1.
5 Key Ingredients of Social Media
for Your Website
Ted Prodromou
tpr@sitecore.com

2.
Sitecore. Compelling Web Experiences
About Sitecore
 Leading provider of enterprise-class .NET web content management and portal
software for mid-to-large organizations
 Presence
 San Francisco, Portland, Boston, Copenhagen, Stockholm, London, Munich, Amsterdam and
Brisbane
 Stability
 Profitable since inception in 1999, same owners, same vision and same technology (.NET)
 Customers
 Over 1800 client installations managing over 22,000 web sites worldwide
 Recognized
 Best Microsoft technology alignment, Microsoft ISV Partner of the Year 2003/2004, Microsoft Gold
Partner
 Ranked Visionary Gartner Magic Quadrant for WCM 2009
 Rated positively by Forrester in “5 Additional options for WCM” research Aug 09
 Supported
 Over 450 Sitecore Certified Partners worldwide, with over 150 in North America
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Sitecore. Compelling Web Experiences
Sitecore’s 1800+ customers include:
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4.
Sitecore. Compelling Web Experiences
Why You Need to Use Social Media
 Facebook now generates over 2 billion visitors per
month
 YouTube and Twitter each generate almost 500 million
visitors per month
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Sitecore. Compelling Web Experiences
Facebook Facts
 More than 400 million active users
 Average user spends more than 55 minutes per day on
Facebook (average user spends about 8 minutes per day on
Google)
 50% of our active users log on to Facebook in any given day
 More than 35 million users update their status each day
 More than 3 billion photos uploaded to the site each month
 More than 5 billion pieces of content (web links, news stories,
blog posts, notes, photo albums, etc.) shared each week
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Sitecore. Compelling Web Experiences
Source: MarketingProfs Survey
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Sitecore. Compelling Web Experiences
The 5 Key Ingredients of Social Media for Your
Website
 Ingredient 1 - Why your website must be the core of your
social media strategy
 Ingredient 2 - How to unify your website’s business goals
with your social media strategy
 Ingredient 3 - Catching and funneling more leads to your
website by better leveraging social media
 Ingredient 4 - How to get the most out of user generated
content on your website
 Ingredient 5 - Best practices for measuring the social
media impact on your website
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8.
Sitecore. Compelling Web Experiences
Ingredient #1 - Why your website must be
the core of your social media strategy
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9.
Sitecore. Compelling Web Experiences
Diversify Your Traffic
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Sitecore. Compelling Web Experiences
The Perfect Website
Ingredient #1 - Why your website must be the core of your social media strategy
 Lots of visitors
 They return frequently
 They spend a lot of time on your website every time they
visit
 They tell their friends about your website
 They create content for your website
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Sitecore. Compelling Web Experiences
Case Study – www.lifescript.com
Ingredient #1 - Why your website must be the core of your social media strategy
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Sitecore. Compelling Web Experiences
Easy access to many resources
Ingredient #1 - Why your website must be the core of your social media strategy
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Sitecore. Compelling Web Experiences
Invitation to Connect
Ingredient #1 - Why your website must be the core of your social media strategy
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Sitecore. Compelling Web Experiences
Engaging Activities and Success Stories
Ingredient #1 - Why your website must be the core of your social media strategy
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Sitecore. Compelling Web Experiences
Outcome
 Very popular interactive website targeting US women
 They use polls and questions to solicit reader feedback
 User success stories are very popular
 Health Bistro is a very active blogging community with
many comments/reactions from the readers
 Over 15,000 Twitter followers and a steady stream of
Tweets mentioning @LifeScript
 Over 6000 active members in their Facebook community
 They also use Flickr and Friendfeed to expand their
community
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Sitecore. Compelling Web Experiences
Ingredient #2 - How to unify your website’s
business goals with your social media strategy
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17.
Sitecore. Compelling Web Experiences
What are your website business goals?
 Increase your customer base
 Generate leads
 Drive sales
 Build awareness
 Make money from your content
 Establish thought leadership
 Educate customers
 Customer-source part of your product development
 Reach new channels of customers
 Improve internal communications
 Provide product support
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Sitecore. Compelling Web Experiences
Case Study – www.dominos.com
Ingredient #2 - How to unify your website’s business goals with your social media strategy
Website Business Goal = Sell More Pizza
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Sitecore. Compelling Web Experiences
Domino’s Listens to its Customers
Ingredient #2 - How to unify your website’s business goals with your social media strategy
 Customer feedback:
 The crust tastes like cardboard
 The sauce tastes like ketchup
 Not enough cheese
 Domino’s reinvents itself with a new recipe after 50 years
 They launched a new website and new advertising
campaign
 They engaged their customers using social media
 #newpizza was referenced in every campaign
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Sitecore. Compelling Web Experiences
PizzaTurnaround.com Was Launched
Ingredient #2 - How to unify your website’s business goals with your social media strategy
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Sitecore. Compelling Web Experiences
A YouTube Campaign was Launched
Ingredient #2 - How to unify your website’s business goals with your social media strategy
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Sitecore. Compelling Web Experiences
Dominos Launched a Twitter Campaign
Ingredient #2 - How to unify your website’s business goals with your social media strategy
 Tweet a picture of yourself at one of these sidewalk logos
to @dominos using #pizzapic
 The first 250 people win a free pizza
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Sitecore. Compelling Web Experiences
People Love to Tweet About Dominos
Ingredient #2 - How to unify your website’s business goals with your social media strategy
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Sitecore. Compelling Web Experiences
Raving Fans Take Pictures of Their Orders!
Ingredient #2 - How to unify your website’s business goals with your social media strategy
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Sitecore. Compelling Web Experiences
Over 432,000 Active Fans on Facebook
Ingredient #2 - How to unify your website’s business goals with your social media strategy
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Sitecore. Compelling Web Experiences
Lots of Fan Photos
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Sitecore. Compelling Web Experiences
Outcome
 Dominos has done a great job integrating YouTube,
Twitter and Facebook with it’s websites.
 Steady stream of mostly positive Tweets
 People love the online ordering system and Tweet about
it regularly
 They love their personal profile so they can order quickly
 They can follow your pizza online
 They receive Manager’s Specials via text message to their cell phone if
they opt in
 People like the “new” Dominos recipe and are telling
their friends about it online
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Sitecore. Compelling Web Experiences
Ingredient 3 - Catching and funneling more leads to
your website by better leveraging social media
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Sitecore. Compelling Web Experiences
Case Study: www.duckbrand.com
Ingredient 3 - Funneling more leads to your website by leveraging social media
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Sitecore. Compelling Web Experiences
The Problem: Limited Potential Market
Ingredient 3 - Funneling more leads to your website by leveraging social media
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Sitecore. Compelling Web Experiences
The Solution: Engage a New Generation
Ingredient 3 - Funneling more leads to your website by leveraging social media
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Sitecore. Compelling Web Experiences
Creative Uses for Duck Tape
Ingredient 3 - Funneling more leads to your website by leveraging social media
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Sitecore. Compelling Web Experiences
Twitter
Ingredient 3 - Funneling more leads to your website by leveraging social media
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Sitecore. Compelling Web Experiences
YouTube
Ingredient 3 - Funneling more leads to your website by leveraging social media
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Sitecore. Compelling Web Experiences
Facebook – Over 900,000 Fans!
Ingredient 3 - Funneling more leads to your website by leveraging social media
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Sitecore. Compelling Web Experiences
Facebook Fan Photos
Ingredient 3 - Funneling more leads to your website by leveraging social media
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Sitecore. Compelling Web Experiences
Duck Tape Club
Ingredient 3 - Funneling more leads to your website by leveraging social media
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Sitecore. Compelling Web Experiences
User Generated Content
Ingredient 3 - Funneling more leads to your website by leveraging social media
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Sitecore. Compelling Web Experiences
Duck Talk Blog
Ingredient 3 - Funneling more leads to your website by leveraging social media
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Sitecore. Compelling Web Experiences
Stuck at Prom Contest
Ingredient 3 - Funneling more leads to your website by leveraging social media
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Sitecore. Compelling Web Experiences
Duck Tape Prom Outfits
Ingredient 3 - Funneling more leads to your website by leveraging social media
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Sitecore. Compelling Web Experiences
Outcome
 Duck Brands has engaged an entire generation of
teenagers using Social Media
 Creative uses of Duck Tape have expanded it’s market
 New leads are generated through the Facebook Fan
Page, User Generated Content (website registration) and
the Stuck at Prom contest
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Sitecore. Compelling Web Experiences
Ingredient 4 - How to Get the Most out of
User Generated Content on Your Website
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Sitecore. Compelling Web Experiences
Case Study – www.theknot.com
Ingredient 4 - How to Get the Most out of User Generated Content on Your Website
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Sitecore. Compelling Web Experiences
Knottie Bride of the Week
Ingredient 4 - How to Get the Most out of User Generated Content on Your Website
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Sitecore. Compelling Web Experiences
Community Blogs and Featured Bloggers
Ingredient 4 - How to Get the Most out of User Generated Content on Your Website
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Sitecore. Compelling Web Experiences
Share Your Proposal Story
Ingredient 4 - How to Get the Most out of User Generated Content on Your Website
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Sitecore. Compelling Web Experiences
Featured Members Share Their Stories
Ingredient 4 - How to Get the Most out of User Generated Content on Your Website
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Sitecore. Compelling Web Experiences
Regional Vendor Reviews
Ingredient 4 - How to Get the Most out of User Generated Content on Your Website
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Sitecore. Compelling Web Experiences
Current Events
Ingredient 4 - How to Get the Most out of User Generated Content on Your Website
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Sitecore. Compelling Web Experiences
Community support
Ingredient 4 - How to Get the Most out of User Generated Content on Your Website
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Sitecore. Compelling Web Experiences
Over 41,000 Facebook Fans
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Sitecore. Compelling Web Experiences
Links to Popular Website Resources
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Sitecore. Compelling Web Experiences
Fan Videos
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Sitecore. Compelling Web Experiences
Lots of Photos
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Sitecore. Compelling Web Experiences
Event Guide
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Sitecore. Compelling Web Experiences
Contests
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Sitecore. Compelling Web Experiences
Very Active Twitter Stream
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Sitecore. Compelling Web Experiences
The Knot TV on YouTube
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Sitecore. Compelling Web Experiences
The Bump
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Sitecore. Compelling Web Experiences
The Nest
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Sitecore. Compelling Web Experiences
Outcome
 Very high traffic website
 Vibrant community for brides-to-be
 Complete resource for wedding planning
 Large, active following on Facebook, Twitter and
YouTube
 Complimentary communities, The Bump, for pregnancy
and The Nest, for life in general
 Sitecore’s 2010 Site of the Year
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Sitecore. Compelling Web Experiences
Ingredient 5 - Best Practices for Measuring
the Social Media Impact on Your Website
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Sitecore. Compelling Web Experiences
Social Media Measurement
Ingredient 5 - Best Practices for Measuring the Social Media Impact on Your Website
Source: MarketingProfs Survey
Page 64 www.sitecore.net

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Sitecore. Compelling Web Experiences
It’s More Than Just Numbers
Ingredient 5 - Best Practices for Measuring the Social Media Impact on Your Website
 What kind of web experience are we creating for our
visitors?
 Are we providing the information our visitors are looking
for?
 What is our “online reputation?”
 Do we have any “dead” online properties i.e. inactive
Facebook Fan Page or LinkedIn Group?
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Sitecore. Compelling Web Experiences
Define Success
Ingredient 5 - Best Practices for Measuring the Social Media Impact on Your Website
 Did your campaign generate more blog posts about your
product by others than usual?
 How many times was your Tweet Retweeted?
 Did your Tweet (or blog post) generate more traffic to
your website?
 How many comments do you get for each blog post?
 Do certain topics generate more comments?
 How many discussions occur daily on your Facebook
Group or Fan Page?
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Sitecore. Compelling Web Experiences
Sample Measurement - Super Bowl 2010 Ads
Ingredient 5 - Best Practices for Measuring the Social Media Impact on Your Website
 Of the 38 brands that advertised during this year’s Super
Bowl, 75% of them reported twice as many blog posts
about their product on Super Bowl Sunday compared
with levels on Sunday evenings over the previous six
months – source http://www.rbr.com/media-news/advertising/20997.html
 Overall, blog posts about the Super Bowl increased
sharply from 15,702 in 2009 to 25,725 this year
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Sitecore. Compelling Web Experiences
Web Analytics
Ingredient 5 - Best Practices for Measuring the Social Media Impact on Your Website
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Sitecore. Compelling Web Experiences
PR Monitoring
Ingredient 5 - Best Practices for Measuring the Social Media Impact on Your Website
KDPaine DYI Dashboard Tealium Social Media
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Sitecore. Compelling Web Experiences
Social Media Monitoring
Ingredient 5 - Best Practices for Measuring the Social Media Impact on Your Website
Radian6 Meltwater Buzz
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Sitecore. Compelling Web Experiences
Outcome
 Define your criteria for success
 Create measurement standards
 Get the right tools
 Monitor your website analytics to see who’s coming to your website
 Monitor your PR to measure your reputation
 Monitor Social Media sites to see what people are saying about you
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72.
Sitecore. Compelling Web Experiences
Summary
 Your website must be the center of your online marketing
activities
 Design your website so it’s easy for the visitors to
generate content
 Forums/Discussions
 Polls/questions
 Blogs
 Create online communities on popular sites like
Facebook and LinkedIn then drive that traffic to your site
 Use Twitter to drive traffic to your website
 Measure your results
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73.
Sitecore. Compelling Web Experiences
Questions & Answers
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