Webpresentation Mountain View


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A web presentation at Mountain View in 2007 about a web-redesign and team effort at Pinnacle System

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Webpresentation Mountain View

  1. 1. Sandra Paul, Global Web producer Meeting November 2007 California, Mountain View
  2. 2. Agenda <ul><li>Who I am </li></ul><ul><li>My role </li></ul><ul><li>Analysis of past experience </li></ul><ul><li>Summary of daily activity - Process </li></ul><ul><li>Analytic </li></ul><ul><li>Translation Process </li></ul><ul><li>Web Redesign </li></ul><ul><li>How to improve our way to work (Team building) </li></ul>
  3. 3. Who I am <ul><li>In Web business since 8 years </li></ul><ul><li>Was the Web projects Manager in a French Food industry at European level www.sodebo.fr and www.thomas-coville.com </li></ul><ul><ul><li>Manage content partners, contributors for translations. Key contact of web production (web development, flash animations and ad banners). </li></ul></ul><ul><ul><li>Budget (50KE) </li></ul></ul><ul><ul><li>Major redesign effort (4 versions per 2) </li></ul></ul><ul><ul><li>Drove quantitative and qualitative surveys (usability tests), audit, worked closely with external supplier on web-analytic, positioning, referencing (Development of the audience 25 % per year) </li></ul></ul><ul><ul><li>Provided technical expertise and enhancements such as contest, new navigation, new section,… </li></ul></ul><ul><li>Result: </li></ul><ul><ul><li>Notoriety rate increased 4 times </li></ul></ul><ul><ul><li>Development of consumer loyalty and significant growth of </li></ul></ul><ul><li>the contacts customers </li></ul>
  4. 4. My role <ul><li>Act as single entry point for EMEA websites. </li></ul><ul><ul><li>Manage product launches & EOLs. </li></ul></ul><ul><ul><li>Interface with Product marketing for initial content </li></ul></ul><ul><ul><li>Initiate translations when needed or leverage localised content </li></ul></ul><ul><ul><li>Manage proofing content process with local marketing teams </li></ul></ul><ul><ul><li>Update or add new content related to this launch (Press Kit, Tables, Product list pages, Registration page, Home Page, Family page, each section…) </li></ul></ul><ul><ul><li>Leverage local needs such as specific pages, specific information </li></ul></ul><ul><li>Creative activities </li></ul><ul><ul><li>Pages improvement (DVB-T coverage, Specific landing page (PlaceShifting, How does it work?)…) </li></ul></ul><ul><ul><li>Banners creation </li></ul></ul><ul><ul><li>Localisation of Flash tools when web centric, and conversion/upload of ese team videos </li></ul></ul><ul><li>Analytics </li></ul><ul><ul><li>Track activity in the web thanks to our tool Omniture </li></ul></ul><ul><li>Maintain the Web Projects Roadmap document, updating and distributing it on a regular schedule. </li></ul><ul><li>Participate actively in global web project as Web Redesign effort </li></ul><ul><li>Budget 90K€ </li></ul><ul><li>Manage 5 persons </li></ul>
  5. 5. Pinnacle Systems Website, 9 Regions and more… <ul><li>Enjoy our website… </li></ul>… whenever and wherever you want
  6. 6. Design and usability What do people want to do, to see, to know? - Analysis of past experience New structure, 6 sections Consumer pages and left navigation bar updated as a sort of guidance to the customer who is not sure what they're looking for! Highlight new content Since this current version Flash in Home page and inside, videos And of course Omniture!
  7. 7. Homepage <ul><li>New structure of the site, with the 6 new sectors on homepage a lways adapted depending on local markets and current events. </li></ul>
  8. 8. Homepage Flash banners
  9. 9. Homepage <ul><li>Editorial focus with banners and landing pages (i.e Mobile Media) </li></ul>
  10. 10. Homepage <ul><li>i.e PCTV To Go and a page about PlaceShifting </li></ul>
  11. 11. Homepage <ul><li>i.e Remote Kit and a page about ‘How does it work?’ </li></ul>
  12. 12. From Homepage to Special Family page
  13. 13. From Homepage to Flash Content
  14. 14. Some banners over last years <ul><li>Local promotions as CEBIT for Germany with a banner. </li></ul>
  15. 15. Few banners and images over last months <ul><li>Local banners </li></ul>
  16. 16. New design over last months <ul><li>i.e. Studio Range </li></ul><ul><li>Staff pick for the contest </li></ul><ul><li>Button Award </li></ul><ul><li>Left Navigation (Pro active) </li></ul>
  17. 17. New design over last months <ul><li>i.e. PCTV Range </li></ul><ul><li>PCTV Family page </li></ul><ul><li>New boxes in all products pages </li></ul><ul><li>with own color per range, more access </li></ul><ul><li>to additional content and rich animation </li></ul>
  18. 18. New design over last months <ul><li>i.e. Focus on comparative charts </li></ul><ul><li>New style for PCTV section, also declined to last Studio range… </li></ul>
  19. 19. What’s happening backstage <ul><li>Be a Customer Service Department for regions when they have needs and ask me to add new awards, quotes, updates, grade the copy… and share all activities, materials </li></ul><ul><ul><li>Create local content as special pages (i.e. Winter Olympics Editorial page , eStore Alpitour ), Dynabite demo (NL), </li></ul></ul><ul><ul><li>Reorganization of product lists pages , organization of content depending on theirs local needs and their market. </li></ul></ul><ul><li>Work hand in hand with PM to get all material required or directly to our Agency Almeria (Tools are helpful but not efficient due to time required for Web creation) and get PM’s directives (content, logos) </li></ul>
  20. 20. What’s happening backstage <ul><li>Work hand in hand with E-store team. Creation of special landing pages ( Dolby and Free Discount or shipping campaigns). Buy Now links or Coming soon message </li></ul><ul><li>Track improvements to handle (Accuracy of all content and images, add all content related to product launch) i.e. these pages: Studio Tutorials , Create Specific pages i.e. DVB-T coverage </li></ul><ul><li>Track outdated information (Accuracy of product information such as link to drivers, flash content, technical specification,… EOL products) </li></ul>
  21. 21. What’s happening backstage <ul><li>Update Vista Minisite </li></ul><ul><li>Use my job expertise and technical expertise in all projects management </li></ul><ul><li>Track activity in the web thanks to our tool Omniture </li></ul>
  22. 22. Web Publishing Timing i.e. PCTV 72E line Context: content almost ready 2 months before, owner Sandra            = can moved September 2007 October 2007 release time (Oct 3rd) <ul><li>Bring first information </li></ul><ul><ul><li>Have exact product name </li></ul></ul><ul><ul><li>Bring materials (images, logos,…) </li></ul></ul><ul><ul><li>Ask regions depending on their market </li></ul></ul><ul><ul><li>Know the exact release date (PM, PR) </li></ul></ul>Work with PM for accurency of info in product page Track content to update (Table, HP, related pages…) Some updates to do accordingly with PM feedback Update Home page, Product list, family page, linked to new table,… Create tasks in CMS (36) Explain tasks with PM and regions Create/Update editorial calendar UK for validation Start the creation of UK tables (x2). PM validation. Adjust in 6 languages and ask for missing translations i.e for other product, add banner and special page (start since 3 weeks) Check with Content provider (Noel) the accuracy Start localized pages (12 or 18 pages per products) Work hand in hand with regions for missing translations and check i.e remove also EOL products (USB Stick and update product list pages, tables) After release date add rich content ----- Update Press Kit (Italy i.e) Other products creation (PCTV Diversity Stick, Video Capture for Mac, Other tasks started (VideoSpin) Other tasks started (US pages (11 pages)), SowCenter 250HD, Adds-on, Fall promo translation process) Bring all material for Press Kit Do some udates directly asked from PM on PCTV range Pro active for Web redesign, follow meeting Other tasks started: awards, quotes, remove trial versions, Video Contest, buy now links, Vista Mini-Websites, Press Contact to update,…) Local needs and updates (Education for Germany, EOL) Pro active for Web redesign, follow meeting
  23. 23. Traffic <ul><li>Number of visits in Europe since January 2007 </li></ul><ul><li>Total in EU: 4 296 434 since January 2007 (Total 2006: 4 981 838) </li></ul>
  24. 24. Traffic <ul><li>Pages Views in Europe since January 2007 </li></ul><ul><li>Total in EU: 6 408 134 since January 2007 (Total 2006: 6 619 687) </li></ul>
  25. 25. Content <ul><li>Top 5 most Popular Pages in Europe since January 2007 </li></ul><ul><ul><li>EMEA </li></ul></ul><ul><ul><ul><li>Support , next flow is to Studio and Vista part on Support landing page </li></ul></ul></ul><ul><ul><ul><li>Home page , next page goes to Support and to product list page </li></ul></ul></ul><ul><ul><ul><li>Free Unlock </li></ul></ul></ul><ul><ul><ul><li>Studio Family page , next flow is to Studio upgrade and all Studio version </li></ul></ul></ul><ul><ul><ul><li>PCTV family page next flow to all new latest versions or support pages… </li></ul></ul></ul>
  26. 26. Local Case Study <ul><li>Pinnacle Home service - Live since Feb 5th 2007 </li></ul><ul><ul><li>New service, only for France </li></ul></ul><ul><li>New banner on home page, survey, landing page, and little banners into Studio 10 and Studio 11 also… </li></ul><ul><ul><li>Results since Feb 5th </li></ul></ul><ul><ul><ul><li>Banner in Home Page </li></ul></ul></ul><ul><ul><ul><ul><li>2 672 Clicks, (Rank: 20/62) </li></ul></ul></ul></ul><ul><ul><ul><li>Landing page </li></ul></ul></ul><ul><ul><ul><ul><li>257 529 pages views </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Unique visitors: 7.428 </li></ul></ul></ul></ul><ul><ul><ul><li>Total registrants: 156 </li></ul></ul></ul><ul><ul><ul><li>How many buy this service: 120 </li></ul></ul></ul>
  27. 27. Translation process <ul><li>3 cases </li></ul><ul><ul><li>Product launch (i.e S11): most content is provided, localised by Product Mktg team </li></ul></ul><ul><ul><ul><li>Countries to proof read </li></ul></ul></ul><ul><ul><li>Special programs (i.e Vista mini site): content and localisation handled by the US centrally. </li></ul></ul><ul><ul><ul><li>Local implementation, countries to proof read </li></ul></ul></ul><ul><ul><li>Local creations: content generated at EMEA level (Web and Rich an editor before Marketing Approval, and after localisation handled by EMEA web team (translation agencies or local mktg teams) </li></ul></ul>
  28. 28. Web Content Localization Process Final English Content Localization Process* • Languages ( confirmed by PMM) • Budget (either corp. web or product marketing) #2 Local Check • Regional Resources • Product Marketing #1 Begin Translations • Translation Agencies *Michelle to coordinate content localization process Pinnacle Web Team #3 Validated Content • Sent back to agencies to update their database • Clean version of validated content sent to Web team Translation Agencies Product Marketing Manager Self Copy Copy Writer Editorial Calendar • Prioritization • Go-Live Date Which forum
  29. 29. Web redesign project <ul><li>The team: Sameer, Sandra, Noomi, Tanguy, Stephanie, David, Bertrand, Mausami, Noel </li></ul><ul><li>How I am involved with it? Member of the core team </li></ul><ul><ul><li>Summary of best practices </li></ul></ul><ul><ul><li>End user survey results: analysis of local specificities </li></ul></ul><ul><ul><li>CMS tool evaluation and proposal for evolution </li></ul></ul><ul><ul><li>Wire frames feedback </li></ul></ul><ul><ul><li>More to come as the project moves forward </li></ul></ul><ul><li>The project process: </li></ul><ul><ul><li>Investigation , around best practices, benchmark, Understanding current visitor’s experience (qualitative mini survey), Web analytics review… Overall, Pinnacle website satisfaction (~67%) but ~42% could not find the info they were looking for! </li></ul></ul><ul><ul><li>Design Phase , determined content, site navigation, depth of experience (rich media, web 2.0…), platforms, start the wireframes. </li></ul></ul><ul><ul><li>Implementation Phase </li></ul></ul>June 2007 – July 2007 Accomplished August 2007 – TBD Accomplished
  30. 30. Web Team Building? <ul><li>Crawl  Walk  Run </li></ul><ul><li>Our culture of constant changes against web measurable objectives. </li></ul><ul><ul><li>Be aware of timeline and urgency </li></ul></ul><ul><ul><ul><li>Respect people’s time, expect them to respect yours. </li></ul></ul></ul><ul><ul><li>Be aware of activities landscape (Editorial calendar) and all processes </li></ul></ul><ul><ul><ul><li>Determine our main activities and share it with all </li></ul></ul></ul><ul><ul><ul><li>Ask all relevant questions before! </li></ul></ul></ul><ul><ul><ul><li>Determinate other collateral activities (E-store, EOS,…) </li></ul></ul></ul><ul><ul><li>Have fluency of use of our tools (CMS, Survey tool, servers, …): training? </li></ul></ul><ul><ul><li>Pro-active </li></ul></ul><ul><ul><ul><li>Bring Recommendations, not just Problems, bring needs </li></ul></ul></ul><ul><ul><li>Be Driving and Flexible </li></ul></ul><ul><ul><li>Improve communications, be center of all web activities and projects (Content, translations,…) </li></ul></ul>
  31. 31. Web Team Building? <ul><li>Crawl  Walk  Run </li></ul><ul><li>The “Making it Easier” Bible. </li></ul><ul><ul><li>Determine NOW how we should work together and make it enough fine to make sure all will be a success! </li></ul></ul><ul><ul><li>Always communicate between us but also with other teams </li></ul></ul><ul><ul><li>Determinate and define efficient tools: </li></ul></ul><ul><ul><ul><li>Bank of images (lifestyle and Web requirement) </li></ul></ul></ul><ul><ul><ul><li>Guide of legacy of use </li></ul></ul></ul><ul><ul><ul><li>Accuracy of content in Launch tool </li></ul></ul></ul><ul><ul><ul><li>Accuracy and readiness of each content needed </li></ul></ul></ul><ul><ul><ul><li>Reduce effort regarding local proofreading </li></ul></ul></ul><ul><ul><ul><li>CMS improvement, reduce slowness </li></ul></ul></ul><ul><ul><li>New website: Though and Built with locals specificities and Optimized for Quick Updates. </li></ul></ul><ul><ul><li>Team Work: spend time together each 4 months during 10 days. </li></ul></ul>