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“Managing your web content Successfully“.
                                         bwired Group Pty Ltd
                                                   May 2012




People. Technology. Ideas.                             bwired.com.au
People. Technology. Ideas.   bwired.com.au
the growing importance of the web
  Structure and History

  “In just over 20 years, the
    internet has reached nearly
    200 million websites.”




People. Technology. Ideas.            bwired.com.au
the future is mobile
  Structure and History

   “The growth of mobile is tracking eight times faster than the PC.
   By 2013, mobile phones will overtake PCs as the most common
   Web access device worldwide.”




People. Technology. Ideas.                                       bwired.com.au
Design

   “How are you building a
    community around your brand?”




People. Capability. Technology Ideas.
 Experience. Technology.                bwired.com.au
The Importance of Design
  Structure and History




People. Technology. Ideas.   bwired.com.au
Example Before and After




People. Technology. Ideas.   bwired.com.au
Example Before and After




People. Technology. Ideas.   bwired.com.au
People. Technology. Ideas.   bwired.com.au
People. Technology. Ideas.   bwired.com.au
The Future of Retail: Growing Trends

Online Shoppers are                      Product Research Top
arriving from Social                      Purchasing Decision
Media



   Move to Mobile                        Customer Reviews
                                            Drive Sales



Daily Deals on your                     Build Communities –
        site                            Blog, Youtube, Faceb
                                               ook, etc

 Simple Changes –
  buy now button                        90 percent budgeted
    green for go                            for it in 2011



People. Technology. Ideas.                         bwired.com.au
If you were opening a new shop what would
                   do?...
     Shop Front                 Store Design




       Loyalty                   Set up your
      Programs                    Products



     Marketing
                                 Great Staff
     Campaigns


                                  Location
    Special Offers                Location
                                  Location



People. Technology. Ideas.               bwired.com.au
So how does the shop translate to e-business
  Structure and History

                                                     Invest in
                                                       SEO
Modify your Design                                     SEM
                                                      Social


 Get to know your                                Ratings, Bundles,
   Customers                                        Suggestive
  (Personalise)                                       Selling



Grow Your Database                                Build Credibility



      Offer                                          Consider
Coupons, Deals, Dis                                  Reactive
     counts                                          Marketing


People. Technology. Ideas.                              bwired.com.au
What are the
                             Where are they?
  business goals?


                             How will you reach
Who’s the target?
                                  them?



 Do you know the              Can we measure
 effort involved?                success?




People. Technology. Ideas.             bwired.com.au
Simple Process

   What         Where                             How

   Increase     • Google – Organic, Paid, Local   • Search Strategies
   traffic      • Social – Facebook, etc          • Social Media posting and sharing
                • Database – Newsletters,         • Online/Offline Marketing and PR

   Build the    • Online                          •Can they opt-in?
   Database     • In Store                        •Can your visitors self select?
                • Media Campaign                  •Do you Segment your visitors?
                • TVC                             •What is personalisation?

   Run a        • Current Customers               •Is your newsletter sent regularly?
   Newsletter                                     •Do you spray and pray?
                                                  •Can you talk to me one to one?
   Product      • Online                          •Simply Names that are search friendly
   Changes      • In Store                        •Build depth in your Categories
                • Newsletter                      •Allow for multiple ways of shopping
                • Social Sites                          •By Product or
                • Blogs                                 •Bundle sell
                                                        •Specials
People. Technology. Ideas.                                                                 bwired.com.au
Make a connection with your visitors




People. Technology. Ideas.               bwired.com.au
Sydney
  Structure and History




People. Technology. Ideas.   bwired.com.au
People. Technology. Ideas.   bwired.com.au
Review, Review, Review some more

        MEASURE                         Current             TARGET               RESULTS
                                        Mar 2012*           Objectives           Feb 2012            Past Mth 2       Past Mth 3       Past Mth 4
                                                            (Draft)              (partial)^


        WEBSITE                         Site http://www.studylivework.com.au/ (Adwords from 22 February 2012)

        – Unique Visitors                      8,598                   5,000              1,855                   –                –                –

        – Total Visits (Sessions)              9,979                   7,500              2,536                   –                –                –

        – Page Views                          33,187                  30,000            14,188                    –                –                –

        – Bounce Rate %                       48.5%                   <40%               45.1%                    –                –                –

        ADWORDS Campaign                Launched February 22, 2012

        – Ad Impressions                   11.73 mil                      –            1.39 mil                   –                –                –

        – Click Through (Traffic)              8,938                   4,000              1,399                   –                –                –

        – Daily Spend (Ave $)                     $100                 $100                   $100                –                –                –

        – Active Keywords (Qty)                     94                    –                     86                –                –                –

        BY AD GROUP                     Individual Ad Groups (x3 for each of LIVE, WORK and STUDY)

        LIVE Ad Impressions                 6.69 mil                      –            1.14 mil                   –                –                –

        LIVE Click Through (Traffic)           4,031                      –                    937                –                –                –

        LIVE Cost Per Client ($ave)            $0.31                      –               $0.47                   –                –                –

        WORK Ad Impressions                 3.93 mil                      –            172,297                    –                –                –

        WORK Click Through (Traffic)           4,450                      –                    429                –                –                –

        WORK Cost Per Client ($ave)            $0.33                      –               $0.46                   –                –                –

        STUDY Ad Impressions                1.12 mil                      –             74,945                    –                –                –

        STUDY Click Through (Traffic)             457                     –                     33                –                –                –

        STUDY Cost Per Client ($ave)           $0.52                      –               $0.89                   –                –                –




People. Technology. Ideas.                                                                                                                              bwired.com.au
Quick Quiz
  Structure and History
  Do you enjoy social networking?                                                        Yes / No

  Is your business already part of social networks?                                      Yes / No

  Is your Social Media linked?                                                           Yes / No

  Do you regularly update all site assets?                                               Yes / No

  Do you have a spare half hour a day to talk to your online community?                  Yes / No

  Can you provide thoughts and opinions that aren’t sales related?                       Yes / No

  Do you currently communicate with customers via newsletters?                           Yes / No

  Do you have the facility to communicate on the run – Twitter, Facebook, Pinterest,..   Yes / No

  Do your marketing and business strategies include online activity?                     Yes / No

  Are you prepared to keep at it over time (Daily, monthly, yearly)?                     Yes / No

  Are you prepared to cope with negative feedback?                                       Yes / No

  Are you measuring, understanding and modifying?                                        Yes / No



People. Technology. Ideas.                                                                      bwired.com.au
Lack of            Failure to
                                              No
     Strategic            Manage                          No Incentives
                                        Personalisation
     Direction           Customers



    Poor User             Payment            Poor
                                                          Chasing Trends
    Experience         Gateway Issues     Technology



                         Expecting
    Lack of Trust       Customers to
                          Find You



People. Technology. Ideas.                                        bwired.com.au
Summary




                        eCommerce needs more than a website

                        Your customers know & demand more


                        Mobile “devices” will dominate

                        Being focused is key to strategy


                        If you cant measure it don't do it!

                        Your website will evolve over time... So
                        PUT the effort in.




People. Technology. Ideas.                                         bwired.com.au
Questions?

           Contact Details

           Campbell Wilson
           bwired
           Ph: 1300 780 566
           E: campbell@bwired.com.au



People. Technology. Ideas.                bwired.com.au

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Managing your web content successfully

  • 1. “Managing your web content Successfully“. bwired Group Pty Ltd May 2012 People. Technology. Ideas. bwired.com.au
  • 3. the growing importance of the web Structure and History “In just over 20 years, the internet has reached nearly 200 million websites.” People. Technology. Ideas. bwired.com.au
  • 4. the future is mobile Structure and History “The growth of mobile is tracking eight times faster than the PC. By 2013, mobile phones will overtake PCs as the most common Web access device worldwide.” People. Technology. Ideas. bwired.com.au
  • 5. Design “How are you building a community around your brand?” People. Capability. Technology Ideas. Experience. Technology. bwired.com.au
  • 6. The Importance of Design Structure and History People. Technology. Ideas. bwired.com.au
  • 7. Example Before and After People. Technology. Ideas. bwired.com.au
  • 8. Example Before and After People. Technology. Ideas. bwired.com.au
  • 10. People. Technology. Ideas. bwired.com.au
  • 11. The Future of Retail: Growing Trends Online Shoppers are Product Research Top arriving from Social Purchasing Decision Media Move to Mobile Customer Reviews Drive Sales Daily Deals on your Build Communities – site Blog, Youtube, Faceb ook, etc Simple Changes – buy now button 90 percent budgeted green for go for it in 2011 People. Technology. Ideas. bwired.com.au
  • 12. If you were opening a new shop what would do?... Shop Front Store Design Loyalty Set up your Programs Products Marketing Great Staff Campaigns Location Special Offers Location Location People. Technology. Ideas. bwired.com.au
  • 13. So how does the shop translate to e-business Structure and History Invest in SEO Modify your Design SEM Social Get to know your Ratings, Bundles, Customers Suggestive (Personalise) Selling Grow Your Database Build Credibility Offer Consider Coupons, Deals, Dis Reactive counts Marketing People. Technology. Ideas. bwired.com.au
  • 14. What are the Where are they? business goals? How will you reach Who’s the target? them? Do you know the Can we measure effort involved? success? People. Technology. Ideas. bwired.com.au
  • 15. Simple Process What Where How Increase • Google – Organic, Paid, Local • Search Strategies traffic • Social – Facebook, etc • Social Media posting and sharing • Database – Newsletters, • Online/Offline Marketing and PR Build the • Online •Can they opt-in? Database • In Store •Can your visitors self select? • Media Campaign •Do you Segment your visitors? • TVC •What is personalisation? Run a • Current Customers •Is your newsletter sent regularly? Newsletter •Do you spray and pray? •Can you talk to me one to one? Product • Online •Simply Names that are search friendly Changes • In Store •Build depth in your Categories • Newsletter •Allow for multiple ways of shopping • Social Sites •By Product or • Blogs •Bundle sell •Specials People. Technology. Ideas. bwired.com.au
  • 16. Make a connection with your visitors People. Technology. Ideas. bwired.com.au
  • 17. Sydney Structure and History People. Technology. Ideas. bwired.com.au
  • 18. People. Technology. Ideas. bwired.com.au
  • 19. Review, Review, Review some more MEASURE Current TARGET RESULTS Mar 2012* Objectives Feb 2012 Past Mth 2 Past Mth 3 Past Mth 4 (Draft) (partial)^ WEBSITE Site http://www.studylivework.com.au/ (Adwords from 22 February 2012) – Unique Visitors 8,598 5,000 1,855 – – – – Total Visits (Sessions) 9,979 7,500 2,536 – – – – Page Views 33,187 30,000 14,188 – – – – Bounce Rate % 48.5% <40% 45.1% – – – ADWORDS Campaign Launched February 22, 2012 – Ad Impressions 11.73 mil – 1.39 mil – – – – Click Through (Traffic) 8,938 4,000 1,399 – – – – Daily Spend (Ave $) $100 $100 $100 – – – – Active Keywords (Qty) 94 – 86 – – – BY AD GROUP Individual Ad Groups (x3 for each of LIVE, WORK and STUDY) LIVE Ad Impressions 6.69 mil – 1.14 mil – – – LIVE Click Through (Traffic) 4,031 – 937 – – – LIVE Cost Per Client ($ave) $0.31 – $0.47 – – – WORK Ad Impressions 3.93 mil – 172,297 – – – WORK Click Through (Traffic) 4,450 – 429 – – – WORK Cost Per Client ($ave) $0.33 – $0.46 – – – STUDY Ad Impressions 1.12 mil – 74,945 – – – STUDY Click Through (Traffic) 457 – 33 – – – STUDY Cost Per Client ($ave) $0.52 – $0.89 – – – People. Technology. Ideas. bwired.com.au
  • 20. Quick Quiz Structure and History Do you enjoy social networking? Yes / No Is your business already part of social networks? Yes / No Is your Social Media linked? Yes / No Do you regularly update all site assets? Yes / No Do you have a spare half hour a day to talk to your online community? Yes / No Can you provide thoughts and opinions that aren’t sales related? Yes / No Do you currently communicate with customers via newsletters? Yes / No Do you have the facility to communicate on the run – Twitter, Facebook, Pinterest,.. Yes / No Do your marketing and business strategies include online activity? Yes / No Are you prepared to keep at it over time (Daily, monthly, yearly)? Yes / No Are you prepared to cope with negative feedback? Yes / No Are you measuring, understanding and modifying? Yes / No People. Technology. Ideas. bwired.com.au
  • 21. Lack of Failure to No Strategic Manage No Incentives Personalisation Direction Customers Poor User Payment Poor Chasing Trends Experience Gateway Issues Technology Expecting Lack of Trust Customers to Find You People. Technology. Ideas. bwired.com.au
  • 22. Summary eCommerce needs more than a website Your customers know & demand more Mobile “devices” will dominate Being focused is key to strategy If you cant measure it don't do it! Your website will evolve over time... So PUT the effort in. People. Technology. Ideas. bwired.com.au
  • 23. Questions? Contact Details Campbell Wilson bwired Ph: 1300 780 566 E: campbell@bwired.com.au People. Technology. Ideas. bwired.com.au

Notas do Editor

  1. The total number of PCs in use will reach 1.78 billion units in 2013. By 2013, the combined installed base of smartphones and browser-equipped enhanced phones will exceed 1.82 billion units and will be greater than the installed base for PCs thereafter.http://www.gartner.com/it/page.jsp?id=1278413