Engage Your Customers with a Dynamic Web Experience<br />Driving real business value through your corporate web presence<b...
Learn how Smith & Nephew, a leading medical device manufacturer, built a powerful Web presence for patients and health car...
Create increased value for existing content and rich media by integrating your Web site with existing legacy systems and c...
Deliver dynamic and contextual editorial and user-generated content through personas of your Web visitors.
Manage multiple global sites with intuitive workflows that can allow centralized control while empowering local users to c...
7 steps to driving real business value through your corporate web presence <br />
Smith & Nephew develops and markets advanced medical devices to their broad group of customers which include health care p...
1. Define the role that your corporate web presence plays in your organization’s business value chain.<br />
Defining business value<br />Establishing corporate context and strategic position<br />Building brand and offering awaren...
Awareness<br />Awareness<br />Strategic<br />Mission<br />Topic<br />Corporation Looking Out<br />Consideration<br />Consi...
In order to understand how to drive awareness, consideration & preference, you must first understand your users and their ...
2. Understand your user audience and their needs through the use of personas.<br />
Who is your target audience?<br />Why define a target audience?<br />The target audience definition provides focus for web...
Prioritize audiences to narrow the focus<br />Example audience analysis from Smith & Nephew<br />
Identify the breadth of your corporate audience<br />Example audience analysis from Smith & Nephew<br />
Develop personas  for your key audiences<br />What are personas?<br />Personas are user archetypes used to guide decisions...
Develop personas  for your key audiences<br />Personas are NOT:<br />Market segments<br />The people who bring in the most...
Develop personas  for your key audiences<br />Example personas from Smith & Nephew<br />Other personas<br />Registrar<br /...
Identify user needs by developing use cases<br />Example use case from Smith & Nephew<br />
3. Prioritize content and functionality based on the measurable business value they drive.<br />
Prioritizing based on business value<br />When embarking on a building or re-designing a new web presence, it is necessary...
4. Business value is derived from an experience centered on your user’s goals rather than your organization’s structure.<b...
Too often organizations make the mistake of align a web presence around their goals<br />If a web presence does not direct...
What’s the best way to find out who your user is?<br />ASK THEM!<br />
Develop personas  for your key audiences<br />Example from Smith & Nephew corporate web presence<br />Best practices<br />...
Align user experience with user goals<br />Example from Smith & Nephew corporate web presence<br />Global homepage<br />Es...
Align user experience with user goals<br />Example from Smith & Nephew corporate web presence<br />Destination pages<br />...
5. Apply social media technologies brand-appropriately to attract and engage customers and prospects<br />
Driving business value with social media<br />We know what social media is…<br />But, how can it provide business value?<b...
Find social media opportunities in user needs<br />Example from Smith & Nephew use case<br />Best practices<br />Identify ...
6. Design site structure and editorial processes to optimally support multiple categories, regions and languages.  <br />
Supporting multiple regions and/or categories<br />Example from Smith & Nephew corporate web presence<br />Users should be...
Fit editorial process to your organization<br />Example from Smith & Nephew corporate web presence<br />Global Marketing<b...
7. Right-size tools and processes to fit your organization and budget<br />
Content object-based vs. Page-based CMS<br />Choosing the appropriate CMS paradigm for your organization<br />Content obje...
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Engage Your Customers With A Dynamic Web Experience

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Learn how Smith & Nephew, a leading medical device manufacturer, built a powerful Web presence for patients and health care professionals by consolidating multiple corporate sites on a single Web Content Management platform.

You will also hear from industry experts as they explain how to:
* Transform your Web presence into a valuable part of your business value chain and justify the ROI of your Web properties.
* Create increased value for existing content and rich media by integrating your Web site with existing legacy systems and content, media, or data repositories.
* Deliver dynamic and contextual editorial and user-generated content through personas of your Web visitors.
* Manage multiple global sites with intuitive workflows that can allow centralized control while empowering local users to control content.

Published in: Business, Technology

Engage Your Customers With A Dynamic Web Experience

  1. 1. Engage Your Customers with a Dynamic Web Experience<br />Driving real business value through your corporate web presence<br />
  2. 2. Learn how Smith & Nephew, a leading medical device manufacturer, built a powerful Web presence for patients and health care professionals by consolidating multiple corporate sites on a single Web Content Management platform. <br />You will also hear from industry experts as they explain how to:<br /><ul><li>Transform your Web presence into a valuable part of your business value chain and justify the ROI of your Web properties.
  3. 3. Create increased value for existing content and rich media by integrating your Web site with existing legacy systems and content, media, or data repositories.
  4. 4. Deliver dynamic and contextual editorial and user-generated content through personas of your Web visitors.
  5. 5. Manage multiple global sites with intuitive workflows that can allow centralized control while empowering local users to control content.</li></ul>To view this presentation as a <br />recorded webinar, please visit:<br />http://campaigns.opentext.com/forms/dynamicweb-ss<br />
  6. 6.
  7. 7. 7 steps to driving real business value through your corporate web presence <br />
  8. 8. Smith & Nephew develops and markets advanced medical devices to their broad group of customers which include health care professionals (nurses, doctors, surgeons) and patients. <br />The organization is distributed into 3 global business units and spread across multiple countries<br />
  9. 9. 1. Define the role that your corporate web presence plays in your organization’s business value chain.<br />
  10. 10. Defining business value<br />Establishing corporate context and strategic position<br />Building brand and offering awareness<br />Directing prospects, customers, partners to channels<br />Fulfilling tactical visitor needs<br />…<br />drives<br />Increased brand equity<br />Increased channel sales<br />Reduced personnel costs<br />Increased customer & partner engagement<br />
  11. 11. Awareness<br />Awareness<br />Strategic<br />Mission<br />Topic<br />Corporation Looking Out<br />Consideration<br />Consideration<br />Visitor Looking In<br />Solution<br />Comparison<br />Configuration<br />Preference<br />Selection<br />Preference<br />Tactical<br />The role of a corporate web presence<br />
  12. 12. In order to understand how to drive awareness, consideration & preference, you must first understand your users and their needs.<br />
  13. 13. 2. Understand your user audience and their needs through the use of personas.<br />
  14. 14. Who is your target audience?<br />Why define a target audience?<br />The target audience definition provides focus for web channel communication. A web site can serve broad and even unexpected needs, but must focus on specific audiences and objectives to be effective.<br />Understand and prioritize the value transactions you want to convert in this channel<br />The target audience definition is a key input to determining the overall site design, particularly in these areas:<br />Site strategy, organization and flow<br />Key global features and functionality<br />Tone of voice<br />
  15. 15. Prioritize audiences to narrow the focus<br />Example audience analysis from Smith & Nephew<br />
  16. 16. Identify the breadth of your corporate audience<br />Example audience analysis from Smith & Nephew<br />
  17. 17. Develop personas for your key audiences<br />What are personas?<br />Personas are user archetypes used to guide decisions about site features, navigation, interactions and design<br />They are synthesized from interviews and surveys with key audience members and represent their characteristics, life context, demographic and psychographic information, and business relationships<br />They can be used in a variety of ways<br />to evaluate solutions<br />to identify needed features and functionality<br />to define content organization<br />
  18. 18. Develop personas for your key audiences<br />Personas are NOT:<br />Market segments<br />The people who bring in the most revenue may not be the best design target. They may be too familiar to serve the needs of a wider audience<br />An exact match for an individual or a demographic group<br />They represent people with similar goals and behavior patterns, regardless of other background information<br />
  19. 19. Develop personas for your key audiences<br />Example personas from Smith & Nephew<br />Other personas<br />Registrar<br />Wound care nurse<br />Sales rep<br />Elective patient<br />
  20. 20. Identify user needs by developing use cases<br />Example use case from Smith & Nephew<br />
  21. 21. 3. Prioritize content and functionality based on the measurable business value they drive.<br />
  22. 22. Prioritizing based on business value<br />When embarking on a building or re-designing a new web presence, it is necessary must prioritize what do build and in what order<br />Out of the use case analysis, prioritize functionality that fulfills user needs based on the effort/return trade-off for your organization, going back to your business goals:<br />Improved brand positioning<br />Increased channel sales<br />Reduced personnel costs<br />
  23. 23. 4. Business value is derived from an experience centered on your user’s goals rather than your organization’s structure.<br />
  24. 24. Too often organizations make the mistake of align a web presence around their goals<br />If a web presence does not directly fulfill a user’s goals, they will avoid adopting it’s use<br />Aligning around user goals drive adoption<br />Why does this matter?<br />If users don’t adopt, your organization doesn’t achieve its goals<br />Source: Forrester Research, Inc /Sapient<br />
  25. 25. What’s the best way to find out who your user is?<br />ASK THEM!<br />
  26. 26. Develop personas for your key audiences<br />Example from Smith & Nephew corporate web presence<br />Best practices<br />Allow users to self-select based on their intent<br />Store this preference for future visits, but allow users to change their preference<br />Pitfalls<br />Avoid trying to pigeon-hole a user based on analytics or prior behavior<br />While this can be helpful for recommendation engines, users often play different roles at different times<br />Example: a sales rep today may be a patient tomorrow<br />
  27. 27. Align user experience with user goals<br />Example from Smith & Nephew corporate web presence<br />Global homepage<br />Establish brand identity through site design, content and imagery<br />Build offering awareness<br />Inform visitors of recent corporate news and events<br />Direct visitors to their destination based on their profile and goals<br />
  28. 28. Align user experience with user goals<br />Example from Smith & Nephew corporate web presence<br />Destination pages<br />Position brand in context of specific persona through content, tone, imagery and layout tailored to that audience<br />
  29. 29. 5. Apply social media technologies brand-appropriately to attract and engage customers and prospects<br />
  30. 30. Driving business value with social media<br />We know what social media is…<br />But, how can it provide business value?<br />Engage in dialogue<br />Build community<br />Listen to your customers<br />Strengthen relationships<br />tagging<br />forums<br />social-networking<br />wikis<br />blogs<br />ratings & reviews<br />support & expert forums<br />customer stories<br />corporate voice<br />brand-affinity communities<br />professional marketplace<br />
  31. 31. Find social media opportunities in user needs<br />Example from Smith & Nephew use case<br />Best practices<br />Identify opportunities from user needs surfaced through development of personas<br />Social media functionality should be fully integrated into and support a holistic content experience<br />Pitfalls<br />Avoid “force-fitting” social media into your offering without a clear value to your target audience, as this could damage your brand due to “empty restaurant” syndrome.<br />Understand and design for the compliance, retention and liability implications of hosting social media, particularly in regulated industries<br />
  32. 32. 6. Design site structure and editorial processes to optimally support multiple categories, regions and languages. <br />
  33. 33. Supporting multiple regions and/or categories<br />Example from Smith & Nephew corporate web presence<br />Users should be intuitively directed through the design of the site to relevant and role/language appropriate content<br />
  34. 34. Fit editorial process to your organization<br />Example from Smith & Nephew corporate web presence<br />Global Marketing<br />“Default”Category Owner<br />“Default”Category Owner<br />“Default”Category Owner<br />…<br />Regional <br />Variations<br />Regional <br />Variations<br />Best practices<br />Design site and editorial process in the context of your marketing organization<br />Establish a “default” site owner where campaigns and copy are originated (may be a “first among equals”) and workflows to facilitate creation of regional variations<br />Pitfalls<br />Tools must support the concept of site variations and related workflow management<br />Simple translation is not sufficient. Anticipate variations in message, imagery and tone. <br />Anticipate implications of including external agency partners in workflow, such as digital asset management and rights & compliance<br />
  35. 35. 7. Right-size tools and processes to fit your organization and budget<br />
  36. 36. Content object-based vs. Page-based CMS<br />Choosing the appropriate CMS paradigm for your organization<br />Content object-based CMS<br />Content is presented to the editor in the form of discrete objects which are later mapped to display templates<br />Useful when content is integrated in a composite experience (i.e. commerce transaction) or discrete content components re-used in several disparate forms and contexts<br />Page-based CMS<br />Content is presented to the editor in context of the page(s) in which it appears within a site structure. Pages can have variations based on audience or region.<br />Is often more intuitive for non-technical marketing professionals that structure editorial processes in terms of site sections and pages.<br />
  37. 37. Right-sizing your technology choices<br />Considerations for choosing the right CMS for your organization<br />What CMS paradigm best fits your marketing organization?<br />What is the trade-off between:<br />Breadth of functionality of the CMS<br />Learning curve and usability for your marketing professionals<br />Effort and time-to-market for the CMS deployment<br />Are you sharing/co-developing marketing assets between departments and external agencies? If so, what are the integration options with your DAM, both technically and process-wise?<br />Are you planning to leverage corporate or product information from existing back-office systems? If so, what are the integration options with these systems?<br />What compliance or regulatory requirements do you need to adhere to and how are those requirements supported?<br />
  38. 38. To view this presentation as a <br />recorded webinar, please visit:<br />http://campaigns.opentext.com/forms/dynamicweb-ss<br />

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