results oriented website quick start
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[MM.DD..YY] [PRESENTER]
Results Oriented Website Quick Start
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Pop Quiz - Story Problem
In 2002, the Yellow Pages generates 100,000 bike sales in a year. There are 100 bike stores listed.
What is the average number of bikes a typical store should sell in a year from the yellow pages?
flickr.com/photos/silvery/4461519535
distribution of success?
Normal distribution
sales
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Pop Quiz - Story Problem
In 2002, each of the 100 bikes stores started a website. In 2012, the web generates 100,000 bikes sales in a year.
What is the average number of bikes a typical store should sell in a year from the internet?
Vilfredo Pareto
distribution of success?
Power law
sales
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mb
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of
sit
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typic
al
leaders
What is this course?
Results
strategy
tools
tactics
process
• Intro to ROW•Value driven project management•Strategic planning
Session 1 – Vision & Planning
•Managing content•Extending•Themes•Content strategies
Session 2 – Content strategy & management
•Search Engine Optimization•Social Media
Session 3 – Online marketing
The right vision
flickr.com/photos/ncreedplayer/5403123930 flickr.com/photos/masoncooper/456641277
business process improvement
cornerstones of highly successful web presences
audience
engagement
brand
conversion
retention
continual innovation
$$$
The new management
• Identify and prioritize high value opportunities
• Execute for optimal returns• Eliminate waste• Learn and innovate
Only do what provides the most value
Traditional web development process
Requirements
• Concept • High-level requirements
• Requirements gathering • Requirements spec
Design
• Product (UI) Design• Wireframes
• Detailed Design • Functional specs
Implementation
• Creative design• Content• Development
Verification
• Unit testing• Acceptance testing
• Beta testing
Maintenance
planning
development
live
Why do we plan?
• On time• On budget• In Scope
Certainty
• Look and feel• Features
Stakeholder utility
• Emotional branding• Content• Features• Usability & Experience
End user utility
• Increased revenue• Reduced cost • Increased goodwill
Organizational returns
typical
resultsoriented
Big Design Up Front
certainty
stakeholderutility
userexperience
returns
waste
6 months
$
Mid Design Up Front
certainty
stakeholderutility
userexperience
returns
waste
6 weeks
$
Planning for certainty
source: blogs.msdn.com/b/dannawi/archive/2009/05/15/2009-standish-chaos-report-we-are-successful-in-the-failure.aspx
certainty waste
=
certainty no long term value
=
Getting what you want vs. knowing what you want
time
inn
ova
tion
high levelrequirements
design & architecture
mockups validation live
Freedom to innovate
Insight to innovate
certainty less value
=
valuemore money
= $
Where to go
certainty
$
value
waste
cost $ $
AgileBig DUFMid DUF
Redefining success
traditional project management focuses on being on time and on budget
scope
timebudget
value
constraints quality
results oriented focus on building the right thing and driving innovation
Empirical processes Empirical Process
move from predictive to adaptive
useful for processes with lots of noise and unpredictability
three cornerstones• transparency• inspection• adaptionflickr.com/photos/spirosk/2843323075
A better approach
Requirements
Design
Implementation
Verification
website6 months
waterfall
Requirements
Design
Implementation
Verification
features2 weeks
agile
Value driven process
Light weight planning
certainty
stakeholderutility
userexperience
returns
waste
2 weeks
$
Results oriented light weight planning
certainty
stakeholderutility
userexperience
returns
waste
4 weeks
$$
To summarize
online
results
a.k.a more of the right stuff
agile project management
results oriented
user-centeredplanning
more stuff
the right stuff
Value driven process
resultsvision
Process
Types of models• Results models• User role models• User stories• Interface models
Models based• Light weight• Iterative• Comprehendible by everyone• Synchronization• Collaboration
Results modeling: identify
increase bike sales
become a recognized
leader in the local biking community
Show the pictorial history of results bikes
The site should be intuitive and easy to
navigate
The site should have a clean
and professional
look
Be more viral
To increase traffic to the
site
Increase bike rentals by
100%
Reduce routine customer call inquires by
50%
Sell more bike repair services
Sell more bikes online
Double our mailing list
Staff should be able to add
and edit content
Expand our digital footprint
Get 500 “Likes” on Facebook
Visitors should be able to find what they want in no more than
3 clicks
Results modeling: consolidate
increase bike sales
become a recognized
leader in the local biking community
Show the pictorial history of results bikes
The site should be intuitive and easy to
navigate
The site should have a clean
and professional
look
Be more viral
To increase traffic to the
site
Increase bike rentals by
100%
Reduce routine customer call inquires by
50%
Sell more bike repair services
Sell more bikes online
Double our mailing list
Staff should be able to add
and edit content
Expand our digital footprint
Get 500 “Likes” on Facebook
Visitors should be able to find what they want in no more than
3 clicks
Goals Objectives FeaturesValued events
Results models: refine
increase bike sales
Goals Objectives Valued eventsIncrease by
sales by 50% a month within 6
months
Bike purchaseValue = 40% of the retail price
Results modeling: prioritize
increase bike sales
become a recognized
leader in the local biking community
The site should be intuitive and easy to
navigate
The site should have a clean
and professional
look
Be more viral
To increase traffic to the
site
Sell more bike repair services
Sell more bikes online
Expand our digital footprint
Primary Secondary Tertiary
User role modeling: identify
local newspaper
sports blogger
fans
staffbike shoppers
bike owners job seekers
new mom/parent
website administrator
tour guide
casual bikers
new bike rider
person who wants to
upgrade their bike
enthusiasts shoppers staff
renters
people from out of town
hotels that need bikes for
guests
owners
competitive rider
job seekers
User role modeling: define
owners
Demographics• Age: 25-55• Gender: 65% male• Location: within 10 miles of store
Psychographics• Active lifestyle• Prefers being outdoors• Green
Behavioral• Significant web usage including search engines and social media• Research purchases online before buying• Significant use of mobile devices
Brand• Custom service is significant driver for brand loyalty• Likely to buy again from same store. Typically 1 bike every 4 years.
Site• Proficient web user • Likely to have high speed internet access
User role modeling: prioritize
enthusiastsshoppers
staffrenters
owners
job seekers
Primary Secondary Tertiary
User stories: format
As a [user role]I want [a feature or goal] so that [a benefit or reason]
* so that is optional
A user story is a documented requirement and a note to discuss later
User stories: identify
As a Bike Enthusiast, I would like to• read the latest bike shop news/blog• comment on the blog• share content through email and social media • see a calendar of events, classes, races• sign up for newsletter and alerts• see special offers• get contact information• see location and hours of operation
User stories: prioritize
MoSCoW approach• Must haves – we need these stories in order to launch the
project• Should haves – these are of high importance, but are not
show stoppers for the next release• Could haves – If we get a couple of these in it would be
nice, but they can be moved easily to the next release• Wants – These are not a priority but we want to keep track
of them as possibilities for future releases.
Interface models
Common interface models• Navigation Architecture & maps• Content Models • Wireframes and prototypes• Design comps
Definition:graphical or organizational representation of site elements and how they relate to each other
Interface models: wireframes
Just in time strategy
Make decisions when you have the most dataMake decisions based on working software (not paper prototypes)
Minimize the amount of work not done
Adequate planning and frequent conversations
Just-in-Time Strategy
http://www.flickr.com/photos/rpmarks/4503154179
User driven design
Traditional web projects
Website
•Single shot project
•No emphasis on marketing
Online marketing
•No focus on website
The new management
Smallest viable results
oriented website
Progressive launch• Marketing• Enhance site• Learn
Dream website
Summary
1. Don’t obsess over certainty, you will get more done.
2. Software is for the end users, get out of your head and into theirs
3. Drive continuous innovation. Experiment, measure, learn.
4. It is about benefits, not features. Results should be a continual focus
[MM.DD..YY] [PRESENTER]
Session 2 – Content Management
The platform
What we are looking for
Static web pages
• Simple sites• No dynamic
features• Tied to
technical resources
• Cheap
General framework
• Unique sites• Blue sky
features• Tied to
technical resources*
• Very expensive
Content management
system
• Standard interactive sites
• Focused on popular features
• Able to manage own content*
• Moderate price*
What we are looking for
content manageme
nt
application
framework
integrated marketing
social engageme
nt
multi-device support
1. Free open source software2. Proven3. Adaptable, extensible, scalable4. Enterprise class5. Easy to use6. Search engine friendly7. Social integration
The requirements
learn more: drupal.org
Community plumbing
web building blocks
flickr.com/photos/timbradshaw
flickr.com/photos/saeba
The platform – open enterprise
Open Enterprise apps
Open Enterprisecore
Drupal
1. Free open source software2. Proven3. Adaptable, extensible, scalable4. Enterprise class5. Easy to use6. Search engine friendly7. Social integration
The requirements
learn more: leveltendesign.com/enterprise
Installation
Exercises
Download:www.leveltendesign.com/enterprise
[MM.DD..YY] [PRESENTER]
Session 2b – Content Strategy
online advertising &
PR
performance based ads
(paid search)
content networking
Awareness referrals
user centered listings(organic search)
Peer recommendatio
ns
Authority recommendatio
ns
ReputationManagement
trusted advisor
requests
userrequests
retention programs
touch pieces
word of mouse
traditional advertising &
PR
traditional sales
custom service
offlinecommunications
engagement contentbrochureware
landing pages
conversion mechanisms
customer relationship management
social content
website social media
online corporate communications
user engagement
Typical site
online advertising &
PR
performance based ads
(paid search)
content networking
Awareness referrals
user centered listings(organic search)
Peer recommendatio
ns
Authority recommendatio
ns
ReputationManagement
trusted advisor
requests
userrequests
retention programs
touch pieces
word of mouse
traditional advertising &
PR
traditional sales
custom service
offlinecommunications
engagement contentbrochureware
landing pages
conversion mechanisms
customer relationship management
social content
website social media
online corporate communications
user engagement
Typical site
Advertising doesn’t work
searchengines
• Ads have become noise• Media dilution• Ad circumvention• People don’t trust corporate
communications
online advertising &
PR
performance based ads
(paid search)
content networking
Awareness referrals
user centered listings(organic search)
Peer recommendatio
ns
Authority recommendatio
ns
ReputationManagement
trusted advisor
requests
userrequests
retention programs
touch pieces
word of mouse
traditional advertising &
PR
traditional sales
custom service
offlinecommunications
engagement contentbrochureware
landing pages
conversion mechanisms
customer relationship management
social content
website social media
online corporate communications
user engagement
Search optimized sites
Why search engine marketing works
• Its where most people go to look• Specific searches (long tail)• Identified need• All steps of the buying cycle
Google processes over 1 billion
searches a day
online advertising &
PR
performance based ads
(paid search)
content networking
Awareness referrals
user centered listings(organic search)
Peer recommendatio
ns
Authority recommendatio
ns
ReputationManagement
trusted advisor
requests
userrequests
retention programs
touch pieces
word of mouse
traditional advertising &
PR
traditional sales
custom service
offlinecommunications
engagement contentbrochureware
landing pages
conversion mechanisms
customer relationship management
social content
website social media
online corporate communications
user engagement
Engagement
Why seo + social
• Most effective way to create awareness (latent need)
• Searchers are researchers• People trust people• Enables champions• Social boosts search
Facebook has 800 million users. 50% log on per
day.
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Content is king?
flickr.com/photos/38659937@N06/5752344624/http://www.flickr.com/photos/wwworks/864731205
interrupt and repeat delight and engage
Why engagement content & social media work
searchengines
Produce great stuff and people will come to you, produce really great stuff and your customers will share and disseminate your message for you.
Ann Handley & CC ChapmanContent Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More)
That Engage Customers and Ignite Your Business
“”
Types of content
searchengines
Written• Article• Blog
• Micro blog/tweet• Wiki• Forum• Whitepaper• E-Book• Newsletter
Multimedia• Videos• Audio• Webinar• Live streaming• Podcast• Photos• Presentation
slides• Animations
Where to start
blog• Simple• Great hub• Fundamentals• Control• Social• Ownership• SEO
process
Planning• Results• Audience• Topics
Create• Authorin
g• Optimizin
g• Publishin
g
Promote• SEO• Social
media
Planning: results
flickr.com/photos/pochacco20
Content should have goals that support the
site goals
Planning: audience – get targeted
local newspaper
sports blogger
fans
staffbike shoppers
bike owners job seekers
new mom/parent
website administrator
tour guide
casual bikers
new bike rider
person who wants to
upgrade their bike
enthusiasts shoppers staff
renters
people from out of town
hotels that need bikes for
guests
owners
competitive rider
job seekers
Planning: topics
Audience driven• Conjecture• Ask• Monitor
• Customer touch points• Social media• Search
Author/staff driven• Passions• Recent projects
Organization driven• News and events• Success stories
process
Planning• Results• Audience• Topics
Create• Authorin
g• Optimizin
g• Publishin
g
Promote• SEO• Social
media
Create: authoring
Blend the art of story telling (literature) with the science of reporting (journalism)
Be human
Share or solve; don’t shill
Delight and surprise
Exercise
add blog post
Create: Engagement focused inverted pyramid
Most important content first
Great Headlines
Goal of the headline is to get people to read the first sentence. Goal of first sentence is to get people to read the second. Goal of second is get them to read the rest.
Create: optimizing
Scanable & Chunkable• right sized• headers• bullets• emphasis, strong, blockquotes, sidebars
Media integration• Photos, videos, audio, presentation slides
Links to read more• Dig deeper• Related
Tag and categorize
Exercise
stylize your post
Create: publishing
website
LinkedInYouTube
your properties
news sites
relatedsites
aggregators
3rd partiesaggr
egat
ion
APIssy
ndica
tion
feeds
process
Planning• Results• Audience• Topics
Create• Authorin
g• Optimizin
g• Publishin
g
Promote• SEO• Social
media
Summary
1. The CMS advantage• Enables non-technical people to
control their site• Enables subject mater experts to
easily publish content• Provides enhanced user
engagement2. The customer is in charge3. Publishing extraordinary content is
the recipe for marketing in the modern world
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Session 3 – Search Engine Optimization
paid
organic
flickr.com/photos/havovubu/3728604649/
seo magic formula
great architectur
e
great backlinks& buzz
great content
great rankin
gs
user
author
organization
content workflow
topics
topic driven
contentoptimizatio
n
keywordresearch
contentoptimizatio
n
contentauthoring
contentauthoring
keywords
competition
popularity
relevance
keyword driven
promotion
keywordresearch
site keyword research
brainstorm keywords phrases
seed keyword
list
research•lateral phrases
•search volume•competitiveness
expanded keyword
list
evaluate relevancy
targeted keyword
listsp
read
shee
t3rd p
arty
tools
spre
adsh
eet
spre
adsh
eet
Your s
ite
Exercise
Install SEO Tools
Site keyword research
page keyword research
determinemain keywords
from contentcontent
keyword list
research•lateral phrases•search volume•competitiveness
targeted keyword+
modifiers
content optimization
• 40 – 75 characters• use target keyword phrase at least one time
page title
• 200 – 800 words• include target keyword phrase 2 – 4 times• keyword phrase prominence > 50%
body
• 10 – 25 words
meta description
• 1 – 15 phrases
meta keywords
Exercise
Content analysis
Exercise
SEO Insight
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Session 3b – Social Media
kinda huge
• If Facebook were a country it would be the third most populated (behind China & India)
• 500 Billion minutes spent on Facebook each month
• 2 Billion YouTube videos viewed per day
• 95% of companies use LinkedIn to find and attract talent
• 27 million tweets every day on Twitter
Defining Web 2.0flickr.com/photos/tinou/2065322341
flickr.com/photos/digiart2001/2324498175
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why social media
• where the masses are• connected• influencers• sharing minded
reach
• preferred channels• free advanced tools• familiar tools
interaction
• viral content• two way conversation• human
engagement
social networking
sharing & bookmarking
multi media
What is it:Social network for people to connect (friend each other) and share through:
• Updates• Photos• Events• Comments
Organizational uses:• Create a fan page• Update fans with relevant information• Interact with fans• Post photos and tag people• Event management• Sharing: Members can share and like content
Organization setup:• Create a personal account• Create a fan page
800 million users
What is it:A real time microblogging and aggregation platform.
Terms:• Tweet – 140 character micro post• Follow – people interested in receiving your Tweets• @: placed before a Twitter handle allows the user to receive the
tweet• RT: Retweet – sharing of anothers post with your followers• #: Hashtag – way of tagging and categorizing tweets
Organizational uses:• Send brief updates to followers• Engage followers• Engage interested parties• Custom support• Monitor customer and industry news & trends• Sharing: Users can Tweet content
Organization setup:• Create an account for your organization
107 million users
Google+
What is it:Social network similar to Facebook powered by Google and integrated with Gmail. Supports friending via circles, updates, photos and hangouts. Affects Google search.
Terms:• Circle – A way of following and categorizing people and pages• Page – Used as a profile for businesses, organizations and groups• Hangouts – Video enabled virtual meeting
Organizational uses:• Create organization page• Send segmented messages• Sharing: +1
Organization setup:• Create a personal account using a Gmail address• Create a page for your organization• Segment audiences into circles
90 million users in 9 months
social sharing & bookmarking
What is StumbleUpon:Site for sharing interesting web content. Members can explore weighted random selection of content based on interests.
What is Del.icio.us:Social bookmarking service for storing, sharing and discovering web bookmarks.
What is Reddit:Social bookmarking where users submit content and other users can rank content by voting up or down
What is Digg:Social news website where users submit content into categories and people vote, e.g. “Digg”, content.
multi-media
Video sites – YouTube, Vimeo, Blip.tv:Enable people to post videos and users to interact with the videos such as commenting and following feeds.
Photo sites – Flickr, Picasa, Photobucket:Enables people to post videos. Most support commenting and sharing.
step by step – getting started
1. Create social networking accounts and pages on Facebook, Twitter profile, Google+, YouTube or Flickr for your business• complete each bio or profile with the location of
your company, website, and contact information where applicable.
2. Add social network profile links to your site
3. Add social sharing and bookmarking links to your site
4. Add Facebook, Twitter or other relevant widgets to your site
social media integration
Exercises• Install Social Media App
LevelTen Solutions
Jumpstart your Marketing and Social Media
Bronze Silver Gold
Kickoff Meeting & Setup ✔ ✔ ✔
Social Media Sites Managed 3 5 10
Keyword Research 25 50 100
SEO Pages / month 5 10
Social monitoring ✔
Social / SEO Strategy and Planning ✔
thank you!
Tom McCrackenLevelTen InteractiveDirector
Phone: 214.887.8586Email: tom@leveltendesign.comTwitter: @levelten_tomBlog: leveltendesign.com/blog/tomLinkedIn: linkedin.com/in/tommccracken
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