OHO Interactive : Imagining Your Next Web Site. 10 Ideas to Engage Your Audience.

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In the past three years, how your audience uses the web and what your audience expects of an online experience has changed rapidly because of: …

In the past three years, how your audience uses the web and what your audience expects of an online experience has changed rapidly because of:

* The rise of social networking sites.
* The increased demand for video.
* The impact of micro-content.
* The use of mobile devices.

This 50-minute webinar will provide a strategic overview to new technologies that make it easier to distribute content and approaches to connect with your audience.

More in: Technology , Design
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  • 1. Imagining Your Next Web Site 10 Ideas to Engage Your Audience
  • 2. Three Observations ! Web 1.0 Web 2.0: Authority expands beyond company websites to include individuals who are influential to both small and large groups ! Single website to multi-channel: Expectations are rising regarding where users expect to find information and the quality of the experience that they will have ! Website needs to move from being passive to being active content: Website optimization is moving beyond SEO to Social Media Optimization
  • 3. Web 1.0 Web 2.0 Online Brochure Online Business Hyperlinks Distribute Content Text & Images Video, Chat, Real Time Read Only Comment, Blog, Rate
  • 4. 1. Use a Content Management System to Repurpose Content ! THE PAST: A CMS used to replace HTML editors for content maintenance ! TODAY: A CMS makes it easier to repurpose content across the site using tags and modular blocks ! Once inside a section, users tend to navigate by content not by the site’s navigation
  • 5. 2. Develop an SEO Strategy from the Ground Up ! A little planning and on-going maintenance will make vast improvement in search rankings ! Check analytics reports on current site for key search keys ! Structure content around these search terms ! Create URL structure around search terms
  • 6. Over 50% of Visitors Come Via Search 25% 55% 20%
  • 7. Despite the Social Networking Hype Search Still Dominates 70 60 Daily Internet 60 Activities 50 49 (% Internet Users) 39 40 % who do this on a typical day 29 30 30 28 20 13 10 0 Visit Social Surf Web Research Check Check Search Email Networking Site For Fun Hobby Weather News Engine Source: Pew Internet & American Life Project
  • 8. 3. Develop a Video Content Stream ! 73% of Internet users watch videos ! US Internet users watched 11.5 billion videos in March 2008 ! Up 64% since March 2007 ! In 2008, 84 million people watched 4.3 billion videos on YouTube
  • 9. 3. Develop a Video Content Stream ! Authenticity is crucial. Use an interview approach with a loose outline. ! Provide tools to share videos. ! Posting a video to Facebook results in comments and sharing. ! Repurpose existing videos: edit down to less than 2 minutes
  • 10. 4. Fast access to content through local search ! Google has set the bar high for quality of search results ! People want to go directly to content ! Search replaces site map
  • 11. ! Faceted search ! Structured data – content with specific attributes ! Segmented search results ! Unstructured content in different categories ! Whitepapers, press releases, catalogs, etc.
  • 12. 5. Use Social Media to Pull and to Push Content
  • 13. 6. Manage Your Brand and Identity in Web 2.0 Channels
  • 14. 7. For Mobile – Segmentation is Key ! Segment content – what is most useful on a mobile device? ! Think about a mobile application vs. a mobile version of your website ! Real-time notification ! Tie in with social media
  • 15. 8. Engage Through Commenting in Blogs ! Blogs are the place to create “online events” for audience interaction ! Through RSS, blogs are an efficient way to distribute content and updates ! Blogs provide a less formal atmosphere and provide a place for transparency ! Blogs are place to test new ideas
  • 16. 9. Provide a Path and Reason to Connect ! Sign-up ! Follow ! RSS Subscribe ! Become a fan ! Become a member
  • 17. 10. Think about Experience and Completing Tasks • Find Most Up-to-Date Content “Marketing” • Get an answer to specific questions Completing • Complete a transaction the Tasks • Get in touch with you offline “Experience”