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:

* 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.

Published in: Technology, Design

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

  1. 1. Imagining Your Next Web Site 10 Ideas to Engage Your Audience
  2. 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. 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. 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. 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. 6. Over 50% of Visitors Come Via Search 25% 55% 20%
  7. 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. 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. 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. 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. 11. ! Faceted search ! Structured data – content with specific attributes ! Segmented search results ! Unstructured content in different categories ! Whitepapers, press releases, catalogs, etc.
  12. 12. 5. Use Social Media to Pull and to Push Content
  13. 13. 6. Manage Your Brand and Identity in Web 2.0 Channels
  14. 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. 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. 16. 9. Provide a Path and Reason to Connect ! Sign-up ! Follow ! RSS Subscribe ! Become a fan ! Become a member
  17. 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”