When a website attracts the wrong users, it’s a failure. It fulfils neither customer-driven demands nor our internal aims. And this applies especially to marketing and image online campaigns, the main driver for establishing websites. But we cannot simply create websites as a quick fix and must always establish them as an integral part of our digital strategy. Manuela Pastore, Director Online Communications, Internet Strategy & Consulting, Boehringer Ingelheim

1. Creating your Online Success
Boehringer-Ingelheim
Online Communications Strategy & Consultancy
Team
Ingelheim, August 2010

2. 2
November 11,
2010
Boehringer Ingelheim, M. Pastore
Introduction
Your website
is not just a website. Go
for a strategic online
approach.

3. November 11,
2010
Boehringer Ingelheim, M. Pastore 3
Realising your Digital Strategy
A good planning is key
Awareness Design Development Implementation Evolution
ADDIE – It‘s about
making your website a
success

4. Costs, numbers and efficiency
November 11,
2010
Boehringer Ingelheim, M. Pastore 4
When is a website a success?
L Isolated thinking, pure Project/short term thinking, missing
digital strategy

5. November 11,
2010
Boehringer Ingelheim, M. Pastore 5
Introduction
Our key to success is
CQ5 in combination
with our business
service package.

6. Internet Strategy & Consulting
The big picture
November 11,
2010
Boehringer Ingelheim, M. Pastore 6
Communication
&
Promotion
Consultants
ensure „long term
success”
Consultancy
Governance
Our CMS
BI standard system
(CQ5)
Finance
Training
Workshop
&
Online Academy
Online
Competence Center
(Knowledge
platform)

7. 1 + 1 = 3
A car. Good drivers. Perfect traffic.
A
standardized
Content
Management
System
(CQ5)
Is a business & technical solution
Internet
Strategy &
Consulting
Team
Offers user-centric consultancy for your
project
Internet-
related
Knowledge at
a glance
Online Competence Center (launch Q4/2010)
Training and
know how Online Academy (launch 2011
November 11,
2010
Boehringer Ingelheim, M. Pastore 7

8. November 11,
2010
Boehringer Ingelheim, M. Pastore 8
Our business service package
We offer you a
convenient
prefabricated house.

9. November 11,
2010
Boehringer Ingelheim, M. Pastore 9
A standardised Content Management System
CQ5
Choose your
interior decoration!

10. November 11,
2010
Boehringer Ingelheim, M. Pastore 10
A standardised Content Management System
CQ5
Do you prefer it
simple?

11. November 11,
2010
Boehringer Ingelheim, M. Pastore 11
A standardised Content Management System
CQ5
… or perhaps
more complex?

12. NL
Country
HIV
Topic
Selfmedic
Information
Portal
Cardiguar
d
Product
InOncolo
gy
Topic
November 11,
2010
12
A standardised Content Management System
CQ5
The website master supports all website kids:
• Same set of templates & modules
• Individual appearance via CSS
Master
Boehringer Ingelheim, M. Pastore

13. November 11,
2010
Boehringer Ingelheim, M. Pastore 13
A standardised Content Management System
CQ5
A genious mother
and child principle.

14. November 11,
2010
Boehringer Ingelheim, M. Pastore 14
Our business service package
What does we offer?
• Prefabricated content modules and master templates for quick and
cost-saving roll-outs
• Quick and easy editing / maintenance
• Standards for accessibility and security
• Central storage of media assets
• Excellence Monitoring
• Sharing of future developments: modern web-functionalities out of
the box
• Centralised maintenance: avoiding inconsistency, minimise your
efforts

15. Our business service package: … and Consultancy
Need the right knowledge at the right time for making
your project a success?
From pre-launch activities to a long-term sucess …
Consultancy, training, Multichannel approach,
Communication issues …
Let‘s share our experience with you on to do‘s and don‘ts
15
User-centric
Training
workshops
Novemb
er 11,
2010
Project
Helpers:
Checklists,
Briefing
template,
Information
sheets,
Quick
references
November 11,
2010
Boehringer Ingelheim, M. Pastore

16. Internet Strategy & Consulting Team
We are here for:
• Giving you an overview
on processes, Boehringer
Ingelheim standards and
stakeholders to be involved
• Consultancy
for your website project
• Informing
about CQ5 and organising
trainings
• Communications
Internal and external marketing
activitities for your project
November 11,
2010
Boehringer Ingelheim, M. Pastore 16
Training workshop

17. A standardised and future thinking approach
Outlook & ongoing development
17
1.
Creating a second
standard
marketing
template set
2.
Mobile Website
3.
Further
development
of new features
and functionalities
4.
Rollout:
Supportive
material for
product managers
Social
Collaboration and
communication
Online Academy
…
Novemb
er 11,
2010
November 11,
2010
Boehringer Ingelheim, M. Pastore
One
website,
please….

18. November 11,
2010
Boehringer Ingelheim, M. Pastore 18
Resume
Online Communciations strategy and
Consulting Team
supports the website set-up
of all Boehringer Ingelheim
countries and businesses:
cost-saving, flexible and quick.

19. November 11,
2010
Boehringer Ingelheim, M. Pastore 19
Thank you.
Any questions?
Contact:
Manuela Pastore
Boehringer Ingelheim GmbH
Manuela.pastore@boehringer-ingelheim.com