5 Paths To Social Media Profit

Sitecore.
Compelling Web Experiences
Sitecore
5 Paths to Web 2.0 profit
Page 1 www.sitecore.net
Sitecore. Compelling Web Experiences
About Sitecore
 Leading provider of enterprise-class .NET web content
management and portal software for mid-to-large organizations
 Presence
 San Francisco, Boston, Copenhagen, London, Munich, Brisbane , Stockholm
and Amsterdam
 Stability
 Profitable since inception in 1999, same owners, same vision and same
technology (.NET)
 Customers
 Over 1500 client installations managing over 6000 web sites worldwide
 Recognized
 Best Microsoft technology alignment, Microsoft ISV Partner of the Year
2003/2004, Microsoft Gold Partner
 Gartner Cool Vendor 2008,
 Gartner WCM Marketscope rank: Positive
 Supported
Page 2  Over 450 Sitecore Certified Partners worldwide, with over 100 in North
www.sitecore.net
Key Sitecore customers
The perception problem of Web 2.0

 “Not in my company” syndrome
 The business impact remains unclear
 Process integration challenges
 Control issues
Add in the challenges of a down economy and...
Goodbye Tolerance for risk…

You stay with what you know
Now is the perfect time for Web 2.0
How do you really put Web 2.0 to work?

The 5 Paths:
 Building trust and community between organizations and
customers
 Enhancing innovation through crowdsourcing and community
collaboration
 Fueling word of mouth marketing
 Gaining customer understanding from user created content
and continuous feedback
 Improving customer service and satisfaction by allowing
customers to help each other.
Building trust and community

Why Trust?
 Organizations can no longer dictate their brands
 We must move from broadcasting our brand to being
influencers
 Credibility and trustworthiness is crucial
 Our ability to influence is tied directly to our credibility
 We must harness our customers as brand

defenders and brand champions
 Can’t do that without trust and commitment
 Customers will tolerate much if they believe in you
 Trust overcomes fear of risk at the end of the

purchase cycle
So how do you build trust?

 Meet your customers online, and engage
 Give them a platform to interact, and engage to
solve their issues
 Better they do it at your place than a somewhere
you can’t control
 Monitor everything being said about you, engage
when you can help
 Be honest, transparency goes a long way
 Build tools and materials for your brand defenders
How else can you leverage community?

Communities naturally generate fans
 Harness their excitement and enthusiasm to spread to others
 Encourage them to tell their stories and put them to work
 Your most challenging customers can be your fiercest
advocates
 Reputation and content rating is a powerful way to encourage
community
 Blend community content seamlessly into your web
experience to build a sense of safety
 Communities will tell you what is most important to them
Enhancing innovation
 Customers are the best source for product
enhancements requirements
 Groups of people make collective decisions much
better than even expert individuals do
 As long as a group includes a diverse set of people making
independent decisions
 It isn’t the number of experts in the group, but the diversity of
the perspectives that count
 Decision markets predict sporting events and

election results with greater accuracy
Social computing changes how

enterprises innovate
February 2006, Forrester Big Idea “Social Computing”
Fueling word of mouth marketing

 PR 2.0
 Get out ahead of it, don’t let it come to you
 Generate content the community wants
 Syndicate, syndicate, syndicate
 Make it easy for your community to syndicate, syndicate,
syndicate
 Proactively generate goodwill moments

 This will fall out of building trust
 Make it easy for your community to tell those stories
 Generate content, make yourself findable
Be Findable
-Todd Defren @ Pr-squared.com

“Social Media Marketing in tough times”
Get connected everywhere…
-Todd Defren @ Pr-squared.com

“Social Media Marketing in tough times”
Gaining customer understanding

 Communities can often tell you far more than web
analytics can
 Gain customer insight based on how they interact
in the community (blog, polls, comments, friends,
groups)
 Customers create the most value for you when
you create the most value for them
Improving customer service and

satisfaction
 Customers can often solve problems for each
other
 When you are engaged in the community,
customers are more apt to help each other
 Companies and brands don’t foster loyalty, people
do
 Get visible, appoint personnel in the organization
empowered to act in the community
 Ensure lessons of the past are easily found and
used
Summary
The 5 Paths can lead to Web profits:
 Building trust and community between organizations and
customers
 Enhancing innovation through crowdsourcing and community
collaboration
 Fueling word of mouth marketing
 Gaining customer understanding from user created content
and continuous feedback
 Improving customer service and satisfaction by allowing
customers to help each other.
Questions?
Darren Guarnaccia
dg@sitecore.net
www.sitecore.net

5 Paths To Social Media Profit

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Sitecore.

Compelling Web Experiences

Key Sitecore customers

The perception problem of Web 2.0

Add in the challenges of a down economy and...

Goodbye Tolerance for risk…

Now is the perfect time for Web 2.0

How do you really put Web 2.0 to work?

Building trust and community

 We must harness our customers as brand

 Trust overcomes fear of risk at the end of the

So how do you build trust?

How else can you leverage community?

 Decision markets predict sporting events and

Social computing changes how

February 2006, Forrester Big Idea “Social Computing”

Fueling word of mouth marketing

 Proactively generate goodwill moments

 Generate content, make yourself findable

-Todd Defren @ Pr-squared.com

Get connected everywhere…

-Todd Defren @ Pr-squared.com

Gaining customer understanding

Improving customer service and

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