Website Communication Model

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Website Communication Model

  1. 1. Website Communication ModelMarch 2013Alessandro Inversiniainversini@bournemouth.ac.ukwww.bournemouth.ac.uk 1
  2. 2. WHAT IS A WEBSITE?www.bournemouth.ac.uk 2
  3. 3. “a cluster of pages” which is composed of “a unique node on the web” (O’Neill, 1998)www.bournemouth.ac.uk 3
  4. 4. “hobby for Information System people” (Van der Geest, 2001)www.bournemouth.ac.uk 4
  5. 5. Let’s take a «services oriented» visionwww.bournemouth.ac.uk 5
  6. 6. Website Communication Model (Cantoni and Tardini, 2006) Things Peoplewww.bournemouth.ac.uk 6
  7. 7. Content and Services•  The quality of websites is closely connected to the question of quality content. •  Authorithy: who is the sender, the publisher? •  Accuracy: info should be clear and correct •  Currency: is the content updated? •  Coverage: what is the communication goal? •  Objectivity: clear objective & information•  Offering services without ensuring regular and professional management can frustrate visitor expectations and weaken the communication strategy.www.bournemouth.ac.uk 7
  8. 8. Technical Instruments•  To make contents & services accessible. •  HW, SW, GUI, navigation •  Cross platform compatibility •  Compatible with mobiles (small screen) •  Interface (auditory)www.bournemouth.ac.uk 8
  9. 9. Managers•  Interact with the visitors •  Real people behind the website •  Alignment with the other publication outlets •  Different outlet require different comm.•  User Centered Design•  Pervasive Usability Evaluationwww.bournemouth.ac.uk 9
  10. 10. Users•  Real communication only happens when someone is interested in and affected by a message.•  Attract users -  RSS really simple syndication -  Backlinking -  Search engine optimization (SEO) -  Search engines marketing (SEM) -  Social Media Marketing (SMM) -  Mailing listswww.bournemouth.ac.uk 10
  11. 11. The context•  During the design of a website the analysis of the four pillars is not sufficient. In fact, it is necessary to study: -  the context, -  the market positioning, -  the (pruduct/service) competitors -  the information competitors•  Context is dynamic and changes rapidly•  There are no borders or barriers to internet users: competition is globalwww.bournemouth.ac.uk 11
  12. 12. THEN…WHAT IS A WEBSITE?www.bournemouth.ac.uk 12
  13. 13. FOLLOWING WCM a WEBSITE IS: “a set of contents and services (pillar1), created by a group ofpeople (pillar 3) and made available to a given group of end users(pillar 4) thanks to a collection of technical instruments (pillar 2), and it is situated within a given relevant market (5 element)”.(Cantoni and Tardini, 2006)www.bournemouth.ac.uk 13
  14. 14. Example: Website Communication ModelMarch 5Alessandro Inversiniainversini@bournemouth.ac.ukwww.bournemouth.ac.uk 14
  15. 15. Fitness First “Fitness First started small, as a single health and fitness club in Bournemouth in 1993. Were now one of the largest gym, health and fitness club group in the world with over 1 million members in more than 400 Fitness First clubs. Theres over 80 clubs in the UK alone but we still have that one club mentality - every single Fitness First member counts”www.bournemouth.ac.uk 15
  16. 16. Case Study (I)www.bournemouth.ac.uk 16
  17. 17. Discussion•  Content and Functionalities•  Interface and technology•  People managing the website•  Users•  Contextwww.bournemouth.ac.uk 17

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