Promoting your Online Content: Priority Issues

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Maximising Online Resource Effectiveness Workshop: Priority Issues (session 3/8)

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Promoting your Online Content: Priority Issues

  1. 1. Priority issues
  2. 2. Priority issues Session 3/8
  3. 3. Poor websites cost UK councils around £11m a month Janine Milne, 8 January 2010 Shoddy websites could be costing UK councils £11m a month, according to the Society of IT Managers (Socitim). Faced with badly designed or poorly constructed sites, people are choosing to either call their council or visit a council contact centre, both far more costly channels. Only 21% of the 7.3m unique visitors to the 120 council websites found part of the information they were looking for. On average, a fifth of site visitors couldn't find the information they needed. That equates to 4.4 million failures in dealing with online enquiries across all local authorities. As each call to a council is estimated to cost roughly £2.50 to handle, local authorities could be haemorrhaging up to £11m each month. Despite these serious misgivings about the web, it was the most popular way for citizens to contact their local authority, preferred by 70% of the customers. But it was also exposed to be the least satisfactory channel, with 42% of visitors rating its service as poor, compared to 21% of face-to-face meetings and 2% of phone calls. http://www.cbronline.com/news/poor_websites_cost_uk_councils_11m_a_month_281009
  4. 4. Knowing your audience Establishing desirable target audience Determine your audience profile ‣ Demographics—age, gender, location, income ‣ What particular interests, influences, beliefs ‣ What media will they be using (desktop, mobile, home, work) How many are there ‣ Any relevant behavioural trends ‣ Clarify how to deliver value to your audience ‣ What do you want to achieve when users visit ‣ What is your goal or "conversion" metric ‣ How will you measure this
  5. 5. Practical exercise—identifying and understanding audiences This exercise should be done as individuals, not in a group Identify your web site audiences ‣ how many do you have? Prioritise each in terms of how important it is to communicate with them ‣ the time and energy you commit to each should be influenced by their relative importance—is this the case? What is purpose of communication to each ‣ is it to raise awareness, influence visitors, or something else? Compare your audiences and purposes ‣ are your priorities and purposes the same for each audience?
  6. 6. Practical exercise—identifying and understanding audiences Audience Priority Purpose
  7. 7. Practical exercise—identifying and understanding audiences Select one of your audiences and consider the following ‣ what sort of people make up this audience? ‣ what is their understanding of the service you provide? ‣ what does their working day consist of? ‣ how much detail do they need from your web site? ‣ what do they care about most? ‣ what language style would be most suitable for them?
  8. 8. Practical exercise—understanding a single audience Audience The sort of people making up this audience This audience’s understanding of your service Typical working day for this audience Detail required by this audience This audience priorities Most suitable language style
  9. 9. Structure Structure underpins everything Define specific parts of a web page using HTML ‣ content is structured with HTML ‣ HTML “tags” define parts of a web page ‣ <h1>heading</h1> <h2>subheading</h2> <p>paragraph</p> ‣ indicates relationship between parts of a web page and relative importances ‣ enables search engines to better assess content in a web page ‣ therefore a better match of content to search queries ‣ and content more likely to reach intended audience Associate presentation style with parts of web page using CSS ‣ web browser displays web page using associated styles ‣ easy maintenance of look and feel ‣ dynamic change of look and feel possible (depending on user details, mode of access etc.) Introduce functionality using Javascript ‣ leave structure intact ‣ to enhance UX
  10. 10. Structure—the power of stylesheets (CSS) http://www.csszengarden.com/
  11. 11. Structure—better standards HTML5 ‣ HTML5 introduces new elements and attributes for semantic replacements of generic <div> and <span> elements, e.g. <nav> (navigation block) and <footer>. ‣ Other elements bring convenience with a standardised interface for rich content, e.g. <audio> and <video>. ‣ Some elements from HTML 4 have been dropped, including presentational elements such as <font> and <center>, where effects are achieved with CSS. There is also a renewed emphasis on the importance of DOM scripting. CSS3 ‣ 2D and 3D transformations and transitions etc. http://www.w3.org/TR/html5/ http://www.w3.org/Style/CSS/current-work
  12. 12. Structure—implementation of standards HTML5 and CSS3 Eric Meyer, "A more tangled web", Belfast Build conference, November 2009 (summary by Charlie Neely, FRONT) The web's relative simplicity has made it so successful. Basic web tools, HTML, CSS and Javascript, have all found their way into many products and services we use today. However HTML5 wont be fully implemented until an estimated 2022 and CSS3 is likely to be in development far beyond that. But this doesn't stop us from using elements of it already. Developers are ingeniously using Javascript to emulate methods and functions of HTML5 and CSS3, for example, Alexis Deveria created a jQuery plug-in which provides support for CSS3 Template Layout Module. http://vimeo.com/7863592 http://a.deveria.com/?p=236
  13. 13. Structure—standards, video and audio with HTML5 on all browsers HTML5 video and audio for everyone Google, March 2010 HTML5 video and audio tags make embedding media into documents as easy as embedding an image. All it takes is a single <video> or <audio> tag. Unfortunately, not all browsers natively support these HTML5 tags. To enable HTML5 video and audio tags in all major browsers, simply paste the following code into the <head> of your document: <script src="http://html5media.googlecode.com/svn/trunk/src/ html5media.min.js"></script> This will allow you to embed video and audio into your document using the following easy syntax: <video src="video.mp4" width="320" height="240" controls preload></video> <audio src="audio.mp3" controls preload></audio> http://code.google.com/p/html5media/
  14. 14. HTML5 example <!DOCTYPE html> <html> <head> <title>Demo site for showcasing videos stored elsewhere</title> <meta http-equiv="Content-Type" content="text/html; charset=utf-8" /> <meta name="description" content="For demonstration purposes only, HTML5 video and audio and more..."> <meta name="keywords" content="demo, HTML5, CSS3, video tag, audio tag"> </head> <body> <section id="home"> <header> <h1>A few sample videos and audio</h1> <h2>Nothing too serious!</h2> <nav> <a href="#iphone-mp4">An mp4 file on the wonders of iPhone marked up just using &lt;video&gt; tag</a> <a href="#sagan-utube">An embedded youtube video of scientific slant</a> <a href="#meyer-vimeo">An embedded vimeo video of a conference talk by Eric Meyer</a> <a href="#bmw-videojug">An embedded videojug video about the world's best motorcycles</a> <a href="#walkonthewild-utube">Another embedded youtube video that I coundn't resist</a> <a href="#drivebytruckers-mp3">Some good music marked up just using &lt;audio&gt; tag</a> </nav> </header> <article id="iphone-mp4"> <p>A few of the not so obvious reasons for having an iPhone</p> <figure><video src="iphone-magic.mp4" width="478" height="270" controls></video></figure> </article> <article id="drivebytruckers-mp3"> <p>And some good old Drive-By Truckers music</p> <figure><img src="truckers.jpg" alt="Drive-By Truckers group members" /><br /> <audio src="gravity.m4a" controls></audio></figure> </article> <footer> <p>Copyright 2010 SCAMORE</p> </footer> </section> </body> </html>
  15. 15. HTML5 example HTML document <!DOCTYPE html> <html> <head> <title>Demo site for showcasing videos stored elsewhere</title> <meta http-equiv="Content-Type" content="text/html; charset=utf-8" /> <meta name="description" content="For demonstration purposes only, HTML5 video and audio and more..."> <meta name="keywords" content="demo, HTML5, CSS3, video tag, audio tag"> </head> <body> <section id="home"> <header> <h1>A few sample videos and audio</h1> <h2>Nothing too serious!</h2> <nav> <a href="#iphone-mp4">An mp4 file on the wonders of iPhone marked up just using &lt;video&gt; tag</a> <a href="#sagan-utube">An embedded youtube video of scientific slant</a> <a href="#meyer-vimeo">An embedded vimeo video of a conference talk by Eric Meyer</a> <a href="#bmw-videojug">An embedded videojug video about the world's best motorcycles</a> <a href="#walkonthewild-utube">Another embedded youtube video that I coundn't resist</a> <a href="#drivebytruckers-mp3">Some good music marked up just using &lt;audio&gt; tag</a> </nav> </header> <article id="iphone-mp4"> <p>A few of the not so obvious reasons for having an iPhone</p> <figure><video src="iphone-magic.mp4" width="478" height="270" controls></video></figure> </article> <article id="drivebytruckers-mp3"> <p>And some good old Drive-By Truckers music</p> <figure><img src="truckers.jpg" alt="Drive-By Truckers group members" /><br /> <audio src="gravity.m4a" controls></audio></figure> </article> <footer> <p>Copyright 2010 SCAMORE</p> </footer> </section> </body> </html>
  16. 16. HTML5 example HTML document <!DOCTYPE html> <html> <head> <title>Demo site for showcasing videos stored elsewhere</title> document head <meta http-equiv="Content-Type" content="text/html; charset=utf-8" /> <meta name="description" content="For demonstration purposes only, HTML5 video and audio and more..."> <meta name="keywords" content="demo, HTML5, CSS3, video tag, audio tag"> </head> <body> document body <section id="home"> <header> <h1>A few sample videos and audio</h1> <h2>Nothing too serious!</h2> <nav> <a href="#iphone-mp4">An mp4 file on the wonders of iPhone marked up just using &lt;video&gt; tag</a> <a href="#sagan-utube">An embedded youtube video of scientific slant</a> <a href="#meyer-vimeo">An embedded vimeo video of a conference talk by Eric Meyer</a> <a href="#bmw-videojug">An embedded videojug video about the world's best motorcycles</a> <a href="#walkonthewild-utube">Another embedded youtube video that I coundn't resist</a> <a href="#drivebytruckers-mp3">Some good music marked up just using &lt;audio&gt; tag</a> </nav> </header> <article id="iphone-mp4"> <p>A few of the not so obvious reasons for having an iPhone</p> <figure><video src="iphone-magic.mp4" width="478" height="270" controls></video></figure> </article> <article id="drivebytruckers-mp3"> <p>And some good old Drive-By Truckers music</p> <figure><img src="truckers.jpg" alt="Drive-By Truckers group members" /><br /> <audio src="gravity.m4a" controls></audio></figure> </article> <footer> <p>Copyright 2010 SCAMORE</p> </footer> </section> </body> </html>
  17. 17. HTML5 example HTML document <!DOCTYPE html> <html> <head> <title>Demo site for showcasing videos stored elsewhere</title> document head <meta http-equiv="Content-Type" content="text/html; charset=utf-8" /> <meta name="description" content="For demonstration purposes only, HTML5 video and audio and more..."> <meta name="keywords" content="demo, HTML5, CSS3, video tag, audio tag"> </head> <body> document body <section id="home"> <header> section <h1>A few sample videos and audio</h1> <h2>Nothing too serious!</h2> <nav> <a href="#iphone-mp4">An mp4 file on the wonders of iPhone marked up just using &lt;video&gt; tag</a> <a href="#sagan-utube">An embedded youtube video of scientific slant</a> <a href="#meyer-vimeo">An embedded vimeo video of a conference talk by Eric Meyer</a> <a href="#bmw-videojug">An embedded videojug video about the world's best motorcycles</a> <a href="#walkonthewild-utube">Another embedded youtube video that I coundn't resist</a> <a href="#drivebytruckers-mp3">Some good music marked up just using &lt;audio&gt; tag</a> </nav> </header> <article id="iphone-mp4"> <p>A few of the not so obvious reasons for having an iPhone</p> <figure><video src="iphone-magic.mp4" width="478" height="270" controls></video></figure> </article> <article id="drivebytruckers-mp3"> <p>And some good old Drive-By Truckers music</p> <figure><img src="truckers.jpg" alt="Drive-By Truckers group members" /><br /> <audio src="gravity.m4a" controls></audio></figure> </article> <footer> <p>Copyright 2010 SCAMORE</p> </footer> </section> </body> </html>
  18. 18. HTML5 example HTML document <!DOCTYPE html> <html> <head> <title>Demo site for showcasing videos stored elsewhere</title> document head <meta http-equiv="Content-Type" content="text/html; charset=utf-8" /> <meta name="description" content="For demonstration purposes only, HTML5 video and audio and more..."> <meta name="keywords" content="demo, HTML5, CSS3, video tag, audio tag"> </head> <body> document body <section id="home"> <header> section <h1>A few sample videos and audio</h1> header <h2>Nothing too serious!</h2> <nav> <a href="#iphone-mp4">An mp4 file on the wonders of iPhone marked up just using &lt;video&gt; tag</a> <a href="#sagan-utube">An embedded youtube video of scientific slant</a> <a href="#meyer-vimeo">An embedded vimeo video of a conference talk by Eric Meyer</a> <a href="#bmw-videojug">An embedded videojug video about the world's best motorcycles</a> <a href="#walkonthewild-utube">Another embedded youtube video that I coundn't resist</a> <a href="#drivebytruckers-mp3">Some good music marked up just using &lt;audio&gt; tag</a> </nav> </header> <article id="iphone-mp4"> article <p>A few of the not so obvious reasons for having an iPhone</p> <figure><video src="iphone-magic.mp4" width="478" height="270" controls></video></figure> </article> <article id="drivebytruckers-mp3"> <p>And some good old Drive-By Truckers music</p> <figure><img src="truckers.jpg" alt="Drive-By Truckers group members" /><br /> <audio src="gravity.m4a" controls></audio></figure> </article> <footer> footer <p>Copyright 2010 SCAMORE</p> </footer> </section> </body> </html>
  19. 19. HTML5 example HTML document <!DOCTYPE html> <html> <head> <title>Demo site for showcasing videos stored elsewhere</title> document head <meta http-equiv="Content-Type" content="text/html; charset=utf-8" /> <meta name="description" content="For demonstration purposes only, HTML5 video and audio and more..."> <meta name="keywords" content="demo, HTML5, CSS3, video tag, audio tag"> </head> <body> document body <section id="home"> <header> section <h1>A few sample videos and audio</h1> header <h2>Nothing too serious!</h2> <nav> navigation block <a href="#iphone-mp4">An mp4 file on the wonders of iPhone marked up just using &lt;video&gt; tag</a> <a href="#sagan-utube">An embedded youtube video of scientific slant</a> <a href="#meyer-vimeo">An embedded vimeo video of a conference talk by Eric Meyer</a> <a href="#bmw-videojug">An embedded videojug video about the world's best motorcycles</a> <a href="#walkonthewild-utube">Another embedded youtube video that I coundn't resist</a> <a href="#drivebytruckers-mp3">Some good music marked up just using &lt;audio&gt; tag</a> </nav> </header> <article id="iphone-mp4"> article <p>A few of the not so obvious reasons for having an iPhone</p> <figure><video src="iphone-magic.mp4" width="478" height="270" controls></video></figure> </article> <article id="drivebytruckers-mp3"> <p>And some good old Drive-By Truckers music</p> <figure><img src="truckers.jpg" alt="Drive-By Truckers group members" /><br /> <audio src="gravity.m4a" controls></audio></figure> </article> <footer> footer <p>Copyright 2010 SCAMORE</p> </footer> </section> </body> </html>
  20. 20. Structure—setting up RSS feed <?xml version="1.0" ?> <rss version="0.91"> <channel> <title>Web Designer Help</title> <link>http://www.webdesignerhelp.co.uk</link> <description>Latest Tutorials/Articles</description> <language>en-us</language> <copyright>Copyright 2008-2009 WebDesignerHelp</copyright> <lastBuildDate>Tue, 6 Jan 2009</lastBuildDate> <image> <title>Web Designer Help</title> <url>http://www.webdesignerhelp.co.uk/images/rss.gif</url> <link>http://www.webdesignerhelp.co.uk</link> </image> <item> <title>Setup an RSS Feed</title> <description>A basic tutorial on how to setup an RSS feed</description> <link>http://www.webdesignerhelp.co.uk/how-to-setup-an-rss-feed.html</link> <author>thomas@thomashardy.me.uk</author> <pubDate>Tue, 6 Jan 2009</pubDate> </item> </channel> </rss> http://www.webdesignerhelp.co.uk/index.php/2009/01/how-to-setup-a-rss-feed/
  21. 21. Structure—setting up RSS feed <?xml version="1.0" ?> <rss version="0.91"> <channel> <title>Web Designer Help</title> <link>http://www.webdesignerhelp.co.uk</link> <description>Latest Tutorials/Articles</description> <language>en-us</language> <copyright>Copyright 2008-2009 WebDesignerHelp</copyright> <lastBuildDate>Tue, 6 Jan 2009</lastBuildDate> <image> <title>Web Designer Help</title> <url>http://www.webdesignerhelp.co.uk/images/rss.gif</url> <link>http://www.webdesignerhelp.co.uk</link> </image> <item> <title>Setup an RSS Feed</title> <description>A basic tutorial on how to setup an RSS feed</description> <link>http://www.webdesignerhelp.co.uk/how-to-setup-an-rss-feed.html</link> <author>thomas@thomashardy.me.uk</author> <pubDate>Tue, 6 Jan 2009</pubDate> </item> </channel> </rss> http://www.webdesignerhelp.co.uk/index.php/2009/01/how-to-setup-a-rss-feed/
  22. 22. Structure—RSS feeds RSS feed aggregators are very useful for keeping up with news from many sources Google reader probably most popular ‣ content from lots of sites syndicated in one place Lots of iPhone and other mobile apps serve same purpose ‣ very convenient to use Make sure visitors know if you have RSS feed ‣ include RSS icon in address bar (e.g. at http://bit.ly/9hf917) ‣ add single line in HTML document head <link rel="alternate" title="This news feed" href="address" type="application/rss+xml" /> http://www.google.com/reader/
  23. 23. Accessibility UK Central Office of Information Usability toolkit, January 2009 To help Web editors and Web content developers incorporate the basics of usability across all public sector websites. ‣ Page Layout ‣ Navigation ‣ Writing Content ‣ Content Elements ‣ Forms ‣ Search ‣ QA & Standards ‣ Common Pages Please note: If you are developing content for Directgov, Businesslink.gov.uk or NHS Choices please refer to your internal guidelines in the first instance, they include the guidance in this toolkit. http://usability.coi.gov.uk/
  24. 24. Accessibility UK Central Office of Information Browser testing guidelines, January 2009 The Government aims to provide a consistent high quality experience for users across all of its online services. There are a large number of different browsers on the market and to test your website with all of them would be impractical and inefficient. However, if you build your website to comply fully with standards, this effort will be significantly reduced and you may only need to test your website with a few browsers. The objective of this guidance is to ensure that you website works on as many platforms and devices as possible. An effective way to do this is to: ‣ code to standards ‣ test with browsers This guidance is for public sector website managers, developers and testers. http://www.coi.gov.uk/guidance.php?page=213
  25. 25. Integrity—“tools” of the trade Google Analytics ‣ http://www.google.com/analytics/support.html ‣ http://www.google.com/support/conversionuniversity Checking word maps ‣ http://www.wordle.net/ Identify suitable keywords and see popularity ‣ https://adwords.google.com/select/KeywordToolExternal Compare keyword phrases and see trends over time and per country ‣ http://www.google.com/trends Make sure all links are working ‣ http://validator.w3.org/checklink Introduction to Google's web site optimiser ‣ http://www.google.com/websiteoptimizer/tour.html
  26. 26. Metadata Metadata is key ‣ data about data ‣ many and varied versions of metadata ‣ add background information, put things in context, add value, make much more useful by showing relevance ‣ different levels of metadata—may need pointer to further information to fully explain a piece of metadata or describe how to interpret ‣ enable ways of classifying, connecting, rating, structuring, promoting, that wouldn't be possible otherwise—especially if a common "vocabulary" for the metadata terms is used
  27. 27. Metadata—improved information discovery and retrieval RDFa and SEO webBackplane, Mark Birbeck on December 16 2009 Vertical search engines RDFa will allow the search giants to offer partitioned search engines, aimed at particular audiences. There are many search engines already available, for specialist areas, but most of them tend to be out of date, or missing information altogether. The major search engines are often crawling these sites already, but page ranking algorithms will hide them away in the 1000th page of search results. By adding targeted mark-up to web-pages it becomes easier for search engines to differentiate the subject-matter of the pages, and so offer specialised views on their data. http://webbackplane.com/mark-birbeck/blog/2009/12/rdfa-and-seo
  28. 28. Metadata—improved information discovery and retrieval RDFa and SEO webBackplane, Mark Birbeck on December 16 2009 Improved search accuracy This is beneficial for the users of search engines, in that it can help them to find the information they want, faster. But it's also significant for site creators and SEO practitioners, because it means that sites are increasingly found in the right place. An increasing part of SEO is writing relevant articles that relate to products and services. Since search engines are increasingly clever enough to differentiate between a bunch of keywords dumped into a page, and an article with real content, a virtuous circle is created, rewarding 'proper' articles with improved rankings. RDFa can help—it allows authors to make pages unambiguous. http://webbackplane.com/mark-birbeck/blog/2009/12/rdfa-and-seo
  29. 29. Metadata—improved information discovery and retrieval RDFa and SEO webBackplane, Mark Birbeck on December 16 2009 Improving display of results This is the area that has probably seen most discussion recently, in the context of Yahoo!'s enhanced results, and Google's rich snippets… Benefits to the search engine of doing this, are that users can get more done, on their site, making them more likely to return. The benefits for the companies are improved click-through. For many, click-through is more important than ranking. Some SEO experts say that if adding RDFa to a site gave an increase in click-through of only a couple of %, sites would see that as worth it—yet as Peter Mika said in Year of the Monkey: Lessons from the first year of SearchMonkey, adding RDFa or Microformats to a page gives significantly better click-through than a mere few %. http://webbackplane.com/mark-birbeck/blog/2009/12/rdfa-and-seo
  30. 30. Metadata—deployment RDFa and linked data in UK government web-sites Mark Birbeck, Nodalities Magazine, 29 July 2009 The UK government’s Central Office of Information had a straightforward problem to solve: how could they create a centralised web-site of information that the public could search and access, when the source of that information could be any government department database or any public sector web-site? By using RDFa to address the challenge of making distributed data available in one place, the COI avoided having to make changes to each department's systems. But once each department is publishing RDFa, it becomes possible for third parties to consume that information however they see fit. Such a flexible architecture is crucial in the age of open government, and is a cornerstone of linked open data. http://blogs.talis.com/nodalities/2009/07/rdfa-and-linked-data-in-uk-government-web-sites.php
  31. 31. Metadata—deployment TSO announces major new platform to accelerate open data drive TSO partners with Garlik on hosted "trillion triple" RDF platform, 18 January 2010 TSO (The Stationery Office), the public sector division of Williams Lea, has today announced a partnership with Garlik, the leading semantic technology innovator, to launch what is believed to be the world's most scalable, securely hosted RDF platform for use by UK Central and Local Government departments. As the largest publisher in the UK of public sector documents (over 8,000 titles a year), TSO has taken this proactive step to provide its core public sector customers with the ability to participate with confidence in the Government's open data initiative. http://www.tso.co.uk/press/latestnews/archive/2010/triplestore/
  32. 32. Metadata—deployment RDFa adoption 21 January 2010
  33. 33. Richer semantics—UK government view Speech on building Britain’s digital future Partial transcript of a speech given by the Prime Minister on Building Britain’s Digital Future, London, 22 March 2010 Underpinning the digital transformation that we are likely to see over the coming decade is the creation of the next generation of the web—what is called the semantic web, or the web of linked data. This next generation web is a simple concept, but I believe it has the potential to be just as revolutionary—just as disruptive to existing business and organisational models—as the web was itself, moving us from a web of managing documents and files to a web of managing data and information—and thus opening up the possibility of by-passing current digital bottlenecks and getting direct answers to direct requests for data and information. It will change fundamentally the way we conduct business—with new enterprises by-passing traditional media communications and governmental organisations: new enterprises spun off from the new data, information and knowledge that flows more freely. And in both the content and delivery of public services the next stage of the web will transform the ability of citizens to tailor the services they need to their requirements, to feedback constantly on their success, to interact with the professionals who deliver them and to put the citizen not the public servant in control. http://www.number10.gov.uk/Page22897
  34. 34. Richer semantics—UK government view Speech on building Britain’s digital future Partial transcript of a speech given by the Prime Minister on Building Britain’s Digital Future, London, 22 March 2010 Today I can announce the first funding for the next stage of this research—£30m to support the creation of a new institute, the institute of web science—based here in Britain and working with government and British business to realise the social and economic benefits of advances in the web. It will assemble the best of world scientists and researchers and be headed by Sir Tim Berners Lee, the British inventor of the world wide web—and the leading web science expert Professor Nigel Shadbolt. This will help place the UK at the cutting edge of research on the semantic web and other emerging web and internet technologies, and ensure that government is taking the right funding decisions to position the UK as a world leader. And we will invite universities and private sector web developers and companies to join this collaborative project. http://www.number10.gov.uk/Page22897
  35. 35. Social media—where do web site visitors really come from? Search and Rescue: how to become findable and shareable in social media Brian Solis, Search Engine Watch, Apr 1, 2010 http://searchenginewatch.com/3639969
  36. 36. Social media
  37. 37. Social media Business purposes of social networking sites ‣ Establish pointers to web site by attracting initial audience attention and developing a relationship. ‣ Create brand. Very important—web site visitors often only seeking confirmation after having made an initial decision to use a product or service following research on social networking sites. ‣ Peer reviews—very influential. ‣ Marketing!
  38. 38. Social media—selling your organisation Donut marketing www.elliance.com 2009 Contemporary web sites pull content from social media portals… Improved communications for institutions in the marketing sense? http://www.webdoctus.com/2010/01/25-mind-blowing-social-media-infographics/
  39. 39. Social media—online reputation Is online reputation management the new Search Engine Optimisation? Niall McKeown, Niall's Online Marketing Blog, 9 December 2009 There is a strong argument that being #1 in the natural search engine results in Google for some industries is no longer what it used to be. I'm not arguing that search is irrelevant or that a site should not be built optimised for search engines, my argument is that the customer and how they purchase has little to do with being top of Google. Rather, it is how you are represented in terms of your online reputation. My argument is that online reputation management is fast becoming more important than search engine optimisation in service based industries. Better still, get your ORM right and the SEO takes care of itself. http://blog.ionom.com/2009/12/is-online-reputation-management-the-new-search-engine-optimisation/
  40. 40. Social media—making an impression New internet revenue models February 24th, 2010 by Niall McKeown ... In Lee’s spare time he has constructed a website called lookaly.com, a Northern Ireland centric ‘rate your experience’ website. It’s similar to TripAdvisor but region specific, not industry specific. The site facilitates user contributed content and allows customers of businesses to rate their experience. The businesses that are lucky enough to be rated can use the site to get honest and hard truths about their business and engage with customers that were moved enough to post a comment. At a recent conference Lee was asked, “How do you intend to monetise the site?”. Lee paused for a moment and looked mildly puzzled, almost as if he didn’t understand the question. His response was “I am not a business man, I built lookaly.com because I am passionate about building great customer experiences online”. The crowd looked puzzled. Lee was then asked by a different attendee “Lee if I wanted you to design stuff for me could you?”. Lee smiled and said, “I’m really sorry, but I am so backed up with work it would be at least 6 months before I could take on any new projects”. http://blog.ionom.com/2010/02/new-internet-revenue-models/
  41. 41. Social media—most effective approach What approach would be most appropriate ? for each of the audiences you identified earlier? ‣ Twitter ‣ less frequent but more in depth blogs ‣ commenting on public blogs ‣ sharing bookmarks ‣ Facebook ‣ Linkedin ‣ Wikipedia ‣ RSS feeds ‣ something else...

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