Adrian Lloyd - Presenting at Appius's Membership Organisations Digital Strategy Event

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Presentation by Adrian Lloyd from a recent Digital Strategy event, run for UX and Marketing Managers responsible for the web and mobile sites at Membership Organisations and Societies in the UK. See more here : http://www.appius.com/Membership_Marketing_Managers_Event/

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Adrian Lloyd - Presenting at Appius's Membership Organisations Digital Strategy Event

  1. 1. V1.01 Adrian Lloyd – Partner & Channel Sales Director @ Ektron Tw : @AdiLloyd Tel : 07824 887907 Personalised Experiences for Membership Sites
  2. 2. DIGITAL EXPERIENCE LEADERSHIP - 2,000 4,000 6,000 8,000 10,000 12,000 14,000 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Sites Companies Founded 1998 300 employees New England based (HQ) Maidenhead, Berkshire (EMEA HQ) 60 partners 3,700 Customers 12,000+ Websites Exec team from Microsoft
  3. 3. 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:
  4. 4. Improved connections Increased engagement Enhanced acquisition and retention WE HELP OPTIMIZE YOUR DIGITAL STRATEGY Ultimately to increase memberships & revenue!
  5. 5. 5 Your visitors are bombarded by 100’s of digital messages each day
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. The only way to cut through the clutter is TO CONNECT with visitors on a personal level
  10. 10. SEO HAS CHANGED
  11. 11. SEO IS DEAD
  12. 12. Problem: Most Content Performs Poorly … Typical Case: 20% of the content drives 80%+ of organic traffic Content / Traffic Performance (6/12 – 5/13)
  13. 13. 25% 26% 33% 40% 50% 57% 0% 20% 40% 60% 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 IN 2013, WHAT IS YOUR TOP EXTERNAL SOCIAL STRATEGY OBJECTIVE? Content Marketing is the top go to market priority in 2013
  14. 14. LONG LIVE SEO
  15. 15. INTEGRATION WITH MARKETING AUTOMATION 39% 15.1% 26% 28% 36.1% 36.7% 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 • 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. 16. 16 CONVERSION: WHAT YOU WANT TO HAPPEN Awareness Consideration Conversion Visitor Member
  17. 17. 17 CONVERSION: WHAT REALLY HAPPENS Awareness Consideration Close Visitor
  18. 18. FOCUS ON THE MEMBER’S JOURNEY Not your process Content Marketing Drives Engagement
  19. 19. Must Have Attributes • Is a customer (paying) • With a yearly subscription • In London Nice 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
  20. 20. Increase relevancy and engagement for more leads with easy to use tools to create personas, target content and understand activity
  21. 21. CONTENT TARGETING Understand 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
  22. 22. MULTIVARIATE TESTING Maximize site performance through automated conversion rate optimization CREATE MULTIVARIATE EXPERIMENT PAGE VERSIONS PAGE ELEMENTS
  23. 23. 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
  24. 24. DXH ENTERPRISE COMMERCE CHAT QA EMAIL MARKETING CRM TRANSLATION SOCIAL MEDIA MONITORING WEB ANALYTICS VIDEO SEARCH ERP MARKETING AUTOMATION BEST OF BREED INTEGRATION
  25. 25. CRM MARKETING AUTOMATION SOCIAL CONTENT MANAGEMENT MARKETING OPTIMIZATION E D I TI N G A N D WO R K F L O W E S Y N C C L O U D M A N A G E R M O B I L E V I S U A L P A G E L A Y O U T S I TE C R E A TI O N A N D M G M T S I TE S E A R C H C O N T E N T T A R G E T I N G S E O M V T E S T I N G E C O M M E R C E 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 R S O N A M G M T WEB ANALYTICS SHAREPOINT VIDEO DIGITAL EXPERIENCE MANAGEMENT PLATFORM
  26. 26. And Provide the Best Visitor Experience
  27. 27. V1.01 Adrian Lloyd – Partner & Channel Sales Director @ Ektron Tw : @AdiLloyd Tel : 07824 887907 Personalised Experiences for Membership Sites

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