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Website Planning De Hallam Murdoch University
 
 
 
 
How did these brand websites get from…
 
s
 
Good planning.
How, exactly?
SOSTAC® marketing planning framework applied to digital marketing.  Source: Chaffey and Smith (2008) Where are we now? Where do we want to be? How do we get there? How  exactly  do we get there? Details of who does what and when? How do we monitor performance?
Revisit and refine.
Where are we now?  (Situation analysis)
[object Object],[object Object],[object Object],[object Object],[object Object]
 
Where do we want to be?  (objectives)
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How do we get there?  (strategy)
[object Object],[object Object],[object Object],[object Object]
How, exactly, do we get there?  (tactics)
[object Object],[object Object],[object Object],[object Object]
Who does when & when (actions)
[object Object],[object Object],[object Object],[object Object]
Monitor performance (control)
[object Object],[object Object],[object Object],[object Object],[object Object]
SOSTAC® marketing planning framework applied to digital marketing.  Source: Chaffey and Smith (2008) Where are we now? Where do we want to be? How do we get there? How  exactly  do we get there? Details of who does what and when? How do we monitor performance?
Example: Student Life and Learning website.
 
Situation analysis & objectives ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]
Overarching business objectives ,[object Object],[object Object],[object Object],[object Object]
Online objectives ,[object Object],[object Object],[object Object]
Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object]
70% Worried, but well. 35% Low-need/ disengaged 5% High need
SL&L homepage example Reassure the user that they have come to be right place
SL&L inner page example Individual team identities will provide relevance to the user journey  ,[object Object],[object Object]
First year ideas: a handy guide Recommended task : user research to understand what users want The chance to create ongoing users and future ambassadors Source: http://tomtomsecrets.com/
 
Tactics:  ,[object Object],[object Object],[object Object],[object Object]
 
 
Example architecture High trafficked areas
[object Object],[object Object],Card sorting workshops
 
Actions:  ,[object Object],[object Object],[object Object]
Production schedules:
Content mapping workshops:  ,[object Object]
Control (performance):  ,[object Object],[object Object]
 
 
Questions? ,[object Object],[object Object],[object Object],[object Object]

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Notas do Editor

  1. Waterlife  explores different aspects of the state of the Great Lakes through 23 individual sections, incorporating text, images and sound. [5]  It received the  Webby Award  for best web documentary (individual episode). [6]
  2. Mostly,  Brain Pickings  is about ideas — revolutionary new ideas that no one has seen or thought of before, and old ideas that most have seen, but no one has thought of in this way before. Read more:  http://www.brainpickings.org/index.php/about/#ixzz1Gim5CCUi
  3. Mint pulls all your financial accounts into one place. Set a budget, track your goals and do more with your money. “love the tool itself, the mint data that comes out of it, seamless mobile integration & the blog is full of really rich content (rather than just someone’s latest soapbox).”
  4. Sports brand are doing some cool stuff online – Burton is definitely leading the pack. Website features videos, live cams, info on pro riders, online shopping and very good product selectors (Board finder) Whole site very specific to audience in language, tone, brand and content. “ I could seriously spend all day on this site!”