you're redoing your website. where do you start?

You’re Redoing Your Web Site.� Where Do You Start?

Interactive Strategy ManagerTony Sattler

@swansonrussell

Senior Interactive ProducerKara Cordell

Interactive Art DirectorMike Henderson

What is LAUNCH?

LAUNCH�is an education and communication initiative that aims to bring account teams and clients up-to-speed on new trends and technologies in the digital space.�

Elements of SuccessfulWeb Development

AssessConduct an audit of your current digital landscape, including investments and capabilities, competitive

offerings, and audience behaviors and needs.

Assess Analyze Strategize Plan Execute

Know Thy User

Useable.Useful.

Empowering.Emotional.

More valuable brand.Valuable resource.

Authority Minute

Educate growers and retailers about the best practices in soybean weed management, including the use of pre-emergence herbicides.

Growers

• Rely on retailers for input recommendations

• Embracing technology in their practices

• Time is money

• Like to talk shop and share their knowledge with peers

Retailers

• Highly influential on growers

• Inundated by traditional marketing methods and a saturated market

• Embracing technology in their practices

• Seek education so they can be credible to growers

Authority Minute

AnalyzeTake what you learn from the assessment phase and apply various user lenses to uncover insights and opportunities.


Why?

• Non-traditional and engaging

• Quick format doesn’t require a big time investment

• Information is more believable when it comes from peers and experts

• A host will become memorable over time and can be used in other marketing opportunities

Authority Minute

Create an online video series where a host travels the country, talking with growers and experts in the field.

StrategizeDesign the strategy that will deliver a sustainable competitive

advantage including a set of connected, coherent actions.


Strategic Thinking

EmpathyEngagementPeace-of-MindRelationships

ContextContentCommunityConversion

Now?Can I?For Me?Simple?

How?

• All videos are publicly accessible

• Encourage users to create an account to track their video views and win prizes for watching

• Create community within the site

• Site must be accessible from any device

Authority Minute

Create a platform that hosts the video content and keeps the audience coming back to learn more.

PlanOutline the overall user experience, features and

functionality specifications for development, as well as resource requirements for execution.


Authority Minute

Determine the User Experience

• Walk through site access, user scenarios and conversions

Prototype

• Wireframe

• Note functional requirements

Validate the User Experience

• Key user goals are achievable

Use Case Scenarios

Sketch

Wireframe

Prototype

ExecuteWork with creative designers and developers to implement

your strategy and plans. Measure and optimize along the way.


Visual Design

Promote

If You Build It, They Will Come……If You Tell Them About It.

Promote

Promote

• Email

• Digital Advertising

• Direct Mail

• TV

• Print Advertising

• Trade Shows

• Point of Sale

• Press Releases

Elements of SuccessfulWeb Development

Measure to Adapt

ANALYSIS:

The Authority Minute has generated significant tra! ic and video views so far. The rate of growth in registrations and tra! ic to the website slowed in April compared to earlier months. This was expected given that there were no new major outbound communications to recruit registrants. Also, there were only two new episodes posted during April — both announced at the same time in a single alert email. Lastly, the move into planting season likely reduced audience availability for video viewing.

The Launch and Follow Up emails along with the direct mail are still the sources for the most Authority Minute registrations. Additional email and direct mail outreach scheduled for May and June should help boost site tra! ic, registrations and video views.

There are still a few more grower registrants than retailers or consultants. However, retailers and consultants tend to be more frequent episode viewers.

No new activities beyond the planned email and direct mail are recommended at this time. Those e! orts along with the online viewer survey should help determine future direction.

Unique Visits Visits Page Views

Unique Page Views

Ave. Duration of Visit (min)

Returning Visitors

Bounce Rate

Mobile Tra! ic

8,175 17,642 93,238 61,961 8:08 53.70% 32.88% 14%

Episode # Date of Video Launch Name of Episode Total

ViewsTotal by

Registrants

Episode 1 12/21/12 Resistance 3,240 1,960

Episode 2 12/21/12 Customized Plan 2,677 1,947

Episode 3 12/21/12 Spring Choices 2,646 1,933

Episode 4 01/29/13 Weed Management 2,036 1,376

Episode 5 01/29/13 Use Rate 2,081 1,386

Episode 6 02/05/13 Weed Disaster Survival 2,641 1,368

Episode 7 02/18/13 Slaying Dragons 1,735 974

Episode 8 03/26/13The World’s Hungry for The World’s Hungry for USA Beans

1,080 650

Episode 9 04/04/13 Banter, Buzz and Blisters 853 539

Episode 10 04/04/13 The Heat’s On: BurndownThe Heat’s On: Burndown 905 518

22,535 12,336 2,270 427 911 869 286 3,998 1,145 335 6,588

4,280 861 1,023 11 144 346 21 681 2 65 2,827

26,815 13,197 3,293 438 1,055 1,215 307 4,679 1,147 400 9,415

Email Direct Mail Referral Print Ad Organic Other Tradeshow Mailer

PR Digital Ad Counter Card Direct Tra! ic

www.

500

1,0001,000

Visits

Visits

WEBSITE TRAFFIC: www.authorityminute.com

UNIQUE PAGE VIEWS BY SOURCE

ACCOUNTS CREATED BY SOURCE*

COMPLETE PROFILE BY AUDIENCE*

WATCHED VIDEOS

AUTHORITY MINUTE CAMPAIGNAnalytics Period: January 1– April 30, 2013

*Source: Google AnalyticsSource: Google Analytics

Total 61,961

*Source: Registration FileSource: Registration FileSource: Registration File

39%

30%

12%

5%

3%

2%

6%

1%1%

1%

EmailDirect MailDirect TrafficPRReferralOrganic

CollateralPrint AdsOther

Digital Ads

Previous

New

Total

0

100

200

300

400

500

600

700

800

900

1000

1100

Feb

Feb

Other

60 March 44 Jan/Feb

25 April

Consultants

18 March 198 Jan/

Growers

62 March

961 Jan/

Retailers

39 March 864 Jan/Feb

35 April

61 April

19 April

Date Qty Received

Open Rate Clicks Home Page

Visits

Episode 8 Email – 29834

March 28, 2013 2,065 787 574 728*

38.1% 72.9% 27.8%Opens Received

Episode 9 & 10 Email – 29835

April 04, 2013 2,255 845 728 822

37.5% 86.2% 32.3%Opens Received

*Based o! email tracking statics. Proper GA code was not included in the email.

EPISODE ALERT EMAILS

February 2013February 2013 March 2013March 2013 April 2013April 2013

Web Redesign ChecklistAssess

Determine key audiences and goals

AnalyzeExamine competitive opportunities

Turn key user insights into requirements

StrategizeDetermine strategies to achieve audience goals

Develop KPIs

Web Redesign ChecklistPlan

Sketch/wireframe to determine user experience

Prototype and test

Document technology and resourcing requirements

Designer and developer?

Content Management System?

Content audit and content development?

Hosting?

Browser and device compatibility?

3rd party integrations?

Web Redesign ChecklistExecute

Design and develop

Content development and content population

Testing

User testing

Quality Assurance

Measurement and optimization

Google Analytics

Google and Bing Webmaster Tools

Launch and promote!!

Questions?