Galland.be Some publica9ons 7 My “one company, one image” branding case, realized as Global Director Marke=ng of the Barco Group (1996-‐2008) in “Marke=ng Management – De essen=e” Philip Kotler, Kevin Lane Keller, Henry Robben, Maggie Geuens, 2010 My vision on marke=ng and branding today, as Managing Director of Galland.be (2009-‐today), with emphasis on the importance of customer centricity and word of mouth in STIMA Marke=ng Jaarboek 2012
Galland.be rules of thumb for an online strategy that works 8
Galland.be Websites in 2013 § A website is a means, not an end § The “business card”-‐ internet era is over § A successful website “connects” with its visitors
Galland.be Our Mission Our mission is to exploit technical innova=ons for the beneﬁt of AT&T and its customers by implemen=ng next-‐genera=on technologies and network advancements in AT&Ts services and opera=ons.
Galland.be 11 11 Your Website 2.0 Your Website 1.0 Your Virtual Company
Galland.be Without having a goal it’s diﬃcult to score
Galland.be Galland.be “Your vision of where or who you want to be, is the greatest asset you have. Without having a goal, it’s diﬃcult to score” Paul Arden
Galland.be 15 Would you consider building a house without explaining your goal to the architect?
Galland.be Company strategy Company Iden9ty Vision Mission Values Strategy how what who
Galland.be Start from your business objec9ves § To be relevant and successful, your website needs to be in line with your business objec9ves. § These objec=ves need to be translated into valuable on-‐line objec9ves § Know your stakeholders and understand what really ma_ers to them.
Galland.be Online strategy Company strategy Online strategy Your website
Galland.be Goals for your website § Increase brand awareness? § A_ract new visitors? § Increase sales? § Facilitate doing business with your company? § Support? § Startup new business segments? § Co-‐crea=ng with customers? § ….
Galland.be A website is always part of a larger experience
Galland.be An integrated experience § A website never stands alone § It is part of a larger en=ty § A website should be integrated with your oﬄine and online communica=on strategy
Galland.be Maybe nobody is visiAng your site, because it is about you!
Galland.be Galland.be 24 “A website is like a mirror: if it doesn’t reﬂect your customer’s needs, it’s broken.” Galland.be
Galland.be You don’t need a website for yourself. You need it for others.
Galland.be “NOT about you” § Make sure the content of your website is “relevant” for your audience § Be empha=c and start from objec=ves, tasks and informa=on needs from your visitors § Ban company-‐centric thinking based on company structures, departments or divisions
Galland.be Web content § Always up-‐to-‐date § Simple, short and relevant language, adapted for screen reading § Illustrate with visuals, video, anima=ons, applica=ons § Allow visitors to personalize content and only show the most relevant informa=on out of the huge amount of available informa=on § Hyperlink, hyperlink, hyperlink
Galland.be 17 May 2013 17 May 2013 Consistency is queen
Galland.be Galland.be 41 “If the user can’t use it, it does not work.” Susan Dray
Galland.be Content needs structure § Bring structure to your content § Target group-‐ en task-‐driven § Don’t expect your site to be a linear experience § Think in scenarios § Usability § Evaluate your content structure § Adapt content for web purposes, while keeping messages consistent
Galland.be Galland.be “I hear and I forget. I see and I remember. I do and I understand.” Confucius
Galland.be Be engaging and collabora9ve 58 § Involve consumers emo=onally and show your site is all about them § Let consumers exchange ideas and experiences with your brand. Everything about the brand is open and freely available to all anyway (open source marke=ng) § Let them rate your products, let them tell about their experiences of using your products, let them invite more friends online § Have plug-‐ins at social network websites allowing them to share and discuss § And reward them.
Galland.be Galland.be “Be the plaNorm, not the middleman.” Galland.be
Galland.be Be a plaWorm § The value of a plajorm resides in the quality of the interac=on of its users § The return for an organiza=on is to be found in the collected “customer” insights from the users and the value created by integra=on with a plajorm § Open plajorms are olen more successful
Galland.be Usability § Do not ignore or deviate from exis=ng internet conven9ons if not needed (e.g. to test your crea=ve genius). § Only deviate from the norm when you can really create added value for your visitors § Your visitors spend more =me on other websites than yours anyway. You’d be_er beneﬁt from the habits they acquire on other sites to make your site more intui9ve for them
Galland.be Internet is the norm § How are others doing in your industry? § Use standardized terminology wherever possible § Speak the “language of your customers” § Avoid excessive marke=ng talk or buzz words
Galland.be Nobody ever got ﬁred for implemenAng a navigaAon bar that works (like IBM)
Galland.be What does not exist on Google, does not exist…
Galland.be Search engines § What does not exist on Google*, does not exist... § Make sure your site is “accessible” for search engines § If required, use search engine adver=sing to support this *Also check Yahoo, Baido, Yandex, etc..
Galland.be Op9mize for people not engines 84 § Search engines like Google are more and more taking into account how people behave § Click behaviour § Search behaviour § On-‐line recommenda=ons § Social relevance of people § This will change SEO as we know it. § People love visuals (images, video,..) § People use the most advanced stemming and context algorithms
Galland.be Galland.be 85 Content “liked” by people will be king in the years to come
Galland.be Confusius Every page is a home page!
Galland.be Every page is a homepage § About 45% of your traﬃc is not entering via your homepage § A large part of your visitors ﬁnds your website via search engines or recommenda=ons on social media networks § Make sure important content can be easily reached from every page on your website
Galland.be Galland.be 93 “Social media is not a strategy. Social media are media to help you to listen to others, to learn from others, and to publish and share content in a social (for everyone) way” Ann Galland May 17, 2013
Galland.be Start with listening… 94 § With social media, the internet is no longer about technology, but about people. § It’s no longer about understanding and implemen=ng technology but about understanding people. § It’s no longer about pretending your are good, but about oﬀering a true-‐genuine experience as an organisa=on.
Galland.be Social media § An increasing amount of all website traﬃc is driven by social networking sites (= people) § Today visuals & video are s=ll “poorly” indexed by search engines, but on the other hand, they are remembered very well by people (= social media)
Galland.be A conversa9on culture 101 § Go where your customers are § Don’t start shou=ng, only par=cipate in a conversa=on in case you can contribute, and never a_end par=es in case you are not invited. § Make sure your social media strategy ﬁts your company culture and create your own conversa=on culture by doing so.
Galland.be Galland.be “Must be done is the parent of many bad measures” Daniel Webster
Galland.be Measure, learn and improve § Analyzing the behavior of your visitors allows you to iden=fy what is working and what is not § Watch out for “chicken & egg” interpreta=ons and assump=ons, as you can only measure what happened and never what did not happen § Use site-‐search as a source of informa=on § iden=fy usability issues and missing content
Galland.be Measure & analyze § Web analy=cs enable you to iden=fy what is working and what is not. § “Visitors are always right” § “Do not ﬁx what is not broken” Content Performance Traﬃc sources
Galland.be Start now & improve tomorrow 112 § Given the nature of the internet technology, it is fairly easy to create now and improve tomorrow. Keep your development cycles as short as possible, but plan for the future. § A/B tes=ng allows you to evaluate diﬀerent design op=ons in the process of upda=ng a website.
Galland.be Let’s have a look at your websites… 113
Galland.be So, if you s9ll want to be in business by 2020, here’s the summary of what to do for your online strategy: 114
Galland.be Online strategy summarized 115 1. Without having a goal, it’s diﬃcult to score 2. A website never is a stand-‐alone given. It always is part of a larger experience 3. Maybe nobody goes to your website because it’s about you 4. Content is king 5. Consistency is queen 6. Create an interac=ve experience 7. Be a plajorm 8. Internet is the norm: users spend most of their =me on other websites 9. What does not exist on Google, does not exist… 10. Every page is a Homepage 11. Start with listening 12. Contribute to the conversa=on 13. Visitors are always right 14. Do not ﬁx what is not broken 15. Think big, start small, scale fast
Galland.be Some free tools § Google h_p://www.google.com § Google Analy=cs h_p://www.google.com/analy=cs/ § Google Webmaster Tools h_ps://www.google.com/webmasters/tools/ § Alexa Ranking h_p://www.alexa.com/ § Google Trends h_p://www.google.com/trends § Internet Archive: Wayback Machine h_p://www.archive.org/ § Keyword Spy § www.keywordspy.com § Social media § h_p://hootsuite.com/ § h_p://www.tweetdeck.com/ § h_p://en.men=on.net § h_p://www.Il_.com § h_p://search.twi_er.com/ § h_p://www.twazzup.com § h_p://www.socialmen=on.com/ § Newsle_er tools § h_p://www.mailchimp.com 116
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