extending sharepoint with digital experience management

Manage, Measure, and Engage

Introducing Digital Experience Management for SharePoint

Stephen Powers, VP and Research Director : Forrester Research

: @sa_powers

Tom Wentworth, CMO : Ektron : @twentworth12

Agenda

• The Changing Web Content Management Market – Stephen Powers

• Manage, Measure Engage

• Extending SharePoint with the Ektron Digital Experience Management solution – Tom Wentworth

• Extend SharePoint beyond WCM


The changing web content management market

What does “engagement” technology look like?

The “big data” issue comes to digital experience

Conclusion and recommendations

Agenda


WCM originally supported purely content management functionality, such as…

Authoring tools

Workflow

Approval

Bulk ingestion

Archiving and retention

Library services (check-in, check-out, version control, permissions)

And more…


Manage-Engage-Measure won’t solely be supported by WCM


A set of solutions which enable the management and delivery of dynamic, targeted, consistent content, offers, products, and

service interactions across digitally enabled consumer touchpoints.

Customer experience management (CXM)CXM or DXM suite?


Get ready for the re-decoupling of WCM

Content mgmt

Del

iver

y

Content mgmt and delivery

CM

Del

iver

y

CM CM

CM CM CM

Measurement


Manage, engage, and measure technologies will be found in platforms and tools such as…

Web content management

eCommerce

Portals

Search and recommendations enginges

Marketing automation tools

Web analytics

Testing and optimization

And more…






Agenda


Forget about “personalization”…

Engagement is all about

“contextualization”


Contextualization will be based on factors such as…

Profile and demographic information

Past browsing history, both internal and external

Purchases

Social interactions

Device being used

Geographic location

Language

Time of day

And more…


You don’t have

the resources to

manage all of

these variations.

Individual templates

Auto transform

Template hierarchy

Human translator

Machine translation

Translation service

Rules-basedSearch-based

Rules- and search-based

ManualAutomatedAutomated + optimized

Device

Locale

Demographic and behavior

But contextual experience can’t mean increasing amounts of manual efforts


Engagement platforms will

consume content from a variety of

repositories, and transform it based

on a variety of contextualization

factors.






Agenda


Measurement isn’t the end point of the digital experience process

© 2012 Forrester Research, Inc. Reproduction Prohibited17© 2012 Forrester Research, Inc. Reproduction Prohibited

EmailMarketing

Teleseminar/WebinarArticles

Blogs

Direct Mail

BroadcastMedia

Website

Print ads

Social MediaSites

Videos

Customer interactions span touchpoints


Digital experience data will come from a variety of sources






Agenda



Manage: Understand where the differentiations are in terms of

functionality.

Engage: Get specific on integration. Will it be through packaged

integrations or APIs? How will your vendors help you integrate with other

parts of the DXM ecosystem?

Measure: Plan create core competencies in the area of digital intelligence,

and understand how to aggregate data for data-literate marketers and

data-literate applications. And watch this space closely – it’s going to

change quickly!

Be careful of the DXM “suite” promise. However, you don’t want just a

large collection of point solutions, either. Look for vendors who offer

multiple parts of the DXM ecosystem, but also understand integration.

© 2009 Forrester Research, Inc. Reproduction Prohibited

Thank you

Stephen Powers@sa_powers

www.forrester.com

EVERYONE IS TIRED OF MARKETERS INTERRUPTING THEIR LIVES.

IT’S TIME TO CHANGE THE WAY YOU

MARKET TO YOUR CUSTOMERS – AND THAT MEANS FOCUSING ON

CUSTOMER EXPERIENCE

• Founded in 1998

• Global operations with headquarters in Nashua, NH

• 200+ Employees

• Experienced executive team having 50+ years in WCM/DXM space

• Extensive implementation and technology ecosystem

• Over 3,700 customers and 12,000 sites

OUR MISSION: Empower marketers to connect content to revenue through best-in-class solutions for WCM and DXM

ABOUT EKTRON

LEADERS TRUST

EKTRON

a n a l y s t r e s e a r c h

THE FORRESTER WAVE™:We b C o n t e n t M a n a g e m e n t f o r O n l i n e C u s t o m e r E x p e r i e n c e

Scored highest in Customer Experience Management category

Integration strategy recognized as important differentiator

2nd highest social in community platform offering

a n a l y s t r e s e a r c h

WEB CONTENT MANAGEMENT IS ALIVE AND WELL THANKS TO ONLINE CUSTOMER EXPERIENCE

Multichannel Customer Experiences Drive WCM Investment

EXAMPLE: CONTEXUAL MARKETING

E X A M P L E : F L I G H T S T O LO N D O N

BE RELEVANT

BE RELEVANT

where’s Boston? where’s London?useless

promotion

EXAMPLE: CONTEXTUAL MARKETING


BE RELEVANT

pre-selected London destination

relevant image

pre-selected Boston origin

EXAMPLE: CONTEXTUAL MARKETING


SharePoint

It’s EVERWHERE!

SharePoint 2010

Strong at Manage, weaker at Engage and Measure

WHAT ABOUT SHAREPOINT 2013?

• Content authoring improvements• Variations for multilingual sites• Cross-site publishing• Managed navigation• Category pages• Search improvements• Mobile devices targeting

Source: Microsoft.com

CONNECT CONTENT TO

REVENUE

GOAL: DRIVE BUSINESS OUTCOMESSale, Page View, Member, Lead, Admission, Donation, Loyalty, Awareness, Reputation, Advocacy

EKTRON DIGITAL EXPERIENCE MANAGEMENTDeliver dynamic, personalized customer experiences across all digital channels.

Get FoundDrive more qualified traffic

Be RelevantPersonalize content delivery to site visitors

Be ConsistentProvide your audience with a consistent and integrated customer experience across channels

Analyze + OptimizeAnalyze and test to give the optimal customer experience

SharePointCreate, deploy, and manage enterprise-scale, global, dynamic websites.

Author, Manage, and CollaborateWeb Content, Rich Media, Documents

WHAT EKTRON DOES FOR SHAREPOINT USERS

Manage in SharePoint

Engage and Analyze in Ektron

CXM

WCM

ECM

Content Targeting

Multivariate Testing

Analytics

Campaign Management

CRM Integration

SEO

Multichannel Delivery

Multilingual

Audit Trails

Content Authoring

Site Search

Digital Asset Management

Records Management

Collaboration

Business Process Management + Workflow

Imaging

CONTENTMANAGEMEN

TCreate, manage, publish

and deliver relevant experiences across digital

channels.

CUSTOMERRELATIONSHI

PMANAGEMEN

TCollect information

about your customers and prospects, and manage and track

your interactions with them throughout each

stage of their buyers’ journey.

MARKETINGAUTOMATIONAutomate the process of lead management, lead

nurturing and lead scoring to further

drive revenue.

WEBANALYTICSAccess to advanced, real-time analytics

gives content editors and digital marketers the ability to measure results, see trends and optimize the customer

experience.

Digital Experience Management

CONTENT TARGETING

Understand customer behavior and content to deliver the right experience to the right user at the right time in the right channel

CREATE TARGETING RULES

TARGETED CONTENT WIDGET

TARGETING CONDITIONS

SOCIAL GRAPH

MULTIVARIATETESTING

Maximize site performance through automated conversion rate optimization

CREATE MULTIVARIATE EXPERIMENT

PAGE VERSIONS

PAGE ELEMENTS

EMAIL AND MARKETING AUTOMATION

Lead nurturing and marketing automation helps you provide personal attention to guide leads from “interested” to “sales ready”

TEST + TARGET EMAILS

CREATE EMAIL

WARM UP LEADS WITH TARGETED SERIES OF

EMAILS

SEND EMAIL TARGETED BY

BEHAVIOR

SEARCH ENGINE OPTIMIZATION

Easily pick the right keywords and find link-building opportunities that increase your website’s search rank

FIND & TRACK YOUR BEST-

PERFORMING KEYWORDS

IDENTIFY WHICH SITES ARE GIVING YOU LINK

LOVE

EVALUATE INDIVIDUAL PAGES

ON YOUR SITE

WEB AND MARKETING ANALYICS

Track all of your marketing activities and automatically generate rich reports

CONVERSIONS: SEE WHICH EVENTS MOVED

THE SALES PROCESS ALONG

SEE WHICH CHANNELS DRIVE YOUR BEST TRAFFIC

AND LEADS

MAKE YOUR PAGES CONVERT

BETTER

Deploy Sites to the Cloud

Rapidly deploynew websites and marketing campaigns in the cloud

DXHDIGITAL EXPERIENCE HUB

Connect to other technology platforms via supported connectors to help marketers deliver relevant customer experiences across all channels

USE CASE EXAMPLES:

Author in SharePoint, Publish via Ektron

Deliver Targeted Content

1. Author in SharePoint, publish to websites and mobile devices via Ektron• Pull SharePoint content (e.g.

lists) for dynamic delivery in Ektron

2. Author in SharePoint, deliver relevant content to anonymous website visitors• Target content based on visitor

demographics and behavior

USE CASE EXAMPLES:

Integrate SharePoint + CRM

Deploy Sites in the Cloud

1. Connect SharePoint to 3rd party applications like CRM, marketing automation, and web analytics• Simplify the lead capture

process with built-in integrations with MS Dynamics and Salesforce.com

2. Author in SharePoint, deliver sites and marketing campaigns in the Azure cloud1. SharePoint 2010 not supported

in Azure2. Ektron Cloud Manager simplifies

cloud deployment to Azure