The document discusses hot topics in web experience management for 2012, including mobile, context aware content targeting, social media, online channel optimization, and cloud computing. It summarizes that to improve online experiences, organizations need to account for mobile use, understand user contexts, have a social media strategy tied to goals, constantly optimize their website, and leverage cloud delivery to scale quickly.

1. Hot Topics in Web Experience Management
2012!
London, 18th July 2012!
> 1!

2. Who are Squiz:
> Founded in 1998!
> Global presence – 9 offices, 240+ staff!
> Our Business: Web Experience
Management!
> Gartner rated – 2011 WCMS Magic
Quadrant!
> 3!

3. > 4!

4. 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!
> 4!

5. 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!
> 5!

6. 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!
> 6!

7. #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.!
> 7!

8. Mobile: Why it Matters
> 8!

9. 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.!
> 9!

10. The Mobile Web?
> There is no ʻmobile webʼ!
> There is the internet. And different
sized windows!
> Single source of content for any
experience!
> 10!

11. > 11!

12. Mobile: Responsive Design
> 12!

13. #2 – Context Aware Content
Targeting
> 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!
> 13!

14. 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!
> 14!

15. 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 !
> 15!

16. #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!
> 16!

17. 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!!
> 17!

18. 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!
> 18!

19. Social - Single source
Publishing model
> Provide a mechanism to allow
your staff to engage through
social media!
> Publish directly from your 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.!
> 19!

20. Social – Aggregation and
Curation
> Engage with people in their
neighbourhood but bring that
back into your own domain!
> Match social interacts with
your site, your back end
systems!
> People donʼt just ʻLikeʼ any
more. The ʻReadʼ; they
recommend...!
> 20!

21. 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. !
> 21!

22. #4 - Online Channel Optimisation
213/$ 8/9/3$
+,-."#/,$
!"#"$ %&"'()*)$ +4/.05/$ 8-)*&/))$
%.01&$
6/7)*#/$ :-#.1;/)$
> 22!

23. #4 – Online Channel
Optimisation
> 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
> 23!

24. Reporting to key stakeholders is
important

25. Squiz Tests

26. > 26!

27. #5 – Cloud Computing
> WEM is about innovating, 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!
> 27!

28. Cloud delivery
> 28!

29. Squiz Private Cloud
> 29!

30. 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!
> 30!

31. Questions…. & Coffee!
> 31!