Understanding web engagement management (WEM) and your social media presence
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Transcript of Understanding web engagement management (WEM) and your social media presence
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Web engagement management Understanding how your social efforts lead to meaningful engagement online Social Capital Conference 2012 | July 21, 2012
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Hey there #SoCapOtt’ers, I’m Joe! • Strategic Services Consultant
non-linear creations
• Instructor Algonquin College Social Media Certificate Program
• Occasional Blogger 42 Points on a Double Word Score
• Twitter @joeboughner
• LinkedIn www.linkedin.com/in/joeboughner
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Before we start, a bit of housekeeping • “Slow it down!
• “Clean it up!”
• “Dumb it down!”
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And let’s just track some jargon here • CMS
• CRM
• A|B and multivariate testing
• Conversion points, harvest points, goal funnels
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Ok, we can probably get started now
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So what exactly is WEM? • Web Engagement Management
An approach to digital strategy using a new generation of software platforms to deliver a personalized experience for your digital audiences in a measurable, meaningful and comprehensive way
• Or, put another way, WEM is like epic sci-fi coolness that makes the digital experience come alive for your visitors based on their own behaviours, across sessions, platforms and channels
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In the words of smarter people … • "If engagement is the outcome, then web experience
management (WEM) is the practice”
• “[WEM is the] promise to manage and optimize the customer experience across customer touchpoints through…content management, search, customer targeting, analytics, personalization, and optimization capabilities”
• “Understanding is where WEM departs from the mechanics of publishing”
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It’s not that this is entirely new … • Cross-channel user profiles
• Content- and source-aware analytics
• A|B and multivariate testing
• Lead scoring
• Lead nurturing
• Implicit / explicit personalization
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… it’s just becoming “easier” • New-generation platforms are bringing these
marketing and analytics functions together
• Warning: Big-ass charts coming
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Gartner Magic Quadrant for CRM Multichannel Management 2011
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Gartner Magic Quadrant for CRM Multichannel Management 2012
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Web CMS vendors are moving into CRM turf (with the added bonus of being able to control your digital content)
This makes true content marketing possible Across devices, across platforms
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Meet the “visitor profile” • A record, tied to a unique identifier, that documents a
visitor’s history on your site, including:
• Where they came from • What they did
• Combine this with the ability to rate your content against predefined personas and you get …
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A scenario In which an environmental non-profit identifies four personas: • Activist • Outdoors enthusiast • Policy advocate • Educator
Entry page Second page Exit page
Entry page Exit page
New visitor UID: 000-001
A – 10 points OE – 8 points PA – 6 points E – 2 points
A – 8 points OE – 2 points PA – 10 points E – 4 points
A = 0 OE = 0 PA = 0 E = 0
A – 8 points OE – 0 points PA – 10 points E – 10 points
A = 26 OE = 10 PA = 26 E = 16
Returning visitor UID: 000-001
A – 10 points OE – 2 points PA – 6 points E – 2 points
A – 10 points OE – 2 points PA – 0 points E – 4 points
A = 46 OE = 14 PA = 32 E = 22
UID 000-‐00
1 is an Ac.v
ist!
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So what now? • Personalize calls to action that this user sees based
on the understanding of the persona
• Test against other variables such as visit source • Do activists from social channels behave
differently than those who click on email newsletters?
• Find pages with high bounce rates for this persona and test alternative content
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Now meet the “engagement plan” • A series of steps or actions that a visitor from a target
audience (or persona) might take towards a desired end goal
• Download Whitepaper X • Comment on Blog Post Y • Watch Video Z
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A scenario In which a fantabulous digital agency deploys a lead nurturing strategy for recruiting developers
Downloads a whitepaper
Receives an email with
link to a blog post
Did (s)he click? Add
points!
Receives an email with
link to a more different blog
post
Did (s)he click? Add
points!
Point threshold hit
yet?
Send their info to HR!
Yup!
Nope!
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Here are a few other examples (without the handy charts)
(Sorry) (Those little dudes take a long time to make and copy)
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What other roles can social play? • Analytics / goal tracking traffic source
• See which of your site visitors come from different social channels
• See which channels refer the highest value visitors over time
• See which of your visitors refer the most traffic
• Personalization option • Show different calls to action for social visitors • Show special content to visitors who promote
your site on social channels
• Testing parameter • Do social visitors react differently to certain
types of content than others?
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How can you apply this today? • For now, there aren’t many (if any) options for WEM-
enabled CMSs in the open source category
• Start by introducing the enabling behaviours with free tools
• A|B and multivariate testing Google Website Optimizer
• Robust analytics and goal funnels Google Conversion University
• Create audience personas and map your content to them …
• Develop a content strategy to fill any gaps; map out an approach to future content creation
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But before you dive in • Remember that strategy comes first
• Don’t be creepy
• Brace yourself (and your servers) for data overload
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If you’re interested in learning more…
www.joeboughner.ca/socapott
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