Curated for content, computing, and digital experience professionals

Day: December 19, 2007

Now That’s Customer Experience: Part Duex

I received a number of emails after my blog on Iron Mountain’s Friendly Advice Machine, including some from non-John Cleese fans who still thought it was a fun experience. I even know of some colleagues who have visited the site multiple times 😉
Still, I thought it would be interesting to get the real statistics on visits and impact from the company themselves. Iron Mountain’s Karen McPhillips, VP Marketing, answered my call for an interview. Here are some interesting excerpts:

  • Aimed at IT managers, a marketing research team developed the campaign by creating a literal “buyer persona” resulting from over 100 interviews with existing and target prospects. This was not a “closed door brainstorming” session. The team identified and aggregated a long list of common process and technology IT-based pain points to drive targeted messaging with a healthy dose of humor.

  • By end-October, the first month of release, the site received 19,000 hits and exceeded viewing expectations by 20%. Audience segmentation revealed 60% U.S.-based views and 16% Eastern Europe-based views.

  • The previous Cleese-based campaign featured the comedian as Dr. Harold Twain Weck, Director of the Institute for Backup Trauma. By the end of its run, the site had received more than one million hits from IT professionals alone.

  • The company markets the campaign globally, but it is available only in English. Given the difficulties of true context-driven translations, especially for “Cleese humor,” this seems prudent. McPhillips reports no complaints on the decision from the company’s major global markets, including France and Germany.

The company expects an 18-24 month shelf-life for the campaign.

Global Moxie Releases Big Medium 2

Global Moxie announced the release of Big Medium 2, a web content management system aimed at web designers. Big Medium 2 has version control, workflow, search engine, content syndication, granular editing privileges, Unicode support, but also lots of grace notes for content sites: Pullquotes, image galleries, podcasts, scheduled publication, visitor comments, a WYSIWYG CSS style editor and “other goodies”. Big Medium 2 is geared for designers who want a CMS that enables flexible designs but remains easy to set up without programming skills, just basic to intermediate HTML/CSS know-how. Once the designer configures the templates, he or she can hand the site over to content editors; no technical know-how is required to add or edit pages. Enter your text, images, podcasts and document downloads into Big Medium’s editor, and the software automagically adds the necessary links and pages to your site. Big Medium’s server requirements allow you to install it in nearly any hosting environment. Big Medium is a Perl application and runs on Unix-based or Windows servers with Perl 5.6.1 or higher. Big Medium is $185 per server installation (each install can manage an unlimited number of sites and user accounts, no extra fees). It’s free to try for 30 days, and it’s also a free upgrade for all current Big Medium customers.,

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