Your SlideShare is downloading. ×
0
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Towards a customer-centric website in 15 steps
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Towards a customer-centric website in 15 steps

557

Published on

My presentation at Voka about how to make a customer-centric website in 15 steps, 16 May 2013

My presentation at Voka about how to make a customer-centric website in 15 steps, 16 May 2013

Published in: Business, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
557
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Galland.be  ©  Galland.be  2012  Galland.be  Consultants  in  strategic  marke9ng  How  to  build  a  customer-­‐centric  site  in  15  steps  Voka  seminar  -­‐  16  May  2013  
  • 2. Galland.be  Ann  
  • 3. Galland.be  3  
  • 4. Galland.be  ©  Galland.be  2011  Galland.be    consultants  in  strategic  marke9ng        
  • 5. Galland.be  Strategic  marke9ng  5  
  • 6. Galland.be  Some  customers  &  projects  
  • 7. Galland.be  Some  publica9ons  7  My  “one  company,  one  image”  branding  case,  realized  as  Global  Director  Marke=ng  of  the  Barco  Group  (1996-­‐2008)    in    “Marke=ng  Management  –  De  essen=e”    Philip  Kotler,  Kevin  Lane  Keller,  Henry  Robben,  Maggie  Geuens,  2010  My  vision  on  marke=ng  and  branding  today,  as  Managing  Director  of  Galland.be  (2009-­‐today),  with  emphasis  on  the  importance  of  customer  centricity  and  word  of  mouth    in    STIMA  Marke=ng  Jaarboek  2012  
  • 8. Galland.be  rules  of  thumb  for  an  online  strategy  that  works  8  
  • 9. Galland.be  Websites  in  2013  §  A  website  is  a  means,  not  an  end  §  The  “business  card”-­‐  internet  era  is  over  §  A  successful  website  “connects”  with  its  visitors    
  • 10. Galland.be  Our  Mission  Our  mission  is  to  exploit  technical  innova=ons  for  the  benefit  of  AT&T  and  its  customers  by  implemen=ng  next-­‐genera=on  technologies  and  network  advancements  in  AT&Ts  services  and  opera=ons.  
  • 11. Galland.be  11  11  Your  Website  2.0    Your  Website  1.0     Your  Virtual  Company  
  • 12. Galland.be        Without  having  a  goal  it’s  difficult  to  score  
  • 13. Galland.be  Galland.be  “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  
  • 14. Galland.be  What’s  your    website’s  goal?    
  • 15. Galland.be  15  Would  you  consider  building  a  house  without  explaining  your  goal  to  the  architect?    
  • 16. Galland.be  Company  strategy    Company    Iden9ty  Vision  Mission  Values  Strategy  how  what  who  
  • 17. Galland.be  Start  from  your  business  objec9ves    §  To  be  relevant  and  successful,  your  website  needs  to  be  in  line  with  your  business  objec9ves.  §  These  objec=ves  need  to  be  translated  into  valuable  on-­‐line  objec9ves        §  Know  your  stakeholders  and  understand  what  really  ma_ers  to  them.  
  • 18. Galland.be  Online  strategy  Company  strategy  Online  strategy  Your  website  
  • 19. Galland.be  Goals  for  your  website  §  Increase  brand  awareness?  §  A_ract  new  visitors?  §  Increase  sales?  §  Facilitate  doing  business  with  your  company?  §  Support?  §  Startup  new  business  segments?  §  Co-­‐crea=ng  with  customers?  §  ….  
  • 20. Galland.be  A  website  is  always  part  of  a  larger  experience  
  • 21. Galland.be  An  integrated  experience  §  A  website  never  stands  alone  §  It  is  part  of  a  larger  en=ty  §  A  website  should  be  integrated  with  your  offline  and  online  communica=on  strategy  
  • 22. Galland.be  22  
  • 23. Galland.be  Maybe  nobody  is  visiAng  your  site,  because  it  is  about  you!    
  • 24. Galland.be  Galland.be  24  “A  website  is  like  a  mirror:  if  it  doesn’t  reflect  your  customer’s  needs,  it’s  broken.”  Galland.be  
  • 25. Galland.be  You  don’t  need  a  website  for  yourself.  You  need  it  for  others.    
  • 26. Galland.be    “NOT  about  you”  §  Make  sure  the  content  of  your  website  is  “relevant”  for  your  audience  §  Be  empha=c  and  start  from  objec=ves,  tasks  and  informa=on  needs  from  your  visitors  §  Ban  company-­‐centric  thinking  based  on  company  structures,  departments  or  divisions      
  • 27. Galland.be  27  
  • 28. Galland.be  28  
  • 29. Galland.be  
  • 30. Galland.be  17  May  2013  Content  is  king  
  • 31. Galland.be  Content  is  king    §  Content  is  reason  for  being  §  Create  relevant  content  §  Think  transac=onal  §  Create  “calls  to  ac=on”  §  Build  in  “takeaways”  §  Make    your  content  “share-­‐able”  
  • 32. Galland.be  
  • 33. Galland.be  
  • 34. Galland.be  
  • 35. Galland.be  
  • 36. Galland.be  36  
  • 37. Galland.be  37  
  • 38. Galland.be  38  
  • 39. Galland.be  Web  content  §  Always  up-­‐to-­‐date      §  Simple,  short  and  relevant  language,  adapted  for  screen  reading  §  Illustrate  with  visuals,  video,  anima=ons,  applica=ons  §  Allow  visitors  to  personalize  content  and  only  show  the  most  relevant  informa=on  out  of  the  huge  amount  of  available  informa=on  §  Hyperlink,  hyperlink,  hyperlink  
  • 40. Galland.be  17  May  2013  17  May  2013  Consistency  is  queen  
  • 41. Galland.be  Galland.be  41  “If  the  user  can’t  use  it,  it  does  not  work.”  Susan  Dray    
  • 42. Galland.be  Content  needs  structure  §  Bring  structure  to  your  content  §  Target  group-­‐  en  task-­‐driven  §  Don’t  expect  your  site  to  be  a  linear  experience  §  Think  in  scenarios  §  Usability  §  Evaluate  your  content  structure  §  Adapt  content  for  web  purposes,  while  keeping  messages  consistent  
  • 43. Galland.be  43  
  • 44. Galland.be  44  
  • 45. Galland.be  
  • 46. Galland.be  
  • 47. Galland.be  
  • 48. Galland.be  
  • 49. Galland.be  49  
  • 50. Galland.be  50  
  • 51. Galland.be  51  
  • 52. Galland.be  
  • 53. Galland.be  53  
  • 54. Galland.be  
  • 55. Galland.be  
  • 56. Galland.be  56  Create  an  interac9ve  experience    
  • 57. Galland.be  Galland.be  “I  hear  and  I  forget.      I  see  and  I  remember.      I  do  and  I  understand.”  Confucius  
  • 58. Galland.be  Be  engaging  and  collabora9ve  58  §  Involve  consumers  emo=onally  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  marke=ng)  §  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.  
  • 59. Galland.be  59  
  • 60. Galland.be  60  
  • 61. Galland.be  
  • 62. Galland.be  62  
  • 63. Galland.be  
  • 64. Galland.be  64  
  • 65. Galland.be  “be  a  plaNorm”  
  • 66. Galland.be  Galland.be  “Be  the  plaNorm,    not  the  middleman.”  Galland.be  
  • 67. Galland.be  Be  a  plaWorm  §  The  value  of  a  plajorm  resides  in  the  quality  of  the  interac=on  of  its  users  §  The  return  for  an  organiza=on  is  to  be  found  in  the  collected  “customer”  insights  from  the  users  and  the  value  created  by  integra=on  with  a  plajorm      §  Open  plajorms  are  olen  more  successful  
  • 68. Galland.be  
  • 69. Galland.be  
  • 70. Galland.be  
  • 71. Galland.be  Internet  is  the  norm    
  • 72. Galland.be  Galland.be    “users  spend  most  of  their  Ame  on  other  websites”    (Jakobs  Law  of  the  Web  User  Experience)  Jakob  Nielsen  
  • 73. Galland.be  Don’t  reinvent  the  obvious  
  • 74. Galland.be  Usability  §  Do  not  ignore  or  deviate  from  exis=ng  internet  conven9ons  if  not  needed    (e.g.  to  test  your  crea=ve  genius).    §  Only  deviate  from  the  norm  when  you  can  really  create  added  value  for  your  visitors  §  Your  visitors  spend  more  =me  on  other  websites  than  yours  anyway.    You’d  be_er  benefit  from  the  habits  they  acquire  on  other  sites  to  make  your  site  more  intui9ve  for  them  
  • 75. Galland.be  Internet  is  the  norm  §  How  are  others  doing  in  your  industry?  §  Use  standardized  terminology  wherever  possible  §  Speak  the  “language  of  your  customers”  §  Avoid  excessive  marke=ng  talk  or  buzz  words  
  • 76. Galland.be  Nobody  ever  got  fired  for  implemenAng  a  navigaAon  bar  that  works  (like  IBM)    
  • 77. Galland.be  
  • 78. Galland.be  Even  apple  respects    the  norm  
  • 79. Galland.be  What  does  not  exist  on  Google,  does  not  exist…  
  • 80. Galland.be  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  adver=sing  to  support  this    *Also  check  Yahoo,  Baido,  Yandex,  etc..    
  • 81. Galland.be  Where  are  you?  
  • 82. Galland.be  82  Think  Local,  Think  Mobile  
  • 83. Galland.be  83  InvesAgate  
  • 84. Galland.be  Op9mize  for  people  not  engines  84  §  Search  engines  like  Google  are  more  and  more  taking  into  account  how  people  behave  §  Click  behaviour  §  Search  behaviour  §  On-­‐line  recommenda=ons  §   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  
  • 85. Galland.be  Galland.be  85  Content  “liked”  by  people    will  be  king  in  the  years  to  come  
  • 86. Galland.be  Confusius  Every  page  is    a  home  page!    
  • 87. Galland.be  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  recommenda=ons  on  social  media  networks  §  Make  sure  important  content  can  be  easily  reached  from  every  page  on  your  website  
  • 88. Galland.be  
  • 89. Galland.be  
  • 90. Galland.be  
  • 91. Galland.be  
  • 92. Galland.be  92  Start  with  listening…      
  • 93. Galland.be  Galland.be  93      “Social  media  is  not  a  strategy.  Social  media  are  media  to  help  you  to  listen  to  others,    to  learn  from  others,    and  to  publish  and  share  content    in  a  social  (for  everyone)  way”    Ann  Galland  May  17,  2013  
  • 94. Galland.be  Start  with  listening…  94  §  With  social  media,  the  internet  is  no  longer  about  technology,  but  about  people.  §  It’s  no  longer  about  understanding  and  implemen=ng  technology  but  about  understanding  people.    §  It’s  no  longer  about  pretending  your  are  good,  but  about  offering  a  true-­‐genuine  experience  as  an  organisa=on.  
  • 95. Galland.be  Social  media  §  An  increasing  amount  of  all  website  traffic  is  driven  by  social  networking  sites  (=  people)  §  Today  visuals  &  video  are  s=ll  “poorly”  indexed  by  search  engines,  but  on  the  other  hand,  they  are  remembered  very  well  by  people  (=  social  media)  
  • 96. Galland.be  
  • 97. Galland.be  
  • 98. Galland.be  
  • 99. Galland.be  99  
  • 100. Galland.be  100  Contribute  to  the  conversa9on  
  • 101. Galland.be  A  conversa9on  culture  101  §  Go  where  your  customers  are  §  Don’t  start  shou=ng,  only  par=cipate  in  a  conversa=on  in  case  you  can  contribute,  and  never  a_end  par=es  in  case  you  are  not  invited.    §  Make  sure  your  social  media  strategy  fits  your  company  culture  and  create  your  own  conversa=on  culture  by  doing  so.  
  • 102. Galland.be  
  • 103. Galland.be  103  Visitors  are  always  right    
  • 104. Galland.be  Galland.be  “Must  be  done  is  the  parent  of  many  bad  measures”    Daniel  Webster  
  • 105. Galland.be  Measure,  learn  and  improve  §  Analyzing  the  behavior  of  your  visitors  allows  you  to  iden=fy  what  is  working  and  what  is  not  §  Watch  out  for  “chicken  &  egg”  interpreta=ons  and  assump=ons,  as  you  can  only  measure  what  happened  and  never  what  did  not  happen    §  Use  site-­‐search  as  a  source  of  informa=on  §   iden=fy  usability  issues  and  missing  content  
  • 106. Galland.be  Measure  &  analyze  §  Web  analy=cs  enable  you  to  iden=fy  what  is  working  and  what  is  not.    §  “Visitors  are  always  right”    §  “Do  not  fix  what  is  not  broken”    Content  Performance   Traffic  sources  
  • 107. Galland.be  
  • 108. Galland.be  Do  not  fix  what  is  not  broken  
  • 109. Galland.be  Improve  &  implement  Improvement  plan  Analyze  On-­‐line  strategy  Yourcompany.com  
  • 110. Galland.be  A  website  is  a  con9nuous  process    Measure  &  analyse  Improve  &  implement  
  • 111. Galland.be  “Think  big,  start  small,  scale  fast”  
  • 112. Galland.be  Start  now  &  improve  tomorrow    112  §  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  tes=ng  allows  you  to  evaluate  different  design  op=ons  in  the  process  of  upda=ng  a  website.  
  • 113. Galland.be  Let’s  have  a  look  at  your  websites…  113  
  • 114. Galland.be  So,  if  you  s9ll  want  to  be  in  business  by  2020,  here’s  the  summary  of  what  to  do  for  your  online  strategy:    114  
  • 115. Galland.be  Online  strategy  summarized  115  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  interac=ve  experience    7.  Be  a  plajorm  8.  Internet  is  the  norm:  users  spend  most  of  their  =me  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  conversa=on  13.  Visitors  are  always  right  14.  Do  not  fix  what  is  not  broken  15.  Think  big,  start  small,  scale  fast  
  • 116. Galland.be  Some  free  tools  §  Google  h_p://www.google.com  §  Google  Analy=cs  h_p://www.google.com/analy=cs/  §  Google  Webmaster  Tools    h_ps://www.google.com/webmasters/tools/  §  Alexa  Ranking  h_p://www.alexa.com/  §  Google  Trends  h_p://www.google.com/trends    §  Internet  Archive:  Wayback  Machine  h_p://www.archive.org/  §  Keyword  Spy  §  www.keywordspy.com  §  Social  media    §  h_p://hootsuite.com/  §  h_p://www.tweetdeck.com/    §  h_p://en.men=on.net  §  h_p://www.Il_.com    §  h_p://search.twi_er.com/  §  h_p://www.twazzup.com  §  h_p://www.socialmen=on.com/    §  Newsle_er  tools  §  h_p://www.mailchimp.com  116  
  • 117. Galland.be  Follow  us            be.linkedin.com/in/anngalland  facebook.com/galland.be  twi_er.com/anngalland  slideshare.net/anngalland  youtube.com/user/GallandTV    
  • 118. Galland.be  ©  Galland.be  2011  Galland.be    consultants  in  strategic  marke9ng      www.galland.be  +32  477  22  54  15  

×