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Achieving Marketing Success

Vita Janecek, vitaja@kentico.com
Agenda


•   Marketing automation
•   Enhanced social media integration
•   SEO improvements
•   Banner management
Marketing automation – OM overview

   Contact                  Automatic & manually
                                                               Segmentation
 management
                                                                     Contact
       Contacts                                                      groups
                                                              Differentiate contacts.
       Activities                                             Use for Newsletters or
                                                                      Content
                                                                  personalization.
Track visitors. Use for
       Content                       Analytics
  personalization or
general information.
                                         Scoring

                          Identify interesting clients. Use
                             for sales representative.
Marketing automation – connect with OM

                                 Marketing automation

                                          Processes

                      Automate marketing processes. Use for Newsletters +
                      E-mails, Data.Com, Salesforce or Contact modification.

   Contact
 management
                                                                               Segmentation
      Contacts
                                                                                    Contact
                                        Analytics                                   groups
      Activities
                                                                                 Differentiate
                                           Scoring                             contacts. Use for
Track visitors. Use
                                                                                Newsletters or
    for Content
                            Identify interesting clients. Use for                  Content
personalization or
                                   sales representative.                       personalization.
      general
   information.
Marketing automation - what it can do with contacts?

                              Modify
                             contact /
                              account
                 Start
                                         Modify
                another
                                         contact
              automation
                                          group
                process




          Send                                  Replicate
       newsletter            Marketing          contact to
         issue /            automation          Salesforce
          email                                   leads




                                          Update
               Subscribe
                                          contact
                  to
                                           from
               newsletter
                                         Data.com
                            Log custom
                              activity
Marketing automation – how it works


   Contact changed

                                          Condition
       Activities


    Score changed


 Automation process              Wait


Contact added manually

How can be marketing
 automation process
      started            How marketing automation works
Marketing automation – demo (automatic process start)



Lead nurturing – eBook download
• Visitor comes to a web site, submits a form to receive
  PDF file
• MA process is started and sends a Newsletter e-mail
  with link to download eBook
• Wait & decide – if he didn’t download eBook, e-mail it
  again
• Wait & decide – if he bought anything on the web site
  then update Contact status & send e-mail to sales
  representative
• End MA process
Marketing automation – demo (manual process start)



Lost customer survey
• Visitor comes to a web site, submits a form to receive
  PDF, then he downloads PDF but doesn’t buy anything
  on the web site
• Create Contact group with above described visitors
• Manually start MA process with Contacts from Contact
  group
• Send e-mail with link to survey
• Wait & decide – if he didn’t replied then update
  Contact status; otherwise send “Thank you” e-mail
• End process
Enhanced social media integration


• new Web parts
• new Form controls
• actions in Advanced workflow

• Demo – twitter feed
Enhanced social media integration – Facebook



Form controls:
  Facebook auto post (field for document types, e.g.:
     News)

Advanced workflow:
  Publish to Facebook (automatically publish status
     updates to the Facebook page)
     + demo Advanced workflow – visual designer
Enhanced social media integration – Facebook


Existing web parts:
  Facebook activity feed (display most interesting recent activity)
  Facebook comments (allow users to comment on your site)
  Facebook Connect logon (log into the website using Facebook account)
  Facebook Connect required data (request additional information for new
      users)
  Facebook facepile (display profile pictures of people)
  Facebook like box (gain Likes & see how many users already like specified
      Facebook page)
  Facebook like button (display Like button on your site)
  Facebook recommendations (show personalized recommendations to
      users of your website)
  Facebook send button (allow users to easily send content to their friends)
Enhanced social media integration – Twitter


Web parts:
  Twitter feed (display recent Twitter updates on a web page)
  Twitter follow button (allow users to follow a Twitter account)
  Twitter tweet button (allow users to share your web site with
      their followers)

Form controls:
   Twitter feed (field for document types, e.g.: News)

Advanced workflow:
  Publish to Twitter (automatically publish tweets)
Enhanced social media integration – Google +



Web parts:
  Google+ +1 button (visitors can recommend your
    content on Google search or Google+)
  Google+ activity feed (display list of public activities
    from Google+ page)
  Google+ badge (engage on Google+)
Enhanced social media integration – LinkedIn


Web parts:
  LinkedIn apply with (enable candidates to easily apply
      for your jobs using LinkedIn profiles)
  LinkedIn company insider (show rich content about
      companies featured on your site)
  LinkedIn company profile (display key company
      information)
  LinkedIn member profile (display LinkedIn member
      profiles)
  LinkedIn recommend button (enable users to
      recommend your products to LinkedIn’s audience)
  LinkedIn share button (enable users to share your web
      site with LinkedIn’s audience)
Enhanced social media integration – Pinterest



Web parts:
  Pinterest follow button (enable your users to follow
     selected Pinterest user)
  Pinterest pin it button (let your users ‘pin’ something
     to Pinterest)
SEO enhancements

• Review of HTTP response codes
• Document-based 404 error pages specified in content tree
• Replacement page for deleted documents (demo)
• Avoiding duplicate content (extended options in settings)
• Culture specific domains (enforcing separate domain names
  for individual culture versions of the web site)
• XML Sitemap and robots.txt improvements
• Securing user links (instruct search engine crawlers not to
  follow links posted by users on forums)
• Search crawler reports (track crawlers in web analytics)
Banner management


• Manage and display advertisements in the
  form of banners
• Monitor impressions (banner views) and clicks
• Global x Site banner categories
• Utilizes Web analytics & Reporting
Banner management – demo


• Create & manage banners
• See statistics
Q&A


Any questions?

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Kentico CMS 7 – Achieving Marketing Success

  • 1. Achieving Marketing Success Vita Janecek, vitaja@kentico.com
  • 2. Agenda • Marketing automation • Enhanced social media integration • SEO improvements • Banner management
  • 3. Marketing automation – OM overview Contact Automatic & manually Segmentation management Contact Contacts groups Differentiate contacts. Activities Use for Newsletters or Content personalization. Track visitors. Use for Content Analytics personalization or general information. Scoring Identify interesting clients. Use for sales representative.
  • 4. Marketing automation – connect with OM Marketing automation Processes Automate marketing processes. Use for Newsletters + E-mails, Data.Com, Salesforce or Contact modification. Contact management Segmentation Contacts Contact Analytics groups Activities Differentiate Scoring contacts. Use for Track visitors. Use Newsletters or for Content Identify interesting clients. Use for Content personalization or sales representative. personalization. general information.
  • 5. Marketing automation - what it can do with contacts? Modify contact / account Start Modify another contact automation group process Send Replicate newsletter Marketing contact to issue / automation Salesforce email leads Update Subscribe contact to from newsletter Data.com Log custom activity
  • 6. Marketing automation – how it works Contact changed Condition Activities Score changed Automation process Wait Contact added manually How can be marketing automation process started How marketing automation works
  • 7. Marketing automation – demo (automatic process start) Lead nurturing – eBook download • Visitor comes to a web site, submits a form to receive PDF file • MA process is started and sends a Newsletter e-mail with link to download eBook • Wait & decide – if he didn’t download eBook, e-mail it again • Wait & decide – if he bought anything on the web site then update Contact status & send e-mail to sales representative • End MA process
  • 8. Marketing automation – demo (manual process start) Lost customer survey • Visitor comes to a web site, submits a form to receive PDF, then he downloads PDF but doesn’t buy anything on the web site • Create Contact group with above described visitors • Manually start MA process with Contacts from Contact group • Send e-mail with link to survey • Wait & decide – if he didn’t replied then update Contact status; otherwise send “Thank you” e-mail • End process
  • 9. Enhanced social media integration • new Web parts • new Form controls • actions in Advanced workflow • Demo – twitter feed
  • 10. Enhanced social media integration – Facebook Form controls: Facebook auto post (field for document types, e.g.: News) Advanced workflow: Publish to Facebook (automatically publish status updates to the Facebook page) + demo Advanced workflow – visual designer
  • 11. Enhanced social media integration – Facebook Existing web parts: Facebook activity feed (display most interesting recent activity) Facebook comments (allow users to comment on your site) Facebook Connect logon (log into the website using Facebook account) Facebook Connect required data (request additional information for new users) Facebook facepile (display profile pictures of people) Facebook like box (gain Likes & see how many users already like specified Facebook page) Facebook like button (display Like button on your site) Facebook recommendations (show personalized recommendations to users of your website) Facebook send button (allow users to easily send content to their friends)
  • 12. Enhanced social media integration – Twitter Web parts: Twitter feed (display recent Twitter updates on a web page) Twitter follow button (allow users to follow a Twitter account) Twitter tweet button (allow users to share your web site with their followers) Form controls: Twitter feed (field for document types, e.g.: News) Advanced workflow: Publish to Twitter (automatically publish tweets)
  • 13. Enhanced social media integration – Google + Web parts: Google+ +1 button (visitors can recommend your content on Google search or Google+) Google+ activity feed (display list of public activities from Google+ page) Google+ badge (engage on Google+)
  • 14. Enhanced social media integration – LinkedIn Web parts: LinkedIn apply with (enable candidates to easily apply for your jobs using LinkedIn profiles) LinkedIn company insider (show rich content about companies featured on your site) LinkedIn company profile (display key company information) LinkedIn member profile (display LinkedIn member profiles) LinkedIn recommend button (enable users to recommend your products to LinkedIn’s audience) LinkedIn share button (enable users to share your web site with LinkedIn’s audience)
  • 15. Enhanced social media integration – Pinterest Web parts: Pinterest follow button (enable your users to follow selected Pinterest user) Pinterest pin it button (let your users ‘pin’ something to Pinterest)
  • 16. SEO enhancements • Review of HTTP response codes • Document-based 404 error pages specified in content tree • Replacement page for deleted documents (demo) • Avoiding duplicate content (extended options in settings) • Culture specific domains (enforcing separate domain names for individual culture versions of the web site) • XML Sitemap and robots.txt improvements • Securing user links (instruct search engine crawlers not to follow links posted by users on forums) • Search crawler reports (track crawlers in web analytics)
  • 17. Banner management • Manage and display advertisements in the form of banners • Monitor impressions (banner views) and clicks • Global x Site banner categories • Utilizes Web analytics & Reporting
  • 18. Banner management – demo • Create & manage banners • See statistics