.com

Planning and strategy v6.0

Enterprise IG 2005

What we have done

Audited competitors Interbrand, Landor, Future Brand, Wolff Ollins

Reviewed ‘out of industry’ leaders Capgemini, Critical Mass, Fitch

Reviewed ‘Developing our global website’ by Neil Hudspeth

Enterprise IG 2005

What we have done

Desk research (Forrester)

- Web Design Agencies Q3 2005

- Beating The Three Web Design Challenges 2006

- How Brands Succeed Online 2005

- The ROI Of Web Redesigns Made Simple 2006

- How Portalization Simplifies Site Design 2006

- What Do Consumers Expect - Corporate Homepages 2006

- Site Design Personas 2005

- Creating Global Web Site Standards That Work

- Interactive Marketing Channels to Watch in 2006

- Hunt For Web Innovation

Enterprise IG 2005

Conclusions from audit

Interbrand has by far the best site, but all have flaws.

Capgemini has a great site, but nobody in our sector gets close.

Providing a useful and useable experience will be enough to differentiate.

“ In today's world of highly flawed sites, just providing a useful usable site will differentiate your company”

Forrester “Beating The Three Web Design Challenges 2006”

Enterprise IG 2005

Get the basics right first

Enterprise IG 2005

What are the mandatory basics?

Communicating our brand

Put our work at the front

Describe our services clearly and in detail

Make the presentation of work visual rich

Let users easily browse work by industry, client and service

Make it easy to get in touch

List all the offices by type (if they are different)

Include details about partnerships

Make site search work well

Have a careers section

Enterprise IG 2005

What factors affect time and cost?Complex projects take longer

1. New infrastructure

2. Backend integration

3. Number of stakeholders / approval stages

4. Number of target customer segments (potential clients / recruitment / employees)

5. Number of creative concepts

6. Extent of unique functionality and tools

7. Number and complexity of templates

8. Quality and depth of content

9. Production values

10. Translation and localisation

11. Reporting and metrics

Enterprise IG 2005

Which need strategic management decisions?

1. New infrastructure

2. Backend integration

3. Number of stakeholders / approval stages

4. Number of target customer segments (potential clients / recruitment / employees)

5. Number of creative concepts

6. Extent of unique functionality and tools

7. Number and complexity of templates

8. Quality and depth of content

9. Production values

10. Translation and localisation

11. Reporting and metrics

… the rest will be clarified through the

Strategy and Planning phase.

Enterprise IG 2005

Language andlocalisation

Enterprise IG 2005

Depth of content: What will it take to adapt all case studies?

Case studies word count and number

050

100150200250300350400450500

La

nd

or

Fitc

h

Ca

pg

em

ini

Inte

rbra

nd

Fu

ture

bra

nd

EIG

Wo

lf O

llin

s

Word count

Number

Languages

Possible work load estimate:200 (words) x 140 (case studies) x 8 (languages)= 24 times more content than now

Enterprise IG 2005

Can we afford localised or multilingual content?

Adding languages significantly increases development and maintenance cost (Typically 50% per language*)

A local homepage needs local content

No competitors offer regional sub-sites

Only Interbrand has a multi-lingual site- English, Spanish, French, Japanese, Chinese

Is this a strategic necessity to achieve leadership?

* “Multiply design costs by at least an additional 0.5 for every country that requires customized templates to support the variable character lengths of equivalent words, translated content, and extra QA for cultural issues. “ Forrester 2006 The ROI Of Web Redesigns Made Simple

Enterprise IG 2005

Developing the site

Enterprise IG 2005

Developing the user experience

Image

Thought Leadership

Dialogue

Cos

t

Update frequency

Brand / Services / Work

Opinion / Strategy / Newletters

Blogs / Events

Enterprise IG 2005

Requirements clarification

Client extranet already in progress

Dialogue clarify what we mean? e.g. brand channel? email? blogs?

Newsletters how much do we want to invest?e.g. frequency, segmentation, personalisation

Enterprise IG 2005

Technical Issues

Target 1024 x 768 screen resolutionwe need a very visual site

73% of average internet users have a larger screen

our audience will have a greater level, probably 85%*

Focus on rich media, use flash where appropriatetotally lacking in our competitors

a very significant differentiator if done well

Enterprise IG 2005

Timeline

Enterprise IG 2005

Forrester researchTime, Cost, And Payback Periods For Site Design Projects In 2005

Enterprise IG 2005

Rollout proposal – the basics

Phase 1

Phase 2a

Phase 2b

Global .com

DE

FR

SEES

JP

15 weeks 6 weeks

Content

Global content infrastructureContent Management SystemEnglish language contentWorkServicesClientsContactCareersSite searchLanguage version developed but not live

ContentGlobal content infrastructureNon western script Content Management SystemJapanese and chinese contentWork by regionServices by regionClients by regionContact by regionCareers by regionSite search by regionCustom templates for non-western script

Stage gate: ROI measured against lead acquisitionand online recruitment

DE

Content

Global content infrastructureRegional Content Management SystemGerman, French, Swedish, Spanish language contentWork by regionServices by regionClients by regionContact by regionCareers by regionSite search by regionCommon template language versions live

CH

Enterprise IG 2005

Thanks

Enterprise IG 2005

English speaking offices

English vs. other

English

Other

Enterprise IG 2005

Region sizes

Office employees

London

Johannesburg

Hamburg

New York

Paris

Stockholm

Dubai

Ireland

SJS

EIG Worldwide

Madrid