5 Key Ingredients Of Social Media for Your Website

5 Key Ingredients of Social Media
for Your Website
Ted Prodromou
tpr@sitecore.com

Sitecore. Compelling Web Experiences

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

Page 2 www.sitecore.net


Sitecore’s 1800+ customers include:



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

 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



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

Website Business Goal = Sell More Pizza



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



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

Source: MarketingProfs Survey



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



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

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5 Key Ingredients Of Social Media for Your Website