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Tweet Your Heart Out Sitecore Symposium 2017

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Using social media, Sitecore Social Connect and Sitecore tools like path analyzer and personalization to build a more complete customer experience

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Tweet Your Heart Out Sitecore Symposium 2017

  1. 1. #SitecoreSYM#SitecoreSYM TweetYour Heart Out: Sitecore, Social Media and Contextual Marketing Presented by: Jacqueline Baxter and Elena Mosoff © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 1
  2. 2. #SitecoreSYM © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 2 Watch,Tweet,Win Step 1: Take a photo during this presentation Step 2: Tweet it out during the talk and tag @hhogdev Step 3: Repeat as many times as desired. Each unique tweet is a chance to win Step 4: Triumph
  3. 3. #SitecoreSYM Agenda • Introductions • The Power of Social Media and Native Content • YourToolbox • UsingYourTools • The SocialAdvantage © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 3
  4. 4. #SitecoreSYM 4 WhoWe Are © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Jacqueline Baxter, Marketing Specialist @jaxbaxter Elena Zlateva Mosoff, Senior Solutions Developer @ezlateva A full-service digital consultancy transforming the way brands interact with their customers.
  5. 5. #SitecoreSYM Social Media and Native Content © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 5
  6. 6. #SitecoreSYM 6 • 76% of Facebook users check the site daily Social Media ByThe Numbers © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. http://www.wordstream.com/blog/ws/2017/01/05/social-media- marketing-statistics
  7. 7. #SitecoreSYM 7 • 76% of Facebook users check the site daily • 81% of millennials checkTwitter at least once a day Social Media ByThe Numbers © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. http://www.wordstream.com/blog/ws/2017/01/05/social-media- marketing-statistics
  8. 8. #SitecoreSYM 8 • 76% of Facebook users check the site daily • 81% of millennials checkTwitter at least once a day • 51% of Instagram users access the platform daily Social Media ByThe Numbers © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. http://www.wordstream.com/blog/ws/2017/01/05/social-media- marketing-statistics
  9. 9. #SitecoreSYM 9 • 76% of Facebook users check the site daily • 81% of millennials checkTwitter at least once a day • 51% of Instagram users access the platform daily • 35% say they look at the platform several times per day. Social Media ByThe Numbers © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. http://www.wordstream.com/blog/ws/2017/01/05/social-media- marketing-statistics
  10. 10. #SitecoreSYM 10 On social media, you reach your customers on their timeframe. The Social Media Advantage © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 5 star restaurants Wedding Reception Grocery store Walking the dog Hiding in the bathroom After a job interview On the treadmill Concerts Ballet Recital On the bus College Reunion Boring movie Blind date Library In line at Comic-Con Lunch Breaks Skype Meeting Airport Office party Stuck in rush hour Panera Coffee shop Nature HikeLive Presentation Baby Shower Trade show
  11. 11. #SitecoreSYM 11 On social media, you reach your customers on their timeframe. The Social Media Advantage © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 5 star restaurants Wedding Reception Grocery store Walking the dog Hiding in the bathroom After a job interview On the treadmill Concerts Ballet Recital On the bus College Reunion Boring movie Blind date Library In line at Comic-Con Lunch Breaks Skype Meeting Airport Office party Stuck in rush hour Panera Coffee shop Nature HikeLive Presentation Baby Shower Trade show
  12. 12. #SitecoreSYM © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 12 Native Content Useful, interesting and explicitly designed or developed for the platform it’s posted on
  13. 13. #SitecoreSYM 13 Native Content © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Enhances the user experience Curated for the audience Organically displayed on an external website. Designed to meld with the flow of the network
  14. 14. #SitecoreSYM 14 By 2020, customer experience will overtake price and product as the key brand differentiator. Focus on UX © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. https://www.walkerinfo.com/customers2020/
  15. 15. #SitecoreSYM 15 By 2020, customer experience will overtake price and product as the key brand differentiator. • How customers interact with your brand on social media shapes their perception of the brand as a whole. Focus on UX © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. https://www.walkerinfo.com/customers2020/
  16. 16. #SitecoreSYM 16 Consumers reward brands that provide a good experience on social media. ▪ 70% are more likely to use a brand’s product or service The Rewards areTremendous © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. http://www.relevategroup.com/blog/90-percent-social-media-users- reach-out-retailers-why-social-media-your-secret-weapon
  17. 17. #SitecoreSYM 17 Consumers reward brands that provide a good experience on social media. ▪ 70% are more likely to use a brand’s product or service ▪ 65% have more brand loyalty The rewards are tremendous © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. http://www.relevategroup.com/blog/90-percent-social-media-users- reach-out-retailers-why-social-media-your-secret-weapon
  18. 18. #SitecoreSYM 18 Consumers reward brands that provide a good experience on social media. ▪ 70% are more likely to use a brand’s product or service ▪ 65% have more brand loyalty ▪ 43% say they’re more likely to actually make a purchase The rewards are tremendous © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. http://www.relevategroup.com/blog/90-percent-social-media-users- reach-out-retailers-why-social-media-your-secret-weapon
  19. 19. #SitecoreSYM 19 Consumers reward brands that provide a good experience on social media. ▪ 70% are more likely to use a brand’s product or service ▪ 65% have more brand loyalty ▪ 43% say they’re more likely to actually make a purchase ▪ 75% are likely to share a good experience on their own profile The rewards are tremendous © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. http://www.relevategroup.com/blog/90-percent-social-media-users- reach-out-retailers-why-social-media-your-secret-weapon
  20. 20. #SitecoreSYM © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 20 Top of Mind or Friend of Mine
  21. 21. #SitecoreSYM YourToolbox © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 21
  22. 22. #SitecoreSYM 22 Part of the core product (Sitecore 8.0+) Doesn’t require much development time Configure and go! It’s that simple. Sitecore Social Connect © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  23. 23. #SitecoreSYM 23 Komfo is a social media integration tool connected with Sitecore via the Komfo Connector. Social Connect and Komfo?What’s the difference? © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  24. 24. #SitecoreSYM PuttingYour Tools to Use © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 24
  25. 25. #SitecoreSYM The Plan 1. ChooseYour Platforms 2. Set-up Social Applications 3. Configure Sitecore 4. Integrate Social Components 5. Customize 6. Benefit © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 25
  26. 26. #SitecoreSYM 26 Step 1: ChooseYour Platform(s) © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  27. 27. #SitecoreSYM 27 Step 2: Set-upApplications On Each Platform © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Twitter • https://dev.twitter.com/ • Create a dev account • Create an app
  28. 28. #SitecoreSYM 28 Step 2: Set-upApplications On Each Platform © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Twitter • https://dev.twitter.com/ • Create a dev account • Create an app • Take note of your Consumer Key and Consumer Secret
  29. 29. #SitecoreSYM 29 Step 2: Set-upApplications On Each Platform © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. LinkedIn • https://developer.linkedin.com/ • Create a dev account • Create an app
  30. 30. #SitecoreSYM 30 Step 2: Set-upApplications On Each Platform © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. LinkedIn • https://developer.linkedin.com/ • Create a dev account • Create an app • Take note of your Client ID and Client Secret
  31. 31. #SitecoreSYM 31 Step 2: Set-upApplications On Each Platform © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Facebook: • https://developers.facebook.com/ • Create a developer account • Create a new app • Take note of yourApp ID and App Secret
  32. 32. #SitecoreSYM 32 Step 2: Set-upApplications On Each Platform © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  33. 33. #SitecoreSYM 33 Step 3: Set-upApplicationsWithin Sitecore © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  34. 34. #SitecoreSYM 34© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Step 4: IncludeThe Login Components OnYour Site
  35. 35. #SitecoreSYM 35© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Step 4: IncludeThe Login Components OnYour Site
  36. 36. #SitecoreSYM Step 4: IncludeThe Login Components OnYour Site 36 © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  37. 37. #SitecoreSYM 37 Step 5: Customize © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. What else can you do? • Add a custom goal or a page event that triggers on social media login • Modify the xProfile data for your contacts based on social media data • Contact names and email • Job title • Implement connectors for other social media networks – Instagram, Pinterest
  38. 38. #SitecoreSYM 38 Step 6:The Benefits © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  39. 39. #SitecoreSYM 39 Step 6:The Benefits © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  40. 40. #SitecoreSYM 40 Step 6:The Benefits © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  41. 41. #SitecoreSYM The Social Advantage © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 41
  42. 42. #SitecoreSYM 42 Personalization rules allow you to provide relevant content to your audience based on predefined conditions. Within those rules you can specify based on many conditions including: • Social platform • Job title • Education • Date • Device • Geographical Location Personalization © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  43. 43. #SitecoreSYM © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 43
  44. 44. #SitecoreSYM 44© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  45. 45. #SitecoreSYM © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 45
  46. 46. #SitecoreSYM 46© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  47. 47. #SitecoreSYM © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 47
  48. 48. #SitecoreSYM 48 A first time visitor will see Version A. Gated Content © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  49. 49. #SitecoreSYM 49 Once the user is logged in, personalization rules unlock content across the site and Version B is displayed Gated Content © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  50. 50. #SitecoreSYM 50 Path Analyzer and Campaigns © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Path Analyzer Key pages Interaction points Ideal placement for CTAs
  51. 51. #SitecoreSYM 51 Twitter: First Day Path Analyzer and Campaigns © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  52. 52. #SitecoreSYM 52 Twitter: First Day Twitter: Final Day Path Analyzer and Campaigns © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  53. 53. #SitecoreSYM 53 Facebook: First Day Path Analyzer and Campaigns © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  54. 54. #SitecoreSYM 54 Facebook: First Day Facebook: Final Day Path Analyzer and Campaigns © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  55. 55. #SitecoreSYM 55 LinkedIn: First Day Path Analyzer and Campaigns © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  56. 56. #SitecoreSYM 56 LinkedIn: First Day LinkedIn: Final Day Path Analyzer and Campaigns © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  57. 57. #SitecoreSYM 57 You can build lists in List Manager based on data gathered from a social profile. Marketing Lists © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  58. 58. #SitecoreSYM 58 Engagement Plans © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Engagement plans can be used to measure a desired objective, such as how often users are sharing your content on social media.
  59. 59. #SitecoreSYM 59 With social messages, you can post to social networks likeTwitter and Facebook directly from Sitecore. Social Messages © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  60. 60. #SitecoreSYM © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 60 “All knowledge is worth having.” - Jacqueline Carey
  61. 61. #SitecoreSYM 61 Our Best Advice: Just Do It © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  62. 62. #SitecoreSYM Want to chat?Get in touch! Twitter: @hhogdev @JaxBaxter @ezlateva Email: emosoff@hhog.com jbaxter@hhog.com Websites: www.hhog.com www.kb.hhog.com © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 62
  63. 63. #SitecoreSYM © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 63 Q&A
  64. 64. #SitecoreSYM FOR DISCUSSION PURPOSESONLY. Sitecore Confidential and Proprietary. © 2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 64

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