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A Global Village What is the Internet? The world wide interconnection of individual networks operated by governments, industry, academia and private parties. Date Number of Users % of World Population December 1995 16 million 0.4% March 2000 304 million 5.0% December 2005 888 million 13.9% December 2008 1,574 million 23.5% December 2009 1,802 million 26.6% September 2010 1,971 million 28.8%
Getting Started: Website Development Thinking Caps On…
How do you envisage your website?
What do you hope to achieve with your website?
Who do you want to visit your website?
In other words what are your… VISION, AIMS, & AUDIENCE
Exercise One Workbook: ‘Vision, Aims, Audience’
Vision What do you want your visitors to think of you? What is the lasting impression you want to leave with your visitors? What are the long-term aspirations of your website? Conveyed through good website development & design
Aims What is it you want your visitors to do on your website? What do you want to achieve through your website? Conveyed through good website design
Audience Who are you wanting to attract to your website? Why should they visit your website? Where are they coming from? Conveyed through good website promotion & use of analytics
What makes a good website? Brand Key elements Little touches Ease
Capture and communicate the value and benefit your providing visitors. Make an immediate connection when visitors enter your site. Be consistent with your overall brand and communications. Create a beautiful, professional and highly- functional experience. Your Brand needs to…
The little touches that have high impact. What separates your website from everyone else’s? The little touches…
User Ease Organised and intuitive navigation structure. Multiple ways to access one piece of information. Making it easy for your visitors and for yourself. Manageability A Content Management System Ability to make changes and updates without the need of an IT expert. Is it Easy…
What online elements work really well for your web visitors? What would you change about your website now? Exercise two What first impression will your website make?
Content management systems What is a content management system? CMS is a tool that enables a variety of technical and non-technical staff to create, edit, manage and finally publish a variety of content, whilst being constrained by a centralised set of rules, processes and workflows that ensure coherent, validated electronic content.
Some Examples… Consider… Where or What is your attention drawn to? Is this a good thing? What has interested you about this website? What do you think makes this an effective/ ineffective website? What impression do you have of the museum and the museum team? Do you want to visit this museum yourself?
Segment and Target Disseminate Information Sign up to Mailing List Group visit the Museum What do your visitors want? International Tourists Local Residents Secondary Schools What’s On, Directions, Local Information Upcoming events, Local news, Offers Day Trips, Workshops, Tours, Educational Value
Exercise three Workbook: ‘Matching Audiences and Offerings’
Do people know who you are well enough to search for you?
Do Search Engines know you well enough to recommend you?
What have you done to get noticed?
“ If I built it, they will come”
So What is Search Engine Optimisation? The process of increasing and improving the volume and quality of traffic to your website through natural or organic searches. A simple activity of ensuring your website can be found in Search Engines when people use words and phrases relevant to what your site is offering.
Search Engine Spiders… CONTENT META TAGS HEADINGS IMAGES LINKS SITEMAPS TITLE TAGS
Exercise four Workbook: ‘What are my Keywords?’
3. Grouping Your Keywords Museums Scotland Heritage Museum Highlands Holidays in Scotland Things to do in Scotland Scottish Tourism School Trips School Heritage Trips Museum Trips Schools Learning Exhibitions Events Showcases Displays
Keyword Density The Museum is ideally sited in the middle of the shoreline, and the museum has been visited by hundreds and thousands of people, including numerous school groups, since the museum opened in 1986. The entire museum is on one level and is an accessible venue for the disabled. The museum tells fascinating stories which have been discovered around the area and has many museum artefacts on display. The museum also explores the remarkable geological and environmental circumstances of the area. The stories told at the museum are international: particularly involving Dutch, French, German and Danish history, so visitors from abroad are particularly welcome. This museum is a unique museum with helpful, friendly staff and an excellent museum gift shop that is well worth a visit.
Keyword Density formula Number of times a Keyword or Phrase Occurs Total Words 100 ( ) X = KEYWORD DENSITY
The Museum is ideally sited in the middle of the shoreline, and the museum has been visited by hundreds and thousands of people, including numerous school groups, since the museum opened in 1986. The entire museum is on one level and is an accessible venue for the disabled. The museum tells fascinating stories which have been discovered around the area and has many museum artefacts are on display. The museum also explores the remarkable geological and environmental circumstances of the area. The stories told at the museum are international: particularly involving Dutch, French, German and Danish history, so visitors from abroad are particularly welcome. This museum is a unique museum with helpful, friendly staff and an excellent museum gift shop that is well worth a visit. Keyword Density
10 SEO techniques all great websites should use #1 Title Tags
Dear Ms. Alphabeth, [ always use the person’s real name if you have it ], I’ve greatly enjoyed looking through your museum website, especially the “Artefact of the Month” photos. I have a website on a related subject and I think it might be of interest to your readers. It’s “Museums in the Highlands”, this site provides a detailed lists of museums in the Highlands. The page is located at www.museumsinthehighlands.com [ use the exact URL that you want the site to link to ]. I thought a good place on your site to link from would be on your “links” page, here: www.examplemuseumwebsite.com/links [ use the exact URL that you hope the site will link from ]. Here is a description that you can use if you like: Museums in the Highlands The definitive list of Museums in the Highlands of Scotland. I hope you find this link appropriate and useful. We at Museums in the Highlands would certainly appreciate a link from your site. Please feel free to contact me with any questions. Sincerely, Margo Museum Web Marketing Manager, Museums in the Highlands [ Use your full name, title, and if possible, use an email address from the site requesting the link.]
10 SEO techniques all great websites should use #9 Social media
10 SEO techniques all great websites should use #10 A Few SEO Tips
Ignore the Spam!
What are you waiting for?
They’ll come to you.
Flash = No SEO.
Don’t ignore me.
Linking from Directories http://www.museums.co.uk/
Keeping in Touch: Email campaigns 90% of people sent or received an Email. 75% searched for information on goods and services. 51% read or downloaded online news, newspapers or magazines 45% listened to web radio or watched web television 43% posted messages to chat sites, social networking and blogs 40% played or downloaded games, images, film or music 38% uploaded self created content to a website to be shared 32% looked for information on learning, education and training 21% sold goods or services over the internet 12% donated to charities online. Office For National Statistics, Statistical Bulletin: Internet Access 2010
Which of your target groups are these tactics designed for
How often will these tactics take place
Who will manage these tactics
How will these tactics support one another
What will your response time be to comments/ emails
Emarketing implementation plan eMarketing Tactic: My Museums Facebook Page Person Responsible: Marketing Manager Tool: Facebook Description: A social network to bring fans and supporters, visitors and friends of My Museum together, to share information, links, news, opportunities, and events with one another. Objective: Facebook page to create an online community of supporters, to communicate news, exhibitions and events, start conversations and discussions about heritage in Scotland and engage people in a light and friendly way. Required Completion Date: January 2011 Resources Needed/ Acquired: N/A Audience Group(s):
Local Teenagers (14 years to 19 years)
Local Adults (20 years plus)
Visitors to the Museum
Update Frequency: Minimum of 3 posts per week. Tactics Linked to: Website, eNewsletter, Postcards Response Time: Comments: Response within a day (week days) Response within 2 days (weekends) Date: DD/MM/YY Comments: 4/12/2010: Facebook page needs a good photograph for the profile picture. Date: DD/MM/YY Status: 03/12/2010: Attended a workshop on social media to understand how to establish an effective page. 04/12/2010: Set up a Facebook profile for the museum.
Exercise five Workbook: ‘eMarketing Implementation’
website SEO Keywords Page Titles Site Maps Social media Facebook Page Twitter Stream Flickr , Youtube, Blog Links Museums Tourist attractions Local shops Web Design Call to Actions Photos Visitor Comments eNewsletter Bi-monthly to visitors Bi-monthly for schools Analytics Monthly review – Google, Facebook, eNewsletter Emarketing Strategy
Once Everything is linked together…. Are you actually going anywhere?
Insights into Your Audience Web Analytics is a great way of capturing data, you would not normally be able to capture, on your online audiences.
How they got there and where they came from.
What pages they went to.
What they clicked, downloaded, viewed.
What they bought.
- How they interact with you.
How to use web analytics effectively Do most people visit your site at particular times? Which pages are most popular? Do your readers browse more than one page before leaving? What is the average length of time your readers stay? Do your readers come from search engines? What pages are primary exit pages for your site? Who is linking to you?