5. Web Experience Management?
> Web?!
- aka the internet!
> Experience?!
- An event or occurrence that leaves an impression
on someone!
> Management?!
- The process of dealing with or controlling things or
people!
> 5
6. Web Experience Management!
> Engaging with people!
> online !
> by providing the best possible
experience.!
> Delivering your business objectives!
> through the online channel!
> WEM is about understanding your users
and delivering the best online experience
possible!
> 6
7. The ‘Hot Topics’ for 2012
> So, if youʼre looking to improve the
experiences you provide online... You
need to care about:!
- Mobile !
- Context Aware Content Targeting!
- Social Media!
- Online Channel Optimisation!
- Cloud!
> 7
8. #1 Mobile – Why it Matters
> Youʼre engaging with people on the web.!
> Theyʼre engaging with you on the web!
> On their phone. Or tablet.!
> And its probably an Android. Or an
iPhone. Might be a Windows Phone. Or
the next big thing.!
> Peopleʼs browsing habits ARE changing.!
> 8
10. The mobile challenge
> WEB101 - Donʼt make me think!!! !
> Users need to be able to use your site!
> Less screen space, even more important
– work through the actions you want
them to do. Or that they want to do.!
> Maintain this user experience across a
range of devices.!
> Without killing your content team.!
> 10
11. The Mobile Web?
> There is no ʻmobile webʼ!
> There is the internet. And different
sized windows!
> Single source of content for any
experience!
> 11
14. #2 – Context Aware Content
Targeting
> Your web experience is not a brochure. !
> It is not a ʻdumb terminalʼ!
> We can understand information about a
visitor – their ʻcontextʼ when they are on
your site!
> By understanding their context, we can
provide more relevant content to them!
> Contextual content = relevant content!
> 14
15. Context Aware Content Targeting
> Relevant content helps users, in a timely
way, to help them complete their tasks!
> Context awareness can understand:!
- Language!
- Location!
- Device!
- New or returning visitor!
- Existing customer!
- Google keyword search!
- Referring site!
- Previous behaviour / purchases!
- Browsing path!
> 15
16. Context Awareness reduces clutter
> Successful WEM isnʼt about pretty
pictures – its about simplicity. !
> If you search for something, you expect
relevant results. !
> Failure to account for the context of the
user is a missed opportunity to help meet
your goals !
> 16
17. #3 - Social Media
> Social networking has become
the worldʼs most popular online
activity!
> It accounts for 20% of Internet
time and social networking
sites now reach 82% of the
worldʼs online population!
> There are now more Facebook
users than Buddhists!
> 17
18. Social Media - £££ & ROI?
> Social media is a key tool in your
marketing mix, and more money
from marketing budgets will be
spent on Social Media in 2012.!
> There will be more money!!
> There will be consultants who
can promise ROI. Metrics such
as likes, retweets, followers, and
more!!
> 18
19. Social Media
> You need a strategy.!
> Strategy tied to your business
goals:!
- Increase brand or product awareness to
target markets.!
- Become known as an industry leader or
expert in their field.!
- Drive traffic to the company website.!
- Listen and learn what their customers are
saying about them and their competitors.!
- Recruitment of staff via channels such as
Linkedin.!
- To provide a customer service channel!
- To sell more product and increase sales
enquiries.!
> So that when you look at
metrics – they have meaning!
> 19
20. Social - Single source
Publishing model
> Provide a mechanism to allow
your staff to engage through
social media!
> Publish directly from the web
publishing tool!
> Levels of governance you have
on your site – you must have
on your social engagement!
> Use Social as a channel to
drive traffic back to your site.!
> 20
21. Social – Aggregation and
Curation
> Engage with people in their
neighbourhood but bring that
back into your own domain!
> Match social interactions with
your site, your back end
systems!
> People donʼt just ʻLikeʼ any
more. The ʻReadʼ; they
recommend...!
> 21
22. Social Media
> Social Media is powerful.!
> BUT. You need the web presence
to drive traffic to from your
social activity. !
- What will people do when they click
through?!
- Can you deliver the promise?!
- Is you site mobile ready (many social
networks have over 50% of traffic from
mobile users)!
> As an organisation social media
is just one channel in your quest
to meet your goals. !
> 22
23. #4 - Online Channel Optimisation
More
Be9er
Educated
Data
Analysis
Effec0ve
Business
Ac0on
Website
Outcomes
> 23
24. #4 – Online Channel
Optimisation
> Optimisation is the loop of
constant improvement.!
> It is the understanding of site
behaviour and using this to
increase your success.!
> Without this, you are only
doing half the job! !
> Everyone has analytics. But
not enough people use
analytics
> 24
28. #5 – Cloud Computing
> WEM is about – innovation, adapting and
improving. !
> When thinking about this you need the
ability to build and launch quickly, and
scale to meet your requirements as you
grow. !
> The Cloud is the next generation of
deploying your WEM platform.!
> Removes the barriers to entry!
> 28
31. The Hot Topics for 2012
> When planning your online strategy…!
- You must plan for Mobile !
- Understand the contexts your users will be
interacting with you from!
- Have Social Media in the mix, but ensure your
website is fit for purpose!
- Optimise, Optimise, Optimise!
- Understand how deploying on the Cloud removes
yesterdays technology concerns!
> 31
