2. What the web is.
• A publishing medium
• A branding opportunity
• A customer service opportunity
• An opportunity to _____. It's a flexible
medium.
• Dominated by the people
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3. What the web is not.
• An instantly gratifying strategy
• Possible to tame
• Easy to win at
3
4. The pillars of web
presence.
• Information
• User experience
• Branding
• Social engagement
• Search engine clout
• Shareability
4
5. Information
• Understand your audience and what they
need
• Don't sacrifice information architecture,
ever
• You cannot control external information,
only preempt it
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6. User experience
• User experience is both art and science
• Science: human perception, browsing
patterns, visual meaning
• Art: aesthetics, interactivity. Caters to the
science of ux
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7. Branding
• One punchy message
• Copywriting is king
• Brand in a vacuum: cater to who you are
and who your quintessential client/
customer is
• Brand to cut out less favorable clients,
include your dream ones
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8. Social engagement
• This is the customer service opportunity
• Twitter, Facebook, LinkedIn
• Listen to your target market, gain insight
• Converse with target market, gain
relationships
• Publish compelling content, gain authority
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9. Search engine clout
• How you write copy.
• How you code.
• Who you link to, who links to you
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10. Shareability
• Are you original?
• Are you smart, funny, likable...hateable?
• Do you create consistent content
• Do you give users ways to share
• Do you give people a reason to share your
content?
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11. Let's talk strategy
• How does Natjan currently fit into the pillars
of web presence?
• What business metrics is Natjan trying to
improve?
• Can digital get us there? What are possible
ways?
• Limits: refer to what the web does and does
not do. Technical limits: assume none.
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12. First impressions
• Natjan has an opportunity to capture
market clout with web branding and
authoritative content...SM potential?
Speak at conferences!
• Natjan's cleaning company needs
branding, SEO, presence in web
directories
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13. Business in a Box
• Build with Wordpress: easily themeable,
can manage many sites, edit content
easily
• Concern: tech support to companies a
large undertaking, need to establish
ticketing system
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