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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Ektron Synergy: Content to context to engagement Presentation Transcript

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