Leveraging the Web - How to get your web site to work for you!

Getting Started Aug 7, 2007

A presentation made to a group of enterpreneurs to highlight the steps

[slideshare id=91511&doc=leveraging-the-web3670]

Transcript:

  1. Leveraging the Web A presentation by Reach1to1 Technologies (P) Ltd.
  2. Web Site Strategy Target Audience
    ● Business Objectives ● Design Requirements ● Content Management ● Site Promotion ● Performance Measurement ● Site Examples ● Questions & Answers
  3. Target Audience General public ● Visitors with service-able requirements ● Visitors with current requirements ● Current customers ● Share holders and investors ● Current Employees ● Prospective Employees ● Competitors
  4. Business Objectives General Public ● Establish corporate identity – Position the company and its services –
  5. Business Objectives Visitors with service-able requirements ● Establish corporate identity – Position the company and its services – Identify possible services – Establish credibility to deliver solutions –
  6. Business Objectives Visitors with current requirements ● Establish corporate identity – Position the company and its services – Identify possible services – Establish credibility to deliver solutions – Identify specific requirements – Establish specific solution –
  7. Business Objectives Current Customers ● Establish corporate identity – Position the company and its services – Identify possible services – Establish credibility to deliver solutions – Identify new requirements – Establish new solutions – Online services (order tracking, support) –
  8. Business Objectives Share-holders and investors ● Establish corporate identity – Position the company and its services – Establish financial stability and performance – Project business growth potential –
  9. Business Objectives Current Employees ● Establish corporate identity – Position the company and its services – Establish financial stability and performance – Project business growth potential – Update about news and events – Educate about products and services –
  10. Business Objectives Prospective Employees ● Establish corporate identity – Position the company and its services – Establish financial stability and performance – Project business growth potential – Show career opportunities – Provide mechanism to apply online –
  11. Business Objectives Competitors ● Establish corporate identity – Position the company and its services – Attract skilled personnel from competitors – Establish position of leadership in chosen – areas Role model to follow for best practices –
  12. General Design Requirements Simple, elegant design ● Fast loading pages ● Easy navigation structure ● Direct search facility ● Layered information ● Continuously updated ●
  13. Content Management Web site is not a one-time project ● Update regularly to maintain position of ● leadership Updates should be done by internal staff, ● without requiring web design skills Let everyone contribute, moderated by an ● editorial team Create an internal process for content ● management as an extension of current responsibilities
  14. Site Promotion Where do we get visitors from? ● Search Engines – Online Marketing – Corporate communications (emails, letters) – Events – Press coverage –
  15. Site Promotion Search Engine Ranking ● Depends on content – Frequency and relevancy of content – Specific reference to terms that visitors are – looking for Site uses search-engine friendly hyper-text – tags RSS Compatible – provides pre-indexed site – and page-wise information
  16. Site Promotion Online Marketing ● Email newsletter – Cross links with other web sites – Online advertising – Articles on other sites –
  17. Site Promotion Corporate Communications ● Every employee, customer, supplier and – partner is a referral point They need to know about your web site – Email signature to contain link to web site – Letter heads and visiting cards – Company brochures –
  18. Site Promotion Events ● Exhibitions and forums – Web site kiosks – Sponsorships – Technical and Industry Seminars –
  19. Site Promotion Press Coverage ● Online press releases – Interviews – News articles – Magazine features – Advertisements –
  20. Performance Measurement Site objectives to be measured by ● performance metrics Number of visitors – Number of subscribers – Number of leads generated – Number of updates – Page-wise statistics – Navigation path statistics – Search engine keywords – Reference site from which links received –
  21. Example – Products APW President Systems Ltd ● Manufacturer of Technology Products – Market Leader in Enclosure systems – Initial content and design by Reach1to1 – Web site managed by in-house team with – assistance from Reach1to1 High level of employee participation – Regular updates –
  22. Example – Services Epitome Global Services Ltd. ● KPO Services for Asset Management Industry – Established by reputed businessmen – Web site used as primary sales tool – Initial design provided by Reach1to1 – Web site managed by in-house team with – assistance from Reach1to1 High level of employee participation – Regular updates –
  23. Questions to Answer Whom do we want to target? ● What do we want to achieve? ● What information is currently available? ● Who can participate in the project? ● What is the time line? ● What is the budget? ● What do we do next? ●
  24. More information at http://www.reach1to1.com

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Ashutosh Bijoor

Adventurer, cyclist, musician, mathematician, data architect

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