Author(s) : Cindy Chiu, Chris Ip and Ari Silverman

Most famous social media don’t have access to China (Facebook, Twitter, YouTube …), nevertheless China has developed its own social media because it’s very important and it’s the second biggest economy in the world. Despite they’re not using the same social media than occidentals; they are doing the same thing on it. (Preparing journey  …)
First of all we are going to emphasize the importance of Social media in China.
 
Not only that, China have the world’s biggest internet user base (513 million, twice more than the United States) they also have the world’s most attractive environment for social media with 300 million more users than other people in the world. Not only they use them a lot but they also have multiple social media accounts. China’s online users spend 40% of their time on them, and more and more people are using their phone to access to them. The most famous social network is weibo. Weibo is a Chinese micro blogging website (corresponding to Facebook or twitter)                                                                
 
Social networking allows a lot of companies to develop themselves (they could embed multimedia content 18 months before Twitter). First in 1994, there were only forums and communities then, instant messaging, blogs and to finish social networks.
We can notice that the Chinese appreciate a lot the fact that they can say their opinion about anything on the web. And thanks to an independent survey we notice that 66% of Chinese relied on their recommendations from friends or family. (Instead of 38% in the USA).But they are skeptical of authority.
The fact that Chinese share their opinions about anything and everything increase the completion in China. Indeed a lot of companies hire people to write positive things about their products and discredit their competitors. Companies try to do deals with them and try to identify the writers but it’s not easy, because of the possible risk to draw the wrong conclusion about the customer’s opinion.
For exemple, thanks to the social media some companies tried to promote their product by producing a drama series dedicated on their web site. People lived it and share it with everyone single person they new
China’s social media sector owns a lot of platforms. Each one has at least two major local players. According to marketers, this fragmentation requires a lot of skills and resources, which allows managing the complexity of social media. Indeed a lot of companies have to adapt ads to Chinese customers (like Dove or Estee Lauder.)
Thanks to the development of social media, people expect individuals’ answers right now.
 

Conclusion:

 

 

To come to the conclusion, even if China doesn’t use Facebook, Twitter or YouTube, China is the biggest social media market in the world with a lot of users who own a lot of account on different social networks. Plus they spend a lot of time on it. More than other people in the world. For many people social media have become the only source of news (social arrest, natural disasters, and protest even if China ‘government tries to avoid it.). We can wonder on means that the government is going to set up to controller that. And using social media is one of the key to reach customers (brands, reach new customers, lunch products …).
If China’s social media (weibo…) are those attractive maybes we can wonder if they will work at the international ladder.
 

Authors:

 

 

 McKinsey Quarterly is a business journal of McKinsey & Company. They aim at offer new ways of thinking about management in the private, public, and nonprofit sectors.  And to help business people run their organizations more productively, more competitively, and more creatively.
Quarterly articles, written by McKinsey consultants, offer practical ideas based on the Firm’s experience with the world’s largest companies and on proprietary research and close ties to academic institutions.

Author(s) : Smile

Introduction

There are many false ideas concerning the SEO. For example, that it is enough to pay a good person receiving benefits(provider) so that your sites / portals are automatically in the front pages of Google, or so that it is enough to work its SEO during the launch of its site then to affect nothing more in the months / years which follow.
A accompaniment in the SEO is a set of stages to respect, before the on-line publishing, during the work of conception and necessarily after all the work of implementation (follow-up, optimizations). All this so that your project can collect(harvest) most possible visibility, with the most qualified possible traffic.

• 71,3 % of the French connect in Internet (in February, 2011)
• 9 on 10 make searches(researches)
• 90 % of them use Google

Hypotheses

Before dashing into the creation of its Web site, it is necessary to ask the good questions:
–     For  Which keywords I wish to be positioned well?
–     If I have things to be sold, while look for my customers?
–    And more exactly, how my customers will express their research?
The choice of key words for your contents is strategic. It is going to have an impact on your whole site: arborescence, contained by pages, META beacons, … All this by asking a simple question: what the Internet users could use as request to find your site?

Results

The Internet users reach a site of three manners:
1 – by typing directly the URL or by selecting it in a bookmark
2 – by following a link since an another site / blog / forum / networks social
3-  by a research on a search tool.

Without contents there is nothing to index, thus any possibility of reaching the Web site unless entering the direct url. It is thus essential to have some contents on our site and to choose keywords with relevance.
The contents are a good thing, but to make visible all this preparatory work, here is come the stage which will make the difference with your competitors: the popularity.

One of the means to increase this popularity it’s to use the method of "backlinks". Backlinks is external sites which an URL for your site. It will aim at increasing your fame. 

CONCLUSION

After several years of experience of the actors in this domain, and the observation of the evolution of engines, it seems that the quality of the bottom (wealth of contents, relevance, organization, specialization of pages) and of the shape (simplicity, respect for the standards, the application of simple rules of organization of the contents) stay the sure values: a well thought, well realized site, and well followed, should in the great majority of the cases obtain and keep a good positioning.
Near engines, the hegemony of Google allowed to stimulate Web to increase the quality by it. 

Author(s) :

Author(s) : Julien Wieczorek – Mehdi Lakehal – Hugo Grillat

WebFontConfig = { google: { families: [ ‘Stalinist+One::latin’ ] } }; (function() { var wf = document.createElement(‘script’); wf.src = (‘https:’ == document.location.protocol ? ‘https’ : ‘http’) + ‘://ajax.googleapis.com/ajax/libs/webfont/1/webfont.js’; wf.type = ‘text/javascript’; wf.async = ‘true’; var s = document.getElementsByTagName(‘script’)[0]; s.parentNode.insertBefore(wf, s); })();
Les polices natives des navigateurs sont très pauvres, et peu originales (Arial, Helvetica, Times New
Roman, Verdana, Trebuchet…).
Dès qu’un webdesigner veut ajouter une typographie moins commune à son site internet plusieurs
solutions existent :
• Afficher son texte à partir d’une image, mais cette solution est lourde, et il faut refaire
l’image dès que le texte change.
La balise CSS @font-face depuis CSS 2 (1998) mais qui fut très peu incrémentée par les
•
navigateurs, avec de nombreux problèmes et l’obligation pour l’internaute de télécharger
préalablement la police.
• Utiliser un service web externe type Google Web Fonts ou Font Squirrel qui extrait un code
JavaScript pour pouvoir profiter de la balise @font-face
• Ou un utilitaire, sorte d’émulateur de la balise CSS, fonctionnant généralement sous Flash et/
ou JavaScprit

Sur cette dernière solution il existe plusieurs utilitaires :
• sIFR (Flash)
• sIFR Lite (Flash)
• FLIR ou Facelift (PHP + GD)
• Typeface.js (SVG/VML)
• Cufon (JavaScript)

L’outil proposé par Google : Google Web Fonts, est très complet et très simple d’utilisation. Ainsi
nous pouvons intégrer une typographie, un « compteur » nous montre la rapidité de chargement de
la police sur notre prochaine page, et le code nous ait donné en Html, @import et JavaScript.

Comment procéder pour mettre en place une typographie (police) sur un site :

Pour cela nous avons choisie de prendre Google Web Fonts.

1er Etape : Recherche d’une typo :
Susceptible d’être changé par la suite, nous avons pour l’instant pris la typo « Redressed
by Astigmatic »

2e Etape : Test de la typo (taille, etc ..) :
Permet de constater le rendu de la typo avec une phrase ou un mot, nous avons testé le mot « E-
Commerce »

3e Etape : Récupérer le code CSS :
Un code CSS est fournit à la fin de la manipulation pour qu’il soit mis directement sur le site (non
testé encore)

Pourquoi nous avons pris Google Web Fonts ?

• Un site web facile à prendre en main

Le site « Google Web Fonts » met à disposition un lot important de polices qui vont servir pour
construire son site.

• Intégration facile de polices sur un site web

Google offre la possibilité d’intégrer une ou des polices dans un site simplement en utilisant une ligne
de code (qui est le CSS) et qui est à placer dans le .

• Possibilité de télécharger les polices

Nous avons la possibilité comme sur DAFONT.COM de télécharger des polices qui peuvent par la
suite être réutilisé dans « Google Web Fonts » ou alors dans un autre comme « CUFON ».

Nous pouvons constater que beaucoup de polices ne comporte qu’un seul style, ce qui limite les
possibilités, notamment pour du print.

Le choix d’une police passe aussi par sa lisibilité à plusieurs résolutions d’écran. Les internautes
surfant avec Windows XP et n’ayant pas activé Clear Type par exemple, aurons du mal à distinguer
les polices web.

Author(s) :

Author(s) : ExactTarget

 

Companies must take advantage of this trend and focus their communications to their consumers by using mobiles.

Results:

 

The usability of mobiles increased for few years with Smartphone. People are always connected to the Internet regardless the place, the time, they are no longer in front of their computer. Firms changed their approach of communication with customers. 

What have they done to adapt?

In the first time, they are grown their email subscriber list and build a SMS subscriber list. The aim of this practice is to touch a lot of people and make sure that the message which is sent is read. If people don’t receive the message on their e-mail address (or email program) they can receive it by a SMS. 

“According to BI Intelligence, 99% of all mobile devices sold today are capable of receiving SMS messages”. 

  

 

Other system as account activity alerts allow firms to send convenient updates to their customers mobiles phones. They can then request specific message types like automatic payment, overdraft alert. This type of alert has become a mode of communication for many organizations like investment firms, retailers.

In order to reach as many people as possible and to have a successful campaign, a company must diversify its channels. We saw that a company can use Emails, SMS but can also use, for example, the cross-channel for a campaign or social networks like Twitter and Facebook. 

Moreover, mobile apps (on Android market and App Store for Apple) are one of the newest communication channels available to marketers. There is a new way to connect with the customers for the companies which is called push notification.

What is push notification ?

Push notification allows an app to notify you of new messages or events without the need to actually open the application, similar to how a text message will make a sound and pop up on your screen. This is a great way for apps to interact with users in the background, whether it be a game notifying us of some event occurring in our game world.

 

 

 

 

Conclusion:

 

We saw that mobile had an important place in a marketing campaign. Firms need mobiles to promote its products, services. The social network like Facebook is the most suitable location to develop a campaign of this type. There’s no doubt that today’s consumers are mobile. They’re constantly on-the-go, sending and receiving communications of all types. This is the best way to attract the customer and have the greatest number of responses. The mobile is the future.

Author: Exact Target

ExactTarget is a leading global provider of email marketing and cross-channel interactive marketing software-as-a-service solutions that empower organizations of all sizes to communicate with their customers through email, mobile, social media, and websites. 

ExactTarget’s powerful suite of integrated applications enable marketers to plan, automate, deliver, and optimize data-driven interactive marketing and real-time communications to drive customer engagement, increase sales, and improve return on marketing investment. 

Author(s) : Khrysti Nazzaro,

All companies need to do a redesign of their website. There is a website created all 30 minutes. So, you must stand in order to attract users on the website. The appearance and content of a website are two very important elements. That’s why the director did a search on the website redesign. He has established several questions that every company should ask in order to have the best website redesign.
What are the important elements to make website redesign?

For a good plan of a redesign website, all steps should be taken into account. Any part may escape. There must be an answer to all the questions in the document. This is a project that requires time, concentration and money. Firstly you must have a budget for this project and calculate an exact time to achieve this. Have a specific target for this project.
We have there three different parts for a redesign website :

-the technical part: a list of tools and add functionality to the website can increase the website. Have a good code and be adapted to W3C rules. More website has content or tools, it becomes more interested for the user what he’ll want to return it.
Then, analyze default and good things about their old website. Keep all elements which have a good performance in order to add in the redesign website. Know what kind of public target you want to adapt the website. Compare with the competition websites and look for the interesting things.
The director also asks how you collect informations about clients, how you send newsletters.
The fact of interest to our customers allows their loyalty to the company.
Ask the question about CMS, if you have, what do you want to add. Or not, do you want a CMS for edit, for update for the future website. Today, social media, multimedia content, blog or forums are here to get close to clients and to response to all their questions.

-the new technologies part: have a list of keywords that corresponds to the website in order to place the website in a good ranking in search engines. And analyze if old keyword are good .Use the responsive web design for adapt all website with any technologies

1. I think any company must do a website redesign.

A website redesign is necessary a need for all company. Because all company wants to be modern. The world is changing so people are changing too. So you must innovate your website for attract people and push them to buy something.
 I found “68% of marketers said they redesigned their website in the last 12 months, 34% in the last 3 months and 34% from 4 to 12 months ago.”

For example, take Google Analytics technologies are evolving so Google is developing also. The user needs much more features, a need to be fast and have an easiness to use. I think websites are like a software, they should make update to adapt for users who don’t want spend much time looking or complicated to use a tool.

NEW SITE:

OLD SITE:

 

But for some companies, they don’t need to do a redesign of their website because they have a large number of visitors and they don’t have time for this. They prefer to focus for sell more products and get more customers instead of redesign. You know even large companies like Amazon, Facebook, wordpress, have doing a redesign.

GO TO SEE: Biggest website redesign

2. I suppose all company that makes a website redesign have entire satisfaction.

There are approximately 67% of satisfaction companies that have made a redesign website.
43% are somewhat happy and 24% are extremely happy. Against 1/3 of marketers are not happy for their redesign website.
 These are companies that establish a good project plan for their future website. So they took into account all the steps necessary for their project.

When a company redesign their site because their visitors leave the website home page. There is a rate used to determine whether the user visits the complete website: it’s the bounce rate. This rate is a percentage of users who have visited a page.
This rate is applicable for companies because it explains that the user did not want to go further on the website. That is why every company opted to redesign their website.
As you can see in the graph, on November 15 you have the bounce rate reduced by 35% and Average time on site grows by more 80%.
So it’s demonstrated a redesign website can attract more people and can give a good image of the website for users.

In conclusion, the website redesign is essential for every company that wants to move. The world of the web continues to develop. It’s necessary that companies are able to attract users. Every user is different, it’s necessary that all websites are suitable for everyone. If a company does not have enough visitors to its website, the redesign website all 1Year or 2years is required to be the trend of the moment.

Biography of Khrysti Nazzaro:

Senior Director of Optimized Services
MoreVisibility
January 2012 – Present

Managed team of Client Strategists responsible for clients’ online marketing accounts. Served as coordinator with Optimized Services (SEO) team.
Client Strategist
MoreVisibility
September 2006 – March 2007

Author(s) : Khrysti Nazzaro

Test

Author(s) : Scott Brinker

Author(s) : Hugo Grillat