Webmaster Johan Claes van bpost gunt een unieke blik in de keuken en vertelt over de tools en processen die gebruikt worden bij bpost (De Post).

1. bpost online
Processes and tools
Johan Claes
Expert Web Development
23/09/2011

2. bpost online
1. bpost online presence
1.1. Websites
1.2. Mobile
1.3. Social media
1.4. Newsletters/ E-mailings
2. Internet team
2.1. Place in global structure
2.2. Marcom
2.3. Structure and tasks
3. Tools and processes
3.1. Internal / external execution
3.2. Tools
3.3. Clients and suppliers
3.4. Challenges and Solutions
3.5. A typical briefing
23/09/2011 – bpost online – Johan Claes – Expert Web Development

3. bpost online
presence
1.1. Websites
1.2. Mobile
1.3. Social media
1.4. Newsletters/ E-mailings

4. Websites
Corporate
www.bpost.be
(NL/FR/DE*)
* light version
23/09/2011 – bpost online – Johan Claes – Expert Web Development 4

5. Websites
eShop
www.bpost.be/eshop
(NL/FR)
23/09/2011 – bpost online – Johan Claes – Expert Web Development 5

6. Websites
Sub brands
(NL/FR/EN)*
* & DE for bpost int’l
23/09/2011 – bpost online – Johan Claes – Expert Web Development 6

7. Websites
Campaign
Websites
(NL/FR)
23/09/2011 – bpost online – Johan Claes – Expert Web Development 7

8. Mobile
Mobile
Website
m.bpost.be
(NL/FR)
23/09/2011 – bpost online – Johan Claes – Expert Web Development 8

9. Mobile
Corporate
iPhone app
(NL/FR)
By dotProjects
23/09/2011 – bpost online – Johan Claes – Expert Web Development 9

10. Mobile
Mobile Postcard
- iPhone app
- Android app
(NL/FR/EN)
iPhone
Android
23/09/2011 – bpost online – Johan Claes – Expert Web Development 10

11. Social media
Facebook
Twitter
LinkedIn
Youtube
Flickr
Slideshare
…
23/09/2011 – bpost online – Johan Claes – Expert Web Development 11

12. Newsletters / e-mailings
• Newsletters: Res / Biz / DMplaza / MassPost / …
• Product / service e-mailing: Eshop / Mystamp / …
• Event e-mailing: Trade fairs / seminars / promotional / …
23/09/2011 – bpost online – Johan Claes – Expert Web Development

13. Internet team
2.1. Place in global structure
2.2. Marcom
2.3. Structure and tasks

14. Place in global structure
• The bpost Internet team is part of Marcom (Marketing communications),
which is going to be lead by Christophe Mottint, starting in October
• Marcom is part of BIZ (b2b), which is lead by Beaudouin Meunier
• Next to BIZ, there’s RSS (b2c), International & parcels and several support
services (ICT, legal, HR…)
23/09/2011 – bpost online – Johan Claes – Expert Web Development

15. Marcom
• Marcom consists of 3 teams : Biz team, RSS team, Internet team
• There’s also a graphic designer
• Role : external communication of bpost and branches (brochures, posters,
billboard advertising, TV commercials, online advertising, websites...) and
synchronization of Biz marketing
• Clients : in general marketeers from the business (RSS/BIZ), but also
support services (HR, Press, Mail ops,...)
• Suppliers : ICT and other support services (eg. Printing) and external
suppliers (Advertising agencies)
23/09/2011 – bpost online – Johan Claes – Expert Web Development

16. Internet team structure and tasks
• Gregory Schiltz is Internet Manager
• Johan Claes (tech) and Olivier Noel de Burlin (content) are developers and
project managers
• Virginie D’Harcour is responsible for e-mailings, social media and analytics
• + Long term external HTML programmer
• Frequent interactions between team members (support, back-up,...)
• Responsibility: All online communication, eg.
• Websites : development + content
• E-mailings : planning + management
• Mobile apps : development (back end) + content + management
• Social media : content + management
• Campaigns : management
• Online advertising : management
• ...
23/09/2011 – bpost online – Johan Claes – Expert Web Development

17. Tools and processes
3.1. Internal / external execution
3.2. Tools
3.3. Clients and suppliers
3.4. Challenges and Solutions
3.5. A typical briefing

18. Internal / external execution
• In general, Marcom jobs are executed externally
• Some internal work by the graphic designer and more by the Internet team
• Day-to-day maintenance is done internally or by an external webmaster
who temporarily joins our team
• Team workload and job complexity determine choice between internal /
external execution of bigger Internet related jobs
• Due to exponential growth of demands, increasing percentage of externally
executed jobs
23/09/2011 – bpost online – Johan Claes – Expert Web Development

19. Tools
• CMS: Merant Collage (java-based, data stored in xml-files)
• Pricing tool, dev. by Dotprojects (php/mysql based, integration via JSON)
• External servers with PHP / MySQL
• Google maps API, Google custom search, Google analytics, Google feed
reader, Google docs (for team docs)
• Emailgarage e-mailing platform (Luon)
• Wordpress blogs for news and press releases
23/09/2011 – bpost online – Johan Claes – Expert Web Development

20. Tools : CMS
Merant Collage (java-based, data stored in xml-files)
23/09/2011 – bpost online – Johan Claes – Expert Web Development

21. Tools : Pricing tool
Pricing tool, dev. by Dotprojects (php/mysql based, integration via JSON)
23/09/2011 – bpost online – Johan Claes – Expert Web Development

22. Tools : Emailgarage
Emailgarage e-mailing platform (Luon)
23/09/2011 – bpost online – Johan Claes – Expert Web Development

23. Clients and suppliers
• Clients :
• RSS (including philately)
• BIZ
• bpost international
• HR, Press, Mail ops, ICT...
• Suppliers :
• ICT
• external suppliers (Web agencies)
23/09/2011 – bpost online – Johan Claes – Expert Web Development

24. Challenges and solutions
• Challenge : Choosing the best suppliers for the jobs they’re good at
• Solution : Build long-term trust-based relationships with the best suppliers
• Challenge : Giving complete briefings on content, objectives, lay-out...
• Solution : Briefing by marketeer is thoroughly checked and if necessary
completed by Internet team members
• Challenge : Making sure corporate style guidelines are respected
• Solution : Provide suppliers with a brandbook (offline + online version) and
additional guidelines for online applications
23/09/2011 – bpost online – Johan Claes – Expert Web Development

25. Challenges and solutions
• Brandbook online
23/09/2011 – bpost online – Johan Claes – Expert Web Development

26. Challenges and solutions
• Challenge : Making sure ICT understands and follows online guidelines
• Solution : Marcom Internet team member invited to project meetings
• Challenge : Making sure ICT understands Marcom Internet team needs
• Solution : Extensive meetings to explain our needs and responsibilities
• Challenge : Synchronize and organize e-mailings
• Solution : Limit number of outgoing e-mailings, create planning
• Challenge : Organize incoming strategic update demands by e-mail
• Solution : Marcom briefing – Internet team presence from the start
23/09/2011 – bpost online – Johan Claes – Expert Web Development

27. Challenges and solutions
• Challenge : Organize incoming non-strategic update demands by e-mail
• Solution : Marcom Internet team briefing tool (php/mysql)
23/09/2011 – bpost online – Johan Claes – Expert Web Development

28. Challenges and solutions
• Challenge : Keeping team members informed on ongoing jobs
• Solution : Weekly status meeting and team status doc on Google docs
• Challenge : Meeting the technical and timing requirements for the growing
online needs of our internal customers
• Solution : External hosting on dedicated servers
• Challenge : Making sure bpost online communication is done ‘by the rules’
• Our daily battle...
23/09/2011 – bpost online – Johan Claes – Expert Web Development

29. A typical briefing
• Internal client wants to generate leads through a paper mailing combined
with an online response form
• Steps :
• Internal client gives briefing to Marcom SPOC
• SPOC informs Internet team member on online communication need
• SPOC creates briefing for trusted partner agency
• SPOC checks legal aspects with legal department
• Internet team member checks briefing and sends briefing to agency,
clarifies if necessary
• Internet team member receives price offer and evaluates
• Offer is sent to client for validation
• Job is started
• Supplier and client go through max. 3 correction rounds
23/09/2011 – bpost online – Johan Claes – Expert Web Development

30. A typical briefing
• SPOC is expert go-between and makes sure timing is respected
• Internet team member is included in e-mail traffic and is called upon by
the SPOC when necessary
• After final validation by the client and the SPOC, validation and
publication or integration in the website by Internet team
23/09/2011 – bpost online – Johan Claes – Expert Web Development

31. Johan Claes
Muntcentrum - Centre Monnaie, 1000 Brussels
T. +32 2 276 20 65 | M. +32 478 76 31 37
johan.claes@bpost.be