The document discusses developing an effective process for content, context, customers, and engagement to drive success. It covers understanding the engagement cycle and building buyer personas, context and channel planning, enabling technology, and reviewing engagement strategies. Key aspects include shifting power to consumers, the importance of communication, measuring engagement, and using content marketing to enhance tactics like PR, events, SEO, and customer retention.
The customer service environment depends on leveraging on the customer psyche and here we are trying to discuss what trends will make the customer support scenario more inclined towards a satisfactory customer base in the year 2017.
The Digital Prescription for Pharmacy Event - Digital Leadership for Pharmaci...Doyle Buehler
The Prescription For Pharmacy is a live webcast event for the launch of the book and training program.
The presentation is about defining your digital leadership online for Chemist, and what they can do to actually make online work for their pharmacy.
There is no quick fix - it is not as easy as taking a pill to get your online platform ready and working for your pharmacy.
We will deep dive into what it takes to connect social media, your website, your digital strategy, your content plan, how to put in a working sales funnel, how to advertise, how to create branding with visuals and videos. It's going to take some work, but you need to start somewhere.
Most pharmacists do not have a clear strategy for making online work, and work well. It is more about creating a conversation with your audience which will then create the conversions that every business needs.
Pharmacy is no different than other business - Pharmacists need to recognise how to easily put together a solid digital strategy, to ensure that their store survives the digital disruption.
Conversion Optimization and Lead MagnetsBrant Bell
Measure, analyze, test and optimize your website to convert at a higher rate thanks to a focused sales funnel complete with attractive lead magnets.
Conversion optimization isn't an option in today's online world. Awareness is great, but what do you do after you get a visitor to your site? The answer can define whether your site successful turns visitors into customers or whether they turn to your competition.
Learn to step back from your website to get a better perspective of what you need to do in order to achieve the results you deserve.
Learn a 3 step process that will make people looking at your website, turn into actual paying customers. Despite what they may think, startups don't have an exposure problem, they have a conversion problem.
Content Marketing: An expert discussion on effective online content strategiesFluid
The content marketing world is a fun yet complex environment. It should be a major part of all internet marketing strategies and something your business shines at. We cover everything you need to know from beginner to expert topics. If you have to ask yourself, "What is content marketing?" - you'll get that answer here. If you are an expert, you might simply enjoy hearing firsthand stories from Fluid Advertising's and the More Good Foundation's content creators. Whether your focus is on B2C or B2B content marketing, this presentation will help you think critically about your process and find ways to build more successful, sharable content. We hope you enjoy!
b2b content marketing
what is content marketing
content marketing examples
digital content marketing
content marketing manager
The customer service environment depends on leveraging on the customer psyche and here we are trying to discuss what trends will make the customer support scenario more inclined towards a satisfactory customer base in the year 2017.
The Digital Prescription for Pharmacy Event - Digital Leadership for Pharmaci...Doyle Buehler
The Prescription For Pharmacy is a live webcast event for the launch of the book and training program.
The presentation is about defining your digital leadership online for Chemist, and what they can do to actually make online work for their pharmacy.
There is no quick fix - it is not as easy as taking a pill to get your online platform ready and working for your pharmacy.
We will deep dive into what it takes to connect social media, your website, your digital strategy, your content plan, how to put in a working sales funnel, how to advertise, how to create branding with visuals and videos. It's going to take some work, but you need to start somewhere.
Most pharmacists do not have a clear strategy for making online work, and work well. It is more about creating a conversation with your audience which will then create the conversions that every business needs.
Pharmacy is no different than other business - Pharmacists need to recognise how to easily put together a solid digital strategy, to ensure that their store survives the digital disruption.
Conversion Optimization and Lead MagnetsBrant Bell
Measure, analyze, test and optimize your website to convert at a higher rate thanks to a focused sales funnel complete with attractive lead magnets.
Conversion optimization isn't an option in today's online world. Awareness is great, but what do you do after you get a visitor to your site? The answer can define whether your site successful turns visitors into customers or whether they turn to your competition.
Learn to step back from your website to get a better perspective of what you need to do in order to achieve the results you deserve.
Learn a 3 step process that will make people looking at your website, turn into actual paying customers. Despite what they may think, startups don't have an exposure problem, they have a conversion problem.
Content Marketing: An expert discussion on effective online content strategiesFluid
The content marketing world is a fun yet complex environment. It should be a major part of all internet marketing strategies and something your business shines at. We cover everything you need to know from beginner to expert topics. If you have to ask yourself, "What is content marketing?" - you'll get that answer here. If you are an expert, you might simply enjoy hearing firsthand stories from Fluid Advertising's and the More Good Foundation's content creators. Whether your focus is on B2C or B2B content marketing, this presentation will help you think critically about your process and find ways to build more successful, sharable content. We hope you enjoy!
b2b content marketing
what is content marketing
content marketing examples
digital content marketing
content marketing manager
Inspiration for Marketers: 10 Inspiring Posts from Influencers on LinkedIn LinkedIn
Take a break with inspirational thoughts on creativity from some of the top LinkedIn Influencers in the field of marketing.
As an added bonus, check out the final pages to learn how you, as a marketer, can best utilize the Influencer channels for inspiration, education, and content curation.
Let Me Be Brief - Starter's Guide to developing a Creative BriefPamela Von Lehmden
I developed this for an in-house marketing team to help them get on the same page -- quite literally. It covers the basics on how and why we use a creative brief. I cover the off on the 7 core inputs to any creative or marketing brief. Perfect for those studying or entering the creative sector.
Creative Traction Methodology - For Early Stage StartupsTommaso Di Bartolo
How to build a mindset that gets a new product traction? 99% of all startups are forced to give up because they lack traction. As founders are thrilled and captivated to build a product that could change the world - the majority downright neglects to put equal efforts towards how to differentiate in taking the product to market. The difference between those who make it to get traction and the rest lies in the innovator’s mindset.
How To Create Content That Helps You Nail Your Business Objectives. We hear it every day: How do we create engaging content? In reality, this is a problem that doesn’t deserve a solution. Why? Because content that simply garners engagement is unlikely to help your brand meet its business goals. The content you create should help your brand reach its goals, and for that to occur you must make loyalty a priority.
In this session marketers will walk away knowing…
- Why content loyalty is important and how it helps all areas of the business
- What types of content inspires loyalty
- How to create content that moves the needle for their brand
The CMR agency helps companies with a two way relationship with their clients. Customer Managed relations is the beginning of a next wave of change within organisations by addressing customer demand for more control. Companies benefit from CMR as it provides an opportunity to create trust. It creates relationships with customers who feel that they are respected. It promotes customer loyalty and provides new opportunities of being relevant to customers. CMR provides a channel for customers to express their needs and what they want, from which companies can benefit in many ways.
The same line of thinking is sometimes referred to as Vendor Relation Management.
21 Quotes That Will Change the Way You Think About MarketingJay Baer
From the new marketing book from Jay Baer, it's 21 Quotes That Will Change the Way You Think About Marketing, featuring some of the smartest minds in content marketing today.
Online Reputation and Influence - How to Create, Grow and Maintain Influence ...Jeff Bullas
We are living in a world where your reputation and influence is migrating from offline to online
Reputation is moving from local to global
It is also moving from fixed to mobile (smart phones and iPads)
Reputation and influence can be gained faster and broader than in any other time in history. But we are still used to the old paradigms and ideas of influence and reputation because “technology changes fast but humans evolve and change slowly”
In this presentation (which was the second Keynote at The BE-Wizard conference in Italy on March 16, 2012) we look at what is required to establish, grow and maintain your influence online. This presentation looks at the way personal brands such as celebrities, professionals and knowledge workers can establish themselves as thought leaders and experts globally. If you are a consultant, executive or professional this presentation will give you tips and tactics to win at your career and life
How to Use Blogging to Fuel Your Freelance Writing Businessdelonibalusi
Are you struggling to get clients as a freelance writer? Do you want to learn how to get more clients? This 29 pages slide gives some insights on how to leverage blogging to grow your client database.
Learn more about our strategy services: http://newscred.com/learn-professional-services
This deck outlines the key factors for content marketing success, including:
- The core components of a content marketing strategy
- How to build a solid content marketing strategy
- How to utilize content across the buyer journey
- The content marketing roadmap
- How to conduct a content audit
- How to build your content marketing mission statement
Have you lost direction and focus in your business? Find out how understanding and communicating your core values can help you find your direction again and move your business from the infant or teenage stage, to a mature business.
Start-ups today rely on ‘maybe’ and ‘I-feel-so’ factors rather on validated data. If you have a ‘great’ product your greatest proof is number of sales. This presentation's objective is to ensure tha you are building your marketing plan in the right direction with the right elements.
Would be glad to hear your thoughts out!
Inspiration for Marketers: 10 Inspiring Posts from Influencers on LinkedIn LinkedIn
Take a break with inspirational thoughts on creativity from some of the top LinkedIn Influencers in the field of marketing.
As an added bonus, check out the final pages to learn how you, as a marketer, can best utilize the Influencer channels for inspiration, education, and content curation.
Let Me Be Brief - Starter's Guide to developing a Creative BriefPamela Von Lehmden
I developed this for an in-house marketing team to help them get on the same page -- quite literally. It covers the basics on how and why we use a creative brief. I cover the off on the 7 core inputs to any creative or marketing brief. Perfect for those studying or entering the creative sector.
Creative Traction Methodology - For Early Stage StartupsTommaso Di Bartolo
How to build a mindset that gets a new product traction? 99% of all startups are forced to give up because they lack traction. As founders are thrilled and captivated to build a product that could change the world - the majority downright neglects to put equal efforts towards how to differentiate in taking the product to market. The difference between those who make it to get traction and the rest lies in the innovator’s mindset.
How To Create Content That Helps You Nail Your Business Objectives. We hear it every day: How do we create engaging content? In reality, this is a problem that doesn’t deserve a solution. Why? Because content that simply garners engagement is unlikely to help your brand meet its business goals. The content you create should help your brand reach its goals, and for that to occur you must make loyalty a priority.
In this session marketers will walk away knowing…
- Why content loyalty is important and how it helps all areas of the business
- What types of content inspires loyalty
- How to create content that moves the needle for their brand
The CMR agency helps companies with a two way relationship with their clients. Customer Managed relations is the beginning of a next wave of change within organisations by addressing customer demand for more control. Companies benefit from CMR as it provides an opportunity to create trust. It creates relationships with customers who feel that they are respected. It promotes customer loyalty and provides new opportunities of being relevant to customers. CMR provides a channel for customers to express their needs and what they want, from which companies can benefit in many ways.
The same line of thinking is sometimes referred to as Vendor Relation Management.
21 Quotes That Will Change the Way You Think About MarketingJay Baer
From the new marketing book from Jay Baer, it's 21 Quotes That Will Change the Way You Think About Marketing, featuring some of the smartest minds in content marketing today.
Online Reputation and Influence - How to Create, Grow and Maintain Influence ...Jeff Bullas
We are living in a world where your reputation and influence is migrating from offline to online
Reputation is moving from local to global
It is also moving from fixed to mobile (smart phones and iPads)
Reputation and influence can be gained faster and broader than in any other time in history. But we are still used to the old paradigms and ideas of influence and reputation because “technology changes fast but humans evolve and change slowly”
In this presentation (which was the second Keynote at The BE-Wizard conference in Italy on March 16, 2012) we look at what is required to establish, grow and maintain your influence online. This presentation looks at the way personal brands such as celebrities, professionals and knowledge workers can establish themselves as thought leaders and experts globally. If you are a consultant, executive or professional this presentation will give you tips and tactics to win at your career and life
How to Use Blogging to Fuel Your Freelance Writing Businessdelonibalusi
Are you struggling to get clients as a freelance writer? Do you want to learn how to get more clients? This 29 pages slide gives some insights on how to leverage blogging to grow your client database.
Learn more about our strategy services: http://newscred.com/learn-professional-services
This deck outlines the key factors for content marketing success, including:
- The core components of a content marketing strategy
- How to build a solid content marketing strategy
- How to utilize content across the buyer journey
- The content marketing roadmap
- How to conduct a content audit
- How to build your content marketing mission statement
Have you lost direction and focus in your business? Find out how understanding and communicating your core values can help you find your direction again and move your business from the infant or teenage stage, to a mature business.
Start-ups today rely on ‘maybe’ and ‘I-feel-so’ factors rather on validated data. If you have a ‘great’ product your greatest proof is number of sales. This presentation's objective is to ensure tha you are building your marketing plan in the right direction with the right elements.
Would be glad to hear your thoughts out!
lecture 21 from a college level introduction to psychology course taught Fall 2011 by Brian J. Piper, Ph.D. (psy391@gmail.com) at Willamette University, includes hippocampus, cerebellum, H.M., explicit & implicit memory, priming, context effect, misinformation, Loftus, constructed memories
Overview of Coltheart's Dual-Route Model and Seidenberg & McClelland's neural network models of word recognition.
Course presentation for PSYC365*, Fall 2004, Dr. Butler, Queen's University.
Images used without permission.
The Content Marketing Master Class, Toronto – a unique one-day workshop – will send you home with the strategy and the know-how you need to create exceptional content that will engage your audience and grow your business.
http://www.contentmarketingtoronto.com/
This roll-up-your-sleeves class is brought to you by the force behind Content Marketing World (a production of the Content Marketing Institute), in partnership with LinkedIn Marketing Solutions. Join us and you'll find an intimate (and casual) setting where today's content marketing thought-leaders will provide you with the tools you need in order to develop and deliver an effective content strategy.
Interact with the experts and network with 100+ of your peers during a day of presentations and how-to workshops. If you're in marketing, corporate communications, sales leadership, public relations, advertising, audience development, content creation or curation, this is the event for you.
With LinkedIn Marketing Solutions, brands build relationships with the world's professionals by using accurate targeting to deliver relevant content and communications. As today's connected professionals seek out ideas and insights from the people and brands they trust, marketers use LinkedIn to target advertising and publish relevant content in a professional context. Brands extend reach through the social sharing that occurs naturally on LinkedIn, as well as by extending LinkedIn data to their sites and brand experiences through APIs.
Growth marketing for corporates - Intro session - ING innovation leadersGrowth Tribe
A recent talk give by Growth Tribe to the heads of innovation at ING... the talk covers growth hacking for corporates, growth marketing for corporates and how growth marketing fits within a digital transformation strategy,
Presentation slides from Inbound and Digital Marketing Workshop at Temecula Startup Week 2018. Review tips and tricks to getting your startup off the ground using Inbound methodologies to build community and grow into a sustainable business. Presented by Matt Simpson and Trey Evans of Magnetic Creative.
A Social Media and Content Marketing Guide for B2B Marketing Managersdhohmeier
In the spirit of helping our clients navigate the world of social media, we took the questions we’re asked most often and put together this helpful guide for B2B marketing managers. The guide has recently been updated to include the latest industry trends and best practices.
More at http://www.atomicdust.com/blog/
A Social Media and Content Marketing Guide for B2B Marketing Managersdhohmeier
In the spirit of helping our clients navigate the world of social media, we took the questions we’re asked most often and put together this helpful guide for B2B marketing managers. The guide has recently been updated to include the latest industry trends and best practices.
More at http://www.atomicdust.com
B2B-Content Marketing – Weg von Selfies, hin zu Blockbuster-Marketing #AFBMCAllFacebook.de
B2B-Content Marketing – Weg von Selfies, hin zu Blockbuster-Marketing von Shankho Mukherjee auf der virtuellen AFBMC.
https://conference.allfacebook.de/
Moving from NOW to NEXT in the Marketing of Insights FortuneCMO, LLC
Insights Marketing Day | #IMD15 | 9-21-15 | by Steven Cook
Every business vertical today is experiencing rapid disruption of business models, value propositions, products and services & customer expectations. The Market Research industry is similarly facing big changes. It is more important than ever for insights businesses to understand & use state-of-the-art marketing & brand building approaches to better engage with customers, prospects & strategic partners.
How Are You Different: Importance of a Strong Marketing MessageJennifer Saunders
The most important step in building a strong brand in a crowded marketplace is to find your unique voice. This presentation by Soapbox Marketing helps companies to articulate a strong message to the right audience on the web and in social media. Also shows some examples of what not to do on your website.
Content Marketing: Publishing is the New MarketingJoe Pulizzi
Original presentation given in Slovenia by Joe Pulizzi, Junta42 at the POMP Forum - Content Marketing and why Publishing is the New Marketing. Discusses the move from traditional media to content initiatives and why brands are the new publishers. Also includes the eight steps to developing a content marketing strategy.
The 10 most frequently asked marketing questionSheejo George
Every marketer is bound to seek answers to various marketing related questions. If you are one of the marketers plagued by marketing questions, you have arrived at the right place. This blog post discusses 10 marketing questions and their answers in detail.
Designing Strategy: Realign Your Mission and Values With Your Digital PresenceBryan Merica
The idea behind “Designing Strategy” isn’t simply about building a slick-looking website with all the latest bells, whistles, and social media plug-ins. Instead, it’s about asking oneself all of the questions that need to be answered when building an online presence, and using those answers to form an outreach, engagement, or marketing game plan.
This was my keynote presentation at this year's ContentTech virtual event. It talks through the layered approach to technology strategy to help de-silo content, marketing and the digital technology teams. It ends with a selection process.
Marketing At A Profit: Transforming Strategic B2B Content Creation In A Post ...The Content Advisory
My new keynote that talks through the transformation of marketing and media in a post-digital world. The evolution of content and marketing in large enterprises.
The November Issue of The Content Advisory, a monthly publication of the current state of developing Content Marketing and Customer Experience strategies.
My Keynote for Content Marketing World 2016 - a new hero origin story for Content Marketing - a new approach to making Content Marketing a success in business.
Rebooting the whole idea of content marketing as a different kind of business activity, rather than as an alternative form of advertising and marketing. This was my keynote at #ContentJam16
My keynote PPT for the new book Experiences: The 7th Era Of Marketing. This is an introduction to Content Creation Management and the focus of the new book.
This is a 2.0 version of the presentation I did at Content Marketing World in September 0f 2013. I've updated it with more practical examples - and a new structure. Still a journey - but one step further.
Evolving Beyond Analytics - Getting To Meaningful MeasurementThe Content Advisory
A presentation on content marketing measurement that I did at the #BCon Event in Toronto Canada. This presentation discusses the measurement pyramid - and how working toward a more structured series of measurements and reporting can help us drive toward meaning instead of mediocrity.
Customers, Content & Experiences - Beyond Random Acts Of TechnologyThe Content Advisory
This is the talk I gave at Intelligent Content 2014 #ICC2014 and also the keynote address for ContentTech #ContentTech. It's about how CIO/CMO Alignment is about more than just understanding one another - and suggests a framework for addressing the landscape of technology.
The Power OF Story - 4 Archetypes For Content Creation StrategiesThe Content Advisory
My presentation for Content Marketing World - it's my introductory session to talk about creating processes for the Content Marketing Creation process.
The Content Marketing Imperative is an updated version of a presentation I've been giving, introducing the concept of the value of the approach of content marketing in this new landscape of an increasingly fragmented media world.
My talk for SDL's Innovate ( #SDLInnovate ) conference in San Jose. I discuss how content can be a centralizing force to content marketing, context is the new CMO mandate - and the embrace of context can actually be a smart way to construct a process for driving better customer experiences.
These are the slides for my session at The Bolo 2012 Conference. Here I'm sharing the experiences of the strategy division of Content Marketing Institute and how we've structured a content marketing strategy/planning practice.
This is a storymapping template that I've created for helping to brainstorm out content marketing strategy such as a blog, a video series - or some kind of story that will happen over a period of time. It's a work in progress to be sure.
Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...SOFTTECHHUB
The choice of an operating system plays a pivotal role in shaping our computing experience. For decades, Microsoft's Windows has dominated the market, offering a familiar and widely adopted platform for personal and professional use. However, as technological advancements continue to push the boundaries of innovation, alternative operating systems have emerged, challenging the status quo and offering users a fresh perspective on computing.
One such alternative that has garnered significant attention and acclaim is Nitrux Linux 3.5.0, a sleek, powerful, and user-friendly Linux distribution that promises to redefine the way we interact with our devices. With its focus on performance, security, and customization, Nitrux Linux presents a compelling case for those seeking to break free from the constraints of proprietary software and embrace the freedom and flexibility of open-source computing.
GraphSummit Singapore | The Future of Agility: Supercharging Digital Transfor...Neo4j
Leonard Jayamohan, Partner & Generative AI Lead, Deloitte
This keynote will reveal how Deloitte leverages Neo4j’s graph power for groundbreaking digital twin solutions, achieving a staggering 100x performance boost. Discover the essential role knowledge graphs play in successful generative AI implementations. Plus, get an exclusive look at an innovative Neo4j + Generative AI solution Deloitte is developing in-house.
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
Pushing the limits of ePRTC: 100ns holdover for 100 daysAdtran
At WSTS 2024, Alon Stern explored the topic of parametric holdover and explained how recent research findings can be implemented in real-world PNT networks to achieve 100 nanoseconds of accuracy for up to 100 days.
GridMate - End to end testing is a critical piece to ensure quality and avoid...ThomasParaiso2
End to end testing is a critical piece to ensure quality and avoid regressions. In this session, we share our journey building an E2E testing pipeline for GridMate components (LWC and Aura) using Cypress, JSForce, FakerJS…
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
GraphSummit Singapore | The Art of the Possible with Graph - Q2 2024Neo4j
Neha Bajwa, Vice President of Product Marketing, Neo4j
Join us as we explore breakthrough innovations enabled by interconnected data and AI. Discover firsthand how organizations use relationships in data to uncover contextual insights and solve our most pressing challenges – from optimizing supply chains, detecting fraud, and improving customer experiences to accelerating drug discoveries.
Communications Mining Series - Zero to Hero - Session 1DianaGray10
This session provides introduction to UiPath Communication Mining, importance and platform overview. You will acquire a good understand of the phases in Communication Mining as we go over the platform with you. Topics covered:
• Communication Mining Overview
• Why is it important?
• How can it help today’s business and the benefits
• Phases in Communication Mining
• Demo on Platform overview
• Q/A
Threats to mobile devices are more prevalent and increasing in scope and complexity. Users of mobile devices desire to take full advantage of the features
available on those devices, but many of the features provide convenience and capability but sacrifice security. This best practices guide outlines steps the users can take to better protect personal devices and information.
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
15. 90% Old News: It starts with a search… SEO = Answers. Not Engagement
16. News: Brand Subscriber = Business Value 23% 13% Premium Value Fully Engaged Discount Fully Disengaged **CE11 – Gallup Customer Engagement As Core Strategy
17.
18.
19.
20. Content Marketing The art of understanding what your customers need/want to know and delivering it to them in a compelling way to create or change a behavior
21.
22.
23. Why it works Content, if good, will be accepted and spread by your customers. NO TECHNOLOGY BARRIERS. Reach/Circulation no longer an issue (where are your customers and prospects?). Transparency and immediate communication (most companies are not good at this). More effective measurement…
24.
25. “ Content is as Important as Code ”. - Dharmesh Shah Size doesn’t matter
26. WEM - Starts And Ends With One Thing…. Content….
28. The business case for innovation... Small Adaptive Experiments A skunk works? Directing a piece of budget outside the box New Types Of Internal Networking Groups “Open Innovation” – Henry Chesbrough. IT guys – might have good ideas. An Actual Innovation Business Plan? Challenge Outcomes Risk Who Actions Budget Deliverables and the big red “Oh Shit” button…
29. Engagement Funnel Brand Awareness Your blog, your thought leadership, webinars, Lead Conversion & Nurturing Resource center, your e-newsletter, your business case, your “ROI calculators” Customer Conversion Proof points, testimonials, case studies Customer Upsell The community, your login page, support content Passionate Subscribers Social media, your compelling, SHAREABLE story.
30. Deciding where... How big an opportunity is it…. Develop your TAM…. Yes again…. Understanding the target ’s needs first… Don’t look at what you’ve got to say and figure out how it will work… learn from Steve Jobs… Feel the pain…. CM will most likely be an enhancement to your existing strategy… Where are we already being successful…. What ’s the BIG idea… What happens if we actually DO create an idea bigger than ourselves…
31. How does CM affect…. Pay Per Click Advertising Changing your call to action can help decrease CPL Advertising content can drive better traffic Using the re-targeting network can drive higher CTR ’s Using Google re-targeting capabilities you can use content to drive lead nurturing with content But watch out for…. It ’s easy to get lulled into “more traffic” – make sure you’re measuring the quality of that traffic…
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33. How does CM affect…. Public Relations Establishing as thought leader can drive interest from pubs By creating a thought leadership center of gravity, you will draw interest. Transforming content efforts into a “newsroom” “real-time” content marketing can drive exponential attention and engagement But watch out for…. It ’s easy to want to comment on “everything”… Having a strong editorial process is critical
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35. How does CM affect…. Events Content isn ’t always content…. Creating experiences is ALSO content marketing – and can be effective. A combination of content, and experience is the magic Can you create a “human-driven” experience that delivers value? But watch out for…. Scaling…. These are usually high-touch and expensive… Use with deliberation..
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37. How does CM affect…. Search Engine Optimization A high velocity of good, sharable content – just works Putting out content can help you “own” a search term Content that is shared – gets the Google love New Google updates (including Panda) take the social graph much more into account. Also, links from outside blogs, and other sites gives you “Google cred” But be careful…. Remember, it ’s easy to provide “data”… You need to tell stories!
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40. How does CM affect…. Customer Retention - Upsell Keeping customers engaged AFTER the sale… Especially important if customers “subscribe” to your service You are creating a subscriber to the brand – NOT the service Content, in some ways, is just as important as the product… But watch out for…. Nothing…. This is extraordinarily important!
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43. 1 One innovative idea for using CM to enhance an existing tactic 2 One idea of a NEW tactic for which you could use CM
80. Channels – ESPECIALLY MOBILE Are Contextual Two Main Changes: Digital content is now a conversation – a two way street The number of interfaces we have to account for… The Bottom Line is: Mobile is a waste if you don ’t apply the right context to channels…
86. Case Study: Startup Software Co. – Targeting Enterprise Customers 5 Years old – so hardly “new”. In well established space. They think of themselves as disruptive. Personas CIO and CMO ’s at very large enterprises – very complex, global organizations. Challenge: They own an amazing url – basically industry.com and are considering launching a content marketing portal that could be the best-practices destination. They will have to hire an editor and build and manage the portal - $150,000 first year investment. Basically 25% of their total marketing spend.
Welcome, thanks for coming, etc Excited about this. Been frustrated for a long time about this subject Helping people buy WCMS’s, hearing their requests for features yet seeing their lack of commitment to what’s going to happen on Day 2 post-launch Tech analyst who realizes that tech isn’t always the answer – usu not This picture is appropriate for two reasons: Speaks to the subject at hand – engaging with our audiences in the pursuit of __________ Defines this workshop…we have something we want to talk about and hopefully you have you want to hear about, are struggling with, etc This is a workshop, not a presentation.
Expect to: Do some hands on Share your experiences Bring your expertise to the table Have some fun Role-play? Be able to act differently on Monday
Some ground rules… Introductions? Not if >25
We all know the challenges: As marketers, we made our bed and now we have to lie in it - bombarded consumers with emails, billboards, direct mail… - to the point that there was so much noise, no one could hear anything…we couldn’t even hear ourselves Drove consumers to create defense mechanisms - everything is viewed as spam by new email apps - Tivo’s and DVRs help to avoid commercials - We pay for satellite radio and avoid ads - Pop-up blockers eliminate ads, and those that are left on the page are rarely even seen (when was the last time you clicked on a banner ad…on purpose?) Consumers don’t trust companies anymore - why would they when there’s [possible] money involved and it’s in the seller’s interest to ‘fib’ Consumers trust complete strangers more than a household brand Winning brands have embraced the scary phenomenon of public commentary and shared experiences…viewed as an opportunity rather than a threat
Let’s start by setting some context. I used to use this slide to explain the concept of a ‘super marketer’, the one who embraced the scary phenomenon of public commentary and shared experiences by consumers. The super marketers are the ones, I’d say, who view today’s “social web” environment as an opportunity, rather than a threat. But, in fact, I’ve realized that it’s not just about marketers. It’s about brands. As we’ll discuss when we talk about customer experience management, marketers are not always the tip of the branding spear anymore…Entire organizations must adhere to these new values in order to remain relevant. Open…to criticism (from consumers, competitors), to new ideas, etc Listener – it’s all about this – notion of perceptive content and finding ways to “hear” what your audience is telling you Prepared – hear something and ready to respond…quickly Knowledge – be able to add value which peer consumers cannot, know users/consumers and their needs, etc Consistent – know what you’ve told this customer, experience across channels must be same, etc The opportunities, and the technologies are there. This isn’t rocket science… It’s human nature, accentuated and supported by technology…
From this definition we see that we ’ re discussing “ consumers ” and brands, but - note that consumer can be replaced with “ constituent ” in government, “ employee ” for intranets, “ vendors ” , “ partners ” or “ businesses ” in B2B, donors in non-profit, etc - the notion of engagement applies to all these contexts - We ’ ll continue to use the word consumer or customer throughout this presentation, but know that this applies to these other scenarios as well In this definition, we specifically note that it ’ s an *interaction* with a brand, not necessarily a purchase So yes, they can be financially invested, but they may also be emotionally invested in the brand, advocating for it, or physically invested contributing their effort on behalf, [campaign, non-profit, etc] In an age where the Web *is* now social and interactive by it ’ s very nature, engagement is the most valued currency Even when folks aren ’ t spending money, their advocacy becomes key Everyone has a bullhorn nowadays, so when folks were happy with a product or brand and they used to tell 3 people, now they tell 3 million. And by contrast, if they ’ re not happy, everyone will know that as well At Gilbane, we also have been focusing on the ability to listen as a core tenet of engagement. For a few years now, industry pundits have been describing the notion of ‘ Persuasive Content ” But in order to persuade, one must first be able to ‘ Perceive ’ – Effective conversations are two-way, and we have more abilities than ever to listen Finally, once that conversation is taking place and you have the consumer ’ s attention, there must be an element of trust Trust is established in numerous ways…sometimes they gain trust through recommendations of others, sometimes it ’ s based on multiple interactions, sometimes it ’ s a consistency across channels which tells the consumer you know who they are and understand what they ’ re looking for
When we take a step back and look at it, it ’ s ALL about communication. Whether WEM or CEM / CXM, whatever, it ’ s about conversational interactions across digital channels The key to the engagement paradigms (whether web engagement, customer experience, etc) is that they are different because they put the customer at the center. Many of the tools and technologies focus on the content itself, the clicks, the analytics… But the heart of engagement is quite obviously the consumer, and all the other stuff is a means to an end It ’ s all about finding ways to provide actionable insights, and to be RELEVANT A key component of web engagement which makes it unique is that they have elected to come to YOU They have given you their full consent to communicate with them, to persuade them or to educate them So you MUST be relevant, or they ’ re gone as quickly as they came Your opportunity is fleeting. Our attention spans are short, and at any given moment your audience may elect to leave your site. A good friend of mine in the industry has actually title his blog “ hovering over the back button ” as a bit of fun, but also to drive this point home [maybe it ’ s a reminder to himself to write good posts] While tools are critical to gather the necessary insights about the customer and make inferences about their reasons for visiting… This is NOT about the tools, and therefore our marketing team (or whomever communicates with the audience) is in charge Finally, we also need to keep in mind that our audience often thirsts to hear from others about our products Not just marketing or sales speak Consumers today are getting used to being able to hear from other SMEs, either directly or indirectly Maybe via blogs by the product manager, by interactions with product developers or workers on support sites, by hotel managers via newsletters, etc It ’ s all about communication… These are not new concepts, but they ’ re more attainable now with WEM
Series of interactions…
Because, as one might expect, if engagement is the result of a series of cumulative interactions, then one of the biggest risks is the failure of one of those interactions. If the relationship is progressing, and moving along nicely, getting more and more intimate with each interaction, then a definite threat to that momentum would be if one of those interactions didn’t go so well. - if, for instance, a very tailored, honed set of experiences online becomes extremely generic when the particular consumer comes to the site on their phone, or they get an email which doesn’t recognize their relationship with the brand… - these sorts of experiences can set the relationship back Consumers expectations are raised, and letting them down can really do harm. What would otherwise be a nice experience becomes negative if the individual is used to more [Can tell restaurant analogy here if there seems to be time] – likely not
So let’s take a closer look at some terms which some may perceive to be interchangeable. First off, the only one up here which is a single technology that can be implemented is the first one. Web content management systems are who you thought they were [for sports fans, that was a Dennis Green reference]. WCM systems are focused on the editorial and production aspects of web content, We talk about “WEB engagement management” don’t love term; web = digital (Audience Engagement Frameworks) Notion of Web Experience Mgt vs Web Engagement Mgmt vs Customer Experience Mgt… Lots of terms being used interchangably At Outsell’s Gilbane Group, we believe Web Experience is a part of web engagement, and that… Web exp vs overall digital engagement across all channels Web engagagement is in turn part of overall customer experience which is part of customer engagement [web one aspect, vs storefront, etc) Today, we’re going to focus on web engagement, but these are all facts of the way we engage with our audience Customer Experience = Interpersonal and Digital Russian
Robert…
Add back “we’re all publishers” and Funnel slides before this??
GROUP EXERCISE
To make use of personas and segments… We have to understand our audience and their needs – in order even to develop appropriate personas This was one of the faults of the early days of personalization We have to be able to hear our visitors to understand what they’re looking for…what they find relevant First step to personalization
The first is profiling. Profiling is the practice of gathering information about your visitors such that you can gain insight to their interests and needs. We’ve made many gains in this area over the years, in terms of what we can gather about our visitors. Some of this information is explicit information shared with your brand by the visitors, and some of it is implicit inferences you gather based on their behavior on your site – the things they read, browsing patterns, internet searches used to get to your site, etc.
In fact, Engagement IS complex, there’s no getting around it. How can it not be… we’re attempting to create and foster relationship between a brand and an entire population of individuals…all with different interests, needs, desire, etc Much like a Rubik’s cube, there are a number of variables which need to be addressed consciously. Today, we’ll talk about five of these variables, but in fact there are even more. And, to continue the Rubik’s cube analogy, if you’re only focused on addressing one or two of the variables (or colors) and don’t address the whole puzzle holistically, you’ll likely get very close to getting that particular variable (or color) correct, but when you take a look at the other sides, you’ll realize you’ve left them unaddressed, and likely made them worse. So, with five or more variables in play, there are an exponential number of combinations of the puzzle, or of the key to engagement with a particular individual. But, it’s not all bad news. I’m here to tell you that there’s a silver lining on this cloud. In fact, there’s more than one way to skin this cat…more than one answer. I’m told that no matter how messed up your rubik’s cube may be, that you’re never further than 24 moves from getting it back to a normal state. And in much the same way, there are recipe’s to solve the digital engagement puzzle. On top of that, the more we seek to engage, the better we get at it. This is part science, part skill, and both get better with practice. And the best news is that there are proven techniques…there are case studies to follow, brands and marketers who are doing this well, recipes for how to get this right. We’ll talk about some of the ingredients for these proven recipes over the course of the next 45 mins or so.
Okay, so let’s talk about the variables… 5 variables which we feel are most critical and need to be consciously considered when pursuing digital engagement So Svante, I’ll talk through these and introduce each, and it would be great if you can jump in on each and give SDL’s perspective… maybe what you’re seeing or how your customers are addressing these complexities The first one I’d like to raise is Channelization Channelization is essentially a word we made up, but I think it’s probably self-explanatory: It has to do with the ubiquity of the web The fact that online brands are being accessed anytime, anywhere, from any device-type, etc Josh Bernoff coined the phrase ‘ splinternet ’ , and what he talks about there is the new paradigm of the internet… Gone are the days where the web browser on a PC is our only portal into the internet Nowadays, people are accessing the internet through their phones, their iPads, their TVs, game consoles, heck, even their refrigerators. And, more than likely, they’re using a combination of these, at different parts of the day…they’re on their phones during their train commutes in the morning, then via their PCs at work, then via their tablet when they’re at home on the couch, or via their TV… Even beyond “device” channels, there are the YouTubes and Facebooks of the world, iPhone applications, and various social media channels which need to be addressed But here’s the key point… The issue here is *consistency*…providing a consistent experience for the consumer regardless of channel We hear a lot about having a “multi-channel” strategy, but I think there’s a distinction between “multi-channel” and “cross-channel”, the latter dealing with the issue of synchronicity across all the channels. To us at Gilbane, the channel aspect is a key variable which must be addressed as a component of a digital engagement strategy
Channelization is essentially a word we made up, but I think it’s probably self-explanatory: ubiquity of the web online brands are being accessed anytime, anywhere, from any device-type, etc Robert talked about the ‘ splinternet ’ : Gone are the days where the web browser on a PC is our only portal into the internet Nowadays, people are accessing the internet through their phones, their iPads, their TVs, game consoles, heck, even their refrigerators. And, more than likely, they’re using a combination of these, at different parts of the day…they’re on their phones during their train commutes in the morning, then via their PCs at work, then via their tablet when they’re at home on the couch, or via their TV… Even beyond “device” channels, there are the YouTubes and Facebooks of the world, iPhone applications, and various social media channels which need to be addressed Key = *consistency*…providing a consistent experience for the consumer regardless of channel Not “multi-channel”, cross-channel. the latter deals with the issue of synchronicity across all the channels. To us at Gilbane, the channel aspect is a key variable which must be addressed as a component of a digital engagement strategy A WCM is KEY here Social monitoring HTML5 and CSS are critical Channels are just a delivery mechanism…differentiator now, but commodity in a few yrs
optimization is about honing and applying our learnings from past experiences to improve on them moving forward 2 types of optimization here: - optimization of our understanding of the audience itself - optimization of the content Optimization, as it relates to our understanding of the audience, is merely our ability to test our presumptions against actual data, and refine our personas based on this data. If we have presumed that xyz product will be compelling to a particular persona, yet the conversion data suggests otherwise, then we may need to refine one or the other. This sort of refinement is much easier nowadays with technology The second form of optimization is the optimization of the content In the multi-channel, tailored web world we live in, content needs to be able to be mixed and matched, and sometimes down to a smaller common denominator such that the contextual assumptions are removed. Content Strategy. the more consumers interact with our content, the more we learn about the content itself. We can learn who it resonates with, what info is being searched for (or may be hard to find), what isn’t resonating (or being read) at all, etc. Continuing to hone the content, by adding metadata or even rewriting it, etc will improve the experiences for future audiences, as well as improve conversion rates TESTING – A/B & MVT
gain insight into visitor behavior and to increase conversion rate. testing is still not as common as such Internet marketing subjects as SEO, Web analytics and usability People just aren’t as aware of it. They don’t completely understand what it is or how it could benefit them or how they should use it. A/B testing is exactly what it sounds like: you have two versions of an element (A and B) and a metric that defines success. To determine which version is better, you subject both versions to experimentation simultaneously. In the end, you measure which version was more successful and select that version for real-world use. You have two designs of a website: A and B. Typically, A is the existing design (called the control), and B is the new design. You split your website traffic between these two versions and measure their performance using metrics that you care about ( conversion rate, sales, bounce rate , etc.). In the end, you select the version that performs best. Tools: Some WCM tools, Google Website Optimizer, Visual Website Optimizer, Optimizely, SumoOptimize, etc. ---or---- Omniture Test & Target, webtrends
I distinguish personalization from individualization to make a point. - the point is that we shouldn’t feel that we, as marketers, have to have so much personal, intimate information about the consumers in order to tailor their experiences and make them as compelling as possible. - The key is that consumers give us enough information about their interests just based on their interaction with our content and their online behaviors It’s up to us to “hear” them through the use of perceptive content: analytics, search logs, content scoring, progressive profiling, etc and to use that information to associate them with a segment and to provide a tailored experience for them. Again, the key point here being relevance. Relevance is both personal and situational…it has to do with my personal interests as well as the context of my circumstances. Tools: Fredhopper, Baynote, CrownPeak’s Web Content Optimizer In order to move individuals along the engagement journey, progressing them towards advocacy, we have to continue to use the information they’ve given us either implicitly or explicitly in exchange for value, to further the relationship. This, call it personalization or my preferred term, Individualization, really is a lynchpin of digital engagement.
The fourth dimension or variable is localization. In order to be relevant globally, you have to first be relevant locally. Localization is commonly mischaracterized as a synonym for translation, but, in fact, they’re different. I would say that translation is absolutely an aspect of being relevant in a particular locale, but it’s more of a subset than a synonym of localization. Again, if the whole point of digital engagement is to drive brand advocacy by being compelling, consistent and relevant, then localization is absolutely key to that definition. Obviously, from a translation perspective, if I don’t comprehend some content then it’s not relevant to me. So creating an efficient way to translate content, recognize the geolocation of a user and present or offer language alternatives is a huge aspect of engagement. But in much the same way, if the brand is not culturally sensitive – either through the appropriate use of color, maybe having photography which is more suitable to the ethnicity of the population, or maybe even taking into account weather…pushing bathing suits and summer clothes in July to folks in Argentina might not be the best idea since their seasons are reversed. Considerations of that nature would fall under the localization umbrella. Svante, SDL has a pretty hefty reputation in this area. You guys have forgotten more about localization and globalization than most have ever known. What are your thoughts here?
A final variable is socialization. The web is social. Period. I think the term “social media” is actually not long for this age…it’s no longer a distinguishing characteristic since most of our interactions on the web have some sort of “social” interaction. I can even rate shows that I watch on my TV, which is a form of user-generated content. The key about socialization, or using the social nuances of the web as a particular element of our web engagement strategy, is that the buying process has changed as more and more buying happens via the web, directly or indirectly, and as the web itself has become more social. Consumers truly value the opinions and experiences of their peers more than the information provided by our brands. They have an expectation that they will be able to interact directly with your brand, that they can share information about your brand with others, as well as solicit information from others. They expect this…it has become a part of the experience. And if they don’t get this from your brand, or if there’s no information being shared about you, then there’s an inferred loss of credibility there…the “street cred” is absent and they’re less likely to be loyal if their peer group has not demonstrated any loyalty. They also like to read blogs authored by folks other than marketers within the organization…it increases the level of intimacy, and the brand takes on a more human element. So, Socialization is less about whether or not the brand has a Facebook page or a twitter account, although those are appropriate in certain circumstances, and more about its willingness to open itself up to truly engaging with its audience, as well as enabling the audience to engage with each other about the brand.