Published on February 17, 2014
Web engagement management Understanding how your social efforts lead to meaningful engagement online Social Capital Conference 2012 | July 21, 2012
Hey there #SoCapOtt’ers, I’m Joe! • Strategic Services Consultant non-linear creations • Instructor Algonquin College Social Media Certificate Program • Occasional Blogger 42 Points on a Double Word Score • Twitter @joeboughner • LinkedIn www.linkedin.com/in/joeboughner
Before we start, a bit of housekeeping • “Slow it down! • “Clean it up!” • “Dumb it down!”
And let’s just track some jargon here • CMS • CRM • A|B and multivariate testing • Conversion points, harvest points, goal funnels
Ok, we can probably get started now
So what exactly is WEM? • Web Engagement Management An approach to digital strategy using a new generation of software platforms to deliver a personalized experience for your digital audiences in a measurable, meaningful and comprehensive way • Or, put another way, WEM is like epic sci-fi coolness that makes the digital experience come alive for your visitors based on their own behaviours, across sessions, platforms and channels
In the words of smarter people … • "If engagement is the outcome, then web experience management (WEM) is the practice” • “[WEM is the] promise to manage and optimize the customer experience across customer touchpoints through…content management, search, customer targeting, analytics, personalization, and optimization capabilities” • “Understanding is where WEM departs from the mechanics of publishing”
It’s not that this is entirely new … • Cross-channel user profiles • Content- and source-aware analytics • A|B and multivariate testing • Lead scoring • Lead nurturing • Implicit / explicit personalization
… it’s just becoming “easier” • New-generation platforms are bringing these marketing and analytics functions together • Warning: Big-ass charts coming
Gartner Magic Quadrant for CRM Multichannel Management 2011
Gartner Magic Quadrant for CRM Multichannel Management 2012
Web CMS vendors are moving into CRM turf (with the added bonus of being able to control your digital content) This makes true content marketing possible Across devices, across platforms
Meet the “visitor profile” • A record, tied to a unique identifier, that documents a visitor’s history on your site, including: • Where they came from • What they did • Combine this with the ability to rate your content against predefined personas and you get …
A scenario In which an environmental non-profit identifies four personas: • Activist • Outdoors enthusiast • Policy advocate • Educator A=0 OE = 0 PA = 0 E = 0 New visitor UID: 000-001 A = 26 OE = 10 PA = 26 E = 16 Returning visitor UID: 000-001 Entry page Second page Exit page A – 10 points OE – 8 points PA – 6 points E – 2 points A – 8 points OE – 2 points PA – 10 points E – 4 points A – 8 points OE – 0 points PA – 10 points E – 10 points Entry page A – 10 points OE – 2 points PA – 6 points E – 2 points Exit page A – 10 points OE – 2 points PA – 0 points E – 4 points ! A =1 is a 46 00 14 -‐ 0OE = ID 00 PA = 32 U E = 22 i st Ac.v n
So what now? • Personalize calls to action that this user sees based on the understanding of the persona • Test against other variables such as visit source • Do activists from social channels behave differently than those who click on email newsletters? • Find pages with high bounce rates for this persona and test alternative content
Now meet the “engagement plan” • A series of steps or actions that a visitor from a target audience (or persona) might take towards a desired end goal • Download Whitepaper X • Comment on Blog Post Y • Watch Video Z
A scenario In which a fantabulous digital agency deploys a lead nurturing strategy for recruiting developers Downloads a whitepaper Receives an email with link to a more different blog post Did (s)he click? Add points! Receives an email with link to a blog post Did (s)he click? Add points! Point threshold hit yet? Nope! Yup! Send their info to HR!
Here are a few other examples (without the handy charts) (Sorry) (Those little dudes take a long time to make and copy)
What other roles can social play? • Analytics / goal tracking traffic source • See which of your site visitors come from different social channels • See which channels refer the highest value visitors over time • See which of your visitors refer the most traffic • Personalization option • Show different calls to action for social visitors • Show special content to visitors who promote your site on social channels • Testing parameter • Do social visitors react differently to certain types of content than others?
How can you apply this today? • For now, there aren’t many (if any) options for WEMenabled CMSs in the open source category • Start by introducing the enabling behaviours with free tools • A|B and multivariate testing Google Website Optimizer • Robust analytics and goal funnels Google Conversion University • Create audience personas and map your content to them … • Develop a content strategy to fill any gaps; map out an approach to future content creation
But before you dive in • Remember that strategy comes first • Don’t be creepy • Brace yourself (and your servers) for data overload
If you’re interested in learning more… www.joeboughner.ca/socapott -- Fin --
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