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201 Building Website Beyond


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From a presentation at a public legal education conference in Toronto, Oct 6-7

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201 Building Website Beyond

  1. 1. Web 201: Building your website Beyond the Basics Phillip Djwa Agentic Communications October 7th, 2008
  2. 2. <ul><li>Agentic Communications Incorporated has the skills, tools, experience, and service excellence to assist progressive organizations to better serve their communities, constituents, and customers online. </li></ul><ul><li>Services include web development and strategic planning </li></ul>
  3. 3. Phillip Djwa <ul><li>Phillip, as a career-long social entrepreneur, has more than 15 years experience in the high-technology industry. </li></ul><ul><li>Worked on a wide range of technology and web-integrated communications projects for Fortune 500, high-tech start-up, and not-for-profit organizations. </li></ul><ul><li>Phillip has a BA from Simon Fraser University in Fine Arts with a concentration in electronic music, and an MFA in Electronic Arts from Rensselaer Polytechnic Institute </li></ul>
  4. 4. Starting Questions <ul><li>Have you read a blog? </li></ul><ul><li>Have you commented on a blog? </li></ul><ul><li>Have you written a blog post — either for your own blog or as a guest poster? </li></ul><ul><li>Do you have a Facebook profile? </li></ul><ul><li>Do you have a LinkedIn profile? </li></ul><ul><li>Do you use Twitter? </li></ul>
  5. 6. Agenda <ul><li>What is happening online? </li></ul><ul><li>Why should you be online? </li></ul><ul><li>Why not to have too much faith </li></ul><ul><li>What can you do online? </li></ul><ul><li>What are tools you can use online? </li></ul><ul><li>What are some examples? </li></ul><ul><li>Who else has case studies to share? </li></ul>
  6. 7. QUESTION: What’s Happening Online?
  7. 8. <ul><li>David Gurteen – World 2.0 </li></ul>
  8. 9. Web 2.0 <ul><li>Web 2.0 is the idea that the Internet is a complex web of people that can interact and connect to each other easily and quickly. </li></ul>
  9. 10. Social Networking <ul><li>83 per cent of teens have visited a social networking site like Facebook or MySpace and 74 per cent of those 18 to 29 have done the same. </li></ul><ul><li>Facebook growth has been astronomical </li></ul><ul><ul><li>800,000 people in Vancouver network on Facebook (Oct 08) </li></ul></ul><ul><ul><li>1.2M in Toronto (Apr 08) </li></ul></ul><ul><ul><li>598,000 in Montreal (Apr 08) </li></ul></ul><ul><ul><li>25% of Canadians are on Facebook </li></ul></ul><ul><li>Awareness and usage of blogs by Canadians online (TNS) </li></ul><ul><ul><li>Under 50 years old: 59% and Over 50 years old: 38% </li></ul></ul><ul><li>Ten per cent of Canadians have a blog, with a high of 31 per cent among the 13 to 17-year-old age group </li></ul>
  10. 11. Rise of Open Source <ul><li>More tools available </li></ul><ul><ul><li>Drupal, Joomla, civiCRM </li></ul></ul><ul><ul><li>More sophisticated </li></ul></ul><ul><li>Not free in TCO, but at least licensing is free </li></ul><ul><li>Non-proprietary comes with benefits </li></ul>
  11. 12. Why should you be online? <ul><li>Important to acknowledge that people have turned to the World Wide Web as the fundamental place for information </li></ul><ul><ul><li>Increasingly, all age groups are accessing the WWW </li></ul></ul><ul><li>Cost of transactions can be lower </li></ul><ul><li>Methods of engagement - &quot;light&quot; touch vs &quot;heavy&quot; from perspective of organization </li></ul><ul><li>Able to leverage ecology of social change (aka partners) </li></ul><ul><li>Scale through &quot;catalysts&quot; not doing it yourself </li></ul><ul><li>Address the call to imagination </li></ul>
  12. 13. Why should you be online? <ul><li>Moving from an information-led 1.0 website to an interactive 2.0 website increases stakeholder engagement and increases staff efficiency. </li></ul>
  13. 15. Why not to have too much faith <ul><ul><li>Doesn't totally replace traditional campaign activity - online should complement offline </li></ul></ul><ul><ul><li>Not everyone is online (seniors, Aboriginal communities) </li></ul></ul><ul><ul><li>Be aware of limitations </li></ul></ul><ul><ul><li>Technology has other impacts (landfill/recycling) </li></ul></ul>
  14. 16. QUESTION: Do you have enough time to support your website?
  15. 17. Observations <ul><li>Effective websites are a communication paradigm shift – from momentary to ongoing </li></ul><ul><li>Requires staff time to update </li></ul><ul><li>Requires staff training to effectively update </li></ul><ul><li>Must have executive champions </li></ul><ul><li>Must operate in multi-stakeholder environment </li></ul><ul><li>Require resources </li></ul>
  16. 18. QUESTION: What is the best thing about your website now?
  17. 19. So you have a website… <ul><li>It’s performing ok, but it’s hard for staff to update </li></ul><ul><li>I can’t figure out whether it’s really useful. Who’s visiting? </li></ul><ul><li>I have to pay big bucks to our website guru every time we want a change </li></ul><ul><li>I don’t know what’s out there that’s better </li></ul><ul><li>I just don’t have the time to figure it out… </li></ul>
  18. 20. What can you do online? <ul><ul><li>Inform audience about the issue ( education ) </li></ul></ul><ul><ul><li>Increase Audiences (expand sphere of influence and engage existing audience) </li></ul></ul><ul><ul><li>Engage them into taking specific action ( forms, list building ) </li></ul></ul><ul><ul><li>You can organize (events, volunteers) </li></ul></ul><ul><ul><li>You can develop campaigns </li></ul></ul>
  19. 22. You should be at least.. <ul><li>Using your website to communicate with stakeholders on a timely and relevant basis </li></ul><ul><li>Ensuring that your website is consistent with the organizational promise </li></ul>
  20. 23. 10 Best Practices for Legal Sites <ul><li>Contact info </li></ul><ul><li>Dates on substantive content </li></ul><ul><li>Jurisdiction information </li></ul><ul><li>Disclaimer about legal advice </li></ul><ul><li>Links to other sites and resources </li></ul><ul><li>Citations to case material </li></ul><ul><li>Referrals </li></ul><ul><li>Terms and conditions </li></ul><ul><li>Permission for content </li></ul><ul><li>Privacy Statement </li></ul>American Bar Association, 2003
  21. 24. But much better is to… <ul><li>Interact and engage with your stakeholders (web 2.0) </li></ul><ul><li>Simplify and increase efficiency of workflow online. </li></ul>
  22. 25. Engagement Basics <ul><li>Build a list </li></ul><ul><li>Understand your audience </li></ul><ul><li>Request actions </li></ul><ul><ul><li>Develop a ladder of engagement </li></ul></ul>
  23. 26. Who makes a website work? <ul><li>Someone who understands partnership (Cross departmental ability) </li></ul><ul><li>Persistent, dedicated and consistent </li></ul><ul><li>Adequately resourced by organization </li></ul><ul><li>Tech-savvy and unafraid to try new things </li></ul>
  24. 27. What tools can you use online? <ul><ul><li>Some examples… </li></ul></ul><ul><ul><li>Interactive websites (Content Mgmt System, web 2.0) </li></ul></ul><ul><ul><li>Google Analytics </li></ul></ul><ul><ul><li>Basicstate </li></ul></ul><ul><ul><li>Newsletters/Email-Listservs </li></ul></ul><ul><ul><li>E-cards </li></ul></ul><ul><ul><li>Donations </li></ul></ul><ul><ul><li>Advocacy Toolkits </li></ul></ul><ul><ul><li>Petitions/Letters to the Editor/Pledges </li></ul></ul><ul><ul><li>Conference Support </li></ul></ul><ul><ul><li>Membership/Customer Relationship Mgmt </li></ul></ul><ul><ul><li>Facebook/ Myspace/ Flickr/ Youtube </li></ul></ul><ul><ul><li>Flash Informational Widget </li></ul></ul><ul><ul><li>ETC!!! </li></ul></ul>
  25. 28. Thank you Links: [email_address] Office: 604-255-2131 x1