Sitecore Customer Engagement  by Cuneyt Uysal - SES Singapore 2011
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Sitecore Customer Engagement by Cuneyt Uysal - SES Singapore 2011

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Cuneyt Uysal from Sitecore Singapore showcases how to reward, engage and share stories that drive customer engagement

Cuneyt Uysal from Sitecore Singapore showcases how to reward, engage and share stories that drive customer engagement

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  • Intor your selfDifitla 1996, used to run my own agency in NY and have worked across Asia Pacific in AustralaiJpaan and now singaporeHave seen bwe industry eveolve over the past two decades
  • Don’t want to bore you with corporate facts, but sitecore is a growing company especially in APAC
  • Our clients include the .coms but also local companies like Cerebos, Proton Motors
  • I have often been asked throughougt the show while at the booht, the bigget question is
  • So, id like to startyb first talking about what SC is not…
  • Althought we have biult in SEO tools
  • Although many SEO agencies recommend us like iprospect
  • Some like gartner like to thing so.. We just won best cms vision ww last week
  • Who has to work across multiple prpoducts or brands, show of hands?This problem only gets worse across multiple brands
  • I want to take you on the customer journey as we see it at Sitexcore, from not just how we traffic consymers but how do we turn them from unkown quantities into advocates for your brand. How do you bulid this proicess into a repeatable automated funnel and track it from every step of the way with certainty
  • Around the coffee bar today, weve heard many discussions most of them centeringarounfd “we need to …. “This is often the first disciussion when we look at imprivingviusitorsAnd we know the usual culprits of these media channeslBut I thin the weakness here is that we look purely at raw numbers and traffic. We want to show you that its more than just a numbers game,
  • But we should know as consumers our selves that there are universal truthes, wether you are on a web site or walking down orchard rdSo I ask you…1234.. The value is in their actions. As a marketer, this is incredibly relevant data andPay special attention to the last items, sharing and poisitivereviuews as thius is crucuail
  • At the heart of this efforttobe come more customer centric is understanding this behaviour, what your users are doing on yoru web siteEncourage you to get this whitepaper. Ron has over a decade of exepreince in customer intelligence and he runs the sitecore analytics practice for our ssalesopersations, very swtich on guy a nd a good read
  • And so the argurement for customer experience is cetnered around actoinable data.Who care how many people you get to your shop , wehter its 100k or 10 people. Id rather have 100 visiutors who are all super interested and ready to buy … as opposed to thousands of junk users who see your landing page and click once, only to leave, these users in fact COST YOU money because they incur operational costs to run your web site, etc. you should be generting revenue right? Not giving out freebies to someone who will never buy your product.Im making a prediction. In 3 years Looking purely at inoubd traffic as a metric is going to be passe like looking at other outdated measures like, stickiness and dwell time or average page for visit… the smart money is not betting on these raw numbers, they want to measure outcomes and quality time.
  • At the core of sitecore is blending best of breed, enterprirse analytics to the underlying content and ecommerce shop.Having these two tools toegerhlaytes the foudnatoin for everything else we will talk about today.This solves a very hard to get quantity – value per visit, and even media / channel attribution. You can tell exactly how many of your visitors from a particulatcampaing came from email and atribute the purchases or engagmeent value to that specific media. Not easy fi you don’t have the tools ,sitecore has them all built in oout box
  • Asim sure you all know, we are spending a boatload of money on search, tons. Its compound growth rate is faster than any other media
  • But guess what. Its not working thkng about it. Would you consider any program a success if it had a generous 3 percent success rate? Would you invest your money in somehting if it gave you a 3% rate of return? Would you gamble on a 3% odds?
  • And, even worse than just focusing on search traffic is ignoring the current shift to social. I hope the organisers of the event don’t mind if I have this conrtrarian view point, but the market is moving to engaged consumers and we’ll show brands like Heineken are using the sitecore platform to truly egnages
  • The reason I focused on the clothing store example of sharing and raving about the store is because of the undeniable power of word of mouth. To illustrate this, all you have to look at is the great cahrt of google trends, it’s a great way to benchmark your brand or anything against another in terms of raw popularity. Im a data geek so I love this stuff. Who has seen this tool? All you do is enter some terms, could you and your competitre, and you can see how you change over time in difference countries and lanuheses
  • And wit hthis meteoric trend of facebook has come the domination of facebook sharing that grew over 700% in the last YEAR aone
  • And even the experts didn’t get this right. It grew faste than exptected, eclipsing the all the traffice from ssearch and reaching a 50% growth rate in the last yeaar in social ad spedning
  • Why is that? Well, as you can guess, some of the conversaion rates on these ads are amazing . Take the classic ANA airlines. Id rather bet on 25% odds and 2 percetn
  • But its improtatntot keep in mind that sharing is much more thansocail sites. For email, social bookmarking and simply Good old copy and pasete from the browser into instant messenger are key.S[eaking of which, there is a cool tool tynt that everyime you copy and paste
  • So I hpoe by now Ive shown some good arguments why success just isnt about search, but it’s a holistic process on how we engage with users once we get them into the door. We as marketers are not just promoters to a rock concert, we need to make sure it’s a good show – and people tell their friends.
  • And we do that buy setting the right impressiont the first time when they visit a web site
  • If you canvas the web ,companies big and small … I wouldbnt be incorrext to say that their web sites are run by the thre “three monkeys” althought this istn that wise of an approach.Is this your brand today?
  • Don’t just focus on landing pages, this is the actual site. Providing a tailored experience right out the gate based on keywords from their joiurney before the bwe site.
  • Another example is being able to use retarggting information, if you have sources of data like Experian, hitwise, and offsite browsing informaiton, you can even pull in even more details from the past .. Other sites they were browsing or historically browse. The big eCommerce shops like amazon and ebay do this already, today. Its not science fiction.
  • Wellthasgreate, now that we have introduced the consumer to the brand in a efecetive fashion and they know the brand listens, but how we does yoru web site interact with the user? How does your clothing salesperson help you finf the right shirt or the pefect fitting jeans?
  • Email is big. You thin twitter is big, but We cant be in a web vacuum, must use all channels together in an orchestrated fashion
  • Before, thise weaving was maybe just a diagram on your wall.. A cool funnel that your CMO drew on the white board . Now it’s a literally process that can be repeated by your web site, like a script or a tailerddiscttions a million times over

Transcript

  • 1. Reward, Engage and SharePresented by:Cuneyt Uysal – Regional Manager ASEANcuu@sitecore.net www.sitecore.net
  • 2. Who we are Acknowlegments: • Microsoft Managed Partner • Microsoft CAB and TAP Member • CeBIT.AU Excellence in New Media Award 2010 • KMWorld 100 Companies that Matter • Gartner Magic Quadrant 2009, 2010, 2011 • Web Marketing Association WebAward 2009 • EContent 100 winner in 2007,2008,2009 • InfoWorld 100 Award • Red Herring 100 Europe Award 2011 Fact Sheet: • Founded in 1999 in Copenhagen, Denmark • 370+ employees in 16 countries (including Redmond, WA - Microsoft) • 50% dedicated to research and development • Average of 10 people joining Sitecore per month • More than 3.000 client installations, managing over 30.000 web sites • 750+ Sitecore Certified Partners and 5.000+ Certified Developers across 50+ countries • Privately owned (Original founders still driving the company) • Organic Growth (50+% year-on-year growth last 4 years) – Profitable every year since inceptionSitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 3. Enterprise ClientsSitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 4. What is Sitecore?Sitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 5. Sitecore is not...Sitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 6. Sitecore is not... A Search EngineSitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 7. Sitecore is not... An SEO AgencySitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 8. Sitecore CMS Is Sitecore a CMS?Sitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 9. Gartner Magic Quadrant 2011 – Sitecore is most visionary leader “The Sitecore difference is providing measurable online business results.” “You need to know what youre doing, why youre doing it, and where your money is going.”Sitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 10. Sitecore CMS Sitecore is not a CMS...Sitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 11. Sitecore CMS CEPSitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 12. Customer Experience Management as defined by ForresterSitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 13. One company’s website launch  Sitebrand website launch: CMS was merely 1 of 8 tools SEO AnalyticsPersonalization Analytics Content management Lead scoring andEmail marketing nurturing CRMSitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 14. Integration of Multiple Systems is Costly Ideal e-business solution $ $ $ Campaign Search WCM Personalization Community Analytics Optimization Lead Tracking CRM E-Commerce Management Analytics $$ $ $ $ $$ $Sitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 15. The Customer Engagement JourneySitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 16. Generating Traffic to your Website “We need to get people to our website… how do we do it?”  Banner ads  E-mail campaigns  Adword campaigns (Google etc.)  Social Media Question #1: “Is 100,000 visitors on your site better than 1,000 visitors?”Sitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 17. Generating Traffic to your Website Question #2: “If you had a clothing store in Singapore, and 100,000 people came into the store, would that be good business?” Depends on what they do!  Do they buy something?  Do they ask for assistance?  Do they return several times a week looking at a particular product?  Do they sign up to receive your company’s newsletter for offers?  Do they rave about your store and recommend a friend?* The value is in their actions…Sitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 18. Web Analytics Business Executives Must Know (by Ron Person) http://sitecore.net/resources/Sitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 19. Measure visitor valueSitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 20. Sitecore Executive Insight Dashboards – Holy GrailSitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 21. Online Ad Spending in 2011 $80 BN Source: eMarketer.com We tend to spend most of the Online Marketing budget on attracting visitors, with Paid Search being the highest.Sitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 22. Average “Persuasion” Rate 2.60% Source: Fireclick IndexSitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 23. Sitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 24. Sitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 25. Facebook Sharing Dominates http://www.addthis.com/blog/#.TsjisvIbKABSitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 26. Social Ad Spending Grows Nearly Twice as Fast as ExpectedSitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 27. Note: Your Mileage May Vary2.6 25% vs http://www.facebook.com/advertisingSitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 28. Sitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 29. The Customer Engagement JourneySitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 30. Brand Experience/Loyalty Sitecore is NOT a CMS!Sitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 31. Common web site pitfalls today 1. They don’t see what customer are doing. Which products are they looking at? 2. They don’t listen to what customers are saying… i.e. searching for. 3. They don’t speak to their specific needs. Communicate with customers…Sitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 32. BMW Case (Fictional!)Sitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 33. BMW Case (Fictional!) Wow… ”Wonder how many bounces?”Sitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 34. BMW Case (Fictional!)Sitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 35. The Customer Engagement JourneySitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 36. “The company that does not use the information it has about its customers... has no advantage over the company that does not have information about its customers” Martha Rogers, Ph.D.Sitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 37. “One Size Fits All” Website ExperienceSitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 38. Reality… Everyone’s Journey is Different Search Keywords Price Search B2B / B2C Location (GeoIP)Sitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 39. Case StudySitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 40. YouSee by Sitecore About YouSee • YouSee is Denmarks biggest distributor of TV and Internet solutions on the cable network. • For 30 years TDC Kabel TV had been a distributor of analogue cable TV in Denmark, but in 2007 TDC decided to change TDC Kabel TV to YouSee to indicate a new digital age and establish a new name for themselves with their new digital products. • Through the cable network YouSee provides the following digital products: TV, Internet and VoIP. Value Delivered • Triple play (VOIP, TV, Internet) • Market Leader – 5M population in Denmark – 47% market share • Deliver consistent, relevant messages across web, email and mobile campaigns • How? Real-time Sitecore Analytics • Personalisation of offers based on behaviour and rules • Cross/sell upsell based on order history and CRM integrationSitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 41. Sitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 42. Sitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 43. Sitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 44. Sitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 45. Sitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 46. The Customer Engagement JourneySitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 47. Sitecore Engagement AutomationSitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 48. The Customer Journey: Random Acts of MarketingSitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 49. The Customer Journey: Orchestrated MarketingSitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 50. Cross-Channel Engagement ManagementSitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 51. Sitecore Engagement AutomationSitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 52. The Customer Engagement JourneySitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 53. Heineken Star Player Blends multiple channels • HDTV, Web, Social, Mobile and Fan Pages Designed Around Sharing at its Core • Visually conspicuous in real life • Scores are shared globally • Friends are encouraged to competeSitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 54. DEMOSitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 55. Questions?Sitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 56. Web Analytics Business Executives Must Know (by Ron Person) http://sitecore.net/resources/Sitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences
  • 57. For further information and/or a demonstration, come see us at our booth Sitecore Customer Engagement Platform (CEP) : Intelligent Web Experiences