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Customers & Engagement Track (E)
Corporate websites are now the most important public face of an organization, and the best way to grow, and communicate with, a broader customer base. Successful sales and marketing now requires Web sites that can reach a global audience, a mobile audience, and an audience familiar with social media and used to richer media. Websites also need to be findable, accessible, engaging, real-time & responsive, and have accurate and timely information that is synchronized with other channels. This is a tall order, but it is what your customers expect, and what companies are building.
Session Designed For:
anyone responsible for marketing, business, or technical aspects of public facing websites, including, sales & marketing, digital marketing, brand managers, business units with P&L, Web strategists, IT, Web managers, business managers, digital media, e-commerce managers, content managers & strategists.
Session Topics Include:
Web content management, analytics, web design and UI, social media, back-end, rich media, global reach, multilingual practices, personalization, information architecture, designing for mobile, e-commerce, search engine optimization.
Customers & Engagement Track Sessions
E1. Customers & Engagement Track Keynote - The New World of 360˚ Digital Marketing
Moderator: Scott Liewehr, Senior Consultant, Web Content Management, Gilbane Group
E2. Adopting to the New World
Moderator: Scott Liewehr, Senior Consultant, Web Content Management, Gilbane Group
E3. Gathering Customer Intelligence - Are You Listening to Your Customers?
Moderator: Scott Liewehr, Senior Consultant, Web Content Management, Gilbane Group
E4. Next Thing You Know… You’re Global
OCLC Online Computer Library Center has served member libraries around the world for years, but became a truly global organization four years ago with the merger of a European partner. With regionalized services and members in the Americas, Asia, Africa, Europe, the Middle East and Australia, and offices in 10 countries, OCLC has quickly outgrown its content management system and infrastructure. Consequently, OCLC recently purchased a state-of-the-art Web content management system to match its business needs. The presentation will feature a case study that includes:
- Key signs of CMS language insufficiency
- Chief requirements for a multilingual CMS
- Selection winners and challengers
- Strategies for translation automation
- Lessons learned from implementation and migration
- Useful tools for scoping, auditing and introducing your site(s) to your new vendor
- The true cost of making a change
This presentation is aimed at business and Web managers from commercial companies and public organizations who have a need to upgrade their global Web presence. It will be especially useful for those Web professionals who have only a limited translation budget and cannot afford sufficient in-house resources to manage the full translation process.
Moderator: Mary Laplante, Vice President & Lead Analyst, Gilbane Group
E5. How to Build a Content Strategy
Moderator: Scott Liewehr, Senior Consultant, Web Content Management, Gilbane Group
E6. Research Insights: Multilingual Marketing Content and Strategic Brand Management
The latest research from Gilbane’s Content Globalization Practice focuses on emerging best practices for addressing the unique challenges associated with creating, managing, and delivering multilingual marketing content, which is distinctly different from other classes of corporate content. The study team presents highlights from the research, including insights into how leading practitioners are improving and advancing their global content value chains for marketing content, creating new competitive advantage, and bringing their practices into closer alignment with larger business goals.
Moderator: Mary Laplante, Vice President & Lead Analyst, Gilbane Group
E7. Molding the Customer Experience & Putting it into Action
Moderator: Scott Liewehr, Senior Consultant, Web Content Management, Gilbane Group
E8. Metrics – Measuring the Results of Digital Marketing
Moderator: Scott Liewehr, Senior Consultant, Web Content Management, Gilbane Group
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