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My final exam presentation, June 2009

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  • Today I would like to discuss these three subjects:First of all the interview questions, which you could not find in the rapportSecond, I mention Google several times in my rapport but did not have the space to discuss it in deptFinal as an introduction to our discussion after my presentation, I will discuss the future of HumleKompagniet and developing digital experiences
  • As you have realized, I forgot to add the interviews questions as an appendix. For that reason I would shortly to show them to you. The goal of the research was to find out: What is special about Michael’s beer tastings and how can it be expressed on his website and visual profile?The first two questions are used to clarify, what is special about Michael’s beer tasstings.
  • Then I continued the interview asking about how his characteristics could be expressed on his website and I showed the respondents these three very different flash templates.
  • After that, I asked the respondents if they would like some of these features on Michael’s website, which was not present on the templates.
  • I mention Google several times in my rapport, but I do not comment on how the website can be optimized for Google. This aspect is important, because Google is the most-used search engine on the Internet. Since people in Denmark mainly use the Internet instead of a phone book, Google is the primary way for new customers to access HumleKompagniet’s website. It is not enough to have a well-functioning and good looking website, if people can not access it. Google optimization is therefore a way for HumleKompagniet to position itself online in order to become a profitable brand. HumleKompagniet will gain competitive advantage by appearing higher to the list when the user search for e.g. stag party Århus, because we all know, that we only takes interest in the first few suggestions Google comes up with.
  • I have made some changes to the website after I handed the project in a few weeks ago in order to optimize the website to Google. Internal and external linksThe Internet has a mesh like structure, where HumleKompagniet has to be a part of. Google rate how important your page is based on your internal and external links. ValidationGoogle sends a robot to check out your website and the robot can easier index it, if there a no errors in the code. Remove syntax errors in the code Alternative textAdd alternative text to all picture. Also important for the visually impairedHeadingsPrimary and secondary headings, indicated with tags in the code
  • Again, in order for the robot to index the website, I have added a description and key words to the website.
  • Google has a webmaster tool useful for…The knowledge is used to develop the website further and keep it updated. Even though I have performed a final test of the website, and all ten respondents really liked it, it is not finished or perfect. The Internet evolves all the time, new techniques becomes available and Michael’s business changes as well. He has even spoken to a chef about expanding his business and sell food as well.
  • The final subject I want to discuss in my presentation and as an introduction to our discussion in a few minutes is my use of experience economy. Pine & Gilmore state that when having all four areas of the experience realms model covered you have the ultimate experience. The sensitive identity circle has a similar statement: If all five (six) senses are stimulated, then you get an experience, which I do not agree with. I believe there are different levels of experiences, which these two theories do not take into consideration. To use a Ferrari example again: I would get a much greater experience taking a ride in such a nice car than visiting HumleKompagniet’s website. To illustrate this issue I have made an experience barometer and plotted in the experience of HumleKompagniet’s website. Barriers of the media:Google is one of the reasons I have chosen the combination of flash elements and html. I state in my rapport that experience economy is the solution for HumleKompagniet to gain competitive advantage, but the experience could be bigger by using mainly flash, pictures and video.Visually the user could be brought further into the beer univers, but then Google would not be able to index the website. If Michael does not appear on Google, he will not be able to reach his goal of 30 bookings the first year. Experience economy is a tool and not the ultimate miracle solution.
  • HumleKompagniet

    1. 1. Final Exam June 29th 2009<br />Ulla Kirketerp Nielsen<br />
    2. 2. The Plan<br />Interview questions<br />Google optimization<br />Experience Economy<br />
    3. 3. Interview Questions<br />Subject: Motivation for booking Michael<br />Why did you decide to book Michael for a beer tasting?<br />Subject: The event beer tasting <br />What did you think about the beer tasting?<br />Which three key words would you use to characterize Michael as <br /> a person?<br />Which role did Michael’s personality play for the beer tasting?<br />
    4. 4. Interview Questions<br />What do you think of example nr. 1: <br /><br />What do you think of example nr. 2: <br /><br />What do you think of example nr. 3:<br /><br />
    5. 5. Interview Questions<br />Subject: Features<br />Which of these features do you think HumleKompagniet<br />should have? <br />Video clip from a beer tasting<br />A beer game/quiz<br />A blog, where Michael writes about beer<br />A list of beers to order<br />Pictures from beer tasting and Michael <br />Price indicator<br />References <br />Do you have any comments to the subject that you do not think is covered in the interview?<br />
    6. 6. Google Optimazation<br />Research question:<br /> “How shall the beer tasting company HumleKompagniet position itself online in order to become a profitable brand?”<br />
    7. 7. Google Optimazation<br />Internal and external links<br />Validation<br />Alternative text<br />Headings<br />
    8. 8. Google Optimazation<br />&lt;meta name=&quot;keywords&quot; content=&quot;polterabend, ølsmagning, tastesen, fødselsdag, arrangement, underholdning, oplevelse, danskøl, mikrobryggeri, personalefest, julefrokost, HumleKompagniet, hygge, foredrag, ølforedrag, århus&quot; /&gt;<br />&lt;meta name=&quot;description&quot; content=&quot;HumleKompagnietlevererhyggeligeølsmagningertilbåde private arrangementersompolterabendsogfødselsdage, men ogsåpersonalearrangementersomfredagsbarogfirmajulefrokoster.&quot; /&gt;<br />
    9. 9. Google Optimazation<br />Google Analytics<br />Number of visitors (and new visitors)<br />Where your visitors come from<br />How long they stay on the website<br />Which search words they used <br />Etc.<br />Innovation a process, not a goal<br />
    10. 10. Experience Economy<br />The experience barometer<br />No Ultimate<br />Experience Experience<br />Barriers of the media<br />Experience of<br />HumleKompagniet<br />