Want to know more? Here’s what to do

• Sitecore’s resource section. Lots of great content there http://www.sitecore.net/Resources.aspx

• Come say hi & join the fun over at my Facebook page https://www.facebook.com/michaelleandernielsen

• Stay tuned for more content on Twitterhttp://www.twitter.com/michaelleander

• Join our CMO Group on Linkedin here http://www.linkedin.com/groups/Chief-Marketing-Officers-Exclusive-2268050

• If you missed the 7 points, send me an email to Michael@michaelleander.me

What to think about next1. How do you outline the buying process of your audience? And how

to align that with your selling processes? Customer journey, personas

2. What are the main drivers for delivering a personal customer experience online? (match customer expectations)

3. How can you take the first step towards better targeting? Online onsite, in direct communication?

4. What does contextual content mean for you and how can you embrace that concept?

5. How can you ensure better control of what people share from your web presence – pictures, headlines, text?

6. How can you establish one data repository containing profile data, behavioral data and transactional data?

7. How can you establish an effective work flow for allowing you to create and test content pages, product pages, e-commerce pages on the fly and with minimum effort?

Which presentation?

A – With funny videos

B – Without funny videos

Whatever you do, make sure that you create a [unique] feel good feeling

A bit of inspiration and a few tips

1. Why the customer experience matters

2. Input to improve the online customer experience & tips to convert better

3. Crazy dancing on the tables

Things that matters an awful lot, but most of us aren’t doing or haven’t put

to practice

THE OTS CHALLENGE

Message Action

Message Message Message Message Message Action

Increase opportunity to see by 3, 5, 10

Understand the customer buying processes and how your online presence plays a role

Match content and offers to stages –use persona’s if relevant to your situation

Prerequisites> Profile insights> Content to match> Good database &marketing executionsystem> A clear objectivedriven plan on whatyou want to accomplish

Which reads the most words per minute – the eye or the ear?

2.500 words per minute 125 words per minute

People talk about pictures, share them, LOL at

them

Your market is both men and women. You can only use one picture. Which do you choose?

Man also known as male Woman also known as female

How do most people make buying decisions?

With logic With emotions

Buyers don’t make logical, rational buying decisions. They make emotional decisions

and then justify those decisions by rationalizing them

after the fact.

70/30

The importance of E’s in the online space

• Expectation• Excellence• Exciting• Experience• Emotions

(leading to action)

• Enablement

The Multi-Channel aspectand avoiding the disconnect

The experience starts and ends with marketing

Subject: Things you want to know about your stay with us

Basic profile

Expanded profile

+ Add behavioral

+ Add transactional

24

Stimulate

to get

more info

What are the

contents of your

basic profile?

Your idealprofile

Use

progressive

profiling

Use lead

scoring

FURDIC - > The feel good feeling related toyour online presence

• Can your visitors FURDIC ?

– Find

– Understand

– Relate

– Do

– Interact

– Complete (transaction)

F = Not easyU = Not easyR = Not at all, 1 size fits allD = Can do, but not easyI = Limited, customer care missingC = Can do, but not easy

F = Easy & quickU = EasyR = Persona driven + membershipD = Can do, easyI = Yes, but could be betterC = Can do, easy & quick

Now & Next Generation Online Presence centers around ….

Customer journey /& persona driven

approach

•Align content to solve customer needs

•Differentiate based on prospect & customer status + win-back

Content in context

•Match buying vs. selling cycles

•Relate content to campaigns

Community engagement

•Establish stickiness

•Social engagement

•Attract, sustain & grow membership based community

Engagement & campaign

automation

•Personalized

•Relevant conversations

•One data repository

Prerequisite = Strong backoffice

FIND,Serve,Convert Entry

page

Campaign

Google

Social

Am I in the right place ?

Looks for signals

Finds signal quickly

No signals found

Good experience

Use commonsense > increase your conversion rates

Banner advertisement

Landing page

With traffic coming in from many sources, how do we optimize the experience & our conversion to action

across the board ? …

More customized experiences

• Solid & efficient structure for creating those experiences

• A/B Split testing capabilities on the fly

Landing page #1 Landing page #2

Which landing page generated most conversions?

275 conversions 110 conversions

The Power Of A Name

Cola in Ghana - What is the problem?

What is the problem?

Lumia in Spanish? Peugeot in South China

Biao zhi

Extra large bags in Finland Snow in Iran

Your name

ONLINE

Reputation

Accessible

Own it !

SEO technical

Your name in context

Globally / Locally

www.namechk.com

The Danger of Band

Wagon & The

Urgency of Mobility

New opportunities to interact and get a response from your

audience using QR codes (or not)

Me too, me too, me too,me too, me too, me too !

Drink and scan –if you can !

Scan and download a book

The Urgency of Mobility &

Opportunities in 2nd Screen

New challenges,

new opportunities

Touch

Does she scroll?

• Average pixel length of a vertical scroll?

Responsive web design – make sure you deliver a good to great experience across all devices

2nd screen opportunities

How does mobile & relevant ”time and place offers” tie in with the overall customer experience and your webpresence

The power of social is in the

share

AID+LIRAAttention > Interest > Desire + Like – Interaction – Recommendation - Action

EngagementShare is goodAction is best

Like is NOT a currency, engagement is @michaelleander

The power of social is in the share

Page likes 5.000

Shared 222

Reach 23.168

Clicks ?

Likes 74

Call to action

The Power of Paper

Make the onsite share easy - > and make it count

Think about

- Images

- Shared text

- How to make the share convert

Now & Next Generation Online Presence centers around ….

Customer journey /& persona driven

approach

•Align content to solve customer needs

•Differentiate based on prospect & customer status + win-back

Content in context

•Match buying vs. selling cycles

•Relate content to campaigns

Community engagement

•Establish stickiness

•Social engagement

•Attract, sustain & grow membership based community

Engagement & campaign

automation

•Personalized

•Relevant conversations

•One data repository

Prerequisite = Strong backoffice

… but Nothing beats the Feel Good Feeling

@michaelleander#michaelleander

Pictures here:

facebook.com/michaelleandernielsen

Pinterest.com/michaelleander

Email address: michael@michaelleander.me