Presented by Bob Egner at the Now What? Conference on April, 19 2013.

1. Bob Egner
EPiServer VP Product Management
Your Web Site Needs a Social Life

2. Introducing EPiServer
Improving customer experience by combing
e-Commerce and digital marketing software
Digital
Marketing
E-Commerce

3. Introducing EPiServer
Customer
Experience
Improving customer experience by combing
e-Commerce and digital marketing software

4. Successful B2C and B2B sites
We have Thousands of Customers
Running Tens of Thousands of Sites
Generating Millions of Dollars of Revenue

5. “The web is being rebuilt
around people.”
Paul Adams
www.thinkoutsidein.com

7. 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.”

8. Media Spectrum
Owned
Media
Paid
Media
Earned
Media
Social
Media
Digital Properties
• Websites
• Customer Care
• Portals
Advertising
• Paid Search
• Display Ads
• Endorsements
Partnerships
• Influencers
• Branded
Entertainment
• Affiliates
Outposts
Embassies
Edelman Digital
David Armano

9. The Outpost
Post your content to a
public social network
Interest in content
Drives traffic to your site
1) Basic process

10. The Outpost
Post your content to a
public social network
Interest in content
Drives traffic to your site
1) Basic process
2) Improve the journey
Use shortened URL

11. The Outpost
Post your content to a
public social network
Interest in content
Drives traffic to your site
1) Basic process
2) Improve the journey
3) Track the results
Use shortened URL
And Tracking Tag
Tune content
using
analytics

12. The Outpost
Post your content to a
public social network
Interest in content
Drives traffic to your site
1) Basic process
2) Improve the journey
3) Track the results
Use shortened URL
And Tracking Tag
Tune content
using
analytics

13. The Outpost
• Focus on spouse
of motorsport
enthusiast
• Use social network
to reach different
audience
• Drive traffic to site
for gift bookings

14. The Outpost
• Focus on spouse
of motorsport
enthusiast
• Use social network
to reach different
audience
• Drive traffic to site
for gift bookings
“It’s really streamlined the sales process and
made us much more efficient 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

15. The Embassy
Create areas for user
contributions
• Ratings
• Reviews
• Polls
Contribute content
1) Invite comments

16. The Embassy
Create areas for user
contributions
• Ratings
• Reviews
• Polls
Contribute content
Contribute content
1) Invite comments
2) Build membership
Build profiles of
named members
User 2
User 1

17. 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 profiles of
named members
User 2
User 1
User 3
Reward
behaviors

18. The Embassy
• Collect life stories
as a resource
• Measure
popularity of
stories for rewards
• Increase donations
from broader
audience

19. “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

20. 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

21. Thank you!
Bob Egner
VP Product Management
Bob.Egner@EPiServer.com
+1 630 624 2345
For Additional Information
www.EPiServer.com/

22. Thank you!
Bob Egner
VP Product Management
Bob.Egner@EPiServer.com
+1 630 624 2345
www.eeeeeeee.com /
sociallife

23. Levels or Stages
Outpost
Ambassador

24. 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

25. The Outpost
Post message to social network
Interest in content
Drives traffic to your site

26. Social in Public Networks
Visitor from social network to your site

27. The Embassy
Social on your site

28. Blog Post and Comment

29. • 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