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Website Makeover Made Easy
        (yeah, right!)
    Presented by Phillip Smith
   www.communitybandwidth.ca
Why would
anyone trust
 this guy?
You
1. It’s not easy!
The Web is a moving target
Tech skills are in short supply
Very few people have
   “figured it out”
2. It is expensive
The basics (ongoing costs)
•   Hosting
•   E-mail delivery
•   Credit card processing
•   Customer self-care portals & fullfillment
•   Online marketing
Expensive consultants
Time is your worst enemy
New Internationalist is another
          example
3. It’s an operation, not a
         project silly
What is a project
  (and what isn’t a project?)
• quot;A project is a temporary endeavor
  undertaken to create a unique
  product, service or result.quot;
We’re in print publishing
(the Web is a nuisance!)
The Web crosses boundaries
    (where do we put this thing?)

•   Editorial?
•   Publishing?
•   Circulation?
•   Marketing?
•   Naw, just give it to the interns!
So, how do you do it right?
(While making it look easy…)
Good ideas are more
important than good execution
   … and the story of This
  Magazine’s 15 minutes of
             fame
Rinse, wash, repeat…
1. Set S.M.A.R.T objectives
•   Specific
•   Measureable
•   Acheivable
•   Relevant
•   Timebound
2. Set an annual budget and
             revenue targets
           (and stick to them!)
•   How many subscriptions?
•   How many advertisers
•   How much advertising revenue?
•   While you’re at it, set some others:
    – How many new e-mail subscriptions
    – How many letters to the Editor?
    – How many forwards to a friend
3. Indentify what’s a project &
     what’s an operation
(and resource it accordingly!)

• quot;A project is a temporary endeavor
  undertaken to create a unique
  product, service or result.quot;
BONUS: Get out of your
       comfort zone!
• Learn about “Web stuff”
• Take a course in anything from HTML to Web
  analytics
• Try your hand at producing a multi-media
  piece, or running an online marketing
  campaign
• Look outside the magazine box for
  inspriation.
Back to making things look
         easy…
1. Rent your software
   (try before you buy)
Bricolage
Drupal
Other options include:
•   Wordpress (wordpress.com)
•   Expression Engine (enginehosting.com)
•   Movable Type (typepad.com)
•   Public Square (publicsquarehq.com)
2. Make it easy to “buy now”
    (or subscribe now…)
3. Invest in results
(and nothing else)
How to make it look easy…
• Remember, it’s not easy, it’s:
  – Expensive
  – Hard to find good people
  – And it’s an operation, not a project (except
    when it is)
So, knowing that, you…
• Set S.M.A.R.T objectives
• Set budget and revenue objectives
• Ensure that your initiative is properly
  resourced (operational, or as a project)
And then you make it look
          easy by…
• Renting your software
• Making it easy to buy or subscribe
• Investing in results, and only results
Website Makeover Made Easy
        (yeah, right!)




 Presented by Phillip Smith
www.communitybandwidth.ca

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Website Makeover Made Easy

  • 1. Website Makeover Made Easy (yeah, right!) Presented by Phillip Smith www.communitybandwidth.ca
  • 3. You
  • 4.
  • 6. The Web is a moving target
  • 7. Tech skills are in short supply
  • 8. Very few people have “figured it out”
  • 9.
  • 10.
  • 11. 2. It is expensive
  • 12. The basics (ongoing costs) • Hosting • E-mail delivery • Credit card processing • Customer self-care portals & fullfillment • Online marketing
  • 14. Time is your worst enemy
  • 15.
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  • 23. New Internationalist is another example
  • 24.
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  • 26.
  • 27. 3. It’s an operation, not a project silly
  • 28. What is a project (and what isn’t a project?) • quot;A project is a temporary endeavor undertaken to create a unique product, service or result.quot;
  • 29. We’re in print publishing (the Web is a nuisance!)
  • 30. The Web crosses boundaries (where do we put this thing?) • Editorial? • Publishing? • Circulation? • Marketing? • Naw, just give it to the interns!
  • 31. So, how do you do it right? (While making it look easy…)
  • 32. Good ideas are more important than good execution … and the story of This Magazine’s 15 minutes of fame
  • 33.
  • 34.
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  • 38.
  • 39.
  • 40.
  • 41.
  • 42.
  • 43. 1. Set S.M.A.R.T objectives • Specific • Measureable • Acheivable • Relevant • Timebound
  • 44. 2. Set an annual budget and revenue targets (and stick to them!) • How many subscriptions? • How many advertisers • How much advertising revenue? • While you’re at it, set some others: – How many new e-mail subscriptions – How many letters to the Editor? – How many forwards to a friend
  • 45. 3. Indentify what’s a project & what’s an operation (and resource it accordingly!) • quot;A project is a temporary endeavor undertaken to create a unique product, service or result.quot;
  • 46.
  • 47.
  • 48.
  • 49.
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  • 51.
  • 52.
  • 53. BONUS: Get out of your comfort zone! • Learn about “Web stuff” • Take a course in anything from HTML to Web analytics • Try your hand at producing a multi-media piece, or running an online marketing campaign • Look outside the magazine box for inspriation.
  • 54.
  • 55. Back to making things look easy…
  • 56. 1. Rent your software (try before you buy)
  • 58.
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  • 62.
  • 63. Other options include: • Wordpress (wordpress.com) • Expression Engine (enginehosting.com) • Movable Type (typepad.com) • Public Square (publicsquarehq.com)
  • 64. 2. Make it easy to “buy now” (or subscribe now…)
  • 65.
  • 66.
  • 67.
  • 68.
  • 69.
  • 70. 3. Invest in results (and nothing else)
  • 71.
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  • 75.
  • 76.
  • 77.
  • 78. How to make it look easy… • Remember, it’s not easy, it’s: – Expensive – Hard to find good people – And it’s an operation, not a project (except when it is)
  • 79. So, knowing that, you… • Set S.M.A.R.T objectives • Set budget and revenue objectives • Ensure that your initiative is properly resourced (operational, or as a project)
  • 80. And then you make it look easy by… • Renting your software • Making it easy to buy or subscribe • Investing in results, and only results
  • 81. Website Makeover Made Easy (yeah, right!) Presented by Phillip Smith www.communitybandwidth.ca