leveraging the web
DESCRIPTION
How can a business leverage the web? What can you do with your company web site? How can you measure the effectiveness of your web site? These are some of the questions that will be answered here.TRANSCRIPT
Leveraging the Web
Presenter: Ashutosh BijoorEmail: [email protected]: 98201-94408Date: 7th August, 2007
A presentation byReach1to1 Technologies (P) Ltd.
Web Site Strategy
● Target Audience● Business Objectives● Design Requirements● Content Management● Site Promotion● Performance Measurement● Site Examples● Questions & Answers
Target Audience
● General public● Visitors with service-able requirements● Visitors with current requirements● Current customers● Share holders and investors● Current Employees● Prospective Employees● Competitors
Business Objectives
● General Public
– Establish corporate identity– Position the company and its services
Business Objectives
● Visitors with service-able requirements
– Establish corporate identity– Position the company and its services– Identify possible services– Establish credibility to deliver solutions
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
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)
Business Objectives
● Share-holders and investors
– Establish corporate identity– Position the company and its services– Establish financial stability and performance– Project business growth potential
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
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
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
General Design Requirements
● Simple, elegant design● Fast loading pages● Easy navigation structure● Direct search facility● Layered information● Continuously updated
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
Site Promotion
● Where do we get visitors from?
– Search Engines– Online Marketing– Corporate communications (emails, letters)– Events– Press coverage
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
Site Promotion
● Online Marketing
– Email newsletter– Cross links with other web sites– Online advertising– Articles on other sites
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
Site Promotion
● Events
– Exhibitions and forums– Web site kiosks– Sponsorships– Technical and Industry Seminars
Site Promotion
● Press Coverage
– Online press releases– Interviews– News articles– Magazine features– Advertisements
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
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
Example – Products
Example – Products
Example – Products
Example – Products
Example – Products
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
Example – Services
Example – Services
Example – Services
Example – Services
Example – Services
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?
More information athttp://www.reach1to1.com
Presenter: Ashutosh BijoorEmail: [email protected]: 98201-94408Date: 7th August, 2007
Thank You!