1. Website Planning De Hallam Murdoch University

2. 3. 4. 5. 6. How did these brand websites get from 7. 8. s 9. 10. Good planning. 11. How, exactly? 12. SOSTAC marketing planning framework applied to digital marketing.Source: Chaffey and Smith (2008) Where are we now? Where do we want to be? How do we get there? Howexactlydo we get there? Details of who does what and when? How do we monitor performance? 13. Revisit and refine. 14. Where are we now?(Situation analysis) 15.

brand perception

customer insight

internal capabilities & resources

current performance

SWOT analysis

16. 17. Where do we want to be?(objectives) 18.

Sx5 objectives:

Sell- customer acquisition & targets

Serve customer satisfaction targets

Sizzle site stickiness, visit duration

Speak trialogue, # engaged customers

Save quantified efficiency gains

19. How do we get there?(strategy) 20.

Segmentation, targeting & positioning

Online Value Proposition

Integration (consistent OVP) & database

Tools (web functionality, email, blog etc)

21. How, exactly, do we get there?(tactics) 22.

E-marketing mix

• Incl. the communications mix, social networking, what happens when.

Details of content strategy.

Initiative schedule.

23. Who does when & when (actions) 24.

Responsibilities & structures

Internal resources and skills

External agencies

Production schedule

25. Monitor performance (control) 26.

Web analytics + Sx5 = KPIs

Useability testing

Customer satisfaction surveys

Site visitor profiling

Process of reporting and actions

27. SOSTAC marketing planning framework applied to digital marketing.Source: Chaffey and Smith (2008) Where are we now? Where do we want to be? How do we get there? Howexactlydo we get there? Details of who does what and when? How do we monitor performance? 28. Example: Student Life and Learning website. 29. 30. Situation analysis & objectives

Website audit.

Existing tracking data.

Key stakeholder interviews.

Group stakeholder workshops.

Student focus groups.

31.

Current state

a need tobetter engage studentsin university life outside of their course

a requirement to move all internal content to auser-centric mindset

a need tobetter deliver on the promiseof the discoverers welcome message for existing students

upgradeout of date, poorly branded and flatcontentwhich has been on hold for a significant period of time

32. Overarching business objectives

a greaterfocus on retention

increase understanding of the value of our total learning experience for all students

reduce negative perceptionsof some of the services available to students

increase awarenessand trust of deeper level support services available to students

33. Online objectives

allowkey messagesand activities to gaingreater reachacross all target audience groups

provideclear pathwaysto delve into deeper content (find out more)

makecontent actionable(here is what you need to do next)

34. Strategy

Persona development

• user-tasks, specific objectives, behaviours.

High level wireframes

Ideas for tools and functionality

Branding strategy

35. 70% Worried, but well. 35% Low-need/ disengaged 5% High need 36. SL&L homepage example Reassure the user that they have come to be right place 37. SL&L inner page example Individual team identities will provide relevance to the user journey

Userengagement devices

Information based contextual navigation

38. First year ideas: a handy guide Recommended task : user research to understand what users want The chance to create ongoing users and future ambassadors Source: http://tomtomsecrets.com/ 39. 40. Tactics:

Wireframes

Information architecture

IA Card-sorting workshops

Designs

41. 42. 43. Example architecture High trafficked areas 44.

Online card sorting software: OptimalSort

Best practice guides for card sortingwww.boxesandarrows.com

Card sorting workshops 45. 46. Actions:

Production schedules

Content mapping workshops

Internal training (CMS training, copywriting workshops etc).

47. Production schedules: 48. Content mapping workshops:

Best practice guides for content mapping workshopswww.boxesandarrows.com

49. Control (performance):

Useability testing.

Omniture reporting.

50. 51. 52. Questions?

De Hallam

[email_address]

Online Communications Planner

Murdoch University