Results Oriented Website Quick Start

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Results Oriented Website Quick Start

flickr.com/photos/phossil/5117978738

Pop Quiz - Story Problem

In 2002, the Yellow Pages generates 100,000 bike sales in a year. There are 100 bike stores listed.

What is the average number of bikes a typical store should sell in a year from the yellow pages?

flickr.com/photos/silvery/4461519535

distribution of success?

Normal distribution

sales

nu

mb

er

of

sh

op

s

aver

age

Pop Quiz - Story Problem

In 2002, each of the 100 bikes stores started a website. In 2012, the web generates 100,000 bikes sales in a year.

What is the average number of bikes a typical store should sell in a year from the internet?

Vilfredo Pareto

distribution of success?

Power law

sales

Nu

mb

er

of

sit

es

typic

al

leaders

What is this course?

Results

strategy

tools

tactics

process

• Intro to ROW•Value driven project management•Strategic planning

Session 1 – Vision & Planning

•Managing content•Extending•Themes•Content strategies

Session 2 – Content strategy & management

•Search Engine Optimization•Social Media

Session 3 – Online marketing

The right vision

flickr.com/photos/ncreedplayer/5403123930 flickr.com/photos/masoncooper/456641277

business process improvement

cornerstones of highly successful web presences

audience

engagement

brand

conversion

retention

continual innovation

$$$

The new management

• Identify and prioritize high value opportunities

• Execute for optimal returns• Eliminate waste• Learn and innovate

Only do what provides the most value

Traditional web development process

Requirements

• Concept • High-level requirements

• Requirements gathering • Requirements spec

Design

• Product (UI) Design• Wireframes

• Detailed Design • Functional specs

Implementation

• Creative design• Content• Development

Verification

• Unit testing• Acceptance testing

• Beta testing

Maintenance

planning

development

live

Why do we plan?

• On time• On budget• In Scope

Certainty

• Look and feel• Features

Stakeholder utility

• Emotional branding• Content• Features• Usability & Experience

End user utility

• Increased revenue• Reduced cost • Increased goodwill

Organizational returns

typical

resultsoriented

Big Design Up Front

certainty

stakeholderutility

userexperience

returns

waste

6 months

$

Mid Design Up Front

certainty

stakeholderutility

userexperience

returns

waste

6 weeks

$

Planning for certainty

source: blogs.msdn.com/b/dannawi/archive/2009/05/15/2009-standish-chaos-report-we-are-successful-in-the-failure.aspx

certainty waste

=

certainty no long term value

=

Getting what you want vs. knowing what you want

time

inn

ova

tion

high levelrequirements

design & architecture

mockups validation live

Freedom to innovate

Insight to innovate

certainty less value

=

valuemore money

= $

Where to go

certainty

$

value

waste

cost $ $

AgileBig DUFMid DUF

Redefining success

traditional project management focuses on being on time and on budget

scope

timebudget

value

constraints quality

results oriented focus on building the right thing and driving innovation

Empirical processes Empirical Process

move from predictive to adaptive

useful for processes with lots of noise and unpredictability

three cornerstones• transparency• inspection• adaptionflickr.com/photos/spirosk/2843323075

A better approach

Requirements

Design

Implementation

Verification

website6 months

waterfall

Requirements

Design

Implementation

Verification

features2 weeks

agile

Value driven process

Light weight planning

certainty

stakeholderutility

userexperience

returns

waste

2 weeks

$

Results oriented light weight planning

certainty

stakeholderutility

userexperience

returns

waste

4 weeks

$$

To summarize

online

results

a.k.a more of the right stuff

agile project management

results oriented

user-centeredplanning

more stuff

the right stuff

Value driven process

resultsvision

Process

Types of models• Results models• User role models• User stories• Interface models

Models based• Light weight• Iterative• Comprehendible by everyone• Synchronization• Collaboration

Results modeling: identify

increase bike sales

become a recognized

leader in the local biking community

Show the pictorial history of results bikes

The site should be intuitive and easy to

navigate

The site should have a clean

and professional

look

Be more viral

To increase traffic to the

site

Increase bike rentals by

100%

Reduce routine customer call inquires by

50%

Sell more bike repair services

Sell more bikes online

Double our mailing list

Staff should be able to add

and edit content

Expand our digital footprint

Get 500 “Likes” on Facebook

Visitors should be able to find what they want in no more than

3 clicks

Results modeling: consolidate

increase bike sales

become a recognized


Show the pictorial history of results bikes


navigate


and professional

look

Be more viral


site

Increase bike rentals by

100%

Reduce routine customer call inquires by

50%



Double our mailing list

Staff should be able to add

and edit content


Get 500 “Likes” on Facebook

Visitors should be able to find what they want in no more than

3 clicks

Goals Objectives FeaturesValued events

Results models: refine

increase bike sales

Goals Objectives Valued eventsIncrease by

sales by 50% a month within 6

months

Bike purchaseValue = 40% of the retail price

Results modeling: prioritize

increase bike sales

become a recognized



navigate


and professional

look

Be more viral


site




Primary Secondary Tertiary

User role modeling: identify

local newspaper

sports blogger

fans

staffbike shoppers

bike owners job seekers

new mom/parent

website administrator

tour guide

casual bikers

new bike rider

person who wants to

upgrade their bike

enthusiasts shoppers staff

renters

people from out of town

hotels that need bikes for

guests

owners

competitive rider

job seekers

User role modeling: define

owners

Demographics• Age: 25-55• Gender: 65% male• Location: within 10 miles of store

Psychographics• Active lifestyle• Prefers being outdoors• Green

Behavioral• Significant web usage including search engines and social media• Research purchases online before buying• Significant use of mobile devices

Brand• Custom service is significant driver for brand loyalty• Likely to buy again from same store. Typically 1 bike every 4 years.

Site• Proficient web user • Likely to have high speed internet access

User role modeling: prioritize

enthusiastsshoppers

staffrenters

owners

job seekers

Primary Secondary Tertiary

User stories: format

As a [user role]I want [a feature or goal] so that [a benefit or reason]

* so that is optional

A user story is a documented requirement and a note to discuss later

User stories: identify

As a Bike Enthusiast, I would like to• read the latest bike shop news/blog• comment on the blog• share content through email and social media • see a calendar of events, classes, races• sign up for newsletter and alerts• see special offers• get contact information• see location and hours of operation

User stories: prioritize

MoSCoW approach• Must haves – we need these stories in order to launch the

project• Should haves – these are of high importance, but are not

show stoppers for the next release• Could haves – If we get a couple of these in it would be

nice, but they can be moved easily to the next release• Wants – These are not a priority but we want to keep track

of them as possibilities for future releases.

Interface models

Common interface models• Navigation Architecture & maps• Content Models • Wireframes and prototypes• Design comps

Definition:graphical or organizational representation of site elements and how they relate to each other

Interface models: wireframes

Just in time strategy

Make decisions when you have the most dataMake decisions based on working software (not paper prototypes)

Minimize the amount of work not done

Adequate planning and frequent conversations

Just-in-Time Strategy

http://www.flickr.com/photos/rpmarks/4503154179

User driven design

Traditional web projects

Website

•Single shot project

•No emphasis on marketing

Online marketing

•No focus on website

The new management

Smallest viable results

oriented website

Progressive launch• Marketing• Enhance site• Learn

Dream website

Summary

1. Don’t obsess over certainty, you will get more done.

2. Software is for the end users, get out of your head and into theirs

3. Drive continuous innovation. Experiment, measure, learn.

4. It is about benefits, not features. Results should be a continual focus


Session 2 – Content Management

The platform

What we are looking for

Static web pages

• Simple sites• No dynamic

features• Tied to

technical resources

• Cheap

General framework

• Unique sites• Blue sky

features• Tied to

technical resources*

• Very expensive

Content management

system

• Standard interactive sites

• Focused on popular features

• Able to manage own content*

• Moderate price*

What we are looking for

content manageme

nt

application

framework

integrated marketing

social engageme

nt

multi-device support

1. Free open source software2. Proven3. Adaptable, extensible, scalable4. Enterprise class5. Easy to use6. Search engine friendly7. Social integration

The requirements

learn more: drupal.org

The Drupal phenomenon

http://www.symantec.com/connect/endpoint-management-virtualization

Community plumbing

web building blocks

flickr.com/photos/timbradshaw

flickr.com/photos/saeba

The platform – open enterprise

Open Enterprise apps

Open Enterprisecore

Drupal

1. Free open source software2. Proven3. Adaptable, extensible, scalable4. Enterprise class5. Easy to use6. Search engine friendly7. Social integration

The requirements

learn more: leveltendesign.com/enterprise

Installation

Exercises

Download:www.leveltendesign.com/enterprise


Session 2b – Content Strategy

online advertising &

PR

performance based ads

(paid search)

content networking

Awareness referrals

user centered listings(organic search)

Peer recommendatio

ns

Authority recommendatio

ns

ReputationManagement

trusted advisor

requests

userrequests

retention programs

touch pieces

word of mouse

traditional advertising &

PR

traditional sales

custom service

offlinecommunications

engagement contentbrochureware

landing pages

conversion mechanisms

customer relationship management

social content

website social media

online corporate communications

user engagement

Typical site


PR


(paid search)

content networking

Awareness referrals


Peer recommendatio

ns


ns


trusted advisor

requests

userrequests

retention programs

touch pieces

word of mouse


PR

traditional sales

custom service



landing pages



social content



user engagement

Typical site

Advertising doesn’t work

searchengines

• Ads have become noise• Media dilution• Ad circumvention• People don’t trust corporate

communications


PR


(paid search)

content networking

Awareness referrals


Peer recommendatio

ns


ns


trusted advisor

requests

userrequests

retention programs

touch pieces

word of mouse


PR

traditional sales

custom service



landing pages



social content



user engagement

Search optimized sites

Why search engine marketing works

• Its where most people go to look• Specific searches (long tail)• Identified need• All steps of the buying cycle

Google processes over 1 billion

searches a day


PR


(paid search)

content networking

Awareness referrals


Peer recommendatio

ns


ns


trusted advisor

requests

userrequests

retention programs

touch pieces

word of mouse


PR

traditional sales

custom service



landing pages



social content



user engagement

Engagement

Why seo + social

• Most effective way to create awareness (latent need)

• Searchers are researchers• People trust people• Enables champions• Social boosts search

Facebook has 800 million users. 50% log on per

day.

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Content is king?

flickr.com/photos/38659937@N06/5752344624/http://www.flickr.com/photos/wwworks/864731205

interrupt and repeat delight and engage

Why engagement content & social media work

searchengines

Produce great stuff and people will come to you, produce really great stuff and your customers will share and disseminate your message for you.

Ann Handley & CC ChapmanContent Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More)

That Engage Customers and Ignite Your Business

“”

Types of content

searchengines

Written• Article• Blog

• Micro blog/tweet• Wiki• Forum• Whitepaper• E-Book• Newsletter

Multimedia• Videos• Audio• Webinar• Live streaming• Podcast• Photos• Presentation

slides• Animations

Where to start

blog• Simple• Great hub• Fundamentals• Control• Social• Ownership• SEO

process

Planning• Results• Audience• Topics

Create• Authorin

g• Optimizin

g• Publishin

g

Promote• SEO• Social

media

Planning: results

flickr.com/photos/pochacco20

Content should have goals that support the

site goals

Planning: audience – get targeted

local newspaper

sports blogger

fans

staffbike shoppers

bike owners job seekers

new mom/parent

website administrator

tour guide

casual bikers

new bike rider

person who wants to

upgrade their bike

enthusiasts shoppers staff

renters

people from out of town

hotels that need bikes for

guests

owners

competitive rider

job seekers

Planning: topics

Audience driven• Conjecture• Ask• Monitor

• Customer touch points• Social media• Search

Author/staff driven• Passions• Recent projects

Organization driven• News and events• Success stories

process


Create• Authorin

g• Optimizin

g• Publishin

g


media

Create: authoring

Blend the art of story telling (literature) with the science of reporting (journalism)

Be human

Share or solve; don’t shill

Delight and surprise

Exercise

add blog post

Create: Engagement focused inverted pyramid

Most important content first

Great Headlines

Goal of the headline is to get people to read the first sentence. Goal of first sentence is to get people to read the second. Goal of second is get them to read the rest.

Create: optimizing

Scanable & Chunkable• right sized• headers• bullets• emphasis, strong, blockquotes, sidebars

Media integration• Photos, videos, audio, presentation slides

Links to read more• Dig deeper• Related

Tag and categorize

Exercise

stylize your post

Create: publishing

website

Facebook

LinkedInYouTube

your properties

news sites

relatedsites

aggregators

3rd partiesaggr

egat

ion

APIssy

ndica

tion

feeds

process


Create• Authorin

g• Optimizin

g• Publishin

g


media

Summary

1. The CMS advantage• Enables non-technical people to

control their site• Enables subject mater experts to

easily publish content• Provides enhanced user

engagement2. The customer is in charge3. Publishing extraordinary content is

the recipe for marketing in the modern world


Session 3 – Search Engine Optimization

paid

organic

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seo magic formula

great architectur

e

great backlinks& buzz

great content

great rankin

gs

user

author

organization

content workflow

topics

topic driven

contentoptimizatio

n

keywordresearch

contentoptimizatio

n

contentauthoring

contentauthoring

keywords

competition

popularity

relevance

keyword driven

promotion

keywordresearch

site keyword research

brainstorm keywords phrases

seed keyword

list

research•lateral phrases

•search volume•competitiveness

expanded keyword

list

evaluate relevancy

targeted keyword

listsp

read

shee

t3rd p

arty

tools

spre

adsh

eet

spre

adsh

eet

E-mail

E-mail

Your s

ite

Exercise

Install SEO Tools

Site keyword research

page keyword research

determinemain keywords

from contentcontent

keyword list

research•lateral phrases•search volume•competitiveness

targeted keyword+

modifiers

content optimization

• 40 – 75 characters• use target keyword phrase at least one time

page title

• 200 – 800 words• include target keyword phrase 2 – 4 times• keyword phrase prominence > 50%

body

• 10 – 25 words

meta description

• 1 – 15 phrases

meta keywords

Exercise

Content analysis

Exercise

SEO Insight


Session 3b – Social Media

kinda huge

• If Facebook were a country it would be the third most populated (behind China & India)

• 500 Billion minutes spent on Facebook each month

• 2 Billion YouTube videos viewed per day

• 95% of companies use LinkedIn to find and attract talent

• 27 million tweets every day on Twitter

Defining Web 2.0flickr.com/photos/tinou/2065322341

flickr.com/photos/digiart2001/2324498175

flickr.com

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oto

s/tho

ma

sha

wk/1

223

87

11

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flickr.com/photos/dougbelshaw/4016886839/

why social media

• where the masses are• connected• influencers• sharing minded

reach

• preferred channels• free advanced tools• familiar tools

interaction

• viral content• two way conversation• human

engagement

social networking

sharing & bookmarking

multi media

Facebook

What is it:Social network for people to connect (friend each other) and share through:

• Updates• Photos• Events• Comments

Organizational uses:• Create a fan page• Update fans with relevant information• Interact with fans• Post photos and tag people• Event management• Sharing: Members can share and like content

Organization setup:• Create a personal account• Create a fan page

800 million users

Twitter

What is it:A real time microblogging and aggregation platform.

Terms:• Tweet – 140 character micro post• Follow – people interested in receiving your Tweets• @: placed before a Twitter handle allows the user to receive the

tweet• RT: Retweet – sharing of anothers post with your followers• #: Hashtag – way of tagging and categorizing tweets

Organizational uses:• Send brief updates to followers• Engage followers• Engage interested parties• Custom support• Monitor customer and industry news & trends• Sharing: Users can Tweet content

Organization setup:• Create an account for your organization

107 million users

Google+

What is it:Social network similar to Facebook powered by Google and integrated with Gmail. Supports friending via circles, updates, photos and hangouts. Affects Google search.

Terms:• Circle – A way of following and categorizing people and pages• Page – Used as a profile for businesses, organizations and groups• Hangouts – Video enabled virtual meeting

Organizational uses:• Create organization page• Send segmented messages• Sharing: +1

Organization setup:• Create a personal account using a Gmail address• Create a page for your organization• Segment audiences into circles

90 million users in 9 months

social sharing & bookmarking

What is StumbleUpon:Site for sharing interesting web content. Members can explore weighted random selection of content based on interests.

What is Del.icio.us:Social bookmarking service for storing, sharing and discovering web bookmarks.

What is Reddit:Social bookmarking where users submit content and other users can rank content by voting up or down

What is Digg:Social news website where users submit content into categories and people vote, e.g. “Digg”, content.

multi-media

Video sites – YouTube, Vimeo, Blip.tv:Enable people to post videos and users to interact with the videos such as commenting and following feeds.

Photo sites – Flickr, Picasa, Photobucket:Enables people to post videos. Most support commenting and sharing.

step by step – getting started

1. Create social networking accounts and pages on Facebook, Twitter profile, Google+, YouTube or Flickr for your business• complete each bio or profile with the location of

your company, website, and contact information where applicable.

2. Add social network profile links to your site

3. Add social sharing and bookmarking links to your site

4. Add Facebook, Twitter or other relevant widgets to your site

social media integration

Exercises• Install Social Media App

LevelTen Solutions

Jumpstart your Marketing and Social Media

Bronze Silver Gold

Kickoff Meeting & Setup ✔ ✔ ✔

Social Media Sites Managed 3 5 10

Keyword Research 25 50 100

SEO Pages / month 5 10

Social monitoring ✔

Social / SEO Strategy and Planning ✔

thank you!

Tom McCrackenLevelTen InteractiveDirector

Phone: 214.887.8586Email: [email protected]: @levelten_tomBlog: leveltendesign.com/blog/tomLinkedIn: linkedin.com/in/tommccracken

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mailto:[email protected]

http://www.leveltendesign.com/blog/tom

Self Improvement

Results Oriented Website Quick Start