This is a presentation made for dotHIV made for Julian Cole's Skillshare class "Communications Planning Crash Course" (http://www.skillshare.com/Communications-Planning-Crash-Course/527585589/1449388944/classroom).

1. Introducing a
Web With a
Purpose.
A Customer Experience Map @mbhw

2. Today, more than 2.4 billion people use the internet.
For more than 26 hours every week.
Sources: http://www.internetworldstats.com/stats.htm; http://www.marketingcharts.com/wp/interactive/millennials-up-their-time-online-26405/

3. We decided to use that power for doing something good.
We decided to build a
web with a purpose.

4. is a new generic Top Level Domain (gTLD) that supports the global
fight against HIV by making every click a gesture of support.
Our target is to raise awareness among people that HIV is still a
problem – but not one that cannot be solved.
At the same time we want to give brands and organisations a
platform to show their support and their activities surrounding the
topic.
dotHIV

5. To brands and organisations, dotHIV offers a unique
way of showcasing their own programs in support of
the gobal fight against HIV.
The options range from simply re-directing the new
domain to the existing corporate site – or to develop
a creative way of using their dotHIV domain.
b2b.

6. To internet users, dotHIV offers a simple way
of doing something good. Every click on a
dotHIV domain triggers a micro donation to a
project that supports the fight against HIV.
b2c.

7. To get organisations and brands to register
and use their dotHIV domains.
To get internet users to use dotHIV domains.
Goal 1:
Goal 2:
b2b
b2c

8. awareness information purchase usage
b2b
pre-purchase purchase post-purchase
channelinfluencer
• comms agencies
• competition
• media & journalists
• blogger
steps
read about
dotHIV
visit dotHIV
website
• advice IT department to
register domain
• place order at registrar of
trust
• write briefing for communications
agencies
• launch page
• talk to media about brand‘s
support of .hiv
Get brands to register
and use a .hiv domain.
Big brands already have
multiple domains registered.
GOAL PROBLEM
maintenance
think
• What is this?
• That sounds
interesting, but how
does it work?
• Do we really need
this?
• How can this benefit
our company?
• Where do I register
my domain?
• How can I prevent
other parties of using
my brand‘s name?
• Who can help me with setting
up the page?
• What kind of page should we
launch?
• What are other brands doing
with their domain?
• interested
• curious
• excited
• overwhelmed
•
• curious
• frustrated (purchase
process; money has to
be transfered)
• relieved
• excited
• nervous (will everything go well,
etc.)
• monitor page and conversations
about the site and our brand‘s
engagement in .hiv
• family and friends
• competition
• advisors
• comms agencies
• IT department • controlling
• IT department
• comms agencies
• blogger
consideration
• IT department
schedule a meeting
with dotHIV
representative
check competitors‘
activities
• What can we do
with a new
TLD?
linear process
non-linear,
but time based desktopmobile
printdirect
ongoing,
non-linear
feel
• nervous (what if something goes wrong?)
• confident (there‘s someone at dotHIV that
can help us)
• Who can help me with maintenance?
• What if I need to change someething?
• How will people react to our idea?
experience
uncertainty
motivation
excitement excitement
motivation
uncertainty
motivation
excitement
uncertainty
motivation
excitement
uncertainty
motivation
excitement
uncertainty
excitement
motivation
uncertainty
opportunity
Give showcase
examples of big
brands using the
domain.
Partner with big
multiplicators on
the web to gain
attention of media
Keep registration
process simple and
fast.
Offer advice on how to use the
domain best (from very simple
to advanced).
Offer accessible help (video
tutorials, live chat) and tools
to track conversations on the
web.
Many brands will defensively
register domain to prevent abuse.
ADVANTAGE
.hiv domains make
brands‘ support visible.
RTB
Simple and affordable
way to do CSR.
questions: @mbhw

9. questions: @mbhw
awareness information trial usage
b2c
pre-usage trial usage
channelinfluencersteps
read about dotHIV,
an event related, or a
brand using it
visit brand‘s
website
• enter favorite URLs
with ending .hiv
• check which brand
already has a .hiv
domain
• change bookmarks in
browser bar to .hiv
Get people to
use .hiv domains.
Using .hiv domains makes
your surfing better.
Each click is a step closer to
an AIDS-free generation.
recommendation
• tell friends about .hiv
engagement
• think of ways to support the
HIV community
(organisations/charities/etc.)
GOAL RTB
think
• What is this?
• That sounds
interesting, but how
does it work?
• How does it work? • Do my favorite
brands have a .hiv
domain?
• What are they doing
with it?
• Which tools do exist
to help me changing
bookmarks and links?
feel
• interested
• curious
• excited
• overwhelmed
•
• curious
• frustrated finding out
that no one is using
those domains yet
• excited
• frustrated having to
change all bookmarks
and links
• How can I make my
friends use .hiv
domains?
• curious
• Family & Friends
• Peers
• Media
• Media
• Spokespersons
• Media
• Friends & Peers
experience
uncertainty
motivation
excitement excitement
motivation
uncertainty
motivation
excitement
uncertainty
motivation
excitement
uncertainty
motivation
excitement
uncertainty
excitement
motivation
uncertainty
People use bookmarked links
or search to access websites.
PROBLEM
printlinear process
non-linear,
but time based desktopmobile direct
ongoing,
non-linear
opportunity
Give showcase
examples of big
brands using the
domain.
Partner with big
multiplicators on
the web to gain
attention of users
Offer tools to change
saved bookmarks to .hiv
Offer tools (twitter
backgrounds, etc) to help
people spread the word.
• Media
• Friends & Peers
• Friends & Peers • Friends & Peers
• How can I help to spread the
word and to grow the initiative?
• motivated
• frustrated (if noone joins on the
movemenet)
visit dotHIV
website
Showcase examples of
how people can engange
in the fight against HIV.

10. Questions: @mbhw