This workshop shows you how quickly build and market a results oriented website. We cover strategy, processes, tools and tactics that online leaders are using to dominate the web. This course is run live and online monthly: http://www.meetup.com/rowdfw

1. Results Oriented Website Quick Start
[MM.DD..YY] [PRESENTER]

2. om/photos/phossil/5117978738

3. Pop Quiz - Story Problem
In 2002, the Yellow Pages generates 100,000 bike sales in a
year. There are 100 bike stores listed.
What is the average number of bikes a typical store should
sell in a year from the yellow pages?
flickr.com/photos/silvery/4461519535

4. distribution of success?
number of shops
average
sales
Normal distribution

5. Pop Quiz - Story Problem
In 2002, each of the 100 bikes stores started a website. In
2012, the web generates 100,000 bikes sales in a year.
What is the average number of bikes a typical store should
sell in a year from the internet?

6. Vilfredo Pareto

7. distribution of success?
Number of sites
leaders
typical
sales
Power law

8. What is this course?
strategy
Session 1 – Vision & Planning
•Intro to ROW
•Value driven project management
•Strategic planning
Session 2 – Content strategy & management
process Results tools •Managing content
•Extending
•Themes
•Content strategies
Session 3 – Online marketing
•Search Engine Optimization
•Social Media
tactics

9. The right vision
flickr.com/photos/ncreedplayer/5403123930 flickr.com/photos/masoncooper/456641277

10. cornerstones of highly successful web presences
retention
conversion
brand
engagement
audience
$$$

11. The new management
Only do what provides the most value
• Identify and prioritize high value
opportunities
• Execute for optimal returns
• Eliminate waste
• Learn and innovate

12. Traditional web development process
• Concept
• High-level requirements
Requirements • Requirements gathering
• Requirements spec
planning
• Product (UI) Design
• Wireframes
Design • Detailed Design
• Functional specs
• Creative design
Implementation • Content
• Development
development
• Unit testing
Verification • Acceptance testing
• Beta testing
live Maintenance

13. Why do we plan?
Certainty
• On time
• On budget
• In Scope
typical Stakeholder utility
• Look and feel
• Features
End user utility
• Emotional branding
• Content
• Features
results • Usability & Experience
oriented Organizational returns
• Increased revenue
• Reduced cost
• Increased goodwill

14. Big Design Up Front
6 months
returns
user
$ experience
stakeholder
utility
certainty
waste

15. Mid Design Up Front
6 weeks
returns
user
experience
$
stakeholder
utility
certainty
waste

16. Planning for certainty
=
certainty waste
=
certainty no long
term value
source: blogs.msdn.com/b/dannawi/archive/2009/05/15/2009-standish-chaos-report-we-are-successful-in-the-failure.aspx

17. Getting what you want vs. knowing what you want
Freedom to innovate
=
certainty less value innovation
= $ Insight to innovate
value
more money time
high level design & mockups validation live
requirements architecture

18. Where to go
Mid DUF Big DUF Agile
certainty
value
waste
cost $ $ $

19. Redefining success
traditional project management focuses on being on time and on budget
scope value
budget time constraints quality
results oriented focus on building the right thing and driving innovation

20. Empirical processes Empirical Process
move from predictive
to adaptive
useful for processes
with lots of noise and
unpredictability
three cornerstones
• transparency
• inspection
• adaption
flickr.com/photos/spirosk/2843323075

21. A better approach
waterfall agile
Requirements
website Requirements
features
6 months 2 weeks
Design Design
Implementation Implementation
Verification Verification

22. Value driven process

23. Light weight planning
2 weeks
returns
user
experience
$
stakeholder
utility
certainty
waste

24. Results oriented light weight planning
4 weeks
returns
user
experience
$$
stakeholder
utility
certainty
waste

25. To summarize
agile project more
management stuff
online
results
results oriented the
user-centered right
planning stuff
a.k.a more of the right stuff

26. Value driven process
vision results

27. Process
Models based
• Light weight
• Iterative
• Comprehendible by everyone
• Synchronization
• Collaboration
Types of models
• Results models
• User role models
• User stories
• Interface models

28. Results modeling: identify
increase bike The site should Reduce routine Staff should be
sales have a clean and customer call able to add and
professional look inquires by 50% edit content
become a Be more viral Sell more bike Expand our
recognized leader repair services digital footprint
in the local biking
community
Show the To increase Sell more bikes Get 500 “Likes”
pictorial history traffic to the site online on Facebook
of results bikes
The site should Increase bike Double our Visitors should be
be intuitive and rentals by 100% mailing list able to find what
easy to navigate they want in no
more than 3 clicks

29. Results modeling: consolidate
Goals Objectives Valued events Features
Show the
increase bike To increase Increase bike
pictorial history
sales traffic to the site rentals by 100%
of results bikes
Staff should be
become a Sell more bike Reduce routine able to add and
recognized leader repair services customer call edit content
in the local biking inquires by 50%
community
The site should Sell more bikes Double our
be intuitive and online mailing list
easy to navigate
The site should Expand our Visitors should be
have a clean and digital footprint able to find what
professional look they want in no
more than 3 clicks
Be more viral Get 500 “Likes”
on Facebook

30. Results models: refine
Goals Objectives Valued events
increase bike Increase by sales Bike purchase
sales by 50% a month Value = 40% of
within 6 months the retail price

31. Results modeling: prioritize
Primary Secondary Tertiary
increase bike Expand our Be more viral
sales digital footprint
Sell more bike To increase Sell more bikes
repair services traffic to the site online
become a The site should The site should
recognized leader be intuitive and have a clean and
in the local biking easy to navigate professional look
community

32. User role modeling: identify
enthusiasts shoppers staff
local newspaper bike shoppers staff
sports blogger new mom/parent website
administrator
fans person who
wants to upgrade
their bike
renters owners job seekers
tour guide bike owners job seekers
people from out casual bikers
of town
new bike rider
hotels that need
bikes for guests competitive rider

33. User role modeling: define
Demographics
owners • Age: 25-55
• Gender: 65% male
• Location: within 10 miles of store
Psychographics
• Active lifestyle
• Prefers being outdoors
• Green
Behavioral
• Significant web usage including search engines and social media
• Research purchases online before buying
• Significant use of mobile devices
Brand
• Custom service is significant driver for brand loyalty
• Likely to buy again from same store. Typically 1 bike every 4 years.
Site
• Proficient web user
• Likely to have high speed internet access

34. User role modeling: prioritize
Primary Secondary Tertiary
shoppers enthusiasts job seekers
renters staff
owners

35. User stories: format
As a [user role]
I want [a feature or goal]
so that [a benefit or reason]
* so that is optional
A user story is a documented
requirement and a note to discuss later

36. User stories: identify
As a Bike Enthusiast, I would like to
• read the latest bike shop news/blog
• comment on the blog
• share content through email and social media
• see a calendar of events, classes, races
• sign up for newsletter and alerts
• see special offers
• get contact information
• see location and hours of operation

37. User stories: prioritize
MoSCoW approach
• Must haves – we need these stories in order to launch the
project
• Should haves – these are of high importance, but are not
show stoppers for the next release
• Could haves – If we get a couple of these in it would be
nice, but they can be moved easily to the next release
• Wants – These are not a priority but we want to keep track
of them as possibilities for future releases.

38. Interface models
Definition: Common interface models
graphical or organizational • Navigation Architecture & maps
representation of site
elements and how they
• Content Models
relate to each other • Wireframes and prototypes
• Design comps

39. Interface models: wireframes

40. Just in time strategy
Just-in-Time Strategy
Make decisions when you have the most data
Make decisions based on working software
(not paper prototypes)
Minimize the amount of work not done
Adequate planning and frequent conversations
User driven design
http://www.flickr.com/photos/rpmarks/4503154179

41. Traditional web projects
Online
Website
marketing
•Single shot •No focus on
project website
•No emphasis
on marketing

42. The new management
Progressive
Smallest viable launch
results oriented • Marketing Dream website
website • Enhance site
• Learn

43. Summary
1. Don’t obsess over certainty, you will
get more done.
2. Software is for the end users, get out
of your head and into theirs
3. Drive continuous innovation.
Experiment, measure, learn.
4. It is about benefits, not features.
Results should be a continual focus

44. Session 2 – Content Management
[MM.DD..YY] [PRESENTER]

45. The platform

46. What we are looking for
Content
Static web pages General framework management
system
• Simple sites • Unique sites • Standard
• No dynamic • Blue sky features interactive sites
features • Tied to technical • Focused on
• Tied to technical resources* popular features
resources • Very expensive • Able to manage
• Cheap own content*
• Moderate price*

47. What we are looking for
content
management
multi-device application
support framework
social integrated
engagement marketing

48. The requirements
1. Free open source software
2. Proven
3. Adaptable, extensible, scalable
4. Enterprise class
5. Easy to use
6. Search engine friendly
7. Social integration
learn more: drupal.org

49. The Drupal phenomenon

50. Community plumbing

51. web building blocks
flickr.com/photos/saeba
flickr.com/photos/timbradshaw

52. The platform – open enterprise
Open Enterprise
apps
Open Enterprise
core
Drupal

53. The requirements
1. Free open source software
2. Proven
3. Adaptable, extensible, scalable
4. Enterprise class
5. Easy to use
6. Search engine friendly
7. Social integration
learn more: leveltendesign.com/enterprise

54. Installation
Exercises
Download:
www.leveltendesign.com/enterprise

55. Session 2b – Content Strategy
[MM.DD..YY] [PRESENTER]

56. Typical site
online corporate communications word of mouse
online performance
content user centered listings
advertising & based ads
networking (organic search)
PR (paid search) Awareness
referrals
offline website social media
communications
landing pages
social content
traditional
advertising & engagement content
brochureware Peer
PR recommendations
user engagement
conversion mechanisms
Authority
customer relationship management recommendations
traditional sales
touch pieces
retention user trusted advisor Reputation
custom service programs requests requests Management

57. Typical site
online corporate communications word of mouse
online performance
content user centered listings
advertising & based ads
networking (organic search)
PR (paid search) Awareness
referrals
offline website social media
communications
landing pages
social content
traditional
advertising & engagement content
brochureware Peer
PR recommendations
user engagement
conversion mechanisms
Authority
customer relationship management recommendations
traditional sales
touch pieces
retention user trusted advisor Reputation
custom service programs requests requests Management

58. Advertising doesn’t work
• Ads have become noise
• Media dilution
• Ad circumvention
• search
People don’t trust corporate
communications
engines

59. Search optimized sites
online corporate communications word of mouse
online performance
content user centered listings
advertising & based ads
networking (organic search)
PR (paid search) Awareness
referrals
offline website social media
communications
landing pages
social content
traditional
advertising & engagement content
brochureware Peer
PR recommendations
user engagement
conversion mechanisms
Authority
customer relationship management recommendations
traditional sales
touch pieces
retention user trusted advisor Reputation
custom service programs requests requests Management

60. Why search engine marketing works
• Its where most people go to look
• Specific searches (long tail)
• Identified need
• All steps of the buying cycle
Google processes
over 1 billion
searches a day

61. Engagement
online corporate communications word of mouse
online performance
content user centered listings
advertising & based ads
networking (organic search)
PR (paid search) Awareness
referrals
offline website social media
communications
landing pages
social content
traditional
advertising & engagement content
brochureware Peer
PR recommendations
user engagement
conversion mechanisms
Authority
customer relationship management recommendations
traditional sales
touch pieces
retention user trusted advisor Reputation
custom service programs requests requests Management

62. Why seo + social
• Most effective way to create awareness
Facebook has (latent need)
800 million users.
50% log on per • Searchers are researchers
day. • People trust people
• Enables champions
• Social boosts search

63. flickr.com/photos/patersor/3036321072/1
Content is king?

64. interrupt and repeat delight and engage
http://www.flickr.com/photos/wwworks/864731205 flickr.com/photos/38659937@N06/5752344624/

65. Why engagement content & social media work
“ Produce great stuff and people will come to
”
you, produce really great stuff and your
customers will share and disseminate your
message for you.
search
engines
Ann Handley & CC Chapman
Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More)
That Engage Customers and Ignite Your Business

66. Types of content
Written Multimedia
• Article • Videos
• Blog • Audio
• Micro blog/tweet • Webinar
• Wiki • Live streaming
• Forum • Podcast
• Whitepaper search • Photos
• Presentation
• E-Book
• Newsletter engines slides
• Animations

67. Where to start
• Simple
blog • Great hub
• Fundamentals
• Control
• Social
• Ownership
• SEO

68. process
Planning Create Promote
• Results • Authoring • SEO
• Audience • Optimizing • Social
• Topics • Publishing media

69. Planning: results
Content should have goals
that support the
site goals
flickr.com/photos/pochacco20

70. Planning: audience – get targeted
enthusiasts shoppers staff
local newspaper bike shoppers staff
sports blogger new mom/parent website
administrator
fans person who
wants to upgrade
their bike
renters owners job seekers
tour guide bike owners job seekers
people from out casual bikers
of town
new bike rider
hotels that need
bikes for guests competitive rider

71. Planning: topics
Audience driven
• Conjecture
• Ask
• Monitor
• Customer touch points
• Social media
• Search
Author/staff driven
• Passions
• Recent projects
Organization driven
• News and events
• Success stories

72. process
Planning Create Promote
• Results • Authoring • SEO
• Audience • Optimizing • Social
• Topics • Publishing media

73. Create: authoring
Blend the art of story telling (literature)
with the science of reporting (journalism)
Be human
Share or solve; don’t shill
Delight and surprise

74. Exercise
add blog post

75. Create: Engagement focused inverted pyramid
Most important content first
Great Headlines
Goal of the headline is to get people to read the first
sentence. Goal of first sentence is to get people to read the
second. Goal of second is get them to read the rest.

76. Create: optimizing
Scanable & Chunkable
• right sized
• headers
• bullets
• emphasis, strong, blockquotes, sidebars
Media integration
• Photos, videos, audio, presentation slides
Links to read more
• Dig deeper
• Related
Tag and categorize

77. Exercise
stylize your post

78. Create: publishing
website
feeds
APIs
your properties 3rd parties
Facebook news
sites
YouTube LinkedIn related
aggregators
sites

79. process
Planning Create Promote
• Results • Authoring • SEO
• Audience • Optimizing • Social
• Topics • Publishing media

80. Summary
1. The CMS advantage
• Enables non-technical people to
control their site
• Enables subject mater experts to
easily publish content
• Provides enhanced user
engagement
2. The customer is in charge
3. Publishing extraordinary content is
the recipe for marketing in the
modern world

81. Session 3 – Search Engine Optimization
[MM.DD..YY] [PRESENTER]

82. paid
organic

83. flickr.com/photos/havovubu/3728604649/

84. seo magic formula
great
architecture
great
backlinks
great
& buzz
rankings
great
content

85. content workflow
topic driven keyword driven
organization relevance
author popularity
user competition
keyword keyword
research research
topics keywords
content content
authoring authoring
content content
optimization optimization
promotion

86. site keyword research
research
brainstorm expanded targeted
seed •lateral phrases evaluate
keywords keyword keyword
keyword list •search volume relevancy
phrases list list
•competitiveness

87. Exercise
Install SEO Tools
Site keyword research

88. page keyword research
research
determine targeted keyword
main keywords content keyword •lateral phrases
+
from content list •search volume
modifiers
•competitiveness

89. content optimization
page title
• 40 – 75 characters
• use target keyword phrase at least one time
body
• 200 – 800 words
• include target keyword phrase 2 – 4 times
• keyword phrase prominence > 50%
meta description
• 10 – 25 words
meta keywords
• 1 – 15 phrases

90. Exercise
Content analysis

91. Exercise
SEO Insight

92. Session 3b – Social Media
[MM.DD..YY] [PRESENTER]

93. kinda huge
• If Facebook were a country it would be
the third most populated (behind China
& India)
• 500 Billion minutes spent on Facebook
each month
• 2 Billion YouTube videos viewed per
day
• 95% of companies use LinkedIn to find
and attract talent
• 27 million tweets every day on Twitter

94. flickr.com/photos/tinou/2065322341
Defining Web 2.0

95. flickr.com/photos/digiart2001/2324498175

98. flickr.com/photos/dougbelshaw/4016886839/

99. why social media
reach
• where the masses are
• connected
• influencers
• sharing minded
interaction
• preferred channels
• free advanced tools
• familiar tools
engagement
• viral content
• two way conversation
• human

100. social networking

101. sharing & bookmarking

102. multi media

103. Facebook
What is it:
Social network for people to connect (friend each other) and share
through:
• Updates
• Photos
• Events
• Comments
800 million users Organizational uses:
• Create a fan page
• Update fans with relevant information
• Interact with fans
• Post photos and tag people
• Event management
• Sharing: Members can share and like content
Organization setup:
• Create a personal account
• Create a fan page

104. Twitter
What is it:
A real time microblogging and aggregation platform.
Terms:
• Tweet – 140 character micro post
• Follow – people interested in receiving your Tweets
• @: placed before a Twitter handle allows the user to receive the
tweet
107 million users • RT: Retweet – sharing of anothers post with your followers
• #: Hashtag – way of tagging and categorizing tweets
Organizational uses:
• Send brief updates to followers
• Engage followers
• Engage interested parties
• Custom support
• Monitor customer and industry news & trends
• Sharing: Users can Tweet content
Organization setup:
• Create an account for your organization

105. Google+
What is it:
Social network similar to Facebook powered by Google and integrated
with Gmail. Supports friending via circles, updates, photos and
hangouts. Affects Google search.
Terms:
• Circle – A way of following and categorizing people and pages
• Page – Used as a profile for businesses, organizations and groups
90 million users in 9 • Hangouts – Video enabled virtual meeting
months
Organizational uses:
• Create organization page
• Send segmented messages
• Sharing: +1
Organization setup:
• Create a personal account using a Gmail address
• Create a page for your organization
• Segment audiences into circles

106. social sharing & bookmarking
What is StumbleUpon:
Site for sharing interesting web content. Members can explore
weighted random selection of content based on interests.
What is Del.icio.us:
Social bookmarking service for storing, sharing and discovering web
bookmarks.
What is Reddit:
Social bookmarking where users submit content and other users can
rank content by voting up or down
What is Digg:
Social news website where users submit content into categories and
people vote, e.g. “Digg”, content.

107. multi-media
Video sites – YouTube, Vimeo, Blip.tv:
Enable people to post videos and users to interact with the videos
such as commenting and following feeds.
Photo sites – Flickr, Picasa, Photobucket:
Enables people to post videos. Most support commenting and sharing.

108. step by step – getting started
1. Create social networking accounts and pages on
Facebook, Twitter profile, Google+, YouTube or Flickr
for your business
• complete each bio or profile with the location of
your company, website, and contact information
where applicable.
2. Add social network profile links to your site
3. Add social sharing and bookmarking links to your site
4. Add Facebook, Twitter or other relevant widgets to
your site

109. social media integration
Exercises
• Install Social Media App

110. LevelTen Solutions
Jumpstart your Marketing and Social Media
Bronze Silver Gold
Kickoff Meeting & Setup ✔ ✔ ✔
Social Media Sites Managed 3 5 10
Keyword Research 25 50 100
SEO Pages / month 5 10
Social monitoring ✔
Social / SEO Strategy and
✔
Planning

111. thank you!
Tom McCracken flickr.com/photos/dcsf2010/4561985806
flickr.com/photos/x-foto/4923221504
LevelTen Interactive flickr.com/photos/slack13/2683947718
flickr.com/photos/23912576@N05/3902271512
Director flickr.com/photos/acmace/441065062
flickr.com/photos/jenaardell/4434366505
Phone: 214.887.8586 flickr.com/photos/deciter_interactions/4052969929
flickr.com/photos/svenwerk/858381180
Email: tom@leveltendesign.com flickr.com/photos/fredcavazza/3428921418
Twitter: @levelten_tom flickr.com/photos/tinou/2065322341
flickr.com/photos/svenwerk/858381180
Blog: leveltendesign.com/blog/tom
flickr.com/photos/nilson/255662963
LinkedIn: linkedin.com/in/tommccracken flickr.com/photos/genista/3432987963
flickr.com/photos/vernhart/1073265478
flickr.com/photos/paullew/4304362073
flickr.com/photos/soldiersmediacenter/397695157
flickr.com/photos/28634332@N05/4054720616