Alterians July 2009 Webinar Persuasive Content Using Your Website To Grow Your Customer...
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July Monthly Webinar: Persuasive Content – Using Your Website to Grow Your Customer Experience Ian Truscott VP, Content Management Product Strategy [email protected] www.twitter.com/iantruscott #aw0709
description
Featuring Ian Truscott, Vice President WCM Product Strategy The well documented proliferation of web content, fueled by increased access to social software and content management tools, tell us that people want to be published, to share their thoughts and participate in on-line communities. Often the publication of content is about more than just a desire to be read, the author wants to encourage site visitors to do something, to participate in their community, to visit their site again, to think a certain way about their company, to participate in a marketing campaign or maybe buy something. The term Persuasive Content has been coined to describe this, typically well written, relevant content that will persuade your site visitors to act. This provocative presentation explained more about how persuasive content can be used to drive that holy grail of a web strategy: improved customer experience.
Transcript of Alterians July 2009 Webinar Persuasive Content Using Your Website To Grow Your Customer...
July Monthly Webinar:
Persuasive Content – Using Your Website to
Grow Your Customer Experience
Ian Truscott
VP, Content Management Product Strategy
[email protected]/iantruscott
#aw0709
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?
Our Observations
• 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
• Our website is our primary engagement channel
But, don’t take our word for it...
• What is relevant?• What is relevant for me?• How does your website know?
A man walks into a shop to buy a suit...
• Understand engagement objective• Understand the visitor• Deliver content• Capture feedback• Gain actionable insights• Start again...
Closing the loop
MESSAGEDELIVERY
CAPTUREREACTION
BEHAVIORALDATA
INSIGHTS
CONTENTREQUIREMENTS
ENGAGEMENTPERSONAS
MESSAGEOPTIMIZATION
Lets start with content...
...understand our objective
Closing the loop
MESSAGEDELIVERY
CAPTUREREACTION
MESSAGEOPTIMIZATION
BEHAVIORALDATA
INSIGHTS
ENGAGEMENTPERSONAS
CONTENTREQUIREM
ENTS
• Prepare our content• Business user tools• Connect knowledge with audience
Closing the loop
MESSAGEDELIVERY
CAPTUREREACTION
CONTENTREQUIREMENTS
BEHAVIORALDATA
INSIGHTS
ENGAGEMENTPERSONAS
MESSAGEOPTIMIZA
TION
• How are we going to deliver this? • Who are we going to deliver to?• How do match the content?
Closing the loop
CAPTUREREACTION
MESSAGEOPTIMIZATION
CONTENTREQUIREMENTS
BEHAVIORALDATA
INSIGHTS
ENGAGEMENTPERSONAS
MESSAGE
DELIVERY
• Deliver personalised / multi-channel campaign
• Provide consistency of intimacy and message
Closing the loop
MESSAGEDELIVERY
MESSAGEOPTIMIZATION
CONTENTREQUIREMENTS
BEHAVIORALDATA
INSIGHTS
ENGAGEMENTPERSONAS
CAPTURE
REACTION
• A data stream of user interaction with your site
• How did they get here?
• Hello, Ian Truscott
Use that data and continue to learn
Understand Behaviour
• Reading• Researching• Shopping
• Chelsea• Girls• Pink• Size 5-7 years• Cotton
Deeper engagement = deeper understanding
• Be nice to me and I’ll fill in your survey
Closing the loop
MESSAGEDELIVERY
CAPTUREREACTION
MESSAGEOPTIMIZATION
CONTENTREQUIREMENTS
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
ENGAGEMENTPERSONAS
BEHAVIORALDATA
INSIGHTS
Closing the loop
MESSAGEDELIVERY
CAPTUREREACTION
MESSAGEOPTIMIZATION
CONTENTREQUIREMENTS
ENGAGEMENTPERSONAS
BEHAVIORALDATA
• Use the Web Data with customer records, marketing database to gain better insight into your audience
Closing the loop
MESSAGEDELIVERY
CAPTUREREACTION
MESSAGEOPTIMIZATION
CONTENTREQUIREMENTS
BEHAVIORALDATA
ENGAGEMENTPERSONAS
INSIGHTS
• To discover new audience segments and actionable insights
• To deliver instant insight based on visitor behaviour
ENGAGEMENTPERSONAS
Closing the loop
MESSAGEDELIVERY
CAPTUREREACTION
BEHAVIORALDATA
INSIGHTS
Back to content...
CONTENTREQUIREMENT
S
MESSAGEOPTIMIZATION
CONTENTREQUIREMENT
S
MESSAGEOPTIMIZATION
Back to content....
Our content needs to be..• Persuasive – encourage the visitor
to think or act and come back• Fresh and relevant to your visitor• 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
CONTENTREQUIREMENT
S
MESSAGEOPTIMIZATION
Back to content....
How do we do that?• We need adoption by subject matter
experts, not just IT and marketing• To do that we need to provide
business users with authoring tools• We need a framework of good
governance• We need to leverage tools already in
use• Need to enable the business user to
publish across multiple channels
Engagement Cycle
• Once we know them as a visitor, we can continue to target their experience, their session.
• Next time will be better.
Conclusion
• To Engage with Your Audience – You Need:– To understand them– Good quality, accessible, well understood content– Having actionable insight– Consistent conversation across multiple channels
• This requires bringing together subject matter experts and marketers, then enable them with joined up business tools
• This also requires engagement with IT to deliver joined up data systems
• Achieve your goals as a marketer or communicator – through engaging your audience
Ian TruscottVP, Content Management Product Strategy
[email protected]/iantruscott
#aw0709
www.alterian.comwww.engagingtimes.com
Q& A
