Should you spend your time & money on social media or your Website ? In this presentation, we cover why it is fundamental to keep balance between social media & your website, and ensure your make your website fully social by integrating social conversations

1. Should you invest into your
Website or social media ?
Social Media Forum, December 8 2011
Alexandre Vandermeersch

2. Clearly, social media is eating share of
attention
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3. 4 laws of social media explain it
Law of networks – the more people
join, the more valuable they get
Law of gravity - the more content, the
more frequent visits, and the more
content they attract
Law of switch costs - it took time &
energy to build your network, why
move ?
Zuckerberg’s law of information
sharing - every year people share
twice as much as previous year
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4. And beyond ? Zuckerberg rewired your
consumer’s brain & expectations
• Content is king
• Social & viral by
nature
• ‘Snippets’
• Human faces
• Daily checks
…But not everything should happen on Facebook 4

5. So, is it social media or die ?
« Go fish where the fishes are »
vs
« Keep control of your Web presence »
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6. The issue: none of the choices is perfect
Your Website Social Media
• Your ads
• Your brand
experience
• Built-in virality
• 1-click opt-in
• Content pushed
• Control of content
delivery & stability

7. …And a few buttons on your Website are not enough
to address it
PLEASE follow us
PLEASE like us
PLEASE check our videos!
And if you’re old style, please still
leave your email!
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8. Even leaders miss the mark
Social channels of Starbucks Website of Starbucks
• Lively • Boring
• Animated • Dead
• Human faces • Heavy on ads
• Fresh content • Static content
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9. But at least, strategists identified the issue

10. Facebook’s open graph may help, but be
ware
Great as:
• Tailored to your own
network
• Social profile reduces
‘trolls’
• Easy to implement
But:
• No control
• No sign-on
• Only Facebook opt-in,
with risks involved
• ‘Top news’ (ie Edge
Rank) algorithm
constantly changing

11. What’s needed ? Social Content optimization
Your social Your Website(s)
channels
Social Content
Optimization
...

12. This enables to smartly integrate social into
the Website
• Smart feed on home page
to:
• Animate home page
• Showcase real
testimonials
• Open up dialogue
• +30% click-rate to product
pages

13. We believe there are 8 functions of making
your website social
2.
Accelerate
Viral loop
3. Build
1. Get
social
found
currency
4. Amplify
8.
social
Personalize
currency
7. Gather 5. Drive
insights revisits
6.
Humanize
your site

14. 1. Get found (boost SEO)
What Google likes What social conversations on
your Website bring
• Fresh content, especially since • Frequent social updates of own
14/11/2011 ! (impact: 35% of content, curation, questions,….
searches…)
• Matching query’s language with • Informal testimonials/questions
content on your Website
• Links shared, bringing new • More content means more
references sharing means more links, to your
Website
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15. 2. Accelerate viral loop
• Twitter : high
engagement, high
content, limited
audience
• Leverage:
• On your Website
• Get tweets shared
on Facebook!
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16. Where would you go ?
A
B
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17. 3 & 4. Build & Amplify social currency
• Social currency is what you build
when people rave about your
product or service
• You can build it from your Website &
emailing: ask testimonials,
feedback, engagement !
• Social media is great for that:
• Social profile
• No sign-on required
• AMPLIFY them by bringin them to
your site in the conversion funnel!
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18. 5. Drive revisits (animation)
• Social Media
brings life:
• Easy updates
• Curation
• Informal tone
• Your Website
doesn’t need to be
dull!
• Bring this to your
site & show you’re
alive, encouraging
revisits &
credibility.
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19. 6. Humanize your site
Who would you follow ?
• Humans are social
animals
• Faces : click-rates
up
• Brand/corporate
social profiles can
have faces….so
have your
ambassadors !
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20. 7. Gather insights
• Give the opportunity
to provide
feedback, ideas,
suggestions
• Drive ‘continuous
improvements’ &
identify lead users
• Show how open
you are to
constructive
dialogue by
displaying other
messages
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21. 8. Personalize
• The holy grail
of social
Websites…
• But….it’s still
emerging…
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22. And beyond ? From social media to Social CRM
• The next evolution of social media will be to integrate
continuous dialogue into a CRM strategy, with social
content at its core
• Many ‘social traits’ will be predominant:
• Social content
• Viral by nature
• Fresh, regular content
• Original AND curated content
• Real time & personalization as goals
• Website & email will retain a strong role… and building
your own community will remain important

23. Net, we think that social should be core
to what you do, and your Website the
hub
<My Awesome
Web site>
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24. Example : Integrated social news feed on
your website
• Many to one:
• Multiple Twitter accounts,
• Hashtags
• Facebook pages
• Comments and more (RSS,
Youtube,…)
• Highlight/ Hide messages
• Write a message straight from
your site
•…

25. Example : multi opt-in for content,
including curated content
This content delivered the way you like:
• Multi opt-in: let people consume the
information the way they prefer
• Facebook is important, but not for
Your email everyone!
• People still want the snippet, the
curated content, the social part, the
digests
• Give a preview before signing
• Easy cross-references from
‘traditional’ media to your site, not
Facebook!

26. Example : your own community space
More reach to young people
A much richer database of leads
Friendly to passive visitors
A dialogue site dedicated to young travellers
and fully integrated with social media

27. FRESH INSIGHTS. TRUE ENGAGEMENT
• Dialog Solutions: the only company with a fully
integrated approach to tap into a gold mine: your
customers
• We offer:
• Private communities research (Brandialog)
• Quantitative research
• Permanent panels
• Social software (DialogCube)
• Social widgets (Dialogfeed)
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28. We have two main software tools
1. Tool to manage your social media
presence & optimize it on your
website through widget/API
2. Community software to open up &
build your own community,
integrated with social

29. Setup and manage your account through
a simple and intuitive backend
1. Set-up 2. Setup widgets
channels
3. Manage &
optimize
feed

30. www.dialogfeed.com

31. Build your OWN community, fully integrated with
social media
Your community & leads, with direct
email access, when you need it
Showcase key posts and identify
brand ambassadors who become
your unpaid agents – CONTROL
Increase dialogue & discovery
through tagging, categories,
voting & commenting, expert
roles
Include social media conversations
(republish) & cross-fertilize social
media conversations
100+ features to boost reach,
engagement, & control
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32. Contact us…
• Alexandre Vandermeersch
• 0491/08 80 09
• Alexandre@dialogsolutions.com
• Twitter: @alexvdm
• Nicolas Kint
• 0498/31 03 14
• Nicolas@dialogsolutions.com
• Twitter: @nicolaskint
• Patrick Willemarck
• 0475/23.34.34
• Patrick@dialogsolutions.com
• Twitter: @dialogsol
www.dialogsolutions.com