The Importance of Integration - Hileman Group Lunch & Learn Series
•Download as PPTX, PDF•
1 like•687 views
The Importance of Integrations examines some of the different types of integrations out there, specifically, what categories exist for us to gain efficiencies or enhance our user’s experience?
Recommended
Recommended
More Related Content
Similar to The Importance of Integration - Hileman Group Lunch & Learn Series
Similar to The Importance of Integration - Hileman Group Lunch & Learn Series (20)
More from Hileman Group
More from Hileman Group (20)
Recently uploaded
Recently uploaded (20)
The Importance of Integration - Hileman Group Lunch & Learn Series
- 1. THE IMPORTANCE OF INTEGRATION Lunch & Learn Series | August 21, 2014
- 2. Tweet Us with #HilemanGroup IMPORTANCE OF INTEGRATION 2 Steve Snider Director of Technology ssnider@hilemangroup.com What we’ll cover… • What defines an integration? • Why integrate? • Discovering solutions • Social & custom integrations • Questions
- 3. Tweet Us with #HilemanGroup WHAT DEFINESAN INTEGRATION? 3 When we connect two systems together. The communication between them can be unilateral or bi-directional depending on the situation and requirements. These external systems could be: • Social media connectors • CRM connectors • Ecommerce interfaces • Enterprise infrastructure • Third party data sources
- 4. Tweet Us with #HilemanGroup WHY INTEGRATE? 4 What are some specific goals? • Increased website traffic • Enhanced user experience • Consistent process • Marketing Automation • CRM lead capture • e-Commerce • Enterprise based authentication
- 5. Tweet Us with #HilemanGroup DISCOVERING SOLUTIONS 5 Some of the integrations that we will examine: • Social network APIs • Custom API integrations • Product fulfillment • Retrieving 3rd party data • Lead capture
- 6. Tweet Us with #HilemanGroup VELOSANO 6 VeloSano (meaning “swift cure”) is an annual community event where cyclists come together to raise money for cancer, our nation’s second largest killer. In the event’s first year, participants raised over 1.6 million dollars to directly benefit cancer research. The website aimed to generate awareness and provide participant tools as they raised money for this great cause.
- 7. Tweet Us with #HilemanGroup VELOSANO 7 Website integrations implemented: • Social integrations • Facebook • Twitter • Custom integrations • Current fundraising total • Top fundraisers • Featured riders
- 8. Tweet Us with #HilemanGroup SOCIAL INTEGRATIONS 8
- 9. Tweet Us with #HilemanGroup BENEFITS OF SOCIAL INTEGRATION 9 Why use Social Signals? • Increased SEO rankings? • Increased page views • Followers and timelines • Low cost for implementation
- 10. Tweet Us with #HilemanGroup SOCIAL INTEGRATION SOURCES 10 Resources to explore: Social Media Plugin SDKs • Facebook https://developers.facebook.com/docs/plugins • Twitter https://dev.twitter.com/docs/tfw • LinkedIn https://developer.linkedin.com/plugins Combination Widgets • ShareThis http://www.sharethis.com • AddThis http://www.addthis.com/ • Shareaholic https://www.shareaholic.com/
- 11. Tweet Us with #HilemanGroup CUSTOM API INTEGRATION 11
- 12. Tweet Us with #HilemanGroup CUSTOM INTEGRATIONS 12
- 13. Tweet Us with #HilemanGroup CUSTOM INTEGRATIONS 13 Benefits • Communication between third party sources • Seamless data connectivity • Cohesive user experience Considerations • Can effect page load times • Can be expensive to implement
- 14. Tweet Us with #HilemanGroup GOJO 14 Challenge • Manual qualification process for trial requests program; all leads signed up for all trials • There was no cohesive nurture or follow up process for trial participants, in fact many were never followed up on at all • Fulfillment of trials were submitted and shipped on a case by case basis Solution • An automated self-qualification process through a custom logic engine; based on answers to intro questions only relevant trials are shown to end Users • Integration into Marketo and a 4 part drip email allowed a cohesive nurture and branded experience • Integration into the fulfillment SAP system allowed automatic fulfillment without any manual submissions or paperwork • Triggered sales notifications allowed sales representatives to be updated automatically when a prospect is ready to buy
- 15. Tweet Us with #HilemanGroup GOJO LANDING PAGEAUTOMATION 15
- 16. Tweet Us with #HilemanGroup CUSTOM LEAD CAPTURE 16 Benefits • Allows for complex qualification rules • Relatively low cost to implement • Easily integrated to the Kentico CMS • Existing solution for iFrame or stand alone pages
- 17. Tweet Us with #HilemanGroup PRODUCT FULFILLMENT 17 Benefits • Consistent automated process • Less manual labor required to fulfill orders
- 18. Tweet Us with #HilemanGroup TYING ITALLTOGETHER 18
- 19. CONCLUSION 19 Integrations can lead to the following: • Increased website traffic • Enhanced user experience • Consistent process • Marketing Automation Questions? To setup a consultation with Hileman Group to discuss your integration needs, click here. Tweet Us with #HilemanGroup
Editor's Notes
- Hello, I am Steve Snider and I am the Director of Technology here at HilemanGroup Our development team has designed, implemented and provided technical direction on many different types of integrations for our clients and some of what we will be covering today consists of: What defines an integration Why should you integrate with third party providers Examine some implemented solutions that we have provided Discuss the implications of Social network and Custom written integrations Transition Lets look at what defines an web integration
- Integration in a nutshell… is enabling systems to exchange information. Let’s examine some of the different types of integrations that are out there, Specifically, what categories exist for us to gain efficiencies or enhance our user’s experience? We have groups such as: Social networking – Sharing and Liking pages, displaying feeds and timelines CRM connectors - Lead capture Ecommerce –Shopping carts, shipping rate calculators, inventory stock levels Enterprise level integrations – Corporate domain services Custom Integrations… This is where everything else lives! Do we have defined requirements to utilize third party APIs in order push or pull data whereas we can provide a better user experience or capture and submit information?
- Why invest capital? What goals can it help to achieve? Increased website traffic – by utilizing using social media sharing to enlist the help of others to get the word out? Enhanced user experience – pulling numerical data, displaying assets which are stored on an external services Consistent process – Is your website capturing data from the which is currently being manually exported, can you utilize integrations to remove some of the manual steps by creating an automated solution Marketing Automation and CRM lead capture – how can you complete the cycle from your campaigns and place them directly into the CRM E- commerce – Populating the website with products and inventory levels from an ERP, collecting payment and then routing orders for fulfillment Enterprise authentication – Do you have a need to validate extranet users where you can utilize role based access based on their domain credentials, is dual password maintenance problematic? Transition Now let’s narrow this list and take a closer look at some of these specific categories
- Let’s thin the list of categories so that we can examine some examples of how using integrations can Increase website traffic Enhance user experience Solidify a routine process Help complete the CRM lead capture cycle Through examples containing Social network APIs Custom APIs for Product Fulfillment Retrieving data Capturing Leads Transition Lets begin with a site that we recently launched and discuss some of its integrations
- VeloSano! This is really a cool site from many perspectives and for such a wonderful cause! As for the development aspect it was a really enjoyable site for the Hileman team to work on and was so satisfying to see it live in production. Transition Let’s take a look at a couple of these integrations
- This site incorporates many aspects of a distributive solution combining separate entities: Convio, a provider of fundraising and participant registration software and Hileman providing the Kentico CMS public facing website, it was combined in such a way that from the user’s perspective it appeared seamless. There were several different types of integrations including Social Media to help get to word out Custom API integrations to pull and display transformed data from Convio Current fundraising total Top fundraisers Featured riders As a side note we utilized Single Sign On to allow seamless domain transitions between Velosano’s website and Convio Transition Now let’s have a look at where some of these features exist on the site
- Looking at the home page we have called out some of the social elements, let’s discuss where they come from and what they do. The call out on the right demonstrates an implementation of Shareaholic – this is a highly configurable tool that enables sharing the page among various social media platforms. This class of sharing plugin is extremely convenient in the way that it handles the heavy lifting of displaying and configuring each of the social media buttons individually, additionally the green icon allows selection of many more platforms to share with. The bottom three call outs show some example of pulling data from some of the top social networks The left bottom callout retrieves images that are pulled from the VeloSano Instagram Feed The center bottom callout renders the Twitter Time Line And the Right Bottom displays the Facebook Feed Shares vs. Links Cost vs. Value
- What are some of the Benefits? Increased SEO rankings? Increased page views Access to Followers and Timelines Low Cost Transition The low barrier to entry and subsequent price tag makes this one of the most cost effective integrations to implement
- Here are a few links and resources if you would like to give it a try! I would also like to discuss Social Network SDKs verses some of the pre-packaged Widgets that are available. Tools like ShareThis, AddThis and Shareaholic have the same low cost to implement as the SDKs and additionally provide some valuable features as opposed to the Out of the Box solutions with regards to social sharing. The most important being that several of these have their own social analytics reporting engines so you can get insight into your most popular content, who's sharing it, and through which channels. secondly they have the ability to configure what networks are shown and allow the user to select additional social sharing services if their preferred one is not in the displayed button list.
- The basic premise of a custom integration is a condition where written code within the website reaches out to a third party data source and interacts with its data. The data once retrieved can then be formatted in such a way that it meets the required specifications for display on the website. We see here how the VeloSano Kentico implementation interfaces with the Convio system through the internet via the Lumminate API.
- Some of the integrations that we have implemented from the Luminate Convio API include Retrieving the total dollars raised to date Listings that include retrieving the top individual fundraisers along with the top teams A slide show that fetches images of participants along with hover effects showing supporting data, for example there name and how much they have raised.
- Read the Benefits Allows interaction and communication with the third party Seamless data connectivity (SSO) Cohesive user experience Let’s discuss some of the considerations Load times are important, deferring and loading data asynchronously can help eliminate SEO ranking penalties Custom integrations can become expensive to implement depending on how easy the API is to work with and if the data is returned in manner that is easily consumed and rendered. Transition Now let’s move from a social interaction based implementation to a more functional marketing example
- Challenge Manual qualification process for trial requests program. All leads signed up for all trials. (no qualification process) There was no cohesive nurture or follow up process for trial participants, in fact many were never followed up on at all Fulfillment of trials were submitted and shipped on a case by case basis Solution An automated self-qualification process through a custom logic engine. Based on answers to intro questions only relevant trials are show to end Users Integration into Marketo and a 4 part drip email allowed a cohesive nurture and branded experience Integration into the fulfillment SAP system allowed automatic fulfillment without any manual submissions or paper work (excel spreadsheet from emails) Triggered sales notifications allowed sales representatives to be updated automatically when a prospect is ready to buy
- Here is an overview of the solution, we will break it down into custom lead capture and product fulfillment in a moment, but lets notice how it is componentized into the following: Marketing campaigns Landing Pages (the Kentico CMS landing pages are iframed into GOJO’s CMS) Lead Qualification Drip email Product Fulfillment Transition The first integration we will look at is the Custom Lead Capture
- The process to establish a custom lead capture is that: Prospects are driven to a landing page via LinkedIn Email Campaigns Paid Search Banner adds The prospects completes the form fields which dynamically change based on their responses If the logic engine qualifies them as a lead they are sent on to the marketing platform with for nurturing What are some of the benefits Allows for complex qualification rules Relatively low cost to implement Easily attached to the Kentico CMS We have an existing solution for both iFrame and stand alone HTML pages
- In the lead capture process if the logic engine qualifies them as a lead, their order information is queued in the local database. A scheduled job retrieves all the unsent orders and creates the data transfer packet and stores it on a cloud server where it is picked up and placed into their ERP for fulfillment. Benefits Consistent automated process Less manual labor required to have orders fulfilled The sales reps no longer had to dissect the individual lead notification emails to extract sku and quantity information to construct daily spreadsheets which were then then emailed to fulfillment for processing
- Here we have a infographic describing the processes incorporated by one of our clients that neatly demonstrates many of the concepts that we have previously discussed. The following components are part of the integrated solution Lead Capture Marketing campaigns drive prospects to the public facing website through various channels Email Sends Paid Search Banner Adds Leads are then piped into Exact Target for nurturing Extranet portal The Kentico CMS based extranet provides clients access and transfers all communications through a secure custom API integration with the clients datacenter Custom Application with multiple custom API integrations The Application within the clients datacenter communicates with several thirds party providers to fulfill requests Individuals that interact through the extranet are communicated to via a notification service completing the loop
- Integrations can help to Increased website traffic – sharing on social networks Enhanced user experience – pulling social network data and other third party information Consistent process – Complex lead qualification and order fulfillment Marketing Automation – Capturing, qualifying leads and placing them into your marketing platform Thank you At this time I would like to open the discussion for questions and perhaps “tying conversions back from the CRM back to the Marketing platform”