WCM at the hub of Web, E-mail, and Social Media Insights & Engagements
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Arjen van den Akker, Product Marketing Director for WCM at Alterian, presents at TFM&A. His presentation describes how a Web Content Management System enables distributed, non-technical staff to create, edit, manage and publish digital assets to the web, while maintaining a unified set of rules, processes and workflows that ensure coherent, validated, and on-brand electronic content.
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WCM at the hub of Web, E-mail, and Social Media Insights & Engagements
- 1. WCM at the hub of Web, E-mail and Social Media insights & engagements Arjen van den Akker Product Marketing Director – WCM TFM&A - 1 March 2011 Alterian – Stand Number E18
- 2. WCM System – A Definition A Web Content Management System is a centrally managed tool that enables (de-centralised) non technical staff to create, edit, manage and finally publish (in a number of formats) digital assets to the web, whilst being controlled by a centralised set of rules, processes and workflows that ensure coherent, validated, and on brand electronic content.
- 4. Challenges of the new Multichannel world Issues with consistency of brand & tone of voice Various people / departments & tools involved Lack of approval/compliance/audit processes Control over a large enterprise, many brands, products, divisions, countries Content duplication (e.g. between web, social & email) Manual tasks (uploading images / editing HTML) Repetitive work (numerous logons, accounts & passwords) Difficult to track results
- 5. But in spite of the challenges... The same old truth still applies: Having great, relevant content is still key It serves to inform your target audience, so that they can learn about your brand, products and services It’s the thing that will convince them to engage with you So Discover where your audiences are now spending their (social) time… Engage with them using relevant and consistent messaging, to build a relationship that brings visitors back to your site and drives conversions
- 6. 1) Where do my audiences spend their time? Social Media Monitoring Example McDonald's McCafe introduction: The Domains Report shows the online locations of McCafe search results. In this case it is surprising to see a number of links related to weight loss. This is a great opportunity for McDonald's to market McCafe to a specific customer segment. They're already talking about the brand…
- 7. 1) Where are they, what do they say? Social Media Monitoring Map overlay: how are discussions geographically spread, and what do they talk about?
- 8. Step 2) Now that we know where they are, we need to engage Listen In order to Engage with someone, you need An understandingof who that person is and what he wants Good content for each type of person that we deal with A mechanism to match the right content with that specific person An opportunity to deliverthat content A way to measurethe success of your efforts and do it even better next time Speak ENGAGEMENTPERSONAS Understand Learn
- 9. Alterian Customer Engagement Framework
- 10. Alterian Customer Engagement Framework Web Content Management or Content Management ?
- 11. Traditional marketing approach – various departments Web Team Channel: website, landing pages Email / campaign management Team Channel: traditional & email campaigns New: Webcare / social media Team Channel: Twitter, Facebook, Linkedin etc. Helpdesk / customer serviceTeam Channel: phone/mail Silo’s
- 12. Desired approach Web Channel: website, landing pages Email / campaign management Channel: traditional & email campaigns New: Webcare / social media Channel: Twitter, Facebook, Linkedin etc. Helpdesk / customer service Channel: phone/mail Listen Speak ENGAGEMENTPERSONAS Understand Learn
- 13. Shared content - requirements Central repository for storage of all types of digital assets Clear separation of content from design, formatting and structure Way of tagging and structuring content systematically Ability to deliver to relevant channels such as: Web Mobile E-mail Social media SMS Other channels (kiosks, games, …) Knowledge of channel limitations (e.g. 140 characters) Workflow, authorisations, processes, auditing
- 14. Sounds familiar !! A Web Content Management System is a centrally managed tool that enables (de-centralised) non technical staff to create, edit, manage and finally publish (in a number of formats) digital assets to the web, whilst being controlled by a centralised set of rules, processes and workflows that ensure coherent, validated, and on brand electronic content. So - why not apply your WCM System to other channels too?
- 15. What would it look like ? - WCM for the web
- 16. WCM for email - benefits Workflow, folder structures, authorizations etc. Re-use of existing assets, no need to duplicate WYSIWYG editing inside templates No cumbersome HTML crafting & uploading Easy linking to landing pages Consistent branding on web and email (e.g. email & landing page) One user interface, no need to logon to multiple systems Provides direct insights into effectiveness when analytics for email and landing pages are integrated
- 17. What would it look like ? – WCM for managing email content
- 18. WCM for social media assets (SMMS) - benefits Workflow, folder structures, authorizations etc. Re-use of existing assets, no need to duplicate Consistent branding and messaging on web and social media Ability to schedule multiple messages aspart of a social media campaign One user interface, no need to logon to multiple systems Provides direct insights into effectiveness when response tracking is integrated
- 19. What would it look like ? – WCM for social media content
- 20. Social media content delivered to facebook through a WCM
- 21. Shared insights Relevant analysis tools for each channel to enable optimization each time Ability to create a combined “holistic” view of customer behavior, including Email behavior (open rates, click-throughs to certain web pages, …) Web behavior (click paths, conversions, …) Mobile behavior (click paths, conversions, …) Social media behavior (sentiment, geo location, interests, …) CRM /ERP data (transactions, complaints, subscriptions, …) Analytics based on the individual, rather than aggregated data, in order to better engage with individuals
- 22. What would it look like ? – Analytics for all channels
- 23. Is your (W)CMS “Engagement” Ready? Don’t consider WCM as just a Web Page Publishing platform Consider it as the hub of Web Engagement, involved in Managing online content Governance Deployment to various channels, reusing content And supporting Collecting feedback data Optimizing content in life cycles Delivering Efficiency gains Improved Brand Perception, Customer Acquisition, Satisfaction and Retention Engagement!
- 24. 5 take-away questions to ask yourself… Which digital assets need to be managed, now and in the future? Think in terms of web, mobile, email, social, print, TV, kiosks, games Does our current Content Management System lend itself to manage content for non-web page purposes? Consider making this a criteria for a future (W)CMS selection process Do the systems we use across other channels (email, social media) allow content – needed to engage – to be managed centrally? Try to avoid siloed systems and content duplication Can we combine analytical data from various sources to get insight? Needed to build an engagement strategy towards the individual Are we prepared to take down internal walls in our organisation? Restructure your teams to get rid of the (legacy) split between web, email, social, campaign management and customer service / CRM
- 25. Thank You questions? Arjen van den Akker Product Marketing Director – WCM TFM&A - 1 March 2011 Alterian – Stand Number E18 @arjenvdakker arjen.van.den.akker@alterian.com
Notas do Editor
- And how do you control a social media strategy in a large enterprise, if you have 20 branches, 20 brands, work in 20 countries or in 20 languages,
- Step 1, how do we find out where are our audience is spending their time?Social Media Monitoring Tools such as Alterian SM2 can tell us. What sites are they looking at, what forums do they contribute to, who do they retweet, what countries, what influencers are they talking to,A brief example we have on screen is a search we for MacDonalds who were promoting the McCafe coffee shop brand. They found lots of mentions on sites like weightwatchers, a trend identified so they could target marketing and product directly to those audiences
- Where are those people?Lots in Germany, are you covering that market? If not perhaps you shouldIf they are, drill down on the word mccafe, and see what channels they are using locally, and run regional social media campaignsOr is this as a result of successful local campaigns, can we use that in other regions
- Now we know where there are, what they want, lets engage
- Listen: through web analytics, email statistics, but also customer data, CRM data, transactional data etcOpen rates, click through rates, social media traffic too.Learn: understand your vistors better, gaining insights so that you can create segments for targeting messagesCan segment, target groupsUnderstand: decide which message needs to be delivered to whom, when and via which channel, and build the relevant content for that. Can now create content, design campaignsSpeak: deliver the message through the relevant channel. Send the contentAnd cycle starts again as you monitor and analyse results
- WCM sits here, where you create content to present, but in a personalised and individual way.But is this web only or general content management, as that content can drive email and social media marketing too
- We have looked at how we want to engage, lets see how the typical enterprise is organised to engage across all these channelsTypically there used to a team per channel, web had one team (IT or marketing), email was another team, social media different again, helpdesk yet another.These are all very separate silos
- But the structure and approach we really need is one that uses shared content and learning across these all areasSomething you can learn from talking to helpdesk should impact social media campaigns, praise or even complaints in the social media world can shape your next web and email campaignA common platform gives those departments the tools to share content and learning.
- A Brand Image needs to be same in email, social media, on a mobile (but smaller) etcA brand message, tagline, promo same on sms, tweet, email, website etc, but within the limitations of that channelFrom small to large, tweet, sms, blackberry screen, iphone screen, tablet, web pageOther channels, direct mail, call centre?
- Sounds familiar, because we are back to our definition of a WCM system
- We need to know what people actually do the Example editing webpage incontextWeb is one channel, rss another – easyAlso mobile is part of that – is easyNeed for analysis - learning
- Lets say you want to use wcm for email – No need to handcraft html, no dreamweaver, frontpage, you have a rich editor, accessibilitySpeaking to a customer last week where marketing staff were using Dreamweaver and Frontpage for creating emails. CMS has been replacing these for years for driving websites, why not email? All these emails I am sending, how many click on a link, go to a landing page, but then where do they go. Do my analytics cover the whole journey
- Deployed email straight from wcm
- The same cms, same assets can be used just as in email. f I am in finance, government, pharma and many other sectors, compliance and audit trail are mandatory.I can Schedule, eg for an event, I could tweet and video 2 weeks ago, and send reminder tweets every day for the 3 days leading up to the eventDo I have offices in 50 countries, in 25 languages, and they all want to engage socially. How do I control that and maintain brand and messaging?
- Lets choose the content I wish to send through social media,Note the content has already been through workflow in the CMS, correctly tagged, accessible and brand compliant
- This is an alchemy social media campaign image delivered to facebook
- We need to know what people actually do the Example editing webpage incontextWeb is one channel, rss another – easyAlso mobile is part of that – is easyNeed for analysis - learning
- So WCM can be hub of web engagementCan your CMS do this?
- In your organisation … which digital assets need to be managed……3 – if page based, difficult to push to multiple channelsData – does this connect to your CRM, your traditional marketing systems, your single customer view. You need to know what you customer is buying to properly