1. 13 Principles of Web Strategy Success
American Chamber of Commerce Executives
(Date)
Tom Rausch CRO

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

3. 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

4. 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

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

6. 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

7. 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

8. 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

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

10. 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

11. 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
personalization
Take advantage of permission
7 attributes increase conversions 600%
Be relevant! Spark a dialogue

12. 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

13. 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?

14. 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

15. 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

16. 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

17. 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

18. 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

19. 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

20. 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

21. Priorities, Questions, and Discussion
Principle action plans