NASDAQ.com wanted to increase repeat traffic, advertising revenue, and audience engagement while improving customer loyalty and providing a more personalized experience. The NASDAQ brand drove first-time visitors to the site but needed a more engaging experience for them to return. Vice President and General Manager for NASDAQ.com, Bruce Hashim, stated, “We want our users to have a successful experience on the site, where they discover something relevant that was unexpected, engaging and delightful. We thought that a community would enable our audience to engage with us and one another.”
Findings from focus group sessions revealed that visitors to the site were looking for better information on companies, “Consumer Reports” style stock ratings, tools to improve investment skills, and a personalized page that aggregated relevant information.
To build the NASDAQ Community, it was determined that the social media tools and flexible content management features in Ektron’s CMS400.NET provided a cost-effective overall platform to support the new community. With some additional development, a social media solution was created with Ektron’s CMS at the core. ASP.NET web controls allow for the personalization of content, and the new Ektron notifications system updates the user’s activities. The framework is flexible so that additional social media components can be added in the future.