harnessing the power of social media with episerver
TRANSCRIPT
Harnessing the Power of
Social Media
Steven Cassin
Agenda
• Introduction to EPiServer
• The Social Media Opportunity
• Delivering a successful social media campaign
• How EPiServer enables social engagement
• Questions & Answers
Introduction to
EPiServer
4
What is EPiServer?
EPiServer is the world’s fastest growing provider of Web
Content Management (WCM), online social community and
E-commerce platforms.
– EPiServer is the platform of choice for more than 3,500 customers on-line
– The foundation for more than 20,000 websites
– Used on a daily basis by over 130,000 web editors
– Network of more than 500 partners in 30 different countries
Online Center Dashboard
Content Community Commerce Communication
5
User Journey
Get Engaged • Rich media
• Context driven
• Mobile
Get In Touch • E-mail
• Social
• Personalized
Get Converted • Registrations
• Transactions
• Memberships
• Customer care
Get visible • Organic Search
• Paid Search
• Display Ads
• Social
• Mobile
Get social • Ratings and reviews
• Blogs and polls
• On site or public
What is the Social
Opportunity?
Social Media Penetration
Facebook by the number
• A Facebook ‘like’ increases the chance of people buying by 51%
• Transactions on Facebook set to overtake Amazon’s annual sales ($34 billion) over the next 5 years
• Companies experience between 30%-200% increase in registration when a Facebook sign on is used
• 70% of Facebook users engage with Facebook apps
Source: Mashable
Brands using social media to engage
What factors
influence a
successful social
campaign?
A Successful Social Campaign
• Understand your audience
• User centricity
• Innovation
• Sense of Humour / Emotional Reaction
• Varied Content
• Add Value
• Clear Conversion Points
• Measurements and Optimisation
A few case studies...
• Skittles is one of the fastest growing pages on Facebook
• It has 21.4 million fans!
• Fans added per:
– Day: 65k
– Week: 555k
– Month 1.05 million
Social Engagement
Brand transformation and visibility
Brand transformation and visibility
Old Spice YouTube Campaign
• Multi Ad Series
• 2nd Fastest Growing on YouTube
• Integrated with TV Campaign
• 1 million+ new views per day
• 14 million+ new views last week
• 270 million+ views in total
• 300k+ subscribers
Brand transformation and visibility
YouTube Based Campaign
• Multi Ad Series
• 2nd Fastest Growing on YouTube
• Integrated with TV Campaign
• 1 million+ new views per day
• 14 million+ new views last week
• 270 million+ views in total
• 300k+ subscribers
Customer Service
Commerce
How EPiServer
enables social
engagement
Multi Channel Content Management
Personalisation Drag and drop criterion
Set parameters for each
Optionally establish points
Social Channels
Branded Communities
Multichannel Commerce
Measurement & Optimisation
31
Project Lifecycle
Design and Build • Strategy
• Technology
• Content
Launch and Operate • Promotion and marketing
• Hosting
Measure and Optimize • Traffic
• Performance
• Engagement
Tune • Refresh
• Re-purpose
Extend • Customer
experience
• Multi-channel
32
User Journey
Get Engaged • Rich media
• Context driven
• Mobile
Get In Touch • E-mail
• Social
• Personalized
Get Converted • Registrations
• Transactions
• Memberships
• Customer care
Get visible • Organic Search
• Paid Search
• Display Ads
• Social
• Mobile
Get social • Ratings and reviews
• Blogs and polls
• On site or public
Internet is being rebuilt
around people
