Electrics plc - Digital Communication

Electrics Tech Plc. Digital Communica6on

www.carloselopez.com

Case Study

Carlose Lopez

•  Working with clients defining, planning and execu=ng marke=ng & digital strategies

•  Vast experience in marke=ng, digital transforma=on & change management

Carlose Lopez www.carloselopez.com

Who We Are:

•  We are a global group, managing, exploi=ng and developing our technologies within the fast moving engineered products sector in business to business markets

•  Our mission is to deliver a highly compe==ve return to shareholders by using our technologies to create innova6ve solu6ons for our customers


Star6ng Point

1.  (1) Corporate website 2.  (15) brand websites 3.  (4) external web agencies 4.  Common technologies: ASP.net – PHP 5.  Google Analy=cs 6.  No social media integra=on (TwiTer, Facebook,

LinkedIn, Blog) 7.  Look & feel can be improved (consistency) 8.  Usability can be improved


Key Ques6ons

1.   Digital strategy à (1) corporate website and (15) brands vs. Consolida=on in (1) site

2.   Unique CMS efficiencies à maintenance; training, content audit / crea=on / update / opsimisa=on; central repository; roles; communica=on

3.   Look & feel and branding 4.   Content Marke6ng à SEO and Social Media


Key Elements

1.   Business goals à before thinking about technology we must think of business goals

2.   Marke6ng objec6ves à by brand and customers 3.   Internal resources à knowledge & pla`orms 4.   Business process à How they need to change to

support the vision


Strategy Defini6on

•  Workshops to define strategy:

1.  Define mission & vision 2.  Scan environment (SWOT) 3.  Set priori=es 4.  Set objec=ves 5.  Create strategy 6.  Define opera=onal plans 7.  Develop & manage project plans


Strategy: Workshop

Priority: unique CMS, look & feel, SEO, social media

Objec6ves: Digital strategy crea=on &

implementa=on by Q3 2012

Plan: Agile Project – User centre design

Management: internal leadership using

specialised 3rd par=es

Strategy: consolidate digital communica6ons into one site and the

use of social media


Effec6ve Website Design

1.  Aligned with vision and business goals 2.  Integrated into marke=ng strategy 3.  Clearly defined purpose 4.  Customer centric 5.  Intui=ve and usable (usability) 6.  Relevant content 7.  Maintained without major rework or resources 8.  Performance can be measured an con=nuously

improved 9.  Search engine friendly


Phase Approach

Discover

• Mee=ng with marke=ng, product managers and business managers, best prac=ces (what we have done in the past to reach objec=ves)

•  Business case, this come out from vision and strategy •  Deliverables: SOW, Project Charter and Project Plan

Define

•  How much will be outsourced?, what technology will be used?, exploratory user research, scenarios and personas crea=on

•  Deliverables: Compe==ve Analysis, Preliminary Requirement Document, User Stories, Project Strategy, User research report and Crea=ve brief

Design

•  Informa=on Architecture (IA); apply scenarios and personas; content strategy

•  Deliverables: Prototype Model (wireframes), First Usability Valida=on, Brand Guidelines and Look & Feel, Mock Ups, SEO Strategy, Site Map


Phase Approach

Develop • Coding, create design elements, SEO, tes=ng • Deliverables: working, tested web site

Tes=ng

• User Experience, Func=onality, Performance and Stress Tests, Content and design, Proof reading

• Deliverables: Wri=ng approval from all the par=es to deliver website

Deploy • Cut across from stage / tes=ng to Live • Deliverables: Release plan (backup, procedures, communica=on)


Phase Approach

Post Launch

•  Project review (lessons learned) •  Site metrics kick in: measure, analise, op=mise -‐ performance improvement •  Deliverables: Case study, Maintenance Plan, Service Level Agreements (SLA’s)

• Website objec6ve: Usability is our constant reference point •  Business / communica6on objec6ve: Building brands, genera=ng response, solving customers problems and build customer rela=onships

•  Preference: Agile methodology to deliver the project •  Guerilla development: spent wisely, abandon easily, keep moving on, keep innova=ng, keep diversifying


Tenta6ve – High Level Project Plan


Content Marke6ng: Idea

•  Crea=on / sharing of content for the purpose of engaging current & poten=al consumer bases delivering high-‐quality, relevant & valuable informa=on to drive profitable consumer ac=on à enquire, purchase, download, par=cipate

•  Magazines, newsleTers, digital content, websites, microsites, white papers, webinars, video portals, interac=ve online, email, events…


Social Media: Idea

•  Once the content marke=ng strategy has been implemented, Social Media is used to share, get insights and for customers to engage and create content

•  Social Media can be used for: Marke=ng, PR, Communica=on, Customer Service, HR…


Online Media Room: Idea

1.  It is a cousin of Investor Rela=ons Room 2.  To reach journalists, customers, bloggers, employees 3.  For many companies the this sec=on is one of the

most frequently visited pages 4.  Benefits: SEO, central repository of informa=on, we

control the content 5.  Key elements: Search and browsing, mul=media

content, calendar (Execu=ve appearances, conferences, trade shows), call to ac=ons for journalists (Execu=ve interviews), RSS


Top Challenges

1.  Digital / Marke=ng / Social media strategy is part of the business strategy and not separate

2.  Customer experience must be seamless across different channels

3.  Think like your customer 4.  Recognise social media as a game changer 5.  Customers believe on what other customers say

about the brand


Ideas about strategy, digital, marke=ng, branding, communica=on and e-‐commerce


Documents

Electrics plc - Digital Communication