5 Key Ingredients Of Social Media for Your Website
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Sitecore's webinar 5 Key Ingredients of Social Media for Your Website. Case studies that demonstrate how companies have successfully integrated social media with their website to generate targeted web ...

Sitecore's webinar 5 Key Ingredients of Social Media for Your Website. Case studies that demonstrate how companies have successfully integrated social media with their website to generate targeted web traffic. http://sitecore.net

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5 Key Ingredients Of Social Media for Your Website Presentation Transcript

  • 1. 5 Key Ingredients of Social Media for Your Website Ted Prodromou tpr@sitecore.com
  • 2. Sitecore. Compelling Web Experiences About Sitecore  Leading provider of enterprise-class .NET web content management and portal software for mid-to-large organizations  Presence  San Francisco, Portland, Boston, Copenhagen, Stockholm, London, Munich, Amsterdam and Brisbane  Stability  Profitable since inception in 1999, same owners, same vision and same technology (.NET)  Customers  Over 1800 client installations managing over 22,000 web sites worldwide  Recognized  Best Microsoft technology alignment, Microsoft ISV Partner of the Year 2003/2004, Microsoft Gold Partner  Ranked Visionary Gartner Magic Quadrant for WCM 2009  Rated positively by Forrester in “5 Additional options for WCM” research Aug 09  Supported  Over 450 Sitecore Certified Partners worldwide, with over 150 in North America Page 2 www.sitecore.net
  • 3. Sitecore. Compelling Web Experiences Sitecore’s 1800+ customers include: Page 3 www.sitecore.net
  • 4. Sitecore. Compelling Web Experiences Why You Need to Use Social Media  Facebook now generates over 2 billion visitors per month  YouTube and Twitter each generate almost 500 million visitors per month Page 4 www.sitecore.net
  • 5. Sitecore. Compelling Web Experiences Facebook Facts  More than 400 million active users  Average user spends more than 55 minutes per day on Facebook (average user spends about 8 minutes per day on Google)  50% of our active users log on to Facebook in any given day  More than 35 million users update their status each day  More than 3 billion photos uploaded to the site each month  More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week Page 5 www.sitecore.net
  • 6. Sitecore. Compelling Web Experiences Source: MarketingProfs Survey Page 6 www.sitecore.net
  • 7. Sitecore. Compelling Web Experiences The 5 Key Ingredients of Social Media for Your Website  Ingredient 1 - Why your website must be the core of your social media strategy  Ingredient 2 - How to unify your website’s business goals with your social media strategy  Ingredient 3 - Catching and funneling more leads to your website by better leveraging social media  Ingredient 4 - How to get the most out of user generated content on your website  Ingredient 5 - Best practices for measuring the social media impact on your website Page 7 www.sitecore.net
  • 8. Sitecore. Compelling Web Experiences Ingredient #1 - Why your website must be the core of your social media strategy Page 8 www.sitecore.net
  • 9. Sitecore. Compelling Web Experiences Diversify Your Traffic Page 9 www.sitecore.net
  • 10. Sitecore. Compelling Web Experiences The Perfect Website Ingredient #1 - Why your website must be the core of your social media strategy  Lots of visitors  They return frequently  They spend a lot of time on your website every time they visit  They tell their friends about your website  They create content for your website Page 10 www.sitecore.net
  • 11. Sitecore. Compelling Web Experiences Case Study – www.lifescript.com Ingredient #1 - Why your website must be the core of your social media strategy Page 11 www.sitecore.net
  • 12. Sitecore. Compelling Web Experiences Easy access to many resources Ingredient #1 - Why your website must be the core of your social media strategy Page 12 www.sitecore.net
  • 13. Sitecore. Compelling Web Experiences Invitation to Connect Ingredient #1 - Why your website must be the core of your social media strategy Page 13 www.sitecore.net
  • 14. Sitecore. Compelling Web Experiences Engaging Activities and Success Stories Ingredient #1 - Why your website must be the core of your social media strategy Page 14 www.sitecore.net
  • 15. Sitecore. Compelling Web Experiences Outcome  Very popular interactive website targeting US women  They use polls and questions to solicit reader feedback  User success stories are very popular  Health Bistro is a very active blogging community with many comments/reactions from the readers  Over 15,000 Twitter followers and a steady stream of Tweets mentioning @LifeScript  Over 6000 active members in their Facebook community  They also use Flickr and Friendfeed to expand their community Page 15 www.sitecore.net
  • 16. Sitecore. Compelling Web Experiences Ingredient #2 - How to unify your website’s business goals with your social media strategy Page 16 www.sitecore.net
  • 17. Sitecore. Compelling Web Experiences What are your website business goals?  Increase your customer base  Generate leads  Drive sales  Build awareness  Make money from your content  Establish thought leadership  Educate customers  Customer-source part of your product development  Reach new channels of customers  Improve internal communications  Provide product support Page 17 www.sitecore.net
  • 18. Sitecore. Compelling Web Experiences Case Study – www.dominos.com Ingredient #2 - How to unify your website’s business goals with your social media strategy Website Business Goal = Sell More Pizza Page 18 www.sitecore.net
  • 19. Sitecore. Compelling Web Experiences Domino’s Listens to its Customers Ingredient #2 - How to unify your website’s business goals with your social media strategy  Customer feedback:  The crust tastes like cardboard  The sauce tastes like ketchup  Not enough cheese  Domino’s reinvents itself with a new recipe after 50 years  They launched a new website and new advertising campaign  They engaged their customers using social media  #newpizza was referenced in every campaign Page 19 www.sitecore.net
  • 20. Sitecore. Compelling Web Experiences PizzaTurnaround.com Was Launched Ingredient #2 - How to unify your website’s business goals with your social media strategy Page 20 www.sitecore.net
  • 21. Sitecore. Compelling Web Experiences A YouTube Campaign was Launched Ingredient #2 - How to unify your website’s business goals with your social media strategy Page 21 www.sitecore.net
  • 22. Sitecore. Compelling Web Experiences Dominos Launched a Twitter Campaign Ingredient #2 - How to unify your website’s business goals with your social media strategy  Tweet a picture of yourself at one of these sidewalk logos to @dominos using #pizzapic  The first 250 people win a free pizza Page 22 www.sitecore.net
  • 23. Sitecore. Compelling Web Experiences People Love to Tweet About Dominos Ingredient #2 - How to unify your website’s business goals with your social media strategy Page 23 www.sitecore.net
  • 24. Sitecore. Compelling Web Experiences Raving Fans Take Pictures of Their Orders! Ingredient #2 - How to unify your website’s business goals with your social media strategy Page 24 www.sitecore.net
  • 25. Sitecore. Compelling Web Experiences Over 432,000 Active Fans on Facebook Ingredient #2 - How to unify your website’s business goals with your social media strategy Page 25 www.sitecore.net
  • 26. Sitecore. Compelling Web Experiences Lots of Fan Photos Page 26 www.sitecore.net
  • 27. Sitecore. Compelling Web Experiences Outcome  Dominos has done a great job integrating YouTube, Twitter and Facebook with it’s websites.  Steady stream of mostly positive Tweets  People love the online ordering system and Tweet about it regularly  They love their personal profile so they can order quickly  They can follow your pizza online  They receive Manager’s Specials via text message to their cell phone if they opt in  People like the “new” Dominos recipe and are telling their friends about it online Page 27 www.sitecore.net
  • 28. Sitecore. Compelling Web Experiences Ingredient 3 - Catching and funneling more leads to your website by better leveraging social media Page 28 www.sitecore.net
  • 29. Sitecore. Compelling Web Experiences Case Study: www.duckbrand.com Ingredient 3 - Funneling more leads to your website by leveraging social media Page 29 www.sitecore.net
  • 30. Sitecore. Compelling Web Experiences The Problem: Limited Potential Market Ingredient 3 - Funneling more leads to your website by leveraging social media Page 30 www.sitecore.net
  • 31. Sitecore. Compelling Web Experiences The Solution: Engage a New Generation Ingredient 3 - Funneling more leads to your website by leveraging social media Page 31 www.sitecore.net
  • 32. Sitecore. Compelling Web Experiences Creative Uses for Duck Tape Ingredient 3 - Funneling more leads to your website by leveraging social media Page 32 www.sitecore.net
  • 33. Sitecore. Compelling Web Experiences Twitter Ingredient 3 - Funneling more leads to your website by leveraging social media Page 33 www.sitecore.net
  • 34. Sitecore. Compelling Web Experiences YouTube Ingredient 3 - Funneling more leads to your website by leveraging social media Page 34 www.sitecore.net
  • 35. Sitecore. Compelling Web Experiences Facebook – Over 900,000 Fans! Ingredient 3 - Funneling more leads to your website by leveraging social media Page 35 www.sitecore.net
  • 36. Sitecore. Compelling Web Experiences Facebook Fan Photos Ingredient 3 - Funneling more leads to your website by leveraging social media Page 36 www.sitecore.net
  • 37. Sitecore. Compelling Web Experiences Duck Tape Club Ingredient 3 - Funneling more leads to your website by leveraging social media Page 37 www.sitecore.net
  • 38. Sitecore. Compelling Web Experiences User Generated Content Ingredient 3 - Funneling more leads to your website by leveraging social media Page 38 www.sitecore.net
  • 39. Sitecore. Compelling Web Experiences Duck Talk Blog Ingredient 3 - Funneling more leads to your website by leveraging social media Page 39 www.sitecore.net
  • 40. Sitecore. Compelling Web Experiences Stuck at Prom Contest Ingredient 3 - Funneling more leads to your website by leveraging social media Page 40 www.sitecore.net
  • 41. Sitecore. Compelling Web Experiences Duck Tape Prom Outfits Ingredient 3 - Funneling more leads to your website by leveraging social media Page 41 www.sitecore.net
  • 42. Sitecore. Compelling Web Experiences Outcome  Duck Brands has engaged an entire generation of teenagers using Social Media  Creative uses of Duck Tape have expanded it’s market  New leads are generated through the Facebook Fan Page, User Generated Content (website registration) and the Stuck at Prom contest Page 42 www.sitecore.net
  • 43. Sitecore. Compelling Web Experiences Ingredient 4 - How to Get the Most out of User Generated Content on Your Website Page 43 www.sitecore.net
  • 44. Sitecore. Compelling Web Experiences Case Study – www.theknot.com Ingredient 4 - How to Get the Most out of User Generated Content on Your Website Page 44 www.sitecore.net
  • 45. Sitecore. Compelling Web Experiences Knottie Bride of the Week Ingredient 4 - How to Get the Most out of User Generated Content on Your Website Page 45 www.sitecore.net
  • 46. Sitecore. Compelling Web Experiences Community Blogs and Featured Bloggers Ingredient 4 - How to Get the Most out of User Generated Content on Your Website Page 46 www.sitecore.net
  • 47. Sitecore. Compelling Web Experiences Share Your Proposal Story Ingredient 4 - How to Get the Most out of User Generated Content on Your Website Page 47 www.sitecore.net
  • 48. Sitecore. Compelling Web Experiences Featured Members Share Their Stories Ingredient 4 - How to Get the Most out of User Generated Content on Your Website Page 48 www.sitecore.net
  • 49. Sitecore. Compelling Web Experiences Regional Vendor Reviews Ingredient 4 - How to Get the Most out of User Generated Content on Your Website Page 49 www.sitecore.net
  • 50. Sitecore. Compelling Web Experiences Current Events Ingredient 4 - How to Get the Most out of User Generated Content on Your Website Page 50 www.sitecore.net
  • 51. Sitecore. Compelling Web Experiences Community support Ingredient 4 - How to Get the Most out of User Generated Content on Your Website Page 51 www.sitecore.net
  • 52. Sitecore. Compelling Web Experiences Over 41,000 Facebook Fans Page 52 www.sitecore.net
  • 53. Sitecore. Compelling Web Experiences Links to Popular Website Resources Page 53 www.sitecore.net
  • 54. Sitecore. Compelling Web Experiences Fan Videos Page 54 www.sitecore.net
  • 55. Sitecore. Compelling Web Experiences Lots of Photos Page 55 www.sitecore.net
  • 56. Sitecore. Compelling Web Experiences Event Guide Page 56 www.sitecore.net
  • 57. Sitecore. Compelling Web Experiences Contests Page 57 www.sitecore.net
  • 58. Sitecore. Compelling Web Experiences Very Active Twitter Stream Page 58 www.sitecore.net
  • 59. Sitecore. Compelling Web Experiences The Knot TV on YouTube Page 59 www.sitecore.net
  • 60. Sitecore. Compelling Web Experiences The Bump Page 60 www.sitecore.net
  • 61. Sitecore. Compelling Web Experiences The Nest Page 61 www.sitecore.net
  • 62. Sitecore. Compelling Web Experiences Outcome  Very high traffic website  Vibrant community for brides-to-be  Complete resource for wedding planning  Large, active following on Facebook, Twitter and YouTube  Complimentary communities, The Bump, for pregnancy and The Nest, for life in general  Sitecore’s 2010 Site of the Year Page 62 www.sitecore.net
  • 63. Sitecore. Compelling Web Experiences Ingredient 5 - Best Practices for Measuring the Social Media Impact on Your Website Page 63 www.sitecore.net
  • 64. Sitecore. Compelling Web Experiences Social Media Measurement Ingredient 5 - Best Practices for Measuring the Social Media Impact on Your Website Source: MarketingProfs Survey Page 64 www.sitecore.net
  • 65. Sitecore. Compelling Web Experiences It’s More Than Just Numbers Ingredient 5 - Best Practices for Measuring the Social Media Impact on Your Website  What kind of web experience are we creating for our visitors?  Are we providing the information our visitors are looking for?  What is our “online reputation?”  Do we have any “dead” online properties i.e. inactive Facebook Fan Page or LinkedIn Group? Page 65 www.sitecore.net
  • 66. Sitecore. Compelling Web Experiences Define Success Ingredient 5 - Best Practices for Measuring the Social Media Impact on Your Website  Did your campaign generate more blog posts about your product by others than usual?  How many times was your Tweet Retweeted?  Did your Tweet (or blog post) generate more traffic to your website?  How many comments do you get for each blog post?  Do certain topics generate more comments?  How many discussions occur daily on your Facebook Group or Fan Page? Page 66 www.sitecore.net
  • 67. Sitecore. Compelling Web Experiences Sample Measurement - Super Bowl 2010 Ads Ingredient 5 - Best Practices for Measuring the Social Media Impact on Your Website  Of the 38 brands that advertised during this year’s Super Bowl, 75% of them reported twice as many blog posts about their product on Super Bowl Sunday compared with levels on Sunday evenings over the previous six months – source http://www.rbr.com/media-news/advertising/20997.html  Overall, blog posts about the Super Bowl increased sharply from 15,702 in 2009 to 25,725 this year Page 67 www.sitecore.net
  • 68. Sitecore. Compelling Web Experiences Web Analytics Ingredient 5 - Best Practices for Measuring the Social Media Impact on Your Website Page 68 www.sitecore.net
  • 69. Sitecore. Compelling Web Experiences PR Monitoring Ingredient 5 - Best Practices for Measuring the Social Media Impact on Your Website KDPaine DYI Dashboard Tealium Social Media Page 69 www.sitecore.net
  • 70. Sitecore. Compelling Web Experiences Social Media Monitoring Ingredient 5 - Best Practices for Measuring the Social Media Impact on Your Website Radian6 Meltwater Buzz Page 70 www.sitecore.net
  • 71. Sitecore. Compelling Web Experiences Outcome  Define your criteria for success  Create measurement standards  Get the right tools  Monitor your website analytics to see who’s coming to your website  Monitor your PR to measure your reputation  Monitor Social Media sites to see what people are saying about you Page 71 www.sitecore.net
  • 72. Sitecore. Compelling Web Experiences Summary  Your website must be the center of your online marketing activities  Design your website so it’s easy for the visitors to generate content  Forums/Discussions  Polls/questions  Blogs  Create online communities on popular sites like Facebook and LinkedIn then drive that traffic to your site  Use Twitter to drive traffic to your website  Measure your results Page 72 www.sitecore.net
  • 73. Sitecore. Compelling Web Experiences Questions & Answers Page 73 www.sitecore.net