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Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit

Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit



Does your web content engage, inform and entertain your audience? Five questions will help transform your site.

Does your web content engage, inform and entertain your audience? Five questions will help transform your site.



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    Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit Build And Engage Your Audience - Madeleine Sugden, KnowHow NonProfit Presentation Transcript

    • Web Content: build and engage your audience Madeleine Sugden Content Manager www.knowhownonprofit.org
    • What is web content for?
      • Culture and heritage:
      • Proof of existence – ‘about us / visit us’
      • 24/7 learning resource
      • Added-value – find out more / interact / shop / support us
    • 5 questions
      • Five things to think about to help you make the most out of your web content….
    • 1. Audience
      • Will they get beyond your homepage?
      • Who are you talking to?
      • Are you using the right language?
      • Are you current?
      • How do you know what the audience wants?
    • Eg1 Museum of Witchcraft
      • Clearly says who they are and what they are about
      • But it doesn’t engage
      • Navigation is cluttered – where do you start?
      • Who is this site for?
    • Eg2 Walsall Art Gallery
      • Too much text
      • Broken pictures
      • This page should be a shop window for the gallery inviting me in not telling me all their stories at once
    • Eg3 Tyne and Wear Museums
      • Very warm, engaging and welcoming
      • Is current – what’s on, podcasts
      • Invites the reader in…
    • Eg4 Porthcurno Museum
      • Clearly separates information for different audiences
    • Eg5 Museum of Brands
      • Who is this information for?
    • Eg6 Visit Britain
      • Written for the audience + other pages do the same
      • Giving the audience what they want
    • Eg7 Working with Men
      • Online questionnaire to find out what users think about the site
      • Shows that they value the views of the audience
    • Eg8 Friends of the Earth
      • Sharing the results of a previous survey
      • Keeping audience informed of views and changes that will be made
      • Really good content – clearly in touch with audience (eg Pub Ammo)
    • 2. Presentation
      • Are you helping skim reading?
      • Are you writing for the web?
      • Is information easy to find?
      • How much information are you giving?
      • How are you using images?
      • Is your site accessible?
    • Eg9 London Canal Museum
      • Too much text written in big blocks
      • Not easy to skim read
    • Eg10 Samuel Johnson
      • Text is well broken up into one idea per paragraph
      • Only basic information given here – where do I go if I want more?
    • Eg11 Shakespeare’s Birthplace
      • Good use of headings to break up text but still quite hard to read.
      • Sentences are long (ideally should be 10-20 words on the web)
    • Eg12 British Heart Foundation
      • Content well written for the web
      • Good, clear headings
      • Short bulleted lists
      • Images to bring to life
      • Written for the audience
    • Eg13 Porthcurno Museum
      • Lots of information, hard to skim read
      • Navigation links on left are hard to read as they are printed over a detailed image
      • Don’t make people work to find information
    • Eg14 St Albans Museum
      • Links at bottom not presented well
      • ‘Click here to find out more information about …’ is a lot to process before getting to the important words.
      • Simple, meaningful links work best
      • ‘Click here’ is inelegant and on its own not accessible
    • Eg15 Whitby
      • Well presented content
      • They’ve thought what else the audience might want – local weather, places to stay, events
      • They’ve made it easy to find everything out about this venue
    • Eg16 Lives of Buildings event
      • Readers are having to work to find information – need to read whole thing
    • Eg17 Royal Armouries
      • Inspiring events
      • Great pictures
      • Clearly labelled
      • Easy to see what’s on
    • 3. Medium
      • Content isn’t just printed words
      • Are you using the best format to bring the content to life?
      • Are you using audio / video?
      • Is it interesting / fun / useful?
    • Eg18 John’s story
      • Great story – his own words
      • We know what he looks like
      • But we can’t hear his voice…
    • Eg19 Equipment at sea
      • Background, photo, voice
      • Good practice – file format and length specified
      • Accessibility – text equivalent
      • Find out more – other audio to listen to
    • Eg20 – Liverpool Museums
      • Well integrated audio – audio not just in its own bit on the site ‘while you listen’
      • Transcript available
    • Eg21 Great Fire of London
      • Game / learning site from Museum of London
      • Great way of giving content and atmosphere – bringing it to life with voices and sounds
    • Eg22 Your day out in Yorkshire
      • Interactive day-planner
      • Fun and useful
      • Accessibility?
    • Eg23 Hackney Museum
      • Virtual tour round the museum
      • There is no one there – doesn’t make me want to visit
      • No explanation of what I am seeing
      • Could have been so much better
    • 4. Marketing
      • Help people find your site
      • Search engines
      • Use all channels available
      • Integrate on and offline activities
    • Eg24 Google search
      • How do people get to your website?
      • They will search for you by name or by topic
      • What words do people use – are these finding your website? Check yourself
      • ‘ Victorian homes’ doesn’t find Geffrye or Black Country Museum
    • Eg25 Colossus BBC tour
      • Great content on BBC
      • How are Bletchley taking advantage of this?
    • Eg26 Bletchley Park
      • They’re not….
    • Eg27 Jorvik Viking Centre
      • One of their characters has friends on Facebook
      • Good way of keeping like-minded people in touch with what’s new
    • Eg28 National Media Museum
      • Keeping followers up-to-date on Twitter
      • Is Twitter mentioned on their site?
    • Eg29 Eureka
      • Upload pictures of your visit to Flickr
      • Helping to build the community of visitors
    • Eg30 Medical London walks
      • Online extension to book / pack they sell
      • Video of walk curator on the walk talking about the subject
      • Great added-value
    • Eg32 IWMN Big Picture
      • Amazing in-person experience at the museum
      • Write-up not inspiring
    • 5. Interact
      • From passive readers to active users
      • Help your visitors to spread the word
      • Make it easy to interact / get involved
      • Take advantage of influence windows
    • Eg33/34 Museum of Wales
      • ‘ I’ve been here, it was great’ – use eCards and virtual love spoons to spread the word
    • Eg35 Barley Hall
      • Involve local people
    • Eg26 Kent Police Museum
      • Invitation to donate something but full information about how to do this not given
      • User will have to search for contact details for curator as they are not presented on the page
    • Eg27 Sponsor a value
      • Interactive opportunity that is appropriate to the audience
      • Fun and engaging
    • Eg28 History of Lego
      • Wasted opportunity to let people share their memories of childhood toys – send your comments / join a discussion / send us your pictures
    • Eg29 eNewsletter sign=up
      • Sign-up confirmed but what else can I do?
      • Give me other ways I can get involved – events, become a friend etc
      • Take advantage of the engagement someone is already giving you
    • Eg30 Plane Stupid
      • People want to engage – don’t apologise for it!
    • Eg31 Oxfam
      • Add a donation included in shop
      • More likely to add donation at this point
      • Oxfam are making it easy
    • 5 questions - PAMMI
      • P resentation
      • A udience
      • M edium
      • M arketing
      • I nteract
    • Madeleine Sugden Content Manager KnowHow NonProfit www.knowhownonprofit.org