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THE IMPORTANCE OF INTEGRATION

Lunch & Learn Series | August 21, 2014

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IMPORTANCE OF INTEGRATION

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Steve Snider

Director of [email protected]

What we’ll cover…

• What defines an integration?

• Why integrate?

• Discovering solutions

• Social & custom integrations

• Questions

mailto:[email protected]


WHAT DEFINES AN INTEGRATION?

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When we connect two systems together. The

communication between them can be unilateral or

bi-directional depending on the situation and

requirements.

These external systems could be:

• Social media connectors

• CRM connectors

• Ecommerce interfaces

• Enterprise infrastructure

• Third party data sources


WHY INTEGRATE?

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What are some specific goals?

• Increased website traffic

• Enhanced user experience

• Consistent process

• Marketing Automation

• CRM lead capture

• e-Commerce

• Enterprise based authentication


DISCOVERING SOLUTIONS

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Some of the integrations that we will examine:

• Social network APIs

• Custom API integrations

• Product fulfillment

• Retrieving 3rd party data

• Lead capture


VELOSANO

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VeloSano (meaning “swift cure”) is an

annual community event where cyclists

come together to raise money for cancer,

our nation’s second largest killer. In the

event’s first year, participants raised over

1.6 million dollars to directly benefit

cancer research.

The website aimed to generate

awareness and provide participant tools

as they raised money for this great cause.


VELOSANO

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Website integrations implemented:

• Social integrations

• Facebook

• Twitter

• Custom integrations

• Current fundraising total

• Top fundraisers

• Featured riders


SOCIAL INTEGRATIONS

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BENEFITS OF SOCIAL

INTEGRATION

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Why use Social Signals?

• Increased SEO rankings?

• Increased page views

• Followers and timelines

• Low cost for implementation


SOCIAL INTEGRATION SOURCES

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Resources to explore:

Social Media Plugin SDKs

• Facebook https://developers.facebook.com/docs/plugins

• Twitter https://dev.twitter.com/docs/tfw

• LinkedIn https://developer.linkedin.com/plugins

Combination Widgets

• ShareThis http://www.sharethis.com

• AddThis http://www.addthis.com/

• Shareaholic https://www.shareaholic.com/

https://developers.facebook.com/docs/plugins

https://dev.twitter.com/docs/tfw

https://developer.linkedin.com/plugins

http://www.sharethis.com/

http://www.addthis.com/

https://www.shareaholic.com/


CUSTOM API INTEGRATION

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CUSTOM INTEGRATIONS

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CUSTOM INTEGRATIONS

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Benefits

• Communication between third party sources

• Seamless data connectivity

• Cohesive user experience

Considerations

• Can effect page load times

• Can be expensive to implement


GOJO

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Challenge

• Manual qualification process for trial requests program; all leads signed up for all trials

• There was no cohesive nurture or follow up process for trial participants, in fact many were never followed up on at all

• Fulfillment of trials were submitted and shipped on a case by case basis

Solution

• An automated self-qualification process through a custom logic engine; based

on answers to intro questions only relevant trials are shown to end Users

• Integration into Marketo and a 4 part drip email allowed a cohesive nurture

and branded experience

• Integration into the fulfillment SAP system allowed automatic fulfillment

without any manual submissions or paperwork

• Triggered sales notifications allowed sales representatives to be updated

automatically when a prospect is ready to buy


GOJO LANDING PAGE AUTOMATION

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CUSTOM LEAD CAPTURE

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Benefits

• Allows for complex qualification rules

• Relatively low cost to implement

• Easily integrated to the Kentico CMS

• Existing solution for iFrame or stand alone pages


PRODUCT FULFILLMENT

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Benefits

• Consistent automated process

• Less manual labor required to fulfill orders


TYING IT ALL TOGETHER

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CONCLUSION

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Integrations can lead to the following:

• Increased website traffic

• Enhanced user experience

• Consistent process

• Marketing Automation

Questions?

To setup a consultation with Hileman Group to discuss

your integration needs, click here.


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