Sitecore 5 Paths to Web 2.0 profit

About Sitecore Leading provider of enterprise-class .NET web content management and portal software for mid-to-large organizations Presence San Francisco, Boston, Copenhagen, London, Munich, Brisbane , Stockholm and Amsterdam Stability Profitable since inception in 1999, same owners, same vision and same technology (.NET) Customers Over 1500 client installations managing over 6000 web sites worldwide Recognized Best Microsoft technology alignment, Microsoft ISV Partner of the Year 2003/2004, Microsoft Gold Partner Gartner Cool Vendor 2008, Gartner WCM Marketscope rank: Positive Supported Over 450 Sitecore Certified Partners worldwide, with over 100 in North America

Leading provider of enterprise-class .NET web content management and portal software for mid-to-large organizations

Presence

San Francisco, Boston, Copenhagen, London, Munich, Brisbane , Stockholm and Amsterdam

Stability

Profitable since inception in 1999, same owners, same vision and same technology (.NET)

Customers

Over 1500 client installations managing over 6000 web sites worldwide

Recognized

Best Microsoft technology alignment, Microsoft ISV Partner of the Year 2003/2004, Microsoft Gold Partner

Gartner Cool Vendor 2008,

Gartner WCM Marketscope rank: Positive

Supported

Over 450 Sitecore Certified Partners worldwide, with over 100 in North America

Key Sitecore customers

The perception problem of Web 2.0 “ Not in my company” syndrome The business impact remains unclear Process integration challenges Control issues Add in the challenges of a down economy and... Goodbye Tolerance for risk… You stay with what you know

“ Not in my company” syndrome

The business impact remains unclear

Process integration challenges

Control issues

Add in the challenges of a down economy and...

Goodbye Tolerance for risk…

You stay with what you know

Now is the perfect time for Web 2.0

How do you really put Web 2.0 to work? The 5 Paths: Building trust and community between organizations and customers Enhancing innovation through crowdsourcing and community collaboration Fueling word of mouth marketing Gaining customer understanding from user created content and continuous feedback Improving customer service and satisfaction by allowing customers to help each other.

The 5 Paths:

Building trust and community between organizations and customers

Enhancing innovation through crowdsourcing and community collaboration

Fueling word of mouth marketing

Gaining customer understanding from user created content and continuous feedback

Improving customer service and satisfaction by allowing customers to help each other.

Building trust and community Why Trust? Organizations can no longer dictate their brands We must move from broadcasting our brand to being influencers Credibility and trustworthiness is crucial Our ability to influence is tied directly to our credibility We must harness our customers as brand defenders and brand champions Can’t do that without trust and commitment Customers will tolerate much if they believe in you Trust overcomes fear of risk at the end of the purchase cycle

Why Trust?

Organizations can no longer dictate their brands

We must move from broadcasting our brand to being influencers

Credibility and trustworthiness is crucial

Our ability to influence is tied directly to our credibility

We must harness our customers as brand defenders and brand champions

Can’t do that without trust and commitment

Customers will tolerate much if they believe in you

Trust overcomes fear of risk at the end of the purchase cycle

So how do you build trust? Meet your customers online, and engage Give them a platform to interact, and engage to solve their issues Better they do it at your place than a somewhere you can’t control Monitor everything being said about you, engage when you can help Be honest, transparency goes a long way Build tools and materials for your brand defenders

Meet your customers online, and engage

Give them a platform to interact, and engage to solve their issues

Better they do it at your place than a somewhere you can’t control

Monitor everything being said about you, engage when you can help

Be honest, transparency goes a long way

Build tools and materials for your brand defenders

How else can you leverage community? Communities naturally generate fans Harness their excitement and enthusiasm to spread to others Encourage them to tell their stories and put them to work Your most challenging customers can be your fiercest advocates Reputation and content rating is a powerful way to encourage community Blend community content seamlessly into your web experience to build a sense of safety Communities will tell you what is most important to them

Communities naturally generate fans

Harness their excitement and enthusiasm to spread to others

Encourage them to tell their stories and put them to work

Your most challenging customers can be your fiercest advocates

Reputation and content rating is a powerful way to encourage community

Blend community content seamlessly into your web experience to build a sense of safety

Communities will tell you what is most important to them

Enhancing innovation Customers are the best source for product enhancements requirements Groups of people make collective decisions much better than even expert individuals do As long as a group includes a diverse set of people making independent decisions It isn’t the number of experts in the group, but the diversity of the perspectives that count Decision markets predict sporting events and election results with greater accuracy

Customers are the best source for product enhancements requirements

Groups of people make collective decisions much better than even expert individuals do

As long as a group includes a diverse set of people making independent decisions

It isn’t the number of experts in the group, but the diversity of the perspectives that count

Decision markets predict sporting events and election results with greater accuracy

Social computing changes how enterprises innovate February 2006, Forrester Big Idea “Social Computing”

Fueling word of mouth marketing PR 2.0 Get out ahead of it, don’t let it come to you Generate content the community wants Syndicate, syndicate, syndicate Make it easy for your community to syndicate, syndicate, syndicate Proactively generate goodwill moments This will fall out of building trust Make it easy for your community to tell those stories Generate content, make yourself findable

PR 2.0

Get out ahead of it, don’t let it come to you

Generate content the community wants

Syndicate, syndicate, syndicate

Make it easy for your community to syndicate, syndicate, syndicate

Proactively generate goodwill moments

This will fall out of building trust

Make it easy for your community to tell those stories

Generate content, make yourself findable

Be Findable Todd Defren @ Pr-squared.com “ Social Media Marketing in tough times”

Todd Defren @ Pr-squared.com

“ Social Media Marketing in tough times”

Get connected everywhere… Todd Defren @ Pr-squared.com “ Social Media Marketing in tough times”

Todd Defren @ Pr-squared.com

“ Social Media Marketing in tough times”

Gaining customer understanding Communities can often tell you far more than web analytics can Gain customer insight based on how they interact in the community (blog, polls, comments, friends, groups) Customers create the most value for you when you create the most value for them

Communities can often tell you far more than web analytics can

Gain customer insight based on how they interact in the community (blog, polls, comments, friends, groups)

Customers create the most value for you when you create the most value for them

Improving customer service and satisfaction Customers can often solve problems for each other When you are engaged in the community, customers are more apt to help each other Companies and brands don’t foster loyalty, people do Get visible, appoint personnel in the organization empowered to act in the community Ensure lessons of the past are easily found and used

Customers can often solve problems for each other

When you are engaged in the community, customers are more apt to help each other

Companies and brands don’t foster loyalty, people do

Get visible, appoint personnel in the organization empowered to act in the community

Ensure lessons of the past are easily found and used

Summary The 5 Paths can lead to Web profits: Building trust and community between organizations and customers Enhancing innovation through crowdsourcing and community collaboration Fueling word of mouth marketing Gaining customer understanding from user created content and continuous feedback Improving customer service and satisfaction by allowing customers to help each other.

The 5 Paths can lead to Web profits:

Building trust and community between organizations and customers

Enhancing innovation through crowdsourcing and community collaboration

Fueling word of mouth marketing

Gaining customer understanding from user created content and continuous feedback

Improving customer service and satisfaction by allowing customers to help each other.

Questions? Darren Guarnaccia [email_address]