Website Makeover Made Easy

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

Published in: Technology, Business
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Website Makeover Made Easy

  1. 1. Website Makeover Made Easy (yeah, right!) Presented by Phillip Smith www.communitybandwidth.ca
  2. 2. Why would anyone trust this guy?
  3. 3. You
  4. 4. 1. It’s not easy!
  5. 5. The Web is a moving target
  6. 6. Tech skills are in short supply
  7. 7. Very few people have “figured it out”
  8. 8. 2. It is expensive
  9. 9. The basics (ongoing costs) • Hosting • E-mail delivery • Credit card processing • Customer self-care portals & fullfillment • Online marketing
  10. 10. Expensive consultants
  11. 11. Time is your worst enemy
  12. 12. New Internationalist is another example
  13. 13. 3. It’s an operation, not a project silly
  14. 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. 15. We’re in print publishing (the Web is a nuisance!)
  16. 16. The Web crosses boundaries (where do we put this thing?) • Editorial? • Publishing? • Circulation? • Marketing? • Naw, just give it to the interns!
  17. 17. So, how do you do it right? (While making it look easy…)
  18. 18. Good ideas are more important than good execution … and the story of This Magazine’s 15 minutes of fame
  19. 19. Rinse, wash, repeat…
  20. 20. 1. Set S.M.A.R.T objectives • Specific • Measureable • Acheivable • Relevant • Timebound
  21. 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. 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. 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. 24. Back to making things look easy…
  25. 25. 1. Rent your software (try before you buy)
  26. 26. Bricolage
  27. 27. Drupal
  28. 28. Other options include: • Wordpress (wordpress.com) • Expression Engine (enginehosting.com) • Movable Type (typepad.com) • Public Square (publicsquarehq.com)
  29. 29. 2. Make it easy to “buy now” (or subscribe now…)
  30. 30. 3. Invest in results (and nothing else)
  31. 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. 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. 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. 34. Website Makeover Made Easy (yeah, right!) Presented by Phillip Smith www.communitybandwidth.ca

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