2. bpost online
1. bpost online presence
1.1. Websites
1.2. Mobile
1.3. Social media
1.4. Newsletters/ E-mailings
2. Internet team
2.1. Place in global structure
2.2. Marcom
2.3. Structure and tasks
3. Tools and processes
3.1. Internal / external execution
3.2. Tools
3.3. Clients and suppliers
3.4. Challenges and Solutions
3.5. A typical briefing
23/09/2011 – bpost online – Johan Claes – Expert Web Development
14. Place in global structure
• The bpost Internet team is part of Marcom (Marketing communications),
which is going to be lead by Christophe Mottint, starting in October
• Marcom is part of BIZ (b2b), which is lead by Beaudouin Meunier
• Next to BIZ, there’s RSS (b2c), International & parcels and several support
services (ICT, legal, HR…)
23/09/2011 – bpost online – Johan Claes – Expert Web Development
15. Marcom
• Marcom consists of 3 teams : Biz team, RSS team, Internet team
• There’s also a graphic designer
• Role : external communication of bpost and branches (brochures, posters,
billboard advertising, TV commercials, online advertising, websites...) and
synchronization of Biz marketing
• Clients : in general marketeers from the business (RSS/BIZ), but also
support services (HR, Press, Mail ops,...)
• Suppliers : ICT and other support services (eg. Printing) and external
suppliers (Advertising agencies)
23/09/2011 – bpost online – Johan Claes – Expert Web Development
16. Internet team structure and tasks
• Gregory Schiltz is Internet Manager
• Johan Claes (tech) and Olivier Noel de Burlin (content) are developers and
project managers
• Virginie D’Harcour is responsible for e-mailings, social media and analytics
• + Long term external HTML programmer
• Frequent interactions between team members (support, back-up,...)
• Responsibility: All online communication, eg.
• Websites : development + content
• E-mailings : planning + management
• Mobile apps : development (back end) + content + management
• Social media : content + management
• Campaigns : management
• Online advertising : management
• ...
23/09/2011 – bpost online – Johan Claes – Expert Web Development
17. Tools and processes
3.1. Internal / external execution
3.2. Tools
3.3. Clients and suppliers
3.4. Challenges and Solutions
3.5. A typical briefing
18. Internal / external execution
• In general, Marcom jobs are executed externally
• Some internal work by the graphic designer and more by the Internet team
• Day-to-day maintenance is done internally or by an external webmaster
who temporarily joins our team
• Team workload and job complexity determine choice between internal /
external execution of bigger Internet related jobs
• Due to exponential growth of demands, increasing percentage of externally
executed jobs
23/09/2011 – bpost online – Johan Claes – Expert Web Development
19. Tools
• CMS: Merant Collage (java-based, data stored in xml-files)
• Pricing tool, dev. by Dotprojects (php/mysql based, integration via JSON)
• External servers with PHP / MySQL
• Google maps API, Google custom search, Google analytics, Google feed
reader, Google docs (for team docs)
• Emailgarage e-mailing platform (Luon)
• Wordpress blogs for news and press releases
23/09/2011 – bpost online – Johan Claes – Expert Web Development
20. Tools : CMS
Merant Collage (java-based, data stored in xml-files)
23/09/2011 – bpost online – Johan Claes – Expert Web Development
21. Tools : Pricing tool
Pricing tool, dev. by Dotprojects (php/mysql based, integration via JSON)
23/09/2011 – bpost online – Johan Claes – Expert Web Development
23. Clients and suppliers
• Clients :
• RSS (including philately)
• BIZ
• bpost international
• HR, Press, Mail ops, ICT...
• Suppliers :
• ICT
• external suppliers (Web agencies)
23/09/2011 – bpost online – Johan Claes – Expert Web Development
24. Challenges and solutions
• Challenge : Choosing the best suppliers for the jobs they’re good at
• Solution : Build long-term trust-based relationships with the best suppliers
• Challenge : Giving complete briefings on content, objectives, lay-out...
• Solution : Briefing by marketeer is thoroughly checked and if necessary
completed by Internet team members
• Challenge : Making sure corporate style guidelines are respected
• Solution : Provide suppliers with a brandbook (offline + online version) and
additional guidelines for online applications
23/09/2011 – bpost online – Johan Claes – Expert Web Development
25. Challenges and solutions
• Brandbook online
23/09/2011 – bpost online – Johan Claes – Expert Web Development
26. Challenges and solutions
• Challenge : Making sure ICT understands and follows online guidelines
• Solution : Marcom Internet team member invited to project meetings
• Challenge : Making sure ICT understands Marcom Internet team needs
• Solution : Extensive meetings to explain our needs and responsibilities
• Challenge : Synchronize and organize e-mailings
• Solution : Limit number of outgoing e-mailings, create planning
• Challenge : Organize incoming strategic update demands by e-mail
• Solution : Marcom briefing – Internet team presence from the start
23/09/2011 – bpost online – Johan Claes – Expert Web Development
27. Challenges and solutions
• Challenge : Organize incoming non-strategic update demands by e-mail
• Solution : Marcom Internet team briefing tool (php/mysql)
23/09/2011 – bpost online – Johan Claes – Expert Web Development
28. Challenges and solutions
• Challenge : Keeping team members informed on ongoing jobs
• Solution : Weekly status meeting and team status doc on Google docs
• Challenge : Meeting the technical and timing requirements for the growing
online needs of our internal customers
• Solution : External hosting on dedicated servers
• Challenge : Making sure bpost online communication is done ‘by the rules’
• Our daily battle...
23/09/2011 – bpost online – Johan Claes – Expert Web Development
29. A typical briefing
• Internal client wants to generate leads through a paper mailing combined
with an online response form
• Steps :
• Internal client gives briefing to Marcom SPOC
• SPOC informs Internet team member on online communication need
• SPOC creates briefing for trusted partner agency
• SPOC checks legal aspects with legal department
• Internet team member checks briefing and sends briefing to agency,
clarifies if necessary
• Internet team member receives price offer and evaluates
• Offer is sent to client for validation
• Job is started
• Supplier and client go through max. 3 correction rounds
23/09/2011 – bpost online – Johan Claes – Expert Web Development
30. A typical briefing
• SPOC is expert go-between and makes sure timing is respected
• Internet team member is included in e-mail traffic and is called upon by
the SPOC when necessary
• After final validation by the client and the SPOC, validation and
publication or integration in the website by Internet team
23/09/2011 – bpost online – Johan Claes – Expert Web Development
31. Johan Claes
Muntcentrum - Centre Monnaie, 1000 Brussels
T. +32 2 276 20 65 | M. +32 478 76 31 37
johan.claes@bpost.be
Notas do Editor
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