What's expected of your website? (2009)


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This deck was presented at an ABM event in LA. The deck is intended to teach how to plan for a website relaunch. If you are interested in making sure your website development project is a success, make sure to check out this deck before getting started.

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What's expected of your website? (2009)

  1. 1. What’s expected of your website?How to strategize and plan for your audience’s arrival 2nd Annual Presented By: LA Regional Michael Weisfeld November 2009 Program
  2. 2. Who is Michael Weisfeld? Senior Web Strategist for BusinessOnLine Building Websites & Strategies since 2002 Areas of Web Expertise: Strategy Social Media Search Engine Marketing Usability Business Analyst @mrweisfeld Background in “Big 5” Management Consulting #abmla
  3. 3. Housekeeping … to get the slides1 Request a 1-on-1 lab online http://www.businessol.com/forms/labs2 Give me your business card
  4. 4. Make this session interactive … Follow the BusinessOnLine Social Media team on Twitter at: @BOLSocial if Tweetting about this session, please use this hashtag: #abmla
  5. 5. Agenda Review: Marketing Landscape Trends Explore: Insights About Why Strategies Fail Present: Strategy Development Process Conclusion: How Everything Comes Together Examples: Gallery Of Deliverables Q&A - please hold until the end of the presentation
  6. 6. What is the cost of frustrating your customers with a poorly organized website?
  7. 7. How much extra timeand money is spent oncustomer supportbecause your customerscan’t find theinformation they seek?
  8. 8. What does it cost to train your team on complex systems? How much could you save if it wasn’t so complicated in the first place?
  9. 9. If customers can’t findwhat they’re lookingfor, what doesthat say aboutyour brand?
  10. 10. Jakob Nielson states:“ The cost of poor navigation and lack of design standards is….at least ten million dollars per year in lost employee productivity for a company with 10,000 employees. Source: Jakob Nielsens Intranet Portals: The Corporate Information Infrastructure
  11. 11. Developing A StrategyLearnings from a famous Psychophysicist
  12. 12. Pasta Sauce Strategy Decades Ago
  13. 13. Psychophysics applied to Prego ???? Howard Moskowitz is President and CEO of Moskowitz Jacobs Inc. well-known experimental psychologist in the field of psychophysics and an inventor of world-class market research technology.
  14. 14. Pasta Sauce Strategy Now Marketing Insight: It turns out that peoples preferences fell into one of three broad groups: Plain Spicy Extra-chunky
  15. 15. Food Industry Revolution? 70 60 50 40 30 20“Prego spaghetti sauces 10eventually become thenumber one best selling 0new dry grocery product 85 90 95 00 05 08of the decade” 19 19 19 20 20 20 Prego Not actual data (dramatization purposes only)
  16. 16. Marketing Success!
  17. 17. Marketing Landscape TrendsKey statistics that impact your website strategy
  18. 18. Key Trend #1More People Online
  19. 19. Key Trend #2More Time Spent Online
  20. 20. 74%Of the North American populationuse the internet17%Of the world’s internet users comefrom North America26%Of the world’s internet users comefrom Europe40%Of the world’s internet users comefrom Asia Internet Usage and World Population Statistics are for June 30, 2008
  21. 21. of a typical US adult’s timespent on all media is spentonline (TV, radio, newspapers,% magazines, online) Source: eMarketer
  22. 22. Ad Spending as % of Total Marketing SpendTV 1997 = 22% 35.0% 2010 = 14% -8% 30.0%Newspapers 1997 = 30% 25.0% 2010 = 20% TV -10% 20.0% Newspapers RadioRadio 15.0% Magazines 1997 = 8.7% Internet 2010 = 8.5% -.2% 10.0%Magazines 5.0% 1997 = 14% 2010 = 8% 0.0% -6%Internet 1997 = 0.5% 2010 = 8.6% Forrester: Interactive Marketing Channels To Watch -Shar VanBoskirk +8.1%
  23. 23. Overall interactive advertising spend will grow anestimated 10% over the next six years
  24. 24. Budgets by Industry
  25. 25. 93%of Americans expect Source: Cone, Inc.companies to have apresence inSocial Media
  26. 26. People are spending more time onSocial Media platforms3 million tweetsThe average number of Tweets per day on Twitter.com aloneSource: MarketingProfs, LLC5 billion minutesSpent on Facebook each day (worldwide)Source: facebook.com13 hours every minuteHours of video is uploaded to YouTubeSource: youtube.com
  27. 27. Why Strategies & Websites FailLessons Learned Review
  28. 28. Problem: Why do some website strategies fail?Obvious: Insufficient pre-planning Skipping rigorous analysis No implementation road map Dodging strategy review meetings Not enough resources (budget and people) No consensus from execs / stakeholders Not realistic scope Believing strategy can be built in a day Failing to link strategic planning with strategic execution
  29. 29. The view from Inside … Not Obvious Reason: “Inside In” approach Rely heavily on: Business first mindset Internal resources that maintain old school perspectives Not objective enough - think like a user Marketing Insight: Its Hard to Read the Label When Youre Inside the Bottle!
  30. 30. Creating Engaging WebsitesUser Centered Design
  31. 31. Marketing Landscape: Online & Offline Offline Marketing Online Marketing traffic traffic Website
  32. 32. Understand the User Scenarios What content are online visitors expecting from your website when they arrive? What information is valuable to your users and supports your business objectives? What is your audience doing online when then are not visiting my website?
  33. 33. What Is Expected Of Your Website?How to strategize and plan for your audience’s arrival?1. Optimize Pull Marketing Initiatives- Present product/service information when & where users are actively looking for it. (example: search engine marketing)2. Employ User Centered Design- Build the website so users have an engaging experience and can easily accomplish this goals.
  34. 34. Definition: User Centered Design (UCD) Insert with graphic An approach to design that grounds the process in information about the people who will use the product. Focus on users through the planning, design and development of a website. *http://www.upassoc.org/usability_resources/about_usability/what_is_ucd.html
  35. 35. Proof: User Centered Design Statistics Following a usability redesign, websites increase desired metrics by 135% on average – Jakob Nielsen 46% of users abandon their online transaction as a result of experiencing website problems. – Survey of Online Consumer Behaviour by Tealeaf/Harris (2009) 40% of users who experience problems on a website say they would switch to an online or offline competitor – Survey of Online Consumer Behaviour by Tealeaf/Harris (2009) $25 billion is lost every year due to web site usability issues. – Zona Research
  36. 36. Beyond the stats … Word of Mouth: People share information, ideas and make recommendations all the time. High level of trust
  37. 37. Word of Mouth – is now ONLINE!!! Creators Critics Collectors Joiners Spectators Inactives Internal Brand Detractors Influencers Evangelists
  38. 38. Proof: Social Technographics Stats Source: http://www.forrester.com/Groundswell/profile_tool.html
  39. 39. Website Strategy PhasesBuilding the plan
  40. 40. Five Major Strategy Phases Final Strategy Analysis and Documentation Diagnostics 5 Research 4 Discovery 3 Education 2 1
  41. 41. Website Strategy Development Final StrategyEDUCATION Analysis and Documentation Diagnostics Research Discovery Education
  42. 42. Understand Current State of Your Website How are resources being allocated across the marketing mix? What resources are devoted to the website? Website People Process Technology Content Availability Skills Method Metrics Integration Management
  43. 43. Understand Your Online Trends and Patterns Trends in: Participation Consumption Adoption Patterns: Seasonality Critical Mass of Audience Validate Influential Individuals: “Follow” these individuals on Twitter Subscribe to their RSS Feeds
  44. 44. Understand Your Social Media Landscape Where is your audienceQUESTIONS participating? How are you allowing your audience to participate and interact within your domain and what are they saying? How is your audience participating and interacting outside of your domain and what are they saying? How is your company participating outside your domain?
  45. 45. Present Information to Stakeholders & Decision Makers* size of website team may vary
  46. 46. Website Workshop: Topics to Cover Goal is to ensure everyone is on the same page and can add- value to the project Process & Facts Resources • Stats • Steps • Research • Resources • Industry Trends • Expected Budget • Competitor Results • Expected ROI
  47. 47. Website Strategy Development Final StrategyDISCOVERY Analysis and Documentation Diagnostics Research Discovery Education
  48. 48. Website Project: Discovery DiscussionLet the big wigs and stakeholders be heard via a workshop.Extract: Vision Business model Business goals Internet Goals Assessing Gaps Technology Supporting Processes Pain/Fear : General Understanding Fear Competition Fear Costs Deficiencies
  49. 49. Ask the tough questions & Look beyondthe obvious… How will you effectively market new products and services in an “on demand” world? (Pull Marketing) What is your strategy to effectively participate in online conversation regarding your brand, products and/or services? Are you publishing multimedia content to your website? How are you managing Keyword conflict and effectively measuring and maximizing SEM ROI?
  50. 50. Main question to ask is: How do you really know what your customers want? Do you have the data to back this up? “Feedback Analytics” Source: http://www.kampyle.com/
  51. 51. Website Strategy Development Final StrategyRESEARCH Analysis and Documentation Diagnostics Research Discovery Education
  52. 52. Research Phase Overview I. Understand your customers & potential customers Persona Exploration - what is your target archetype user(s)? User Testing - Qualitative / Quantitative results II. Conduct SWOT Analysis Competitive Research- where do you stack up? III. Keywords and Content Target keyword phrases Relevant content available Most popular content and topics
  53. 53. Understand your CustomersConduct Persona Exploration Research to determine:Who are your typical customers? What do they need and want? Not based on one individual - but a conglomerate of data Personas are not real people – they are templates Role? Personas Calls to Content Action? Focus?
  54. 54. Types of Persona Research Quantitative Data Qualitative Data Determine What Your Visitors Want
  55. 55. Quantitative Data: Demographics Who are your Customers? … via business intelligence data Male 36% Female 64%
  56. 56. Quantitative Data: Feedback What are your Customers saying? … via surveys Ease of Use Attractive 50.00% 50.00% 45.00% 40.00% 40.00%Percentage 35.00% Percentage 30.00% 30.00% 25.00% 20.00% 20.00% 15.00% 10.00% 10.00% 5.00% 0.00% 0.00% 1 2 3 4 5 1 2 3 4 5 Satisfaction Satisfaction Students Parents Alumni, Employees, CBU Affiliates Students Parents Alumni, Employees, CBU Affiliates Useful Efficient 50.00% 50.00% 40.00% 40.00% Satisfaction Percentage 30.00% 30.00% 20.00% 20.00% 10.00% 10.00% 0.00% 0.00% 1 2 3 4 5 1 2 3 4 5 Percentage Satisfaction Students Parents Alumni, Employees, CBU Affiliates Students Parents Alumni, Employees, CBU Affiliates
  57. 57. Qualitative Data: Interviews What are your Customers saying? … via interviews
  58. 58. Conduct Competitive Landscape ResearchDetermine how your company stacks up…SWOT analysis help to better understand competitive landscape Strengths, Weaknesses, Opportunity and ThreatsVariables to consider & analyze: Brand Awareness & Reputation Gaps or Opportunities Competitive Keywords Web Site Creative Marketing Messaging Viral Campaigns Technology Internet Marketing Campaigns: SEM, Media Buys, etc..
  59. 59. Research Keywords & Phrases Identify popular & Search phrase: Web Hosting related search terms Assess competitive landscape Don’t forget misspellings Categories non- branded terms Industry-related Example: keyword suggestion tool Seasonal http://www.keyworddiscovery.com/tour-search.html
  60. 60. Identify Popular Content & Topic TrendsWebsite Analytics Topic Trends Top on-site search terms New products Common navigation paths News & Events Highest rated Politics Most commented Economy Most controversial Renewable Energy (Green) Top entry pages Top exit pages Most linked to
  61. 61. Website Strategy Development Final StrategyDIAGNOSTICS Analysis and Documentation Diagnostics Research Discovery Education
  62. 62. Website Elements for Diagnosis Website Back-end Front-end Technology User Centered Approach CMS E-commerce Platform Hosting Navigation Design Content Platform
  63. 63. Usability Diagnostic …After you know who your visitors are and what they want… Perform a Usability Diagnostic – Expert trained in the heuristics of Usability and Cogitative Science will make recommendation to create the optimal user experience. Minimum Standards, Best Practices and Learned Conventions Human Factors International Certified Results: Do you need a complete website overhaul or just refinements?
  64. 64. Usability Diagnostic Example -BREAKING LEARNED CONVENTIONS The navigational structure used B here breaks a few learned C conventions A A Button-like objects have an affordance for clicking, but are not clickable. B Users read and use a page from left to A C B right, top to bottom. C Content becomes blocked by the appearing navigation..
  65. 65. Web Analytics Diagnostic: Traffic Audit Is your current web analytics platform configured properly? Can you segment and track specific campaigns? (PPC vs. Email vs. Print Ad) Are you interpreting the data that is being captured? Beyond the raw numbers/data: Analysis Ask why? And what can I do? This diagram is a depiction of how analytics should be Website integrated.
  66. 66. Web Analytics Diagnostic: Click Density Audit Question: How do I increase visits to the upcoming events? Solution: Need to analyze “Click Density Data” Gain Insights: Content highest on the page gets most traffic. Re-arrange content buckets.
  67. 67. Technology Diagnostic Technical Audits & Technology/Platform Research Can marketers easily and efficiently update content on the website without needing the help of IT? What limitations does the current solution impose? What are the Pro/Cons & Level-of-Effort analysis? TEMPLATES SEARCH/ PROFILING/ Display Layout INDEXING CUSTOMIZATION Content Entry Text Image Photo Content Content Content ENDUSER Generation Deploy Delivery Audio CONTENT CONTENT WEB Video MANAGEMENT ARCHITECTURE Applets DB DB Message Board Syndicated Content REPORTING WORKFLOW COMMERCE PERSONALIZATION Business Rules
  68. 68. Content Diagnostic What content is currently on your website? What content do you wish could be on your website?
  69. 69. Social Media Diagnostic Have a presence in the major platforms Is the presence optimized? TOOLS Brand awareness & reputation: Tools: google.com/alerts, blogscope.net, search.twitter.com, co.mments.com, trendrr.com Gaps or opportunities in the Social Media space: Tools: yacktrack.com/home, alltop.com, dipity.com Critical Mass of Audience: Tools: boardtracker.com, technorati.com, alltop.com, touchgraph.com
  70. 70. Social Media Diagnostic: Facebook Audit 11 Tabbed page that focuses on KPIs that determine the success of the 2 4 Facebook page2 Rotating marketing messages that explain the purpose of the page3 Add specific call to action banners that direct traffic to where you want them. 34 Utilize status updates for promotional marketing messages exclusive for fans.
  71. 71. Website Strategy DevelopmentANALYSIS AND FinalDOCUMENTATION Strategy Analysis and Documentation Diagnostics Research Discovery Education
  72. 72. Approach to Analysis and Documentation Several processes go into a comprehensive website analysis and documentation: Card Sorting Online Surveys Content Audits One-On-One Interviews Buzz Monitoring
  73. 73. Audience Research and Personas Conduct interviews with your users Online user testing Audience surveys Record each session with audio and or video. Watch, list, and interact Formulate personas based off of your research
  74. 74. Card sorting & Labeling Task users with grouping information in a fashion that makes the most sense to them 2 different types of card sorts: Open and Closed Results are analyzed and used as a guide when creating the website’s hierarchy
  75. 75. Use Case Diagrams Describes the system from the users point of view Captures the behavioral requirements by detailing the scenario driven requests by each persona Useful for illustrating the interaction between the audience and the system and/or website
  76. 76. Data Flow Diagrams Graphical representation of the “flow of data” through an information system. Data Flow diagrams can also be used for the visualization of data processing.* *Wikipedia http://en.wikipedia.org/wiki/Data_flow_diagram
  77. 77. Classification SchemesHow Will the Content Be Organized? Alphabetical Audience Date Geographic Tag-Based Task Topic
  78. 78. Keyword Analysis Report
  79. 79. High-Leveled Analytics Dashboard
  80. 80. Social Media Monitoring
  81. 81. Website Strategy Development FinalFINAL STRATEGY Analysis and Strategy Documentation Diagnostics Research Discovery Education
  82. 82. Core Elements to the Final Strategy Business Goals Resources • Increased sales • Content • Brand awareness • Technology • Service customers • SMEs • Budget Users Goals Industry Trends • Find Info • Web 2.0 • Get support • Competitive Landscape • Buy Now • Increased spending • Social Networking Strategy
  83. 83. Plan for your Customer Lifecycle Ensure engagement opportunities for all phases: Awareness Interest Evaluation Commitment Referral• Existing • Existing • Existing • Existing • Existing • Email • Download • Information • Webinars • Testimonials Marketing Whitepaper Kits • Class • Branded • View Video • Download Registration • New Terms • Request Info Trial • Downloads • Provide (updates, Ratings &• New • New user guides, Reviews • Read Ratings etc.) • Social & Reviews Bookmarking • Forums • Targeted • Streaming Keywords Video
  84. 84. Increase assortment of content Create a rich and engaging website supported by numerous types of content.
  85. 85. Social Media Inside Your Domain1 Easily allow users to visit your brand’s additional social profiles 1 22 Easily allow users to Retweet, Digg, or Sphinn articles they enjoy3 Provide the option for users to share a post via ShareThis, AddThis, etc4 Enable comments and make comment count visible to users at the top of the article 3 4
  86. 86. Social Media Outside Your DomainSearch EnginesSocial Networks Review Sites
  87. 87. Content Strategy Example Hierarchy Graphic Source: http://www.briansolis.com/2009/06/state-of-pr-marketing-and/
  88. 88. http://www.junta42.com/content-marketing-playbook.aspx
  89. 89. Author a Website Playbook Executive Summary Business Challenge SWOT Findings Website Opportunity Statement Implementation Roadmap Plan Playbook Project Goals & Objectives Project Approach & Scope Project Work Plan & Staffing Budget / Resource Planning Key Success Factors Return on Investment
  90. 90. Website Development ProjectExample Deliverables
  91. 91. Website Development Lifecycle
  92. 92. Strategy Output: Roadmap / Phased Timeline
  93. 93. Strategy Output: Infrastructure Diagram
  94. 94. Strategy Output: Whiteboard Prototyping Advantages: Everything is erasable Free of any technological restrictions or software learning curvesMarketing Insight:Don’t “design” in front ofyour computer.-Donna Spencer (Mauer)
  95. 95. Strategy Output: Online Conversion Scale Ensure you audience has multiple ways to interact with your website.
  96. 96. Strategy Output: Social Media Ecosystem Be realistic- internal Communities Web Eco-system Phase 3: Mature resources, technology, Awareness Top Organic Listings for critical keyword phrases creative top notch content. in Search Engines directing visitors to highly ranked threads CAT.com Product pages contain and front page special boxes with dynamic links to specific forum topics that are happening Participate in arenas outside CAT.com near real-time. your domain to listen to the “voice of the customer” Registration Survey Research Community Robust VOC Testing of new collection community features Test - go small then big… Research / marketing opt-ins Product surveys VOC Projects CommunityInvitationInvite emailasking personto register anduse the Robust User Profilecommunity Rich public profile Evolve Mature Communities functionality Advanced thread Usage stats Inv it Registration atio n- structure Survey on ly User Profile Search Minimal Co registration mm un External Rich media embedding RSS Feed it yA requirements cc Sites Readers es s Established community Google Direct leaders Reader, referral to Community discussion iGoogle, threads Yahoo, etc. Communities Basic thread structure User Profile Low monitoring Minimal profile functionality
  97. 97. Strategy Output: Beta Sitemap
  98. 98. Strategy Output: Low-Fi Wireframes
  99. 99. Elaboration Output: Sitemap Deliverable: Sitemap - Organization and Navigation
  100. 100. Elaboration Output: Wireframes
  101. 101. Elaboration Output: Navigation Optimization Are your targeted keywords present within the architecture? Are there any words that can be changed which will not change the context of the label? Must strike the balance between optimizing for search engines and changing the meaning for the user Example: Instead of just “Articles” what type of articles are they? Could they be labeled “B2B Articles.”
  102. 102. Elaboration Output: Wireframe Testing Moderated and Unmoderated testing Users are assigned tasks to complete “Blocks of content” are clickable to other wireframes Testing is recorded to capture the subtleties All qualitative data
  103. 103. Elaboration Output: Content Layout Deliverable: Wireframes “blue print” of the website architecture Validated by user feedback!
  104. 104. Elaboration Output: Content Map clearly illustrates the: page type page title potential content image file names wireframe template calls to action present URL folder path even a sign off column from both author and architect.
  105. 105. Elaboration Output: Design Direction Deliverable: Design Exploration
  106. 106. Gallery: Wireframe to Design
  107. 107. Conclusion
  108. 108. Understand to be Understood True innovation can occur when there is a deep mutual understanding of both sides. User Needs Synergy Business Needs
  109. 109. Employ UCD to ensure successThe logical approach is to develop a: Detailed, Well researched, Well documented, One step ahead of the competition- planWhat’s the secret?Think of your users first.
  110. 110. Plan for ongoing optimization
  111. 111. Conclusion Position the website as the epicenter for all marketing. Think Users first. Build the right strategy to ensure future success. Test the approach iteratively throughout the development process.
  112. 112. Results: Then (2006) and Now (2008)
  113. 113. Handout: Social Media Participation Matrix Review Determine Discuss
  114. 114. Questions?Michael WeisfeldP 619.699.0767 x247Michael.Weisfeld@BusinessOL.comTwitter: @mrweisfeldhttp://www.linkedin.com/in/michaelweisfeld
  115. 115. APPENDIXAdditional Information and Resources
  116. 116. Strategy & SM Newsletters and Blogs Jeremiah Oywang (http://www.web-strategist.com/blog/) SmartBrief Newsletter (http://www.smartbrief.com/socialmedia/index.jsp?campaign=webIndustries) Mashable (http://mashable.com/) Chris Brogan (http://www.chrisbrogan.com/) David Armano (http://darmano.typepad.com/) Peter Kim (http://www.beingpeterkim.com/) TechCrunch (http://www.techcrunch.com/) MarketingCharts (http://www.marketingcharts.com/) SocialMedia Insider (http://www.mediapost.com/publications/?fa=Archives.showArchive&art_type=66)
  117. 117. Groundswell "(The book) is not so much a manifesto or a dissection of online culture as it is a how-to manual for executives and mid- level managers trying to navigate this fast-changing and often confusing environment." — Ideas: Book Review, Financial Times "A new book by two researchers explains how companies reputations can be tarnished by the cacophony of Internet commentary, and how they can fight back.“ — Broadsided, The Boston Globe
  118. 118. Tools for MarketersFree Tools Paid Tools Google Alerts – blogs, news Buzzlogic Technorati - blogs Radian6 Alltop – blogs, news TNS Cymfony Backtype – blog comments Trackur Yacktrack – social comments Brands Eye BoardReader – forums BoardReader Twitter Search – microblog Cision Social Mention – all Nielsen Filtrbox – filter results Sentiment Metrics
  119. 119. More Info: Social Media Webinar Title: Is your Company Social? Planning a successful social media program. Release: December 2008 Click here to request the webinar: http://www.businessol.com/news/main- webinars/archives/default.html#session-2