Web Engagement: From Capability to Cross-Channel Execution
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Web Engagement: From Capability to Cross-Channel Execution

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Consumers are grabbing control of online relationships – and they’re not letting go. Consumer empowerment is changing everything about digital marketing. The good news is that social media,......

Consumers are grabbing control of online relationships – and they’re not letting go. Consumer empowerment is changing everything about digital marketing. The good news is that social media, personalization, dynamic content delivery, social content management, and a host of other tools and practices are coming together in engagement hubs that give marketers what they need to deliver value in every customer interaction.

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  • 1. Content, Context, and Conversation: The Three Kings of Consumer Engagement An online discussion with Gilbane Group Scott Liewehr, Senior Consultant, and Mary Laplante, Senior Analyst July 22, 2010 Sponsored by
  • 2. It’s all about engagement “Rather than simply listening to customers, It’s all companies must and can truly engage them. about Customers become value creators themselves, me! through new forms of collaboration. Companies can use the Web to build rich experiences that endure. The brand, rather than being just an image, promise, or ‘word in the mind,’ as it’s called, can become, in part, an actual relationship between a company and its customers.” -- Don Tapscott 2 © 2010 Gilbane Group, a Division of Outsell, Inc.
  • 3. It’s all about engagement “Rather than simply listening to customers, companies must and can truly engage them. Content Customers become value creators themselves, through new forms of collaboration. Companies can use the Web to build rich experiences that endure. The brand, rather than being just an image, promise, or ‘word Context in the mind,’ as it’s called, can become, in part, an actual relationship between a company and its customers.” -- Don Tapscott Conversation 3 © 2010 Gilbane Group, a Division of Outsell, Inc.
  • 4. But if one is hard, three is, well, …. Content Context Conversation Engagement Revenue Customer satisfaction Customer loyalty Brand equity 4 © 2010 Gilbane Group, a Division of Outsell, Inc.
  • 5. Today’s discussion • Impact of consumer empowerment • Three C’s of engagement • CMS as the Engagement Hub • Guidance on getting started Pre-register for the white paper! http://alterian.com/gilbane3kings 5 © 2010 Gilbane Group, a Division of Outsell, Inc.
  • 6. Gilbane Group, A Division of Outsell, Inc. Analyst and consulting firm Practice areas focused on content technologies and their application to high- Web content management value business solutions Collaboration & social media Locations Content globalization US: Cambridge and Burlingame Enterprise search UK: London Digital publishing Gilbane Boston 2010 November 30 – December 2 XML content & technologies http://gilbaneboston.com 6 © 2010 Gilbane Group, a Division of Outsell, Inc.
  • 7. Gilbane’s WCM practice CMS tools, strategies, and best Services practices for web business and WCM strategy audience engagement Product advisory Market and buyer education Requirements & needs analysis Research Consulting Technology selection & acquisition Resources Executive education • Gilbane blog • White papers and Beacons Thought leadership • Analyst tweeters publication 7 © 2010 Gilbane Group, a Division of Outsell, Inc.
  • 8. Impact of consumer empowerment 8 © 2010 Gilbane Group, a Division of Outsell, Inc.
  • 9. The power has shifted • We made our bed • Consumer defenses are up • Trust of “the man” is down • Peers are always right…sometimes Brands that view this phenomenon as an opportunity and proactively manage it will win 9 © 2010 Gilbane Group, a Division of Outsell, Inc.
  • 10. A digital marketer must . . . • Be open • Be a good listener • Be prepared • Be knowledgeable • Be consistent • Deliver value Listen. Be relevant. Engage. 10 © 2010 Gilbane Group, a Division of Outsell, Inc.
  • 11. And it works! Top line • Increased sales 14% more customers willing to buy • Customer loyalty 16% more customers reluctant to switch 17% more likely to recommend • Brand awareness • Increased value of web channels as assets Bottom line • Streamlined processes • Improved web operations • Reduced operational costs -- “Customer Experience Boosts Revenue,” Bruce Temkin, Forrester Research, June 2009 11 © 2010 Gilbane Group, a Division of Outsell, Inc.
  • 12. Content, context and conversation: enabling engagement 12 © 2010 Gilbane Group, a Division of Outsell, Inc.
  • 13. What’s engagement? Content, provided in context, based on numerous conversations Content Context Conversations 13 © 2010 Gilbane Group, a Division of Outsell, Inc.
  • 14. Ahh, engagement… Engagement! Content 14 © 2010 Gilbane Group, a Division of Outsell, Inc.
  • 15. Managing convergence: engagement hubs 15 © 2010 Gilbane Group, a Division of Outsell, Inc.
  • 16. Traditional Role of a CMS • Technology and processes • Enable non-techies • Collect, manage, publish… Sound familiar? 16 © 2010 Gilbane Group, a Division of Outsell, Inc.
  • 17. CMS as the Engagement Hub Customer Intelligence CRM Marketing Data Destinations Content Sources Brand website Marketing Content Email campaign Product Information Direct mail Engagement User-Generated Call center Hub Content Facebook page Social Media Content iPhone application YouTube, Twitter 17 © 2010 Gilbane Group, a Division of Outsell, Inc.
  • 18. The path forward: getting started 18 © 2010 Gilbane Group, a Division of Outsell, Inc.
  • 19. Next steps • Start the conversation with the key stakeholders • Educate on scope: it’s mostly not about technology • Take inventory of current state • Identify a target audience that has impact on the business • Establish before and after metrics • Focus on small wins and learning: the impact adds up 19 © 2010 Gilbane Group, a Division of Outsell, Inc.
  • 20. Thanks and contact us Pre-register for the white paper http://alterian.com/gilbane3kings Mary Laplante Vice President and Senior Analyst mary@gilbane.com Twitter: @marylaplante Scott Liewehr Senior Consultant, Web Content Management scottl@gilbane.com Twitter: @sliewehr 20 © 2010 Gilbane Group, a Division of Outsell, Inc.