How to create, develop and evolve a social media presence to increase collaboration, drive awareness and improve customer loyalty. Understand how online communities can revolutionise the way in which you connect with your intended audience; and see how you can help your ‘audience’ participate in a meaningful conversation, designed to drive awareness and improve loyalty. If you want to advance your marketing and customer service strategies, bringing them into the 21st century, then creating and fostering an online community can be the most powerful – not to mention the most cost effective – marketing tool available to you. Presented by EPiServer expert Andreas Stjernström, this presentation provides an introduction to online community development, targeted at: - Organisations that are currently creating or looking to create or sponsor an online community - Agencies that want to offer their customers options for taking advantage of social media - Marketers and communicators who are looking for new ways to communicate their organisation’s value proposition

1. Community from a business perspective
Andreas Stjernström

2. The online community wave is here to stay
?
2

3. Agenda
» About EPiServer
» Communities from a business perspective
» Success cases
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4. About EPiServer
» Probably the world’s fastest growing platform for web publishing and
information management for midsized to large enterprises and public
organisations
» Founded in 1994
» +90 employees up from 26 employees 24-months ago
» Headquarters in Stockholm, Sweden
» Own offices in Sweden, Norway, UK, Denmark, Finland, the Netherlands,
South Africa and a development office in the Ukraine
» Revenue :
» 80% from software
» 20% from hosting services for EPiServer customers
4

5. What Is an Online Community?
» A digital meeting place where the
target group has at least one
common interest
» A digital meeting place where
unique values are created through
interactive communication
» A digital meeting place with no
limitation in terms of time or place
500 000
active members
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6. Community vs. Web Site
» A community has more editors = numbers of members
» A community has a higher degree of personalisation
» A community has more dynamic information
» A community has more page views per time unit and
per visit
» A community has many tools for communication
between all participants independent of time and place
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7. The Value Creators of Internet
1995 2000 2008
» Enthusiasts » Companies » Visitors
Visitors Visitors Visitors
Visitors Visitors Visitors Members
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8. Where Do the Users Find Information?
1 Wikipedia
2 Wikipedia
3 Bloggar.se (Blog)
1
2
3
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9. Who Has Control of a Brand?
» ”The consumer” chosen as the advertising agency of
the year by Advertising Age
» Experiment with
Mentos and Coca-
Cola that was
distributed in
communities
increased Mentos
sales by15%!
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10. Keys to Success with Online Community
» Offer different types of communication tools
One to Group
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11. Keys to succeed with Online Community
» Offer different types of communication tools
”Creators”
5%
”Contributors”
20%
75% ”Lurkers”
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12. Business Value from Online Communities
Collaboration Promotion & Marketing
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13. Business Value from Online Communities
Collaboration Promotion & Marketing
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14. From a Community Member
» ”The knowledge of 32,815 members is enormous. If
nobody has been able to answer my question, the
answer is mostly obtained in the forums or the clubs
at Shortcut. This is what I call aggregated
competence…”
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15. Members Help Each Other
» 9 replies with tips and
recommendations within 3 hours
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16. Example – Social Democratic Party
 Only for members of the party
 Networking and members search
 File sharing
 Collaboration through groups
 Discussion forums
 Integrated Web mail functionality
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17. Business Value from Online Communities
Collaboration Promotion & Marketing
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18. “Pinpointed” Communication
OUTDOOR
TV & RADIO
NEWSPAPER
TARGETS
MAGAZINES
DIRECT MARKETING
SEO
INTERNET BANNERS
NEWS E-MAIL Internet
EPiSERVER COMMUNITY
CLUBS / GROUPS
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19. “Pinpointed” Communication
FILTER NEW MESSAGE
Hi Anna!
» Demographic » Category
» Interest » Activities Do you also want to somewhere warm and
» Status » Friends sunny after a long winter? As a member we
» Club » Etc.
now offer you and a friend a special price on a
trip to Barcelona and to check out the start of
» Geographic Volvo Ocean Race.
Click here to receive your special offer or read
the blog entries from last year.
”Women in London 25-30 years old
interested in sailing without children
with many friends that like to travel
and is currently at home”
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20. Community Members Are Worth More
» 2 x as loyal compared to anonymous visitors
» 4 x more revenue compared to anonymous visitors
» And with a lower contact cost
- Users of community - One-third of all users
features are twice as loyal but two-thirds of sales
We found that the more a Users of community features
person uses the community represent about one third of all
features of a site, the more that visitors to the leading e-tailing
person tends to visit it and to sites studied but generate two-
make purchases there. thirds of their sales.
Source: McKinsey – The case for on-line communities
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21. Example – Community of Sweden
 Community to market Sweden
 Activities after 4 months:
 Over 40 nationalities
 More than 8000 pictures uploaded
 Over 500 travel stories posted
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22. EPiServer Community 3
» Platform to create communities
- Efficient
- Flexible
- Reliable
» Powerful administration system
» Out of the box Template Community
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23. EPiServer Community 3 – Function Library
My Page Expert
Forum Webmail
Clubs/Groups Moblog
Blog Chat
Image Gallery Direct Message
Video Gallery Tags
Rating Calender
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24. EPiServer Community 3 - Administration
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25. Success Cases

26. Communityofsweden
Marketplace of Sweden
All content created by members
Still in Beta phase
Approx 4000 members without any
marketing or PR
Use EPiServer Community functionality
creatively such as categorising all
content in seasons (spring , summer etc)
Also very creatively using of tagging
functionality, geo tags, descriptive tags
on all content .
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27. Adidas
Running Community in Nordics,
Baltic Countries
50 000 new members in 10 months
Most successful online campaign
30 % of traffic in store from
Community (Compared to 3-4 % in
other campaigns)
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28. Resdagboken – (Travel Diary)
» 226 000 members
» Approx. 20 000 ongoing trips
» 80 million page views/month
» 5-600 000 uploaded
pictures/month
» 12,5 million images
» 20% of traffic in online store
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29. The National Board of Housing, Building and Planning
» Government
authority
» A Community for
people working
with one specific
law
» Complex law
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30. Stockholm School of Business
» Approx. 3000 members
» High percentage online
» Started by the students
» Information exchange
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31. The Council for Negotiation and Co-operation
» Joint organisation of 26
affiliated unions
» Representing 700 000
salaried employees
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32. Cancerfonden
32

33. ”Sosserian” – Largest Political Party
100 000 active
members
Existing Intranet
Added Community
Layer
33

34. LO – Labour Union
» 300 000 members
» Users decides the
agenda for next
yearly meeting
» Users get more
involved
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35. HMV
» Community for music
and movies
» Artists, albums,
singles, DVDs
» Users create content
and connections
» Direct link to online
store
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36. Motorcyclenews
240 000 members
32 000 pictures
279622 comments
on 53308 topics
Rate My Bike

37. Todaysgolfer
160 000 members
32 000 pictures
9 200 comments on
8 500 topics
Rate My Swing
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38. Kattsajten (Cat Community)
Community within web site of Swedish most
popular weekly magazine
Community for cat people. First functionality
was mypage, upload pictures and voting on
others pictures
Advertising more expensive on this part of
their site
More than 900 pictures of their cats
Extended functionality
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39. Deloitte
» Two Communities
» Students
» Alumni
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40. Modette
Fashion Community with focus
on blogging about fashion
Approx 9000 members
Very high login frequency and
high activity
Exceeded sales budget for 12
months after less than 7 months
Advertising is more expensive
than their other magazines’ web
sites
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41. Pacemaker.net

42. Tasteline
Food and beverage web site and
Community
550 000 unique visitors/month
185 000 members
12 000 recipes
1,9 million recipes views each month
200 000 print outs of recipes/month
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43. EPiServer Community - Customers
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44. Thanks!
» Andreas Stjernström, EPiServer Community Specialist
» andreas.stjernstrom@episerver.com
» +46 (0) 70 526 48 45
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45. Bondeliv (Farmer Community)
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46. SingelRingen
» Community for single
people
» Member when buying
the ring
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47. Yours.co.uk – 50+ Community
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48. MyGoodDeed.org
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49. Senior Citizen Community
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50. Photoanswers
» Started Dec 2007
» 48 000 members
» 29 000 pictures

51. Netdoktor
» Health Community
» 50 000 members
» 10 sub communities
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52. EPiServer Mail

53. EPiServer Mail
EPiServer Mail
EPiServer Mail Editor
Application Service
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54. EPiServer Mail - Statistic
» Statistics in Real time
» Opened
» Unique Opened
» Bounces
» Click
» Click per link
» Who clicked what link
» When Opened
» Export of Statistics
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