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How Sitecore 8’s personalization features made us eat our own dogfood
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Page 1: Sitecore experience days - Eating our own dogfood

How Sitecore 8’s personalization features

made us eat our own dogfood

Page 2: Sitecore experience days - Eating our own dogfood

We are The Reference

Cobbler’s kids, etc. so it’s time for a new website goddammit.

The setting

Page 3: Sitecore experience days - Eating our own dogfood
Page 4: Sitecore experience days - Eating our own dogfood
Page 5: Sitecore experience days - Eating our own dogfood

We are The Reference

Cobbler’s kids, etc. so it’s time for a new website goddammit.

The setting

Page 6: Sitecore experience days - Eating our own dogfood

“It’s just a website”

Page 7: Sitecore experience days - Eating our own dogfood
Page 8: Sitecore experience days - Eating our own dogfood

Further deepen knowledge of Sitecore 8

Improve on current situation by using S8 features:

More power in the hands of the marketeers

Personalization

Website project goals

Page 9: Sitecore experience days - Eating our own dogfood

Personalization

Page 10: Sitecore experience days - Eating our own dogfood

“It’s just a website.” with a dash of personalization

added to it

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Perform our usual website building magic

The journey towards the launch

as we imagined it

Prepare forand implementpersonalization

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Personalization

Relevance is simply the noun form of

the adjective "relevant," which means

"important to the matter at hand."

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What is important for our customer?

What is our customer’s matter at hand?

Relevance:

Page 14: Sitecore experience days - Eating our own dogfood

EasyEasy

Easy

Easy

EasyEasyEasy

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Easy

Easy

Easy

Easy

Easy

Easy

Easy

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It’s not that we don’t know...

… it’s that we have to get everyone on the same page so that there’s minimal need for oversight/management/procedures.

Fact is:

Page 17: Sitecore experience days - Eating our own dogfood

It’s not that we don’t know…

… it’s that we have to get everyone on the same page so that there’s minimal needfor oversight/management/procedures.

Fact is:Which is what our clients

struggle with too.

Page 18: Sitecore experience days - Eating our own dogfood

It’s not that we don’t know…

… it’s that we have to get everyone on the same page so that there’s minimal needfor oversight/management/procedures.

Fact is:Which is what our clients

struggle with too.

Which is what we help our clients with

e-ver-y day.

Page 19: Sitecore experience days - Eating our own dogfood

It’s not that we don’t know…

… it’s that we have to get everyone on the same page so that there’s minimal needfor oversight/management/procedures.

Fact is:Which is what our clients

struggle with too.

Which is what we help our clients with

every day.

And yet we thought we knew better. You know, it’s just a website.

Page 20: Sitecore experience days - Eating our own dogfood

It’s not that we don’t know…

… it’s that we have to get everyone on the same page so that there’s minimal needfor oversight/management/procedures.

Fact is:Which is what our clients

struggle with too.

Which is what we help our clients with

every day.

And yet we thought we knew better. You know, it’s just a website.

Page 21: Sitecore experience days - Eating our own dogfood

It’s not that we don’t know…

… it’s that we have to get everyone on the same page so that they can make this a success without needingoversight/management/instructions.

So…

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Who is everyone

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Business analyst (KPI’s, goals, …)

Information architect, interaction designer, functional specs designer

Visual designer

Functional analystsTechnical architect and analysts

Developers

Testers

Online marketeers (copy guidelines, dashboarding, SEF, …)

Content producers

Who is this “everyone”?

Implementation Exploitation

Business consultants for continuous optimization re business goals and changing contexts

Implemenation team for continuous improvement

Online marketeers for tactical operations and hard data reporting

Content marketeers feeding the engine

BUT ABOVE ALL: THE REST OF THE COMPANY (sales, operations, C-level, …)

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Who is this “everyone”?

Everyone.

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Getting everyone on the same page

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Things we need to clear out first

Search online Google

Hungry, don’t want to cook, home alone pizza.be

Need running shoes Nike

Improve career Vlerick

… The Reference

“The matter at hand”

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Strike the right balance betweenrelevance anddistinctiveness forour target customers

Things we need to clear out first

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Define what we want to personalize for

Business goals

Marketing objectives

Engagement goals

(and not the other way around)

Increase market share

20% must be decisiontaker

Increase sign-up forwhitepapers andcollect DMU & role

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Features & functionalities

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For content and its promotion;

For delivering relevance;

For continuous improvement;

For configuring the experience management tools (S8)

We now have a blueprint

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Continuous optimization

Perform our usual website building magic

The real journey

Define the digital value proposition

Touchpoint mapping Touchpoint journeys Experience design

Content marketing

Sales / Account Management / Marketing / HR / Operations / C-level

Goals & KPI’s (incl. personalization)

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Page 35: Sitecore experience days - Eating our own dogfood

The “shiny new toy”-trap is STRONG;

Even if you are conscious of it, you can willstill fall victim to it.

What did we learn?

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Even if we’re doing this every day, we shouldn’t think we “just know” how to do it.

We know perfectly well how to use the tools, but we need to take the time toexplicitly define what to use them for.

What did we learn?

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Sitecore facilitates and enables us in reaching our goals; i.e. no technologicalrestrictions to our business endeavours.

What did we see validated?

Page 38: Sitecore experience days - Eating our own dogfood

Thanks!

www.reference.be@TheReference

[email protected]