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Is feature porn killing usability in enterprise software?

by Yannis |July 20th, 2011

Nowadays, everything comes with features: my toothbrush comes with an added tongue scratcher, my morning cereal is fortified with all sorts of stuff and even my air freshener sports a motion detector. Enterprise software is no different; it might not come with added vitamins, but it’s certainly oozing features out of every USB socket.

Lately, we have been working with a number of organisations whose main offering comes with a screen interface:  contact centre solutions, BI software, risk management tools, etc. A common problem many people recognise but most fail to do anything about, is that bad usability can make using all this stuff a daunting task.

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Posted in Analytics|B2B|Corporate Communications|Creative|Design|Financial Services|Interface|Intranets & Technology|Optimisation|Skyron|UX
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Finally! LinkedIn adds more functionality to Company pages

by Yannis |November 11th, 2010
LinkedIn screen

LinkedIn Products & Services form

Company pages have been the weakest LinkedIn feature, until now. LinkedIn has finally added more functionality to the Company pages making them a far more powerful feature. The brand new Products & Services section allows every company to add a very detailed and comprehensive portfolio of their offering onto their LinkedIn Company profile. This is a fantastic opportunity for a number of reasons:

  • It is a fantastic showcase tool
  • It is a great opportunity for every company to fine-tune the description and details of their offering
  • Allows YouTube video imports and linking
  • The Company page can finally add real value and become a landing page (emails, business cards, etc.)
  • Allows promotion of the product/service on LinkedIn
  • Hopefully the products/services listed will be searchable, to bring buyers and sellers closer than ever

The only drawback is that companies have one more thing to keep up-to-date.

We are now working to update our LinkedIn Company pages.


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Posted in Advertising|Analytics|B2B|Branding|Corporate Communications|Lead Generation|LinkedIn|Marketing|Sales|Skyron|Social Media
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Migrating content from your old website? Here is a simple, yet über-effective tip…

by Yannis |August 28th, 2010

Thousands of pages, countless sections and subsections, hidden forms, forgotten PDFs and a global navigation buckling under the weight of 5 years worth of constant updates and additions. And now it has to be you in charge of migrating this unruly mess to your organisation’s brand new website and CMS.

It took years of hard work for the content to come together and everyone agrees there is some good stuff in there. But where do you start? Here is a trick to help you develop some criteria by which you can decide what to do with all this content.

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Posted in Analytics|Content|Intranets/Extranets|Websites
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How to manage your content for ROI

by Yannis |May 9th, 2010

Your organisation is an unstoppable content generation machine. Whether you are in technology, telecommunications, publishing, financial or professional services, think about how much content you produce: news, press releases, research reports, white papers, case studies, insights, sales presentations, proposals, copy for your brochures, websites, products, solutions, manuals and the list goes on. Usually, content appears to just happen; nobody plans it, nobody owns it and nobody is checking to see if anyone out there is reading.

Typical pains associated with arbitrary content generation are:

  • Product managers focus on feature jargon only they can understand
  • Strategy people tend to turn thoughts into dissertations
  • The company website’s copy was more or less copied from the previous website
  • No one knows if anyone reads the case studies on the website and if they add any value
  • Is a white paper better off as a registration sweetener or reward?
  • The PR agency is writing some stuff for the news section, but they don’t understand SEO
  • A work experience person wrote the LinkedIn company description; he even misspelled the company’s name

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Posted in Analytics|Content|Content Marketing|Content Strategy|CRM|Lead Generation|Sales|Social Media
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Analytics help News International uncover the lead generating power of their B2B website

by Yannis |April 16th, 2010

NIC HomepageThe website of News International Commercial (NIC – the trade marketing arm of NI)  is a typical B2B exercise. It promotes the brand, showcases products and features case studies, news, insights and contact information. And like a lot of other B2B websites it could easily be left to its own devices  condemned to a sad life of brochureware insignificance. Such neglected B2B sites, and there are quite a few around,  act like a black hole where an unspecified number of users go in and out, but nobody knows what they get up to – and consequently nobody has with any idea how to make any money from them. So when the strategy behind the NIC website was drafted, Skyron advised the marketing team on the commercial benefits of analytics. Everyone agreed that to extract maximum value from the effort and money invested, a closer monitoring of the website’s performance would be the way forward.

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Posted in Analytics|Case Studies|Content|Lead Generation|Media & Publishing|Optimisation|Websites
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Do you need a mobile website yet?

by Yannis |April 7th, 2010

Unless you just landed from outer space, it is very likely that you have been following the media obsession with the iPhone (and now with the iPad). You are probably wondering if thousands of fingers, styluses and makeshift pointing devices trawl through your content, case studies and event registration pages every day. We asked the same question about our clients’ websites: is there enough mobile traffic to justify the cost of developing a mobile website?

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Posted in Analytics|Mobile|Websites