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Web management round table
Online Intelligence

Connecting the dots . . .
Purpose of online intelligence
     Effective communication
     Efficient communication


     … by better understanding ...
Combining the dots




                                                           Behaviour in
           Behaviour on the...
Components
 Onsite
 O it                Search
                     S    h                 Offsite
                       ...
What can we learn?
     What are our visitors
     actively looking for?
     What words should we
     use when writing o...
How do we become more effective?
     The
     Th majority of our
             j it f
     intended audience
     are spen...
From a Communications Perspective
 Today’s approach…



                  Content
  Your
                     is
 message
...
From a Communications Perspective
   Connecting the dots to be more effective



                    Content
    Your
    ...
For more information
     Staffan Lindgren, Executive Partner
     +46 8 407 22 12, +46 709 71 12 12
     staffan.lindgren...
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Web management round table 4 June 2009 - Online Intelligence B

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How corporations can and should work with their websites, search engines and social media to get their message out.

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Web management round table 4 June 2009 - Online Intelligence B

  1. 1. Web management round table
  2. 2. Online Intelligence Connecting the dots . . .
  3. 3. Purpose of online intelligence Effective communication Efficient communication … by better understanding of needs and behaviour of target y g g groups and stakeholders … by connecting the dots between components and tools we already have 2009-06-04 | 5
  4. 4. Combining the dots Behaviour in Behaviour on the Behaviour in channels outside website search engines of the website RSS feeds, blog Google Analytics Google Adwords search Omniture Google Keyword Tool Media monitoring tools MEASURE – ANALYZE – ACT 2009-06-04 | 6
  5. 5. Components Onsite O it Search S h Offsite Off it Your websites Google Slideshare Microsoft Live/Bing Youtube Yahoo Blogs Etc. Linkedin Facebook Web analytics y Keyword data y Monitoring services: g Search statistics Sponsored links SM2, Radian6 etc Popup surveys Organic optimization Number of downloads, views Activities, comments, polls, content 2009-06-04 | 7
  6. 6. What can we learn? What are our visitors actively looking for? What words should we use when writing our content? t t? What is attractive and what is not attractive to our target audience What are they also interested in? How are we performing compared to our peers? With whom are we actually competing for attention with? h t ll ti f tt ti ith? 2009-06-04 | 8
  7. 7. How do we become more effective? The Th majority of our j it f intended audience are spending most of their time on other websites We can learn more about how we should adress our h h ld d audience From review sites, social networks and other services on Internet where our brand, topics related to our business are discussed we can can Learn how to improve our services and products Get new ideas for products Early warning on issues Get support for our position Search engines and other distribution tools as well as direct engagment can help us reach our target groups more effective and effecient Market value of communication can be derived from what others are willing to pay 2009-06-04 | 9
  8. 8. From a Communications Perspective Today’s approach… Content Your is message created 2009-06-04 | 10
  9. 9. From a Communications Perspective Connecting the dots to be more effective Content Your is message created Where should I publish it so Please help me How was it What messages What words recieved? that my distribute my are effective? should I use? audience reads content! it? Value defined and measured 2009-06-04 | 11
  10. 10. For more information Staffan Lindgren, Executive Partner +46 8 407 22 12, +46 709 71 12 12 staffan.lindgren@halvarsson.se staffan lindgren@halvarsson se Helena Wennergren, Senior Partner +46 8 407 22 10 +46 709 71 12 10 46 10, 46 helena.wennergren@halvarsson.se 2009-06-04 | 12

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