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

1. How a Digital Strategy
Using a CMS Can Drive Engagement
Bill Rogers
Ektron CEO

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. 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. Copyright  2014 Ektron, Inc.
Selected Federal Users

5. Copyright  2014 Ektron, Inc.
Selected SLG Users

6. Copyright  2014 Ektron, Inc.6
OpenTable

7. Copyright  2014 Ektron, Inc.7
FAA.GOV
• Maps
• Weather
• Docs
• Airports

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. Copyright  2014 Ektron, Inc.
MOBILE DATA
USAGE
201763%
desktop
37%
mobile
2 0 1 2
TIME SPENT ONLINE

10. Copyright  2014 Ektron, Inc.
Social
Web
Mobile
MULTI-CHANNEL ENGAGEMENT

11. Copyright  2014 Ektron, Inc.
5 ways CMS
helps with
engagement
on mobile

12. Copyright  2014 Ektron, Inc.
1. Use Responsive Web Design

13. Copyright  2014 Ektron, Inc.
RWD BENEFITS
• Google Preferred
• Easy to Update
• Easy to Share
• Designer Friendly
• Future Proof

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. Copyright  2014 Ektron, Inc.
3. Boost
context
by swapping
images for
different
device types

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4. Work faster and smarter by
previewing content on mobile devices

17. Copyright  2014 Ektron, Inc.
5. Increase
engagement
with content
tailored to
specific
devices

18. Copyright  2014 Ektron, Inc.
engagement
with search

19. Copyright  2014 Ektron, Inc.
1. Analyze top search keywords

20. Copyright  2014 Ektron, Inc.
How a Content
Marketing Strategy
can help with
engagement

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. Copyright  2014 Ektron, Inc.
DOES THIS LOOK FAMILIAR?
CMS CRM Marketing
Automation
Analytics
ERP Enterprise
Repositories

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. Copyright  2014 Ektron, Inc.
HOW TO GET THERE
Knowledge
of Visitor
Behavioral
Intent
Actionable
view of your
customer

25. Copyright  2014 Ektron, Inc.
MULTIVARIATE
TESTING
Maximize site
performance
through
automated
conversion rate
optimization
CREATE MULTIVARIATE EXPERIMENT
PAGE VERSIONS
PAGE ELEMENTS

26. Copyright  2014 Ektron, Inc.
Using Analytics

27. Copyright  2014 Ektron, Inc.
CONTINUE THE CONVERSATION
UNDERSTAND THE SITE VISITOR INTENT
SEND TOPIC EMAIL

28. Copyright  2014 Ektron, Inc.
ENGAGEMENT IS A TWO WAY
CONVERSATION
• FORMS
• DISCUSSIONS
• CALENDARS
• ASK A QUESTION
• SCHEDULING

29. Copyright  2014 Ektron, Inc.
CMS REQUIREMENTS FOR ENGAGENMENT
• Security
• Reliable
• Section 508 and many other
Accessibility compliance
• Multi-lingual

30. Copyright  2014 Ektron, Inc.