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IMD323 week 2

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WEEK 2: START AT THE END: WEB MARKETING STRATEGY
Mission and function
Components of a strategy
Documentation and scope

Published in: Technology
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IMD323 week 2

  1. 1. IMD 323: WEB MARKETING Matt Chandler, Instructor http://matthewchandler.net/webmarketing chandler@matthewchandler.net @mattchandl3r
  2. 2. START AT THE ENDWEB MARKETING STRATEGY
  3. 3. WEB MARKETING STRATEGY
  4. 4. WEB MARKETING STRATEGYMission and functionComponents of astrategyProcess
  5. 5. WHAT IS CONTENT STRATEGY?
  6. 6. WHAT IS CONTENT STRATEGY?Content: text, data, graphics, video and audio
  7. 7. WHAT IS CONTENT STRATEGY?Content: text, data, graphics, video and audio
  8. 8. WHAT IS CONTENT STRATEGY?Content: text, data, graphics, video and audioStrategy: holistic, well-defined plan forobtaining a specific goal or result
  9. 9. MISSION AND FUNCTION
  10. 10. MISSION AND FUNCTIONCreation: What will be created and why? Wherewill content come from? Who will create it?
  11. 11. MISSION AND FUNCTIONCreation: What will be created and why? Wherewill content come from? Who will create it?Delivery: How will content get online? Who willreview, edit and approve it? How and where will itbe delivered?
  12. 12. MISSION AND FUNCTIONCreation: What will be created and why? Wherewill content come from? Who will create it?Delivery: How will content get online? Who willreview, edit and approve it? How and where will itbe delivered?Governance: Who maintains content? How is itupdated and archived? How is content evaluated?
  13. 13. THE END RESULT
  14. 14. THE END RESULTMake informed recommendations:
  15. 15. THE END RESULTMake informed recommendations: What content do we need to create and why? How will content be structured? How will users find content? What happens after launch? How will this impact our business?
  16. 16. THE END RESULT
  17. 17. THE END RESULTMake actionable, achievable recommendationsfor creation, delivery and governance
  18. 18. THE END RESULTMake actionable, achievable recommendationsfor creation, delivery and governanceDescribe how recommendations will impactorganization and users
  19. 19. THE END RESULTMake actionable, achievable recommendationsfor creation, delivery and governanceDescribe how recommendations will impactorganization and usersConfirm all stakeholders understand and agree
  20. 20. ANALYSIS
  21. 21. ANALYSISWhy are you doing this project?
  22. 22. ANALYSISWhy are you doing this project?What are we trying to achieve?
  23. 23. ANALYSISWhy are you doing this project?What are we trying to achieve?What do users want and need?
  24. 24. ANALYSISWhy are you doing this project?What are we trying to achieve?What do users want and need?How will we measure success?
  25. 25. ANALYSISWhy are you doing this project?What are we trying to achieve?What do users want and need?How will we measure success?What can we do with available time, talent andbudget?
  26. 26. ANALYSIS
  27. 27. ANALYSISDefine objectives, assumptions, risks andmetrics for success
  28. 28. ANALYSISDefine objectives, assumptions, risks andmetrics for successExamine all internal and external influencers oncontent
  29. 29. ANALYSISDefine objectives, assumptions, risks andmetrics for successExamine all internal and external influencers oncontentAnything that may inform or affectrecommendations for creation, delivery andgovernance
  30. 30. ANALYSIS: GOALS
  31. 31. ANALYSIS: GOALSFar-reaching impact
  32. 32. ANALYSIS: GOALSFar-reaching impact increase revenue increase market share improve customer experience
  33. 33. ANALYSIS: TACTICS
  34. 34. ANALYSIS: TACTICSSpecific features,functions or activities
  35. 35. ANALYSIS: TACTICSSpecific features,functions or activities add photos, change database, have content approved by legal department
  36. 36. ANALYSIS: REQUIREMENTS
  37. 37. ANALYSIS: REQUIREMENTSPre-existing factors affecting project
  38. 38. ANALYSIS: REQUIREMENTSPre-existing factors affecting projectBudget, timeline, technology, legal requirements
  39. 39. ANALYSIS: THE ECOSYSTEM
  40. 40. ANALYSIS: THE ECOSYSTEMBrand: what do peoplethink of us?
  41. 41. ANALYSIS: THE ECOSYSTEMBrand: what do peoplethink of us?Messaging: what do wewant people to know?
  42. 42. ANALYSIS: THE ECOSYSTEMBrand: what do peoplethink of us?Messaging: what do wewant people to know?Channels: how do wedistribute brand messages?
  43. 43. ANALYSIS: THE ECOSYSTEMBrand: what do peoplethink of us?Messaging: what do wewant people to know?Channels: how do wedistribute brand messages?Source content: what dowe already have?
  44. 44. ANALYSIS: WORKFLOW
  45. 45. ANALYSIS: WORKFLOWWorkflow = Governance
  46. 46. ANALYSIS: WORKFLOWWorkflow = Governance Roles
  47. 47. ANALYSIS: WORKFLOWWorkflow = Governance Roles Content workflow
  48. 48. ANALYSIS: WORKFLOWWorkflow = Governance Roles Content workflow Maintenance and oversight
  49. 49. ANALYSIS: WORKFLOW
  50. 50. ANALYSIS: WORKFLOW
  51. 51. ANALYSIS: USER NEEDS
  52. 52. ANALYSIS: USER NEEDSUser research
  53. 53. ANALYSIS: USER NEEDSUser researchWeb analytics
  54. 54. ANALYSIS: USER NEEDS
  55. 55. ANALYSIS: USER NEEDS
  56. 56. ANALYSIS: USER NEEDS
  57. 57. ANALYSIS: COMPETITION
  58. 58. ANALYSIS: COMPETITIONHow are their sitesorganized?
  59. 59. ANALYSIS: COMPETITIONHow are their sitesorganized?What are they talkingabout?
  60. 60. ANALYSIS: COMPETITIONHow are their sitesorganized?What are they talkingabout?What is their brandand messaging?
  61. 61. ANALYSIS: COMPETITIONHow are their sitesorganized?What are they talkingabout?What is their brandand messaging?Where else are they?
  62. 62. ANALYSIS: COMPETITION
  63. 63. BRAND AND MESSAGING
  64. 64. BRAND AND MESSAGINGContent brings brand to life
  65. 65. BRAND AND MESSAGINGContent brings brand to life Voice and tone
  66. 66. BRAND AND MESSAGINGContent brings brand to life Voice and tone Style guidelines
  67. 67. BRAND AND MESSAGINGContent brings brand to life Voice and tone Style guidelinesMessaging drives story andstructure
  68. 68. BRAND AND MESSAGINGContent brings brand to life Voice and tone Style guidelinesMessaging drives story andstructure Primary and secondary messages
  69. 69. CREATION
  70. 70. CREATIONWhat content do weneed to create andwhy?
  71. 71. CREATIONWhat content do weneed to create andwhy?Map content tomessages
  72. 72. CREATIONWhat content do weneed to create andwhy?Map content tomessagesAlign withrequirements
  73. 73. STRUCTURE
  74. 74. STRUCTUREHow will content bestructured?
  75. 75. STRUCTUREHow will content bestructured? Site map
  76. 76. STRUCTUREHow will content bestructured? Site map Page templates
  77. 77. STRUCTUREHow will content bestructured? Site map Page templates Wireframe
  78. 78. FINDABILITY
  79. 79. FINDABILITYHow will users findcontent?
  80. 80. FINDABILITYHow will users findcontent? Metadata
  81. 81. FINDABILITYHow will users findcontent? Metadata Keyword taxonomy
  82. 82. FINDABILITYHow will users findcontent? Metadata Keyword taxonomy Proper linking
  83. 83. PROCESS
  84. 84. PROCESSWhat happens afterlaunch?
  85. 85. PROCESSWhat happens afterlaunch? Schedule
  86. 86. PROCESSWhat happens afterlaunch? Schedule Future iterations
  87. 87. PROCESSWhat happens afterlaunch? Schedule Future iterations Maintenance
  88. 88. PROCESSWhat happens afterlaunch? Schedule Future iterations Maintenance Responsibilities
  89. 89. IMPACT
  90. 90. IMPACTHow will this impactour business?
  91. 91. IMPACTHow will this impactour business? Brand and messaging
  92. 92. IMPACTHow will this impactour business? Brand and messaging New technology and platforms
  93. 93. IMPACTHow will this impactour business? Brand and messaging New technology and platforms New content
  94. 94. IMPACT

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