Ensure Online Relevancy: Integrating Writing for the Web and the Social Web
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Ensure Online Relevancy: Integrating Writing for the Web and the Social Web

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Today’s online learning is more then a static website. Engaging with your audience through mainstream social networks is not only a way to promote and drive customers to content but is the way to ...

Today’s online learning is more then a static website. Engaging with your audience through mainstream social networks is not only a way to promote and drive customers to content but is the way to create true learning communities and ensure relevancy in the online marketplace. Additionally, translating research-based information into web based searchable content can be challenging for the traditionally trained research/extension professional. Explore with us how to standardize the transformation of content to become more effective promoting content discussion on materials with short, concise snippets of information supplemented with pictures, videos, and related websites including links to related social media outlets such as YouTube, Facebook and Twitter. Action items to improve impact include linkages to relevant topics on other websites or social media, keeping items current, search engine optimization strategies, changes in formatting and writing style to increase overall readability, a clear call to action, the incorporation of items that fill a unique need, and the active dialogue with customers around the content provided.

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Ensure Online Relevancy: Integrating Writing for the Web and the Social Web Ensure Online Relevancy: Integrating Writing for the Web and the Social Web Presentation Transcript

  • Ensure Online Relevancy: Integrating Writing for the Web and the Social Web
    June 12, 2011
    Denver, Colorado
    ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
  • This discussion will cover best practices for content creation for online audiences
    and spoken from and for the perspective of
    helping faculty and professionals
    create content.
    ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
  • Where do ideas start for
    creating online content?
    How do you begin and
    where does it come from?
    ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
  • Where Does Most Online Content Come From?
    Existing Content
    Numbered Extension Publications
    Press Releases
    Course Content
    Research Journal Articles
    Field Trials
    New Content
    • Have an Interest In
    • Originally Composed
    • Solving Problems
    • Research Journal Articles
    • Field Trials
    ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
  • If Listening to your customer is so Important,
    Where are you doing that?
    Focus groups
    Surveys
    Content search analysis
    Social media/networks: YouTube, FB, Twitter, Blogs
    Faculty know best
    ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
  • Search Engine Optimization
    Best Practices
    Original/Unique Content
    Brainstorm on keyword phrases
    Test your brainstorming
    Raven Tools, Keyword Discovery, Google Adwords Keyword Tool
    ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
  • Search Engine Optimization
    Google Adwords Keyword Tool (http:/adwords.google.com/)
    ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
  • Search Engine Optimization
    Google Adwords Keyword Tool (http:/adwords.google.com/)
    ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
  • Search Engine Optimization
    Google Adwords Keyword Tool (http:/adwords.google.com/)
  • Search Engine Optimization
    Best Practices
    Original Content
    Brainstorm on keyword phrases
    Test your brainstorming
    Raven Tools, Keyword Discovery, Google Adwords Keyword Tool
    Use Keywords in Title
    Use keyword phrases throughout the body
    Link to appropriate pages in your Web site
    ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
  • Writing Quality Content
    Knowledge Level – easily understood by masses
    Interrelatedness – fits well with other content
    Relevance – timely and evergreen
    Usability – problem free
    Actionability – next steps clear, call to action
    Differentiation – unique content, offers new or better explanations
    ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
  • Content Attributes
    Descriptive Titles
    Keywords
    Sub-headings
    Bulleted Lists
    Images
    Video
    Links
    Ability to Share Content
    Carry on Conversation
    Unique and One-of-a-Kind
    Call to action
  • Search Engine Optimization
    Best Practices
    Off Page Optimization
    Inbound links “votes of confidence”
    Importance of Inbound links
    Linking site – “trustworthy”
    Number of links on the linking page – To many reduces link “juice”
    Content of linking page. Must be relevant
    Anchor text, the words in the link are critical
    ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
  • Social Search
    is a type of web search that takes into account the Social Graph of the person initiating the search query.
    ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
  • Map your Learning Network
    http://apps.asterisq.com/mentionmap/#user-chw159
  • ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
  • Social Networks
    Books
    e-books
    Experts
    e-books
    Books
    Colleagues
    e-books
  • ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
  • ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
  • ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
  • ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
  • ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
  • ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
  • ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
  • Context to Content
    ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
  • Context to Content
    ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
  • Shareist.com
    ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
  • Context to Content
    ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
  • Where Extension Adds Value
    Surfacing what is important-- search, curation, social
    Research beyond the your College – Total University
    Discoverability-- must have links
    Engagement/Conversation
    Learning is Social
    ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
  • Change the way we start developing content
    Listen to our customers
    Conversations with our customers
    Less low hanging fruit
    Truly unique one-of-a-kind information
    Quality versus quantity
    Employ SEO best practices
    Add context to content
    Be a curator: recognize and procure good information already available
    Ensure online relevant content
    Solutions
    ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood
  • ACE/NETC Ashley Griffin, Henrietta Ritchie-Holbrook and Craig Wood