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CARE Web history Presentation

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CARE Canada web history presentation by Diane van Rens to F&C offsite meeting Feb. 25-26 /09

CARE Canada web history presentation by Diane van Rens to F&C offsite meeting Feb. 25-26 /09

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  • Why the Web is important to us – a tool ‘bright shiny thing’ that touches a lot quick win potential – metrics reports we’ve historically under utilized primary most easily accessible channel for our audiences Why a history lesson The nature of the channel – easy to get distracted and disoriented (back button) Journey analogy: where we are is important (1 st thought), (2 nd thought) “My God how did I get here” – sometimes where you are isn’t enough History repeats itself – it’s a learning op.
  • Transcript

    • 1. A Story of Evolution A very brief history of the Web and CARE Canada
    • 2. Evolution of the Web beginning today tomorrow Internet evolves to the Web - the onset of Web 1.0 Web 2.0 the evolution of Social Networking Web 3.0 the Web is going mobile
    • 3. In the beginning
      • Stage of evolution
      • 1960s US Dept. of Defence develops Internet – worldwide computer network
      • 1989 Visionary Tim Berners-Lee invents the Web - the onset of Web 1.0
      • What’s happening here – Web 1.0
      • 1 way conversation
      • Passive reader / audience
      • 1 way content – brochure sites with some forms to gather user content
      • Control with site owners
      • Limited bandwidth limits advances
      • Trends: animation/Flash splash pages, list servers, groups
      • W e must build it - they will come mindset
    • 4. Where we are today
      • Stage of evolution
      • Web 2.0 and the evolution of Social Networking
      • What’s happening here – Web 2.0 Social Media
      • Multi-way conversation
      • Active / interactive audience
      • User generated content - Generation C
      • Consumers co-create / take control of content
      • Bandwidth limits open up making advances possible
      • Trends: many social network tools, video, cloud based services (Google Apps, Facebook), open source software, creative commons, 3D worlds, etc.
      • Open – collaborative – community mindset
    • 5. Heading to tomorrow
      • Stage of evolution
      • Web 3.0 the Web moves on & becomes more accessible. The PC is no longer center of your digital life.
      • What’s happening here – Web 2.0 Social Media
      • The Web goes mobile and come into your living room (YouTube/TV, AppleTV), into your car (iTunes) etc.
      • Dual cellphones – one phone + one accessible device
      • More cloud based services
      • Hardware goes green – thank you Steve Jobs / GreenMyApple
      • Revenue ops for mobile operators & social networks
      • Corps seek to align themselves with orgs
    • 6. A Note on Relating… Are you captivated? I expect not too. It’s a history lesson after all. What kind of a presentation is this? Hint: don’t answer Is this relevant? Audience
    • 7. Who wants to be note worthy Everyone wants to showcase their unique sound / tone The challenge is not to just make noise but too….. Advocators Campaigners Donors Donor Relations Media Relations The Boss HR Fundraisers Emergencies Programmes Partners Communications / Brand
    • 8. Top the Charts Create a pleasant sound together, for us and our listening audience. So where are we on the charts and My God how did we get there? Yes more history…
    • 9. History lesson cont’d… Where were we? beginning today tomorrow Internet evolves to the Web - the onset of Web 1.0 Web 2.0 the evolution of Social Networking Web 3.0 the Web is going mobile
    • 10. Our Online Evolution From 2002 to today Knowledge sharing from the Web Manager perspective
    • 11. CARE.ca Online Presence 2002 2004 today Web 1.0 Brochure-ware site Web 1.0 – 2.0 Brochure-ware, beginnings of social media use Web 1.0 – 2.0 Brochure-ware, small increase in social media use
    • 12. The Donation Process Consistent throughout
    • 13. 2002
      • Brochure-ware site with 2 forms: Tools and Donation
      • Look & Feel reflects old CARE brand - Canadianised
      • Housed in-house with GDG
      • Tracking stats with Summary –reporting?
      • Web Manager & Comms (1+) principle resources
      Stage of Evolution Web 1.0 Brochure-ware site
    • 14. Redesign 2004
      • Still brochure-ware site with same 2 forms + database driven PR & Project pages (Fails)
      • New architecture / navigation
      • Look & Feel changes to align with CARE new CI brand / US developed template – Canadianised (Fails)
      • Housed in-house with GDG move to Primus
      • Tracking stats with Summary-Urchin – not reporting
      • Web Manager & Comms (1+/2 x3)
      • 5 Mini-sites + 3 social networks
      Stage of Evolution Web 1.0 – 2.0 Brochure-ware, beginning of social media use
    • 15. Automating content Data-driven Robust from the field content for our Project pages
      • A good concept …. Wh y didn’t work ?
      • Up-to-date content from the field too difficult despite automation & tie to existing reporting process
      • N ot intuitive enough for 2 nd generation Comms – no help
      • Relationship with GDG / CARE disintegrates – technology pulled
      • Note: similar content problems with CAREconnects (currently?)
    • 16. Redesign 2008
      • The Why (preliminary creative brief 2007)
      • promote the organization's unique approach and vision to a global audience
      • outdated content, outdated look and feel, cumbersome workflow for updating, uses dated limited technology
      • The Goal
      • advance marketing and promotion of CARE… increase in donation …… increase brand awareness
      • utilizes up-to-date technology - added functionality - easier to update - scalable
      • support CARE Canada’s Strategic Plan… content focus on: making markets work for the poor, climate change and the developing world, HIV/AIDS, and emergency response.
      • Marketing is initiating a branding strategy to raise the awareness of CARE and uniquely position itself in the public eye through the I am Powerful campaign. The redesign site’s content and imagery will support this initiative.
      • The Who - Profile the target audience:
      • very broad… must appeal to and be accessible by a wide range of visitors, from CEOs to stay at home moms
      • primarily online Canadians
    • 17. Redesign 2008 Stage of Evolution Web 1.0 – 2.0 Brochure-ware, small increase in use of social media
      • Brochure-ware cont’s with 1 form: Donation (SPI), move to CMS
      • New architecture
      • Look & Feel change to reflect promote IAP, general update
      • Housed CMS providers
      • Tracking stats with Google Analytics – more reporting
      • Web Manager & Comms (1) + content providers (4-5)
      • 5 Mini-sites (2 removed) + 5+ social networks
      • Clean up begins with purchase funnel – homepage redesign
    • 18. Redesign – evolving to IAP Goal: advance marketing and promotion of CARE… increase in donation …… increase brand awareness
    • 19. Redesign – evolving to a CMS Goal: utilizes up-to-date technology - added functionality - easier to update - scalable
    • 20. Redesign – evolving to Strategy CARE / Diane / Change Team Jason Mogus – Communicopia / Web of Change Mike Rowlands – Octopus Strategies
      • Weighing the redesign options
      • 4 options where looked at
      • CMS requirements and options are looked at
      • Octupus wins bid with strength of CMS option, design portfolio, and strategy option.
      • Social Tech Training takes place – Web 2.0 strategy
      • Web Strategy: Interim Plan for Q2 – 3, 2008
      • Strategy A: Increase Public Awareness of CARE Canada
      • Tactic 1 – Increase Traffic to CARE.ca
      • Tactic 2 – Develop Email Marketing Program
      • Tactic 3 – Add Online Gift Catalogue
      • Tactic 4 – Develop Partner Promotion Program
      • Web Strategy & the CARE team
      • New Team facilitates focus & effort for a cohesive in-house web strategy.
      • Web Team all day web review/strategy session with Corbin Andreson. Outcome is the beginnings of the 90 day plan.
    • 21. The 90 Web Strategy
      • GOALS (aspirations, vision for planning)
      • Overall organizational goal is to defend dignity, fight poverty
      • Online goal is to develop and continually improve on a more successful online presence that reflects and integrates the ‘I am powerful’ campaign.
      • OBJECTIVE (battle plan)
      • By 02/22/09* the members of the web team; Chris, Diane and Kieran in consultations with Corbin Andrews will have built a base online strategy and framework that will lay the groundwork to a broader 3 year web strategy to increase online revenues by 30%.
      • 90 working days less the Christmas – New Year period
    • 22. The 90 Web Strategy
      • Results Tracking Tasks
      • weekly tracking
      • dashboard for benchmark and KPIs
      • stats strategy
      • competitive analysis options
      • Improve user experience
      • map audience’s desired tasks – look for actionable insights
      • redesign homepage – motivate action – cleaning the purchase funnel
      • implement subscriber/newsletter function on care.ca (requires content calendar)
      • quick fixes; splash page & YouthCARE removal, default to English, colour
      • donation page: donation vendor choice, optimization, tracking
      • site audit: technical issues, content/architecture issues
      • usability testing options
      • Cont’d…
    • 23.
      • 90 day plan cont’d…
      • Attract visitors
      • better relate the content to audience (requires knowledge sharing from stakeholders)
      • build trust - relevant, timely refreshed content relevant to women, primary audience
      • ?interactive pieces to leverage the ‘CARE package’ history or a ‘history of CARE in emergencies’
      • set-up and maintain an editorial calendar
      • Google Ads implementation & tracking
      • leverage partnerships with high profile / large traffic site such as MSN
      • banner ads placement with partnerships
      • track which partnerships drive traffic
      • find/leverage influential French language portal(s)
      • Political Navigating
      • written online communication strategy for Stakeholders to reference
      • communicate expectations and roles to the web team.
      • communicate site ownship
      • understanding & consider needs: gather input, record requirements via SLA template (communicate win-win)
      • write processes, provide training to content providers
      • provide guidelines for effective storytelling and writing for the web best practices
      • conduct an iterative, yearly review
    • 24. Measuring care.ca 3 pronged approach Understand the user experience Understand their behaviour Try to influence optimal behaviour = win – win outcomes Don’t get hung up on numbers – look for trends
    • 25. Measuring benchmark & KPIs
      • Revenues Revenue growth
      • Actual # of Donations vs Visits to Donation Page Customer satisfaction, conversion rates
      • Total and Unique Visits and Repeat Visits Customer acquisitions growth and retention
      • Referring URLS Quality online relationships Customer acquisitions growth and retention
      • Top Search Engine Keywords Product & service development (ops to attract new viewers) Customer satisfaction Customer improved engagement Improved content quality
      • Top pages viewed Customer satisfaction Customer improved engagement Improved content quality
    • 26. Measuring-Up to others
    • 27. Homepage Redesign Improving user experience by redesigning homepage to motivate action - cleaning the purchase funnel
    • 28. Social Media - Web 2.0 What are these? Bright shiny things ?
    • 29. Some of the 65 Participants at STT The United Church of Canada BC Food Systems Network Friends of the Earth Saint Elizabeth Health Care Canadian Education Association Fame For Families Advocacy Online Limited University of Toronto Apathy is Boring Ontario Nonprofit Network Lesbian Gay Bi Trans Youth Line Environmental Defence Tamarack - An Institute for Community Engagement Burning Man kidsLINK Seeds of Hope Foundation Canadian Environmental Network ifPeople Sport Matters Group Colour of Poverty Artez Interactive Self Employed David Suzuki Foundation Food Secure Canada Operation Springboard Canadian Boreal Initiative Burnaby Association for Community Inclusion Street Kids International Toronto Immigrant Employment Council Ryerson Usability Matters Earth Day Canada Social Signal Atira Women's Resource Society Community Bandwidth Canadian Teachers Federation The Salvation Army SAP CARE Canada Pivot Legal Society Broad View Health Ecojustice Canada Oxfam-Québec * Make Poverty History The event was fantastic - a sold out crowd of 65 participants from across North America learned from nearly 30 of the best trainers, facilitators, and strategists in the growing "web 2 for social change" field. From Jason’s blog
    • 30. Communicating ideas and getting them done Know what the deepest need is – why the hell are you doing it People follow fun and good ideas – telling stories is an important part Really listen - really be curious to what the person you’re listening to says Jason Christopher Orgs need more rigor around what they do – the actual steps, what the plan is, they struggle with how to manifest the objective Project management / goals and objectives are an important part Looking back 50 years from now….a defining moment
    • 31. CARE Canada & Social Media Let’s be SMART about this be intentional & then choose the tool be prepared for what you will discover & adapt monitor & track be proactive, listen, bring & facilitate the conversation be aware of the risks
    • 32. Story telling on the Web
      • The Easy button employed
      • Malaria Kills
      • Nets save Lives
      • You Can Help Save Lives – Send a Net
      • Effective Storytelling Online
      • 1. Strategy first!
      • 2. Know who you are
      • 3. Start where they’re at
      • 4. Beware of Broccoli
      • Broccoli: the belief that our rightness will prevail, therefore we don’t need to worry about presentation. This leads to 12- page pdf files
      • Break the “do gooder” image and avoid familiar rhetoric.
      • 5. Make them the heroes
      • 6. Show some undies
      • 7. Do it with pictures
      • 8. Give ‘em the easy button
      • When your message arouses a powerful, immediate desire to respond, it must be channelled into an easy way of going forward. This has to be something more than just signing a petition
      • For example, NothingButNets.net gives users the option to buy a net or join a team and uses follow-up to a storytelling video on nothingbutnets.net
    • 33. Emerging trends – Web 3.0 Corps online networks seeking to align themselves with orgs (i.e. brewsomegood) Increased use of video Going mobile – it’s all on the horizon but remember we are still struggling with Web 1.0
    • 34. “ Engagement is all about making it relevant to the consumer” James Speras, Chief marketing officer, Ernest & Young

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