Website Makeover Made Easy

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Presentation delivered for Magazines Canada at the MagNet conference in Toronto, June 2008.

Presentation delivered for Magazines Canada at the MagNet conference in Toronto, June 2008.

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Transcript

  • 1. Website Makeover Made Easy (yeah, right!) Presented by Phillip Smith www.communitybandwidth.ca
  • 2. Why would anyone trust this guy?
  • 3. You
  • 4. 1. It’s not easy!
  • 5. The Web is a moving target
  • 6. Tech skills are in short supply
  • 7. Very few people have “figured it out”
  • 8. 2. It is expensive
  • 9. The basics (ongoing costs) • Hosting • E-mail delivery • Credit card processing • Customer self-care portals & fullfillment • Online marketing
  • 10. Expensive consultants
  • 11. Time is your worst enemy
  • 12. New Internationalist is another example
  • 13. 3. It’s an operation, not a project silly
  • 14. What is a project (and what isn’t a project?) • quot;A project is a temporary endeavor undertaken to create a unique product, service or result.quot;
  • 15. We’re in print publishing (the Web is a nuisance!)
  • 16. The Web crosses boundaries (where do we put this thing?) • Editorial? • Publishing? • Circulation? • Marketing? • Naw, just give it to the interns!
  • 17. So, how do you do it right? (While making it look easy…)
  • 18. Good ideas are more important than good execution … and the story of This Magazine’s 15 minutes of fame
  • 19. Rinse, wash, repeat…
  • 20. 1. Set S.M.A.R.T objectives • Specific • Measureable • Acheivable • Relevant • Timebound
  • 21. 2. Set an annual budget and revenue targets (and stick to them!) • How many subscriptions? • How many advertisers • How much advertising revenue? • While you’re at it, set some others: – How many new e-mail subscriptions – How many letters to the Editor? – How many forwards to a friend
  • 22. 3. Indentify what’s a project & what’s an operation (and resource it accordingly!) • quot;A project is a temporary endeavor undertaken to create a unique product, service or result.quot;
  • 23. BONUS: Get out of your comfort zone! • Learn about “Web stuff” • Take a course in anything from HTML to Web analytics • Try your hand at producing a multi-media piece, or running an online marketing campaign • Look outside the magazine box for inspriation.
  • 24. Back to making things look easy…
  • 25. 1. Rent your software (try before you buy)
  • 26. Bricolage
  • 27. Drupal
  • 28. Other options include: • Wordpress (wordpress.com) • Expression Engine (enginehosting.com) • Movable Type (typepad.com) • Public Square (publicsquarehq.com)
  • 29. 2. Make it easy to “buy now” (or subscribe now…)
  • 30. 3. Invest in results (and nothing else)
  • 31. How to make it look easy… • Remember, it’s not easy, it’s: – Expensive – Hard to find good people – And it’s an operation, not a project (except when it is)
  • 32. So, knowing that, you… • Set S.M.A.R.T objectives • Set budget and revenue objectives • Ensure that your initiative is properly resourced (operational, or as a project)
  • 33. And then you make it look easy by… • Renting your software • Making it easy to buy or subscribe • Investing in results, and only results
  • 34. Website Makeover Made Easy (yeah, right!) Presented by Phillip Smith www.communitybandwidth.ca