Website of the Year: DVM360 Case Study


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DVM360's Marnette Falley discusses, the 2011 ASBPE Website of the Year at this year's National Conference.

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  • Shortly after we built the portal, moved to a pool structureFirst, don’t forget the web. Second: platform agnostic. Now it’s hard to tease apart. Path of content through live, print, onlineBlending across brandsDramatic change, lots of learning, always try to be doing something new
  • >Launched July 2008Blended 9 sites into a portal; dvmnews, vetmed, vetec, firstlineServes 60k practicing veterinarians and 40k team members in practice190k visits a month; 160k unique visitors700k – 900k page views a month4.5 page views per visit; 1.2 visits per visitorWe sell on a cost per thousand basis
  • Using stats to see what visitors look at most; develop more of that. Make decisions about spending time and money based on the trafficTough; sometimes it’s not what we wantHow to lead and still respond when they vote with their feet (site: readers drive e-news: eds drive)
  • Update every dayBuild all packages to deliver across all platformsLook for opportunities for collaborations and efficiencyMaximize the ROIEditors as content marketersIncrease visits and page views per visit
  • We slice and dice the content every which way. We use the same pile of content all kind of ways. Our goal is to tag a single article to at least 6 categories.
  • Organization by type of content: video, cartoons
  • These things can generate huge numbers of page views per visit. I suspect the average on these is between 10 and 20 page views per visit. Search is a 2 page view generator.
  • We have about 600 videos on the communityWe have 8 e-newsletters: full circle, business360, medicine360, hospitaldesign360, products360, firstline360, equine360, students360 (+ conference specials)CE centerCalendar
  • Social media: minimum of one post to twitter and facebook every day. Twitter on weekends; scheduled ahead. One team member handles this duty each week and it rotates. They also greet on our own community and kicks off spammers. Hash tags and mentions more strategically to get more followers. Trying to have a conversation. Thanks for retweets and follows and response promptly. At our live conventions we tweet live. We’re going to invite speakers to use our hash tags.
  • Website of the Year: DVM360 Case Study

    1. 1. Website of the Year<br /><br />
    2. 2. Content development<br />
    3. 3.
    4. 4. The site<br />
    5. 5. The questions<br />What do our readers need to know today?<br />What do our readers want to know today? <br />What’s the best medium to communicate the message?<br />How can we make the content more enticing?<br />How can we maximize views?<br />
    6. 6. The foundation: Great topics<br />Then layer on the goodness…<br />>A structure that boosts page views and engagement<br />>Multi-media elements<br />>Packaging<br />>Paths to similar content<br />>Promote like crazy<br />
    7. 7. Organization & navigation<br />
    8. 8.
    9. 9.
    10. 10. Other organizational elements<br />We use tags in our cms to group like types of content including quizzes, photo packages, and photo galleries<br />We build special landing pages for certain content packages like “When disaster strikes” and “Managing conflict”<br />We group related content on the community<br />
    11. 11. Visitor interaction<br />(And value to the reader…)<br />
    12. 12. Hooking readers<br />Quizzes<br />Cases<br />Contests<br />Photo packages<br />Photo galleries<br />
    13. 13. Polls<br />Tools<br />Data<br />Cartoons<br />Recurring features<br />
    14. 14. Hooking readers<br />Interactive elements<br />Video<br />Audio<br />E-newsletters<br />Social media<br />Education<br />
    15. 15. Giving readers the reins<br />Community tools and participation<br />Social media feeds on the site<br />RSS feeds from the site<br />
    16. 16. In which of the following social media networks do you individually participate?<br />
    17. 17. Layout & design<br />