An Introduction to New Brand Media AUTHOR: MARK JOHNSON
26/10/2010 NEW BRAND MEDIA OWNS THE COPYRIGHT FOR THIS DOCUMENT AND ALL ITS CONTENTS. THIS PROPOSAL SHOULD BE CONSIDERED PRIVATE AND CONFIDENTIAL AND MAY NOT BE SHARED WITH ANY THIRD PARTY WITHOUT THE PRIOR WRITTEN PERMISSION OF NEW BRAND MEDIA LTD.
Contents • • • • • • • • • •
About Us Our User-Centred Design Approach Iterative Content Prototyping Methodology Content Management & The NBM CMS Framework Creating an Memorable Customer Experience Our Technical Standards (W3C) Measurement & Analytics Financial Industry Experience Case Study: Multi-Channel Branding Case Study: Brand Impact
About Us
New Brand Media is a digital agency, set up to make brands online through the use of strategic design and development methodologies
About Us
We are structured to ensure integrated branding across the multiple channels that make up today's landscape
The smart choice for small fleets
Mobile
Web
Social Media
How do New Brand Media deliver a truly ‘tailored’ customer experiences?
Our User-Centred Design approach is the result of over a decade of design & development for some of the world’s leading brands. User-Centred Design is about understanding your target audience and designing around their needs and goals. Placing ‘the user’ at the centre of the design process makes a web application easy to navigate and a pleasure to use. Any creative work is preceded by the following user analysis to help us tailor the customer experience from the outset of the project: 1.
Define Target User Profiles: User Profiling seeks to understand target users and identify their needs and characteristics.
2.
Establish User Goals: A process of grouping, prioritising and optimising the activities of users.
3.
Plan User Journeys: User-flow diagrams are developed and optimised around the established user goals. These ‘user journeys’ are extrapolated to form the primary information architecture of the prototype and finally the web site.
‘Content is King’ but how do we ensure simplicity and the quality of the content?
Iterative Content Prototyping Methodology Our Iterative Prototyping Methodology is designed to put first things first – Content. On the Internet, ‘content is king.’ Yet too often, it is not considered early enough in the web development process in the rush to the visual ‘design’. Our unique approach is to engage the content management solution at the earliest stage in order to ‘Prototype’ the information architecture in a ‘real’ web site driven by the database. This means we will be perfecting and simplifying the content throughout the entire project build cycle. A prototyping approach therefore enables: •
A web-based content repository that is visible and editable by all project stakeholders regardless of location (Remote client access).
•
A more ‘human-friendly’ method of entering copy into the database that can be previewed immediately in a ‘real’ website context as opposed to being in isolated and unconnected Word documents.
•
Improved usability. Writing site copy with a sense of connectivity to other pages will improve screen logic, navigation and content.
•
Iterative content improvements throughout the project timeline – ‘Understand, Create, Evaluate’
Content Management & The NBM CMS Framework We will work with you to select a suitable solution that can be deployed quickly and makes managing your site content easy and cost effective for your business. The New Brand Media Framework is built on the Open Source Content Management System, WordPress. WordPress is the leading Open Source CMS on the market. Being Open Source, there will be no additional licensing costs. The framework we have developed 'on top' of WordPress adds modular functionality extensions that deliver on a number of typical business needs that we have resolved whilst developing content management systems for clients over the last 10 years. Below is just a snapshot of some of the key refinements we have made that make our system infinitely more flexible and powerful than your average CMS 'out of the box': • • • • •
Simple embedding of video, Flash and podcasts Incoming content rendering & outgoing RSS delivery (for social networks) SEO friendly URL structure & mark-up Drag & drop page template building via the CMS (for an infinite number of unique page templates) PHP based, for rendering keywords even from external sources ‘in the page’ to enhance SEO.
How do we create a memorable and engaging brand experience?
The NBM framework supports all media content and the latest coding technologies to create a rich and engaging customer experience: • Flash: Animation & rich interactivity if used appropriately: Accessibility & SEO conscious • Video: Media streams in/out, YouTube Channels • Podcasts: Simple in page Embed functionality, feeds in/out • RSS: Fully RSS capable site for syndication; i.e. push to social networks or inbound display of external topical industry news (keywords) • Community Building: Social Media Integration. Facebook connect, opportunities to exploit social graph
It is our understanding of the users that will determine if and when these technologies are appropriate to their goals and the objectives of the business.
Who is coming to your website? How they are getting there? Where they are from? What they are looking at?
Measurement & Analytics Measurement is an integral part of our philosophy. Our technologies provide our clients with granular detail of their return on investment. The web site itself will have full integration with Google Analytics. The data capture mechanics on the site will be linked to our e-marketing software to provide equal user behaviour data.
Our Technical Standards As standard practice and an independent quality assurance for our clients, all New Brand Media code is approved by the World Wide Web Consortium (WC3). The World Wide Web Consortium is the official governing body for web development. The primary goal of the W3C guidelines is to promote accessibility. However, following them also makes web content more available to all users, whatever user agent they are using or constraints they may be operating under. Following these guidelines will also help people (as well as Google bots!) find information on the web more quickly. These guidelines do not discourage developers from using multimedia but rather ensure this type of content is more accessible to a wide audience. New Brand Media adhere to W3C standards so our clients gain many strategic advantages including: • Reduce maintenance costs • Accessibility (including mobile) • Future proof technology solutions • Search engine friendly code Accessibility should be seen as a long term ethical stance and we recommend ’single A’ compliant as a first step.
Financial Sector Experience
Case Studies
Case Study: Multi-Channel Branding
Client: Selby Jennings Platform: iPhone , Blackberry Focus: Candidates of Selby Jennings
Selby Jennings is the foremost provider of recruitment solutions across Europe, Asia, the USA and Middle East. This app allows users to quickly and effectively navigate round a broad variety of up to date, executive vacancies and other content feeds from Selby Jennings central web database.
Case Study: Brand Impact Success Timeline: 2003
Brand created by New Brand Media
2003
New brand goes online with a brochure-ware Flash site
2004
1st CMS/Database ‘Standards Compliant’ web site live: - SEO delivers top Google ranking
2005 – 2010 Selby Commission New Brand Media to replicate the digital brand strategy for 7 new sister businesses:
SELBY JENNINGS SOLUTIONS
Carlton
- Traffic grows to over 1000 hits per day
Senior Appointments
- Site gathers avg. 250 CV’s per week 2007
Business achieves 73% year on year growth (first 4yrs)
2007
Business is operating globally within 18 countries.
2009
iPhone app goes live on iTunes App Store: - 2000 downloads in the first month
SELBY JENNINGS SEARCH
- 17% Candidate acquisition 2009
Selby Jennings app goes live on Blackberry Platform
2009
Brand is Awarded ‘Recruiter Award for Excellence’
2010
- A multimillion pound business with offices in 4 countries. - Turnover during the last year has increased over 250%. - 2 offers of £12million+ to purchase the business.
PHAIDON CAPITAL LLP
Case Studies
British Asian Trust Case Study 2008
Phase 1.0 CMS prototype website developed in 2 days for Press Launch
2009
Press Launch of new Brand
2009
Phase 2.0 design & CMS Framework
2009
Social Media Strategy initiated
2009
Support Contract & Systems initiated
2009
Email Marketing Campaign launched
2009
360 degree data capture mechanics & Analytics tools integrated
2010
YouTube Channel launched & integrated with web site
2010
Facebook Channel Live with media streams from central web site database
2010
Twitter Integrated in site (Tweet this)
2010
Facebook ‘Like’ buttons push content to Facebook, leveraging the supporters ‘social graph’