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Successful Deployment of
Systems of Engagement
Gilbane Conference
Robert Rose (@Robert_Rose) & Scott Liewehr (@sliewehr)
November 27, 2012
About us
        “The five-year technology plan is as archaic in today’s context as a flintlock
        rifle on a modern battlefield. Tactics are the new strategy, and ‘business as
        usual’ is a terminal disease.” -Tim Walters

        “Technology should only be scaled where it helps to drive agility and
        flexibility to react more quickly. Adaptability will be the new competitive
        advantage in marketing.” -Robert Rose

        “The combination of the social web, open standards, the cloud, and
        ubiquitous mobility represent a field of dreams for empowered audiences to
        both collaborate and self-satisfy.” -Scott Liewehr

        “Success will require a long-term commitment, a full company
        transformation, and the willingness to embrace the disruption rather than
        avoid it.” -Cathy McKnight


2	
                          @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
Say “Hi” if you see these folks…




3	
       @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
Systems of Engagement
§  Recently, Geoffrey Moore suggested a different way of
    looking at the creation, optimization, and delivery of
    content with his notion of Systems of Engagement
    (SoE).
                             Systems of
                            Engagement


                                 Systems
                                of Record




4	
              @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
5	
     @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
The Advantages of SoE
                From                                                               To
        Focus on                                          Focus on consumer of
        content                                           content

        Web                                               Touch points of content
                                                          consumption

        Software                                          Comprehensive system
        categories

        Incidental to                                     Central to business /
        business                                          THE point of business
6	
                     @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
SoE = Can’t go it alone




7	
       @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
Now let’s talk about what you
        came for…


8	
              @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
9	
     @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
10	
     @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
The reality of WCM in marketing




11	
     @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
The reality of WCM in marketing
§  Less than half of customers
    trust paid advertising

§  92% trust earned media.

§  But… more than 60% trust
    owned media.

§  Systems of Engagement that
    create content-driven
    experiences are powering
    this transition.

12	
             @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
Engagement is an imperative




13	
     @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
Engagement is imperative
§  60% of consumers that engaged
    with a brand through social
    channels are “significantly” more
    likely to recommend or
    purchase.

§  “Fully Engaged” consumers
    represent an average of 23%
    premium in terms of ‘share of
    wallet, profitability, revenue and
    relationship growth”

§  “Actively disengaged” consumers
    represent a 13% discount in this
    same measure

14	
                @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
Business as usual – isn’t
§  The old maxim “adapt or die” is
    still true. But usually marketers
    knew what we were adapting
    into.

§  In today’s marketplace the
    question for the visionary CMO
    isn’t “What must we evolve
    into?” Rather, it’s how can we
    build an agile marketing
    organization that can rapidly
    adapt to . . . the unknown and
    unpredictable?


15	
                @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
16	
     @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
17	
     @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
So, what’s the challenge?




                                               Human Capital Index – Corporate Culture Performance Kotter & Keskette




18	
      @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
Sources of innovation
                         Swept Into It                          Systematic Process

         Serendipitous




                                                                            Replicated From
                                                                            Previous Job!


19	
                        @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
2012 Content Marketing challenges

            Mgmt Buy-In                                                    Producing Content




         Budget




                                                                    Producing Engaging
                                                                    Content



20	
                @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
It’s time for marketing to step up
§  We must create and
    communicate new processes
    – anchored around an ability
    to change.

§  Doesn’t matter whether it’s a
    new WCMS, or WEM/CXM or
    SOE

§  Deployment /
    implementation is the
    critical factor.


21	
             @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
So – what’s really going on?




22	
      @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
So – what’s really going on?




23	
      @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
So – what’s really going on?




24	
      @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
So – what’s really going on?




25	
      @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
How we buy content technology
§  We identify all the
    shortcomings of our
    system (real and
    perceived)
                                                   All	
  The	
  Stuff	
                        Our	
  	
  
§  We make a wish list to                          Our	
  CMS	
                              Wish	
  
    fit the design of our
    new presentation NOT                           Doesn’t	
  Do.	
                           	
  List	
  
    our new process.

§  We get demos from
    vendors who show us
    all the new stuff to                                                     Vendor	
  	
  
    differentiate
    themselves.                                                             New	
  Stuff	
  



26	
                      @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
How we implement the same
                 The reason we purchased
                 the technology.



                 All	
  The	
  Stuff	
                               Our	
  	
  
                  Our	
  CMS	
                                     Wish	
  
                 Doesn’t	
  Do.	
                                  	
  List	
  


   The stuff we                           Vendor	
  	
  
   don’t                                                                          We’ll wait for
                                        New	
  Stuff	
                             phase 2 on
   understand.
                                                                                  this
27	
                 @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
Conclusion:
§  All WCM’s fail

§  All WEM’s / SOE’s will fail too.

§  Good implementation – that enables
    CHANGE – is what’s key.

§  How do we, as marketers, test to good
    implementation.

28	
            @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
[Baton passes…]




29	
     @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
“Skate to where the
                                                           puck is going to be,
                                                           not where it has
                                                           been.”
                                                               - Wayne Gretsky

30	
     @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
So you want to go shopping...


When	
  one	
  goes	
  clothes	
                                                    They	
  shop	
  to	
  fulfill	
  an	
  
shopping,	
  they	
  are	
                                                        image.	
  They	
  are	
  looking	
  
looking	
  for	
  more	
  than	
                                                  to	
  blend	
  in,	
  to	
  sUck	
  out,	
  
protecUon	
  from	
  the	
                                                               or	
  maybe	
  to	
  dress	
  a	
  
cold	
  and	
  a	
  way	
  to	
  cover	
                                                   certain	
  way	
  for	
  an	
  
their	
  body.	
                                                                                                event.	
  




 31	
                              @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
What experience are you creating?


Whether	
  buying	
                                                                               It’s	
  about	
  
a	
  WCMS	
  or	
                                                                                  finding	
  a	
  
hiring	
  an	
  agency	
                                                                     partner	
  that	
  
to	
  implement	
  it,	
                                                                aligns	
  with	
  your	
  
it’s	
  not	
  just	
                                                                       strategy	
  and	
  
about	
  checking	
                                                                     will	
  help	
  create	
  
the	
  boxes...	
                                                                        the	
  experience	
  
                                                                                            you	
  want	
  for	
  
                                                                                         your	
  audience.	
  

 32	
                        @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
It’s not getting any easier
§  Channels explosion
§  Ubiquity of the Web
§  Global audience
§  Social Web
§  Content proliferation
§  Consumer Expectations
§  Speed-to-market pressure

33	
         @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
Important elements to consider
§  Enabling technology
§  Aligned philosophy
§  Inspiring trajectory
§  Partnership mentality




34	
          @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
Enabling technology
§  Give me control
§  Make it easier (not harder)
§  Help me do it faster
§  Tell me what I don’t know
§  Help me improve over time

         Hone	
  in	
  on	
  focal	
  needs,	
  not	
  just	
  
         funcUonal	
  requirements.	
  	
  
35	
                             @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
Aligned philosophy
§  Customer service?
§  Personalization?
§  Channelization?
§  Social?
§  Globalization?
§  Brand advocacy?

         Do	
  the	
  agency	
  and	
  technology	
  support	
  your	
  
         strategic	
  orientaUon?	
  
36	
                          @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
Inspiring trajectory
§  Innovative and strategic
§  Agile, responsive to market
§  Transparent roadmap
§  Stable and supportive



         Are	
  they	
  skaUng	
  where	
  the	
  
         puck	
  is	
  going?	
  Are	
  you?	
  
37	
                           @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
Partnership mentality
§  Understands your needs
§  Sets clear expectations
§  “Gets” customer service
§  Plays nicely with others
§  Has a strong community
§  Fits YOU

         These	
  are	
  criUcal	
  for	
  both	
  
         technologies	
  and	
  agencies	
  to	
  saUsfy	
  
38	
                          @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
Elements of the approach
         §  Focus on what matters most
           –  Hint: it’s not the technology
         §  Identify the elements of your strategy
         §  Align internally before looking externally
         §  Determine your focal needs
         §  Find the agency and technology that fit
         §  Be a good partner to get a good partner
         §  Skate where the puck is going…

39	
                  @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
[Baton passes…]




40	
     @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
The Web Engagement Stack




41	
     @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
Building the process




42	
      @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
Building the process




43	
      @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
Building the process




44	
      @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
Building the process
§  FIRST: Successful communication
    with customers means our
    engagement process is BUYER
    FOCUSED.

§  SECOND: Successful deployment of
    tools means we are clearly
    communicating our needs to our
    implementation team.

45	
         @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
46	
     @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
47	
     @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
48	
  
49	
     @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
Okay, okay…time for a break




                         [Baton passes…]




   50	
          @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
Exercise
         Action Storming
         4 Groups – Each has an SoE Challenge
              1.  Startup Company that just got a lot of money to develop
              2.  Fortune 50 Enterprise, siloed organization. This team is in charge of completely re-
                  designing the web content platforms
              3.  Mid-sized company; budget cuts – you’ve got to do more with less…
              4.  Large publishing company completely disintermediated…

         COMPANY
         Task – Come up with the 5-10 high level actions that will ensure that if you give this to the
         Implementors – that they wjll implement the right thing.

         IMPLEMENTORS
         Hand off to the next group – Now you are the implementors – regardless of what they have
         provided you,
         what will you implement?

         USERS AND MAINTAINERS
         Can you use this thing? What questions do you have? What’s missing………?



51	
                                @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
Case study


52	
             @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
A teensy pitch…


53	
             @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
Why Digital Clarity Group?
Because business-as-usual isn’t.
§  Digital disruption abound

§  Transformation necessity

§  Consumer / employee
    empowerment

§  Unprecedented opportunity




54	
              @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
Research themes and practice areas



         Consumer                                Social
        Engagement                             Enterprise




         Innovative                           Adaptive
           Change                            Technology

           @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
                 55	
  
How we help
Services we offer                                                     Technologies we cover

Technology and process assessments                                    Web Content Management
Strategy and roadmap development                                                     Social Media
Requirements / needs assessments                                    Content Marketing Platforms
Technology selection and acquisition                                      Marketing Automation
Agency assessment and selection                                Email and Campaign Management
Governance advisory                                                        Collaboration Systems
Workshops and speaking engagements                                     Digital Asset Management
Content Marketing strategy                                                                 Portals
Executive and user education                                       Web and Behavioral Analytics
Analyst access advisories and retainers                         Enterprise Content Management


                         @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
                               56	
  
Values and differentiators
§  We are guided by a promise of clarity
§  We believe pragmatism is essential
§  Impartiality is not our goal
§  We are guided by a clear world view
§  We incorporate collaboration, partnership
    and mutual learning in everything we do

57	
          @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  
Thank you

   Sco]	
  Liewehr	
  –	
  President	
                                 Robert	
  Rose	
  –	
  Sr.	
  Analyst	
  
   h]p://linkedin.com/in/sliewehr	
                                    h]p://linkedin.com/in/robrose	
  
   sliewehr@digitalclaritygroup.com	
                                  rrose@digitalclaritygroup.com	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
   @sliewehr	
  |	
  @just_clarity	
                                   @Robert_Rose	
  |	
  @just_clarity	
  
   	
                                                                  	
  




58	
                         @Robert_Rose	
  |	
  @sliewehr	
  |	
  @just_clarity	
  

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Successful deployment of systems of engagement: Making it work with the team that will make it work

  • 1. Successful Deployment of Systems of Engagement Gilbane Conference Robert Rose (@Robert_Rose) & Scott Liewehr (@sliewehr) November 27, 2012
  • 2. About us “The five-year technology plan is as archaic in today’s context as a flintlock rifle on a modern battlefield. Tactics are the new strategy, and ‘business as usual’ is a terminal disease.” -Tim Walters “Technology should only be scaled where it helps to drive agility and flexibility to react more quickly. Adaptability will be the new competitive advantage in marketing.” -Robert Rose “The combination of the social web, open standards, the cloud, and ubiquitous mobility represent a field of dreams for empowered audiences to both collaborate and self-satisfy.” -Scott Liewehr “Success will require a long-term commitment, a full company transformation, and the willingness to embrace the disruption rather than avoid it.” -Cathy McKnight 2   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 3. Say “Hi” if you see these folks… 3   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 4. Systems of Engagement §  Recently, Geoffrey Moore suggested a different way of looking at the creation, optimization, and delivery of content with his notion of Systems of Engagement (SoE). Systems of Engagement Systems of Record 4   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 5. 5   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 6. The Advantages of SoE From To Focus on Focus on consumer of content content Web Touch points of content consumption Software Comprehensive system categories Incidental to Central to business / business THE point of business 6   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 7. SoE = Can’t go it alone 7   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 8. Now let’s talk about what you came for… 8   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 9. 9   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 10. 10   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 11. The reality of WCM in marketing 11   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 12. The reality of WCM in marketing §  Less than half of customers trust paid advertising §  92% trust earned media. §  But… more than 60% trust owned media. §  Systems of Engagement that create content-driven experiences are powering this transition. 12   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 13. Engagement is an imperative 13   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 14. Engagement is imperative §  60% of consumers that engaged with a brand through social channels are “significantly” more likely to recommend or purchase. §  “Fully Engaged” consumers represent an average of 23% premium in terms of ‘share of wallet, profitability, revenue and relationship growth” §  “Actively disengaged” consumers represent a 13% discount in this same measure 14   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 15. Business as usual – isn’t §  The old maxim “adapt or die” is still true. But usually marketers knew what we were adapting into. §  In today’s marketplace the question for the visionary CMO isn’t “What must we evolve into?” Rather, it’s how can we build an agile marketing organization that can rapidly adapt to . . . the unknown and unpredictable? 15   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 16. 16   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 17. 17   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 18. So, what’s the challenge? Human Capital Index – Corporate Culture Performance Kotter & Keskette 18   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 19. Sources of innovation Swept Into It Systematic Process Serendipitous Replicated From Previous Job! 19   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 20. 2012 Content Marketing challenges Mgmt Buy-In Producing Content Budget Producing Engaging Content 20   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 21. It’s time for marketing to step up §  We must create and communicate new processes – anchored around an ability to change. §  Doesn’t matter whether it’s a new WCMS, or WEM/CXM or SOE §  Deployment / implementation is the critical factor. 21   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 22. So – what’s really going on? 22   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 23. So – what’s really going on? 23   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 24. So – what’s really going on? 24   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 25. So – what’s really going on? 25   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 26. How we buy content technology §  We identify all the shortcomings of our system (real and perceived) All  The  Stuff   Our     §  We make a wish list to Our  CMS   Wish   fit the design of our new presentation NOT Doesn’t  Do.    List   our new process. §  We get demos from vendors who show us all the new stuff to Vendor     differentiate themselves. New  Stuff   26   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 27. How we implement the same The reason we purchased the technology. All  The  Stuff   Our     Our  CMS   Wish   Doesn’t  Do.    List   The stuff we Vendor     don’t We’ll wait for New  Stuff   phase 2 on understand. this 27   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 28. Conclusion: §  All WCM’s fail §  All WEM’s / SOE’s will fail too. §  Good implementation – that enables CHANGE – is what’s key. §  How do we, as marketers, test to good implementation. 28   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 29. [Baton passes…] 29   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 30. “Skate to where the puck is going to be, not where it has been.” - Wayne Gretsky 30   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 31. So you want to go shopping... When  one  goes  clothes   They  shop  to  fulfill  an   shopping,  they  are   image.  They  are  looking   looking  for  more  than   to  blend  in,  to  sUck  out,   protecUon  from  the   or  maybe  to  dress  a   cold  and  a  way  to  cover   certain  way  for  an   their  body.   event.   31   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 32. What experience are you creating? Whether  buying   It’s  about   a  WCMS  or   finding  a   hiring  an  agency   partner  that   to  implement  it,   aligns  with  your   it’s  not  just   strategy  and   about  checking   will  help  create   the  boxes...   the  experience   you  want  for   your  audience.   32   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 33. It’s not getting any easier §  Channels explosion §  Ubiquity of the Web §  Global audience §  Social Web §  Content proliferation §  Consumer Expectations §  Speed-to-market pressure 33   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 34. Important elements to consider §  Enabling technology §  Aligned philosophy §  Inspiring trajectory §  Partnership mentality 34   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 35. Enabling technology §  Give me control §  Make it easier (not harder) §  Help me do it faster §  Tell me what I don’t know §  Help me improve over time Hone  in  on  focal  needs,  not  just   funcUonal  requirements.     35   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 36. Aligned philosophy §  Customer service? §  Personalization? §  Channelization? §  Social? §  Globalization? §  Brand advocacy? Do  the  agency  and  technology  support  your   strategic  orientaUon?   36   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 37. Inspiring trajectory §  Innovative and strategic §  Agile, responsive to market §  Transparent roadmap §  Stable and supportive Are  they  skaUng  where  the   puck  is  going?  Are  you?   37   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 38. Partnership mentality §  Understands your needs §  Sets clear expectations §  “Gets” customer service §  Plays nicely with others §  Has a strong community §  Fits YOU These  are  criUcal  for  both   technologies  and  agencies  to  saUsfy   38   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 39. Elements of the approach §  Focus on what matters most –  Hint: it’s not the technology §  Identify the elements of your strategy §  Align internally before looking externally §  Determine your focal needs §  Find the agency and technology that fit §  Be a good partner to get a good partner §  Skate where the puck is going… 39   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 40. [Baton passes…] 40   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 41. The Web Engagement Stack 41   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 42. Building the process 42   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 43. Building the process 43   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 44. Building the process 44   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 45. Building the process §  FIRST: Successful communication with customers means our engagement process is BUYER FOCUSED. §  SECOND: Successful deployment of tools means we are clearly communicating our needs to our implementation team. 45   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 46. 46   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 47. 47   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 48. 48  
  • 49. 49   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 50. Okay, okay…time for a break [Baton passes…] 50   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 51. Exercise Action Storming 4 Groups – Each has an SoE Challenge 1.  Startup Company that just got a lot of money to develop 2.  Fortune 50 Enterprise, siloed organization. This team is in charge of completely re- designing the web content platforms 3.  Mid-sized company; budget cuts – you’ve got to do more with less… 4.  Large publishing company completely disintermediated… COMPANY Task – Come up with the 5-10 high level actions that will ensure that if you give this to the Implementors – that they wjll implement the right thing. IMPLEMENTORS Hand off to the next group – Now you are the implementors – regardless of what they have provided you, what will you implement? USERS AND MAINTAINERS Can you use this thing? What questions do you have? What’s missing………? 51   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 52. Case study 52   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 53. A teensy pitch… 53   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 54. Why Digital Clarity Group? Because business-as-usual isn’t. §  Digital disruption abound §  Transformation necessity §  Consumer / employee empowerment §  Unprecedented opportunity 54   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 55. Research themes and practice areas Consumer Social Engagement Enterprise Innovative Adaptive Change Technology @Robert_Rose  |  @sliewehr  |  @just_clarity   55  
  • 56. How we help Services we offer Technologies we cover Technology and process assessments Web Content Management Strategy and roadmap development Social Media Requirements / needs assessments Content Marketing Platforms Technology selection and acquisition Marketing Automation Agency assessment and selection Email and Campaign Management Governance advisory Collaboration Systems Workshops and speaking engagements Digital Asset Management Content Marketing strategy Portals Executive and user education Web and Behavioral Analytics Analyst access advisories and retainers Enterprise Content Management @Robert_Rose  |  @sliewehr  |  @just_clarity   56  
  • 57. Values and differentiators §  We are guided by a promise of clarity §  We believe pragmatism is essential §  Impartiality is not our goal §  We are guided by a clear world view §  We incorporate collaboration, partnership and mutual learning in everything we do 57   @Robert_Rose  |  @sliewehr  |  @just_clarity  
  • 58. Thank you Sco]  Liewehr  –  President   Robert  Rose  –  Sr.  Analyst   h]p://linkedin.com/in/sliewehr   h]p://linkedin.com/in/robrose   sliewehr@digitalclaritygroup.com   rrose@digitalclaritygroup.com                                     @sliewehr  |  @just_clarity   @Robert_Rose  |  @just_clarity       58   @Robert_Rose  |  @sliewehr  |  @just_clarity