Web Communication in the      Public Sector Content Strategy + Content Management for         Government Organizations
HiKat Liendgenskat@hannonhill.com@katliendgenswww.hannonhill.com@hannon_hill
What we’ll discuss•   Website Evolution•   Content Strategy•   Agile Processes and Communications•   Social Media•   Metri...
Websites: Then and Now
Websites: Then and Now•   More targeted content•   Fresher content•   Accessibility•   Multi-lingual•   Social media•   Su...
The Evolution of Web Content        Management Systems•   Flexibility and scalability•   Content sharing between pages and...
Content Strategy: It’s time• Determines how to best serve your target  audience• Involves analytics to assess the success ...
Content StrategyIdentify the questions that you need yourcontent strategy to answer:  – What?  – Who?  – When?  – Where?  ...
Content Strategy - Outcomes•   High quality content•   Better resource allocations•   Better workflows•   Improves your SE...
Content Strategy - Outcomes• Helps you identify what works best• Better consistency of your message• Fewer back and forth:...
Content Strategy – Getting Started•   Baby Steps•   Low hanging fruit•   Know your team•   Know your audience
Content Strategy – Getting Started•   Identify key messages and strategic goals•   Content audit•   Content gaps•   Editor...
Agile Methodologies•   Track -> Measure -> Analyze -> Inspect -> Adjust•   Easy to make changes•   Continuously optimize y...
Agile Processes• Traditional: Massive re-designs, long processes• Now: Ongoing process, ongoing tuning http://uxdesign.sma...
Agile Communications and PR•   Goals and objectives•   Track and measure•   Inspect and adjust•   Engagement
Social Media•   Not a replacement for your CMS•   Communicate with your audience•   Promote your content and provide value...
AnalyticsWeb Analytics  – Start small – define a few measurable goals  – Measure conversions  – Use the data to make conte...
Analytics• Key to analytics: Action Items• Provide your content contributors with data  they can use:  – Keywords and sear...
AnalyticsSocial analytics  – Followers, likes, subscribers  – Traffic sources  – Engagement score
Campaign ManagementWebsite                                                    Social Media                      Sustainabi...
Content Synergy  Content Management System                              +           Content Marketing/Strategy Tool       ...
Putting it all together• Agility:   – Focus on content, social media, measurement,     ROI   – Campaign management and opt...
Putting it all together• Use social media to promote your content and  to interact with your audience• Use web and social ...
Questions, please?kat@hannonhill.com@katliendgenswww.hannonhill.com@hannon_hill
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Web Communications in the Public Sector

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The web communication landscape has evolved dramatically. As a result of the social media avalanche, your target audience’s behavior and expectations have changed. The level of engagement that people expect, not just from brands, but also from government agencies, has increased—as has the quality of information and content delivery. One of the biggest challenges for public agencies is to measure the success of their online presence in order to optimize their communications strategies. In this presentation, Hannon Hill CEO Kat Liendgens will discuss how government agencies can measure and utilize social media, SEO, web analytics, and content marketing strategies to better serve their customers.

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Web Communications in the Public Sector

  1. 1. Web Communication in the Public Sector Content Strategy + Content Management for Government Organizations
  2. 2. HiKat Liendgenskat@hannonhill.com@katliendgenswww.hannonhill.com@hannon_hill
  3. 3. What we’ll discuss• Website Evolution• Content Strategy• Agile Processes and Communications• Social Media• Metrics• Campaign Management
  4. 4. Websites: Then and Now
  5. 5. Websites: Then and Now• More targeted content• Fresher content• Accessibility• Multi-lingual• Social media• Subscriptions/Syndication• Multi-media• Engagement and interaction
  6. 6. The Evolution of Web Content Management Systems• Flexibility and scalability• Content sharing between pages and sites• COPE: Create Once Publish Everywhere• The focus is on content strategy
  7. 7. Content Strategy: It’s time• Determines how to best serve your target audience• Involves analytics to assess the success of existing content
  8. 8. Content StrategyIdentify the questions that you need yourcontent strategy to answer: – What? – Who? – When? – Where? – How?
  9. 9. Content Strategy - Outcomes• High quality content• Better resource allocations• Better workflows• Improves your SEO• Optimizes promotion of your content• Ability to do more with less (smart and agile content repurposing)
  10. 10. Content Strategy - Outcomes• Helps you identify what works best• Better consistency of your message• Fewer back and forth: IT, Communications, other departments work together and everybody understands each other’s goals and processes
  11. 11. Content Strategy – Getting Started• Baby Steps• Low hanging fruit• Know your team• Know your audience
  12. 12. Content Strategy – Getting Started• Identify key messages and strategic goals• Content audit• Content gaps• Editorial calendar• Be agile
  13. 13. Agile Methodologies• Track -> Measure -> Analyze -> Inspect -> Adjust• Easy to make changes• Continuously optimize your approach• Without metrics, you can’t get better
  14. 14. Agile Processes• Traditional: Massive re-designs, long processes• Now: Ongoing process, ongoing tuning http://uxdesign.smashingmagazine.com/2012/05/16/stop-redesigning-start-tuning-your-site/
  15. 15. Agile Communications and PR• Goals and objectives• Track and measure• Inspect and adjust• Engagement
  16. 16. Social Media• Not a replacement for your CMS• Communicate with your audience• Promote your content and provide value• Reputation management• Track, measure, analyze, adjust
  17. 17. AnalyticsWeb Analytics – Start small – define a few measurable goals – Measure conversions – Use the data to make content (and design!) decisions
  18. 18. Analytics• Key to analytics: Action Items• Provide your content contributors with data they can use: – Keywords and search terms – Referring sites and inbound links – Social media channel measurement – Entry and exit points – Conversion rates
  19. 19. AnalyticsSocial analytics – Followers, likes, subscribers – Traffic sources – Engagement score
  20. 20. Campaign ManagementWebsite Social Media Sustainability Event A/B Test Calls to Action QR codes for promotion Cost per participant QR codes attendance tracking Form Conversions Emails
  21. 21. Content Synergy Content Management System + Content Marketing/Strategy Tool Targeted, Quality Content Website Analytics Easy content creation Content Audit Multi-site management Social Analytics Campaign Management Cross-site sharing of content Forms and Landing Pages Users/Groups/Roles Behavior Tracking In-Context Analytics Conversion RatesMultimedia management Social Media Management Approval workflows Engagement tracking Editorial CalendarUsers/Groups/Roles Content syndication Search Engine Optimization Brand consistency A/B Testing Actionable Data
  22. 22. Putting it all together• Agility: – Focus on content, social media, measurement, ROI – Campaign management and optimization• Develop a content strategy• Set goals and objectives
  23. 23. Putting it all together• Use social media to promote your content and to interact with your audience• Use web and social analytics• Track as much as you can• Inspect your results and adjust your strategy• Content Synergy: Better content and wider reach
  24. 24. Questions, please?kat@hannonhill.com@katliendgenswww.hannonhill.com@hannon_hill

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