1. ONLINE PRESENCE
STRATEGY
& DEVELOPMENT
MSU College of
Natural Science

2. ONLINE PRESENCE
STRATEGY
& DEVELOPMENT
MSU College of
Natural Science
by Stacy Landry

3. Plan
Design
Build
Optimize
Measure
Launch
Strategy
Stakeholders
Process

4. "Begin with the end in mind."
Stephen Covey, The 7 Habits of Highly Effective People

5. Stakeholders
Meet with Stakeholders
• Listen to key stakeholders
• Discuss the project
• Define goals
• Learn what resources will
be involved
• Build strategic roadmap
Stakeholders

6. "Study the past if you
would define the future."
Confucius

7. Strategy
1 Benchmarks
2
3
Goals
Brand & Audience
4 Content Analysis
5 Competitive Analysis
Strategy

8. Benchmark Current Metric by Channel
Website Social Media Email
• Views/visitors
• Unique views
• Bounce rates
• Time on site
• SEO ranking
• Gross views
• Connections
• Mentions
• Engagement
• Activity
• Open, bounce,
unsubscribe rates
• Number of
unsubscribes
• Click-through rates
Key Metrics Key Metrics Key Metrics

9. Q
How can we measure where
we are going if we do not know
how we have done in the past? 3%
73%
23%
Google Analytics No Google Analytics Website not found
Measure

10. What is the main goal?
What are the secondary goals?
What are the long-term goals?
Clarify Current and Future Goals

11. 1
• Are we consistent with the
MSU brand?
• Are we consistent with MSU
message?
Brand 2 Audience
• Is our target audience currently
engaged with our online presence?
• If they are not, why not?
Define Brand and Target Audience

12. • What website pages have the most traffic?
• What are our best ranking keywords?
• What content is shared the most?
• What are our most opened email?
Does our current content align
with our target audience?
Website
Social
Media
Email
Analyze Current Content

13. Who are our competitors
and how are they doing?Website
Analyze the Competition

14. Planning
1
Identify the Work and Tasks2
3
Build the Team
Determine the Time and Budget
4
Create Schedule5
Develop Communication and
Collaboration Tools
6 Develop Metrics
Plan

15. Who needs the information?
• Project success
• Right people get the right
information
• Determine document share
workflows
WHO WHAT HOW
Stakeholders Monthly reports
Face-to-face
Meetings
College Weekly reports Phone/Email
Departments Weekly reports Phone/Email
Team Daily Email
Develop Communication Plan

16. Identify the Work
and Tasks
Task 1
SubTask SubTask
Determine Time
and Budget
• Estimate time properly
• Determine budget
Time Resources
Budget
Scope

17. Tasks
Skills People
Building the Team

18. • Website
Design
• Content
Development
• Analytics
• Social Media
Develop Training Process
• Establish a needs analysis
• Develop training programs
and manuals
• Deliver the training
program
• Evaluate the training
program

19. Create Schedule
Stage
Tasks Team Member(s)
Tracking Status Due Date
Date Completed
Planning
Content Plan Stakeholders 3 8/23/2013
Structure Site Stacy 3 9/27/2013
Structure Pages Larry 3 10/18/2013
Plan Training Mary 3 11/1/2013
Develop Metrics Moe 3 12/6/2013

20. Planning for Metrics
Planning for
Metrics
Focus on Metric
Improvements
Design Project to
be Measurable
Establish Goals

21. "Design is not just what it looks like
and feels like. Design is how it
works."
Steve Jobs

22. Design
1 Review and Sign-off
on Wireframes
2 Review Design
Prototypes
3 Deliver Assets
Design4 Create Site Map
5 Design Training Modules

23. Wireframe
• Wireframe and design
elements planning
• Mock-ups based on
requirements
• Review and approval

24. Build
Build
1 Create Templates
2 Set File Structure
3 Add Content
4 Train Team

25. Optimize, Test, and Deliver
1 Usability Testing
2
3
Accessibility
Validation
Optimize

26. Optimize Test Deliver
• Ensure content is
marked up
• Establish guidelines
• Plan training
• Set file structure
• Search Engine
Submission
• Accessibility testing
• Validation
• Usability
• Performance
• SEO visibility
• Security risk
• Deliver site
• Get sign-off
Optimize, Test, and Deliver

27. Launch
1 Go Live
2
3
Promote
Maintain
Plan
Strategy
Build
Design
Optimize
Launch
Initial

28. Promote
S Social
E Email
T Traditional

29. Measure
Measure
Did We Meet
Stakeholders
Goals
Yes No
Goal 1 X
Goal 2 X
Goal 3 X

30. Plan
Design
Build
Optimize
Measure Launch
Strategy
Stakeholders
StrategyTimeline
• Stakeholders: 1 – 2 months
• Strategy: 3 months
• Design: 4 – 6 months
• Build: 4 – 6 months
• Optimize: 1 – 2 months
• Launch: 1 month
• Measure: Continuously
• Strategy: 1 – 2 months
• Plan: 3 – 4 months

31. • What went well?
• What did not go well?
• Did the technology work well?
• Is more training needed in a particular area?
Post Launch Wrap-up

32. Strategies for Success
• Define and redefine our goals
• Set measurable goals
• Establish clear communication channels
• Communicate early, communicate often
• Make sure our website, social media channels, emarketing
meets the needs of not only our stakeholders, but our target
audience
• Test and measure early and often

33. Thank You!
Contact Stacy Landry
1 517-388-3376
2
3
stacylandry@yahoo.com
www.stacylandry.com