Squiz Scotland Seminar March 2012

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On Wednesday the 28th of March, Squiz hosted a seminar focusing on current hot topics in web experience management; Mobile, Social Media, Cloud Computing, Content Targeting and Optimising Online Channels.

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Squiz Scotland Seminar March 2012

  1. 1. Hot Topics in Web Experience Management2012!Edinburgh, 28th March 2012 > 1
  2. 2. Today >  Introduction to Squiz! >  What is Web Experience Management?! >  2012 WEM Hot Topics! >  Live Demo – CMS & Analytics! >  Q & A! >  Lunch & Networking! Stuart Hurst – Regional Manager" Guy Outram – Consultant" Alister Cattell – Pre Sales Manager" > 2
  3. 3. Who are Squiz:>  Founded in 1998!>  Global presence – 9 offices, 240+ staff!>  Our Business: Web Experience Management!>  Gartner rated – 2011 WCMS Magic Quadrant! > 3
  4. 4. > 4
  5. 5. Web Experience Management? >  Web?! -  aka the internet! >  Experience?! -  An event or occurrence that leaves an impression on someone! >  Management?! -  The process of dealing with or controlling things or people! > 5
  6. 6. Web Experience Management! >  Engaging with people! >  online ! >  by providing the best possible experience.! >  Delivering your business objectives! >  through the online channel! >  WEM is about understanding your users and delivering the best online experience possible! > 6
  7. 7. The ‘Hot Topics’ for 2012 >  So, if youʼre looking to improve the experiences you provide online... You need to care about:! -  Mobile ! -  Context Aware Content Targeting! -  Social Media! -  Online Channel Optimisation! -  Cloud! > 7
  8. 8. #1 Mobile – Why it Matters >  Youʼre engaging with people on the web.! >  Theyʼre engaging with you on the web! >  On their phone. Or tablet.! >  And its probably an Android. Or an iPhone. Might be a Windows Phone. Or the next big thing.! >  Peopleʼs browsing habits ARE changing.! > 8
  9. 9. Mobile: Why it Matters > 9
  10. 10. The mobile challenge >  WEB101 - Donʼt make me think!!! ! >  Users need to be able to use your site! >  Less screen space, even more important – work through the actions you want them to do. Or that they want to do.! >  Maintain this user experience across a range of devices.! >  Without killing your content team.! > 10
  11. 11. The Mobile Web? >  There is no ʻmobile webʼ! >  There is the internet. And different sized windows! >  Single source of content for any experience! > 11
  12. 12. > 12
  13. 13. Mobile: Responsive Design > 13
  14. 14. #2 – Context Aware ContentTargeting >  Your web experience is not a brochure. ! >  It is not a ʻdumb terminalʼ! >  We can understand information about a visitor – their ʻcontextʼ when they are on your site! >  By understanding their context, we can provide more relevant content to them! >  Contextual content = relevant content! > 14
  15. 15. Context Aware Content Targeting >  Relevant content helps users, in a timely way, to help them complete their tasks! >  Context awareness can understand:! -  Language! -  Location! -  Device! -  New or returning visitor! -  Existing customer! -  Google keyword search! -  Referring site! -  Previous behaviour / purchases! -  Browsing path! > 15
  16. 16. Context Awareness reduces clutter >  Successful WEM isnʼt about pretty pictures – its about simplicity. ! >  If you search for something, you expect relevant results. ! >  Failure to account for the context of the user is a missed opportunity to help meet your goals ! > 16
  17. 17. #3 - Social Media >  Social networking has become the worldʼs most popular online activity! >  It accounts for 20% of Internet time and social networking sites now reach 82% of the worldʼs online population! >  There are now more Facebook users than Buddhists! > 17
  18. 18. Social Media - £££ & ROI? >  Social media is a key tool in your marketing mix, and more money from marketing budgets will be spent on Social Media in 2012.! >  There will be more money!! >  There will be consultants who can promise ROI. Metrics such as likes, retweets, followers, and more!! > 18
  19. 19. Social Media >  You need a strategy.! >  Strategy tied to your business goals:! -  Increase brand or product awareness to target markets.! -  Become known as an industry leader or expert in their field.! -  Drive traffic to the company website.! -  Listen and learn what their customers are saying about them and their competitors.! -  Recruitment of staff via channels such as Linkedin.! -  To provide a customer service channel! -  To sell more product and increase sales enquiries.! >  So that when you look at metrics – they have meaning! > 19
  20. 20. Social - Single sourcePublishing model >  Provide a mechanism to allow your staff to engage through social media! >  Publish directly from the web publishing tool! >  Levels of governance you have on your site – you must have on your social engagement! >  Use Social as a channel to drive traffic back to your site.! > 20
  21. 21. Social – Aggregation andCuration >  Engage with people in their neighbourhood but bring that back into your own domain! >  Match social interactions with your site, your back end systems! >  People donʼt just ʻLikeʼ any more. The ʻReadʼ; they recommend...! > 21
  22. 22. Social Media >  Social Media is powerful.! >  BUT. You need the web presence to drive traffic to from your social activity. ! -  What will people do when they click through?! -  Can you deliver the promise?! -  Is you site mobile ready (many social networks have over 50% of traffic from mobile users)! >  As an organisation social media is just one channel in your quest to meet your goals. ! > 22
  23. 23. #4 - Online Channel Optimisation More   Be9er   Educated  Data   Analysis   Effec0ve   Business   Ac0on   Website   Outcomes   > 23
  24. 24. #4 – Online ChannelOptimisation > Optimisation is the loop of constant improvement.! > It is the understanding of site behaviour and using this to increase your success.! > Without this, you are only doing half the job! ! > Everyone has analytics. But not enough people use analytics 
 > 24
  25. 25. Reporting to key stakeholders isimportant
  26. 26. Squiz Tests
  27. 27. > 27
  28. 28. #5 – Cloud Computing >  WEM is about – innovation, adapting and improving. ! >  When thinking about this you need the ability to build and launch quickly, and scale to meet your requirements as you grow. ! >  The Cloud is the next generation of deploying your WEM platform.! >  Removes the barriers to entry! > 28
  29. 29. Cloud delivery > 29
  30. 30. Squiz Private Cloud > 30
  31. 31. The Hot Topics for 2012 >  When planning your online strategy…! -  You must plan for Mobile ! -  Understand the contexts your users will be interacting with you from! -  Have Social Media in the mix, but ensure your website is fit for purpose! -  Optimise, Optimise, Optimise! -  Understand how deploying on the Cloud removes yesterdays technology concerns! > 31
  32. 32. Demo! > 32

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