A presentation from 2012 for Firstcom designed for clients who are not so well versed in "digital" matters. It takes the format of the hero's journey - taking them from the paralysing threat of the coming future and the threat caused by not knowing what to do or how to respond. We take them through our process, from inception to research, UX, design and front and backend development, and explain what challenges to expect and how to tackle them. It puts particular emphasis on the importance of content, and the importance of analytics to diagnose any problems.

2. change.
context.
the world is changing

3. change.
big data.
each day....
100 years of video uploaded to YouTube
2 million blogs published
294 million emails sent
523 million status updates made
250 million photos put online

4. change.
beyond mobile.

5. “We’ll have sensors on things that give
us data on everything... the end result is
that quite soon we’ll have an increasing
sort of symbiosis with computational
systems.”
Steven Wolfram
SCIENTIST AND DEVELOPER

6. “What happens when that unit of compute
gets so small that it disappears? What
happens when computing is in the walls or
in a table? What does the world look like
when we're surrounded by intelligence?.”
Brian David Johnson
INTEL FUTURIST

7. change. personalised everything.
you
everything else

8. change.3d printing.
reinvents rules of industrial economy
personalized consumer goods
downloadable electronics
printable drugs
printable organs
printable jumbo jets

9. change.the new orality.

10. “The Internet is not changing the
way I think, it is changing the
nature of thinking itself.”
Susan Blackmore
PSYCHOLOGIST

11. how do we adapt?
past projects not lived
up to hype
survival depends on it
frustrating
missing out
context.

12. lost.

13. webility
navigating our digital future

14. change.
transformations.
making a difference to our client’s business.

15. the square
2008

16. extremely basic
looks cheap
bad usability
communicates little of interest
graphically unappealing
the square
2008

17. the square
2012

18. completely new approach
visually appealing
responsive design
the square
2012

19. completely new approach
visually appealing
responsive design
240% traffic increase
11,270% increase in
facebook fans
15% increase in footfall
fresh, regular new content
increase in satisfaction
the square
2012

20. conti
2007

21. conti
2007
generic
didn’t reflect scale of
company
reflected internal thinking
rather than talking to
customers
visually unappealing

22. conti
2012

23. conti
2012
accurately reflects scale
and scope of company
project clarified own thinking
on what they do
tightly focussed
communicates key
messages immediately

24. aercap
2005

25. aercap
2005
makes them look like small
business (they have €10b in
assets)
dated design
doesn’t communicate key
messages
usability issues

26. aercap
2012

27. aercap
2012
immediately shows global
scale of company
powerful content (3d plans,
timeline, video).
communicates investor
relation info quickly
empowers them to use as
publishing platform
robust backend technology

28. how?

29. change.
challenges.
inside and out.

30. change.won’t happen overnight
external change doesn’t happen
without internal change
internal change is hard
overcoming old habits
dedication
collaboration
challenges.

31. • world was moving on without
us
• embrace or be swept away
• tough times
• change in our attitude
to digital marketing
• culminated in rebrand
challenges.

32. first advertising
2007

33. first advertising
2007
dry statement of facts
visually unappealing
poor content
what makes us different?
dolphins?

34. firstcom
2013

35. firstcom
2013
clear and concise
messaging
communicates what we do
quickly and effectively
completely new content
regularly updated blog
responsive design

36. firstcom
2013
clear and concise
messaging
communicates what we do
quickly and effectively
completely new content
regularly updated blog
responsive design

37. change.
start.
research and planning

38. research
your hopes and expectations
learn about your business
what are your expectation and
goals?
what makes you different?
what content do you have to work
with?
what is your “big idea”?
what key messages do we need
to send?
what do you want your visitors to
do?

39. user research
examine site analytics
liaise with marketing department
what are user goals and
expectations?
how do they feel about your
current site?
what content resonates with
them?
where do they go online?
develop user personas
research
what your users needs

40. company goals customer goals

41. website goals

42. change.
build.
constructing your website.

43. the wrong way
to build websites

44. catalogues computer website
history.

45. history.
• inherited design principles
from publishing industry
• software made by print designers
• style over substance
• or design decisions made by programmers
• knew nothing about the user
• content was afterthought

46. ...only to fill it with
rushed, messy
content the day
before it goes to
press.
history.

47. • SEO is the the wrong focus
• the price you pay for poor content
• search is becoming personalised
• getting smarter
• becoming contextual
• becoming autonomous
history.

48. content
the core of your online strategy

49. content
the core of your online strategy
you are a publisher now
you’re also a broadcaster
quality content brings people to
your site, increases conversions
helps communicate your key
messages
positions you as thought leaders
in your field

50. wireframing.

51. • product of research
• interactive blueprint of the website
• shows what content goes where, and why
• illustrates the user’s journey
• easy to iterate
• gives us clear idea of features, functionality and ultimate
cost

52. wireframing.

53. design.

54. design
appealing to your audience

55. design
appealing to your audience
builds on research into customer
tastes
incorporates branding guidelines
applies psychological insights
intelligent use of colour and
imagery
goal to build an enjoyable user
experience and invoke positive
emotional reactions

57. Content Delivery
Network (Optional)
Content Management
System
Complex User
Interface
Elements
Well Structured
Semantic Content
Rich Design
Elements
back-end.
front-end.
development

58. Content Delivery
Network (Optional)
Content Management
System
Complex User
Interface
Elements
Well Structured
Semantic Content
Rich Design
Elements
back-end.
front-end.
development

59. Content Delivery
Network (Optional)
Content Management
System
Complex User
Interface
Elements
Well Structured
Semantic Content
Rich Design
Elements
back-end.
front-end.
development

60. Content Delivery
Network (Optional)
Content Management
System
Complex User
Interface
Elements
Well Structured
Semantic Content
Rich Design
Elements
back-end.
front-end.
development

61. back-end.
Content Delivery
Network (Optional)
Content Management
System
Complex User
Interface
Elements
Well Structured
Semantic Content
Rich Design
Elements
front-end.
development

62. back-end.
Content Delivery
Network (Optional)
Content Management
System
Complex User
Interface
Elements
Well Structured
Semantic Content
Rich Design
Elements
front-end.
development

63. launch.

64. change.
conversation.
how PR, marketing and advertising have changed

65. “Your brand is what people say
about you when you leave the
room.”
Jeff Bezos
CREATOR OF AMAZON

66. BEHIND THE
• Bad customer service
• New products bad
• Advert suck
Want people really say:
“You are rubbish”
THE BRAND
• Marketing
• Advertising
• PR
Want people to say:
“We are awesome”
how people generally view communication with businesses

67. tear down that wall

68. experiences are
the future of
marketing

69. how not to
promote a website

70. mistaking tools for strategy
posting irrelevant links and content
not listening to customers
arguing with customers
bad keyword targeting
spamming emails
over optimising your content
many ways to fail.

72. change.
channels.
choosing the best tools for the job.

73. social
engaging with your audience

74. social
engaging with your audience
choosing social networks
appropriate for you
focus on depth of engagement
rather than raw numbers
engaging in conversation that is
happening with or without you
commit to frequent updates
analyse what content is the most
resonant with your audience
get immediate feedback

75. display
paid advertising

76. display
paid advertising
reach a specific consumer based
on demographics, interests and
context of the content.
one of the most cost-effective
advertising methods available
Transparent; Reporting and
analysis gives comprehensive
evidence of return on investment
on all promotional activities.

77. email
targeting your audience

78. email
targeting your audience
Cost effective
Measurable - tracks what gets
clicked on, what emails are
opened
Refinable - each subsequent
campaign has more focussed
content
Tailored to groups and individuals
Integration with leading CRMs

79. adwords
paid advertising

80. adwords
paid advertising
adaptability: adwords can be
altered within minutes.
measurable: can check top-
performing words / copy.
increased ‘organic’ traffic.
you pay only for clicks on your
adwords (cost-per-click or ‘CPC’).
the cost of the campaign really
depends on your goals.
you predetermine how much you
are willing to pay per click:

81. change.
content.
getting the most from your website

82. not easy to create
time consuming to produce
don’t have the mechanisms or resources
to create content
content can be political
didn't go into business to be a publisher
the problem with content

83. we are all publishers now
PwC estimate that by 2015, digital content will be a €2.3 trillion
dollar industry
Economic theorist Richard Florida thinks an influential “Content
Creation Class” will drive economic development in postindustrial
world

84. percentage of businesses that have acquired a customer from their blogs vs. update frequency
Hubspot - State of Inbound Marketing Report - http://bit.ly/aewfHr
0
25
50
75
100
Multiple Times a Day Daily 2-3 Times a Week Weekly Monthly Less than Monthly
12%
38%
58%
69%
90%
100%
Frequency blog is updated

85. how?

86. CONTENT PROVIDER
Expert on Subject
CONTENT CREATOR
Graphic designer, copywriters
REVIEWERS
Proof read, quality check
REQUESTOR
Requires content X on site
COMMUNITY MANAGER
Manages forum or social media
PUBLISHER
Puts the content into the CMS
who is in charge?

87. CONTENT PROVIDER
Expert on Subject
CONTENT CREATOR
Graphic designer, copywriters
REVIEWERS
Proof read, quality check
REQUESTOR
Requires content X on site
COMMUNITY MANAGER
Manages forum or social media
PUBLISHER
Puts the content into the CMS
EDITOR IN CHIEF
Responsibility for web publications

88. change.
the end.
mission accomplished?

89. change.
the end.
mission accomplished?
failure.
what if it all goes wrong?

90. nobody is interested in your blog
people don’t behave the way we
anticipated
low conversion
fall in traffic
nobody hearing your message
failure

91. survey
learning about the users

96. why?

99. sales page
offers page

100. sales page
offers page

101. change.
collaboration.
the key to success

102. questions?