Digital Platform Choice - Jamie Griffiths, Kentico.
•Als PPTX, PDF herunterladen•
1 gefällt mir•376 views
Digital Platform Choice – It ain’t easy Jamie Griffiths, Divisional Head at Reading Room, Kentico Reading Room have been working with clients for 20 years to make the right digital platform decisions in an ever changing market. We will give real life case studies on why platform choice is so important, some clues on what you should to consider, and the consequences of getting it wrong
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Andere mochten auch
Andere mochten auch (16)
Ähnlich wie Digital Platform Choice - Jamie Griffiths, Kentico.
Ähnlich wie Digital Platform Choice - Jamie Griffiths, Kentico. (20)
Mehr von Global Business Intelligence
Mehr von Global Business Intelligence (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Digital Platform Choice - Jamie Griffiths, Kentico.
- 1. Digital Platform Choice It ain’t easy! 18 July 2016
- 3. @readingroom A short introduction Jamie Griffiths – Divisional Head Dived into digital in 1996 about the same time Reading Room formed Reading Room are a collaboration of strategy, design and technology; we exist to help our clients benefit from digital change. Part of Idox group. Over 120 staff. Collaborative, multi-disciplinary team structure. A short introduction to Reading Room
- 4. @readingroom What we will cover It’s all about maturity Fitting with your customer lifecycle Be pragmatic about implementation A content management system is not just for Christmas Agenda
- 5. It’s all about maturity
- 6. @readingroom Where are we? Where are you now, and where do you want to get to Your vision Strategy Tactics How will we know success? It’s all about maturity
- 7. @readingroom Budget & time It’s all about maturity
- 8. @readingroom Customer experience maturity It’s all about maturity Use intelligence and predictions to optimise cross channel customer experience, by anticipating the needs of the customer and timely initiation of relevant 1-2- 1 dialogue. Establish the data infrastructure connecting online and offline customer repositories into a central data hub, where customer profile data can be accessed and used real time for relevant 1-2-1 dialogue cross channels. Putting the customer in focus and building strong relationships, through automated trigger based dialogue, where relevant conversations happen in preferred channels. Focus is to optimise digital initiatives, which is initiated by blending measurement where analytics is used for actionable insights with execution by optimisation initiatives, such as testing and personalisation. Organisations begin to align digital initiatives with strategic objectives, where digital focus is shifting towards achieving strategic goals. Focus is to distribute content across channels, starting with the most used channels, such as your mobile site and sharing content on social networks. Initially organisations have brochure sites with email campaign capabilities and web analytics in place. Initiate Radiate Align Optimise Nurture Engage Lifetime AdvocateConvertAttract Maturity Strategicvalue
- 9. @readingroom Let’s be mature about this It’s all about maturity
- 10. @readingroom Takeaways Understand where we currently are… How digital fits in with our strategy What are the constraining factors How are we working with our client It’s all about maturity
- 11. Fitting with your customer lifecycle
- 12. @readingroom Simple customer lifecycle Fitting with your customer lifecycle Awareness Educate Purchase EngagementAdvocacy
- 13. @readingroom Lombard International Use Email Marketing in Kentico to send and analyse targeted emails segmented by audience type, to raise awareness of services amongst partners. Awareness
- 14. @readingroom Key Retirement Solutions The website provides services to ‘silver surfers’ on what options are available for managing their financial income beyond retirement. Educate
- 15. @readingroom Save the Children International Rapid prototyping in Kentico to support the 30 member organisations, working to deliver change for children in 120 countries Purchase
- 16. @readingroom Kingpsan As a global leader in the manufacturing of high performance insulation and building fabric solution, one of the most important goals for their global digital platform is to allow them to be relevant to local markets. Engagement
- 17. @readingroom Takeaways Kentico can supports the entire customer lifecycle It is scalable Kentico is easy to use Fitting with your customer lifecycle
- 18. Being pragmatic about implementation
- 19. @readingroom An improving process Being pragmatic about digital goals Analytics / Performance Live site Variants / personalisation Approach / outcome Optimise
- 20. A content management system is not just for Christmas
- 21. @readingroom How are we going to live together Does the CMS support your strategy What is the capability of my team Measuring performance What can we learn from digital How can it prepare for what might happen in the future Then there are the hygiene factors – security, performance, ongoing support A content management system is not just for Christmas
- 22. @readingroom
Hinweis der Redaktion
- JG
- DB
- Unashamedly I am going to be talking a lot about Kentico, and how this content management system can be a great fit, regardless of your digital maturity, what parts of the customer lifecycle you transact online, how you wish to approach implementation, or for business as usual. Kentico will be a great fit for your organisation to meet your current digital objectives, and provide the foundation for realising your digital strategy, or developing your customer engagement.
- Understanding your digital maturity can deliver support business-wide VMOST is an analysis framework that helps you avoid this trap by checking whether the five VMOST elements – Vision, Mission, Objectives, Strategies, and Tactics – are in alignment. The tool serves two purposes. First, it helps you re-connect to your business vision, and highlights any problem areas that you need to address. Second, it helps you create and evaluate plans for the future, so that you can make sure that they're aligned with your vision of that future. Understanding the Tool Let's look at the five VMOST components: Vision – This is your organization's purpose, in terms of its values or how it goes about doing business. It should inspire staff, and help customers understand why they would want to use the company's products or services. Mission – This is also your organization's purpose, but expressed in terms of key measures that must be reached to achieve your vision. Objectives – These are specific goals that you must meet to achieve the mission. Strategy – This is the overall plan you'll follow to meet your objectives. Tactics – These are specific sets of actions needed to execute your strategy.
- It is great to have ambitions, however these should be tempered by what you can afford and also how quickly you want it. I’ll come onto talk about starting simple and building on the right foundations later. If you are able to measure and prove success, then getting additional budget should be easy right. This £10 investment earned us £100, doesn’t necessarily equate to a £100 investment returning £1,000 It is important to choose a content management platform which is affordable and scalable. Your investment now, has to be the foundation for how you grow digitally.
- We need to be pragmatic about where we are, and then how we develop our engagement. It is pointless to fool ourselves into thinking we have greater digital maturity in our engagement than we do. We want to start from the right place. Starting from the right place will help to ensure we follow the correct path and more importantly develop our relationship goals
- Here is a simplified view of the customer lifecycle Awareness – SEO, Social, Email, Advertising pay per click Educate – Website, content, brochures, case studies, Purchase or use service – getting the best use of your purchase Engagement – augment the customer experience, newsletter, support Advocacy – Earned digital, repeat business and referral. Ideally leading to more purchasing of your product or service Your CMS should enable you to interact with your customers at each point of the customer lifecycle. At the very least it should be easy to achieve the first two which is to increase awareness and educate users about your organisation, your products or services, through a site which is search engine optimised and has good findability on search engines such as Google or Bing. This is the basics… This is simple brochureware, but it is amazing how easy it is to get wrong A site which works across devices. Search engines like Google will penalise you if your site does not display well on mobile devices A site that is structured right will be easier to index, and it is also more accessible Use of content schemas structures and organises your content Out of the box Kentico makes it easy to structure and organise your content. Using Kentico Draft you can plan and organise the structure of your content to ensure that it meets any content governance requirements, such as tone of voice or SEO before it is delivered to your live website. It can be reviewed, iterated and SEO validated as part of the content development workflow.
- Lombard International were acquired by the Blackstone, who then acquired Philadelphia Financial. This meant that Lombard had a wider portfolio of products and services, and new markets and partners. As Lombard do all of their business through partners, it is critical that these partners have a clear understanding of the changes to ensure that in the competitive sector of wealth management, these partners were able to present Lombard solutions to their clients. The Email Marketing platform in Kentico has been vital in communicating these changes to their partners. Additionally, whilst the site was originally built into Kentico for Lombard International, is has been straight-forward for Lombard to integrate Philadelphia Financial into their website, using existing functionality created for the original site.
- Understanding financial services can be very confusing, one of the biggest challenges is in providing the right information for users to make the right decision. A decision which can have a significant impact on how you live your life. Built in Kentico the site presents content in the form of video, factsheet, calculators, or the creation of a personalised retirement options report so the site visitor can research and understand their options around retirement. Kentico forms allow non-technical CMS users to create forms without having to resort to speaking to awkward technical people like me. Additionally, on creation of the forms, the structure for storing the data is created, ready for you to work with. Form validation, automated email responses and confirmation pages can all be created by non-technical content teams. If you have a CRM, then once this is integrated, a workflow can be created in the form to send data to the CRM. This data can be extended by scoring the lead according to interactions on the website. This means you are not just delivering a lead to your CRM, but a lead with an interaction value attached to it.
- Save the Children International are a member organisation with 30 members across the globe. Some of the members such as in the UK are able to invest in, and drive aid income digitally effectively. Other members find it harder to use digital as a channel, either due to technical constraints or because it is cost prohibitive. Save the Children International are using Kentico to create rapid proof of concepts which can then be delivered to member countries. A good example of this are donation pages for countries like India and Mexico. The prototype for this payment page needed to allow for integration with local payment providers for taking card payments, the that member. Meeting any local regulatory requirements for online payment. Let me tell you, we now know that if you can integrate into a payment provider in India or Mexico, any other country is easy. Kentico is proving to be a fantastic tool to support Save the Children International in improving the digital capability of their members.
- For Kingspan flexibility to engage with local markets. Whilst product names are consistent, there are often differences for the product for specific market to meet local building regulations. This means that the warranty, technical data, application information and product profile can have variation from one country to another. Additionally the way Kingspan communicates with each of their markets is different. To provide this flexibility whilst ensuring that there was brand and presentation consistency across the globe, a pattern library has been built into Kentico. This pattern library consist of content modules which can be used as appropriate on different country pages. This approach also mean that companies which are not part of the Kingspan Group; that have a different brand identity can still use their Kentico platform, and the content from the pattern library, but branding specific to that company can be applied. We have already delivered an instance of this for a northern European subsidiary; Joris Ide, which was rapidly developed and release in October 2015. What is especially nice about the pattern library approach with Kingspan is that it is eminently scalable. New content components which are added to the pattern library become available across their digital estate. Engagement with the Kingspan Kentico platform is supported with a Dynamics integration. This instance of Dynamics then distributes website leads across the various Dynamics, Salesforce or SAP CRM instances used by different parts of the business across the world. Phase 1 of the site is due to be launch November this year.
- Kentico is an easy to use platform which is cost effective and very scalable. You can start simple and build as your digital maturity increases or your engagement with the customer improves. One of the key features of Kentico is that it arrives with many of the features you need to get started on building your site with limited technical capability. Unlike other content management systems where considerable configuration is required just to get started. You work with partners like Reading Room when you want to really extend it’s features.
- It is important that you take a pragmatic approach to implementing your digital strategy. You finish a race one stride at a time. You get a good position in a race (hopefully a win) by keep on iterating and learning from experiences of running that race. You cannot just show up at the track and expect to do well. A similar approach should be adopted for tactical digital delivery. You have a great idea of what you want to achieve. You probably have a pretty good idea of what you need to do to meet that achievement. Apply this as best you can. Then measure, analyse and improve.
- Optimisation testing is one way of realising this vision with incremental changes delivering larger benefits and returns. Optimisation testing is about segmentation and getting a better return – through personalisation or other means. Running experiments in development environments can enable you to test, learn and deliver small increases in a safe manner before you launch a full blown web project. Make assumptions, put them into experiments, then understand them through insight and optimise It is not a fixed deliverable Design – Build – Deploy - Analyse – Refine Then you start again The more you put in the more you get out Kentico is loaded with features which will allow you to test and iterate. The Kentico Online Marketing Solution gives you the power to create and publish variants of content. To segment your content for different types of users, then to analyse and understand.
- Finally we need to understand how we are going to live with our content management system. What does business as usual look like. There are some fundamental questions we need to ask ourselves…
- Does the CMS support your strategy for the next 3 to 5 years What is the capability of my team and also how big is the team that is going to manage this. Are we going to federate content creation across the business, and if we do, how do we ensure quality Talk about the internet of things, or what is coming along after this. Smart Meters. You need to think about how flexible your CMS is to integrate other services with