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
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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”
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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
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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.
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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
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)
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
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)
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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.
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
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