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Digital Media Makeover Marketing Profs B2B Forum July 2011


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Leigh Durst does a makeover of the digital media footprints of two B2B brands, Ritchie Brothers Auctions (3.3 Billion Dollar Global Auctioneer) and Package Machinery Corp (Mid-sized Machine Manufacturer for CPG companies) including notes on how to improve execution within various properties (web, blog) before/after wire frames and tips and tricks for creating a more usable web presence.

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Digital Media Makeover Marketing Profs B2B Forum July 2011

  1. 1. DigitalMakeover<br />MarketingProfs<br />B2B Forum<br />Boston 2011<br />#mpb2b<br />
  2. 2. Leigh Durst<br />Digital Aesthetician, Experience Stylist.<br />@livepath<br />Linked in/in/leigh.durst<br /><br />Leigh at livepath dot net<br />
  3. 3. Apply some digital media polish <br />to two companies in 60 minutes.<br />Makeover Challenge<br />@livepath @wrapsustainably @ritchieBros<br />
  4. 4. Bonding is the new Branding ™<br />#mpb2b<br />
  5. 5. Brands are outcomesof the experiences we create.<br />#mpb2b<br />
  6. 6. Your digital footprint leaves a distinct impression<br />#mpb2b<br />
  7. 7. Taking a deeper look<br />#mpb2b<br />
  8. 8. Finding the disconnects<br />What we perceive<br />What others experience<br />#mpb2b<br />Image credits: Revlon, MGM Studios<br />
  9. 9. Pretty is aspretty does.<br />Image credit: Life Magazine<br />#mpb2b<br />
  10. 10. GettingStarted<br />
  11. 11. The Approach<br />First <br />Impressions<br />Best <br />Practices<br />WWCD?<br />#mpb2b<br />
  12. 12. Not callinganyone ugly<br />#mpmakeover<br />Image credit: Remington 1951<br />
  13. 13. Notexpectingperfection<br />#mpb2b<br />Image credit: Life Magazine<br />
  14. 14. Takingthings to the next level<br />#mpb2b<br />
  15. 15. … Do not throw items at the speaker<br />… Keep an open mind<br />… Benchmark feedback against your own data<br />… Focus on the big picture<br />…Think like your customers & prospects<br />Image credit: Life Magazine<br />#mpb2b<br />
  16. 16. Package Machinery Company<br />Kate Putnam<br />Package Machinery COmpany<br /><ul><li>Website
  17. 17. Blog
  18. 18. Twitter
  19. 19. You Tube
  20. 20. Linked In
  21. 21. Facebook (new!)</li></ul>To the Chair!<br />#mpb2b<br />
  22. 22. Website<br />Strengths<br />Clean layout<br />Shallow site structure<br />Recently updated<br />Works on Mobile Devices (Droid/iPad)<br />Solid Content<br />Rotating client testimonials<br />Value add content (video/white papers)<br />Blog Postings<br />Subscribe features (email / RSS)<br />Built on WordPress<br />Use of a CMS<br />Use of CSS / Style Sheets<br />Since 1996 – Redesign in early 2008<br />#mpb2b<br />
  23. 23. Blog<br />Strengths<br />Well positioned in site navigation<br />Most recent posts featured on home page<br />Complimentary template to website<br />Recent posts, archives and categories widgets<br />Posting about 1-2 times per month.<br />Since 2009<br />Main<br />Individual Posting<br />#mpb2b<br />
  24. 24. Site & Blog<br />Restructure & Refresh<br />Increase conversions by restructuring content to address prioritized “user tasks”, e.g.:<br />Find & shop for equipment<br />Separate sales and service<br />Learn about packaging<br />Solve “my” business problem<br />Search (!)<br />Improve content targeting and encourage participation / engagement <br />Calls to action address “how we make you better”<br />Strengthen stories to speak to user needs<br />Motivate & direct users to “next steps”<br />Elevate (and improve) participation options<br />Consider increasing post and update frequency<br />#mpb2b<br />
  25. 25. Site & Blog<br />Experience & Engagement<br />Improve appeal and increase usability by refreshing the site design and layout<br />Reduce user acrobatics (click, scroll, find, remember)<br />Maximize ability for users to navigate<br />Optimize layout and information display<br />Better “frame” content with design/assets<br />Further Polish the look & feel<br />Create a more compelling, community driven experience with enhanced functionality <br />Use robust WP-driven widgets<br />Most popular, recent comments<br />Sharing: Share This, Retweet, “Like”, FB Subscribe<br />Upcoming events & current promotions<br />Comment functionality (general enhancement)<br />All-in-one SEO Pack<br />Simple Scripting<br />Adjust capture tactics<br />Use capture form instead of direct email address<br />#mpb2b<br />
  26. 26. Wireframe<br />Example A.<br />#mpb2b<br />
  27. 27. Wireframe<br />Example B.<br />#mpb2b<br />
  28. 28. Twitter<br />Strengths<br />Real person!<br />Focused expertise<br />Somewhat active/frequent (2-5 tpw)<br />RT’s of valuable info<br />Listed in 37 lists<br />Opportunities<br />Avoid Brand Confusion<br />Grab “Package Machinery” account<br />Use Hoot Suite or Tweet deck to manage<br />Develop a Follow Strategy<br />Target prospects & customers and follow them<br />Boost following with targeted follows/followers<br />Demonstrate Your Value<br />Continue to provide value<br />Serve, dialog with & celebrate customers online<br />Engage in related chats / discussions<br />Make your Tweets Compelling<br />Speak to audience interest – and don’t do this:<br />#mpb2b<br />
  29. 29. You Tube<br />Strengths <br />Lots of Good Content<br />Demonstrates Machinery<br />Educational<br />Proactive<br />Opportunities<br />Check the Tech!<br />Embed media on-site, rather than driving to You Tube<br />Make sure all your videos work on your channel<br />Use Care with Design & Production<br />Tone back your page design for your channel<br />Tone back music on some videos <br />Try not to shoot people working from the back<br />Subscribe, Favorite & Comment (it’s reciprocal!)<br />Great, related video<br />Customer channels (especially)<br />Industry Channels<br />Like-minded channels or companies<br />Be Creative!<br />Demonstrate the story, value, benefit<br />Keep it short and fun<br />Customer submitted content<br />Interviews, case studies<br />
  30. 30. Linked In<br />Strengths<br />Corporate Page (2008)<br />Blog Integration to Kate’s Profile & PMC<br />Slide Share Presentations/Features <br />Strong number of personal connections<br />Group activity with Marketing Profs showing<br />Opportunities<br />Very active, but it doesn’t show<br />Increase following<br />Let customers know you are on Linked In<br />Promote your Linked In profile/page<br />Promote groups engagement (hidden)<br />Increase Engagement<br />Add other PMC employees<br />Secure more customer recommendations<br />Secure positioning for more products<br />Make sure Slide Share is featured on site/blog<br />#mpb2b<br />
  31. 31. Facebook<br />As you get started…<br />Plan your execution carefully<br />Create custom FBML tab to capture leads<br />Add Subscribe Via Facebook to Blog/Website<br />Make sure status is not redundant to Twitter, Linked In and other social venues<br />Consider Facebook Ads<br /> Be “Official”<br />Put up the content your customers want to see<br />Define the stories you want to tell<br />Design your status updates to tell stories<br />Make sure they are engaging, resonant to audience<br />Read as much as you can (webinars, too)<br />Feed Optimization<br />Facebook Contests & Policies<br />Check out Brand Glue, All Facebook, Marketing Profs etc.<br />Integrate with your blog to boost interaction<br />Likes<br />Comments<br />Feed<br />
  32. 32. Ritchie Brothers Auctioneers<br />Laurie Kinsman<br />Ritchie Brothers Auctioneers<br /><ul><li>Website
  33. 33. Twitter
  34. 34. You Tube
  35. 35. Facebook
  36. 36. RBWiki
  37. 37. RBSpecs
  38. 38. Kiosks
  39. 39. Linked In
  40. 40. Mobile Application (new!)</li></ul>Advanced<br />To the Chair!<br />
  41. 41. A few thoughts … <br />A job well done . . . <br />Digital is central to Ritchie Bros Business<br />They do it well, in every channel<br />Bridge the gap between online and offline<br />Outstanding job of delivering value<br />Terrific job of simplifying the complex<br />Terrific service mindset (technical, customer, offerings, etc.)<br />Excellent content<br />Ongoing Challenges . . .<br />Making things simple and uncluttered<br />Staying on top of a mountain of content<br />Interpreting a mountain of analysis<br />Managing perceptions<br />Keeping things “fair”<br />Addressing security<br />Multitasking <br />Managing business<br />Managing the community<br />Filtering out feedback<br /> “nice to have” vs. “essential”<br />Optimizing experiences<br />Raising the bar to innovate<br />
  42. 42. Web<br />Home Page<br />Key Tasks<br />Search Inventory<br />Upcoming Auctions<br />Challenges<br />Visually busy page<br />Buy/Sell is buried down the page<br />Several ways to search - distracting<br />Page scrolling<br />Recommendations<br />User Testing (Existing page(s) key tasks<br />Flow/Wireframe Testing<br />Streamline interface & key tasks<br />Elevate & incorporate social<br />Prioritize user paths<br />
  43. 43. Web<br />Equipment Search<br /><ul><li>Great video – very helpful
  44. 44. Default setting on the video doesn’t match page!
  45. 45. Naming convention (multiple)?
  46. 46. Browse Inventory
  47. 47. Search Inventory
  48. 48. Equipment Search
  49. 49. Enhance Filtering (not robust enough)
  50. 50. Region (narrow enough?)
  51. 51. Auction (cumbersome)
  52. 52. Add filtering options?
  53. 53. Information Overload
  54. 54. Reduce Page Length - 10 + scrolls (way too much)
  55. 55. Use contract>expand scripting
  56. 56. Consider Implications of geo-locational support and / or profile-based customization for logged-in users
  57. 57. Auto filter by location or preference by default
  58. 58. Customize display based on profile settings
  59. 59. No easy answers here but recommend investing in user testing to refine this.</li></li></ul><li>Web<br />Sign In Page<br />Wireframes are handy!<br />Eliminate <br />Redundancies<br />Visual Clutter<br />Task Confusion<br />Make tasks super-intuitive<br />Do this with a SERIES (task flow)<br />Test the logic<br />Try A/B Testing!<br />Existing <br />Screen<br />Wireframe<br />Alternative<br />
  60. 60. Ritchie Wiki & Ritchie Specs<br />Wiki<br />35k unique visitors per month<br />75% new visitors<br />Not drawing large-scale creation<br />Rich resource – maintenance mode<br />Specs<br />Killer App for business<br />75k unique visitors per month<br />55% new visitors<br />Helps estimate size of shipments<br />(This is prime for a mobile app)<br />
  61. 61. Twitter<br />Listening & responding<br />Light-hearted<br />Tuned-In<br />Responsive<br />Service-Driven<br />Story Driven<br />Reciprocal<br />Smart<br />Cross-Channel<br />
  62. 62. Facebook<br />Fan Page<br />13,039 Likes<br />2,000+ Comments/Posts<br />Lots of good stuff, consider:<br />See Package Machinery Rec’s<br />Page Lever Beta App for Analytics<br />Like button integration<br />Subscribe via Facebook<br />Other<br />Careers Page<br />463 Likes<br />Other Employee Groups<br />Locations<br />Teams<br />
  63. 63. Where to Focus …<br />Simplify Engagement<br />Optimize task / paths<br />Search<br />Join / Sign In<br />Auction Monitoring<br />View all auctions (sort/display)<br />Select/monitor auctions<br />Monitor my auctions<br />Customized information display<br />Buy / Sell<br />Online only<br />Online / real-world<br />Streamline layout / info presentation<br />Consider profile-based customization<br />Probing Into Experience<br />Old school meets “new school” <br />The new version of the “rain day”<br />The digital version of “the hat”<br />Ability to “win” despite global participation<br />Managing Perceptions<br />New fee structures<br />Perceptions and understanding of security<br />Ongoing adoption<br />Mobile adoption and use<br />New applications for Facebook/Twitter<br />
  64. 64. Other advice …<br />Development<br />Assign task owners<br />Live, breathe, eat, sleep the tasks<br />Understand abandonment rate / stats<br />Help the team understand key issues<br />Embrace Iterative design<br />Don’t do it all at once!<br />Rapid iteration, testing, launch cycles<br />Benchmark tasks against user testing<br />Use analytics for additional insight<br />Use Wireframe models, to save $$<br />Don’t try to “boil the ocean”<br />Celebrate success and fail fast<br />Invest in Mobile<br />Separate, optimized site for mobile<br />Focused apps to meet user & mobile context needs.<br />Customer Incorporation<br />Listen & Prioritize<br />Personas are helpful<br />User Testing<br />User Panels<br />Online & Remote Testing to save $$<br />Interpret listening carefully<br />People don’t always know what they want.<br />If you think it’s too complex, it probably is.<br />Pay attention to your inner promptings<br />
  65. 65. Create BondingExperiences<br />#mpmakeover<br />
  66. 66. Meet & exceed the needs of a target audience<br />Deliver the fundamentals well<br />Produce success and satisfaction<br />Always place service at the forefront<br />Focus beyond the single property / channel<br />Help people excel at something<br />Make OverYour Digital Media<br />
  67. 67. Parting Shots(downloadable on the site)<br />
  68. 68. Thank<br />Thank<br />You!<br />
  69. 69. Questions?<br />