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Social Media Week 2014 @DigitasLBi: Your Website in a Social Context

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Social Media Week 2014 @DigitasLBi: Your Website in a Social Context

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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.

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.

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Social Media Week 2014 @DigitasLBi: Your Website in a Social Context

  1. 1. Your Website in a Social Context Social Media Week 2014 #SMWDLBI #SMWCPH
  2. 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. 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. 4. What happened to the website? Did we forget about the customers and the technology they use?
  5. 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. 6. Seriously, guys…
  7. 7. OK, lets first take a look at the world around the websites
  8. 8. 10 years ago
  9. 9. Today
  10. 10. THIS IS NOT THE WEB THIS IS THE WEB THIS WILL BE THE WEB
  11. 11. Screen sizes and devices on a typical website 150+ Screen sizes 3000+ Different devices 12
  12. 12. Source: Google – The New Multi-screen World: Understanding Cross-platform Consumer Behavior
  13. 13. What’s next?
  14. 14. Google glass 18
  15. 15. Leap 19
  16. 16. MYO 20
  17. 17. 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
  18. 18. “You could say that digital can now interact with all our five senses”
  19. 19. Smell – Meet Olly 24
  20. 20. Taste – Meet Polly 25
  21. 21. Sight – say goodbye to Kodak 26
  22. 22. Sound – All digital? 27
  23. 23. Touch – don't get too exited :-) 28
  24. 24. So, is this the best we can do?
  25. 25. Hmmmm... I guess we need to do some serious rethinking
  26. 26. 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
  27. 27. 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.
  28. 28. 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
  29. 29. Using data and social listening to improve your onsite performance
  30. 30. Using data to drive business is becoming just as important as electricity is to a factory
  31. 31. Customer interaction leads to data I talk I work I search for I use I watch I visit Here I am I want
  32. 32. 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
  33. 33. ‘Google’ digital business based on data
  34. 34. Social gives you a unique opportunity to listen, learn about your customers and target your communication and services
  35. 35. 680,000 content pieces shared on Facebook EVERY MINUTE
  36. 36. Combining What people SEARCH for What people TALK about What people INTERACT with
  37. 37. 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.
  38. 38. Integrating social aspects into the customers decision journey
  39. 39. 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
  40. 40. One size does not fit all
  41. 41. Ratings and reviews 46
  42. 42. Blogs 47
  43. 43. 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
  44. 44. Activating your network 49
  45. 45. Sharing your shopping experience 50
  46. 46. Overall Social logins E-commerce 51
  47. 47. 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
  48. 48. Cheap salestricks Also works in the digital world
  49. 49. 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
  50. 50. Customers see a bigger value in ….limited time to respond ……only a few left ….promoted offers ….Something other likes .…getting something extra
  51. 51. Textbook example Opinions Real time interest from other Promoted Limited availability Something extra 56
  52. 52. And it never stops – retargeting on facebook 57
  53. 53. “52% of travelers have changed their original plans based on social-media suggestions, and 70% update their Facebook status while on vacation.
  54. 54. Using service innovation to create social reach and add business value
  55. 55. 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
  56. 56. 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
  57. 57. Social shopping 62
  58. 58. Collective action 63
  59. 59. Open innovation 64
  60. 60. Crowdsourcing 65
  61. 61. IKEA – used furniture 66
  62. 62. How to move forward it’s all about people, story telling and interaction
  63. 63. 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
  64. 64. 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
  65. 65. 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
  66. 66. 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
  67. 67. Thank you

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