The delegate notes to accompany the case study on screen presentation

2. Case study: Project overview Book series for young adults: 8 – 14 year olds Wide readership: 8 – 80 years of age Spirit of Lord of the Rings and Harry Potter Books being released until at least 2009 New York Times bestseller Australian author

4. Case study: Timeline Concept & buy-in: July 07 Planning & communication: August 07 Build: September 07 Launch phase: September 07 – January 08 BAU: February – August 08 Relaunch: September 08

6. Case study: Technology System requirements: Run on a .Net platform Minimal external development budget No internal .Net developer Own server

7. Elements selected: Compliant template 3 rd party modules for - forum (InstantForum) - poll - quiz (flash) - crossword (java applet) Case study: Technology

8. Media created: Flash game Flash map Book trailer Theme song – used on trailer and for ring tone Case study: Technology

9. Case study: Result Sales targets - Achieved Evangelical fans - Achieved Email addresses - Slightly below target but building well Mobile numbers - Achieved, not utilised

10. Challenges and agendas Challenges and agendas of stakeholders: What is the objective? What does success look like? Assessing the ROI Getting past the fear Moving beyond the “WOW” factor Getting beyond the fear

11. Challenges and agendas Common understanding and language Explaining technology to non technical people How much it will cost to build How much will it cost to maintain Policy and security Communication plan Measurement of success

12. Challenges and agendas Hot buttons for your stakeholders: You can’t CONTROL the message but you can INFLUENCE it Moving from communication to CONVERSATION Faking it rarely works be AUTHENTIC

13. Challenges and agendas Avoid at all costs: Luddite’s controlling the technology Propeller-heads controlling the business case Set and forget mentality

14. The Web for interaction and engagement The email experience as a yardstick for web community: Is the email experience a good one? How is it the same? How is it different? What does success look like?

15. The Web for interaction and engagement Roles and responsibilities: Project development team Project lifecycle team Internal communication The public face of the campaign

16. The Web for interaction and engagement Harnessing the web for communication: Technologies Blogs, Messageboards, Chat, SMS Defining the message Offering value Timing the contact Effective call to action

17. Harnessing the web for communication Acquiring the customer: Marketing the website Driving sign-ups Maintaining the relationship Mobilising your users for recruitment