social media week 2014 @digitaslbi: your website in a social context
DESCRIPTION
DigitasLBi Denmark’s head of User Experience, Niels Handberg, presents the latest digital trends and business opportunities on how to utilize and integrate social related activities on and beyond your website. • Your website in a social context – how to connect the dots, • How social listening can help your service offer on your site, • How to integrate social aspects throughout the customer decision journey, • Integrating the voice of the crowd to help conversion on all platforms, and • How social media can help your eCommerce performance.TRANSCRIPT
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Your Website in a Social Context Social Media Week 2014
#SMWDLBI #SMWCPH
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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.
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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
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What happened to the website? Did we forget about the customers and the technology they use?
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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
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Seriously, guys…
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OK, lets first take a look at the world around the websites
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10 years ago
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Today
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THIS IS THE WEB THIS WILL BE THE WEB THIS IS NOT THE WEB
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3000+ Different devices
150+ Screen sizes
Screen sizes and devices on a typical website
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Source: Google – The New Multi-screen World: Understanding Cross-platform Consumer Behavior
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What’s next?
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Google glass
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Leap
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MYO
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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.
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“You could say that digital can now interact with all our five senses”
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Smell – Meet Olly
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Taste – Meet Polly
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Sight – say goodbye to Kodak
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Sound – All digital?
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Touch – don't get too exited :-)
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So, is this the best we can do?
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Hmmmm... I guess we need to do some serious
rethinking
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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
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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.
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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
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Using data and social listening to improve your onsite performance
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Using data to drive business is becoming just as
important as electricity is to a
factory
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Customer interaction leads to data
I watch
Here I am
I visit
I want
I talk
I use I search for
I work
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Everything customers do is track- and
traceable
Data drives conversion
Relevant content drives traffic and increase
conversion rates
$ Data feeds into content
production across channels
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‘Google’ digital business based on data
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Social gives you a unique opportunity to listen, learn about your customers and target your communication
and services
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EVERY MINUTE
680,000 content
pieces shared on Facebook
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What people
SEARCH for
What people TALK about
Combining
What people
INTERACT with
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• 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.
What you should think about!
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Integrating social aspects into the customers decision journey
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Listen to them and make every key touch-
point personal
What are the key triggers along the customer decision journey?
Solve their challenges and guide them to the
right decisions
Inspire people to share stories and talk about
the brand
Initial Consideration
Active Evaluation
Moment of Purchase
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One size does not fit all
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Ratings and reviews
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Blogs
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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…
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Activating your network
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Sharing your shopping experience
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Social logins
Overall
E-commerce
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Client example showing how content is based on social login data (removed)
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.
Flexible booking steps based on route, profile and relevant upsell options.
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.
Primary USP is highlighted and based on known customer data. - Family friendly - Whats included - Band playing - Spa treatment - Etc.
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Also works in the digital world
Cheap salestricks
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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.
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Customers see a bigger value in
….limited time to respond
……only a few left ….promoted offers
….Something other likes .…getting something extra
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Textbook example
Limited availability
Real time interest from other
Promoted
Something extra
Opinions
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And it never stops – retargeting on facebook
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“52% of travelers have changed their original plans based on
social-media suggestions, and 70% update their Facebook
status while on vacation.
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Using service innovation to create social reach and add business value
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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.
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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
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Social shopping
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Collective action
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Open innovation
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Crowdsourcing
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IKEA – used furniture
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How to move forward it’s all about people, story telling and interaction
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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.
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PEOPLE
THE INDIVIDUAL We design for
READ
TALK
LISTEN
EXPERIENCE
THE BRAND We work with
SERVICES
COMPETITORS
TECHNOLOGY We´ll use
WEB
APPS
DEVICES
EMERGING
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STORY TELLING
CONTENT What to say
STRATEGY
INVENTORY
CREATING
EMERGING
STRUCTURE How to say it
INFORMATION ARCHITECTURE
CUSTOMER JOURNEYS
PLACES Where to say it
OWNED
EARNED
BOUGHT
OMNI-CHANNEL PROCESS FLOWS
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INTERACTIONS
INTERFACES That people interact with
EXPERIENCE PRINCIPALS
SCAMPS & SKETCHES
WIREFRAMING
GESTURES, EYE AND VOICE
SERVICES That engage people
SERVICE DESIGN
INNOVATION
PROTOTYPING Do shit
INTERACTIVE
CODE
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Thank you