Download - Making Your Website Speak Louder Than Words
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Making Your Website Speak Louder Than Words
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About Perficient
Perficient is a leading information technology consulting firm serving
clients throughout North America.
We help clients implement business-driven technology solutions that
integrate business processes, improve worker productivity, increase
customer loyalty and create a more agile enterprise to better
respond to new business opportunities.
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PRFT Profile
Founded in 1997
Public, NASDAQ: PRFT
2010 Revenue of $215 million
18 major market locations throughout North America— Austin, Chicago, Cincinnati, Cleveland, Columbus, Dallas,
Denver, Detroit, Fairfax, Houston, Indianapolis, Minneapolis, New Orleans, Philadelphia, San Francisco, San Jose, St. Louis and Toronto
1,400+ colleagues
Dedicated solution practices
~450 enterprise clients (2009) and 85% repeat business rate
Alliance partnerships with major technology vendors
Multiple vendor/industry technology and growth awards
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Perficient brings deep solutions expertise and offers a complete set of flexible services to help clients implement business-driven IT solutions
Our Solutions Expertise & Services
Business-Driven Solutions• Enterprise Portals• SOA and Business Process
Management• Business Intelligence• User-Centered Custom Applications• CRM Solutions• Enterprise Performance
Management• Customer Self-Service• eCommerce & Product Information
Management• Enterprise Content Management• Industry-Specific Solutions• Mobile Technology• Security Assessments
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Perficient Services End-to-End Solution Delivery IT Strategic Consulting IT Architecture Planning Business Process & Workflow
Consulting Usability and UI Consulting Custom Application Development Offshore Development Package Selection, Implementation
and Integration Architecture & Application Migrations Education
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Our Speaker
Aaron Sloman, Microsoft National Business Unit, Interactive Agency
General Manager, Perficient, Inc.
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Agenda
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• Marketing Shifts• Content Conundrum• Online Marketing Suite
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Marketing Shifts
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Two Worlds Are One
Offline Online
vs.
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Seamless Interactions
People
Brands
Products
Internet
Gaming
In-store
Mobile
SocialMedia
Events
Broadcast
Publications Direct Mail
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Role Reversal
People as Brands
Brands as People?
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Todays Online Marketing Toolset
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Todays Online Marketing Toolset
Integration Layer
Central HubOptimization, segmentation and business rules, collaboration, and data repository
Bid managementExecute and optimize pay-per-click search advertising
Ad servingTarget and deliver ads to online publishers
SocialDeploy and track messages, applications, and activity on social networks
MobileDeploy and track messages, content, and applications to mobile devices
EmailDesign and deploy email marketing campaigns
Content managementManage and deploy content across multiple channels
External applicationsConnect to external systems such as CRM and eCommerce platforms
External applicationsCollect and measure website activity
Source: Forrester – Revisiting the online marketing suite
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User generated content is the new Social CRM
Companies must do more to engage consumers and commit more of their online "space" to user-generated content and social media that enables direct communication with consumers. If companies don't provide these spaces, they will find it harder to track and engage consumers because they will simply go off and create their own elsewhere.
Netpop research: Media Shifts to Social 2009
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The Evolution to Social CRM
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Segmented List
Campaigns
Contact
StaticCRM Solution
Social CRM Solution
Blog
Ratings
Sentiment
Friends
Activities
CommunitiesServe Dynamic
Real-Time
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Distribution
Content is King, but Distribution is Ace
Commercial organizations will be racing to allow their output to exist in many new formats. The aim will be not to drive people to a home page but to scatter diverse pieces of content in multiple contexts and thread them back to the brand.
Predictions 2009 – Leo Burnett Group
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Content Conundrum
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Demo : Thread Marketing
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Empowering the marketer to drive change
• Empowering with rich tools
– Fully featured authoring experiences– Ability to target content to audiences– Usage of rich assets– Converting user generated content into
company endorsed content
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Analyzing the Usage
• Listen: What are yourcustomers talking about?
• React: Create / source content customers need?
• Respond: Notify customer of content updates?
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Search is the new Personalization tool
Site search is a critical but unfulfilling part of Web site user experiences. As complex as search may seem, users only need two things for a positive site search experience: relevant results and a useful interface.
Forrester May 2010 – Site Search Best Practices
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Designing a user-centric site search experience
• Blend the search and browsing experience• Make search work with user-centric language• Compensate to unintended user errors
(autosuggest and auto complete)• Opportunities to include:– Cross selling content – Search refinement– Bringing results from family– Excite users with new ways to interact in the
search stream
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DemonstrationSearch as a personalization tool
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Checklist
• Content inventory list - the right mix of company vs. user generated.
• Digital footprint – Where in the digital landscape are your users ?
• Distribution strategy – How do we get the content out, fresh, maintained ?
• Search Merchandising capability – is it user centric ?
• Online pulse – Keep an eye on activity, loop back to Content Inventory if not seeing the results expected.
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Key portions of the Online Marketing Toolset
Web ContentSearch
Social
Computing
Digital Assets
Application Integration
Collaboration
Web Analytics
CustomerExperience
These key components provide organizations with a foundation for rich digital experiences that enables them to:
Enrich customer experiences and broaden your
customer base
Effectively reach new customers and retain
existing customers
Offer your services across multiple media
channels
Generate higher revenues by
monetizing digital assets
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Q & A
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Daily unique content about content management, user experience, portals and other enterprise information technology solutions across a variety of industries.
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Perficient.com/SocialMedia
Twitter.com/Perficient Facebook.com/Perficient
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Thank You!