Date post: | 23-Aug-2014 |
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Adrian Lloyd – Partner & Channel Sales Director @ EktronTw : @AdiLloydTel : 07824 887907
Personalised Experiences for Membership Sites
DIGITAL EXPERIENCE LEADERSHIP
1998
2000
2002
2004
2006
2008
2010
2012
-
2,000
4,000
6,000
8,000
10,000
12,000
14,000
Sites Companies
Founded 1998 300 employeesNew England based (HQ) Ma idenhead, Berksh i re (EMEA HQ)60 par tners 3 ,700 Customers12,000+ Webs i tes Exec team f rom Microsoft
Forrester:
“Ektron has developed tight integrations for its WCM with other components of the CXM ecosystem, such as analytics and CRM.
Indeed, its ability to ingest analytics information from third-party products such as Omniture, Webtrends, and Google and display them via heat maps within the content management environment is a model for its peers to follow.
Ektron also displays a strong grasp of the importance of the social channel, through its delivery to third-party social networks and ability to ingest profile information from those sites and use it for content targeting.”
Gartner
Forrester:
Improved connections
Increased engagement
Enhanced acquisition
and retention
WE HELP OPTIMIZE YOUR DIGITAL STRATEGY
Ultimately to increase memberships & revenue!
5
Your visitors are bombarded by 100’s of digital messages
each day
More than 23% of marketers are investing in blogging and social media - Gartner stat
Every minute 571 websites are created
Google's ad revenue surpasses the entire US print industry
Nearly 90% of purchase decisions start with an online search
Over 500,000 apps have been developed in the past 3 years
77% of people use mobile phones for search
Ranking first on google garners over 40% of clicks
FB: nearly 75 million visits on mobile daily
$200 million tablets will be sold in 2013
14.3 trillion web pages currently
$272,000 spent online every second
55% of consumers share their purchases on a social site
A video on your homepage is 53% more likely to appear on page 1 of Google
56% of Americans have a social network profile
Only 14% trust advertisements
Mobile web receives 217 new users every minute
The only way to cut through the clutter
is TO CONNECT with visitors on a personal
level
SEO HAS CHANGED
SEO IS DEAD
Problem: Most Content Performs Poorly …
Typical Case: 20% of the content drives 80%+ of organic traffic
Content / Traffic Performance (6/12 – 5/13)
Website integration
Develop an influencer relations or ambassador program
Provide direct customer support through social channels
Listen/learn from customers
Develop ongoing dialog and engagement with customers
Content Marketing
0% 10%20%30%40%50%60%
25%
26%
33%
40%
50%
57%
IN 2013, WHAT IS YOUR TOP EXTERNAL SOCIAL STRATEGY OBJECTIVE?
Content Marketing is the top go to market priority in 2013
LONG LIVE SEO
INTEGRATION WITH MARKETING AUTOMATION
We don't use marketing automation
We sporadically use content for marketing automation campaigns
We use marketing automation to engage with customers
We actively create content to feed automated campaigns
We use marketing automation to nurture leads
We use marketing automation to generate leads
39.0%
15.1%
26.0%
28.2%
36.1%
36.7% • Adoption and use of Marketing Automation is on the rise
• < 20% of Ektron customers have marketing automation systems today
B2b Content Marketing Trends 2013
16
CONVERSION: WHAT YOU WANT TO HAPPEN
AwarenessConsideration
Conversion
Visitor Member
17
CONVERSION: WHAT REALLY HAPPENS
AwarenessConsideration
Close
Visitor
FOCUS ON THE MEMBER’S JOURNEY
Not your process
Content Marketing
Drives Engagement
Must Have Attributes• Is a customer (paying)• With a yearly subscription• In LondonNice to have• Responded to Premium
upgrade campaign
Must Have Attributes• Is a prospect
Member• In the Skilled Trade
industry
Target content“Great subscription content in the Member portal” webinar
Target content“Getting the most out of your Membership” Content
Personas in a Complex World
Increase relevancy and engagement for more leads with easy to use tools to create personas, target content and understand activity
CONTENT TARGETINGUnderstand customer behavior and content to deliver the right experience to the right user at the right time in the right channel
CREATE TARGETING RULES
TARGETED CONTENT WIDGET
TARGETING CONDITIONS
SOCIAL GRAPH
MULTIVARIATETESTINGMaximize site performance through automated conversion rate optimization
CREATE MULTIVARIATE EXPERIMENT PAGE
VERSIONS
PAGE ELEMENTS
BEST OF BREED DIGITAL EXPERIENCE MANAGEMENT
CONNECT YOUR WEBSITE TO OTHER SYSTEMS• Freedom and flexibility to use
the best tools for the job • Target content based on data
across systems• Prebuilt connectors to
analytics, marketing automation, CRM, Sharepoint and other systems
• Bidirectional data flow for unified customer view
DXH
ENTERPRISECOMMERCE
CHAT
QA
EMAILMARKETING
CRM
TRANSLATION SOCIAL MEDIAMONITORING
WEBANALYTICS
VIDEO
SEARCH
ERP
MARKETING AUTOMATION
BEST OF BREED INTEGRATION
CRM
MARKETING AUTOMATION
SOCIAL
CONTENT MANAGEMENT
MARKETING OPTIMIZATION
E D I T I N G A N D W O R K F LO W
E S Y N C C LO U D M A N AG E R M O B I L E
V I S U A L PA G E
L AYO U TS I T E C R E AT I O N
A N D M G M T S I T E S E A RC H
CO NT E NT TA RG E T I N G
SE O MV TE ST I N GECOMMERCE
B L O G S & C O M M U N I T I E S
S O C I A L P U B L I S H I N G
P E RSON A MG MT
WEB ANALYTICS
SHAREPOINT
VIDEO
DIGITAL EXPERIENCE MANAGEMENT PLATFORM
And Provide the Best Visitor Experience
V1.01
Adrian Lloyd – Partner & Channel Sales Director @ EktronTw : @AdiLloydTel : 07824 887907
Personalised Experiences for Membership Sites