Online Communicators
Practicing what you preach?
Dorthe Jespersen - drj@jboye.dk
November 2010
About me
You know
what to do
Plan
for content
Know
your users
Support
& motivate
Measure
& evaluate
Communicate
to stakeholders
Communicate
to stakeholders
Measure
and evaluate
Support
and motivate Know
your users
Plan
for content
Plan
for content
“We are three weeks from
launching the new site… Wait,
what about the content?”
What
worked?
“We did a writing for the web
course for everyone in the
communication team – even
those not working on web”.
Danish Minis...
“We do quarterly auditing,
focusing on one issue each
quarter, such as SEO, tone of
voice, accessibility”.
Muncipality of ...

Editorial calendar
Regular auditing, focusing on one(!) issue
Do less content
Work on content strategy
Know
your users
“Well, everyone knows
the users prefer…”
What
worked?
“We had no budget, but did
usability testing anyways.”
Alfa Laval, Sweden

“1 week every two months we
spend in the field: In customer
service, with consultants, with
our users”.
Environment Agency...

Benchmark before and after
Use what you have
Focus
Support
& motivate
“No matter what I say or
do, the editors seem to
constantly forget what
makes good web content”
What
worked?
“Every two weeks we host a
web café. Editors tell us that
this is the only time they really
get the work done”.
IDEmøbler,...
“Editors need to publish this
amount of news and that
amount of articles – and we
follow up.”
Danish Nurses’ Organisation,...

Go on a roadshow
Make sure editors know where to go
Internal web awards (best and worst)
Make end users visible
App...
Measure
& evaluate
“I send the analytics reports off
every months, but never get
any comments… In fact, I don’t
use them much myself either”.
What
worked?

Maersk, HQ Denmark

Velux, HQ Denmark
Number of visits
Pages

Trends, not numbers
Look for low hanging fruit
Visualise
Benchmark across websites and people
Communicate
to stakeholders
“Visitors, bounce rate,
performance, navigation,
usability, standards, SEO,
CMS…”
What
worked?
“We are wasting 100.000 $ on
producing and maintaining
pages, that no one looks at”
Environment Agency, UK

“I try to make life easier for my
boss, by feeding him articles on
web trends and best practice,
and writing action lists ...

Have an elevator pitch
Present scenarios
Keep a public to-do-list
And a done-list!
Reduce costs? Increase revenue o...
Communicate
to stakeholders
Measure
and evaluate
Support
and motivate Know
your users
Plan
for content
Good luck on your projects!
drj@jboye.dk
Let’s continue the conversation
On LinkedIn or in…
our groups for web professiona...
Online communicators - Practicing What you preach?
Online communicators - Practicing What you preach?
Online communicators - Practicing What you preach?
Online communicators - Practicing What you preach?
Online communicators - Practicing What you preach?
Online communicators - Practicing What you preach?
Online communicators - Practicing What you preach?
Online communicators - Practicing What you preach?
Online communicators - Practicing What you preach?
Online communicators - Practicing What you preach?
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Online communicators - Practicing What you preach?

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Presentation from J. Boye Conferences Aarhus 2010.

We all know the classic rules for good online communication. So why is it still so hard to practice what you preach in terms of great online communication in most organizations?

Do you recognize any of these situations?

* You are three weeks away from launching the new website… But haven’t thought about the content yet
* Your manager keeps asking you to upload 200-page PDF documents
* You have piles of content that was last updated in 2004
* Your decentralized editors’ motivation level remains at rock-bottom
* You are drafting up good-looking analytics reports, but secretly don’t know how to use them

Join this analyst talk to hear what stories web communicators are reporting from their daily life. Dorthe will draw on real-life experiences and examples from members of the J. Boye community of practice, which includes a number of global, high-profile organizations. She will share examples of different ways of overcoming these typical challenges.

Published in: Technology, Design
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Online communicators - Practicing What you preach?

  1. 1. Online Communicators Practicing what you preach? Dorthe Jespersen - drj@jboye.dk November 2010
  2. 2. About me
  3. 3. You know what to do
  4. 4. Plan for content
  5. 5. Know your users
  6. 6. Support & motivate
  7. 7. Measure & evaluate
  8. 8. Communicate to stakeholders
  9. 9. Communicate to stakeholders Measure and evaluate Support and motivate Know your users Plan for content
  10. 10. Plan for content
  11. 11. “We are three weeks from launching the new site… Wait, what about the content?”
  12. 12. What worked?
  13. 13. “We did a writing for the web course for everyone in the communication team – even those not working on web”. Danish Ministry of Employment 
  14. 14. “We do quarterly auditing, focusing on one issue each quarter, such as SEO, tone of voice, accessibility”. Muncipality of Aarhus 
  15. 15.  Editorial calendar Regular auditing, focusing on one(!) issue Do less content Work on content strategy
  16. 16. Know your users
  17. 17. “Well, everyone knows the users prefer…”
  18. 18. What worked?
  19. 19. “We had no budget, but did usability testing anyways.” Alfa Laval, Sweden 
  20. 20. “1 week every two months we spend in the field: In customer service, with consultants, with our users”. Environment Agency, UK 
  21. 21.  Benchmark before and after Use what you have Focus
  22. 22. Support & motivate
  23. 23. “No matter what I say or do, the editors seem to constantly forget what makes good web content”
  24. 24. What worked?
  25. 25. “Every two weeks we host a web café. Editors tell us that this is the only time they really get the work done”. IDEmøbler, Denmark 
  26. 26. “Editors need to publish this amount of news and that amount of articles – and we follow up.” Danish Nurses’ Organisation, Denmark 
  27. 27.  Go on a roadshow Make sure editors know where to go Internal web awards (best and worst) Make end users visible Approved list of terms Concept for minimum information
  28. 28. Measure & evaluate
  29. 29. “I send the analytics reports off every months, but never get any comments… In fact, I don’t use them much myself either”.
  30. 30. What worked?
  31. 31.  Maersk, HQ Denmark
  32. 32.  Velux, HQ Denmark Number of visits Pages
  33. 33.  Trends, not numbers Look for low hanging fruit Visualise Benchmark across websites and people
  34. 34. Communicate to stakeholders
  35. 35. “Visitors, bounce rate, performance, navigation, usability, standards, SEO, CMS…”
  36. 36. What worked?
  37. 37. “We are wasting 100.000 $ on producing and maintaining pages, that no one looks at” Environment Agency, UK 
  38. 38. “I try to make life easier for my boss, by feeding him articles on web trends and best practice, and writing action lists from every conference I attend.” UNHCR, Geneva 
  39. 39.  Have an elevator pitch Present scenarios Keep a public to-do-list And a done-list! Reduce costs? Increase revenue or customer satisfaction?
  40. 40. Communicate to stakeholders Measure and evaluate Support and motivate Know your users Plan for content
  41. 41. Good luck on your projects! drj@jboye.dk Let’s continue the conversation On LinkedIn or in… our groups for web professionals Do you have an elevator pitch for your online activities? 10 tips to increase your value as a communication manager by using SEO and web analytics Migrating to a new intranet – how do you support the content owners?
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