Digital communication strategy, corporate website, media room, content marketing, social media ans web project

1.
Electrics
Tech
Plc.
Digital
Communica6on
Study
Case
www.carloselopez.com

2. Carlose
Lopez
• Working
with
clients
defining,
planning
and
execu=ng
marke=ng
&
digital
strategies
• Vast
experience
in
marke=ng,
digital
transforma=on
&
change
management
Carlose
Lopez
www.carloselopez.com

3. Who
We
Are:
• We
are
a
global
group,
managing,
exploi=ng
and
developing
our
technologies
within
the
fast
moving
engineered
products
sector
in
business
to
business
markets
• Our
mission
is
to
deliver
a
highly
compe==ve
return
to
shareholders
by
using
our
technologies
to
create
innova6ve
solu6ons
for
our
customers
Carlose
Lopez
www.carloselopez.com

4. Star6ng
Point
1. (1)
Corporate
website
2. (15)
brand
websites
3. (4)
external
web
agencies
4. Common
technologies:
ASP.net
–
PHP
5. Google
Analy=cs
6. No
social
media
integra=on
(TwiTer,
Facebook,
LinkedIn,
Blog)
7. Look
&
feel
can
be
improved
(consistency)
8. Usability
can
be
improved
Carlose
Lopez
www.carloselopez.com

5. Key
Ques6ons
1. Digital
strategy
à
(1)
corporate
website
and
(15)
brands
vs.
Consolida=on
in
(1)
site
2. Unique
CMS
efficiencies
à
maintenance;
training,
content
audit
/
crea=on
/
update
/
opsimisa=on;
central
repository;
roles;
communica=on
3. Look
&
feel
and
branding
4. Content
Marke6ng
à
SEO
and
Social
Media
Carlose
Lopez
www.carloselopez.com

6. Key
Elements
1. Business
goals
à
before
thinking
about
technology
we
must
think
of
business
goals
2. Marke6ng
objec6ves
à
by
brand
and
customers
3. Internal
resources
à
knowledge
&
pla`orms
4. Business
process
à
How
they
need
to
change
to
support
the
vision
Carlose
Lopez
www.carloselopez.com

7. Strategy
Defini6on
• Workshops
to
define
strategy:
1. Define
mission
&
vision
2. Scan
environment
(SWOT)
3. Set
priori=es
4. Set
objec=ves
5. Create
strategy
6. Define
opera=onal
plans
7. Develop
&
manage
project
plans
Carlose
Lopez
www.carloselopez.com

8. Strategy:
Workshop
Objec6ves:
Digital
Priority:
unique
CMS,
look
strategy
crea=on
&
&
feel,
SEO,
social
media
implementa=on
by
Q3
2012
Strategy:
consolidate
digital
communica6ons
into
one
site
and
the
use
of
social
media
Management:
internal
Plan:
Agile
Project
–
User
leadership
using
centre
design
specialised
3rd
par=es
Carlose
Lopez
www.carloselopez.com

9. Effec6ve
Website
Design
1. Aligned
with
vision
and
business
goals
2. Integrated
into
marke=ng
strategy
3. Clearly
defined
purpose
4. Customer
centric
5. Intui=ve
and
usable
(usability)
6. Relevant
content
7. Maintained
without
major
rework
or
resources
8. Performance
can
be
measured
an
con=nuously
improved
9. Search
engine
friendly
Carlose
Lopez
www.carloselopez.com

10. Phase
Approach
• Mee=ng
with
marke=ng,
product
managers
and
business
managers,
best
prac=ces
(what
we
have
done
in
the
past
to
reach
objec=ves)
• Business
case,
this
come
out
from
vision
and
strategy
Discover
• Deliverables:
SOW,
Project
Charter
and
Project
Plan
• How
much
will
be
outsourced?,
what
technology
will
be
used?,
exploratory
user
research,
scenarios
and
personas
crea=on
• Deliverables:
Compe==ve
Analysis,
Preliminary
Requirement
Document,
Define
User
Stories,
Project
Strategy,
User
research
report
and
Crea=ve
brief
• Informa=on
Architecture
(IA);
apply
scenarios
and
personas;
content
strategy
• Deliverables:
Prototype
Model
(wireframes),
First
Usability
Valida=on,
Brand
Design
Guidelines
and
Look
&
Feel,
Mock
Ups,
SEO
Strategy,
Site
Map
Carlose
Lopez
www.carloselopez.com

11. Phase
Approach
• Coding,
create
design
elements,
SEO,
tes=ng
• Deliverables:
working,
tested
web
site
Develop
• User
Experience,
Func=onality,
Performance
and
Stress
Tests,
Content
and
design,
Proof
reading
Tes=ng
• Deliverables:
Wri=ng
approval
from
all
the
par=es
to
deliver
website
• Cut
across
from
stage
/
tes=ng
to
Live
• Deliverables:
Release
plan
(backup,
procedures,
communica=on)
Deploy
Carlose
Lopez
www.carloselopez.com

12. Phase
Approach
• Project
review
(lessons
learned)
• Site
metrics
kick
in:
measure,
analise,
op=mise
-­‐
performance
improvement
Post
• Deliverables:
Case
study,
Maintenance
Plan,
Service
Level
Agreements
(SLA’s)
Launch
• Website
objec6ve:
Usability
is
our
constant
reference
point
• Business
/
communica6on
objec6ve:
Building
brands,
genera=ng
response,
solving
customers
problems
and
build
customer
rela=onships
• Preference:
Agile
methodology
to
deliver
the
project
• Guerilla
development:
spent
wisely,
abandon
easily,
keep
moving
on,
keep
innova=ng,
keep
diversifying
Carlose
Lopez
www.carloselopez.com

13. Tenta6ve
–
High
Level
Project
Plan
Carlose
Lopez
www.carloselopez.com

14. Content
Marke6ng:
Idea
• Crea=on
/
sharing
of
content
for
the
purpose
of
engaging
current
&
poten=al
consumer
bases
delivering
high-­‐quality,
relevant
&
valuable
informa=on
to
drive
profitable
consumer
ac=on
à
enquire,
purchase,
download,
par=cipate
• Magazines,
newsleTers,
digital
content,
websites,
microsites,
white
papers,
webinars,
video
portals,
interac=ve
online,
email,
events…
Carlose
Lopez
www.carloselopez.com

15. Social
Media:
Idea
• Once
the
content
marke=ng
strategy
has
been
implemented,
Social
Media
is
used
to
share,
get
insights
and
for
customers
to
engage
and
create
content
• Social
Media
can
be
used
for:
Marke=ng,
PR,
Communica=on,
Customer
Service,
HR…
Carlose
Lopez
www.carloselopez.com

16. Online
Media
Room:
Idea
1. It
is
a
cousin
of
Investor
Rela=ons
Room
2. To
reach
journalists,
customers,
bloggers,
employees
3. For
many
companies
the
this
sec=on
is
one
of
the
most
frequently
visited
pages
4. Benefits:
SEO,
central
repository
of
informa=on,
we
control
the
content
5. Key
elements:
Search
and
browsing,
mul=media
content,
calendar
(Execu=ve
appearances,
conferences,
trade
shows),
call
to
ac=ons
for
journalists
(Execu=ve
interviews),
RSS
Carlose
Lopez
www.carloselopez.com

17. Top
Challenges
1. Digital
/
Marke=ng
/
Social
media
strategy
is
part
of
the
business
strategy
and
not
separate
2. Customer
experience
must
be
seamless
across
different
channels
3. Think
like
your
customer
4. Recognise
social
media
as
a
game
changer
5. Customers
believe
on
what
other
customers
say
about
the
brand
Carlose
Lopez
www.carloselopez.com

18. Carlose
Lopez
www.carloselopez.com
Ideas
about
strategy,
digital,
marke=ng,
branding,
communica=on
and
e-­‐commerce