOMATION

We don't use marketing automation

We sporadically use content for marketing automation campaigns

We use marketing automation to engage with customers

We actively create content to feed automated campaigns

We use marketing automation to nurture leads

We use marketing automation to generate leads

39.0%

15.1%

26.0%

28.2%

36.1%

36.7% • Adoption and use of Marketing Automation is on the rise

• < 20% of Ektron customers have marketing automation systems today

B2b Content Marketing Trends 2013

16

CONVERSION: WHAT YOU WANT TO HAPPEN

AwarenessConsideration

Conversion

Visitor Member

17

CONVERSION: WHAT REALLY HAPPENS

AwarenessConsideration

Close

Visitor

FOCUS ON THE MEMBER’S JOURNEY

Not your process

Content Marketing

Drives Engagement

Must Have Attributes• Is a customer (paying)• With a yearly subscription• In LondonNice to have• Responded to Premium

upgrade campaign

Must Have Attributes• Is a prospect

Member• In the Skilled Trade

industry

Target content“Great subscription content in the Member portal” webinar

Target content“Getting the most out of your Membership” Content

Personas in a Complex World

Increase relevancy and engagement for more leads with easy to use tools to create personas, target content and understand activity

CONTENT TARGETINGUnderstand customer behavior and content to deliver the right experience to the right user at the right time in the right channel

CREATE TARGETING RULES

TARGETED CONTENT WIDGET

TARGETING CONDITIONS

SOCIAL GRAPH

MULTIVARIATETESTINGMaximize site performance through automated conversion rate optimization

CREATE MULTIVARIATE EXPERIMENT PAGE

VERSIONS

PAGE ELEMENTS

BEST OF BREED DIGITAL EXPERIENCE MANAGEMENT

CONNECT YOUR WEBSITE TO OTHER SYSTEMS• Freedom and flexibility to use

the best tools for the job • Target content based on data

across systems• Prebuilt connectors to

analytics, marketing automation, CRM, Sharepoint and other systems

• Bidirectional data flow for unified customer view

DXH

ENTERPRISECOMMERCE

CHAT

QA

EMAILMARKETING

CRM

TRANSLATION SOCIAL MEDIAMONITORING

WEBANALYTICS

VIDEO

SEARCH

ERP

MARKETING AUTOMATION

BEST OF BREED INTEGRATION

CRM

MARKETING AUTOMATION

SOCIAL

CONTENT MANAGEMENT

MARKETING OPTIMIZATION

E D I T I N G A N D W O R K F LO W

E S Y N C C LO U D M A N AG E R M O B I L E

V I S U A L PA G E

L AYO U TS I T E C R E AT I O N

A N D M G M T S I T E S E A RC H

CO NT E NT TA RG E T I N G

SE O MV TE ST I N GECOMMERCE

B L O G S & C O M M U N I T I E S

S O C I A L P U B L I S H I N G

P E RSON A MG MT

WEB ANALYTICS

SHAREPOINT

VIDEO

DIGITAL EXPERIENCE MANAGEMENT PLATFORM

And Provide the Best Visitor Experience

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Adrian Lloyd – Partner & Channel Sales Director @ EktronTw : @AdiLloydTel : 07824 887907

Personalised Experiences for Membership Sites