Build a Better Website. 5 Online Trends to Employ Now!

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Build a Better Website. 5 Online Trends to Employ Now! An educational webinar presented for The Sheridan Group.

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Build a Better Website. 5 Online Trends to Employ Now!

  1. 1. Build a Better Association Website! 5 Online Trends to Employ Now! Presented by Ray van Hilst Director, Client Strategy and Marketing
  2. 2. 5 Online Trends
  3. 3. “If you build it they will come…”
  4. 4. But… no one goes to hear a bad orchestra.
  5. 5. Content Marketing is an umbrella term encompassing all marketing formats that involve the creation and sharing of content in order to attract, acquire and engage clearly defined and understood current and potential consumer bases with the objective of driving profitable customer action. Content marketing subscribes to the notion that delivering information to prospects and customers drives profitable consumer action. Content marketing has benefits in terms of retaining reader attention and improving brand loyalty.
  6. 6. Content Marketing Examples • White Papers • Infographics • Webinars • Emails • Fact Sheets • Blogs • Social Media (Twitter, Facebook, etc.)
  7. 7. Content Marketing • A 2011 survey found that 82% of B2B companies use content marketing • Predicted Trends ▫ Shifting Technologies (e.g. RSS to Google+) ▫ Emerging content channels will steal the spotlight from more established media ▫ Curated Content ▫ Search Engine Optimization including off site optimization (e.g. social channels) http://www.marketingprofs.com/articles/2012/6827/content-marketing- trends-for-2012-whats-in-and-whats-out
  8. 8. 1 Billion
  9. 9. “I Google something at least 12 to 14 times a day.” “Google is my primary research source.” “If I need something I Google it.” “Google is my homepage so everything starts there.” “I keep up to date on my industry with Google alerts.”
  10. 10. Personalization Trends from Adobe and eConsultancy • 52% of digital marketers agree “The ability to personalize web content is fundamental to their online strategy.” • 41% are “Committed to providing personalized experiences.” • Data used to personalize the web experience: ▫ Personal Data ▫ Browser History ▫ Purchase History ▫ Onsite Behaviour ▫ User Preferences http://infographicsmania.com/website-personalization-trends/
  11. 11. Sharing Trends • Facebook accounts for almost 53% of online sharing ▫ An 18% increase from 2011 • Pinterest is fastest growing network • More options mean more sharing • Mobile sharing is growing http://www.addthis.com/blog/2012/12/05/2012-social- sharing-trends/#.USIiq6WyUz1
  12. 12. 5 Trends 1. Content Marketing 2. Search Engine Optimization 3. Personalization 4. Social Sharing 5. Responsive Web Design
  13. 13. You’re Probably About Ready To Redesign Your Website
  14. 14. 40% of sites are more than 3 years old
  15. 15. 50% will build a new site within 2 years
  16. 16. Top Factors for a Redesign • 70.2% - Look and feel is outdated • 57.9% - Make it easier/faster to update; • 57.9% - Integrated with other technologies • 45.6% - Lack of functionality • 22.8% - Shifting business Model • 21.1% - Member Complaints • 5.3% - Board directive • 3.5% - Competition
  17. 17. Select the right TOOLS Make it easy to publish content
  18. 18. “The hardest part of managing a website should be writing the content. Not coding.” Ray van Hilst Some guy speaking on a webinar
  19. 19. WYSIWIG & HTML News Events Calendar Shared Content Lists Form Builder Multimedia Social integration
  20. 20. “My staff really likes their CMS [Sitefinity] - they find it intuitive and with enough safeguards that they're not afraid of screwing up the whole site.” Cathy Stegmaier Executive Director Alliance of Cambridge Advisors
  21. 21. Testing a CMS • Give the vendor sample content to migrate in the demo • Do a side by side comparison of publishing content • Try a Sandbox Demo • Ask about training and documentation
  22. 22. Content Marketing Create member value through content
  23. 23. “I am very much of a content-is-the-most- important-thing [mindset]. You can have the most effective integrated social media platform and every kind of technology, but if you don’t have anything to say, you’re done.” - James Carville, Associations Now
  24. 24. Content Marketing for Associations • Industry News • Press Releases • Magazine Articles • Videos • Education • Blogs • Newsletters
  25. 25. Get Started • Content Audit ▫ What do you have? ▫ Where is it? • Identify your channels ▫ Where should it go? • Institutionalize ▫ Get everyone on board ▫ Adopt the Manifesto
  26. 26. Content Pyramid Social Media Blog Posts News Articles Features Evergreen Content Formal Informal Right Now 3 Years from Now
  27. 27. Content Marketer’s Manifesto (Top 5) #1 – I am a Marketer ▫ If you are creating content – even editorial – you are engaged in marketing #2 – I hold the hottest tool for retention – Content ▫ Relevant content is the best way to create value #3 – My content is aligned with the organization’s goals ▫ I create content that achieves my organization’s goals #4 – I am in the influencing behavior game ▫ My purpose is to provide value through content to influence and drive behavior #5 – I have an ongoing dialogue ▫ Content topics are driven by ongoing discussion and listening to their needs. http://bussolati.com/manifesto/
  28. 28. Search Engine Optimization Making your content found
  29. 29. http://readwrite.com/2011/12/13/googles-matt-cutts-good-conten Good content trumps SEO "Even if you do brain-dead stupid things and shoot yourself in the foot, but have good content, we still want to return it,” “Google tries to make it so that sites don't have to do SEO." Matt Cutts Google Webmaster Extraordinaire
  30. 30. SEO Tips • Make it visible ▫ Relevant content can’t be hidden behind a login • Know your relevant keywords… and use them! ▫ Headlines ▫ Body Copy ▫ Internal Links • Build links back to your site ▫ Press Releases ▫ Partner Sites ▫ Social Media and Communities ▫ Embrace Google+
  31. 31. SEO Basics • SEO Friendly URL • Title Tag • Keywords • Descriptions
  32. 32. User Centric Philosophy
  33. 33. Generalist Jim • 26 Years Old • General RT in a hospital • Early in career • Single, enjoys life outside work • Transaction driven Susan • 34 Years Old • Radiation Therapist • Hospital based • Married with two small kids, always on the go • Transaction driven Specialist Sarah • 40 Years Old • Senior Technician with many positions • Engaged at state level • Married with two kids (8 & 11) Careerist Bob • 48 Years Old • Operations Manager • Service provider • Volunteers with state affiliates and national org • Married with active teenagers Evangelist
  34. 34. CEs Drive Web UsageTransactional 1 Transactional 2 Career Focused Evangelist Check & Manage CEs X X X X Continuing Education X X X Industry News X X X Standards X Events X Careers X X Vote X X Volunteer X Advocacy Member Benefits
  35. 35. Welcome Box
  36. 36. Easy Personalization • Recognize Member Type • Renewal Reminders • Capture Topic Codes
  37. 37. Frictionless Social Sharing
  38. 38. Engagement Pyramid – Charlene Li Curators Producers Commentators Sharers Watchers http://www.slideshare.net/charleneli/understand-your-customers-social-behaviors
  39. 39. ATA Sharing (1 month) • 247 Shares • 35 Clicks • 14% Viral Lift • Top Content ▫ Learning ▫ Case Studies ▫ Meeting • Top Share platforms ▫ Email ▫ Facebook ▫ Twitter
  40. 40. Develop a Mobile Strategy Engage your members and readers where they go
  41. 41. 3 Mobile Strategies • Mobile Website • Mobile App • Responsive Website
  42. 42. Mobile Website • Mobile only version • “Forked” approach with two separate sites • Quick to implement
  43. 43. Mobile Apps • Specialized experiences • Can take advantage of device capabilities • Tend to be task focused ▫ eMail/Social ▫ Maps ▫ Reading
  44. 44. Responsive Design • One site ▫ Consistent content management • User experience is based on screen resolution • Device Independent • Restructured Layout
  45. 45. A website that responds to the device that accesses it and delivers the appropriate output for it uses responsive design. Rather than designing multiple sites for different-sized devices, this approach designs one site but specifies how it should appear on varied devices. https://itservices.stanford.edu/service/web/mobile/about/terminology
  46. 46. Desktop • Define breakpoints • Prioritize content • Develop
  47. 47. Pros and Cons http://info.vtcus.com/3-steps-to-a-mobile-strategy
  48. 48. Wrap Up
  49. 49. Top Takeaways • Create good content ▫ Put your users first • Make your content easy to ▫ Publish ▫ Go anywhere your users go ▫ Be found • Expand your website’s footprint ▫ Sharable content ▫ Create user connections
  50. 50. Q & A Get more tips at www.vtcus.com/10-things Download our eBook: 10 Things Members Want from Your Association Website Ray van Hilst Director of Client Strategy and Marketing Vanguard Technology 703.439.1990 rvanhilst@vtcus.com @rvanhilst www.vtcus.com
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