Marketers and communicators are being faced with the engagement challenge, it is no longer just about having a shiny new website but it needs to earn it's keep as an essential, measurable part of a communication, marketing, citizen communication, customer relations or sales strategy. All of this in an environment of more channels, with heightened visitor expectations and a demand to be relevant, responsive and agile. In this thought provoking presentation Ian explains where content and web content management sit in an integrated communications and marketing strategy.

1. Digital Engagement
Content is still King
Data is Queen
Arnez Nisperos
Principal Solutions Consultant – Web Content Management
arnez.nisperos@alterian.com

2. Let’s ask ourselves...
How does
Content and
Web Content Management
fit in your Integrated Communications and
Marketing Strategy?
• What is the role and importance of
Content?
• What is the role of a Web CMS system?
• How do they fit in the bigger picture?

3. Why do you need Content - The Opportunity
• Your Website: Communicate and Market
• It’s your chance to engage, to persuade or to educate
• How can you make the most out of this
opportunity?
• Content: Right Place at the Right Time

4. Has anything changed?
• The “one size fits all” era is over
• What do you serve?
– video, podcasts, surveys, pictures, etc.
• It's all about being personal and social
• The new buzzword: engagement

5. Trends
Alterian Annual Survey:
57% of respondents reported
their plan to invest in engaging
individuals on their website
-second highest behind social media
Content +Targeting

6. Engagement - The basic principle is simple
• Understand
• Good Content
• Mechanism to Match
• Opportunity to Deliver
• A Way to Measure

7. Engagement - The basic principle is simple
• Understand
• Good Content
• Mechanism to Match
• Opportunity to Deliver
• A Way to Measure
Engagement Cycle

8. Customer Engagement Framework
Multi-Channel Delivery Data Capture from Customers
Strategy across all Channels
RELATIVE DIALOG
CAMPAIGN DESIGN
INSIGHTS
TARGETING
Engagement and Content Customer Intelligence
Strategy Cross-Company & External

9. Customer Engagement Framework
Multi-Channel Delivery Data Capture from Customers
Strategy across all Channels
Listen through e.g.
• Social media monitoring
• Web (asset) analytics
RELATIVE DIALOG
• Email statistics / click throughs
CAMPAIGN DESIGN
INSIGHTS
TARGETING
Engagement and Content Customer Intelligence
Strategy Cross-Company & External

10. LISTEN – Social Media Monitoring
• Everyone is talking
• 25% of search results
are user generated
• Insight into keywords
• Understand
market/competition
• Insight into key
influencers

11. LISTEN – Social Media Monitoring
• Everyone is talking
• 25% of search results
are user generated
• Insight into keywords
• Understand
market/competition
• Insight into key
influencers
• Listen, Learn, Devise A Content Strategy & Engage!
See http://www.youtube.com/watch?v=QV1t-MvnCrA (posted March 17)

12. Customer Engagement Framework
Multi-Channel Delivery Data Capture from Customers
Strategy across all Channels
Listen through e.g.
• Social media monitoring
• Web (asset) analytics
RELATIVE DIALOG
• Email statistics / click throughs
Combine with other sources, e.g.
CAMPAIGN DESIGN
• CRM data & Transactional data
You’ll need a marketing
database to do this properly
and then
• Profiling, Modeling, Segmentation
Engagement and Content Customer Intelligence
Strategy Cross-Company & External

13. Customer Engagement Framework
Multi-Channel Delivery Data Capture from Customers
Strategy across all Channels
Listen through e.g.
• Social media monitoring
• Web (asset) analytics
RELATIVE DIALOG
• Email statistics / click throughs
Plan and build phase: Combine with other sources, e.g.
• CRM data & Transactional data
• Create relevant Content
• Plan and Build Campaigns Youl’ll need a marketing database
• Contact Optimisation to do this properly
and then
• Profiling, Modeling, Segmentation
Engagement and Content Customer Intelligence
Strategy Cross-Company & External

14. Customer Engagement Framework
Multi-Channel Delivery Data Capture from Customers
Strategy across all Channels
Personalized digital content: Listen through e.g.
• Website, landing page, microsite • Social media monitoring
• Email delivery • Web (asset) analytics
• Social media postings • Email statistics / click throughs
• Mobile delivery (SMS, etc)
Plan and build phase: Combine with other sources, e.g.
• CRM data & Transactional data
• Create relevant Content
• Plan and Build Campaigns Youl’ll need a marketing database
• Contact Optimisation to do this properly
and then
• Profiling, Modeling, Segmentation
Engagement and Content Customer Intelligence
Strategy Cross-Company & External

15. Back to the original question…
• Where do Content and Web Content Management sit
in an integrated Communications and Marketing Strategy

16. Web Engagement Management
• CONTENT needs to marry DATA to become relevant
• Not Just Content But Context
• Content needs to be tagged or classified to become DATA driven

17. Takeaways - Content is still King
CONTENT Requirements
• Fresh & Relevant
• Persuasive
Encourage the visitor to act and come back
• Understand
I know my audience, do I know my content?
• Consistent
Across multiple channels

18. Takeaways - Data is Queen
Data Requirements
• Leverage what you have
• Consolidate
• Don’t report on data, Understand
• Be Creative
• Select Proper Tools

19. Engagement and Alterian – Putting It All Together
Understand
1
Target
Measure
2
5
3
4
Listen Deliver
22

20. Digital Engagement
Content is King
Data is Queen
Achieve your goals as a marketer or communicator –
Engage!

21. Thank you
Arnez Nisperos
Principal Business Solution Consultant
arnez.nisperos@alterian.com