Where "Brand" meets "Internet

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Where "Brand" meets "Internet

  1. 1. Today we will talk about Web 2.0 Joost Landsheere Sweet Lemon
  2. 2. Today we will talk about Web 2. 0
  3. 3. Today we will talk about Web 2. 0
  4. 4. Today we will talk about Web 2 0
  5. 5. What is Web 2.0 <ul><li>User Participation </li></ul><ul><li>User Generated Content </li></ul><ul><li>User Centric Design </li></ul><ul><li>(social) Networking </li></ul><ul><li>Rich Internet Application </li></ul><ul><li>A never ending story ... </li></ul>USER EXPERIENCE source: Mike Wesch }
  6. 6. What is User Experience <ul><li>USERS </li></ul>CONTEXT text video sound informative interactive news blogs CONTENT user generated content audio
  7. 7. What is an “ experience ” sensation interaction product service event through all of our senses over time physical & cognitive EXPERIENCE source: Nathan Shedroff
  8. 8. source: Natalie Dee
  9. 9. Internet as Platform <ul><li>Content </li></ul><ul><li>Commerce </li></ul><ul><li>Community </li></ul><ul><li>Context </li></ul>Web = VS + 4C’s + P <ul><li>Personalization </li></ul><ul><li>Vertical Search </li></ul>}
  10. 10. So ? source: Natalie Dee
  11. 11. Where ‘ Internet ’ meets ‘ Brand’ <ul><li>Content </li></ul><ul><li>Commerce </li></ul><ul><li>Community </li></ul><ul><li>Context </li></ul>= INTERNET = BRAND
  12. 12. and become ‘ one experience ’ INTERNET BRAND EXPERIENCE
  13. 13. <ul><li>The fun can start ... </li></ul>source: Natalie Dee
  14. 14. How to build a website ... that supports my brand ? that communicates the right message ? that can reach the right people ? that activates interaction with the brand ? that detects new prospects ?
  15. 15. And the story never ends ... maintenance updates evolution
  16. 16. The answer is a good story
  17. 17. What’s the scope ? <ul><li>Do we want to inform ? </li></ul>
  18. 18. What’s the scope ? <ul><li>Do we want an experience ? </li></ul>
  19. 19. What’s the scope ? <ul><li>Is it a campaign ? </li></ul>
  20. 20. What’s the scope ? <ul><li>Is it a campaign ? </li></ul>
  21. 21. What’s the scope ? <ul><li>Is it the result of a communication strategy ? </li></ul>
  22. 22. Anyway... <ul><li>The user needs the experience </li></ul>You need to define the scope Create a concept Offer an experience
  23. 23. Creative Brief <ul><li>Creative Brief (client) </li></ul><ul><li>Creative Briefing (interna) </li></ul><ul><li>Brainstorm </li></ul><ul><li>Creative Team </li></ul><ul><li>Review P&K </li></ul>
  24. 24. Who are we talking to ? <ul><li>Who are the (main) target groups ? </li></ul><ul><ul><li>Prospects </li></ul></ul><ul><ul><li>Clients </li></ul></ul><ul><ul><li>Jobs </li></ul></ul><ul><ul><li>Brand lovers </li></ul></ul>
  25. 25. What does our client want ? <ul><li>Be a luxury brand: experience </li></ul><ul><li>Present new products </li></ul><ul><li>Present collections </li></ul><ul><li>Registrations </li></ul>
  26. 26. What do our users want ? <ul><li>What do they want ? </li></ul><ul><ul><li>Information </li></ul></ul><ul><ul><ul><li>About ? </li></ul></ul></ul><ul><ul><ul><li>What kind of information ? </li></ul></ul></ul><ul><ul><li>Pre-sales or Post-sales ? </li></ul></ul><ul><ul><ul><li>Inform before buying a product ? </li></ul></ul></ul><ul><ul><ul><li>Confirm choice </li></ul></ul></ul><ul><ul><li>Search for dealers </li></ul></ul><ul><ul><li>Win ... </li></ul></ul><ul><ul><li>Participate </li></ul></ul>
  27. 27. How do people find you ? <ul><li>Communication campaigns </li></ul><ul><li>Search </li></ul><ul><li>Incoming Links (from other websites) </li></ul><ul><li>Direct URL </li></ul><ul><li>Returning visitors </li></ul><ul><li>Brand reputation </li></ul>
  28. 28. How ? <ul><li>Define Content Strategy </li></ul><ul><ul><li>Desk research: </li></ul></ul><ul><ul><ul><li>Competitors </li></ul></ul></ul><ul><ul><ul><li>Existing offer online </li></ul></ul></ul><ul><ul><ul><li>Analysis of existing website statistics or user tracking </li></ul></ul></ul><ul><ul><ul><li>Research (InSites, Forrester, ...) </li></ul></ul></ul><ul><ul><li>Workshop to define user needs </li></ul></ul><ul><ul><ul><li>With clients </li></ul></ul></ul><ul><ul><ul><li>With users: focus groups </li></ul></ul></ul><ul><ul><li>Know-How </li></ul></ul>
  29. 29. Content overview <ul><li>List all content items </li></ul><ul><li>List functionalities </li></ul>
  30. 30. Information Architecture <ul><li>Structure the content (user-centric) </li></ul><ul><ul><li>Flowchart: Bottom-up </li></ul></ul><ul><ul><li>Navigation scheme </li></ul></ul>
  31. 32. Wireframes <ul><li>Mock-up of homepage with navigation scheme </li></ul><ul><li>Mock-up of all pages and/or templates </li></ul><ul><li>Basis for: </li></ul><ul><ul><li>designers </li></ul></ul><ul><ul><li>development </li></ul></ul><ul><ul><li>copywriting </li></ul></ul>
  32. 34. Content & Web Copy <ul><li>Long copy </li></ul><ul><ul><li>as short as possible </li></ul></ul><ul><li>Structure </li></ul><ul><li>Essential info in titles & on top </li></ul><ul><li>Translations </li></ul>
  33. 35. Content <ul><li>Text </li></ul><ul><li>Animation </li></ul><ul><li>Video </li></ul><ul><li>Photo </li></ul><ul><li>Audio </li></ul>
  34. 36. Who ? <ul><li>New web copy (soon) </li></ul><ul><li>Freelance copywriters </li></ul><ul><li>Content Producers </li></ul>
  35. 37. Interface design <ul><li>Conceptual design </li></ul><ul><li>Apply housestyle </li></ul><ul><li>Art Direction </li></ul>
  36. 38. How ? <ul><li>Homepage + sub pages </li></ul><ul><li>After approval: design all pages (based on wireframes) </li></ul>
  37. 39. Software Architect <ul><li>Functional Analysis </li></ul><ul><li>How are we going to produce it ? </li></ul><ul><ul><li>Which techology </li></ul></ul><ul><ul><li>Describe functionalities </li></ul></ul>
  38. 40. Dynamic vs Static <ul><li>Content changes frequently ? </li></ul><ul><li>How many languages ? </li></ul><ul><li>Dynamic: </li></ul><ul><ul><li>Content in database </li></ul></ul><ul><li>CMS: </li></ul><ul><ul><li>Manage content without technical knowledge </li></ul></ul><ul><ul><li>Partly / complete site </li></ul></ul>
  39. 41. Back-end <ul><li>Administration Pages to manage content </li></ul><ul><li>Login with different user roles </li></ul><ul><li>Database-driven </li></ul>
  40. 42. Front-end <ul><li>Interface production: </li></ul><ul><ul><li>html / css </li></ul></ul><ul><ul><li>flash </li></ul></ul><ul><ul><li>hybrid </li></ul></ul>
  41. 43. Scripting: Front-end & Back-end <ul><li>ASP </li></ul><ul><li>Php </li></ul><ul><li>Open source / closed source </li></ul><ul><li>CMS </li></ul><ul><li>Integration </li></ul>
  42. 44. Testing <ul><li>Internal testing & debugging </li></ul><ul><li>External testing & debugging: client </li></ul>
  43. 45. Live <ul><li>Production server </li></ul><ul><li>Live server </li></ul><ul><ul><li>Hosting </li></ul></ul><ul><li>Maintenance </li></ul>
  44. 46. Timing <ul><li>2 to 3 months </li></ul><ul><li>more ... </li></ul>
  45. 47. Budget <ul><li>depends ... </li></ul>

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