1.
Insight into Action:
Driving Engagement through the Web
Christopher Kraft
Senior Director, Product Management
Innovation Forum 2010

2.
What is Customer Engagement?
a way to get customers to
connect more deeply
with a brand.

3.
What is Customer Engagement?
The brand has won their trust, and the connection the
customer feels with Apple is due to the quality and
innovativeness of their products.

4.
At your company, how important is the issue of engagement?
Source: Forbes Insight, The New Rules of Engagement
Customer Engagement

5.
Is engagement part of your ongoing conversation with the
CEO, directors and other corporate leadership?
Source: Forbes Insight, The New Rules of Engagement
Customer Engagement

6.
Customer Engagement
Whether the endgame is increased sales, greater
customer retention, increased employee satisfaction,
online brand advocacy – or a combination thereof –
marketing executives agree that the loyalty that
arises from customer engagement directly
correlates to business performance.

7.
Customer Engagement
• Sales cycle is being replaced by the buying cycle.
• Have more knowledge than ever before about the
―product‖
• Has no time, expected to do more, even in off
hours
Meet Customer 2.0

8.
Customer 2.0
a debilitating condition brought on by
excessive workloads, 24/7
availability, information overload,
lack of sleep, and job-related stress.
Frazzled Customer Syndrome

9.
Customer 2.0 – Microsoft Hotmail Ad
Frazzled Customer Syndrome

10.
What is Customer Engagement?
…on the Web
an estimate of the degree and depth of
visitor interaction on the site against
a clearly defined set of goals.

11.
What is Customer Engagement on the Web?
Visits
Engagement
Results
Brand Awareness,
Content Marketing,
SEO, Banner Ads
Repeat visits, More
clicks, Longer visits,
Interact with the site
Downloads content,
Picks up the phone,
Signs up for events,
Shares content

12.
Keys to an engaging visitors online
Make it valuable. Content is still king.
Make it memorable. Invest in great design
Make it friendly. Integrate with social media
Make it mobile. Incorporate smart phones
And… Build a plan that includes all 3 together.

13.
MAKE IT MEMORABLE.
Insight into Action

14.
Make it memorable. Invest in great design.
Once a playground for enthusiasts, it has now
become a mature rich medium with strong
aesthetic and functional appeal.
In fact, we are experiencing what could be the
golden era of Web design — or at least the best
period thus far.

15.
Make it memorable. Invest in great design.
• Rich Interfaces and Imagery
• Extreme Navigation
• Robust Site Search

16.
Rich Interfaces and Imagery

17.
Nike.com

18.
Nike.com – bottom navigation ―postcards‖

19.
Nike.com Running Site

20.
Nike.com Running Site

21.
Urban Daddy – Dining and Entertainment

22.
Urban Daddy v. Zagat

23.
Urban Daddy – Dining and Entertainment

24.
Urban Daddy – bottom navigation

25.
Rich Interfaces and Imagery

26.
Accenture – Practice Area with Interactive Content

27.
Baker Donelson – Background imagery

28.
Lewis and Roca

29.
Print-Style Layout

30.
• Great design…plus location based marketing.
Print-Style Layout

31.
Edelson.com

32.
Edelson.com

33.
Edelson.com

34.
Extreme Navigation

35.
User Experience Continues to Improve
“Studies have shown that most users will not click more than
three links to get to the information they want. So every page on
your website should be reachable within three clicks.” – Warren Baker
“Some are hard to navigate; others are simply very
light on content...” – General Counsel, In the Hubbard One General
Counsel Survey
The #1 imperative for law firm web sites, as stated by
decision makers, is that they the provide “quick and easy
access to information” – Hubbard One General Counsel Survey
Hubbard One traffic reports show that, in general,
users are spending less time on law firm web
sites, and viewing fewer pages than ever before.

36.
Extreme Navigation

37.
Jones Day – Mega Menus

38.
Extreme Navigation

39.
Wilmer Hale – Below the Fold

40.
Extreme Navigation and Bold Design

41.
Mofo.com

42.
Mofo.com

43.
Robust Site Search

44.
Mofo.com

45.
Mofo.com

46.
Jones Day – Faceted Search

47.
Jones Day – Faceted Search

48.
Urban Daddy

49.
Baker & McKenzie mega-menu search

50.
MAKE IT FRIENDLY
Insight into Action

51.
Engagement has evolved from cold calling as the
only option, to bite-sized and frequent back and
forth discussions between social peers that
lead to trust (a sales asset) and familiarity.

52.
Social Media = High Customer Engagement
• In the last year alone, time spent on social networking
sites has surged 73 percent.
• In February 2009, social network usage exceeded Web-
based e-mail usage for the first time.

53.
Social Media = High Customer Engagement
Yeah, Yeah…great for B2C,
but what about B2B?

54.
Customer Engagement and Social Media
• 75% of all B2B purchasers now use Social Media as part of the
purchase process and LinkedIn is the #1 tool
• Website traffic, brand awareness, engagement with prospects and
engagement with customers are the leading metrics used to measure
the success of social media for B2B companies.

55.
Customer Engagement and Social Media
2008
2009
Today
Experiment. New and Unproven,
but at least add Sharing.
Take Action. Do it now! Integrate
it into your web strategy…just like
a firm mini-site or a blog.
Be Inspired. Claim your space, it
doesn’t cost anything. And it is
growing dramatically.

56.
Porsche on facebook

57.
Porsche on facebook

58.
Porsche on facebook

59.
Porsche on facebook

60.
Cisco and Social Media

61.
Cisco and Social Media… socialmedia.cisco.com

62.
Cisco on facebook

63.
Cisco on facebook

64.
Cisco on facebook
• ―…create a Facebook page that is a “one stop
shop” for our community on Cisco news,
events and information.‖
• ―…it is another channel we leverage to
communicate to our customers, employees,
influencers and to anyone who is interested in
Cisco.‖
• ―We currently have 54,000 people who like Cisco…
looking at the level of engagement from them,
as measured by their comments, we do feel that
we were successful in accomplishing our goals.‖
• On average, each post on our Facebook wall
gets about 35-45 hits or likes or comments.
Autumn Truong
Social Media Manager
Cisco Systems

65.
Forrester…events, news, and aggregated research

66.
Ernst & Young Careers on facebook

67.
I Like it!
First was Bookmark, Then came Share, Now it is Like.
Users put great trust in their social networks…
One-half of respondents said they considered
information shared on their networks when making a
decision—and the proportion was higher among users
ages 18 to 24, at 65%.

68.
Urban Daddy – Branded Twitter Page

69.
Some law firms have good start!

70.
Some law firms have good start!

71.
Jackson Walker on Twitter

72.
Jackson Walker
• Branded Twitter Presence
– 20 twitter feeds
– Firm news & updates
– Practices specific posts

73.
Virtual Events Get Social
Survey conducted by On24…
• 77% of the respondents, representing a wide variety of
industries, indicate that a social webcast is better or far better
than other webcasts.
• An equal percentage (80%) feel that social networking tools
within a webcast are somewhat to very important
in webcasting today.

74.
Virtual Events Get Social

75.
Twitter and Advertising
• Promoted Tweets
– marketers pay to
have their
messages listed
as the first search
result on Twitter
– about 5% click a
link, retweet or
reply
– 80% of brands
purchased again

76.
Mobile Social Networking Soars
112%
Annual increase in
mobile Facebook
usage as of Jan 2010
347%
Annual increase in
mobile Twitter
usage as of Jan 2010

77.
MAKE IT MOBILE.
Insight into Action

78.
Going mobile - Smart phones versus the Browser

79.
Going Mobile – The Trend
• By 2011, more than 85 percent of the handsets shipped
globally are expected to include a browser.
• Touch screens are becoming the dominant user interface
on large-screen handsets and are expected be included on
60 percent of mobile devices shipped to mature
markets in 2011.
• By 2012, 50 per cent of traveling workers will leave their
notebooks at home in favor of other devices.
• Mobile webpage views are 10% of Reuters' total online
traffic and are growing at approximately 50% year-over-
year.

80.
We know we should care, but why?
0%
10%
20%
30%
40%
50%
60%
70%
80%
30-39 Age Group 40-49 Age Group 50-59 Age Group 60+ Age Group
Source: Corporate Counsel New Media Engagement Survey, 2010
“These (findings are) in keeping with the explosion of new
applications, software and platforms being developed to deliver
professionally formatted content (newsletters, clients alerts, websites,
etc.) to the mobile devices of business professionals on the move”
Percentage of respondents by age group selecting “preferred” or
“somewhat preferred” for smart phone or PDA

81.
My mobile shopping experience

82.
My mobile shopping experience

83.
Visits first, Then engagement.
Visits
Engagement
Results
Brand Awareness,
Content Marketing,
SEO, Banner Ads
Repeat visits, More
clicks, Longer visits,
Interact with the site
Downloads content,
Picks up the phone,
Signs up for events,
Shares content

84.
Target

85.
Porsche mobile site

86.
NPR Mobile Site

87.
NPR Mobile Site

88.
Going Mobile: It’s Everywhere

89.
Webinars Go Mobile

90.
TIME FOR SOME ACTION
Insight into Action

91.
Implementation of web trends over the past 2 years
100%
0%
50%
Bold
Design
Mega
Menu
Below
the Fold
Social
Widget
Social
Presence
BlogsVideo
Audio
40%
17%
40%
4%
19%
70%
47%
Adv
Search
13%

92.
Lights, Camera, ACTION!
―People postponed [website updates] as long as they could.
It's only now that companies are doing redesigns to get rid
of outdated looks,‖ said Bill Rice, president of the Web
Marketing Association.

93.
Time for some action…
A focus on Customer Engagement
drives loyalty and ultimately
business performance…
But you have to Break through the
Frazzled Customer Syndrome.
Make it memorable
Make it friendly.
Make it mobile.

94.
Take Action.
Do something. If it works, do more of
it. If it doesn't, do something else.
- Franklin D. Roosevelt
There are risks and costs to a program of
action. But they are far less than the long-
range risks and costs of comfortable inaction.
- John F. Kennedy

95.
Insight into Action:
Driving Engagement through the Web
Christopher Kraft
Senior Director, Product Management
Innovation Forum 2010