On Wednesday the 18th of July Squiz hosted a seminar focusing on current hot topics in web experience management; Mobile, Social Media, Cloud Computing, Content Targeting and Optimising Online Channels.
Web Experience Management? > Web?! - aka the internet! > Experience?! - An event or occurrence that leaves an impression on someone! > Management?! - The process of dealing with or controlling things or people! > 4!
Web Experience Management! > Engaging with people! > online ! > by providing the best possible experience.! > Delivering your business objectives! > through the online channel! > WEM is about understanding your users and delivering the best online experience possible! > 5!
The ‘Hot Topics’ for 2012 > So, if youʼre looking to improve the experiences you provide online... You need to care about:! - Mobile ! - Context Aware Content Targeting! - Social Media! - Online Channel Optimisation! - Cloud! > 6!
#1 Mobile – Why it Matters > Youʼre engaging with people on the web.! > Theyʼre engaging with you on the web! > On their phone. Or tablet.! > And its probably an Android. Or an iPhone. Might be a Windows Phone. Or the next big thing.! > Peopleʼs browsing habits ARE changing.! > 7!
The mobile challenge > WEB101 - Donʼt make me think!!! ! > Users need to be able to use your site! > Less screen space, even more important – work through the actions you want them to do. Or that they want to do.! > Maintain this user experience across a range of devices.! > Without killing your content team.! > 9!
The Mobile Web? > There is no ʻmobile webʼ! > There is the internet. And different sized windows! > Single source of content for any experience! > 10!
#2 – Context Aware ContentTargeting > Your web experience is not a brochure. ! > It is not a ʻdumb terminalʼ! > We can understand information about a visitor – their ʻcontextʼ when they are on your site! > By understanding their context, we can provide more relevant content to them! > Contextual content = relevant content! > 13!
Context Aware Content Targeting > Relevant content helps users, in a timely way, to help them complete their tasks! > Context awareness can understand:! - Language! - Location! - Device! - New or returning visitor! - Existing customer! - Google keyword search! - Referring site! - Previous behaviour / purchases! - Browsing path! > 14!
Context Awareness reduces clutter > Successful WEM isnʼt about pretty pictures – its about simplicity. ! > If you search for something, you expect relevant results. ! > Failure to account for the context of the user is a missed opportunity to help meet your goals ! > 15!
#3 - Social Media > Social networking has become the worldʼs most popular online activity! > It accounts for 20% of Internet time and social networking sites now reach 82% of the worldʼs online population! > There are now more Facebook users than Buddhists! > 16!
Social Media - £££ & ROI? > Social media is a key tool in your marketing mix, and more money from marketing budgets will be spent on Social Media in 2012.! > There will be more money!! > There will be consultants who can promise ROI. Metrics such as likes, retweets, followers, and more!! > 17!
Social Media > You need a strategy.! > Strategy tied to your business goals:! - Increase brand or product awareness to target markets.! - Become known as an industry leader or expert in their ﬁeld.! - Drive trafﬁc to the company website.! - Listen and learn what their customers are saying about them and their competitors.! - Recruitment of staff via channels such as Linkedin.! - To provide a customer service channel! - To sell more product and increase sales enquiries.! > So that when you look at metrics – they have meaning! > 18!
Social - Single sourcePublishing model > Provide a mechanism to allow your staff to engage through social media! > Publish directly from your web publishing tool! > Levels of governance you have on your site – you must have on your social engagement! > Use Social as a channel to drive trafﬁc back to your site.! > 19!
Social – Aggregation andCuration > Engage with people in their neighbourhood but bring that back into your own domain! > Match social interacts with your site, your back end systems! > People donʼt just ʻLikeʼ any more. The ʻReadʼ; they recommend...! > 20!
Social Media > Social Media is powerful.! > BUT. You need the web presence to drive trafﬁc to from your social activity. ! - What will people do when they click through?! - Can you deliver the promise?! - Is you site mobile ready (many social networks have over 50% of trafﬁc from mobile users)! > As an organisation social media is just one channel in your quest to meet your goals. ! > 21!
#4 – Online ChannelOptimisation > Optimisation is the loop of constant improvement.! > It is the understanding of site behaviour and using this to increase your success.! > Without this, you are only doing half the job! ! > Everyone has analytics. But not enough people use analytics > 23!
#5 – Cloud Computing > WEM is about innovating, adapting and improving. ! > When thinking about this you need the ability to build and launch quickly, and scale to meet your requirements as you grow. ! > The Cloud is the next generation of deploying your WEM platform.! > Removes the barriers to entry! > 27!
The Hot Topics for 2012 > When planning your online strategy…! - You must plan for Mobile ! - Understand the contexts your users will be interacting with you from! - Have Social Media in the mix, but ensure your website is ﬁt for purpose! - Optimise, Optimise, Optimise! - Understand how deploying on the Cloud removes yesterdays technology concerns! > 30!