Engage Your Customers With A Dynamic Web Experience

Engage Your Customers with a Dynamic Web Experience
Driving real business value through your corporate web presence

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

7 steps to driving real business value through your corporate web presence

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

1. Define the role that your corporate web presence plays in your organization’s business value chain.

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

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

In order to understand how to drive awareness, consideration & preference, you must first understand your users and their needs.

2. Understand your user audience and their needs through the use of personas.

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

Prioritize audiences to narrow the focus
Example audience analysis from Smith & Nephew

Identify the breadth of your corporate audience
Example audience analysis from Smith & Nephew

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

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

Example personas from Smith & Nephew
Other personas
Registrar
Wound care nurse
Sales rep
Elective patient

Identify user needs by developing use cases
Example use case from Smith & Nephew

3. Prioritize content and functionality based on the measurable business value they drive.

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

4. Business value is derived from an experience centered on your user’s goals rather than your organization’s structure.

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

What’s the best way to find out who your user is?
ASK THEM!

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

Align user experience with user goals
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

Align user experience with user goals
Destination pages
Position brand in context of specific persona through content, tone, imagery and layout tailored to that audience

5. Apply social media technologies brand-appropriately to attract and engage customers and prospects

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

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

6. Design site structure and editorial processes to optimally support multiple categories, regions and languages.

Supporting multiple regions and/or categories
Users should be intuitively directed through the design of the site to relevant and role/language appropriate content

Fit editorial process to your organization
Global Marketing
“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

7. Right-size tools and processes to fit your organization and budget

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.

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?

To view this presentation as a
recorded webinar, please visit:
http://campaigns.opentext.com/forms/dynamicweb-ss