1 E-Biz Secrets to Winning on the Web: The right policies, people, processes, infrastructure and technology The Direct Marketing Association’s Net.Marketing ‘99 Conference, Los Angeles, March 2, 1999 Speaker and Author: Michele J. Bartram E-Business Strategist and E-Commerce Technologist Tel: 1.202.216.1652 Email: [email protected]Learn more about e-business resources and best practices at my website, www.WebPractices.com Note: All materials, other than links and resources mentioned in this presentation that are listed for purely educational and example purposes only, are copyrighted by Michele J. Bartram. To reuse this presentation The author makes no guarantees or claims as to the individual results to be gained from following this methodology.
49
Embed
1 E-Biz Secrets to Winning on the Web: The right policies, people, processes, infrastructure and technology The Direct Marketing Association’s Net.Marketing.
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
1
E-Biz Secrets to Winning on the Web: The right policies, people, processes,
infrastructure and technologyThe Direct Marketing Association’s Net.Marketing ‘99
Conference, Los Angeles, March 2, 1999Speaker and Author:
Michele J. BartramE-Business Strategist and E-Commerce Technologist
Learn more about e-business resources and best practices at my website, www.WebPractices.com
Note: All materials, other than links and resources mentioned in this presentation that are listed for purely educational and example purposes only, are copyrighted by Michele J. Bartram. To reuse this presentation The author makes no guarantees
or claims as to the individual results to be gained from following this methodology.
Terms of Use for this Presentation These materials represent in its entirety copyrighted work of Michele J. Bartram.
The author gives you permission to download this one copy of the materials on any single computer for your personal, noncommercial use only, provided you keep intact all copyright and other proprietary notices.
If re-using any or all of this material in a public forum, either copying, reproducing, referencing or distributing this for non-commercial print or electronic, you must reference the author with the following:
To copy , reproduce, republish, upload, post, transmit, or distribute any of this material in any way for commercial use, you must receive express permission by the author, Michele J. Bartram via email at [email protected] or [email protected]..
Modification of the materials or use of the materials for any other purpose is a violation of Ms. Bartram’s copyright and other proprietary rights.
Ms. Bartram makes no warranty or guarantee, either express or implied, for the accuracy of the quoted information contained within nor to the individual results to be gained from following her methodology.
Quotes from Patricia Seybold’s Customers.com® Handbook:
“What is E-Business? It’s the use of customer-facing technologies- the Web, touch-tone telephones, Interactive Voice Response…- and streamlined business processes to improve customer service, reduce cycle time, and transact business electronically with prospects, customers, suppliers and business partners.”
“It takes at least two years to make headway,…a visionary leader,… a lot of perseverance,… a good deal of investment,... [and a] unique partnership between business pragmatists and information technology visionaries. And it requires buy-in and participation from the entire organization.”
6
Act I: Starting Down the Wrong Path
What typically goes wrong in starting up a web business and why
9-Step E-Biz Blueprint MethodologyRepeat for Phases 2, 3 & 4 to map Current, Best, & then Ideal Practices
CustomerWho are/should be your customers & whatare their requirements and preferences foryour organization in products and services?
1
drives
Strategy2
What are the e-business policies and differentiating set of activities that your organization needs to deliver a unique mix of value to customers? What customer needs should/ not you meet?
ProcessWhat is the series of action steps, tasks &business rules that is required to completethe desired e-biz strategies and polices?
3
drives
Organizational StructureWhat is the most logical grouping of jobs &individuals needed to support the business processes effectively?
4
dictates
is c
ompr
ised
of
PeopleWhat skills,training, roles, authority,
& incentives are needed to do these jobs?Include in-house and outsource jobs, withe-biz/ marketing, content/ design & tech.
5
IntelligenceWhat intelligence (research, reports, information) is needed to allow people to analyze the results, predict the out- come or decide a course of action?
6
who need
AutomationWhat steps of these processes can be completed faster, better, or cheaperby using computers or equipment?
7
supported by
DataWhat numbers, characters, images orother recorded information is needed toprovide intelligence to make decisions?
8
supported by
TechnologyWhat hardware/ software is needed to to best capture, store, process, & distri-bute data & automate the processes?
1- CUSTOMER REQUIREMENTS for Current and Future Customers Who are you serving now? Who should you be serving? What do they
want from you? Where do you find this out? Sources of customer requirements include:
– Surveys, interviews with your sales or telemarketing reps, review of postal or e-mail, focus groups
– Example: The United States Mint’s historic request in December of 1998 for Public Comments on the design of the New Dollar Coin, ended up driving traffic to their online catalog of numismatic collectibles!
What are some typical requirements from customers?
• AOL: *75% online buyers would email retailer; 53% expect 2-day response! (Mint is creating formal process using Mustang’s IMC SW)
• Internal: Internet use, security, personal site
Good Policy Links: (See www.webpractices.com)www.financenet.gov www.fwmi.org/courselinks.htmwww.treas.gov/internetpolicy/guidance.html;www.epic.orgwww.itpolicy.gsa.govwww.the-dma.orgwww.privacyrights.org
E.g., External Link Disclaimer from FinanceNet.gov
• The appearance of external hyperlinks does not constitute endorsement by FinanceNet, its employees, contractors or sponsors of such external web sites or the information, products or services contained therein.
•Neither the U.S. Government, FinanceNet nor any of its employees, sponsors or contractors exercise any editorial control over the information at such external locations.
•External links on these pages are provided consistent with the stated mission(s) of FinanceNet which is not responsible for the contents of any linked "off-site" web pages referenced from its servers.
•Links may be accompanied by small images, icon, or "thumbnails" intended to illustrate the link but not advertise products or services.
A2: Supporting Roles throughout Organization– Web Liaisons vs. Content Providers (minimum of 2)
• Skills: Writers, technophiles and opinion leaders• All Areas: Brand/ Channel, Customer Care, IT, Legal, Public Affairs, Corporate
Comm., HR, Operations, Engineering, etc.– Web Working Group (tactical decisions by cross-functional teams)– Web Steering Committee (strategic decisions by senior management)
Sample E-Business Organization ChartE X A M P L E O F A N E -B U S IN E S S D IV IS IO N 'S O R G A N IZ A TIO N C H A R T
B lu e= B u s in ess /M arke tin g ; Y e llow= C on ten t D es ig n an d E d ito ria l; G reen = Tech n ica l S u p p ort an d P rog ram m in g
E xecut ive S ecre ta ry
E -B us iness R esource S pec ia lis t(Hand les budge t, s ta f f ing , contrac t ing , scheduling )
New M ed ia R esearch S pec ia lis t(P erfo rm s m arke t resea rch, ana lyzes w eb s ta ts ,
m anages a ll w eb-based da ta co llec t ion)
Inte rac t ive A genc ies(D eve lop new m ed ia ad cam pa igns)
P orta ls / S ea rch E ng ines / C om m ec ia l W eb S ites(S e ll ad /s sponsorship / keyw ords / p lacem ent)
Inte rac t ive M ed ia A dvert is ing / P rom otion S pec ia lis t(B uys , ana lyzes & tracks e -b iz advert is ing )
New M ed ia Jo int V enture S pec ia lis ts / M anagers
E -P roduc ts M anager(s )(C D -R O M s, K iosks , Info rm a t ion-based p roduc ts )
M anagerE -B us iness D eve lopm ent D ivis ion
Inte rna l C ontent C oord ina to r(G athe rs and tracks inte rna l content
from com pany lia isons)
E xte rna l C ontent C oord ina to r(G athe rs and m anages exte rna l content
from outs ide autho rs , m ed ia , and cus tom ers )
C ontent W rite r(s ) / E d ito r(s )
W eb C ontent P ro jec t S pec ia lis t(s )(P lans and m anages spec if ic content p ro jec ts )
C orpo ra te L ib ra r ian(E lec tronic L ib ra ry D a tabase)
R esearch A ss is tant
C orpo ra te His to r ian
T ext C ontent G roup
Inte r face D es igne r(s )(D es ign ove ra ll look and fee l tem p la tes )
W eb G raphics D es igner(s )(P uts toge the r spec if ic w eb pages)
Lead Inte rac t ive M ed ia D es igne r
G raphics D es igne r/ I llus tra to r(s )(S cans , deve lops f la t g raphics and illus tra t ions )
G raphic C ontent G roup
C ontent M anager/ E xecut ive P roduce rE lec tronic C ontent D ivis ion
T ech S upport S pec ia lis ts
D a tabase M anager
Intrane t HW /S W T ech S upport
W eb B ackend D eve lope rs( Inte r faces to legacy sys tem s like o rde r m anagem ent,ca ll cente rs , f iulf illm ent houses , m arke t ing da tabases)
W eb F ront-end D eve lope r(P rog ram s w eb-s ide app lica t ions : secur ity , shopp ing
baske t, fo rm s , online da tabases , e tc .)
W eb D eve lopm ent
V ideoconfe renc ing / W ebcas t ing
M ult im ed ia D eve lopm ent G roup
Intrane t P ro jec t M anagerIntrane t Technica l S e rvices B ranch
T ech S upport S pec ia lis t
D a tabase M anager
Inte rne t HW /S W T ech S upport
W eb B ackend D eve lope rs
W eb F ront-end D eve lope r
W eb D eve lopm ent
W ebcas t ing
G am es, C D -R O M , e tc .Inte rac t ive E lem ents D eve lopm ent
(C ontrac t F irm )
M ult im ed ia D eve lopm ent G roup
Inte rne t P ro jec t M anagerInte rne t/ E xtrane t T echnica l S e rvices B ranch
M anagerT echnica l W eb S ervices D ivis ion
A ss is tant V iceP res identD irec to r , E -B us iness O pera t ions
(M anages day- to -day e -com m erce ope ra t ions )
G enera l M anager o r V iceP res identE lec tronic C om m erce D ivis ion
(O vera ll E -C om m erce P & L R espons ib ility )
*.jpeg, *.jpg, *.eps, vector graphics)– Audio (.wav, RealAudio,.au, midi)– Video (VHS tape, *.avi, *.mov, or *.mpg; all to be provided on CD-Rom, DVD, Zip disk
Customer Profile Data- collected from:– Cookies; Server Statistics– Email/Comment forms/Surveys– User self-registration/User profile– Legacy systems; Marketing Database
– Ex. U.S. Mint site went from 15K hits in 12/97 to 21M in 12/98 (1400% increase) due to Dollar Coin comments; added 5000 to e-newsletter; more self-added to mailing list
Recommended E-Business Reading1. NEW! Visit my new personal web site, www.WebPractices.com, for downloadable, sample e-biz documents, and recommended resources.
2. Customers.com® and particularly the free Customers.com® Handbook by Patricia Seybold, orderable from www.customers.com
3. Best Practices in Interactive Marketing: A Planning Guide, from the Direct Marketing Association
(Note: See pages 118-122 for “A Checklist of New Media Strategy and Implementation” for all the planning questions to ask while preparing an e-business plan)
4. Secrets of Successful Web Sites by David Siegal
5. Web Site Management Excellence by Linda Brigman
Online Resources to go for further informationHow to Develop a Web BusinessThe United States Mint Web site, www.usmint.gov•Manager’s Roadmap to the Internet, www.cerf.net/cerfnet/about/roadmap/roadmap_NF.html•CIO Online, www.cio.com/WebMaster/strategy•www.electric-pages.com/notes/develop.htm•builder.cnet.com/Business/Strategies/?st.bl.bu.bu1.feat.1530
Web Site Policies (privacy & legal issues )•United States Treasury Department, www.treas.gov/internetpolicy/guidance.html•Electronic Privacy Information Center, http://www.epic.org/privacy/•Privacy Rights Clearinghouse, www.privacyrights.org•TRUSTe, http://www.truste.org/users/•GSA’s Office of Information Technology, www.itpolicy.gsa.gov/•The Direct Marketing Association, www.the-dma.org
Protecting Your Site’s Content•Ziff Davis Developer Site, http://www.zdnet.com/devhead/stories/articles/0,4413,2168565,00.html
Web Site Promotion•WebMarketing presentation covering site promotion for free or almost free, www.netpost.com/speaking/wm98/session1.html
Best Practice Federal Example Sites: •National Partnership for Reinventing Government: www.npr.gov•U.S. Dept. of Justice: www.usdoj.gov•United States Mint: www.usmint.gov•United States Department of Energy: www.pr.doe.gov/pr5.html•Environmental Protection Agency: http://www.epa.gov/epahome/webguide/guide.htm
Meta Resources for Web Site Management and Development•CIO Online: www.cio.com/resources/•C/NET: www.cnet.com•Webmaster Reference Library: http://www.webreference.com/•Developer.com: www.developer.com•Leads Corporation Federal Webmaster Institute: www.fwmi.org/courselinks.htm (includes links to policies, privacy, management, disclaimers, laws and regulations, and more)
49
QUESTIONS & ANSWERSThank you for attending!
For more e-business advice, thoughts and resources, visit and contribute to my new web