Engage Your Customers With A Dynamic Web Experience

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    Engage Your Customers With A Dynamic Web Experience - Presentation Transcript

    1. Engage Your Customers with a Dynamic Web Experience
      Driving real business value through your corporate web presence
    2. Learn how Smith & Nephew, a leading medical device manufacturer, built a powerful Web presence for patients and health care professionals by consolidating multiple corporate sites on a single Web Content Management platform.
      You will also hear from industry experts as they explain how to:
      • Transform your Web presence into a valuable part of your business value chain and justify the ROI of your Web properties.
      • Create increased value for existing content and rich media by integrating your Web site with existing legacy systems and content, media, or data repositories.
      • Deliver dynamic and contextual editorial and user-generated content through personas of your Web visitors.
      • Manage multiple global sites with intuitive workflows that can allow centralized control while empowering local users to control content.
      To view this presentation as a
      recorded webinar, please visit:
      http://campaigns.opentext.com/forms/dynamicweb-ss
    3. 7 steps to driving real business value through your corporate web presence
    4. Smith & Nephew develops and markets advanced medical devices to their broad group of customers which include health care professionals (nurses, doctors, surgeons) and patients.
      The organization is distributed into 3 global business units and spread across multiple countries
    5. 1. Define the role that your corporate web presence plays in your organization’s business value chain.
    6. Defining business value
      Establishing corporate context and strategic position
      Building brand and offering awareness
      Directing prospects, customers, partners to channels
      Fulfilling tactical visitor needs

      drives
      Increased brand equity
      Increased channel sales
      Reduced personnel costs
      Increased customer & partner engagement
    7. Awareness
      Awareness
      Strategic
      Mission
      Topic
      Corporation Looking Out
      Consideration
      Consideration
      Visitor Looking In
      Solution
      Comparison
      Configuration
      Preference
      Selection
      Preference
      Tactical
      The role of a corporate web presence
    8. In order to understand how to drive awareness, consideration & preference, you must first understand your users and their needs.
    9. 2. Understand your user audience and their needs through the use of personas.
    10. Who is your target audience?
      Why define a target audience?
      The target audience definition provides focus for web channel communication. A web site can serve broad and even unexpected needs, but must focus on specific audiences and objectives to be effective.
      Understand and prioritize the value transactions you want to convert in this channel
      The target audience definition is a key input to determining the overall site design, particularly in these areas:
      Site strategy, organization and flow
      Key global features and functionality
      Tone of voice
    11. Prioritize audiences to narrow the focus
      Example audience analysis from Smith & Nephew
    12. Identify the breadth of your corporate audience
      Example audience analysis from Smith & Nephew
    13. Develop personas for your key audiences
      What are personas?
      Personas are user archetypes used to guide decisions about site features, navigation, interactions and design
      They are synthesized from interviews and surveys with key audience members and represent their characteristics, life context, demographic and psychographic information, and business relationships
      They can be used in a variety of ways
      to evaluate solutions
      to identify needed features and functionality
      to define content organization
    14. Develop personas for your key audiences
      Personas are NOT:
      Market segments
      The people who bring in the most revenue may not be the best design target. They may be too familiar to serve the needs of a wider audience
      An exact match for an individual or a demographic group
      They represent people with similar goals and behavior patterns, regardless of other background information
    15. Develop personas for your key audiences
      Example personas from Smith & Nephew
      Other personas
      Registrar
      Wound care nurse
      Sales rep
      Elective patient
    16. Identify user needs by developing use cases
      Example use case from Smith & Nephew
    17. 3. Prioritize content and functionality based on the measurable business value they drive.
    18. Prioritizing based on business value
      When embarking on a building or re-designing a new web presence, it is necessary must prioritize what do build and in what order
      Out of the use case analysis, prioritize functionality that fulfills user needs based on the effort/return trade-off for your organization, going back to your business goals:
      Improved brand positioning
      Increased channel sales
      Reduced personnel costs
    19. 4. Business value is derived from an experience centered on your user’s goals rather than your organization’s structure.
    20. Too often organizations make the mistake of align a web presence around their goals
      If a web presence does not directly fulfill a user’s goals, they will avoid adopting it’s use
      Aligning around user goals drive adoption
      Why does this matter?
      If users don’t adopt, your organization doesn’t achieve its goals
      Source: Forrester Research, Inc /Sapient
    21. What’s the best way to find out who your user is?
      ASK THEM!
    22. Develop personas for your key audiences
      Example from Smith & Nephew corporate web presence
      Best practices
      Allow users to self-select based on their intent
      Store this preference for future visits, but allow users to change their preference
      Pitfalls
      Avoid trying to pigeon-hole a user based on analytics or prior behavior
      While this can be helpful for recommendation engines, users often play different roles at different times
      Example: a sales rep today may be a patient tomorrow
    23. Align user experience with user goals
      Example from Smith & Nephew corporate web presence
      Global homepage
      Establish brand identity through site design, content and imagery
      Build offering awareness
      Inform visitors of recent corporate news and events
      Direct visitors to their destination based on their profile and goals
    24. Align user experience with user goals
      Example from Smith & Nephew corporate web presence
      Destination pages
      Position brand in context of specific persona through content, tone, imagery and layout tailored to that audience
    25. 5. Apply social media technologies brand-appropriately to attract and engage customers and prospects
    26. Driving business value with social media
      We know what social media is…
      But, how can it provide business value?
      Engage in dialogue
      Build community
      Listen to your customers
      Strengthen relationships
      tagging
      forums
      social-networking
      wikis
      blogs
      ratings & reviews
      support & expert forums
      customer stories
      corporate voice
      brand-affinity communities
      professional marketplace
    27. Find social media opportunities in user needs
      Example from Smith & Nephew use case
      Best practices
      Identify opportunities from user needs surfaced through development of personas
      Social media functionality should be fully integrated into and support a holistic content experience
      Pitfalls
      Avoid “force-fitting” social media into your offering without a clear value to your target audience, as this could damage your brand due to “empty restaurant” syndrome.
      Understand and design for the compliance, retention and liability implications of hosting social media, particularly in regulated industries
    28. 6. Design site structure and editorial processes to optimally support multiple categories, regions and languages.
    29. Supporting multiple regions and/or categories
      Example from Smith & Nephew corporate web presence
      Users should be intuitively directed through the design of the site to relevant and role/language appropriate content
    30. Fit editorial process to your organization
      Example from Smith & Nephew corporate web presence
      Global Marketing
      “Default”Category Owner
      “Default”Category Owner
      “Default”Category Owner

      Regional
      Variations
      Regional
      Variations
      Best practices
      Design site and editorial process in the context of your marketing organization
      Establish a “default” site owner where campaigns and copy are originated (may be a “first among equals”) and workflows to facilitate creation of regional variations
      Pitfalls
      Tools must support the concept of site variations and related workflow management
      Simple translation is not sufficient. Anticipate variations in message, imagery and tone.
      Anticipate implications of including external agency partners in workflow, such as digital asset management and rights & compliance
    31. 7. Right-size tools and processes to fit your organization and budget
    32. Content object-based vs. Page-based CMS
      Choosing the appropriate CMS paradigm for your organization
      Content object-based CMS
      Content is presented to the editor in the form of discrete objects which are later mapped to display templates
      Useful when content is integrated in a composite experience (i.e. commerce transaction) or discrete content components re-used in several disparate forms and contexts
      Page-based CMS
      Content is presented to the editor in context of the page(s) in which it appears within a site structure. Pages can have variations based on audience or region.
      Is often more intuitive for non-technical marketing professionals that structure editorial processes in terms of site sections and pages.
    33. Right-sizing your technology choices
      Considerations for choosing the right CMS for your organization
      What CMS paradigm best fits your marketing organization?
      What is the trade-off between:
      Breadth of functionality of the CMS
      Learning curve and usability for your marketing professionals
      Effort and time-to-market for the CMS deployment
      Are you sharing/co-developing marketing assets between departments and external agencies? If so, what are the integration options with your DAM, both technically and process-wise?
      Are you planning to leverage corporate or product information from existing back-office systems? If so, what are the integration options with these systems?
      What compliance or regulatory requirements do you need to adhere to and how are those requirements supported?
    34. To view this presentation as a
      recorded webinar, please visit:
      http://campaigns.opentext.com/forms/dynamicweb-ss

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