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Five Capabilities that Will Engage Your Community

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utual win-win
‘Talk’ to the user on topics that are relevant to them
Show them content related to what they want to discuss

Do more with less
Reduce costs with on-demand access
Raise awareness of your organizations “deliverables”
Gain insights on your users
Who they are
What are they doing

Published in: Technology
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Five Capabilities that Will Engage Your Community

  1. 1. FIVE CAPABILITIES THAT WILL ENGAGE YOUR COMMUNITY Tom O’Brien, VP Product Management
  2. 2. Copyright  2014 Ektron, Inc. WHY ENGAGE? • Mutual win-win • ‘Talk’ to the user on topics that are relevant to them • Show them content related to what they want to discuss • Do more with less • Reduce costs with on-demand access • Raise awareness of your organizations “deliverables” • Gain insights on your users • Who they are • What are they doing 2
  3. 3. Copyright  2014 Ektron, Inc. #1 – CONTENT PRODUCTION 3 Produce Content1.
  4. 4. Copyright  2014 Ektron, Inc. #1 – CONTENT PRODUCTION • Without content, there is no digital “conversation” • Bring the conversation to them • Social • Mobile 4
  5. 5. Copyright  2014 Ektron, Inc. #1 – CONTENT PRODUCTION • Multi-channel • Social • Get your message to where they are 5
  6. 6. Copyright  2014 Ektron, Inc. #1 – CONTENT PRODUCTION • Multi-channel • Social • Mobile • Make sure your message is consumable by your users 6
  7. 7. Copyright  2014 Ektron, Inc. #2 – GET FOUND 7 Produce Content Get Found2. 1.
  8. 8. Copyright  2014 Ektron, Inc. #2 – GET FOUND • Remove the Voodoo magic from SEO
  9. 9. Copyright  2014 Ektron, Inc. #3 – DISCOVERABILITY 9 Produce Content Get Found Discover- ability2. 3. 1.
  10. 10. Copyright  2014 Ektron, Inc. #3 – DISCOVERABILITY • Site Search • Search is becoming a navigation mechanism 10 Site Search
  11. 11. Copyright  2014 Ektron, Inc. #3 – DISCOVERABILITY • Topic Pages • Let the user interact with the site in a way that is meaningful to them • Higher SEO 11 Topics
  12. 12. Copyright  2014 Ektron, Inc. #4 – ANALYTICS 12 Produce Content Get Found Discover- ability Analytics 2. 3. 4. 1.
  13. 13. Copyright  2014 Ektron, Inc. #4 – ANALYTICS • Which content is working? • Which content needs attention?
  14. 14. Copyright  2014 Ektron, Inc. #4 – ANALYTICS
  15. 15. Copyright  2014 Ektron, Inc. #5 – CONTENT PROMOTION 15 Produce Content 1. Get Found Discover- ability Content Promotion Analytics 2. 3. 4. 5.
  16. 16. Copyright  2014 Ektron, Inc. #5 – CONTENT PROMOTION • Use more of the content that is working • Tend to the content that is not
  17. 17. Copyright  2014 Ektron, Inc. #5 – CONTENT PROMOTION 17 Produce Content 1. Get Found Discover- ability2. 3. Analytics4. Content Promotion 5.
  18. 18. Copyright  2014 Ektron, Inc.

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