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Engage Your Customers With A Dynamic Web Experience
Engage Your Customers With A Dynamic Web Experience
Engage Your Customers With A Dynamic Web Experience
Engage Your Customers With A Dynamic Web Experience
Engage Your Customers With A Dynamic Web Experience
Engage Your Customers With A Dynamic Web Experience
Engage Your Customers With A Dynamic Web Experience
Engage Your Customers With A Dynamic Web Experience
Engage Your Customers With A Dynamic Web Experience
Engage Your Customers With A Dynamic Web Experience
Engage Your Customers With A Dynamic Web Experience
Engage Your Customers With A Dynamic Web Experience
Engage Your Customers With A Dynamic Web Experience
Engage Your Customers With A Dynamic Web Experience
Engage Your Customers With A Dynamic Web Experience
Engage Your Customers With A Dynamic Web Experience
Engage Your Customers With A Dynamic Web Experience
Engage Your Customers With A Dynamic Web Experience
Engage Your Customers With A Dynamic Web Experience
Engage Your Customers With A Dynamic Web Experience
Engage Your Customers With A Dynamic Web Experience
Engage Your Customers With A Dynamic Web Experience
Engage Your Customers With A Dynamic Web Experience
Engage Your Customers With A Dynamic Web Experience
Engage Your Customers With A Dynamic Web Experience
Engage Your Customers With A Dynamic Web Experience
Engage Your Customers With A Dynamic Web Experience
Engage Your Customers With A Dynamic Web Experience
Engage Your Customers With A Dynamic Web Experience
Engage Your Customers With A Dynamic Web Experience
Engage Your Customers With A Dynamic Web Experience
Engage Your Customers With A Dynamic Web Experience
Engage Your Customers With A Dynamic Web Experience
Engage Your Customers With A Dynamic Web Experience
Engage Your Customers With A Dynamic Web Experience
Engage Your Customers With A Dynamic Web Experience
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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<br />Driving real business value through your corporate web presence<br />
  • 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. <br />You will also hear from industry experts as they explain how to:<br /><ul><li>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.</li></ul>To view this presentation as a <br />recorded webinar, please visit:<br />http://campaigns.opentext.com/forms/dynamicweb-ss<br />
  • 6.
  • 7. 7 steps to driving real business value through your corporate web presence <br />
  • 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. <br />The organization is distributed into 3 global business units and spread across multiple countries<br />
  • 9. 1. Define the role that your corporate web presence plays in your organization’s business value chain.<br />
  • 10. Defining business value<br />Establishing corporate context and strategic position<br />Building brand and offering awareness<br />Directing prospects, customers, partners to channels<br />Fulfilling tactical visitor needs<br />…<br />drives<br />Increased brand equity<br />Increased channel sales<br />Reduced personnel costs<br />Increased customer & partner engagement<br />
  • 11. Awareness<br />Awareness<br />Strategic<br />Mission<br />Topic<br />Corporation Looking Out<br />Consideration<br />Consideration<br />Visitor Looking In<br />Solution<br />Comparison<br />Configuration<br />Preference<br />Selection<br />Preference<br />Tactical<br />The role of a corporate web presence<br />
  • 12. In order to understand how to drive awareness, consideration & preference, you must first understand your users and their needs.<br />
  • 13. 2. Understand your user audience and their needs through the use of personas.<br />
  • 14. Who is your target audience?<br />Why define a target audience?<br />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.<br />Understand and prioritize the value transactions you want to convert in this channel<br />The target audience definition is a key input to determining the overall site design, particularly in these areas:<br />Site strategy, organization and flow<br />Key global features and functionality<br />Tone of voice<br />
  • 15. Prioritize audiences to narrow the focus<br />Example audience analysis from Smith & Nephew<br />
  • 16. Identify the breadth of your corporate audience<br />Example audience analysis from Smith & Nephew<br />
  • 17. Develop personas for your key audiences<br />What are personas?<br />Personas are user archetypes used to guide decisions about site features, navigation, interactions and design<br />They are synthesized from interviews and surveys with key audience members and represent their characteristics, life context, demographic and psychographic information, and business relationships<br />They can be used in a variety of ways<br />to evaluate solutions<br />to identify needed features and functionality<br />to define content organization<br />
  • 18. Develop personas for your key audiences<br />Personas are NOT:<br />Market segments<br />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<br />An exact match for an individual or a demographic group<br />They represent people with similar goals and behavior patterns, regardless of other background information<br />
  • 19. Develop personas for your key audiences<br />Example personas from Smith & Nephew<br />Other personas<br />Registrar<br />Wound care nurse<br />Sales rep<br />Elective patient<br />
  • 20. Identify user needs by developing use cases<br />Example use case from Smith & Nephew<br />
  • 21. 3. Prioritize content and functionality based on the measurable business value they drive.<br />
  • 22. Prioritizing based on business value<br />When embarking on a building or re-designing a new web presence, it is necessary must prioritize what do build and in what order<br />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:<br />Improved brand positioning<br />Increased channel sales<br />Reduced personnel costs<br />
  • 23. 4. Business value is derived from an experience centered on your user’s goals rather than your organization’s structure.<br />
  • 24. Too often organizations make the mistake of align a web presence around their goals<br />If a web presence does not directly fulfill a user’s goals, they will avoid adopting it’s use<br />Aligning around user goals drive adoption<br />Why does this matter?<br />If users don’t adopt, your organization doesn’t achieve its goals<br />Source: Forrester Research, Inc /Sapient<br />
  • 25. What’s the best way to find out who your user is?<br />ASK THEM!<br />
  • 26. Develop personas for your key audiences<br />Example from Smith & Nephew corporate web presence<br />Best practices<br />Allow users to self-select based on their intent<br />Store this preference for future visits, but allow users to change their preference<br />Pitfalls<br />Avoid trying to pigeon-hole a user based on analytics or prior behavior<br />While this can be helpful for recommendation engines, users often play different roles at different times<br />Example: a sales rep today may be a patient tomorrow<br />
  • 27. Align user experience with user goals<br />Example from Smith & Nephew corporate web presence<br />Global homepage<br />Establish brand identity through site design, content and imagery<br />Build offering awareness<br />Inform visitors of recent corporate news and events<br />Direct visitors to their destination based on their profile and goals<br />
  • 28. Align user experience with user goals<br />Example from Smith & Nephew corporate web presence<br />Destination pages<br />Position brand in context of specific persona through content, tone, imagery and layout tailored to that audience<br />
  • 29. 5. Apply social media technologies brand-appropriately to attract and engage customers and prospects<br />
  • 30. Driving business value with social media<br />We know what social media is…<br />But, how can it provide business value?<br />Engage in dialogue<br />Build community<br />Listen to your customers<br />Strengthen relationships<br />tagging<br />forums<br />social-networking<br />wikis<br />blogs<br />ratings & reviews<br />support & expert forums<br />customer stories<br />corporate voice<br />brand-affinity communities<br />professional marketplace<br />
  • 31. Find social media opportunities in user needs<br />Example from Smith & Nephew use case<br />Best practices<br />Identify opportunities from user needs surfaced through development of personas<br />Social media functionality should be fully integrated into and support a holistic content experience<br />Pitfalls<br />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.<br />Understand and design for the compliance, retention and liability implications of hosting social media, particularly in regulated industries<br />
  • 32. 6. Design site structure and editorial processes to optimally support multiple categories, regions and languages. <br />
  • 33. Supporting multiple regions and/or categories<br />Example from Smith & Nephew corporate web presence<br />Users should be intuitively directed through the design of the site to relevant and role/language appropriate content<br />
  • 34. Fit editorial process to your organization<br />Example from Smith & Nephew corporate web presence<br />Global Marketing<br />“Default”Category Owner<br />“Default”Category Owner<br />“Default”Category Owner<br />…<br />Regional <br />Variations<br />Regional <br />Variations<br />Best practices<br />Design site and editorial process in the context of your marketing organization<br />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<br />Pitfalls<br />Tools must support the concept of site variations and related workflow management<br />Simple translation is not sufficient. Anticipate variations in message, imagery and tone. <br />Anticipate implications of including external agency partners in workflow, such as digital asset management and rights & compliance<br />
  • 35. 7. Right-size tools and processes to fit your organization and budget<br />
  • 36. Content object-based vs. Page-based CMS<br />Choosing the appropriate CMS paradigm for your organization<br />Content object-based CMS<br />Content is presented to the editor in the form of discrete objects which are later mapped to display templates<br />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<br />Page-based CMS<br />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.<br />Is often more intuitive for non-technical marketing professionals that structure editorial processes in terms of site sections and pages.<br />
  • 37. Right-sizing your technology choices<br />Considerations for choosing the right CMS for your organization<br />What CMS paradigm best fits your marketing organization?<br />What is the trade-off between:<br />Breadth of functionality of the CMS<br />Learning curve and usability for your marketing professionals<br />Effort and time-to-market for the CMS deployment<br />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?<br />Are you planning to leverage corporate or product information from existing back-office systems? If so, what are the integration options with these systems?<br />What compliance or regulatory requirements do you need to adhere to and how are those requirements supported?<br />
  • 38. To view this presentation as a <br />recorded webinar, please visit:<br />http://campaigns.opentext.com/forms/dynamicweb-ss<br />

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