five capabilities that will engage your community
Post on 08-May-2015
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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.
Copyright 2014 Ektron, Inc.4
#1 – CONTENT PRODUCTION
• Without content, there is no digital “conversation”
• Bring the conversation to them• Social• Mobile
Copyright 2014 Ektron, Inc.5
#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
Copyright 2014 Ektron, Inc.7
#2 – GET FOUND
Produce Content
Get Found2.
1.
Copyright 2014 Ektron, Inc.
#2 – GET FOUND
• Remove the Voodoo magic from SEO
Copyright 2014 Ektron, Inc.9
#3 – DISCOVERABILITY
Produce Content
Get Found
Discover-ability2. 3.
1.
Copyright 2014 Ektron, Inc.10
#3 – DISCOVERABILITY
• Site Search• Search is
becoming a navigation mechanism
Site Search
Copyright 2014 Ektron, Inc.11
#3 – DISCOVERABILITY
• Topic Pages• Let the user
interact with the site in a way that is meaningful to them
• Higher SEO
Topics
Copyright 2014 Ektron, Inc.12
#4 – ANALYTICS
Produce Content
Get Found
Discover-ability
Analytics
2. 3.
4.
1.
Copyright 2014 Ektron, Inc.
#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.
Copyright 2014 Ektron, Inc.
#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.
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