"Your Web Site Needs a Social Life" - Bob Enger, Now What? Conference 2013
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Bob Egner EPiServer VP Product Management Your Web Site Needs a Social Life
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Presented by Bob Egner at the Now What? Conference on April, 19 2013.
Transcript of "Your Web Site Needs a Social Life" - Bob Enger, Now What? Conference 2013
Bob Egner
EPiServer VP Product Management
Your Web Site Needs a Social Life
Introducing EPiServer
Improving customer experience by combing
e-Commerce and digital marketing software
Digital
Marketing E-Commerce
Introducing EPiServer
Customer
Experience
Improving customer experience by combing
e-Commerce and digital marketing software
Successful B2C and B2B sites
We have Thousands of Customers
Running Tens of Thousands of Sites
Generating Millions of Dollars of Revenue
“The web is being rebuilt around people.”
Paul Adams
www.thinkoutsidein.com
Social Media Report 2012
Nielsen and NM Insite
“US Consumers spend approximately • 20% of their PC online time and
• 30% of their Mobile online time
on social networks.”
Media Spectrum
Owned Media
Paid Media
Earned Media
Social Media
Digital Properties • Websites
• Customer Care
• Portals
Advertising • Paid Search
• Display Ads
• Endorsements
Partnerships • In!uencers
• Branded
Entertainment
• Af"liates
Outposts
Embassies
Edelman Digital David Armano
The Outpost
Post your content to a public social network
Interest in content
Drives traf"c to your site
1) Basic process
The Outpost
Post your content to a public social network
Interest in content
Drives traf"c to your site
1) Basic process 2) Improve the journey
Use shortened URL
The Outpost
Post your content to a public social network
Interest in content
Drives traf"c to your site
1) Basic process 2) Improve the journey 3) Track the results
Use shortened URL And Tracking Tag
Tune content using analytics
The Outpost
Post your content to a public social network
Interest in content
Drives traf"c to your site
1) Basic process 2) Improve the journey 3) Track the results
Use shortened URL And Tracking Tag
Tune content using analytics
The Outpost • Focus on spouse
of motorsport enthusiast
• Use social network to reach different audience
• Drive traf"c to site for gift bookings
The Outpost • Focus on spouse
of motorsport enthusiast
• Use social network to reach different audience
• Drive traf"c to site for gift bookings
“It’s really streamlined the sales process and made us much more ef"cient and effective. Conversion rates have shot up by 170% and pages visits and time spent on the site have also increased. ” Silverstone Circuits Katie Tyler Head of Communications
The Embassy
Create areas for user contributions • Ratings • Reviews • Polls Contribute content
1) Invite comments
The Embassy
Create areas for user contributions • Ratings • Reviews • Polls Contribute content Contribute content
1) Invite comments 2) Build membership
Build pro"les of named members
User 2
User 1
The Embassy
Create areas for user contributions • Ratings • Reviews • Polls Contribute content Contribute content Contribute content
1) Invite comments 2) Build membership 3) Create levels
Build pro"les of named members
User 2
User 1
User 3
Reward behaviors
The Embassy • Collect life stories
as a resource
• Measure popularity of stories for rewards
• Increase donations from broader audience
“We saw a 67% increase in site referrals from social channels. With so many people following us socially and so many people doing that from their phones, our [mobile users are] bound to keep increasing. ” National Downs Syndrome Society Julie Cevallos Vice President, Marketing
The Embassy • Collect life stories
as a resource
• Measure popularity of stories for rewards
• Increase donations from broader audience
More Tips
Content is King
• Create great content that others would want to share
• Strive for 80/20 split for off-brand vs. on-brand
Users in Focus
• Encourage social interaction
• Reward the behavior you want
All interaction is good
• Moderate gently
• Respond quickly to correct dissatisfaction
Thank you!
Bob Egner VP Product Management
+1 630 624 2345
For Additional Information
www.EPiServer.com/sociallife
Thank you!
Bob Egner VP Product Management
+1 630 624 2345
www.eeeeeeee.com / sociallife
Levels or Stages
Outpost
Ambassador
The EPiServer Platform Commerc
e sites Mobile sites
Social sites
Web sites
Online Center Dashboard
“Commerce”
EPiServer Commerc
e
“Communication”
Marketing Arena
“Community”
EPiServer Relate
“Content”
EPiServer CMS
Built with: • Partner Network • EPiServer World • EPiServer Add-ons • EPiServer Training
Integrated: • CRM • ERP • Analytics
EPiServer Everweb
Scalable Operation: • On-premise • Cloud-based
EPiServer Find
The Outpost
Post message to social network
Interest in content
Drives traf"c to your site
Social in Public Networks
Visitor from social network to your site
The Embassy
Social on your site
Blog Post and Comment
• 25 mins total (20+5?)
• EPi intro
• Context of social media
• Maturity
• Examples (throughout?) NDSS, Silverstone, SkiStar, tech company (blind) customer care, P&O Cruises, manufacturer (blind)
– Bimba increased their Facebook following from a handful to over 1,000 followers by sharing content marketing materials (whitepapers) and launching product ad campaigns on the social network
episerver.com/sociallife
