My presentation at Voka about how to make a customer-centric website in 15 steps, 16 May 2013

1. Galland.be
©
Galland.be
2012
Galland.be
Consultants
in
strategic
marke9ng
How
to
build
a
customer-­‐centric
site
in
15
steps
Voka
seminar
-­‐
16
May
2013

2. Galland.be
Ann

3. Galland.be
3

4. Galland.be
©
Galland.be
2011
Galland.be
consultants
in
strategic
marke9ng

5. Galland.be
Strategic
marke9ng
5

6. Galland.be
Some
customers
&
projects

7. Galland.be
Some
publica9ons
7
My
“one
company,
one
image”
branding
case,
realized
as
Global
Director
Marke=ng
of
the
Barco
Group
(1996-­‐2008)
in
“Marke=ng
Management
–
De
essen=e”
Philip
Kotler,
Kevin
Lane
Keller,
Henry
Robben,
Maggie
Geuens,
2010
My
vision
on
marke=ng
and
branding
today,
as
Managing
Director
of
Galland.be
(2009-­‐today),
with
emphasis
on
the
importance
of
customer
centricity
and
word
of
mouth
in
STIMA
Marke=ng
Jaarboek
2012

8. Galland.be
rules
of
thumb
for
an
online
strategy
that
works
8

9. Galland.be
Websites
in
2013
§ A
website
is
a
means,
not
an
end
§ The
“business
card”-­‐
internet
era
is
over
§ A
successful
website
“connects”
with
its
visitors

10. Galland.be
Our
Mission
Our
mission
is
to
exploit
technical
innova=ons
for
the
benefit
of
AT&T
and
its
customers
by
implemen=ng
next-­‐genera=on
technologies
and
network
advancements
in
AT&T's
services
and
opera=ons.

11. Galland.be
11
11
Your
Website
2.0
Your
Website
1.0
Your
Virtual
Company

12. Galland.be
Without
having
a
goal
it’s
difficult
to
score

13. Galland.be
Galland.be
“Your
vision
of
where
or
who
you
want
to
be,
is
the
greatest
asset
you
have.
Without
having
a
goal,
it’s
difficult
to
score”
Paul
Arden

14. Galland.be
What’s
your
website’s
goal?

15. Galland.be
15
Would
you
consider
building
a
house
without
explaining
your
goal
to
the
architect?

16. Galland.be
Company
strategy
Company
Iden9ty
Vision
Mission
Values
Strategy
how
wh
at
who

17. Galland.be
Start
from
your
business
objec9ves
§ To
be
relevant
and
successful,
your
website
needs
to
be
in
line
with
your
business
objec9ves.
§ These
objec=ves
need
to
be
translated
into
valuable
on-­‐line
objec9ves
§ Know
your
stakeholders
and
understand
what
really
ma_ers
to
them.

18. Galland.be
Online
strategy
Company
strategy
Online
strategy
Your
website

19. Galland.be
Goals
for
your
website
§ Increase
brand
awareness?
§ A_ract
new
visitors?
§ Increase
sales?
§ Facilitate
doing
business
with
your
company?
§ Support?
§ Startup
new
business
segments?
§ Co-­‐crea=ng
with
customers?
§ ….

20. Galland.be
A
website
is
always
part
of
a
larger
experience

21. Galland.be
An
integrated
experience
§ A
website
never
stands
alone
§ It
is
part
of
a
larger
en=ty
§ A
website
should
be
integrated
with
your
offline
and
online
communica=on
strategy

22. Galland.be
22

23. Galland.be
Maybe
nobody
is
visiAng
your
site,
because
it
is
about
you!

24. Galland.be
Galland.be
24
“A
website
is
like
a
mirror:
if
it
doesn’t
reflect
your
customer’s
needs,
it’s
broken.”
Galland.be

25. Galland.be
You
don’t
need
a
website
for
yourself.
You
need
it
for
others.

26. Galland.be
“NOT
about
you”
§ Make
sure
the
content
of
your
website
is
“relevant”
for
your
audience
§ Be
empha=c
and
start
from
objec=ves,
tasks
and
informa=on
needs
from
your
visitors
§ Ban
company-­‐centric
thinking
based
on
company
structures,
departments
or
divisions

27. Galland.be
27

28. Galland.be
28

29. Galland.be

30. Galland.be
17
May
2013
Content
is
king

31. Galland.be
Content
is
king
§ Content
is
reason
for
being
§ Create
relevant
content
§ Think
transac=onal
§ Create
“calls
to
ac=on”
§ Build
in
“takeaways”
§ Make
your
content
“share-­‐able”

32. Galland.be

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36

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37

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38

39. Galland.be
Web
content
§ Always
up-­‐to-­‐date
§ Simple,
short
and
relevant
language,
adapted
for
screen
reading
§ Illustrate
with
visuals,
video,
anima=ons,
applica=ons
§ Allow
visitors
to
personalize
content
and
only
show
the
most
relevant
informa=on
out
of
the
huge
amount
of
available
informa=on
§ Hyperlink,
hyperlink,
hyperlink

40. Galland.be
17
May
2013
17
May
2013
Consistency
is
queen

41. Galland.be
Galland.be
41
“If
the
user
can’t
use
it,
it
does
not
work.”
Susan
Dray

42. Galland.be
Content
needs
structure
§ Bring
structure
to
your
content
§ Target
group-­‐
en
task-­‐driven
§ Don’t
expect
your
site
to
be
a
linear
experience
§ Think
in
scenarios
§ Usability
§ Evaluate
your
content
structure
§ Adapt
content
for
web
purposes,
while
keeping
messages
consistent

43. Galland.be
43

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44

45. Galland.be

46. Galland.be

47. Galland.be

48. Galland.be

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49

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50

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51

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53

54. Galland.be

55. Galland.be

56. Galland.be
56
Create
an
interac9ve
experience

57. Galland.be
Galland.be
“I
hear
and
I
forget.
I
see
and
I
remember.
I
do
and
I
understand.”
Confucius

58. Galland.be
Be
engaging
and
collabora9ve
58
§ Involve
consumers
emo=onally
and
show
your
site
is
all
about
them
§ Let
consumers
exchange
ideas
and
experiences
with
your
brand.
Everything
about
the
brand
is
open
and
freely
available
to
all
anyway
(open
source
marke=ng)
§ Let
them
rate
your
products,
let
them
tell
about
their
experiences
of
using
your
products,
let
them
invite
more
friends
online
§ Have
plug-­‐ins
at
social
network
websites
allowing
them
to
share
and
discuss
§ And
reward
them.

59. Galland.be
59

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60

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62

63. Galland.be

64. Galland.be
64

65. Galland.be
“be
a
plaNorm”

66. Galland.be
Galland.be
“Be
the
plaNorm,
not
the
middleman.”
Galland.be

67. Galland.be
Be
a
plaWorm
§ The
value
of
a
plajorm
resides
in
the
quality
of
the
interac=on
of
its
users
§ The
return
for
an
organiza=on
is
to
be
found
in
the
collected
“customer”
insights
from
the
users
and
the
value
created
by
integra=on
with
a
plajorm
§ Open
plajorms
are
olen
more
successful

68. Galland.be

69. Galland.be

70. Galland.be

71. Galland.be
Internet
is
the
norm

72. Galland.be
Galland.be
“users
spend
most
of
their
Ame
on
other
websites”
(Jakob's
Law
of
the
Web
User
Experience)
Jakob
Nielsen

73. Galland.be
Don’t
reinvent
the
obvious

74. Galland.be
Usability
§ Do
not
ignore
or
deviate
from
exis=ng
internet
conven9ons
if
not
needed
(e.g.
to
test
your
crea=ve
genius).
§ Only
deviate
from
the
norm
when
you
can
really
create
added
value
for
your
visitors
§ Your
visitors
spend
more
=me
on
other
websites
than
yours
anyway.
You’d
be_er
benefit
from
the
habits
they
acquire
on
other
sites
to
make
your
site
more
intui9ve
for
them

75. Galland.be
Internet
is
the
norm
§ How
are
others
doing
in
your
industry?
§ Use
standardized
terminology
wherever
possible
§ Speak
the
“language
of
your
customers”
§ Avoid
excessive
marke=ng
talk
or
buzz
words

76. Galland.be
Nobody
ever
got
fired
for
implemenAng
a
navigaAon
bar
that
works
(like
IBM)

77. Galland.be

78. Galland.be
Even
apple
respects
the
norm

79. Galland.be
What
does
not
exist
on
Google,
does
not
exist…

80. Galland.be
Search
engines
§ What
does
not
exist
on
Google*,
does
not
exist...
§ Make
sure
your
site
is
“accessible”
for
search
engines
§ If
required,
use
search
engine
adver=sing
to
support
this
*Also
check
Yahoo,
Baido,
Yandex,
etc..

81. Galland.be
Where
are
you?

82. Galland.be
82
Think
Local,
Think
Mobile

83. Galland.be
83
InvesAgate

84. Galland.be
Op9mize
for
people
not
engines
84
§ Search
engines
like
Google
are
more
and
more
taking
into
account
how
people
behave
§ Click
behaviour
§ Search
behaviour
§ On-­‐line
recommenda=ons
§
Social
relevance
of
people
§ This
will
change
SEO
as
we
know
it.
§ People
love
visuals
(images,
video,..)
§ People
use
the
most
advanced
stemming
and
context
algorithms

85. Galland.be
Galland.be
85
Content
“liked”
by
people
will
be
king
in
the
years
to
come

86. Galland.be
Confusius
Every
page
is
a
home
page!

87. Galland.be
Every
page
is
a
homepage
§ About
45%
of
your
traffic
is
not
entering
via
your
homepage
§ A
large
part
of
your
visitors
finds
your
website
via
search
engines
or
recommenda=ons
on
social
media
networks
§ Make
sure
important
content
can
be
easily
reached
from
every
page
on
your
website

88. Galland.be

89. Galland.be

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91. Galland.be

92. Galland.be
92
Start
with
listening…

93. Galland.be
Galland.be
93
“Social
media
is
not
a
strategy.
Social
media
are
media
to
help
you
to
listen
to
others,
to
learn
from
others,
and
to
publish
and
share
content
in
a
social
(for
everyone)
way”
Ann
Galland
May
17,
2013

94. Galland.be
Start
with
listening…
94
§ With
social
media,
the
internet
is
no
longer
about
technology,
but
about
people.
§ It’s
no
longer
about
understanding
and
implemen=ng
technology
but
about
understanding
people.
§ It’s
no
longer
about
pretending
your
are
good,
but
about
offering
a
true-­‐genuine
experience
as
an
organisa=on.

95. Galland.be
Social
media
§ An
increasing
amount
of
all
website
traffic
is
driven
by
social
networking
sites
(=
people)
§ Today
visuals
&
video
are
s=ll
“poorly”
indexed
by
search
engines,
but
on
the
other
hand,
they
are
remembered
very
well
by
people
(=
social
media)

96. Galland.be

97. Galland.be

98. Galland.be

99. Galland.be
99

100. Galland.be
10
0
Contribute
to
the
conversa9on

101. Galland.be
A
conversa9on
culture
10
1
§ Go
where
your
customers
are
§ Don’t
start
shou=ng,
only
par=cipate
in
a
conversa=on
in
case
you
can
contribute,
and
never
a_end
par=es
in
case
you
are
not
invited.
§ Make
sure
your
social
media
strategy
fits
your
company
culture
and
create
your
own
conversa=on
culture
by
doing
so.

102. Galland.be

103. Galland.be
10
3
Visitors
are
always
right

104. Galland.be
Galland.be
“Must
be
done
is
the
parent
of
many
bad
measures”
Daniel
Webster

105. Galland.be
Measure,
learn
and
improve
§ Analyzing
the
behavior
of
your
visitors
allows
you
to
iden=fy
what
is
working
and
what
is
not
§ Watch
out
for
“chicken
&
egg”
interpreta=ons
and
assump=ons,
as
you
can
only
measure
what
happened
and
never
what
did
not
happen
§ Use
site-­‐search
as
a
source
of
informa=on
§
iden=fy
usability
issues
and
missing
content

106. Galland.be
Measure
&
analyze
§ Web
analy=cs
enable
you
to
iden=fy
what
is
working
and
what
is
not.
§ “Visitors
are
always
right”
§ “Do
not
fix
what
is
not
broken”
Content
Performance
Traffic
sources

107. Galland.be

108. Galland.be
Do
not
fix
what
is
not
broken

109. Galland.be
Improve
&
implement
Improvement
plan
Analyze
On-­‐line
strategy
Yourcompany.com

110. Galland.be
A
website
is
a
con9nuous
process
Measure
&
analyse
Improve
&
implement

111. Galland.be
“Think
big,
start
small,
scale
fast”

112. Galland.be
Start
now
&
improve
tomorrow
112
§ Given
the
nature
of
the
internet
technology,
it
is
fairly
easy
to
create
now
and
improve
tomorrow.
Keep
your
development
cycles
as
short
as
possible,
but
plan
for
the
future.
§ A/B
tes=ng
allows
you
to
evaluate
different
design
op=ons
in
the
process
of
upda=ng
a
website.

113. Galland.be
Let’s
have
a
look
at
your
websites…
113

114. Galland.be
So,
if
you
s9ll
want
to
be
in
business
by
2020,
here’s
the
summary
of
what
to
do
for
your
online
strategy:
114

115. Galland.be
Online
strategy
summarized
115
1. Without
having
a
goal,
it’s
difficult
to
score
2. A
website
never
is
a
stand-­‐alone
given.
It
always
is
part
of
a
larger
experience
3. Maybe
nobody
goes
to
your
website
because
it’s
about
you
4. Content
is
king
5. Consistency
is
queen
6. Create
an
interac=ve
experience
7. Be
a
plajorm
8. Internet
is
the
norm:
users
spend
most
of
their
=me
on
other
websites
9. What
does
not
exist
on
Google,
does
not
exist…
10. Every
page
is
a
Homepage
11. Start
with
listening
12. Contribute
to
the
conversa=on
13. Visitors
are
always
right
14. Do
not
fix
what
is
not
broken
15. Think
big,
start
small,
scale
fast

116. Galland.be
Some
free
tools
§ Google
h_p://www.google.com
§ Google
Analy=cs
h_p://www.google.com/analy=cs/
§ Google
Webmaster
Tools
h_ps://www.google.com/webmasters/tools/
§ Alexa
Ranking
h_p://www.alexa.com/
§ Google
Trends
h_p://www.google.com/trends
§ Internet
Archive:
Wayback
Machine
h_p://www.archive.org/
§ Keyword
Spy
§ www.keywordspy.com
§ Social
media
§ h_p://hootsuite.com/
§ h_p://www.tweetdeck.com/
§ h_p://en.men=on.net
§ h_p://www.Il_.com
§ h_p://search.twi_er.com/
§ h_p://www.twazzup.com
§ h_p://www.socialmen=on.com/
§ Newsle_er
tools
§ h_p://www.mailchimp.com
116

117. Galland.be
Follow
us
be.linkedin.com/in/anngalland
facebook.com/galland.be
twi_er.com/anngalland
slideshare.net/anngalland
youtube.com/user/GallandTV

118. Galland.be
©
Galland.be
2011
Galland.be
consultants
in
strategic
marke9ng
www.galland.be
+32
477
22
54
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