|By Larry Drebes||
|December 2, 2010 05:30 AM EST||
Marketers historically have paid close attention to site traffic, time on site and page view metrics. Success on today's Internet, the social web, is not guaranteed by any of these numbers. The game has shifted, and most savvy marketers are waking up to the fact that new key performance indicators are more relevant:
- Quality of site traffic takes precedence over quantity of site traffic
- Interactions on your site are far more important than just time on site
- Sharing content from your site leads to effective word of mouth marketing, unlike passive page views
The critical foundation underlying these new success metrics is knowledge of your users.
Create a Compelling Reason to Register - The "Give to Get" Paradigm
This give-to-get scenario is a catalyst that prompts and ensures successful user registration because the user perceives the benefits of membership to be worth the time it takes to register. A compelling why is arguably the single most important factor in getting a visitor to become a member. Think about this as a value exchange or a "give to get" relationship. You are asking users to give you something of value - information on themselves and in return you are going to provide something of value such as premium access, promotions, free newsletters or other value-added benefits.
Once you identify the value proposition, display it everywhere: place it beside your registration form, incorporate the reasons into your online advertising rotation, ensure that a user cannot spend more than 30 seconds on your site without knowing why they should become a member.
Member Acquisition Strategies - Benefits to Offer Your Members
This list of potential benefits to offer members is by no means exhaustive, but some options to offer include:
- Access to premium content: Allow your members to view enhanced content such as in-depth features, multimedia, podcasts, case studies and marketing briefs.
- Access to enhanced customization: By creating an account and pulling in profile data you will be able to build personalized features on your site such as recommended reading and suggested products to purchase.
- Access to your online community: Promote the community you have created by allowing your members to interact with each other through personalized profiles, photo sharing, forums and user-generated content.
- Free newsletters: Keep your registered users abreast of new product releases, current articles, and organizational updates.
- Coupons and promotions: Offer coupons and special promotions such as free shipping, daily discounts, contests and sweepstakes only to registered users of your site.
- Insider scoop: Allow your registered users to test beta products, be the first to hear about new products, events and tour dates.
Expand Your Membership Through Online Word-of-Mouth Marketing
Once you have some momentum, take it to the next level by leveraging your members' social networks. Through the addition of social sharing functionality your members will be able to share experiences from your site directly with their friends and online communities, extending your brand reach at minimal cost. For example:
- Commenting on an article or posting a review
- Promotional campaigns that provide incentives for members to win a prize when they invite friends to become members
- Loyalty programs that upgrade the membership level when friends they have invited become members
- E-commerce related triggers encouraging sharing of a purchase on completion of the process
- Mobile campaigns that send messages out to promote both membership and additional downloads of the mobile application
Optimizing the Registration Process
Make the registration process as simple and painless as possible. The answer to growing your members is to provide the key combination of a compelling why coupled with an incredibly simple registration process. There are best practices to simplifying the registration process:
- Shorten the registration form. Take a hard look at your current forms and determine what user profile information you really need. Most sites see an immediate uptick in registration rates when forms are simplified and only present relevant questions.
- Adopt a progressive disclosure model. Request a minimal set of data from the user at the initial registration point, and then at future touch points ask for more information to build a complete user profile over time. For example, if you offer coupons on your site, perhaps you initially only request a name and email address to download the coupon, but to access a second more personalized coupon requires the addition of a zip code.
- Leverage your user's existing identities. Offer login through a Facebook, Twitter, Google, LinkedIn, or other accounts to reduce friction and speed up the process. This method also enables you to instantly collect accurate and rich profile data from your users.
Offering Registration with an Existing Identity
The rapid spread of social networking sites such as Facebook and Twitter, as well as the ubiquity of Internet email accounts through Google, Yahoo or Microsoft Windows Live, has increased the likelihood that the majority of your site visitors already have at least one preferred online identity. Offering registration or login through these identities has been proven to not only increase registration rates, but to increase the quality and reliability of the user data.
In order to increase ROI on the Internet today, marketers have to reconsider the registration entryway and value proposition. Optimizing these two factors will lead to higher member acquisition rates and increased ROI. When converting visitors to members, marketers gain more insight into their users and uncover new marketing opportunities. Providing compelling reasons to become a member, coupled with a streamlined registration process, will drive member acquisition and improved online revenue.
SYS-CON Events announced today that On the Avenue Marketing Group, a sales and marketing firm that utilizes events to market and sell products to consumers, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. On the Avenue Marketing Group (OTA) is a sales and marketing firm that utilizes events to market and sell products to consumers. On behalf of our clients, we attend thousands of fairs, festivals, expos, concerts, conferences, and sporting events annually, helping them reach millions of individuals ...
Apr. 26, 2015 07:30 PM EDT Reads: 3,507
Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities. Accordingly, attendees at the upcoming 16th Cloud Expo at the Javits Center in New York June 9-11 will find fresh new content in a new track called PaaS | Containers & Microservices Containers are not being considered for the first time by the cloud community, but a current era of re-consideration has pushed them to the top of the cloud agenda. With the launch of Docker's initial release in March of 2013, interest was revved up several notches. Then late last...
Apr. 26, 2015 07:00 PM EDT Reads: 2,892
“In the past year we've seen a lot of stabilization of WebRTC. You can now use it in production with a far greater degree of certainty. A lot of the real developments in the past year have been in things like the data channel, which will enable a whole new type of application," explained Peter Dunkley, Technical Director at Acision, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Apr. 26, 2015 05:00 PM EDT Reads: 4,492
Health care systems across the globe are under enormous strain, as facilities reach capacity and costs continue to rise. M2M and the Internet of Things have the potential to transform the industry through connected health solutions that can make care more efficient while reducing costs. In fact, Vodafone's annual M2M Barometer Report forecasts M2M applications rising to 57 percent in health care and life sciences by 2016. Lively is one of Vodafone's health care partners, whose solutions enable older adults to live independent lives while staying connected to loved ones. M2M will continue to gr...
Apr. 26, 2015 03:00 PM EDT Reads: 1,535
SYS-CON Media announced today that @WebRTCSummit Blog, the largest WebRTC resource in the world, has been launched. @WebRTCSummit Blog offers top articles, news stories, and blog posts from the world's well-known experts and guarantees better exposure for its authors than any other publication. @WebRTCSummit Blog can be bookmarked ▸ Here @WebRTCSummit conference site can be bookmarked ▸ Here
Apr. 26, 2015 03:00 PM EDT Reads: 2,515
SYS-CON Events announced today that Ciqada will exhibit at SYS-CON's @ThingsExpo, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Ciqada™ makes it easy to connect your products to the Internet. By integrating key components - hardware, servers, dashboards, and mobile apps - into an easy-to-use, configurable system, your products can quickly and securely join the internet of things. With remote monitoring, control, and alert messaging capability, you will meet your customers' needs of tomorrow - today! Ciqada. Let your products take flight. For more inform...
Apr. 26, 2015 03:00 PM EDT Reads: 1,934
SYS-CON Events announced today that GENBAND, a leading developer of real time communications software solutions, has been named “Silver Sponsor” of SYS-CON's WebRTC Summit, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. The GENBAND team will be on hand to demonstrate their newest product, Kandy. Kandy is a communications Platform-as-a-Service (PaaS) that enables companies to seamlessly integrate more human communications into their Web and mobile applications - creating more engaging experiences for their customers and boosting collaboration and productiv...
Apr. 26, 2015 02:00 PM EDT Reads: 2,752
Dave will share his insights on how Internet of Things for Enterprises are transforming and making more productive and efficient operations and maintenance (O&M) procedures in the cleantech industry and beyond. Speaker Bio: Dave Landa is chief operating officer of Cybozu Corp (kintone US). Based in the San Francisco Bay Area, Dave has been on the forefront of the Cloud revolution driving strategic business development on the executive teams of multiple leading Software as a Services (SaaS) application providers dating back to 2004. Cybozu's kintone.com is a leading global BYOA (Build Your O...
Apr. 26, 2015 02:00 PM EDT Reads: 1,579
The best mobile applications are augmented by dedicated servers, the Internet and Cloud services. Mobile developers should focus on one thing: writing the next socially disruptive viral app. Thanks to the cloud, they can focus on the overall solution, not the underlying plumbing. From iOS to Android and Windows, developers can leverage cloud services to create a common cross-platform backend to persist user settings, app data, broadcast notifications, run jobs, etc. This session provides a high level technical overview of many cloud services available to mobile app developers, includi...
Apr. 26, 2015 02:00 PM EDT Reads: 1,429
SYS-CON Events announced today that BroadSoft, the leading global provider of Unified Communications and Collaboration (UCC) services to operators worldwide, has been named “Gold Sponsor” of SYS-CON's WebRTC Summit, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. BroadSoft is the leading provider of software and services that enable mobile, fixed-line and cable service providers to offer Unified Communications over their Internet Protocol networks. The Company’s core communications platform enables the delivery of a range of enterprise and consumer calling...
Apr. 26, 2015 01:30 PM EDT Reads: 2,562
While not quite mainstream yet, WebRTC is starting to gain ground with Carriers, Enterprises and Independent Software Vendors (ISV’s) alike. WebRTC makes it easy for developers to add audio and video communications into their applications by using Web browsers as their platform. But like any market, every customer engagement has unique requirements, as well as constraints. And of course, one size does not fit all. In her session at WebRTC Summit, Dr. Natasha Tamaskar, Vice President, Head of Cloud and Mobile Strategy at GENBAND, will explore what is needed to take a real time communications ...
Apr. 26, 2015 01:00 PM EDT Reads: 1,801
What exactly is a cognitive application? In her session at 16th Cloud Expo, Ashley Hathaway, Product Manager at IBM Watson, will look at the services being offered by the IBM Watson Developer Cloud and what that means for developers and Big Data. She'll explore how IBM Watson and its partnerships will continue to grow and help define what it means to be a cognitive service, as well as take a look at the offerings on Bluemix. She will also check out how Watson and the Alchemy API team up to offer disruptive APIs to developers.
Apr. 26, 2015 12:00 PM EDT Reads: 1,869
The IoT Bootcamp is coming to Cloud Expo | @ThingsExpo on June 9-10 at the Javits Center in New York. Instructor. Registration is now available at http://iotbootcamp.sys-con.com/ Instructor Janakiram MSV previously taught the famously successful Multi-Cloud Bootcamp at Cloud Expo | @ThingsExpo in November in Santa Clara. Now he is expanding the focus to Janakiram is the founder and CTO of Get Cloud Ready Consulting, a niche Cloud Migration and Cloud Operations firm that recently got acquired by Aditi Technologies. He is a Microsoft Regional Director for Hyderabad, India, and one of the f...
Apr. 26, 2015 12:00 PM EDT Reads: 1,678
The 17th International Cloud Expo has announced that its Call for Papers is open. 17th International Cloud Expo, to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, APM, APIs, Microservices, Security, Big Data, Internet of Things, DevOps and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportunity. Submit your speaking proposal today!
Apr. 26, 2015 12:00 PM EDT Reads: 2,329
WebRTC is an up-and-coming standard that enables real-time voice and video to be directly embedded into browsers making the browser a primary user interface for communications and collaboration. WebRTC runs in a number of browsers today and is currently supported in over a billion installed browsers globally, across a range of platform OS and devices. Today, organizations that choose to deploy WebRTC applications and use a host machine that supports audio through USB or Bluetooth can use Plantronics products to connect and transit or receive the audio associated with the WebRTC session.
Apr. 26, 2015 12:00 PM EDT Reads: 1,913
As enterprises move to all-IP networks and cloud-based applications, communications service providers (CSPs) – facing increased competition from over-the-top providers delivering content via the Internet and independently of CSPs – must be able to offer seamless cloud-based communication and collaboration solutions that can scale for small, midsize, and large enterprises, as well as public sector organizations, in order to keep and grow market share. The latest version of Oracle Communications Unified Communications Suite gives CSPs the capability to do just that. In addition, its integration ...
Apr. 26, 2015 11:30 AM EDT Reads: 4,429
Wearable technology was dominant at this year’s International Consumer Electronics Show (CES) , and MWC was no exception to this trend. New versions of favorites, such as the Samsung Gear (three new products were released: the Gear 2, the Gear 2 Neo and the Gear Fit), shared the limelight with new wearables like Pebble Time Steel (the new premium version of the company’s previously released smartwatch) and the LG Watch Urbane. The most dramatic difference at MWC was an emphasis on presenting wearables as fashion accessories and moving away from the original clunky technology associated with t...
Apr. 26, 2015 11:00 AM EDT Reads: 2,117
SYS-CON Events announced today that Litmus Automation will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Litmus Automation’s vision is to provide a solution for companies that are in a rush to embrace the disruptive Internet of Things technology and leverage it for real business challenges. Litmus Automation simplifies the complexity of connected devices applications with Loop, a secure and scalable cloud platform.
Apr. 26, 2015 11:00 AM EDT Reads: 1,758
In 2015, 4.9 billion connected "things" will be in use. By 2020, Gartner forecasts this amount to be 25 billion, a 410 percent increase in just five years. How will businesses handle this rapid growth of data? Hadoop will continue to improve its technology to meet business demands, by enabling businesses to access/analyze data in real time, when and where they need it. Cloudera's Chief Technologist, Eli Collins, will discuss how Big Data is keeping up with today's data demands and how in the future, data and analytics will be pervasive, embedded into every workflow, application and infra...
Apr. 26, 2015 11:00 AM EDT Reads: 1,478
As Marc Andreessen says software is eating the world. Everything is rapidly moving toward being software-defined – from our phones and cars through our washing machines to the datacenter. However, there are larger challenges when implementing software defined on a larger scale - when building software defined infrastructure. In his session at 16th Cloud Expo, Boyan Ivanov, CEO of StorPool, will provide some practical insights on what, how and why when implementing "software-defined" in the datacenter.
Apr. 26, 2015 11:00 AM EDT Reads: 1,633