Embracing Social Web Content: Site Visitors as Authors Eric Hodgson Estrada April 11, 2007

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Critical Web Principles Web sites are built for visitors — plain and simple

Web sites are built for visitors — plain and simple

A Web site must serve a purpose. Critical Web Principles

A Web site must serve a purpose.

Takeaways from Today The Web is a two-way communication tool The more you engage your visitors online, the stronger the relationships develop Stay focused

The Web is a two-way communication tool

The more you engage your visitors online, the stronger the relationships develop

Stay focused

It’s been building…

Source : USA Today, 10/01/2004 “ Instead of having to find information…it will find you.” “ It's just there. Your life is just affected the way it's affected today by the lights in a room.”

Source : Advertising Age, 07/21/2005 “ There is so much media now that consumers control access. It’s much more about finding a way to talk to them as individuals.”

Web Usage 88% of Americans age 12-29 go online 42% of Americans have high-speed Internet access at home 37% of Internet users have accessed the Internet wirelessly 40% of those users have accessed the Internet via their cell phone Source : Pew Internet & American Life Project

88% of Americans age 12-29 go online

42% of Americans have high-speed Internet access at home

37% of Internet users have accessed the Internet wirelessly

40% of those users have accessed the Internet via their cell phone

Web Usage 34% use the Web to develop or display photos 30% rated a product, service, or person using an online rating system 26% shared something online that they created themselves (photos, artwork, stories, video) 11% have used online social or professional networking sites (LinkedIn, mySpace) 8% Created or worked on their own journal or blog Source : Pew Internet & American Life Project

34% use the Web to develop or display photos

30% rated a product, service, or person using an online rating system

26% shared something online that they created themselves (photos, artwork, stories, video)

11% have used online social or professional networking sites (LinkedIn, mySpace)

8% Created or worked on their own journal or blog

Web Usage 48 million Americans have contributed content to the Web Source : Pew Internet & American Life Project

Stay focused…

What is your focus?

Stay True to Yourself Mission Planning BRAND }

Understand Your Audience Who are they? What attracts their attention? Where do they think about you? When do they think about you?

Who are they?

What attracts their attention?

Where do they think about you?

When do they think about you?

Beyond Your Walls See what they are saying about your institution See where your audiences communicate

See what they are saying about your institution

See where your audiences communicate

Where we are now…

Building a Strong Foundation Content ownership Actions Tagging Common questions

Content ownership

Actions

Tagging

Common questions

Expanding Content Authoring Blogs Profiles Podcasts

Blogs

Profiles

Podcasts

Opportunities to Open Communication Page-level Content Allow posted commenting on every page Supply a contact point for content owner Frequently asked questions to be sprinkled throughout site

Page-level Content

Allow posted commenting on every page

Supply a contact point for content owner

Frequently asked questions to be sprinkled throughout site

Opportunities to Open Communication News and Events Allow posted commenting Upload photos from alumni/students Public event registration

News and Events

Allow posted commenting

Upload photos from alumni/students

Public event registration

Opportunities to Open Communication Blogging Open to site visitors beyond commenting Stay focused on the “college experience” No editing (either delete or post)

Blogging

Open to site visitors beyond commenting

Stay focused on the “college experience”

No editing (either delete or post)

Opportunities to Open Communication Peer networks Permission-based Profile development Friends lists (if applicable)

Peer networks

Permission-based

Profile development

Friends lists (if applicable)

Extendable Formats and Methods RSS Microformats Trackbacks

RSS

Microformats

Trackbacks

Find This Presentation http://www.estradacms.com/hodgson

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Resources Next Big Thing: The Web as Your Servant (www.usatoday.com/tech/webguide/ internetlife/2004-10-01-cover-web_x.htm ) Ad Groups Back Switch from Frequency to Engagement (http://www.adage.com/news.cms?newsId=45606) Pew Internet & American Life Project (http://www.pewinternet.org )

Next Big Thing: The Web as Your Servant (www.usatoday.com/tech/webguide/ internetlife/2004-10-01-cover-web_x.htm )

Ad Groups Back Switch from Frequency to Engagement (http://www.adage.com/news.cms?newsId=45606)

Pew Internet & American Life Project (http://www.pewinternet.org )

Thank You! Eric Hodgson Web Consultant Estrada 319.396.5013 [email_address]

Eric Hodgson

Web Consultant

Estrada

319.396.5013

[email_address]