Engage Your Customers With A Dynamic Web Experience

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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 …

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.

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  • 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.
    • 3. Create increased value for existing content and rich media by integrating your Web site with existing legacy systems and content, media, or data repositories.
    • 4. Deliver dynamic and contextual editorial and user-generated content through personas of your Web visitors.
    • 5. 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
  • 6.
  • 7. 7 steps to driving real business value through your corporate web presence
  • 8. 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
  • 9. 1. Define the role that your corporate web presence plays in your organization’s business value chain.
  • 10. 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
  • 11. 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
  • 12. In order to understand how to drive awareness, consideration & preference, you must first understand your users and their needs.
  • 13. 2. Understand your user audience and their needs through the use of personas.
  • 14. 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
  • 15. Prioritize audiences to narrow the focus
    Example audience analysis from Smith & Nephew
  • 16. Identify the breadth of your corporate audience
    Example audience analysis from Smith & Nephew
  • 17. 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
  • 18. 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
  • 19. Develop personas for your key audiences
    Example personas from Smith & Nephew
    Other personas
    Registrar
    Wound care nurse
    Sales rep
    Elective patient
  • 20. Identify user needs by developing use cases
    Example use case from Smith & Nephew
  • 21. 3. Prioritize content and functionality based on the measurable business value they drive.
  • 22. 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
  • 23. 4. Business value is derived from an experience centered on your user’s goals rather than your organization’s structure.
  • 24. 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
  • 25. What’s the best way to find out who your user is?
    ASK THEM!
  • 26. 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
  • 27. 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
  • 28. 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
  • 29. 5. Apply social media technologies brand-appropriately to attract and engage customers and prospects
  • 30. 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
  • 31. 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
  • 32. 6. Design site structure and editorial processes to optimally support multiple categories, regions and languages.
  • 33. 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
  • 34. 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
  • 35. 7. Right-size tools and processes to fit your organization and budget
  • 36. 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.
  • 37. 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?
  • 38. To view this presentation as a
    recorded webinar, please visit:
    http://campaigns.opentext.com/forms/dynamicweb-ss