website planning and strategy for eig.com v6.0
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Planning and strategy for the Brand Union website (formally Enterprise IG)TRANSCRIPT
.com
Planning and strategy v6.0
Enterprise IG 2005
What we have done
Audited competitors Interbrand, Landor, Future Brand, Wolff Ollins
Reviewed ‘out of industry’ leaders Capgemini, Critical Mass, Fitch
Reviewed ‘Developing our global website’ by Neil Hudspeth
Enterprise IG 2005
What we have done
Desk research (Forrester)
- Web Design Agencies Q3 2005
- Beating The Three Web Design Challenges 2006
- How Brands Succeed Online 2005
- The ROI Of Web Redesigns Made Simple 2006
- How Portalization Simplifies Site Design 2006
- What Do Consumers Expect - Corporate Homepages 2006
- Site Design Personas 2005
- Creating Global Web Site Standards That Work
- Interactive Marketing Channels to Watch in 2006
- Hunt For Web Innovation
Enterprise IG 2005
Conclusions from audit
Interbrand has by far the best site, but all have flaws.
Capgemini has a great site, but nobody in our sector gets close.
Providing a useful and useable experience will be enough to differentiate.
“ In today's world of highly flawed sites, just providing a useful usable site will differentiate your company”
Forrester “Beating The Three Web Design Challenges 2006”
Enterprise IG 2005
Get the basics right first
Enterprise IG 2005
What are the mandatory basics?
Communicating our brand
Put our work at the front
Describe our services clearly and in detail
Make the presentation of work visual rich
Let users easily browse work by industry, client and service
Make it easy to get in touch
List all the offices by type (if they are different)
Include details about partnerships
Make site search work well
Have a careers section
Enterprise IG 2005
What factors affect time and cost?Complex projects take longer
1. New infrastructure
2. Backend integration
3. Number of stakeholders / approval stages
4. Number of target customer segments (potential clients / recruitment / employees)
5. Number of creative concepts
6. Extent of unique functionality and tools
7. Number and complexity of templates
8. Quality and depth of content
9. Production values
10. Translation and localisation
11. Reporting and metrics
Enterprise IG 2005
Which need strategic management decisions?
1. New infrastructure
2. Backend integration
3. Number of stakeholders / approval stages
4. Number of target customer segments (potential clients / recruitment / employees)
5. Number of creative concepts
6. Extent of unique functionality and tools
7. Number and complexity of templates
8. Quality and depth of content
9. Production values
10. Translation and localisation
11. Reporting and metrics
… the rest will be clarified through the
Strategy and Planning phase.
Enterprise IG 2005
Language andlocalisation
Enterprise IG 2005
Depth of content: What will it take to adapt all case studies?
Case studies word count and number
050
100150200250300350400450500
La
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Inte
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Fu
ture
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EIG
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Word count
Number
Languages
Possible work load estimate:200 (words) x 140 (case studies) x 8 (languages)= 24 times more content than now
Enterprise IG 2005
Can we afford localised or multilingual content?
Adding languages significantly increases development and maintenance cost (Typically 50% per language*)
A local homepage needs local content
No competitors offer regional sub-sites
Only Interbrand has a multi-lingual site- English, Spanish, French, Japanese, Chinese
Is this a strategic necessity to achieve leadership?
* “Multiply design costs by at least an additional 0.5 for every country that requires customized templates to support the variable character lengths of equivalent words, translated content, and extra QA for cultural issues. “ Forrester 2006 The ROI Of Web Redesigns Made Simple
Enterprise IG 2005
Developing the site
Enterprise IG 2005
Developing the user experience
Image
Thought Leadership
Dialogue
Cos
t
Update frequency
Brand / Services / Work
Opinion / Strategy / Newletters
Blogs / Events
Enterprise IG 2005
Requirements clarification
Client extranet already in progress
Dialogue clarify what we mean? e.g. brand channel? email? blogs?
Newsletters how much do we want to invest?e.g. frequency, segmentation, personalisation
Enterprise IG 2005
Technical Issues
Target 1024 x 768 screen resolutionwe need a very visual site
73% of average internet users have a larger screen
our audience will have a greater level, probably 85%*
Focus on rich media, use flash where appropriatetotally lacking in our competitors
a very significant differentiator if done well
Enterprise IG 2005
Timeline
Enterprise IG 2005
Forrester researchTime, Cost, And Payback Periods For Site Design Projects In 2005
Enterprise IG 2005
Rollout proposal – the basics
Phase 1
Phase 2a
Phase 2b
Global .com
DE
FR
SEES
JP
15 weeks 6 weeks
Content
Global content infrastructureContent Management SystemEnglish language contentWorkServicesClientsContactCareersSite searchLanguage version developed but not live
ContentGlobal content infrastructureNon western script Content Management SystemJapanese and chinese contentWork by regionServices by regionClients by regionContact by regionCareers by regionSite search by regionCustom templates for non-western script
Stage gate: ROI measured against lead acquisitionand online recruitment
DE
Content
Global content infrastructureRegional Content Management SystemGerman, French, Swedish, Spanish language contentWork by regionServices by regionClients by regionContact by regionCareers by regionSite search by regionCommon template language versions live
CH
Enterprise IG 2005
Thanks
Enterprise IG 2005
English speaking offices
English vs. other
English
Other
Enterprise IG 2005
Region sizes
Office employees
London
Johannesburg
Hamburg
New York
Paris
Stockholm
Dubai
Ireland
SJS
EIG Worldwide
Madrid