Simon Bartolo 7 Habits


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  • Sitecore Content Management Solutions Sitecore is a trademark of Sitecore A/S. All other brand and product names are the property of their respective holders. Copyright © 2001-2003 Sitecore A/S. All Rights Reserved.” Page
  • Simon Bartolo 7 Habits

    1. 1. Seven Habits of Highly Effective Web 2.0 Sites
    2. 2. Sitecore <ul><li>Leading provider of enterprise-class .NET web content management and portal software for mid-to-large organizations with m ajor offices worldwide: </li></ul><ul><li>Stability </li></ul><ul><ul><li>Profitable since inception in 1999, same owners, same vision and same technology (.NET) </li></ul></ul><ul><li>Customers </li></ul><ul><ul><li>Over 1200 client installations managing over 5000 web sites worldwide </li></ul></ul><ul><li>Recognized </li></ul><ul><ul><li>Best Microsoft technology alignment, Microsoft ISV Partner of the Year 2003/2004, Microsoft Gold Partner </li></ul></ul><ul><li>Supported </li></ul><ul><ul><li>300+ Solution Partners in 40+ countries with 1000+ certified developers </li></ul></ul>
    3. 3. Sitecore’s 1200+ customers include:
    4. 4. The Value Gap <ul><li>If you had a resource that could… </li></ul><ul><ul><li>Increase customer retention </li></ul></ul><ul><ul><li>Increase qualified leads </li></ul></ul><ul><ul><li>Create more loyal and repeat customers </li></ul></ul><ul><ul><li>Lower customer support costs </li></ul></ul><ul><li>Would you make use of it? </li></ul>
    5. 5. Most Web Sites are Untapped Resources <ul><li>Many organizations fail to harness the potential of customer facing sites to: </li></ul><ul><ul><li>Improve customer retention/relationships </li></ul></ul><ul><ul><li>Test marketing effectiveness </li></ul></ul><ul><ul><li>Increase lead generation </li></ul></ul><ul><ul><li>Generate customer self service </li></ul></ul><ul><li>Due to consumerism elsewhere, customer expectations continue to rise </li></ul>
    6. 6. Audience Poll… <ul><li>How long does it currently take to make updates or changes to your Web site? </li></ul><ul><ul><li>Hours </li></ul></ul><ul><ul><li>Days </li></ul></ul><ul><ul><li>Weeks </li></ul></ul>
    7. 7. Introduction to the 7 Habits <ul><li>Steven Covey’s book, “The 7 Habits of Highly Effective People” (Simon & Schuster, 1989) </li></ul><ul><li>Apply the same rules to your Web site </li></ul><ul><li>Your Web site is a mechanism to build and grow an online relationship with your audience </li></ul>
    8. 8. Habit #1 Your Customers are in Charge <ul><li>Listen and respond to your customers’ needs </li></ul><ul><ul><li>Learn how to listen </li></ul></ul><ul><ul><li>Optimize for what your customer wants to do </li></ul></ul><ul><ul><li>Analytics only tell part of the story </li></ul></ul><ul><ul><li>Engage focus groups, surveys and your online user community </li></ul></ul><ul><li>The customer is always right </li></ul><ul><ul><li>Become adaptive - Learn and evolve </li></ul></ul><ul><ul><li>CMS to the rescue </li></ul></ul><ul><ul><li>Prioritize high value content (that user behavior shows you) </li></ul></ul><ul><li>Benefits </li></ul><ul><ul><li>By creating a customer centric website: </li></ul></ul><ul><ul><li>More loyal customers (goodwill) </li></ul></ul><ul><ul><li>More repeat customers </li></ul></ul><ul><ul><li>Lower support costs per customer </li></ul></ul>
    9. 10. Habit #2 Implement your site goals with consistency <ul><li>Not as obvious as you think </li></ul><ul><ul><li>Most sites still behave like single dimensional marketing literature </li></ul></ul><ul><ul><li>Create targeted (segment based) calls for action </li></ul></ul><ul><ul><li>Leverage the advantages of the web, speak to who they are </li></ul></ul><ul><ul><li>Guide users where you want them to go </li></ul></ul><ul><ul><li>Remember: different types of users will react differently and plan for it </li></ul></ul><ul><li>Ask yourself… </li></ul><ul><ul><li>What should users achieve on this site? </li></ul></ul><ul><ul><li>What different types of goals do they have? </li></ul></ul><ul><li>Benefits </li></ul><ul><ul><li>Provide focus and direction into every piece of content and functionality </li></ul></ul><ul><ul><li>Higher conversion rates (leads, transactions, self service, etc.) </li></ul></ul>
    10. 13. Habit #3 Balance User experiences with Site goals <ul><li>Prioritize Your Customers’ Experiences </li></ul><ul><ul><li>User experience must win out </li></ul></ul><ul><ul><li>Create value for your customers </li></ul></ul><ul><ul><li>Provide what they need, or what they didn’t even know they needed </li></ul></ul><ul><ul><li>Align their needs with your desired outcomes </li></ul></ul><ul><ul><li>Make your customers a part of the experience </li></ul></ul><ul><li>Benefits </li></ul><ul><ul><li>Increased customer retention </li></ul></ul><ul><ul><li>Lower cost of doing business with customers </li></ul></ul><ul><ul><li>Word of Mouth (WOM) marketing </li></ul></ul>
    11. 17. Habit #4 Deliver Value to Your Web Visitors <ul><li>Provide value </li></ul><ul><ul><li>Deliver value back to customers; </li></ul></ul><ul><ul><li>Understand what they need and deliver it quickly </li></ul></ul><ul><ul><li>Demonstrate utility of the information they provide </li></ul></ul><ul><li>Benefits </li></ul><ul><ul><li>Creates stronger collaboration habits with customers </li></ul></ul><ul><ul><li>Builds goodwill with customers </li></ul></ul><ul><ul><li>Stronger customer relationships for increased customer retention </li></ul></ul>
    12. 20. Habit #5 Be Honest – What is and is not working <ul><li>Examine and evaluate what does not work </li></ul><ul><ul><li>Find the holes </li></ul></ul><ul><ul><li>Identify what customers seek, but can’t find </li></ul></ul><ul><ul><li>Elicit feedback and communicate back </li></ul></ul><ul><ul><li>Offer expertise </li></ul></ul><ul><li>Benefits </li></ul><ul><ul><li>Help your customers learn how to do business with you </li></ul></ul><ul><ul><li>Lower customer support costs </li></ul></ul>
    13. 22. Insert Search report showing zero result searches
    14. 24. Habit #6 The real Web 2.0 - Create the ongoing dialogue with your customer <ul><li>Create an ongoing conversation with your customer </li></ul><ul><ul><li>Use personalization to have an ongoing dialogue </li></ul></ul><ul><ul><li>Episodic marketing can expand customer relationships </li></ul></ul><ul><ul><li>Put your customer community to work for you </li></ul></ul><ul><ul><li>Bubble up ideas and product feedback from customer community </li></ul></ul><ul><ul><li>Build trust and confidence using your community </li></ul></ul><ul><li>Benefits </li></ul><ul><ul><li>Creates value for the customer </li></ul></ul><ul><ul><li>Greater customer intimacy / Loyalty </li></ul></ul><ul><ul><li>Expands the customer relationship </li></ul></ul><ul><ul><li>Deeper understanding of customer needs </li></ul></ul>
    15. 25. Audience Poll… <ul><li>Do you currently have a blog or forum on your Web site? </li></ul><ul><ul><li>Yes </li></ul></ul><ul><ul><li>No </li></ul></ul><ul><ul><li>Considering, but hesitant </li></ul></ul>
    16. 28. Habit #7 Sharpening your Website’s Saw <ul><li>Renewal Techniques that work: </li></ul><ul><ul><li>A/B Split testing </li></ul></ul><ul><ul><li>Multivariate testing </li></ul></ul><ul><li>Marketers love metrics </li></ul><ul><ul><li>Use test and control mechanisms to analyze marketing effectiveness </li></ul></ul><ul><ul><li>Learn what is working and what is not </li></ul></ul><ul><ul><li>Prototype the customer response to new messaging and imagery </li></ul></ul><ul><li>Benefits </li></ul><ul><ul><li>Actionable knowledge of what is working on your site </li></ul></ul><ul><ul><li>A low-cost channel for measuring marketing effectiveness </li></ul></ul>
    17. 31. The Seven Habits <ul><li>Your Customers Are in Charge </li></ul><ul><li>Implement Your Site Goals With Consistency </li></ul><ul><li>Balance User Experiences With Site Goals </li></ul><ul><li>Deliver Value Back to Your Customers </li></ul><ul><li>Be Honest – What is and is not working </li></ul><ul><li>Create the ongoing dialogue with your customer </li></ul><ul><li>Sharpening Your Website’s Saw </li></ul>
    18. 32. Putting the Habits to Work <ul><li>Demand more from results from your Web site </li></ul><ul><li>Extract more value by implementing these seven habits </li></ul><ul><li>CMS and Search Technologies can support these goals </li></ul>
    19. 33. Q & A <ul><li>Addition information can be found at: </li></ul><ul><li> </li></ul><ul><li>Follow up questions please contact: </li></ul><ul><li>[email_address] </li></ul>