7. Galland.be
Some
publica9ons
7
My
“one
company,
one
image”
branding
case,
realized
as
Global
Director
Marke=ng
of
the
Barco
Group
(1996-‐2008)
in
“Marke=ng
Management
–
De
essen=e”
Philip
Kotler,
Kevin
Lane
Keller,
Henry
Robben,
Maggie
Geuens,
2010
My
vision
on
marke=ng
and
branding
today,
as
Managing
Director
of
Galland.be
(2009-‐today),
with
emphasis
on
the
importance
of
customer
centricity
and
word
of
mouth
in
STIMA
Marke=ng
Jaarboek
2012
9. Galland.be
Websites
in
2013
§ A
website
is
a
means,
not
an
end
§ The
“business
card”-‐
internet
era
is
over
§ A
successful
website
“connects”
with
its
visitors
10. Galland.be
Our
Mission
Our
mission
is
to
exploit
technical
innova=ons
for
the
benefit
of
AT&T
and
its
customers
by
implemen=ng
next-‐genera=on
technologies
and
network
advancements
in
AT&T's
services
and
opera=ons.
11. Galland.be
11
11
Your
Website
2.0
Your
Website
1.0
Your
Virtual
Company
12. Galland.be
Without
having
a
goal
it’s
difficult
to
score
13. Galland.be
Galland.be
“Your
vision
of
where
or
who
you
want
to
be,
is
the
greatest
asset
you
have.
Without
having
a
goal,
it’s
difficult
to
score”
Paul
Arden
17. Galland.be
Start
from
your
business
objec9ves
§ To
be
relevant
and
successful,
your
website
needs
to
be
in
line
with
your
business
objec9ves.
§ These
objec=ves
need
to
be
translated
into
valuable
on-‐line
objec9ves
§ Know
your
stakeholders
and
understand
what
really
ma_ers
to
them.
19. Galland.be
Goals
for
your
website
§ Increase
brand
awareness?
§ A_ract
new
visitors?
§ Increase
sales?
§ Facilitate
doing
business
with
your
company?
§ Support?
§ Startup
new
business
segments?
§ Co-‐crea=ng
with
customers?
§ ….
21. Galland.be
An
integrated
experience
§ A
website
never
stands
alone
§ It
is
part
of
a
larger
en=ty
§ A
website
should
be
integrated
with
your
offline
and
online
communica=on
strategy
26. Galland.be
“NOT
about
you”
§ Make
sure
the
content
of
your
website
is
“relevant”
for
your
audience
§ Be
empha=c
and
start
from
objec=ves,
tasks
and
informa=on
needs
from
your
visitors
§ Ban
company-‐centric
thinking
based
on
company
structures,
departments
or
divisions
31. Galland.be
Content
is
king
§ Content
is
reason
for
being
§ Create
relevant
content
§ Think
transac=onal
§ Create
“calls
to
ac=on”
§ Build
in
“takeaways”
§ Make
your
content
“share-‐able”
39. Galland.be
Web
content
§ Always
up-‐to-‐date
§ Simple,
short
and
relevant
language,
adapted
for
screen
reading
§ Illustrate
with
visuals,
video,
anima=ons,
applica=ons
§ Allow
visitors
to
personalize
content
and
only
show
the
most
relevant
informa=on
out
of
the
huge
amount
of
available
informa=on
§ Hyperlink,
hyperlink,
hyperlink
42. Galland.be
Content
needs
structure
§ Bring
structure
to
your
content
§ Target
group-‐
en
task-‐driven
§ Don’t
expect
your
site
to
be
a
linear
experience
§ Think
in
scenarios
§ Usability
§ Evaluate
your
content
structure
§ Adapt
content
for
web
purposes,
while
keeping
messages
consistent
57. Galland.be
Galland.be
“I
hear
and
I
forget.
I
see
and
I
remember.
I
do
and
I
understand.”
Confucius
58. Galland.be
Be
engaging
and
collabora9ve
58
§ Involve
consumers
emo=onally
and
show
your
site
is
all
about
them
§ Let
consumers
exchange
ideas
and
experiences
with
your
brand.
Everything
about
the
brand
is
open
and
freely
available
to
all
anyway
(open
source
marke=ng)
§ Let
them
rate
your
products,
let
them
tell
about
their
experiences
of
using
your
products,
let
them
invite
more
friends
online
§ Have
plug-‐ins
at
social
network
websites
allowing
them
to
share
and
discuss
§ And
reward
them.
67. Galland.be
Be
a
plaWorm
§ The
value
of
a
plajorm
resides
in
the
quality
of
the
interac=on
of
its
users
§ The
return
for
an
organiza=on
is
to
be
found
in
the
collected
“customer”
insights
from
the
users
and
the
value
created
by
integra=on
with
a
plajorm
§ Open
plajorms
are
olen
more
successful
74. Galland.be
Usability
§ Do
not
ignore
or
deviate
from
exis=ng
internet
conven9ons
if
not
needed
(e.g.
to
test
your
crea=ve
genius).
§ Only
deviate
from
the
norm
when
you
can
really
create
added
value
for
your
visitors
§ Your
visitors
spend
more
=me
on
other
websites
than
yours
anyway.
You’d
be_er
benefit
from
the
habits
they
acquire
on
other
sites
to
make
your
site
more
intui9ve
for
them
75. Galland.be
Internet
is
the
norm
§ How
are
others
doing
in
your
industry?
§ Use
standardized
terminology
wherever
possible
§ Speak
the
“language
of
your
customers”
§ Avoid
excessive
marke=ng
talk
or
buzz
words
80. Galland.be
Search
engines
§ What
does
not
exist
on
Google*,
does
not
exist...
§ Make
sure
your
site
is
“accessible”
for
search
engines
§ If
required,
use
search
engine
adver=sing
to
support
this
*Also
check
Yahoo,
Baido,
Yandex,
etc..
84. Galland.be
Op9mize
for
people
not
engines
84
§ Search
engines
like
Google
are
more
and
more
taking
into
account
how
people
behave
§ Click
behaviour
§ Search
behaviour
§ On-‐line
recommenda=ons
§
Social
relevance
of
people
§ This
will
change
SEO
as
we
know
it.
§ People
love
visuals
(images,
video,..)
§ People
use
the
most
advanced
stemming
and
context
algorithms
87. Galland.be
Every
page
is
a
homepage
§ About
45%
of
your
traffic
is
not
entering
via
your
homepage
§ A
large
part
of
your
visitors
finds
your
website
via
search
engines
or
recommenda=ons
on
social
media
networks
§ Make
sure
important
content
can
be
easily
reached
from
every
page
on
your
website
93. Galland.be
Galland.be
93
“Social
media
is
not
a
strategy.
Social
media
are
media
to
help
you
to
listen
to
others,
to
learn
from
others,
and
to
publish
and
share
content
in
a
social
(for
everyone)
way”
Ann
Galland
May
17,
2013
94. Galland.be
Start
with
listening…
94
§ With
social
media,
the
internet
is
no
longer
about
technology,
but
about
people.
§ It’s
no
longer
about
understanding
and
implemen=ng
technology
but
about
understanding
people.
§ It’s
no
longer
about
pretending
your
are
good,
but
about
offering
a
true-‐genuine
experience
as
an
organisa=on.
95. Galland.be
Social
media
§ An
increasing
amount
of
all
website
traffic
is
driven
by
social
networking
sites
(=
people)
§ Today
visuals
&
video
are
s=ll
“poorly”
indexed
by
search
engines,
but
on
the
other
hand,
they
are
remembered
very
well
by
people
(=
social
media)
101. Galland.be
A
conversa9on
culture
10
1
§ Go
where
your
customers
are
§ Don’t
start
shou=ng,
only
par=cipate
in
a
conversa=on
in
case
you
can
contribute,
and
never
a_end
par=es
in
case
you
are
not
invited.
§ Make
sure
your
social
media
strategy
fits
your
company
culture
and
create
your
own
conversa=on
culture
by
doing
so.
105. Galland.be
Measure,
learn
and
improve
§ Analyzing
the
behavior
of
your
visitors
allows
you
to
iden=fy
what
is
working
and
what
is
not
§ Watch
out
for
“chicken
&
egg”
interpreta=ons
and
assump=ons,
as
you
can
only
measure
what
happened
and
never
what
did
not
happen
§ Use
site-‐search
as
a
source
of
informa=on
§
iden=fy
usability
issues
and
missing
content
106. Galland.be
Measure
&
analyze
§ Web
analy=cs
enable
you
to
iden=fy
what
is
working
and
what
is
not.
§ “Visitors
are
always
right”
§ “Do
not
fix
what
is
not
broken”
Content
Performance
Traffic
sources
112. Galland.be
Start
now
&
improve
tomorrow
112
§ Given
the
nature
of
the
internet
technology,
it
is
fairly
easy
to
create
now
and
improve
tomorrow.
Keep
your
development
cycles
as
short
as
possible,
but
plan
for
the
future.
§ A/B
tes=ng
allows
you
to
evaluate
different
design
op=ons
in
the
process
of
upda=ng
a
website.
114. Galland.be
So,
if
you
s9ll
want
to
be
in
business
by
2020,
here’s
the
summary
of
what
to
do
for
your
online
strategy:
114
115. Galland.be
Online
strategy
summarized
115
1. Without
having
a
goal,
it’s
difficult
to
score
2. A
website
never
is
a
stand-‐alone
given.
It
always
is
part
of
a
larger
experience
3. Maybe
nobody
goes
to
your
website
because
it’s
about
you
4. Content
is
king
5. Consistency
is
queen
6. Create
an
interac=ve
experience
7. Be
a
plajorm
8. Internet
is
the
norm:
users
spend
most
of
their
=me
on
other
websites
9. What
does
not
exist
on
Google,
does
not
exist…
10. Every
page
is
a
Homepage
11. Start
with
listening
12. Contribute
to
the
conversa=on
13. Visitors
are
always
right
14. Do
not
fix
what
is
not
broken
15. Think
big,
start
small,
scale
fast
116. Galland.be
Some
free
tools
§ Google
h_p://www.google.com
§ Google
Analy=cs
h_p://www.google.com/analy=cs/
§ Google
Webmaster
Tools
h_ps://www.google.com/webmasters/tools/
§ Alexa
Ranking
h_p://www.alexa.com/
§ Google
Trends
h_p://www.google.com/trends
§ Internet
Archive:
Wayback
Machine
h_p://www.archive.org/
§ Keyword
Spy
§ www.keywordspy.com
§ Social
media
§ h_p://hootsuite.com/
§ h_p://www.tweetdeck.com/
§ h_p://en.men=on.net
§ h_p://www.Il_.com
§ h_p://search.twi_er.com/
§ h_p://www.twazzup.com
§ h_p://www.socialmen=on.com/
§ Newsle_er
tools
§ h_p://www.mailchimp.com
116
117. Galland.be
Follow
us
be.linkedin.com/in/anngalland
facebook.com/galland.be
twi_er.com/anngalland
slideshare.net/anngalland
youtube.com/user/GallandTV