Website engagement

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Website engagement

• Richard Beevers
• Managing Director, Customer Plus Ltd
• 07774 282833 richard.beevers_at_customerplus.co.uk
• Formerly
• Marketing HR Director, Capita Symonds Ltd

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• The Internet changes everything for some
  businesses and some things for all businesses
• Professor Nigel Piercy

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High tech/Low touch
Use Internet to build relationships
Use Internet to automate transactions
Relational/Unique services
Transactional/Repeat services
Relationships not Internet dependent
Transactions not Internet dependent
Low tech/High touch
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High tech/Low touch
CAPITA LD
Use Internet to build relationships
Use Internet to automate transactions
Relational/Unique services
Transactional/Repeat services
Relationships not Internet dependent
Transactions not Internet dependent
CAPITA SYMONDS
Low tech/High touch
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Role of website at Capita Symonds

• Showcase of capability
• A first point of contact
• Recruitment
• Knowledge management tool
• Integral in communications mix
• Physical evidence of the brand
• Cost saving tool

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Creating engagement - website

• Wide publicity
• All trade and recruitment advertising
• All stationery
• All email sign offs
• Giveaways
• Exhibition stands
• Well managed response system
• E-newsletters
• Very good content
• One site (legacy sites and new development areas)

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but not always
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Role of intranet at Capita Symonds

• Knowledge management tool
• Internal communication channel
• Physical evidence of employer brand
• Internal research
• Process facilitator
• A bit of playtime
• Cost saving tool

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Creating engagement - intranet

• Default site on all PCs
• Chat areas
• Bidzone
• Buy n sell
• Personal profiles
• A useful resource
• Linked with printed newsletter
• One intranet
• Pre-design focus groups
• Pre-launch training

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Results at Capita Symonds

• xxx hits per month within 6 months
• Average stay x minutes
• Strong source of CVs
• Strong source of suppliers
• Weak source of new business
• Strong source of verification
• A conversation with the market and staff

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B2B via Internet - my observations

• Differences with B2C
• B2B decision more complex
• The more routine the B2B buying process the more
  scope for e-marketing
• E-marketing can increase transactional nature of
  relationship
• Major opportunities to streamline processes
• Basic use widespread, more sophisticated use and
  attention to detail justified
• Apply traditional B2B savvy

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How to ensure the failure of an Internet venture
- 1

• Spread Internet responsibilities far and wide
• Form a committee with no experience or interest
• Do the simplest thing you can then cross Internet
  of to-do list
• Find an abusive agency ad ignore them
• Make sure online and offline processes duplicate
  each other

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How to ensure the failure of an Internet venture
- 2
With thanks to Rosabeth Moss-Kanter

• 6. Demand Internet conforms to all established
  practices
• 7. Dont encourage business unit collaboration
• 8. Only compare yourself with traditional
  competitors, not Internet upstarts
• 9. Launch your e-venture with unusable,
  inadequate tools without training
• 10. Make sure the company, not the customer, is
  in the driving seat. The issue is us
  communicating with them

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Learning points

• Dont be seduced by e
• Classical marketing/HR applied intelligently
• Appoint some cool e-people as champions
• Integrate website/intranet to build employer
  brand
• Invest realistically
• work on the dinosaurs
• Choose an agency wisely
• Measure, adjust and sell internally