KWD Webranking Forum 2012London, November 29th
Rock steady or rock ‘n’ roll?         Unifying your digital strategy       without crushing your wild side
Are you networking?    How many degrees of     separation between     you and the person     sitting next to you?         ...
Recommended reading    If you’re in B2B    • http://socialmediab2b.com              29.11.2012 | Richard Farkas | Unifying...
www.metso.com/about
Metso in a nutshell    Metso is a global supplier of technology and services to    customers in the process industries, in...
Metso    Customers by business segment     Mining and construction     •   Mining and construction industries,         qua...
Metso’s global presence    Developed markets                                                           Share of Metso’s ne...
www.metso.com              29.11.2012 | Richard Farkas | Unifying9   © Metso              digital strategy
www.metso.com     2012     • One site for all industries and target groups     • 11 major local sites and 10+ others     •...
KWD     Web ranking     2011                                               • The websites                                 ...
Now trending
Trends     SO LO MO               29.11.2012 | Richard Farkas | Unifying13   © Metso               digital strategy
Design drivers and strategic factors, 2013     Technology-driven trends in web design               29.11.2012 | Richard F...
Design drivers and strategic factors, 2013     Behavioral trends in web design               29.11.2012 | Richard Farkas |...
Selected trends     Web design 2013                                                            CHANGING                   ...
More trends     KWD report                                                        • Check this out!               29.11.20...
Unifying digital strategy
WiUniFi?     The value of unified digital strategy     • Cap Gemini / MIT       2012 research       The Digital Advantage ...
Connecting with strategy     Digital success factors in business strategy                                                 ...
Rock steady or rock and roll?     Unity v innovation?       More ideas       than resources       to try them out?        ...
Unity and diversity     Brand management, best practices     Making it easy     to follow the     line               29.11...
Digital team     Internal influencers and doers                                                                       Mark...
What not to do     Prioritizing your channels     • Are your customers       coming there?     • If you don’t do go       ...
Crowd sourcing     • Visitor surveys     • Feedback jam     • Idea generation,       filtering     • Content              ...
Unifying digital strategy     Checklist     • Set the vision     • Gather a cross-functional       team of talent, passion...
Unifying digital strategy     Our next steps     • Develop broader, more       enabling vision     • Unify metrics and ROI...
Case: metso.com renewal                2012-2103
KWD     Web ranking                                                        2012?               29.11.2012 | Richard Farkas...
Our project structure     Work in progressPre-study and plan                       Design and implementation              ...
Choosing your team     Project team                                                       Emma Storbacka  Sofia           ...
Metso’s strategic must-wins     We must grow               We must                 We must          We must be agile,   An...
Getting attention:Scoping and buy-in                                     Getting input:                                   ...
Business requirements phase         Stakeholder meetings                      Surveys                   Web analytics & Be...
Ambition level and expectation     www.metso.com renewal                                                        My way to ...
See far, build near               29.11.2012 | Richard Farkas | Unifying36   © Metso               digital strategy
How to kick off your next web renewal project     • Remember the LEN prototype     • Don’t follow these steps, do do all t...
Follow us at     • www.metso.com     • www.metso.com/2011 Annual Report 2011     • www.linkedin.com/company/metso     • ww...
Digital strategy Metso Richard Farkas_ 2012-11-29
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Digital strategy Metso Richard Farkas_ 2012-11-29

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Richard Farkas, Manager, Digital Communications at Metso, presents how Metso works with their digital strategy. At KWD Webranking Forum London 2012.

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Digital strategy Metso Richard Farkas_ 2012-11-29

  1. 1. KWD Webranking Forum 2012London, November 29th
  2. 2. Rock steady or rock ‘n’ roll? Unifying your digital strategy without crushing your wild side
  3. 3. Are you networking? How many degrees of separation between you and the person sitting next to you? 29.11.2012 | Richard Farkas | Unifying3 © Metso digital strategy
  4. 4. Recommended reading If you’re in B2B • http://socialmediab2b.com 29.11.2012 | Richard Farkas | Unifying4 © Metso digital strategy
  5. 5. www.metso.com/about
  6. 6. Metso in a nutshell Metso is a global supplier of technology and services to customers in the process industries, including mining, construction, pulp and paper, power, and oil and gas. Our 30,000 professionals based in over 50 countries deliver sustainability and profitability to customers worldwide. • 2011 net sales EUR 6.6 billion • Shares listed on NASDAQ OMX Helsinki Ltd.Net sales and profitability Personnel by area 5% 17% 30% 10% 10% 13% 15% * before non-recurring items.6 © Metso
  7. 7. Metso Customers by business segment Mining and construction • Mining and construction industries, quarries and contractors Automation • Pulp and paper mills, power plants, energy, oil and gas process customers, mining and construction, engineering, procurement and construction (EPC) contractor Pulp, paper and power • Chemical and mechanical pulp producers, paper and board producers, tissue producers, industrial power generators, municipalities and utility companies7 © Metso
  8. 8. Metso’s global presence Developed markets Share of Metso’s net sales, % Emerging markets Net sales, EUR million (2001) Number of employees and % of total personnel, 2001 Metso’s operating countries Net sales, EUR million (2011) Number of employees and % of total personnel, 29.11.2012 | Richard Farkas | Unifying 20118 © Metso digital strategy
  9. 9. www.metso.com 29.11.2012 | Richard Farkas | Unifying9 © Metso digital strategy
  10. 10. www.metso.com 2012 • One site for all industries and target groups • 11 major local sites and 10+ others • Mobile site for investors, Annual report using responsive design • 3000-9000 pages • 5000+ visitors per day • 100+ editors • In-house developed solution (Lotus Notes app, Domino server) • Strongest ratings: inbound linking, performance, SEO (Google), content: IR, corporate governance • Web development team: Group Comms, IT, 3 business web managers 29.11.2012 | Richard Farkas | Unifying10 © Metso digital strategy
  11. 11. KWD Web ranking 2011 • The websites • Web ranking results 29.11.2012 | Richard Farkas | Unifying11 © Metso digital strategy
  12. 12. Now trending
  13. 13. Trends SO LO MO 29.11.2012 | Richard Farkas | Unifying13 © Metso digital strategy
  14. 14. Design drivers and strategic factors, 2013 Technology-driven trends in web design 29.11.2012 | Richard Farkas | Unifying14 © Metso digital strategy
  15. 15. Design drivers and strategic factors, 2013 Behavioral trends in web design 29.11.2012 | Richard Farkas | Unifying15 © Metso digital strategy
  16. 16. Selected trends Web design 2013 CHANGING CUSTOMER GLOBALIZATION BEHAVIOUR DIGITAL SERVICE INNOVATIONS ABUNDANCE OF INFORMATION DIGITAL LIVE AND ON- TRANSFORMATION DEMAND NEW TOOLS AND WAYS OF WORKING CO-CREATION OF VALUE BIG DATA 29.11.2012 | Richard Farkas | Unifying16 © Metso digital strategy
  17. 17. More trends KWD report • Check this out! 29.11.2012 | Richard Farkas | Unifying17 © Metso digital strategy
  18. 18. Unifying digital strategy
  19. 19. WiUniFi? The value of unified digital strategy • Cap Gemini / MIT 2012 research The Digital Advantage • improves planning • grows return on investments • creates stability • accelerates buy-in 29.11.2012 | Richard Farkas | Unifying19 © Metso digital strategy
  20. 20. Connecting with strategy Digital success factors in business strategy metso.com digital marketing Enable social media Metso’s vision through mobile creative and efficient use of digital extranets channels intranet 29.11.2012 | Richard Farkas | Unifying20 © Metso digital strategy
  21. 21. Rock steady or rock and roll? Unity v innovation? More ideas than resources to try them out? 29.11.2012 | Richard Farkas | Unifying21 © Metso digital strategy
  22. 22. Unity and diversity Brand management, best practices Making it easy to follow the line 29.11.2012 | Richard Farkas | Unifying22 © Metso digital strategy
  23. 23. Digital team Internal influencers and doers Marketing •Metso-level Ad hoc members Web manager co-operation •Sharing best IT Digital practices marketing •Advising executives HR Digital Comms Comms 29.11.2012 | Richard Farkas | Unifying23 © Metso digital strategy
  24. 24. What not to do Prioritizing your channels • Are your customers coming there? • If you don’t do go there, someone else will • Leveraging old technologies • The long-tail of Metso’s presence 29.11.2012 | Richard Farkas | Unifying24 © Metso digital strategy www.theconversationprism.com
  25. 25. Crowd sourcing • Visitor surveys • Feedback jam • Idea generation, filtering • Content 29.11.2012 | Richard Farkas | Unifying25 © Metso digital strategy
  26. 26. Unifying digital strategy Checklist • Set the vision • Gather a cross-functional team of talent, passion, position • Make it easy to be brand- consistent • Decide what not to do • Take care of the long tail • Crowdsource your proof of concept • Run as change management 29.11.2012 | Richard Farkas | Unifying26 © Metso digital strategy
  27. 27. Unifying digital strategy Our next steps • Develop broader, more enabling vision • Unify metrics and ROI • Focus on experiences for different target groups, not channels and technologies 29.11.2012 | Richard Farkas | Unifying27 © Metso digital strategy
  28. 28. Case: metso.com renewal 2012-2103
  29. 29. KWD Web ranking 2012? 29.11.2012 | Richard Farkas | Unifying29 © Metso digital strategy
  30. 30. Our project structure Work in progressPre-study and plan Design and implementation Rollout and analysis 2012 2013 2014 Requirements Concept Iterative design Platform Technical decisions implementation Technical implementation Content strategy Content Content implementation plans Training, support Launches Analytics Iteration, process development, follow-on Milestones Milestones Implementation completed Milestone Business case Key processes set up Project close Project plan Approval of designs Business case review 29.11.2012 | Richard Farkas | Unifying30 © Metso digital strategy
  31. 31. Choosing your team Project team Emma Storbacka Sofia Project Emilia Williams Coordinator VahvelainenCore Team Upe Consultant Nykänen Core Team Richard31 © Metso Teemu Sami Farkas Mäkitalo Lead Olejniczak
  32. 32. Metso’s strategic must-wins We must grow We must We must We must be agile, And we must our services strengthen our continue to putting our create the right offer to improve influence in develop expertise and environment to customers’ all our growth technology decision-making attract the best productivity and markets that is right close to our people and help thus our value to for each local customers, wher- them succeed them market ever they are Our must-wins 29.11.2012 | Richard Farkas | Unifying32 © Metso digital strategy
  33. 33. Getting attention:Scoping and buy-in Getting input: Newsletter, blog, Challenging: Acceptance: Requirement invitations, informalSeeking commitment and sign-offs Dialog, co-creation, Business case, gathering, surveys briefings workshopping of demos, proof concept, consultants 29.11.2012 | Richard Farkas | Unifying© Metso digital strategy
  34. 34. Business requirements phase Stakeholder meetings Surveys Web analytics & Benchmarks • 60+ people involved • Input from • metso.com visitor analytics from various businesses, • Visitor survey (18 000) and businesses and marcom people client panel (130 responses) corporate functions and external • Benchmarking and external • Interviews/workshops stakeholders audits Business requirements Opportunities Metso global strategies Partner expertise gathering (Sept-Oct) identified • Business strategy, • Business segments • Lead generation best must-wins • Careers practices • Communications • Investor Relations • Analytics and SEO strategy • Media • User experience • Marketing strategy • Growth markets • Communications 29.11.2012 | Richard Farkas | Unifying34 © Metso digital strategy
  35. 35. Ambition level and expectation www.metso.com renewal My way to serve customers Digital version of BROCHURES 29.11.2012 | Richard Farkas | Unifying35 © Metso digital strategy
  36. 36. See far, build near 29.11.2012 | Richard Farkas | Unifying36 © Metso digital strategy
  37. 37. How to kick off your next web renewal project • Remember the LEN prototype • Don’t follow these steps, do do all the steps Rock steady Roll out change, Rock ’n’ roll37 © Metso 29.11.2012 | Richard Farkas | Unifying digital strategy not technology
  38. 38. Follow us at • www.metso.com • www.metso.com/2011 Annual Report 2011 • www.linkedin.com/company/metso • www.twitter.com/metsogroup @richardfarkas pinterest.com/richardfarkas/metso-online/38 © Metso

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