Heather Brunner - Content & Commerce: Implications for Sites & Brands

Heather Brunner is CEO for WP Engine and has steered the company to hyper-growth and global expansion with offices in Austin, San Antonio, London and San Francisco serving 40,000 customers in 133 countries. A 25-year technology veteran, She helped create billions in value, driven customer success and led business strategy for both privately-funded new ventures and Fortune 500 companies.

Content & Commerce: Implications for Sites & Brands

Today, consumers are bombarded by thousands and some estimates say up to 20,000 ads or brand exposures a day. Given this avalanche of information how do brands break through this clutter and get consumers emotionally motivated to dig deeper into a category, learn more about products and ultimately buy a product? We will first explore the evolution of commerce on the web by looking at recent eCom trends, the growing complexity in a customer’s journey, shifting buyer expectations, and so on.
Next, we’ll give a quick example of how brands are doing content and commerce integration of product and non-product content in new and engaging ways. Also we will focus on what the implications are for site development and protecting site performance. We will close off by some thoughts on the future: the need for even more personalized consumer experiences and the integration of new technologies for content-rich experiences that transcend channels and why open source is critical.

Transcript

1. BRUNNER HEATHER 03:55 WP ENGINE MAIN ROOM NEXT WOOCONF2016 CONTENT & COMMERCE: IMPLICATIONS FOR SITES AND BRANDS
2. THE FUTURE OF 
 CONTENT & COMMERCE HEATHER J. BRUNNER
 CEO, WP ENGINE
3. IF YOUR BRAND WAS A BAND
4. FANS WHO LOVE WHAT WE CREATE
5. CONTENT EXPERIENCE +
6. “Commerce done right is content. It’s not a flat sales page, it’s storytelling. It’s not about what you’re selling, it’s about why you’re selling it.” - Ben Lever, Thrillist Group
7. YOUR CUSTOMER EXPERIENCE IS 
 YOUR DIGITAL STRATEGY
8. What do you have to say? Do you know what you are talking about? What do others say 
 about you?
9. What do you have to say? Do you know what you are talking about? What do others say 
 about you? Do I get value from 
 your ideas? Are you transparent 
 and open? Are you authentic?
10. What do you have to say? Do you know what you are talking about? What do others say 
 about you? Do I get value from 
 your ideas? Are you transparent 
 and open? Are you authentic? Do you keep your word? Do you take responsibility when things go wrong? Do you care about me?
11. What do you have to say? Do you know what you are talking about? What do others say 
 about you? Do I get value from 
 your ideas? Are you transparent 
 and open? Are you authentic? Do you keep your word? Do you take responsibility when things go wrong? Do you care about me? I am willing to associate my brand with your brand. I will actively share by face, name, views, experiences with others. I will share even more about myself with you.
12. IS DIGITAL COMMERCE ADVANCING FAST ENOUGH?
37. WHAT I WANTED
40. Compelling value proposition Killer Website experience, easy to buy with confidence Engaging, positive 
 Social presence Give ideas for how to best enjoy your product Invite to subscribe to valuable resources Frictionless help 
 and support Earn the right to ask 
 more questions Personalize experiences based on what you know Share more ideas and content to build even 
 more value Make it easy and fun to share experiences Delight with even richer personalized experiences Invite to co-create or preview products Treat like a super fan Be Creating Be Grateful Be Curious Be Bold
41. Compelling value proposition Killer Website experience, easy to buy with confidence Engaging, positive 
 Social presence Be Creating
42. Give ideas for how to best enjoy your product Invite to subscribe to valuable resources Frictionless help 
 and support Be Grateful
43. Earn the right to ask 
 more questions Personalize experiences based on what you know Share more ideas and content to build even 
 more value Be Curious
44. Make it easy and fun to share experiences Delight with even richer personalized experiences Invite to co-create or preview products Treat like a super fan Be Bold
45. Make your customer experience strategy your 
 digital strategy 

46. Make your customer experience strategy your 
 digital strategy Invest in a single view of the customer 

47. Make your customer experience strategy your 
 digital strategy Invest in a single view of the customer Create more personalized experiences for each customer 

48. Make your customer experience strategy your 
 digital strategy Invest in a single view of the customer Create more personalized experiences for each customer Experiment with different techniques to engage, 
 listen and learn
49. Make your customer experience strategy your 
 digital strategy Invest in a single view of the customer Create more personalized experiences for each customer Experiment with different techniques to engage, 
 listen and learn Act with gratitude and integrity across all your touchpoints
50. INCREDIBLE EXPERIENCES TURN CUSTOMERS INTO FANS!
51. THANK YOU HEATHER J. BRUNNER
 @heatherjbrunner