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Digital Media Makeover  Marketing Profs B2B Forum July 2011
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Digital Media Makeover Marketing Profs B2B Forum July 2011


Leigh Durst does a makeover of the digital media footprints of two B2B brands, Ritchie Brothers Auctions (3.3 Billion Dollar Global Auctioneer) and Package Machinery Corp (Mid-sized Machine …

Leigh Durst does a makeover of the digital media footprints of two B2B brands, Ritchie Brothers Auctions (3.3 Billion Dollar Global Auctioneer) and Package Machinery Corp (Mid-sized Machine Manufacturer for CPG companies) including notes on how to improve execution within various properties (web, blog) before/after wire frames and tips and tricks for creating a more usable web presence.

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  • Digital Media Makeover of 2 Brands is a tall order 10 minute intro25 minutes per brand15 minutes of QAINTRODUCE RBI Auctions Largest global auctioneer and Package Machinery Company Inc. Manufacturer of high speed packaging machines for CPG Market.
  • BONDING is the new BRANDING.The stronger the bond, the stronger the relationship  the stronger the relationship, the stronger the brand.BONDING will determine whether we tweet or publicly complain about how ticked we are about waiting in line to service our phone at Verizon -- or wait in line for 8 hours to get a new iPad 2 at the Apple store AND then BRAG about the experience over Twitter, as if was your honor to do so. Apple understands how to form the BOND.
  • Apple understands the bond – and the bond is much more than about our digital experiences, but how our products look, feel and function – how we serve people face-to-face – and impressions and interactions at every touch point. In a day and age where a vast majority of transactions begin on a DEVICE, the experiences we create -- especially our digital and social experiences, are incredibly important in creating bonds with people. This is why marketers need to become more seasoned in designing, developing and helping manage customer experiences – because Bonding is the new branding. If you are a marketer, your world has shifted.ASPIRATIONAL BRANDING is Marketing 101 – what we’ve always done. Assets, calls-to-action, branding…ACTUAL branding, how ever is found in what our market believes about us – and that is driven by the experiences we provide.GOOD EXPERIENCES BRIDGE THE GAP between what we desire to be and who we really are.So the principles of interaction design, an understanding of usability and task flow, and human factors are quickly becoming a competency tomorrow’s marketer should have. That’s what we’re going to discuss here today.
  • We’re all here for the same reason I believe –We carry the knowledge that the digital footprints we create leave distinct impressions that speak very loudly -- and especially within social media, in a potentially amplified manner, to the credibility of our brands.How many of you manage…How many of you are marketers…How many of you find it over whelming to keep up with the pace and spend time objectively evaluating the experiences you deliver?ME TOO.
  • Okay. So my mom sent me one of those 10x magnifying mirrors. I don’t know how many of you have ever… but I find the experience a bit humbling.When I look into that mirror I can see all the junk I try to hide with makeup and every imperfection, line and wrinkle with ease. I may have had a hunch it was there – or not. It’s always a wakeup call, and I usually go buy skin products after gazing into it – because it shows me clearly the things I have failed to address – even if some of it may be out of my control.In parallel it’s really important to do that kind of deep looking at the experiences we create for the PEOPLE we serve. I say people because Customers are essential, but so are PROSPECTS and PARTNERS and auxiliary audiences. Too easy to get caught up in doing, growing, maintaining… we forget to question whether we’ve taken proper care of our online presences. And when we don’t there are always problems.When we do look in the mirror, we may find that there are some disconnects.
  • Between The experiences we believe we offer, and what others ACTUALLY experience with our brands.It’s those kinds of disconnects that are brand killers… but thankfully, they are almost always things that can be remedied with proper attention.
  • Amazon didn’t become the Leviathan of online commerce by being Glamazon – they were never the beauty queen of the online world. However, there was beauty in their shopping experience … it was highly functional, useful and offered innovative, groundbreaking features. On top of this, they served people well online and offline. They made people better by EMPOWERING them to get what they need quickly, efficiently and often at the lowest possible price. They continue to make businesses the BEST at eCommerce by providing them with a best-of-breed shopping platform for thousands of retailers. It wasn’t pretty work. It was hard work.Put more simply – pretty is great. Pretty is pleasing – but it’s also the icing on your cake. The substance of success is not in how you look, but how prepared you are – and how you perform against the needs, desires and expectations of the audiences you serve.When we serve people well, we form essential bonds with people. And in this age of transparency,
  • So, let’s get started with our session!
  • I spent about 8 hours on each company focusing on their collective digital media presence. I paid close attention to three things:Immediate impressions – because they count 2-3 second abandon…We only have a short time to secure the attention of people today and with a large majority of purchasing happens online today, securing that attention should be our first priority online.WWCD – I tried to put on the mindset of your customers and experience the sites as they wouldBest Practices – Applying my expertise and background to the experience executionI focused on as many digital properties as I could and made copious notes that are included as an appendix in this document because we can’t possibly cover it all. I then distilled my feedback down into some recommendations that will help these companies -- make their experiences more compelling, engaging and effective – not just in terms of serving people well but in achieving business outcomes.P.S. I had VERY LIMITED information – Digital Properties, High Level Audience, Some outcomes … based on email with Package and Ritchie Brothers.There isn’t much time in 25 minutes to be delicate about feedback. So I want to lay groundwork
  • Rapid fire critique can feel personal – as a business owner AND someone who manages clients, I can appreciate the blood, sweat and tears that have gone into the creation of the digital properties you manage.
  • Not comparing the two brands. Not a beauty contest and there is no perfection.
  • We’re all here to take our brands to the next level.
  • SO --
  • 20 minutes per company10 minutes of QA & interaction15 minutes of crowd QA
  • ENHANCEFurther optimize search capabilitiesRefine technical executionIMPROVEDrive immersion and engagement with strengthened story/message/calls to actionCreate clear differentiation for Package MaterialsDemonstrate how you solve customer problemsMake benefits more clear and distinctMake sure all content is up to date (Nov. 2011 event)Make all content shareableMake next steps highly evident and compellingLeverage robust WP-driven widgets such as:Increase posting frequency to drive more traffic and activityConsider 3-4 posts per monthConsider outside contributorsGet creative – featured external articles?Ask for input & contributionsConsider syndicating your postsMake creative use of your blog contentUse “Most Recent” post as a featured article summary on your home pageEnsure posts speak to AUDIENCE needs as a compliment to business imperativesBlog about customers Create case studiesInspire interaction – within the acceptable bounds of a “lurking” audience. Make next-steps clearMake sharing easyEncourage customer-submitted contentRespond with gratitude
  • Follow StrategyFollow RationaleTwitter as Customer Service
  • Be a bond builder by making sure your digital experiences meet people where they are at AND make them better and more successful.Make sure what you do is done WELL, and is focused squarely on the people you serve.


  • 1. DigitalMakeover
    B2B Forum
    Boston 2011
  • 2. Leigh Durst
    Digital Aesthetician, Experience Stylist.
    Linked in/in/leigh.durst
    Leigh at livepath dot net
  • 3. Apply some digital media polish
    to two companies in 60 minutes.
    Makeover Challenge
    @livepath @wrapsustainably @ritchieBros
  • 4. Bonding is the new Branding ™
  • 5. Brands are outcomesof the experiences we create.
  • 6. Your digital footprint leaves a distinct impression
  • 7. Taking a deeper look
  • 8. Finding the disconnects
    What we perceive
    What others experience
    Image credits: Revlon, MGM Studios
  • 9. Pretty is aspretty does.
    Image credit: Life Magazine
  • 10. GettingStarted
  • 11. The Approach
  • 12. Not callinganyone ugly
    Image credit: Remington 1951
  • 13. Notexpectingperfection
    Image credit: Life Magazine
  • 14. Takingthings to the next level
  • 15. … Do not throw items at the speaker
    … Keep an open mind
    … Benchmark feedback against your own data
    … Focus on the big picture
    …Think like your customers & prospects
    Image credit: Life Magazine
  • 16. Package Machinery Company
    Kate Putnam
    Package Machinery COmpany
    To the Chair!
  • 22. Website
    Clean layout
    Shallow site structure
    Recently updated
    Works on Mobile Devices (Droid/iPad)
    Solid Content
    Rotating client testimonials
    Value add content (video/white papers)
    Blog Postings
    Subscribe features (email / RSS)
    Built on WordPress
    Use of a CMS
    Use of CSS / Style Sheets
    Since 1996 – Redesign in early 2008
  • 23. Blog
    Well positioned in site navigation
    Most recent posts featured on home page
    Complimentary template to website
    Recent posts, archives and categories widgets
    Posting about 1-2 times per month.
    Since 2009
    Individual Posting
  • 24. Site & Blog
    Restructure & Refresh
    Increase conversions by restructuring content to address prioritized “user tasks”, e.g.:
    Find & shop for equipment
    Separate sales and service
    Learn about packaging
    Solve “my” business problem
    Search (!)
    Improve content targeting and encourage participation / engagement
    Calls to action address “how we make you better”
    Strengthen stories to speak to user needs
    Motivate & direct users to “next steps”
    Elevate (and improve) participation options
    Consider increasing post and update frequency
  • 25. Site & Blog
    Experience & Engagement
    Improve appeal and increase usability by refreshing the site design and layout
    Reduce user acrobatics (click, scroll, find, remember)
    Maximize ability for users to navigate
    Optimize layout and information display
    Better “frame” content with design/assets
    Further Polish the look & feel
    Create a more compelling, community driven experience with enhanced functionality
    Use robust WP-driven widgets
    Most popular, recent comments
    Sharing: Share This, Retweet, “Like”, FB Subscribe
    Upcoming events & current promotions
    Comment functionality (general enhancement)
    All-in-one SEO Pack
    Simple Scripting
    Adjust capture tactics
    Use capture form instead of direct email address
  • 26. Wireframe
    Example A.
  • 27. Wireframe
    Example B.
  • 28. Twitter
    Real person!
    Focused expertise
    Somewhat active/frequent (2-5 tpw)
    RT’s of valuable info
    Listed in 37 lists
    Avoid Brand Confusion
    Grab “Package Machinery” account
    Use Hoot Suite or Tweet deck to manage
    Develop a Follow Strategy
    Target prospects & customers and follow them
    Boost following with targeted follows/followers
    Demonstrate Your Value
    Continue to provide value
    Serve, dialog with & celebrate customers online
    Engage in related chats / discussions
    Make your Tweets Compelling
    Speak to audience interest – and don’t do this:
  • 29. You Tube
    Lots of Good Content
    Demonstrates Machinery
    Check the Tech!
    Embed media on-site, rather than driving to You Tube
    Make sure all your videos work on your channel
    Use Care with Design & Production
    Tone back your page design for your channel
    Tone back music on some videos
    Try not to shoot people working from the back
    Subscribe, Favorite & Comment (it’s reciprocal!)
    Great, related video
    Customer channels (especially)
    Industry Channels
    Like-minded channels or companies
    Be Creative!
    Demonstrate the story, value, benefit
    Keep it short and fun
    Customer submitted content
    Interviews, case studies
  • 30. Linked In
    Corporate Page (2008)
    Blog Integration to Kate’s Profile & PMC
    Slide Share Presentations/Features
    Strong number of personal connections
    Group activity with Marketing Profs showing
    Very active, but it doesn’t show
    Increase following
    Let customers know you are on Linked In
    Promote your Linked In profile/page
    Promote groups engagement (hidden)
    Increase Engagement
    Add other PMC employees
    Secure more customer recommendations
    Secure positioning for more products
    Make sure Slide Share is featured on site/blog
  • 31. Facebook
    As you get started…
    Plan your execution carefully
    Create custom FBML tab to capture leads
    Add Subscribe Via Facebook to Blog/Website
    Make sure status is not redundant to Twitter, Linked In and other social venues
    Consider Facebook Ads
    Be “Official”
    Put up the content your customers want to see
    Define the stories you want to tell
    Design your status updates to tell stories
    Make sure they are engaging, resonant to audience
    Read as much as you can (webinars, too)
    Feed Optimization
    Facebook Contests & Policies
    Check out Brand Glue, All Facebook, Marketing Profs etc.
    Integrate with your blog to boost interaction
  • 32. Ritchie Brothers Auctioneers
    Laurie Kinsman
    Ritchie Brothers Auctioneers
    To the Chair!
  • 41. A few thoughts …
    A job well done . . .
    Digital is central to Ritchie Bros Business
    They do it well, in every channel
    Bridge the gap between online and offline
    Outstanding job of delivering value
    Terrific job of simplifying the complex
    Terrific service mindset (technical, customer, offerings, etc.)
    Excellent content
    Ongoing Challenges . . .
    Making things simple and uncluttered
    Staying on top of a mountain of content
    Interpreting a mountain of analysis
    Managing perceptions
    Keeping things “fair”
    Addressing security
    Managing business
    Managing the community
    Filtering out feedback
    “nice to have” vs. “essential”
    Optimizing experiences
    Raising the bar to innovate
  • 42. Web
    Home Page
    Key Tasks
    Search Inventory
    Upcoming Auctions
    Visually busy page
    Buy/Sell is buried down the page
    Several ways to search - distracting
    Page scrolling
    User Testing (Existing page(s) key tasks
    Flow/Wireframe Testing
    Streamline interface & key tasks
    Elevate & incorporate social
    Prioritize user paths
  • 43. Web
    Equipment Search
    • Great video – very helpful
    • 44. Default setting on the video doesn’t match page!
    • 45. Naming convention (multiple)?
    • 46. Browse Inventory
    • 47. Search Inventory
    • 48. Equipment Search
    • 49. Enhance Filtering (not robust enough)
    • 50. Region (narrow enough?)
    • 51. Auction (cumbersome)
    • 52. Add filtering options?
    • 53. Information Overload
    • 54. Reduce Page Length - 10 + scrolls (way too much)
    • 55. Use contract>expand scripting
    • 56. Consider Implications of geo-locational support and / or profile-based customization for logged-in users
    • 57. Auto filter by location or preference by default
    • 58. Customize display based on profile settings
    • 59. No easy answers here but recommend investing in user testing to refine this.
  • Web
    Sign In Page
    Wireframes are handy!
    Visual Clutter
    Task Confusion
    Make tasks super-intuitive
    Do this with a SERIES (task flow)
    Test the logic
    Try A/B Testing!
  • 60. Ritchie Wiki & Ritchie Specs
    35k unique visitors per month
    75% new visitors
    Not drawing large-scale creation
    Rich resource – maintenance mode
    Killer App for business
    75k unique visitors per month
    55% new visitors
    Helps estimate size of shipments
    (This is prime for a mobile app)
  • 61. Twitter
    Listening & responding
    Story Driven
  • 62. Facebook
    Fan Page
    2,000+ Comments/Posts
    Lots of good stuff, consider:
    See Package Machinery Rec’s
    Page Lever Beta App for Analytics
    Like button integration
    Subscribe via Facebook
    Careers Page
    Other Employee Groups
  • 63. Where to Focus …
    Simplify Engagement
    Optimize task / paths
    Join / Sign In
    Auction Monitoring
    View all auctions (sort/display)
    Select/monitor auctions
    Monitor my auctions
    Customized information display
    Buy / Sell
    Online only
    Online / real-world
    Streamline layout / info presentation
    Consider profile-based customization
    Probing Into Experience
    Old school meets “new school”
    The new version of the “rain day”
    The digital version of “the hat”
    Ability to “win” despite global participation
    Managing Perceptions
    New fee structures
    Perceptions and understanding of security
    Ongoing adoption
    Mobile adoption and use
    New applications for Facebook/Twitter
  • 64. Other advice …
    Assign task owners
    Live, breathe, eat, sleep the tasks
    Understand abandonment rate / stats
    Help the team understand key issues
    Embrace Iterative design
    Don’t do it all at once!
    Rapid iteration, testing, launch cycles
    Benchmark tasks against user testing
    Use analytics for additional insight
    Use Wireframe models, to save $$
    Don’t try to “boil the ocean”
    Celebrate success and fail fast
    Invest in Mobile
    Separate, optimized site for mobile
    Focused apps to meet user & mobile context needs.
    Customer Incorporation
    Listen & Prioritize
    Personas are helpful
    User Testing
    User Panels
    Online & Remote Testing to save $$
    Interpret listening carefully
    People don’t always know what they want.
    If you think it’s too complex, it probably is.
    Pay attention to your inner promptings
  • 65. Create BondingExperiences
  • 66. Meet & exceed the needs of a target audience
    Deliver the fundamentals well
    Produce success and satisfaction
    Always place service at the forefront
    Focus beyond the single property / channel
    Help people excel at something
    Make OverYour Digital Media
  • 67. Parting Shots(downloadable on the site)
  • 68. Thank
  • 69. Questions?