msu college-natural-science
TRANSCRIPT
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
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
2
3
www.stacylandry.com