IMD323 week 2

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WEEK 2: START AT THE END: WEB MARKETING STRATEGY
Mission and function
Components of a strategy
Documentation and scope

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  • IMD323 week 2

    1. 1. IMD 323: WEB MARKETING Matt Chandler, Instructor http://matthewchandler.net/webmarketing chandler@matthewchandler.net @mattchandl3r
    2. 2. START AT THE ENDWEB MARKETING STRATEGY
    3. 3. WEB MARKETING STRATEGY
    4. 4. WEB MARKETING STRATEGYMission and functionComponents of astrategyProcess
    5. 5. WHAT IS CONTENT STRATEGY?
    6. 6. WHAT IS CONTENT STRATEGY?Content: text, data, graphics, video and audio
    7. 7. WHAT IS CONTENT STRATEGY?Content: text, data, graphics, video and audio
    8. 8. WHAT IS CONTENT STRATEGY?Content: text, data, graphics, video and audioStrategy: holistic, well-defined plan forobtaining a specific goal or result
    9. 9. MISSION AND FUNCTION
    10. 10. MISSION AND FUNCTIONCreation: What will be created and why? Wherewill content come from? Who will create it?
    11. 11. MISSION AND FUNCTIONCreation: What will be created and why? Wherewill content come from? Who will create it?Delivery: How will content get online? Who willreview, edit and approve it? How and where will itbe delivered?
    12. 12. MISSION AND FUNCTIONCreation: What will be created and why? Wherewill content come from? Who will create it?Delivery: How will content get online? Who willreview, edit and approve it? How and where will itbe delivered?Governance: Who maintains content? How is itupdated and archived? How is content evaluated?
    13. 13. THE END RESULT
    14. 14. THE END RESULTMake informed recommendations:
    15. 15. THE END RESULTMake informed recommendations: What content do we need to create and why? How will content be structured? How will users find content? What happens after launch? How will this impact our business?
    16. 16. THE END RESULT
    17. 17. THE END RESULTMake actionable, achievable recommendationsfor creation, delivery and governance
    18. 18. THE END RESULTMake actionable, achievable recommendationsfor creation, delivery and governanceDescribe how recommendations will impactorganization and users
    19. 19. THE END RESULTMake actionable, achievable recommendationsfor creation, delivery and governanceDescribe how recommendations will impactorganization and usersConfirm all stakeholders understand and agree
    20. 20. ANALYSIS
    21. 21. ANALYSISWhy are you doing this project?
    22. 22. ANALYSISWhy are you doing this project?What are we trying to achieve?
    23. 23. ANALYSISWhy are you doing this project?What are we trying to achieve?What do users want and need?
    24. 24. ANALYSISWhy are you doing this project?What are we trying to achieve?What do users want and need?How will we measure success?
    25. 25. ANALYSISWhy are you doing this project?What are we trying to achieve?What do users want and need?How will we measure success?What can we do with available time, talent andbudget?
    26. 26. ANALYSIS
    27. 27. ANALYSISDefine objectives, assumptions, risks andmetrics for success
    28. 28. ANALYSISDefine objectives, assumptions, risks andmetrics for successExamine all internal and external influencers oncontent
    29. 29. ANALYSISDefine objectives, assumptions, risks andmetrics for successExamine all internal and external influencers oncontentAnything that may inform or affectrecommendations for creation, delivery andgovernance
    30. 30. ANALYSIS: GOALS
    31. 31. ANALYSIS: GOALSFar-reaching impact
    32. 32. ANALYSIS: GOALSFar-reaching impact increase revenue increase market share improve customer experience
    33. 33. ANALYSIS: TACTICS
    34. 34. ANALYSIS: TACTICSSpecific features,functions or activities
    35. 35. ANALYSIS: TACTICSSpecific features,functions or activities add photos, change database, have content approved by legal department
    36. 36. ANALYSIS: REQUIREMENTS
    37. 37. ANALYSIS: REQUIREMENTSPre-existing factors affecting project
    38. 38. ANALYSIS: REQUIREMENTSPre-existing factors affecting projectBudget, timeline, technology, legal requirements
    39. 39. ANALYSIS: THE ECOSYSTEM
    40. 40. ANALYSIS: THE ECOSYSTEMBrand: what do peoplethink of us?
    41. 41. ANALYSIS: THE ECOSYSTEMBrand: what do peoplethink of us?Messaging: what do wewant people to know?
    42. 42. ANALYSIS: THE ECOSYSTEMBrand: what do peoplethink of us?Messaging: what do wewant people to know?Channels: how do wedistribute brand messages?
    43. 43. ANALYSIS: THE ECOSYSTEMBrand: what do peoplethink of us?Messaging: what do wewant people to know?Channels: how do wedistribute brand messages?Source content: what dowe already have?
    44. 44. ANALYSIS: WORKFLOW
    45. 45. ANALYSIS: WORKFLOWWorkflow = Governance
    46. 46. ANALYSIS: WORKFLOWWorkflow = Governance Roles
    47. 47. ANALYSIS: WORKFLOWWorkflow = Governance Roles Content workflow
    48. 48. ANALYSIS: WORKFLOWWorkflow = Governance Roles Content workflow Maintenance and oversight
    49. 49. ANALYSIS: WORKFLOW
    50. 50. ANALYSIS: WORKFLOW
    51. 51. ANALYSIS: USER NEEDS
    52. 52. ANALYSIS: USER NEEDSUser research
    53. 53. ANALYSIS: USER NEEDSUser researchWeb analytics
    54. 54. ANALYSIS: USER NEEDS
    55. 55. ANALYSIS: USER NEEDS
    56. 56. ANALYSIS: USER NEEDS
    57. 57. ANALYSIS: COMPETITION
    58. 58. ANALYSIS: COMPETITIONHow are their sitesorganized?
    59. 59. ANALYSIS: COMPETITIONHow are their sitesorganized?What are they talkingabout?
    60. 60. ANALYSIS: COMPETITIONHow are their sitesorganized?What are they talkingabout?What is their brandand messaging?
    61. 61. ANALYSIS: COMPETITIONHow are their sitesorganized?What are they talkingabout?What is their brandand messaging?Where else are they?
    62. 62. ANALYSIS: COMPETITION
    63. 63. BRAND AND MESSAGING
    64. 64. BRAND AND MESSAGINGContent brings brand to life
    65. 65. BRAND AND MESSAGINGContent brings brand to life Voice and tone
    66. 66. BRAND AND MESSAGINGContent brings brand to life Voice and tone Style guidelines
    67. 67. BRAND AND MESSAGINGContent brings brand to life Voice and tone Style guidelinesMessaging drives story andstructure
    68. 68. BRAND AND MESSAGINGContent brings brand to life Voice and tone Style guidelinesMessaging drives story andstructure Primary and secondary messages
    69. 69. CREATION
    70. 70. CREATIONWhat content do weneed to create andwhy?
    71. 71. CREATIONWhat content do weneed to create andwhy?Map content tomessages
    72. 72. CREATIONWhat content do weneed to create andwhy?Map content tomessagesAlign withrequirements
    73. 73. STRUCTURE
    74. 74. STRUCTUREHow will content bestructured?
    75. 75. STRUCTUREHow will content bestructured? Site map
    76. 76. STRUCTUREHow will content bestructured? Site map Page templates
    77. 77. STRUCTUREHow will content bestructured? Site map Page templates Wireframe
    78. 78. FINDABILITY
    79. 79. FINDABILITYHow will users findcontent?
    80. 80. FINDABILITYHow will users findcontent? Metadata
    81. 81. FINDABILITYHow will users findcontent? Metadata Keyword taxonomy
    82. 82. FINDABILITYHow will users findcontent? Metadata Keyword taxonomy Proper linking
    83. 83. PROCESS
    84. 84. PROCESSWhat happens afterlaunch?
    85. 85. PROCESSWhat happens afterlaunch? Schedule
    86. 86. PROCESSWhat happens afterlaunch? Schedule Future iterations
    87. 87. PROCESSWhat happens afterlaunch? Schedule Future iterations Maintenance
    88. 88. PROCESSWhat happens afterlaunch? Schedule Future iterations Maintenance Responsibilities
    89. 89. IMPACT
    90. 90. IMPACTHow will this impactour business?
    91. 91. IMPACTHow will this impactour business? Brand and messaging
    92. 92. IMPACTHow will this impactour business? Brand and messaging New technology and platforms
    93. 93. IMPACTHow will this impactour business? Brand and messaging New technology and platforms New content
    94. 94. IMPACT

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