Customers Content Context and Success Gilbane Workshop
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These are the slides that we used for the workshop conducted at this year's Gilbane Conference.
![[object Object],[object Object],Robert Rose (@Robert_Rose) Scott Liewehr (@sliewehr) Chief Troublemaker, Big Blue Moose Lead Analyst, WCM, Outsell Gilbane](https://image.slidesharecdn.com/customerscontentcontextandsuccess-gilbaneworkshop-111209234039-phpapp01/85/Customers-Content-Context-and-Success-Gilbane-Workshop-1-320.jpg)
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Customers Content Context and Success Gilbane Workshop
- 3. What can you expect from today?
- 13. We ’re all publishers these days
- 14. Subscribers to our brand...
- 15. 90% Old News: It starts with a search… SEO = Answers. Not Engagement
- 16. News: Brand Subscriber = Business Value 23% 13% Premium Value Fully Engaged Discount Fully Disengaged **CE11 – Gallup Customer Engagement As Core Strategy
- 20. Content Marketing The art of understanding what your customers need/want to know and delivering it to them in a compelling way to create or change a behavior
- 23. Why it works Content, if good, will be accepted and spread by your customers. NO TECHNOLOGY BARRIERS. Reach/Circulation no longer an issue (where are your customers and prospects?). Transparency and immediate communication (most companies are not good at this). More effective measurement…
- 25. “ Content is as Important as Code ”. - Dharmesh Shah Size doesn’t matter
- 26. WEM - Starts And Ends With One Thing…. Content….
- 27. Have we ever been innovative?
- 28. The business case for innovation... Small Adaptive Experiments A skunk works? Directing a piece of budget outside the box New Types Of Internal Networking Groups “Open Innovation” – Henry Chesbrough. IT guys – might have good ideas. An Actual Innovation Business Plan? Challenge Outcomes Risk Who Actions Budget Deliverables and the big red “Oh Shit” button…
- 29. Engagement Funnel Brand Awareness Your blog, your thought leadership, webinars, Lead Conversion & Nurturing Resource center, your e-newsletter, your business case, your “ROI calculators” Customer Conversion Proof points, testimonials, case studies Customer Upsell The community, your login page, support content Passionate Subscribers Social media, your compelling, SHAREABLE story.
- 30. Deciding where... How big an opportunity is it…. Develop your TAM…. Yes again…. Understanding the target ’s needs first… Don’t look at what you’ve got to say and figure out how it will work… learn from Steve Jobs… Feel the pain…. CM will most likely be an enhancement to your existing strategy… Where are we already being successful…. What ’s the BIG idea… What happens if we actually DO create an idea bigger than ourselves…
- 31. How does CM affect…. Pay Per Click Advertising Changing your call to action can help decrease CPL Advertising content can drive better traffic Using the re-targeting network can drive higher CTR ’s Using Google re-targeting capabilities you can use content to drive lead nurturing with content But watch out for…. It ’s easy to get lulled into “more traffic” – make sure you’re measuring the quality of that traffic…
- 33. How does CM affect…. Public Relations Establishing as thought leader can drive interest from pubs By creating a thought leadership center of gravity, you will draw interest. Transforming content efforts into a “newsroom” “real-time” content marketing can drive exponential attention and engagement But watch out for…. It ’s easy to want to comment on “everything”… Having a strong editorial process is critical
- 35. How does CM affect…. Events Content isn ’t always content…. Creating experiences is ALSO content marketing – and can be effective. A combination of content, and experience is the magic Can you create a “human-driven” experience that delivers value? But watch out for…. Scaling…. These are usually high-touch and expensive… Use with deliberation..
- 37. How does CM affect…. Search Engine Optimization A high velocity of good, sharable content – just works Putting out content can help you “own” a search term Content that is shared – gets the Google love New Google updates (including Panda) take the social graph much more into account. Also, links from outside blogs, and other sites gives you “Google cred” But be careful…. Remember, it ’s easy to provide “data”… You need to tell stories!
- 40. How does CM affect…. Customer Retention - Upsell Keeping customers engaged AFTER the sale… Especially important if customers “subscribe” to your service You are creating a subscriber to the brand – NOT the service Content, in some ways, is just as important as the product… But watch out for…. Nothing…. This is extraordinarily important!
- 43. 1 One innovative idea for using CM to enhance an existing tactic 2 One idea of a NEW tactic for which you could use CM
- 55. Your turn.
- 56. Gender: Male Age: 50 ’ s Profession: College Professor
- 57. Clip
- 64. Your turn.
- 73. The context effect How we uniquely respond to a situation Inference & Context Decision & Context Contextual Conditioning
- 74. The Context Effect
- 77. Up Until 2008 1 Web Site Publishing Model Optimize and Manage slowly…
- 78. NOW
- 80. Channels – ESPECIALLY MOBILE Are Contextual Two Main Changes: Digital content is now a conversation – a two way street The number of interfaces we have to account for… The Bottom Line is: Mobile is a waste if you don ’t apply the right context to channels…
- 84. Putting it all together…
- 85. TIME PERMITING YOUR TURN
- 86. Case Study: Startup Software Co. – Targeting Enterprise Customers 5 Years old – so hardly “new”. In well established space. They think of themselves as disruptive. Personas CIO and CMO ’s at very large enterprises – very complex, global organizations. Challenge: They own an amazing url – basically industry.com and are considering launching a content marketing portal that could be the best-practices destination. They will have to hire an editor and build and manage the portal - $150,000 first year investment. Basically 25% of their total marketing spend.
- 94. Testing
- 99. Questions / Answers And Your Challenges….
Editor's Notes
- Welcome, thanks for coming, etc Excited about this. Been frustrated for a long time about this subject Helping people buy WCMS’s, hearing their requests for features yet seeing their lack of commitment to what’s going to happen on Day 2 post-launch Tech analyst who realizes that tech isn’t always the answer – usu not This picture is appropriate for two reasons: Speaks to the subject at hand – engaging with our audiences in the pursuit of __________ Defines this workshop…we have something we want to talk about and hopefully you have you want to hear about, are struggling with, etc This is a workshop, not a presentation.
- Expect to: Do some hands on Share your experiences Bring your expertise to the table Have some fun Role-play? Be able to act differently on Monday
- Some ground rules… Introductions? Not if >25
- We all know the challenges: As marketers, we made our bed and now we have to lie in it - bombarded consumers with emails, billboards, direct mail… - to the point that there was so much noise, no one could hear anything…we couldn’t even hear ourselves Drove consumers to create defense mechanisms - everything is viewed as spam by new email apps - Tivo’s and DVRs help to avoid commercials - We pay for satellite radio and avoid ads - Pop-up blockers eliminate ads, and those that are left on the page are rarely even seen (when was the last time you clicked on a banner ad…on purpose?) Consumers don’t trust companies anymore - why would they when there’s [possible] money involved and it’s in the seller’s interest to ‘fib’ Consumers trust complete strangers more than a household brand Winning brands have embraced the scary phenomenon of public commentary and shared experiences…viewed as an opportunity rather than a threat
- Let’s start by setting some context. I used to use this slide to explain the concept of a ‘super marketer’, the one who embraced the scary phenomenon of public commentary and shared experiences by consumers. The super marketers are the ones, I’d say, who view today’s “social web” environment as an opportunity, rather than a threat. But, in fact, I’ve realized that it’s not just about marketers. It’s about brands. As we’ll discuss when we talk about customer experience management, marketers are not always the tip of the branding spear anymore…Entire organizations must adhere to these new values in order to remain relevant. Open…to criticism (from consumers, competitors), to new ideas, etc Listener – it’s all about this – notion of perceptive content and finding ways to “hear” what your audience is telling you Prepared – hear something and ready to respond…quickly Knowledge – be able to add value which peer consumers cannot, know users/consumers and their needs, etc Consistent – know what you’ve told this customer, experience across channels must be same, etc The opportunities, and the technologies are there. This isn’t rocket science… It’s human nature, accentuated and supported by technology…
- From this definition we see that we ’ re discussing “ consumers ” and brands, but - note that consumer can be replaced with “ constituent ” in government, “ employee ” for intranets, “ vendors ” , “ partners ” or “ businesses ” in B2B, donors in non-profit, etc - the notion of engagement applies to all these contexts - We ’ ll continue to use the word consumer or customer throughout this presentation, but know that this applies to these other scenarios as well In this definition, we specifically note that it ’ s an *interaction* with a brand, not necessarily a purchase So yes, they can be financially invested, but they may also be emotionally invested in the brand, advocating for it, or physically invested contributing their effort on behalf, [campaign, non-profit, etc] In an age where the Web *is* now social and interactive by it ’ s very nature, engagement is the most valued currency Even when folks aren ’ t spending money, their advocacy becomes key Everyone has a bullhorn nowadays, so when folks were happy with a product or brand and they used to tell 3 people, now they tell 3 million. And by contrast, if they ’ re not happy, everyone will know that as well At Gilbane, we also have been focusing on the ability to listen as a core tenet of engagement. For a few years now, industry pundits have been describing the notion of ‘ Persuasive Content ” But in order to persuade, one must first be able to ‘ Perceive ’ – Effective conversations are two-way, and we have more abilities than ever to listen Finally, once that conversation is taking place and you have the consumer ’ s attention, there must be an element of trust Trust is established in numerous ways…sometimes they gain trust through recommendations of others, sometimes it ’ s based on multiple interactions, sometimes it ’ s a consistency across channels which tells the consumer you know who they are and understand what they ’ re looking for
- When we take a step back and look at it, it ’ s ALL about communication. Whether WEM or CEM / CXM, whatever, it ’ s about conversational interactions across digital channels The key to the engagement paradigms (whether web engagement, customer experience, etc) is that they are different because they put the customer at the center. Many of the tools and technologies focus on the content itself, the clicks, the analytics… But the heart of engagement is quite obviously the consumer, and all the other stuff is a means to an end It ’ s all about finding ways to provide actionable insights, and to be RELEVANT A key component of web engagement which makes it unique is that they have elected to come to YOU They have given you their full consent to communicate with them, to persuade them or to educate them So you MUST be relevant, or they ’ re gone as quickly as they came Your opportunity is fleeting. Our attention spans are short, and at any given moment your audience may elect to leave your site. A good friend of mine in the industry has actually title his blog “ hovering over the back button ” as a bit of fun, but also to drive this point home [maybe it ’ s a reminder to himself to write good posts] While tools are critical to gather the necessary insights about the customer and make inferences about their reasons for visiting… This is NOT about the tools, and therefore our marketing team (or whomever communicates with the audience) is in charge Finally, we also need to keep in mind that our audience often thirsts to hear from others about our products Not just marketing or sales speak Consumers today are getting used to being able to hear from other SMEs, either directly or indirectly Maybe via blogs by the product manager, by interactions with product developers or workers on support sites, by hotel managers via newsletters, etc It ’ s all about communication… These are not new concepts, but they ’ re more attainable now with WEM
- Series of interactions…
- Because, as one might expect, if engagement is the result of a series of cumulative interactions, then one of the biggest risks is the failure of one of those interactions. If the relationship is progressing, and moving along nicely, getting more and more intimate with each interaction, then a definite threat to that momentum would be if one of those interactions didn’t go so well. - if, for instance, a very tailored, honed set of experiences online becomes extremely generic when the particular consumer comes to the site on their phone, or they get an email which doesn’t recognize their relationship with the brand… - these sorts of experiences can set the relationship back Consumers expectations are raised, and letting them down can really do harm. What would otherwise be a nice experience becomes negative if the individual is used to more [Can tell restaurant analogy here if there seems to be time] – likely not
- So let’s take a closer look at some terms which some may perceive to be interchangeable. First off, the only one up here which is a single technology that can be implemented is the first one. Web content management systems are who you thought they were [for sports fans, that was a Dennis Green reference]. WCM systems are focused on the editorial and production aspects of web content, We talk about “WEB engagement management” don’t love term; web = digital (Audience Engagement Frameworks) Notion of Web Experience Mgt vs Web Engagement Mgmt vs Customer Experience Mgt… Lots of terms being used interchangably At Outsell’s Gilbane Group, we believe Web Experience is a part of web engagement, and that… Web exp vs overall digital engagement across all channels Web engagagement is in turn part of overall customer experience which is part of customer engagement [web one aspect, vs storefront, etc) Today, we’re going to focus on web engagement, but these are all facts of the way we engage with our audience Customer Experience = Interpersonal and Digital Russian
- Robert…
- Add back “we’re all publishers” and Funnel slides before this??
- GROUP EXERCISE
- To make use of personas and segments… We have to understand our audience and their needs – in order even to develop appropriate personas This was one of the faults of the early days of personalization We have to be able to hear our visitors to understand what they’re looking for…what they find relevant First step to personalization
- The first is profiling. Profiling is the practice of gathering information about your visitors such that you can gain insight to their interests and needs. We’ve made many gains in this area over the years, in terms of what we can gather about our visitors. Some of this information is explicit information shared with your brand by the visitors, and some of it is implicit inferences you gather based on their behavior on your site – the things they read, browsing patterns, internet searches used to get to your site, etc.
- In fact, Engagement IS complex, there’s no getting around it. How can it not be… we’re attempting to create and foster relationship between a brand and an entire population of individuals…all with different interests, needs, desire, etc Much like a Rubik’s cube, there are a number of variables which need to be addressed consciously. Today, we’ll talk about five of these variables, but in fact there are even more. And, to continue the Rubik’s cube analogy, if you’re only focused on addressing one or two of the variables (or colors) and don’t address the whole puzzle holistically, you’ll likely get very close to getting that particular variable (or color) correct, but when you take a look at the other sides, you’ll realize you’ve left them unaddressed, and likely made them worse. So, with five or more variables in play, there are an exponential number of combinations of the puzzle, or of the key to engagement with a particular individual. But, it’s not all bad news. I’m here to tell you that there’s a silver lining on this cloud. In fact, there’s more than one way to skin this cat…more than one answer. I’m told that no matter how messed up your rubik’s cube may be, that you’re never further than 24 moves from getting it back to a normal state. And in much the same way, there are recipe’s to solve the digital engagement puzzle. On top of that, the more we seek to engage, the better we get at it. This is part science, part skill, and both get better with practice. And the best news is that there are proven techniques…there are case studies to follow, brands and marketers who are doing this well, recipes for how to get this right. We’ll talk about some of the ingredients for these proven recipes over the course of the next 45 mins or so.
- Okay, so let’s talk about the variables… 5 variables which we feel are most critical and need to be consciously considered when pursuing digital engagement So Svante, I’ll talk through these and introduce each, and it would be great if you can jump in on each and give SDL’s perspective… maybe what you’re seeing or how your customers are addressing these complexities The first one I’d like to raise is Channelization Channelization is essentially a word we made up, but I think it’s probably self-explanatory: It has to do with the ubiquity of the web The fact that online brands are being accessed anytime, anywhere, from any device-type, etc Josh Bernoff coined the phrase ‘ splinternet ’ , and what he talks about there is the new paradigm of the internet… Gone are the days where the web browser on a PC is our only portal into the internet Nowadays, people are accessing the internet through their phones, their iPads, their TVs, game consoles, heck, even their refrigerators. And, more than likely, they’re using a combination of these, at different parts of the day…they’re on their phones during their train commutes in the morning, then via their PCs at work, then via their tablet when they’re at home on the couch, or via their TV… Even beyond “device” channels, there are the YouTubes and Facebooks of the world, iPhone applications, and various social media channels which need to be addressed But here’s the key point… The issue here is *consistency*…providing a consistent experience for the consumer regardless of channel We hear a lot about having a “multi-channel” strategy, but I think there’s a distinction between “multi-channel” and “cross-channel”, the latter dealing with the issue of synchronicity across all the channels. To us at Gilbane, the channel aspect is a key variable which must be addressed as a component of a digital engagement strategy
- Channelization is essentially a word we made up, but I think it’s probably self-explanatory: ubiquity of the web online brands are being accessed anytime, anywhere, from any device-type, etc Robert talked about the ‘ splinternet ’ : Gone are the days where the web browser on a PC is our only portal into the internet Nowadays, people are accessing the internet through their phones, their iPads, their TVs, game consoles, heck, even their refrigerators. And, more than likely, they’re using a combination of these, at different parts of the day…they’re on their phones during their train commutes in the morning, then via their PCs at work, then via their tablet when they’re at home on the couch, or via their TV… Even beyond “device” channels, there are the YouTubes and Facebooks of the world, iPhone applications, and various social media channels which need to be addressed Key = *consistency*…providing a consistent experience for the consumer regardless of channel Not “multi-channel”, cross-channel. the latter deals with the issue of synchronicity across all the channels. To us at Gilbane, the channel aspect is a key variable which must be addressed as a component of a digital engagement strategy A WCM is KEY here Social monitoring HTML5 and CSS are critical Channels are just a delivery mechanism…differentiator now, but commodity in a few yrs
- optimization is about honing and applying our learnings from past experiences to improve on them moving forward 2 types of optimization here: - optimization of our understanding of the audience itself - optimization of the content Optimization, as it relates to our understanding of the audience, is merely our ability to test our presumptions against actual data, and refine our personas based on this data. If we have presumed that xyz product will be compelling to a particular persona, yet the conversion data suggests otherwise, then we may need to refine one or the other. This sort of refinement is much easier nowadays with technology The second form of optimization is the optimization of the content In the multi-channel, tailored web world we live in, content needs to be able to be mixed and matched, and sometimes down to a smaller common denominator such that the contextual assumptions are removed. Content Strategy. the more consumers interact with our content, the more we learn about the content itself. We can learn who it resonates with, what info is being searched for (or may be hard to find), what isn’t resonating (or being read) at all, etc. Continuing to hone the content, by adding metadata or even rewriting it, etc will improve the experiences for future audiences, as well as improve conversion rates TESTING – A/B & MVT
- gain insight into visitor behavior and to increase conversion rate. testing is still not as common as such Internet marketing subjects as SEO, Web analytics and usability People just aren’t as aware of it. They don’t completely understand what it is or how it could benefit them or how they should use it. A/B testing is exactly what it sounds like: you have two versions of an element (A and B) and a metric that defines success. To determine which version is better, you subject both versions to experimentation simultaneously. In the end, you measure which version was more successful and select that version for real-world use. You have two designs of a website: A and B. Typically, A is the existing design (called the control), and B is the new design. You split your website traffic between these two versions and measure their performance using metrics that you care about ( conversion rate, sales, bounce rate , etc.). In the end, you select the version that performs best. Tools: Some WCM tools, Google Website Optimizer, Visual Website Optimizer, Optimizely, SumoOptimize, etc. ---or---- Omniture Test & Target, webtrends
- I distinguish personalization from individualization to make a point. - the point is that we shouldn’t feel that we, as marketers, have to have so much personal, intimate information about the consumers in order to tailor their experiences and make them as compelling as possible. - The key is that consumers give us enough information about their interests just based on their interaction with our content and their online behaviors It’s up to us to “hear” them through the use of perceptive content: analytics, search logs, content scoring, progressive profiling, etc and to use that information to associate them with a segment and to provide a tailored experience for them. Again, the key point here being relevance. Relevance is both personal and situational…it has to do with my personal interests as well as the context of my circumstances. Tools: Fredhopper, Baynote, CrownPeak’s Web Content Optimizer In order to move individuals along the engagement journey, progressing them towards advocacy, we have to continue to use the information they’ve given us either implicitly or explicitly in exchange for value, to further the relationship. This, call it personalization or my preferred term, Individualization, really is a lynchpin of digital engagement.
- The fourth dimension or variable is localization. In order to be relevant globally, you have to first be relevant locally. Localization is commonly mischaracterized as a synonym for translation, but, in fact, they’re different. I would say that translation is absolutely an aspect of being relevant in a particular locale, but it’s more of a subset than a synonym of localization. Again, if the whole point of digital engagement is to drive brand advocacy by being compelling, consistent and relevant, then localization is absolutely key to that definition. Obviously, from a translation perspective, if I don’t comprehend some content then it’s not relevant to me. So creating an efficient way to translate content, recognize the geolocation of a user and present or offer language alternatives is a huge aspect of engagement. But in much the same way, if the brand is not culturally sensitive – either through the appropriate use of color, maybe having photography which is more suitable to the ethnicity of the population, or maybe even taking into account weather…pushing bathing suits and summer clothes in July to folks in Argentina might not be the best idea since their seasons are reversed. Considerations of that nature would fall under the localization umbrella. Svante, SDL has a pretty hefty reputation in this area. You guys have forgotten more about localization and globalization than most have ever known. What are your thoughts here?
- A final variable is socialization. The web is social. Period. I think the term “social media” is actually not long for this age…it’s no longer a distinguishing characteristic since most of our interactions on the web have some sort of “social” interaction. I can even rate shows that I watch on my TV, which is a form of user-generated content. The key about socialization, or using the social nuances of the web as a particular element of our web engagement strategy, is that the buying process has changed as more and more buying happens via the web, directly or indirectly, and as the web itself has become more social. Consumers truly value the opinions and experiences of their peers more than the information provided by our brands. They have an expectation that they will be able to interact directly with your brand, that they can share information about your brand with others, as well as solicit information from others. They expect this…it has become a part of the experience. And if they don’t get this from your brand, or if there’s no information being shared about you, then there’s an inferred loss of credibility there…the “street cred” is absent and they’re less likely to be loyal if their peer group has not demonstrated any loyalty. They also like to read blogs authored by folks other than marketers within the organization…it increases the level of intimacy, and the brand takes on a more human element. So, Socialization is less about whether or not the brand has a Facebook page or a twitter account, although those are appropriate in certain circumstances, and more about its willingness to open itself up to truly engaging with its audience, as well as enabling the audience to engage with each other about the brand.