Where "Brand" meets "Internet

Today we will talk about Web 2.0 Joost Landsheere Sweet Lemon

Today we will talk about Web 2. 0

Today we will talk about Web 2 0

What is Web 2.0

User Participation

User Generated Content

User Centric Design

(social) Networking

Rich Internet Application

A never ending story ...

USER EXPERIENCE source: Mike Wesch }

What is User Experience

USERS

CONTEXT text video sound informative interactive news blogs CONTENT user generated content audio

What is an “ experience ” sensation interaction product service event through all of our senses over time physical & cognitive EXPERIENCE source: Nathan Shedroff

source: Natalie Dee

Internet as Platform

Content

Commerce

Community

Context

Web = VS + 4C’s + P

Personalization

Vertical Search

}

So ? source: Natalie Dee

Where ‘ Internet ’ meets ‘ Brand’

Content

Commerce

Community

Context

= INTERNET = BRAND

and become ‘ one experience ’ INTERNET BRAND EXPERIENCE

The fun can start ...

source: Natalie Dee

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 ?

And the story never ends ... maintenance updates evolution

The answer is a good story

What’s the scope ?

Do we want to inform ?

Do we want an experience ?

Is it a campaign ?

Is it a campaign ?

Is it the result of a communication strategy ?

Anyway...

The user needs the experience

You need to define the scope Create a concept Offer an experience

Creative Brief

Creative Brief (client)

Creative Briefing (interna)

Brainstorm

Creative Team

Review P&K

Who are we talking to ?

Who are the (main) target groups ?

Prospects

Clients

Jobs

Brand lovers

What does our client want ?

Be a luxury brand: experience

Present new products

Present collections

Registrations

What do our users want ?

What do they want ?

Information

About ?

What kind of information ?

Pre-sales or Post-sales ?

Inform before buying a product ?

Confirm choice

Search for dealers

Win ...

Participate

How do people find you ?

Communication campaigns

Search

Incoming Links (from other websites)

Direct URL

Returning visitors

Brand reputation

How ?

Define Content Strategy

Desk research:

Competitors

Existing offer online

Analysis of existing website statistics or user tracking

Research (InSites, Forrester, ...)

Workshop to define user needs

With clients

With users: focus groups

Know-How

Content overview

List all content items

List functionalities

Information Architecture

Structure the content (user-centric)

Flowchart: Bottom-up

Navigation scheme

Wireframes

Mock-up of homepage with navigation scheme

Mock-up of all pages and/or templates

Basis for:

designers

development

copywriting

Content & Web Copy

Long copy

as short as possible

Structure

Essential info in titles & on top

Translations

Content

Text

Animation

Video

Photo

Audio

Who ?

New web copy (soon)

Freelance copywriters

Content Producers

Interface design

Conceptual design

Apply housestyle

Art Direction

How ?

Homepage + sub pages

After approval: design all pages (based on wireframes)

Software Architect

Functional Analysis

How are we going to produce it ?

Which techology

Describe functionalities

Dynamic vs Static

Content changes frequently ?

How many languages ?

Dynamic:

Content in database

CMS:

Manage content without technical knowledge

Partly / complete site

Back-end

Administration Pages to manage content

Login with different user roles

Database-driven

Front-end

Interface production:

html / css

flash

hybrid

Scripting: Front-end & Back-end

ASP

Php

Open source / closed source

CMS

Integration

Testing

Internal testing & debugging

External testing & debugging: client

Live

Production server

Live server

Hosting

Maintenance

Timing

2 to 3 months

more ...

Budget

depends ...

Where "Brand" meets "Internet

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