BUILDING SOCIALLY

INTEGRATED PRODUCTS

Andy Jennings

Social Media Breakfast Madison

WHO AM I?

WHAT IS PERBLUE?

Overview

• What is a socially integrated product?

• Purpose and benefits

• Parts of a socially integrated product

• Examples

What is a socially integrated

product?

Purpose and Benefits

• Make participation a part of the product

• Reduce barrier to participate

• Benefits:

– Customer Satisfaction

– Customer involvement

– Retention

– Brand advocates

– User created content

Parts of a Socially

Integrated Product

• Internal Communities

– Built within and tightly integrated into core

service

• External Communities

– Outside of and used to support your core

service

Internal Communities

• Goal:

– Get people to attach to a product by engaging

with the community

• Key success factors:

– part of the product experience

– Make it easy to engage

– Customer identifies community as part of the

product

Titan Empires - Internal

External Communities

Titan Empires - External

Tie External Communities

to your Product

• Goal:

– Motivate customers to explore communities

outside of your product

• Key Success Factors:

– Strong calls to action

– Prominent placement

– Working external communities into the

product experience

Titan Empires - Latest News

Titan Empires – Facebook Connect

Examples

Diamond Candles

More Examples

• San Chez Bistro– Tweet a reservation

• Kimpton Hotels and Restaurants– Bring social media into the real world

– Surprise guests with requests found on social media

• Cree lightbulbs - B2B– Contest to post workplaces with poor lighting

– Winner got money to improve lighting

Questions Without Answers

• How is your content supporting your product?

• How tightly are your communities tied to your

product?

• Are the barrier to engage as low as possible?

• Does participating in your communities add

value for your customers?

• Do you genuinely motivate your customers to

participate?

THANK YOU

andyjennings@perblue.com