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Who Says Elephants Can’t Dance? How IBM’s digital marketing leaders drove change and optimized website usability
Marjorie J. Madfis, Worldwide Editor, IBM Software home page Daniel Burstein, Director of Editorial Content, MECLABS
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Who Says Elephants Cant Dance? How IBMs digital marketing leaders - - PowerPoint PPT Presentation
Who Says Elephants Cant Dance? How IBMs digital marketing leaders - - PowerPoint PPT Presentation
Who Says Elephants Cant Dance? How IBMs digital marketing leaders drove change and optimized website usability Marjorie J. Madfis, Worldwide Editor, IBM Software home page Daniel Burstein, Director of Editorial Content, MECLABS Presenters
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CEO
Software Systems Services Lotus Tivoli Websphere Rational Information Mgt
Consulting Corp Marketng
Web lead Web lead Web lead Wweb lead Web lead Marketing Marketing Marketing Social Media Software Mkt
Me The corporate landscape
1. Corporate marketing strategy
- Smarter Planet
- IBMers as experts
2. Software marketing strategy
- Capabilities and acquisitions
3. Business unit (“brands”) marketing
- Leads and revenue
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IBM Software – evolution from “brands” to “capabilities”
Awareness Consideration Preference Action Loyalty Before 2010 2010 and forward Software capabilities
Product families
- Business Analytics
- Enterprise Content Management
- Information Management
- Lotus
- Rational
- Tivoli
- WebSphere
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1.Understand the business
Who is my stakeholder? What are the business goals?
2.Understand the customer
Who are they? What are their goals? What to they want, like, dislike?
3.Identify goals for the design
Use words, simple pictures, and wire-frames; get agreement.
4.Design & evaluate …with customers, re-design,
evaluate with customers, re- design…
Driving change through research
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6 Design A:
"Very soon, people will be searching not for content, but for experts– not just anyone who has the time to blog
- r tweet, but people who actually
know what they’re talking about."
Jon Iwata, IBM Sr. VP Marketing 2009 speech
Control Design A Design B
Experts: Business mission matches visitor desire
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IBM Software home page 3-way test
Control
A B
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IBM Software test results heat map
WINNER
Control
A B
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What we learned
Findings
Navigation : Mega menu CHQ Too many choices Navigation: Tabs SWG Larger size, distinctly separated Experts CHQ SWG Larger, easy to see how to connect Offers B U Registrations on deeper pages Communities SWG Interest in engaging with peers
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10 Japan Poland
Flexible design still meets objectives
Deployed in 60 countries: local language, local experts, local content
Variations: Length of copy Number of experts Communities Twitter feed
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Research Steps
1. Understand business priorities
– Interviews with 8 executives
2. Understand Geo Web marketing requirements and priorities
– Online survey of IBM country Software home page owners
3. Identify current visitor goals
– Intercept pop question link on 8 country SWHPs to poll visitors about their current goals for visit to the page
4. Identify prospect/customer requirements and priorities
– Online UserZoom study with N=291 end user prospects (Worldwide)
5. Evaluate 3 designs– Customer reactions to initial designs
– One on one, 90-minute phone sessions, usability study
6. Live “A/B” evaluation with 2 designs and current page
– Determine winner – Then, iterate to optimize the design
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Resources
“Website Testing: Research and testing leads to new IBM Software Group homepage, 23% increase in demos” http://www.marketingsherpa.com/sample.cfm?ident=32009 Landing Page Optimization: Goodbye stock photos and Happy Man, hello social media http://sherpablog.marketingsherpa.com/website-and-landing- page-design/lpo-photo-social-media/
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Connect
- Web: www.ibm.com/software
- Email: madfis@us.ibm.com
- Twitter: marjorie_m
- Linked In: Marjorie Madfis