21st Century Website Dynamics

21st Century
Website Realities
Richard L. P. Solosky, MNM | Rachel T. Emmer, MBA
www.questusstrategies.com | 720-638-0909

Prime Directive
OPTIMIZE IMPACT
Your engagement strategy must include on-line marketing tactics.
Focus Your Vision

Internet Misfires
 “There is no reason
anyone would want a
computer in their home.”
- Ken Olsen (Founder)
Digital Equipment Company,
1977
 “The idea that Amazon
CEO Jeff Bezos has
pioneered a new business
paradigm is just silly.”
- Barron’s Magazine, 1995www.questusstrategies.com | 720-638-0909

Website Myths
Expensive
Technical
Social Media
Design
Brochure
Impersonal
Sales

Shifting Paradigms
2013
On the Internet, everybody knows you’re a dog.
1993
On the Internet, nobody knows you’re a dog.
Source: Internet Trends, KPCBwww.questusstrategies.com | 720-638-0909

Shifting Paradigms
2010’s1990’s
Source: Internet Trends, KPCB
The way we interrelate and communicate has changed forever.

Marketing Premise
Do you want to fit in,
or do you want to
stand out?

#1 Marketing Principle
Understand Your
Competitive
Advantage
Then, Celebrate Your Advantage!

Holistic Marketing
Community
Relations
Needs
Assessment
Stakeholder
Involvement
Fundraising
Programming
Marketing

Marketing Strategy
 A logo does not equal a
brand.
 A website does not equal a
digital presence.
 A Facebook page does not
equal an engaged
community, AND…
 A press release does not
equal press coverage.
Tactics Do Not Lead to Strategy
Strategy Leads to Tactics

Marketing Strategy
Value Proposition
Who
What
HowStart by
identifying
what your
organization
does best...

Marketing Strategy
Triad of Value
1. Thoroughly understanding the
community need.
2. Effectively addressing the need
with positive actions.
3. Measuring & demonstrating the
impact of your mission.
Think Holistically!

Marketing Strategy
Audience
General Public
Prospective
Stakeholders
Influencer Stakeholders
Secondary Stakeholders
Primary Stakeholders
Know Your Audience:
1. How They Think
2. What They Want
3. How They Relate
MIGRATION!

Homepage Strategy
Site Basics
 Build Brand
 First Impressions
 Get to the Point!
 “Above the Fold”
 Images Matter
 Easy Navigation
 “Call To Action”
Source: http://www.basekit.com/designing-a-website-above-the-fold-infographicwww.questusstrategies.com | 720-638-0909

www.questusstrategies.com|720-638-0909

AboveTheFold

BelowTheFold

Content Marketing
Content marketing creates & distributes relevant content
to drive action to the target audience.

Content Marketing
Tactics
Blog

Content Marketing
Tactics
Blog
The single most
effective content
marketing tool in
your tool box.
Know your
audience, because
good content
connects!

Content Marketing
Tactics
Infographics
• Visual
• Authoritative
• Importance
• Digestible

Content Marketing
Tactics
Storytelling
Photo Credit: www.greatnonprofits.org
Stories
Demonstrate
Impact

Content Marketing
Tactics
Multimedia/Video
Leadership Lessons
from a Dancing Guy

Content Marketing
Examples
Liberty Mutual & National MS Society
Both these sites do an excellent job
of providing good information that
works to support their brands and
engage their audience.www.questusstrategies.com | 720-638-0909

Design Considerations
Image Creates Connection
 90% of information transmitted to the
brain is visual.
 Images are processed 60,000 X faster
in the brain than text.
 40% of people will respond better to
visual information than plain text.
Sources: 3M Corporation and Zabisco
Kathleen Hennessy, Picture World Hope

Images that explain your
point of view are 83% more
effective.
Fake & Forgettable
Authentic & Memorable
Kathleen Hennessy, Picture World Hope
Source: Visual Storytelling Guide, Resource Media
Example

3 Principles of Visual Communication
Visual First
Emotional Connection
Spark Action
James Balog/Extreme Ice Survey

8 Rules for Visual Storytelling
1. Test Visuals
2. First Image Most Important
3. Match Images with Message
4. Use Genuine, Not Generic Photos
5. Be Diligent About Taking Pictures
6. People Relate to People in Photos
7. Choose Subjects Carefully
Klaus Pommerenke
Klaus Pommerenke

8 Rules for Visual Storytelling
Klaus Pommerenke
Hunter
Gatherer
8. Pair your pictures with words.
Klaus Pommerenke

Exercise: Image Selection, topic - air pollution
Photo Credit: Visual Storytelling Guide, Resource Media
Or, this?Use this?

Current
Attractive
Familiar
Web Design Matters!

Content Management
Content Management Systems (CMS) like
WordPress, Joomla, and Drupal provide
an easy interface for editing webpages,
or for creating blogs.
With basic training anyone can edit content, or change the look and feel of their website.

Content Management
Customization - Themes, Plugins, & Widgets

Content Management
Examples
Food Nutrition Foundation
Before After

Content Management
Responsive Design
Source: http://coding.smashingmagazine.com/2011/01/12/guidelines-for-responsive-web-design/ &
http://mashable.com/2012/12/11/responsive-web-design/

Content Management
WordPress Dashboard Example

Content Management
Building Credibility
Source: Stanford Persuasive Technology Lab
• Verify Accuracy
• Real Organization
• Highlight Expertise
• Authentic Staff & Board
• Contact Info
• Professional Design
• Easy Navigation
• Update Content Frequently
• Avoid Errors

Beyond Credibility

Social Media
Think One Web
• Not Individual Siloes
• It’s a Conversation - Listen
• Drive Traffic to Website
• Each Channel has its own Rules
• Consistent Message

Search Engine Optimization
Google - Yahoo - Bing
If you want to get noticed in the search engine world you’ll need to optimize your
website so these engines will see you among the many websites available.
What matters…
 Words
 Titles
 links between websites
 words in links
 reputation.
The end goal is always to let other people find you with the language they use
when searching and discussing via social media.
Keywords, Metadata, & Other Technical Jargon

Analytics
Reports
• Goals – Destination, Duration, Pages, Events
• Keyword & Referrals – Know what brings visitors
• Exits Page - Know where you lose visitors
100
50

New Rules
Summary
• Find Competitive Advantage
• Teach Rather than Sell
• Website as Marketing Hub
• One Web – Consistent Message
• Plan, Budget, Measure
• Refresh, Revise, Renew

Thank You!

21st Century Website Dynamics

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