How a Digital Strategy Using a CMS Can Drive Engagement

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How to drive Engagement through..
Multi-Channel
Search
Content Marketing Strategy
Context – personalization and targeting
Continue the conversation

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How a Digital Strategy Using a CMS Can Drive Engagement

  1. 1. How a Digital Strategy Using a CMS Can Drive Engagement Bill Rogers Ektron CEO
  2. 2. Copyright  2014 Ektron, Inc. Agenda • Who is Ektron • How not to drive engagement • How to drive Engagement • Multi-Channel • Search • Content Marketing Strategy • Context – personalization and targeting • Continue the conversation 2
  3. 3. Copyright  2014 Ektron, Inc. ■ Founded in 1998 ■ Headquarters in Nashua, NH ■ Worldwide Offices in Australia, Canada, and the United Kingdom ■ 200+ Employees ■ Over 3,800 customers and 12,000 sites including Fairmont Raffles Hotels International, Las Vegas Sands, Microsoft, and NASDAQ Ektron empowers organizations to fully realize their digital marketing potential by connecting content to revenue DIGITAL EXPERIENCE HUB SOCIAL COLLABORATION & COMMUNITY MARKETING OPTIMIZATION WEB CONTENT MANAGEMENT ABOUT EKTRON
  4. 4. Copyright  2014 Ektron, Inc. Selected Federal Users
  5. 5. Copyright  2014 Ektron, Inc. Selected SLG Users
  6. 6. Copyright  2014 Ektron, Inc.6 OpenTable
  7. 7. Copyright  2014 Ektron, Inc.7 FAA.GOV • Maps • Weather • Docs • Airports
  8. 8. Copyright  2014 Ektron, Inc. 18% 39% 55% 69% 81% 79% 65+ 55-64 45-54 35-44 25-34 18-24 SMARTPHONE OWNERSHIP BY AGE 80% of adults under the age of 34 have a smartphone
  9. 9. Copyright  2014 Ektron, Inc. MOBILE DATA USAGE 201763% desktop 37% mobile 2 0 1 2 TIME SPENT ONLINE
  10. 10. Copyright  2014 Ektron, Inc. Social Web Mobile MULTI-CHANNEL ENGAGEMENT
  11. 11. Copyright  2014 Ektron, Inc. 5 ways CMS helps with engagement on mobile
  12. 12. Copyright  2014 Ektron, Inc. 1. Use Responsive Web Design
  13. 13. Copyright  2014 Ektron, Inc. RWD BENEFITS • Google Preferred • Easy to Update • Easy to Share • Designer Friendly • Future Proof
  14. 14. Copyright  2014 Ektron, Inc. 2. Upload 1 image and automatically resize for breakpoints 5 MB 480 px 768 px 940 px 1210 px
  15. 15. Copyright  2014 Ektron, Inc. 3. Boost context by swapping images for different device types
  16. 16. Copyright  2014 Ektron, Inc. 4. Work faster and smarter by previewing content on mobile devices
  17. 17. Copyright  2014 Ektron, Inc. 5. Increase engagement with content tailored to specific devices
  18. 18. Copyright  2014 Ektron, Inc. engagement with search
  19. 19. Copyright  2014 Ektron, Inc. 1. Analyze top search keywords
  20. 20. Copyright  2014 Ektron, Inc. How a Content Marketing Strategy can help with engagement
  21. 21. Copyright  2014 Ektron, Inc. CONTENT MARKETING STRATEGY SEO / Content Optimization Blog & Knowledge Articles Premium Offers Personas Mobile Multichannel Calls to Action Landing Pages Targeting A/B Testing Faceted Search Social Amplification Analytics Content Context Relevance Results
  22. 22. Copyright  2014 Ektron, Inc. DOES THIS LOOK FAMILIAR? CMS CRM Marketing Automation Analytics ERP Enterprise Repositories
  23. 23. Copyright  2014 Ektron, Inc. WAYS TO TARGET CONTENT Anonymous Visitors • Geo-location • Search term • Industry • Company • Device type Known Visitors • Geolocation • Search terms • Industry • Company • Title • Role • Customer status • Social graph • Behavioral attributes Personas
  24. 24. Copyright  2014 Ektron, Inc. HOW TO GET THERE Knowledge of Visitor Behavioral Intent Actionable view of your customer
  25. 25. Copyright  2014 Ektron, Inc. MULTIVARIATE TESTING Maximize site performance through automated conversion rate optimization CREATE MULTIVARIATE EXPERIMENT PAGE VERSIONS PAGE ELEMENTS
  26. 26. Copyright  2014 Ektron, Inc. Using Analytics
  27. 27. Copyright  2014 Ektron, Inc. CONTINUE THE CONVERSATION UNDERSTAND THE SITE VISITOR INTENT SEND TOPIC EMAIL
  28. 28. Copyright  2014 Ektron, Inc. ENGAGEMENT IS A TWO WAY CONVERSATION • FORMS • DISCUSSIONS • CALENDARS • ASK A QUESTION • SCHEDULING
  29. 29. Copyright  2014 Ektron, Inc. CMS REQUIREMENTS FOR ENGAGENMENT • Security • Reliable • Section 508 and many other Accessibility compliance • Multi-lingual
  30. 30. Copyright  2014 Ektron, Inc.

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