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10 things every CEO
needs to know about the web



            Eric Reiss
           IA Summit
          April 9, 2010
          Phoenix, AZ
Why do you have a website?

 “Because everyone has one.”
Why do you have a telephone?

       “Because everyone has one.”

“Because we can’t do business without one”
Why do you have a website?

“Because we can’t do business without one”
Fact #1


            The majority of business leaders
            Now turn to the internet as their
               first source of information




Source: Gartner Group, 2007
Fact #2



             B2B is now the fastest-growing
                    internet segment




Source: IDG, 2008
Fact #3



       Over 18 billion searches for commercial
          information are made each month




Source: SEMPO, 2009
1. Don’t confuse marketing
1.
   with communication.
A   Awareness

I    Interest

D    Desire

A    Action
Wouldn't it be nice if your warm, heavy          These boots have everything you need
snow boots were as comfortable as your           for stability and support in demanding
summer tennies? Our 400-gram snow boots          conditions – and a comfortable,
may not be exactly as comfortable, but           lightweight design you'll appreciate in
they're heaps more flexible than last year!      any circumstances. Rugged, puncture-
Copying the comfortable construction of an       and abrasion-resistant synthetic-fabric
athletic shoe, we replaced last year's heavy     upper and polyurethane-coated leather
vulcanized outsole with a lighter weight         rand reduce wear from rocks and roots.
(and still fully waterproof) model made up       Waterproof, breathable Gore-Tex® lining
of a cushioning EVA midsole and a rugged         keeps water out while allowing heat
TPR outsole. And for those days when             vapor to escape. Internal support board is
you've got to bend to shovel, or try to sprint   ergonomically shaped for superior
up a hill with a sled for "one more ride,"       stability and flexion. External heel
we've given this boot a combination insole       counter helps your foot stay centered on
board, so it's more flexible at the forefoot     uneven terrain. Exclusive Vibram® Orbit
(where your foot bends) and stable at the        sticky rubber outsole for traction.
heel (to keep ankles steady in deep powder).
If you spend a lot of time working or
sporting in the snow, this is your boot.
And don't think we've forgotten the warmth
factor. The 400-gram Thinsulate™
Insulation blocks cold, while the TPR vamp
— now with a waterproof full-grain leather,
nubuck, and suede shaft — keeps out wet,
slushy weather.
Make your website part of your
 customer-service package
Customer Experience Management




Off-line     CEM         On-line
10 things customers will tell you
1.    Don’t tell me how great you are. BE great!
2.    Go the extra mile.
3.    Don’t get in my way when I’m trying to shop.
4.    If I know what I’m looking for, help me find it.
5.    If I have questions, I want straight answers, not a salestalk.
6.    Tell me if you’re going off to look for my size. Don’t just turn and leave.
7.    If you expect me to buy something, tell me what it costs
8.    Are your own affairs so important that you feel justified in ignoring me?
9.    Don’t make me feel stupid.
10.   If you make a mistake, admit it.




Sources: Paco Underhill, Eric Reiss
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 things customers will tell you
1.    Don’t tell me how great you are. BE great!
2.    Go the extra mile.
3.    Don’t get in my way when I’m trying to shop.
4.    If I know what I’m looking for, help me find it.
5.    If I have questions, I want straight answers, not a salestalk.
6.    Tell me if you’re going off to look for my size. Don’t just turn and leave.
7.    If you expect me to buy something, tell me what it costs
8.    Are your own affairs so important that you feel justified in ignoring me?
9.    Don’t make me feel stupid.
10.   If you make a mistake, admit it.
10 Things Every CEO Needs To Know About The Internet
10 things customers will tell you
1.    Don’t tell me how great you are. BE great!
2.    Go the extra mile.
3.    Don’t get in my way when I’m trying to shop.
4.    If I know what I’m looking for, help me find it.
5.    If I have questions, I want straight answers, not a salestalk.
6.    Tell me if you’re going off to look for my size. Don’t just turn and leave.
7.    If you expect me to buy something, tell me what it costs
8.    Are your own affairs so important that you feel justified in ignoring me?
9.    Don’t make me feel stupid.
10.   If you make a mistake, admit it.
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 things customers will tell you
1.    Don’t tell me how great you are. BE great!
2.    Go the extra mile.
3.    Don’t get in my way when I’m trying to shop.
4.    If I know what I’m looking for, help me find it.
5.    If I have questions, I want straight answers, not a salestalk.
6.    Tell me if you’re going off to look for my size. Don’t just turn and leave.
7.    If you expect me to buy something, tell me what it costs
8.    Are your own affairs so important that you feel justified in ignoring me?
9.    Don’t make me feel stupid.
10.   If you make a mistake, admit it.
10 Things Every CEO Needs To Know About The Internet
10 things customers will tell you
1.    Don’t tell me how great you are. BE great!
2.    Go the extra mile.
3.    Don’t get in my way when I’m trying to shop.
4.    If I know what I’m looking for, help me find it.
5.    If I have questions, I want straight answers, not a salestalk.
6.    Tell me if you’re going off to look for my size. Don’t just turn and leave.
7.    If you expect me to buy something, tell me what it costs
8.    Are your own affairs so important that you feel justified in ignoring me?
9.    Don’t make me feel stupid.
10.   If you make a mistake, admit it.
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 things customers will tell you
1.    Don’t tell me how great you are. BE great!
2.    Go the extra mile.
3.    Don’t get in my way when I’m trying to shop.
4.    If I know what I’m looking for, help me find it.
5.    If I have questions, I want straight answers, not a salestalk.
6.    Tell me if you’re going off to look for my size. Don’t just turn and leave.
7.    If you expect me to buy something, tell me what it costs
8.    Are your own affairs so important that you feel justified in ignoring me?
9.    Don’t make me feel stupid.
10.   If you make a mistake, admit it.
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
2. Don’t view your website as a
1.
   software development project.
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
Dell specifications
  2.4 MHz processor
  160 Gb RAM
  CD/DVD writer/reader
  15” screen
  Built-in speakers
  3 hour battery life
  Portable
10 Things Every CEO Needs To Know About The Internet
>   >
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
Whenever possible, purchase software
    from single-focus vendors
3. Don’t couple unrelated
1.
   initiatives.
CMS
CRM
ERP
DM
KM
CMS = Content Management System
    Publish to the Web
CRM = Customer Relationship Mgt.
    Track, use, and maintain customer data
ERP = Enterprise Resource Planning
    Optimize use of people and materials
DM = Document Management
    Electronic filing system
KM = Knowledge Management
    Share expertise internally
10 Things Every CEO Needs To Know About The Internet
Interesting facts
 Dr. Scholl doesn’t make cutlery
 Georg Jensen doesn’t make wrenches
 Bahco doesn’t make pens
 Parker doesn’t make nail-clippers
Deal with your website
    (and just your website).
Then take care of the other stuff.
4. Don’t be afraid to set
1.
   measurable goals for your
   website.
“If you build it,
 they will come...”
What are the
customer service metrics
     for an airline?

    “Flying on time.”
What passengers say:
 “Why publish schedules if I can’t use them?”
 “I plan my meetings according to arrival times”
 “I book connecting flights based on your promises.”
 “I have people waiting to pick me up when I land.”

 “Faster check-in. Now that’s service!”
 “Better food. I’d like that.”
 “More legroom. I’ll pay extra for that.”
 “On time? That’s your damned job! So do it!”
Three god-awful metrics
 We want more hits
 We want folks to spend more time on our site
 We want people to write to us
What are the “right” metrics?
  Better lead qualification
  Shortened sales process
  Streamlined logistics
  Increased conversion, conversion, conversion
Insist that your website become an
 integrated part of your company’s
         business activities
5. Don’t confuse your personal
1.
   needs with those of your
   visitors.
The Creation
(of a meaningful experience)
Owner-visitor relationships
    We want to tell                   I got what
      our story                       I came for



    We want to be                     I got the
     understood                       message



    We want to be      Valuable    I think it sounds
      believed                        reasonable
                      experience
    We want to be                   I’m ready to
       trusted                     deal with them



     We want to
                                   I will come back
     build loyalty
Fact #4



 If you do not meet the needs of your visitors,
you will never meet your own business needs.
Four common errors
 “We need pictures of ducks. I like ducks.”
 (Executive ego)
 “Look what they just did this”
 (Competitor envy)
 “We should talk about ‘innovation’”
 (Strategy by buzzword)
 “That change doesn’t fit our standard design”
 (Form over function)
Encourage research. Accept surprises that
   go against your basic assumptions.
6. Don’t view your website
1.
   as a fixed-term project.
7 A’s
Allocate > Analyze > Architect > Apply > Accumulate > Assemble > Adjust
Once you start the process,
make sure to keep it going.
7. Don’t confuse print
1.
   design with web design.
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
Brand




Content           Function
“Do you want art?
 Or do you want your
 goddamn sales to go up?”

              Rosser Reeves
Acknowledge and embrace best-practices
 that run counter to your design guide.
8. Don’t let your personal
1.
   opinion cloud your focus.
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
10 Things Every CEO Needs To Know About The Internet
Seek out proven experts and
    support their work.
9. Don’t be afraid to ask
1.
   stupid questions.
Fact #5



      There are no stupid questions...
         the first time you ask them.
Fact #6



    But there are lots of stupid answers...
        the ones you don’t understand.
„Es hört jeder doch nur,
 was er versteht.“
               Goethe
Fact #7



          Two-way communication
            must work two ways.
“He hears only that
 which he understands”
              Goethe
If in doubt, ask. Always.
10. Don’t hide in your office.
 1.
Lord Marshall of Knightsbridge
A British Airways timeline



    1983         1986                   1999           2004           2009



                                                                   Willie Walsh
Colin Marshall
                                                     Colin retires can’t meet
  joins BA
                                    BA has world’s                   payroll
                                largest fleet of Boeing
              BA named
                                      747-400s
        “Airline of the Year”
Demonstrate your
active support for the project.
Keep the whole team inspired.
You can (usually) find Eric at:
The FatDUX Group ApS
Strandøre 15
DK-2100 Copenhagen
Denmark
www.fatdux.com

Office: (+45) 39 29 67 77
Mobil: (+45) 20 12 88 44
er@fatdux.com
skype: ericreiss
twitter: @elreiss

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10 Things Every CEO Needs To Know About The Internet

  • 1. 10 things every CEO needs to know about the web Eric Reiss IA Summit April 9, 2010 Phoenix, AZ
  • 2. Why do you have a website? “Because everyone has one.”
  • 3. Why do you have a telephone? “Because everyone has one.” “Because we can’t do business without one”
  • 4. Why do you have a website? “Because we can’t do business without one”
  • 5. Fact #1 The majority of business leaders Now turn to the internet as their first source of information Source: Gartner Group, 2007
  • 6. Fact #2 B2B is now the fastest-growing internet segment Source: IDG, 2008
  • 7. Fact #3 Over 18 billion searches for commercial information are made each month Source: SEMPO, 2009
  • 8. 1. Don’t confuse marketing 1. with communication.
  • 9. A Awareness I Interest D Desire A Action
  • 10. Wouldn't it be nice if your warm, heavy These boots have everything you need snow boots were as comfortable as your for stability and support in demanding summer tennies? Our 400-gram snow boots conditions – and a comfortable, may not be exactly as comfortable, but lightweight design you'll appreciate in they're heaps more flexible than last year! any circumstances. Rugged, puncture- Copying the comfortable construction of an and abrasion-resistant synthetic-fabric athletic shoe, we replaced last year's heavy upper and polyurethane-coated leather vulcanized outsole with a lighter weight rand reduce wear from rocks and roots. (and still fully waterproof) model made up Waterproof, breathable Gore-Tex® lining of a cushioning EVA midsole and a rugged keeps water out while allowing heat TPR outsole. And for those days when vapor to escape. Internal support board is you've got to bend to shovel, or try to sprint ergonomically shaped for superior up a hill with a sled for "one more ride," stability and flexion. External heel we've given this boot a combination insole counter helps your foot stay centered on board, so it's more flexible at the forefoot uneven terrain. Exclusive Vibram® Orbit (where your foot bends) and stable at the sticky rubber outsole for traction. heel (to keep ankles steady in deep powder). If you spend a lot of time working or sporting in the snow, this is your boot. And don't think we've forgotten the warmth factor. The 400-gram Thinsulate™ Insulation blocks cold, while the TPR vamp — now with a waterproof full-grain leather, nubuck, and suede shaft — keeps out wet, slushy weather.
  • 11. Make your website part of your customer-service package
  • 13. 10 things customers will tell you 1. Don’t tell me how great you are. BE great! 2. Go the extra mile. 3. Don’t get in my way when I’m trying to shop. 4. If I know what I’m looking for, help me find it. 5. If I have questions, I want straight answers, not a salestalk. 6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs 8. Are your own affairs so important that you feel justified in ignoring me? 9. Don’t make me feel stupid. 10. If you make a mistake, admit it. Sources: Paco Underhill, Eric Reiss
  • 20. 10 things customers will tell you 1. Don’t tell me how great you are. BE great! 2. Go the extra mile. 3. Don’t get in my way when I’m trying to shop. 4. If I know what I’m looking for, help me find it. 5. If I have questions, I want straight answers, not a salestalk. 6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs 8. Are your own affairs so important that you feel justified in ignoring me? 9. Don’t make me feel stupid. 10. If you make a mistake, admit it.
  • 22. 10 things customers will tell you 1. Don’t tell me how great you are. BE great! 2. Go the extra mile. 3. Don’t get in my way when I’m trying to shop. 4. If I know what I’m looking for, help me find it. 5. If I have questions, I want straight answers, not a salestalk. 6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs 8. Are your own affairs so important that you feel justified in ignoring me? 9. Don’t make me feel stupid. 10. If you make a mistake, admit it.
  • 26. 10 things customers will tell you 1. Don’t tell me how great you are. BE great! 2. Go the extra mile. 3. Don’t get in my way when I’m trying to shop. 4. If I know what I’m looking for, help me find it. 5. If I have questions, I want straight answers, not a salestalk. 6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs 8. Are your own affairs so important that you feel justified in ignoring me? 9. Don’t make me feel stupid. 10. If you make a mistake, admit it.
  • 28. 10 things customers will tell you 1. Don’t tell me how great you are. BE great! 2. Go the extra mile. 3. Don’t get in my way when I’m trying to shop. 4. If I know what I’m looking for, help me find it. 5. If I have questions, I want straight answers, not a salestalk. 6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs 8. Are your own affairs so important that you feel justified in ignoring me? 9. Don’t make me feel stupid. 10. If you make a mistake, admit it.
  • 33. 10 things customers will tell you 1. Don’t tell me how great you are. BE great! 2. Go the extra mile. 3. Don’t get in my way when I’m trying to shop. 4. If I know what I’m looking for, help me find it. 5. If I have questions, I want straight answers, not a salestalk. 6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs 8. Are your own affairs so important that you feel justified in ignoring me? 9. Don’t make me feel stupid. 10. If you make a mistake, admit it.
  • 41. 2. Don’t view your website as a 1. software development project.
  • 45. Dell specifications 2.4 MHz processor 160 Gb RAM CD/DVD writer/reader 15” screen Built-in speakers 3 hour battery life Portable
  • 47. > >
  • 51. Whenever possible, purchase software from single-focus vendors
  • 52. 3. Don’t couple unrelated 1. initiatives.
  • 54. CMS = Content Management System Publish to the Web CRM = Customer Relationship Mgt. Track, use, and maintain customer data ERP = Enterprise Resource Planning Optimize use of people and materials DM = Document Management Electronic filing system KM = Knowledge Management Share expertise internally
  • 56. Interesting facts Dr. Scholl doesn’t make cutlery Georg Jensen doesn’t make wrenches Bahco doesn’t make pens Parker doesn’t make nail-clippers
  • 57. Deal with your website (and just your website). Then take care of the other stuff.
  • 58. 4. Don’t be afraid to set 1. measurable goals for your website.
  • 59. “If you build it, they will come...”
  • 60. What are the customer service metrics for an airline? “Flying on time.”
  • 61. What passengers say: “Why publish schedules if I can’t use them?” “I plan my meetings according to arrival times” “I book connecting flights based on your promises.” “I have people waiting to pick me up when I land.” “Faster check-in. Now that’s service!” “Better food. I’d like that.” “More legroom. I’ll pay extra for that.” “On time? That’s your damned job! So do it!”
  • 62. Three god-awful metrics We want more hits We want folks to spend more time on our site We want people to write to us
  • 63. What are the “right” metrics? Better lead qualification Shortened sales process Streamlined logistics Increased conversion, conversion, conversion
  • 64. Insist that your website become an integrated part of your company’s business activities
  • 65. 5. Don’t confuse your personal 1. needs with those of your visitors.
  • 66. The Creation (of a meaningful experience)
  • 67. Owner-visitor relationships We want to tell I got what our story I came for We want to be I got the understood message We want to be Valuable I think it sounds believed reasonable experience We want to be I’m ready to trusted deal with them We want to I will come back build loyalty
  • 68. Fact #4 If you do not meet the needs of your visitors, you will never meet your own business needs.
  • 69. Four common errors “We need pictures of ducks. I like ducks.” (Executive ego) “Look what they just did this” (Competitor envy) “We should talk about ‘innovation’” (Strategy by buzzword) “That change doesn’t fit our standard design” (Form over function)
  • 70. Encourage research. Accept surprises that go against your basic assumptions.
  • 71. 6. Don’t view your website 1. as a fixed-term project.
  • 72. 7 A’s Allocate > Analyze > Architect > Apply > Accumulate > Assemble > Adjust
  • 73. Once you start the process, make sure to keep it going.
  • 74. 7. Don’t confuse print 1. design with web design.
  • 82. Brand Content Function
  • 83. “Do you want art? Or do you want your goddamn sales to go up?” Rosser Reeves
  • 84. Acknowledge and embrace best-practices that run counter to your design guide.
  • 85. 8. Don’t let your personal 1. opinion cloud your focus.
  • 89. Seek out proven experts and support their work.
  • 90. 9. Don’t be afraid to ask 1. stupid questions.
  • 91. Fact #5 There are no stupid questions... the first time you ask them.
  • 92. Fact #6 But there are lots of stupid answers... the ones you don’t understand.
  • 93. „Es hört jeder doch nur, was er versteht.“ Goethe
  • 94. Fact #7 Two-way communication must work two ways.
  • 95. “He hears only that which he understands” Goethe
  • 96. If in doubt, ask. Always.
  • 97. 10. Don’t hide in your office. 1.
  • 98. Lord Marshall of Knightsbridge
  • 99. A British Airways timeline 1983 1986 1999 2004 2009 Willie Walsh Colin Marshall Colin retires can’t meet joins BA BA has world’s payroll largest fleet of Boeing BA named 747-400s “Airline of the Year”
  • 100. Demonstrate your active support for the project. Keep the whole team inspired.
  • 101. You can (usually) find Eric at: The FatDUX Group ApS Strandøre 15 DK-2100 Copenhagen Denmark www.fatdux.com Office: (+45) 39 29 67 77 Mobil: (+45) 20 12 88 44 er@fatdux.com skype: ericreiss twitter: @elreiss