Web Engagement: From Capability to Cross-

Channel Execution

An online discussion with

Scott Liewehr, Senior Analyst, Outsell’s Gilbane Group

Arnez Nisperos, Principal Business Solutions Consultant, Alterian

December 16, 2010

Sponsored by

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© 2010 Gilbane Group, a Division of Outsell, Inc.

Today’s discussion

• About Outsell‟s Gilbane Group

• Impact of consumer empowerment

• Web engagement defined

• Core capabilities of web

engagement

• Web engagement in practice

Download the white paper!

http://alterian.com/gilbane3kings

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© 2010 Gilbane Group, a Division of Outsell, Inc.

Gilbane Group, A division of Outsell, Inc.

• Analyst and consulting firm

focused on content technologies

• Market and buyer education,

research and consulting

• 20 year track record, with 200+

client projects and 100+ vendors

• Offices in the US (Cambridge and

Burlingame) and UK (London)

• Two annual industry events

• Gilbane San Francisco: May 2011

http://gilbanesf.com

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© 2010 Gilbane Group, a Division of Outsell, Inc.

Web Content Management Practice

• CMS tools, strategies, and best practices

for web engagement

• Client services include:

• Technology and process evaluations

• Strategy and roadmap development

• Requirements and needs assessment

• Technology selection and acquisition

• Product advisory

• Executive and user education

• Thought leadership publication

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© 2010 Gilbane Group, a Division of Outsell, Inc.

Impact of consumer empowerment

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© 2010 Gilbane Group, a Division of Outsell, Inc.

The Power Has Shifted

• We made our bed

• Consumer defenses are up

• Trust of “the man” is down

• Peers are always right…sometimes

Brands that view this phenomenon as an

opportunity and proactively manage it will win

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© 2010 Gilbane Group, a Division of Outsell, Inc.

A Digital Marketer Must . . .

• Be open

• Be a good listener

• Be prepared

• Be knowledgeable

• Be consistent

• Deliver value

Listen. Be relevant. Engage.

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© 2010 Gilbane Group, a Division of Outsell, Inc.

Enter web engagement…

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© 2010 Gilbane Group, a Division of Outsell, Inc.

The Art of Engagement

“Engagement occurs when a consumer interacts with

a brand, and elects to invest in it physically, financially

or emotionally.”

• Most valued currency of the web

• Requires the ability to listen and communicate

• Tipping point: gaining the consumer‟s attention and trust

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© 2010 Gilbane Group, a Division of Outsell, Inc.

The Opportunity

• When you have someone on your website, they have

given their full consent for you to communicate with them

or to market to them

• It‟s your chance to engage, to persuade or to educate

• That chance might be brief - as the cursor hovers over the

back button

• How can you make the most out of this opportunity?

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© 2010 Gilbane Group, a Division of Outsell, Inc.

The Engagement Journey

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© 2010 Gilbane Group, a Division of Outsell, Inc.

Measuring the Level of Engagement

Understanding the

audience and where

they are on the journey

is a business asset.

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© 2010 Gilbane Group, a Division of Outsell, Inc.

The Engagement Cycle

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© 2010 Gilbane Group, a Division of Outsell, Inc.

Content, context and conversation:

enabling engagement

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© 2010 Gilbane Group, a Division of Outsell, Inc.

Three Kings of Engagement

Content, provided in context, based on

numerous conversations

Context

• Target messages

• „Be where they are‟

• Individualization ≠

personalization

• Conversations are

everywhere

• The Web = social

• Consumers expect

interaction

• Perception is brand

• Web adoption gives

brands power

• Content = fulfillment

• Individualization

necessitates more

content!

• Organization is key

Content

Conversations

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© 2010 Gilbane Group, a Division of Outsell, Inc.

Web Engagement Maturity Model

Content Management

Social Media

Audience Insight

Campaign Execution

Organization Preparedness

Engaged Coordinated “Connected”-level maturity across each of the five capabilities, with insights from each driving the behaviors of the others to coordinate personalized, audience-centric, cross-channel web

engagement

Connected

Visitor-centric, business user-driven sites;

enterprise content services

Social media monitoring and

active engagement

Advanced, dynamic

segmentation, scoring and nurturing

Campaigns driven from a single,

mature interface across channels

Single customer-centric strategy

across organization.

Aware CMS-enabled

sites(s) that are MarCom-driven

Coordinated outbound messages;

listen / respond to individuals

Audience segmentation and A/B / multivariate

testing

Specialized tools in use, but limited

integration

Business unit and market channel

alignment

Tactical

‘Brochureware’ static site, run by internal/external

specialists

PR agency / MarCom pushing ad hoc messages

Counting popularity of

content through past clicks

In-market and ad-hoc, managed by spread sheets &

third parties

Individual business units, products,

services, channels or markets

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© 2010 Gilbane Group, a Division of Outsell, Inc.

Web Engagement Assessment

Content Management

Social Media

Audience Insight

Campaign Execution

Organizational Preparedness

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© 2010 Gilbane Group, a Division of Outsell, Inc.

Managing convergence via Engagement Hubs

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© 2010 Gilbane Group, a Division of Outsell, Inc.

Traditional Role of a CMS

• Technology and processes

• Enable non-techies

• Collect, manage, publish…

Sound familiar?

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© 2010 Gilbane Group, a Division of Outsell, Inc.

The Engagement Hub

Alterian‟s Next Generation Web Solutions

Engagement

Arnez Nisperos

Principal Business Solutions Consultant

anisperos@alterian.com

312-286-0263

Software for Marketers by Marketers

Engaging the Individual Across Multiple Channels

Analytically-Driven Throughout

Best Practice Consultancy and Support

Global Partner Ecosystem

Software as a Service or On-Premise Deployment

Alterian: Overview

More than 1,500 marketing

organizations across 26

countries rely on Alterian

solutions every day.

Engagement Cycle

Listen

Internal

External

Understand: Profile, Model, Segment

• Analyze Individual Customer Behavior

• Combine Social-, Web- and Email-data with Customer records

• Build “train-of-thought” Segments

Be Relevant

• Campaign planning

• Content production and classification / tagging (CMS)

Be Relevant: Multichannel Delivery Strategy

• Deliver Relevant / Personalized Campaigns

• Provide Consistent Branding and Messages Across Channels

Engagement Hub

Alterian‟s Customer Engagement Solutions

Respond

Call to Action

Microsites Social Media Platforms

Conversations

Respond

Alert and Respond

Microsites

Embedded Link – Call to Action

Engagement and Alterian – Putting it All

Together

Scott Liewher

Senior Consultant & Lead Analyst – WCM

Gilbane Group

Scottl@gilbane.com

+1 617 497 9443 ext 217

twitter.com/sliewehr

Arnez Nisperos

Principal Business Solutions Consultant

Alterian

Arnez.Nisperos@Alterian.com

+1 312 286 0263

twitter.com/anisperos