Consumers are grabbing control of online relationships – and they’re not letting go. Consumer empowerment is changing everything about digital marketing. The good news is that social media, personalization, dynamic content delivery, social content management, and a host of other tools and practices are coming together in engagement hubs that give marketers what they need to deliver value in every customer interaction.

1. 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

2. 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
2
© 2010 Gilbane Group, a Division of Outsell, Inc.

3. 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
3
© 2010 Gilbane Group, a Division of Outsell, Inc.

4. 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
4
© 2010 Gilbane Group, a Division of Outsell, Inc.

5. Impact of consumer empowerment
5
© 2010 Gilbane Group, a Division of Outsell, Inc.

6. 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
6
© 2010 Gilbane Group, a Division of Outsell, Inc.

7. A Digital Marketer Must . . .
• Be open
• Be a good listener
• Be prepared
• Be knowledgeable
• Be consistent
• Deliver value
Listen. Be relevant. Engage.
7
© 2010 Gilbane Group, a Division of Outsell, Inc.

8. Enter web engagement…
8
© 2010 Gilbane Group, a Division of Outsell, Inc.

9. 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
9
© 2010 Gilbane Group, a Division of Outsell, Inc.

10. 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?
10
© 2010 Gilbane Group, a Division of Outsell, Inc.

11. The Engagement Journey
11
© 2010 Gilbane Group, a Division of Outsell, Inc.

12. Measuring the Level of Engagement
Understanding the
audience and where
they are on the journey
is a business asset.
12
© 2010 Gilbane Group, a Division of Outsell, Inc.

13. The Engagement Cycle
13
© 2010 Gilbane Group, a Division of Outsell, Inc.

14. Content, context and conversation:
enabling engagement
14
© 2010 Gilbane Group, a Division of Outsell, Inc.

15. Three Kings of Engagement
Content, provided in context, based on
numerous conversations
• Content = fulfillment • Target messages
• Individualization • „Be where they are‟
necessitates more • Individualization ≠
content! personalization
• Organization is key Content Context
• Conversations are
everywhere
• The Web = social Conversations
• Consumers expect
interaction
• Perception is brand
• Web adoption gives
15 brands power © 2010 Gilbane Group, a Division of Outsell, Inc.

16. Web Engagement Maturity Model
Content Social Audience Campaign Organization
Management Media Insight Execution Preparedness
Coordinated “Connected”-level maturity across each of the five capabilities, with insights from each
Engaged driving the behaviors of the others to coordinate personalized, audience-centric, cross-channel web
engagement
Visitor-centric, Advanced,
Campaigns driven Single customer-
business user- Social media dynamic
from a single, centric strategy
Connected driven sites; monitoring and segmentation,
mature interface across
enterprise content active engagement scoring and
across channels organization.
services nurturing
Coordinated Audience
CMS-enabled Specialized tools in Business unit and
outbound messages; segmentation and
Aware sites(s) that are
listen / respond to A/B / multivariate
use, but limited market channel
MarCom-driven integration alignment
individuals testing
‘Brochureware’ Counting In-market and ad- Individual business
PR agency /
static site, run by popularity of hoc, managed by units, products,
Tactical internal/external
MarCom pushing
content through spread sheets & services, channels
ad hoc messages
specialists past clicks third parties or markets
16
© 2010 Gilbane Group, a Division of Outsell, Inc.

17. Web Engagement Assessment
Content
Management
Organizational
Preparedness Social Media
Campaign Audience
Execution Insight
17
© 2010 Gilbane Group, a Division of Outsell, Inc.

18. Managing convergence via Engagement Hubs
18
© 2010 Gilbane Group, a Division of Outsell, Inc.

19. Traditional Role of a CMS
• Technology and processes
• Enable non-techies
• Collect, manage, publish…
Sound familiar?
19
© 2010 Gilbane Group, a Division of Outsell, Inc.

20. The Engagement Hub
20
© 2010 Gilbane Group, a Division of Outsell, Inc.

21. Alterian‟s Next Generation Web Solutions
Engagement
Arnez Nisperos
Principal Business Solutions Consultant
anisperos@alterian.com
312-286-0263

22. Alterian: Overview
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
More than 1,500 marketing
organizations across 26
countries rely on Alterian
solutions every day.

23. Engagement Cycle

24. Listen
Internal
External

25. Understand: Profile, Model, Segment
• Analyze Individual Customer Behavior
• Combine Social-, Web- and Email-data with Customer records
• Build “train-of-thought” Segments

26. Be Relevant
• Campaign planning
• Content production and classification / tagging (CMS)

27. Be Relevant: Multichannel Delivery Strategy
• Deliver Relevant / Personalized Campaigns
• Provide Consistent Branding and Messages Across Channels

28. Engagement Hub

29. Alterian‟s Customer Engagement Solutions

30. Respond
Conversations
Call to Action
Social Media Platforms
Microsites

31. Respond
Alert
Embedded Link – and
Call to Action Respond
Microsites

32. Engagement and Alterian – Putting it All
Together

33. 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