This is the presentation from the Squiz and Funnelback Scotland Seminar in May 2013. We discussed the latest key trends in web experience management and search , including responsive web design, social media and content - all illustrated with case study success stories. For more info please do contact us at: http://www.squiz.net/uk/contact

1. Welcome'
Squiz'and'Funnelback'Scotland'Seminar'
15.05.2013'
#squizseminar'
'
'

2. Funnelback*UK**
!
Ma$!Taylor!
@ma$letaylor!
!

3. Agenda*
 Introduc3on!to!Funnelback!
 Op3mising!your!online!channel,!with!search!
 What’s!this!Big!Data!thing?!

4. Introduc4on*to*Funnelback*
 1991!–!CSIRO!and!David!Hawking!
 1999!–!Australian!Na3onal!University!(ANU)!
 2009!–!Squiz!!
 2009!–!Funnelback!UK!
 Funnelback!is!a!featureWrich!search!solu3on!
for!both!websites!and!the!enterprise!
!

5. Introduc4on*to*Funnelback*
 Spelling!sugges3ons!!
 Query!autoW
comple3on!!
 Structured!
sugges3ons!!
 Explore!!
 Mobile!Search!!
 Faceted!naviga3on!
 Contextual!naviga3on!!
 Content!Op3miser!!
 Text!miner!!
 Query!blending!
 Federa3on!

6. 5!
!

7. Introduc4on*to*Funnelback*
* *What’s*important*to*us*
 Delivering!successful!search!implementa3ons!
– Informa3on/data!
– Personas!
– Journeys!!
!
 Ge`ng!every!person!to!their!result!quicker!
 Whilst!crea3ng!an!excellent!search!experience!
!

8. Channel*op4misa4on **
!
 Promo4ng*your!brand!and!corporate!iden3ty!
 Enhancing!the!UX,!with!personalisa3on!
 Displaying!in!any!device!
 Using*Analy3cs,!for!constant!improvements!

9. Brand*and*corporate*iden4ty*
 Doesn’t!happen!by!accident,!across!any!
industry!
!
 A!huge!amount!of!effort!is!put!into!ge`ng!this!
right!

10. UX*and*personalisa4on*
 “Site!naviga3on!is!not!flexible!and!is!wri$en!
for!a!single!classifica3on”!
 But!search!is!driven!by!the!searcher!
 E.g.!Bank!West!–!75%!of!all!searchers!now!
click!through!the!Advanced!Auto!Complete!
!

14. Device*agnos4c*
 Why!does!
it!ma$er?!
!

15. Mobile*specifically*
 What!are!the!challenges!for!search?!
 Diversity!of!search!queries!is!less!on!a!mobile!
 It’s!harder!to!type!on!a!mobile!
 Low!explora3on!rate!on!a!mobile!

16. Device*op4ons*for*success*
!
 Responsive!design!
!
 Smart!phone!app!
 Tap!UX!

17. www.beds.ac.uk*

18. www.visitnsw.com*

19. Analy4cs*for*improvement*
 What!is!being!searched!for?!!
 What!is!returning!zero!results?!
 Do!we!need!best!bets?!
 Do!we!need!to!setup!synonyms?!
 Where!are!our!searchers!searching!from?!
 Can!we!now!complete!the!whole!user!
journey?!
!

20. Analy4cs*for*improvement*
 Automa3c!pa$ern!analysis!–!query!spikes!

21. ”Web)pages)want)to)be)found.)The)same)
can’t)always)be)said)of)enterprise)content.")

22. Hermes!Investment!Bank!!
• !Life3me!of!fund!data!
• !100’s!millions!of!data!points!
• *Complex!analy3cs!
*

23. 22!
Internal*Search*

24. Making*Big*Data*Search*Work*
 50,000!European!companies!with!over!4,000!
employees!
 Only!a!small!%!have!a!Search!solu3on!
 It’s!not!working!–!why?!
!
 Over!reliance!on!the!technology!!
 Should!be!about!the!people!and!the!
informa3on!

25. Making*Your*Search*Work*
* * *in*your*Enterprise*
 Funnelback!can!connect*
 search!across!mul3ple!repositories!
 Funnelback!can!locate*
 search!using!specific!query!strings!
 Funnelback!can!parse*
 find!‘other’!file!types!
 Provide!ways!to!unlock*the*value*in!your!
informa4on*and*humanise*it,!making!every!
result!personal!to!the!searcher!

26. !
!
!
> 1!
Hot Topics in Web Experience Management
!
!
!

27. > 2!
Hot topics in Web Experience
Management
Web Experience Management?
1. Managing Content — CMS
• Publishing, workflow, content re-use, etc. Still
appropriate. But we’re all maturing.
2. Managing Experiences
• Understanding your users
• Delivering your business value, online.

28. > 3!
Hot topics in Web Experience
Management
> Mobile
> Personalisation
> Interoperability
> Analytics
> Social
> Cloud

29. > 4!
The mobile challenge
> WEB101 - Don t make me think!!!
> Users need to be able to use your site
> Less screen space, even more important
— work through the actions you want
them to do. Or that they want to do.
> Maintain this user experience across a
range of devices.
> Without killing your content team.

30. > 5!
The Mobile Web?
> There is no mobile web

31. > 6!
Mobile: Responsive Design

32. > 7!
Personalisation
> Your web experience is not a brochure.
> It is not a ‘dumb terminal’
> We can understand information about a
visitor — their ‘context’ when they are on
your site
> By understanding their context, we can
provide more relevant content to them
> Contextual content = relevant content

33. > 8!
Personalisation
> Relevant content helps users, in a timely
way, to help them complete their tasks
> Context awareness can understand:
- Language
- Location
- Device
- New or returning visitor
- Existing customer
- Google keyword search
- Referring site
- Previous behaviour / purchases
- Browsing path

34. > 9!
Personalisation drives action
> Successful WEM isn’t about pretty
pictures — its about simplicity.
> If you search for something, you expect
relevant results.
> Failure to account for the context of the
user is a missed opportunity to help meet
your goals

35. > 10!
Interoperability
> Your online channel will no longer work in
isolation.
> Key to successful integration is the ability
to connect to to your backend systems.
- Lead generation
- Customer service
- Data
- 3rd parties
- Cloud Services
- …
> Integral to a successful WEM strategy

36. > 11!
Interoperability

37. > 12!
Social Media
> Social networking has become
the world’s most popular online
activity
> There are more Facebook users
than Buddhists
> More £££ - but what is the ROI?
Tweets, Likes, Followers?

38. > 13!
Social Media
> Social Media is powerful.
> BUT. You need the web presence
to drive traffic to from your
social activity.
- What will people do when they click
through?
- Can you deliver the promise?
- Is you site mobile ready (many social
networks have over 50% of traffic from
mobile users)
> As an organisation social media
is just one channel in your quest
to meet your goals.

39. > 14!
Analytics
Data! Analysis!
Educated!
Ac0on!
More!
Effec0ve!
Website!
Be9er!
Business!
Outcomes!

40. > 15!
Analytics enables
Optimisation
> Optimisation is the loop of
constant improvement.
> It is the understanding of site
behaviour and using this to
increase your success.
> Without this, you are only
doing half the job!
> Everyone has analytics. But
not enough people use
analytics

41. > 16!

42. > 17!
The Cloud
> WEM is about innovating, adapting and
improving.
> Deploy fast, and agile on a cloud
infrastructure
> Removes the barriers to entry

43. > 18!
The Hot Topics for WEM
> Key takeaways…
- Plan for the mobile evolution, now.
- Understand your users, think about what useful
personalisation looks like
- What are your business critical systems? How
would you deliver these to customers?
- Ensure your online channel connects with your
social activity
- Optimise, Optimise, Optimise
- Understand how Cloud can help you deliver

44. > 19!
Thanks for your attention!
Tweet us at
@squizuk and
@funnelbackuk