Telkomtelstra Corporate Website Increase a Business Experience through telkomtelstra Website Award for Innovation in Corporate Websites Asia Pacific Stevie Awards 2016
Table of Content Telkomtelstra Website Overview Increase Business Experience Result 2
Table of Content Telkomtelstra Website Overview Increase Business Experience Result 3
Telkomtelstra Website Overview. http://www.telkomtelstra.co.id/en/ 4
Telkomtelstra Website Overview Challenges and Objectives Challenges Each market segment has its own characteristics, ranging from awareness, a model approach to relationship management. Enterprise segment has a different pattern on each company so that any information presented can provide benefits and value to them. Buying decision on Enterprise segment have processes vary, conduct comparison and analysis of various factors such as regulation, technological developments, as well as the needs of the internal market strategy. Telkomtelstra aims, in the show's website as the first step to introduce the company and the service as well as entry into the buying decision process. Telkomtelstra website objectives: Assist the sales activity Have a positive influence on decision making Build good relationships with customers and prospective customers Build branding / a positive image of the company Provide easy access to both information and insight related products Give updated information and thought leadership content 5
Table of Content Telkomtelstra Website Overview Increase Business Experience Result 6
Reference 5 Steps to a Great Website How will you get people to your website? What marketing techniques will you be using to attract your target audience? Is it search engine optimization? Payper-click advertising? Social media? PR? This step is very important, as it often answers many of the questions below. Tip: Calculate which marketing technique works best for your site, by figuring out which has the lowest cost-per-acquisition (how much you spent on getting a customer). Who will be coming to the site Your website needs to take all kinds of visitors by the hand and help them find what they are looking for. Within a few seconds of getting to your site, a visitor needs to know what to do next. Do they need to sign up? Should they click a link to learn more? Once you determine what visitors are coming, you ll be able to determine what they need to do once they get there. Tip: Don t try to please everyone, but have your site clearly laid out to direct visitors wherever they need to go. If you do too much your website will become busy and difficult to navigate. Focus on a few key features that majority of your visitors will benefit from. What questions will my visitors have? Am I at the right place? How long have you been in business? Can I afford you? How do I know your product or service is any good? How can I learn more about your services and company? How do I contact you? Tip: Try to answer the questions before they are asked. For example, if your visitors come to purchase a specific product that you re well-known for in the industry, have that product easily located so they know they re in the right place and can access product details right away. Clear, short messages work great. Forbes : http://www.forbes.com/sites/ilyapozin/2012/02/27/5-steps-to-a-great-website/ 7
Reference 5 Steps to a Great Website What do you want your visitors to do? Should they pick up the phone and call you? E-mail? Sign up for something? Buy your product online? A great website will guide your traffic where you want them to end up. If you re selling a product, convince the visitors to buy and make it easy for them to do so. If you offer a service, let them know how and why they can benefit from it. Tip: Be clear and concise. Don t make visitors think. How do my visitors like to stay in touch? Keep in mind, that most people who come to your website won t become a customer. In fact, the average conversion rate on the Internet is around one percent, meaning only 1 out of 100 visitors will end up contacting you, signing up, or buying something. Find out what forms of communication your visitors prefer and give them the means to stay connected: e-mail, a blog, Twitter, Facebook FB -1.09%, LinkedIn LNKD +0.51%, Google GOOG +1.40%+, RSS Feeds, and more. Tip: Engaging your customers is important, as most people don t convert on the first visit. Keep them coming back by identifying your target visitor and catering to the market that best reaches them. If they re entry-level professionals and they re constantly engaging in social media, have a social media presence and actively provide them reasons to return to your site. By engaging visitors you ll give them incentive to return, convert, and hopefully invite their network to do the same. Forbes : http://www.forbes.com/sites/ilyapozin/2012/02/27/5-steps-to-a-great-website/ 8
Objective Plan 3 Objective Plan Top of Mind Thought Leadership Create Sales Opportunity (Qualified Leads) 9
Objective Plan 3 Objective Plan No Objective Activity Impact Tools 1 Top of Mind Top Rank Website on Popular Search Engine Brand Awareness 1. SEO (Search Engine Optimization) 2. Social Media 3. Geo-location 4. Adaptive Resolution 5. Security 6. Simple Navigation 2 Thought Leadership Provide Knowledge Center Insight to visitor Building brand reputation Provide powerful content: 1. Blog 2. Whitepaper 3. News 3 Create Sales Opportunities Leads Generator Sales and Revenue 1. Lead Scoring 2. Trial Product 3. Contact Us for further information 4. Advertising Banner 10
Execution 3 Steps Development Stage Section Activity Stage 1 Front End Landing page development and the main menu on the website: about us, our managed solutions, insights, contact us Language selection: Indonesia or English Responsive Design based on device Search Function Adaptive Images Back End Manage (add, update, delete) content SEO Optimisation Integrated with Google analytics and Google webmaster Stage 2 Front End Integrated with social media (direct access, twitter newsfeed, share this) Sitemap Trial on product Blog comment Download whitepaper Captcha Blog Comment 11
Execution 3 Steps Development Stage Section Activity Stage 2 Back End Landing page development and the main menu on the website: about us, our managed solutions, insights, contact us Create new pages Multimedia content management (YouTube video, etc.) Banner/advertising management User tracking/history Reporting Lead scoring Stage 3 Salesforce integration Sales team/am can upload presentation, proposal, and confidential product document Sales team/am can give access to customer/ prospect customer Sales team can create microsite Integrated microsite with analytics Inquiry through email can be forwarded to Sales Manager through CMS 12
Top of Mind Leveraging SEO SEO is Search Engine Optimization (search engine optimization) is a way for our website in the index by search engines like google, bing or yahoo. This optimization is intended to be in the first page of the search engines for targeted keywords There are four main things why SOE needed: Build trust and credibility: psychologically if we are in the highest rank in the search engine pages then we are one of the best. Building a brand: branding is a complex matter that requires the cost that is not cheap. When people visit our site, the more familiar with what we are doing, use the service, tell their friends. It is easier for us to be recognized and increase website traffic. To bring traffic: if it is in the top page of the search engine is likely driving the traffic to be much larger Increase sales: the greater the traffic, the more visitors will be, the easier to convert them into a deal 13
Top of Mind Leveraging Social Media Social media become powerful enough tools in marketing activities, especially promotion, CRM and connectedness with SEO No Channel Account/ Channel URL 1 Website telkomtelstra www.telkomtelstra.co.id 2 Facebook telkomtelstra https://www.facebook.com/telkomtelstra 3 Twitter @telkomtelstra https://twitter.com/telkomtelstra 4 Linkedin telkomtelstra https://www.linkedin.com/company/telkomtelstra 5 Youtube telkomtelstraid https://www.youtube.com/c/telkomtelstraid 6 Google+ telkomtelstraid https://plus.google.com/+telkomtelstraid/about 7 Wikipedia telkomtelstra https://en.wikipedia.org/wiki/telkomtelstra https://id.wikipedia.org/wiki/telkomtelstra 8 Instagram telkomtelstra https://www.instagram.com/telkomtelstra/ 14
Top of Mind Personal Ease Geo-location identify visitor originated based on IP address or language preference on the browser. Visitor automatically have Indonesian or English. Simple Navigation so that visitors convenient. Average, visitor can access all information on 4 click or less. Adaptive resolution, ability to recognize visitor device and automatically display image resolution. Security, in order to protected from external threats. Reduce fraud on the website in the form of SQL injection and bot, one of the security methods applied is to use Google re-captcha 15
Thought Leadership Blog and Newsletter Telkomtelstra Blog http://www.telkomtelstra.co.id/en/insights/blogs.html Telkomtelstra Whitepaper http://www.telkomtelstra.co.id/en/insights/white-papers.html 16
Create Sales Opportunity Contact Us Function Contact us form has a function to receive the inquiry from the customers who are interested in: product, career, or want to give feedback or any other questions. Forms created quite unique, because for every inquiry through the contact us form will be mapped according to user choice. For career inquiries will be forwarded to the human resources department, the products to the Sales, and for feedback and more into marketing telkomtelstra. Lead Scoring Each visitor on the website telkomtelstra divided into 4 groups: anonymous, known user, prospect, and customer. Lead scoring function is to give a score to each activity of each user. The more a user's activities on the website will increase the scoring for the user. The activities in question include: visiting the product page, download the whitepaper, contact us fill out the form, etc. Especially for users who do a trial product system will increase the user's status as a customer prospects. For users who fill out the form on the contact us, the user data will be sent to Salesforce as leads (web to lead functionality). No Type Activity 1 Anonymous Only visiting website without entering identification form 2 Known User Interact to website, filling the form, for entering comment of blog, download whitepaper 3 Prospect Using trial product function 4 Customer offline 17
Table of Content Telkomtelstra Website Overview Increase Business Experience Result 18
Lead Scoring 19
Website Traffic June 2015 Aug 2015 July 2015 Sep 2015 20
Website Trafic Oct 2015 Overall Statistic 11261 10158 8835 6821 7381 Nov 2015 3247 2238 2289 1616 3846 2503 4427 June July August September October November Sessions/Visit Unique Users 21
Visitor Enquiry 22
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