Leveraging the Web
A presentation by
Reach1to1 Technologies (P) Ltd.
Presenter: Ashutosh Bijoor
Email: bijoor@reach1to1.com
Phone: 98201-94408
7th August, 2007
Date:

Web Site Strategy
Target Audience
●
Business Objectives
●
Design Requirements
●
Content Management
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Site Promotion
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Performance Measurement
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Site Examples
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Questions & Answers
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Target Audience
General public
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Visitors with service-able requirements
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Visitors with current requirements
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Current customers
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Share holders and investors
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Current Employees
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Prospective Employees
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Competitors
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Business Objectives
General Public
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Establish corporate identity
–
Position the company and its services
–

Business Objectives
Visitors with service-able requirements
●
Establish corporate identity
–
Position the company and its services
–
Identify possible services
–
Establish credibility to deliver solutions
–

Business Objectives
Visitors with current requirements
●
Establish corporate identity
–
Position the company and its services
–
Identify possible services
–
Establish credibility to deliver solutions
–
Identify specific requirements
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Establish specific solution
–

Business Objectives
Current Customers
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Establish corporate identity
–
Position the company and its services
–
Identify possible services
–
Establish credibility to deliver solutions
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Identify new requirements
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Establish new solutions
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Online services (order tracking, support)
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Business Objectives
Share-holders and investors
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Establish corporate identity
–
Position the company and its services
–
Establish financial stability and performance
–
Project business growth potential
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Business Objectives
Current Employees
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Establish corporate identity
–
Position the company and its services
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Establish financial stability and performance
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Project business growth potential
–
Update about news and events
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Educate about products and services
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Business Objectives
Prospective Employees
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Establish corporate identity
–
Position the company and its services
–
Establish financial stability and performance
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Project business growth potential
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Show career opportunities
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Provide mechanism to apply online
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Business Objectives
Competitors
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Establish corporate identity
–
Position the company and its services
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Attract skilled personnel from competitors
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Establish position of leadership in chosen
–
areas
Role model to follow for best practices
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General Design Requirements
Simple, elegant design
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Fast loading pages
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Easy navigation structure
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Direct search facility
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Layered information
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Continuously updated
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Content Management
Web site is not a one-time project
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Update regularly to maintain position of
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leadership
Updates should be done by internal staff,
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without requiring web design skills
Let everyone contribute, moderated by an
●
editorial team
Create an internal process for content
●
management as an extension of current
responsibilities

Site Promotion
Where do we get visitors from?
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Search Engines
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Online Marketing
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Corporate communications (emails, letters)
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Events
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Press coverage
–

Site Promotion
Search Engine Ranking
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Depends on content
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Frequency and relevancy of content
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Specific reference to terms that visitors are
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looking for
Site uses search-engine friendly hyper-text
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tags
RSS Compatible – provides pre-indexed site
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and page-wise information

Site Promotion
Online Marketing
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Email newsletter
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Cross links with other web sites
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Online advertising
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Articles on other sites
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Site Promotion
Corporate Communications
●
Every employee, customer, supplier and
–
partner is a referral point
They need to know about your web site
–
Email signature to contain link to web site
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Letter heads and visiting cards
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Company brochures
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Site Promotion
Events
●
Exhibitions and forums
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Web site kiosks
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Sponsorships
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Technical and Industry Seminars
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Site Promotion
Press Coverage
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Online press releases
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Interviews
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News articles
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Magazine features
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Advertisements
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Performance Measurement
Site objectives to be measured by
●
performance metrics
Number of visitors
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Number of subscribers
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Number of leads generated
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Number of updates
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Page-wise statistics
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Navigation path statistics
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Search engine keywords
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Reference site from which links received
–

Example – Products
APW President Systems Ltd
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Manufacturer of Technology Products
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Market Leader in Enclosure systems
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Initial content and design by Reach1to1
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Web site managed by in-house team with
–
assistance from Reach1to1
High level of employee participation
–
Regular updates
–

Example – Products

Example – Products

Example – Products

Example – Products

Example – Products

Example – Services
Epitome Global Services Ltd.
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KPO Services for Asset Management Industry
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Established by reputed businessmen
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Web site used as primary sales tool
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Initial design provided by Reach1to1
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Web site managed by in-house team with
–
assistance from Reach1to1
High level of employee participation
–
Regular updates
–

Example – Services

Example – Services

Example – Services

Example – Services

Example – Services

Questions to Answer
Whom do we want to target?
●
What do we want to achieve?
●
What information is currently available?
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Who can participate in the project?
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What is the time line?
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What is the budget?
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What do we do next?
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More information at
http://www.reach1to1.com
Thank You!
Presenter: Ashutosh Bijoor
Email: bijoor@reach1to1.com
Phone: 98201-94408
7th August, 2007
Date: