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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


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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.
  • Transcript

    • 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?