karlstads university - business by web part 1
DESCRIPTION
The first lectue at the course "Business by web" about web strategy.TRANSCRIPT
Anders Tufvesson
Senior Internet &Digital Media Strategist
Our ditigal future
1. 2. 3.
4.
5, 6, 7.
1.
2.
Internet =
The physical net
World WideWeb =
A service on the internet
December 1989
Tim Berners-Lee
Hattar för hundar
Hattar för hundar
Ninetech Communication Circle
Everything is connectedbut…
The website is central!
Long term internet marketing
Attract visitors to the website
Convert the visitorsInto customers
Analysis and optimization
Attracting visitors
• Internet marketing• Search Engines• News letters• Traditional Advertising• Social Media• Personal meetings• Etc.
Do the know you?
Yes No
Search Engines
VideoImagesNewsBlogsEtc.
SearchesAwarenessFiltering
SelectionBook
Before youbook!
Next step
Focusing
Support
Relation
Vacation near water
Vacation near water england
Vacation lake district
Hotels lake district
Activities lake district
Walks lake district
Restaurants lake district
Forums lake district
Booking!
After youbook!
Konvertera besökare till kund
Convert the visitors into customers
Landing on the website
What do the visitors want to• Know• Feel• Do
• Web shop – Amazon.com• Content and advertising – returning visitors
(Newspapers)• Leads generation – (B2B, Complex B2C products)• Customer support – reduce telephone support (ex
Nikon)
Example of different analytics models
and the site is about?
• the purpose of the website• the unique/emotional selling points of the
organization compared to its competitors• target groups for the website• “know – feel – do”, a model for managing target
groups• goals and how they will be measured• navigation structure• contents
Web Strategy
the purpose of the website
• to sell something• to generate connections with customers• to improve a brand• to support and help customers
the unique/emotional selling points
• What does the organization do?• How does the organization do business?• Who are the organization’s customers?• What do the organization’s customers want?• Why did the customers become customers of the
organization?
Target groups
• People who is between 20-30 and have good economy
OR
• Target groups for the web site
“know – feel – do”
• What do the visitor want to know?• How does she want to feel?• What does she want to do?
goals and how they will be measured
• an order, a reservation, a purchase• a subscription to a newsletter• a request for more information• a download of a pdf or other document• contact with someone• a certain number of pages visited• the amount of time the visitor spends on the
website• x percent of traffic generated by search engines• the number of unique visitors over a period of
time
Navigation
Contents and functions
• What kind of content?• Is there any functions that the CMS does not
handle?
Google:Anders Tufvesson
for contact information
Thanks!
Go and ask your search engine instead!