web management round table 4 june 2009 - online intelligence b
DESCRIPTION
How corporations can and should work with their websites, search engines and social media to get their message out.TRANSCRIPT
Web management round table
Online Intelligence
Connecting the dots . . .Connecting the dots . . .
Purpose of online intelligence
Effective communication
Efficient communication
… by better understanding of needs and behaviour of targety g ggroups and stakeholders
by connecting the dots between components and tools we… by connecting the dots between components and tools wealready have
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Combining the dots
Behaviour on the website
Behaviour in search engines
Behaviour in channels outside
of the website
Google AnalyticsOmniture
Google AdwordsGoogle Keyword Tool
RSS feeds, blog search
MEASURE – ANALYZE – ACT
Omniture Google Keyword Tool Media monitoring tools
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Components O it S h Off itOnsite Search OffsiteYour websites Google
Microsoft Live/BingSlideshareYoutubeMicrosoft Live/Bing
YahooEtc.
YoutubeBlogsLinkedinFacebookFacebook
Web analytics Keyword data Monitoring services: ySearch statisticsPopup surveys
ySponsored linksOrganic optimization
gSM2, Radian6 etcNumber of downloads, viewsviewsActivities, comments, polls, content
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What can we learn?
What are our visitorsactively looking for?
What words should weuse when writing our
t t?content?
What is attractive and what is not attractive to our target audience
What are they also interested in?
How are we performing compared to our peers?
With h t ll ti f tt ti ith?With whom are we actually competing for attention with?
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How do we become more effective?Th j it fThe majority of ourintended audienceare spending most oftheir time on othertheir time on otherwebsites
We can learn more abouth h ld dhow we should adress ouraudience
From review sites, social networks and other services on Internet where our brand, topics related to our business are discussed we can can
Learn how to improve our services and productsGet new ideas for productsEarly warning on issuesEarly warning on issuesGet support for our position
Search engines and other distribution tools as well as direct engagment can help usreach our target groups more effective and effecientreach our target groups more effective and effecient
Market value of communication can be derived from what others are willing to pay
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From a Communications Perspective
Today’s approach…
Your ContentYour message is
created
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From a Communications Perspective
Connecting the dots to be more effective
Your ContentYour message is
created
What messagesare effective?
What wordsshould I use?
Where should I publish it so
that my audience reads
it?
Please help medistribute my
content!
How was it recieved?
it?
Value defined and measuredValue defined and measured
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For more information
Staffan Lindgren, Executive Partner+46 8 407 22 12, +46 709 71 12 12staffan lindgren@halvarsson [email protected]
Helena Wennergren, Senior Partner46 8 407 22 10 46 709 71 12 10+46 8 407 22 10, +46 709 71 12 10
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