{"id":24594,"date":"2017-03-16T15:27:40","date_gmt":"2017-03-16T20:27:40","guid":{"rendered":"https:\/\/wpengine.com\/?p=24594"},"modified":"2024-06-06T09:07:36","modified_gmt":"2024-06-06T14:07:36","slug":"sxsw-2017-personalized-web-heather-brunner","status":"publish","type":"post","link":"https:\/\/wpengine.com\/resources\/sxsw-2017-personalized-web-heather-brunner\/","title":{"rendered":"SXSW 2017: Toward A More Personalized Web"},"content":{"rendered":"<p>\u201cIf your brand was a band, what kind of energy would you create?,\u201d asked WP Engine CEO Heather Brunner during her <a href=\"http:\/\/schedule.sxsw.com\/2017\/events\/PP67396\" target=\"_blank\" rel=\"noopener\">2017 SXSW Interactive panel<\/a> on the personalization of digital experiences.<\/p>\n<p>One of the key themes of SXSW is the energy of being in a live environment and the anticipation of waiting to see a band you love. Brunner explained that when it comes to digital personalization, one should strive to create this same energy but in a digital format.<\/p>\n<figure id=\"attachment_24671\" aria-describedby=\"caption-attachment-24671\" style=\"width: 5395px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-24671 size-full\" src=\"https:\/\/wpengine.com\/wp-content\/uploads\/2017\/03\/SXSW.jpg\" alt=\"\" width=\"5395\" height=\"3641\" srcset=\"https:\/\/wpengine.com\/resources\/wp-content\/uploads\/2017\/03\/SXSW.jpg 5395w, https:\/\/wpengine.com\/resources\/wp-content\/uploads\/2017\/03\/SXSW-300x202.jpg 300w, https:\/\/wpengine.com\/resources\/wp-content\/uploads\/2017\/03\/SXSW-768x518.jpg 768w, https:\/\/wpengine.com\/resources\/wp-content\/uploads\/2017\/03\/SXSW-1024x691.jpg 1024w, https:\/\/wpengine.com\/resources\/wp-content\/uploads\/2017\/03\/SXSW-213x144.jpg 213w, https:\/\/wpengine.com\/resources\/wp-content\/uploads\/2017\/03\/SXSW-741x500.jpg 741w\" sizes=\"auto, (max-width: 5395px) 100vw, 5395px\" \/><figcaption id=\"caption-attachment-24671\" class=\"wp-caption-text\">Heather Brunner presents to a capacity reached room during her SXSW Interactive panel.<\/figcaption><\/figure>\n<p>So how does one create this form of excitement online?<\/p>\n<p>To get a better understanding of why digital personalization is so important and how to move toward a more personal web, watch the video below and read on for some of Brunner&#8217;s insights from her SXSW presentation.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/Cu3k4mC45_o?feature=oembed\" width=\"100%\" height=\"281\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h2><span style=\"font-weight: 400;\">We all want fans who love what we create<\/span><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-24665\" src=\"https:\/\/wpengine.com\/wp-content\/uploads\/2017\/03\/heather-brunner-sxsw-web-personalization.png\" alt=\"\" width=\"1796\" height=\"1004\" srcset=\"https:\/\/wpengine.com\/resources\/wp-content\/uploads\/2017\/03\/heather-brunner-sxsw-web-personalization.png 1796w, https:\/\/wpengine.com\/resources\/wp-content\/uploads\/2017\/03\/heather-brunner-sxsw-web-personalization-300x168.png 300w, https:\/\/wpengine.com\/resources\/wp-content\/uploads\/2017\/03\/heather-brunner-sxsw-web-personalization-768x429.png 768w, https:\/\/wpengine.com\/resources\/wp-content\/uploads\/2017\/03\/heather-brunner-sxsw-web-personalization-1024x572.png 1024w, https:\/\/wpengine.com\/resources\/wp-content\/uploads\/2017\/03\/heather-brunner-sxsw-web-personalization-258x144.png 258w, https:\/\/wpengine.com\/resources\/wp-content\/uploads\/2017\/03\/heather-brunner-sxsw-web-personalization-894x500.png 894w\" sizes=\"auto, (max-width: 1796px) 100vw, 1796px\" \/><\/p>\n<p>\u201cOur digital impression to the world is our face forward around representing who we are, what we stand for, our values, and why our products matter,\u201d said Brunner.<\/p>\n<p>Ultimately you should strive to create brand advocates, which doesn&#8217;t just happen but takes time. By creating engaging\u00a0and memorable experiences online and abiding by a customer first mentality, eventually,\u00a0your brand will have a following of loyal fans and brand advocates.<\/p>\n<h2>Killer Content + Fantastic Experience = Brand Advocacy<\/h2>\n<p>Digital experiences are about storytelling. Therefore, the content you put forth should work towards engaging people to come discover your brand. It\u2019s putting that purpose out there \u2014 the storytelling behind who you are, why you&#8217;re in business\u00a0and driving one&#8217;s desire to learn more and be excited to build a relationship with you, Brunner explained.<\/p>\n<h2><span style=\"font-weight: 400;\">Your Customer Experience is Your Digital Strategy (and Vice Versa)<\/span><\/h2>\n<p>To capt<span style=\"font-weight: 400;\">ivate your audience successfully, you must commit fully to putting the customer at the heart of the digital experience. This means you must work toward building a relationship with your customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As human relationships go through stages, those same stages of relationships are what you\u2019re trying to create in your digital experience. Ask yourself, does your brand\u2019s digital presence follow the four pillars below?<\/span><\/p>\n<figure id=\"attachment_24667\" aria-describedby=\"caption-attachment-24667\" style=\"width: 1211px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-24667 size-full\" src=\"https:\/\/wpengine.com\/wp-content\/uploads\/2017\/03\/sxsw-heather-brunner.png\" alt=\"\" width=\"1211\" height=\"678\" srcset=\"https:\/\/wpengine.com\/resources\/wp-content\/uploads\/2017\/03\/sxsw-heather-brunner.png 1211w, https:\/\/wpengine.com\/resources\/wp-content\/uploads\/2017\/03\/sxsw-heather-brunner-300x168.png 300w, https:\/\/wpengine.com\/resources\/wp-content\/uploads\/2017\/03\/sxsw-heather-brunner-768x430.png 768w, https:\/\/wpengine.com\/resources\/wp-content\/uploads\/2017\/03\/sxsw-heather-brunner-1024x573.png 1024w, https:\/\/wpengine.com\/resources\/wp-content\/uploads\/2017\/03\/sxsw-heather-brunner-257x144.png 257w, https:\/\/wpengine.com\/resources\/wp-content\/uploads\/2017\/03\/sxsw-heather-brunner-893x500.png 893w\" sizes=\"auto, (max-width: 1211px) 100vw, 1211px\" \/><figcaption id=\"caption-attachment-24667\" class=\"wp-caption-text\">A framework to how relationships are built<\/figcaption><\/figure>\n<p>Through making yourself credible, you earn respect. Once you&#8217;ve earned someone&#8217;s respect, it leads to trust. Once someone trusts you, they are more likely to become advocates and be willing to share more about themselves.<\/p>\n<h2><span style=\"font-weight: 400;\">Ultimately you want to turn your fans into advocates<\/span><\/h2>\n<p>As you think about building great digital experiences that are more personalized, remember that advocates are willing to share more about themselves. It is critical then that you are earning your customers\u2019 trust so they can share more with you and you can begin to create more relevant experiences.<\/p>\n<p>Trust is earned. People are not going to automatically give you all of their information unless they really trust you as a brand, Brunner explained.<\/p>\n<h2><span style=\"font-weight: 400;\">Is Our Digital Experience Advancing Fast Enough? <\/span><\/h2>\n<p>According to Brunner, \u201cno it\u2019s not.<\/p>\n<p>While ad technology has been around a shorter time than web technology, ad technology is advancing faster.<\/p>\n<p>For example, AdTech gathers all of its information through cookies using large data, machine learning, and computing power at scale to deliver instantaneous recommendations in user experience across the web. &#8220;My\u00a0point of view is that the same paradigm is what it\u2019s going to take for us to deliver that onto websites,&#8221; said Brunner.<\/p>\n<p>A website in the future will create the ultimate one-to-one experience, Brunner predicted. The architecture of a website has to come together and assemble real-time instantaneously with an experience for you.<\/p>\n<h2>The Future = Human + Machine<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-24708 alignnone\" src=\"https:\/\/wpengine.com\/wp-content\/uploads\/2017\/03\/Screen-Shot-2017-03-15-at-2.28.08-PM.png\" alt=\"\" width=\"2045\" height=\"1164\" srcset=\"https:\/\/wpengine.com\/resources\/wp-content\/uploads\/2017\/03\/Screen-Shot-2017-03-15-at-2.28.08-PM.png 2045w, https:\/\/wpengine.com\/resources\/wp-content\/uploads\/2017\/03\/Screen-Shot-2017-03-15-at-2.28.08-PM-300x171.png 300w, https:\/\/wpengine.com\/resources\/wp-content\/uploads\/2017\/03\/Screen-Shot-2017-03-15-at-2.28.08-PM-768x437.png 768w, https:\/\/wpengine.com\/resources\/wp-content\/uploads\/2017\/03\/Screen-Shot-2017-03-15-at-2.28.08-PM-1024x583.png 1024w, https:\/\/wpengine.com\/resources\/wp-content\/uploads\/2017\/03\/Screen-Shot-2017-03-15-at-2.28.08-PM-253x144.png 253w, https:\/\/wpengine.com\/resources\/wp-content\/uploads\/2017\/03\/Screen-Shot-2017-03-15-at-2.28.08-PM-878x500.png 878w\" sizes=\"auto, (max-width: 2045px) 100vw, 2045px\" \/><\/p>\n<p>Today there are already things being created to help take us on the path toward better personalization. Here are a few different human\/technology combinations\u00a0worth focusing on:<\/p>\n<h4>Human + CRM<\/h4>\n<p>If you want to do any type of personalization whatsoever, you have to invest in a CRM. Investing in customer relationship management software (CRM) is the next step toward putting the customer at the heart of your digital experience and strategy.<\/p>\n<h4>Human + Omni-Channel<\/h4>\n<p>The combination of what\u2019s happening on the website, what\u2019s happening on mobile, and thinking about the back-end systems is important so that they&#8217;re more compatible and more consistent.<\/p>\n<h4>Human + Big Data<\/h4>\n<p>With the combination of cloud computing costs coming down and the ability to leverage machine learning, we now have new applications that can be used to help enforce and store data. \u00a0This new, bigger data is what will help us create more personalized experiences.<\/p>\n<h4>Human + AR \/ VR<\/h4>\n<p>Augmented reality and virtual reality are things that could affect shopping sessions of the future or engagement sessions of the future. Putting yourself in an environment that shows you what it\u2019s like to experience the product, environment, etc. will be the next step in personalization.<\/p>\n<h2><span style=\"font-weight: 400;\">Digital Natives Will Rule Personalization<\/span><\/h2>\n<p>There\u2019s a group of people today that have only grown up in a digital world. As our younger generation gets older, they will expect a personalized experience. The desire to get instant gratification will be stronger\u00a0than ever, said Brunner.<\/p>\n<h2>At the end of the day, it\u2019s all about Humanity<\/h2>\n<p>It all comes back that journey of building relationships with our customers, going from credibility to trust and so on, said Brunner. Creating killer interactive content,\u00a0being more thankful and helpful, and earning trust are the first steps in generating loyal customers.<\/p>\n<p>Once you&#8217;ve got a loyal customer, it&#8217;s then about how\u00a0you activate your curiosity to learn more about them. Customer-generated content is a great way to initiate customers to share their experiences about your brand.\u00a0You have to think of ways to get your customers to be bold in their actions \u2014 this is key to learning more about them to deliver the most personalized web experience possible.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cIf your brand was a band, what kind of energy would you create?,\u201d asked WP Engine CEO Heather Brunner during her 2017 SXSW Interactive panel on the personalization of digital experiences. One of the key themes of SXSW is the energy of being in a live environment and the anticipation of waiting to see a<span class=\"tile__ellipses\">&hellip;<\/span><span class=\"tile__ellipses--animated\"><\/span><\/p>\n","protected":false},"author":114,"featured_media":24669,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[7,79,170,143],"tags":[523],"class_list":["post-24594","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-company","category-event","category-internet","category-marketing","tag-heather-brunner"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>SXSW 2017: Toward A More Personal Web | WP Engine<\/title>\n<meta name=\"description\" content=\"Join Heather Brunner at SXSW 2017 as she discusses the personalized web. 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