The document discusses the various roles and pillars of an effective web presence, including providing information, optimizing user experience, building a strong brand, engaging users socially, gaining search engine clout, and creating shareable content. It then analyzes how a company called Natjan currently fits within these pillars and identifies opportunities to improve key business metrics through their digital strategy and presence on the web. This includes capturing more market influence through authoritative online content and social media as well as strengthening branding, SEO, and listings for their cleaning business. Establishing effective technical support is also highlighted as important.

1. Digital & Natjan
A breakdown of the web and its possible roles
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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
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4. The pillars of web
presence.
• Information
• User experience
• Branding
• Social engagement
• Search engine clout
• Shareability
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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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