Insight into Action: Driving Engagement through the Web

Christopher KraftSenior Director, Product Management

Innovation Forum 2010

What is Customer Engagement?

a way to get customers to

connect more deeply

with a brand.

What is Customer Engagement?

The brand has won their trust, and the connection the

customer feels with Apple is due to the quality and

innovativeness of their products.

At your company, how important is the issue of engagement?

Source: Forbes Insight, The New Rules of Engagement

Customer Engagement

Is engagement part of your ongoing conversation with the

CEO, directors and other corporate leadership?

Source: Forbes Insight, The New Rules of Engagement

Customer Engagement

Customer Engagement

Whether the endgame is increased sales, greater

customer retention, increased employee satisfaction,

online brand advocacy – or a combination thereof –

marketing executives agree that the loyalty that

arises from customer engagement directly

correlates to business performance.

Customer Engagement

• Sales cycle is being replaced by the buying cycle.

• Have more knowledge than ever before about the

―product‖

• Has no time, expected to do more, even in off

hours

Meet Customer 2.0

Customer 2.0

a debilitating condition brought on by

excessive workloads, 24/7

availability, information overload,

lack of sleep, and job-related stress.

Frazzled Customer Syndrome

Customer 2.0 – Microsoft Hotmail Ad

Frazzled Customer Syndrome

What is Customer Engagement?

…on the Web

an estimate of the degree and depth of

visitor interaction on the site against

a clearly defined set of goals.

What is Customer Engagement on the Web?

Visits

Engagement

Results

Brand Awareness,

Content Marketing,

SEO, Banner Ads

Repeat visits, More

clicks, Longer visits,

Interact with the site

Downloads content,

Picks up the phone,

Signs up for events,

Shares content

Keys to an engaging visitors online

Make it valuable. Content is still king.

Make it memorable. Invest in great design

Make it friendly. Integrate with social media

Make it mobile. Incorporate smart phones

And… Build a plan that includes all 3 together.

MAKE IT MEMORABLE.Insight into Action

Make it memorable. Invest in great design.

Once a playground for enthusiasts, it has now

become a mature rich medium with strong

aesthetic and functional appeal.

In fact, we are experiencing what could be the

golden era of Web design — or at least the best

period thus far.

Make it memorable. Invest in great design.

• Rich Interfaces and Imagery

• Extreme Navigation

• Robust Site Search

Rich Interfaces and Imagery

Nike.com

Nike.com – bottom navigation ―postcards‖

Nike.com Running Site

Nike.com Running Site

Urban Daddy – Dining and Entertainment

Urban Daddy v. Zagat

Urban Daddy – Dining and Entertainment

Urban Daddy – bottom navigation

Rich Interfaces and Imagery

Accenture – Practice Area with Interactive Content

Baker Donelson – Background imagery

Lewis and Roca

Print-Style Layout

• Great design…plus location based marketing.

Print-Style Layout

Edelson.com

Edelson.com

Edelson.com

Extreme Navigation

User Experience Continues to Improve

“Studies have shown that most users will not click more than three links to get to the information they want. So every page on your website should be reachable within three clicks.” – Warren Baker

“Some are hard to navigate; others are simply very

light on content...” – General Counsel, In the Hubbard One General

Counsel Survey

The #1 imperative for law firm web sites, as stated by decision makers, is that they the provide “quick and easy

access to information” – Hubbard One General Counsel Survey

Hubbard One traffic reports show that, in general, users are spending less time on law firm web

sites, and viewing fewer pages than ever before.

Extreme Navigation

Jones Day – Mega Menus

Extreme Navigation

Wilmer Hale – Below the Fold

Extreme Navigation and Bold Design

Mofo.com

Mofo.com

Robust Site Search

Mofo.com

Mofo.com

Jones Day – Faceted Search

Jones Day – Faceted Search

Urban Daddy

Baker & McKenzie mega-menu search

MAKE IT FRIENDLYInsight into Action

Engagement has evolved from cold calling as the

only option, to bite-sized and frequent back and

forth discussions between social peers that

lead to trust (a sales asset) and familiarity.

Social Media = High Customer Engagement

• In the last year alone, time spent on social networking

sites has surged 73 percent.

• In February 2009, social network usage exceeded Web-

based e-mail usage for the first time.

Social Media = High Customer Engagement

Yeah, Yeah…great for B2C,

but what about B2B?

Customer Engagement and Social Media

• 75% of all B2B purchasers now use Social Media as part of the

purchase process and LinkedIn is the #1 tool

• Website traffic, brand awareness, engagement with prospects and

engagement with customers are the leading metrics used to measure

the success of social media for B2B companies.

Customer Engagement and Social Media

2008

2009

Today

Experiment. New and Unproven,

but at least add Sharing.

Take Action. Do it now! Integrate

it into your web strategy…just like

a firm mini-site or a blog.

Be Inspired. Claim your space, it

doesn’t cost anything. And it is

growing dramatically.

Porsche on facebook

Porsche on facebook

Porsche on facebook

Porsche on facebook

Cisco and Social Media

Cisco and Social Media… socialmedia.cisco.com

Cisco on facebook

Cisco on facebook

Cisco on facebook

• ―…create a Facebook page that is a “one stop

shop” for our community on Cisco news,

events and information.‖

• ―…it is another channel we leverage to

communicate to our customers, employees,

influencers and to anyone who is interested in

Cisco.‖

• ―We currently have 54,000 people who like Cisco…

looking at the level of engagement from them,

as measured by their comments, we do feel that

we were successful in accomplishing our goals.‖

• On average, each post on our Facebook wall

gets about 35-45 hits or likes or comments.

Autumn Truong

Social Media Manager

Cisco Systems

Forrester…events, news, and aggregated research

Ernst & Young Careers on facebook

I Like it!

First was Bookmark, Then came Share, Now it is Like.

Users put great trust in their social networks…

One-half of respondents said they considered

information shared on their networks when making a

decision—and the proportion was higher among users

ages 18 to 24, at 65%.

Urban Daddy – Branded Twitter Page

Some law firms have good start!

Some law firms have good start!

Jackson Walker on Twitter

Jackson Walker

• Branded Twitter Presence

– 20 twitter feeds

– Firm news & updates

– Practices specific posts

Virtual Events Get Social

Survey conducted by On24…

• 77% of the respondents, representing a wide variety of

industries, indicate that a social webcast is better or far better

than other webcasts.

• An equal percentage (80%) feel that social networking tools

within a webcast are somewhat to very important

in webcasting today.

Virtual Events Get Social

Twitter and Advertising

• Promoted Tweets

– marketers pay to

have their

messages listed

as the first search

result on Twitter

– about 5% click a

link, retweet or

reply

– 80% of brands

purchased again

Mobile Social Networking Soars

112%Annual increase in

mobile Facebook

usage as of Jan 2010

347%Annual increase in

mobile Twitter

usage as of Jan 2010

MAKE IT MOBILE.Insight into Action

Going mobile - Smart phones versus the Browser

Going Mobile – The Trend

• By 2011, more than 85 percent of the handsets shipped

globally are expected to include a browser.

• Touch screens are becoming the dominant user interface

on large-screen handsets and are expected be included on

60 percent of mobile devices shipped to mature

markets in 2011.

• By 2012, 50 per cent of traveling workers will leave their

notebooks at home in favor of other devices.

• Mobile webpage views are 10% of Reuters' total online

traffic and are growing at approximately 50% year-over-

year.

We know we should care, but why?

0%

10%

20%

30%

40%

50%

60%

70%

80%

30-39 Age Group 40-49 Age Group 50-59 Age Group 60+ Age Group

Source: Corporate Counsel New Media Engagement Survey, 2010

“These (findings are) in keeping with the explosion of new

applications, software and platforms being developed to deliver

professionally formatted content (newsletters, clients alerts, websites,

etc.) to the mobile devices of business professionals on the move”

Percentage of respondents by age group selecting “preferred” or

“somewhat preferred” for smart phone or PDA

My mobile shopping experience

My mobile shopping experience

Visits first, Then engagement.

Visits

Engagement

Results

Brand Awareness,

Content Marketing,

SEO, Banner Ads

Repeat visits, More

clicks, Longer visits,

Interact with the site

Downloads content,

Picks up the phone,

Signs up for events,

Shares content

Target

Porsche mobile site

NPR Mobile Site

NPR Mobile Site

Going Mobile: It’s Everywhere

Webinars Go Mobile

TIME FOR SOME ACTIONInsight into Action

Implementation of web trends over the past 2 years

100%

0%

50%

Bold

Design

Mega

Menu

Below

the Fold

Social

Widget

Social

Presence

BlogsVideo

Audio

40%

17%

40%

4%

19%

70%

47%

Adv

Search

13%

Lights, Camera, ACTION!

―People postponed [website updates] as long as they could.

It's only now that companies are doing redesigns to get rid

of outdated looks,‖ said Bill Rice, president of the Web

Marketing Association.

Time for some action…

A focus on Customer Engagement

drives loyalty and ultimately

business performance…

But you have to Break through the

Frazzled Customer Syndrome.

Make it memorable

Make it friendly.

Make it mobile.

Take Action.

Do something. If it works, do more of

it. If it doesn't, do something else.

- Franklin D. Roosevelt

There are risks and costs to a program of

action. But they are far less than the long-

range risks and costs of comfortable inaction.

- John F. Kennedy

Insight into Action: Driving Engagement through the Web

Christopher KraftSenior Director, Product Management

Innovation Forum 2010