Post on 19-Oct-2014
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Insight into Action: Driving Engagement through the Web
Christopher KraftSenior Director, Product Management
Innovation Forum 2010
What is Customer Engagement?
a way to get customers to
connect more deeply
with a brand.
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.
At your company, how important is the issue of engagement?
Source: Forbes Insight, The New Rules of Engagement
Customer Engagement
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
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.
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
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
Customer 2.0 – Microsoft Hotmail Ad
Frazzled Customer Syndrome
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.
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
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.
MAKE IT MEMORABLE.Insight into Action
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.
Make it memorable. Invest in great design.
• Rich Interfaces and Imagery
• Extreme Navigation
• Robust Site Search
Rich Interfaces and Imagery
Nike.com – bottom navigation ―postcards‖
Nike.com Running Site
Nike.com Running Site
Urban Daddy – Dining and Entertainment
Urban Daddy v. Zagat
Urban Daddy – Dining and Entertainment
Urban Daddy – bottom navigation
Rich Interfaces and Imagery
Accenture – Practice Area with Interactive Content
Baker Donelson – Background imagery
Lewis and Roca
Print-Style Layout
• Great design…plus location based marketing.
Print-Style Layout
Edelson.com
Edelson.com
Edelson.com
Extreme Navigation
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.
Extreme Navigation
Jones Day – Mega Menus
Extreme Navigation
Wilmer Hale – Below the Fold
Extreme Navigation and Bold Design
Mofo.com
Mofo.com
Robust Site Search
Mofo.com
Mofo.com
Jones Day – Faceted Search
Jones Day – Faceted Search
Urban Daddy
Baker & McKenzie mega-menu search
MAKE IT FRIENDLYInsight into Action
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.
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.
Social Media = High Customer Engagement
Yeah, Yeah…great for B2C,
but what about B2B?
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.
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.
Porsche on facebook
Porsche on facebook
Porsche on facebook
Porsche on facebook
Cisco and Social Media
Cisco and Social Media… socialmedia.cisco.com
Cisco on facebook
Cisco on facebook
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
Forrester…events, news, and aggregated research
Ernst & Young Careers on facebook
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%.
Urban Daddy – Branded Twitter Page
Some law firms have good start!
Some law firms have good start!
Jackson Walker on Twitter
Jackson Walker
• Branded Twitter Presence
– 20 twitter feeds
– Firm news & updates
– Practices specific posts
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.
Virtual Events Get Social
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
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
MAKE IT MOBILE.Insight into Action
Going mobile - Smart phones versus the Browser
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.
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
My mobile shopping experience
My mobile shopping experience
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
Target
Porsche mobile site
NPR Mobile Site
NPR Mobile Site
Going Mobile: It’s Everywhere
TIME FOR SOME ACTIONInsight into Action
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%
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.
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.
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
Insight into Action: Driving Engagement through the Web
Christopher KraftSenior Director, Product Management
Innovation Forum 2010