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Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
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Customer experience conference by Sitecore in Oslo, Norway

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My talk at the customer experience conference organized by Sitecore in Oslo, Norway. …

My talk at the customer experience conference organized by Sitecore in Oslo, Norway.

The conference was all about the online customer experience and this presentation aimed to set the stage for the 7 other expert marketing speakers presenting.

Published in: Business, Technology
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Transcript

  • 1. Want to know more?Here’s what to do• Sitecore’s resource section. Lots of great content therehttp://www.sitecore.net/Resources.aspx• Come say hi & join the fun over at my Facebook pagehttps://www.facebook.com/michaelleandernielsen• Stay tuned for more content on Twitterhttp://www.twitter.com/michaelleander• Join our CMO Group on Linkedin herehttp://www.linkedin.com/groups/Chief-Marketing-Officers-Exclusive-2268050• If you missed the 7 points, send me an email toMichael@michaelleander.me
  • 2. What to think about next1. How do you outline the buying process of your audience? And howto align that with your selling processes? Customer journey, personas2. What are the main drivers for delivering a personal customerexperience online? (match customer expectations)3. How can you take the first step towards better targeting? Onlineonsite, in direct communication?4. What does contextual content mean for you and how can youembrace that concept?5. How can you ensure better control of what people share from yourweb presence – pictures, headlines, text?6. How can you establish one data repository containing profile data,behavioral data and transactional data?7. How can you establish an effective work flow for allowing you tocreate and test content pages, product pages, e-commerce pages onthe fly and with minimum effort?
  • 3. Which presentation?A – With funny videosB – Without funny videos
  • 4. Whatever you do, make sure thatyou create a [unique] feel good feeling
  • 5. A bit of inspiration and a few tips1. Why the customer experience matters2. Input to improve the online customerexperience & tips to convert better3. Crazy dancing on the tables
  • 6. Things that matters an awful lot, butmost of us aren’t doing or haven’t putto practice
  • 7. THE OTS CHALLENGEMessage ActionMessage Message Message Message Message ActionIncrease opportunity to see by 3, 5, 10
  • 8. Understand the customer buying processesand how your online presence plays a role
  • 9. Match content and offers to stages –use persona’s if relevant to your situationPrerequisites> Profile insights> Content to match> Good database &marketing executionsystem> A clear objectivedriven plan on whatyou want toaccomplish
  • 10. Which reads the mostwords per minute – the eye or the ear?2.500 words per minute 125 words per minute
  • 11. People talk aboutpictures, sharethem, LOL atthem
  • 12. Your market is both men and women. Youcan only use one picture. Which do you choose?Man also known as male Woman also known as female
  • 13. How do most people makebuying decisions?With logic With emotions
  • 14. Buyers don’t make logical,rational buying decisions.They make emotional decisionsand then justify those decisions byrationalizing themafter the fact.70/30
  • 15. The importance of E’s in theonline space• Expectation• Excellence• Exciting• Experience• Emotions(leading toaction)• Enablement
  • 16. The Multi-Channel aspectand avoiding the disconnect
  • 17. The experiencestarts and endswith marketing
  • 18. Subject: Things you want to know about your stay with us
  • 19. BasicprofileExpanded profile+ Add behavioral+ Add transactional24Stimulateto getmore infoWhat are thecontents of yourbasic profile?Your idealprofileUseprogressiveprofilingUse leadscoring
  • 20. FURDIC - > The feel good feeling related toyour online presence• Can your visitors FURDIC ?– Find– Understand– Relate– Do– Interact– Complete (transaction)
  • 21. F = Not easyU = Not easyR = Not at all, 1 size fits allD = Can do, but not easyI = Limited, customer care missingC = Can do, but not easyF = Easy & quickU = EasyR = Persona driven + membershipD = Can do, easyI = Yes, but could be betterC = Can do, easy & quick
  • 22. Now & Next Generation OnlinePresence centers around ….Customer journey /&persona drivenapproach•Align content tosolve customerneeds•Differentiate basedon prospect &customer status +win-backContent incontext•Match buying vs.selling cycles•Relate content tocampaignsCommunityengagement•Establish stickiness•Social engagement•Attract, sustain &grow membershipbased communityEngagement &campaignautomation•Personalized•Relevantconversations•One data repositoryPrerequisite = Strong backoffice
  • 23. FIND,Serve,Convert EntrypageCampaignGoogleSocial
  • 24. Am I in the rightplace ?Looks forsignalsFinds signalquicklyNo signalsfoundGood experience
  • 25. Use commonsense > increaseyour conversion ratesBanner advertisementLanding page
  • 26. With traffic coming in frommany sources, how do weoptimize the experience &our conversion to actionacross the board ? …
  • 27. More customized experiences• Solid &efficientstructure forcreating thoseexperiences• A/B Splittestingcapabilitieson the fly
  • 28. Landing page #1 Landing page #2Which landing page generated mostconversions?275 conversions 110 conversions
  • 29. The Power OfA Name
  • 30. Cola in Ghana - What is the problem?
  • 31. What is the problem?Lumia in Spanish? Peugeot in South ChinaBiao zhi
  • 32. Extra large bags in Finland Snow in Iran
  • 33. YournameONLINEReputationAccessibleOwn it !SEOtechnicalYour namein contextGlobally /Locally
  • 34. www.namechk.com
  • 35. The Danger of BandWagon & TheUrgency ofMobility
  • 36. New opportunities to interactand get a response from youraudience using QR codes (or not)
  • 37. Me too, me too, me too,me too, me too, me too !
  • 38. Drink and scan –if you can !
  • 39. Scan anddownloada book
  • 40. The Urgency of Mobility &Opportunities in 2nd Screen
  • 41. New challenges,new opportunitiesTouch
  • 42. Does she scroll?• Average pixel length ofa vertical scroll?
  • 43. Responsive web design – make sure you deliver agood to great experience across all devices
  • 44. 2nd screen opportunities
  • 45. How doesmobile & relevant”time and placeoffers” tie in withthe overallcustomerexperience andyourwebpresence
  • 46. The power ofsocial is in theshare
  • 47. AID+LIRAAttention > Interest > Desire + Like – Interaction – Recommendation - ActionEngagementShare is goodAction is bestLike is NOT a currency, engagement is @michaelleander
  • 48. The power of social is in the sharePage likes 5.000Shared 222Reach 23.168Clicks ?Likes 74Call toaction
  • 49. The Power of Paper
  • 50. Make the onsite share easy - >and make it countThink about- Images- Shared text- How to makethe shareconvert
  • 51. Now & Next Generation OnlinePresence centers around ….Customer journey /&persona drivenapproach•Align content tosolve customerneeds•Differentiate basedon prospect &customer status +win-backContent incontext•Match buying vs.selling cycles•Relate content tocampaignsCommunityengagement•Establish stickiness•Social engagement•Attract, sustain &grow membershipbased communityEngagement &campaignautomation•Personalized•Relevantconversations•One data repositoryPrerequisite = Strong backoffice
  • 52. … butNothingbeats theFeel GoodFeeling
  • 53. @michaelleander#michaelleanderPictures here:facebook.com/michaelleandernielsenPinterest.com/michaelleanderEmail address: michael@michaelleander.me

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