Web management round table

Online Intelligence
Connecting the dots . . .

Purpose of online intelligence
Effective communication
Efficient communication
… by better understanding of needs and behaviour of target
y g g
groups and stakeholders
… by connecting the dots between components and tools we
already have
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Combining the dots
Behaviour in
Behaviour on the Behaviour in
channels outside
website search engines
of the website
RSS feeds, blog
Google Analytics Google Adwords
search
Omniture Google Keyword Tool
Media monitoring tools
MEASURE – ANALYZE – ACT
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Components
Onsite
O it Search
S h Offsite
Off it
Your websites Google Slideshare
Microsoft Live/Bing Youtube
Yahoo Blogs
Etc. Linkedin
Facebook
Web analytics
y Keyword data
y Monitoring services:
g
Search statistics Sponsored links SM2, Radian6 etc
Popup surveys Organic optimization Number of downloads,
views
Activities, comments,
polls, content
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What can we learn?
What are our visitors
actively looking for?
What words should we
use when writing our
content?
t t?
What is attractive and what is not attractive to our target
audience
What are they also interested in?
How are we performing compared to our peers?
With whom are we actually competing for attention with?
h t ll ti f tt ti ith?
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How do we become more effective?
The
Th majority of our
j it f
intended audience
are spending most of
their time on other
websites
We can learn more about
how we should adress our
h h ld d
audience
From review sites, social networks and other services on Internet where our brand,
topics related to our business are discussed we can can
Learn how to improve our services and products
Get new ideas for products
Early warning on issues
Get support for our position
Search engines and other distribution tools as well as direct engagment can help us
reach our target groups more effective and effecient
Market value of communication can be derived from what others are willing to pay
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From a Communications Perspective
Today’s approach…
Content
Your
is
message
created
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From a Communications Perspective
Connecting the dots to be more effective
Content
Your
is
message
created
Where should I
publish it so Please help me How was it
What messages What words recieved?
that my distribute my
are effective? should I use?
audience reads content!
it?
Value defined and measured
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For more information
Staffan Lindgren, Executive Partner
+46 8 407 22 12, +46 709 71 12 12
staffan.lindgren@halvarsson.se
staffan lindgren@halvarsson se
Helena Wennergren, Senior Partner
+46 8 407 22 10 +46 709 71 12 10
46 10, 46
helena.wennergren@halvarsson.se
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