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Consumers are grabbing control of online relationships – and they’re not letting go. Consumer empowerment is changing everything about digital marketing. The good news is that social media, personalization, dynamic content delivery, social content management, and a host of other tools and practices are coming together in engagement hubs that give marketers what they need to deliver value in every customer interaction.
Citation preview
Web Engagement: From Capability to Cross-
Channel Execution
An online discussion with
Scott Liewehr, Senior Analyst, Outsell’s Gilbane Group
Arnez Nisperos, Principal Business Solutions Consultant, Alterian
December 16, 2010
Sponsored by
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© 2010 Gilbane Group, a Division of Outsell, Inc.
Today’s discussion
• About Outsell‟s Gilbane Group
• Impact of consumer empowerment
• Web engagement defined
• Core capabilities of web
engagement
• Web engagement in practice
Download the white paper!
http://alterian.com/gilbane3kings
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© 2010 Gilbane Group, a Division of Outsell, Inc.
Gilbane Group, A division of Outsell, Inc.
• Analyst and consulting firm
focused on content technologies
• Market and buyer education,
research and consulting
• 20 year track record, with 200+
client projects and 100+ vendors
• Offices in the US (Cambridge and
Burlingame) and UK (London)
• Two annual industry events
• Gilbane San Francisco: May 2011
http://gilbanesf.com
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© 2010 Gilbane Group, a Division of Outsell, Inc.
Web Content Management Practice
• CMS tools, strategies, and best practices
for web engagement
• Client services include:
• Technology and process evaluations
• Strategy and roadmap development
• Requirements and needs assessment
• Technology selection and acquisition
• Product advisory
• Executive and user education
• Thought leadership publication
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© 2010 Gilbane Group, a Division of Outsell, Inc.
Impact of consumer empowerment
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© 2010 Gilbane Group, a Division of Outsell, Inc.
The Power Has Shifted
• We made our bed
• Consumer defenses are up
• Trust of “the man” is down
• Peers are always right…sometimes
Brands that view this phenomenon as an
opportunity and proactively manage it will win
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© 2010 Gilbane Group, a Division of Outsell, Inc.
A Digital Marketer Must . . .
• Be open
• Be a good listener
• Be prepared
• Be knowledgeable
• Be consistent
• Deliver value
Listen. Be relevant. Engage.
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© 2010 Gilbane Group, a Division of Outsell, Inc.
Enter web engagement…
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© 2010 Gilbane Group, a Division of Outsell, Inc.
The Art of Engagement
“Engagement occurs when a consumer interacts with
a brand, and elects to invest in it physically, financially
or emotionally.”
• Most valued currency of the web
• Requires the ability to listen and communicate
• Tipping point: gaining the consumer‟s attention and trust
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© 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?
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© 2010 Gilbane Group, a Division of Outsell, Inc.
The Engagement Journey
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© 2010 Gilbane Group, a Division of Outsell, Inc.
Measuring the Level of Engagement
Understanding the
audience and where
they are on the journey
is a business asset.
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© 2010 Gilbane Group, a Division of Outsell, Inc.
The Engagement Cycle
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© 2010 Gilbane Group, a Division of Outsell, Inc.
Content, context and conversation:
enabling engagement
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© 2010 Gilbane Group, a Division of Outsell, Inc.
Three Kings of Engagement
Content, provided in context, based on
numerous conversations
Context
• Target messages
• „Be where they are‟
• Individualization ≠
personalization
• Conversations are
everywhere
• The Web = social
• Consumers expect
interaction
• Perception is brand
• Web adoption gives
brands power
• Content = fulfillment
• Individualization
necessitates more
content!
• Organization is key
Content
Conversations
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© 2010 Gilbane Group, a Division of Outsell, Inc.
Web Engagement Maturity Model
Content Management
Social Media
Audience Insight
Campaign Execution
Organization Preparedness
Engaged Coordinated “Connected”-level maturity across each of the five capabilities, with insights from each driving the behaviors of the others to coordinate personalized, audience-centric, cross-channel web
engagement
Connected
Visitor-centric, business user-driven sites;
enterprise content services
Social media monitoring and
active engagement
Advanced, dynamic
segmentation, scoring and nurturing
Campaigns driven from a single,
mature interface across channels
Single customer-centric strategy
across organization.
Aware CMS-enabled
sites(s) that are MarCom-driven
Coordinated outbound messages;
listen / respond to individuals
Audience segmentation and A/B / multivariate
testing
Specialized tools in use, but limited
integration
Business unit and market channel
alignment
Tactical
‘Brochureware’ static site, run by internal/external
specialists
PR agency / MarCom pushing ad hoc messages
Counting popularity of
content through past clicks
In-market and ad-hoc, managed by spread sheets &
third parties
Individual business units, products,
services, channels or markets
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© 2010 Gilbane Group, a Division of Outsell, Inc.
Web Engagement Assessment
Content Management
Social Media
Audience Insight
Campaign Execution
Organizational Preparedness
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© 2010 Gilbane Group, a Division of Outsell, Inc.
Managing convergence via Engagement Hubs
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© 2010 Gilbane Group, a Division of Outsell, Inc.
Traditional Role of a CMS
• Technology and processes
• Enable non-techies
• Collect, manage, publish…
Sound familiar?
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© 2010 Gilbane Group, a Division of Outsell, Inc.
The Engagement Hub
Alterian‟s Next Generation Web Solutions
Engagement
Arnez Nisperos
Principal Business Solutions Consultant
312-286-0263
Software for Marketers by Marketers
Engaging the Individual Across Multiple Channels
Analytically-Driven Throughout
Best Practice Consultancy and Support
Global Partner Ecosystem
Software as a Service or On-Premise Deployment
Alterian: Overview
More than 1,500 marketing
organizations across 26
countries rely on Alterian
solutions every day.
Engagement Cycle
Listen
Internal
External
Understand: Profile, Model, Segment
• Analyze Individual Customer Behavior
• Combine Social-, Web- and Email-data with Customer records
• Build “train-of-thought” Segments
Be Relevant
• Campaign planning
• Content production and classification / tagging (CMS)
Be Relevant: Multichannel Delivery Strategy
• Deliver Relevant / Personalized Campaigns
• Provide Consistent Branding and Messages Across Channels
Engagement Hub
Alterian‟s Customer Engagement Solutions
Respond
Call to Action
Microsites Social Media Platforms
Conversations
Respond
Alert and Respond
Microsites
Embedded Link – Call to Action
Engagement and Alterian – Putting it All
Together
Scott Liewher
Senior Consultant & Lead Analyst – WCM
Gilbane Group
+1 617 497 9443 ext 217
twitter.com/sliewehr
Arnez Nisperos
Principal Business Solutions Consultant
Alterian
+1 312 286 0263
twitter.com/anisperos
![Building Capability and Engagement for the Agency[1]](https://img.pdfslide.us/doc/110x75/577d22c91a28ab4e1e983b5f/building-capability-and-engagement-for-the-agency1.jpg)
