5 Critical Keys to Success with Sitecore DMS

5 Critical Keys to5 Critical Keys to… DMS Success

Presented by:

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.



K #1 B ild Y T d Y B i C• Key #1: Build Your Team and Your Business 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

Key #1Key #1Build Your Team and Your Business CaseYour Business Case

4


Key #1 Build Your Team and Your Business Case

• Put together the right mix of people at your organizationD fi b i d t i• Define your business case and success metrics

• Work with an implementer to establish your project plan


Key #1 Get Your DMS Core Team TogetherA successful team make-up includes both:

• Advocates who are excited about the possibilities of the marketing suite• Advocates, who are excited about the possibilities of the marketing suite• 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 stakeholderg


Key #1 What’s Your Business Case?

B2B Marketing Site: Driving leads to sales

forms

E Commerce Site: Driving customers to complete a

purchaseforms purchase

Define Success

University Site: Transactional Portal:

Metrics

University Site: Encouraging online

applications

Transactional Portal: Engaging users with more

content


Key #1 Line Up an ImplementerAll implementers have different approaches, but you should look for an implementer who provides a team with multiple specialties:

Senior Consultant• Helps you establish a business plan for DMS

usage

Marketing Consultant• Advises on campaign structuring and

trackingusage• Advises on how to get the highest ROI with the

right DMS components• Keeps everything on track and on budget

• Works to establish “value” for user actions on your site

• Assists with interpreting and acting on analytics

UX / IA Lead• Incorporates DMS concepts into your site map

and taxonomy

Tech Lead• Implements the marketing suite in a

simple and usable way• Establishes a profile and pattern card model for

tagging content based off audiences and personas

• Incorporates personalized or MV modules into

simple and usable way• Determines performance impacts• Offers technical solutions for

requirements that need custom codingan existing site architecture


Key #1 What Does an Implementer Do For You?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 and typese / od ed page ayouts a d types

• Documenting requirements – user, functional, technical

• Implementation

• Deployment support & training• Deployment support & training

Key #2Use What You Need

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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• Phase your approach to start with the quick wins and features with the most

ROI• Tackle advanced capabilities like automated engagement and complex CRM

integration when you are readyintegration when you are ready


Key #2 Quick Wins and Long Term ROI

Gathering AnalyticsGathering Analytics

Assigning Values to Behavior

Tagging Marketing CampaignsQuick Wins Assigning Profiles to Content

Multivariate Testing

Content Personalization

Wins

Custom Reporting

Engagement Automation

Full CRM IntegrationHigher Investment g

Advanced Data Mining

gHigher ROI

ROI for DMS features is different for every business case!


Key #2 “Quick Win” Plan

• Get DMS up and tracking statisticsA l th t f “ l ” t i t ti it• Apply the concept of “value” to user interactions on your site

• Use your site map or persona exercises to establish Sitecore profile and pattern cards

• Tag your campaigns online and offline• Start personalizing content


Key #2 Quick Win: Establish “Value”

PPC


Our Company

About Us Brochure

Leadership

News and Newsletter

Key #2 Defining Value• Define success metrics

• B2B Marketing Site: Request sales information

+ 5

News and Events

Newsletter Registration

Sales Contact Thank You

Strategy

B2B Marketing Site: Request sales information• Online Retail Site: Completed Purchase• University: Completed Online Application

• Identify pages or activities that constitute

+ 3

+ 10

Home Solutions

Intranets

Websites

success or move users toward success• Assign these as goals with relative

Engagement Value points

Search

Mobile

Healthcare + 1

Case Studies

Client

Education Client

Energy Client

+ 1

+ 1

+ 1

Hospitality Client

+ 1


Key #2 Tagging Marketing Campaigns• Create and categorize campaigns• Use landing pages or unique tracking codes• Use landing pages or unique tracking codes

• http://www.navigationarts.com/our-work/case-studies/National-Aquarium?sc_camp=C36D5802-E558-4FC9-87AF-56770E402186


Key #2 DMS Profiles from Audience Personas

Audience

What the audience needs

What the website needs

Opportunities for content targeting


Key #2 DMS Profiles from Content Strategy

About Us Brochure + 5

Our Company

Leadership

News and Events

Newsletter Registration

Sales Contact Thank You

+ 3

+ 10Contact

Strategy

Intranets

+ 10

Home Solutions Websites

Search

Mobile

Case Studies

Healthcare Client

Education Client

Energy Client

+ 1

+ 1

+ 1Client

Hospitality Client + 1


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 Platformsmore complex features of Sitecore s Customer Engagement Platforms.• At the end of the webinar, we’ll present a case study that shows a fully

featured implementation with advanced integrations

Key #3Prepare Your Sitep

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Key #3 Prepare Your Site

• Investigate your Sitecore implementation’s Page Editor mode and component codecomponent code

• Identify opportunities on the site to leverage multivariate testing and personalizationP t• Prep your team


Key #3 Investigating Your Sitecore Implementation

Many “power” users y pof Sitecore are used to the Content Editor and Desktop

dmodes…

… but several aspects of DMS work best in Page Editor

d i l dimode, including exclusive MV testing reports



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 editingy g g



Not all Sitecore components areNot all Sitecore components are written to take immediate advantage of personalization and multivariate testing rulesg

Part of the process for preparing your site is cataloging componentsyour site is cataloging components that these rules can apply to

Th ki th tThen making sure those components are written to support those rules


Key #3 Prep Your Team• Train your content authoring on marketing or train your marketers on content

authoringauthoring• 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-endStart the ball rolling with your IT team for integrations with CRM and back end

systems

Key #4Commit to the Cause

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Key #4 Commit to the CauseDMS 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 workflowR l t t d f t h t t t ff i b d d• Rely on automated features when content staff is overburdened

• Use campaign tags and landing pages everywhere – offline and online• Work with your implementer to establish and maintain governance models

Website content

Goal Assignment

Audience Tagging MV Testing Content

personalization Publish

Review

Campaign Audience Distribution Campaign Goal Distribute

ReviewReviseRepeat

Content Plan Channel Code Goal Distribute


Key #4 Consider Enforcing Personalization

Add a workflow step for a “personalization pass”Add a workflow step for a personalization pass

Creator Editor Marketer Publisher

Add validators to ensure profiling and audience information is applied


Key #4 Automate Promotional Content

Just like regular website content, you want to produce promo content once and reuse many times.


Key #4 Automate Promotional Content

Don’t expect to customize each t t W it d f lt t tcontent page. Write default content

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 gto rely on developers to produce.

Key #5Don’t Fire and Forgetg

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Key #5 Don’t Fire and Forget• Like launching your website, implementing DMS is not the end but the

beginningbeginning• 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• Determine what content is most valuable and create more of it• Move to the next level


Key #5 Evaluate Campaigns : DMS Reports

High volume of visitsHigh volume of visits – Low Value per Visit

PPC

Twitter

Newsletter

Press Releases Low volume of visits – High Value per Visit


Key #5 Evaluate Campaigns : Custom B2B Reports

Advanced ScenariosCase Studyy

35


Key #5 Custom DevelopmentPrevious 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 b it t b ib dwebsite to access subscribed

research content.


Key #5 Custom Analytics EventsSitecore Marketing Suite was used to precisely record events done by a logged in user, including:

-Login (out of the box)

Vi d R h A ti l-Viewed a Research Article

-Downloaded a Research Article (PDF)

-Emailed a Colleague

-Saved to “My Documents”


Key #5 Custom Analytics ReportsCustom 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…


Key #5 Integrated Engagement SystemComponents:

Customers

-Sitecore 6 CEP (Content Management, Website, and Analytics)

-Custom Analytics Reports www.com

-Email Marketing System

-Customer Relationship Management (CRM) System

Sitecore 6 CEP Analytics

Tailor content

Customer Relationship Management (CRM) System

The Integrated System enables them to: SubscriptionManagers

Reports

-Tailor content to their website users’ needs

-Understand customers’ engagement when it is time for renewals

-And more…


5 Critical Keys to DMS Success1. Build Your Team and Your Business Case2 Use What You Need2. Use What You Need3. Prepare Your Site4. Commit to the Cause5. Don’t Fire and Forget

Thank You!

Contact Information:

Caroline MullenCaroline Mullen7901 Jones Branch Drive, Suite 400McLean, VA [email protected]

www.navigationarts.com

Technology

5 Critical Keys to Success with Sitecore DMS