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Your Website in
a Social Context
Social Media Week 2014
#SMWDLBI
#SMWCPH
About me

Niels Handberg
Director of User Experience

18 years of crafting customer experiences
across key touch points on the customers
decision journey.
From strategic direction to the final solution.

Viking Line, Stena Line, Maersk, Nike, IKEA,
Volvo, E.ON, Trelleborg, Bravo Tours, FOSS,
Swedbank, Clipper Group, Nokia, Sony, COWI
and a few more.
2
Your Website in a Social Context
What happened to the website? Did we forget about the customers
and the technology they use?
How can social help – three ways to rethink your website presence:
1.  Using data and social listening to improve your onsite performance
2.  Integrating social aspects into the customers decision journey
3.  Using service innovation to create social reach and add business value

How to move forward – it’s all about people, stories and interaction
What happened
to the website?
Did we forget about the customers and the
technology they use?
Is the website as we know it dead?
Nearly 70% of Fortune 100 corporate
websites experienced declines in traffic,
with an average drop of 23%!
Symptoms – suffering from:
• 

Inflexible and grumpy attitude

• 

Bad at communicating

• 

Slow working pace

• 

No social skills

• 

Does not like new and interesting ideas

• 

Thinks it was better in the old days

5
Seriously, guys…
OK, lets first take a look
at the world around the
websites
10 years ago
Today
THIS IS NOT THE WEB

THIS IS THE WEB

THIS WILL BE THE WEB
Screen sizes and devices
on a typical website

150+
Screen sizes

3000+
Different devices

12
Source: Google – The New Multi-screen World: Understanding Cross-platform Consumer Behavior
What’s next?
Google glass

18
Leap

19
MYO

20
iBeacon
iBeacon is a technology that enables a beacon or iOS
device to send push notifications to iOS and Android
devices within close proximity. iBeacon works at distances
up to 50 meters.
Uses a low-energy Bluetooth signal to enable mobile app
experiences with higher accuracy than GPS
Is just hitting the market in the US – Safeway and Macys
are some of the first to use iBeacon to enhance the
instore experience.
And the investment is minimal.

21
“You could say that
digital can now interact
with all our five senses”
Smell – Meet Olly

24
Taste – Meet Polly

25
Sight – say goodbye to Kodak

26
Sound – All digital?

27
Touch – don't get too exited :-)

28
So, is this the best
we can do?
Hmmmm...
I guess we need to
do some serious
rethinking
What are the chances of recovery?
It’s not all over, but we need to be smarter and adapt to the
customers needs and align it with the business opportunities.
•  Corporate websites
Critical state - all vital organs needs to be replaces and rethought

•  Campaigns and micro sites
OK - but not utilizing the full potential in a broader setup

•  Commerce and transactional sites
In a much better shape, but needs to shape up quite soon

31
The new generation
corporate websites?
- If you ask Coca Cola
“Like any winning campaign, we let the data guide us
and inform our content decisions.
Replacing a transactional corporate website with a digital
magazine upended how we work. With KPIs focused on
engagement, the new newsroom meant publishing content
based on what readers want to read.
That experiment started off in a surprising way. The stories our
readers loved surprised us month after month, and the stories
we thought they would love fell flat.”
Ashley Brown
Group Director of Digital Communications
and Social Media at The Coca-Cola Company.
How can social help?
Three focus areas to think about
1. 

Using data and social listening to improve your onsite
performance

2.  Integrating social aspects into the customers decision
journey
3.  Using service innovation to create social reach and add
business value
Using data and social
listening to improve your
onsite performance
Using data to
drive business is
becoming just as
important as
electricity is to a
factory
Customer interaction leads to data

I talk

I work

I search for

I use

I watch

I visit

Here
I am

I want
Data drives conversion

$
Everything customers
do is track- and
traceable

Data feeds into content
production across
channels

Relevant content drives
traffic and increase
conversion rates
‘Google’ digital business based on data
Social gives you a
unique opportunity to
listen, learn about your
customers and target
your communication
and services
680,000
content
pieces
shared on
Facebook

EVERY
MINUTE
Combining

What
people
SEARCH
for

What
people
TALK
about

What
people
INTERACT
with
What you should think about!
•  What are the opportunities (benefits)?
•  What data exist and what is needed (data setup)?
•  What has highest priority (business value)?
•  Who is doing what, how and when (organizational setup)?
•  How do we make it an on-going task? (no bulk data)?
And what kind of tools can help make it happen:
Analytics, keyword mapping, social listening, customer
archetypes, dashboards, A/B testing etc.
Integrating social
aspects into the
customers decision
journey
What are the key triggers along the
customer decision journey?

Initial
Consideration

Active
Evaluation

Moment of
Purchase

Inspire people to share
stories and talk about
the brand

Listen to them and
make every key touchpoint personal

Solve their challenges
and guide them to the
right decisions
One size does not fit all
Ratings and reviews

46
Blogs

47
Feeds
On-site feeds based on content from
various social media platforms, e.g. in
relation to campaigns, product launches
and live events.
Activates “The voice of the crowd” and
creates a more dynamic, relevant and
inspiring experience.
And if you add functionalities to engage
and involve the audience you can keep
them for a while. And share…

48
Activating your network

49
Sharing your
shopping experience

50
Overall

Social logins

E-commerce

51
Flexible booking steps
based on route, profile
and relevant upsell
options.
Primary USP is
highlighted and based
on known customer
data.
-  Family friendly
-  Whats included
-  Band playing
-  Spa treatment
-  Etc.

Differentiation of
products based on
known data (user,
campaign, empty
ferries etc.)

Images reflects what
we know about the
customer (family,
teens, old couples etc.)
and what they like.

Client example showing how
content is based on social login data (removed)

Integration of
persuasive elements
with messages based
on profile.

Integration of basic
social elements on this
level (ratings).
More social elements
on product level..

Different prices based
on profile and use of
loyalty progrsam.

52
Cheap salestricks
Also works in the digital world
Now we just call it persuasive design
Persuasive design is becoming a more and
more integrated part of the buying
process and social mechanisms are
playing a more and more important role.
Persuasive design acts on data and insight
enabling us to design beyond the merely
functional to create features that change
customers behavior and persuade them
to act.
54
Customers see a
bigger value in
….limited time to respond
……only a few left
….promoted offers
….Something other likes
.…getting something extra
Textbook example
Opinions

Real time
interest from other

Promoted

Limited availability

Something extra

56
And it never stops – retargeting on facebook

57
“52% of travelers have changed
their original plans based on
social-media suggestions, and
70% update their Facebook
status while on vacation.
Using service innovation to
create social reach and add
business value
What is it all about?
Service design is invention, innovation and improvement of
services to provide competitive brand advantages!
It’s about spotting opportunities and improve business
performance by creating valuable and unique digital
services throughout the customer decision journey.

Basically, we want to improve peoples real lives.

60
Why is it important?
•  Services defines the brand experience and influence brand
perception, just as much as product value-for-money
•  Unique services attract new customers and give brands a
competitive advantage, as well as making the customers less
willing to change brand
•  ‘Service reputation’ is key in social conversations with huge
impact on customer decision making

61
Social shopping

62
Collective action

63
Open innovation

64
Crowdsourcing

65
IKEA – used furniture

66
How to move forward
it’s all about people, story
telling and interaction
But start by looking at your business
Understand your business and industry and think the impossible
about how social and digital can change your business tomorrow.
Set clear business goal and align them with customer opportunities.
When that is said, then It's time to look at the people, the stories and
the interaction.
Bridging business opportunities with doing shit.

68
PEOPLE

THE INDIVIDUAL

THE BRAND

TECHNOLOGY

We design for

We work with

We´ll use

Z	
  

READ

SERVICES

WEB

TALK

COMPETITORS

APPS

LISTEN

DEVICES

EXPERIENCE

EMERGING
STORY TELLING

CONTENT

STRUCTURE

PLACES

What to say

How to say it

Where to say it

STRATEGY

Z	
  

INFORMATION
ARCHITECTURE

INVENTORY
CREATING
EMERGING

OWNED
EARNED

CUSTOMER
JOURNEYS
PROCESS FLOWS

BOUGHT
OMNI-CHANNEL
INTERACTIONS

INTERFACES

SERVICES

PROTOTYPING

That people interact with

That engage people

Do shit

EXPERIENCE
PRINCIPALS

Z	
  

WIREFRAMING
GESTURES,
EYE AND VOICE

INTERACTIVE

INNOVATION
SCAMPS &
SKETCHES

SERVICE DESIGN

CODE
Thank you

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Social Media Week 2014 @DigitasLBi: Your Website in a Social Context

  • 1. Your Website in a Social Context Social Media Week 2014 #SMWDLBI #SMWCPH
  • 2. About me Niels Handberg Director of User Experience 18 years of crafting customer experiences across key touch points on the customers decision journey. From strategic direction to the final solution. Viking Line, Stena Line, Maersk, Nike, IKEA, Volvo, E.ON, Trelleborg, Bravo Tours, FOSS, Swedbank, Clipper Group, Nokia, Sony, COWI and a few more. 2
  • 3. Your Website in a Social Context What happened to the website? Did we forget about the customers and the technology they use? How can social help – three ways to rethink your website presence: 1.  Using data and social listening to improve your onsite performance 2.  Integrating social aspects into the customers decision journey 3.  Using service innovation to create social reach and add business value How to move forward – it’s all about people, stories and interaction
  • 4. What happened to the website? Did we forget about the customers and the technology they use?
  • 5. Is the website as we know it dead? Nearly 70% of Fortune 100 corporate websites experienced declines in traffic, with an average drop of 23%! Symptoms – suffering from: •  Inflexible and grumpy attitude •  Bad at communicating •  Slow working pace •  No social skills •  Does not like new and interesting ideas •  Thinks it was better in the old days 5
  • 7.
  • 8. OK, lets first take a look at the world around the websites
  • 10. Today
  • 11. THIS IS NOT THE WEB THIS IS THE WEB THIS WILL BE THE WEB
  • 12. Screen sizes and devices on a typical website 150+ Screen sizes 3000+ Different devices 12
  • 13. Source: Google – The New Multi-screen World: Understanding Cross-platform Consumer Behavior
  • 14.
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  • 17.
  • 21. iBeacon iBeacon is a technology that enables a beacon or iOS device to send push notifications to iOS and Android devices within close proximity. iBeacon works at distances up to 50 meters. Uses a low-energy Bluetooth signal to enable mobile app experiences with higher accuracy than GPS Is just hitting the market in the US – Safeway and Macys are some of the first to use iBeacon to enhance the instore experience. And the investment is minimal. 21
  • 22.
  • 23. “You could say that digital can now interact with all our five senses”
  • 24. Smell – Meet Olly 24
  • 25. Taste – Meet Polly 25
  • 26. Sight – say goodbye to Kodak 26
  • 27. Sound – All digital? 27
  • 28. Touch – don't get too exited :-) 28
  • 29. So, is this the best we can do?
  • 30. Hmmmm... I guess we need to do some serious rethinking
  • 31. What are the chances of recovery? It’s not all over, but we need to be smarter and adapt to the customers needs and align it with the business opportunities. •  Corporate websites Critical state - all vital organs needs to be replaces and rethought •  Campaigns and micro sites OK - but not utilizing the full potential in a broader setup •  Commerce and transactional sites In a much better shape, but needs to shape up quite soon 31
  • 32. The new generation corporate websites? - If you ask Coca Cola “Like any winning campaign, we let the data guide us and inform our content decisions. Replacing a transactional corporate website with a digital magazine upended how we work. With KPIs focused on engagement, the new newsroom meant publishing content based on what readers want to read. That experiment started off in a surprising way. The stories our readers loved surprised us month after month, and the stories we thought they would love fell flat.” Ashley Brown Group Director of Digital Communications and Social Media at The Coca-Cola Company.
  • 33. How can social help? Three focus areas to think about 1.  Using data and social listening to improve your onsite performance 2.  Integrating social aspects into the customers decision journey 3.  Using service innovation to create social reach and add business value
  • 34. Using data and social listening to improve your onsite performance
  • 35. Using data to drive business is becoming just as important as electricity is to a factory
  • 36. Customer interaction leads to data I talk I work I search for I use I watch I visit Here I am I want
  • 37. Data drives conversion $ Everything customers do is track- and traceable Data feeds into content production across channels Relevant content drives traffic and increase conversion rates
  • 39. Social gives you a unique opportunity to listen, learn about your customers and target your communication and services
  • 42. What you should think about! •  What are the opportunities (benefits)? •  What data exist and what is needed (data setup)? •  What has highest priority (business value)? •  Who is doing what, how and when (organizational setup)? •  How do we make it an on-going task? (no bulk data)? And what kind of tools can help make it happen: Analytics, keyword mapping, social listening, customer archetypes, dashboards, A/B testing etc.
  • 43. Integrating social aspects into the customers decision journey
  • 44. What are the key triggers along the customer decision journey? Initial Consideration Active Evaluation Moment of Purchase Inspire people to share stories and talk about the brand Listen to them and make every key touchpoint personal Solve their challenges and guide them to the right decisions
  • 45. One size does not fit all
  • 48. Feeds On-site feeds based on content from various social media platforms, e.g. in relation to campaigns, product launches and live events. Activates “The voice of the crowd” and creates a more dynamic, relevant and inspiring experience. And if you add functionalities to engage and involve the audience you can keep them for a while. And share… 48
  • 52. Flexible booking steps based on route, profile and relevant upsell options. Primary USP is highlighted and based on known customer data. -  Family friendly -  Whats included -  Band playing -  Spa treatment -  Etc. Differentiation of products based on known data (user, campaign, empty ferries etc.) Images reflects what we know about the customer (family, teens, old couples etc.) and what they like. Client example showing how content is based on social login data (removed) Integration of persuasive elements with messages based on profile. Integration of basic social elements on this level (ratings). More social elements on product level.. Different prices based on profile and use of loyalty progrsam. 52
  • 53. Cheap salestricks Also works in the digital world
  • 54. Now we just call it persuasive design Persuasive design is becoming a more and more integrated part of the buying process and social mechanisms are playing a more and more important role. Persuasive design acts on data and insight enabling us to design beyond the merely functional to create features that change customers behavior and persuade them to act. 54
  • 55. Customers see a bigger value in ….limited time to respond ……only a few left ….promoted offers ….Something other likes .…getting something extra
  • 56. Textbook example Opinions Real time interest from other Promoted Limited availability Something extra 56
  • 57. And it never stops – retargeting on facebook 57
  • 58. “52% of travelers have changed their original plans based on social-media suggestions, and 70% update their Facebook status while on vacation.
  • 59. Using service innovation to create social reach and add business value
  • 60. What is it all about? Service design is invention, innovation and improvement of services to provide competitive brand advantages! It’s about spotting opportunities and improve business performance by creating valuable and unique digital services throughout the customer decision journey. Basically, we want to improve peoples real lives. 60
  • 61. Why is it important? •  Services defines the brand experience and influence brand perception, just as much as product value-for-money •  Unique services attract new customers and give brands a competitive advantage, as well as making the customers less willing to change brand •  ‘Service reputation’ is key in social conversations with huge impact on customer decision making 61
  • 66. IKEA – used furniture 66
  • 67. How to move forward it’s all about people, story telling and interaction
  • 68. But start by looking at your business Understand your business and industry and think the impossible about how social and digital can change your business tomorrow. Set clear business goal and align them with customer opportunities. When that is said, then It's time to look at the people, the stories and the interaction. Bridging business opportunities with doing shit. 68
  • 69.
  • 70. PEOPLE THE INDIVIDUAL THE BRAND TECHNOLOGY We design for We work with We´ll use Z   READ SERVICES WEB TALK COMPETITORS APPS LISTEN DEVICES EXPERIENCE EMERGING
  • 71. STORY TELLING CONTENT STRUCTURE PLACES What to say How to say it Where to say it STRATEGY Z   INFORMATION ARCHITECTURE INVENTORY CREATING EMERGING OWNED EARNED CUSTOMER JOURNEYS PROCESS FLOWS BOUGHT OMNI-CHANNEL
  • 72. INTERACTIONS INTERFACES SERVICES PROTOTYPING That people interact with That engage people Do shit EXPERIENCE PRINCIPALS Z   WIREFRAMING GESTURES, EYE AND VOICE INTERACTIVE INNOVATION SCAMPS & SKETCHES SERVICE DESIGN CODE