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From Content to Contextto Engagement
The Future of Web Content Management
Tom Wentworth| VP, Web Solutions@twentworth12
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WIN $50 Amazon.com Gift Card!
Tweet early, tweet often
Tag
#EktronSynergy
#futureofwcm
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• The Past, Present, and Future of Web Content Management
• Four Types of Context Your Site Must Recognize
• How Ektron Connects Content and Context to power YOUR Web Experiences
In this session, you will learn
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‘95 – ‘99
2000
2007
2011+
Informational• Brochure-ware Sites• Webmaster
bottleneck
Transactional• IT-driven• Web Applications• Failed 1:1
personalization
Persuasive• Marketing-driven• Focus on business
outcomes
Contextual• Social• Personal• Mobile• Interactive
Evolution of Web Content Management
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• Content is King
Content is King. Context is Queen.Together, they rule the fiefdom of
Web Experience
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Context in the Real World
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Context, Ignored.
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Source: Occams Razor by Avinash Kaushik
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Context comes from
• Explicit preferences• Behavior• Location• Social networks
1. Preferences2. Behavior3. Mobile4. Social
networks
Context comes from
http://www.flickr.com/photos/camil_t/4593037742/
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Preferences
• Surveys / Forms• Self Segmentation
Member registration
SurveyForms
Preferences
http://www.flickr.com/photos/emmanuelecontini/2604259553/
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Behavior
Traffic sourceSearch
Navigation pathsDownloads
Behavior
http://www.flickr.com/photos/thomashawk/290555514/
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• Location: New York City• Company: XYZ• Search Keywords:
“Professional Lens”
Time of Day: Night
OS: Mac, Browser: Chrome
Behavior
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• Visited “Lenses” Page• Selected “View by Price”
Behavior
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• Visited Product Page• Stayed on page for 5
minutes• Left without adding to cart
Behavior
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• Completed Form• First Name, Last Name• Phone Number• Question
Behavior
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• He’s a Professional Photographer
• He shops on features, not price
• Has not purchased
Segment:“Professional Prospect”Most Likely Product:“Nikon Nikkor lens”
Context
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DevicesGeoIP
Social location
Mobile
http://www.flickr.com/photos/mr_t_in_dc/4376801881/
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Location
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Device Context
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Social graphSocial behavior
Social Networks
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People trust people they know
…Then Brands
… Then Independents
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Use Facebook Profile to deliver a personalized shopping experience
Social Context
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• Provide gift suggestions by matching likes to Facebook friends unique interests
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Display most popular products across the social graph
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Personalize products based on the unique interests of each site visitor
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DemoSocial Context
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• Connecting content with context is key to delivering web experiences that meet visitor expectations and deliver business value
Summary
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• Ektron Whitepaper – The Future of Web Content Management– http://ektron.com
/Resources/Whitepapers/The-Future-of-Web-Content-Management/
• The Era of Social Content Presentation– http://www.slideshare.net/twentworth12/insight
/analytics/byslideshow/the-era-of-social-context
Additional Resources