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

Agenda Assessment Planning Information architecture & wireframes Content management Search engine optimization In-depth case study ROI & business case

Assessment

Planning

Information architecture & wireframes

Content management

Search engine optimization

In-depth case study

ROI & business case

Who is this guy? Founder, CEO, Chief Blogger, Prescient Digital Media Internet & intranet management consultants We build highly effective websites & intranets Some of my clients:

Founder, CEO, Chief Blogger, Prescient Digital Media

Internet & intranet management consultants

We build highly effective websites & intranets

Some of my clients:

Prescient Digital Media Intranet & Internet management consultants Focus on performance, measurement & alignment with corporate business objectives Intranets Websites Portals Content Management Systems Blueprinting Technology Selection ROI & Business Case Content Plan Audit / Assessment Design & Information Architecture

Intranet & Internet management consultants

Focus on performance, measurement & alignment with corporate business objectives

Intranets

Websites

Portals

Content Management Systems

Blueprinting

Technology Selection

ROI & Business Case

Content Plan

Audit / Assessment

Design & Information Architecture

Nexus of Web Success © 2002 – 2008 Prescient Digital Media

Assessment

Elements of Assessment Phase Site Assessment Business / Content Management Requirements Focus Groups Research Review Survey Benchmarking Usability testing Accessibility testing Log analysis

Site Assessment

Business / Content Management Requirements

Focus Groups

Research Review

Survey

Benchmarking

Usability testing

Accessibility testing

Log analysis

Business Requirements 10 interviews = good sample Circulate questionnaire before interview Know the situation before going in Analysis Write up notes as soon after as possible Look for trends & themes

10 interviews = good sample

Circulate questionnaire before interview

Know the situation before going in

Analysis

Write up notes as soon after as possible

Look for trends & themes

Focus Groups 2 or 3 sessions 8 people = good session More than 12 = too many Use screen shots from similar industry and company size if possible Analysis Paragraph format with quotes Bar graph for screen shot ratings Averaged overall rating graph Include smaller versions of screen grabs used

2 or 3 sessions

8 people = good session

More than 12 = too many

Use screen shots from similar industry and company size if possible

Analysis

Paragraph format with quotes

Bar graph for screen shot ratings

Averaged overall rating graph

Include smaller versions of screen grabs used

Survey Approximately 20 questions Multiple choice and open text Qualitative and quantitative Provide survey intro with Project overview Details on participation incentive if any Analysis Synopsis of each question Trends

Approximately 20 questions

Multiple choice and open text

Qualitative and quantitative

Provide survey intro with

Project overview

Details on participation incentive if any

Analysis

Synopsis of each question

Trends

Audience Analysis

Importance vs. Satisfaction

Audience Analysis

Site Assessment Six evaluation categories: Content (25%) Planning & Resources (25%) Usability & Information Architecture (12.5%) Design & Layout (12.5%) Tools & Innovation (12.5%) Search (12.5%)

Six evaluation categories:

Content (25%)

Planning & Resources (25%)

Usability & Information Architecture (12.5%)

Design & Layout (12.5%)

Tools & Innovation (12.5%)

Search (12.5%)

Site Assessment Comprehensive review of site Click through drill down Each main area of navigation Analysis Synopsis of each category with   of site attributes Scoring out of 10 for each area Screen examples of key corrections needed Summary of findings

Comprehensive review of site

Click through drill down

Each main area of navigation

Analysis

Synopsis of each category with   of site attributes

Scoring out of 10 for each area

Screen examples of key corrections needed

Summary of findings

Site Assessment

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

Benchmarking 3-5 leading or competitor sites Similar size orgs Same or comparable industry Top 10 or clear innovators Score each site according to the same evaluation criteria Score comparison and benchmarking provide a qualitative and quantitative gap analyssi

3-5 leading or competitor sites

Similar size orgs

Same or comparable industry

Top 10 or clear innovators

Score each site according to the same evaluation criteria

Score comparison and benchmarking provide a qualitative and quantitative gap analyssi

Opportunity for improvement Benchmarking

Usability Five to 10 users 8 to 10 tasks 4 - 5 common tasks 4 - 5 client specific tasks 1 hour per testing session 30 to 45 minutes for testing 15 minutes for test write up Analysis Timing (drop longest & shortest time) Scoring (drop the highest and lowest score) Comments by testers Findings

Five to 10 users

8 to 10 tasks

4 - 5 common tasks

4 - 5 client specific tasks

1 hour per testing session

30 to 45 minutes for testing

15 minutes for test write up

Analysis

Timing (drop longest & shortest time)

Scoring (drop the highest and lowest score)

Comments by testers

Findings

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

Phase 1 Assessment Report Intro Executive summary Write up of all Phase 1 activities Key recommendations (3 or 4) Recommendations Summation

Intro

Executive summary

Write up of all Phase 1 activities

Key recommendations (3 or 4)

Recommendations

Summation

Evaluation Design & Layout Usability & Information Architecture Content Search Tools & Innovation Planning & Resources

Design & Layout

Usability & Information Architecture

Content

Search

Tools & Innovation

Planning & Resources

Planning

Plan or Fail Success is determined before design Planning constructs the blueprint for ongoing management Failure to develop an integrated plan can ensure failure

Success is determined before design

Planning constructs the blueprint for ongoing management

Failure to develop an integrated plan can ensure failure

Perspective 1/3 of IT projects exceed budgets and schedules by almost 100% in small to mid-size companies (Gartner)

1/3 of IT projects exceed budgets and schedules by almost 100% in small to mid-size companies (Gartner)

Death Death is often slow, but not without extracting significant time, money and jobs One prominent financial services firm purchased a content management system for $1.5M Despite examining 12 different vendors the chosen solution: limited the number of publishers, pages, proved unstable and made real-time publishing prohibitive One year after implementation, it was scrapped

Death is often slow, but not without extracting significant time, money and jobs

One prominent financial services firm purchased a content management system for $1.5M

Despite examining 12 different vendors the chosen solution:

limited the number of publishers, pages, proved unstable and made real-time publishing prohibitive

One year after implementation, it was scrapped

Planning Deliverables Strategic plan Governance Business case & ROI Functional planning Information architecture Wireframes Design Content management plan Policies Marketing plan

Strategic plan

Governance

Business case & ROI

Functional planning

Information architecture

Wireframes

Design

Content management plan

Policies

Marketing plan

Strategic Planning

Strategic planning process Develop: Vision or mission statement Objectives Goals Key performance indicators (PKIs or CSIs) Create online survey based on S.W.O.T. & company strategic directives Stakeholders vote on possible Mission statements, objectives & goals Prescient compiles results in PPT workshop Workshop is 3 – 4 hours with no more than 6 -8 stakeholders (4-6 is ideal)

Develop:

Vision or mission statement

Objectives

Goals

Key performance indicators (PKIs or CSIs)

Create online survey based on S.W.O.T. & company strategic directives

Stakeholders vote on possible Mission statements, objectives & goals

Prescient compiles results in PPT workshop

Workshop is 3 – 4 hours with no more than 6 -8 stakeholders (4-6 is ideal)

Strategic planning process Create online survey based on S.W.O.T. & company strategic directives Stakeholders vote on options Compile results for workshop discussion Workshop is 3 – 4 hours; 6 -8 stakeholders (4-6 is ideal)

Create online survey based on S.W.O.T. & company strategic directives

Stakeholders vote on options

Compile results for workshop discussion

Workshop is 3 – 4 hours; 6 -8 stakeholders (4-6 is ideal)

Strategic planning survey

Intranet strategic planning survey

Strategic planning workshop Introduce current state of the intranet / website Evaluation scores Requirements analysis findings Create an effective strategy based on Current strengths and weaknesses (S.W.) Focus on the opportunities (but ensure threats are addressed (O.T.)

Introduce current state of the intranet / website

Evaluation scores

Requirements analysis findings

Create an effective strategy based on

Current strengths and weaknesses (S.W.)

Focus on the opportunities (but ensure threats are addressed (O.T.)

ACME intranet weaknesses Search tool Too hard to find information Navigation; complicated, not intuitive Training is scattered across the site Phone book search Static, irrelevant & out of date content Separate log on process; for desktop and intranet (not everyone has SSO), and for other apps. Design, page layout

Search tool

Too hard to find information

Navigation; complicated, not intuitive

Training is scattered across the site

Phone book search

Static, irrelevant & out of date content

Separate log on process; for desktop and intranet (not everyone has SSO), and for other apps.

Design, page layout

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

Key words / phrases for crafting mission INTRANET SHOULD (be) … Connect Engage Business oriented Global Fun Customer focused REPRESENT: Unity Excellence Innovative Strategy Teamwork Performance Leadership Accountability Strong leadership Respect & Integrity Culture change Knowledge sharing FEATURES: Reward and recognition Employee communication Employee development Idea management Training Feedback Dialogue Teamwork/collaboration Streamline Cost savings Primary choice for communication First-line ambassadors Interface (portal) to all services, systems & info

INTRANET SHOULD (be) …

Connect

Engage

Business oriented

Global

Fun

Customer focused

REPRESENT:

Unity

Excellence

Innovative

Strategy

Teamwork

Performance

Leadership

Accountability

Strong leadership

Respect & Integrity

Culture change

Knowledge sharing

FEATURES:

Reward and recognition

Employee communication

Employee development

Idea management

Training

Feedback

Dialogue

Teamwork/collaboration

Streamline

Cost savings

Primary choice for communication

First-line ambassadors

Interface (portal) to all services, systems & info

Sample Mission Statements ACME’s intranet transforms the way employees communicate, collaborate and interact globally and locally. Our mission is to connect people with the ultimate places to play. To improve organizational effectiveness and communications by enabling employees to access timely, relevant information and applications where, when and how they need it.

ACME’s intranet transforms the way employees communicate, collaborate and interact globally and locally.

Our mission is to connect people with the ultimate places to play.

To improve organizational effectiveness and communications by enabling employees to access timely, relevant information and applications where, when and how they need it.

U.S. Department of Defense

Common navigation, different look-and-feel

Objectives & Goals - Definitions Objectives Qualitative something worked toward, or striven for something toward which effort is directed Goals Quantitative the finish line end result of an endeavor/effort SMART Specific, Measurable, Attainable, Realistic, Time Defined

Objectives

Qualitative

something worked toward, or striven for

something toward which effort is directed

Goals

Quantitative

the finish line

end result of an endeavor/effort

SMART

Specific, Measurable, Attainable, Realistic, Time Defined

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

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)

Key Lessons – Listen, listen, listen Facilitator versus Expert Expert in setting up survey & workshop Facilitator in workshop Stakeholders need to be heard Stakeholders needs to make the directives More than 7-8 people is unwieldy Watch the time and facilitate… “ Now we only have an hour left so how do you want to proceed…? “ Do you want me to me an aggressive time-keeper or allow free discussion…?”

Facilitator versus Expert

Expert in setting up survey & workshop

Facilitator in workshop

Stakeholders need to be heard

Stakeholders needs to make the directives

More than 7-8 people is unwieldy

Watch the time and facilitate…

“ Now we only have an hour left so how do you want to proceed…?

“ Do you want me to me an aggressive time-keeper or allow free discussion…?”

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

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

What drives our decisions What are you trying to do? Engage in marketing battles you can win. Low hanging fruit first. No focus. No excellence. Test. Measure. Change. Repeat. Five Principles Web marketing funnel + Source: Web Marketing results, whether 1.0 or 2.0, John Blackmore, Cognos – April 2008 View Monthly uniques Comp. $ $ Pipe

What are you trying to do?

Engage in marketing battles you can win.

Low hanging fruit first.

No focus. No excellence.

Test. Measure. Change. Repeat.

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

…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

…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

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

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

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

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

Case study: New media RadioCognos podcasts 30-minute show every 6 weeks 60,000 RSS subscribers 16,000 RSS views 2,000 episode downloads Why? Reuse newsletter content First mover into tactic New media to increase traffic Reach new people with new medium SEO goodness (transcripts) “ Blog food” offers for bloggers Source: Web Marketing results, whether 1.0 or 2.0, John Blackmore, Cognos – April 2008

RadioCognos podcasts

30-minute show every 6 weeks

60,000 RSS subscribers

16,000 RSS views

2,000 episode downloads

Why?

Reuse newsletter content

First mover into tactic

New media to increase traffic

Reach new people with new medium

SEO goodness (transcripts)

“ Blog food” offers for bloggers

Cognos Newsletter Community of readers, a base to grow, metrics Marketing vehicle to promote items Search engine food Content to be re-leveraged (podcasts, bundled collateral, RSS) Reason to issue SEO press releases (along with your pods) 36,000 subscribers 30% open rate 8.5% CTR

Community of readers, a base to grow, metrics

Marketing vehicle to promote items

Search engine food

Content to be re-leveraged (podcasts, bundled collateral, RSS)

Reason to issue SEO press releases (along with your pods)

Not so good

Evolution

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

CMS Case study: Fidelity Investments

What is a CMS? A Content Management System (CMS) is a database technology used to publish and manage online content on a website without programming expertise Content is published using templates or wizards Effective content management requires Defined processes and rules Supporting technology (CMS) Individuals that understand both of the above

A Content Management System (CMS) is a database technology used to publish and manage online content on a website without programming expertise

Content is published using templates or wizards

Effective content management requires

Defined processes and rules

Supporting technology (CMS)

Individuals that understand both of the above

CMS Principles Create & publish content in a timely manner Reduce the cost of publishing content Organize content to support work processes Define roles and responsibilities for managing content Develop policies to guide content development/contribution and management Can use one tool to publish information across different site types and platforms (Internet, intranet and extranet)

Create & publish content in a timely manner

Reduce the cost of publishing content

Organize content to support work processes

Define roles and responsibilities for managing content

Develop policies to guide content development/contribution and management

Can use one tool to publish information across different site types and platforms (Internet, intranet and extranet)

(Personalized) Presentation Publishing Revision Management Authoring Editing Content Management Core Functions Document management (html, doc, gif, pdf, etc.) creation (separation of content from style) editing revision tracking workflow (author, editor, approver, publisher) *source: Fidelity ETAD Content delivery / presentation static v. dynamic delivery Personalization customization by user (portal) adaptation to user Syndication Content deployment / publishing easy & consistent site update scheduled updates content expiration

Document management (html, doc, gif, pdf, etc.)

creation (separation of content from style)

editing

revision tracking

workflow (author, editor, approver, publisher)

Content delivery / presentation

static v. dynamic delivery

Personalization

customization by user (portal)

adaptation to user

Syndication

Content deployment / publishing

easy & consistent site update

scheduled updates

content expiration

Traditional Way: The Content Mgmt Way: Requires technical and design expertise to Operate a site Making changes to large site becomes an impossible task Not very searchable Separates Content From Design Allows Non-Technical staff to Maintain Content Streamlines Operations with Workflow Mgmt & Content Scheduling *source: Fidelity ETAD

Requires technical and design expertise to Operate a site

Making changes to large site becomes an impossible task

Not very searchable

Separates Content From Design

Allows Non-Technical staff to Maintain Content

Streamlines Operations with Workflow Mgmt & Content Scheduling

Page Components text graphic table reference *source: Fidelity ETAD Assembled in the browser

text

graphic

table

reference

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

Why it is Critical: Fidelity - Enterprise Information Architecture *source: FeB Blueprint for the “House” User-Centered rather than Organization-Centered Greater Efficiency in Adding New Content (less time arguing about where things go) Before... After...

Blueprint for the “House”

User-Centered rather than Organization-Centered

Greater Efficiency in Adding New Content (less time arguing about where things go)

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

Project Core Team Web Designer, Systems Analyst, Web Administrator, Technical Analyst Business Leader, Business Analyst, Project Coordinator (UAT, Training) Extended Project Team Information Designer 60 End-User Focus Group Participants 80 Content Migration Publishers Project Steering Committee 9 months - Analysis to Launch inSite Redesign Project Source: FICL, Developing and Benchmarking Your Intranet - May 24, 2001

Project Core Team

Web Designer, Systems Analyst, Web Administrator, Technical Analyst

Business Leader, Business Analyst, Project Coordinator (UAT, Training)

Extended Project Team

Information Designer

60 End-User Focus Group Participants

80 Content Migration Publishers

Project Steering Committee

9 months - Analysis to Launch

Information Architecture

High Level Information Architecture Privacy Incident Reporting Power of Attorney Charities and Giving Testimonials and Videos Corporate Performance Organization Charts Financial Reporting Mission and Values Quick Facts and Figures Corporate Structure Executive Team About Us Facilities Management External Resources Onboarding Business Continuity Planning Rewards and Recognition Manager’s Corner My Workplace Incentives and Perks My Pension My Pay My Benefits Careers Learning and Development Employee Resources By Corporate Function By Functional Unit By Business Unit By Role A-Z Index By Topic Job Aids and Tools Intranet Publishing Help Internal Resources Content Management Support FAQs Intranet FAQs Privacy Incident Reporting Emergency Procedures Product Information Other Help Tech Tips and Application Guides Password Resets Glossaries Templates Enterprise News Bulletins Employee/ HR Updates Enterprise Project Updates RBC Dexia Trust Updates Community News Advertising Campaigns Corporate Event Details Rewards and Recognition External Media Releases On the Move Compliance Network Newsflashes Risk & Analytics Newsflash New client wins RBC Dexia in the News Tech Help Desk Branding Forms Archives * (subcategories below) Intranet Orientation Acronyms Policies and Procedures Daily News Help Reference Policies, Forms and Templates News

Enterprise News

Bulletins

Employee/

HR Updates

Enterprise Project Updates

RBC Dexia Trust Updates

Community News

Advertising Campaigns

Corporate Event Details

Rewards and Recognition

External Media Releases

On the Move

Compliance Network Newsflashes

Risk & Analytics Newsflash

New client wins

RBC Dexia in the News

Wireframes

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

Content Management Plan

Content Management Content management is simply defined as the means by which content is created, stored, accessed and reused to accomplish corporate goals. The hallmark of a good content management system is an easy-to-use web interface that allows non-technical employees the ability to create, edit and publish pages without any programming or technical training.

Content management is simply defined as the means by which content is created, stored, accessed and reused to accomplish corporate goals.

The hallmark of a good content management system is an easy-to-use web interface that allows non-technical employees the ability to create, edit and publish pages without any programming or technical training.

Template Requirements Templates will need to be built for all page types within intranet. Home page Channel Page News Contact/Location information Organizational Charts Speciality pages: i.e. – IT, HR, Sales… Search Search Results Directories … Templates must include the standard global banner and footer components. Templates must be unalterable by content owners.

Templates will need to be built for all page types within intranet.

Home page

Channel Page

News

Contact/Location information

Organizational Charts

Speciality pages: i.e. – IT, HR, Sales…

Search

Search Results

Directories

…

Templates must include the standard global banner and footer components.

Templates must be unalterable by content owners.

CM Plan Includes high-level recommendations for: Creating and managing content Content and broadcast e-mail policies Customization and Personalization Requirement recommendations for a content management system Content workflow recommendations

Includes high-level recommendations for:

Creating and managing content

Content and broadcast e-mail policies

Customization and Personalization

Requirement recommendations for a content management system

Content workflow recommendations

Content Audit The content audit is used to: populate the new Information Architecture. determine what content needs to be saved and/or updated, and more importantly, what content needs to be purged. identify new content that needs to be developed.

The content audit is used to:

populate the new Information Architecture.

determine what content needs to be saved and/or updated, and more importantly, what content needs to be purged.

identify new content that needs to be developed.

Content relevancy All data should have a shelf life of no more than 6 – 12 months (that is, the content is archived or a notice is sent to the owner to update the content via CMS workflow). Existing content that will be used on the website needs to be mapped, and in some cases converted. All content needs to have an owner whom is responsible for ensuring the data is ready to be posted/converted as per the plan.

All data should have a shelf life of no more than 6 – 12 months (that is, the content is archived or a notice is sent to the owner to update the content via CMS workflow).

Existing content that will be used on the website needs to be mapped, and in some cases converted.

All content needs to have an owner whom is responsible for ensuring the data is ready to be posted/converted as per the plan.

Taxonomy Implement a complete corporate taxonomy guided by business and function need for: storing, cataloguing and ‘tagging’ content Establishing a taxonomy “rule book” will ensure effective meta tagging and content categorization by all publishers. The taxonomy should mirror the Information Architecture and vice versa. All content pages should be tagged according to the taxonomy defined. For example: CEO’s Page keywords: CEO Name, Chairman Management Board , Chief Executive Officer, senior executive, view from the top, engagement survey, etc….

Implement a complete corporate taxonomy guided by business and function need for:

storing, cataloguing and ‘tagging’ content

Establishing a taxonomy “rule book” will ensure effective meta tagging and content categorization by all publishers.

The taxonomy should mirror the Information Architecture and vice versa.

All content pages should be tagged according to the taxonomy defined. For example:

CEO’s Page keywords: CEO Name, Chairman Management Board , Chief Executive Officer, senior executive, view from the top, engagement survey, etc….

Documents Whenever possible smaller, less detailed documents (pdf’s, word, etc) should be converted to html. CMS should accommodate a simple cut and paste from a PDF/Word (and clean tags from MS-Word) CMS should also be able to support corporate documents with: Title one paragraph explanation Link size of file icon to indicate file type The new CMS will need to index documents allowing them to be searched.

Whenever possible smaller, less detailed documents (pdf’s, word, etc) should be converted to html.

CMS should accommodate a simple cut and paste from a PDF/Word (and clean tags from MS-Word)

CMS should also be able to support corporate documents with:

Title

one paragraph explanation

Link

size of file

icon to indicate file type

The new CMS will need to index documents allowing them to be searched.

Document Notification Allow general users of the site to subscribe/ unsubscribe to document updates on the site Upon subscribing, users will receive a notification when the document changes Users are notified via e-mail or on screen alerts Automatic updates to “What’s new”

Allow general users of the site to subscribe/ unsubscribe to document updates on the site

Upon subscribing, users will receive a notification when the document changes

Users are notified via e-mail or on screen alerts

Automatic updates to “What’s new”

Email Guidelines & Policy Eliminate broadcast bulletins except for urgent, actionable/time sensitive or mission-critical communications. Limit broadcast email usage (Project Manager, Senior Managers, Executives and 1 or 2 backups). Outline proper usage and treatment of emails Use of attachments and distribution lists. Subject line formatting. Use of To:, cc:, bcc: Drive traffic Perhaps by initially using a bi-weekly e-newsletter that links users to news headlines, etc Educate on basic email etiquette

Eliminate broadcast bulletins except for urgent, actionable/time sensitive or mission-critical communications.

Limit broadcast email usage (Project Manager, Senior Managers, Executives and 1 or 2 backups).

Outline proper usage and treatment of emails

Use of attachments and distribution lists.

Subject line formatting.

Use of To:, cc:, bcc:

Drive traffic

Perhaps by initially using a bi-weekly e-newsletter that links users to news headlines, etc

Educate on basic email etiquette

Collaboration A new CMS could provide “project room” functionality. These can be set up for virtually any team effort purpose. Functionality available with Team Rooms: Asynchronous Collaboration: tasks, discussions, feedback, rating, comments. Team Management: calendar, scheduling, email. Real-time Collaboration: instant messaging, application sharing. Privacy: ID and password access. Specific templates can be used for different collaborative efforts.

A new CMS could provide “project room” functionality.

These can be set up for virtually any team effort purpose.

Functionality available with Team Rooms:

Asynchronous Collaboration: tasks, discussions, feedback, rating, comments.

Team Management: calendar, scheduling, email.

Real-time Collaboration: instant messaging, application sharing.

Privacy: ID and password access.

Specific templates can be used for different collaborative efforts.

Customization and Personalization Quick links on home page. Selections within Employee Dashboard view. Single sign on providing access to all systems. Users from different geographies will see customized views of the home page, such as: Local weather. Local language (if available). Default home page quick links specific to geography. HR information. …

Quick links on home page.

Selections within Employee Dashboard view.

Single sign on providing access to all systems.

Users from different geographies will see customized views of the home page, such as:

Local weather.

Local language (if available).

Default home page quick links specific to geography.

HR information.

…

Content Workflow - Sample It is recommended that 3 levels of content workflow utilized for initially, with ultimate control residing with the Project Manager for the home page. Sub-sections, project pages, etc may not need the Project Manager. Wiki, blog, collaboration and similar type content will not require Project Manager approval. Project Manager approval process can be lessened (to a certain extent) once the new standards have been successfully established. Site Owner (i.e. Department pages) Project Manager Site Owner (i.e. Forms) Authors Etc. Authors Authors Authors

It is recommended that 3 levels of content workflow utilized for initially, with ultimate control residing with the Project Manager for the home page.

Sub-sections, project pages, etc may not need the Project Manager.

Wiki, blog, collaboration and similar type content will not require Project Manager approval.

Project Manager approval process can be lessened (to a certain extent) once the new standards have been successfully established.

Sample Content Workflow

Search Engine Optimization

SEO Search is a sales tool Being found = $$$ SEO is the process of increasing your rankings 62% of users click on first page search results 90% clicking on results from the first three pages of returns 87% of results clicked on were from the organic (non paid)

Search is a sales tool

Being found = $$$

SEO is the process of increasing your rankings

62% of users click on first page search results

90% clicking on results from the first three pages of returns

87% of results clicked on were from the organic (non paid)

10 billion searches per month (Dec 07)

Traffic comes from scratch 56% of users use a search engine on any given day 54% of searchers only view the first page of results (comScore) In unaided recall, the top three search listings outperformed banners and tiles by three to one (ND Group) 55% of participants' online purchases originated on sites found through search listings, compared to 9% from sites originating from banner ads (ND Group)

56% of users use a search engine on any given day

54% of searchers only view the first page of results (comScore)

In unaided recall, the top three search listings outperformed banners and tiles by three to one (ND Group)

55% of participants' online purchases originated on sites found through search listings, compared to 9% from sites originating from banner ads (ND Group)

Traffic comes from scratch 35.66% of visits from Google searches 21.63% of visits from direct 18.17% of visits referred from intranetblog Google the word “intranet” : IntranetBlog.com has moved from a ranking of 44 at the start of last year to 13… Prescient’s ranking has improved

35.66% of visits from Google searches

21.63% of visits from direct

18.17% of visits referred from intranetblog

Google the word “intranet” :

IntranetBlog.com has moved from a ranking of 44 at the start of last year to 13…

Prescient’s ranking has improved

Blog drives traffic AND rankings

Top rankings = Credibility / Leadership “… users ascribe industry leadership to those brands within top results, and believe them to be leaders in their fields given their placement in the results” according to Robert Murray, President, iProspect

“… users ascribe industry leadership to those brands within top results, and believe them to be leaders in their fields given their placement in the results” according to Robert Murray, President, iProspect

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

Google AdWords © 2007 Prescient Digital Media, confidential

6 critical criteria URL Page title Content Design Links Age Neighbourhood

URL

Page title

Content

Design

Links

Age

Neighbourhood

URL URL Page title Content Design Links Age Neighbourhood

URL

Page title

Content

Design

Links

Age

Neighbourhood

Page Title

URL

Content

Design

Design

Links

Links

SEO Tips 8 second test – have someone view page for 8 seconds then ask them what the site is about Page titles should be between 40-69 characters Write about 250 words per page which will enhance search engines’ efforts to index Be more specific in writing your headings (e.g. not “Our Office” but “Our Hanoi Consulting Office”) Create an information architecture that includes key words Have user friendly URLs (ideally the url should be easy to remember and reference)

8 second test – have someone view page for 8 seconds then ask them what the site is about

Page titles should be between 40-69 characters

Write about 250 words per page which will enhance search engines’ efforts to index

Be more specific in writing your headings (e.g. not “Our Office” but “Our Hanoi Consulting Office”)

Create an information architecture that includes key words

Have user friendly URLs (ideally the url should be easy to remember and reference)

SEO Tips www.timelife.com/vietnam http://www.timelife.com/webapp/wcs/stores/servlet/ProductDisplay?catalogId=10001&storeId=1001&langId=-1&productId=47001

www.timelife.com/vietnam

http://www.timelife.com/webapp/wcs/stores/servlet/ProductDisplay?catalogId=10001&storeId=1001&langId=-1&productId=47001

SEO Tips Have keywords in main body content and throughout the site – top to bottom; in headlines and sub-headings; in call to action links Have 10 phrases for your site, each phrase should have two or more words Build content for those key phrases

Have keywords in main body content and throughout the site – top to bottom; in headlines and sub-headings; in call to action links

Have 10 phrases for your site, each phrase should have two or more words

Build content for those key phrases

SEO Tips

SEO Tips IA should include key words 8 second impression Title tag (40-69 characters) Friendly URLs Page length (250 words) Headings – be specific Keywords – not just tags Key phrases (10) Links in context (no “click here”) Test with your search engine © 2007 Prescient Digital Media, confidential

IA should include key words

8 second impression

Title tag (40-69 characters)

Friendly URLs

Page length (250 words)

Headings – be specific

Keywords – not just tags

Key phrases (10)

Links in context (no “click here”)

Test with your search engine

Keywords Density – the amount of keywords on a page Placement – where the keywords are on a page Plural vs.. singular Lower case Use in domain name (URL) and file names Keyword vs. phrase inputted into search engines 1 word – 19.02% 2 words – 32.58% 3 words – 25.61% 4 words – 12.83% © 2007 Prescient Digital Media, confidential http://www.onestat.com/

Density – the amount of keywords on a page

Placement – where the keywords are on a page

Plural vs.. singular

Lower case

Use in domain name (URL) and file names

Keyword vs. phrase inputted into search engines

1 word – 19.02%

2 words – 32.58%

3 words – 25.61%

4 words – 12.83%

Keywords Don’t Use your competitor’s name in your keywords Use common misspellings in your keywords* Use “hidden” words © 2007 Prescient Digital Media, confidential

Don’t

Use your competitor’s name in your keywords

Use common misspellings in your keywords*

Use “hidden” words

Linking Strategy List logical, affiliates etc. who would link to you Find out who is linking to your competitors www.linkpopularitycheck.com Search on your keywords and find sites that are not competitors that might link to you Send reciprocal link requests Offer free content Submit to search engines © 2007 Prescient Digital Media, confidential

List logical, affiliates etc. who would link to you

Find out who is linking to your competitors

www.linkpopularitycheck.com

Search on your keywords and find sites that are not competitors that might link to you

Send reciprocal link requests

Offer free content

Submit to search engines

Avoid Having hidden text or creating links that can be seen by search engines but not by users Participate in link exchanges for the sole purpose of increasing ranking Send automated queries to Google to monitor your site's ranking Use programs that generate lots of generic doorway pages © 2007 Prescient Digital Media, confidential

Having hidden text or creating links that can be seen by search engines but not by users

Participate in link exchanges for the sole purpose of increasing ranking

Send automated queries to Google to monitor your site's ranking

Use programs that generate lots of generic doorway pages

Catchy but not misinterpreted… "Who Represents" is where you can find the name of the agent that represents any celebrity. Their Web site is www.whorepresents.com Experts Exchange is a knowledge base where programmers can exchange advice and views a t www.expertsexchange.com Looking for a pen? Look no further than Pen Island at www.penisland.net Need a therapist? Try Therapist Finder at www.therapistfinder.com © 2007 Prescient Digital Media, confidential

"Who Represents" is where you can find the name of the agent that represents any celebrity. Their Web site is

www.whorepresents.com

Experts Exchange is a knowledge base where programmers can exchange advice and views a t

www.expertsexchange.com

Looking for a pen? Look no further than Pen Island at

www.penisland.net

Need a therapist? Try Therapist Finder at

www.therapistfinder.com

Exercise

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

Business Case

Business case process Employee productivity survey Host ROI workshop Introduce ROI concept & examples Introduce ROI matrix Identify 8 – 12 specific, measurable benefits Assign measures for team (homework) Create business case in XLS template Summarize in the blueprint RECENT EXAMPLES AS TEMPLATES: Schneider workshop PPT HSBC North America business case

Employee productivity survey

Host ROI workshop

Introduce ROI concept & examples

Introduce ROI matrix

Identify 8 – 12 specific, measurable benefits

Assign measures for team (homework)

Create business case in XLS template

Summarize in the blueprint

RECENT EXAMPLES AS TEMPLATES:

Schneider workshop PPT

HSBC North America business case

Cognos business case Examples Pipeline (measured by dollars) Revenue (ecommerce channel) Sales acceleration (measured by activities & dollars) Case deflection (resolved cases/ cases unlogged) Online self service (actions completed) Engagement (Posts, visits, open rates, click throughs, mentions)

Examples

Pipeline (measured by dollars)

Revenue (ecommerce channel)

Sales acceleration (measured by activities & dollars)

Case deflection (resolved cases/ cases unlogged)

Online self service (actions completed)

Engagement (Posts, visits, open rates, click throughs, mentions)

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

More than ROI Usage and value: 80% of IBM employees access the intranet daily Workforce enablement: 68% view the intranet as crucial to their jobs Employee retention: 52% are more satisfied to be an IBM employee because of information obtained on w3

Usage and value: 80% of IBM employees access the intranet daily

Workforce enablement: 68% view the intranet as crucial to their jobs

Employee retention: 52% are more satisfied to be an IBM employee because of information obtained on w3

Key Elements Purpose Problems solved Potential benefits Cost / benefits analysis Cost of solution Hard benefits Soft benefits Other benefits and metrics Solution overview Complexity matrix Opportunity cost (pros / cons)

Purpose

Problems solved

Potential benefits

Cost / benefits analysis

Cost of solution

Hard benefits

Soft benefits

Other benefits and metrics

Solution overview

Complexity matrix

Opportunity cost (pros / cons)

Prescient’s Portal Magic Quadrant

Bank A - Benefits Provide a single intranet platform for all intranets and rationalize other platforms and technologies ACME Portal leverages the existing investment in ACME infrastructure & conforms to the new global standard Reduces current intranet staffing / operating costs Improves information access and retrieval / increases employee productivity Increase sales by providing lead referrals and customer tracking, sales and support Increased employee engagement and satisfaction (increased satisfaction decreases retention and recruitment costs)

Provide a single intranet platform for all intranets and rationalize other platforms and technologies

ACME Portal leverages the existing investment in ACME infrastructure & conforms to the new global standard

Reduces current intranet staffing / operating costs

Improves information access and retrieval / increases employee productivity

Increase sales by providing lead referrals and customer tracking, sales and support

Increased employee engagement and satisfaction (increased satisfaction decreases retention and recruitment costs)

Business Case Lessons Success largely depends largely on client ability to measure current costs First establish current baseline costs, then ROI estimates follow using benchmarks ROI is all about “selling the benefit” Put on your sales hats Measure all you can – let management decide later what works & doesn’t Be aggressive in measurement & estimates

Success largely depends largely on client ability to measure current costs

First establish current baseline costs, then ROI estimates follow using benchmarks

ROI is all about “selling the benefit”

Put on your sales hats

Measure all you can – let management decide later what works & doesn’t

Be aggressive in measurement & estimates

Final lessons on planning Know & document the business requirements Know & document user requirements Know & document best practices Develop a detailed plan starting at the top with the mission statement, and work your way down: Objectives & Goals Key performance Indicators Business Case Functional Plan Information Architecture Etc.

Know & document the business requirements

Know & document user requirements

Know & document best practices

Develop a detailed plan starting at the top with the mission statement, and work your way down:

Objectives & Goals

Key performance Indicators

Business Case

Functional Plan

Information Architecture

Etc.

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)