13 Principles of Web Strategy Success American Chamber of Commerce Executives (Date) Tom Rausch CRO

Agenda Introductions and expectations 13? How and why? Overview of the materials Overview of the principles Workshop Questions and discussions Satisfaction survey

13? How and Why Over 70% of web projects fail Fixing underperforming web strategies Industry best practices and 12 years of experience 17 web topic seminars and workshops The need for absolutes in a dynamic environment Demonstrate expertise Psychographic matches Education, alignment, and priorities

Overview of the Principles Be results focused Be audience focused Pay attention to design, image, and brand Set the permission trap Be personalized and customized Use organized & engaging content and copy Respect security and accessibility No billboards in the desert Create the hub of you marketing Empower and leverage your value chain Leverage other systems Serve internal audiences Measure and test for continuous improvement

Overview of the Materials 13 principles self-assessment Principle action plan worksheets Satisfaction survey

Principle 1 Be results focused Support the business plan or organizational mission Top level involvement and support Business measures Support association mission Recruit, involve, retain members Deliver services, information Increase staff productivity and efficiency Public policy wins Vital to touch-point strategy 24/7 hub of marketing and communications

Principle 2 Be audience focused Outside-in not Inside-out Visitors don’t care about you Design serves function Usability best practices Content organization and re-use Allow audiences to self-segment Audience inventory User paths Samples http://www.davethomasfoundation.org http://www.battelle.org http://dev2.interactiveink.com/staging/battelle/index_master.aspx

Principle 3 Pay attention to your design, image, and brand Website reflects who you are Brand eroding vs. brand building Communicating the big idea Identity, logo Tagline vs. web tagline Supporting imagery Integrated marketing Consistency with offline

Principle 3 Pay attention to your design, image, and brand Communicating the big idea Identity, logo Tagline vs. web tagline Supporting imagery

Principle 4 Set the permission trap Make a visit more than a moment in time Gather permission for future contact Build an overlooked marketing asset The curriculum process Strangers, friends, customers, loyal customers Lifetime value Opportunity for soft conversions Newsletters, whitepapers, expressed interest Capture hard conversions Lead form, registration, e-client interactions and communications

Principle 5 Be personalized and customized Content to support outside-in focus User Accounts Client extranet Web personalization Blogs 1-to-1 driven experiences Demonstrate expertise Email personalization Take advantage of permission 7 attributes increase conversions 600% Be relevant! Spark a dialogue

Principle 6 Use organized & engaging content and copy Relevancy Fresh Organized Taxonomy to enable content re-use Community building Compelling Conversion oriented Interaction focused Write to emotions Fear, greed, vanity, lust, pride, envy, laziness Tell a story, along a measurable path Promise, picture, proof, convert Engage, route, explain, convince, close, convert, re-assure

Principle 6 Use organized & engaging content and copy How is the web different? Wide and deep and wow Optimize content for the web Tone - Informal vs. formal? Length - Short vs. long?

Principle 7 Respect security and accessibility Special needs for access Multi-lingual Browser compatibility Connection speed Infrastructure Uptime and availability Security compliance Risk management Disaster recovery

Principle 8 No billboards in the desert Promotion Built for success Launch Ongoing Built for success Site construction methods Traffic generation (SEO & SEM) Organic listings Pay-per-click listings Sponsorships

Principle 9 Create the hub of your marketing More than a channel A channel connector Drive visitors into the permission trap with traditional marketing Introduce measurement into all offline channels Target pages User behavior analysis Campaign success

Principle 10 Empower and leverage your value chain Benefits and ROI Increase sales Decrease costs Increase productivity, drive out inefficiencies Client service Intellectual capital Product launch Benefits and SROI Affiliations Thought leadership positioning Brand-building experience

Principle 11 Leverage other systems Organizational processes Business systems Customer Relationship Management Document Libraries, Authoring Workflows Human Resources Knowledge Bases Client Extranets All Digital Assets

Principle 12 Serve internal audiences The forgotten audience Enable an authoring process Content modeling & taxonomies Ongoing education Workflow process Inquiry processing Approval processes Work-life balance Productivity Employee retention Single version of the truth

Principle 13 Measure and test for continual improvement Visitor behavior analysis Visitor origin and exits Online & offline Conversions Functionalism Engage, route, convince, explain, close, convert, reassure Continual improvement Copy testing Conversion testing SEO & SEM tweaking Marketing research you can afford Stop guessing Derive ROI

Priorities, Questions, and Discussion Principle action plans