"Your Web Site Needs a Social Life" - Bob Enger, Now What? Conference 2013

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Presented by Bob Egner at the Now What? Conference on April, 19 2013.

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"Your Web Site Needs a Social Life" - Bob Enger, Now What? Conference 2013

  1. 1. Bob EgnerEPiServer VP Product ManagementYour Web Site Needs a Social Life
  2. 2. Introducing EPiServerImproving customer experience by combinge-Commerce and digital marketing softwareDigitalMarketingE-Commerce
  3. 3. Introducing EPiServerCustomerExperienceImproving customer experience by combinge-Commerce and digital marketing software
  4. 4. Successful B2C and B2B sitesWe have Thousands of CustomersRunning Tens of Thousands of SitesGenerating Millions of Dollars of Revenue
  5. 5. “The web is being rebuiltaround people.”Paul Adamswww.thinkoutsidein.com
  6. 6. Social Media Report 2012Nielsen and NM Insite“US Consumers spendapproximately•  20% of their PC online time and•  30% of their Mobile online timeon social networks.”
  7. 7. Media SpectrumOwnedMediaPaidMediaEarnedMediaSocialMediaDigital Properties•  Websites•  Customer Care•  PortalsAdvertising•  Paid Search•  Display Ads•  EndorsementsPartnerships•  Influencers•  BrandedEntertainment•  AffiliatesOutpostsEmbassiesEdelman DigitalDavid Armano
  8. 8. The OutpostPost your content to apublic social networkInterest in contentDrives traffic to your site1)  Basic process
  9. 9. The OutpostPost your content to apublic social networkInterest in contentDrives traffic to your site1)  Basic process2)  Improve the journeyUse shortened URL
  10. 10. The OutpostPost your content to apublic social networkInterest in contentDrives traffic to your site1)  Basic process2)  Improve the journey3)  Track the resultsUse shortened URLAnd Tracking TagTune contentusinganalytics
  11. 11. The OutpostPost your content to apublic social networkInterest in contentDrives traffic to your site1)  Basic process2)  Improve the journey3)  Track the resultsUse shortened URLAnd Tracking TagTune contentusinganalytics
  12. 12. The Outpost•  Focus on spouseof motorsportenthusiast•  Use social networkto reach differentaudience•  Drive traffic to sitefor gift bookings
  13. 13. The Outpost•  Focus on spouseof motorsportenthusiast•  Use social networkto reach differentaudience•  Drive traffic to sitefor gift bookings“It’s really streamlined the sales process andmade us much more efficient and effective.Conversion rates have shot up by 170% and pagesvisits and time spent on the site have alsoincreased. ”Silverstone CircuitsKatie TylerHead of Communications
  14. 14. The EmbassyCreate areas for usercontributions•  Ratings•  Reviews•  PollsContribute content1)  Invite comments
  15. 15. The EmbassyCreate areas for usercontributions•  Ratings•  Reviews•  PollsContribute contentContribute content1)  Invite comments2)  Build membershipBuild profiles ofnamed membersUser 2User 1
  16. 16. The EmbassyCreate areas for usercontributions•  Ratings•  Reviews•  PollsContribute contentContribute contentContribute content1)  Invite comments2)  Build membership3)  Create levelsBuild profiles ofnamed membersUser 2User 1User 3Rewardbehaviors
  17. 17. The Embassy•  Collect life storiesas a resource•  Measurepopularity ofstories for rewards•  Increase donationsfrom broaderaudience
  18. 18. “We saw a 67% increase in site referrals fromsocial channels. With so many people followingus socially and so many people doing that fromtheir phones, our [mobile users are] bound tokeep increasing. ”National Downs Syndrome SocietyJulie CevallosVice President, MarketingThe Embassy•  Collect life storiesas a resource•  Measurepopularity ofstories for rewards•  Increase donationsfrom broaderaudience
  19. 19. More TipsContent is King• Create great content that others would want toshare• Strive for 80/20 split for off-brand vs. on-brandUsers in Focus• Encourage social interaction• Reward the behavior you wantAll interaction is good• Moderate gently• Respond quickly to correct dissatisfaction
  20. 20. Thank you!Bob EgnerVP Product ManagementBob.Egner@EPiServer.com+1 630 624 2345For Additional Informationwww.EPiServer.com/
  21. 21. Thank you!Bob EgnerVP Product ManagementBob.Egner@EPiServer.com+1 630 624 2345www.eeeeeeee.com /sociallife
  22. 22. Levels or StagesOutpostAmbassador
  23. 23. The EPiServer PlatformCommerce sitesMobilesitesSocialsitesWebsitesOnline Center Dashboard“Commerce”EPiServerCommerce“Communication”MarketingArena“Community”EPiServerRelate“Content”EPiServerCMSBuilt with:•  Partner Network•  EPiServer World•  EPiServer Add-ons•  EPiServer TrainingIntegrated:•  CRM•  ERP•  AnalyticsEPiServer EverwebScalable Operation:•  On-premise•  Cloud-basedEPiServer Find
  24. 24. The OutpostPost message to social networkInterest in contentDrives traffic to your site
  25. 25. Social in Public NetworksVisitor from social network to your site
  26. 26. The EmbassySocial on your site
  27. 27. Blog Post and Comment
  28. 28. • 25 mins total (20+5?)• EPi intro• Context of social media• Maturity• Examples (throughout?) NDSS, Silverstone,SkiStar, tech company (blind) customer care, P&OCruises, manufacturer (blind)–  Bimba increased their Facebook following from a handful to over 1,000 followersby sharing content marketing materials (whitepapers) and launching product adcampaigns on the social networkepiserver.com/sociallife

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