How to plan a website and intranet -- from assessment and audit, to strategic and functional planning (including information architecture), content management, design, search engine optimization (SEO), and ROI and business case development.

1. Web & Intranet Planning (Summary version only, please contact Prescient to see the full version as a webinar – 416.986.2226) by Toby Ward, Prescient Digital Media

7. Nexus of Web Success © 2002 – 2008 Prescient Digital Media

8. Assessment

13. Audience Analysis

14. Importance vs. Satisfaction

15. Audience Analysis

18. Site Assessment

19. Evaluation Scores Overall: 1 2 3 4 5.13 6 7 8 9 10

21. Opportunity for improvement Benchmarking

23. Fair usability. The issue at hand was finalizing the selection of the new community. Rename "Finish" button to "Select" or "Update", and move buttons to bottom right of the page. Analysis: Recommendation: 5.22 6.14 101.00 System failed - required reboot. Restarted task 9 6 120 9 Task ABORTED prior to completion 15+ 3 8 4 9 25 7 user did not know how to finalize/confirm addition of community 7 5 120 6 7 7 110 5 user did not know how to finalize/confirm addition of community 7 8 124 4 4 33 3 did not perform task 2 User did not know how to finalize/confirm addition of community to list once selected. 9 5 175 1 Notes No. of Clicks Rating Time (sec) TASK #5 - Add TH HR to Communities list

26. Planning

31. Strategic Planning

34. Strategic planning survey

35. Intranet strategic planning survey

38. Intranet - Opportunities 8% 12% 12% 17% 17% 21% 25% 29% 38% 58% 67% News ; global in perspective, more industry news Other, please specify HR ; more online self service options – electronic pay stub, vacation day counter, online forms submission More social media ; blogs, wikis, discussion groups Content management ; easier, more consistent Design ; more dynamic, visually appealing, consistent Forms/tools ; online submission, easier to locate Governance ; clear ownership, defined guidelines Content quality ; up to date, relevant, dynamic Information architecture/navigation ; more intuitive, user centric Search ; more relevant results, advanced search options

41. U.S. Department of Defense

42. Common navigation, different look-and-feel

44. Sample Objectives – intranet client Important Unimportant 5 4 3 2 1 Objectives 17% 17% 17% 33% 17% 1 1 1 2 1 To standardize look-and-feel & usability across SAS 33% 33% 17% 0% 17% 2 2 1 0 1 To develop a better balance between global and local content 14% 14% 29% 0% 43% 1 1 2 0 3 To increase employee engagement 33% 17% 17% 17% 17% 2 1 1 1 1 To increase employee productivity 0% 14% 14% 57% 14% To improve employee collaboration

45. Sample Goals 14% Improve stakeholder satisfaction 29% Deliver measured return on investment (ROI) ($_ million) 29% New search engine (and taxonomy) 29% A new navigation schema 43% Ensure all content is regularly reviewed for relevancy 43% Increase readership of key messages 43% Deliver a consistent look and feel across the intranet 43% Increase usability 57% Establish and maintain a strong governance structure 57% Create a simplified system for managing content 57% Improve user satisfaction 71% Improve employee productivity (reduce average clicks)

47. Cognos Web marketing funnel Increase topline traffic into the site… People click on an offer… People complete the offer form… BDRs pick up the lead, and sales turns it into a deal. Source: Web Marketing results, whether 1.0 or 2.0, John Blackmore, Cognos – April 2008 View Monthly uniques Complete $ $ Pipe

48. Results – Cognos Lead Pipeline 161,000 Monthly unique traffic 34,336 (20.2%) # viewing lead form 16,304 (9.6%) # completing lead form $7,500,000 $$ pipe/month 2007 Monthly average Source: Web Marketing results, whether 1.0 or 2.0, John Blackmore, Cognos – April 2008 View Monthly uniques Complete $ $ Pipe

50. Case study: Homepage evolution 2002: No offers on the page.    X X Source: Web Marketing results, whether 1.0 or 2.0, John Blackmore, Cognos – April 2008

51. …To this 2006 Offers, and a lot of “me” X X X X Source: Web Marketing results, whether 1.0 or 2.0, John Blackmore, Cognos – April 2008

52. …and constant evolution Today… Confirm they’re in the right spot. Go where they want. Get the lead Source: Web Marketing results, whether 1.0 or 2.0, John Blackmore, Cognos – April 2008

53. Inside Source: Web Marketing results, whether 1.0 or 2.0, John Blackmore, Cognos – April 2008

54. Pipeline, bottom of the page Source: Web Marketing results, whether 1.0 or 2.0, John Blackmore, Cognos – April 2008

55. Case study: Forms 2006 Source: Web Marketing results, whether 1.0 or 2.0, John Blackmore, Cognos – April 2008

56. Using PPC learning… Source: Web Marketing results, whether 1.0 or 2.0, John Blackmore, Cognos – April 2008

59. Not so good

60. Evolution

61. Case study: Organic search + SEO #4 March 6, 2008 1/3 of Web users see high search rankings = market leadership

64. CMS Case study: Fidelity Investments

70. 10,000 files total... 3,000 “Good” files... Fidelity: Intranet Content Audit Source: FICL, Developing and Benchmarking Your Intranet - May 24, 2001

72. Fidelity: inSite Evolution Source: FICL, Developing and Benchmarking Your Intranet - May 24, 2001 0

74. Information Architecture

77. Wireframes

78. Wireframe – home page Global Navigation Header: logo, employee directory, site map, search, contact us, feedback, Page functions (printer friendly, font toggle, email this page,) Enterprise News and enterprise project updates Feature Area 1 Footer I want to …(drop down menu) Functional Units Drop down menu Corporate Events Calendar Today’s Listings and Link New Client Wins Quick Links Quick Poll Applications Daily news headers for: Employee Updates, Client Updates, HR updates, Bulletins, Community News, Employee Recognition, On the Move, new Compliance newsflashes, new Risk and Analytic newslfashes, RBC Dexia in the News, and other news Business Units Drop down menu Promotional Banner Time Zone Clocks and International Holiday Calendar SnapShot of the Day Employee snapshots File an expense claim Get a vacation request form File a medical claim File a dental claim Update my profile Find organization charts Recognize a employee Call the help desk Reset my password Order new business cards Order marketing materials RBC Links and Partners About Us I Employee Central I News I Policies, Forms & Templates I Job Aids & Tools I Reference I Help

79. Content Management Plan

93. Sample Content Workflow

94. Search Engine Optimization

96. 10 billion searches per month (Dec 07)

100. Blog drives traffic AND rankings

102. Paid Search vs. Organic © 2007 Prescient Digital Media, confidential

103. Google AdWords © 2007 Prescient Digital Media, confidential

106. Page Title

107. URL

108. Content

109. Design

110. Design

111. Links

112. Links

116. SEO Tips

123. Exercise

124. Keyword phrases Write 10 keyword phrases for your site © 2007 Prescient Digital Media, confidential

125. Business Case

128. Results – Cognos Lead Pipeline 161,000 Monthly unique traffic 34,336 (20.2%) # viewing lead form 16,304 (9.6%) # completing lead form $7,500,000 $$ pipe/month 2007 Monthly average Source: Web Marketing results, whether 1.0 or 2.0, John Blackmore, Cognos – April 2008 View Monthly uniques Complete $ $ Pipe

131. Prescient’s Portal Magic Quadrant

135. Questions? Toby Ward President [email_address] 416.986.2226 www.PrescientDigital.com www.IntranetBlog.com (Summary version only, please contact Prescient to see the full version as a webinar – 416.986.2226)