The Era of Social Context

Tom Wentworth VP, Web Solutionstom.wentworth@ektron.com @twentworth12 on Twitter

Content is King

Content is KingContext is the Queen

and together, they rule the fiefdom of the web experience

Context in the Physical World

Context on the web, Ignored

Context comes from

Explicit preferences

Behavior Location Social networks

Social Context

Using social networks and peer relationships on a corporate website to deliver personal, relevant web experiences

Social Context in the Physical World

Social Context on the web, ignored

People trust people they know

…Then Brands

… Then Independents

The Evolution Of The Social Web Affects Consumers, Brands, And Social Networks

April 2009 “The Future Of The Social Web”

Loyalty Card 2.0

Social networks become the single identity source on the web

Social Context @ Amazon.com

Use Facebook Profile to deliver a personalized shopping experience

Disclose to Earn Trust

Provide gift suggestions by matching likes to Facebook friends unique interests

Display most popular products across the social graph

Personalize products based on the unique interests of each site visitor

Timing Of The Five Overlapping ErasApril 2009 “The Future Of The Social Web”

Summary

Connecting content with context is key to delivering web experiences that meet visitor expectations and deliver business value

Social context connects corporate websites with the social graph, bringing peer influence and trust to companies and brands

About Ektron Ektron provides mission critical web

solutions that drive revenue, improve customer satisfaction and increase productivity. Web content management, marketing

optimization, social business software

Headquartered in Nashua, New Hampshire

Worldwide offices in United Kingdom, Australia, and Canada,

Ektron Web Content Management

Improve operational efficiency

PageBuilder Widgets Functionality Empower business

users 100% ASP.NET

Ektron Marketing Optimization Suite

Drive revenue growth

In-context Analytics Content targeting Multivariate testing Search engine

optimization

Ektron Social Software Suite

Build customer loyalty

Customer communities Enterprise 2.0

collaboration Social CRM Connected

communities