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

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

Be deliberate in your social integration strategy
The Washington post has 12 Facebook integrations on its article pages.

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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/

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So brands are eager to direct customers to their fan pages

A two-pronged approach to social networks
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Publish
Corporate
Website
Social Web
Aggregate

Savvy and forward looking brands will integrate
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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?”

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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

New framework for 2011
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Trader Joe’s does not integrate social anywhere on its site…
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… despite die-hard fans and unofficial channels
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MTV links away to social properties on its home page

McDonald’s directs visitors away with a link (TV ads too)
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And worse, sends a confusing message
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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.”

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Windows 7 curates mentions of its new product on a dedicated page
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HuffPost offers curated tweets with the top story

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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.

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NASDAQ allows users to login with their social network account

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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.

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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.

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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

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Amazon customers can view Facebook friends’ birthdays and popular items
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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
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vitaminwater doesn’t have a corporate site – it “temporarily” moved to Facebook
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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

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
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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
@toresteen
@janrain

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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)
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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
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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
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Case Study: MatchMove Games

Custom message is delivered to user’s friends on their behalf
Drives additional traffic to the site
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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

Social profile data is stored in the cloud for future marketing needs

Thank You! Questions?
Jeremiah Owyang
Analyst, Altimeter
@jowyang
@altimeter
Tore Steen
@toresteen
@janrain
Kris Duggan
CEO, Badgeville
@kduggan
@badgeville

http://www.web-strategist.com	1782
http://www.dreamgrow.com	158
http://socialkind.posterous.com	67
http://newsaleseconomy.com	55
http://magdalenaday.com.ar	52
http://feeds2.feedburner.com	34
http://tweets.kabaim.com	31
http://paper.li	26
http://tweets.twylah.com	19
http://feeds.feedburner.com	18
url_unknown	9
http://michaelbatistich.com	7
http://socialakind.tumblr.com	7
http://www.slideshare.net	7
http://translate.googleusercontent.com	5
http://www.linkedin.com	4
http://www.hanrss.com	4
http://www.adtelligence.de	4
http://www.neti.ee	3
http://twylah.local	2
http://us-w1.rockmelt.com	2
http://translate.google.co.il	2
http://michaelbatistich.tumblr.com	1
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Secrets of Engagement: How to Integrate Social on Your Site with Jeremiah Owyang

by Janrain on Apr 21, 2011

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