ektron synergy: content to context to engagement
Post on 09-May-2015
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From Content to Contextto Engagement
The Future of Web Content Management
Tom Wentworth| VP, Web Solutions@twentworth12
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Tag
#EktronSynergy
#futureofwcm
• The Past, Present, and Future of Web Content Management
• Four Types of Context Your Site Must Recognize
• How Ektron Connects Content and Context to power YOUR Web Experiences
In this session, you will learn
‘95 – ‘99
2000
2007
2011+
Informational• Brochure-ware Sites• Webmaster
bottleneck
Transactional• IT-driven• Web Applications• Failed 1:1
personalization
Persuasive• Marketing-driven• Focus on business
outcomes
Contextual• Social• Personal• Mobile• Interactive
Evolution of Web Content Management
• Content is King
Content is King. Context is Queen.Together, they rule the fiefdom of
Web Experience
Context in the Real World
Context, Ignored.
Source: Occams Razor by Avinash Kaushik
Context comes from
• Explicit preferences• Behavior• Location• Social networks
1. Preferences2. Behavior3. Mobile4. Social
networks
Context comes from
http://www.flickr.com/photos/camil_t/4593037742/
Preferences
• Surveys / Forms• Self Segmentation
Member registration
SurveyForms
Preferences
http://www.flickr.com/photos/emmanuelecontini/2604259553/
Behavior
Traffic sourceSearch
Navigation pathsDownloads
Behavior
http://www.flickr.com/photos/thomashawk/290555514/
• Location: New York City• Company: XYZ• Search Keywords:
“Professional Lens”
Time of Day: Night
OS: Mac, Browser: Chrome
Behavior
• Visited “Lenses” Page• Selected “View by Price”
Behavior
• Visited Product Page• Stayed on page for 5
minutes• Left without adding to cart
Behavior
• Completed Form• First Name, Last Name• Phone Number• Question
Behavior
• He’s a Professional Photographer
• He shops on features, not price
• Has not purchased
Segment:“Professional Prospect”Most Likely Product:“Nikon Nikkor lens”
Context
DevicesGeoIP
Social location
Mobile
http://www.flickr.com/photos/mr_t_in_dc/4376801881/
Location
Device Context
Social graphSocial behavior
Social Networks
People trust people they know
…Then Brands
… Then Independents
Use Facebook Profile to deliver a personalized shopping experience
Social Context
• Provide gift suggestions by matching likes to Facebook friends unique interests
Display most popular products across the social graph
Personalize products based on the unique interests of each site visitor
DemoSocial Context
• Connecting content with context is key to delivering web experiences that meet visitor expectations and deliver business value
Summary
• Ektron Whitepaper – The Future of Web Content Management– http://ektron.com
/Resources/Whitepapers/The-Future-of-Web-Content-Management/
• The Era of Social Content Presentation– http://www.slideshare.net/twentworth12/insight
/analytics/byslideshow/the-era-of-social-context
Additional Resources
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