Five Capabilities that Will Engage Your Community
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utual 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
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Five Capabilities that Will Engage Your Community
- 1. FIVE CAPABILITIES THAT WILL ENGAGE YOUR COMMUNITY Tom O’Brien, VP Product Management
- 2. Copyright 2014 Ektron, Inc. 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 2
- 3. Copyright 2014 Ektron, Inc. #1 – CONTENT PRODUCTION 3 Produce Content1.
- 4. Copyright 2014 Ektron, Inc. #1 – CONTENT PRODUCTION • Without content, there is no digital “conversation” • Bring the conversation to them • Social • Mobile 4
- 5. Copyright 2014 Ektron, Inc. #1 – CONTENT PRODUCTION • Multi-channel • Social • Get your message to where they are 5
- 6. Copyright 2014 Ektron, Inc. #1 – CONTENT PRODUCTION • Multi-channel • Social • Mobile • Make sure your message is consumable by your users 6
- 7. Copyright 2014 Ektron, Inc. #2 – GET FOUND 7 Produce Content Get Found2. 1.
- 8. Copyright 2014 Ektron, Inc. #2 – GET FOUND • Remove the Voodoo magic from SEO
- 9. Copyright 2014 Ektron, Inc. #3 – DISCOVERABILITY 9 Produce Content Get Found Discover- ability2. 3. 1.
- 10. Copyright 2014 Ektron, Inc. #3 – DISCOVERABILITY • Site Search • Search is becoming a navigation mechanism 10 Site Search
- 11. Copyright 2014 Ektron, Inc. #3 – DISCOVERABILITY • Topic Pages • Let the user interact with the site in a way that is meaningful to them • Higher SEO 11 Topics
- 12. Copyright 2014 Ektron, Inc. #4 – ANALYTICS 12 Produce Content Get Found Discover- ability Analytics 2. 3. 4. 1.
- 13. Copyright 2014 Ektron, Inc. #4 – ANALYTICS • Which content is working? • Which content needs attention?
- 14. Copyright 2014 Ektron, Inc. #4 – ANALYTICS
- 15. Copyright 2014 Ektron, Inc. #5 – CONTENT PROMOTION 15 Produce Content 1. Get Found Discover- ability Content Promotion Analytics 2. 3. 4. 5.
- 16. Copyright 2014 Ektron, Inc. #5 – CONTENT PROMOTION • Use more of the content that is working • Tend to the content that is not
- 17. Copyright 2014 Ektron, Inc. #5 – CONTENT PROMOTION 17 Produce Content 1. Get Found Discover- ability2. 3. Analytics4. Content Promotion 5.
- 18. Copyright 2014 Ektron, Inc.
Editor's Notes
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