Valuable Website Engagement Is More Than Just A Like
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Engaging today's audience in meaningful ways is more than just offering them a “like” button on a page or piece of content. It is about driving engagement through direct interaction, discussion and incentivising those actions with features that make visitors want to browse more pages on your site, ultimately converting them into happy, long term customers. Join Kristin Philbin, Senior Business Optimisation Consultant at Sitecore, as she explores how, by making every customer experience a relevant one, you can drive meaningful engagement through your website, boosting your brand reputation and delivering results.
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Valuable Website Engagement Is More Than Just A Like
- 1. Brought to you by In association with Valuable Website Engagement is More Than Just a Like The webinar will begin shortly Listen via your computer speakers or on the phone UK: +44 (0) 20 7151 1875 Access Code: 572-899-842
- 2. Kristin Philbin Senior Business Optimisation Consultant Sitecore UK Jo Roberts Consultant Editor Marketingfinder.co.uk Valuable Website Engagement is More Than Just a Like
- 3. Interact with us Valuable Website Engagement Is More Than Just a Like Follow the conversation on twitter #BeyondALike
- 4. Kristin Philbin // Sr. BusinessOptimization Consultant - Sitecore Get Social! ValuableWebsite Engagement Is MoreThan Just A Like
- 5. 5 Social Sharing Social Authentication Social Feedback Blogging & Forums Photo/Video Social Location Services
- 8. 8 Experience MarketingPlanning a Social Strategy
- 9. 9 Channels Collect Data Campaigns Digital Finger Print Profiling Social Connect CRM Ecommerce ERP Connect Data Goals Onsite Actions Connected data Decision Journey Educate Use SharePersonalization Experience Profile – Customer Social Media aspect of Experience Marketing…
- 10. 10 Driving SocialTraffic Getting the right visitors to your site.
- 11. 11 Not all social media is created the same Listen, plan, respond. Control is an illusion! Tips to Remember! 11
- 13. Not all Social Media is created the same… or equal! 13 Where are my conversations happening? • Inventory the landscape • Spend some time reviewing, listening • Learn from the good, bad and ugly
- 14. Not all Social Media is created the same… or equal! 14 How, when do I participate? • Create a Social Media Roadmap • Leverage the Listen, Plan, Respond process • Start slow but steady when you actively contribute • Get ready to be a participant, not the creator!
- 15. 15 QuickWins with Social Three quick tactics to start leveraging social on-site
- 17. 17 • 26 accounts • 33% increase in registration • 26% increase in data accuracy • And… less ‘lost password’ management by customer service! Social Login by the numbers
- 19. You need to collect and connect all this information in one place, to see the overall sentiment and engagement of your customer. Visitors tell you more about them every time they click! Social Sharing on site - getting a full picture!
- 21. 21 Now make it personal!
- 22. Your Questions Valuable Website Engagement is More Than Just a Like Kristin Philbin Senior Business Optimisation Consultant Sitecore UK Jo Roberts Consultant Editor Marketingfinder.co.uk
- 23. 1. You can give us your feedback 2. You can request your free copy of ‘How to Give a Killer Presentation’ Great Reasons to Complete the Exit Survey
- 24. Brought to you by In association with Thank You Valuable Website Engagement is More Than Just a Like
Hinweis der Redaktion
- I want to continue with our journey along the customer experience maturity model. Ron has established measurement. Now its time to use data and create experiences. In the book, “crawl, walk, run, fly” … Take it step by step First I will talk about the MANY possibilities Then I will provide some recommendations for how you can take a step by step approach –––––––––––- Thanks Ron. I want to continue with our journey along the customer experience maturity model. Ron has established alignment – the ability to measure. Now it’s time to use data and create experiences. In the book, one of our strong recommendations is to essentially take it one step at a time and avoid a approach where you set an expectation that you want to use all the capabilities from day 1. What I want to do first here is take a deeper look at experience marketing and personalization. First I want to talk about many of the possibilities and shed light on how we in SBOS explain personalization and experience marketing. And then I want to talk about how you can take a step by step approach which will be faster and more productive.
- What is experience marketing and what are the full range of possibilities Starts experience profile – marketing view of the customer Enrich the customer view by collecting and connecting data. Examples … Now … It is our strong recommendation that you use this data to enrich the experience for the lifetime phases of the customer. Key capability in experience marketing is personalization How can you use data and personalization to create valuable experiences. Example Marion wants to buy a new car In the moment – eg, based on campaign responses and or goals Profile data – eg, book a test drive. Explicit data Data history – transactional data – uses and app to buy a service Connected data – for example, her interactions on a social channel could be used to make he an advocat The are many possibilities. How to to get started? ––––––––––––––––––––––––––––––- So, first, what is experience marketing and what are the full range of possibilities in the core area of personalization? Experience marketing starts with the customer – marketing’s single view of each customer. This is an Experience Profile for an individual customer. The experience profile is designed to contain a variety of data for the customer. You enrich the customer view by collecting and connecting data. The data you COLLECT includes data from visits – for example data for campaigns responses, visit, pages viewed, goals triggered, behavior profiles I have matched when visiting, segments I may be a member of, channels I prefer, offline behaviors, offline responses – a wide variety of data that I think of as implicit and explicit preferences. Connected data can also include a wide variety of types of data. This includes for example ecommerce data, CRM data, erp data, transactional data, and data from Sitecore products such as Social connect. The variety of collected and connected data gives marketers and brands the possibility to create relevant contextualized experiences. Now … It is our strong recommendation that you use this data to enrich the experience for the lifetime phases of the customer. For example, here is how we (in our SBOS methodology) map the lifetime phases of the customer. Now … A key capability used in experience marketing is personalization. To give you a sense of how experience marketing works, let me walk you through how you could use different types of data in combination with personalization to provide relevant and valuable customer experiences. Let’s assume our customer here – her name is Marion – and this is her Experience Profile – is considering to buy a new car. The first type of personalization is what we call in the moment personalization. With in the moment personalization, you use data like campaign responses, geoip, page views, goal conversions and behavioral profiling to provide personalized experiences. In the moment personalization can be used to make her buyer journey – research, consider, compare, decide – more personalized. So when Marion is for example browsing the car brands website, the digital fingerprint and onsite actions can be used to present her with relevant content. This helps increase the likelihood she will buy. In the moment personalization is very powerful and therefore our recommendation is to use it in all phases of the customer lifetime. The next type of personalization is what we call profile data personalization. Profile data is essentially explicit data. So if for example, Marion fills in a form to request a test drive, her explicit data can be used to help make her experience more tailored to her needs and buying criteria. You would typically collect profile data as the decision journey progresses and trust and commitment are built up. Once Marion becomes a customer and possibly registers herself as a customer, her profile data can be used to provide her with enriched customer experiences. The next type of personalization is data history personalization. Data history personalization is based on transactional data. If for example Marion wants to learn how to get the best use from her new car, she may complete e-learning transactions using a smartphone app. The transactional data can be used to create personalized experiences. Finally the fourth type of personalization based on data is what we call connected data personalization. When Marion becomes a satisfied customer, she may be motivated to share social posts about her experiences. Her social interactions can be used to personalize calls to action for her to advocate about being a satisfied car owner. So that was an end to end walk thru of experience marketing and personalization. There are a lot of possibilities. So many in fact that you can’t use them all from day one. And in fact we recommend that you do not try. So how can you get started? What do we recommend?
- “Whenever I think of ‘new’ technology trends, I try to ground myself by thinking about the course of humanity and how this trend applies to the way we’ve always behaved. For example, when I think of Google I think of the best real-time Yellow Pages the world has ever seen. And when I think of Facebook, I think of a high-school reunion or a lively dinner conversation with friends. When you ground yourself like that, it makes you realize why an initiative like Facebook shops hasn’t succeeding in any broad way. Image a pop-up vendor trying to sell their wares at the back of the room at your high-school reunion. However, there will be a lot of talk about favorite books, movies, places to live, vacation spots, and other commerce-related activities. Plugging into that talk - in a way that isn’t lame - is the key, and that is far more difficult than it sounds.” - Brett Hurt, co-founder, Vice Chairman of the Board, and former CEO, Bazaarvoice
- 53% of web users have admitted to using social logins whilst 90% have been exposed to Social Login during their web visit.
- As of 2012, online consumers have an average of 26 different accounts to manage. Using Social Authentication can greatly help with data collection, accuracy and ease of site use.
- For example – I go to our demo site Jetstream and when I first arrive, I am greeted with a generic ‘Elevate your experience’ message, but – once I login, I have shared my social data with them. They now know I am married – and depending on how much I share, that my 5 year anniversary is coming up and I might like to take a holiday with my partner.