From Content to Contextto Engagement

The Future of Web Content Management

Tom Wentworth| VP, Web Solutions@twentworth12

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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

‘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

• Content is King

Content is King. Context is Queen.Together, they rule the fiefdom of

Web Experience

Context in the Real World

Context, Ignored.

Source: Occams Razor by Avinash Kaushik

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/

Preferences

• Surveys / Forms• Self Segmentation

Member registration

SurveyForms

Preferences

http://www.flickr.com/photos/emmanuelecontini/2604259553/

Behavior

Traffic sourceSearch

Navigation pathsDownloads

Behavior

http://www.flickr.com/photos/thomashawk/290555514/

• Location: New York City• Company: XYZ• Search Keywords:

“Professional Lens”

Time of Day: Night

OS: Mac, Browser: Chrome

Behavior

• Visited “Lenses” Page• Selected “View by Price”

Behavior

• Visited Product Page• Stayed on page for 5

minutes• Left without adding to cart

Behavior

• Completed Form• First Name, Last Name• Phone Number• Question

Behavior

• He’s a Professional Photographer

• He shops on features, not price

• Has not purchased

Segment:“Professional Prospect”Most Likely Product:“Nikon Nikkor lens”

Context

DevicesGeoIP

Social location

Mobile

http://www.flickr.com/photos/mr_t_in_dc/4376801881/

Location

Device Context

Social graphSocial behavior

Social Networks

People trust people they know

…Then Brands

… Then Independents

Use Facebook Profile to deliver a personalized shopping experience

Social Context

• Provide gift suggestions by matching likes to Facebook friends unique interests

Display most popular products across the social graph

Personalize products based on the unique interests of each site visitor

DemoSocial Context

• Connecting content with context is key to delivering web experiences that meet visitor expectations and deliver business value

Summary

• 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