5 Paths to Social Media Profit

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Sitecore.Compelling Web Experiences

Page 1 www.sitecore.net

Sitecore5 Paths to Web 2.0 profit


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About Sitecore

Leading provider of enterprise-class .NET web contentmanagement and portal software for mid-to-large organizations

Presence

San Francisco, Boston, Copenhagen, London, Munich, Brisbane , Stockholm

and Amsterdam

Stability Profitable since inception in 1999, same owners, same vision and same

technology (.NET)

Customers

Over 1500 client installations managing over 6000 web sites worldwide

Recognized

Best Microsoft technology alignment, Microsoft ISV Partner of the Year

2003/2004, Microsoft Gold Partner

Gartner Cool Vendor 2008,

Gartner WCM Marketscope rank: Positive

Supported Over 450 Sitecore Certified Partners worldwide with over 100 in North


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Key Sitecore customers
http://www.naa.org/Home/NAAOrg.aspx


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The perception problem of Web 2.0

Not in my company syndrome

The business impact remains unclear

Process integration challenges

Control issues

Add in the challenges of a down economy and...

Goodbye Tolerance for risk

You stay with what you know


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Now is the perfect time for Web 2.0


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How do you really put Web 2.0 to work?

The 5 Paths:

Building trust and community between organizations and

customers

Enhancing innovation through crowdsourcing and community

collaboration

Fueling word of mouth marketing

Gaining customer understanding from user created content

and continuous feedback

Improving customer service and satisfaction by allowing

customers to help each other.


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Building trust and community

Why Trust?

Organizations can no longer dictate their brands We must move from broadcasting our brand to being

influencers

Credibility and trustworthiness is crucial

Our ability to influence is tied directly to our credibility

We must harness our customers as brand

defenders and brand champions Cant do that without trust and commitment

Customers will tolerate much if they believe in you

Trust overcomes fear of risk at the end of the

purchase cycle


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So how do you build trust?

Meet your customers online, and engage

Give them a platform to interact, and engage to

solve their issues

Better they do it at your place than a somewhereyou cant control

Monitor everything being said about you, engage

when you can help

Be honest, transparency goes a long way

Build tools and materials for your brand defenders


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How else can you leverage community?

Communities naturally generate fans Harness their excitement and enthusiasm to spread to others

Encourage them to tell their stories and put them to work

Your most challenging customers can be your fiercest

advocates Reputation and content rating is a powerful way to encourage

community

Blend community content seamlessly into your web

experience to build a sense of safety

Communities will tell you what is most important to them


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Enhancing innovation

Customers are the best source for productenhancements requirements

Groups of people make collective decisions much

better than even expert individuals do As long as a group includes a diverse set of people making

independent decisions

It isnt the number of experts in the group, but the diversity of

the perspectives that count

Decision markets predict sporting events andelection results with greater accuracy


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Social computing changes how

enterprises innovate

February 2006, Forrester Big Idea Social Computing


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PR 2.0 Get out ahead of it, dont let it come to you

Generate content the community wants

Syndicate, syndicate, syndicate

Make it easy for your community to syndicate, syndicate,syndicate

Proactively generate goodwill moments This will fall out of building trust

Make it easy for your community to tell those stories

Generate content, make yourself findable


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Be Findable

-Todd Defren @ Pr-squared.comSocial Media Marketing in tough times


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Get connected everywhere

-Todd Defren @ Pr-squared.comSocial Media Marketing in tough times


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Improving customer service and

satisfaction

Customers can often solve problems for eachother

When you are engaged in the community,

customers are more apt to help each other

Companies and brands dont foster loyalty, people

do

Get visible, appoint personnel in the organization

empowered to act in the community Ensure lessons of the past are easily found and

used


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S C


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Summary

The 5 Paths can lead to Web profits: Building trust and community between organizations and

customers

Enhancing innovation through crowdsourcing and community

collaboration


Gaining customer understanding from user created content

and continuous feedback

Improving customer service and satisfaction by allowingcustomers to help each other.

Sit C lli W b E i


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Questions?

Darren Guarnaccia

[email protected]

www.sitecore.net
mailto:[email protected]://sitecore.net/http://sitecore.net/mailto:[email protected]

5 Paths to Social Media Profit

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