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 traffic. http://sitecore.net

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5 Key Ingredients Of Social Media for Your Website

  1. 1. 5 Key Ingredients of Social Media for Your Website Ted Prodromou tpr@sitecore.com
  2. 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. 3. Sitecore. Compelling Web Experiences Sitecore’s 1800+ customers include: Page 3 www.sitecore.net
  4. 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. 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. 6. Sitecore. Compelling Web Experiences Source: MarketingProfs Survey Page 6 www.sitecore.net
  7. 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. 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. 9. Sitecore. Compelling Web Experiences Diversify Your Traffic Page 9 www.sitecore.net
  10. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 26. Sitecore. Compelling Web Experiences Lots of Fan Photos Page 26 www.sitecore.net
  27. 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. 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. 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. 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. 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. 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. 33. Sitecore. Compelling Web Experiences Twitter Ingredient 3 - Funneling more leads to your website by leveraging social media Page 33 www.sitecore.net
  34. 34. Sitecore. Compelling Web Experiences YouTube Ingredient 3 - Funneling more leads to your website by leveraging social media Page 34 www.sitecore.net
  35. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 52. Sitecore. Compelling Web Experiences Over 41,000 Facebook Fans Page 52 www.sitecore.net
  53. 53. Sitecore. Compelling Web Experiences Links to Popular Website Resources Page 53 www.sitecore.net
  54. 54. Sitecore. Compelling Web Experiences Fan Videos Page 54 www.sitecore.net
  55. 55. Sitecore. Compelling Web Experiences Lots of Photos Page 55 www.sitecore.net
  56. 56. Sitecore. Compelling Web Experiences Event Guide Page 56 www.sitecore.net
  57. 57. Sitecore. Compelling Web Experiences Contests Page 57 www.sitecore.net
  58. 58. Sitecore. Compelling Web Experiences Very Active Twitter Stream Page 58 www.sitecore.net
  59. 59. Sitecore. Compelling Web Experiences The Knot TV on YouTube Page 59 www.sitecore.net
  60. 60. Sitecore. Compelling Web Experiences The Bump Page 60 www.sitecore.net
  61. 61. Sitecore. Compelling Web Experiences The Nest Page 61 www.sitecore.net
  62. 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. 63. Sitecore. Compelling Web Experiences Ingredient 5 - Best Practices for Measuring the Social Media Impact on Your Website Page 63 www.sitecore.net
  64. 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. 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. 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. 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. 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. 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. 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. 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. 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. 73. Sitecore. Compelling Web Experiences Questions & Answers Page 73 www.sitecore.net
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