The document presents a resource deck identifying the top 50 websites and their defining features related to digital engagement, emphasizing user expectations based on their experiences elsewhere. It outlines essential criteria for evaluating websites across various aspects such as strategy, content, navigation, user experience, and sociability. Furthermore, it includes examples of notable websites that excel in these areas, accompanied by links and brief descriptions of their strengths.

1. Wikibrands
Digital Engagement
Resource Deck #1
“Top 50 Websites”
May, 2012
www.wiki-brands.com

3. Top 10 Wikibrand
Factors
Strategy (FLIRT) Execution (MILCC)
• Focus • Measurement/Metrics/
• Language, Content Monitoring/Insight
and Tone • Internalizing
• Incentives and Community
Outreach • Life Stage Planning
• Rules, Guidelines and • Community
Rituals Management
• Tools and Platforms • Culture Building

4. “Customers don’t forgive
organizations for bad websites”

5. “It takes 99% of us less than 4
seconds to determine if they
want to stick around your
website…”
What’s it saying?

6. “Users spend most of their time
on other websites…this means
that users gear their expectations
for your site by what they have
learned to expect elsewhere.”
Jakob Nielsen

7. The Higher Call of Great
Websites

8. Top 10 Landing Page Features

14. The 100 Point
Website Test

15. Website Criteria – 100 pt. Scale
Criteria Importance
Overall Impact 25 points
Content 15 points
Navigation 15 points
User Experience 15 points
Findability 15 points
Sociabiility 15 points
Total 100 points

16. Website Criteria – Overall Impact
Overall Criteria Pts.
Impact
First Creates immediate wow, looks contemporary, /10
Impressions causes to sign up, engages for significant time
Simplicity Uncluttered, readable, graphic/colourful, strong /5
calls to action, infographics/flowcharts, above the
fold
Uniqueness Distinctively branded, unique graphics, brand /5
consistency, look and feel diff. from competitors,
Typography
Dynamic Slider windows, Dynamic news feeds, Rollover /3
prompts, Real-time response and feedback
Multimedia Varied and interesting use of animation, pictures, /2
video, music, mashups

17. Website Criteria - Content
Content Criteria Pts.
Usefulness Helps users, up-to-date, interactive, provides real /3
value, customized, well-presented, breadth, has
a point of view
Transparency Real people/employees, mission /3
statement/manifesto, policies and rules
Credentials Evidence of popularity, third party or customer /3
testimonials, Organizational authority
Human/Fun Conversational language, Humour, Consistency /3
with audience, enthusiasm, Stories, leaves you
wanting more
Incentives/Ne Dynamic stream of news, Campaigns, Offers, /3
ws Competitions, External links, Opportunity for
fame

18. Website Criteria - Navigation
Navigation Criteria Pts.
Search ability Internal search engines, menus, support, /3
mental model on what to expect when you
click
Links Graphic links, internal links, return to home /3
menu easy, links open in new windows
Intuitive Top options for clicking dependent on user /3
and place on site, priority of information
Menus Consistency of presence, descriptiveness /3
Types of user New vs. returning user, Country and language /3
reaction of user, Tiered user access

19. Website Criteria – User Experience
User Experience Criteria Pts.
Usability Limited click to completion, no need to upload /3
new software, browser and monitor capability,
Download speed, Cross platform
Knowledge of Adaptive, flexible taxonomies, know history, /3
users analytics inform experience, customizable
environment
Security Safe for users to use, not flagged by filters, /3
password protection
Troubleshooting Strong Q&As, How-tos, Tracking orders/process, /3
Virtual live customer service
Easy to Contact Availability of forms, contact us page, triage to /3
the right person in the organization

20. Website Criteria - Findability
Findability Criteria Pts.
Smart URL Short, intuitive, .com, Multiple vanity urls /3
Metatags Own the best relevant words, each page /3
and sufficiently tagged and named
Keywords
Links Good level of working inbound and /3
outbound links, seamlessly linked
microsites
Partners and Network of partners, community of /3
Affiliates ambassadors, employee extensions
Funnel Social networks and content drive back to /3
website

21. Website Criteria - Sociability
Sociability Criteria Pts.
Blog Content Frequent, well-tagged, relevant, engaging posts, /3
Smart headlines, Strong user engagement
Social Top social network integrated apps, easy to /3
Integration register through social profiles, activity linked to
social network feeds
Community Provides forums, crowdsourcing and /3
microcommunities for participation, community
moderation
Easy to link Compatible with all the key social networks, /3
automated actions/emails, widgets
Participation Ability to participate, to give and receive, hear /3
and respond, real-time feedback, peer to peer
capability, leaderboards

22. 50 Great Websites

23. #1- lululemon – Fitness with a Cause
Pros - Visual, Point of view - Manifesto, Great Content, Ambassadors, Menus
http://shop.lululemon.com/home.jsp

26. #2- Icebreaker – Visual Active Storyteller
Pros - Photographic, stories of founder/history, Authenticity - Trace back your
garment http://ca.icebreaker.com/

27. #3 TakingItGlobal –
Global Youth Leader Community
Pros – Great set of resources and community tools for youth
http://www.tigweb.org

28. #4- Ashoka – Changemaking via Youth
Pros - The power of microfunding, great team profiles
http://www.changemakers.com/main

30. #5- Tourism Australia –
Map-based Travel Discovery
Pros - Great location-tagged photography and experiences
http://www.nothinglikeaustralia.com/ca/flash.htm#/entries

32. #6- Twitter Stories –
Tales from 140 Characters
Pros - Curated stories, emotional meaning, photographic
impacthttp://stories.twitter.com/

33. #7 Moo.com – The Loveable Commodity
Pros - Friendly tone of voice, visual impact, helpful user-generated hints and
tips http://us.moo.com/

34. #8- Outside 127 Hours –
User-Generated Video Inspiration
Pros - Powerful use of video, competitive entries, inspirational
http://www.127definingmoments.com/

36. #9- The Responsibility Project –
From insurance comes conversation…
Pros - Issues discussion, intercativity and guides, bringing to life a commodity
product http://responsibility-project.libertymutual.com/

37. #10- SHFT – Curating the Best Sustainable
Stuff to Notice and Talk About
Pros - Great visual impact, well-categorized by activity, recognition for
authors http://www.shft.com/

38. #11- NASA – Making Space Watchable
Pros - Key headlines, images and multimedia
http://www.nasa.gov/

39. #12- Mint –
Bringing to Life Personal Finance
Pros - Clarity, simplicity, aggregated member data, user experience
https://www.mint.com/

40. #13 - Tribeca Film –
Telling the Stories of the Storytellers
Pros - Simple navigation, visual display, most popular posts, filmmaker
profiles http://www.tribecafilm.com/

41. #14- Freelancer –
Crowdsourcing simply explained..
Pros - How it works, latest dynamic statistics, menu/category system
http://www.freelancer.com/

42. #15 - Sundance Festival –
A lot of content colourfully displayed…
Pros - Dynamic slider, extensive drop down menus, clean aesthetic
http://www.sundance.org/festival/

43. #16- Open Ideo – Posing Challenges to the
Creative World
Pros - Ranking of challenges and status, key statistics and activity, optimism
http://www.openideo.com/

44. #17- Crowdrise – Real-Time Call to Actions
Pros - Focus on projects, events, people – visual impact above the fold
http://www.crowdrise.com/

46. #18- Historypin – Creating a new category
of visual website
Pros - Creative idea, well-explained in video, clean and simple
http://www.historypin.com/

47. #19 Vibram – Provocative Technology
Pros - Simple concept provoactively rendered
http://www.youarethetechnology.com/

48. #20-- Life – Cultures and Eras in Pictures
Pros - Black and white and hitory appeal, social media integartion, featured
http://life.time.com/

49. #21- The Johnny Cash Project –
Multimedia Creative Production
Pros - Wonderfully simple crreative crowdsourcing idea
http://www.thejohnnycashproject.com/

50. #22 - The Tiziano Project –
Kurdistan’s Tapestry of Stories
Pros - Video collage, individual stories that tell a bigger story
http://tizianoproject.org/

51. #23 – National Geographic –
Nature as an Art Gallery
Pros - Visual impact, editor’s picks, social media integration
http://www.nationalgeographic.com/

52. #24 – Dropbox – Simple Solution, Simply
Explained
Pros - Directed attention, simple education
https://www.dropbox.com/

53. #25 Vitro Design Museum –
Content on a Different Menu Plane
Pros - Unique menu system, supporting dynamic content
http://www.design-museum.de/index.php

55. #26 – Lego – Toys with Announcement
Value
Pros - Colourful background, product display
http://www.lego.com/en-us/Default.aspx

56. #27 – Boss Bottled – A Super Curated,
Nocturnal, Manly Problem Solver
Pros – Good use of data and design, global site
http://www.boss-fragrances.co.uk/mens-fragrances/boss-bottled-night/?lc=gb

57. #28 – AARP – Bringing the Everyday To Life
Pros - Interesting content, fun and games for older people
http://www.aarp.org/

58. #29 – AVAAZ – Wearing a Cause on a
Digital Sleeeve
Pros - Great global multilingual site, social proof
http://www.avaaz.org/en/

59. #30 Ushahidi – Simple Crowdsourcing
Pros - Clean layout, mobile enbalement
http://ushahidi.com/

60. #31 – Brains on Fire –
The Personal and Intimate Agency
Pros - Personable/human tone, great About Us/Team area
http://www.brainsonfire.com/

61. #32 TED –
Inspirational 20 Minute Video Bliss
Pros - Video, collage effect, common format, well tagged, socially integrated
http://www.ted.com/

62. #33 – Kiva – Telling Stories and Providing
Hope Around the World
Pros - Inspring, stortytelling, simple layout, call to action
http://www.kiva.org/

63. #34 – Quirky – If You Can Think It,
You Can Do It
Pros - Clean, colourful, economy of words
http://www.quirky.com/

64. #35 Equinox – The Fitness Experience and
Lifestyle Brand
Pros - Balance of information and lifestyle, mutimedia elements
http://www.equinox.com/

66. #36 GE Ecomagination –
Imagining The Future
Pros - Visuals, great content, infographics, loose distinctive web design
http://www.ecomagination.com/

67. #37 – One – Multiple Channels, One Cause
Pros - Dynmaic slider, typography, visuals, Facebook inegration
http://www.one.org/us/

68. #38 Wonderopolis –
Daily Educational Inspiration
Pros - daily editorial calendar, simple focus, background imagery
http://wonderopolis.org/

69. #39 – Freerice –
A Reciprocal and Fun Relationship
Pros - novel educational fundraising model, real-time feedback
http://freerice.com/

70. #40 – Nike+ - Aesthetically Beautiful Fitness
Pros - Aesthetically beautiful, customer experience driven, use of icons
http://nikeplus.nike.com/plus/

73. #41 – Nesta –
Solving for a Different Kind of Future
Pros - Words over pictures, compressed menu of information
http://www.nesta.org.uk/

74. #42 Umbra – Design Well Designed
Pros - Hero visuals and secondary menu
http://www.umbra.com/

75. #43 The Nature Conservancy –
Providing Greener Hope
Pros - Calls to action, what they do, descriptive dynamic slider
http://www.nature.org/

76. #44 NOLA’s Make It Right –
The Continuing Hurricane Katrina Cause
Pros - Results, icons, vdeos
http://makeitrightnola.org/

77. #45 Crumpler – Fashion Icon Menus
Pros - lead visual impact, full catalogue on front page
http://www.crumpler.com/

78. #46 Threadless – Fun and Irreverent Design
Challenges and T-Shirts
Pros - simple 4 menu structure, personable/human, elegant voting process
http://www.threadless.com/

79. #47 Trendwatching –
Prescribing and Anointing What’s Next
Pros - creating new vernacular, deep content depth, colur schematic
http://trendwatching.com/briefing/

80. #48 8Tracks – A Gallery of DIY DJs
Pros - Tagging, Front page mix portfolio, onc-click functionality
http://8tracks.com/

81. #49 Pinterest – Curating Visual Splendour
Pros - object-centred focus, balance of presnted and user-generated reaction
http://pinterest.com/

82. #50 Blurb – Putting Personalization Right
Into Your Hands Simply
Pros - Tagline, Big Visual, 1-2-3 Step process, Focused Call to Action, Value
adds– Apps, Extra, Ideas , Content Rich (50 menu opts) http://www.blurb.com/

83. #51 Life is Good – Shopping Optimism
Pros - optimistic tone, visual categories, typography, storytelling
http://www.lifeisgood.com/

84. The 4th Annual Buzz Report Survey
Interested?
Help input the to the authoritative survey on emerging
business, digital, marketing and media trends.
https://www.surveymonkey.com/s/buzzreport2012

85. Expand the List, Continue the Conversation
Twitter: @wikibrands
smoffitt@wiki-brands.com
@seanmoffitt