S9ll	  want	  to	  be	  in	  business	  	  by	  2020?	                                                   Online	  strategy...
rules	  of	  thumb	  for	  an	          online	  strategy	  that	  works	  2	                                    Galland.b...
Websites	  in	  2012	   §  A	  website	  is	  a	  means,	  not	  an	  end	   §  The	  “business	  card”-­‐	  internet	  ...
Galland.be	  
Your	  First	  Website	  	     Your	  Website	  2.0	  	     Your	  Virtual	  Company	  5	                                 ...
 	  Without	  having	  a	  goal	  	  it’s	  difficult	  to	  score                             	                            ...
“Your	  vision	  of	  where	  or	  who	  you	  want	  to	  be,	  is	  the	  greatest	  asset	  you	  have.	  Without	  hav...
What	  are	  the	  goals	  for	  your	  website?	                                       Galland.be	  
Company	  strategy	                  Mission	    Vision	                          Values	                     	           ...
On-­‐line	  strategy	                        Company	                        strategy	                         On-­‐line	 ...
Start	  from	  business	  objec9ves	  	   §  The	  clearer	  you	  can	       formulate	  the	  business	       objecCves...
Goals	  for	  your	  website	  §  Increase	  brand	  awareness	  §  AFract	  new	  visitors	  §  Increase	  sales	  	  ...
A	  website	  is	  always	  part	  of	  a	  larger	  experience       	                                     Galland.be	  
An	  integrated	  experience	   §  A	  website	  never	  stands	  alone	   §  It	  is	  part	  of	  a	  larger	  enCty	 ...
Maybe	  nobody	  is	  visiAng	  your	  site,	  because	  it	  is	  about	  you!	  	                                       ...
“A	  website	  is	  like	  a	  mirror:	  if	  it	           doesn’t	  reflect	  your	  customer’s	                   needs,...
 “NOT	  about	  you”	   §  Make	  sure	  the	  content	  of	  your	  website	  is	        “relevant”	  for	  your	  audie...
Content	  is	  king       	   2	  October	  2012	            Galland.be	  
Content	  is	  king	  	  §  Create	  relevant	  content	  §  Content	  is	  reason	  for	  being	  §  Think	  transacCo...
Web	  content	   §  Is	  always	  up-­‐to-­‐date	  	       	   §  Simple,	  short	  and	  relevant	  language,	  adapted...
Consistency	  is	  queen          	   2	  October	  2012	  2012	   2	  October	                            Galland.be	  
Content	  needs	  structure	  § Bring	  structure	  to	  your	  content	     §  Target	  group-­‐	  en	  task-­‐driven	 ...
“If	  the	  user	  can’t	  use	  it,	  it	  does	                            not	  work.”	                                ...
Create	  an	  interac9ve	  experience	  	  24	                             Galland.be	  
“I	  hear	  and	  I	  forget.	  	      	  I	  see	  and	  I	  remember.	  	  	  I	  do	  and	  I	  understand.”          	...
Be	  engaging	  and	  collabora9ve	  §  Involve	  consumers	  emoConally	  and	  show	  your	  site	  is	      all	  abou...
Be	  contextually	  right	  and	  relevant	  The	  “Where	  and	  when”	  quesCon	  you	  should	  ask	  yourself:	  	    ...
“be	  a	  plaNorm”	                             Galland.be	  
Be	  the	  plaRorm,	  not	  the	  middleman	   §  The	  value	  of	  a	  plaborm	  resides	  in	  the	  quality	       of...
Internet	  is	  the	  norm 	                                  	                                         Galland.be	  
 “users	  spend	  most	  of	      their	  Ame	  on	    other	  websites”	       	          (Jakobs	  Law	  of	  the	  Web	...
Internet	  is	  the	  norm	   §  Do	  not	  ignore	  or	  deviate	  from	  exisCng	       internet	  convenCons	  if	  no...
Internet	  is	  the	  norm	   §  How	  are	  others	  doing	  in	  your	  industry?	       §  Use	  standardized	  termi...
What	  does	  not	  exist	  on	  Google,	  does	  not	  exist…     	                                              Galland....
Search	  engines	  	   §  What	  does	  not	  exist	  on	  Google*,	  does	  not	       exist...	  	   §  Make	  sure	  ...
Op9mize	  for	  people	  not	  engines	  Search	  engines	  like	  Google	  are	  more	  and	  more	  taking	  into	  acco...
Every	  page	  is	  	  a	  home	  page!	  Confusius	  	                                Galland.be	  
Every	  page	  is	  a	  homepage	   §  About	  45%	  of	  your	  traffic	  is	  not	  entering	  via	        your	  homepag...
Social	  media	   §  An	  increasing	  amount	  of	  all	  website	  traffic	  is	       driven	  by	  social	  networking	...
Start	  with	  listening…	  	  	  40	                              Galland.be	  
Start	  with	  listening…	  §  With	  social	  media,	  the	  internet	  is	  no	  longer	      about	  technology,	  but...
Contribute	  to	  the	  conversa9on        	  42	                          Galland.be	  
A	  conversa9on	  culture	  §  Go	  where	  your	  customers	  are	  §  Don’t	  start	  shouCng,	  only	  parCcipate	  i...
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Visitors	  are	  always	  right	  	  45	                            Galland.be	  
“Must	  be	  done	  is	  the	  parent	  of	  many	  bad	      measures”	    	                 Daniel	  Webster	           ...
Measure,	  learn	  and	  improve	   §  Analyzing	  the	  behavior	  of	  your	  visitors	       allows	  you	  to	  idenC...
Measure	  &	  analyze	  §  Web	  analyCcs	  enable	  you	  to	  idenCfy	  what	  is	      working	  and	  what	  is	  not...
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Do	  not	  fix	  what	  is	  not	  broken      	                                      Galland.be	  
Improve	  &	  implement	                                               Yourcompany.com	               On-­‐line	  strategy...
A	  website	  is	  a	  con9nuous	  process	  	            Improve	  &	        Measure	  &	            implement	          ...
“Think	  big,	  start	  small,	  scale	  fast”      	                                       Galland.be	  
Start	  now	  &	  improve	  tomorrow	  	  §  Given	  the	  nature	  of	  the	  internet	  technology,	  it	      is	  fai...
So,	  if	  you	  s9ll	  want	  to	  be	  in	  business	  by	  2020,	  here’s	  the	  summary	  of	  what	  to	  do	  for	 ...
Online	  strategy	  summarized	    1.     Without	  having	  a	  goal,	  it’s	  difficult	  to	  score	    2.     A	  websit...
Some	  free	  tools	  §  Google	                                           §  TwiFer	           hFp://www.google.com	   ...
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Why	  we	  do	  what	  we	  do	                                                                                           ...
Contact	  us	  Ann	  Galland	  	  	  	  	  	  	  Managing	  director	  ann@galland.be	  +32	  477	  225	  415	        	  	...
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Still want to be in business by 2020?

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If you still want to be in business by 2020, you need to come up with a smart online strategy. A strategy that is all about the customer, and not about you.

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  • Invest today in an online store. Tomorrow may be too late!
    Of course, you're already familiar with what is and is a virtual store. We also found in these names, American style: online shop, online shop, e-commerce, e-shop, e-mall.

    There is no direct contact with the public, it is being done through the Internet. Thus, anyone, from anywhere in the world, can visit a shop, paying for 'travel' only connect to the Internet.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Instagram > iStock :)
       Reply 
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Still want to be in business by 2020?

  1. 1. S9ll  want  to  be  in  business    by  2020?   Online  strategy  revisited   Galland.be  ©  Galland.be  2012   Consultants  in  strategic  marke9ng   Galland.be  
  2. 2. rules  of  thumb  for  an   online  strategy  that  works  2   Galland.be  
  3. 3. Websites  in  2012   §  A  website  is  a  means,  not  an  end   §  The  “business  card”-­‐  internet  era  is  over   §  A  successful  website  “connects”  with  its   visitors     Galland.be  
  4. 4. Galland.be  
  5. 5. Your  First  Website     Your  Website  2.0     Your  Virtual  Company  5   Galland.be  
  6. 6.    Without  having  a  goal    it’s  difficult  to  score   Galland.be  
  7. 7. “Your  vision  of  where  or  who  you  want  to  be,  is  the  greatest  asset  you  have.  Without  having   a  goal,  it’s  difficult  to  score”     Paul  Arden   Galland.be   Galland.be  
  8. 8. What  are  the  goals  for  your  website?   Galland.be  
  9. 9. Company  strategy   Mission   Vision   Values     Strategy   who   wh at   Company     how   Iden9ty   Galland.be  
  10. 10. On-­‐line  strategy   Company   strategy   On-­‐line   strategy   Website   Galland.be  
  11. 11. Start  from  business  objec9ves     §  The  clearer  you  can   formulate  the  business   objecCves,  the  easier  it   is  to  translates  them  in   to  valuable  on-­‐line   objecCves         §  Know  your  stakeholders   and  understand  which   objecCves  really  maFer   to  them   Galland.be  
  12. 12. Goals  for  your  website  §  Increase  brand  awareness  §  AFract  new  visitors  §  Increase  sales    §  Facilitate  doing  business  with  your  company    §  Support  startup  new  business  segments  §  Co-­‐creaCng  with  customers  §  ….   Galland.be  
  13. 13. A  website  is  always  part  of  a  larger  experience   Galland.be  
  14. 14. An  integrated  experience   §  A  website  never  stands  alone   §  It  is  part  of  a  larger  enCty   §  A  website  should  be  integrated  with  your   offline  and  online  communicaCon  strategy   Galland.be  
  15. 15. Maybe  nobody  is  visiAng  your  site,  because  it  is  about  you!     Galland.be  
  16. 16. “A  website  is  like  a  mirror:  if  it   doesn’t  reflect  your  customer’s   needs,  it’s  broken.”   Galland.be  16   Galland.be   Galland.be  
  17. 17.  “NOT  about  you”   §  Make  sure  the  content  of  your  website  is   “relevant”  for  your  audience   §  Be  emphaCc  and  start  from  objecCves,  tasks   and  informaCon  needs  from  your  visitors   §  Ban  company-­‐centric  thinking  based  on   company  structures,  departments  or   divisions       Galland.be  
  18. 18. Content  is  king   2  October  2012   Galland.be  
  19. 19. Content  is  king    §  Create  relevant  content  §  Content  is  reason  for  being  §  Think  transacConal  §  Create  “calls  to  acCon”  §  Build  in  takeaways  §  Make    your  content  “share-­‐able”   Galland.be  
  20. 20. Web  content   §  Is  always  up-­‐to-­‐date       §  Simple,  short  and  relevant  language,  adapted   for  screen  reading   §  Illustrate  with  visuals,  video,  animaCons,   applicaCons   §  Allow  visitors  to  personalize  content  and  only   show  the  most  relevant  informaCon  out  of  the   huge  amount  of  available  informaCon   §  Hyperlink,  hyperlink,  hyperlink   Galland.be  
  21. 21. Consistency  is  queen   2  October  2012  2012   2  October   Galland.be  
  22. 22. Content  needs  structure  § Bring  structure  to  your  content   §  Target  group-­‐  en  task-­‐driven   §  Think  in  scenarios   §  Don’t  expect  your  site  to  be  a  linear  experience  § Usability   §  Evaluate  your  content  structure   §  Adapt  content  for  web  purposes,  while  keeping   messages  consistent   Galland.be  
  23. 23. “If  the  user  can’t  use  it,  it  does   not  work.”   Susan  Dray    23   Galland.be   Galland.be  
  24. 24. Create  an  interac9ve  experience    24   Galland.be  
  25. 25. “I  hear  and  I  forget.      I  see  and  I  remember.      I  do  and  I  understand.”   Confusius   Galland.be   Galland.be  
  26. 26. Be  engaging  and  collabora9ve  §  Involve  consumers  emoConally  and  show  your  site  is   all  about  them  §  Let  consumers  exchange  ideas  and  experiences  with   your  brand.  Everything  about  the  brand  is  open  and   freely  available  to  all  anyway  (open  source  markeCng)  §  Let    them  rate  your  products,  let  them  tell  about  their   experiences  of    using  your  products,  let  them  invite   more  friends  online  §  Have  plug-­‐ins  at  Social  network  websites  allowing   them  to  share  and  discuss  §  And  reward  them.  26   Galland.be  
  27. 27. Be  contextually  right  and  relevant  The  “Where  and  when”  quesCon  you  should  ask  yourself:     §  Where  and  when  do  people  need  my  product?     §  Where  and  when  do  they  think  about  my   product?   §  Where  and  when  do  they  talk  about  my  product?  27   Galland.be  
  28. 28. “be  a  plaNorm”   Galland.be  
  29. 29. Be  the  plaRorm,  not  the  middleman   §  The  value  of  a  plaborm  resides  in  the  quality   of  the  interacCon  of  its  users   §  The  return  for  an  organizaCon  is  to  be  found   in  the  collected  “customer”  insights  from   the  users  and  the  value  created  by   integraCon  with  a  plaborm       §  Open  plaborms  are  ocen  more  successful   Galland.be  
  30. 30. Internet  is  the  norm     Galland.be  
  31. 31.  “users  spend  most  of   their  Ame  on   other  websites”     (Jakobs  Law  of  the  Web  User  Experience)   Jakob  Nielsen   Galland.be   Galland.be  
  32. 32. Internet  is  the  norm   §  Do  not  ignore  or  deviate  from  exisCng   internet  convenCons  if  not  needed.  Only  do   so  when  you  can  really  create  addiConal   value  for  your  visitors   §  Your  visitors  spend  more  Cme  on  other   websites  than  yours.    Benefit  from  the   habits  they  acquire  on  other  sites  to  make   your  site  more  intuiCve  for  them   Galland.be  
  33. 33. Internet  is  the  norm   §  How  are  others  doing  in  your  industry?   §  Use  standardized  terminology  wherever   possible   §  Speak  the  “language  of  your  customers”   §  Avoid  excessive  markeCng  talk  or  buzz  words   Galland.be  
  34. 34. What  does  not  exist  on  Google,  does  not  exist…   Galland.be  
  35. 35. Search  engines     §  What  does  not  exist  on  Google*,  does  not   exist...     §  Make  sure  your  site  is  “accessible”  for   search  engines   §  If  required,  use  search  engine  adverCsing  to   support  this     *Also  check  Yahoo,  Baido,  Yandex,  etc..     Galland.be  
  36. 36. Op9mize  for  people  not  engines  Search  engines  like  Google  are  more  and  more  taking  into  account  how  people  behave  (click  behaviour,  search  behaviour,  on-­‐line  recommendaCons  and  social  relevance  of  people)    This  will  change  SEO  as  we  know  it.   §  People  love  visuals  (images,  video,..)   §  People  use  the  most  advanced  stemming  and  context   algorithms  Content  “liked”  by  people  will  be  king  in  the  years  to  come    36   Galland.be  
  37. 37. Every  page  is    a  home  page!  Confusius     Galland.be  
  38. 38. Every  page  is  a  homepage   §  About  45%  of  your  traffic  is  not  entering  via   your  homepage   §  A  large  part  of  your  visitors  finds  your   website  via  search  engines  or   recommendaCons  on  social  media  networks   §  Make  sure  important  content  can  be  easily   reached  from  every  page  on  your  website   Galland.be  
  39. 39. Social  media   §  An  increasing  amount  of  all  website  traffic  is   driven  by  social  networking  sites  (=  people)   §  Today  visuals  &  video  are  sCll  “poorly”   indexed  by  search  engines,  but  on  the  other   hand,  they  are  remembered  very  well  by   people  (=  social  media)   Galland.be  
  40. 40. Start  with  listening…      40   Galland.be  
  41. 41. Start  with  listening…  §  With  social  media,  the  internet  is  no  longer   about  technology,  but  about  people.   §  It’s  no  longer  about  understanding  and   implemenCng  technology  but  about   understanding  people.     §  It’s  no  longer  about  pretending  your  are  good,  but   about  offering  a  true-­‐genuine  experience  as  an   organisaCon.  41   Galland.be  
  42. 42. Contribute  to  the  conversa9on  42   Galland.be  
  43. 43. A  conversa9on  culture  §  Go  where  your  customers  are  §  Don’t  start  shouCng,  only  parCcipate  in  a   conversaCon  in  case  you  can  contribute,  and   never  aFend  parCes  in  case  you  are  not   invited.    §  Make  sure  your  social  media  strategy  fits  your   company  culture  and  create  your  own   conversaCon  culture  by  doing  so.  43   Galland.be  
  44. 44. Galland.be  
  45. 45. Visitors  are  always  right    45   Galland.be  
  46. 46. “Must  be  done  is  the  parent  of  many  bad   measures”     Daniel  Webster   Galland.be   Galland.be  
  47. 47. Measure,  learn  and  improve   §  Analyzing  the  behavior  of  your  visitors   allows  you  to  idenCfy  what  is  working  and   what  is  not   §  Watch  out  for  “chicken  &  egg”  interpretaCons   and  assumpCons,  as  you  can  only  measure  what   happened  and  never  what  did  not  happen     §  Use  site-­‐search  as  a  source  of  informaCon   §   idenCfy  usability  issues  and  missing  content   Galland.be  
  48. 48. Measure  &  analyze  §  Web  analyCcs  enable  you  to  idenCfy  what  is   working  and  what  is  not.     §  “Visitors  are  always  right”     §  “Do  not  fix  what  is  not  broken”     Content  Performance   Traffic  sources   Galland.be  
  49. 49. Galland.be  
  50. 50. Do  not  fix  what  is  not  broken   Galland.be  
  51. 51. Improve  &  implement   Yourcompany.com   On-­‐line  strategy   Analyze   Improvement  plan   Galland.be  
  52. 52. A  website  is  a  con9nuous  process     Improve  &   Measure  &   implement   analyse   Galland.be  
  53. 53. “Think  big,  start  small,  scale  fast”   Galland.be  
  54. 54. Start  now  &  improve  tomorrow    §  Given  the  nature  of  the  internet  technology,  it   is  fairly  easy  to  create  now  and  improve   tomorrow.  Keep  your  development  cycles  as   short  as  possible,  but  plan  for  the  future.  §  A/B  tesCng  allows  you  to  evaluate  different   design  opCons  in  the  process  of  updaCng  a   website.  54   Galland.be  
  55. 55. So,  if  you  s9ll  want  to  be  in  business  by  2020,  here’s  the  summary  of  what  to  do  for  your  online  strategy:    55   Galland.be  
  56. 56. Online  strategy  summarized   1.  Without  having  a  goal,  it’s  difficult  to  score   2.  A  website  never  is  a  stand-­‐alone  given.  It  always  is  part  of  a  larger  experience   3.  Maybe  nobody  goes  to  your  website  because  it’s  about  you   4.  Content  is  king   5.  Consistency  is  queen   6.  Create  an  interacCve  experience     7.  Be  a  plaborm   8.  Internet  is  the  norm:  users  spend  most  of  their  Cme  on  other  websites   9.  What  does  not  exist  on  Google,  does  not  exist…   10.  Every  page  is  a  Homepage   11.  Start  with  listening   12.  Contribute  to  the  conversaCon   13.  Visitors  are  always  right   14.  Do  not  fix  what  is  not  broken   15.  Think  big,  start  small,  scale  fast  56   Galland.be  
  57. 57. Some  free  tools  §  Google   §  TwiFer   hFp://www.google.com   §  hFp://search.twiFer.com/   §  hFp://www.twazzup.com  §  Google  AnalyCcs   §  hFp://www.socialmenCon.com/   hFp://www.google.com/analyCcs/     §  Keyword  Spy  §  Google  Webmaster  Tools     §  www.keywordspy.com   hFps://www.google.com/webmasters/tools/   §  Social  media    §  Alexa  Ranking   hFp://www.alexa.com/   §  hFp://hootsuite.com/   §  hFp://www.tweetdeck.com/  §  Google  Trends   hFp://www.google.com/trends    §  Internet  Archive:  Wayback  Machine   hFp://www.archive.org/  57   Galland.be  
  58. 58. About  us  58   Galland.be  
  59. 59. 59   Galland.be  
  60. 60. Why  we  do  what  we  do    Why?     What?    Because  we  believe  in  crea9ng  a  growth   Audits  &  workshops  strategy  by  ques9oning  the  current  rules  of   Tailor-­‐made  consultancy  the  game  in  your  market  and  by  applying   In-­‐company  adivisory  innova9ve  ideas  that  already  work  in  other   services  industries      (Strategic  innova9on)     Coaching  &  Speaking  Because  we  believe  we  can  give  leverage  to   How?     opportuni9es  your  brand  by  crea9ng  a  unique  experience     With  a  passion  for  customer  that  is  hard  to  resist  for  your  customers   centricity  and  target  customers      (Brand  experience)     Through  no-­‐nonsense  thinking,  Because  we  believe  in  the  need  of  an   because  we  know  that  a  goal  is  a  effec9ve    24/7  worldwide  presence  if  you   dream  with  a  deadline  s9ll  want  to  be  in  business  in  2020    (Online  marke9ng)   By  being  pragma9c  and  crea9ve,   to  help  you  put  the  chosen   strategy  into  ac9on       Galland.be  
  61. 61. Contact  us  Ann  Galland              Managing  director  ann@galland.be  +32  477  225  415          Geert  Van  Couteren  eMarke9ng  consultant  geert@galland.be  +32  477  920  470           Galland.be  
  62. 62. Galland.be     consultants  in  strategic  marke9ng       www.galland.be  ©  Galland.be  2011   Galland.be  

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