five capabilities that will engage your community
DESCRIPTION
utual win-win ‘Talk’ to the user on topics that are relevant to them Show them content related to what they want to discuss Do more with less Reduce costs with on-demand access Raise awareness of your organizations “deliverables” Gain insights on your users Who they are What are they doingTRANSCRIPT
FIVE CAPABILITIES THAT WILL ENGAGE YOUR COMMUNITY
Tom O’Brien, VP Product Management
Copyright 2014 Ektron, Inc.2
WHY ENGAGE?
• Mutual win-win• ‘Talk’ to the user on topics
that are relevant to them• Show them content related to
what they want to discuss
• Do more with less• Reduce costs with on-demand
access• Raise awareness of your
organizations “deliverables”• Gain insights on your users
• Who they are• What are they doing
Copyright 2014 Ektron, Inc.3
#1 – CONTENT PRODUCTION
Produce Content1.
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#1 – CONTENT PRODUCTION
• Without content, there is no digital “conversation”
• Bring the conversation to them• Social• Mobile
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#1 – CONTENT PRODUCTION
• Multi-channel• Social• Get your
message to where they are
Copyright 2014 Ektron, Inc.6
#1 – CONTENT PRODUCTION
• Multi-channel• Social• Mobile• Make sure your
message is consumable by your users
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#2 – GET FOUND
Produce Content
Get Found2.
1.
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#2 – GET FOUND
• Remove the Voodoo magic from SEO
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#3 – DISCOVERABILITY
Produce Content
Get Found
Discover-ability2. 3.
1.
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#3 – DISCOVERABILITY
• Site Search• Search is
becoming a navigation mechanism
Site Search
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#3 – DISCOVERABILITY
• Topic Pages• Let the user
interact with the site in a way that is meaningful to them
• Higher SEO
Topics
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#4 – ANALYTICS
Produce Content
Get Found
Discover-ability
Analytics
2. 3.
4.
1.
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#4 – ANALYTICS
• Which content is working?
• Which content needs attention?
Copyright 2014 Ektron, Inc.
#4 – ANALYTICS
Copyright 2014 Ektron, Inc.15
#5 – CONTENT PROMOTIONProduce Content
1.
Get Found
Discover-ability
Content Promotion
Analytics
2. 3.
4.
5.
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#5 – CONTENT PROMOTION
• Use more of the content that is working
• Tend to the content that is not
Copyright 2014 Ektron, Inc.17
#5 – CONTENT PROMOTIONProduce Content
1.
Get Found
Discover-ability2. 3.
Analytics4.Content
Promotion5.
Copyright 2014 Ektron, Inc.