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5Q Communications - Top 10 Tips for Effective Web Ministry
 

5Q Communications - Top 10 Tips for Effective Web Ministry

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This presentation was given by 5Q CEO, Chad Williams, at the NRB

This presentation was given by 5Q CEO, Chad Williams, at the NRB

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    5Q Communications - Top 10 Tips for Effective Web Ministry 5Q Communications - Top 10 Tips for Effective Web Ministry Presentation Transcript

    • Internet Training Session Top 10 Tips for Effective Web Ministry Speakers: Todd Turner, Insight For Living & Chad Williams, 5Q Communications Monday, March 1, 2010 1 * No oversight or responsibilities for Web; Executive; Management; Web Rockstars. * Vince Lombardi: 6 division titles, 5 NFL Championships, and 2 Super Bowls
    • Strategy Monday, March 1, 2010 2 “Failing to plan is planning to fail” “Strategy is doing the right thing; Tactics is doing things right” “Begin with the end in mind”
    • Strategy Monday, March 1, 2010 2 “Failing to plan is planning to fail” “Strategy is doing the right thing; Tactics is doing things right” “Begin with the end in mind”
    • Monday, March 1, 2010 3 Context: Ministry goals, funding, politics, culture, technology, human resources Content: What is it that we want to communicate, existing content, new content Users: Audiences, tasks, needs, experiences, vocabularies, etc
    • 4 Monday, March 1, 2010 4 Context: Radio Advertising Agency -- relationship Users: Radio Ministries-- potential ministry partners and existing, stations--new and potential Content: Unique content serving various audiences
    • Monday, March 1, 2010 5 Opened the Vault: Users: internet visitors weren’t purchasing; Context: fit philosophically--ministry minded; Content: 40 years of content B/F: 4,500 downloads/mo 1 Million Downloads/mo 15 Million Downloads Revenue: CD sales stayed the same December largest giving month on record
    • Monday, March 1, 2010 6 Users: Radio Listeners, # audience have iphones Context: Radio Content: Radio How do you get to the sweet spot? Ask right questions
    • Who is your audience? 7 Monday, March 1, 2010 7 demographics/psychographics
    • Monday, March 1, 2010 8 ministry, engagement, donations, sales, etc, sending traffic to ministry sites
    • Monday, March 1, 2010 9 ministry, engagement, donations, sales, etc, sending traffic to Ministry Sites
    • What is the primary action you want visitors to take? Monday, March 1, 2010 10 Mental Model
    • Does your site communicate effectively? Monday, March 1, 2010 11 Graphic design, text, professional
    • Is your site integrated and complient? Monday, March 1, 2010 12 Integrated: Sign up Compliant: COPPA, Can-SPAM, E-commerce,
    • Monday, March 1, 2010 13 Comprehensive Strategy: Chris Brogan: Trust Agents Book Home Base: Blog, donation, store,
    • Monday, March 1, 2010 14
    • Monday, March 1, 2010 15 Conference: March 25-27
    • Strategy Take Home Tips ✓ Find Your Sweet Spot ✓ Ask the Right Questions ✓ Build Encompassing Strategy Monday, March 1, 2010 16
    • Strategy Resources Groundswell The New Rules by Charlene Li & of Marketing & Josh Bernoff PR by David Meerman Scott Monday, March 1, 2010 17 Groundswell: conversations New rules: see yourself as a publisher; give
    • Website or Web Ministry? Monday, March 1, 2010 18 Website = Organization-centric; Same content as offline; Same audience as offline Web Ministry = User-centric; re-shaped and new content; new or growing audience
    • Website or Web Ministry? Monday, March 1, 2010 18 Website = Organization-centric; Same content as offline; Same audience as offline Web Ministry = User-centric; re-shaped and new content; new or growing audience
    • Monday, March 1, 2010 19 This is a website This is a web ministry
    • Monday, March 1, 2010 19 This is a website This is a web ministry
    • Monday, March 1, 2010 19 This is a website This is a web ministry
    • 37.4 Million Visitors Monday, March 1, 2010 20 Not a client Tremendous job reaching Ask yourself: website or web ministry?
    • Right Stakeholders Monday, March 1, 2010 21 Story: publishing new book, 2 days after hits the street, get email asking if www.yourministry.com/yourbook exists. Launch a new web promotion: free calendar -- 10,000 new names
    • Right Stakeholders Monday, March 1, 2010 21 Story: publishing new book, 2 days after hits the street, get email asking if www.yourministry.com/yourbook exists. Launch a new web promotion: free calendar -- 10,000 new names
    • Right Stakeholders ✓Who is your Web Champion? • Are they at the right tables? • “How can we leverage the Web?” ✓Brainstorm: Who Will This Touch? Monday, March 1, 2010 22 Brainstorm: need to do that for every project/initiative -- production, sales, maintaining
    • Org Chart Conundrum Monday, March 1, 2010 23 Where does the responsibility for the website fall? * IT? Marketing? Creative? * Goes back to strategy--what is your primary purpose for the site? * Never put it in IT; Media Ministry / Marketing
    • Org Chart Conundrum Monday, March 1, 2010 23 Where does the responsibility for the website fall? * IT? Marketing? Creative? * Goes back to strategy--what is your primary purpose for the site? * Never put it in IT; Media Ministry / Marketing
    • Org Chart Conundrum Monday, March 1, 2010 23 Where does the responsibility for the website fall? * IT? Marketing? Creative? * Goes back to strategy--what is your primary purpose for the site? * Never put it in IT; Media Ministry / Marketing
    • Org Chart Conundrum Monday, March 1, 2010 23 Where does the responsibility for the website fall? * IT? Marketing? Creative? * Goes back to strategy--what is your primary purpose for the site? * Never put it in IT; Media Ministry / Marketing
    • The Webmaster Is Dead Monday, March 1, 2010 24 Poor tomato. Those who are responsible for everything say, “Yes, I’m dead--I’m overworked!”
    • The Webmaster Is Dead Monday, March 1, 2010 24 Poor tomato. Those who are responsible for everything say, “Yes, I’m dead--I’m overworked!”
    • Team Approach Project Manager Content User/Customer Input User/Customer Input Creative Technical Design Design Monday, March 1, 2010 25 Project Manager: keeps things on task Content Writer: creative writing; writing for the web Creative Design: graphic design; photoshop; html; CSS; flash design; information architecture; technical; programming; database
    • Hire or Outsource? ✓Volunteers ✓Hire Staff ✓Freelancers ✓Web Agency Monday, March 1, 2010 26 I’ve done all these... Volunteers: used a core of volunteers for certain things -- BTTB story Hire: hire best talent with ministry heart Freelance: lower price; need good Project Manager Web Agency: Exposure trends; Fill all your gaps; Consistency; Value
    • Working with Freelance/ Agencies ✓References ✓Single point of contact ✓Single firm ✓Clear expectations ✓Avoid micro-management Monday, March 1, 2010 27
    • Workflow Resources Web Redesign 2.0: Workflow that Works by Kelly Goto and Emily Cotler How to be a Great Web Client www.5Qcommunications.com Monday, March 1, 2010 28
    • Design: More than Pretty Monday, March 1, 2010 29 Form = abstract Function = work well
    • Design: More than Pretty Monday, March 1, 2010 29 Form = abstract Function = work well
    • www.leoburnett.ca Monday, March 1, 2010 30
    • Monday, March 1, 2010 31
    • Monday, March 1, 2010 32
    • Monday, March 1, 2010 33 Balance between form and function. Works well, clear path-ways, clean. Leans towards functional.
    • Monday, March 1, 2010 34
    • Design Tips: Use Conventions ✓Logo ✓Navigation ✓Search box ✓Metaphors (e.g. shopping carts) Monday, March 1, 2010 35 * Common locations for logo, navigation, search box * Use metaphors * Tell site aspects without being able to read the language
    • Monday, March 1, 2010 36
    • Design Resources www.SmashingMagazine.com http://sixrevisions.com www.webcreme.com/ Monday, March 1, 2010 37
    • Search Engine Optimization Monday, March 1, 2010 38 Finding your site is like finding a needle in the haystack Some say, “Ignore SEO”
    • Search Engine Optimization Monday, March 1, 2010 38 Finding your site is like finding a needle in the haystack Some say, “Ignore SEO”
    • Monday, March 1, 2010 39 What organization is this? Generic searches tell us that we are reaching a new audience
    • SEO Basics ✓Keyword research ✓Keywords to content writers ✓One key phrase per page • Title • One H tag per page (H1) • Copy ✓Quality links Monday, March 1, 2010 40 Keyword research
    • SEO Consultant ✓Training ✓On-going process ✓Conversions are key Monday, March 1, 2010 41
    • Buyer Beware ✓Beware of out-of-the-blue emails “Dear Google.com, I visited your website and noticed that you are not listed in most of the major search engines and directories...” http://www.google.com/support/webmasters/bin/answer.py?answer=35291 Monday, March 1, 2010 42
    • Buyer Beware ✓No one can guarantee #1 ✓Beware of secrecy ✓You should never have to link to an SEO http://www.google.com/support/webmasters/bin/answer.py?answer=35291 Monday, March 1, 2010 43 No one can guarantee a #1 ranking on Google. Be careful if a company is secretive or won't clearly explain what they intend to do.
    • SEO Resources www.BruceClay.com www.seomoz.org www.WordTracker.com How to Write Killer Web Content www.5Qcommunications.com Monday, March 1, 2010 44 www.WordTracker.com
    • Usability: Cater to Visitors Monday, March 1, 2010 45 How many times has this happened to YOU at a website? Why does this happen? Because we aren’t listening.
    • Good Navigation ✓Where am I? ✓Where have I been? ✓Where can I go next? ✓Where is home? Monday, March 1, 2010 46 Foundation is a good navigation system.
    • Monday, March 1, 2010 47 Where am I? Where have I been? Where can I go next? Where is home?
    • Monday, March 1, 2010 47 Where am I? Where have I been? Where can I go next? Where is home?
    • Monday, March 1, 2010 48 7 kids; kids grab knees; So there it was banging itʼs head against the window. How foolish it looked. What did it need to do the correct the situation? Change perspective; it needed to change its perspective. Same thing in usability; get another perspective. Causes us to take a step back and look at our products through the eyes our users. When we do it, it is amazing how much clearer things become.
    • Usability Testing ✓Observe one user at a time ✓Inform your judgment ✓Test one person at a time ✓Think like your visitors? ✓Testing one person early is better than 50 people late ✓Nothing beats a live audience reaction Monday, March 1, 2010 49 What is it? Bringing in one person at a time. Why? (rest) How many have done usability test?
    • Monday, March 1, 2010 50 How many have ever done a usability test? Here is a sample.
    • ✓34% Revenue ✓76% New Names ✓11% $ Per Order ✓9% Cart Abandonment Monday, March 1, 2010 51 Usability website for FPA resulted in...
    • Resources www.morae.com Usability Increases Revenue by 34% www.5Qcommunications.com Monday, March 1, 2010 52 * Don’t Make Me Think: Classic * Rocket Surgery: Released 2010 * Morae * White Paper -- you can read full report on Listener’s Bible Case Study * Wrap-up: Strategy, website or web ministry, right stakeholders, org chart, right team, design, SEO, usability,
    • Analysis Tracking Web and Ministry Numbers Monday, March 1, 2010 53 A top 10 best practice - do ongoing analysis If you cannot measure it you cannot manage it In the old days you measured views and hits - now it is conversions Capture the right data so you can make the right decisions
    • Don’t build application(s) until ... How are we going to measure “success?” Conversion Visitors 200 Building it is only half the battle. 150 Eyes on the page isn’t a good measuring stick. 100 Do certain paths produce 50 different results? 0 2007 2008 2009 2010 Analysis Monday, March 1, 2010 54 When you build any web project - define what success is. Clearly define what success is then you can capture that goal. Example: capturing email addresses is a goal and there are multiple ways
    • You can’t manage it if you can’t measure it! Spreadsheets vs Graphs DATA GIVERS SUSTAINING 2010 2009 2008 100 45590 54483 52433 42589 78524 45858 75 41598 24887 14452 40598 24785 44128 50 28658 36444 78722 56871 78545 17475 25 45887 47228 56585 0 2007 16859 47214 54858 2008 2009 2010 Analysis Monday, March 1, 2010 55 Graphing the data is key to helping you make the right decisions. This sounds simple but until you start graphing the data, how do you know what trends or anomalies you have?
    • Key data to capture QUESTIONS BEYOND THE NORM... Value of an email: Email to $$$ (1 to 1)... by channel Different channels equal different results Do offline email imports behave the same way as online captures? Do you need different Welcome Flows? Does a web sale bring the same revenue as retail pricing? Do you lower pricing periodically or hold prices? What paths are visitors taking? Does your search box get more activity than your links? What keywords are users searching for on YOUR site? Build that content? Buy that product? What emails are visitors unsubscribing from? Do you see any trends here? A/B testing emails and reaction Subjects lines? Premium vs straight ask? Do your donation forms all bring in the same average gift? Why? Analysis Monday, March 1, 2010 56 What is the value of an email? You may have several different channels for collecting addresses, are different channels worth more to you? “Welcome Flow” is an auto-responder plus, for Insight For Living, this launches a flow of “Welcome” information that educates the user about IFL and builds relationships. Depending on how you come to IFL you will get a different “Welcome Flow” (educational campaign/relationship building) The Welcome Flow buffers you out of other correspondence until you are through the flow (that way there is no “asks”
    • New Names Value for Value Monday, March 1, 2010 57 When you collect names, think V for V. When asking for an email people these days think I better be getting something good.
    • Traffic and page counts are not good enough Relationships are everything Conversion Traffic Library vs corner bookstore approach 70 Content provider Emails collection / Phones numbers-Texting 52.5 Streaming player good space to play in 35 Left Nav collection 17.5 Landing page forms/sign up 0 2007 2008 2009 2010 New Names Monday, March 1, 2010 58 * IFL has chosen to build relationships through emails. * Library vs. bookstore approach -- some ministries lay out their content as soon as you get in the door, itʼs all layed out -- content heavy * IFL takes more of the approach, “Hey, how are you? How can I direct you today?” We are here for you and want to build a relationship. * Some collect cell phone numbers for texting campaigns (Focus on Family) * Email sign ups in the Left Nav - IFL grew 200K address by doing this
    • Push, Don’t Pull Kiosk in the Mall Monday, March 1, 2010 59 Take you website to people vs. trying to get people to drive down your road by billboard advertising. Go to where people are hanging out - use social media, Oneplace, and other places where the people are.
    • If you build it, no one cares! Location, Location, Location Countless hours spend planing, designing, coding, testing...building application Little time worried about getting the RIGHT traffic there. SEO doesn’t always fit (People don’t search for you like you may think) (Cribs) Take your product to the MALL (Social Media) Push, Don’t Pull Monday, March 1, 2010 60 Would you rather have more people or the right people? SEO -- For instance if I were a dog breeder what key words would I want? Dog? Lab? Breeder? 1 strategy = Those are too broad and everyone uses those. If you are in Nashville, then you want words like Nashville TN breeder. Cribs is general but now you can soft sell the product through baby names an also offer his work... tie it into 2 strategy = social media
    • Multiple Approaches You Have Options RSS - Social Media Let the Web work for you Feedburner - Why reinvent the wheel? PDA/APPS Your Content Other Sites Syndicate Widgets - People looking for content XML - Your Site Work with developers Push, Don’t Pull Monday, March 1, 2010 61 Think about your content vs. just thinking about your website as the place to bring people to Feedburner - free and a way to give out content
    • Commitment Stay with it! Monday, March 1, 2010 62 Nothing more frustrating than building and not sticking with it. Easy to jump into the next thing.
    • It takes time to do it right Ready...Shoot...Aim... The Org Chart Don’t Guess Just because you can, doesn’t mean you should Need a buck-stops-here person - WEB experience Homepage WILL look like your organization ads, too many items above the fold, shotgun design What Do you Do? Then do it... and keep doing it! Most of us are not the patriarchs... Let technology assist the mission/vision... not change it. Commitment Monday, March 1, 2010 63 The web person needs to be a person that is empowered, know the vision Most are not patriarchs -- means we are not the person who started the organization, why do something?
    • Todd Turner toddt@insight.org Chad Williams chadw@5Qcommunications.com Eric Brown ericb@5Qcommunications.com Twitter: ask5Q Attend the Internet Advisory Council Open to all, Tuesday from 2 to 3 pm Monday, March 1, 2010 64