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AAUP 2013: Websites 2.0 (B. Russell)
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  • 1. Wayne  State  University  Press   Achieving  Goals  in  Website   Development  
  • 2. Establish  Concrete  Goals   Our  last  website  was  in?mately  ?ed  to  our  old  ?tle  management   database  and  based  on  outdated  technology.  When  we  replaced  our   database,  we  needed  to  replace  our  website,  and  we  had  to  start   building  that  new  site  from  scratch.  Given  that  opportunity,  we  set   some  concrete  goals.       Our  website  should:   1.  Allow  for  easy  browsing  and  discovery   2.  Allow  for  visitors  to  easily  share  our  content   3.  The  ability  to  create  packages  and  promo?ons  in  our  store   4.  Support  feeds  from  our  ?tle  management  database,  including   awards  and  reviews   5.  Support  rich  media  –  audio  and  video  that  is  easily  shared  
  • 3. Iden?fy  Technologies   One  of  the  most  important  things  we  did  was  iden?fy  which   technologies  we  wanted  to  incorporate  into  our  new  site,  and  which   ones  we  wanted  to  stay  away  from.     Our  website  should:   1.  Be  compa?ble  with  a  good  set  of  web  browsers  IE  8+,  Safari  5+,  Chrome   15+,  and  Firefox  7+     2.  Be  “mobile-­‐friendly”  –  remain  navigable  and  accessible  on  tablets,  e-­‐readers   and  other  devices  (this  includes  the  Kindle  Fire  and  Nook  tablet)   3.  Use  Drupal  (or  comparable)  CMS  as  a  pla[orm  and  support  ecommerce   4.  Must  be  able  to  accept  feeds  from  our  ?tle  management  database   (bibliographic,  awards,  events,  etc.)   5.  Use  Ajax,  JQuery  for  interac?vity  –  NO  FLASH   6.  Be  able  to  support  audio  and  video  content   7.  Must  be  hosted  on  university  servers  
  • 4. Iden?fy  Your  Audience   Who  is  our  target  consumer?  Who  visits  our  website?  What  do  we  know  about   our  customers?     1.  What  different  types  of  people  visit  our  website  now?   •  Readers   •  Authors   •  Educators   •  Media   2.  What  kinds  of  informa?on  do  they  need?   •  Book  informa?on   •  Query  informa?on   •  Course  adop?on  informa?on   •  Subject  searches   •  Photos  and  excerpts   How  do  we  serve  all  of  these  audiences,  and  make  the  experience  good  for   them?  How  do  we  encourage  them  to  buy  from  our  website?  
  • 5. 1.  Allow  for  easy  browsing  and  discovery  
  • 6. 1.  Allow  for  easy  browsing  and  discovery   We  sought  to  drive  book  sales  through  our  site,  increasing  our  traffic,  and   allow  for  browsing  through  "like"  or  "related"  content.       •  Mul?ple  ways  to  find  content  and  search   •  Content  organized  by  subject,  series  and  highlighted  content  like   “Bestsellers”  and  “New  &  Forthcoming”   •  “Suggested  Title”  sliders  on  each  subject,  series,  book  and  journal  page   aid  in  discovery   •  Google  site  search  allows  for  content  to  be  fully  searchable   •  Google  Books  offers  the  ability  to  “look  inside  the  book”  
  • 7. 2.  Allow  for  visitors  to  easily  share  our   content  
  • 8. 2.  Allow  for  visitors  to  easily  share  our   content   The  sharing  of  our  website  content  is  encouraged.  Our  readers  are  some  of   our  best  assets.  Word-­‐of-­‐mouth  has  grown  increasingly  important,  and   encouraging  customers  to  share  informa?on  via  social  media  and  personal   websites  increases  our  reach.     •  A  “share  bukon”  has  been  placed  using  “AddThis.com”  –  this  allows   sharing  to  almost  any  social  network  or  personal  website   •  The  Facebook  “like”  bukon  is  in  many  places   •  We’ve  linked  to  Goodreads  on  every  book  page  to  make  it  easy  for   customers  to  add  books  to  their  shelves  
  • 9. 3.  The  ability  to  create  packages  and   promo?ons  in  our  store  
  • 10. 3.  The  ability  to  create  packages  and   promo?ons  in  our  store   This  one  is  a  work  in  progress,  but  using  Drupal  Commerce  we’ve  been  able   to  run  promo?ons  involving  both  special  pricing  on  a  set  of  books  and   discount  codes.       In  the  future  we  plan  to  extend  this  func?onality:   •  Bundle  books  with  complimentary  subject  maker  for  one  price   •  Offer  addi?onal  merchandise  types  such  as  t-­‐shirts,  poster  and  other  non-­‐ book  items   •  Reach  out  to  new  communi?es  by  providing  them  with  event-­‐related   (though  ?me-­‐limited)  discount  offers  
  • 11. 4.  Support  feeds  from  our  ?tle  management   database,  including  awards  and  reviews  
  • 12. 4.  Support  feeds  from  our  ?tle  management   database,  including  awards  and  reviews   Popula?ng  your  website  with  your  metadata  not  only  allows  changes  to  be   done  in  one  place,  but  it  helps  maintain  and  clean  your  metadata.     •  Updates  occur  in  our  ?tle  management  database  as  necessary   •  Scheduled  tasks  run  and  send  out  ONIX  feeds  and  XML  feeds  to  our  web   server   •  Updates  to  accounts  are  done  through  weekly  ONIX  feeds   •  Updates  to  our  website  occur  daily  through  the  XML  feeds   Website  visitors  and  your  own  authors  and  editors  are  the  best   proofreaders.  Using  your  metadata  to  populate  your  website  gives  you  the   ability  to  find  and  fix  more  data  errors.  
  • 13. 5.  Support  rich  media  –  audio  and  video  that   is  easily  shared  
  • 14. 5.  Support  rich  media  –  audio  and  video  that   is  easily  shared   We  made  the  choice  to  host  our  video  on  YouTube  and  then  pull  it  into  our   website  via  plugins.  That  way  the  video  is  s?ll  accessible  by  anyone,  easily   found  and  easily  shared.     Audio  is  being  hosted  on  our  site,  though  we  have  considered  moving  it  to  a   third-­‐party  host.     There  are  addi?onal  plans  for  selling  audio  and/or  enhanced  digital  offerings.   The  website  was  built  to  allow  us  to  grow  the  number  of  items  we  have  for   purchase.    
  • 15. Analy?cs  are  your  friend   We  use  Google  Analy?cs  as  well  as  the  analy?cs  that  are  provided  by  our   share  bukon  courtesy  of  AddThis.com.  It’s  important  to  know  who  is  visi?ng   your  website,  how  they  got  there,  and  where  they’re  going.     •  The  amount  of  ?me  a  typical  visitor  to  our  site  spends  has  increased  by   50%   •  Exit  points  are  dras?cally  different  than  our  previous  site   •  People  are  engaging  with  the  “suggested  ?tles”  and  browsing  more   content   •  New  visitor  numbers  are  up,  direct  traffic  is  up,  and  we’re  seeing  strong   referral  rates  from  both  Facebook  and  Twiker  
  • 16. Think  strategically  about  your  website   Things  to  remember:   •  Before  you  overhaul  your  current  site  take  note  of  what  you  like  about  it   –  it  can’t  be  ALL  bad   •  Determine  who  your  audiences  are  (yes,  plural)  –  be  sure  to  consider   what  each  audience  may  want  out  of  your  website,  and  offer  alternate   ways  of  gerng  to  content   •  Use  your  metadata  whenever  possible  –  using  your  metadata  to  populate   your  website  makes  updates  easier,  and  allows  you  to  con?nually   evaluate  and  clean  that  data   •  Encourage  sharing  and  word-­‐of-­‐mouth  –  make  it  easy  for  visitors  to   market  your  content  for  you!   Contact:     Bonnie.Russell@wayne.edu            Twiker:  @bjr70