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Should you invest in your Website or social media


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Should you spend your time & money on social media or your Website ? In this presentation, we cover why it is fundamental to keep balance between social media & your website, and ensure your make your website fully social by integrating social conversations

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Should you invest in your Website or social media

  1. 1. Should you invest into your Website or social media ? Social Media Forum, December 8 2011 Alexandre Vandermeersch
  2. 2. Clearly, social media is eating share ofattention2
  3. 3. 4 laws of social media explain it Law of networks – the more people join, the more valuable they get Law of gravity - the more content, the more frequent visits, and the more content they attract Law of switch costs - it took time & energy to build your network, why move ? Zuckerberg’s law of information sharing - every year people share twice as much as previous year3
  4. 4. And beyond ? Zuckerberg rewired yourconsumer’s brain & expectations • Content is king • Social & viral by nature • ‘Snippets’ • Human faces • Daily checks …But not everything should happen on Facebook 4
  5. 5. So, is it social media or die ? « Go fish where the fishes are » vs « Keep control of your Web presence » 5
  6. 6. The issue: none of the choices is perfect Your Website Social Media• Your ads• Your brand experience• Built-in virality• 1-click opt-in• Content pushed• Control of content delivery & stability
  7. 7. …And a few buttons on your Website are not enoughto address it PLEASE follow us PLEASE like us PLEASE check our videos! And if you’re old style, please still leave your email! 7
  8. 8. Even leaders miss the markSocial channels of Starbucks Website of Starbucks • Lively • Boring • Animated • Dead • Human faces • Heavy on ads • Fresh content • Static content 8
  9. 9. But at least, strategists identified the issue
  10. 10. Facebook’s open graph may help, but beware Great as: • Tailored to your own network • Social profile reduces ‘trolls’ • Easy to implement But: • No control • No sign-on • Only Facebook opt-in, with risks involved • ‘Top news’ (ie Edge Rank) algorithm constantly changing
  11. 11. What’s needed ? Social Content optimizationYour social Your Website(s) channels Social Content Optimization ...
  12. 12. This enables to smartly integrate social intothe Website• Smart feed on home page to: • Animate home page • Showcase real testimonials • Open up dialogue• +30% click-rate to product pages
  13. 13. We believe there are 8 functions of makingyour website social 2. Accelerate Viral loop 3. Build 1. Get social found currency 4. Amplify 8. social Personalize currency 7. Gather 5. Drive insights revisits 6. Humanize your site
  14. 14. 1. Get found (boost SEO) What Google likes What social conversations on your Website bring• Fresh content, especially since • Frequent social updates of own 14/11/2011 ! (impact: 35% of content, curation, questions,…. searches…)• Matching query’s language with • Informal testimonials/questions content on your Website• Links shared, bringing new • More content means more references sharing means more links, to your Website 14
  15. 15. 2. Accelerate viral loop • Twitter : high engagement, high content, limited audience • Leverage: • On your Website • Get tweets shared on Facebook! 15
  16. 16. Where would you go ?AB 16
  17. 17. 3 & 4. Build & Amplify social currency • Social currency is what you build when people rave about your product or service • You can build it from your Website & emailing: ask testimonials, feedback, engagement ! • Social media is great for that: • Social profile • No sign-on required • AMPLIFY them by bringin them to your site in the conversion funnel! 17
  18. 18. 5. Drive revisits (animation) • Social Media brings life: • Easy updates • Curation • Informal tone • Your Website doesn’t need to be dull! • Bring this to your site & show you’re alive, encouraging revisits & credibility. 18
  19. 19. 6. Humanize your siteWho would you follow ? • Humans are social animals • Faces : click-rates up • Brand/corporate social profiles can have faces….so have your ambassadors ! 19
  20. 20. 7. Gather insights• Give the opportunity to provide feedback, ideas, suggestions• Drive ‘continuous improvements’ & identify lead users• Show how open you are to constructive dialogue by displaying other messages 20
  21. 21. 8. Personalize• The holy grail of social Websites…• But….it’s still emerging… 21
  22. 22. And beyond ? From social media to Social CRM • The next evolution of social media will be to integrate continuous dialogue into a CRM strategy, with social content at its core • Many ‘social traits’ will be predominant: • Social content • Viral by nature • Fresh, regular content • Original AND curated content • Real time & personalization as goals • Website & email will retain a strong role… and building your own community will remain important
  23. 23. Net, we think that social should be coreto what you do, and your Website thehub <My Awesome Web site> 23
  24. 24. Example : Integrated social news feed onyour website • Many to one: • Multiple Twitter accounts, • Hashtags • Facebook pages • Comments and more (RSS, Youtube,…) • Highlight/ Hide messages • Write a message straight from your site •…
  25. 25. Example : multi opt-in for content, including curated contentThis content delivered the way you like: • Multi opt-in: let people consume the information the way they prefer • Facebook is important, but not for Your email everyone! • People still want the snippet, the curated content, the social part, the digests • Give a preview before signing • Easy cross-references from ‘traditional’ media to your site, not Facebook!
  26. 26. Example : your own community spaceMore reach to young peopleA much richer database of leadsFriendly to passive visitors A dialogue site dedicated to young travellers and fully integrated with social media
  27. 27. FRESH INSIGHTS. TRUE ENGAGEMENT • Dialog Solutions: the only company with a fully integrated approach to tap into a gold mine: your customers • We offer: • Private communities research (Brandialog) • Quantitative research • Permanent panels • Social software (DialogCube) • Social widgets (Dialogfeed) 27
  28. 28. We have two main software tools 1. Tool to manage your social media presence & optimize it on your website through widget/API 2. Community software to open up & build your own community, integrated with social
  29. 29. Setup and manage your account througha simple and intuitive backend1. Set-up 2. Setup widgets channels 3. Manage & optimize feed
  30. 30.
  31. 31. Build your OWN community, fully integrated withsocial media Your community & leads, with direct email access, when you need it Showcase key posts and identify brand ambassadors who become your unpaid agents – CONTROL Increase dialogue & discovery through tagging, categories, voting & commenting, expert roles Include social media conversations (republish) & cross-fertilize social media conversations 100+ features to boost reach, engagement, & control 31
  32. 32. Contact us… • Alexandre Vandermeersch • 0491/08 80 09 • • Twitter: @alexvdm • Nicolas Kint • 0498/31 03 14 • • Twitter: @nicolaskint • Patrick Willemarck • 0475/23.34.34 • • Twitter: @dialogsol