Web Engagement Seminar Sparc: From WCM to WEM
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Slides from Wim Putzeys on Web Engagement.
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Web Engagement Seminar Sparc: From WCM to WEM
- 1. FROM WCM TO WEM 19/03/2013
- 2. WHAT WE DO
- 3. WHY THIS SEMINAR ? 1996 2001 2013 2005
- 4. WHAT IS IT ABOUT ? MANAGE ANALYSEPERSONALISE
- 5. AGENDA • Introduction to web engagement (Sparc) • Adobe Experience Manager (Adobe) • Sitecore • Marketing performance suite (Autonomy)
- 6. FOLLOW US • LinkedIn : Commagroup • Twitter : • #WCM2WEM • Web : Commagroup.be
- 7. How the Web was Won Step 1 Just get online
- 8. How the Web was Won Step 2 Manage your site
- 9. From Web Content Management… • Empowers business users • Shortens time to market • Ensures brand consistency
- 10. How the Web was Won Step 3 Engage the customer
- 11. Web Engagement Effectiveness Reach customers … to Web Engagement Web Content Management Efficiency Manage content Manage sites Manage brand consistency Engage customers Activate customers Nurture customers
- 12. REACH
- 13. Across the Customer Journey
- 14. Every minute of the day: • 100,000 tweets are sent • 684,478 pieces of content are shared on Facebook • 2 million search queries are made on Google • 48 hours of video are uploaded to YouTube • 47,000 apps are downloaded from the App Store • 3,600 photos are shared on Instagram • 571 websites are created • $272,000 is spent by consumers online Source:Alltwitter,Sept.2012
- 15. Across All (Digital) Touchpoints Web site Paid media Earned media Owned media Action site E-shop Tablet app Phone app Partner site Affiliates TV i-TV Radio Direct mail Print Adwords Bill boards You
- 18. You know me (or at least that I’m a guy)
- 19. ACTIVATE & NURTURE Call to action, valorize
- 21. Closing the Loop Concept Publish Test Measure Optimize Track what I do, not what I say
- 22. Open for Integration Web Engagement Platform Customer profile information Customer transaction history Product information Media assets Social platforms Syndicated content
- 23. Summary: CEM Capabilities • Web content management • Multi-channel, multi-device • Marketing automation: segmentation, targeting and personalization • E-commerce • Testing, analytics and optimization • Open for integration
- 24. What Are Your Competitors Doing Source:Forrestersurvey2011
- 28. Tool Selection • Functional fit • Technical fit • Vendor strategy • Local expertise • Licensing policy