A Proven Web Strategy <br />The Sale of Value with a Mission Focus<br />Concept origination:  Summer 2003<br />Model solid...
Overview<br />The Good News and Bad News<br />Model and Methodology<br />3 Levels of Audience Engagement<br />3 Parallel A...
The Good News<br />It works.  Tested from 2003 – 2009<br />Question – Why did [website/approach] fail?<br />This web strat...
The Good News<br />Wide range of organization types and sizes<br />Number of web pages (300 - 30,000+)<br />Number of web ...
The Bad News<br />Developing a web strategy takes time<br />Full analysis needed of web resources, architecture, and integ...
The Bad News<br />The strategy and approach is interwoven(actually good news!)<br />People will need to realize or be sold...
Let’s cut to the chase…<br />Give me the executive summary of what the web strategy model looks like.<br />
Parallel Development<br />Web Strategy Model<br />Mission-based organizations need to develop and market along parallel tr...
Model & Methodology<br />The Sale of Value<br />Google’s first company philosophy<br />“Focus on the user and all else wil...
Model & Methodology<br />Each circle represents a level of focus in the type of interaction taking place with the end user...
Model & Methodology<br />Each arrow represents a piece of the structural foundation needed to support the core experience ...
Model & Methodology<br />Parallel Development<br />The model represents multiple tracts and introduces the top layer of st...
Model & Methodology<br />Review or write the WEBSITE mission and vision<br />Why do you have a website?  <br />What does i...
Parallel Development<br />Web Strategy Model<br />Mission-based organizations need to develop and market along parallel tr...
Okay…<br />Where do we start?<br />Let’s break it down…<br />
3 Levels of Audience Engagement<br />Serve as checkpoints for the 3 parallels<br />
3 Levels of Audience Engagement<br />Serve as checkpoints for the 3 parallels<br />InformAdvertising Orientation<br />This...
3 Levels of Audience Engagement<br />The MOST IMPORTANT LEVEL<br />This level is the “missing link”<br />EngageSales Orien...
3 Levels of Audience Engagement<br />Gaining user loyalty through…<br />consistent and personal communication,<br />Engage...
3 Levels of Audience Engagement<br />ATTRACT,<br />RETAIN, and<br />PartnerResource Orientation<br />EngageSales Orientati...
3 Levels of Audience Engagement<br />Foundation to achieve this level begins in the sales orientation level<br />Resource ...
3 Levels of Audience Engagement<br />Ultimate goal is to become resource oriented<br />where audiences are attracted, reta...
That’s great but…<br />What is the process <br />and how do we get there?<br />
3 Parallel Approach<br />Support the movement toward becoming Resource Oriented<br />Advancing the level of user engagemen...
3 Parallel Approach - DESIGN<br />Interface<br />Usability<br />Navigation<br />Sitemap<br />Digital experience needs to m...
3 Parallel Approach - SYSTEM<br />Interface<br />Usability<br />Navigation<br />Sitemap<br />Focuses on the technology and...
3 Parallel Approach - SOCIAL<br />Interface<br />Usability<br />Navigation<br />Sitemap<br />Focuses on Internet marketing...
Is that it?... No…<br />There are 3 components that surround the entire system.<br />They need considered along the way.<b...
The “SWEET SPOT”<br />Audience<br />Identify and define<br />Determine message, function, and experience needed to meet le...
The “SWEET SPOT”<br />Content<br />Communicate what audience needs and wants<br />Create value for user to develop trust a...
The “SWEET SPOT”<br />Channel<br />Choose and/or create the right vehicle<br />Create the greatest impact to the user<br /...
The “SWEET SPOT”<br />SWEET SPOT is the convergence of all 3<br />Integrate channels to link all 3 components<br />Require...
Interface<br />Usability<br />Navigation<br />Sitemap<br />Design<br />Audience<br />Content<br />Retain<br />Attract<br /...
This is the Big Picture<br />The web strategy model is a high-level view<br /> Each parallel track requires itsOWNsub-stra...
Key Take-Aways<br />A Champion is needed who understands<br />Relationships built ontrust are required<br />3 parallels ne...
A Proven Web Strategy <br />The Sale of Value with a Mission Focus<br />Concept origination:  Summer 2003<br />Model solid...
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A Proven Web Strategy Model for Not-for-Profits and Higher Education

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"A Proven Web Strategy: The Sale of Value with a Mission Focus" is developed by Shaun Holloway (http://www.srholloway.com)

Research and investigation began in 2003 to determine why websites fail and how to create a long-lasting and successful web presence.

This "high-level view" web strategy model is specifically designed for not-for-profit and higher education institutions... organizations that are mission-focused yet have revenue needs at the same time.

Published in: Business, Technology, Design
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A Proven Web Strategy Model for Not-for-Profits and Higher Education

  1. 1. A Proven Web Strategy <br />The Sale of Value with a Mission Focus<br />Concept origination: Summer 2003<br />Model solidified: Summer 2008<br />By: Shaun Holloway<br />www.srholloway.com<br />
  2. 2. Overview<br />The Good News and Bad News<br />Model and Methodology<br />3 Levels of Audience Engagement<br />3 Parallel Approach<br />The “SWEET SPOT”<br />Key Take-Aways<br />
  3. 3. The Good News<br />It works. Tested from 2003 – 2009<br />Question – Why did [website/approach] fail?<br />This web strategy model was born to solve<br />Not-for-profit and Higher Education <br />Universities, colleges, science centers, community organizations<br />Designed for mission-based organizations that have a revenue component<br />
  4. 4. The Good News<br />Wide range of organization types and sizes<br />Number of web pages (300 - 30,000+)<br />Number of web admin/contributors (1 – 75+)<br />Varying web budgets ($400 – $100,000+)<br />Varying political types – sensitive to authoritative<br />Varying stages of current situation<br />Supports a networked organization culture<br />
  5. 5. The Bad News<br />Developing a web strategy takes time<br />Full analysis needed of web resources, architecture, and integrated marketing efforts<br />Selling the approach internally; demonstrate need<br />Support structure and money <br />Results of implementation starts slow but speeds up exponentially over time<br />
  6. 6. The Bad News<br />The strategy and approach is interwoven(actually good news!)<br />People will need to realize or be sold…<br />No magic bullet or single item will fix thecurrent situation<br />Requires simultaneous projects/management<br />Not everyone will understand the “big picture”<br />
  7. 7. Let’s cut to the chase…<br />Give me the executive summary of what the web strategy model looks like.<br />
  8. 8. Parallel Development<br />Web Strategy Model<br />Mission-based organizations need to develop and market along parallel tracts toward the SWEET SPOT <br />- the Mission and Vision.<br />This model represents multiple tracts and introduces the top layer of strategy to impact the user-centered experience and build relationships. <br />Interface<br />Usability<br />Navigation<br />Sitemap<br />Design<br />Audience<br />Content<br />Retain<br />Attract<br />Resource<br />System<br />Social<br />Serve<br />New media<br />Visibility<br />Connection<br />Application<br />Integration<br />Server architecture<br />Database design<br />Admin tools<br />EngageSales Orientation<br />InformAdvertising Orientation<br />Each circle represents a level of focus in the type of interaction taking place with the end user moving toward the core, which is participation.<br />Each arrow represents a piece of the structural foundation needed to support the core experience for web interaction and function.<br />Channel<br />
  9. 9. Model & Methodology<br />The Sale of Value<br />Google’s first company philosophy<br />“Focus on the user and all else will follow”<br />Do the right thing<br />The model focuses on the core bulls-eye<br />Building relationships with users<br />Advancing customer loyalty<br />Integrated engagement<br />
  10. 10. Model & Methodology<br />Each circle represents a level of focus in the type of interaction taking place with the end user moving toward the core, which is participation.<br />Referred to as “orientation” <br />a user establishes and advances their relationship with the organization<br />
  11. 11. Model & Methodology<br />Each arrow represents a piece of the structural foundation needed to support the core experience for web interaction and function.<br />Referred to as a “Parallel” <br />Each needs advanced at the same time<br />
  12. 12. Model & Methodology<br />Parallel Development<br />The model represents multiple tracts and introduces the top layer of strategy to impact the user-centered experience and build relationships. <br />Mission-based organizations need to develop and market along parallel tracts toward the SWEET SPOT - the Mission and Vision.<br />
  13. 13. Model & Methodology<br />Review or write the WEBSITE mission and vision<br />Why do you have a website? <br />What does it do?<br />What is a user expected to do and/or learnwhile visiting?<br />Web strategy is encompassed by…<br />The Marketing and Communication Strategy<br />The IT Strategy<br />The Business Strategy<br />
  14. 14. Parallel Development<br />Web Strategy Model<br />Mission-based organizations need to develop and market along parallel tracts toward the SWEET SPOT <br />- the Mission and Vision.<br />This model represents multiple tracts and introduces the top layer of strategy to impact the user-centered experience and build relationships. <br />Interface<br />Usability<br />Navigation<br />Sitemap<br />Design<br />Audience<br />Content<br />Retain<br />Attract<br />Resource<br />System<br />Social<br />Serve<br />New media<br />Visibility<br />Connection<br />Application<br />Integration<br />Server architecture<br />Database design<br />Admin tools<br />EngageSales Orientation<br />InformAdvertising Orientation<br />Each circle represents a level of focus in the type of interaction taking place with the end user moving toward the core, which is participation.<br />Each arrow represents a piece of the structural foundation needed to support the core experience for web interaction and function.<br />Channel<br />
  15. 15. Okay…<br />Where do we start?<br />Let’s break it down…<br />
  16. 16. 3 Levels of Audience Engagement<br />Serve as checkpoints for the 3 parallels<br />
  17. 17. 3 Levels of Audience Engagement<br />Serve as checkpoints for the 3 parallels<br />InformAdvertising Orientation<br />This orientation focuses on informing and telling the audience what they should know and be aware of<br />TELLING a need exists<br />
  18. 18. 3 Levels of Audience Engagement<br />The MOST IMPORTANT LEVEL<br />This level is the “missing link”<br />EngageSales Orientation<br />This orientation has an activation focus where the audience is involved<br />Websites that fail<br />are missing this<br />Don’t skip this level and be determined<br />InformAdvertising Orientation<br />
  19. 19. 3 Levels of Audience Engagement<br />Gaining user loyalty through…<br />consistent and personal communication,<br />EngageSales Orientation<br />achieved through explaining how and why a need exists<br />TRUST is established<br />visual appeal, and<br />intuitive navigation is ONLY the start!<br />InformAdvertising Orientation<br />
  20. 20. 3 Levels of Audience Engagement<br />ATTRACT,<br />RETAIN, and<br />PartnerResource Orientation<br />EngageSales Orientation<br />SERVE<br /> each audience.<br />InformAdvertising Orientation<br />
  21. 21. 3 Levels of Audience Engagement<br />Foundation to achieve this level begins in the sales orientation level<br />Resource orientation emphasizes reciprocal ROI<br />Show a need exists<br />Provide value<br />to user<br />EngageSales Orientation<br />Establishes a <br />user‘s trust<br />InformAdvertising Orientation<br />
  22. 22. 3 Levels of Audience Engagement<br />Ultimate goal is to become resource oriented<br />where audiences are attracted, retained, and served,<br />Retain<br />Attract<br />Resource<br />Serve<br />EngageSales Orientation<br />more sales, and higher customer loyalty.<br />in order to establish trust, repeat visitation,<br />InformAdvertising Orientation<br />
  23. 23. That’s great but…<br />What is the process <br />and how do we get there?<br />
  24. 24. 3 Parallel Approach<br />Support the movement toward becoming Resource Oriented<br />Advancing the level of user engagement<br />Ensuring support structures are in place to deliver<br />Need to happen simultaneously<br />Keep an eye on the big picture<br />Streamline support efficiencies and effectiveness<br />
  25. 25. 3 Parallel Approach - DESIGN<br />Interface<br />Usability<br />Navigation<br />Sitemap<br />Digital experience needs to match the physical experience and/or the organization’s mission<br />Usability is a key factor that needs considered for all primary and secondary audiences<br />Intuitive…<br />Interface<br />Navigation<br />Content<br />Design<br />Retain<br />Attract<br />Resource<br />Serve<br />EngageSales Orientation<br />InformAdvertising Orientation<br />
  26. 26. 3 Parallel Approach - SYSTEM<br />Interface<br />Usability<br />Navigation<br />Sitemap<br />Focuses on the technology and business processes needed to sustain the web presence<br />Technology and business processes are intertwined and include integration of…<br />Applications<br />Widgets/mediaServer architecture<br />Database design<br />Admin interfaces<br />Content management<br />Design<br />Retain<br />Attract<br />Resource<br />System<br />Serve<br />Integration<br />Server architecture<br />Database design<br />Admin tools<br />EngageSales Orientation<br />InformAdvertising Orientation<br />
  27. 27. 3 Parallel Approach - SOCIAL<br />Interface<br />Usability<br />Navigation<br />Sitemap<br />Focuses on Internet marketing, social media/networking, online ads, and SEO/SMO<br />Integration is key to ensure resources are properly aligned,<br />content pipelines full,<br />safe environment created, web marketing fundamentals utilized.<br />Design<br />Retain<br />Attract<br />Resource<br />Social<br />System<br />Serve<br />New media<br />Visibility<br />Connection<br />Application<br />Integration<br />Server architecture<br />Database design<br />Admin tools<br />EngageSales Orientation<br />InformAdvertising Orientation<br />
  28. 28. Is that it?... No…<br />There are 3 components that surround the entire system.<br />They need considered along the way.<br />
  29. 29. The “SWEET SPOT”<br />Audience<br />Identify and define<br />Determine message, function, and experience needed to meet level of desired engagement<br />Audience<br />Sweet Spot<br />
  30. 30. The “SWEET SPOT”<br />Content<br />Communicate what audience needs and wants<br />Create value for user to develop trust and loyalty<br />Must be relevant and timely<br />Content<br />Audience<br />Sweet Spot<br />
  31. 31. The “SWEET SPOT”<br />Channel<br />Choose and/or create the right vehicle<br />Create the greatest impact to the user<br />Most “bang for the buck” out of a piece of content<br />Single point data/content entry<br />Multi-point distribution<br />
  32. 32. The “SWEET SPOT”<br />SWEET SPOT is the convergence of all 3<br />Integrate channels to link all 3 components<br />Required components to achieve objectives<br />Content<br />Audience<br />Sweet Spot<br />Channel<br />
  33. 33. Interface<br />Usability<br />Navigation<br />Sitemap<br />Design<br />Audience<br />Content<br />Retain<br />Attract<br />Resource<br />System<br />Social<br />Serve<br />New media<br />Visibility<br />Connection<br />Application<br />Integration<br />Server architecture<br />Database design<br />Admin tools<br />EngageSales Orientation<br />InformAdvertising Orientation<br />Channel<br />
  34. 34. This is the Big Picture<br />The web strategy model is a high-level view<br /> Each parallel track requires itsOWNsub-strategy and approach to succeed<br />Web Design and Content<br />Web Systems and Architecture<br />Web Marketing and Social Media<br />
  35. 35. Key Take-Aways<br />A Champion is needed who understands<br />Relationships built ontrust are required<br />3 parallels need to move at the same time<br />Always think about Audience, Content, and Channel, while moving through each level of audience engagement<br />
  36. 36. A Proven Web Strategy <br />The Sale of Value with a Mission Focus<br />Concept origination: Summer 2003<br />Model solidified: Summer 2008<br />By: Shaun Holloway<br />www.srholloway.com<br />
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