Slides from Wim Putzeys on Web Engagement.

1. FROM WCM TO WEM
19/03/2013

2. WHAT WE DO

3. WHY THIS SEMINAR ?
1996
2001
2013
2005

4. WHAT IS IT ABOUT ?
MANAGE
ANALYSEPERSONALISE

5. AGENDA
• Introduction to web engagement (Sparc)
• Adobe Experience Manager (Adobe)
• Sitecore
• Marketing performance suite (Autonomy)

6. FOLLOW US
• LinkedIn : Commagroup
• Twitter :
• #WCM2WEM
• Web : Commagroup.be

7. How the Web was Won
Step 1
Just get
online

8. How the Web was Won
Step 2
Manage your
site

9. From Web Content Management…
• Empowers business users
• Shortens time to market
• Ensures brand consistency

10. How the Web was Won
Step 3
Engage the
customer

11. Web Engagement
Effectiveness
Reach customers
… to Web Engagement
Web Content
Management
Efficiency
Manage content
Manage sites
Manage brand
consistency
Engage customers
Activate customers
Nurture customers

12. REACH

13. Across the Customer Journey

14. 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
Source:Alltwitter,Sept.2012

15. Across All (Digital) Touchpoints
Web
site
Paid media
Earned media
Owned media
Action
site
E-shop
Tablet
app
Phone
app
Partner
site
Affiliates
TV
i-TV
Radio
Direct
mail
Print
Adwords
Bill
boards
You

16. Across All Devices

17. ENGAGETargeted and Personalized

18. You know
me
(or at least
that I’m a guy)

19. ACTIVATE
&
NURTURE
Call to action, valorize

21. Closing the Loop
Concept
Publish
Test
Measure
Optimize
Track what I do, not what I say

22. Open for Integration
Web Engagement
Platform
Customer profile
information
Customer
transaction
history
Product
information
Media assets
Social platforms
Syndicated
content

23. 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

24. What Are Your Competitors Doing
Source:Forrestersurvey2011

26. Integrated
CEM
WCM
Targeting
Analytics
E-commerce
DAM
CRM

27. Integration
CEM
WCM
Targeting
Analytics
E-commerce
DAM
CRM

28. Tool Selection
• Functional fit
• Technical fit
• Vendor strategy
• Local expertise
• Licensing policy