Using social media, Sitecore Social Connect and Sitecore tools like path analyzer and personalization to build a more complete customer experience

1. #SitecoreSYM#SitecoreSYM
TweetYour Heart
Out:
Sitecore, Social Media and
Contextual Marketing
Presented by:
Jacqueline Baxter
and Elena Mosoff
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
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2. #SitecoreSYM © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
2
Watch,Tweet,Win
Step 1: Take a photo during this presentation
Step 2: Tweet it out during the talk and tag @hhogdev
Step 3: Repeat as many times as desired. Each unique
tweet is a chance to win
Step 4: Triumph

3. #SitecoreSYM
Agenda
• Introductions
• The Power of Social Media and
Native Content
• YourToolbox
• UsingYourTools
• The SocialAdvantage
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
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4. #SitecoreSYM 4
WhoWe Are
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Jacqueline Baxter, Marketing
Specialist
@jaxbaxter
Elena Zlateva Mosoff, Senior
Solutions Developer
@ezlateva
A full-service digital consultancy
transforming the way brands interact
with their customers.

5. #SitecoreSYM
Social Media
and Native
Content
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
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6. #SitecoreSYM 6
• 76% of Facebook users check the site
daily
Social Media ByThe Numbers
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
http://www.wordstream.com/blog/ws/2017/01/05/social-media-
marketing-statistics

7. #SitecoreSYM 7
• 76% of Facebook users check the site
daily
• 81% of millennials checkTwitter at
least once a day
Social Media ByThe Numbers
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
http://www.wordstream.com/blog/ws/2017/01/05/social-media-
marketing-statistics

8. #SitecoreSYM 8
• 76% of Facebook users check the site
daily
• 81% of millennials checkTwitter at
least once a day
• 51% of Instagram users access the
platform daily
Social Media ByThe Numbers
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
http://www.wordstream.com/blog/ws/2017/01/05/social-media-
marketing-statistics

9. #SitecoreSYM 9
• 76% of Facebook users check the site
daily
• 81% of millennials checkTwitter at
least once a day
• 51% of Instagram users access the
platform daily
• 35% say they look at the platform
several times per day.
Social Media ByThe Numbers
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
http://www.wordstream.com/blog/ws/2017/01/05/social-media-
marketing-statistics

10. #SitecoreSYM 10
On social media, you reach your
customers on their timeframe.
The Social Media Advantage
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
5 star restaurants
Wedding Reception
Grocery store
Walking the dog
Hiding in the bathroom
After a job interview
On the treadmill
Concerts
Ballet Recital
On the bus
College Reunion
Boring movie
Blind date
Library
In line at Comic-Con
Lunch Breaks Skype Meeting
Airport
Office party
Stuck in rush hour
Panera
Coffee shop
Nature HikeLive Presentation Baby Shower
Trade show

11. #SitecoreSYM 11
On social media, you reach your
customers on their timeframe.
The Social Media Advantage
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
5 star restaurants
Wedding Reception
Grocery store
Walking the dog
Hiding in the bathroom
After a job interview
On the treadmill
Concerts
Ballet Recital
On the bus
College Reunion
Boring movie
Blind date
Library
In line at Comic-Con
Lunch Breaks Skype Meeting
Airport
Office party
Stuck in rush hour
Panera
Coffee shop
Nature HikeLive Presentation Baby Shower
Trade show

12. #SitecoreSYM © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
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Native Content
Useful, interesting and explicitly designed or
developed for the platform it’s posted on

13. #SitecoreSYM 13
Native Content
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Enhances the user experience
Curated for the audience
Organically displayed on an external website.
Designed to meld with the flow of the network

14. #SitecoreSYM 14
By 2020, customer experience will overtake price and product as
the key brand differentiator.
Focus on UX
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
https://www.walkerinfo.com/customers2020/

15. #SitecoreSYM 15
By 2020, customer experience will overtake price and product as
the key brand differentiator.
• How customers interact with your brand on social media shapes their
perception of the brand as a whole.
Focus on UX
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
https://www.walkerinfo.com/customers2020/

16. #SitecoreSYM 16
Consumers reward brands that provide a
good experience on social media.
▪ 70% are more likely to use a brand’s
product or service
The Rewards areTremendous
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
http://www.relevategroup.com/blog/90-percent-social-media-users-
reach-out-retailers-why-social-media-your-secret-weapon

17. #SitecoreSYM 17
Consumers reward brands that provide a
good experience on social media.
▪ 70% are more likely to use a brand’s
product or service
▪ 65% have more brand loyalty
The rewards are tremendous
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
http://www.relevategroup.com/blog/90-percent-social-media-users-
reach-out-retailers-why-social-media-your-secret-weapon

18. #SitecoreSYM 18
Consumers reward brands that provide a
good experience on social media.
▪ 70% are more likely to use a brand’s
product or service
▪ 65% have more brand loyalty
▪ 43% say they’re more likely to actually
make a purchase
The rewards are tremendous
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
http://www.relevategroup.com/blog/90-percent-social-media-users-
reach-out-retailers-why-social-media-your-secret-weapon

19. #SitecoreSYM 19
Consumers reward brands that provide a
good experience on social media.
▪ 70% are more likely to use a brand’s
product or service
▪ 65% have more brand loyalty
▪ 43% say they’re more likely to actually
make a purchase
▪ 75% are likely to share a good experience
on their own profile
The rewards are tremendous
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
http://www.relevategroup.com/blog/90-percent-social-media-users-
reach-out-retailers-why-social-media-your-secret-weapon

20. #SitecoreSYM © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
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Top of Mind
or
Friend of Mine

21. #SitecoreSYM
YourToolbox
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
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22. #SitecoreSYM 22
Part of the core product (Sitecore 8.0+)
Doesn’t require much development time
Configure and go! It’s that simple.
Sitecore Social Connect
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

23. #SitecoreSYM 23
Komfo is a social
media integration
tool connected
with Sitecore via
the Komfo
Connector.
Social Connect and Komfo?What’s the difference?
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

24. #SitecoreSYM
PuttingYour
Tools to Use
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
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25. #SitecoreSYM
The Plan
1. ChooseYour Platforms
2. Set-up Social Applications
3. Configure Sitecore
4. Integrate Social Components
5. Customize
6. Benefit
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
25

26. #SitecoreSYM 26
Step 1: ChooseYour Platform(s)
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

27. #SitecoreSYM 27
Step 2: Set-upApplications On Each Platform
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Twitter
• https://dev.twitter.com/
• Create a dev account
• Create an app

28. #SitecoreSYM 28
Step 2: Set-upApplications On Each Platform
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Twitter
• https://dev.twitter.com/
• Create a dev account
• Create an app
• Take note of your
Consumer Key and
Consumer Secret

29. #SitecoreSYM 29
Step 2: Set-upApplications On Each Platform
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
LinkedIn
• https://developer.linkedin.com/
• Create a dev account
• Create an app

30. #SitecoreSYM 30
Step 2: Set-upApplications On Each Platform
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
LinkedIn
• https://developer.linkedin.com/
• Create a dev account
• Create an app
• Take note of your Client ID and
Client Secret

31. #SitecoreSYM 31
Step 2: Set-upApplications On Each Platform
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Facebook:
• https://developers.facebook.com/
• Create a developer account
• Create a new app
• Take note of yourApp ID and App
Secret

32. #SitecoreSYM 32
Step 2: Set-upApplications On Each Platform
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

33. #SitecoreSYM 33
Step 3: Set-upApplicationsWithin Sitecore
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

34. #SitecoreSYM 34© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Step 4: IncludeThe Login Components OnYour Site

35. #SitecoreSYM 35© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Step 4: IncludeThe Login Components OnYour Site

36. #SitecoreSYM
Step 4: IncludeThe Login Components OnYour Site
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© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

37. #SitecoreSYM 37
Step 5: Customize
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
What else can you do?
• Add a custom goal or a page event
that triggers on social media login
• Modify the xProfile data for your
contacts based on social media data
• Contact names and email
• Job title
• Implement connectors for other social
media networks – Instagram,
Pinterest

38. #SitecoreSYM 38
Step 6:The Benefits
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

39. #SitecoreSYM 39
Step 6:The Benefits
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

40. #SitecoreSYM 40
Step 6:The Benefits
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

41. #SitecoreSYM
The Social
Advantage
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
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42. #SitecoreSYM 42
Personalization rules allow you to provide
relevant content to your audience based
on predefined conditions.
Within those rules you can specify based
on many conditions including:
• Social platform
• Job title
• Education
• Date
• Device
• Geographical Location
Personalization
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

43. #SitecoreSYM © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
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44. #SitecoreSYM 44© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

45. #SitecoreSYM © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
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46. #SitecoreSYM 46© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

47. #SitecoreSYM © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
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48. #SitecoreSYM 48
A first time visitor will see
Version A.
Gated Content
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

49. #SitecoreSYM 49
Once the user is logged in,
personalization rules unlock
content across the site and
Version B is displayed
Gated Content
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

50. #SitecoreSYM 50
Path Analyzer and Campaigns
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Path
Analyzer
Key
pages
Interaction
points
Ideal
placement
for CTAs

51. #SitecoreSYM 51
Twitter: First Day
Path Analyzer and Campaigns
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

52. #SitecoreSYM 52
Twitter: First Day Twitter: Final Day
Path Analyzer and Campaigns
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

53. #SitecoreSYM 53
Facebook: First Day
Path Analyzer and Campaigns
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

54. #SitecoreSYM 54
Facebook: First Day Facebook: Final Day
Path Analyzer and Campaigns
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

55. #SitecoreSYM 55
LinkedIn: First Day
Path Analyzer and Campaigns
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

56. #SitecoreSYM 56
LinkedIn: First Day LinkedIn: Final Day
Path Analyzer and Campaigns
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

57. #SitecoreSYM 57
You can build lists in List
Manager based on data
gathered from a social
profile.
Marketing Lists
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

58. #SitecoreSYM 58
Engagement Plans
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Engagement plans can
be used to measure a
desired objective, such
as how often users are
sharing your content on
social media.

59. #SitecoreSYM 59
With social messages, you can post to social networks
likeTwitter and Facebook directly from Sitecore.
Social Messages
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

60. #SitecoreSYM © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
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“All knowledge is
worth having.”
- Jacqueline Carey

61. #SitecoreSYM 61
Our Best Advice: Just Do It
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

62. #SitecoreSYM
Want to chat?Get in touch!
Twitter: @hhogdev
@JaxBaxter
@ezlateva
Email: emosoff@hhog.com
jbaxter@hhog.com
Websites: www.hhog.com www.kb.hhog.com
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
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63. #SitecoreSYM © 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
63
Q&A

64. #SitecoreSYM
FOR DISCUSSION PURPOSESONLY. Sitecore Confidential
and Proprietary. © 2017 Sitecore Corporation A/S. All rights
reserved. Sitecore® and Own the Experience® are registered
trademarks of Sitecore Corporation A/S. All other brand and
product names are the property of their respective owners.
© 2001-2017 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
64