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Web Governance in Multi-nationals by Little Forest
- 1. Gavin Colborne Little Forest Managing Director @twitter https://twitter.com/thelittleforest
- 2. Now (almost) every company is a multi-national
- 3. What are the challenges in running a single site?
- 5. • 1000 plus website • Dozens of CMS’s • Hundreds of people in digital How big is BIG?
- 6. Toothpaste One of our customers has 25 websites… For a single toothpaste brand
- 7. What does a Head of Global Performance and Optimisation do at Multi-National?
- 10. • Content • Community • Commerce Digital Success Components
- 11. How much is one quality improvement worth to your business?
- 12. How is Governance relevant to SEO?
- 13. What do SEOs govern?
- 14. • Keyword rankings • Backlinks • Majestic Trust and Citation flow • Moz Domain Authority and Page Authority
- 15. What does a Content person govern?
- 16. • Content Quality (On page SEO) • Spelling and grammar • Readability score • Sentiment
- 17. What does a Social media person govern?
- 18. • Followers and fans • Number of mentions • Retweets and Shares • Comments • Referral traffic to site • Sentiment
- 19. What can an Email marketeer govern?
- 20. • Number of Emails sent • Number of Opens • Click throughs • Bounce rates • Unsubscribes
- 21. What does a eCommerce person govern?
- 22. • Revenue by Channel • Revenue by Product or Business line • Profit • Cost • Targets • Refunds • Month on Month/Year on Year performance
- 23. What can a DevOps person govern?
- 24. • Availability - Uptime across the world • Performance - Web Page Test, Page Speed Score, YSlow score • The required Events are firing when needed
- 25. What does a Data Quality analyst govern?
- 26. • Presence of correct Tags on pages • Correct versions of Tags on pages • The required Events are firing when needed • Coverage on Web v Mobile App, TV • Data Security from 3rd party Tags • Load time of Tags
- 27. What does a Site Owner govern?
- 28. • High Level KPIs • Brand • Domain names - expiry, squatting • Privacy - GDPR
- 29. What is our secret to helping Multi-Nationals?
- 30. How can we make Governance fun?
- 31. Gamification
- 32. • Fun, motivation • Learning • Improving the business and customer experience Why Gamification?
- 34. Examples of Industry Scores • Google Page Speed • Klout Score • Net Promoter Score • Adwords Quality Score • Analytics Quality Score • Alexa Rank • Moz Rank • SEMRush Rank • Accessibility • Readability
- 36. How does the score work?
- 37. Awards that work
- 39. • Deep Crawl • Qualtrics • Akamai • Pardot • Tealium How do we get data? • Salesforce • Dynatrace • Google Analytics • Adobe Analytics • Mailchimp • Twitter • LinkedIn • Facebook • Survey Monkey • Any API…
- 40. We know that people who play: 1. Improve the quality of their site and marketing 2. Improve their customer experience and their business revenue 3. Look great to their management Outcomes
- 41. How do we get people to play?
- 42. Hooked
- 43. • Triggered - Email • Action - Fix Site Issues, Outreach, Fine Tune Ad Spend • Reward - Improve Score, Increase Rank, Awards • Investment – Add a new audit, share a comment
- 44. So what works?
- 45. • Lots and lots of training • Webinars and screen shares to cover case studies where colleagues share their knowledge and experience • Remind them weekly with a leaderboard showing progress and position • Reward them
- 46. Governance is now fun
- 47. Redefining DOG
- 48. If you are working with people in multiple locations, ask yourself these things: • Is your team having fun together? • Are you learning together? • How can you work better together? • Get in touch we would love to hear more.
Hinweis der Redaktion
- Super-large companies with many websites have unique management and communication challenges. Their brand assets and contents are locked up in multiple different technologies that don’t ‘talk’ to each other. There is a huge difference across the geographic markets in terms of skills, budgets and size of team. There are few agreed ‘standards’ or Global ways to compare/benchmark fairly across their websites and how they perform. Lessons learned in one market (around improving the website) are seldom shared to other markets. Huge amounts of time are spent creating reports for Senior Management on a weekly basis. It is difficult for the Global Operations teams to gain insights into each individual markets specific setup, configuration and platform. The budget spend across marketing channels has much room for improvement and sharing best practices on how to optimise spend. Multi-language, multi-device and multi-currency all create unique challenges to brands to manage websites.