10 things every CEO
needs to know about the web



            Eric Reiss
           IA Summit
          April 9, 2010
   ...
Why do you have a website?

 “Because everyone has one.”
Why do you have a telephone?

       “Because everyone has one.”

“Because we can’t do business without one”
Why do you have a website?

“Because we can’t do business without one”
Fact #1


            The majority of business leaders
            Now turn to the internet as their
               first ...
Fact #2



             B2B is now the fastest-growing
                    internet segment




Source: IDG, 2008
Fact #3



       Over 18 billion searches for commercial
          information are made each month




Source: SEMPO, 2009
1. Don’t confuse marketing
1.
   with communication.
A   Awareness

I    Interest

D    Desire

A    Action
Wouldn't it be nice if your warm, heavy          These boots have everything you need
snow boots were as comfortable as yo...
Make your website part of your
 customer-service package
Customer Experience Management




Off-line     CEM         On-line
10 things customers will tell you
1.    Don’t tell me how great you are. BE great!
2.    Go the extra mile.
3.    Don’t ge...
10 things customers will tell you
1.    Don’t tell me how great you are. BE great!
2.    Go the extra mile.
3.    Don’t ge...
10 things customers will tell you
1.    Don’t tell me how great you are. BE great!
2.    Go the extra mile.
3.    Don’t ge...
10 things customers will tell you
1.    Don’t tell me how great you are. BE great!
2.    Go the extra mile.
3.    Don’t ge...
10 things customers will tell you
1.    Don’t tell me how great you are. BE great!
2.    Go the extra mile.
3.    Don’t ge...
10 things customers will tell you
1.    Don’t tell me how great you are. BE great!
2.    Go the extra mile.
3.    Don’t ge...
2. Don’t view your website as a
1.
   software development project.
Dell specifications
  2.4 MHz processor
  160 Gb RAM
  CD/DVD writer/reader
  15” screen
  Built-in speakers
  3 hour batt...
>   >
Whenever possible, purchase software
    from single-focus vendors
3. Don’t couple unrelated
1.
   initiatives.
CMS
CRM
ERP
DM
KM
CMS = Content Management System
    Publish to the Web
CRM = Customer Relationship Mgt.
    Track, use, and maintain custo...
Interesting facts
 Dr. Scholl doesn’t make cutlery
 Georg Jensen doesn’t make wrenches
 Bahco doesn’t make pens
 Parker do...
Deal with your website
    (and just your website).
Then take care of the other stuff.
4. Don’t be afraid to set
1.
   measurable goals for your
   website.
“If you build it,
 they will come...”
What are the
customer service metrics
     for an airline?

    “Flying on time.”
What passengers say:
 “Why publish schedules if I can’t use them?”
 “I plan my meetings according to arrival times”
 “I bo...
Three god-awful metrics
 We want more hits
 We want folks to spend more time on our site
 We want people to write to us
What are the “right” metrics?
  Better lead qualification
  Shortened sales process
  Streamlined logistics
  Increased co...
Insist that your website become an
 integrated part of your company’s
         business activities
5. Don’t confuse your personal
1.
   needs with those of your
   visitors.
The Creation
(of a meaningful experience)
Owner-visitor relationships
    We want to tell                   I got what
      our story                       I came ...
Fact #4



 If you do not meet the needs of your visitors,
you will never meet your own business needs.
Four common errors
 “We need pictures of ducks. I like ducks.”
 (Executive ego)
 “Look what they just did this”
 (Competit...
Encourage research. Accept surprises that
   go against your basic assumptions.
6. Don’t view your website
1.
   as a fixed-term project.
7 A’s
Allocate > Analyze > Architect > Apply > Accumulate > Assemble > Adjust
Once you start the process,
make sure to keep it going.
7. Don’t confuse print
1.
   design with web design.
Brand




Content           Function
“Do you want art?
 Or do you want your
 goddamn sales to go up?”

              Rosser Reeves
Acknowledge and embrace best-practices
 that run counter to your design guide.
8. Don’t let your personal
1.
   opinion cloud your focus.
Seek out proven experts and
    support their work.
9. Don’t be afraid to ask
1.
   stupid questions.
Fact #5



      There are no stupid questions...
         the first time you ask them.
Fact #6



    But there are lots of stupid answers...
        the ones you don’t understand.
„Es hört jeder doch nur,
 was er versteht.“
               Goethe
Fact #7



          Two-way communication
            must work two ways.
“He hears only that
 which he understands”
              Goethe
If in doubt, ask. Always.
10. Don’t hide in your office.
 1.
Lord Marshall of Knightsbridge
A British Airways timeline



    1983         1986                   1999           2004           2009



              ...
Demonstrate your
active support for the project.
Keep the whole team inspired.
You can (usually) find Eric at:
The FatDUX Group ApS
Strandøre 15
DK-2100 Copenhagen
Denmark
www.fatdux.com

Office: (+45)...
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
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10 Things Every CEO Needs To Know About The Internet

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With the current economic downturn and significant layoffs among sales staff, the web has become more important than ever as a means of communicating with customers/clients/membership. But I have yet to meet a CEO who likes website development. It makes business leaders uncomfortable. The web experts speak in a cryptic language – CMS, KM, XML, CSS. The site seems to take forever to build, costs more than expected, and invariably provides less value than the organization had hoped.

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10 Things Every CEO Needs To Know About The Internet

  1. 1. 10 things every CEO needs to know about the web Eric Reiss IA Summit April 9, 2010 Phoenix, AZ
  2. 2. Why do you have a website? “Because everyone has one.”
  3. 3. Why do you have a telephone? “Because everyone has one.” “Because we can’t do business without one”
  4. 4. Why do you have a website? “Because we can’t do business without one”
  5. 5. Fact #1 The majority of business leaders Now turn to the internet as their first source of information Source: Gartner Group, 2007
  6. 6. Fact #2 B2B is now the fastest-growing internet segment Source: IDG, 2008
  7. 7. Fact #3 Over 18 billion searches for commercial information are made each month Source: SEMPO, 2009
  8. 8. 1. Don’t confuse marketing 1. with communication.
  9. 9. A Awareness I Interest D Desire A Action
  10. 10. Wouldn't it be nice if your warm, heavy These boots have everything you need snow boots were as comfortable as your for stability and support in demanding summer tennies? Our 400-gram snow boots conditions – and a comfortable, may not be exactly as comfortable, but lightweight design you'll appreciate in they're heaps more flexible than last year! any circumstances. Rugged, puncture- Copying the comfortable construction of an and abrasion-resistant synthetic-fabric athletic shoe, we replaced last year's heavy upper and polyurethane-coated leather vulcanized outsole with a lighter weight rand reduce wear from rocks and roots. (and still fully waterproof) model made up Waterproof, breathable Gore-Tex® lining of a cushioning EVA midsole and a rugged keeps water out while allowing heat TPR outsole. And for those days when vapor to escape. Internal support board is you've got to bend to shovel, or try to sprint ergonomically shaped for superior up a hill with a sled for "one more ride," stability and flexion. External heel we've given this boot a combination insole counter helps your foot stay centered on board, so it's more flexible at the forefoot uneven terrain. Exclusive Vibram® Orbit (where your foot bends) and stable at the sticky rubber outsole for traction. heel (to keep ankles steady in deep powder). If you spend a lot of time working or sporting in the snow, this is your boot. And don't think we've forgotten the warmth factor. The 400-gram Thinsulate™ Insulation blocks cold, while the TPR vamp — now with a waterproof full-grain leather, nubuck, and suede shaft — keeps out wet, slushy weather.
  11. 11. Make your website part of your customer-service package
  12. 12. Customer Experience Management Off-line CEM On-line
  13. 13. 10 things customers will tell you 1. Don’t tell me how great you are. BE great! 2. Go the extra mile. 3. Don’t get in my way when I’m trying to shop. 4. If I know what I’m looking for, help me find it. 5. If I have questions, I want straight answers, not a salestalk. 6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs 8. Are your own affairs so important that you feel justified in ignoring me? 9. Don’t make me feel stupid. 10. If you make a mistake, admit it. Sources: Paco Underhill, Eric Reiss
  14. 14. 10 things customers will tell you 1. Don’t tell me how great you are. BE great! 2. Go the extra mile. 3. Don’t get in my way when I’m trying to shop. 4. If I know what I’m looking for, help me find it. 5. If I have questions, I want straight answers, not a salestalk. 6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs 8. Are your own affairs so important that you feel justified in ignoring me? 9. Don’t make me feel stupid. 10. If you make a mistake, admit it.
  15. 15. 10 things customers will tell you 1. Don’t tell me how great you are. BE great! 2. Go the extra mile. 3. Don’t get in my way when I’m trying to shop. 4. If I know what I’m looking for, help me find it. 5. If I have questions, I want straight answers, not a salestalk. 6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs 8. Are your own affairs so important that you feel justified in ignoring me? 9. Don’t make me feel stupid. 10. If you make a mistake, admit it.
  16. 16. 10 things customers will tell you 1. Don’t tell me how great you are. BE great! 2. Go the extra mile. 3. Don’t get in my way when I’m trying to shop. 4. If I know what I’m looking for, help me find it. 5. If I have questions, I want straight answers, not a salestalk. 6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs 8. Are your own affairs so important that you feel justified in ignoring me? 9. Don’t make me feel stupid. 10. If you make a mistake, admit it.
  17. 17. 10 things customers will tell you 1. Don’t tell me how great you are. BE great! 2. Go the extra mile. 3. Don’t get in my way when I’m trying to shop. 4. If I know what I’m looking for, help me find it. 5. If I have questions, I want straight answers, not a salestalk. 6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs 8. Are your own affairs so important that you feel justified in ignoring me? 9. Don’t make me feel stupid. 10. If you make a mistake, admit it.
  18. 18. 10 things customers will tell you 1. Don’t tell me how great you are. BE great! 2. Go the extra mile. 3. Don’t get in my way when I’m trying to shop. 4. If I know what I’m looking for, help me find it. 5. If I have questions, I want straight answers, not a salestalk. 6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs 8. Are your own affairs so important that you feel justified in ignoring me? 9. Don’t make me feel stupid. 10. If you make a mistake, admit it.
  19. 19. 2. Don’t view your website as a 1. software development project.
  20. 20. Dell specifications 2.4 MHz processor 160 Gb RAM CD/DVD writer/reader 15” screen Built-in speakers 3 hour battery life Portable
  21. 21. > >
  22. 22. Whenever possible, purchase software from single-focus vendors
  23. 23. 3. Don’t couple unrelated 1. initiatives.
  24. 24. CMS CRM ERP DM KM
  25. 25. CMS = Content Management System Publish to the Web CRM = Customer Relationship Mgt. Track, use, and maintain customer data ERP = Enterprise Resource Planning Optimize use of people and materials DM = Document Management Electronic filing system KM = Knowledge Management Share expertise internally
  26. 26. Interesting facts Dr. Scholl doesn’t make cutlery Georg Jensen doesn’t make wrenches Bahco doesn’t make pens Parker doesn’t make nail-clippers
  27. 27. Deal with your website (and just your website). Then take care of the other stuff.
  28. 28. 4. Don’t be afraid to set 1. measurable goals for your website.
  29. 29. “If you build it, they will come...”
  30. 30. What are the customer service metrics for an airline? “Flying on time.”
  31. 31. What passengers say: “Why publish schedules if I can’t use them?” “I plan my meetings according to arrival times” “I book connecting flights based on your promises.” “I have people waiting to pick me up when I land.” “Faster check-in. Now that’s service!” “Better food. I’d like that.” “More legroom. I’ll pay extra for that.” “On time? That’s your damned job! So do it!”
  32. 32. Three god-awful metrics We want more hits We want folks to spend more time on our site We want people to write to us
  33. 33. What are the “right” metrics? Better lead qualification Shortened sales process Streamlined logistics Increased conversion, conversion, conversion
  34. 34. Insist that your website become an integrated part of your company’s business activities
  35. 35. 5. Don’t confuse your personal 1. needs with those of your visitors.
  36. 36. The Creation (of a meaningful experience)
  37. 37. Owner-visitor relationships We want to tell I got what our story I came for We want to be I got the understood message We want to be Valuable I think it sounds believed reasonable experience We want to be I’m ready to trusted deal with them We want to I will come back build loyalty
  38. 38. Fact #4 If you do not meet the needs of your visitors, you will never meet your own business needs.
  39. 39. Four common errors “We need pictures of ducks. I like ducks.” (Executive ego) “Look what they just did this” (Competitor envy) “We should talk about ‘innovation’” (Strategy by buzzword) “That change doesn’t fit our standard design” (Form over function)
  40. 40. Encourage research. Accept surprises that go against your basic assumptions.
  41. 41. 6. Don’t view your website 1. as a fixed-term project.
  42. 42. 7 A’s Allocate > Analyze > Architect > Apply > Accumulate > Assemble > Adjust
  43. 43. Once you start the process, make sure to keep it going.
  44. 44. 7. Don’t confuse print 1. design with web design.
  45. 45. Brand Content Function
  46. 46. “Do you want art? Or do you want your goddamn sales to go up?” Rosser Reeves
  47. 47. Acknowledge and embrace best-practices that run counter to your design guide.
  48. 48. 8. Don’t let your personal 1. opinion cloud your focus.
  49. 49. Seek out proven experts and support their work.
  50. 50. 9. Don’t be afraid to ask 1. stupid questions.
  51. 51. Fact #5 There are no stupid questions... the first time you ask them.
  52. 52. Fact #6 But there are lots of stupid answers... the ones you don’t understand.
  53. 53. „Es hört jeder doch nur, was er versteht.“ Goethe
  54. 54. Fact #7 Two-way communication must work two ways.
  55. 55. “He hears only that which he understands” Goethe
  56. 56. If in doubt, ask. Always.
  57. 57. 10. Don’t hide in your office. 1.
  58. 58. Lord Marshall of Knightsbridge
  59. 59. A British Airways timeline 1983 1986 1999 2004 2009 Willie Walsh Colin Marshall Colin retires can’t meet joins BA BA has world’s payroll largest fleet of Boeing BA named 747-400s “Airline of the Year”
  60. 60. Demonstrate your active support for the project. Keep the whole team inspired.
  61. 61. You can (usually) find Eric at: The FatDUX Group ApS Strandøre 15 DK-2100 Copenhagen Denmark www.fatdux.com Office: (+45) 39 29 67 77 Mobil: (+45) 20 12 88 44 er@fatdux.com skype: ericreiss twitter: @elreiss
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