Should you invest into your Website or social media ?

Social Media Forum, December 8 2011Alexandre Vandermeersch

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Clearly, social media is eating share of attention

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4 laws of social media explain it

Law of gravity - the more content, the more frequent visits, and the more content they attract

Law of networks – the more people join, the more valuable they get

Law of switch costs - it took time & energy to build your network, why move ?

Zuckerberg’s law of information sharing - every year people share twice as much as previous year

And beyond ? Zuckerberg rewired your consumer’s brain & expectations

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• Content is king

• Social & viral by nature

• ‘Snippets’

• Human faces

• Daily checks

…But not everything should happen on Facebook

So, is it social media or die ?

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«  Go fish where the fishes are »

«  Keep control of your Web presence »

vs

The issue: none of the choices is perfect

• Your ads

Your Website Social Media

• Your brand experience

• Built-in virality

• 1-click opt-in

• Content pushed

• Control of content delivery & stability

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…And a few buttons on your Website are not enough to address it

PLEASE follow us

PLEASE like us

PLEASE check our videos!

And if you’re old style, please still leave your email!

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Even leaders miss the mark

• Boring• Dead• Heavy on ads• Static content

Website of StarbucksSocial channels of Starbucks

• Lively• Animated• Human faces• Fresh content

But at least, strategists identified the issue

Facebook’s open graph may help, but be ware

Great as:• Tailored to your own

network• Social profile reduces

‘trolls’• Easy to implement

But:• No control• No sign-on• Only Facebook opt-in,

with risks involved• ‘Top news’ (ie Edge

Rank) algorithm constantly changing

What’s needed ? Social Content optimization

. . .

Social Content Optimization

Your social channels

Your Website(s)

This enables to smartly integrate social into the Website

• Smart feed on home page to:

• Animate home page• Showcase real

testimonials• Open up dialogue

• +30% click-rate to product pages

We believe there are 8 functions of making your website social

2. Accelerate Viral loop 3. Build

social currency

4. Amplify social

currency

5. Drive revisits

6. Humanize your site

7. Gather insights

8. Personalize

1. Get found

1. Get found (boost SEO)

What Google likes

• Fresh content, especially since 14/11/2011 ! (impact: 35% of searches…)

• Matching query’s language with content

• Links shared, bringing new references

What social conversations on your Website bring

• Frequent social updates of own content, curation, questions,….

• Informal testimonials/questions on your Website

• More content means more sharing means more links, to your Website

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2. Accelerate viral loop

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• Twitter : high engagement, high content, limited audience

• Leverage:• On your Website• Get tweets shared

on Facebook!

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Where would you go ?

A

B

3 & 4. Build & Amplify social currency

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• Social currency is what you build when people rave about your product or service

• You can build it from your Website & emailing: ask testimonials, feedback, engagement !

• Social media is great for that:• Social profile• No sign-on required

• AMPLIFY them by bringin them to your site in the conversion funnel!

5. Drive revisits (animation)

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• Social Media brings life:

• Easy updates• Curation• Informal tone

• Your Website doesn’t need to be dull!

• Bring this to your site & show you’re alive, encouraging revisits & credibility.

6. Humanize your site

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• Humans are social animals

• Faces : click-rates up

• Brand/corporate social profiles can have faces….so have your ambassadors !

Who would you follow ?

7. Gather insights

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• Give the opportunity to provide feedback, ideas, suggestions

• Drive ‘continuous improvements’ & identify lead users

• Show how open you are to constructive dialogue by displaying other messages

8. Personalize

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• The holy grail of social Websites…

• But….it’s still emerging…

And beyond ? From social media to Social CRM

• The next evolution of social media will be to integrate continuous dialogue into a CRM strategy, with social content at its core

• Many ‘social traits’ will be predominant:• Social content • Viral by nature• Fresh, regular content• Original AND curated content• Real time & personalization as goals

• Website & email will retain a strong role… and building your own community will remain important

Net, we think that social should be core to what you do, and your Website the hub

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<My Awesome Web site>

Example : Integrated social news feed on your website

• Many to one:• Multiple Twitter accounts, • Hashtags• Facebook pages• Comments and more (RSS,

Youtube,…)

• Highlight/ Hide messages

• Write a message straight from your site

• …

Example : multi opt-in for content, including curated content

• Multi opt-in: let people consume the information the way they prefer

• Facebook is important, but not for everyone!

• People still want the snippet, the curated content, the social part, the digests

• Give a preview before signing

• Easy cross-references from ‘traditional’ media to your site, not Facebook!

Your email

This content delivered the way you like:

Example : your own community space

A dialogue site dedicated to young travellers and fully integrated with social media

More reach to young people

A much richer database of leads

Friendly to passive visitors

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• Dialog Solutions: the only company with a fully integrated approach to tap into a gold mine: your customers

• We offer:• Private communities research (Brandialog)• Quantitative research• Permanent panels• Social software (DialogCube)• Social widgets (Dialogfeed)

FRESH INSIGHTS. TRUE ENGAGEMENT

1. Tool to manage your social media presence & optimize it on your website through widget/API

2. Community software to open up & build your own community, integrated with social

We have two main software tools

Setup and manage your account through a simple and intuitive backend

3. Manage & optimize feed

1. Set-up channels

2. Setup widgets

www.dialogfeed.com

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Your community & leads, with direct email access, when you need it

Showcase key posts and identify brand ambassadors who become your unpaid agents – CONTROL

Increase dialogue & discovery through tagging, categories, voting & commenting, expert roles

Include social media conversations (republish) & cross-fertilize social media conversations

100+ features to boost reach, engagement, & control

Build your OWN community, fully integrated with social media

Contact us…• Alexandre Vandermeersch• 0491/08 80 09• Alexandre@dialogsolutions.com• Twitter: @alexvdm

www.dialogsolutions.com

• Nicolas Kint• 0498/31 03 14• Nicolas@dialogsolutions.com• Twitter: @nicolaskint

• Patrick Willemarck• 0475/23.34.34• Patrick@dialogsolutions.com• Twitter: @dialogsol