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As part of an education class for ADMA students I was asked to talk through the website planning process, specifically around the production steps involved in taking a website from an idea to a physical web address.
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2. 3. 4. 5. 6. How did these brand websites get from 7. 8. s 9. 10. Good planning. 11. How, exactly? 12. SOSTAC marketing planning framework applied to digital marketing.Source: Chaffey and Smith (2008) Where are we now? Where do we want to be? How do we get there? Howexactlydo we get there? Details of who does what and when? How do we monitor performance? 13. Revisit and refine. 14. Where are we now?(Situation analysis) 15.
16. 17. Where do we want to be?(objectives) 18.
19. How do we get there?(strategy) 20.
21. How, exactly, do we get there?(tactics) 22.
23. Who does when & when (actions) 24.
25. Monitor performance (control) 26.
27. SOSTAC marketing planning framework applied to digital marketing.Source: Chaffey and Smith (2008) Where are we now? Where do we want to be? How do we get there? Howexactlydo we get there? Details of who does what and when? How do we monitor performance? 28. Example: Student Life and Learning website. 29. 30. Situation analysis & objectives
31.
32. Overarching business objectives
33. Online objectives
34. Strategy
35. 70% Worried, but well. 35% Low-need/ disengaged 5% High need 36. SL&L homepage example Reassure the user that they have come to be right place 37. SL&L inner page example Individual team identities will provide relevance to the user journey
38. First year ideas: a handy guide Recommended task : user research to understand what users want The chance to create ongoing users and future ambassadors Source: http://tomtomsecrets.com/ 39. 40. Tactics:
41. 42. 43. Example architecture High trafficked areas 44.
Card sorting workshops 45. 46. Actions:
47. Production schedules: 48. Content mapping workshops:
49. Control (performance):
50. 51. 52. Questions?