Your Website in a Social Context Social Media Week 2014

#SMWDLBI #SMWCPH

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About me Niels Handberg Director of User Experience

18 years of crafting customer experiences across key touch points on the customers decision journey.

From strategic direction to the final solution.

Viking Line, Stena Line, Maersk, Nike, IKEA, Volvo, E.ON, Trelleborg, Bravo Tours, FOSS, Swedbank, Clipper Group, Nokia, Sony, COWI and a few more.

Your Website in a Social Context

What happened to the website? Did we forget about the customers and the technology they use?

How can social help – three ways to rethink your website presence:

1.  Using data and social listening to improve your onsite performance

2.  Integrating social aspects into the customers decision journey

3.  Using service innovation to create social reach and add business value

How to move forward – it’s all about people, stories and interaction

What happened to the website? Did we forget about the customers and the technology they use?

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Is the website as we know it dead? Nearly 70% of Fortune 100 corporate websites experienced declines in traffic, with an average drop of 23%!

Symptoms – suffering from:

•  Inflexible and grumpy attitude

•  Bad at communicating

•  Slow working pace

•  No social skills

•  Does not like new and interesting ideas

•  Thinks it was better in the old days

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Seriously, guys…

OK, lets first take a look at the world around the websites

10 years ago

Today

THIS IS THE WEB THIS WILL BE THE WEB THIS IS NOT THE WEB

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3000+ Different devices

150+ Screen sizes

Screen sizes and devices on a typical website

Source: Google – The New Multi-screen World: Understanding Cross-platform Consumer Behavior

What’s next?

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Google glass

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Leap

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MYO

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iBeacon iBeacon is a technology that enables a beacon or iOS device to send push notifications to iOS and Android devices within close proximity. iBeacon works at distances up to 50 meters.

Uses a low-energy Bluetooth signal to enable mobile app experiences with higher accuracy than GPS

Is just hitting the market in the US – Safeway and Macys are some of the first to use iBeacon to enhance the instore experience.

And the investment is minimal.

“You could say that digital can now interact with all our five senses”

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Smell – Meet Olly

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Taste – Meet Polly

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Sight – say goodbye to Kodak

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Sound – All digital?

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Touch – don't get too exited :-)

So, is this the best we can do?

Hmmmm... I guess we need to do some serious

rethinking

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What are the chances of recovery? It’s not all over, but we need to be smarter and adapt to the customers needs and align it with the business opportunities.

•  Corporate websites Critical state - all vital organs needs to be replaces and rethought

•  Campaigns and micro sites OK - but not utilizing the full potential in a broader setup

•  Commerce and transactional sites In a much better shape, but needs to shape up quite soon

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The new generation corporate websites? - If you ask Coca Cola

“Like any winning campaign, we let the data guide us and inform our content decisions. Replacing a transactional corporate website with a digital magazine upended how we work. With KPIs focused on engagement, the new newsroom meant publishing content based on what readers want to read. That experiment started off in a surprising way. The stories our readers loved surprised us month after month, and the stories we thought they would love fell flat.”

Ashley Brown Group Director of Digital Communications and Social Media at The Coca-Cola Company.

How can social help?

Three focus areas to think about 1.  Using data and social listening to improve your onsite

performance

2.  Integrating social aspects into the customers decision journey

3.  Using service innovation to create social reach and add business value

Using data and social listening to improve your onsite performance

Using data to drive business is becoming just as

important as electricity is to a

factory

Customer interaction leads to data

I watch

Here I am

I visit

I want

I talk

I use I search for

I work

Everything customers do is track- and

traceable

Data drives conversion

Relevant content drives traffic and increase

conversion rates

$ Data feeds into content

production across channels

‘Google’ digital business based on data

Social gives you a unique opportunity to listen, learn about your customers and target your communication

and services

EVERY MINUTE

680,000 content

pieces shared on Facebook

What people

SEARCH for

What people TALK about

Combining

What people

INTERACT with

•  What are the opportunities (benefits)?

•  What data exist and what is needed (data setup)?

•  What has highest priority (business value)?

•  Who is doing what, how and when (organizational setup)?

•  How do we make it an on-going task? (no bulk data)?

And what kind of tools can help make it happen: Analytics, keyword mapping, social listening, customer archetypes, dashboards, A/B testing etc.

What you should think about!

Integrating social aspects into the customers decision journey

Listen to them and make every key touch-

point personal

What are the key triggers along the customer decision journey?

Solve their challenges and guide them to the

right decisions

Inspire people to share stories and talk about

the brand

Initial Consideration

Active Evaluation

Moment of Purchase

One size does not fit all

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Ratings and reviews

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Blogs

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Feeds On-site feeds based on content from various social media platforms, e.g. in relation to campaigns, product launches and live events.

Activates “The voice of the crowd” and creates a more dynamic, relevant and inspiring experience.

And if you add functionalities to engage and involve the audience you can keep them for a while. And share…

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Activating your network

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Sharing your shopping experience

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Social logins

Overall

E-commerce

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Client example showing how content is based on social login data (removed)

Differentiation of products based on known data (user, campaign, empty ferries etc.)

Images reflects what we know about the customer (family, teens, old couples etc.) and what they like.

Flexible booking steps based on route, profile and relevant upsell options.

Integration of persuasive elements with messages based on profile.

Integration of basic social elements on this level (ratings). More social elements on product level..

Different prices based on profile and use of loyalty progrsam.

Primary USP is highlighted and based on known customer data. -  Family friendly -  Whats included -  Band playing -  Spa treatment -  Etc.

Also works in the digital world

Cheap salestricks

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Now we just call it persuasive design Persuasive design is becoming a more and more integrated part of the buying process and social mechanisms are playing a more and more important role.

Persuasive design acts on data and insight enabling us to design beyond the merely functional to create features that change customers behavior and persuade them to act.

Customers see a bigger value in

….limited time to respond

……only a few left ….promoted offers

….Something other likes .…getting something extra

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Textbook example

Limited availability

Real time interest from other

Promoted

Something extra

Opinions

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And it never stops – retargeting on facebook

“52% of travelers have changed their original plans based on

social-media suggestions, and 70% update their Facebook

status while on vacation.

Using service innovation to create social reach and add business value

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What is it all about? Service design is invention, innovation and improvement of services to provide competitive brand advantages! It’s about spotting opportunities and improve business performance by creating valuable and unique digital services throughout the customer decision journey.

Basically, we want to improve peoples real lives.

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Why is it important? •  Services defines the brand experience and influence brand

perception, just as much as product value-for-money

•  Unique services attract new customers and give brands a competitive advantage, as well as making the customers less willing to change brand

•  ‘Service reputation’ is key in social conversations with huge impact on customer decision making

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Social shopping

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Collective action

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Open innovation

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Crowdsourcing

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IKEA – used furniture

How to move forward it’s all about people, story telling and interaction

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But start by looking at your business

Understand your business and industry and think the impossible about how social and digital can change your business tomorrow.

Set clear business goal and align them with customer opportunities.

When that is said, then It's time to look at the people, the stories and the interaction.

Bridging business opportunities with doing shit.

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PEOPLE

THE INDIVIDUAL We design for

READ

TALK

LISTEN

EXPERIENCE

THE BRAND We work with

SERVICES

COMPETITORS

TECHNOLOGY We´ll use

WEB

APPS

DEVICES

EMERGING

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STORY TELLING

CONTENT What to say

STRATEGY

INVENTORY

CREATING

EMERGING

STRUCTURE How to say it

INFORMATION ARCHITECTURE

CUSTOMER JOURNEYS

PLACES Where to say it

OWNED

EARNED

BOUGHT

OMNI-CHANNEL PROCESS FLOWS

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INTERACTIONS

INTERFACES That people interact with

EXPERIENCE PRINCIPALS

SCAMPS & SKETCHES

WIREFRAMING

GESTURES, EYE AND VOICE

SERVICES That engage people

SERVICE DESIGN

INNOVATION

PROTOTYPING Do shit

INTERACTIVE

CODE

Thank you