WCM at the hub of Web, E-mail, and Social Media Insights & Engagements

WCM at the hub of Web, E-mail and Social Media insights & engagements
Arjen van den Akker
Product Marketing Director – WCM
TFM&A - 1 March 2011
Alterian – Stand Number E18

WCM System – A Definition
A Web Content Management System is a centrally managed tool that enables (de-centralised) non technical staff to
create, edit,
manage and finally
publish (in a number of formats)
digital assets to the web, whilst being controlled by a centralised set of rules, processes and workflows that ensure coherent, validated, and on brand electronic content.

WCM Trends
Alterian Annual Survey:
57% of respondents reported their plan to invest in engaging individuals on their website
second highest behind social media

Things have changed...
Let’s look closer at:
Social Things don’t just happen on your website any longer!Marketers will need to deal with a multitude of channels
Engagement It’s no longer just about one-way publishing, but about capturing responses and building a relevant dialogue

Challenges of the new Multichannel world
Issues with consistency of brand & tone of voice
Various people / departments & tools involved
Lack of approval/compliance/audit processes
Control over a large enterprise, many brands, products, divisions, countries
Content duplication (e.g. between web, social & email)
Manual tasks (uploading images / editing HTML)
Repetitive work (numerous logons, accounts & passwords)
Difficult to track results

But in spite of the challenges...
The same old truth still applies: Having great, relevant content is still key
It serves to inform your target audience, so that they can learn about your brand, products and services
It’s the thing that will convince them to engage with you
So
Discover where your audiences are now spending their (social) time…
Engage with them using relevant and consistent messaging, to build a relationship that brings visitors back to your site and drives conversions

1) Where do my audiences spend their time?
Social Media Monitoring
Example McDonald's McCafe introduction: The Domains Report shows the online locations of McCafe search results. In this case it is surprising to see a number of links related to weight loss. This is a great opportunity for McDonald's to market McCafe to a specific customer segment. They're already talking about the brand…

1) Where are they, what do they say?
Social Media Monitoring
Map overlay: how are discussions geographically spread, and what do they talk about?

Step 2) Now that we know where they are, we need to engage
Listen
In order to Engage with someone, you need
An understandingof who that person is and what he wants
Good content for each type of person that we deal with
A mechanism to match the right content with that specific person
An opportunity to deliverthat content
A way to measurethe success of your efforts and do it even better next time
Speak
ENGAGEMENTPERSONAS
Understand
Learn

Alterian Customer Engagement Framework

Alterian Customer Engagement Framework
Web Content Management or Content Management ?

Traditional marketing approach – various departments
Web Team
Channel: website, landing pages
Email / campaign management Team
Channel: traditional & email campaigns
New: Webcare / social media Team
Channel: Twitter, Facebook, Linkedin etc.
Helpdesk / customer serviceTeam
Channel: phone/mail
Silo’s

Desired approach
Web
Channel: website, landing pages
Email / campaign management
Channel: traditional & email campaigns
New: Webcare / social media
Channel: Twitter, Facebook, Linkedin etc.
Helpdesk / customer service
Channel: phone/mail
Listen
Speak
ENGAGEMENTPERSONAS
Understand
Learn

Shared content - requirements
Central repository for storage of all types of digital assets
Clear separation of content from design, formatting and structure
Way of tagging and structuring content systematically
Ability to deliver to relevant channels such as:
Web
Mobile
E-mail
Social media
SMS
Other channels (kiosks, games, …)
Knowledge of channel limitations (e.g. 140 characters)
Workflow, authorisations, processes, auditing

Sounds familiar !!
A Web Content Management System is a centrally managed tool that enables (de-centralised) non technical staff to
create, edit,
manage and finally
publish (in a number of formats)
digital assets to the web, whilst being controlled by a centralised set of rules, processes and workflows that ensure coherent, validated, and on brand electronic content.
So - why not apply your WCM System to other channels too?

What would it look like ? - WCM for the web

WCM for email - benefits
Workflow, folder structures, authorizations etc.
Re-use of existing assets, no need to duplicate
WYSIWYG editing inside templates
No cumbersome HTML crafting & uploading
Easy linking to landing pages
Consistent branding on web and email
(e.g. email & landing page)
One user interface, no need to logon to multiple systems
Provides direct insights into effectiveness when analytics for email and landing pages are integrated

What would it look like ? – WCM for managing email content

WCM for social media assets (SMMS) - benefits
Workflow, folder structures, authorizations etc.
Re-use of existing assets, no need to duplicate
Consistent branding and messaging on web and social media
Ability to schedule multiple messages aspart of a social media campaign
One user interface, no need to logon to multiple systems
Provides direct insights into effectiveness when response tracking is integrated

What would it look like ? – WCM for social media content

Social media content delivered to facebook through a WCM

Shared insights
Relevant analysis tools for each channel to enable optimization each time
Ability to create a combined “holistic” view of customer behavior, including
Email behavior (open rates, click-throughs to certain web pages, …)
Web behavior (click paths, conversions, …)
Mobile behavior (click paths, conversions, …)
Social media behavior (sentiment, geo location, interests, …)
CRM /ERP data (transactions, complaints, subscriptions, …)
Analytics based on the individual, rather than aggregated data, in order to better engage with individuals

What would it look like ? – Analytics for all channels

Is your (W)CMS “Engagement” Ready?
Don’t consider WCM as just a Web Page Publishing platform
Consider it as the hub of Web Engagement, involved in
Managing online content
Governance
Deployment to various channels, reusing content
And supporting
Collecting feedback data
Optimizing content in life cycles
Delivering
Efficiency gains
Improved Brand Perception, Customer Acquisition, Satisfaction and Retention
Engagement!

5 take-away questions to ask yourself…
Which digital assets need to be managed, now and in the future?
Think in terms of web, mobile, email, social, print, TV, kiosks, games
Does our current Content Management System lend itself to manage content for non-web page purposes?
Consider making this a criteria for a future (W)CMS selection process
Do the systems we use across other channels (email, social media) allow content – needed to engage – to be managed centrally?
Try to avoid siloed systems and content duplication
Can we combine analytical data from various sources to get insight?
Needed to build an engagement strategy towards the individual
Are we prepared to take down internal walls in our organisation?
Restructure your teams to get rid of the (legacy) split between web, email, social, campaign management and customer service / CRM

Thank You questions?
Arjen van den Akker
Product Marketing Director – WCM
TFM&A - 1 March 2011
Alterian – Stand Number E18
@arjenvdakker
arjen.van.den.akker@alterian.com

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WCM at the hub of Web, E-mail, and Social Media Insights & Engagements

by Alterian on Mar 04, 2011

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WCM at the hub of Web, E-mail, and Social Media Insights & Engagements — Presentation Transcript