The Future of Websites:Social Integration StrategyThe Future of Websites:Social Integration Strategy

Ori FishlerDirector, Web SolutionsOri FishlerDirector, Web Solutions

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Corporate OverviewCorporate Overview

Technology Management Consulting Firm – Provide a unique blend of specialty IT services – Leverage proven industry expertise in strategy, technology and

enterprise performance management– Focus on middle and Global 2000 market

Founded in 1992– Headquartered in Wakefield, MA– Large North American footprint– + 330 Employees– +700 clients– +2400 projects completed to date– Publicly Traded (NASDAQ: EDGW)

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Edgewater Technology: Web SolutionsEdgewater Technology: Web Solutions

SearchSearch

Web AnalyticsWeb Analytics Content Management

Content Management

PersonalizationPersonalization

E-Marketing Services

E-Marketing Services

Community and

Collaboration

Community and

Collaboration

E-CommerceE-CommerceMobile

Commerce and Content

Mobile Commerce and

Content

Customer Self Service

Customer Self Service

Core

Marketing

Sales

Service

Internal Collaboration and Applications

Externally Facing

Internally Facing

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Should we open the gates?Should we open the gates?

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What will happen to our safe, controlled site if we open the gates to Social Media?

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The Rewards and the RisksThe Rewards and the Risks

Rewards

Relevancy

Traffic volume & frequency

SEO positioning

Enhance brand image

Risks

Losing Control on Brand messaging

Legal / Regulatory

Time investment

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Key question we’d like to addressKey question we’d like to address

Segregation or Integration?

Should everything be social?

Controlling the babble and rabble – What infrastructure and tools can help?

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Social Media (SM) Integration ModesSocial Media (SM) Integration Modes

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Site SM

Own SMIntegration

Syndicate

Aggregate

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Primary Strategies for Leveraging Social MediaPrimary Strategies for Leveraging Social Media

1. Divide and Conquer: Create Separate Destinations

2. Complete control over brand experience: Build the Brand Site into a Social Community

3. Link and Syndicate Content from Site to Social Media

4. Aggregate Relevant Social Media to Site

5. Integrate and Connect with Social Media

6. Replace Site with Social Platform

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Extreme Makeover: Replace Site with Social PlatformExtreme Makeover: Replace Site with Social Platform

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Scaled back to Blog formatScaled back to Blog format

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Create Separate Destinations – Pizza HutCreate Separate Destinations – Pizza Hut

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Build Brand Site into a Social Community - DellBuild Brand Site into a Social Community - Dell

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Aggregate Relevant Social Media to Site – Burger KingAggregate Relevant Social Media to Site – Burger King

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Simple IntegrationSimple Integration

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Integrate and Connect with Social MediaIntegrate and Connect with Social Media

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Other Vertical ExamplesOther Vertical Examples

Rating service and people, not just products: Allow patients to rate doctors, policy holders to rate agents, car owners to rate garages etc.

Create real time collaboration solutions between users and providers / agents

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What is the Right Strategy for My Company?What is the Right Strategy for My Company?

What are the goals of my .com website?

Where are my customers?

How controlled and regulated is my business environment?

What does Social mean to my business?• Interact and share content

• Interact with other people through the site

• Allow users to contribute and create

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Integration Spectrum ModelIntegration Spectrum Model

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Integration

Con

trol

No SM

Full Int.

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Future Web InfrastructureFuture Web Infrastructure

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Marketing Sales Service

Social Marketing

Social Commerce

Service Communities

Social Marketing

Mngmt

Social CRM

Social WCMS

Community Mngmt

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Getting Started with Social Integration – Social StrategyGetting Started with Social Integration – Social Strategy

Business Case

Risk and Reward Analysis

Levels of integration and control

Social infrastructure roadmap

Organizational readiness assessment

Phased implementation roadmap

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Important Decisions and TasksImportant Decisions and Tasks

Tone and Attitude

Vocabulary

Roles and Responsibilities

Communication topics and frequency

Responding to complaints and negative feedback

Identifying and cultivating influencers

Review / Moderation policy

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The Future of Social MediaThe Future of Social Media

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Questions?

Ori Fishler

ofishler@edgewater.com

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