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Ektron Synergy: Content to context to engagement
Ektron Synergy: Content to context to engagement
Ektron Synergy: Content to context to engagement
Ektron Synergy: Content to context to engagement
Ektron Synergy: Content to context to engagement
Ektron Synergy: Content to context to engagement
Ektron Synergy: Content to context to engagement
Ektron Synergy: Content to context to engagement
Ektron Synergy: Content to context to engagement
Ektron Synergy: Content to context to engagement
Ektron Synergy: Content to context to engagement
Ektron Synergy: Content to context to engagement
Ektron Synergy: Content to context to engagement
Ektron Synergy: Content to context to engagement
Ektron Synergy: Content to context to engagement
Ektron Synergy: Content to context to engagement
Ektron Synergy: Content to context to engagement
Ektron Synergy: Content to context to engagement
Ektron Synergy: Content to context to engagement
Ektron Synergy: Content to context to engagement
Ektron Synergy: Content to context to engagement
Ektron Synergy: Content to context to engagement
Ektron Synergy: Content to context to engagement
Ektron Synergy: Content to context to engagement
Ektron Synergy: Content to context to engagement
Ektron Synergy: Content to context to engagement
Ektron Synergy: Content to context to engagement
Ektron Synergy: Content to context to engagement
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Ektron Synergy: Content to context to engagement

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Presentation from Ektron Synergy on the evolution from content to context.

Presentation from Ektron Synergy on the evolution from content to context.

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  • Gap: Giving blue jeans to the first 10,000 customers to claim their deal.Chipotle: Giving its Facebook guests two entrees for the price of one.McDonald's: Giving $1 per customer to the Ronald McDonald House Charities.
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    • 1. From Content to Contextto EngagementThe Future of Web Content Management<br />Tom Wentworth| VP, Web Solutions<br />@twentworth12<br />
    • 2. Tweet early, tweet often<br />Tag<br /> #EktronSynergy<br />#futureofwcm<br />WIN $50Amazon.com<br />Gift Card!<br />
    • 3. In this session, you will learn<br />The Past, Present, and Future of Web Content Management<br />Four Types of Context Your Site Must Recognize<br />How Ektron Connects Content and Context to power YOUR Web Experiences<br />
    • 4. Evolution of <br />Web Content Management<br />Contextual<br />Social<br />Personal<br />Mobile<br />Interactive<br />2011+<br />Persuasive<br />Marketing-driven<br />Focus on business outcomes<br />2007<br />Transactional<br />IT-driven<br />Web Applications<br />Failed 1:1 personalization<br />2000<br />Informational<br />Brochure-ware Sites<br />Webmaster bottleneck<br />‘95 – ‘99<br />
    • 5. Content is King<br />Content is King. Context is Queen.<br />Together, they rule the fiefdom of <br />Web Experience<br />
    • 6. Context in the Real World<br />
    • 7. Context, Ignored.<br />
    • 8. Source: Occams Razor by AvinashKaushik<br />
    • 9. Context comes from<br />Context comes from<br />Preferences<br />Behavior<br />Mobile<br />Social networks<br />Explicit preferences<br />Behavior<br />Location<br />Social networks<br />http://www.flickr.com/photos/camil_t/4593037742/<br />
    • 10. Preferences<br />Surveys / Forms<br />Self Segmentation<br />Preferences<br />Member registration<br />Survey<br />Forms<br />http://www.flickr.com/photos/emmanuelecontini/2604259553/<br />
    • 11. Behavior<br />Behavior<br />Traffic source<br />Search Navigation paths<br />Downloads<br />http://www.flickr.com/photos/thomashawk/290555514/<br />
    • 12. Behavior<br />Location: New York City<br />Company: XYZ<br />Search Keywords: “Professional Lens”<br />Time of Day: Night<br />OS: Mac, Browser: Chrome<br />
    • 13. Behavior<br />Visited “Lenses” Page<br />Selected “View by Price”<br />
    • 14. Behavior<br />Visited Product Page<br />Stayed on page for 5 minutes<br />Left without adding to cart<br />
    • 15. Behavior<br />Completed Form<br />First Name, Last Name<br />Phone Number<br />Question<br />
    • 16. Context<br />He’s a Professional Photographer<br />He shops on features, not price<br />Has not purchased<br />Segment:<br />“Professional Prospect”<br />Most Likely Product:<br />“Nikon Nikkor lens”<br />
    • 17. Mobile<br />Devices<br />GeoIP<br />Social location<br />http://www.flickr.com/photos/mr_t_in_dc/4376801881/<br />
    • 18. Location<br />
    • 19. Device Context<br />
    • 20. Social Networks<br />Social graph<br />Social behavior<br />
    • 21. People trust people they know<br />…Then Brands<br />… Then Independents<br />
    • 22. Social Context<br />Use Facebook Profile to deliver a personalized shopping experience<br />
    • 23. Provide gift suggestions by matching likes to Facebook friends unique interests<br />
    • 24. Display most popular products across the social graph<br />
    • 25. Personalize products based on the unique interests of each site visitor<br />
    • 26. DemoSocial Context<br />
    • 27. Connecting content with context is key to delivering web experiences that meet visitor expectations and deliver business value<br />Summary<br />
    • 28. Ektron Whitepaper – The Future of Web Content Management<br />http://ektron.com/Resources/Whitepapers/The-Future-of-Web-Content-Management/<br />The Era of Social Content Presentation<br />http://www.slideshare.net/twentworth12/insight/analytics/byslideshow/the-era-of-social-context<br />Additional Resources<br />

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