Mette Nøhr
Head of Web Department
In the last 4 years, Mette's task has been to establish a professional web department carrying out complex insurance related web development.
Today, her department has 7 people employed who are responsible for:
- Analysis, implementation and maintenance of complex web applications, tools, and complete web site solutions
- E-learning
- Electronic communication
- SEO/SEM
- Strategy and method development
- ... And many other things
Prior to her job at International Health Insurance (IHI), Mette has worked 5 years with Novo Nordisk, 3 years at Navision (now Microsoft Dynamics) as a webmaster, and 2 years in the software and web consulting business, where some of the time was spent in Atlanta, USA.
Managing a diverse and ambitious web team
Wednesday, November 8th, 14.30
Category: Intermediate
Track: Strategy
Case: International Health Insurance
Bringing the web team back home, IHI went from an outsourced to "in-sourced" web team. This session will cover the different stages of maturity levels - from unplanned and experimenting approach to strategy, structure, and focus.
The IHI Web department was re-established 3 years ago. We are going through the different stages of maturity levels: from being one webmaster responsible for everything to being 7 people covering 360 degrees of e-commerce and digital marketing.
Furthermore, in 2005 IHI and one of their competitors were bought by the world's largest health care provider. All 3 companies are now in an integration process, where the online business is playing a vital role. One of the challenges we are facing now is how to obtain to go from a locally controlled web approach managed in 3 countries to one centralized web team managing smaller local teams across different time zones, different cultures, and different maturity levels.
The presentation will cover:
- How is the IHI web team organisationally located, structured, and controlled?
- Common issues and challenges faced by managers responsible for an e-commerce team.
- Challenges in going from a local to an internationally integrated web approach.
- Some best practices and recommendations.
Joint session with case presented by Eric Leroy from HP.
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Putting Search Engine Optimization into practice
Thursday, November 9th, 11.00
Category: Intermediate
Track: Project Management
Case: International Health Insurance
With increasing broadband penetration, new customer behaviour, and an increasingly competitive online market, how do you keep up the pace so you don't lag behind your competitors?
IHI has worked targeted with search engine optimization and search engine marketing since 2004. These tasks have been worked in as daily routines in the department. Getting users to click your free listings in a given search engine, a banner, a PPC campaign is one thing - The real challenge is to get the users to convert once they have landed on your websites! Here, the keyword is attracting quality traffic or in other words getting the right match for your product.
This session will give you a walk-through on the steps IHI has taken to reach their great results. It will also give you some best practices and guidelines on how you get started or take it a step further in Search Engine Optimization and Search Engine Marketing.
We are touching areas such as:
- How do I prove my success to the management?
- Keyword competition: Fighting for the same PPC keywords within the same organisation.
- Practical implementation of Pay per Click campaign.
- Proven results: From 12,000 to 62,000 visitors a month.
- Search Engine Food: Alternative methods to attract visitors to your site (content pages, online articles, newsletters, Online PR, etc.)
- Which processes did IHI go through to implement Search Engine Optimization and Online Marketing?
Download:
View the schedule.
