Marta Hidalgo
Web Communication
3-‐5-‐2011
B-‐GUIDED MAGAZINE PROJECT
Introduction: If you search for information online about city lifestyle guides, there are a few different cities in the world: -‐
VISION KL (Malaysia): Vision KL delivers the latest in what’s on, what’s hot and where to go in Kuala Lumpur and beyond. It is a clear example of a 2.0 web; the webpage has applications that make it easy to share information (Facebook, Twitter…), the webpage is a little bit messy but you can find very easy what you want, features, photo gallery and you can subscribe and receive information about what’s happening in the city. Users can interact with other users or change web site content, share information, etc. An important thing is that they give you information about the city, but also about what’s happening around the world, which makes the webpage open to more people.
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Onlyinoldtown (Rock Hill, South Carolina): “The streets of historic Old Town are lined with locally owned shops and restaurants serving a variety of cuisine, including "southern comfort" favorites. While visiting, experience history and culture at museums and galleries that feature work from artists at home and around the world. For a breath of fresh air, visit signature parks and green spaces or stroll the historic campus of Winthrop University”. The
webpage is not complex, is very simple and clear to find the information. They focus more on restaurants and art and culture. The interaction with the people via doing contests to go to parties, events, etc…You can share the information on Facebook, Twitter and Flickr and they also have a photo gallery. -‐
Bangkok-‐city, Bangkok/XploreLA/Pattaya city lifestyle & others: These are more like travel guides rather than city lifestyle guides. They inform how to arrive to the city, what places to visit, hotels, shopping, attractions, food, information about the city…
SWOT: -‐
Strengths: o Gives great importance to fashion and design. o Barcelona is the main city that they give information. o Very simple webpage with text in black and a few images. o You can buy online the magazine and subscribe to news and alerts.
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Weaknesses: o There is not a lot of information. o There aren’t links that direct you to more information. o Few images and very small. o Only focused on Barcelona, Madrid, Valencia and Bilbao. o No interaction with the people. o You can’t copy and paste the texts of the webpage.
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Opportunities: o Adapt the webpage to the new technologies and change it to a 2.0 Web. o Work and be part of social networks such as Facebook or Twitter. o Do a very good Marketing Plan to increase sales of the magazine and more advertisement. o Advertisement of fashion brands or art expositions on the webpage.
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Threats: o Other city lifestyle guides that give more clear information. o Not have a good webpage adapted to web changes.
B-‐guided 2.0 Goals and Objectives: The Web 1.0 is the most basic form there, with very fast text browsers. Then the HTML came and web pages were more pleasing to the eye. Web 1.0 is read-‐only. The user cannot interact with the content of the page (no comments, answers, quotes, etc). The most important characteristics are: o Static pages rather than dynamic for user's visit. o The use of framesets or frames. o Html extensions themselves as blinking and canopies, tags entered during the web browser war. o Online guestbook’s. o GIF buttons, almost always at a typical resolution of 88x31 pixels. To start a web 2.0 project requires a major change in the company, forcing it to become an open company and receptive to new trends, changing our client to partner relation, listening to their opinions and being flexible to change their model. -‐
Finding out about our customers' purchasing habits, opinions and preferences profiling individuals and groups to market more effectively and increase sales changing the way we operate to improve customer service and marketing.
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The more we know about our readers, the easier it is to identify new prospects and increase our customer base.
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We must focus on all iterations of the relationship, no matter the communication channel.
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We must view the reader as a partner when developing and improving products, services and the company-‐customer relationship.
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Customers are demanding more ways to personalize their experiences with a business. The social Web means that customer-‐experience strategies need to focus not only on utilitarian, functional and operational characteristics, but also on emotion, style, design and person-‐to-‐person interactions as dominant
factors. The better you understand your customers, the more responsive you can be to their needs. -‐
Due to that the B-‐guided is a city lifestyle guide about fashion, design and art, the webpage has to be modern, trendy, clear, with good images and cool videos, because the public that buys this magazine is also trendy and is interested in these topics.
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To make money we have to contact with some companies to put advertisement in our webpage. Hire more people to work in the webpage (Blog, Facebook, Twitter). The more channels we have, the greater the need to manage our interaction with our readers.
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Is very difficult to find information in the webpage so now everything has to be more easy and clear and the webpage has to link to text and pictures when you ‘click’.
B_guided 2.0 application webpage: The 2.0 webpage is the new way to use the network, allowing the active participation of users through options that give users own voice on the web and can manage their own content, comment on others, send and receive information with others the same status or institutions that allow it. The structure is more dynamic and uses modern formats, which enable more features. The user interaction is essential and people can participate in content and makes them feel part of the network, increases the interest in it and allows the original content of certain pages to be fed by individuals, which is open discussions, they share common themes about people of all kinds, among other possibilities. All this gives the site an added value, you not only to seek and receive information but also to issue it, build it and think about it. The changes that must be made in the new 2.0 website will be: -‐
When you enter the website the first thing you will see is a cool video showing the fashion, design, art and gastronomy of the city as an introduction of what you can find inside.
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A blog where you can write chronologically articles, news... with images and links, but will also be a collaborative space where reader’s can also write their comments to each post made by the author.
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Upload a preview of the magazine with a better quality and bigger size than the one that is now and people can read it and if they want they can buy it online (online version) or buy a printed copy.
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Apart from the video that will appear as an introduction, the webpage will have a good quality photo and video gallery in each category (art, music, gastronomy, architecture, design and fashion), so people can see what’s happening and what they can see in the city.
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All the blog posts, articles, photos, videos, flyers, magazine preview… can be shared in social networks such as Facebook and Twitter.
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We have to be present in these social networks and have a profile so it will be
easier to have contact with the readers of the magazine and share information, make contests and know their opinion more directly. -‐
The webpage will have a music playlist to make the experience more enjoyable.
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On one side there will be a calendar of events that occur in the city and a detailed explanation.
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App for Smartphones such as iPhone, Blackberry and mobile phones with the Android system and Netbooks.
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The most effective way to store and manage the customer information is in a relational database. A centralized customer database will allow us to run all our systems from the same source, ensuring that everyone uses up-‐to-‐date information.
B_guided 2.0 and CRM Customer relationship management is a widely implemented strategy for managing a company’s interactions with customers. It involves using technology to organize, automate, and synchronize business processes. The goals are to find, attract, and win new clients, entice former clients back into the fold, and reduce the costs of marketing and client service. Customer relationship management is important in running a successful business. The better the relationship, the easier it is to conduct business and generate revenue. Therefore using technology to improve CRM makes good business sense. The advantages are quality and efficiency, decrease in overall costs, decision support, enterprise agility and customer attention. Successful development, implementation, use and support of customer relationship management systems can provide a significant advantage to the user. Marketing has to help us to focus on effective communications to our customer needs and a more personal approach with them and the development of new or improved products and services in order to win more business in the future. Our priority should be to capture the information we need to identify our customers and categorize their behavior. Our businesses has a website and online customer service and it is an advantage because customers can enter and maintain their own details when they buy the magazine or find information. CRM will help us to gain a better understanding of our customers' needs, desires and self-‐perception; we can reward and target our customers.