squiz london seminar may 2012
DESCRIPTION
On Thursday the 10th of May Squiz hosted a seminar focusing on current hot topics in web experience management; Mobile, Social Media, Cloud Computing, Content Targeting and Optimising Online Channels.TRANSCRIPT
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Hot Topics in Web Experience Management 2012!London, 10th May 2012
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Who are Squiz:
> Founded in 1998!
> Global presence – 9 offices, 240+ staff!
> Our Business: Web Experience Management!
> Gartner rated – 2011 WCMS Magic Quadrant!
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Web Experience Management?
> Web?!- aka the internet!
> Experience?!- An event or occurrence that leaves an impression
on someone!> Management?!
- The process of dealing with or controlling things or people!
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Web Experience Management!
> Engaging with people!> online !> by providing the best possible
experience.!> Delivering your business objectives!> through the online channel!> WEM is about understanding your users
and delivering the best online experience possible!
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The ‘Hot Topics’ for 2012
> So, if youʼre looking to improve the experiences you provide online... You need to care about:!
- Mobile !- Context Aware Content Targeting!- Social Media!- Online Channel Optimisation!- Cloud!
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#1 Mobile – Why it Matters
> Youʼre engaging with people on the web.!> Theyʼre engaging with you on the web!> On their phone. Or tablet.!> And its probably an Android. Or an
iPhone. Might be a Windows Phone. Or the next big thing.!
> Peopleʼs browsing habits ARE changing.!
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Mobile: Why it Matters
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The mobile challenge
> WEB101 - Donʼt make me think!!! !> Users need to be able to use your site!> Less screen space, even more important
– work through the actions you want them to do. Or that they want to do.!
> Maintain this user experience across a range of devices.!
> Without killing your content team.!
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The Mobile Web?
> There is no ʻmobile webʼ!> There is the internet. And different
sized windows!> Single source of content for any
experience!
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Mobile: Responsive Design
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#2 – Context Aware Content Targeting
> Your web experience is not a brochure. !> It is not a ʻdumb terminalʼ!> We can understand information about a
visitor – their ʻcontextʼ when they are on your site!
> By understanding their context, we can provide more relevant content to them!
> Contextual content = relevant content!
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Context Aware Content Targeting
> Relevant content helps users, in a timely way, to help them complete their tasks!
> Context awareness can understand:!- Language!- Location!- Device!- New or returning visitor!- Existing customer!- Google keyword search!- Referring site!- Previous behaviour / purchases!- Browsing path!
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Context Awareness reduces clutter
> Successful WEM isnʼt about pretty pictures – its about simplicity. !
> If you search for something, you expect relevant results. !
> Failure to account for the context of the user is a missed opportunity to help meet your goals !
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#3 - Social Media
> Social networking has become the worldʼs most popular online activity!
> It accounts for 20% of Internet time and social networking sites now reach 82% of the worldʼs online population!
> There are now more Facebook users than Buddhists!
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Social Media - £££ & ROI?
> Social media is a key tool in your marketing mix, and more money from marketing budgets will be spent on Social Media in 2012.!
> There will be more money!!> There will be consultants who
can promise ROI. Metrics such as likes, retweets, followers, and more!!
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Social Media
> You need a strategy.!> Strategy tied to your business
goals:!- Increase brand or product awareness to
target markets.!- Become known as an industry leader or
expert in their field.!- Drive traffic to the company website.!- Listen and learn what their customers are
saying about them and their competitors.!- Recruitment of staff via channels such as
Linkedin.!- To provide a customer service channel!- To sell more product and increase sales
enquiries.!> So that when you look at
metrics – they have meaning!
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Social - Single source Publishing model
> Provide a mechanism to allow your staff to engage through social media!
> Publish directly from your web publishing tool!
> Levels of governance you have on your site – you must have on your social engagement!
> Use Social as a channel to drive traffic back to your site.!
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Social – Aggregation and Curation
> Engage with people in their neighbourhood but bring that back into your own domain!
> Match social interacts with your site, your back end systems!
> People donʼt just ʻLikeʼ any more. The ʻReadʼ; they recommend...!
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Social Media
> Social Media is powerful.!> BUT. You need the web presence
to drive traffic to from your social activity. !
- What will people do when they click through?!
- Can you deliver the promise?!- Is you site mobile ready (many social
networks have over 50% of traffic from mobile users)!
> As an organisation social media is just one channel in your quest to meet your goals. !
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#4 - Online Channel Optimisation
Data Analysis Educated Ac0on
More Effec0ve Website
Be9er Business Outcomes
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#4 – Online Channel Optimisation
> Optimisation is the loop of constant improvement.!> It is the understanding of site behaviour and using this to increase your success.!> Without this, you are only doing half the job! !> Everyone has analytics. But not enough people use analytics
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Reporting to key stakeholders is important
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Squiz Tests
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#5 – Cloud Computing
> WEM is about innovating, adapting and improving. !
> When thinking about this you need the ability to build and launch quickly, and scale to meet your requirements as you grow. !
> The Cloud is the next generation of deploying your WEM platform.!
> Removes the barriers to entry!
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Cloud delivery
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Squiz Private Cloud
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The Hot Topics for 2012
> When planning your online strategy…!- You must plan for Mobile !- Understand the contexts your users will be
interacting with you from!- Have Social Media in the mix, but ensure your
website is fit for purpose!- Optimise, Optimise, Optimise!- Understand how deploying on the Cloud removes
yesterdays technology concerns!
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Questions…. & Coffee!