WCM as the Digital Marketing Hub Ian Truscott Senior Analyst ian@gilbane.com @iantruscott #gilbanesf

WCM as the Digital Marketing Hub

Ian TruscottSenior Analyst

ian@gilbane.com@iantruscott#gilbanesf

This is the Customers & Engagement Track

3© 2010 Gilbane Group, a Division of Outsell, Inc.

The Opportunity

• When you have someone on your website, they have given their full consent for you to communicate with them or to market to them

• It’s your chance to engage, to persuade or to educate

• That chance might be brief - as the cursor hovers over the back button

• How can you make the most out of this opportunity?

4© 2010 Gilbane Group, a Division of Outsell, Inc.

Communication not tools

• Marketing or our communicators own the website not IT

• The subject matter experts are not always in marketing, communications or IT.

• Our websites are no longer the sole domain of the techie, but driven by business people

• The web is our primary engagement channel

5© 2010 Gilbane Group, a Division of Outsell, Inc.

Have you got a typing pool?

6© 2010 Gilbane Group, a Division of Outsell, Inc.

The New Business Imperative

“The Foundation: Functional, Flexible WCM”Mary LaPlanteSenior Analyst

7© 2010 Gilbane Group, a Division of Outsell, Inc.

Customer experience expectations rise each year as

customers want faster responses to requests, more

conversational interactions, and more relevant content. Marketers now find themselves under pressure to better manage content associated with their outbound and inbound customer interactions [across multiple channels] Enterprise Content Management (ECM)

systems remain largely disconnected from the

technologies and services used to support marketing - IT does

not always understand marketing’s context and goals

Don’t take out word for it!

8© 2010 Gilbane Group, a Division of Outsell, Inc.

Digital Engagement Hub

• Listen• Be relevant• Facilitate

conversation

Customer Engagement Digital EngagementWeb Experience ManagementWeb Engagement Persuasive Content

9© 2010 Gilbane Group, a Division of Outsell, Inc.

Facilitate

If you don’t they will…

10© 2010 Gilbane Group, a Division of Outsell, Inc.

Communication not tools

11© 2010 Gilbane Group, a Division of Outsell, Inc.

Jeremiah Owyang Maturity Model

Website engagement

12© 2010 Gilbane Group, a Division of Outsell, Inc.

Think of Engagement as a unit of measure

13© 2010 Gilbane Group, a Division of Outsell, Inc.

A man walks into a shop to buy a suit...

14© 2010 Gilbane Group, a Division of Outsell, Inc.

As a Web Engagement?

• Understand engagement objective• Understand the visitor• Deliver content• Capture feedback• Gain actionable insights• Start again...

15© 2010 Gilbane Group, a Division of Outsell, Inc.

It doesn’t have to be complicated…

16© 2010 Gilbane Group, a Division of Outsell, Inc.

But.. Don’t assume…

The only man who behaves sensibly is my tailor he takes my measure anew every time he sees me, whilst all the rest go on with their old measurements, and expect them to fit me.

George Bernhard Shaw

17© 2010 Gilbane Group, a Division of Outsell, Inc.

Deeper engagement = deeper understanding

• Be nice to me and I’ll fill in your survey

18© 2010 Gilbane Group, a Division of Outsell, Inc.

Everyone is talking

19© 2010 Gilbane Group, a Division of Outsell, Inc.

Do you know what you are saying?

20© 2010 Gilbane Group, a Division of Outsell, Inc.

Don’t make me feel stupid

21© 2010 Gilbane Group, a Division of Outsell, Inc.

Know your content

22© 2010 Gilbane Group, a Division of Outsell, Inc.

Back to content..

• Content is the currency of the Digital Engagement Hub

23© 2010 Gilbane Group, a Division of Outsell, Inc.

Don’t make kids cry

24© 2010 Gilbane Group, a Division of Outsell, Inc.

Make your Content King• Persuasive – encourage the visitor to

think or act and come back• Fresh and relevant to your visitor • Local• Accessible - Not just for legal

compliance, but access from browsers, mobile device and SEO (Google is blind).

• Understood – I know my audience – do I know my content?

• Consistent across multiple channels

25© 2010 Gilbane Group, a Division of Outsell, Inc.

How do we do that?

• To do that we need to provide business users with authoring tools

• We need to leverage tools already in use• We need adoption by subject matter experts,

not just IT and marketing• Need to enable the business user to publish

across multiple channels

26© 2010 Gilbane Group, a Division of Outsell, Inc.

Conclusion

• A focus on achieving measureable marketing and communication goals - Need two things:• Audience understanding and actionable insight• Good quality, well understood, relevant, accessible,

standards compliant content• Deliver that by:

• Bringing together subject matter experts and marketers, then enable them with joined up business tools

WCM as the Digital Marketing Hub

Ian Truscott

Senior Analyst

ian@gilbane.com

@iantruscott

#gilbanesf