Webtrends for SharePoint 2010 - January 19 2012 Webinar Slides

© 2012 Webtrends, All Rights Reserved.

Optimize Your SharePoint 2010 for Internet Sites

Webinar | January 19, 2012

#WTsharepoint

© 2012 Webtrends, All Rights Reserved. | 2

Today’s Speakers & Agenda

Geoffrey Edge

Worldwide Technology Lead, Digital Marketing, Microsoft

» Digital Marketing on SharePoint for Internet Sites

Jeff Seacrist

Director of Product Marketing, Webtrends

» Analytics, Testing & Targeting to Optimize Results

Justin Calvo

Global Digital Marketing Director, Avanade

» Accelerate Your Digital Marketing Journey

#WTsharepoint


Digital Marketing on

SharePoint for

Internet Sites Geoffrey Edge

Microsoft


marketing complexity

higher demands

digital agility required

Dialogue and engagement new channels… always online online experiences

#WTsharepoint


At the Center is your Web Site

PAID Advertising, Media, Podcasts EARNED

Social Media Everywhere

OWNED High Performance Websites

are Central to your Strategy

http://advertising.microsoft.com/creative-advertising?CreativeShowcase_CampaignID=2312

http://advertising.microsoft.com/creative-advertising?CreativeShowcase_CampaignID=2304

http://www.hardrock.com/


Businesses Need Sites that Perform

Improve

customer

service

Increase

production

efficiencies

Increase

traffic

Increase the

conversion

rate

Provide

brand

consistency

BRAND X


Industry Analysts agree (Source: Forrester Research)

CXM Graphic Source: Forrester Research Inc., The Forrester Wave: Web Content Management for Online Customer Experience, Q3 2011, July 13, 2011

http://blogs.technet.com/cfs-file.ashx/__key/communityserver-blogs-components-weblogfiles/00-00-00-90-16/1512.cxm_5F00_graphic_5F00_0.jpg


How do we get there?

#WTsharepoint


User

experience

-------

Fresh content

-------

Publishing

workflows

-------

Consistent

brand

Attention getting

experiences

-------

Rich media

management

-------

Search generated

content

-------

Basic analytics

Communities

-------

Structured data

integration

-------

Customer

self-service

-------

Advanced

analytics

Intelligent

Web Sites

-------

Self-

Service

Digital

Marketing

on

one open

and

extensible

platform

SharePoint for Internet Sites Scalable and Supported

Move your company’s web experience

in the right direction.

Address the Basics Innovate and Grow


One Proven Platform from Microsoft

#WTsharepoint



User

experience

-------

Fresh content

-------

Publishing

workflows

-------

Consistent

brand

Attention getting

experiences

-------

Rich media

management

-------

Search generated

content

-------

Basic analytics

Communities

-------

Structured data

integration

-------

Customer

self-service

-------

Advanced

analytics

Intelligent

Web Sites

-------

Self-

Service

Digital

Marketing

on

one open

and

extensible

platform







#WTsharepoint



User

experience

-------

Fresh content

-------

Publishing

workflows

-------

Consistent

brand

Attention getting

experiences

-------

Rich media

management

-------

Search generated

content

-------

Basic analytics

Communities

-------

Structured data

integration

-------

Customer

self-service

-------

Advanced

analytics

Intelligent

Web Sites

-------

Self-

Service

Digital

Marketing

on

one open

and

extensible

platform







#WTsharepoint



User

experience

-------

Fresh content

-------

Publishing

workflows

-------

Consistent

brand

Attention getting

experiences

-------

Rich media

management

-------

Search generated

content

-------

Basic analytics

Communities

-------

Structured data

integration

-------

Customer

self-service

-------

Advanced

analytics

Intelligent

Web Sites

-------

Self-

Service

Digital

Marketing

on

one open

and

extensible

platform







#WTsharepoint



Analytics, Testing

& Targeting

to Optimize Results Jeff Seacrist

Webtrends


User

experience

-------

Fresh content

-------

Publishing

workflows

-------

Consistent

brand

Attention getting

experiences

-------

Rich media

management

-------

Search generated

content

-------

Basic analytics

Communities

-------

Structured data

integration

-------

Customer

self-service

-------

Advanced

analytics

Intelligent

Web Sites

-------

Self-

Service

Digital

Marketing

on

one open

and

extensible

platform



Relevance to Improve CXM

#WTsharepoint



Webtrends for SharePoint 2010

A Microsoft Preferred Solution:

• Analytics, Segmentation, Testing

& Optimization.

• Quick time to value.

• Compatible with any SharePoint

initiative.

• Extensibility beyond SharePoint.

• Developed by Webtrends in

cooperation with Microsoft for

optimum interoperability.

"Webtrends has built an

integrated analytics and

optimization solution for

our growing SharePoint

community to help our

customers get the most

from SharePoint 2010,“

"Many SharePoint

customers worldwide are

Webtrends customers. We

expect that this alliance

will help drive business

results for SharePoint 2010

customers across the

globe.”

Jared Spataro WW Director of SharePoint

Product Marketing,

Microsoft

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Space Creation in Analytics 10






Webtrends Site Collection Feature

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SharePoint for Internet Sites Reports

Webtrends Analytics

» Campaigns

» Commerce

» Content / Page

Analysis

» Onsite search

SharePoint-specific

Reports

» Web Parts

» Breadcrumbs

» Onsite Search by Site

Custom Reports

Add-on Segments &

Optimize

#WTsharepoint


Webtrends Segments for SharePoint

Drag & drop segmentation exploration and creation

Works with the same tag as Webtrends Analytics for

SharePoint

MS SQL database with published, open schema

SharePoint compatible

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Drag & Drop Segmentation Exploration

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#WTsharepoint



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Segment Creation


Integration to Drive Action


Profiles are Key to Personalization

Attributes used for targeting content:

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Webtrends Optimize

o Designed for marketers

o Complete and flexible test

design

o Robust segmentation

o Rules-based personalization

o Actionable analytics and

reporting

o SharePoint compatible

Segment Testing General Testing Targeting Personalization

ROMI ROMI ROMI ROMI


How and what to test?

»Test design options:

»Evaluate ideas & page elements to test

»Create recipe matrix & creative assets

A/B/n Multivariate Testing

Fractional Factorial Full Factorial

A/B/n/Multivariate Testing

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Identify Page Elements to Test


Develop Test Recipe Matrix


Case Study – eMarketer

Vertical: Media/Publishing

Objective: Boost Yearly Professional Newsletter Subscription

Results:

Control Page MVT Winner

4

2

3

1. Refocused page to the professional value of the marketing reports

2. High efficiency through funnel/form reduction (2 to 1 pages)

3. Dramatically decreased abandonment with offer and price testing

53% Increase

in Subscriptions

1


Accelerate your

Digital Marketing

Journey Justin Calvo

Avanade


User

experience

-------

Fresh

content

-------

Publishing

workflows

-------

Consistent

brand

Attention

getting

experiences

-------

Rich media

management

-------

Search

generated

content

-------

Basic analytics

Communities

-------

Structured data

integration

-------

Customer

self-service

-------

Advanced

analytics

Intelligent

Web Sites

-------

Self-Service

Digital

Marketing

on

one open

and

extensible

platform



Where Are You At On Your Digital Journey?

#WTsharepoint


4 Keys To Accelerate Your Journey

#WTsharepoint


1 URL not found

2 Slow, accessibility issues

3 “Bad search,” discoverability

4 Hard to use

5 Content is static, redundant

demo

1. Set Your Standards For Success

http://download.maxamine.com/DEMO/NRF2011/Leaderboard.html


Scan Pinpoint Impact

Strength

Flexibility

Speed

Endurance

Remedies

Performance

Experience

Compliance

TSB

Imp

act

Effort

OFM

SOS PCE

LIM

SHP

ECF

SPC

CGM

MCP

MCO

ACM

TCI

DTT

PMA

Get a Check-Up and Stay Healthy

#WTsharepoint


2. Unlock The Power Of Your Data

#WTsharepoint


40

Leveraging a site visitor’s segment and demographic profile to provide truly unique online experiences

by providing targeted content and branding themes to end users, returning behavioral analytics.

Use Data To Inform Personalized Experiences

#WTsharepoint


Engineer Outcomes

#WTsharepoint


3. Pre-Integrated Platform Reigns Supreme C

ost

Capability

Conventional Custom-

Integrated Solutions

• High Complexity

• Expensive

• Timely

Pre-Integrated

Platform

• Low TCO

• Increased Agility

• Focus on Core


Migrating Your WCM Has Never Been So Easy

#WTsharepoint


4. Execute! Execute! Execute!

• Microsoft + Accenture

• Leading SharePoint skills

• Global Delivery Network

• 15,000 professionals

• 60 offices in 20 countries

#WTsharepoint


Global ad agency - Co-branded extranet site provisioning made social, beautiful, and simple

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Self Managed Extranets Deployed In Minutes

Keys to Execution

• Visually stunning and customizable

• Social and digital media capabilities

• Rapid deployment

Avanade Services

• Strategy and Planning

• Information Architecture

• Wireframes & UI Specification

• HTML Prototyping

• XHTML/CSS Development

• SharePoint UI Integration

• SharePoint Deployment

#WTsharepoint


Gazprom – Internet + Intranet On One Platform

#WTsharepoint


Gazprom Marketing Internet Sites

Keys to Execution

• Fresh new branding

• Differentiated experience

• Increased search ranking

• Social capabilities

Avanade Services


• User Profiling



• Brand Extension

• Visual Design


• Search Engine Optimization


#WTsharepoint


Gazprom Intranet

Keys to Execution

• Reuse of website phase

• Simple content editing and publishing

• Searchability

• Engaging UI

Avanade Services


• User Profiling



• Brand Extension

• Visual Design



#WTsharepoint


Avanade Delivers Complete Solutions

CRM

Business Intelligence

Mobility

Internet Sites and Extranets

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© 2012 Webtrends, All Rights Reserved.

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Thank You

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