Webility - Navigating our Digital Future
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The document discusses the rapid changes brought by technology, particularly in how data and digital marketing influence businesses and consumer behavior. It emphasizes the importance of adapting to these changes through effective website design, content strategy, and communication, while highlighting case studies of transformation in branding and user engagement. Additionally, it addresses the challenges and considerations that come with embracing digital innovation, driving home the need for internal change alongside external adaptations.
Webility - Navigating our Digital Future
- 2. change. context. the world is changing
- 3. change. big data. each day.... 100 years of video uploaded to YouTube 2 million blogs published 294 million emails sent 523 million status updates made 250 million photos put online
- 5. “We’ll have sensors on things that give us data on everything... the end result is that quite soon we’ll have an increasing sort of symbiosis with computational systems.” Steven Wolfram SCIENTIST AND DEVELOPER
- 6. “What happens when that unit of compute gets so small that it disappears? What happens when computing is in the walls or in a table? What does the world look like when we're surrounded by intelligence?.” Brian David Johnson INTEL FUTURIST
- 8. change.3d printing. reinvents rules of industrial economy personalized consumer goods downloadable electronics printable drugs printable organs printable jumbo jets
- 10. “The Internet is not changing the way I think, it is changing the nature of thinking itself.” Susan Blackmore PSYCHOLOGIST
- 11. how do we adapt? past projects not lived up to hype survival depends on it frustrating missing out context.
- 12. lost.
- 13. webility navigating our digital future
- 14. change. transformations. making a difference to our client’s business.
- 15. the square 2008
- 16. extremely basic looks cheap bad usability communicates little of interest graphically unappealing the square 2008
- 17. the square 2012
- 18. completely new approach visually appealing responsive design the square 2012
- 19. completely new approach visually appealing responsive design 240% traffic increase 11,270% increase in facebook fans 15% increase in footfall fresh, regular new content increase in satisfaction the square 2012
- 20. conti 2007
- 21. conti 2007 generic didn’t reflect scale of company reflected internal thinking rather than talking to customers visually unappealing
- 22. conti 2012
- 23. conti 2012 accurately reflects scale and scope of company project clarified own thinking on what they do tightly focussed communicates key messages immediately
- 24. aercap 2005
- 25. aercap 2005 makes them look like small business (they have €10b in assets) dated design doesn’t communicate key messages usability issues
- 26. aercap 2012
- 27. aercap 2012 immediately shows global scale of company powerful content (3d plans, timeline, video). communicates investor relation info quickly empowers them to use as publishing platform robust backend technology
- 28. how?
- 30. change.won’t happen overnight external change doesn’t happen without internal change internal change is hard overcoming old habits dedication collaboration challenges.
- 31. • world was moving on without us • embrace or be swept away • tough times • change in our attitude to digital marketing • culminated in rebrand challenges.
- 33. first advertising 2007 dry statement of facts visually unappealing poor content what makes us different? dolphins?
- 34. firstcom 2013
- 35. firstcom 2013 clear and concise messaging communicates what we do quickly and effectively completely new content regularly updated blog responsive design
- 36. firstcom 2013 clear and concise messaging communicates what we do quickly and effectively completely new content regularly updated blog responsive design
- 38. research your hopes and expectations learn about your business what are your expectation and goals? what makes you different? what content do you have to work with? what is your “big idea”? what key messages do we need to send? what do you want your visitors to do?
- 39. user research examine site analytics liaise with marketing department what are user goals and expectations? how do they feel about your current site? what content resonates with them? where do they go online? develop user personas research what your users needs
- 40. company goals customer goals
- 41. website goals
- 43. the wrong way to build websites
- 45. history. • inherited design principles from publishing industry • software made by print designers • style over substance • or design decisions made by programmers • knew nothing about the user • content was afterthought
- 46. ...only to fill it with rushed, messy content the day before it goes to press. history.
- 47. • SEO is the the wrong focus • the price you pay for poor content • search is becoming personalised • getting smarter • becoming contextual • becoming autonomous history.
- 48. content the core of your online strategy
- 49. content the core of your online strategy you are a publisher now you’re also a broadcaster quality content brings people to your site, increases conversions helps communicate your key messages positions you as thought leaders in your field
- 50. wireframing.
- 51. • product of research • interactive blueprint of the website • shows what content goes where, and why • illustrates the user’s journey • easy to iterate • gives us clear idea of features, functionality and ultimate cost
- 52. wireframing.
- 53. design.
- 54. design appealing to your audience
- 55. design appealing to your audience builds on research into customer tastes incorporates branding guidelines applies psychological insights intelligent use of colour and imagery goal to build an enjoyable user experience and invoke positive emotional reactions
- 57. Content Delivery Network (Optional) Content Management System Complex User Interface Elements Well Structured Semantic Content Rich Design Elements back-end. front-end. development
- 58. Content Delivery Network (Optional) Content Management System Complex User Interface Elements Well Structured Semantic Content Rich Design Elements back-end. front-end. development
- 59. Content Delivery Network (Optional) Content Management System Complex User Interface Elements Well Structured Semantic Content Rich Design Elements back-end. front-end. development
- 60. Content Delivery Network (Optional) Content Management System Complex User Interface Elements Well Structured Semantic Content Rich Design Elements back-end. front-end. development
- 61. back-end. Content Delivery Network (Optional) Content Management System Complex User Interface Elements Well Structured Semantic Content Rich Design Elements front-end. development
- 62. back-end. Content Delivery Network (Optional) Content Management System Complex User Interface Elements Well Structured Semantic Content Rich Design Elements front-end. development
- 63. launch.
- 64. change. conversation. how PR, marketing and advertising have changed
- 65. “Your brand is what people say about you when you leave the room.” Jeff Bezos CREATOR OF AMAZON
- 66. BEHIND THE • Bad customer service • New products bad • Advert suck Want people really say: “You are rubbish” THE BRAND • Marketing • Advertising • PR Want people to say: “We are awesome” how people generally view communication with businesses
- 67. tear down that wall
- 68. experiences are the future of marketing
- 69. how not to promote a website
- 70. mistaking tools for strategy posting irrelevant links and content not listening to customers arguing with customers bad keyword targeting spamming emails over optimising your content many ways to fail.
- 72. change. channels. choosing the best tools for the job.
- 73. social engaging with your audience
- 74. social engaging with your audience choosing social networks appropriate for you focus on depth of engagement rather than raw numbers engaging in conversation that is happening with or without you commit to frequent updates analyse what content is the most resonant with your audience get immediate feedback
- 76. display paid advertising reach a specific consumer based on demographics, interests and context of the content. one of the most cost-effective advertising methods available Transparent; Reporting and analysis gives comprehensive evidence of return on investment on all promotional activities.
- 78. email targeting your audience Cost effective Measurable - tracks what gets clicked on, what emails are opened Refinable - each subsequent campaign has more focussed content Tailored to groups and individuals Integration with leading CRMs
- 80. adwords paid advertising adaptability: adwords can be altered within minutes. measurable: can check top- performing words / copy. increased ‘organic’ traffic. you pay only for clicks on your adwords (cost-per-click or ‘CPC’). the cost of the campaign really depends on your goals. you predetermine how much you are willing to pay per click:
- 81. change. content. getting the most from your website
- 82. not easy to create time consuming to produce don’t have the mechanisms or resources to create content content can be political didn't go into business to be a publisher the problem with content
- 83. we are all publishers now PwC estimate that by 2015, digital content will be a €2.3 trillion dollar industry Economic theorist Richard Florida thinks an influential “Content Creation Class” will drive economic development in postindustrial world
- 84. percentage of businesses that have acquired a customer from their blogs vs. update frequency Hubspot - State of Inbound Marketing Report - http://bit.ly/aewfHr 0 25 50 75 100 Multiple Times a Day Daily 2-3 Times a Week Weekly Monthly Less than Monthly 12% 38% 58% 69% 90% 100% Frequency blog is updated
- 85. how?
- 86. CONTENT PROVIDER Expert on Subject CONTENT CREATOR Graphic designer, copywriters REVIEWERS Proof read, quality check REQUESTOR Requires content X on site COMMUNITY MANAGER Manages forum or social media PUBLISHER Puts the content into the CMS who is in charge?
- 87. CONTENT PROVIDER Expert on Subject CONTENT CREATOR Graphic designer, copywriters REVIEWERS Proof read, quality check REQUESTOR Requires content X on site COMMUNITY MANAGER Manages forum or social media PUBLISHER Puts the content into the CMS EDITOR IN CHIEF Responsibility for web publications
- 89. change. the end. mission accomplished? failure. what if it all goes wrong?
- 90. nobody is interested in your blog people don’t behave the way we anticipated low conversion fall in traffic nobody hearing your message failure
- 91. survey learning about the users
- 96. why?
- 101. change. collaboration. the key to success
- 102. questions?