0
FIVE CAPABILITIES THAT WILL ENGAGE
YOUR COMMUNITY
Tom O’Brien, VP Product Management
Copyright  2014 Ektron, Inc.
WHY ENGAGE?
• Mutual win-win
• ‘Talk’ to the user on topics that
are relevant to them
• Show...
Copyright  2014 Ektron, Inc.
#1 – CONTENT PRODUCTION
3
Produce
Content1.
Copyright  2014 Ektron, Inc.
#1 – CONTENT PRODUCTION
• Without content, there is no digital
“conversation”
• Bring the co...
Copyright  2014 Ektron, Inc.
#1 – CONTENT PRODUCTION
• Multi-channel
• Social
• Get your
message to
where they are
5
Copyright  2014 Ektron, Inc.
#1 – CONTENT PRODUCTION
• Multi-channel
• Social
• Mobile
• Make sure your
message is
consum...
Copyright  2014 Ektron, Inc.
#2 – GET FOUND
7
Produce
Content
Get
Found2.
1.
Copyright  2014 Ektron, Inc.
#2 – GET FOUND
• Remove the
Voodoo magic from
SEO
Copyright  2014 Ektron, Inc.
#3 – DISCOVERABILITY
9
Produce
Content
Get
Found
Discover-
ability2. 3.
1.
Copyright  2014 Ektron, Inc.
#3 – DISCOVERABILITY
• Site Search
• Search is
becoming a
navigation
mechanism
10
Site
Search
Copyright  2014 Ektron, Inc.
#3 – DISCOVERABILITY
• Topic Pages
• Let the user
interact with
the site in a way
that is
me...
Copyright  2014 Ektron, Inc.
#4 – ANALYTICS
12
Produce
Content
Get
Found
Discover-
ability
Analytics
2. 3.
4.
1.
Copyright  2014 Ektron, Inc.
#4 – ANALYTICS
• Which content is working?
• Which content needs attention?
Copyright  2014 Ektron, Inc.
#4 – ANALYTICS
Copyright  2014 Ektron, Inc.
#5 – CONTENT PROMOTION
15
Produce
Content
1.
Get
Found
Discover-
ability
Content
Promotion
A...
Copyright  2014 Ektron, Inc.
#5 – CONTENT PROMOTION
• Use more of the
content that is
working
• Tend to the content
that ...
Copyright  2014 Ektron, Inc.
#5 – CONTENT PROMOTION
17
Produce
Content
1.
Get
Found
Discover-
ability2. 3.
Analytics4.
Co...
Copyright  2014 Ektron, Inc.
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Five Capabilities that Will Engage Your Community

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utual win-win
‘Talk’ to the user on topics that are relevant to them
Show them content related to what they want to discuss

Do more with less
Reduce costs with on-demand access
Raise awareness of your organizations “deliverables”
Gain insights on your users
Who they are
What are they doing

Published in: Technology
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  • Transcript of "Five Capabilities that Will Engage Your Community"

    1. 1. FIVE CAPABILITIES THAT WILL ENGAGE YOUR COMMUNITY Tom O’Brien, VP Product Management
    2. 2. Copyright  2014 Ektron, Inc. WHY ENGAGE? • Mutual win-win • ‘Talk’ to the user on topics that are relevant to them • Show them content related to what they want to discuss • Do more with less • Reduce costs with on-demand access • Raise awareness of your organizations “deliverables” • Gain insights on your users • Who they are • What are they doing 2
    3. 3. Copyright  2014 Ektron, Inc. #1 – CONTENT PRODUCTION 3 Produce Content1.
    4. 4. Copyright  2014 Ektron, Inc. #1 – CONTENT PRODUCTION • Without content, there is no digital “conversation” • Bring the conversation to them • Social • Mobile 4
    5. 5. Copyright  2014 Ektron, Inc. #1 – CONTENT PRODUCTION • Multi-channel • Social • Get your message to where they are 5
    6. 6. Copyright  2014 Ektron, Inc. #1 – CONTENT PRODUCTION • Multi-channel • Social • Mobile • Make sure your message is consumable by your users 6
    7. 7. Copyright  2014 Ektron, Inc. #2 – GET FOUND 7 Produce Content Get Found2. 1.
    8. 8. Copyright  2014 Ektron, Inc. #2 – GET FOUND • Remove the Voodoo magic from SEO
    9. 9. Copyright  2014 Ektron, Inc. #3 – DISCOVERABILITY 9 Produce Content Get Found Discover- ability2. 3. 1.
    10. 10. Copyright  2014 Ektron, Inc. #3 – DISCOVERABILITY • Site Search • Search is becoming a navigation mechanism 10 Site Search
    11. 11. Copyright  2014 Ektron, Inc. #3 – DISCOVERABILITY • Topic Pages • Let the user interact with the site in a way that is meaningful to them • Higher SEO 11 Topics
    12. 12. Copyright  2014 Ektron, Inc. #4 – ANALYTICS 12 Produce Content Get Found Discover- ability Analytics 2. 3. 4. 1.
    13. 13. Copyright  2014 Ektron, Inc. #4 – ANALYTICS • Which content is working? • Which content needs attention?
    14. 14. Copyright  2014 Ektron, Inc. #4 – ANALYTICS
    15. 15. Copyright  2014 Ektron, Inc. #5 – CONTENT PROMOTION 15 Produce Content 1. Get Found Discover- ability Content Promotion Analytics 2. 3. 4. 5.
    16. 16. Copyright  2014 Ektron, Inc. #5 – CONTENT PROMOTION • Use more of the content that is working • Tend to the content that is not
    17. 17. Copyright  2014 Ektron, Inc. #5 – CONTENT PROMOTION 17 Produce Content 1. Get Found Discover- ability2. 3. Analytics4. Content Promotion 5.
    18. 18. Copyright  2014 Ektron, Inc.
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