The document discusses how websites can integrate social media and user data to improve the customer experience. It suggests three ways for websites to be more social: 1) Using social listening and user data to improve on-site content and performance. 2) Integrating social sharing and user-generated content into the customer journey. 3) Developing new digital services that create social value and business opportunities through service innovation. The document argues that websites must adapt to changing technologies and customer behaviors by becoming more social, mobile-responsive, and data-driven in order to remain relevant.

1. Your Website in
a Social Context
Social Media Week 2014
#SMWDLBI
#SMWCPH

2. About me
Niels Handberg
Director of User Experience
18 years of crafting customer experiences
across key touch points on the customers
decision journey.
From strategic direction to the final solution.
Viking Line, Stena Line, Maersk, Nike, IKEA,
Volvo, E.ON, Trelleborg, Bravo Tours, FOSS,
Swedbank, Clipper Group, Nokia, Sony, COWI
and a few more.
2

3. Your Website in a Social Context
What happened to the website? Did we forget about the customers
and the technology they use?
How can social help – three ways to rethink your website presence:
1. Using data and social listening to improve your onsite performance
2. Integrating social aspects into the customers decision journey
3. Using service innovation to create social reach and add business value
How to move forward – it’s all about people, stories and interaction

4. What happened
to the website?
Did we forget about the customers and the
technology they use?

5. Is the website as we know it dead?
Nearly 70% of Fortune 100 corporate
websites experienced declines in traffic,
with an average drop of 23%!
Symptoms – suffering from:
•
Inflexible and grumpy attitude
•
Bad at communicating
•
Slow working pace
•
No social skills
•
Does not like new and interesting ideas
•
Thinks it was better in the old days
5

6. Seriously, guys…

8. OK, lets first take a look
at the world around the
websites

9. 10 years ago

10. Today

11. THIS IS NOT THE WEB
THIS IS THE WEB
THIS WILL BE THE WEB

12. Screen sizes and devices
on a typical website
150+
Screen sizes
3000+
Different devices
12

13. Source: Google – The New Multi-screen World: Understanding Cross-platform Consumer Behavior

16. What’s next?

18. Google glass
18

19. Leap
19

20. MYO
20

21. iBeacon
iBeacon is a technology that enables a beacon or iOS
device to send push notifications to iOS and Android
devices within close proximity. iBeacon works at distances
up to 50 meters.
Uses a low-energy Bluetooth signal to enable mobile app
experiences with higher accuracy than GPS
Is just hitting the market in the US – Safeway and Macys
are some of the first to use iBeacon to enhance the
instore experience.
And the investment is minimal.
21

23. “You could say that
digital can now interact
with all our five senses”

24. Smell – Meet Olly
24

25. Taste – Meet Polly
25

26. Sight – say goodbye to Kodak
26

27. Sound – All digital?
27

28. Touch – don't get too exited :-)
28

29. So, is this the best
we can do?

30. Hmmmm...
I guess we need to
do some serious
rethinking

31. What are the chances of recovery?
It’s not all over, but we need to be smarter and adapt to the
customers needs and align it with the business opportunities.
• Corporate websites
Critical state - all vital organs needs to be replaces and rethought
• Campaigns and micro sites
OK - but not utilizing the full potential in a broader setup
• Commerce and transactional sites
In a much better shape, but needs to shape up quite soon
31

32. The new generation
corporate websites?
- If you ask Coca Cola
“Like any winning campaign, we let the data guide us
and inform our content decisions.
Replacing a transactional corporate website with a digital
magazine upended how we work. With KPIs focused on
engagement, the new newsroom meant publishing content
based on what readers want to read.
That experiment started off in a surprising way. The stories our
readers loved surprised us month after month, and the stories
we thought they would love fell flat.”
Ashley Brown
Group Director of Digital Communications
and Social Media at The Coca-Cola Company.

33. How can social help?
Three focus areas to think about
1.
Using data and social listening to improve your onsite
performance
2. Integrating social aspects into the customers decision
journey
3. Using service innovation to create social reach and add
business value

34. Using data and social
listening to improve your
onsite performance

35. Using data to
drive business is
becoming just as
important as
electricity is to a
factory

36. Customer interaction leads to data
I talk
I work
I search for
I use
I watch
I visit
Here
I am
I want

37. Data drives conversion
$
Everything customers
do is track- and
traceable
Data feeds into content
production across
channels
Relevant content drives
traffic and increase
conversion rates

38. ‘Google’ digital business based on data

39. Social gives you a
unique opportunity to
listen, learn about your
customers and target
your communication
and services

40. 680,000
content
pieces
shared on
Facebook
EVERY
MINUTE

41. Combining
What
people
SEARCH
for
What
people
TALK
about
What
people
INTERACT
with

42. What you should think about!
• What are the opportunities (benefits)?
• What data exist and what is needed (data setup)?
• What has highest priority (business value)?
• Who is doing what, how and when (organizational setup)?
• How do we make it an on-going task? (no bulk data)?
And what kind of tools can help make it happen:
Analytics, keyword mapping, social listening, customer
archetypes, dashboards, A/B testing etc.

43. Integrating social
aspects into the
customers decision
journey

44. What are the key triggers along the
customer decision journey?
Initial
Consideration
Active
Evaluation
Moment of
Purchase
Inspire people to share
stories and talk about
the brand
Listen to them and
make every key touchpoint personal
Solve their challenges
and guide them to the
right decisions

45. One size does not fit all

46. Ratings and reviews
46

47. Blogs
47

48. Feeds
On-site feeds based on content from
various social media platforms, e.g. in
relation to campaigns, product launches
and live events.
Activates “The voice of the crowd” and
creates a more dynamic, relevant and
inspiring experience.
And if you add functionalities to engage
and involve the audience you can keep
them for a while. And share…
48

49. Activating your network
49

50. Sharing your
shopping experience
50

51. Overall
Social logins
E-commerce
51

52. Flexible booking steps
based on route, profile
and relevant upsell
options.
Primary USP is
highlighted and based
on known customer
data.
- Family friendly
- Whats included
- Band playing
- Spa treatment
- Etc.
Differentiation of
products based on
known data (user,
campaign, empty
ferries etc.)
Images reflects what
we know about the
customer (family,
teens, old couples etc.)
and what they like.
Client example showing how
content is based on social login data (removed)
Integration of
persuasive elements
with messages based
on profile.
Integration of basic
social elements on this
level (ratings).
More social elements
on product level..
Different prices based
on profile and use of
loyalty progrsam.
52

53. Cheap salestricks
Also works in the digital world

54. Now we just call it persuasive design
Persuasive design is becoming a more and
more integrated part of the buying
process and social mechanisms are
playing a more and more important role.
Persuasive design acts on data and insight
enabling us to design beyond the merely
functional to create features that change
customers behavior and persuade them
to act.
54

55. Customers see a
bigger value in
….limited time to respond
……only a few left
….promoted offers
….Something other likes
.…getting something extra

56. Textbook example
Opinions
Real time
interest from other
Promoted
Limited availability
Something extra
56

57. And it never stops – retargeting on facebook
57

58. “52% of travelers have changed
their original plans based on
social-media suggestions, and
70% update their Facebook
status while on vacation.

59. Using service innovation to
create social reach and add
business value

60. What is it all about?
Service design is invention, innovation and improvement of
services to provide competitive brand advantages!
It’s about spotting opportunities and improve business
performance by creating valuable and unique digital
services throughout the customer decision journey.
Basically, we want to improve peoples real lives.
60

61. Why is it important?
• Services defines the brand experience and influence brand
perception, just as much as product value-for-money
• Unique services attract new customers and give brands a
competitive advantage, as well as making the customers less
willing to change brand
• ‘Service reputation’ is key in social conversations with huge
impact on customer decision making
61

62. Social shopping
62

63. Collective action
63

64. Open innovation
64

65. Crowdsourcing
65

66. IKEA – used furniture
66

67. How to move forward
it’s all about people, story
telling and interaction

68. But start by looking at your business
Understand your business and industry and think the impossible
about how social and digital can change your business tomorrow.
Set clear business goal and align them with customer opportunities.
When that is said, then It's time to look at the people, the stories and
the interaction.
Bridging business opportunities with doing shit.
68

70. PEOPLE
THE INDIVIDUAL
THE BRAND
TECHNOLOGY
We design for
We work with
We´ll use
Z
READ
SERVICES
WEB
TALK
COMPETITORS
APPS
LISTEN
DEVICES
EXPERIENCE
EMERGING

71. STORY TELLING
CONTENT
STRUCTURE
PLACES
What to say
How to say it
Where to say it
STRATEGY
Z
INFORMATION
ARCHITECTURE
INVENTORY
CREATING
EMERGING
OWNED
EARNED
CUSTOMER
JOURNEYS
PROCESS FLOWS
BOUGHT
OMNI-CHANNEL

72. INTERACTIONS
INTERFACES
SERVICES
PROTOTYPING
That people interact with
That engage people
Do shit
EXPERIENCE
PRINCIPALS
Z
WIREFRAMING
GESTURES,
EYE AND VOICE
INTERACTIVE
INNOVATION
SCAMPS &
SKETCHES
SERVICE DESIGN
CODE

73. Thank you