Making Your Website Speak Louder Than Words<br />
About Perficient<br />Perficient is a leading information technology consulting firm serving clients throughout North Amer...
PRFT Profile<br /><ul><li>Founded in 1997
Public, NASDAQ: PRFT
2010 Revenue of $215million
18 major market locations throughout North America
Austin, Chicago, Cincinnati, Cleveland, Columbus, Dallas, Denver, Detroit, Fairfax, Houston, Indianapolis, Minneapolis, Ne...
1,400+ colleagues
Dedicated solution practices
~450 enterpriseclients (2009) and 85% repeat business rate
Alliance partnerships with major technology vendors
Multiple vendor/industry technology and growth awards</li></li></ul><li>Perficient brings deep solutions expertise and off...
IT Strategic Consulting
IT Architecture Planning
Business Process & Workflow Consulting
Usability and UI Consulting
Custom Application Development
Offshore Development
Package Selection, Implementation and Integration
Architecture & Application Migrations
Education</li></li></ul><li>Our Speaker<br />Aaron Sloman, <br />Microsoft National Business Unit, Interactive Agency Gene...
Agenda<br /><br /><ul><li>Marketing Shifts
Content Conundrum
Online Marketing Suite</li></li></ul><li>Marketing Shifts<br />
Two Worlds Are One<br />vs.<br />Online<br />Offline<br />
Seamless Interactions<br />Products<br />Email<br />Broadcast<br />SocialMedia<br />Internet<br />Mobile<br />Brands<br />...
Role Reversal<br />People as Brands<br />Brands as People?<br />
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Making Your Website Speak Louder Than Words

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Aaron Sloman, Microsoft National Business Unit, Interactive Agency General Manager, Perficient, Inc., talks about marketing shifts, content management, and online marketing. Companies must do more to engage consumers and commit more of their online "space" to user-generated content and social media that enables direct communication with consumers.

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  • I would agree with you that in social media marketing content is king, however i cant figure what made distribution the ace. What made you say that distribution is more important than content?
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Making Your Website Speak Louder Than Words

  1. 1. Making Your Website Speak Louder Than Words<br />
  2. 2. About Perficient<br />Perficient is a leading information technology consulting firm serving clients throughout North America. <br />We help clients implement business-driven technology solutions that integrate business processes, improve worker productivity, increase customer loyalty and create a more agile enterprise to better respond to new business opportunities. <br />
  3. 3. PRFT Profile<br /><ul><li>Founded in 1997
  4. 4. Public, NASDAQ: PRFT
  5. 5. 2010 Revenue of $215million
  6. 6. 18 major market locations throughout North America
  7. 7. Austin, Chicago, Cincinnati, Cleveland, Columbus, Dallas, Denver, Detroit, Fairfax, Houston, Indianapolis, Minneapolis, New Orleans, Philadelphia, San Francisco, San Jose, St. Louis and Toronto
  8. 8. 1,400+ colleagues
  9. 9. Dedicated solution practices
  10. 10. ~450 enterpriseclients (2009) and 85% repeat business rate
  11. 11. Alliance partnerships with major technology vendors
  12. 12. Multiple vendor/industry technology and growth awards</li></li></ul><li>Perficient brings deep solutions expertise and offers a complete set of flexible services to help clients implement business-driven IT solutions<br />Our Solutions Expertise & Services<br />Business-Driven Solutions<br />Enterprise Portals<br />SOA and Business Process Management<br />Business Intelligence<br />User-Centered Custom Applications<br />CRM Solutions<br />Enterprise Performance Management<br />Customer Self-Service<br />eCommerce & Product Information Management<br />Enterprise Content Management<br />Industry-Specific Solutions<br />Mobile Technology<br />Security Assessments<br />4<br />Perficient Services<br /><ul><li>End-to-End Solution Delivery
  13. 13. IT Strategic Consulting
  14. 14. IT Architecture Planning
  15. 15. Business Process & Workflow Consulting
  16. 16. Usability and UI Consulting
  17. 17. Custom Application Development
  18. 18. Offshore Development
  19. 19. Package Selection, Implementation and Integration
  20. 20. Architecture & Application Migrations
  21. 21. Education</li></li></ul><li>Our Speaker<br />Aaron Sloman, <br />Microsoft National Business Unit, Interactive Agency General Manager, Perficient, Inc.<br />5<br />
  22. 22. Agenda<br /><br /><ul><li>Marketing Shifts
  23. 23. Content Conundrum
  24. 24. Online Marketing Suite</li></li></ul><li>Marketing Shifts<br />
  25. 25. Two Worlds Are One<br />vs.<br />Online<br />Offline<br />
  26. 26. Seamless Interactions<br />Products<br />Email<br />Broadcast<br />SocialMedia<br />Internet<br />Mobile<br />Brands<br />Events<br />People<br />In-store<br />Gaming<br />Publications<br />Direct Mail<br />
  27. 27. Role Reversal<br />People as Brands<br />Brands as People?<br />
  28. 28. Todays Online Marketing Toolset<br />
  29. 29. Todays Online Marketing Toolset<br />Bid management<br />Execute and optimize pay-per-click search advertising<br />External applications<br />Connect to external systems such as CRM and eCommerce platforms<br />External applications<br />Collect and measure website activity<br />Integration Layer<br />Central Hub<br />Optimization, segmentation and business rules, collaboration, and data repository<br />Ad serving<br />Target and deliver ads to online publishers<br />Content management<br />Manage and deploy content across multiple channels<br />Social<br />Deploy and track messages, applications, and activity on social networks<br />Mobile<br />Deploy and track messages, content, and applications to mobile devices<br />Email<br />Design and deploy email marketing campaigns<br />Source: Forrester – Revisiting the online marketing suite<br />
  30. 30. People as Brands, Brands as People<br />The blend of corporate content & user generated content<br />User generated content becomes the new social CRM<br />Thinkdistribution – how do my users choose to access my brand ? - Empowerthe marketer to drive change<br />Search is now the newpersonalization tool<br />
  31. 31. User generated content is the new Social CRM<br />Companies must do more to engage consumers and commit more of their online "space" to user-generated content and social media that enables direct communication with consumers. If companies don't provide these spaces, they will find it harder to track and engage consumers because they will simply go off and create their own elsewhere.<br />Netpop research: Media Shifts to Social 2009<br />
  32. 32. The Evolution to Social CRM<br />SocialCRM Solution<br />Static<br />CRM Solution<br />Activities<br />Blog<br />Contact<br />Serve Dynamic Real-Time<br />Communities<br />Segmented List<br />Friends<br />Campaigns<br />Ratings<br />Sentiment<br />15<br />
  33. 33. Distribution<br />Content is King, but Distribution is Ace<br />Commercial organizations will be racing to allow their output to exist in many new formats. The aim will be not to drive people to a home page but to scatter diverse pieces of content in multiple contexts and thread them back to the brand.<br /> Predictions 2009 – Leo Burnett Group <br />16<br />
  34. 34. Content Conundrum<br />
  35. 35. Demo : Thread Marketing<br />18<br />18<br />
  36. 36. Empowering the marketer to drive change<br />Empowering with rich tools<br />Fully featured authoring experiences<br />Ability to target content to audiences<br />Usage of rich assets<br />Converting user generated content into company endorsed content<br />19<br />
  37. 37. Analyzing the Usage<br /><ul><li>Listen: What are yourcustomers talking about?
  38. 38. React: Create / sourcecontent customers need?
  39. 39. Respond: Notify customerof content updates?</li></ul>20<br />20<br />
  40. 40. Search is the new Personalization tool<br />Site search is a critical but unfulfilling part of Web site user experiences. As complex as search may seem, users only need two things for a positive site search experience: relevant results and a useful interface.<br />Forrester May 2010 – Site Search Best Practices<br />
  41. 41. Designing a user-centric site search experience<br /><ul><li>Blend the search and browsing experience
  42. 42. Make search work with user-centric language
  43. 43. Compensate to unintended user errors (autosuggest and auto complete)
  44. 44. Opportunities to include:
  45. 45. Cross selling content
  46. 46. Search refinement
  47. 47. Bringing results from family
  48. 48. Excite users with new ways to interact in the search stream</li></ul>22<br />
  49. 49. Demonstration<br />Search as a personalization tool<br />
  50. 50. Checklist<br /><ul><li>Content inventory list - the right mix of company vs. user generated.
  51. 51. Digital footprint – Where in the digital landscape are your users ?
  52. 52. Distribution strategy – How do we get the content out, fresh, maintained ?
  53. 53. Search Merchandising capability – is it user centric ?
  54. 54. Online pulse – Keep an eye on activity, loop back to Content Inventory if not seeing the results expected. </li></li></ul><li>Key portions of the Online Marketing Toolset<br />These key components provide organizations with a foundation for rich digital experiences that enables them to:<br />Enrich customer experiences and broaden your customer base <br />Effectively reach new customers and retain existing customers <br />Offer your services across multiple media channels <br />Generate higher revenues by monetizing digital assets<br />CustomerExperience<br />
  55. 55. Q & A<br />
  56. 56. Follow Perficient Online<br />Perficient.com/SocialMedia<br />Daily unique content about content management, user experience, portals and other enterprise information technology solutions across a variety of industries.<br />Twitter.com/Perficient<br />Facebook.com/Perficient<br />
  57. 57. Thank You!<br />

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