“Interacting with your brand” Alejandro Tobon, Jeshua Zapata, Juan Gomez
> Workshop Guidelines • Sign up sheet • Turn off mobile devices • Focus attention on presenters • Questions & Answers • Enjoy
Agenda
> Agenda…What will I learn? • Introduction • What is a SIWS? • How & Now Examples? • Conclusion • Questions & Answers
Introductions
5
> Who are we? Xzito Creative Solutions 2820 Hartford Ave Johnston, RI 02919 401.709.4342 support@xzito.com www.xzito.com
> Clients
What is a social interactive web-site?
> Social Interactive Web Sites… • … are not static brochures..thats a 90’s thing! • … have the advance functionality to interact with users. • … connect with the users needs. • … are continuously evolving… • … build a community & encourage interaction. • … people keep coming back to • = Return on Investment.
> ROI = Whoever You Define It • • • • • • • •
# site visitors # of new members/fans # in email list # new leads obtained # of presentation views # of on site product sales # of traceable phone calls # of interactions
How does it impact our numbers?
> What we are noticing? • Over 1.5 billion users have access to internet. • Facebook grew to over 300 million users in less then 1 year world-wide. • Company shifting views of web-sites from static brochures to interactive machines. • Web-sites are becoming part of our daily lives, with the spread of mobile devices. • Web-sites are a reflection of our off-line/real world scenarios.
> Social Interactive Sites
YOUR BRAND
> Usage of Media / Hours Per Week
> What are users doing online?
> Interactive Web-Sites..Don’t Collect Dust • How can you expect a web-site to be socially interactive if it never changes? • It never evolves? • Doesn’t allow the user to take action?
How do I make my site more Socially Interactive? How & Now!
> Creating a social interactive website 6. Usability & Accessibility
5. User Interface
4. Platform
1. Strategy
Social Interactive Website
2. Information Architecture
3. Functionality
Strategy #1: Target Market
> “Know thy user!” Understand what they are searching for
What would they like to do on your site?
What do they like? Identify their needs? How: - Focus Groups - Interviews - Surveys - Research
Who? Age? Location
> Use Niche sites to connect to your audience
http://www.allstategarage.com/
> Allstate Example
Strategy #2: User Vs. Company Needs
> Find the sweet spot Making sure your business objectives align well with your users’ needs.
Create a win/win situation
Business Goals
Your Website
Customer Goals
Strategy #3: Content Is King
> Develop a Content Strategy!! • What needs to be created? • What is currently in place? • What is the competition saying? • Video/Audio/Copy • Content should encourage communication, not 1 directional, ask questions, be personable
> Use Video to interact with users We are all becoming busier each day, adding video makes web-sites more interactive.
> Audio and Podcasts Audio on a website is also possible and increases interaction!
Functionality#1: Interact with Blogs
> Blog Features • • • • •
Ability to post information based on categories Ability to post audio/video/other content Ability for users to comment Ability for admin to approve comments Ability for users to register
> Use Blogs and Forums
Keeps the website fresh
More Dynamic
Helps increase SEO
> Allow users to participate Allow users to comment on blogs, videos, products, etc
Functionality #2: Encourage Users to Share
> Encourage sharing with social bookmarking
Allow sharing through email and across social media sites
Let users market your website!
> Sharing Ability
Sharing is caring
Functionality #3: Utilize Polls
> Users Can Vote
• Vote on issues • Allow me to share
• Show Results
> Slide
PBN usually has a poll.
So what do you think, are you curious?
> PBN Survey Results Live
Does this feel like interactivity? A sense of participant?
Functionality #4: Live Chat
> Online Chat
Many web users prefer Live Chat over e-mail when they want to contact someone quickly!
> Online Chat
Chat doesn’t have to be reactive, be proactive!
Functionality #5: Ask For Referrals
> Would you like to increase referrals? Want them, ask for them! Reward them!
Functionality #6: Be Social
> Be With Your Target
Being more social, means being part of the different social media communities.
> Link your social media sites to your website
> Leverage Facebook & Twitter Tools • Show the world your fan base. • Let users see on your site what people are saying about you • Others are also connected to you.
> Use synchronization tools
Participate in multiple channels
Saves Time!
Can be used for blogs, photos, and videos.
> Reply and Interact with Fans • Reply to post (+/-) • Keep people informed • Search for what people say, reply
Functionality #7: Subscription Models
> Give them a reason to comeback with Subscriptions Email has been around since 1960’s.
Allow people to join your newsletter?
Functionality #8: Search Module
> Searchable Websites
Functionality #16: Interactive Maps
> Maps & Directions
Functionality #17: Rating & Votes
> Use Ratings & Reviews Will you make a decision based on feedback? Will this impact conversion?
> Testimonials Show that others believe in you!
Functionality #18: User Feedback
> Allow users to provide you feedback
Let users submit ideas
> Ability to use surveys
Functionality #19: Point Community
> Leverage your offline marketing Online Community with Points
> Checking with Users
• Sales dropped 20% new package introduced. • Consumers hated new packaging, hard to tell if it was Tropicana different font. • Difficult to see if it had pulp or not. • Tropicana brought back old packaging.
> Tropicana Blogs
Functionality #20: Utilize Question To Interact
> Use Personalization when possible Ask Questions! Personalize your site by using their name, location, etc
http://Autohome.metlife.com
In conclusion
> In summary…We learned! • Website are no longer, click and view, web sites are becoming social interactive • Over 20 functionality tips on how to make sites more socially interactive • People rather interact with brands, not just listen to them • How will you make your web-site more socially interactive?
Thank You!