Demo Script

Demo site intro

• Site being used for demo is built on our freely available reference architecture called "Foundation", built to show an overview of the capabilities of the platform including built-in enterprise search and some of the available optimizations, and increased engagement via content personalization

Customer Journeys

Technology / Cyber-Risk Interest

Story goals: simple personalization, AI-based personalization, forms

1. Start at homepage as new visitor / prospective member [clear cookies before starting]
   1. Explain homepage: default hero, content recs showing default content
2. In "Latest Insights" section, click "The corporate director's guide to managed cybersecurity services" article: /en/insights/resource-centers/cyber-risk/the-corporate-directors-guide-to-managed-cybersecurity-services/ --
   1. Shows visitor interest in cyber-risk / technology content
   2. Page shows flexible layout (side-by-side content at bottom of page)
3. Complete form to sign up for Cyber-Risk mailing list
   1. [update to your email, for copy/paste during demo]: daniel.isaacs@optimizely.com
   2. Forms -- just like other content, manageable by authors/marketers without IT support
4. Return to home (click the site logo) -> note Personalized content:
   1. Hero updated to Cyber-Risk content
   2. "Upcoming Courses and Events" now shows "Cyber Risk Oversight Certificate" course product page
   3. "Latest Insights" updated to focus on Cyber/Tech topics
   4. "Resource Centers" now shows link to "Cyber-Risk" resource center

Search + Gated Content + Commerce

[Note: separate CMS + Commerce tracks below, depending on the products being demo'd]

1. Search for "networking"
   1. Faceting/Filtering
   2. Products, Pages and Assets (PDF) all indexed, all in the same search results
   3. Best Bets: custom styles
2. Click into article "Creating and Using Your Network" -- /en/insights/resource-centers/general/creating-and-using-your-network/
   1. Example of gated content: can see content teaser, but must log in to view entire article.
3. Click "Login" -- automated login for demo site, logging in as a member who is a director and has already done some training courses through the association
   1. Now logged in, can now see full content
   2. Example of images inline in text -- WYSIWYG editor (TinyMCE)
   3. Prices for online courses are automatically discounted 20% (and price for book is unaffected by discount)

If Commerce:

1. Click "Networking 101" product
2. Talk about product page
3. Add to Cart
4. If not still logged in: log in, talk about discounted price for members for online courses
5. Click cart -> go to Checkout
   1. Customer addresses
   2. Shipping methods [for shipping materials for the course]
   3. Payment methods
   4. Tax calculations and connectors

Continue Journey

1. Return to homepage
   1. Reminder: logged in as member who is a director and has already done some training courses through the association
2. Personalizations:
   1. Hero updated
   2. "Accelerate" program no longer displayed because member already did that training -- now emphasizes customized in-person training
   3. "Upcoming Courses + Events" focused on Director training items
   4. "Resource Centers" shows "Board Lens" instead of Cyber-Risk

CMS / Back-End

• CMS intro + overview:
  • Left side: IA (Information Architecture)
    • Page Tree -- access rights; different icon to quickly see status of content (ex: draft only / not published / not visible)
    • Multi-Site -- just create new homepage + configure site via admin screen
    • Multi-Language -- Optimizely began as Swedish company...
  • Center: content-editing canvas
  • Right: toolbox -- blocks, media, forms

• Creating + Editing a page:
  • Create new -> show templates
  • Start from a partially built page: Mosey Associations > Insights > Resource Centers > General > Take a Walk
  • Make sure you have a Project selected before editing, so the page gets added to the Project
  • Already has image inline in WYSIWYG editor
  • Add block: __Demo > "Author-Jens_Jenerson"
    • Reusable content
  • Add form: "Membership: Request More Info" -- set to 1/2 width
    • Note about how easy it is to build forms -- just like any other content
  • Preview as other devices
• Publishing:
  • Immediately
  • Scheduled
  • Mark as ready
  • Content Approval Workflow
    • Pick a folder: add step -- "Legal Review" -- add role + user
• Projects
  • Group a set of content to be published together -- campaign, content refresh, etc

General Tips/High-level walkthrough

1. Put the focus on your content
   1. How we understand your content -- automatically
   2. Understanding your content insights
   3. Relating content to visitor interests -- automatically
   4. Understanding engagement
   5. Informed content planning
2. Customer Journey -- Prospective Member
   1. Inbound traffic personalization
   2. Intelligent search
   3. Integrated lead capture via Marketing Automation Connector (Salesforce / Marketo / Eloqua / etc)
3. Member experiences
   1. Fresh Director
      1. Targeted content
      2. Younger photos
      3. Purposeful event recommendations
   2. Renewal Cycle
      1. Targeted content
      2. Reminders of value
      3. Prompts to renew
   3. Experienced Director
      1. Targeted content
      2. Networking events promotions
      3. Petition to contribute knowledge @ Summit Event
4. Author experiences
   1. Building a Resource Page
      1. Adding content
      2. Applying taxonomy
      3. Content reuse
      4. Uploading and managing assets
      5. Mixing embedded content
      6. Configuring metadata
      7. Scheduling content
      8. Peeking at versions
      9. Publishing
      10. Adding to navigation
   2. Protecting Content (Members-Only content)
      1. Article content
   3. Looking at SEO/ADA (SiteImprove)
   4. Observing URL construction + vanity URLs
   5. Applying approval workflows
   6. Supporting Summit Event (multisite / microsite)
      1. Projects -- as content campaign orchestration tool
      2. "More with less" -- template re-use
      3. Applying personalization
         1. Viewing and configuring audience segments
      4. Previewing changes
      5. A/B testing for certainty
5. Administration
   1. Search & Navigation -- optimization + boosting