The future of websites: Social integration strategy

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How can adding the social layer on top of the public website elevate the online experience to a whole new level? How can social media positively contribute to the company brand and revenues?

Edgewater Technology Director of Web Solutions, Ori Fishler discusses ways for companies to effectively manage and capitalize on social media content integration, WCM 2.0 as well as share success stories and strategies taken.

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The future of websites: Social integration strategy

  1. 1. The Future of Websites:<br />Social Integration Strategy<br />Ori Fishler<br />Director, Web Solutions<br />
  2. 2. Corporate Overview<br />Technology Management Consulting Firm <br /><ul><li> Provide a unique blend of specialty IT services
  3. 3. Leverage proven industry expertise in strategy, technology and enterprise performance management
  4. 4. Focus on middle and Global 2000 market</li></ul>Founded in 1992<br /><ul><li> Headquartered in Wakefield, MA
  5. 5. Large North American footprint
  6. 6. + 330 Employees
  7. 7. +700 clients
  8. 8. +2400 projects completed to date
  9. 9. Publicly Traded (NASDAQ: EDGW)</li></ul>2<br />
  10. 10. Edgewater Technology: Web Solutions<br />Externally Facing<br />Internally Facing<br />Internal Collaboration and Applications<br />
  11. 11. Should we open the gates?<br />4<br />What will happen to our safe, controlled site if we open the gates to Social Media?<br />
  12. 12. The Rewards and the Risks<br />Rewards<br />Risks<br />Relevancy<br />Traffic volume & frequency<br />SEO positioning<br />Enhance brand image<br />Losing Control on Brand messaging<br />Legal / Regulatory<br />Time investment<br />5<br />
  13. 13. Key question we’d like to address<br />Segregation or Integration?<br />Should everything be social?<br />Controlling the babble and rabble – What infrastructure and tools can help?<br />6<br />
  14. 14. Social Media (SM) Integration Modes<br />7<br />Integration<br />Own SM<br />Site<br />SM<br />Syndicate<br />Aggregate<br />
  15. 15. Primary Strategies for Leveraging Social Media<br />Divide and Conquer: Create Separate Destinations<br />Complete control over brand experience: Build the Brand Site into a Social Community<br />Link and Syndicate Content from Site to Social Media<br />Aggregate Relevant Social Media to Site<br />Integrate and Connect with Social Media<br />Replace Site with Social Platform<br />8<br />
  16. 16. Extreme Makeover: Replace Site with Social Platform<br />9<br />
  17. 17. Scaled back to Blog format<br />10<br />
  18. 18. Create Separate Destinations – Pizza Hut<br />11<br />
  19. 19. Build Brand Site into a Social Community - Dell<br />12<br />
  20. 20. Aggregate Relevant Social Media to Site – Burger King<br />13<br />
  21. 21. Simple Integration<br />14<br />
  22. 22. Integrate and Connect with Social Media<br />15<br />
  23. 23. Other Vertical Examples<br />Rating service and people, not just products: Allow patients to rate doctors, policy holders to rate agents, car owners to rate garages etc.<br />Create real time collaboration solutions between users and providers / agents<br />16<br />
  24. 24. What is the Right Strategy for My Company?<br />What are the goals of my .com website?<br />Where are my customers?<br />How controlled and regulated is my business environment?<br />What does Social mean to my business?<br />Interact and share content<br />Interact with other people through the site<br />Allow users to contribute and create<br />17<br />
  25. 25. Integration Spectrum Model<br />18<br />No SM<br />Control<br />Full Int.<br />Integration<br />
  26. 26. Future Web Infrastructure<br />19<br />Social Marketing<br />Social Commerce<br />Service Communities<br />Marketing<br />Sales<br />Service<br />Social Marketing Mngmt<br />Social CRM<br />Social WCMS<br />Community Mngmt<br />
  27. 27. Getting Started with Social Integration – Social Strategy<br />Business Case<br />Risk and Reward Analysis<br />Levels of integration and control<br />Social infrastructure roadmap<br />Organizational readiness assessment<br />Phased implementation roadmap<br />20<br />
  28. 28. Important Decisions and Tasks<br />Tone and Attitude<br />Vocabulary<br />Roles and Responsibilities<br />Communication topics and frequency<br />Responding to complaints and negative feedback<br />Identifying and cultivating influencers<br />Review / Moderation policy<br />21<br />
  29. 29. The Future of Social Media<br />22<br />
  30. 30. Questions?<br />Ori Fishler<br />ofishler@edgewater.com<br />23<br />

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