A Proven Web Strategy Model for Not-for-Profits and Higher Education
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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)...

"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.

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A Proven Web Strategy Model for Not-for-Profits and Higher Education A Proven Web Strategy Model for Not-for-Profits and Higher Education Presentation Transcript

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