Website production process: Overview (2010)


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As part of an education class for ADMA students I was asked to talk through the website planning process, specifically around the production steps involved in taking a website from an idea to a physical web address.

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  • Website production process: Overview (2010)

    1. 1. Website Planning De Hallam Murdoch University
    2. 6. How did these brand websites get from…
    3. 8. s
    4. 10. Good planning.
    5. 11. How, exactly?
    6. 12. SOSTAC® marketing planning framework applied to digital marketing. Source: Chaffey and Smith (2008) Where are we now? Where do we want to be? How do we get there? How exactly do we get there? Details of who does what and when? How do we monitor performance?
    7. 13. Revisit and refine.
    8. 14. Where are we now? (Situation analysis)
    9. 15. <ul><li>brand perception </li></ul><ul><li>customer insight </li></ul><ul><li>internal capabilities & resources </li></ul><ul><li>current performance </li></ul><ul><li>SWOT analysis </li></ul>
    10. 17. Where do we want to be? (objectives)
    11. 18. <ul><li>Sx5 objectives: </li></ul><ul><li>Sell- customer acquisition & targets </li></ul><ul><li>Serve – customer satisfaction targets </li></ul><ul><li>Sizzle – site stickiness, visit duration </li></ul><ul><li>Speak – trialogue, # engaged customers </li></ul><ul><li>Save – quantified efficiency gains </li></ul>
    12. 19. How do we get there? (strategy)
    13. 20. <ul><li>Segmentation, targeting & positioning </li></ul><ul><li>Online Value Proposition </li></ul><ul><li>Integration (consistent OVP) & database </li></ul><ul><li>Tools (web functionality, email, blog etc) </li></ul>
    14. 21. How, exactly, do we get there? (tactics)
    15. 22. <ul><li>E-marketing mix </li></ul><ul><ul><li>Incl. the communications mix, social networking, what happens when. </li></ul></ul><ul><li>Details of content strategy. </li></ul><ul><li>Initiative schedule. </li></ul>
    16. 23. Who does when & when (actions)
    17. 24. <ul><li>Responsibilities & structures </li></ul><ul><li>Internal resources and skills </li></ul><ul><li>External agencies </li></ul><ul><li>Production schedule </li></ul>
    18. 25. Monitor performance (control)
    19. 26. <ul><li>Web analytics + Sx5 = KPIs </li></ul><ul><li>Useability testing </li></ul><ul><li>Customer satisfaction surveys </li></ul><ul><li>Site visitor profiling </li></ul><ul><li>Process of reporting and actions </li></ul>
    20. 27. SOSTAC® marketing planning framework applied to digital marketing. Source: Chaffey and Smith (2008) Where are we now? Where do we want to be? How do we get there? How exactly do we get there? Details of who does what and when? How do we monitor performance?
    21. 28. Example: Student Life and Learning website.
    22. 30. Situation analysis & objectives <ul><li>Website audit. </li></ul><ul><li>Existing tracking data. </li></ul><ul><li>Key stakeholder interviews. </li></ul><ul><li>Group stakeholder workshops. </li></ul><ul><li>Student focus groups. </li></ul>
    23. 31. <ul><li>Current state </li></ul><ul><li>a need to better engage students in university life outside of their course </li></ul><ul><li>a requirement to move all internal content to a user-centric mindset </li></ul><ul><li>a need to better deliver on the promise of the “discoverers welcome” message for existing students </li></ul><ul><li>upgrade out of date, poorly branded and flat content which has been “on hold” for a significant period of time </li></ul>
    24. 32. Overarching business objectives <ul><li>a greater focus on retention </li></ul><ul><li>increase understanding of the value of our “ total learning experience ” for all students </li></ul><ul><li>reduce negative perceptions of some of the services available to students </li></ul><ul><li>increase awareness and trust of deeper level support services available to students </li></ul>
    25. 33. Online objectives <ul><li>allow key messages and activities to gain greater reach across all target audience groups </li></ul><ul><li>provide clear pathways to delve into deeper content (“find out more”) </li></ul><ul><li>make content actionable (“here is what you need to do next”) </li></ul>
    26. 34. Strategy <ul><li>Persona development </li></ul><ul><ul><li>user-tasks, specific objectives, behaviours. </li></ul></ul><ul><li>High level wireframes </li></ul><ul><li>Ideas for tools and functionality </li></ul><ul><li>Branding strategy </li></ul>
    27. 35. 70% Worried, but well. 35% Low-need/ disengaged 5% High need
    28. 36. SL&L homepage example Reassure the user that they have come to be right place
    29. 37. SL&L inner page example Individual team identities will provide relevance to the user journey <ul><li>User engagement devices </li></ul><ul><li>Information based contextual navigation </li></ul>
    30. 38. First year ideas: a handy guide Recommended task : user research to understand what users want The chance to create ongoing users and future ambassadors Source:
    31. 40. Tactics: <ul><li>Wireframes </li></ul><ul><li>Information architecture </li></ul><ul><li>IA Card-sorting workshops </li></ul><ul><li>Designs </li></ul>
    32. 43. Example architecture High trafficked areas
    33. 44. <ul><li>Online card sorting software: OptimalSort </li></ul><ul><li>Best practice guides for card sorting </li></ul>Card sorting workshops
    34. 46. Actions: <ul><li>Production schedules </li></ul><ul><li>Content mapping workshops </li></ul><ul><li>Internal training (CMS training, copywriting workshops etc). </li></ul>
    35. 47. Production schedules:
    36. 48. Content mapping workshops: <ul><li>Best practice guides for content mapping workshops </li></ul>
    37. 49. Control (performance): <ul><li>Useability testing. </li></ul><ul><li>Omniture reporting. </li></ul>
    38. 52. Questions? <ul><li>De Hallam </li></ul><ul><li>[email_address] </li></ul><ul><li>Online Communications Planner </li></ul><ul><li>Murdoch University </li></ul>