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Embracing Social Web Content: Site Visitors as Authors


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The web is a two-way communication tool. The more opportunities you present to engage your site visitors, stronger relationships will develop.

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Embracing Social Web Content: Site Visitors as Authors

  1. 1. Embracing Social Web Content: Site Visitors as Authors Eric Hodgson Estrada April 11, 2007
  2. 2. Find This Presentation <ul><li> </li></ul>
  3. 3. Critical Web Principles <ul><li>Web sites are built for visitors — plain and simple </li></ul>
  4. 4. <ul><li>A Web site must serve a purpose. </li></ul>Critical Web Principles
  5. 5. Takeaways from Today <ul><li>The Web is a two-way communication tool </li></ul><ul><li>The more you engage your visitors online, the stronger the relationships develop </li></ul><ul><li>Stay focused </li></ul>
  6. 6. It’s been building…
  7. 7. Source : USA Today, 10/01/2004 “ Instead of having to find information…it will find you.” “ It's just there. Your life is just affected the way it's affected today by the lights in a room.”
  8. 8. Source : Advertising Age, 07/21/2005 “ There is so much media now that consumers control access. It’s much more about finding a way to talk to them as individuals.”
  9. 9. Web Usage <ul><li>88% of Americans age 12-29 go online </li></ul><ul><li>42% of Americans have high-speed Internet access at home </li></ul><ul><li>37% of Internet users have accessed the Internet wirelessly </li></ul><ul><ul><li>40% of those users have accessed the Internet via their cell phone </li></ul></ul>Source : Pew Internet & American Life Project
  10. 10. Web Usage <ul><li>34% use the Web to develop or display photos </li></ul><ul><li>30% rated a product, service, or person using an online rating system </li></ul><ul><li>26% shared something online that they created themselves (photos, artwork, stories, video) </li></ul><ul><li>11% have used online social or professional networking sites (LinkedIn, mySpace) </li></ul><ul><li>8% Created or worked on their own journal or blog </li></ul>Source : Pew Internet & American Life Project
  11. 11. Web Usage 48 million Americans have contributed content to the Web Source : Pew Internet & American Life Project
  12. 18. Stay focused…
  13. 19. What is your focus?
  14. 20. Stay True to Yourself Mission Planning BRAND }
  15. 21. Understand Your Audience <ul><li>Who are they? </li></ul><ul><li>What attracts their attention? </li></ul><ul><li>Where do they think about you? </li></ul><ul><li>When do they think about you? </li></ul>
  16. 22. Beyond Your Walls <ul><li>See what they are saying about your institution </li></ul><ul><li>See where your audiences communicate </li></ul>
  17. 23. Where we are now…
  18. 24. Building a Strong Foundation <ul><li>Content ownership </li></ul><ul><li>Actions </li></ul><ul><li>Tagging </li></ul><ul><li>Common questions </li></ul>
  19. 25. Expanding Content Authoring <ul><li>Blogs </li></ul><ul><li>Profiles </li></ul><ul><li>Podcasts </li></ul>
  20. 27. Opportunities to Open Communication <ul><li>Page-level Content </li></ul><ul><ul><li>Allow posted commenting on every page </li></ul></ul><ul><ul><li>Supply a contact point for content owner </li></ul></ul><ul><ul><li>Frequently asked questions to be sprinkled throughout site </li></ul></ul>
  21. 29. Opportunities to Open Communication <ul><li>News and Events </li></ul><ul><ul><li>Allow posted commenting </li></ul></ul><ul><ul><li>Upload photos from alumni/students </li></ul></ul><ul><ul><li>Public event registration </li></ul></ul>
  22. 31. Opportunities to Open Communication <ul><li>Blogging </li></ul><ul><ul><li>Open to site visitors beyond commenting </li></ul></ul><ul><ul><li>Stay focused on the “college experience” </li></ul></ul><ul><ul><li>No editing (either delete or post) </li></ul></ul>
  23. 33. Opportunities to Open Communication <ul><li>Peer networks </li></ul><ul><ul><li>Permission-based </li></ul></ul><ul><ul><li>Profile development </li></ul></ul><ul><ul><li>Friends lists (if applicable) </li></ul></ul>
  24. 35. Extendable Formats and Methods <ul><li>RSS </li></ul><ul><li>Microformats </li></ul><ul><li>Trackbacks </li></ul>
  25. 36. Find This Presentation <ul><li> </li></ul>
  26. 37. Resources <ul><li>Next Big Thing: The Web as Your Servant ( internetlife/2004-10-01-cover-web_x.htm ) </li></ul><ul><li>Ad Groups Back Switch from Frequency to Engagement ( </li></ul><ul><li>Pew Internet & American Life Project ( ) </li></ul>
  27. 38. Thank You! <ul><li>Eric Hodgson </li></ul><ul><li>Web Consultant </li></ul><ul><li>Estrada </li></ul><ul><li>319.396.5013 </li></ul><ul><li>[email_address] </li></ul>