Tips to Extend Your Social Strategy to Your Site with Jeremiah Owyang

Tips to Extend Your Social Strategy to Your Site #socialtips Larry Drebes Jeremiah Owyang CEO Industry Analyst Janrain Altimeter Group @jowyangCopyright © 2011 Janrain Inc. All rights reserved. Copyright © 2011 Janrain Inc. All rights reserved. #socialtips

2 Tips to Extend Your Social Strategy To Your SiteFor JanrainNovember 2, 2011Jeremiah OwyangIndustry Analyst

Corporate website integration is the #1 priority We asked 140 Corporate Social Strategists: “What three external (go-to- market) social strategy objectives will you focus on most in 2011?” Data from Survey of Corporate Social Strategists, conducted by Altimeter Group in November 2010© 2011 Altimeter Group

8 Top objective: To increase referral traffic from social networks (Respondents allowed to select 3) To increase referral traffic 53% To make our site more interactive 49% To increase relevancy of content 48% To increase our number of fans/followers 43% To feature customer voices about our brand 25% To leverage user-generated content 17% To monetize engagement/time spent on site through ads 6% To increase site registrations by reducing registration friction. 5% Were not sure why yet. 6% 0% 20% 40% 60% 80% 100% Data from Survey of Corporate Social Strategists, conducted by Altimeter Group in June 2011© 2011 Altimeter Group

16 Evolution of the Social Corporate Website 0. No 1. Social 2. Social 3. Social 4. Social 5. Seamless Integration Linking Publishing Aggregation Context Integration Passive Social Basic Feeds Sharing Content Social and Active Curated Contextual Sharing Aggregation Content Contextual Aggregation© 2011 Altimeter Group

18 0. No Integration Description Corporate website that does not integrate any social networks Benefits • Cheap • Brand maintains absolute control of the message, at least on the corporate website Challenges Your corporate website is irrelevant© 2011 Altimeter Group

19 Everyone’s talking about Heinz new flavor – but not on the corporate website Heinz leverage social media for a flavor launch, yet doesn’t integrate discussions on its website. Heinz has over 800K Facebook fans.© 2011 Altimeter Group

21 Evolution of the Social Corporate Website 0. No 1. Social 2. Social Social 4. Social 5. Seamless Integration Linking Publishing Aggregation Context Integration Passive Social Basic Feeds Sharing Content Social and Active Curated Contextual Sharing Aggregation Content Contextual Aggregation© 2011 Altimeter Group

22 1. Social Linking Description Chicklets which say “Follow us on Twitter/Facebook/YouTube” and redirect to the social network Benefits Encourages growth of social channels Challenges Sends traffic away, without having a strategy© 2011 Altimeter Group

26 2. Social Publishing Description Sharing mechanisms that encourage recommendations or referrals, e.g. Facebook Like or Tweet buttons Benefits • Triggers a social alert as a form of endorsement • Starts a viral loop Challenges May not have a follow up or call to action© 2011 Altimeter Group

27 Cisco increases referrals by adding the Like button to product pages After noticing a 50% increase in referral traffic from Facebook, Cisco adds the Facebook Like button to all its Data Center product pages.© 2011 Altimeter Group

31 NCAA Vault enables tweeting on archived videos and live events NCAA fans can share tweets from the video page, directing followers to the point in the video at which they tweeted.© 2011 Altimeter Group

32 Early Practices  Provide sharing when visitors have done something significant that warrants to attract their friends  After they’ve had a positive experience, such as purchase, or emitted positive NPS (Zuberance)  Don’t limit sharing to corporate website, add to applications, mobile, e-commerce, and support© 2011 Altimeter Group

34 3. Social Aggregation Description Aggregate and/or curate social content, for example Tweets, comments, etc. right onto the corporate website with widgets or custom technology Benefits • Surfaces and centralizes social discussions on the corporate website • Enhance relevancy through editorial Challenges • Aggregation alone misses opportunities to curate relevant content based on editorial priorities • Requires customization and/or moderation© 2011 Altimeter Group

IBM Impact curates real-time updates around its annual event This page aggregates tweets, blog posts, and event photos and videos based on the #ibmimpact hashtag. It was built internally.© 2011 Altimeter Group

37 Universal Music Group artist pages aggregate artist tweets and and real-time comments This UMG artist page requires social sign- on, aggregates artist tweets and fan comments, and enables live chat.© 2011 Altimeter Group

38 Early Practices  Think beyond Facebook posts and tweets.  Deliver relevant aggregated content at every customer touchpoint.  Beyond aggregation, curate to craft and deliver brand message through customer/prospect voices.© 2011 Altimeter Group

40 4. Social Context Description Users authenticate using existing credentials, and can connect with friends/followers right on the corporate website Benefits • May increase sign ups • Creates a sense of familiarity and community • Increases relevancy through social graph Challenges • Reliance on third party for registration • Users may have concerns about privacy • Requires customization© 2011 Altimeter Group

41 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.© 2011 Altimeter Group

42 Sears Social site personalizes the shopping experience with social sign-on Sears users a hybrid model: Users can register with a social sign-on but still must provide email and zip code.© 2011 Altimeter Group

44 Early Practices  First, understand your customers’ socialgraphics.  Don’t encumber prospective sign-ons by collecting unnecessary information.  Find partners and agencies that will guide you and help reduce your risk.© 2011 Altimeter Group

46 5. Seamless Integration Description Other than URLs there’s no difference between a corporate site and a social site – the experience is seamless Benefits • Customers, prospects, and employees mix together, churning on new members and viral activity Challenges • It doesn’t exist yet© 2011 Altimeter Group

49 Linking is most popular on corporate home pages Social integration on corporate home pages (n=134) Social Linking 64% Social Publishing 38% Basic Feeds 19% Curated Aggregation 7% Social Context 1% 0% 20% 40% 60% 80% 100% Data from Survey of Corporate Social Strategists, conducted by Altimeter Group in June 2011© 2011 Altimeter Group

50 On product pages, linking and sharing common Social integration on product pages (n=134) Social Linking 54% Social Publishing 52% Basic Feeds 19% Curated Aggregation 8% Social Context 5% 0% 20% 40% 60% 80% 100% Data from Survey of Corporate Social Strategists, conducted by Altimeter Group in June 2011© 2011 Altimeter Group

51 The radical future?  Websites are dynamically assembled on the fly based on social profiles.  This could happen in person, or while using Google or Facebook.  As a result, URLs won’t matter, nor will domains/ Instead the web will be sorted around people and contextual situations.  As a result, ads become useful information, and desirable.© 2011 Altimeter Group

53 Top challenges: Internal buy-in and resources, and “technologies are not mature” (Respondents allowed to select 3) We do not have buy-in. 34% We do not have budget. 29% We do not have headcount. 27% Technologies are not mature. 25% We do not have the skills set in-house. 22% We dont know which strategy to deploy. 18% We dont see the value. 6% Costs are too high. 5% Were concerned that vendors dont have longevity. 4% We do not know which third party developers to… 3% We do not know which agencies to work with. 1% 0% 20% 40% 60% 80% 100% Data from Survey of Corporate Social Strategists, conducted by Altimeter Group in June 2011© 2011 Altimeter Group

54 Use this Road Map for your strategy 1. Start with business goals. 2. Audit your corporate website. 3. Identify opportunities at different phases of the customer life cycle. • Not all corporate web pages are equal. • Product pages are not just about products anymore. 4. Conduct A/B testing and benchmark over time.© 2011 Altimeter Group

56 Looking ahead to 2012 1. As location data proliferates, expect greater opportunities for social context on mobile devices 2. Software incumbents move into the social space through acquisition – watch for early partnerships to indicate relationships 3. Brands will adopt social beyond marketing – will apply social to product innovation, then supply chain© 2011 Altimeter Group

58 ABOUT US Altimeter Group is a research-based advisory firm that helps companies and industries leverage disruption to their advantage. Visit us at http://www.altimetergroup.com or contact info@altimetergroup.com.© 2011 Altimeter Group

Janrain Overview Our Company and Solutions Our Customers  Industry’s only user management platform for customer acquisition, engagement and monetization  Deep roots in social identity space  Solutions deployed on over 350,000 websites worldwide Our Partners  Powers social login for dozens of technology platforms  Integrations with commenting, community, ecommerce platforms  Founded in 2005  Based in Portland, ORCopyright © 2011 Janrain Inc. All rights reserved. Copyright © 2011 Janrain Inc. All rights reserved. #socialtips

Janrain Engage: Social Login, Sharing, Invite Friends  Social login for 20+ identity providers  Social sharing to multiple networks simultaneously  One-click return login experience  Invite/Refer friends capabilityCopyright © 2011 Janrain Inc. All rights reserved. Copyright © 2011 Janrain Inc. All rights reserved. #socialtips

Janrain Engage Social Login: Universal Music Group Social Login Five Times Faster vs TraditionalCopyright © 2011 Janrain Inc. All rights reserved. Copyright © 2011 Janrain Inc. All rights reserved. #socialtips

Janrain Engage Social Sharing: Citysearch RESULTS • 12% of user- generated content is shared with friends • One piece of shared content generates: • 40 views • 28 referral visitsCopyright © 2011 Janrain Inc. All rights reserved. Copyright © 2011 Janrain Inc. All rights reserved. #socialtips

Janrain Loyalty and Rewards to Increase Engagement Identify Desired Behaviors and Offer Rewards:  Leave a comment  Share an article  Community participation  Watch a videoCopyright © 2011 Janrain Inc. All rights reserved. Copyright © 2011 Janrain Inc. All rights reserved. #socialtips

Janrain Loyalty and Rewards Badges earned for shopping activity Instant notifications for badges earnedCopyright © 2011 Janrain Inc. All rights reserved. Copyright © 2011 Janrain Inc. All rights reserved. #socialtips

Revealing Social Profile Data Get to Know Ann Get to know Anne Name Location Gender Birthday Age Time Status Zone Photo Address About Me What Ann Likes Music Books Meet Ann’s Friends TV Shows Movies  Gather same profile Interests data on each userCopyright © 2011 Janrain Inc. All rights reserved. Copyright © 2011 Janrain Inc. All rights reserved. #socialtips

What Types of Data Are Available? Email x x x x x x x Name x x x x x x x x x x Location x x x x x x x Birth Date x x x x x x x Gender x x x x Friends/Contacts x x x x x x x Profile Photo x x x x x x x Interests x x x Social Sharing x x x x x Shipping x AddressCopyright © 2011 Janrain Inc. All rights reserved. Copyright © 2011 Janrain Inc. All rights reserved. #socialtips

Social Data Adds Complexity To Customer Management  Data is complex and dynamic  Useful only if actionable  Most relevant when combined with other data sources  Must be easy to collect and storeCopyright © 2011 Janrain Inc. All rights reserved. Copyright © 2011 Janrain Inc. All rights reserved. #socialtips

Janrain Capture: Centralized Data Storage and 360o User View  Stores multiple user identities  On-demand access for from various social networks personalization of site and campaigns  Centralized location for rich user  Integrate with third party applications and profile and activity data other in-house systemsCopyright © 2011 Janrain Inc. All rights reserved. Copyright © 2011 Janrain Inc. All rights reserved. #socialtips

Case Study: Universal Music Group Challenges:  Multiple platforms (shopping cart, blog, contest) feeding multiple databases and hundreds of individual sites  User data, including social data, found in multiple systems (email marketing, CMS, loyalty, commenting, etc)  Unique styling and presentation layers for each of the properties  Multiple vendors needing access to user data on site pagesCopyright © 2011 Janrain Inc. All rights reserved. Copyright © 2011 Janrain Inc. All rights reserved. #socialtips

Universal Music Group: Implementation Outcomes Ad Serving Email eCommerce CMS CRM Janrain Capture Subscription Data Append Services Janrain EngageCopyright © 2011 Janrain Inc. All rights reserved. Copyright © 2011 Janrain Inc. All rights reserved. #socialtips

Single Sign On: Instant Recognition and Personalization Pass user profile data as the user moves from one site to the next.Copyright © 2011 Janrain Inc. All rights reserved. Copyright © 2011 Janrain Inc. All rights reserved. #socialtips

Janrain User Management Platform (JUMP) JUMP is Engage + Capture + Federate Branded Single Social Login Social Sharing Registration Sign-On Your Website Social Profile and Activity StorageCopyright © 2011 Janrain Inc. All rights reserved. Copyright © 2011 Janrain Inc. All rights reserved. #socialtips

Thank You av Larry Drebes Jeremiah Owyang CEO Industry Analyst Janrain Altimeter Group @jowyang www.Janrain.comCopyright © 2011 Janrain Inc. All rights reserved. Copyright © 2011 Janrain Inc. All rights reserved. #socialtips

Tips to Extend Your Social Strategy to Your Site with Jeremiah Owyang

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