Alterians July 2009 Webinar Persuasive Content Using Your Website To Grow Your Customer Experience

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Featuring Ian Truscott, Vice President WCM Product Strategy

The well documented proliferation of web content, fueled by increased access to social software and content management tools, tell us that people want to be published, to share their thoughts and participate in on-line communities. Often the publication of content is about more than just a desire to be read, the author wants to encourage site visitors to do something, to participate in their community, to visit their site again, to think a certain way about their company, to participate in a marketing campaign or maybe buy something. The term Persuasive Content has been coined to describe this, typically well written, relevant content that will persuade your site visitors to act.

This provocative presentation explained more about how persuasive content can be used to drive that holy grail of a web strategy: improved customer experience.

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Alterians July 2009 Webinar Persuasive Content Using Your Website To Grow Your Customer Experience

  1. 1. July Monthly Webinar: Persuasive Content – Using Your Website to Grow Your Customer Experience Ian Truscott VP, Content Management Product Strategy [email_address] www.twitter.com/iantruscott #aw0709
  2. 3. The Opportunity <ul><li>When you have someone on your website, they have given their full consent for you to communicate with them or to market to them </li></ul><ul><li>It’s your chance to engage , to persuade or to educate </li></ul><ul><li>That chance might be brief - as the cursor hovers over the back button </li></ul><ul><li>How can you make the most out of this opportunity? </li></ul>
  3. 4. Our Observations <ul><li>Marketing or our communicators own the website not IT </li></ul><ul><li>The subject matter experts are not always in marketing/communications or IT. </li></ul><ul><li>Our websites are no longer the sole domain of the techie, but driven by business people </li></ul><ul><li>Our website is our primary engagement channel </li></ul>
  4. 5. But, don’t take our word for it...
  5. 6. <ul><li>What is relevant? </li></ul><ul><li>What is relevant for me? </li></ul><ul><li>How does your website know? </li></ul>
  6. 7. <ul><li>A man walks into a shop to buy a suit... </li></ul>
  7. 8. <ul><li>Understand engagement objective </li></ul><ul><li>Understand the visitor </li></ul><ul><li>Deliver content </li></ul><ul><li>Capture feedback </li></ul><ul><li>Gain actionable insights </li></ul><ul><li>Start again... </li></ul>
  8. 9. Engagement Cycle
  9. 10. Closing the loop MESSAGE DELIVERY CAPTURE REACTION BEHAVIORAL DATA INSIGHTS Lets start with content... ...understand our objective CONTENT REQUIREMENTS ENGAGEMENT PERSONAS MESSAGE OPTIMIZATION
  10. 11. Closing the loop MESSAGE DELIVERY CAPTURE REACTION MESSAGE OPTIMIZATION BEHAVIORAL DATA INSIGHTS <ul><li>Prepare our content </li></ul><ul><li>Business user tools </li></ul><ul><li>Connect knowledge with audience </li></ul>ENGAGEMENT PERSONAS CONTENT REQUIREMENTS
  11. 12. Closing the loop MESSAGE DELIVERY CAPTURE REACTION CONTENT REQUIREMENTS BEHAVIORAL DATA INSIGHTS <ul><li>How are we going to deliver this? </li></ul><ul><li>Who are we going to deliver to? </li></ul><ul><li>How do match the content? </li></ul>ENGAGEMENT PERSONAS MESSAGE OPTIMIZATION
  12. 13. Closing the loop CAPTURE REACTION MESSAGE OPTIMIZATION CONTENT REQUIREMENTS BEHAVIORAL DATA INSIGHTS <ul><li>Deliver personalised / multi-channel campaign </li></ul><ul><li>Provide consistency of intimacy and message </li></ul>ENGAGEMENT PERSONAS MESSAGE DELIVERY
  13. 14. Closing the loop MESSAGE DELIVERY MESSAGE OPTIMIZATION CONTENT REQUIREMENTS BEHAVIORAL DATA INSIGHTS <ul><li>A data stream of user interaction with your site </li></ul><ul><li>How did they get here? </li></ul>ENGAGEMENT PERSONAS CAPTURE REACTION
  14. 15. Use that data and continue to learn <ul><li>Hello, Ian Truscott </li></ul>
  15. 16. Understand Behaviour <ul><li>Reading </li></ul><ul><li>Researching </li></ul><ul><li>Shopping </li></ul><ul><li>Chelsea </li></ul><ul><li>Girls </li></ul><ul><li>Pink </li></ul><ul><li>Size 5-7 years </li></ul><ul><li>Cotton </li></ul>
  16. 17. Deeper engagement = deeper understanding <ul><li>Be nice to me and I’ll fill in your survey </li></ul>
  17. 18. Closing the loop MESSAGE DELIVERY CAPTURE REACTION MESSAGE OPTIMIZATION CONTENT REQUIREMENTS The only man who behaves sensibly is my tailor he takes my measure anew every time he sees me, whilst all the rest go on with their old measurements, and expect them to fit me. George Bernhard Shaw ENGAGEMENT PERSONAS BEHAVIORAL DATA INSIGHTS
  18. 19. Closing the loop MESSAGE DELIVERY CAPTURE REACTION MESSAGE OPTIMIZATION CONTENT REQUIREMENTS <ul><li>Use the Web Data with customer records, marketing database to gain better insight into your audience </li></ul>ENGAGEMENT PERSONAS BEHAVIORAL DATA
  19. 20. Closing the loop MESSAGE DELIVERY CAPTURE REACTION MESSAGE OPTIMIZATION CONTENT REQUIREMENTS BEHAVIORAL DATA <ul><li>To discover new audience segments and actionable insights </li></ul><ul><li>To deliver instant insight based on visitor behaviour </li></ul>ENGAGEMENT PERSONAS INSIGHTS
  20. 21. Closing the loop MESSAGE DELIVERY CAPTURE REACTION BEHAVIORAL DATA INSIGHTS Back to content... ENGAGEMENT PERSONAS CONTENT REQUIREMENTS MESSAGE OPTIMIZATION
  21. 22. Back to content.... <ul><li>Our content needs to be.. </li></ul><ul><li>Persuasive – encourage the visitor to think or act and come back </li></ul><ul><li>Fresh and relevant to your visitor </li></ul><ul><li>Accessible - Not just for legal compliance, but access from browsers, mobile device and SEO (Google is blind). </li></ul><ul><li>Understood – I know my audience – do I know my content? </li></ul><ul><li>Consistent across multiple channels </li></ul>CONTENT REQUIREMENTS MESSAGE OPTIMIZATION
  22. 23. Back to content.... <ul><li>How do we do that? </li></ul><ul><li>We need adoption by subject matter experts, not just IT and marketing </li></ul><ul><li>To do that we need to provide business users with authoring tools </li></ul><ul><li>We need a framework of good governance </li></ul><ul><li>We need to leverage tools already in use </li></ul><ul><li>Need to enable the business user to publish across multiple channels </li></ul>CONTENT REQUIREMENTS MESSAGE OPTIMIZATION
  23. 24. Engagement Cycle <ul><li>Once we know them as a visitor, we can continue to target their experience, their session. </li></ul><ul><li>Next time will be better. </li></ul>
  24. 25. Conclusion <ul><li>To Engage with Your Audience – You Need: </li></ul><ul><ul><li>To understand them </li></ul></ul><ul><ul><li>Good quality, accessible, well understood content </li></ul></ul><ul><ul><li>Having actionable insight </li></ul></ul><ul><ul><li>Consistent conversation across multiple channels </li></ul></ul><ul><li>This requires bringing together subject matter experts and marketers, then enable them with joined up business tools </li></ul><ul><li>This also requires engagement with IT to deliver joined up data systems </li></ul><ul><li>Achieve your goals as a marketer or communicator – through engaging your audience </li></ul>
  25. 26. Ian Truscott VP, Content Management Product Strategy [email_address] www.twitter.com/iantruscott #aw0709 www.alterian.com www.engagingtimes.com Q& A

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