If you still want to be in business by 2020, you need to come up with a smart online strategy. A strategy that is all about the customer, and not about you.

1. S9ll
want
to
be
in
business
by
2020?
Online
strategy
revisited
Galland.be
©
Galland.be
2012
Consultants
in
strategic
marke9ng
Galland.be

2. rules
of
thumb
for
an
online
strategy
that
works
2
Galland.be

3. Websites
in
2012
§ A
website
is
a
means,
not
an
end
§ The
“business
card”-­‐
internet
era
is
over
§ A
successful
website
“connects”
with
its
visitors
Galland.be

4. Galland.be

5. Your
First
Website
Your
Website
2.0
Your
Virtual
Company
5
Galland.be

6.
Without
having
a
goal
it’s
difficult
to
score
Galland.be

7. “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
Galland.be
Galland.be

8. What
are
the
goals
for
your
website?
Galland.be

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

10. On-­‐line
strategy
Company
strategy
On-­‐line
strategy
Website
Galland.be

11. Start
from
business
objec9ves
§ The
clearer
you
can
formulate
the
business
objecCves,
the
easier
it
is
to
translates
them
in
to
valuable
on-­‐line
objecCves
§ Know
your
stakeholders
and
understand
which
objecCves
really
maFer
to
them
Galland.be

12. Goals
for
your
website
§ Increase
brand
awareness
§ AFract
new
visitors
§ Increase
sales
§ Facilitate
doing
business
with
your
company
§ Support
startup
new
business
segments
§ Co-­‐creaCng
with
customers
§ ….
Galland.be

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

14. An
integrated
experience
§ A
website
never
stands
alone
§ It
is
part
of
a
larger
enCty
§ A
website
should
be
integrated
with
your
offline
and
online
communicaCon
strategy
Galland.be

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

16. “A
website
is
like
a
mirror:
if
it
doesn’t
reflect
your
customer’s
needs,
it’s
broken.”
Galland.be
16
Galland.be
Galland.be

17. “NOT
about
you”
§ Make
sure
the
content
of
your
website
is
“relevant”
for
your
audience
§ Be
emphaCc
and
start
from
objecCves,
tasks
and
informaCon
needs
from
your
visitors
§ Ban
company-­‐centric
thinking
based
on
company
structures,
departments
or
divisions
Galland.be

18. Content
is
king
2
October
2012
Galland.be

19. Content
is
king
§ Create
relevant
content
§ Content
is
reason
for
being
§ Think
transacConal
§ Create
“calls
to
acCon”
§ Build
in
takeaways
§ Make
your
content
“share-­‐able”
Galland.be

20. Web
content
§ Is
always
up-­‐to-­‐date
§ Simple,
short
and
relevant
language,
adapted
for
screen
reading
§ Illustrate
with
visuals,
video,
animaCons,
applicaCons
§ Allow
visitors
to
personalize
content
and
only
show
the
most
relevant
informaCon
out
of
the
huge
amount
of
available
informaCon
§ Hyperlink,
hyperlink,
hyperlink
Galland.be

21. Consistency
is
queen
2
October
2012
2012
2
October
Galland.be

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

23. “If
the
user
can’t
use
it,
it
does
not
work.”
Susan
Dray
23
Galland.be
Galland.be

24. Create
an
interac9ve
experience
24
Galland.be

25. “I
hear
and
I
forget.
I
see
and
I
remember.
I
do
and
I
understand.”
Confusius
Galland.be
Galland.be

26. Be
engaging
and
collabora9ve
§ Involve
consumers
emoConally
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
markeCng)
§ 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.
26
Galland.be

27. Be
contextually
right
and
relevant
The
“Where
and
when”
quesCon
you
should
ask
yourself:
§ Where
and
when
do
people
need
my
product?
§ Where
and
when
do
they
think
about
my
product?
§ Where
and
when
do
they
talk
about
my
product?
27
Galland.be

28. “be
a
plaNorm”
Galland.be

29. Be
the
plaRorm,
not
the
middleman
§ The
value
of
a
plaborm
resides
in
the
quality
of
the
interacCon
of
its
users
§ The
return
for
an
organizaCon
is
to
be
found
in
the
collected
“customer”
insights
from
the
users
and
the
value
created
by
integraCon
with
a
plaborm
§ Open
plaborms
are
ocen
more
successful
Galland.be

30. Internet
is
the
norm
Galland.be

31.
“users
spend
most
of
their
Ame
on
other
websites”
(Jakob's
Law
of
the
Web
User
Experience)
Jakob
Nielsen
Galland.be
Galland.be

32. Internet
is
the
norm
§ Do
not
ignore
or
deviate
from
exisCng
internet
convenCons
if
not
needed.
Only
do
so
when
you
can
really
create
addiConal
value
for
your
visitors
§ Your
visitors
spend
more
Cme
on
other
websites
than
yours.
Benefit
from
the
habits
they
acquire
on
other
sites
to
make
your
site
more
intuiCve
for
them
Galland.be

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

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

35. 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
adverCsing
to
support
this
*Also
check
Yahoo,
Baido,
Yandex,
etc..
Galland.be

36. Op9mize
for
people
not
engines
Search
engines
like
Google
are
more
and
more
taking
into
account
how
people
behave
(click
behaviour,
search
behaviour,
on-­‐line
recommendaCons
and
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
Content
“liked”
by
people
will
be
king
in
the
years
to
come
36
Galland.be

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

38. 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
recommendaCons
on
social
media
networks
§ Make
sure
important
content
can
be
easily
reached
from
every
page
on
your
website
Galland.be

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

40. Start
with
listening…
40
Galland.be

41. Start
with
listening…
§ With
social
media,
the
internet
is
no
longer
about
technology,
but
about
people.
§ It’s
no
longer
about
understanding
and
implemenCng
technology
but
about
understanding
people.
§ It’s
no
longer
about
pretending
your
are
good,
but
about
offering
a
true-­‐genuine
experience
as
an
organisaCon.
41
Galland.be

42. Contribute
to
the
conversa9on
42
Galland.be

43. A
conversa9on
culture
§ Go
where
your
customers
are
§ Don’t
start
shouCng,
only
parCcipate
in
a
conversaCon
in
case
you
can
contribute,
and
never
aFend
parCes
in
case
you
are
not
invited.
§ Make
sure
your
social
media
strategy
fits
your
company
culture
and
create
your
own
conversaCon
culture
by
doing
so.
43
Galland.be

44. Galland.be

45. Visitors
are
always
right
45
Galland.be

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

47. Measure,
learn
and
improve
§ Analyzing
the
behavior
of
your
visitors
allows
you
to
idenCfy
what
is
working
and
what
is
not
§ Watch
out
for
“chicken
&
egg”
interpretaCons
and
assumpCons,
as
you
can
only
measure
what
happened
and
never
what
did
not
happen
§ Use
site-­‐search
as
a
source
of
informaCon
§
idenCfy
usability
issues
and
missing
content
Galland.be

48. Measure
&
analyze
§ Web
analyCcs
enable
you
to
idenCfy
what
is
working
and
what
is
not.
§ “Visitors
are
always
right”
§ “Do
not
fix
what
is
not
broken”
Content
Performance
Traffic
sources
Galland.be

49. Galland.be

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

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

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

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

54. Start
now
&
improve
tomorrow
§ 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
tesCng
allows
you
to
evaluate
different
design
opCons
in
the
process
of
updaCng
a
website.
54
Galland.be

55. So,
if
you
s9ll
want
to
be
in
business
by
2020,
here’s
the
summary
of
what
to
do
for
your
online
strategy:
55
Galland.be

56. Online
strategy
summarized
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
interacCve
experience
7. Be
a
plaborm
8. Internet
is
the
norm:
users
spend
most
of
their
Cme
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
conversaCon
13. Visitors
are
always
right
14. Do
not
fix
what
is
not
broken
15. Think
big,
start
small,
scale
fast
56
Galland.be

57. Some
free
tools
§ Google
§ TwiFer
hFp://www.google.com
§ hFp://search.twiFer.com/
§ hFp://www.twazzup.com
§ Google
AnalyCcs
§ hFp://www.socialmenCon.com/
hFp://www.google.com/analyCcs/
§ Keyword
Spy
§ Google
Webmaster
Tools
§ www.keywordspy.com
hFps://www.google.com/webmasters/tools/
§ Social
media
§ Alexa
Ranking
hFp://www.alexa.com/
§ hFp://hootsuite.com/
§ hFp://www.tweetdeck.com/
§ Google
Trends
hFp://www.google.com/trends
§ Internet
Archive:
Wayback
Machine
hFp://www.archive.org/
57
Galland.be

58. About
us
58
Galland.be

59. 59
Galland.be

60. Why
we
do
what
we
do
Why?
What?
Because
we
believe
in
crea9ng
a
growth
Audits
&
workshops
strategy
by
ques9oning
the
current
rules
of
Tailor-­‐made
consultancy
the
game
in
your
market
and
by
applying
In-­‐company
adivisory
innova9ve
ideas
that
already
work
in
other
services
industries
(Strategic
innova9on)
Coaching
&
Speaking
Because
we
believe
we
can
give
leverage
to
How?
opportuni9es
your
brand
by
crea9ng
a
unique
experience
With
a
passion
for
customer
that
is
hard
to
resist
for
your
customers
centricity
and
target
customers
(Brand
experience)
Through
no-­‐nonsense
thinking,
Because
we
believe
in
the
need
of
an
because
we
know
that
a
goal
is
a
effec9ve
24/7
worldwide
presence
if
you
dream
with
a
deadline
s9ll
want
to
be
in
business
in
2020
(Online
marke9ng)
By
being
pragma9c
and
crea9ve,
to
help
you
put
the
chosen
strategy
into
ac9on
Galland.be

61. Contact
us
Ann
Galland
Managing
director
ann@galland.be
+32
477
225
415
Geert
Van
Couteren
eMarke9ng
consultant
geert@galland.be
+32
477
920
470
Galland.be

62. Galland.be
consultants
in
strategic
marke9ng
www.galland.be
©
Galland.be
2011
Galland.be