the future of websites: social integration strategy
DESCRIPTION
How can adding the social layer on top of the public website elevate the online experience to a whole new level? How can social media positively contribute to the company brand and revenues? Edgewater Technology Director of Web Solutions, Ori Fishler discusses ways for companies to effectively manage and capitalize on social media content integration, WCM 2.0 as well as share success stories and strategies taken.TRANSCRIPT
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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