CSAE Redengine Presentation

CSAE National Conference & Showcase September 23 – 25, 2010 Québec City Online Communications – Exceeding Audience Expectations Mangal Singh [email_address]

Web 2.0 has empowered us to communicate differently – and forces us to embrace the ‘public’ in Public Relations .

People Are Engaged … Customer Engagement Website Mobile Web Social Networks

Internal research
Internal Goals
Objectives and Tactics that will support Goals
Competitive Analysis
What does the site need to do as a business tool

Review existing data
Search Analytics
Review analytics data
What are the top tasks?
What is the most visited and requested content?
Content inventory
Review existing marketing efforts both online and offline

Find the right people
Assign time and resources
Look for people who have done similar projects
Vendor
Do they understand your needs?

Technology platform
CMS?
Evaluate technology platforms
Will the chosen platform support long term goals?
Level of support
Availability of developers

Critical Success Factors
Collaborate
Allocate time and resources
Follow a plan
Listen and Revise
Don’t assume anything – clarify (internally and externally)
Speak in the audience’s voice – not your own internal lingo

Discovery Phase
Critical stage, spend the time to do it right
Blueprint
What has worked in the past?
What has not worked?

Discovery Phase
Involve key stakeholders
Define how success will be measured
Brainstorm
Prioritize items

Social Media
Develop a messaging style guide
What tools are currently used?
Establish tracking

Mobile
Do you need to provide mobile access?
What level of access?

Web site promotion
How will you promote your site?
Word of mouth
Social media
Paid ads
Search engine optimization

Word of mouth
Where to start
Get others to link to you
Use testimonials
Get members/customers to endorse you

Social Media
Where to start
Social media can take time
Choose where you will get the best return on investment

Paid Ads
Where to start
Takes more money than time
Gets you visible right away

Hosting
Domain
Registrar
Hosting
Uptime
Available support
Experts in chosen technology
Backups and security

Know your audience
Information Architecture
Who is going to use your site?
What information will they need from the site?
What information do you want to push out?
What information is requested?

Content is king
Content – a launch killer
Where will the content come from?
Migrated from the existing site?
Need to be written?
Who is responsible?

Content is king
Migration plan
Automate where possible
Data cleanse
Content creation processes

Content is king
Get a writer
Review many samples
Review the tone
Provides tone and professionalism

Writing for the web
People do not like to read online…
Keep it short
Get to the point
Use bullets
Use header tags

Search Engine Optimization (SEO)
Refers to tactics to help improve the quantity and quality of traffic to your site
SEO is an ongoing process that needs to be managed and monitored as content is added or modified
Approved strategies- arrived at by good web site design and content development

Bad tactics, bad results
Keywords play an important part, spend the time to understand your audience
Internal jargon or laymen terms
Each engines spider all pages, so make keywords fit page content

Review your stats
Review keywords being searched
Review the bounce rate
Revision may result in lower numbers but so will the bounce rate
More qualified traffic

Onsite
Page titles
Keyword rich URL naming
Meta Data Keywords
Meta Data Description

H1 and H2 Tags
Content rich keywords
Title tags
Image tags
Meaningful file and image names

Content
Keep SEO in mind when writing the content
Use key keywords
Do not spam keywords
Use variation of your keywords

Use industry jargon and laymen terms
Terminology that makes sense
Use bulleted lists
Spell out acronyms
Use bold it highlight important terms
Keep a consistent tone
Keep the look and feel the same

Link to other pages
Links should contain keywords
Provide a summary
Link to other sites
Know who you link to
Link checker

Ongoing
Lay the groundwork and maintain it
Many tactics, broken down they are understandable
Low hanging fruit
All practices are worthwhile to help drive the right traffic to your site

Key features
Special functionality
Member only
RSS or eNews
eLearning
Mobile environment and/or Social Media
Careers section
Event registration
Member Management functionality/integration
Security login information

Wireframes
What does that house look like?
Test the flow before design
Display control requirements

Design & Build
Visual design
Review sites that you like
Review sites in a similar business

Design
Requirements gathering
Logos
Photos and Imagery
Branding and identity guidelines
Display controls
Brochures and other publications

CMS Setup
Yes or No?
How to choose
Who adds content and who authorizes
Security assignment
IA and SEO set up
Metadata
HTML template integration
Set up standard display controls

Development
Custom Display Controls
Member Directory, RSS, Social Media Tools
Online Payment
Google Analytics
Testing
User Testing

Good 404 pages
Lets the user know the site is not down
Makes it easy for user to stay on our site

Good Analytics
Google analytics
Browser types and versions
What window sizes to support
Most visited pages
Platforms
What landing/promotional pages need improvement?

Training & Content Entry
Hands on training
Train the trainer
Content entry
Challenges of content entry
Testing

Testing
Test often
Test early
Be actively involved through all processes

User testing
Get a small group
Ask them to complete common tasks
Invaluable process
Helps launch successfully
Online registrations or action items

Bowser compatibility testing
Desktop (IE 9-8-7-6, Chrome, Firefox 3-2, Opera)
Mobile (iOS, Android, Blackberry)
Browser market is more fractured than ever before

Functionality testing
Where to start
Check all complex functions, forms
Check all flows
Check all error messages
Check all emails are received properly

Pre-launch testing
Spelling, grammar
Consistent wording
Standards validation
Link checking

Pre-launch testing
Security
Sensitivity pages protected
Check robots.txt file
Back-ups in place
Turn off error reporting

Post –launch testing
Performance testing
Link checking

Constant evolution
Launching your site is only the first step
Keep it fresh and up to date
Listen to your audience needs

Where to from here
Tracking
Care and feeding of new content
Listening and refining to meet audience expectation and desires

Shout Out Social Media

Social Media
Buzz word
Adoption of social tools and techniques growing fast
Lots of confusion around terminology, best practices and approaches

People driven
Not technology driven but people driven
Allows to connect people with similar ideas
Allows us to find quicker and more precise ways to share content
Embraces the two way conversation
Allows individuals to speak and be heard

People driven
More effective ways to communicate
Collaboration
People Inspiring each other
Ability to broadcast opinions on products and services quicker than ever before

Social media
Someone is already talking about you
Get involved and see what is being said

Investment of resources
Takes effort
Resources
Time
Needs to be managed

How did we get here?

Social Media
Growing demographic choosing tools and platforms of their choice to engage people and organizations
Younger generation will expect social web experience
Present content in mediums the user expect and need

So many tools!
Twitter
Wikis
You Tube
Blogs
Delicious links
Facebook
Linked in
Access to expanding set of platforms and tools for real time communication

Blogs
Online publications
Can be run by one person or a group
Most are interactive allowing you to gather audience feedback
Mostly text based
Tied closely with RSS feeds

Blogging best practices
Define strategy, topic and purpose for your blog
Have personality
Create value with new content
Post regular, at least once a week
Engage the audience
Respond to people who comment

Delicious Link Sharing
Social booking tool also known as content tagging
Non hierarchical classification to organize and tag content
Tags publicly viewable unless made private
Help create tag clouds

Delicious best practices
Use as many tags as make sense
Use already created ones if possible
Use narrow specific tags
Add a description
Modify link titles so they make sense and contain keywords

Facebook
Goliath on the internet
Helps connects friends
More family and fun
Create and participate in groups
One of the first and still only social media sites requiring people to indentify themselves

Facebook
Facebook groups connect users of similar interests around a topic
Groups tend to be informal and casual
Facebook fan pages allow brands and public figures to better connect with users

Facebook practices
Participate in and utilize groups and community spaces your target audience already uses
Encourage open discussion, invite users to post questions on your wall
Check your pages and groups and participle frequently
Answer questions in a timely manner
Customize and brand your organization’s Facebook page

LinkedIn
Business oriented social networking site
More professional networking
Connections used to build and expand the personal network
Profiles are not very customizable

LinkedIn best practices
Encourage staff to create profiles and connect to your organization
Find who you know and start building your network
Join industry groups relevant to professional interests
Connect with other organizations, partners or businesses you with or have worked with

Twitter
Micro blogging service
Allows use to broadcast short messages
Has tight integration with mobile phones
Individuals can post experiences as they happen
Largely public forum
Ultimate example of flexibility

Twitter best practices
Use a casual friendly tone
Follow those who post things of interest to you
Post links you find interesting
Reply promptly to people with questions
Ask questions and solicit feedback

Develop a social media policy
Be professional
Do not disclose confidential information
Respect copyright laws
Act responsibly and ethically
Exercise full disclosure

Be truthful, open and accountable
Be authentic, no ghost writing
Be personal, clear, relevant and interesting
Do not censor by removing comments or posts

Never disclose
Numbers
Personal information
Legal information
Confidential information

People are Engaged…

CONSUMERS are in:

Why do so many… RUN FOR COVER?

THOSE WERE THE DAYS OR WERE THEY?

ACCESSIBILITY feeds collaboration!

Customer Engagement Brand Awareness/Exposure Improved Customer Service New Partnerships Response to Calls to Action CONTENT Website Mobile Web Social Networks Offline

I’m Talking Where are YOU?

Why Participate? Know your Audience (as people and not markets) Collaborate (feedback helps inform) It’s Strategic (proactive vs. reactive)

A Strategic Approach Interest? Commitment (staff & management)? Time? What will we do if we hear things we don’t like? Do our customers need it (or want it)? Organizational Readiness Tracy was Here 

IF YES
What goals can be tactically supported online?
How can we measure success?
What type of collaboration do we desire?
(i.e. customer support, marketing or market research, awareness for funding, content contributors, partners)
Member exclusive or open to all?

Competitive Analysis
What are similar organizations up to ?
Do they have groupies?
Audience Research
Who should we collaborate with and where?
Influencers?
Friends?
What Incentives?

Tactical Planning
What’s our objective(s)?
Tools?
How will we promote this on and offline?
Incentives? (i.e. fame, fun or access)
Integration

Outreach Considerations
Current audiences
Existing online audiences through existing channels
Find key influencers and rally support
Offline audiences (media, trade shows, kiosk, PR stunts, paid ads, etc.)

Deploy & Participate
Make it easy for people to play with us
Encourage engagement (sometimes requires offline ads)
Recruit and solicit participation
Rally support
Acknowledge participants
Respond positively and with transparency
Collaborate and connect
YOU!

Retention
Discovery and leverage patterns
Understand what drives people
Keep barriers of use low
Optimize what is working
Be transparent and demonstrate that you are listening
Test & Refine
If something fails, admit it, fix it and move on!
LOVE YOUR VIPS

A few ideas VIP OFFER SUBMIT YOUR PHOTO TO WIN! Online Communities

Measuring Success
Analytics (SEO traffic patterns and unique visits)
Increased membership or number of followers
Track mention and referrals
Share What you Hear
Information is key to the entire organization and can be significant (product development, customer service, strategic development, communications, etc.)

Pervasive vs. Persuasive
Participate without Control
Be transparent and collaborative
All hands on deck
Play by the (new) rules

Be innovative, tenacious, creative and FEARLESS!

and…remember to PLAY NICE or your audience will

Mobile web is no longer the next wave of technology. It’s already here. Mobile

Get Moving or get left behind Mobile

82 % of Canadians will use mobile phones by 2013
Analysts predict mobile web will be bigger than the desktop web by 2015
Mobile devices provide a strong foundation for media consumption
Mobile

Apple iPhone revolutionized media consumption
Android and Blackberry are providing competition
Mobile

Mobile Mobile is perceived as being cutting-edge media and associated with being ACTIVE, TIMELY & CURRENT. “ Smart phones are the wave of the future. This is an arena that we have to have a presence in.” Amanda Mahon, Digital Creative Director Clorox

Who’s Using Smart Phones? Mobile under 17 8% over 55 13% 45 to 54 18% 35 to 44 25% 25 to 34 29% 18 to 24 10% http://18to34.wordpress.com/2009/04/13/smartphone-demographics/

Which mobile users use internet the most?
Apple iPhones and Android phone users are the most avid users of the mobile web.
Internet Usage Share iPhones 44% Android 42% Blackberry 7% Other 7% http://www.slideshare.net/guest1222bdb/mary-meeker-april-2010-internet-trends (Slide 44)

“ Our goal was that all of our consumers be able to access our content in a mobile environment, no matter what kind of device they have.” Sharon Knitter, Senior Director Cars.com Mobile website, iPhone app, social media

In Canada there are... before the iPad was officially available in Canada * http://metrics.admob.com/2010/05/unique-android-and-iphone-device-data-by-country/ 919,074 iPhones 1,014,508 iPod Touches 6,275 iPads * 85,022 Android Phones

Mobile 1 of every 7 minutes of media consumption today is through a mobile device. http://www.slideshare.net/NakedTokyo/smart-phone

Mobile With the growing popularity of mobile web, it becomes important to make sure your web site is mobile friendly http://www.slideshare.net/NakedTokyo/smart-phone

Mobile
Listen to your users
What do they need form your mobile site?
http://www.slideshare.net/NakedTokyo/smart-phone

Text messaging?
Email?
Apps?
Social Media?
Internet?
Music
How are you using the mobile?

how are smart phones being used? 31% browse the internet 65% use SMS 30% download & use apps 22% play games 20% access social media 14% listen to music

“ The most important thing is we’re providing utility above branding.” Ed Kaczmarkek, Director of Innovation Kraft Foods iPhone app, social media

Brief hits of connection & utility are the most popular forms of mobile internet consumption http://www.slideshare.net/NakedTokyo/smart-phone 73% maps & directions 55% social networking 55% restaurants, movie listings, reviews 44% news 34% business info 33% travel info

mobile is social media’s Killer App 100 million mobile users mobile Facebook users are twice as active on Facebook as non-mobile users 63% of users access via mobile 75% of Twitter’s traffic comes from third-party applications, including mobile apps

mobile is not a standalone media source 77% use TV and mobile concurrently 56% have been driven to mobile via other media 55% follow brands across multiple media 37% media mesh 50% of iPhone owners browse while watching TV. http://www.slideshare.net/NakedTokyo/smart-phone

Global smart phone shipments will reach nearly 500 million units by 2012 , exceeding PC shipments by that point. http://moconews.net/article/419-cm-summit-smartphone-shipments-will-surpass-pcs-within-two-years/

By 2015, 6 in 10 TVs shipped worldwide will have a network connection and 70% of those will come with an app platform and app store.

Augmented Reality is on the way, and will increasingly media mesh our lives more seamlessly and effortlessly. Your phone will know more about the world around you.

Thank you

CSAE Redengine Presentation

by Mangal11 on Sep 29, 2010

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CSAE Redengine Presentation — Presentation Transcript