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| Team Rally Australia – Case Study |
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Brief:
Christophe Barriere-Varju of Team Rally Australia approached Tribalise to create a new website for him as he was embarking on his next big adventure: The 2010 DAKAR Rally, the toughest endurance motor bike race in the World. The Dakar is broadcast across 189 countries and attracts more than 300 million viewers every year. Christophe already had two existing sites which we seamlessly amalgamated into his current site. Christophe wanted to create a site that would allow him to easily manage and add all types of content - including blogs, external news feeds, events, and create a video and picture gallery to give users a terrific feel for what rallying is really about. More importantly, instead of having a static brochure type website, he wanted one that would allow his fans to participate in his journey and interact with him and network features to allow fans to become members and share their experiences. Another key requirement was that he needed to be sure the content he uploaded could be republished to a variety of places on the web including Google, Yahoo etc. Cristophe also wanted to ensure his Twitter account and all video content could be republished to video sharing sites like YouTube. Christophe needed to make his content as pervasive as possible. Christophe had researched a number of other platforms. The main reason why he did not move forward with them was that these platforms did not allow him to retain ownership of his members' data. Under Tribalise he owns everything: members information, domain name, and content etc. Should he ever wish to change to a different platform or sell his business, he can happily go ahead knowing there will not be any ownership obstacles in his way. VisionTo develop the best interactive website in the world focused on the Dakar Rally with a huge global fan base. This would enable Christophe to build his profile, attract new sponsors, keep existing sponsors plus provide a great place for people interested in the sport to hang out. DevelopmentSocial Media - the new way of communicating.Social networking is the leading phenomena in communication. Mentions of Facebook, LinkedIn, Digg, Twitter, Flickr and YouTube are present in your daily life, regardless of whether or not you participate in them. Simply put, online social media is all about dialogue: an eeffective, two-way discussion that bring people together in order to discover and share information.
Step 1: Only by fully understanding Team Rally’s needs and requirements would we be in a position to deliver a site that would encompass Christophe’s vision and at the same time cater to his growing fan base. To kick of the site development, we sat down with Christophe and spent over 4 hours interviewing him to reach an insight into his business/sport and to fully understand his needs and requirements and what Rallying meant to him and how he wished he could interact with his fans. Step 2: We had to make a decision about the the main navigational structure. Working the navigation out gives the site focus, structure and direction. Get this right and everything else falls into place. Tribalise and Christophe sat down to decide on the main navigation headings and sub directories.
Step 4: Once the template selection had been agreed on, we worked on designing the home page and choosing what applications Christophe required. The key elements included were a brief introduction, history, online users, latest members, top members, twitter updates, active groups, and news. Lastly, we added the most imporant part: the sign-up prompt for the newsletter. Step 5: Mike Kesterton, our product guru, spent a couple of hours with Christophe coaching him in how to add content. We then let him loose! Within a couple of days he had uploaded over one hundred articles and hundreds of photographs. To the surprise and joy of his members, Christophe had populated the majority of the site with fresh and relevant content within a week! As an experience, Christophe found the tutorial very helpful and empoering. However, it does require some Administrator participation in order to add contecnt effectively and seamlessly - particualrly at the beginning. Step 6: Once Christophe had uploaded the content, Mike began pushing that content back out to through the web and republishing to Google and Yahoo ...... Soon, all Christophe blogs and news stories also got republished onto his Facebook and Twitter accounts, creating even more links back to the Team Rally Website.
As a direct result of all the activity and republishing, the website generated8,294 page views and 1,028 unique visitors in the first four weeks - a phenomenal growth for a newly launched website! The average time spent on the site was over six minutes, with some people spending over fifteen minutes on the site per visit. Membership is growing at a very steady rate thanks to an application that allows Facebook Login. This application allows people to register and log in using their Facebook Login. The user can choose to import your Facebook profilen friends, and information into Team Rally Australia's website, saving the user the need to have to re-enter all this data upon registration. This is not only practical and time-saving for the user but it encourages members to invite other members to join the Team Rally Australia Community through their Facebook account. What’s the point? How does it fit B2B?Online Social Media is about weaving your content and message into the social web, making connections with your target audience, communicating in real-time, as well as listening and responding accordingly to these messages. These tools are the new way of networking – the days when people rubbed elbows over a drink to network are being replaced by this faster, more immediate format. These outlets go well beyond networking. Social Media is a powerful public relations tool. Online social media can fulfil almost any PR need your company. You can upload videos of projects or presentations onto YouTube; post internship and job postings on LinkedIn, MySpace, and Facebook. You can even link users to your company’s homepage. If you want to share information, start a page on Wikipedia about your company or participate in industry blogs or usergroups through LinkedIn. In addition to being represented in Cyberspace, your online presence will also improve your search engine optimization (SEO), which allows your company to appear at the top of Google searches. Tips and Best Practices
Client Comment“What we have achieved in just over three weeks of putting this whole thing together is simply amazing. We went at it the same way we race the Dakar, with full dedication, a team of experts, and a relentless pursuit of perfection. Location of visitors to www.teamrallyaustralia.com after only 4 weeks
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To supply a fully functional and easy to administer content management website with all the features associated with Social Networking to www.teamrallyaustralia.com .
Step 7: Christophe emailed his existing database to announce the launching of his exciting and interactive new website
