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Secrets of Engagement: How to Integrate Social on Your Site with Jeremiah Owyang
 

Secrets of Engagement: How to Integrate Social on Your Site with Jeremiah Owyang

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How effectively does your social media marketing strategy complement your brand website? With the emergence of sophisticated frameworks for social media integration on company websites, many ...

How effectively does your social media marketing strategy complement your brand website? With the emergence of sophisticated frameworks for social media integration on company websites, many marketers now recognize that there is more to social media than only engaging with consumers directly on Facebook and Twitter. Jeremiah Owyang presents his latest research on the 'Evolution of the Social Corporate Website'. Learn how to make your brand site relevant and social with best practice examples and case studies from Janrain and Badgeville.

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  • Welcome to today's webinar "Secrets of Engagement: Leveraging Social to Unlock User Value on Your Site." We are looking forward to an informative presentation today from Jeremiah Owyang. My name is Tore Steen, and I'm the VP of Marketing and Business Development at Janrain. We are happy to be hosting this event with our partner Badgeville, and in a bit you will hear from Kris Duggan, CEO of Badgeville.
Before we get started, I want to cover a few housekeeping items:
1. All phones are on mute
2. We would love to answer your questions, so please submit them through the Q&A panel that you should see on the right hand side of your screen.
3. We will spend the last 15 minutes of the hour responding to as many questions as we can.
4. A recording of the presentation will be made available.With that, I'd like to introduce Jeremiah Owyang, partner at Altimeter Group, and the author of the popular blog "Web Strategy".
  • http://www.buzzfeed.com/melismashable/washington-post-and-facebook
  • http://blog.nielsen.com/nielsenwire/online_mobile/friending-the-social-consumer/
  • http://www.samsung.com/us/
  • http://www.microsoft.com/windows/social/
  • http://www.samsungsxswi.com/2011/day-five/http://blog.stroutmeister.com/2011/03/samsung-curates-sxswi-w-on-their-media.html
  • http://christineptran.com/2010/07/5-ways-turbotax-embraces-customers/
  • http://www.cisco.com/en/US/products/ps9402/index.htmlhttp://blogs.cisco.com/socialmedia/cisco-likes-facebook%E2%80%99s-like-button/
  • http://techcrunch.com/2010/12/21/facebook-launches-instant-personalization-on-tripadvisor/
  • http://skittles.com/
  • In order to take the most advantage of new consumer characteristics and online actions, many large companies are adopting a comprehensive user management approach and choosing Janrain as a partner based on our experience working in this space for the past 5 years, and creating solutions that are deployed on over 300,000 websites worldwide, serving large brands.Chosen for our deep integration partnerships with companies that rely on us for authentication services for their 10’s of thousands of customers and our long-term engineering relationships with our identity partners like Google and Facebook.
  • There are new creative approaches to leveraging a users friends list and address books to drive more conversions like how MatchMove games helps you invite your friends to play games with you right now.
  • If you haven’t already, please submit your questions through the Q&A panel on your right.

Secrets of Engagement: How to Integrate Social on Your Site with Jeremiah Owyang Secrets of Engagement: How to Integrate Social on Your Site with Jeremiah Owyang Presentation Transcript

  • Secrets of Engagement:
    Leverage Social to Unlock User Value on Your Site
    #socialsecrets
    Jeremiah Owyang
    Analyst, Altimeter
    @jowyang
    @altimeter
    Tore Steen
    VP of Marketing, Janrain
    @toresteen
    @janrain
    Kris Duggan
    CEO, Badgeville
    @kduggan
    @badgeville
  • 2
  • Be deliberate in your social integration strategy
    The Washington post has 12 Facebook integrations on its article pages.
  • 4
    Jeremiah Owyang
    Industry Analyst
    Evolution of the WebsiteA Roadmap for Social Integration
  • Customers trust each other more than the brand
    5
    Nielsen 2010 Global Trust Study
    Source: http://blog.nielsen.com/nielsenwire/online_mobile/friending-the-social-consumer/
  • 6
    So brands are eager to direct customers to their fan pages
  • A two-pronged approach to social networks
    7
    Publish
    Corporate
    Website
    Social Web
    Aggregate
  • Savvy and forward looking brands will integrate
    8
    Social Corporate Website
    Integrate
  • Purchase
    Integrate socially relevant discussions at every phase of the customer lifecycle
    9
    Awareness
    Consideration
    Comparison
    Intent
    Implement
    Support
    Renewal
    Advocacy
    Purchase
  • Image by adamcnelson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/adamcnelson/3593821772
    2011: Year of Integration
    © 2010 Altimeter Group
  • Corporate website integration will be the #1 priority
    Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010
    We asked 140 Corporate Social Strategists: “What three external (go-to-market) social strategy objectives will you focus on most in 2011?”
  • 12
    Advanced buyers will invest heavily in custom technology development
    Average Annual Spending on 12 Social Business Categories by Program Maturity
    Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010
  • Image by Pieter Musterd used with Attribution as directed by Creative Commons http://www.flickr.com/photos/piet_musterd/1858568495
    Evolution of the Social Corporate Website
    © 2010 Altimeter Group
  • New framework for 2011
    Evolution of the Social Corporate Website
    14
  • New framework for 2011
    Evolution of the Social Corporate Website
    15
  • Trader Joe’s does not integrate social anywhere on its site…
    16
  • … despite die-hard fans and unofficial channels
    17
  • New framework for 2011
    Evolution of the Social Corporate Website
    18
  • 19
    MTV links away to social properties on its home page
  • McDonald’s directs visitors away with a link (TV ads too)
    20
  • And worse, sends a confusing message
    21
    McDonald’s doesn’t encourage visitors to leave it site for social channels: “You are leaving the McDonald's Corporation web site for a site that is controlled by a third party, not affiliated with McDonald's.”
  • New framework for 2011
    Evolution of the Social Corporate Website
    22
  • Windows 7 curates mentions of its new product on a dedicated page
    23
  • 24
    HuffPost offers curated tweets with the top story
  • 25
    Samsung curates SXSW online and on-site
    Samsung aggregated and curated tweets, blog posts, photos, videos, check-ins, and Slideshare presentations, and on its SXSW page and on site at the event on a large physical display.
  • 26
    NASDAQ allows users to login with their social network account
  • 27
    NFL enables and aggregates discussion on its livestream
    Using Tweetriver, the NFL allows fans to participate in a live discussion and aggregates the discussion right next to the livestream.
  • 28
    TurboTax aggregates support discussions within the product
    While TurboTax customers use the product to do their taxes, they can view support discussions within the product.
  • New framework for 2011
    Evolution of the Social Corporate Website
    29
  • 30
    NPR listeners can Like from the home page
    Visitors to NPR’s site can immediately see which of their friends also “Like” NPR, and can “Like” the page themselves, sending a Facebook update to their social graph.
  • SmartMoney readers can share to two of their social networks
  • AMC viewers can share to any of their social networks
  • New framework for 2011
    Evolution of the Social Corporate Website
    33
  • Amazon customers can view Facebook friends’ birthdays and popular items
    34
  • 35
    TripAdvisor visitors view friend reviews through Facebook Instant Personalization
    TripAdvisor launched Facebook’s Instant Personalization feature in December 2010, offering friend ratings, reviews, and travel history.
  • Sign into HuffPost with Facebook and read news shared by your social graph
    36
  • New framework for 2011
    Evolution of the Social Corporate Website
    37
  • vitaminwater doesn’t have a corporate site – it “temporarily” moved to Facebook
    38
  • 39
    Skittles site lists its social properties and vitals
  • Image by Slowtron used with Attribution as directed by Creative Commons http://www.flickr.com/photos/fuckr/91530309
    Final Remarks
    © 2010 Altimeter Group
  • Product pages are not just about products anymore. They’re about the customers who bought the products. Change mindset that these are pages for people who own these products not just tech specs.
    Not all corporate web pages are equal. Start with pages that are already social, and assess opportunities for deeper social integration.
    Integrating social isn’t just about increased dispersion to social channels, but about getting customers to return to your corporate website with more of their friends. Ensure a viral loop is factored to benefit from the crowd.
    Use this Road Map for your strategy
    41
  • 42
    THANK YOU
    Jeremiah Owyang
    jeremiah@altimetergroup.com
    web-strategist.com/blog
    Twitter: jowyang
    With assistance from Researchers Christine Tran and Andrew Jones
  • Case Study: Matthew Morrison
  • The Social Loyalty Platform
    Kris Duggan
    CEO, Badgeville
    @kduggan
    @badgeville
  • User Management Platform for the Social Web
    Tore Steen
    VP of Marketing, Janrain
    @toresteen
    @janrain
  • 58
    Janrain Overview
    Our Partners
    Our Solutions
    Janrain Engage
    • Social login for 18 providers
    • Social sharing to multiple networks
    Janrain Capture
    • Social user profile storage
    Janrain Federate
    • Single sign-on across multiple properties
    Deployed on over 300,000 websites
    Our Customers
    Our Company
    Core focus on solving online identity and user management challenges since 2005
    Integrated into leading technology platforms
    Based in Portland, OR
  • Social login for user acquisition and engagement
    Initially deployed on community sites
    Expanded to eCommerce sites for Sears portfolio (Kmart, Craftsman)
    59
    Case Study: Sears
  • Social sharing for word of mouth marketing and referral traffic
    After review is posted, user is prompted to share with their social networks
    60
    Case Study: Sears
  • Social login and invite friends for user acquisition and engagement
    User is prompted to “invite friends” to join him/her on-site
    61
    Case Study: MatchMove Games
  • Custom message is delivered to user’s friends on their behalf
    Drives additional traffic to the site
    62
    Case Study: MatchMove Games
  • Social login and sharing deployed across 400 artists’ sites
    Fans are automatically recognized across sites
    Case Study: Universal Music Group
  • Seamless integration with “real time comments” from fans
    Case Study: Universal Music Group
  • Social profile data is stored in the cloud for future marketing needs
    Case Study: Universal Music Group
  • Thank You! Questions?
    Jeremiah Owyang
    Analyst, Altimeter
    @jowyang
    @altimeter
    Tore Steen
    VP of Marketing, Janrain
    @toresteen
    @janrain
    Kris Duggan
    CEO, Badgeville
    @kduggan
    @badgeville