Masterclass held at MassChallenge Switzerland 2017. Original subject was Content Management System but I the switched to establishing a web property by aligning Strategy, User Experience and integrating owned, paid and earned media.

1. RENENS, SEPTEMBER 5, 2017
Jürg Stuker. Partner.
MassChallenge. Masterclass.
Owned Media. How-to.
Since 1995. Namics.

2. Agenda
FIRST Digital Goals & KPIs
SECOND Winning Loyalty
THIRD Hub and Spoke
FORTH And now, what’s about my CMS?

3. So what’s about
your website?

4. Do I really have to
implement a CMS?

5. Namics.Agenda
Looking at the market...
5

6. It is NOT about
technology!

7. Namics.7Agenda
Dimension 1: Defining Success
Business
Objectives
Digital Goals
& KPIs
Continuous
Optimization
Tool
Dashboard
& Reports

8. Namics.8Agenda
Dimension 2: Winning Loyalty
catch conduct convince convert connect

9. Namics.9Agenda
Dimension 3: Hub and Spoke?
paid
media
earned
media
owned
media

10. Digital Goals & KPIs
FIRST

11. Namics.11Digital Goals & KPIs
Business Objectives serve as Input!
Business
Objectives
Digital Goals
& KPIs
Continuous
Optimization
Tool
Dashboard
& Reports

12. Namics.12Digital Goals & KPIs
Step 1: Targets (typical examples)
1 Online Sales
2 Lead Generation
3 Branding
4 Recruiting
5 Self-Service (cost reduction)
6 Customer Retention
7 ...

13. Namics.
create emotions
build trust
reduce abandonment
13Digital Goals & KPIs
Step 2: Success Factors
Online
Sales
Lead
Generation
Branding
1 2 3

14. Namics.14Digital Goals & KPIs
Step 3: Activities
create emotions
build trust
reduce abandonment
Lead
Generation
2
testimonal video
attributed advisorreference cases
awards transparent contact data
fair terms of use
contact form
chat support

15. Namics.15Digital Goals & KPIs
Step 4: Performance Metrics
Lead
Generation
2
testimonal video
build trust
#page views “speaker”
#play events
#case downloads
#usage contact form
#click contact info
#video abortion
#page view “terms”
#usage chat

16. Namics.16Digital Goals & KPIs
Step 5: Key Performance Indicators
− Define KPI that
− creates business value
− is Robust over time
− describes (full) journey from a user perspective
− is basis for continuous optimization
− Build a process around to use it’s signal (don’t
‘just report’)

17. Winning Loyalty
SECOND

18. Namics.18Winning Loyalty
Journey: To do, or not to do...
− Users don’t follow predefined journeys
− But this doesn’t excuse you from thinking in
processes and tackling with channel switches...

19. Namics.19Winning Loyalty
Orchestrating Journey and Data
catch conduct convince convert connect
Awareness
First interest
Develop interest
Lead to
transaction
Build engage-
ment and
involvement
Convince
Support decision
process
Initiate
transaction
Establish
relationship
Reason to come
back

20. Namics.20Winning Loyalty
Orchestrating Journey and Data
catch conduct convince convert connect

21. Hub and Spoke
THIRD

22. Embrace, don’t
(try to) dominate

23. Namics.23Hub and Spoke
We write the year 1999...
“The Web as a graph: measurements, models and methods”
(Study by Cornell University and IBM, Source: http://dl.acm.org/citation.cfm?id=1765753)
− Raised questions (excerpt)
− How can we annotate and organize the communities
discovered by the trawling process...
− What extensions and applications can be found for
the connectivity measures...
− What can we infer about the distributed sociological
process of creating content on the Web...
− ...

24. Namics.24Hub and Spoke
Success is about working together
paid
media
earned
media
owned
media
Your website(s)
Sharing
Advertising

25. Namics.25Hub and Spoke
Your need an owned CMS to play the game
− Sharing needs a source to establish loyalty
− Advertisements need targets to convince and convert
− ...

26. And now, what’s
about my CMS?
FOURTH

27. Namics.27And now, what’s about my CMS?
Before you start
− Define your goals
− derive content and services
− allow for measuring
− Align the user experience with the DNA of your offering
− think in processes
− Plan operations
− not only technology
− but content, processes and continuous optimization

28. Namics.28And now, what’s about my CMS?
Requirements (including technical System)
− Depend on your offering
− If you are selling “speed and performance”
− If you are selling “mobile”
− If you are selling “security”
− If you are selling...
− “Walk the talk”
− Even if your website is not part of your offering, it is an
unassisted touchpoint with your brand...

29. © NAMICS AG 2017© NAMICS AG 201
@jstuker
juerg.stuker@namics.com
+41 79 252 67 01
Thank you. Namics.

30. Namics in a Nutshell
FIFTH

31. Namics.31
Jürg Stuker
Partner and Member of the Board of Directors Namics
“We are pioneers and experts in the field of
digital transformation – and we have been
since 1995. As an independent,
interdisciplinary full-service partner, we work
with you to digitize your business models
and critical processes. Your long-term
success is the focus of everything we do.”

32. Namics.NAMICS IN A NUTSHELL 32
E-Commerce
Digital
Communications
Mobile Business Apps
Digital Workplace
Managed
Services
Customer Relationship
Management
Website & Portals
Our Services
DIGITAL
EXPERIENCE
DIGITAL
BUSINESS
DIGITAL
ENTERPRISE
& BRAND

33. Namics.NAMICS IN A NUTSHELL
500 Specialists
33
250DEVELOPERS
200CONSULTANTS
50CREATIVES

34. Namics.NAMICS IN A NUTSHELL
Since 1995
34
Frankfurt
Hamburg
Zurich Belgrade
Munich
Saint Gallen

35. Namics.NAMICS IN A NUTSHELL
We are looking for talent!
– Full-service today and in future
– Many years of expertise
– Partnership on equal terms
– Top-quality results
– Customer satisfaction
– Unbiased, objective advice
www.namics.com/jobs