Insight into Action: Driving Engagement on the Web


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Insight into Action: Driving Engagement on the Web

  1. 1. Insight into Action: Driving Engagement through the Web Christopher Kraft Senior Director, Product Management Innovation Forum 2010
  2. 2. What is Customer Engagement? a way to get customers to connect more deeply with a brand.
  3. 3. What is Customer Engagement? The brand has won their trust, and the connection the customer feels with Apple is due to the quality and innovativeness of their products.
  4. 4. At your company, how important is the issue of engagement? Source: Forbes Insight, The New Rules of Engagement Customer Engagement
  5. 5. Is engagement part of your ongoing conversation with the CEO, directors and other corporate leadership? Source: Forbes Insight, The New Rules of Engagement Customer Engagement
  6. 6. Customer Engagement Whether the endgame is increased sales, greater customer retention, increased employee satisfaction, online brand advocacy – or a combination thereof – marketing executives agree that the loyalty that arises from customer engagement directly correlates to business performance.
  7. 7. Customer Engagement • Sales cycle is being replaced by the buying cycle. • Have more knowledge than ever before about the ―product‖ • Has no time, expected to do more, even in off hours Meet Customer 2.0
  8. 8. Customer 2.0 a debilitating condition brought on by excessive workloads, 24/7 availability, information overload, lack of sleep, and job-related stress. Frazzled Customer Syndrome
  9. 9. Customer 2.0 – Microsoft Hotmail Ad Frazzled Customer Syndrome
  10. 10. What is Customer Engagement? …on the Web an estimate of the degree and depth of visitor interaction on the site against a clearly defined set of goals.
  11. 11. What is Customer Engagement on the Web? Visits Engagement Results Brand Awareness, Content Marketing, SEO, Banner Ads Repeat visits, More clicks, Longer visits, Interact with the site Downloads content, Picks up the phone, Signs up for events, Shares content
  12. 12. Keys to an engaging visitors online Make it valuable. Content is still king. Make it memorable. Invest in great design Make it friendly. Integrate with social media Make it mobile. Incorporate smart phones And… Build a plan that includes all 3 together.
  13. 13. MAKE IT MEMORABLE. Insight into Action
  14. 14. Make it memorable. Invest in great design. Once a playground for enthusiasts, it has now become a mature rich medium with strong aesthetic and functional appeal. In fact, we are experiencing what could be the golden era of Web design — or at least the best period thus far.
  15. 15. Make it memorable. Invest in great design. • Rich Interfaces and Imagery • Extreme Navigation • Robust Site Search
  16. 16. Rich Interfaces and Imagery
  17. 17.
  18. 18. – bottom navigation ―postcards‖
  19. 19. Running Site
  20. 20. Running Site
  21. 21. Urban Daddy – Dining and Entertainment
  22. 22. Urban Daddy v. Zagat
  23. 23. Urban Daddy – Dining and Entertainment
  24. 24. Urban Daddy – bottom navigation
  25. 25. Rich Interfaces and Imagery
  26. 26. Accenture – Practice Area with Interactive Content
  27. 27. Baker Donelson – Background imagery
  28. 28. Lewis and Roca
  29. 29. Print-Style Layout
  30. 30. • Great design…plus location based marketing. Print-Style Layout
  31. 31.
  32. 32.
  33. 33.
  34. 34. Extreme Navigation
  35. 35. User Experience Continues to Improve “Studies have shown that most users will not click more than three links to get to the information they want. So every page on your website should be reachable within three clicks.” – Warren Baker “Some are hard to navigate; others are simply very light on content...” – General Counsel, In the Hubbard One General Counsel Survey The #1 imperative for law firm web sites, as stated by decision makers, is that they the provide “quick and easy access to information” – Hubbard One General Counsel Survey Hubbard One traffic reports show that, in general, users are spending less time on law firm web sites, and viewing fewer pages than ever before.
  36. 36. Extreme Navigation
  37. 37. Jones Day – Mega Menus
  38. 38. Extreme Navigation
  39. 39. Wilmer Hale – Below the Fold
  40. 40. Extreme Navigation and Bold Design
  41. 41.
  42. 42.
  43. 43. Robust Site Search
  44. 44.
  45. 45.
  46. 46. Jones Day – Faceted Search
  47. 47. Jones Day – Faceted Search
  48. 48. Urban Daddy
  49. 49. Baker & McKenzie mega-menu search
  50. 50. MAKE IT FRIENDLY Insight into Action
  51. 51. Engagement has evolved from cold calling as the only option, to bite-sized and frequent back and forth discussions between social peers that lead to trust (a sales asset) and familiarity.
  52. 52. Social Media = High Customer Engagement • In the last year alone, time spent on social networking sites has surged 73 percent. • In February 2009, social network usage exceeded Web- based e-mail usage for the first time.
  53. 53. Social Media = High Customer Engagement Yeah, Yeah…great for B2C, but what about B2B?
  54. 54. Customer Engagement and Social Media • 75% of all B2B purchasers now use Social Media as part of the purchase process and LinkedIn is the #1 tool • Website traffic, brand awareness, engagement with prospects and engagement with customers are the leading metrics used to measure the success of social media for B2B companies.
  55. 55. Customer Engagement and Social Media 2008 2009 Today Experiment. New and Unproven, but at least add Sharing. Take Action. Do it now! Integrate it into your web strategy…just like a firm mini-site or a blog. Be Inspired. Claim your space, it doesn’t cost anything. And it is growing dramatically.
  56. 56. Porsche on facebook
  57. 57. Porsche on facebook
  58. 58. Porsche on facebook
  59. 59. Porsche on facebook
  60. 60. Cisco and Social Media
  61. 61. Cisco and Social Media…
  62. 62. Cisco on facebook
  63. 63. Cisco on facebook
  64. 64. Cisco on facebook • ―…create a Facebook page that is a “one stop shop” for our community on Cisco news, events and information.‖ • ―…it is another channel we leverage to communicate to our customers, employees, influencers and to anyone who is interested in Cisco.‖ • ―We currently have 54,000 people who like Cisco… looking at the level of engagement from them, as measured by their comments, we do feel that we were successful in accomplishing our goals.‖ • On average, each post on our Facebook wall gets about 35-45 hits or likes or comments. Autumn Truong Social Media Manager Cisco Systems
  65. 65. Forrester…events, news, and aggregated research
  66. 66. Ernst & Young Careers on facebook
  67. 67. I Like it! First was Bookmark, Then came Share, Now it is Like. Users put great trust in their social networks… One-half of respondents said they considered information shared on their networks when making a decision—and the proportion was higher among users ages 18 to 24, at 65%.
  68. 68. Urban Daddy – Branded Twitter Page
  69. 69. Some law firms have good start!
  70. 70. Some law firms have good start!
  71. 71. Jackson Walker on Twitter
  72. 72. Jackson Walker • Branded Twitter Presence – 20 twitter feeds – Firm news & updates – Practices specific posts
  73. 73. Virtual Events Get Social Survey conducted by On24… • 77% of the respondents, representing a wide variety of industries, indicate that a social webcast is better or far better than other webcasts. • An equal percentage (80%) feel that social networking tools within a webcast are somewhat to very important in webcasting today.
  74. 74. Virtual Events Get Social
  75. 75. Twitter and Advertising • Promoted Tweets – marketers pay to have their messages listed as the first search result on Twitter – about 5% click a link, retweet or reply – 80% of brands purchased again
  76. 76. Mobile Social Networking Soars 112% Annual increase in mobile Facebook usage as of Jan 2010 347% Annual increase in mobile Twitter usage as of Jan 2010
  77. 77. MAKE IT MOBILE. Insight into Action
  78. 78. Going mobile - Smart phones versus the Browser
  79. 79. Going Mobile – The Trend • By 2011, more than 85 percent of the handsets shipped globally are expected to include a browser. • Touch screens are becoming the dominant user interface on large-screen handsets and are expected be included on 60 percent of mobile devices shipped to mature markets in 2011. • By 2012, 50 per cent of traveling workers will leave their notebooks at home in favor of other devices. • Mobile webpage views are 10% of Reuters' total online traffic and are growing at approximately 50% year-over- year.
  80. 80. We know we should care, but why? 0% 10% 20% 30% 40% 50% 60% 70% 80% 30-39 Age Group 40-49 Age Group 50-59 Age Group 60+ Age Group Source: Corporate Counsel New Media Engagement Survey, 2010 “These (findings are) in keeping with the explosion of new applications, software and platforms being developed to deliver professionally formatted content (newsletters, clients alerts, websites, etc.) to the mobile devices of business professionals on the move” Percentage of respondents by age group selecting “preferred” or “somewhat preferred” for smart phone or PDA
  81. 81. My mobile shopping experience
  82. 82. My mobile shopping experience
  83. 83. Visits first, Then engagement. Visits Engagement Results Brand Awareness, Content Marketing, SEO, Banner Ads Repeat visits, More clicks, Longer visits, Interact with the site Downloads content, Picks up the phone, Signs up for events, Shares content
  84. 84. Target
  85. 85. Porsche mobile site
  86. 86. NPR Mobile Site
  87. 87. NPR Mobile Site
  88. 88. Going Mobile: It’s Everywhere
  89. 89. Webinars Go Mobile
  90. 90. TIME FOR SOME ACTION Insight into Action
  91. 91. Implementation of web trends over the past 2 years 100% 0% 50% Bold Design Mega Menu Below the Fold Social Widget Social Presence BlogsVideo Audio 40% 17% 40% 4% 19% 70% 47% Adv Search 13%
  92. 92. Lights, Camera, ACTION! ―People postponed [website updates] as long as they could. It's only now that companies are doing redesigns to get rid of outdated looks,‖ said Bill Rice, president of the Web Marketing Association.
  93. 93. Time for some action… A focus on Customer Engagement drives loyalty and ultimately business performance… But you have to Break through the Frazzled Customer Syndrome. Make it memorable Make it friendly. Make it mobile.
  94. 94. Take Action. Do something. If it works, do more of it. If it doesn't, do something else. - Franklin D. Roosevelt There are risks and costs to a program of action. But they are far less than the long- range risks and costs of comfortable inaction. - John F. Kennedy
  95. 95. Insight into Action: Driving Engagement through the Web Christopher Kraft Senior Director, Product Management Innovation Forum 2010