Build a website you can manage
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Build a website you can manage

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Build a website you can manage Build a website you can manage Presentation Transcript

  • J Boye Build a website you can manage, by Lisbeth Storgaard
  • Agenda • • • • • Short presentation of Arla and myself Time for change: Go responsive Information Architecture in Arla Step by step My recommendation to the executives Questions
  • Me • • • • Lisbeth Storgaard Journalist and digital manager Worked with arla.com since 2006 Based in Digital Global Business Service • • • • • Special interests: Content, Design and User Experience Episerver super user Find me on: Linked In: dk.linkedin.com/in/lisbethstorgaard Twitter: twitter.com/LizzyGreatfarm
  • Arla markets 14,30% 25,00% UK Sweden 6,70% Germany Denmark Finland 7,40% Netherlands 2,40% Growth markets 3,80% 18,70% Value markets Other 10,80% 10,90% Growth markets: China, Russia, Middle East and Africa. Value markets: USA, Canada, Brazil, Norway, Poland, Spain, Greece
  • Moving from ”a house of brands” to ”a branded house” is a long journey
  • Time for change • Markets: Old CMS Episerver 5 – not mobile, and version no longer supported by provider. • Current approx. 10 websites running on very ”low battery” – bad maintenance – due to lack of prioritisation and time. • Inconsistency in look and feel and content – endangering the corporate brand.
  • Where to start? Platform Design Strategy Analytics ? IA UX content
  • Information Architecture in Arla Insights about: • Organisation (to run websites) • Markets • Target groups • Visiting statistics • Current website architecture • Content - all of this put together in a nice matrix where we get maximum out of what is possible/necessary
  • Organisation current Sites Responsible Editors Arla FTE/day* Arla.com Lisbeth Storgaard Lisbeth Storgaard 1 Arla.dk Vibeke D. Bjerkvold EXT: Rasmus Dalby, Birthe Fredslund 1 Arla.se Christina Skoglund Christina Skoglund, Mona Wikström, EXT: Jonathan Swärd 2 Arlaingman.fi Ulla Jones Ulla Jones 1 Arlafoods.de Daniela Tekock Anke Krull 0,5 Arla.nl Maartje Ebben Marieke v d Wielen, Barbara v d Schoot 0,125 Arla.no Marion Nesje Ida Marie Johansen 0,125 Arla.pl Katarzyna Drozdowska Lukasz Maceja 0,125 Arla.ru Dmitry V Gorbunov Ekatarina Belinskaya, Dmitry V Gorbunov 0,75 Arlafoods.gr Katerina Alifragki Katerina Alifragki + Ext agency Arlafoods.es Alejandro Mulattieri Caneppa Pilar Somarriba Gonzalez Arla.com.cn Jack Huang Ext Agency 0,125 Arlafoodsusa.com Donald Stohrer Silvana Ialeggio + local Agency 0,125 Arlafoods.ca Nancy Strauss Sheldon Kiernan + local Agency 0,125 Arlafoods.co.uk Amanda Wardle Amanda Wardle 0,125 afi.com Lone Sommer Lone Sommer 0 0,5 0,5 *Arla FTE/day is a rough estimate of how much time you spend working with online every day (seen in an average of 1 week) 1= all day, 0,125=1 hour a day, 0,5=4 hours a day, 0,75=6 hours
  • Target groups • • • • • • • • Consumers (products/campaigns / recipes) Job applicants Public and NGO’s (press) Students Owners (farmers and potential business partners) Authorities B2B Retailors Need to have >< Nice to have Corporate >< consumer
  • Visiting statistics - What to look for? • Get to know the ”State of the nation” • How much traffic do we get on the various subjects • How low traffic before you close a website? Parameters I chose to look at: • Pageviews: About us, recipes, products • Social Media maturity: Channels, Likes, shares • Compared the same month across all markets
  • Content Before • Analysing current content – tells a lot… • What is there? • When was it last updated? • Are there many broken links, missing images etc. After • What does the company need to tell? • What is important for this market?
  • Summary of market analysis Sites State Comments Arla.com Doing ok Corporate/products are drivers Arla.dk Doing great Recipe driven site Recipe Arla.se Doing great Recipe driven site Recipe Arlaingman.fi Going really great (improved a lot) Recipe driven site Recipe Arlafoods.de Needs attention Corporate/products are drivers Company Arla.nl Need attention Corporate/products are drivers Company Arla.no Needs desperate attention Will miss recipes Company Arla.pl Needs desperate attention Could use HR pages Company Arla.ru Needs desperate attention Has own recipe site Company Arlafoods.gr Coping Recipes is a driver Company Arlafoods.es Needs desperate attention Almost too small to exist Company Arla.com.cn New – trying to find it’s true purpose Corporate/products are drivers Company Arlafoodsusa.com Needs desperate attention Almost too small to exist Company Arlafoods.ca Needs desperate attention Almost too small to exist Company Arlafoods.co.uk Doing partly ok Corporate/products are drivers Company afi.com Doing ok Not part of Arla Foods amba Company B2B *Arla FTE/day is a rough estimate of how much time you spend working with online every day (seen in an average of 1 week) 1= all day, 0,125=1 hour a day, 0,5=4 hours a day, 0,75=6 hours
  • Going ”The Unilever Way” • One strong unique brand presence across the globe • One set of templates to support all markets • One set of content areas decided for all markets • Recipe sites versus company sites
  • New domain strategy One Arla.com arla.com/ arla.com/da arla.com/sv arla.com/de arla.com/fi arla.com/nl arla.com/uk arla.com/pl arla.com/ru arla.com/es arla.com/gr arla.com/no arla.com/us arla.com/ca arlafoods.com arlafoods.dk arlafoods.se arlafoods.de arlafoods.fi arla.nl arlafoods.co.uk arla.pl arla.ru arlafoods.es arlafoods.gr arla.no arlafoodsusa.com arlafoods.ca Current Brand sites – future unknown Lurpak.com Houseofcastello.com Apetina.com Dofino.com Trestelle.com Cravendale (www.milkmatters.co.uk) Anchor (www.anchordairy.co.uk) Recipes: Karolines Køkken (arla.dk) Arla Köket (arla.se) Arla Keitio (arlaingman.fi / arla.fi) Arla Kitchen Russia (Qking.ru ) Naturarla (naturarla.es) (mixed C2N and recipes) B2B: arlafoodsingredients.com
  • Questions?
  • Getting into detail if there is more time Considerations a long the way • Pros and Cons of language versioning • Governance of language versioning • Contents: global versus local Migrating project move to new responsive platform • How long does it take to prepare, plan and implement • Who does what - resource consumption • Working with multi-vendor set-up