We’ve all heard that enterprise marketing technology tools are really only as good as they are well-implemented. So why is it that enterprises often place much more effort into selecting the tool than they do the team that will make it work for their unique needs? Even if the deployment will be performed by the internal technology team, enterprise business managers need to make sure that the team that is going to help them realize their objectives by implementing the Web Content Management (WCM), Social, Marketing Automation, Search, and Analytics systems is ready to facilitate the new world of constant change in strategic content and web engagement. This workshop will explore proven methodologies for translating business strategies into selection criteria for both technologies and the agencies and integrators that implement them. It will prepare participants to answer critical questions that will help them ensure their enterprise technologies are successful: - What does my organization need to be prepared for? - How should I determine the optimal solutions given the many options? - What are the best practices for finding the best team to carry out my strategy and implement my chosen technology(ies)? - What responsibilities do I have for making sure the team is successful, and how can I stack the deck in my favor? We will explore all of this and more in an entertaining, informative and actionable workshop. Led by Digital Clarity Group's Scott Liewehr and Robert Rose, attendees will leave this workshop much better equipped to make strategic decisions about how to select and work with the team that help fulfill their vision.

1. Successful Deployment of
Systems of Engagement
Gilbane Conference
Robert Rose (@Robert_Rose) & Scott Liewehr (@sliewehr)
November 27, 2012

2. About us
“The five-year technology plan is as archaic in today’s context as a flintlock
rifle on a modern battlefield. Tactics are the new strategy, and ‘business as
usual’ is a terminal disease.” -Tim Walters
“Technology should only be scaled where it helps to drive agility and
flexibility to react more quickly. Adaptability will be the new competitive
advantage in marketing.” -Robert Rose
“The combination of the social web, open standards, the cloud, and
ubiquitous mobility represent a field of dreams for empowered audiences to
both collaborate and self-satisfy.” -Scott Liewehr
“Success will require a long-term commitment, a full company
transformation, and the willingness to embrace the disruption rather than
avoid it.” -Cathy McKnight
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3. Say “Hi” if you see these folks…
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4. Systems of Engagement
§ Recently, Geoffrey Moore suggested a different way of
looking at the creation, optimization, and delivery of
content with his notion of Systems of Engagement
(SoE).
Systems of
Engagement
Systems
of Record
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6. The Advantages of SoE
From To
Focus on Focus on consumer of
content content
Web Touch points of content
consumption
Software Comprehensive system
categories
Incidental to Central to business /
business THE point of business
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7. SoE = Can’t go it alone
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8. Now let’s talk about what you
came for…
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11. The reality of WCM in marketing
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12. The reality of WCM in marketing
§ Less than half of customers
trust paid advertising
§ 92% trust earned media.
§ But… more than 60% trust
owned media.
§ Systems of Engagement that
create content-driven
experiences are powering
this transition.
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13. Engagement is an imperative
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14. Engagement is imperative
§ 60% of consumers that engaged
with a brand through social
channels are “significantly” more
likely to recommend or
purchase.
§ “Fully Engaged” consumers
represent an average of 23%
premium in terms of ‘share of
wallet, profitability, revenue and
relationship growth”
§ “Actively disengaged” consumers
represent a 13% discount in this
same measure
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15. Business as usual – isn’t
§ The old maxim “adapt or die” is
still true. But usually marketers
knew what we were adapting
into.
§ In today’s marketplace the
question for the visionary CMO
isn’t “What must we evolve
into?” Rather, it’s how can we
build an agile marketing
organization that can rapidly
adapt to . . . the unknown and
unpredictable?
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17. 17
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18. So, what’s the challenge?
Human Capital Index – Corporate Culture Performance Kotter & Keskette
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19. Sources of innovation
Swept Into It Systematic Process
Serendipitous
Replicated From
Previous Job!
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20. 2012 Content Marketing challenges
Mgmt Buy-In Producing Content
Budget
Producing Engaging
Content
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21. It’s time for marketing to step up
§ We must create and
communicate new processes
– anchored around an ability
to change.
§ Doesn’t matter whether it’s a
new WCMS, or WEM/CXM or
SOE
§ Deployment /
implementation is the
critical factor.
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22. So – what’s really going on?
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23. So – what’s really going on?
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24. So – what’s really going on?
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25. So – what’s really going on?
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26. How we buy content technology
§ We identify all the
shortcomings of our
system (real and
perceived)
All
The
Stuff
Our
§ We make a wish list to Our
CMS
Wish
fit the design of our
new presentation NOT Doesn’t
Do.
List
our new process.
§ We get demos from
vendors who show us
all the new stuff to Vendor
differentiate
themselves. New
Stuff
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27. How we implement the same
The reason we purchased
the technology.
All
The
Stuff
Our
Our
CMS
Wish
Doesn’t
Do.
List
The stuff we Vendor
don’t We’ll wait for
New
Stuff
phase 2 on
understand.
this
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28. Conclusion:
§ All WCM’s fail
§ All WEM’s / SOE’s will fail too.
§ Good implementation – that enables
CHANGE – is what’s key.
§ How do we, as marketers, test to good
implementation.
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29. [Baton passes…]
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30. “Skate to where the
puck is going to be,
not where it has
been.”
- Wayne Gretsky
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31. So you want to go shopping...
When
one
goes
clothes
They
shop
to
fulfill
an
shopping,
they
are
image.
They
are
looking
looking
for
more
than
to
blend
in,
to
sUck
out,
protecUon
from
the
or
maybe
to
dress
a
cold
and
a
way
to
cover
certain
way
for
an
their
body.
event.
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32. What experience are you creating?
Whether
buying
It’s
about
a
WCMS
or
finding
a
hiring
an
agency
partner
that
to
implement
it,
aligns
with
your
it’s
not
just
strategy
and
about
checking
will
help
create
the
boxes...
the
experience
you
want
for
your
audience.
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33. It’s not getting any easier
§ Channels explosion
§ Ubiquity of the Web
§ Global audience
§ Social Web
§ Content proliferation
§ Consumer Expectations
§ Speed-to-market pressure
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34. Important elements to consider
§ Enabling technology
§ Aligned philosophy
§ Inspiring trajectory
§ Partnership mentality
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35. Enabling technology
§ Give me control
§ Make it easier (not harder)
§ Help me do it faster
§ Tell me what I don’t know
§ Help me improve over time
Hone
in
on
focal
needs,
not
just
funcUonal
requirements.
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36. Aligned philosophy
§ Customer service?
§ Personalization?
§ Channelization?
§ Social?
§ Globalization?
§ Brand advocacy?
Do
the
agency
and
technology
support
your
strategic
orientaUon?
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37. Inspiring trajectory
§ Innovative and strategic
§ Agile, responsive to market
§ Transparent roadmap
§ Stable and supportive
Are
they
skaUng
where
the
puck
is
going?
Are
you?
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38. Partnership mentality
§ Understands your needs
§ Sets clear expectations
§ “Gets” customer service
§ Plays nicely with others
§ Has a strong community
§ Fits YOU
These
are
criUcal
for
both
technologies
and
agencies
to
saUsfy
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39. Elements of the approach
§ Focus on what matters most
– Hint: it’s not the technology
§ Identify the elements of your strategy
§ Align internally before looking externally
§ Determine your focal needs
§ Find the agency and technology that fit
§ Be a good partner to get a good partner
§ Skate where the puck is going…
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40. [Baton passes…]
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41. The Web Engagement Stack
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42. Building the process
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43. Building the process
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44. Building the process
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45. Building the process
§ FIRST: Successful communication
with customers means our
engagement process is BUYER
FOCUSED.
§ SECOND: Successful deployment of
tools means we are clearly
communicating our needs to our
implementation team.
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47. 47
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48. 48

49. 49
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50. Okay, okay…time for a break
[Baton passes…]
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51. Exercise
Action Storming
4 Groups – Each has an SoE Challenge
1. Startup Company that just got a lot of money to develop
2. Fortune 50 Enterprise, siloed organization. This team is in charge of completely re-
designing the web content platforms
3. Mid-sized company; budget cuts – you’ve got to do more with less…
4. Large publishing company completely disintermediated…
COMPANY
Task – Come up with the 5-10 high level actions that will ensure that if you give this to the
Implementors – that they wjll implement the right thing.
IMPLEMENTORS
Hand off to the next group – Now you are the implementors – regardless of what they have
provided you,
what will you implement?
USERS AND MAINTAINERS
Can you use this thing? What questions do you have? What’s missing………?
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52. Case study
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53. A teensy pitch…
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54. Why Digital Clarity Group?
Because business-as-usual isn’t.
§ Digital disruption abound
§ Transformation necessity
§ Consumer / employee
empowerment
§ Unprecedented opportunity
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55. Research themes and practice areas
Consumer Social
Engagement Enterprise
Innovative Adaptive
Change Technology
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56. How we help
Services we offer Technologies we cover
Technology and process assessments Web Content Management
Strategy and roadmap development Social Media
Requirements / needs assessments Content Marketing Platforms
Technology selection and acquisition Marketing Automation
Agency assessment and selection Email and Campaign Management
Governance advisory Collaboration Systems
Workshops and speaking engagements Digital Asset Management
Content Marketing strategy Portals
Executive and user education Web and Behavioral Analytics
Analyst access advisories and retainers Enterprise Content Management
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57. Values and differentiators
§ We are guided by a promise of clarity
§ We believe pragmatism is essential
§ Impartiality is not our goal
§ We are guided by a clear world view
§ We incorporate collaboration, partnership
and mutual learning in everything we do
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58. Thank you
Sco]
Liewehr
–
President
Robert
Rose
–
Sr.
Analyst
h]p://linkedin.com/in/sliewehr
h]p://linkedin.com/in/robrose
sliewehr@digitalclaritygroup.com
rrose@digitalclaritygroup.com
@sliewehr
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