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Digital & Natjan
A breakdown of the web and its possible roles




                       1
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

                      2
What the web is not.

• An instantly gratifying strategy

• Possible to tame

• Easy to win at




                      3
The pillars of web
        presence.
• Information

• User experience

• Branding

• Social engagement

• Search engine clout

• Shareability
                        4
Information
• Understand your audience and what they
  need

• Don't sacrifice information architecture,
  ever

• You cannot control external information,
  only preempt it


                      5
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



                       6
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

                        7
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

                      8
Search engine clout

• How you write copy.

• How you code.

• Who you link to, who links to you




                     9
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?

                      10
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.

                        11
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


                     12
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



                     13

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NatJan Presentation

  • 1. Digital & Natjan A breakdown of the web and its possible roles 1
  • 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 2
  • 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 5
  • 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 6
  • 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 7
  • 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 8
  • 9. Search engine clout • How you write copy. • How you code. • Who you link to, who links to you 9
  • 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? 10
  • 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. 11
  • 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 12
  • 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 13