Secrets of Engagement: How to Integrate Social on Your Site with Jeremiah Owyang

Secrets of Engagement:Leverage Social to Unlock User Value on Your Site

#socialsecrets

Jeremiah OwyangAnalyst, Altimeter

@jowyang@altimeter

Tore SteenVP of Marketing, Janrain

@toresteen@janrain

Kris DugganCEO, Badgeville

@kduggan@badgeville

© 2010 Altimeter Group

2


Be deliberate in your social integration strategy

The Washington post has 12 Facebook

integrations on its article pages.

4

Jeremiah OwyangIndustry Analyst

Evolution of the WebsiteA Roadmap for Social Integration


Customers trust each other more than the brand5

Source: http://blog.nielsen.com/nielsenwire/online_mobile/friending-the-social-consumer/

Nielsen 2010 Global Trust Study


6

So brands are eager to direct customers to their fan pages


A two-pronged approach to social networks7

Corporate Website Social Web

Publish

Aggregate


Savvy and forward looking brands will integrate8

Social Corporate Website

Integrate


Purchase

Integrate socially relevant discussions at every phase of the customer lifecycle

9

Awareness

Consideration

Comparison

Intent

Implement

Support

Renewal

Advocacy

Purchase


Image by adamcnelson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/adamcnelson/3593821772


2011: Year of Integration


Corporate website integration will be the #1 priority

Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010

We asked 140 Corporate Social Strategists: “What three external (go-to-market) social strategy objectives will you focus on most in 2011?”


12

Advanced buyers will invest heavily in custom technology development

Average Annual Spending on 12 Social Business Categories by Program Maturity

Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010


Evolution of the Social Corporate Website


Image by Pieter Musterd used with Attribution as directed by Creative Commons http://www.flickr.com/photos/piet_musterd/1858568495


0. No Integration

1. Social Linking

2. Social Aggregation

Basic Feeds

Curated Aggregation

Contextual Aggregation

3. Social Publishing

Passive Sharing

Active Sharing

4. Social Context

Social Content

Social and Contextual

Content

5. Seamless Integration

New framework for 2011Evolution of the Social Corporate Website

14


0. No Integration

1. Social Linking


Basic Feeds

Curated Aggregation



Passive Sharing

Active Sharing

4. Social Context

Social Content


Content



15


Trader Joe’s does not integrate social anywhere on its site…

16


… despite die-hard fans and unofficial channels17


0. No Integration

1. Social Linking


Basic Feeds

Curated Aggregation



Passive Sharing

Active Sharing

4. Social Context

Social Content


Content



18


19

MTV links away to social properties on its home page


McDonald’s directs visitors away with a link (TV ads too)

20


And worse, sends a confusing message21

McDonald’s doesn’t encourage visitors to leave it site for social channels:

“You are leaving the McDonald's Corporation web site for a site that is

controlled by a third party, not affiliated with

McDonald's.”


0. No Integration

1. Social Linking


Basic Feeds

Curated Aggregation



Passive Sharing

Active Sharing

4. Social Context

Social Content


Content



22


Windows 7 curates mentions of its new product on a dedicated page

23


24

HuffPost offers curated tweets with the top story


25

Samsung curates SXSW online and on-site

Samsung aggregated and curated tweets, blog posts,

photos, videos, check-ins, and Slideshare presentations, and on its SXSW page and on site at the event on a large physical

display.


NASDAQ allows users to login with their social network account

26


27

NFL enables and aggregates discussion on its livestream

Using Tweetriver, the NFL allows fans to participate in

a live discussion and aggregates the discussion right next to the livestream.


28

TurboTax aggregates support discussions within the product

While TurboTax customers use the product to do their

taxes, they can view support discussions within

the product.


0. No Integration

1. Social Linking


Basic Feeds

Curated Aggregation



Passive Sharing

Active Sharing

4. Social Context

Social Content


Content



29


30

NPR listeners can Like from the home page

Visitors to NPR’s site can immediately see which of their friends also “Like” NPR, and

can “Like” the page themselves, sending a

Facebook update to their social graph.


SmartMoney readers can share to two of their social networks


AMC viewers can share to any of their social networks


0. No Integration

1. Social Linking


Basic Feeds

Curated Aggregation



Passive Sharing

Active Sharing

4. Social Context

Social Content


Content



33


Amazon customers can view Facebook friends’ birthdays and popular items

34


35

TripAdvisor visitors view friend reviews through Facebook Instant Personalization

TripAdvisor launched Facebook’s Instant

Personalization feature in December 2010, offering

friend ratings, reviews, and travel history.


Sign into HuffPost with Facebook and read news shared by your social graph

36


0. No Integration

1. Social Linking


Basic Feeds

Curated Aggregation



Passive Sharing

Active Sharing

4. Social Context

Social Content


Content



37


vitaminwater doesn’t have a corporate site – it “temporarily” moved to Facebook

38


39

Skittles site lists its social properties and vitals


Final Remarks


Image by Slowtron used with Attribution as directed by Creative Commons http://www.flickr.com/photos/fuckr/91530309


1. Product pages are not just about products anymore. They’re about the customers who bought the products. Change mindset that these are pages for people who own these products not just tech specs.

2. Not all corporate web pages are equal. Start with pages that are already social, and assess opportunities for deeper social integration.

3. Integrating social isn’t just about increased dispersion to social channels, but about getting customers to return to your corporate website with more of their friends. Ensure a viral loop is factored to benefit from the crowd.

Use this Road Map for your strategy41


42

Jeremiah Owyang

[email protected]

m

web-strategist.com/blog

Twitter: jowyang

THANK YOU

With assistance from Researchers Christine Tran and Andrew Jones

Case Study: Matthew Morrison

Kris DugganCEO, Badgeville@kduggan@badgeville

The Social Loyalty Platform

Tore SteenVP of Marketing, Janrain@toresteen@janrain

User Management Platform for the Social Web

58

Janrain Overview

Core focus on solving online identity and user management challenges since 2005

Integrated into leading technology platforms

Based in Portland, OR

Our Company

Our Solutions Our CustomersJanrain Engage Social login for 18 providers Social sharing to multiple networks

Janrain Capture Social user profile storage

Janrain Federate Single sign-on across multiple propertiesDeployed on over 300,000 websites

Our Partners

Social login for user acquisition and engagement Initially deployed on community sites Expanded to eCommerce sites for Sears portfolio (Kmart, Craftsman)

59

Case Study: Sears

Social sharing for word of mouth marketing and referral traffic After review is posted, user is prompted to share with their social

networks

60

Case Study: Sears

Social login and invite friends for user acquisition and engagement User is prompted to “invite friends” to join him/her on-site

61

Case Study: MatchMove Games

Custom message is delivered to user’s friends on their behalf Drives additional traffic to the site

62

Case Study: MatchMove Games

Social login and sharing deployed across 400 artists’ sites Fans are automatically recognized across sites

Case Study: Universal Music Group

Seamless integration with “real time comments” from fans


Social profile data is stored in the cloud for future marketing needs


Thank You! Questions?

Jeremiah OwyangAnalyst, Altimeter

@jowyang@altimeter

Tore SteenVP of Marketing, Janrain

@toresteen@janrain

Kris DugganCEO, Badgeville

@kduggan@badgeville

Technology

Secrets of Engagement: How to Integrate Social on Your Site with Jeremiah Owyang