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Electrics plc - Digital Communication

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Carlose Lopez
Carlose Lopez

Digital communication strategy, corporate website, media room, content marketing, social media ans web project

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Electrics Tech Plc. Digital Communica6on Study Case www.carloselopez.com
Carlose Lopez •  Working with clients defining, planning and execu=ng marke=ng & digital strategies •  Vast experience in marke=ng, digital transforma=on & change management Carlose Lopez www.carloselopez.com
Who We Are: •  We are a global group, managing, exploi=ng and developing our technologies within the fast moving engineered products sector in business to business markets •  Our mission is to deliver a highly compe==ve return to shareholders by using our technologies to create innova6ve solu6ons for our customers Carlose Lopez www.carloselopez.com
Star6ng Point 1.  (1) Corporate website 2.  (15) brand websites 3.  (4) external web agencies 4.  Common technologies: ASP.net – PHP 5.  Google Analy=cs 6.  No social media integra=on (TwiTer, Facebook, LinkedIn, Blog) 7.  Look & feel can be improved (consistency) 8.  Usability can be improved Carlose Lopez www.carloselopez.com
Key Ques6ons 1.  Digital strategy à (1) corporate website and (15) brands vs. Consolida=on in (1) site 2.  Unique CMS efficiencies à maintenance; training, content audit / crea=on / update / opsimisa=on; central repository; roles; communica=on 3.  Look & feel and branding 4.  Content Marke6ng à SEO and Social Media Carlose Lopez www.carloselopez.com
Key Elements 1.  Business goals à before thinking about technology we must think of business goals 2.  Marke6ng objec6ves à by brand and customers 3.  Internal resources à knowledge & pla`orms 4.  Business process à How they need to change to support the vision Carlose Lopez www.carloselopez.com
Strategy Defini6on •  Workshops to define strategy: 1.  Define mission & vision 2.  Scan environment (SWOT) 3.  Set priori=es 4.  Set objec=ves 5.  Create strategy 6.  Define opera=onal plans 7.  Develop & manage project plans Carlose Lopez www.carloselopez.com
Strategy: Workshop Objec6ves: Digital Priority: unique CMS, look strategy crea=on & & feel, SEO, social media implementa=on by Q3 2012 Strategy: consolidate digital communica6ons into one site and the use of social media Management: internal Plan: Agile Project – User leadership using centre design specialised 3rd par=es Carlose Lopez www.carloselopez.com
Effec6ve Website Design 1.  Aligned with vision and business goals 2.  Integrated into marke=ng strategy 3.  Clearly defined purpose 4.  Customer centric 5.  Intui=ve and usable (usability) 6.  Relevant content 7.  Maintained without major rework or resources 8.  Performance can be measured an con=nuously improved 9.  Search engine friendly Carlose Lopez www.carloselopez.com
Phase Approach •  Mee=ng with marke=ng, product managers and business managers, best prac=ces (what we have done in the past to reach objec=ves) •  Business case, this come out from vision and strategy Discover •  Deliverables: SOW, Project Charter and Project Plan •  How much will be outsourced?, what technology will be used?, exploratory user research, scenarios and personas crea=on •  Deliverables: Compe==ve Analysis, Preliminary Requirement Document, Define User Stories, Project Strategy, User research report and Crea=ve brief •  Informa=on Architecture (IA); apply scenarios and personas; content strategy •  Deliverables: Prototype Model (wireframes), First Usability Valida=on, Brand Design Guidelines and Look & Feel, Mock Ups, SEO Strategy, Site Map Carlose Lopez www.carloselopez.com
Phase Approach •  Coding, create design elements, SEO, tes=ng •  Deliverables: working, tested web site Develop •  User Experience, Func=onality, Performance and Stress Tests, Content and design, Proof reading Tes=ng •  Deliverables: Wri=ng approval from all the par=es to deliver website •  Cut across from stage / tes=ng to Live •  Deliverables: Release plan (backup, procedures, communica=on) Deploy Carlose Lopez www.carloselopez.com
Phase Approach •  Project review (lessons learned) •  Site metrics kick in: measure, analise, op=mise -­‐ performance improvement Post •  Deliverables: Case study, Maintenance Plan, Service Level Agreements (SLA’s) Launch •  Website objec6ve: Usability is our constant reference point •  Business / communica6on objec6ve: Building brands, genera=ng response, solving customers problems and build customer rela=onships •  Preference: Agile methodology to deliver the project •  Guerilla development: spent wisely, abandon easily, keep moving on, keep innova=ng, keep diversifying Carlose Lopez www.carloselopez.com
Tenta6ve – High Level Project Plan Carlose Lopez www.carloselopez.com
Content Marke6ng: Idea •  Crea=on / sharing of content for the purpose of engaging current & poten=al consumer bases delivering high-­‐quality, relevant & valuable informa=on to drive profitable consumer ac=on à enquire, purchase, download, par=cipate •  Magazines, newsleTers, digital content, websites, microsites, white papers, webinars, video portals, interac=ve online, email, events… Carlose Lopez www.carloselopez.com
Social Media: Idea •  Once the content marke=ng strategy has been implemented, Social Media is used to share, get insights and for customers to engage and create content •  Social Media can be used for: Marke=ng, PR, Communica=on, Customer Service, HR… Carlose Lopez www.carloselopez.com
Online Media Room: Idea 1.  It is a cousin of Investor Rela=ons Room 2.  To reach journalists, customers, bloggers, employees 3.  For many companies the this sec=on is one of the most frequently visited pages 4.  Benefits: SEO, central repository of informa=on, we control the content 5.  Key elements: Search and browsing, mul=media content, calendar (Execu=ve appearances, conferences, trade shows), call to ac=ons for journalists (Execu=ve interviews), RSS Carlose Lopez www.carloselopez.com
Top Challenges 1.  Digital / Marke=ng / Social media strategy is part of the business strategy and not separate 2.  Customer experience must be seamless across different channels 3.  Think like your customer 4.  Recognise social media as a game changer 5.  Customers believe on what other customers say about the brand Carlose Lopez www.carloselopez.com
Carlose Lopez www.carloselopez.com Ideas about strategy, digital, marke=ng, branding, communica=on and e-­‐commerce

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Electrics plc - Digital Communication

  • 1. Electrics Tech Plc. Digital Communica6on Study Case www.carloselopez.com
  • 2. Carlose Lopez •  Working with clients defining, planning and execu=ng marke=ng & digital strategies •  Vast experience in marke=ng, digital transforma=on & change management Carlose Lopez www.carloselopez.com
  • 3. Who We Are: •  We are a global group, managing, exploi=ng and developing our technologies within the fast moving engineered products sector in business to business markets •  Our mission is to deliver a highly compe==ve return to shareholders by using our technologies to create innova6ve solu6ons for our customers Carlose Lopez www.carloselopez.com
  • 4. Star6ng Point 1.  (1) Corporate website 2.  (15) brand websites 3.  (4) external web agencies 4.  Common technologies: ASP.net – PHP 5.  Google Analy=cs 6.  No social media integra=on (TwiTer, Facebook, LinkedIn, Blog) 7.  Look & feel can be improved (consistency) 8.  Usability can be improved Carlose Lopez www.carloselopez.com
  • 5. Key Ques6ons 1.  Digital strategy à (1) corporate website and (15) brands vs. Consolida=on in (1) site 2.  Unique CMS efficiencies à maintenance; training, content audit / crea=on / update / opsimisa=on; central repository; roles; communica=on 3.  Look & feel and branding 4.  Content Marke6ng à SEO and Social Media Carlose Lopez www.carloselopez.com
  • 6. Key Elements 1.  Business goals à before thinking about technology we must think of business goals 2.  Marke6ng objec6ves à by brand and customers 3.  Internal resources à knowledge & pla`orms 4.  Business process à How they need to change to support the vision Carlose Lopez www.carloselopez.com
  • 7. Strategy Defini6on •  Workshops to define strategy: 1.  Define mission & vision 2.  Scan environment (SWOT) 3.  Set priori=es 4.  Set objec=ves 5.  Create strategy 6.  Define opera=onal plans 7.  Develop & manage project plans Carlose Lopez www.carloselopez.com
  • 8. Strategy: Workshop Objec6ves: Digital Priority: unique CMS, look strategy crea=on & & feel, SEO, social media implementa=on by Q3 2012 Strategy: consolidate digital communica6ons into one site and the use of social media Management: internal Plan: Agile Project – User leadership using centre design specialised 3rd par=es Carlose Lopez www.carloselopez.com
  • 9. Effec6ve Website Design 1.  Aligned with vision and business goals 2.  Integrated into marke=ng strategy 3.  Clearly defined purpose 4.  Customer centric 5.  Intui=ve and usable (usability) 6.  Relevant content 7.  Maintained without major rework or resources 8.  Performance can be measured an con=nuously improved 9.  Search engine friendly Carlose Lopez www.carloselopez.com
  • 10. Phase Approach •  Mee=ng with marke=ng, product managers and business managers, best prac=ces (what we have done in the past to reach objec=ves) •  Business case, this come out from vision and strategy Discover •  Deliverables: SOW, Project Charter and Project Plan •  How much will be outsourced?, what technology will be used?, exploratory user research, scenarios and personas crea=on •  Deliverables: Compe==ve Analysis, Preliminary Requirement Document, Define User Stories, Project Strategy, User research report and Crea=ve brief •  Informa=on Architecture (IA); apply scenarios and personas; content strategy •  Deliverables: Prototype Model (wireframes), First Usability Valida=on, Brand Design Guidelines and Look & Feel, Mock Ups, SEO Strategy, Site Map Carlose Lopez www.carloselopez.com
  • 11. Phase Approach •  Coding, create design elements, SEO, tes=ng •  Deliverables: working, tested web site Develop •  User Experience, Func=onality, Performance and Stress Tests, Content and design, Proof reading Tes=ng •  Deliverables: Wri=ng approval from all the par=es to deliver website •  Cut across from stage / tes=ng to Live •  Deliverables: Release plan (backup, procedures, communica=on) Deploy Carlose Lopez www.carloselopez.com
  • 12. Phase Approach •  Project review (lessons learned) •  Site metrics kick in: measure, analise, op=mise -­‐ performance improvement Post •  Deliverables: Case study, Maintenance Plan, Service Level Agreements (SLA’s) Launch •  Website objec6ve: Usability is our constant reference point •  Business / communica6on objec6ve: Building brands, genera=ng response, solving customers problems and build customer rela=onships •  Preference: Agile methodology to deliver the project •  Guerilla development: spent wisely, abandon easily, keep moving on, keep innova=ng, keep diversifying Carlose Lopez www.carloselopez.com
  • 13. Tenta6ve – High Level Project Plan Carlose Lopez www.carloselopez.com
  • 14. Content Marke6ng: Idea •  Crea=on / sharing of content for the purpose of engaging current & poten=al consumer bases delivering high-­‐quality, relevant & valuable informa=on to drive profitable consumer ac=on à enquire, purchase, download, par=cipate •  Magazines, newsleTers, digital content, websites, microsites, white papers, webinars, video portals, interac=ve online, email, events… Carlose Lopez www.carloselopez.com
  • 15. Social Media: Idea •  Once the content marke=ng strategy has been implemented, Social Media is used to share, get insights and for customers to engage and create content •  Social Media can be used for: Marke=ng, PR, Communica=on, Customer Service, HR… Carlose Lopez www.carloselopez.com
  • 16. Online Media Room: Idea 1.  It is a cousin of Investor Rela=ons Room 2.  To reach journalists, customers, bloggers, employees 3.  For many companies the this sec=on is one of the most frequently visited pages 4.  Benefits: SEO, central repository of informa=on, we control the content 5.  Key elements: Search and browsing, mul=media content, calendar (Execu=ve appearances, conferences, trade shows), call to ac=ons for journalists (Execu=ve interviews), RSS Carlose Lopez www.carloselopez.com
  • 17. Top Challenges 1.  Digital / Marke=ng / Social media strategy is part of the business strategy and not separate 2.  Customer experience must be seamless across different channels 3.  Think like your customer 4.  Recognise social media as a game changer 5.  Customers believe on what other customers say about the brand Carlose Lopez www.carloselopez.com
  • 18. Carlose Lopez www.carloselopez.com Ideas about strategy, digital, marke=ng, branding, communica=on and e-­‐commerce