Presentation at Customer Engagement Technologies World

1. Building Customer
Engagement with
Social Media through
Dynamic Content
@iantruscott | #SDLonline | #CETW
SDL Proprietary and Confidential

2. Hello
Ian Truscott
VP Product Marketing
Content Management Technologies Division
SDL
itruscott@sdl.com
http://www.linkedin.com/in/iantruscott
@iantruscott
#SDLonline
#CETW
@iantruscott | #SDLonline | #CETW

3. What you may not know about SDL
@iantruscott | #SDLonline | #CETW

4. Building Customer
Engagement with
Social Media through
Dynamic Content
Rule #1 Never let marketing create the title for your
presentation

5. Customer Engagement

6. The Challenge and Opportunity
“Consumers and knowledge workers alike are grabbing control of the
reigns and not letting go. The combination of the social web, open
standards, the cloud, and ubiquitous mobility to name just a
few, represent a field of dreams for empowered audiences to
both collaborate and self-satisfy. For organizations, these represent an
opportunity to transform, innovate, engage and develop
loyal customers and employees like never before.”
Scott Liewehr
Digital Clarity Group - June 2012
@sliewehr

7. Customer Engagement?
•You may have heard different terms:
–Web Experience
–Web Engagement
–Customer Experience
–Customer Engagement
•Web = digital
•Listen, analyze, be relevant and facilitate
conversation

8. Once, when life was easy
 One way communication
 Limited communication channels
 Broad reach per channel
 Lower consumer expectation
 A linear engagement process
8 @iantruscott | #SDLonline | #CETW

9. Customer Experience Ecosystem
Engineering
Support
Specs
FAQ
Tech
docs
Sales
Price Marketing

10. The Engagement Journey
The total value of a
brand advocate is at
least five times or
more of the value of
an ordinary
customer
Deloitte “A new breed of
brand advocates”
Awareness Conversion Loyalty Advocacy

11. The Digital Experience Cycle
MESSAGE
DELIVERY
MESSAGE CAPTURE
OPTIMIZATION REACTION
Persona
Data
CONTENT BEHAVIORAL
REQUIREMENTS DATA
INSIGHTS

12. Keeping the Customer Satisfied
“After a poor customer
experience, more than
one-quarter of
consumers (26 percent)
posted negative
complaints on a social
networking site such as
Facebook or Twitter”
Harris Interactive, 2011
Customer Experience
Impact Report
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13. The Digital Experience Cycle
MESSAGE
DELIVERY
MESSAGE CAPTURE
OPTIMIZATION REACTION
Persona
Data
CONTENT BEHAVIORAL
REQUIREMENTS DATA
INSIGHTS

14. Understand your audience

15. Persona Data
MESSAGE
DELIVERY
MESSAGE CAPTURE
OPTIMIZATION REACTION
Persona
Data
CONTENT BEHAVIORAL
REQUIREMENTS • Objective to build an understanding of the
DATA
audience
• Not CRM a persona could be individual or
segment
INSIGHTS

16. The content explosion

17. Content is the Biggest Content Marketing Challenge
Source: B2B Content Marketing:2012
Benchmarks, Budgets & trends - Content Marketing
Institute (CMI)

18. Content Requirements
MESSAGE
DELIVERY
MESSAGE CAPTURE
OPTIMIZATION REACTION
Persona
Data
CONTENT • Understand personaBEHAVIORAL
REQUIREMENTS • Prepare for this explosion of persuasive and
DATA
product content
• Therefore need tools for the business user and
integrations
INSIGHTS
• Tools connect knowledge with audience

19. Customer doesn’t just want to talk to sales and marketing..
Engineering
Support
Specs
FAQ
Tech
docs
Sales
Price Marketing

20. Message Optimization
MESSAGE
DELIVERY
MESSAGE CAPTURE
OPTIMIZATION REACTION
Persona
Data
• Optimize message for language, channel &
CONTENT device BEHAVIORAL
REQUIREMENTS • Ensure the content is smart and can be
DATA
matched to audience
• Preview, test and edit as the audience will
see it
INSIGHTS
• Assembly of relevant content components

21. Social Imperative
• The „social web‟ is now just „the web‟, many websites
today and all of our websites tomorrow will be social community spaces.
• Our platform for marketing, PR and engagement will
not be limited to a fixed URL, but a broader social
media, multi-channel experience.
• Today organizations are taking a tactical approach
to these challenges, with niche tools and loose business
practices to augment their tried and tested web content strategies.
• As the requirement to socialize becomes a
mainstream business imperative, is it time to evolve from
WCM to a Social CMS?

22. all of our websites?

23. The Business Imperative to be Social Enabled
• People are viewing the web through the social media keyhole
• How much of the content you consume now comes from twitter or
Facebook?
• Web users are becoming consumers of farmed content not hunter
gatherers - American internet users spent 53.5 billion minutes on Facebook during
May 2011 – Neilsen
• Curated content based on recommendations versus rules based
personalization
• There are new influencers in town – advocates, sneezers.
• There are no new web hours – folks are saturated
• Social is not just “the mainstream” – but time poor professionals
slotting in a slither of their day to share something with their
friends.

24. New Channels, New silos?
• Remember that Flash animation that your digital agency created in 2004?
• New channel does not mean ignore governance - Is not a pass to avoid
litigation, accessibility or just looking bad.
• Being social means their language
• Standard best practice applies: Single content strategy, single
governance model
• But.. Engaged employees and freedom are important – you need to
appear human

25. Relevant delivery

26. The Need for a Holistic Experience
• This is a customer experience not a
digital experience
• It must be a consistent experience –
fuelled by the same content
• Amtrak example

27. Message Delivery
MESSAGE
DELIVERY
MESSAGE CAPTURE
OPTIMIZATION REACTION
Engagement
Persona
CONTENT BEHAVIORAL
REQUIREMENTS DATA
• Deliver personalised / multi-channel campaign
• Provide consistency of intimacy and message
• Provide content and product recommendations
INSIGHTS

28. This “New” thing called Social
• Social is not new – it’s now
mainstream
• When it comes it comes to people
buying products some people have
always looked to forums and chat
rooms
• Think beyond Facebook and Twitter
• Where is your audience?
http://www.theatlantic.com/technology/archive/2012/10/dark-social-we-
have-the-whole-history-of-the-web-wrong/263523/

29. AV Forums – An example
• AV forums..

30. Make the Content Shareable
Source: Social Impact Study 2012: Social Sharing as Helpful as Google Search in
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Shopping – sociablelabs 03/04/2012

31. Your content must be easy to share
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32. Capture reaction and develop insight

33. Capture Reaction
MESSAGE
DELIVERY
MESSAGE CAPTURE
OPTIMIZATION REACTION
Engagement
Persona
CONTENT • Customer analytics data stream, aggregated from
BEHAVIORAL
REQUIREMENTS third parties and social media
DATA
• Everyone is talking - 25% of search results are user
generated
• Insight into keywords
• Understand market/competition
INSIGHTS

34. Social Intelligence in Action
Election stuff
http://www.sdl.com/campaign/si/presidential-report.html

35. Behavioural Data
MESSAGE
DELIVERY
• Use the Web Data with customer
records, marketing database to gain
better insight intoMESSAGE
your audience CAPTURE
OPTIMIZATION REACTION
Engagement
Persona
CONTENT BEHAVIORAL
REQUIREMENTS DATA
INSIGHTS

36. Get Insights – Not Just Data
MESSAGE
DELIVERY
MESSAGE CAPTURE
OPTIMIZATION REACTION
Engagement
Persona
• Marketers don’t need data they need insights
• Discover new audience segments and actionable insights
CONTENT BEHAVIORAL
REQUIREMENTS DATA
INSIGHTS

37. Measurement is continuous
The only man who MESSAGE
behaves sensibly is DELIVERY
my tailor he takes
MESSAGE CAPTURE
my measureOPTIMIZATION
anew REACTION
every time he sees
me, whilst all the Persona
Data
rest go on with their
old CONTENT BEHAVIORAL
measurements, and
REQUIREMENTS DATA
expect them to fit
me. INSIGHTS
George Bernhard Shaw

38. Continue to engage

39. Continuing the Engagement
New customer costs “..in a perfect world
Cost of advertising/promotion it‟s both and
Price sensitivity everything in
Setting up new accounts between..” Carrie
Time and money spent explaining business to new Johnson – Forrester
customers
Research
Costs associated with inefficient dealing with new
customers
Profits generated from
satisfied customers
Reduced price sensitivity
Reduced switching to competitors
Increased referrals
Increased repeat purchases
Source: “Rules of engagement”
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40. Continue to optimize content
MESSAGE
DELIVERY
MESSAGE CAPTURE
OPTIMIZATION REACTION
Persona
Data
CONTENT BEHAVIORAL
REQUIREMENTS • Use insight toDATA refine content
better
• Persuasive – encourage the visitor to think
or act and come back
• Fresh and relevant to your visitor
INSIGHTS
• Understood – I know my audience – do I
know my content?

41. Continuing the Engagement
VALUE OF AN “Retention is a lot more cost
effective than acquisition”
EXISTING CUSTOMER Carrie Johnson – Forrester
Research
IMPORTANCE OF
CUSTOMER RETENTION
Source: Frederick Reichheld – “Business marketing strategies”
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42. The Digital Experience Cycle
MESSAGE
DELIVERY
MESSAGE CAPTURE
OPTIMIZATION REACTION
Persona
Data
CONTENT BEHAVIORAL
REQUIREMENTS DATA
INSIGHTS

43. Key points
• Social is the web
• Know your audience and where
they are
• Know your content and ensure it
is sharable and easily
repurposed
• The new consumer demands to
speak to someone other than
sales and marketing
• Remember the role content
plays in future customer
satisfaction
• Listen, respond and react

44. Thank you
Ian Truscott
itruscott@sdl.com
@iantruscott | #SDLonline | #CETW
SDL Proprietary and Confidential