Leveraging Search to Create A Unified Customer Experience By Laura Ann Mitchell

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Leveraging Search to Create A Unified Customer Experience

#SMX #31A3 @intelFrom the Edge to the Core

What happens when you live on the edge?

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You become a party of one - an isolated island, disconnected from the core

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What happens when the isolated islands span:

hundreds of domainshundreds of thousands of pagesdozens of ccTLDs

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You get a plethora of siloed, disparate sites across multiple platforms that rarely talk to each other

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Why is this a problem?

Because customers get a plethora of siloed, disparate sites across multiple platforms that rarely talk to each other….

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Making it difficult for them to find relevant content easily, resulting in a poor user experience

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First, it brought this problem to light

What is the role of search?

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And beyond that

Search plays an important part in corralling the disparate site experience

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How Exactly is Search Going to Do that?

Search enables a unified customer journey by strengthening the connective tissue between experiences to deliver a User First approach

#SMX #31A3 @intelFrom the Edge to the Core

The Role of Search in Content Strategy

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The Value of Search

Search AsA

Channel

Search As

Insight

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Our goal as marketers is to understand and connect with our audience

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How do we gain an understanding of our audience?

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We start with the “world’s largest focus group”

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What do we learn?

What are they interested in?What problems do they have?Who influences their journey?What content types are they finding?

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With key insights from search, we quickly learn the most effective way to connect with our audience….

Often before they have even considered our brand.

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How do we adopt this User First approach?

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Enterprise Search & Content Maturity Curve

Maturity

Busi

ness

Val

ue

Afterthought Input Coordinated Unified

Brand

First

UserFirst

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Enterprise Search & Content Maturity Curve

Maturity

Busi

ness

Val

ue

Afterthought Input Coordinated Unified

Can you help us optimize this content we already have?

Can you tell us what keywords we should target for the content we’re going to create?

Can you tell us how to best coordinate our content efforts across our Business Units/Brands?

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Enterprise Search & Content Maturity Curve

Maturity

Busi

ness

Val

ue

Afterthought Input Coordinated Unified

Can you help us define a unifying content strategy across our BUs/Brands that delivers a consistent and streamlined experience for every user?

Paradigm Shift

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Building the Bond – An Intel Case Study

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Solution Overview

BDM

Maker

Gamer

Strategy

Strategy

StrategyStrategy

Strategy

Strategy

ITDM

Developer

Consumer

Each group creates their own content based on their particular perspective• Content is created in silos resulting in

different experiences across the site.• We create large amounts of detail content

with no central hub of authority on topics.

In short, the user experience is inconsistent and often results in poor journeys.

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Objective

Strategy

BDM

ITDM

Deve

loper

Maker

Gamer

Cons

umer

Current State Goal State

We are aligning to a Unifying Central

Strategy that provides a consistent, streamlined

experience for every user.

BDM

Maker

Gamer

Strategy

Strategy

StrategyStrategy

Strategy

Strategy

ITDM

Developer

Consumer

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Solution

CMS

Utilize a consistent site structure that delivers a

streamlined experience for each user

Dynamic Site Structure

CMS Templates

Deliver a consistent experience through the use of defined Page Types and Life Cycle management

Page Types/Life Cycle

Customer Intent Modeling

Create content that aligns with the interests of our

audience

User Intent

Personalization Technology

Improve relevance and deliver a simplified

experience for every user

Contextualization

Dynamic Content Delivery

Leverage engagement on high traffic pages to

merchandise our solution offerings

Merchandising

Mobile OptimizationOptimize the Experience based on the User’s Device

Right Device

Web AnalyticsMonitor KPIs to understand what’s working or not working and why to continually optimize our efforts

Close the Loop

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Direct

InDirect

Organic Traffic data can help us determine if our content is balanced between the interest of our brand and our users

Direct - Content earns ranking in search which results in Direct clicks

Indirect - Other content on the site ranks in search resulting in pageviews of content from cross links

How Do We Know it’s Working?

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How Do We Know it’s Working?

Balanced Hub PagesWhen a hub page is well balanced it receives an equal blend of Direct and Indirect Pageviews.

• Direct Views – Hub Pages earn visibility in search through relevance and authority

• Indirect Views – Hub Pages act as the central hub of for neighborhoods of content

Detail

Detail

Detail

Detail

Detail

Detail

Detail Detail

Detail

Hub

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Hub

Detail

Detail

Detail

Detail

Detail

Detail

Detail Detail

Detail

How Do We Know it’s Working?

Balanced Detail PagesDetail content should be evenly distributed across a spectrum from:

What Our Audience is Looking For (Direct) to What We Want to Say (Indirect)

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Putting it All Together

This holistic approach based on a unifying central strategy utilizes a Site Structure built on the use of Page Types with defined roles to meet the needs and interest of diverse audiences resulting in a consistent and streamlined experience for each user.

Delivering the right message to the right user at the right time

Strategy

BDMITDM

Deve

loper

Maker

Gamer

Cons

umer

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Extending the Value of Organic Search

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Transforming the

BrandDisruptExpandDefend

& Extend

Leverage strength, history, and equity garnered from PC market to create relevance and credibility in adjacent categories

Spotlight new-to-market products, embedded technologies and security solutions to expand Intel brand definition. Focus on the cutting edge of technology innovation

Evolve focus to what the technology inside enables in better, more powerful, more meaningful, more immersive, more engaging product experiences

Offer a clear path for our millions of monthly visitors to explore content on new adjacent categories

Leverage search insights to create content that goes beyond our core.

Explore new content opportunities focused on non branded terms that intercept searchers that are not yet considering our brand

Search as a Brand Builder

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Search is the one channel that ties all of the disparate sites together.

There have never been more ways to engage with our customers. While nearly every path is unique, Search almost always plays a role in the journey.

Search as the Key Connective Tissue

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Search as a native advertising tool

We can exploit millions of FREE impressions to a highly qualified target audience each month to promote new content aligned to business critical priorities.

We do this by developing an action plan to improve the merchandising power of the site by leveraging our top pages from organic search to promote our priority campaigns and drive engagement.

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Key Takeaways

Think “User First” Balance content between what you want to say and what

your audience cares about Adopt a Digital Native approach

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