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WEEK 2: START AT THE END: WEB MARKETING STRATEGY

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 IMD323 week 2 Presentation Transcript

  • IMD 323: WEB MARKETING Matt Chandler, Instructor http://matthewchandler.net/webmarketing chandler@matthewchandler.net @mattchandl3r
  • START AT THE ENDWEB MARKETING STRATEGY
  • WEB MARKETING STRATEGY
  • WEB MARKETING STRATEGYMission and functionComponents of astrategyProcess
  • WHAT IS CONTENT STRATEGY?
  • WHAT IS CONTENT STRATEGY?Content: text, data, graphics, video and audio
  • WHAT IS CONTENT STRATEGY?Content: text, data, graphics, video and audio
  • WHAT IS CONTENT STRATEGY?Content: text, data, graphics, video and audioStrategy: holistic, well-defined plan forobtaining a specific goal or result
  • MISSION AND FUNCTION
  • MISSION AND FUNCTIONCreation: What will be created and why? Wherewill content come from? Who will create it?
  • 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?
  • 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?
  • THE END RESULT
  • THE END RESULTMake informed recommendations:
  • 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?
  • THE END RESULT
  • THE END RESULTMake actionable, achievable recommendationsfor creation, delivery and governance
  • THE END RESULTMake actionable, achievable recommendationsfor creation, delivery and governanceDescribe how recommendations will impactorganization and users
  • THE END RESULTMake actionable, achievable recommendationsfor creation, delivery and governanceDescribe how recommendations will impactorganization and usersConfirm all stakeholders understand and agree
  • ANALYSIS
  • ANALYSISWhy are you doing this project?
  • ANALYSISWhy are you doing this project?What are we trying to achieve?
  • ANALYSISWhy are you doing this project?What are we trying to achieve?What do users want and need?
  • ANALYSISWhy are you doing this project?What are we trying to achieve?What do users want and need?How will we measure success?
  • 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?
  • ANALYSIS
  • ANALYSISDefine objectives, assumptions, risks andmetrics for success
  • ANALYSISDefine objectives, assumptions, risks andmetrics for successExamine all internal and external influencers oncontent
  • ANALYSISDefine objectives, assumptions, risks andmetrics for successExamine all internal and external influencers oncontentAnything that may inform or affectrecommendations for creation, delivery andgovernance
  • ANALYSIS: GOALS
  • ANALYSIS: GOALSFar-reaching impact
  • ANALYSIS: GOALSFar-reaching impact increase revenue increase market share improve customer experience
  • ANALYSIS: TACTICS
  • ANALYSIS: TACTICSSpecific features,functions or activities
  • ANALYSIS: TACTICSSpecific features,functions or activities add photos, change database, have content approved by legal department
  • ANALYSIS: REQUIREMENTS
  • ANALYSIS: REQUIREMENTSPre-existing factors affecting project
  • ANALYSIS: REQUIREMENTSPre-existing factors affecting projectBudget, timeline, technology, legal requirements
  • ANALYSIS: THE ECOSYSTEM
  • ANALYSIS: THE ECOSYSTEMBrand: what do peoplethink of us?
  • ANALYSIS: THE ECOSYSTEMBrand: what do peoplethink of us?Messaging: what do wewant people to know?
  • ANALYSIS: THE ECOSYSTEMBrand: what do peoplethink of us?Messaging: what do wewant people to know?Channels: how do wedistribute brand messages?
  • 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?
  • ANALYSIS: WORKFLOW
  • ANALYSIS: WORKFLOWWorkflow = Governance
  • ANALYSIS: WORKFLOWWorkflow = Governance Roles
  • ANALYSIS: WORKFLOWWorkflow = Governance Roles Content workflow
  • ANALYSIS: WORKFLOWWorkflow = Governance Roles Content workflow Maintenance and oversight
  • ANALYSIS: WORKFLOW
  • ANALYSIS: WORKFLOW
  • ANALYSIS: USER NEEDS
  • ANALYSIS: USER NEEDSUser research
  • ANALYSIS: USER NEEDSUser researchWeb analytics
  • ANALYSIS: USER NEEDS
  • ANALYSIS: USER NEEDS
  • ANALYSIS: USER NEEDS
  • ANALYSIS: COMPETITION
  • ANALYSIS: COMPETITIONHow are their sitesorganized?
  • ANALYSIS: COMPETITIONHow are their sitesorganized?What are they talkingabout?
  • ANALYSIS: COMPETITIONHow are their sitesorganized?What are they talkingabout?What is their brandand messaging?
  • ANALYSIS: COMPETITIONHow are their sitesorganized?What are they talkingabout?What is their brandand messaging?Where else are they?
  • ANALYSIS: COMPETITION
  • BRAND AND MESSAGING
  • BRAND AND MESSAGINGContent brings brand to life
  • BRAND AND MESSAGINGContent brings brand to life Voice and tone
  • BRAND AND MESSAGINGContent brings brand to life Voice and tone Style guidelines
  • BRAND AND MESSAGINGContent brings brand to life Voice and tone Style guidelinesMessaging drives story andstructure
  • BRAND AND MESSAGINGContent brings brand to life Voice and tone Style guidelinesMessaging drives story andstructure Primary and secondary messages
  • CREATION
  • CREATIONWhat content do weneed to create andwhy?
  • CREATIONWhat content do weneed to create andwhy?Map content tomessages
  • CREATIONWhat content do weneed to create andwhy?Map content tomessagesAlign withrequirements
  • STRUCTURE
  • STRUCTUREHow will content bestructured?
  • STRUCTUREHow will content bestructured? Site map
  • STRUCTUREHow will content bestructured? Site map Page templates
  • STRUCTUREHow will content bestructured? Site map Page templates Wireframe
  • FINDABILITY
  • FINDABILITYHow will users findcontent?
  • FINDABILITYHow will users findcontent? Metadata
  • FINDABILITYHow will users findcontent? Metadata Keyword taxonomy
  • FINDABILITYHow will users findcontent? Metadata Keyword taxonomy Proper linking
  • PROCESS
  • PROCESSWhat happens afterlaunch?
  • PROCESSWhat happens afterlaunch? Schedule
  • PROCESSWhat happens afterlaunch? Schedule Future iterations
  • PROCESSWhat happens afterlaunch? Schedule Future iterations Maintenance
  • PROCESSWhat happens afterlaunch? Schedule Future iterations Maintenance Responsibilities
  • IMPACT
  • IMPACTHow will this impactour business?
  • IMPACTHow will this impactour business? Brand and messaging
  • IMPACTHow will this impactour business? Brand and messaging New technology and platforms
  • IMPACTHow will this impactour business? Brand and messaging New technology and platforms New content
  • IMPACT