The document provides tips and suggestions for online marketing and customer experience. It discusses aligning customer journeys with selling processes, embracing contextual content, establishing a unified customer data repository, automating engagement and campaigns, and creating a feel-good customer experience online. Key questions are posed about how to better target customers, control shared content, and test pages efficiently. Overall it focuses on optimizing the online experience across different channels and devices.

2. Want to know more?
Here’s what to do
• Sitecore’s resource section. Lots of great content there
http://www.sitecore.net/Resources.aspx
• Come say hi & join the fun over at my Facebook page
https://www.facebook.com/michaelleandernielsen
• Stay tuned for more content on Twitter
http://www.twitter.com/michaelleander
• Join our CMO Group on Linkedin here
http://www.linkedin.com/groups/Chief-Marketing-
Officers-Exclusive-2268050
• If you missed the 7 points, send me an email to
Michael@michaelleander.me

3. What to think about next
1. How do you outline the buying process of your audience? And how
to align that with your selling processes? Customer journey, personas
2. What are the main drivers for delivering a personal customer
experience online? (match customer expectations)
3. How can you take the first step towards better targeting? Online
onsite, in direct communication?
4. What does contextual content mean for you and how can you
embrace that concept?
5. How can you ensure better control of what people share from your
web presence – pictures, headlines, text?
6. How can you establish one data repository containing profile data,
behavioral data and transactional data?
7. How can you establish an effective work flow for allowing you to
create and test content pages, product pages, e-commerce pages on
the fly and with minimum effort?

4. Which presentation?
A – With funny videos
B – Without funny videos

5. Whatever you do, make sure that
you create a [unique] feel good feeling

7. A bit of inspiration and a few tips
1. Why the customer experience matters
2. Input to improve the online customer
experience & tips to convert better
3. Crazy dancing on the tables

8. Things that matters an awful lot, but
most of us aren’t doing or haven’t put
to practice

9. THE OTS CHALLENGE
Message Action
Message Message Message Message Message Action
Increase opportunity to see by 3, 5, 10

10. Understand the customer buying processes
and how your online presence plays a role

11. Match content and offers to stages –
use persona’s if relevant to your situation
Prerequisites
> Profile insights
> Content to match
> Good database &
marketing execution
system
> A clear objective
driven plan on what
you want to
accomplish

12. Which reads the most
words per minute – the eye or the ear?
2.500 words per minute 125 words per minute

13. People talk about
pictures, share
them, LOL at
them

14. Your market is both men and women. You
can only use one picture. Which do you choose?
Man also known as male Woman also known as female

15. How do most people make
buying decisions?
With logic With emotions

16. Buyers don’t make logical,
rational buying decisions.
They make emotional decisions
and then justify those decisions by
rationalizing them
after the fact.
70/30

19. The importance of E’s in the
online space
• Expectation
• Excellence
• Exciting
• Experience
• Emotions
(leading to
action)
• Enablement

20. The Multi-Channel aspect
and avoiding the disconnect

22. The experience
starts and ends
with marketing

23. Subject: Things you want to know about your stay with us

24. Basic
profile
Expanded profile
+ Add behavioral
+ Add transactional
24
Stimulate
to get
more info
What are the
contents of your
basic profile?
Your ideal
profile
Use
progressive
profiling
Use lead
scoring

25. FURDIC - > The feel good feeling related to
your online presence
• Can your visitors FURDIC ?
– Find
– Understand
– Relate
– Do
– Interact
– Complete (transaction)

26. F = Not easy
U = Not easy
R = Not at all, 1 size fits all
D = Can do, but not easy
I = Limited, customer care missing
C = Can do, but not easy
F = Easy & quick
U = Easy
R = Persona driven + membership
D = Can do, easy
I = Yes, but could be better
C = Can do, easy & quick

27. Now & Next Generation Online
Presence centers around ….
Customer journey /&
persona driven
approach
•Align content to
solve customer
needs
•Differentiate based
on prospect &
customer status +
win-back
Content in
context
•Match buying vs.
selling cycles
•Relate content to
campaigns
Community
engagement
•Establish stickiness
•Social engagement
•Attract, sustain &
grow membership
based community
Engagement &
campaign
automation
•Personalized
•Relevant
conversations
•One data repository
Prerequisite = Strong backoffice

28. FIND,
Serve,
Convert Entry
page
Campaign
Google
Social

29. Am I in the right
place ?
Looks for
signals
Finds signal
quickly
No signals
found
Good experience

30. Use commonsense > increase
your conversion rates
Banner advertisement
Landing page

31. With traffic coming in from
many sources, how do we
optimize the experience &
our conversion to action
across the board ? …

32. More customized experiences
• Solid &
efficient
structure for
creating those
experiences
• A/B Split
testing
capabilities
on the fly

33. Landing page #1 Landing page #2
Which landing page generated most
conversions?
275 conversions 110 conversions

34. The Power Of
A Name

36. Cola in Ghana - What is the problem?

37. What is the problem?
Lumia in Spanish? Peugeot in South China
Biao zhi

38. Extra large bags in Finland Snow in Iran

39. Your
name
ONLINE
Reputation
Accessible
Own it !
SEO
technical
Your name
in context
Globally /
Locally

40. www.namechk.com

42. The Danger of Band
Wagon & The
Urgency of
Mobility

44. New opportunities to interact
and get a response from your
audience using QR codes (or not)

45. Me too, me too, me too,
me too, me too, me too !

46. Drink and scan –
if you can !

48. Scan and
download
a book

49. The Urgency of Mobility &
Opportunities in 2nd Screen

50. New challenges,
new opportunities
Touch

52. Does she scroll?
• Average pixel length of
a vertical scroll?

53. Responsive web design – make sure you deliver a
good to great experience across all devices

54. 2nd screen opportunities

55. How does
mobile & relevant
”time and place
offers” tie in with
the overall
customer
experience and
your
webpresence

56. The power of
social is in the
share

57. AID+LIRAAttention > Interest > Desire + Like – Interaction – Recommendation - Action
Engagement
Share is good
Action is best
Like is NOT a currency, engagement is @michaelleander

58. The power of social is in the share
Page likes 5.000
Shared 222
Reach 23.168
Clicks ?
Likes 74
Call to
action

59. The Power of Paper

60. Make the onsite share easy - >
and make it count
Think about
- Images
- Shared text
- How to make
the share
convert

61. Now & Next Generation Online
Presence centers around ….
Customer journey /&
persona driven
approach
•Align content to
solve customer
needs
•Differentiate based
on prospect &
customer status +
win-back
Content in
context
•Match buying vs.
selling cycles
•Relate content to
campaigns
Community
engagement
•Establish stickiness
•Social engagement
•Attract, sustain &
grow membership
based community
Engagement &
campaign
automation
•Personalized
•Relevant
conversations
•One data repository
Prerequisite = Strong backoffice

62. … but
Nothing
beats the
Feel Good
Feeling

64. @michaelleander
#michaelleander
Pictures here:
facebook.com/michaelleandernielsen
Pinterest.com/michaelleander
Email address: michael@michaelleander.me