advancing content management for omni-channel user experiences by roland benedetti
TRANSCRIPT
Modern Content Managementfor Omni-Channel User Experiences
re\VISION NYC | December 12th 2016
CONTENT IS KING
…really?
…really?
CONTENT IS KING
…really?
CONTENT CUSTOMER IS KING
www.ez.no
The Power Of Engaging Content
www.ez.no
The Power Of Engaging Content
๏ Started 2007 as the “Brotherhood 2.0” videoblog experiment
๏ Transformed into the Vlogbrothers Youtube channel
๏ Launched non-profit campaign “Project for Awesome”
๏ Created the nerdfighter.com website to support their community
๏ In 2013, reach 1M subscribers on the channel
๏ An Evening of Awesome at Carnegie Hall with artist
๏ Google Hangout with president Obama
๏ Nerdfighter Kiva group 48,000 members and loaned $5.3M
๏ Today 2.9M subscribers and 650M views on the channel
www.ez.no
Channels for Customer Engagement
Which digital channels get the most engagement for your content?
www.ez.no
The Objectives Of Content
๏ Beyond pure marketing objective of building brand awareness and generating Intention
๏ Across all departments
๏ At all stages of the customer lifecycle
๏ And obviously in all the related channels
The Three Pillars Of Omni-Channel Content Management Initiatives
CONTENT STRATEGY
The Three Pillars Of Omni-Channel Content Management Initiatives
CONTENT STRATEGY
INFORMATIONARCHITECTURE
The Three Pillars Of Omni-Channel Content Management Initiatives
CONTENT STRATEGY
CONTENT
INFORMATIONARCHITECTURE
The Three Pillars Of Omni-Channel Content Management Initiatives
www.ez.no
Requirements for your Content Platform?
A Channel-neutralCentralized and Structured
Content Repository
• To structure your content so that it can adapt to different use cases, and different channels
• To make sure your content is managed in one single location to insure a consistent customer experience and give you full control and security
• To anticipate on any forthcoming needs
www.ez.no
Requirements for Your Content Platform
MultichannelContent Delivery
Capabilities
A Channel-neutralCentralized and Structured
Content Repository
To deliver easily on common channels:
• Web, Mobile Web
• Social Networks & Content Aggregators
• eMail and Apps
• Internet of Things
www.ez.no
Requirements for Your Content Platform
MultichannelContent Delivery
Capabilities
A Channel-neutralCentralized and Structured
Content Repository
Intuitive and EfficientEditorial Tools
To reach and insure
• Editorial productivity & comfort
• High quality content
• Agility and speed
www.ez.no
Requirements for Your Content Platform
MultichannelContent Delivery
Capabilities
A Channel-neutralCentralized and Structured
Content Repository
Intuitive and EfficientEditorial Tools
Scalable Architecture, Open APIs and Ability
to Customize and Extend
You are in the Software Business now!
• Integrate with any system
• Build your own digital experience
• Constantly innovate
www.ez.no
Requirements for Your Content Platform
MultichannelContent Delivery
Capabilities
A Channel-neutralCentralized and Structured
Content Repository
Intuitive and EfficientEditorial Tools
Scalable Architecture, Open APIs and Ability
to Customize and Extend
HAPPYEND USERS
EZ P
LATFO
RM
EZ P
LATFO
RM
API A
PI
REPOSITORY
EZ S
TU
DIO D
ELIV
ERY
CONTENTCREATORS
3RD PARTYAPLICATIONS
CONTENTAS A SERVICE
DEVELOPERS&DESIGNERS
BUSINESS LOGIC
USERBEHAVIOR
Personalisering Analyse Marketing Automation
