msu college-natural-science

ONLINE PRESENCE STRATEGY & DEVELOPMENT

MSU College of Natural Science

ONLINE PRESENCE STRATEGY & DEVELOPMENT

MSU College of Natural Science

by Stacy Landry

Plan

Design

Build

Optimize

Measure Launch

Strategy

StakeholdersProcess

"Begin with the end in mind."Stephen Covey, The 7 Habits of Highly Effective People

Stakeholders

Meet with Stakeholders

• Listen to key stakeholders • Discuss the project • Define goals • Learn what resources will

be involved • Build strategic roadmap

Stakeholders

"Study the past if you would define the future."

Confucius

Strategy

1 Benchmarks23

GoalsBrand & Audience

4 Content Analysis5 Competitive Analysis

Strategy

Benchmark Current Metric by Channel

Website Social Media Email

• Views/visitors • Unique views • Bounce rates • Time on site • SEO ranking

• Gross views • Connections • Mentions • Engagement • Activity

• Open, bounce, unsubscribe rates

• Number of unsubscribes

• Click-through rates

Key Metrics Key Metrics Key Metrics

QHow can we measure where we are going if we do not know how we have done in the past? 3%

73%

23%Google Analytics No Google Analytics Website not found

Measure

What is the main goal?

What are the secondary goals?

What are the long-term goals?

Clarify Current and Future Goals

1• Are we consistent with the

MSU brand? • Are we consistent with MSU

message?

Brand 2 Audience• Is our target audience currently

engaged with our online presence? • If they are not, why not?

Define Brand and Target Audience

• What website pages have the most traffic? • What are our best ranking keywords? • What content is shared the most? • What are our most opened email?

Does our current content align with our target audience?

Website

Social Media

Email

Analyze Current Content

Who are our competitors and how are they doing?Website

Analyze the Competition

Planning

1

Identify the Work and Tasks 23

Build the TeamDetermine the Time and Budget

4Create Schedule5

Develop Communication and Collaboration Tools

6 Develop Metrics

Plan

Who needs the information?

• Project success • Right people get the right

information • Determine document share

workflows

WHO WHAT HOW

Stakeholders Monthly reports Face-to-face Meetings

College Weekly reports Phone/Email

Departments Weekly reports Phone/Email

Team Daily Email

Develop Communication Plan

Identify the Work and Tasks

Task 1

SubTask SubTask

Determine Time and Budget

• Estimate time properly • Determine budget

Time Resources

Budget

Scope

Tasks

Skills People

Building the Team

• Website Design

• Content Development

• Analytics • Social Media

Develop Training Process

• Establish a needs analysis • Develop training programs

and manuals • Deliver the training

program • Evaluate the training

program

Create Schedule

Stage Tasks Team Member(s) Tracking Status Due Date Date Completed

Planning Content Plan Stakeholders 3 8/23/2013

Structure Site Stacy 3 9/27/2013

Structure Pages Larry 3 10/18/2013

Plan Training Mary 3 11/1/2013

Develop Metrics Moe 3 12/6/2013

Planning for Metrics

Planning for Metrics

Focus on Metric Improvements

Design Project to be Measurable

Establish Goals

"Design is not just what it looks like and feels like. Design is how it works."

Steve Jobs

Design

1 Review and Sign-off on Wireframes

2 Review Design Prototypes

3 Deliver Assets

Design4 Create Site Map

5 Design Training Modules

Wireframe

• Wireframe and design elements planning

• Mock-ups based on requirements

• Review and approval

Build

Build

1 Create Templates

2 Set File Structure

3 Add Content

4 Train Team

Optimize, Test, and Deliver

1 Usability Testing23

AccessibilityValidation

Optimize

Optimize Test Deliver

• Ensure content is marked up

• Establish guidelines • Plan training • Set file structure • Search Engine

Submission

• Accessibility testing • Validation • Usability • Performance • SEO visibility • Security risk

• Deliver site • Get sign-off

Optimize, Test, and Deliver

Launch

1 Go Live23

PromoteMaintain

Plan

Strategy

Build

Design

Optimize

LaunchInitial

Promote

S SocialE EmailT Traditional

Measure

Measure

Did We Meet Stakeholders

GoalsYes No

Goal 1 X

Goal 2 X

Goal 3 X

Plan

Design

Build

Optimize

Measure Launch

Strategy

Stakeholders

StrategyTimeline• Stakeholders: 1 – 2 months

• Strategy: 3 months

• Design: 4 – 6 months

• Build: 4 – 6 months

• Optimize: 1 – 2 months

• Launch: 1 month

• Measure: Continuously

• Strategy: 1 – 2 months

• Plan: 3 – 4 months

• What went well?

• What did not go well?

• Did the technology work well?• Is more training needed in a particular area?

Post Launch Wrap-up

Strategies for Success

• Define and redefine our goals • Set measurable goals • Establish clear communication channels • Communicate early, communicate often • Make sure our website, social media channels, emarketing

meets the needs of not only our stakeholders, but our target audience

• Test and measure early and often

Thank You!

Contact Stacy Landry1 517-388-3376

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3

stacylandry@yahoo.com

www.stacylandry.com