Presentation from J. Boye Conferences Aarhus 2010. We all know the classic rules for good online communication. So why is it still so hard to practice what you preach in terms of great online communication in most organizations? Do you recognize any of these situations? * You are three weeks away from launching the new website… But haven’t thought about the content yet * Your manager keeps asking you to upload 200-page PDF documents * You have piles of content that was last updated in 2004 * Your decentralized editors’ motivation level remains at rock-bottom * You are drafting up good-looking analytics reports, but secretly don’t know how to use them Join this analyst talk to hear what stories web communicators are reporting from their daily life. Dorthe will draw on real-life experiences and examples from members of the J. Boye community of practice, which includes a number of global, high-profile organizations. She will share examples of different ways of overcoming these typical challenges.

1. Online Communicators
Practicing what you preach?
Dorthe Jespersen - drj@jboye.dk
November 2010

2. About me

3. You know
what to do

4. Plan
for content

5. Know
your users

6. Support
& motivate

7. Measure
& evaluate

8. Communicate
to stakeholders

9. Communicate
to stakeholders
Measure
and evaluate
Support
and motivate Know
your users
Plan
for content

11. Plan
for content

12. “We are three weeks from
launching the new site… Wait,
what about the content?”

14. What
worked?

15. “We did a writing for the web
course for everyone in the
communication team – even
those not working on web”.
Danish Ministry of Employment


16. “We do quarterly auditing,
focusing on one issue each
quarter, such as SEO, tone of
voice, accessibility”.
Muncipality of Aarhus


17. 
Editorial calendar
Regular auditing, focusing on one(!) issue
Do less content
Work on content strategy

19. Know
your users

20. “Well, everyone knows
the users prefer…”

22. What
worked?

23. “We had no budget, but did
usability testing anyways.”
Alfa Laval, Sweden


24. “1 week every two months we
spend in the field: In customer
service, with consultants, with
our users”.
Environment Agency, UK


25. 
Benchmark before and after
Use what you have
Focus

27. Support
& motivate

28. “No matter what I say or
do, the editors seem to
constantly forget what
makes good web content”

30. What
worked?

31. “Every two weeks we host a
web café. Editors tell us that
this is the only time they really
get the work done”.
IDEmøbler, Denmark


32. “Editors need to publish this
amount of news and that
amount of articles – and we
follow up.”
Danish Nurses’ Organisation,
Denmark


33. 
Go on a roadshow
Make sure editors know where to go
Internal web awards (best and worst)
Make end users visible
Approved list of terms
Concept for minimum information

35. Measure
& evaluate

36. “I send the analytics reports off
every months, but never get
any comments… In fact, I don’t
use them much myself either”.

38. What
worked?

39. 
Maersk, HQ Denmark

40. 
Velux, HQ Denmark
Number of visits
Pages

41. 
Trends, not numbers
Look for low hanging fruit
Visualise
Benchmark across websites and people

43. Communicate
to stakeholders

44. “Visitors, bounce rate,
performance, navigation,
usability, standards, SEO,
CMS…”

46. What
worked?

47. “We are wasting 100.000 $ on
producing and maintaining
pages, that no one looks at”
Environment Agency, UK


48. “I try to make life easier for my
boss, by feeding him articles on
web trends and best practice,
and writing action lists from
every conference I attend.”
UNHCR, Geneva


49. 
Have an elevator pitch
Present scenarios
Keep a public to-do-list
And a done-list!
Reduce costs? Increase revenue or
customer satisfaction?

50. Communicate
to stakeholders
Measure
and evaluate
Support
and motivate Know
your users
Plan
for content

51. Good luck on your projects!
drj@jboye.dk
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