5 Key Ingredients Of Social Media for Your Website

5 Key Ingredients of Social Media

for Your Website

Ted [email protected]

Sitecore. Compelling Web Experiences

Page 2 www.sitecore.net

About Sitecore

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

Presence

San Francisco, Portland, Boston, Copenhagen, Stockholm, London, Munich, Amsterdam and Brisbane

Stability

Profitable since inception in 1999, same owners, same vision and same technology (.NET)

Customers

Over 1800 client installations managing over 22,000 web sites worldwide

Recognized

Best Microsoft technology alignment, Microsoft ISV Partner of the Year 2003/2004, Microsoft Gold Partner

Ranked Visionary Gartner Magic Quadrant for WCM 2009

Rated positively by Forrester in “5 Additional options for WCM” research Aug 09

Supported

Over 450 Sitecore Certified Partners worldwide, with over 150 in North America



Sitecore’s 1800+ customers include:

http://www.naa.org/Home/NAAOrg.aspx



Why You Need to Use Social Media

Facebook now generates over 2 billion visitors per

month

YouTube and Twitter each generate almost 500 million

visitors per month



Facebook Facts

More than 400 million active users

Average user spends more than 55 minutes per day on

Facebook (average user spends about 8 minutes per day on

Google)

50% of our active users log on to Facebook in any given day

More than 35 million users update their status each day

More than 3 billion photos uploaded to the site each month

More than 5 billion pieces of content (web links, news stories,

blog posts, notes, photo albums, etc.) shared each week



Source: MarketingProfs Survey



The 5 Key Ingredients of Social Media for Your

Website

Ingredient 1 - Why your website must be the core of your

social media strategy

Ingredient 2 - How to unify your website’s business goals

with your social media strategy

Ingredient 3 - Catching and funneling more leads to your

website by better leveraging social media

Ingredient 4 - How to get the most out of user generated

content on your website

Ingredient 5 - Best practices for measuring the social

media impact on your website



Ingredient #1 - Why your website must be

the core of your social media strategy



Diversify Your Traffic



The Perfect Website

Lots of visitors

They return frequently

They spend a lot of time on your website every time they

visit

They tell their friends about your website

They create content for your website

Ingredient #1 - Why your website must be the core of your social media strategy



Case Study – www.lifescript.com




Easy access to many resources




Invitation to Connect




Engaging Activities and Success Stories




Outcome

Very popular interactive website targeting US women

They use polls and questions to solicit reader feedback

User success stories are very popular

Health Bistro is a very active blogging community with

many comments/reactions from the readers

Over 15,000 Twitter followers and a steady stream of

Tweets mentioning @LifeScript

Over 6000 active members in their Facebook community

They also use Flickr and Friendfeed to expand their

community



Ingredient #2 - How to unify your website’s

business goals with your social media strategy



What are your website business goals?

Increase your customer base

Generate leads

Drive sales

Build awareness

Make money from your content

Establish thought leadership

Educate customers

Customer-source part of your product development

Reach new channels of customers

Improve internal communications

Provide product support



Case Study – www.dominos.com

Website Business Goal = Sell More Pizza

Ingredient #2 - How to unify your website’s business goals with your social media strategy



Domino’s Listens to its Customers

Customer feedback:

The crust tastes like cardboard

The sauce tastes like ketchup

Not enough cheese

Domino’s reinvents itself with a new recipe after 50 years

They launched a new website and new advertising

campaign

They engaged their customers using social media

#newpizza was referenced in every campaign




PizzaTurnaround.com Was Launched


../../../Videos/RealPlayer Downloads/New Domino's Pizza - Oh Yes We Did..flv



A YouTube Campaign was Launched




Dominos Launched a Twitter Campaign

Tweet a picture of yourself at one of these sidewalk logos

to @dominos using #pizzapic

The first 250 people win a free pizza




People Love to Tweet About Dominos




Raving Fans Take Pictures of Their Orders!




Over 432,000 Active Fans on Facebook




Lots of Fan Photos



Outcome

Dominos has done a great job integrating YouTube,

Twitter and Facebook with it’s websites.

Steady stream of mostly positive Tweets

People love the online ordering system and Tweet about

it regularly

They love their personal profile so they can order quickly

They can follow your pizza online

They receive Manager’s Specials via text message to their cell phone if

they opt in

People like the “new” Dominos recipe and are telling

their friends about it online



Ingredient 3 - Catching and funneling more leads to

your website by better leveraging social media



Case Study: www.duckbrand.com

Ingredient 3 - Funneling more leads to your website by leveraging social media



The Problem: Limited Potential Market




The Solution: Engage a New Generation




Creative Uses for Duck Tape




Twitter




YouTube




Facebook – Over 900,000 Fans!




Facebook Fan Photos




Duck Tape Club




User Generated Content




Duck Talk Blog




Stuck at Prom Contest




Duck Tape Prom Outfits




Outcome

Duck Brands has engaged an entire generation of

teenagers using Social Media

Creative uses of Duck Tape have expanded it’s market

New leads are generated through the Facebook Fan

Page, User Generated Content (website registration) and

the Stuck at Prom contest



Ingredient 4 - How to Get the Most out of

User Generated Content on Your Website



Case Study – www.theknot.com

Ingredient 4 - How to Get the Most out of User Generated Content on Your Website



Knottie Bride of the Week




Community Blogs and Featured Bloggers




Share Your Proposal Story




Featured Members Share Their Stories




Regional Vendor Reviews




Current Events




Community support




Over 41,000 Facebook Fans



Links to Popular Website Resources



Fan Videos



Lots of Photos



Event Guide



Contests



Very Active Twitter Stream



The Knot TV on YouTube



The Bump



The Nest



Outcome

Very high traffic website

Vibrant community for brides-to-be

Complete resource for wedding planning

Large, active following on Facebook, Twitter and

YouTube

Complimentary communities, The Bump, for pregnancy

and The Nest, for life in general

Sitecore’s 2010 Site of the Year



Ingredient 5 - Best Practices for Measuring

the Social Media Impact on Your Website



Social Media Measurement

Source: MarketingProfs Survey

Ingredient 5 - Best Practices for Measuring the Social Media Impact on Your Website



It’s More Than Just Numbers

What kind of web experience are we creating for our

visitors?

Are we providing the information our visitors are looking

for?

What is our “online reputation?”

Do we have any “dead” online properties i.e. inactive

Facebook Fan Page or LinkedIn Group?




Define Success

Did your campaign generate more blog posts about your

product by others than usual?

How many times was your Tweet Retweeted?

Did your Tweet (or blog post) generate more traffic to

your website?

How many comments do you get for each blog post?

Do certain topics generate more comments?

How many discussions occur daily on your Facebook

Group or Fan Page?




Sample Measurement - Super Bowl 2010 Ads

Of the 38 brands that advertised during this year’s Super

Bowl, 75% of them reported twice as many blog posts

about their product on Super Bowl Sunday compared

with levels on Sunday evenings over the previous six

months – source http://www.rbr.com/media-news/advertising/20997.html

Overall, blog posts about the Super Bowl increased

sharply from 15,702 in 2009 to 25,725 this year


http://www.rbr.com/media-news/advertising/20997.html





Web Analytics




PR Monitoring

KDPaine DYI Dashboard Tealium Social Media




Social Media Monitoring

Radian6 Meltwater Buzz




Outcome

Define your criteria for success

Create measurement standards

Get the right tools

Monitor your website analytics to see who’s coming to your website

Monitor your PR to measure your reputation

Monitor Social Media sites to see what people are saying about you



Summary

Your website must be the center of your online marketing

activities

Design your website so it’s easy for the visitors to

generate content

Forums/Discussions

Polls/questions

Blogs

Create online communities on popular sites like

Facebook and LinkedIn then drive that traffic to your site

Use Twitter to drive traffic to your website

Measure your results



Questions & Answers

5 Key Ingredients Of Social Media for Your Website

Technology

website page

social media ingredient

social media strategy

web sites

social media facebook

perfect website ingredient

customers ingredient

website business goals