5 Critical Keys to Success with Sitecore DMS
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The document outlines five critical keys to the success of Digital Marketing Systems (DMS), including building a strong team and business case, using only necessary features, preparing the site effectively, committing to ongoing use, and avoiding a 'fire and forget' approach. It emphasizes the importance of metrics, team readiness, and continuous evaluation to optimize performance. The content also highlights NavigationArts as a strategic partner with expertise in implementing Sitecore platforms for over 280 clients since 2007.
5 Critical Keys to Success with Sitecore DMS
- 1. 5 Critical Keys to to… DMS Success Presented by:
- 2. 5 Critical Keys to DMS Success Presented By: NavigationArts is a strategic consultancy specializing in: • Web Strategy • User Experience Design • Content Management System Implementations Sitecore provides .NET enterprise-class web content management and digital marketing software with over 2,800 customers managing over 32,000 websites worldwide. Partnership: NavArts has been a valued Sitecore partner since 2007, we’ve launched more than 280 Sitecore sites for more than 30 clients.
- 3. 5 Critical Keys to DMS Success 5 Critical Keys to DMS Success • K #1 B ild Y Key #1: Build Your T Team and Y d Your B i Business C Case • Key #2: Use What You Need • Key #3: Prepare Your Site • Key #4: Commit to the Cause • Key #5: Don’t Fire and Forget
- 4. Key #1 Build Your Team and Your Business Case 4
- 5. 5 Critical Keys to DMS Success Key #1 Build Your Team and Your Business Case • Put together the right mix of people at your organization • D fi your b i Define business case and success metrics d ti • Work with an implementer to establish your project plan
- 6. 5 Critical Keys to DMS Success Key #1 Get Your DMS Core Team Together A successful team make-up includes both: • Advocates who are excited about the possibilities of the marketing suite Advocates, • Realists, who deal with the day-to-day actualities of your website Your Core Team should include members from: • Content authors • Content publishers • Marketing team • IT representative • Management stakeholder g
- 7. 5 Critical Keys to DMS Success Key #1 What’s Your Business Case? B2B Marketing Site: E Commerce Site: Driving Driving leads to sales customers to complete a forms purchase Define Success Metrics University Site: University Site: Transactional Portal: Transactional Portal: Encouraging online Engaging users with more applications content
- 8. 5 Critical Keys to DMS Success Key #1 Line Up an Implementer All implementers have different approaches, but you should look for an implementer who provides a team with multiple specialties: Senior Consultant Marketing Consultant • Helps you establish a business plan for DMS • Advises on campaign structuring and usage tracking • Advises on how to get the highest ROI with the • Works to establish “value” for user right DMS components actions on your site • Keeps everything on track and on budget • Assists with interpreting and acting on analytics UX / IA Lead Tech Lead • Incorporates DMS concepts into your site map and taxonomy • Implements the marketing suite in a simple and usable way • Establishes a profile and pattern card model for tagging content based off audiences and • Determines performance impacts personas • Offers technical solutions for • Incorporates personalized or MV modules into requirements that need custom coding an existing site architecture
- 9. 5 Critical Keys to DMS Success Key #1 What Does an Implementer Do For You? Listed below are the key elements involved in the planning, implementation and integration of a Customer Engagement Platform. • Needs Analysis o business goals, both strategic and tactical, and online/offline marketing efforts o Defining key audience segments and their needs, attributes, behaviors o Analysis of current state - current site usage and analytics, content, structure o Technical discovery • Defining personas • Content – what needs to be revised or created new • Governance – what can be supported by content team moving forward and how • New/Modified page layouts a d types e / od ed ayouts and • Documenting requirements – user, functional, technical • Implementation • Deployment support & training
- 10. Key #2 Use What You Need 10
- 11. 5 Critical Keys to DMS Success Key #2 Use What You Need • Few organization needs all of DMS’ features - don’t get overwhelmed! • Phase your approach to start with the “quick wins” and features with the most quick wins ROI • Tackle advanced capabilities like automated engagement and complex CRM integration when you are ready
- 12. 5 Critical Keys to DMS Success Key #2 Quick Wins and Long Term ROI Gathering Analytics Assigning Values to Behavior Quick Tagging Marketing Campaigns Wins Assigning Profiles to Content Multivariate Testing Content Personalization Custom Reporting Engagement Automation Higher Investment g Full CRM Integration g Higher ROI Advanced Data Mining ROI for DMS features is different for every business case!
- 13. 5 Critical Keys to DMS Success Key #2 “Quick Win” Plan • Get DMS up and tracking statistics • A l th concept of “value” to user interactions on your site Apply the t f“ l ”t i t ti it • Use your site map or persona exercises to establish Sitecore profile and pattern cards • Tag your campaigns online and offline • Start personalizing content
- 14. 5 Critical Keys to DMS Success Key #2 Quick Win: Establish “Value” PPC
- 15. 5 Critical Keys to DMS Success Key #2 Defining Value About Us Brochure +5 • Define success metrics Leadership Our Company • B2B Marketing Site: Request sales information News and News and Newsletter Newsletter Events Registration +3 • Online Retail Site: Completed Purchase Sales Thank You + 10 • University: Completed Online Application Contact • Identify pages or activities that constitute Strategy success or move users toward success Intranets • Assign these as goals with relative Engagement Value points Home Solutions Websites Search Mobile Healthcare +1 Client Education Client +1 Case Studies Energy Client +1 Hospitality +1 Client
- 16. 5 Critical Keys to DMS Success Key #2 Tagging Marketing Campaigns • Create and categorize campaigns • Use landing pages or unique tracking codes • http://www.navigationarts.com/our-work/case-studies/National-Aquarium?sc_camp=C36D5802-E558-4FC9-87AF- 56770E402186
- 17. 5 Critical Keys to DMS Success Key #2 DMS Profiles from Audience Personas Audience What the audience needs What the website needs Opportunities for content targeting
- 18. 5 Critical Keys to DMS Success Key #2 DMS Profiles from Content Strategy About Us Brochure +5 Leadership Our Company News and Newsletter Events Registration + 3 Sales Thank You + 10 Contact Strategy Intranets Home Solutions Websites Search Mobile Healthcare Client +1 Education Client +1 Case Studies Energy Client +1 Hospitality Client +1
- 19. 5 Critical Keys to DMS Success Key #2 Advanced Marketing Suite Implementations • If you’re already past the “Quick Win” stage, then you are ready to tackle the more complex features of Sitecore’s Customer Engagement Platforms Sitecore s Platforms. • At the end of the webinar, we’ll present a case study that shows a fully featured implementation with advanced integrations
- 20. Key #3 Prepare Your Site p 20
- 21. 5 Critical Keys to DMS Success Key #3 Prepare Your Site • Investigate your Sitecore implementation’s Page Editor mode and component code • Identify opportunities on the site to leverage multivariate testing and personalization • P Prep your t team
- 22. 5 Critical Keys to DMS Success Key #3 Investigating Your Sitecore Implementation Many “power” users y p of Sitecore are used to the Content Editor and Desktop modes… d … but several aspects of DMS work best in Page Editor mode, i l di d including exclusive MV testing reports
- 23. 5 Critical Keys to DMS Success Key #3 Investigating Your Sitecore Implementation Some processes to improve Page Editor usage: • Fixing Javascript/JQuery conflicts that prevent all Page Editor functions from working • Configuration tweaks that speed up Page Editor mode • Use or convert to Sitecore native controls like sc:FieldRenderer to automatically allow Page Editor inline editing y g g
- 24. 5 Critical Keys to DMS Success Key #3 Investigating Your Sitecore Implementation Not all Sitecore components are written to take immediate advantage of personalization and multivariate testing rules g Part of the process for preparing your site is cataloging components that these rules can apply to Then Th making sure those components ki th t are written to support those rules
- 25. 5 Critical Keys to DMS Success Key #3 Prep Your Team • Train your content authoring on marketing or train your marketers on content authoring • If you already have DMS installed and gathering analytics, review reports and start classifying traffic • Start the ball rolling with your IT team for integrations with CRM and back-end back end systems
- 26. Key #4 Commit to the Cause 26
- 27. 5 Critical Keys to DMS Success Key #4 Commit to the Cause DMS implementations can be elegantly built, designed to capture significantly relevant business data, and be poised to deliver targeted, useful content to individuals … and still , p g , be unsuccessful projects if the features are never used. How do you avoid this? • Make DMS part of your content workflow • R l on automated f t Rely t t d features when content staff is overburdened h t t t ff i b d d • Use campaign tags and landing pages everywhere – offline and online • Work with your implementer to establish and maintain governance models Website Goal Audience Content MV Testing Publish content Assignment Tagging personalization Review Revise Repeat Campaign Audience Distribution Campaign Goal Distribute Content Plan Channel Code
- 28. 5 Critical Keys to DMS Success Key #4 Consider Enforcing Personalization Add a workflow step for a “personalization pass” personalization pass Creator Editor Marketer Publisher Add validators to ensure profiling and audience information is applied
- 29. 5 Critical Keys to DMS Success Key #4 Automate Promotional Content Just like regular website content, you want to produce promo content once and reuse many times.
- 30. 5 Critical Keys to DMS Success Key #4 Automate Promotional Content Don’t expect to customize each content page. Write default content t t W it d f lt t t display rules once for modular content like a “donation promo”. This approach allows marketers and content authors to intuitively add rules you might otherwise have y g to rely on developers to produce.
- 31. Key #5 g Don’t Fire and Forget 31
- 32. 5 Critical Keys to DMS Success Key #5 Don’t Fire and Forget • Like launching your website, implementing DMS is not the end but the beginning • Evaluate campaigns: don’t just look at metrics, act on them • Use dashboards and custom reports to feed the cycle • Determine what content is most “valuable” and create more of it valuable • Move to the next level
- 33. 5 Critical Keys to DMS Success Key #5 Evaluate Campaigns : DMS Reports High volume of visits High volume of visits – Low Value per Visit PPC Twitter Newsletter Press Releases Low volume of visits – High Value per Visit
- 34. 5 Critical Keys to DMS Success Key #5 Evaluate Campaigns : Custom B2B Reports
- 35. Advanced Scenarios y Case Study 35
- 36. 5 Critical Keys to DMS Success Key #5 Custom Development Previous examples leveraged out-of-the-box DMS features. More can be done via custom development. A client of ours serves the Oil & Gas industry. Their customers include all of the major oil companies, as well as analysts, investors, and governments. Their customers login to their website t access subscribed b it to b ib d research content.
- 37. 5 Critical Keys to DMS Success Key #5 Custom Analytics Events Sitecore Marketing Suite was used to precisely record events done by a logged in user, including: -Login (out of the box) -Viewed a R Vi d Research A ti l h Article -Downloaded a Research Article (PDF) -Emailed a Colleague -Saved to “My Documents”
- 38. 5 Critical Keys to DMS Success Key #5 Custom Analytics Reports Custom reports for the custom information: -Who viewed which research -Most Popular research -How much, and what, research did a particular institution view -Some data comes from their customer database (CRM) -And more… And more
- 39. 5 Critical Keys to DMS Success Key #5 Integrated Engagement System Customers Components: -Sitecore 6 CEP (Content Management, Website, and Analytics) -Custom Analytics Reports www.com Sitecore 6 CEP Analytics -Email Marketing System Tailor content -Customer Relationship Management (CRM) System Customer The Integrated System enables them to: Subscription Reports Managers -Tailor content to their website users’ needs -Understand customers’ engagement when it is time for renewals -And more…
- 40. 5 Critical Keys to DMS Success 5 Critical Keys to DMS Success 1. Build Your Team and Your Business Case 2. 2 Use What You Need 3. Prepare Your Site 4. Commit to the Cause 5. Don’t Fire and Forget
- 41. Thank You! Contact Information: Caroline Mullen 7901 Jones Branch Drive, Suite 400 McLean, VA 22102 703.584.8975 cmullen@navigationarts.com www.navigationarts.com