FROM WCM TO WEM19/03/2013
WHAT WE DO
WHY THIS SEMINAR ?
19962001
20132005
WHAT IS IT ABOUT ?
MANAGE
ANALYSEPERSONALISE
AGENDA
• Introduction to web engagement (Sparc)• Adobe Experience Manager (Adobe)• Sitecore• Marketing performance suite (Autonomy)
FOLLOW US
• LinkedIn : Commagroup• Twitter : • #WCM2WEM• Web : Commagroup.be
How the Web was Won
Step 1Just get online
How the Web was Won
Step 2Manage your site
From Web Content Management…
• Empowers business users
• Shortens time to market
• Ensures brand consistency
How the Web was Won
Step 3Engage the customer
Web Engagement
Effectiveness
Reach customers
… to Web Engagement
Web ContentManagement
Efficiency
Manage content
Manage sites
Manage brandconsistency
Engage customers
Activate customers
Nurture customers
REACH
Across the Customer Journey
Every minute of the day:• 100,000 tweets are sent• 684,478 pieces of content are shared on
Facebook• 2 million search queries are made on Google• 48 hours of video are uploaded to YouTube• 47,000 apps are downloaded from the App
Store• 3,600 photos are shared on Instagram• 571 websites are created• $272,000 is spent by consumers online
Sour
ce: A
lltw
itter
, Sep
t. 20
12
Across All (Digital) Touchpoints
Website
Paid media
Earned media
Owned media
Action site
E-shop
Tabletapp
Phone app
Partner site
Affiliates
TV
i-TV
Radio
Directmail
PrintAdwords
Billboards
You
Across All Devices
ENGAGETargeted and Personalized
You know
me (or at least
that I’m a guy)
ACTIVATE& NURTURE
Call to action, valorize
Closing the Loop
Concept
Publish
Test
MeasureOptimize
Track what I do, not what I say
Open for Integration
Web Engagement Platform
Customer profile information
Customer transaction
history
Product information
Media assetsSocial platforms
Syndicated content
Summary: CEM Capabilities
• Web content management• Multi-channel, multi-device• Marketing automation: segmentation,
targeting and personalization• E-commerce• Testing, analytics and optimization• Open for integration
What Are Your Competitors DoingSo
urce
: For
rest
er s
urve
y 2
011
Integrated
CEM
WCM
Targeting
AnalyticsE-commerce
DAM
CRM
Integration
CEM
WCM
Targeting
AnalyticsE-commerce
DAM
CRM
Tool Selection
• Functional fit• Technical fit• Vendor strategy• Local expertise• Licensing policy