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Web 2.0 Components for Business Websites
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Web 2.0 Components for Business Websites


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Business websites need to include Web 2.0 Tools, Technologies and Capabilities. What are some examples that might apply to your company?

Business websites need to include Web 2.0 Tools, Technologies and Capabilities. What are some examples that might apply to your company?

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  • 1. Why do you want to be 2.0? Web 2.0 Business Websites
  • 2. Outline • Web 1.0 vs Web 2.0 • Web 2.0 Capabilities • Web 2.0 Examples • Web Content Management System
  • 3. Web 1.0 vs. Web 2.0 Web 1.0 Web 2.0 Read Only Read-Write 250,000 sites 80 million sites 45 million global users 1+ billion global users 1996 2006 Published Collective Content Intelligence
  • 4. Very First Website! • The very first website was a description of the world wide web! (text and links only)
  • 5. Web 1.0 • Web 1.0: A billboard ad about your business – Flat and passive pages – No interaction – Basic information – Not user-friendly – Difficult and costly to update.
  • 6. Web 2.0 • Web 2.0: Front door into your business – Enhanced, interactive online tools – Engaging and dynamic customer experiences – Online business processes (save time and $)
  • 7. Web 2.0 Trends • Lots of people: Over 1 billion users. • Web-fluent users: Almost all can search, post, edit a Wiki, cut/paste Javascript snippets. • Powerful practices in website design: Harnessing collective intelligence deep into the design. • Power and control is shifting to the users of the Web: We produce the vast majority of content.
  • 8. Web 2.0 can Increase Sales • Video and audio on-demand product tours – 35% increase in sales conversion rate1 • Video ads incorporating sound and visuals – 71% increase in sales and brand awareness (MSN and DoubleClick) • Customer product reviews – Increase retail e-commerce conversion rates, site traffic and average order values (Bazaarvoice's "Social Commerce Report 2007" report) 1 Leggatt, Helen. "Study: Product tours increase sales conversion rates." Available online at:
  • 9. Competitive Advantage • McKinsey study: 70% of companies are using Web 2.0 technologies to communicate with their customers because they believe it provides a competitive advantage and meets customer demands to help maintain their market position.
  • 10. Where would you invest? • $1 investment = $60 return on inbound marketing (i.e., social media, compelling content, search engine optimization, etc.) has a return of $60 • $1 investment = $11 return on outbound marketing (radio, newspaper, direct mail, etc.) Next Century Media. (Jan. 2009). 2008 Social Marketing ROI Report and Benchmark Guide. [Online] Available: 43/White_Paper_2008_Soc.htm?courseSessionId=2201 [Nov. 4, 2009].
  • 11. Web 2.0 Capabilities
  • 12. Web 2.0 Technologies “e-Commerce” “Flash” “Blogging” “Social Networking” “RSS” “Wiki”
  • 13. Dynamic Polls • A dynamic poll module allows real-time feedback and monitoring of your visitor’s tastes and preferences about your products or services. • Example:
  • 14. RSS Feeds (pull) • Pull content into your website from other reliable websites. • Then you don’t have to update anything!!! • Example:
  • 15. RSS Feeds (push) • Push content that your customers can subscribe to and easily view from their browsers. • Example:
  • 16. Social Bookmarking • Include social bookmarking tools to increase visibility! • Empower your website visitors to share a link to your website through Facebook, Twitter, Digg, LinkedIn, Blog Marks, MySpace, Reddit, Technorati, Stylehive, Yardbarker, Mixx, and more. • Example:
  • 17. Google Map Integration • Allow people to get specific driving directions from their location to you. Users don’t leave your website! • Example: us/map-a-directions
  • 18. Comment System or Testimonials • Enable comments on specific pages. (Can enable auto posting or require an administrator to review before it posts live.) • Example: testimonials
  • 19. Interactive Rotating Module • Display testimonials, products or anything you want to showcase! • Example:
  • 20. Weather • Set-up weather forecasts to display on your website. • Example:
  • 21. Stock Updates • For businesses in the financial industry, you can display the status of the stock markets!
  • 22. Event Calendar • Add events to your website, categorize and color-coded. Includes RSS Feed of events and “latest events” module to display on homepage. • Example: m
  • 23. Photo Gallery • Use a photo gallery to feature your products, seminars, events, programs, etc. • Example: gallery
  • 24. Blogging • Post comments or stories for the audience to read. It allows for searching, tagging and RSS Feeds. A great tool to market your brand, increase credibility, and boost your search engine ranking! • Example:
  • 25. Document Management • Easily add, delete or change any documents for visitors to download, print and share. (Note: Permissions can be set for “employees” only!!!). • Example:
  • 26. Facebook Integration • Promote and display your Facebook page information within your website. • Make it easy to become a fan. • Example:
  • 27. Twitter Integration • Promote and display your latest tweets within your website. • Show what others are tweeting about you. • Make it easy for people to find your Twitter account and “follow”. • Example: www.gems-
  • 28. YouTube Integration • Display your greatest YouTube videos within your website. • Promote your videos and channel. • Example:
  • 29. Message Board • Provide a message board to make it easy for members or customers to promote and discuss you, your products, your industry, etc. • Example: (Please note that the message board is accessible to “members” only. Unless you have a username/password to login, you can’t view this message board.)
  • 30. Customer or Member Login • Provide a login area for customers to have access to special resources, message boards, discounts, etc. • Also, you could alternatively use it for employees to login to get “employee only” information. • Example:
  • 31. Online Forms • Allow people to submit info, surveys or questions directly from your website. • Example:
  • 32. Live Chat • Enable chatting to allow website visitors to talk with you right away. • Or use it to connect your members, employees, etc. if you have a social network on your website.
  • 33. E-News System • Allow people to subscribe to your email updates or newsletters. • Create and send emails and newsletters from your website! • Example:
  • 34. E-Commerce Shopping System • Add a shopping cart within your website and administer from the same backend as the website! • Example: (Website in development process.)
  • 35. Online Donations • Make it easy for your donors to select the donation level/amount and submit it online!
  • 36. Online Class or Seminar Registration • Online registration free/paid events. Includes categories, email system, calendar, coupons, location links, % discounts, and more… • Example: www.gems- seminar
  • 37. Learning Management System • Give online classes! Course categories, course list, online registration, manage payments, online classes (documents, surveys, tests, etc.) • Example: coming soon!
  • 38. ROI with Websites • Use website analytics to analyze your website success: – % increase in traffic to the site – Geographic analysis of site traffic – Keywords leading to traffic – Cost per conversion – # of downloads – # of views on an article – Length of time on site – Entrance page, exit page
  • 39. What does Web 2.0 mean? • Self-service capabilities on your website. • Online shopping (products, event registration / tickets, donations, etc.) with features and options. • Enhanced user experiences with motion graphics, news feeds, gadgets and mash-ups.
  • 40. Business Case for Web 2.0 • Increased business efficiencies in: – Transactions – Customer service – Purchases – Daily operations – Product development and descriptions (use customer input) – Timely and complete information (reduced errors) • Enhance customer relationships
  • 41. Case Study: Caturano & Co. • Case study by MarketingSherpa. • Until recently, Caturano & Co. relied on traditional marketing: – print advertising – direct mail – Very expensive, hard to measure, and becoming less effective… • They took 5 steps to raise their profile and start generating web leads… 41
  • 42. Case Study: Caturano & Co. 1. Revamped the website: added an online lead capture mechanism, educational resources, online tools, etc. 2. Used search engine optimization to attract more visitors: keywords, inbound links, etc. 3. Thought-leadership blogs: different blog for each key service area 4. Participate in social networks: LinkedIn, created their own groups, private groups, etc. 42
  • 43. Case Study: Caturano & Co. 5. Monitored social media conversations and Web traffic: – They set up a monitoring service that sent real-time alerts related to specific phrases or conversations of interest. – Website traffic statistics. 43
  • 44. Case Study: The Results • Generating 10-15 leads a month. • Web visitors have increased 68% since adopting the new strategy. • SEO efforts have landed the company on the first page of search results for its 25 targeted keywords. • The niche blogging strategy drives roughly 4% to 5% of monthly traffic to their website. 44
  • 45. Web 2.0 Website Examples Web 2.0 Interactive Design with Messaging & Call to Action
  • 46. Vantage Plastics: Web 1.0 Web 2.0
  • 47. Women in Leadership: Web 1.0 Web 2.0
  • 48. Christenson Fiederlein: Web 1.0 Web 2.0
  • 49. Old Newsboys of Flint Web 1.0 Web 2.0
  • 50. Alden B. Dow Home & Studio Web 1.0 Web 2.0 Under construction
  • 51. Web Content Management System Easy Updates, Future Flexibility, Database Structure
  • 52. Web Content Management System • How can a web content management system make your website easy to update? – Access online – Unique usernames/passwords for each employee updating the website – Text editor (like Microsoft Word) – Automated in-site search and site map – Email and printer friendly – Easy navigation and menu structure – Consistent design
  • 53. User Registration • Every person that has access to make changes to the website will have their own username and password. It is all web-based, so they can edit the site from anywhere!
  • 54. Control Editing and Publishing • As an added level of security, each person responsible for website updates can be provided with a different level of administration. • Example options: – Allow some employees to login and edit on the front- end only. – Require that all content must be approved prior to publishing.
  • 55. Text Editor • It is simple to create/revise content using tools very similar to (those offered by) Microsoft Word (upload files/images, insert tables and change fonts, etc.).
  • 56. Automated In-Site Search • Because of the database structure, all the pages are part of the database and will be part of the website search function. And you don’t have to structure the search with specific terms.
  • 57. Hits per Page Stats • Know how much traffic you are getting to any page on your site!
  • 58. Email and Print Friendly • Click to email a page to a friend. • Print the page within the printable area! • It is a great extra marketing tool to increase traffic.
  • 59. Consistent Quality Structure
  • 60. Easy Navigation & Menu
  • 61. Contact Form
  • 62. Contact Directory • Use a directory to list locations, business units, employees, etc. (convenient & user friendly).
  • 63. News & Press Releases
  • 64. Dynamic Polls • A dynamic poll module allows real-time feedback and monitoring of your visitor’s tastes and preferences about your products or services. • Example:
  • 65. Search Engine Optimization • Easily enter keywords and descriptions for both the site and individual pages.