Web & Intranet Planning Workshop (half day)


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How to plan a website and intranet -- from assessment and audit, to strategic and functional planning (including information architecture), content management, design, search engine optimization (SEO), and ROI and business case development.

Published in: Business, Technology

Web & Intranet Planning Workshop (half day)

  1. 1. Web & Intranet Planning (Summary version only, please contact Prescient to see the full version as a webinar – 416.986.2226) by Toby Ward, Prescient Digital Media
  2. 2. Agenda <ul><li>Assessment </li></ul><ul><li>Planning </li></ul><ul><li>Information architecture & wireframes </li></ul><ul><li>Content management </li></ul><ul><li>Search engine optimization </li></ul><ul><ul><li>In-depth case study </li></ul></ul><ul><li>ROI & business case </li></ul>
  3. 3. Who is this guy? <ul><li>Founder, CEO, Chief Blogger, Prescient Digital Media </li></ul><ul><li>Internet & intranet management consultants </li></ul><ul><li>We build highly effective websites & intranets </li></ul><ul><li>Some of my clients: </li></ul>
  4. 4. Prescient Digital Media <ul><li>Intranet & Internet management consultants </li></ul><ul><li>Focus on performance, measurement & alignment with corporate business objectives </li></ul><ul><ul><li>Intranets </li></ul></ul><ul><ul><li>Websites </li></ul></ul><ul><ul><li>Portals </li></ul></ul><ul><ul><li>Content Management Systems </li></ul></ul><ul><ul><li>Blueprinting </li></ul></ul><ul><ul><li>Technology Selection </li></ul></ul><ul><ul><li>ROI & Business Case </li></ul></ul><ul><ul><li>Content Plan </li></ul></ul><ul><ul><li>Audit / Assessment </li></ul></ul><ul><ul><li>Design & Information Architecture </li></ul></ul>
  5. 7. Nexus of Web Success © 2002 – 2008 Prescient Digital Media
  6. 8. Assessment
  7. 9. Elements of Assessment Phase <ul><li>Site Assessment </li></ul><ul><li>Business / Content Management Requirements </li></ul><ul><li>Focus Groups </li></ul><ul><li>Research Review </li></ul><ul><li>Survey </li></ul><ul><li>Benchmarking </li></ul><ul><li>Usability testing </li></ul><ul><li>Accessibility testing </li></ul><ul><li>Log analysis </li></ul>
  8. 10. Business Requirements <ul><li>10 interviews = good sample </li></ul><ul><li>Circulate questionnaire before interview </li></ul><ul><li>Know the situation before going in </li></ul><ul><li>Analysis </li></ul><ul><li>Write up notes as soon after as possible </li></ul><ul><li>Look for trends & themes </li></ul>
  9. 11. Focus Groups <ul><li>2 or 3 sessions </li></ul><ul><li>8 people = good session </li></ul><ul><ul><li>More than 12 = too many </li></ul></ul><ul><li>Use screen shots from similar industry and company size if possible </li></ul><ul><li>Analysis </li></ul><ul><li>Paragraph format with quotes </li></ul><ul><li>Bar graph for screen shot ratings </li></ul><ul><ul><li>Averaged overall rating graph </li></ul></ul><ul><li>Include smaller versions of screen grabs used </li></ul>
  10. 12. Survey <ul><li>Approximately 20 questions </li></ul><ul><ul><li>Multiple choice and open text </li></ul></ul><ul><ul><li>Qualitative and quantitative </li></ul></ul><ul><li>Provide survey intro with </li></ul><ul><ul><li>Project overview </li></ul></ul><ul><ul><li>Details on participation incentive if any </li></ul></ul><ul><li>Analysis </li></ul><ul><li>Synopsis of each question </li></ul><ul><li>Trends </li></ul>
  11. 13. Audience Analysis
  12. 14. Importance vs. Satisfaction
  13. 15. Audience Analysis
  14. 16. Site Assessment <ul><li>Six evaluation categories: </li></ul><ul><li>Content (25%) </li></ul><ul><li>Planning & Resources (25%) </li></ul><ul><li>Usability & Information Architecture (12.5%) </li></ul><ul><li>Design & Layout (12.5%) </li></ul><ul><li>Tools & Innovation (12.5%) </li></ul><ul><li>Search (12.5%) </li></ul>
  15. 17. Site Assessment <ul><li>Comprehensive review of site </li></ul><ul><ul><li>Click through drill down </li></ul></ul><ul><ul><li>Each main area of navigation </li></ul></ul><ul><li>Analysis </li></ul><ul><li>Synopsis of each category with   of site attributes </li></ul><ul><li>Scoring out of 10 for each area </li></ul><ul><li>Screen examples of key corrections needed </li></ul><ul><li>Summary of findings </li></ul>
  16. 18. Site Assessment
  17. 19. Evaluation Scores Overall: 1 2 3 4 5.13 6 7 8 9 10
  18. 20. Benchmarking <ul><li>3-5 leading or competitor sites </li></ul><ul><ul><li>Similar size orgs </li></ul></ul><ul><ul><li>Same or comparable industry </li></ul></ul><ul><ul><li>Top 10 or clear innovators </li></ul></ul><ul><li>Score each site according to the same evaluation criteria </li></ul><ul><li>Score comparison and benchmarking provide a qualitative and quantitative gap analyssi </li></ul>
  19. 21. Opportunity for improvement Benchmarking
  20. 22. Usability <ul><li>Five to 10 users </li></ul><ul><li>8 to 10 tasks </li></ul><ul><ul><li>4 - 5 common tasks </li></ul></ul><ul><ul><li>4 - 5 client specific tasks </li></ul></ul><ul><li>1 hour per testing session </li></ul><ul><ul><li>30 to 45 minutes for testing </li></ul></ul><ul><ul><li>15 minutes for test write up </li></ul></ul><ul><li>Analysis </li></ul><ul><li>Timing (drop longest & shortest time) </li></ul><ul><li>Scoring (drop the highest and lowest score) </li></ul><ul><li>Comments by testers </li></ul><ul><li>Findings </li></ul>
  21. 23. Fair usability. The issue at hand was finalizing the selection of the new community. Rename &quot;Finish&quot; button to &quot;Select&quot; or &quot;Update&quot;, and move buttons to bottom right of the page. Analysis: Recommendation:           5.22 6.14 101.00   System failed - required reboot. Restarted task 9 6 120 9 Task ABORTED prior to completion 15+ 3 8 4 9 25 7 user did not know how to finalize/confirm addition of community 7 5 120 6 7 7 110 5 user did not know how to finalize/confirm addition of community 7 8 124 4 4   33 3 did not perform task     2 User did not know how to finalize/confirm addition of community to list once selected. 9 5 175 1 Notes No. of Clicks Rating Time (sec) TASK #5 - Add TH HR to Communities list
  22. 24. Phase 1 Assessment Report <ul><li>Intro </li></ul><ul><li>Executive summary </li></ul><ul><li>Write up of all Phase 1 activities </li></ul><ul><li>Key recommendations (3 or 4) </li></ul><ul><li>Recommendations </li></ul><ul><li>Summation </li></ul>
  23. 25. Evaluation <ul><li>Design & Layout </li></ul><ul><li>Usability & Information Architecture </li></ul><ul><li>Content </li></ul><ul><li>Search </li></ul><ul><li>Tools & Innovation </li></ul><ul><li>Planning & Resources </li></ul>
  24. 26. Planning
  25. 27. Plan or Fail <ul><li>Success is determined before design </li></ul><ul><li>Planning constructs the blueprint for ongoing management </li></ul><ul><li>Failure to develop an integrated plan can ensure failure </li></ul>
  26. 28. Perspective <ul><li>1/3 of IT projects exceed budgets and schedules by almost 100% in small to mid-size companies (Gartner) </li></ul>
  27. 29. Death <ul><li>Death is often slow, but not without extracting significant time, money and jobs </li></ul><ul><li>One prominent financial services firm purchased a content management system for $1.5M </li></ul><ul><li>Despite examining 12 different vendors the chosen solution: </li></ul><ul><ul><li>limited the number of publishers, pages, proved unstable and made real-time publishing prohibitive </li></ul></ul><ul><li>One year after implementation, it was scrapped </li></ul>
  28. 30. Planning Deliverables <ul><li>Strategic plan </li></ul><ul><li>Governance </li></ul><ul><li>Business case & ROI </li></ul><ul><li>Functional planning </li></ul><ul><li>Information architecture </li></ul><ul><li>Wireframes </li></ul><ul><li>Design </li></ul><ul><li>Content management plan </li></ul><ul><li>Policies </li></ul><ul><li>Marketing plan </li></ul>
  29. 31. Strategic Planning
  30. 32. Strategic planning process <ul><li>Develop: </li></ul><ul><ul><li>Vision or mission statement </li></ul></ul><ul><ul><li>Objectives </li></ul></ul><ul><ul><li>Goals </li></ul></ul><ul><ul><li>Key performance indicators (PKIs or CSIs) </li></ul></ul><ul><li>Create online survey based on S.W.O.T. & company strategic directives </li></ul><ul><li>Stakeholders vote on possible Mission statements, objectives & goals </li></ul><ul><li>Prescient compiles results in PPT workshop </li></ul><ul><li>Workshop is 3 – 4 hours with no more than 6 -8 stakeholders (4-6 is ideal) </li></ul>
  31. 33. Strategic planning process <ul><li>Create online survey based on S.W.O.T. & company strategic directives </li></ul><ul><li>Stakeholders vote on options </li></ul><ul><li>Compile results for workshop discussion </li></ul><ul><li>Workshop is 3 – 4 hours; 6 -8 stakeholders (4-6 is ideal) </li></ul>
  32. 34. Strategic planning survey
  33. 35. Intranet strategic planning survey
  34. 36. Strategic planning workshop <ul><li>Introduce current state of the intranet / website </li></ul><ul><ul><li>Evaluation scores </li></ul></ul><ul><ul><li>Requirements analysis findings </li></ul></ul><ul><li>Create an effective strategy based on </li></ul><ul><ul><li>Current strengths and weaknesses (S.W.) </li></ul></ul><ul><ul><li>Focus on the opportunities (but ensure threats are addressed (O.T.) </li></ul></ul>
  35. 37. ACME intranet weaknesses <ul><li>Search tool </li></ul><ul><li>Too hard to find information </li></ul><ul><li>Navigation; complicated, not intuitive </li></ul><ul><li>Training is scattered across the site </li></ul><ul><li>Phone book search </li></ul><ul><li>Static, irrelevant & out of date content </li></ul><ul><li>Separate log on process; for desktop and intranet (not everyone has SSO), and for other apps. </li></ul><ul><li>Design, page layout </li></ul>
  36. 38. Intranet - Opportunities 8% 12% 12% 17% 17% 21% 25% 29% 38% 58% 67% News ; global in perspective, more industry news Other, please specify HR ; more online self service options – electronic pay stub, vacation day counter, online forms submission More social media ; blogs, wikis, discussion groups Content management ; easier, more consistent Design ; more dynamic, visually appealing, consistent Forms/tools ; online submission, easier to locate Governance ; clear ownership, defined guidelines Content quality ; up to date, relevant, dynamic Information architecture/navigation ; more intuitive, user centric Search ; more relevant results, advanced search options
  37. 39. Key words / phrases for crafting mission <ul><li>INTRANET SHOULD (be) … </li></ul><ul><li>Connect </li></ul><ul><li>Engage </li></ul><ul><li>Business oriented </li></ul><ul><li>Global </li></ul><ul><li>Fun </li></ul><ul><li>Customer focused </li></ul><ul><li>REPRESENT: </li></ul><ul><li>Unity </li></ul><ul><li>Excellence </li></ul><ul><li>Innovative </li></ul><ul><li>Strategy </li></ul><ul><li>Teamwork </li></ul><ul><li>Performance </li></ul><ul><li>Leadership </li></ul><ul><li>Accountability </li></ul><ul><li>Strong leadership </li></ul><ul><li>Respect & Integrity </li></ul><ul><li>Culture change </li></ul><ul><li>Knowledge sharing </li></ul><ul><li>FEATURES: </li></ul><ul><li>Reward and recognition </li></ul><ul><li>Employee communication </li></ul><ul><li>Employee development </li></ul><ul><li>Idea management </li></ul><ul><li>Training </li></ul><ul><li>Feedback </li></ul><ul><li>Dialogue </li></ul><ul><li>Teamwork/collaboration </li></ul><ul><li>Streamline </li></ul><ul><li>Cost savings </li></ul><ul><li>Primary choice for communication </li></ul><ul><li>First-line ambassadors </li></ul><ul><li>Interface (portal) to all services, systems & info </li></ul>
  38. 40. Sample Mission Statements <ul><li>ACME’s intranet transforms the way employees communicate, collaborate and interact globally and locally. </li></ul><ul><li>Our mission is to connect people with the ultimate places to play. </li></ul><ul><li>To improve organizational effectiveness and communications by enabling employees to access timely, relevant information and applications where, when and how they need it. </li></ul>
  39. 41. U.S. Department of Defense
  40. 42. Common navigation, different look-and-feel
  41. 43. Objectives & Goals - Definitions <ul><li>Objectives </li></ul><ul><ul><li>Qualitative </li></ul></ul><ul><ul><li>something worked toward, or striven for </li></ul></ul><ul><ul><li>something toward which effort is directed </li></ul></ul><ul><li>Goals </li></ul><ul><ul><li>Quantitative </li></ul></ul><ul><ul><li>the finish line </li></ul></ul><ul><ul><li>end result of an endeavor/effort </li></ul></ul><ul><ul><li>SMART </li></ul></ul><ul><ul><ul><li>Specific, Measurable, Attainable, Realistic, Time Defined </li></ul></ul></ul>
  42. 44. Sample Objectives – intranet client Important Unimportant 5 4 3 2 1 Objectives 17% 17% 17% 33% 17% 1 1 1 2 1 To standardize look-and-feel & usability across SAS 33% 33% 17% 0% 17% 2 2 1 0 1 To develop a better balance between global and local content 14% 14% 29% 0% 43% 1 1 2 0 3 To increase employee engagement 33% 17% 17% 17% 17% 2 1 1 1 1 To increase employee productivity 0% 14% 14% 57% 14% To improve employee collaboration
  43. 45. Sample Goals 14% Improve stakeholder satisfaction 29% Deliver measured return on investment (ROI) ($_ million) 29% New search engine (and taxonomy) 29% A new navigation schema 43% Ensure all content is regularly reviewed for relevancy 43% Increase readership of key messages 43% Deliver a consistent look and feel across the intranet 43% Increase usability 57% Establish and maintain a strong governance structure 57% Create a simplified system for managing content 57% Improve user satisfaction 71% Improve employee productivity (reduce average clicks)
  44. 46. Key Lessons – Listen, listen, listen <ul><li>Facilitator versus Expert </li></ul><ul><ul><li>Expert in setting up survey & workshop </li></ul></ul><ul><ul><li>Facilitator in workshop </li></ul></ul><ul><ul><li>Stakeholders need to be heard </li></ul></ul><ul><ul><li>Stakeholders needs to make the directives </li></ul></ul><ul><li>More than 7-8 people is unwieldy </li></ul><ul><li>Watch the time and facilitate… </li></ul><ul><ul><li>“ Now we only have an hour left so how do you want to proceed…? </li></ul></ul><ul><ul><li>“ Do you want me to me an aggressive time-keeper or allow free discussion…?” </li></ul></ul>
  45. 47. Cognos Web marketing funnel Increase topline traffic into the site… People click on an offer… People complete the offer form… BDRs pick up the lead, and sales turns it into a deal. Source: Web Marketing results, whether 1.0 or 2.0, John Blackmore, Cognos – April 2008 View Monthly uniques Complete $ $ Pipe
  46. 48. Results – Cognos Lead Pipeline 161,000 Monthly unique traffic 34,336 (20.2%) # viewing lead form 16,304 (9.6%) # completing lead form $7,500,000 $$ pipe/month 2007 Monthly average Source: Web Marketing results, whether 1.0 or 2.0, John Blackmore, Cognos – April 2008 View Monthly uniques Complete $ $ Pipe
  47. 49. What drives our decisions <ul><li>What are you trying to do? </li></ul><ul><li>Engage in marketing battles you can win. </li></ul><ul><li>Low hanging fruit first. </li></ul><ul><li>No focus. No excellence. </li></ul><ul><li>Test. Measure. Change. Repeat. </li></ul>Five Principles Web marketing funnel + Source: Web Marketing results, whether 1.0 or 2.0, John Blackmore, Cognos – April 2008 View Monthly uniques Comp. $ $ Pipe
  48. 50. Case study: Homepage evolution 2002: No offers on the page.    X X Source: Web Marketing results, whether 1.0 or 2.0, John Blackmore, Cognos – April 2008
  49. 51. …To this 2006 Offers, and a lot of “me” X X X X Source: Web Marketing results, whether 1.0 or 2.0, John Blackmore, Cognos – April 2008
  50. 52. …and constant evolution Today… Confirm they’re in the right spot. Go where they want. Get the lead Source: Web Marketing results, whether 1.0 or 2.0, John Blackmore, Cognos – April 2008
  51. 53. Inside Source: Web Marketing results, whether 1.0 or 2.0, John Blackmore, Cognos – April 2008
  52. 54. Pipeline, bottom of the page Source: Web Marketing results, whether 1.0 or 2.0, John Blackmore, Cognos – April 2008
  53. 55. Case study: Forms 2006 Source: Web Marketing results, whether 1.0 or 2.0, John Blackmore, Cognos – April 2008
  54. 56. Using PPC learning… Source: Web Marketing results, whether 1.0 or 2.0, John Blackmore, Cognos – April 2008
  55. 57. Case study: New media <ul><li>RadioCognos podcasts </li></ul><ul><ul><li>30-minute show every 6 weeks </li></ul></ul><ul><ul><li>60,000 RSS subscribers </li></ul></ul><ul><ul><li>16,000 RSS views </li></ul></ul><ul><ul><li>2,000 episode downloads </li></ul></ul><ul><li>Why? </li></ul><ul><ul><li>Reuse newsletter content </li></ul></ul><ul><ul><li>First mover into tactic </li></ul></ul><ul><ul><li>New media to increase traffic </li></ul></ul><ul><ul><li>Reach new people with new medium </li></ul></ul><ul><ul><li>SEO goodness (transcripts) </li></ul></ul><ul><ul><li>“ Blog food” offers for bloggers </li></ul></ul>Source: Web Marketing results, whether 1.0 or 2.0, John Blackmore, Cognos – April 2008
  56. 58. Cognos Newsletter <ul><li>Community of readers, a base to grow, metrics </li></ul><ul><li>Marketing vehicle to promote items </li></ul><ul><li>Search engine food </li></ul><ul><li>Content to be re-leveraged (podcasts, bundled collateral, RSS) </li></ul><ul><li>Reason to issue SEO press releases (along with your pods) </li></ul>36,000 subscribers 30% open rate 8.5% CTR
  57. 59. Not so good
  58. 60. Evolution
  59. 61. Case study: Organic search + SEO #4 March 6, 2008 1/3 of Web users see high search rankings = market leadership
  60. 64. CMS Case study: Fidelity Investments
  61. 65. What is a CMS? <ul><li>A Content Management System (CMS) is a database technology used to publish and manage online content on a website without programming expertise </li></ul><ul><li>Content is published using templates or wizards </li></ul><ul><li>Effective content management requires </li></ul><ul><ul><li>Defined processes and rules </li></ul></ul><ul><ul><li>Supporting technology (CMS) </li></ul></ul><ul><ul><li>Individuals that understand both of the above </li></ul></ul>
  62. 66. CMS Principles <ul><li>Create & publish content in a timely manner </li></ul><ul><li>Reduce the cost of publishing content </li></ul><ul><li>Organize content to support work processes </li></ul><ul><li>Define roles and responsibilities for managing content </li></ul><ul><li>Develop policies to guide content development/contribution and management </li></ul><ul><li>Can use one tool to publish information across different site types and platforms (Internet, intranet and extranet) </li></ul>
  63. 67. (Personalized) Presentation Publishing Revision Management Authoring Editing Content Management Core Functions <ul><li>Document management (html, doc, gif, pdf, etc.) </li></ul><ul><ul><li>creation (separation of content from style) </li></ul></ul><ul><ul><li>editing </li></ul></ul><ul><ul><li>revision tracking </li></ul></ul><ul><ul><li>workflow (author, editor, approver, publisher) </li></ul></ul>*source: Fidelity ETAD <ul><li>Content delivery / presentation </li></ul><ul><ul><li>static v. dynamic delivery </li></ul></ul><ul><li>Personalization </li></ul><ul><ul><li>customization by user (portal) </li></ul></ul><ul><ul><li>adaptation to user </li></ul></ul><ul><li>Syndication </li></ul><ul><li>Content deployment / publishing </li></ul><ul><ul><li>easy & consistent site update </li></ul></ul><ul><ul><li>scheduled updates </li></ul></ul><ul><ul><li>content expiration </li></ul></ul>
  64. 68. Traditional Way: The Content Mgmt Way: <ul><li>Requires technical and design expertise to Operate a site </li></ul><ul><li>Making changes to large site becomes an impossible task </li></ul><ul><li>Not very searchable </li></ul><ul><li>Separates Content From Design </li></ul><ul><li>Allows Non-Technical staff to Maintain Content </li></ul><ul><li>Streamlines Operations with Workflow Mgmt & Content Scheduling </li></ul>*source: Fidelity ETAD
  65. 69. Page Components <ul><ul><li>text </li></ul></ul><ul><ul><li>graphic </li></ul></ul><ul><ul><li>table </li></ul></ul><ul><ul><li>reference </li></ul></ul>*source: Fidelity ETAD Assembled in the browser
  66. 70. 10,000 files total... 3,000 “Good” files... Fidelity: Intranet Content Audit Source: FICL, Developing and Benchmarking Your Intranet - May 24, 2001
  67. 71. Why it is Critical: Fidelity - Enterprise Information Architecture *source: FeB <ul><li>Blueprint for the “House” </li></ul><ul><li>User-Centered rather than Organization-Centered </li></ul><ul><li>Greater Efficiency in Adding New Content (less time arguing about where things go) </li></ul>Before... After...
  68. 72. Fidelity: inSite Evolution Source: FICL, Developing and Benchmarking Your Intranet - May 24, 2001 0
  69. 73. <ul><li>Project Core Team </li></ul><ul><li>Web Designer, Systems Analyst, Web Administrator, Technical Analyst </li></ul><ul><li>Business Leader, Business Analyst, Project Coordinator (UAT, Training) </li></ul><ul><li>Extended Project Team </li></ul><ul><li>Information Designer </li></ul><ul><li>60 End-User Focus Group Participants </li></ul><ul><li>80 Content Migration Publishers </li></ul><ul><li>Project Steering Committee </li></ul><ul><li>9 months - Analysis to Launch </li></ul>inSite Redesign Project Source: FICL, Developing and Benchmarking Your Intranet - May 24, 2001
  70. 74. Information Architecture
  71. 75. High Level Information Architecture Privacy Incident Reporting Power of Attorney Charities and Giving Testimonials and Videos Corporate Performance Organization Charts Financial Reporting Mission and Values Quick Facts and Figures Corporate Structure Executive Team About Us Facilities Management External Resources Onboarding Business Continuity Planning Rewards and Recognition Manager’s Corner My Workplace Incentives and Perks My Pension My Pay My Benefits Careers Learning and Development Employee Resources By Corporate Function By Functional Unit By Business Unit By Role A-Z Index By Topic Job Aids and Tools Intranet Publishing Help Internal Resources Content Management Support FAQs Intranet FAQs Privacy Incident Reporting Emergency Procedures Product Information Other Help Tech Tips and Application Guides Password Resets Glossaries Templates <ul><li>Enterprise News </li></ul><ul><li>Bulletins </li></ul><ul><li>Employee/ </li></ul><ul><li>HR Updates </li></ul><ul><li>Enterprise Project Updates </li></ul><ul><li>RBC Dexia Trust Updates </li></ul><ul><li>Community News </li></ul><ul><li>Advertising Campaigns </li></ul><ul><li>Corporate Event Details </li></ul><ul><li>Rewards and Recognition </li></ul><ul><li>External Media Releases </li></ul><ul><li>On the Move </li></ul><ul><li>Compliance Network Newsflashes </li></ul><ul><li>Risk & Analytics Newsflash </li></ul><ul><li>New client wins </li></ul><ul><li>RBC Dexia in the News </li></ul>Tech Help Desk Branding Forms Archives * (subcategories below) Intranet Orientation Acronyms Policies and Procedures Daily News Help Reference Policies, Forms and Templates News
  72. 77. Wireframes
  73. 78. Wireframe – home page Global Navigation Header: logo, employee directory, site map, search, contact us, feedback, Page functions (printer friendly, font toggle, email this page,) Enterprise News and enterprise project updates Feature Area 1 Footer I want to …(drop down menu) Functional Units Drop down menu Corporate Events Calendar Today’s Listings and Link New Client Wins Quick Links Quick Poll Applications Daily news headers for: Employee Updates, Client Updates, HR updates, Bulletins, Community News, Employee Recognition, On the Move, new Compliance newsflashes, new Risk and Analytic newslfashes, RBC Dexia in the News, and other news Business Units Drop down menu Promotional Banner Time Zone Clocks and International Holiday Calendar SnapShot of the Day Employee snapshots File an expense claim Get a vacation request form File a medical claim File a dental claim Update my profile Find organization charts Recognize a employee Call the help desk Reset my password Order new business cards Order marketing materials RBC Links and Partners About Us I Employee Central I News I Policies, Forms & Templates I Job Aids & Tools I Reference I Help
  74. 79. Content Management Plan
  75. 80. Content Management <ul><li>Content management is simply defined as the means by which content is created, stored, accessed and reused to accomplish corporate goals. </li></ul><ul><li>The hallmark of a good content management system is an easy-to-use web interface that allows non-technical employees the ability to create, edit and publish pages without any programming or technical training. </li></ul>
  76. 81. Template Requirements <ul><li>Templates will need to be built for all page types within intranet. </li></ul><ul><ul><li>Home page </li></ul></ul><ul><ul><li>Channel Page </li></ul></ul><ul><ul><li>News </li></ul></ul><ul><ul><li>Contact/Location information </li></ul></ul><ul><ul><li>Organizational Charts </li></ul></ul><ul><ul><li>Speciality pages: i.e. – IT, HR, Sales… </li></ul></ul><ul><ul><li>Search </li></ul></ul><ul><ul><li>Search Results </li></ul></ul><ul><ul><li>Directories </li></ul></ul><ul><ul><li>… </li></ul></ul><ul><li>Templates must include the standard global banner and footer components. </li></ul><ul><li>Templates must be unalterable by content owners. </li></ul>
  77. 82. CM Plan <ul><li>Includes high-level recommendations for: </li></ul><ul><ul><li>Creating and managing content </li></ul></ul><ul><ul><li>Content and broadcast e-mail policies </li></ul></ul><ul><ul><li>Customization and Personalization </li></ul></ul><ul><ul><li>Requirement recommendations for a content management system </li></ul></ul><ul><ul><li>Content workflow recommendations </li></ul></ul>
  78. 83. Content Audit <ul><li>The content audit is used to: </li></ul><ul><ul><li>populate the new Information Architecture. </li></ul></ul><ul><ul><li>determine what content needs to be saved and/or updated, and more importantly, what content needs to be purged. </li></ul></ul><ul><ul><li>identify new content that needs to be developed. </li></ul></ul>
  79. 84. Content relevancy <ul><li>All data should have a shelf life of no more than 6 – 12 months (that is, the content is archived or a notice is sent to the owner to update the content via CMS workflow). </li></ul><ul><li>Existing content that will be used on the website needs to be mapped, and in some cases converted. </li></ul><ul><li>All content needs to have an owner whom is responsible for ensuring the data is ready to be posted/converted as per the plan. </li></ul>
  80. 85. Taxonomy <ul><li>Implement a complete corporate taxonomy guided by business and function need for: </li></ul><ul><ul><li>storing, cataloguing and ‘tagging’ content </li></ul></ul><ul><li>Establishing a taxonomy “rule book” will ensure effective meta tagging and content categorization by all publishers. </li></ul><ul><li>The taxonomy should mirror the Information Architecture and vice versa. </li></ul><ul><li>All content pages should be tagged according to the taxonomy defined. For example: </li></ul><ul><ul><li>CEO’s Page keywords: CEO Name, Chairman Management Board , Chief Executive Officer, senior executive, view from the top, engagement survey, etc…. </li></ul></ul>
  81. 86. Documents <ul><li>Whenever possible smaller, less detailed documents (pdf’s, word, etc) should be converted to html. </li></ul><ul><li>CMS should accommodate a simple cut and paste from a PDF/Word (and clean tags from MS-Word) </li></ul><ul><li>CMS should also be able to support corporate documents with: </li></ul><ul><ul><li>Title </li></ul></ul><ul><ul><li>one paragraph explanation </li></ul></ul><ul><ul><li>Link </li></ul></ul><ul><ul><li>size of file </li></ul></ul><ul><ul><li>icon to indicate file type </li></ul></ul><ul><li>The new CMS will need to index documents allowing them to be searched. </li></ul>
  82. 88. Document Notification <ul><li>Allow general users of the site to subscribe/ unsubscribe to document updates on the site </li></ul><ul><li>Upon subscribing, users will receive a notification when the document changes </li></ul><ul><li>Users are notified via e-mail or on screen alerts </li></ul><ul><li>Automatic updates to “What’s new” </li></ul>
  83. 89. Email Guidelines & Policy <ul><li>Eliminate broadcast bulletins except for urgent, actionable/time sensitive or mission-critical communications. </li></ul><ul><li>Limit broadcast email usage (Project Manager, Senior Managers, Executives and 1 or 2 backups). </li></ul><ul><li>Outline proper usage and treatment of emails </li></ul><ul><ul><li>Use of attachments and distribution lists. </li></ul></ul><ul><ul><li>Subject line formatting. </li></ul></ul><ul><ul><li>Use of To:, cc:, bcc: </li></ul></ul><ul><li>Drive traffic </li></ul><ul><ul><li>Perhaps by initially using a bi-weekly e-newsletter that links users to news headlines, etc </li></ul></ul><ul><ul><li>Educate on basic email etiquette </li></ul></ul>
  84. 90. Collaboration <ul><li>A new CMS could provide “project room” functionality. </li></ul><ul><ul><li>These can be set up for virtually any team effort purpose. </li></ul></ul><ul><li>Functionality available with Team Rooms: </li></ul><ul><ul><li>Asynchronous Collaboration: tasks, discussions, feedback, rating, comments. </li></ul></ul><ul><ul><li>Team Management: calendar, scheduling, email. </li></ul></ul><ul><ul><li>Real-time Collaboration: instant messaging, application sharing. </li></ul></ul><ul><ul><li>Privacy: ID and password access. </li></ul></ul><ul><li>Specific templates can be used for different collaborative efforts. </li></ul>
  85. 91. Customization and Personalization <ul><li>Quick links on home page. </li></ul><ul><li>Selections within Employee Dashboard view. </li></ul><ul><li>Single sign on providing access to all systems. </li></ul><ul><li>Users from different geographies will see customized views of the home page, such as: </li></ul><ul><ul><li>Local weather. </li></ul></ul><ul><ul><li>Local language (if available). </li></ul></ul><ul><ul><li>Default home page quick links specific to geography. </li></ul></ul><ul><ul><li>HR information. </li></ul></ul><ul><ul><li>… </li></ul></ul>
  86. 92. Content Workflow - Sample <ul><li>It is recommended that 3 levels of content workflow utilized for initially, with ultimate control residing with the Project Manager for the home page. </li></ul><ul><li>Sub-sections, project pages, etc may not need the Project Manager. </li></ul><ul><li>Wiki, blog, collaboration and similar type content will not require Project Manager approval. </li></ul><ul><li>Project Manager approval process can be lessened (to a certain extent) once the new standards have been successfully established. </li></ul>Site Owner (i.e. Department pages) Project Manager Site Owner (i.e. Forms) Authors Etc. Authors Authors Authors
  87. 93. Sample Content Workflow
  88. 94. Search Engine Optimization
  89. 95. SEO <ul><li>Search is a sales tool </li></ul><ul><li>Being found = $$$ </li></ul><ul><li>SEO is the process of increasing your rankings </li></ul><ul><ul><li>62% of users click on first page search results </li></ul></ul><ul><ul><li>90% clicking on results from the first three pages of returns </li></ul></ul><ul><ul><li>87% of results clicked on were from the organic (non paid) </li></ul></ul>
  90. 96. 10 billion searches per month (Dec 07)
  91. 97. Traffic comes from scratch <ul><li>56% of users use a search engine on any given day </li></ul><ul><li>54% of searchers only view the first page of results (comScore) </li></ul><ul><li>In unaided recall, the top three search listings outperformed banners and tiles by three to one (ND Group) </li></ul><ul><li>55% of participants' online purchases originated on sites found through search listings, compared to 9% from sites originating from banner ads (ND Group) </li></ul>
  92. 99. Traffic comes from scratch <ul><li>35.66% of visits from Google searches </li></ul><ul><li>21.63% of visits from direct </li></ul><ul><li>18.17% of visits referred from intranetblog </li></ul><ul><li>Google the word “intranet” : </li></ul><ul><ul><li>IntranetBlog.com has moved from a ranking of 44 at the start of last year to 13… </li></ul></ul><ul><ul><li>Prescient’s ranking has improved </li></ul></ul>
  93. 100. Blog drives traffic AND rankings
  94. 101. Top rankings = Credibility / Leadership <ul><ul><li>“… users ascribe industry leadership to those brands within top results, and believe them to be leaders in their fields given their placement in the results” according to Robert Murray, President, iProspect </li></ul></ul>
  95. 102. Paid Search vs. Organic © 2007 Prescient Digital Media, confidential
  96. 103. Google AdWords © 2007 Prescient Digital Media, confidential
  97. 104. 6 critical criteria <ul><li>URL </li></ul><ul><li>Page title </li></ul><ul><li>Content </li></ul><ul><li>Design </li></ul><ul><li>Links </li></ul><ul><li>Age </li></ul><ul><li>Neighbourhood </li></ul>
  98. 105. URL <ul><li>URL </li></ul><ul><li>Page title </li></ul><ul><li>Content </li></ul><ul><li>Design </li></ul><ul><li>Links </li></ul><ul><li>Age </li></ul><ul><li>Neighbourhood </li></ul>
  99. 106. Page Title
  100. 107. URL
  101. 108. Content
  102. 109. Design
  103. 110. Design
  104. 111. Links
  105. 112. Links
  106. 113. SEO Tips <ul><li>8 second test – have someone view page for 8 seconds then ask them what the site is about </li></ul><ul><li>Page titles should be between 40-69 characters </li></ul><ul><li>Write about 250 words per page which will enhance search engines’ efforts to index </li></ul><ul><li>Be more specific in writing your headings (e.g. not “Our Office” but “Our Hanoi Consulting Office”) </li></ul><ul><li>Create an information architecture that includes key words </li></ul><ul><li>Have user friendly URLs (ideally the url should be easy to remember and reference) </li></ul>
  107. 114. SEO Tips <ul><li>www.timelife.com/vietnam </li></ul><ul><li>http://www.timelife.com/webapp/wcs/stores/servlet/ProductDisplay?catalogId=10001&storeId=1001&langId=-1&productId=47001 </li></ul>
  108. 115. SEO Tips <ul><li>Have keywords in main body content and throughout the site – top to bottom; in headlines and sub-headings; in call to action links </li></ul><ul><li>Have 10 phrases for your site, each phrase should have two or more words </li></ul><ul><li>Build content for those key phrases </li></ul>
  109. 116. SEO Tips
  110. 117. SEO Tips <ul><li>IA should include key words </li></ul><ul><li>8 second impression </li></ul><ul><li>Title tag (40-69 characters) </li></ul><ul><li>Friendly URLs </li></ul><ul><li>Page length (250 words) </li></ul><ul><li>Headings – be specific </li></ul><ul><li>Keywords – not just tags </li></ul><ul><li>Key phrases (10) </li></ul><ul><li>Links in context (no “click here”) </li></ul><ul><li>Test with your search engine </li></ul>© 2007 Prescient Digital Media, confidential
  111. 118. Keywords <ul><li>Density – the amount of keywords on a page </li></ul><ul><li>Placement – where the keywords are on a page </li></ul><ul><li>Plural vs.. singular </li></ul><ul><li>Lower case </li></ul><ul><li>Use in domain name (URL) and file names </li></ul><ul><li>Keyword vs. phrase inputted into search engines </li></ul><ul><ul><li>1 word – 19.02% </li></ul></ul><ul><ul><li>2 words – 32.58% </li></ul></ul><ul><ul><li>3 words – 25.61% </li></ul></ul><ul><ul><li>4 words – 12.83% </li></ul></ul>© 2007 Prescient Digital Media, confidential http://www.onestat.com/
  112. 119. Keywords <ul><li>Don’t </li></ul><ul><ul><li>Use your competitor’s name in your keywords </li></ul></ul><ul><ul><li>Use common misspellings in your keywords* </li></ul></ul><ul><ul><li>Use “hidden” words </li></ul></ul>© 2007 Prescient Digital Media, confidential
  113. 120. Linking Strategy <ul><li>List logical, affiliates etc. who would link to you </li></ul><ul><li>Find out who is linking to your competitors </li></ul><ul><ul><li>www.linkpopularitycheck.com </li></ul></ul><ul><li>Search on your keywords and find sites that are not competitors that might link to you </li></ul><ul><li>Send reciprocal link requests </li></ul><ul><li>Offer free content </li></ul><ul><li>Submit to search engines </li></ul>© 2007 Prescient Digital Media, confidential
  114. 121. Avoid <ul><li>Having hidden text or creating links that can be seen by search engines but not by users </li></ul><ul><li>Participate in link exchanges for the sole purpose of increasing ranking </li></ul><ul><li>Send automated queries to Google to monitor your site's ranking </li></ul><ul><li>Use programs that generate lots of generic doorway pages </li></ul>© 2007 Prescient Digital Media, confidential
  115. 122. Catchy but not misinterpreted… <ul><li>&quot;Who Represents&quot; is where you can find the name of the agent that represents any celebrity. Their Web site is </li></ul><ul><li>www.whorepresents.com </li></ul><ul><li>Experts Exchange is a knowledge base where programmers can exchange advice and views a t </li></ul><ul><li>www.expertsexchange.com </li></ul><ul><li>Looking for a pen? Look no further than Pen Island at </li></ul><ul><li>www.penisland.net </li></ul><ul><li>Need a therapist? Try Therapist Finder at </li></ul><ul><li>www.therapistfinder.com </li></ul>© 2007 Prescient Digital Media, confidential
  116. 123. Exercise
  117. 124. Keyword phrases Write 10 keyword phrases for your site © 2007 Prescient Digital Media, confidential
  118. 125. Business Case
  119. 126. Business case process <ul><li>Employee productivity survey </li></ul><ul><li>Host ROI workshop </li></ul><ul><ul><li>Introduce ROI concept & examples </li></ul></ul><ul><ul><li>Introduce ROI matrix </li></ul></ul><ul><ul><li>Identify 8 – 12 specific, measurable benefits </li></ul></ul><ul><ul><li>Assign measures for team (homework) </li></ul></ul><ul><li>Create business case in XLS template </li></ul><ul><li>Summarize in the blueprint </li></ul><ul><ul><li>RECENT EXAMPLES AS TEMPLATES: </li></ul></ul><ul><ul><ul><li>Schneider workshop PPT </li></ul></ul></ul><ul><ul><ul><li>HSBC North America business case </li></ul></ul></ul>
  120. 127. Cognos business case <ul><li>Examples </li></ul><ul><ul><li>Pipeline (measured by dollars) </li></ul></ul><ul><ul><li>Revenue (ecommerce channel) </li></ul></ul><ul><ul><li>Sales acceleration (measured by activities & dollars) </li></ul></ul><ul><ul><li>Case deflection (resolved cases/ cases unlogged) </li></ul></ul><ul><ul><li>Online self service (actions completed) </li></ul></ul><ul><ul><li>Engagement (Posts, visits, open rates, click throughs, mentions) </li></ul></ul>
  121. 128. Results – Cognos Lead Pipeline 161,000 Monthly unique traffic 34,336 (20.2%) # viewing lead form 16,304 (9.6%) # completing lead form $7,500,000 $$ pipe/month 2007 Monthly average Source: Web Marketing results, whether 1.0 or 2.0, John Blackmore, Cognos – April 2008 View Monthly uniques Complete $ $ Pipe
  122. 129. More than ROI <ul><li>Usage and value: 80% of IBM employees access the intranet daily </li></ul><ul><li>Workforce enablement: 68% view the intranet as crucial to their jobs </li></ul><ul><li>Employee retention: 52% are more satisfied to be an IBM employee because of information obtained on w3 </li></ul>
  123. 130. Key Elements <ul><li>Purpose </li></ul><ul><li>Problems solved </li></ul><ul><li>Potential benefits </li></ul><ul><li>Cost / benefits analysis </li></ul><ul><ul><li>Cost of solution </li></ul></ul><ul><ul><li>Hard benefits </li></ul></ul><ul><ul><li>Soft benefits </li></ul></ul><ul><li>Other benefits and metrics </li></ul><ul><li>Solution overview </li></ul><ul><li>Complexity matrix </li></ul><ul><li>Opportunity cost (pros / cons) </li></ul>
  124. 131. Prescient’s Portal Magic Quadrant
  125. 132. Bank A - Benefits <ul><li>Provide a single intranet platform for all intranets and rationalize other platforms and technologies </li></ul><ul><li>ACME Portal leverages the existing investment in ACME infrastructure & conforms to the new global standard </li></ul><ul><li>Reduces current intranet staffing / operating costs </li></ul><ul><li>Improves information access and retrieval / increases employee productivity </li></ul><ul><li>Increase sales by providing lead referrals and customer tracking, sales and support </li></ul><ul><li>Increased employee engagement and satisfaction (increased satisfaction decreases retention and recruitment costs) </li></ul>
  126. 133. Business Case Lessons <ul><li>Success largely depends largely on client ability to measure current costs </li></ul><ul><li>First establish current baseline costs, then ROI estimates follow using benchmarks </li></ul><ul><li>ROI is all about “selling the benefit” </li></ul><ul><li>Put on your sales hats </li></ul><ul><li>Measure all you can – let management decide later what works & doesn’t </li></ul><ul><li>Be aggressive in measurement & estimates </li></ul>
  127. 134. Final lessons on planning <ul><li>Know & document the business requirements </li></ul><ul><li>Know & document user requirements </li></ul><ul><li>Know & document best practices </li></ul><ul><li>Develop a detailed plan starting at the top with the mission statement, and work your way down: </li></ul><ul><ul><li>Objectives & Goals </li></ul></ul><ul><ul><li>Key performance Indicators </li></ul></ul><ul><ul><li>Business Case </li></ul></ul><ul><ul><li>Functional Plan </li></ul></ul><ul><ul><li>Information Architecture </li></ul></ul><ul><ul><li>Etc. </li></ul></ul>
  128. 135. Questions? Toby Ward President [email_address] 416.986.2226 www.PrescientDigital.com www.IntranetBlog.com (Summary version only, please contact Prescient to see the full version as a webinar – 416.986.2226)