Establishing a global content strategy that relates to the needs of your regional internal teams and delivers a great experience to your customers presents a real challenge to the modern marketer. Join Aaron Suppel, Global Marketing Manager at American Express, to learn the core business principles that are essential for a successful content experience management strategy. In this webinar, Aaron will discuss how empowering editors, driving scalability and responsive web principles have all enabled American Express to deliver unique, personalised experiences to their customers around the globe.

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How to achieve a truly global customer experience
Hear how American Express are delivering personalised content to their customers around the globe
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UK: +44 (0) 330 221 9921
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2. 2
How to achieve a truly global customer experience
Hear how American Express are delivering personalised content to their customers around the globe
Morag Cuddeford Jones
Consultant Editor
Marketingfinder.co.uk
Aaron Suppel
Senior Digital Marketing Manager
American Express
Arjen van den Akker
Product Marketing Director
SDL

3. 3
Interact with us
Hear how American Express are delivering personalised content to their customers around the globe
Follow the conversation on twitter #GlobalContentStrategy

4. 4
Know, Reach, Convert & Engage
customers across the entire journey

5. 55
sdl.com/web

6. Publicly traded
company (LSE:SDL)
$430M
Powering
marketing
campaigns
for 400+
global brands
6
3500
Employees Worldwide
Founded in 1992
Leading Global
CXM Capabilities
• Analytics
• Social
• Campaigns
• eCommerce
• Language
• Web
• Documentation
72 out of the top 100 global brands work with SDL
Driving $16B in
online revenue
annually with
our ecommerce
technology
Rated number 1
in web content
management
for Customer
Experience
Enabling
companies to
communicate
with customers
in 100+
countries
7 BILLION
words
translated
every month
annual
revenue
70
offices
38
countries
1500
enterprise
customers

7. Delivering once for many
Aaron Suppel
13-Oct-14 AXP Internal 7

8. Agenda
AXP Internal
1. Background
2. Vision and Journey
3. NCXM and SDL
4. Editor Engagement/Empowerment
5. Global Content Orchestration/Blueprinting
6. Omni-Channel Content Delivery
7. Top 5 tips Editor Empowerment
8. Top 5 Tips Global Content Orchestration
9. Top 5 Tips Omni Device
10. Q &A
Network Content Experience Management

9. Background
Introduction and the journey we have been on with our instance of the CMS.
• Working for American Express
internally for 2 years and 10 years in
total including multiple agency roles.
• Work within a team where my sole
responsibility is enabling 65 markets to
deliver digital content via a CMS.
• Developed an internal community
called NCXM = Network Content
Experience Management.
13-Oct-14 AXP Internal 9

10. AXP Internal
To deliver a scalable unified
brand experience on multiple
devices with full editorial
control. Empowering the
regional marketing teams to
create content that is relevant
to leverage nuances that are
specific to that market.
We went through a full RFI and
RFP process working with both
business groups and
technology groups to decide on
the CMS to drive this forward.
We then worked on developing
our Architecture/
Blueprint a from this developed
a series of Page templates that
could relate to the needs of
every market.
Worked on training materials
to educate and nurture our
regional editorial partners.
We continue to bring more
capabilities to the platform
such as personalisation, geo-location,
Contextual marketing
engines.
Ensuring that everything that
we do is driven by data and we
do not make decisions based
on instinct or opinion.
Vision and Journey
2 Years

11. Network Customer Experience Management
A CMS is not just a site building solution it should deliver a flexible business owned tool for online communications. This includes creating a
pipeline of customer leads and keeping existing customers engaged in your product and services.
Gartner CMS review 2013
13-Oct-14 AXP Internal 11

12. How to achieve a truly global customer experience
Hear how American Express are delivering personalised content to their customers around the globe
Quick Poll

13. Editorial Engagement: theory
With NCXM we have completely reassessed where our key focus was to be placed when thinking about site maintenance. Visitors need a great
experience with great look and feel but if the platform is not flexible and editor friendly content remains static and un-engaging.
High user engagement – Both the editor groups and the site visitors need to be happy
with the results to maintain engagement and continued support
• Happy editors create and maintain local content and adopt global content more
effectively.
• Happy web users can find your site , come back and transact.
Results:
• 1000’s of updates published.
• Business driven not technologies driven
• 24/7/365 editorial control
13-Oct-14 AXP Internal 13

14. AXP Internal
Editorial engagement : Examples
• Content approved 5 days before live event
• Content launched globally 10 minutes after PR approval
• Utilising Inheritance and blueprinting technology

15. Content can now be entered once for many through inheritance in the toolset with editorial control over localisation available where needed.
Global
Regional
Scalability – Theory
Market 1 Market 2 Market 3
13-Oct-14 AXP Internal 15

16. AXP Internal
Scalability – in Practice
• 65 markets
• 7 page types
• Full approval workflows in
place for governance and
compliance.
• Real time content deployment.
• Ability to synchronise global
offer deployment by 1 lead
editor to all markets (if
necessary)
• Real-time publishing
capabilities.

17. X
Non-responsive
X
Non-responsive
Responsive - Before
AXP Internal
13-Oct-14
17
Before
• Non existent User experience in some markets on tablet and Mobile
• Dated design which delivers a poor experience on desktop cross-browser
• Silo sites such as mobile only sites specific to markets were being created and were becoming costly and being built re-actively using local
market agencies.
• Mobile/tablet usage growing rapidly from 2012 across most markets.

18. AXP Internal
Responsive - After
After
• Editors create the content once , and content renders across all device types.
• Modern design using ‘hero images’ to enhance user experience on various devices and browsers
• Mobile/tablet usage has grown over 50% in some established markets.
• Cost savings for the business by closing down expensive mobile only sites.

19. Editorial Engagement top 5 tips
1. Ensure that everything you are building onto the CMS is going to empower your editors. If the site is
hard to edit content then nobody will want to do it.
2. Product owners should try to see their editors as their customers, happy editors mean regular
content updates and this means more relevancy and an uplift in engagement results.
3. Create a training environment for editors, this can include exercises that allow different users
different ways to learn IE: using Playbooks, Videos and sandbox environments.
4. Start a CMS user group within the organisation where editors can attend and listen into examples of
how other business groups are using the CMS. The consistency and scale could vary as needed.
5. Ensure editors can feedback on ease of use of the CMS regularly and improvements can made.
AXP Internal
Driving the once for many ethos

20. Scalability top 5 tips
Global Content Orchestration
1. Make sure you have the correct compliance/approval processes in place and that your CMS can reflect these needs.
2. Ensure that the minimum amount of Page types are created. A common mistake is to think of new sites as separate pages when we
should be thinking of pages as groups of dynamic components based on content needs/Channel
3. Language needs to be defined within the Blueprint/Architecture, so ensure you have a cleared defined strategy for localisation and
AXP Internal
translation.
4. Simplicity is often the best policy but hard to drive, think about how the site architecture could grow in 3 years time. Make sure you
are not short sighted as it will take more effort and cost to re-visit at a later stage.
5. Ensure requirements of all Content/channel owners are scoped.

21. Omni Device top 5 tips
Driving the once for many ethos
1. Ensure that the business group owns the principles this includes the targeted devices and channels.
2. Focus on the customer: Decide whether you are going mobile first or desktop first for your main channel.
3. Test, test and then test again. Working within iterative development (AGILE) testing is at the centre of our work streams being
AXP Internal
completed.
4. The world of responsive web dev is constantly changing, Product owners should ensure they are regularly looking around at wider
solutions to responsive as it is an ever changing world.
5. Ensure UX experts are available in your work stream. If the Responsive works but the UX is poor then you need to challenge the
value of it being responsive in the first place.

22. How to achieve a truly global customer experience
Hear how American Express are delivering personalised content to their customers around the globe
Quick Poll

23. AXP Internal
Results so far to end of Q2 2014
Unique Visits so far Average per month

24. Your Questions
Hear how American Express are delivering personalised content to their customers around the globe
Morag Cuddeford Jones
Consultant Editor
Marketingfinder.co.uk
Aaron Suppel
Senior Digital Marketing Manager
American Express
Arjen van den Akker
Product Marketing Director
SDL

25. How to achieve a truly global customer experience
Hear how American Express are delivering personalised content to their customers around the globe
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26. How to achieve a truly global customer experience
Hear how American Express are delivering personalised content to their customers around the globe
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