This document outlines the schedule for a website strategy event at Harvard University. The day-long event includes sessions on prioritizing content strategy, scoping website redesigns, an overview of Harvard Web Publishing services, and presentations on using data and lessons learned from redesigns. There will be opportunities for networking during coffee breaks and participants are encouraged to join the conversation on Twitter using #DigWS. Presentation materials will be shared after the event on SlideShare. The purpose of the event is to provide attendees with best practices for determining the appropriate scope and approach for their organization's website redesign or refresh.
We saw a lot of changes in Google Ads last year, and as privacy and technology grows, we can expect to see even more.
So what’s changing and how do you need to adapt?
We've got the inside scoop (literally!). Check out these webinar slides to learn:
• Google Ads evolution and trends for 2022.
• Data and insights on impression share & click inflation.
• New ideas to try, keyword strategies, and more!
Simple, Clean & Impactful PPT for any type of real estate clients. You can change content as per your client need; you can also add Pricing page.
For more update on proposal PPT follow me @KhanAamair
This training is designed for youth digital natives who want to enhance their skills in digital marketing and social media management to equip them with the knowledge and practical skills that are essential for succeeding in this dynamic field. In today's world, businesses rely heavily on digital marketing and social media to reach their target audience.
Trying to take your marketing campaigns to the next level but overwhelmed by all the different options?
Feel like you’re never able to generate enough leads or track the right metrics?
A clear understanding of which channels to focus on and what metrics to track are vital to improving leads, sales, and ROI.
Join us for this informative webinar with Bill Rossell, Chief Sales Officer of 1SEO Digital Agency, as he shows you how to reduce the time spent on marketing your business and maximize returns. You’ll walk away with insight to focus your digital marketing efforts, including KPI tracking and ways to improve your communications for better lead quality.
You’ll also learn:
-Channels to utilize through in 2022
-New ways to generate revenue and leads online
-What marketing KPIs matter most to your business/clients
We saw a lot of changes in Google Ads last year, and as privacy and technology grows, we can expect to see even more.
So what’s changing and how do you need to adapt?
We've got the inside scoop (literally!). Check out these webinar slides to learn:
• Google Ads evolution and trends for 2022.
• Data and insights on impression share & click inflation.
• New ideas to try, keyword strategies, and more!
Simple, Clean & Impactful PPT for any type of real estate clients. You can change content as per your client need; you can also add Pricing page.
For more update on proposal PPT follow me @KhanAamair
This training is designed for youth digital natives who want to enhance their skills in digital marketing and social media management to equip them with the knowledge and practical skills that are essential for succeeding in this dynamic field. In today's world, businesses rely heavily on digital marketing and social media to reach their target audience.
Trying to take your marketing campaigns to the next level but overwhelmed by all the different options?
Feel like you’re never able to generate enough leads or track the right metrics?
A clear understanding of which channels to focus on and what metrics to track are vital to improving leads, sales, and ROI.
Join us for this informative webinar with Bill Rossell, Chief Sales Officer of 1SEO Digital Agency, as he shows you how to reduce the time spent on marketing your business and maximize returns. You’ll walk away with insight to focus your digital marketing efforts, including KPI tracking and ways to improve your communications for better lead quality.
You’ll also learn:
-Channels to utilize through in 2022
-New ways to generate revenue and leads online
-What marketing KPIs matter most to your business/clients
Digital Marketing 101 covers the very basics of digital marketing. You will learn about each digital marketing channel, some best practices, and how to create and implement a digital marketing strategy.
B2B, or business to business companies, are unique entities that require a well-thought-out and creative marketing plan, tailored for their own target audience, from acquiring them by awesome content, Ace-ing the deal with the Sales team's help.
When you initially think about B2B marketing strategies, your mind might go straight to direct and outbound techniques—messaging sent straight to prospective clients that you’ve identified. While that can work, it’s not always the best way to bring in new clients, this checklist would help viewers prepare to launch the best in class campaigns.
Let’s take a look at B2B digital marketing strategies you can utilize in 2022 to increase your business exposure and numbers.
A presentation about digital marketing overview. Points covered are Search engine optimization (SEO), Pay per click (PPC), Social Media optimization (SMO), digital marketing funnel
Digital Marketing Plan for Real Estate BusinessGaurav Tripathi
Its a complete step by step digital marketing plan and strategy for real estate business. Follow these actionable steps to increase your business online reputation, sales, leads and ranking. Wanna know how you can increase leads for your real estate business? Check this detailed Digital Marketing Plan
Presentation on Lean Analytics at MicroConf 2013. Understanding what metrics are the most value, when, for your type of business.
* What makes a good metric?
* Types of metrics (qualitative vs. quantitative, vanity vs. actionable, etc.)
* Lean Analytics framework
Shared a number of case studies: Airbnb, Buffer, ClearFit, OffceDrop and others.
KPIs & Metrics That Matter For Digital Marketing Success In 2022Search Engine Journal
Not getting useful insights or much information out of your KPIs and metrics?
Avoiding measurements because they take a lot of time for very little benefit?
Setting effective, data-backed KPIs and metrics will keep your team focused and help you accurately assess and improve your strategies.
Register for this webinar and learn how to:
-Measure effective KPIs.
-Gather the right data to take action and improve your strategy.
-Set goals for a variety of digital marketing programs.
-Learn how to get the data and evidence you need to make smart decisions, identify issues before they harm your business, and take advantage of new opportunities.
Join us with Jonathan Laberge as he shares his knowledge on how to measure digital campaign success and what KPIs really mean for your business’s bottom line.
Digital Marketing for B2B: Introduction and Steps to Get Started.Thomas Webster
An introduction to digital marketing for B2B - exploring key trends, frameworks for digital marketing strategy and tips to help you get started with digital marketing, social media, SEO and content marketing.
Digital Marketing can be hard for Small Business owners. What platforms do you use? What is a funnel and a campaign all about? How can I use these tools to help grow my business. I answer these questions and more in this workshop.
What Analytics Won't Tell You: Get Essential Insights for Content and DesignMelissa Eggleston
Analytics alone leave out the context and “the why” of people’s behavior. Learn practical ways to supplement your analytics and make smarter decisions about the content and design of your websites and apps.
Many companies today strive to be “thought leaders,” but only a select few truly live up to that aspiration. Thought leadership requires a unique point of view, the ability to provide valuable information, and a layered approach to disseminating that information. This presentation explores what makes a thought leader, best practices for thought leadership, and why a content strategy is essential to help companies grow and sustain their thought leadership — helping with everything from navigating internal politics to prioritizing resources.
Playbook on how to build a B2B sales machine aka how to build a "$100 mln business". Delivered this talk with a few organizations including R3 Corda Seed+Series-A Startups, B Work Bali startup community.
A few topics covered included:
⮞ Christoph Janz’ / Boris Wertz animal framework on how your hunting strategies differ for customers at different ARPA level
⮞ the anatomy of #growth engines
⮞ Deep dive into the #B2B outbound playbook for seed level #startups with limited budgets.
Working with Developers to Activate your Content StrategyGeorgiana Cohen
Presented by Georgy Cohen at HighEdWeb 2019
When we’re talking about digital work, sometimes we divide that work into two buckets: the “creative” work (completed by visionary unicorns) and the “technical” work (completed by heads-down colleagues who just want to be left alone to code in peace).
But this is inaccurate. The creative and technical aspects of digital work need to be aligned in order to create effective experiences. This is particularly true when we are talking about content strategy.
In this talk, I will discuss how to practically achieve successful collaboration between creative and technical teams, yielding both an effective content strategy and deeper cross-disciplinary understanding. This means being more thoughtful about team dynamics and communication, requirements gathering, information design, the interplay between code and content, and overall site governance.
Digital Marketing 101 covers the very basics of digital marketing. You will learn about each digital marketing channel, some best practices, and how to create and implement a digital marketing strategy.
B2B, or business to business companies, are unique entities that require a well-thought-out and creative marketing plan, tailored for their own target audience, from acquiring them by awesome content, Ace-ing the deal with the Sales team's help.
When you initially think about B2B marketing strategies, your mind might go straight to direct and outbound techniques—messaging sent straight to prospective clients that you’ve identified. While that can work, it’s not always the best way to bring in new clients, this checklist would help viewers prepare to launch the best in class campaigns.
Let’s take a look at B2B digital marketing strategies you can utilize in 2022 to increase your business exposure and numbers.
A presentation about digital marketing overview. Points covered are Search engine optimization (SEO), Pay per click (PPC), Social Media optimization (SMO), digital marketing funnel
Digital Marketing Plan for Real Estate BusinessGaurav Tripathi
Its a complete step by step digital marketing plan and strategy for real estate business. Follow these actionable steps to increase your business online reputation, sales, leads and ranking. Wanna know how you can increase leads for your real estate business? Check this detailed Digital Marketing Plan
Presentation on Lean Analytics at MicroConf 2013. Understanding what metrics are the most value, when, for your type of business.
* What makes a good metric?
* Types of metrics (qualitative vs. quantitative, vanity vs. actionable, etc.)
* Lean Analytics framework
Shared a number of case studies: Airbnb, Buffer, ClearFit, OffceDrop and others.
KPIs & Metrics That Matter For Digital Marketing Success In 2022Search Engine Journal
Not getting useful insights or much information out of your KPIs and metrics?
Avoiding measurements because they take a lot of time for very little benefit?
Setting effective, data-backed KPIs and metrics will keep your team focused and help you accurately assess and improve your strategies.
Register for this webinar and learn how to:
-Measure effective KPIs.
-Gather the right data to take action and improve your strategy.
-Set goals for a variety of digital marketing programs.
-Learn how to get the data and evidence you need to make smart decisions, identify issues before they harm your business, and take advantage of new opportunities.
Join us with Jonathan Laberge as he shares his knowledge on how to measure digital campaign success and what KPIs really mean for your business’s bottom line.
Digital Marketing for B2B: Introduction and Steps to Get Started.Thomas Webster
An introduction to digital marketing for B2B - exploring key trends, frameworks for digital marketing strategy and tips to help you get started with digital marketing, social media, SEO and content marketing.
Digital Marketing can be hard for Small Business owners. What platforms do you use? What is a funnel and a campaign all about? How can I use these tools to help grow my business. I answer these questions and more in this workshop.
What Analytics Won't Tell You: Get Essential Insights for Content and DesignMelissa Eggleston
Analytics alone leave out the context and “the why” of people’s behavior. Learn practical ways to supplement your analytics and make smarter decisions about the content and design of your websites and apps.
Many companies today strive to be “thought leaders,” but only a select few truly live up to that aspiration. Thought leadership requires a unique point of view, the ability to provide valuable information, and a layered approach to disseminating that information. This presentation explores what makes a thought leader, best practices for thought leadership, and why a content strategy is essential to help companies grow and sustain their thought leadership — helping with everything from navigating internal politics to prioritizing resources.
Playbook on how to build a B2B sales machine aka how to build a "$100 mln business". Delivered this talk with a few organizations including R3 Corda Seed+Series-A Startups, B Work Bali startup community.
A few topics covered included:
⮞ Christoph Janz’ / Boris Wertz animal framework on how your hunting strategies differ for customers at different ARPA level
⮞ the anatomy of #growth engines
⮞ Deep dive into the #B2B outbound playbook for seed level #startups with limited budgets.
Working with Developers to Activate your Content StrategyGeorgiana Cohen
Presented by Georgy Cohen at HighEdWeb 2019
When we’re talking about digital work, sometimes we divide that work into two buckets: the “creative” work (completed by visionary unicorns) and the “technical” work (completed by heads-down colleagues who just want to be left alone to code in peace).
But this is inaccurate. The creative and technical aspects of digital work need to be aligned in order to create effective experiences. This is particularly true when we are talking about content strategy.
In this talk, I will discuss how to practically achieve successful collaboration between creative and technical teams, yielding both an effective content strategy and deeper cross-disciplinary understanding. This means being more thoughtful about team dynamics and communication, requirements gathering, information design, the interplay between code and content, and overall site governance.
Case Study: How Marriott International Employs a Content-Driven Global Extran...Amanda Tevis
Learn how the leading world-class Travel Company with over 4,000 properties across 18 brands and 230,000 Marriott Global Source Users, delivers amazing customer experiences. Through Marriott's Content-Driven Global Extranet.
The Digital Localisation Journey at OpenTableRobert Shaw
The last three years at OpenTable has been one of discovery, learning and evolution as I have worked to define best practises, build resources and repeatable processes and implement tooling that support the translation and localisation of OpenTable's restaurant- and diner-facing websites and apps. I was grateful for the opportunity to share my learnings at LocWorld37 in Warsaw this past week.
Developing a Manageable Approach to Utilizing Sitecore at ScaleJill Grozalsky
One question that all Sitecore customers have is how do you make sure you are using the right features and functionality within the Sitecore platform to deliver the customer experience your prospects and customers want and demand. The answer is making sure you do your due diligence in knowing your customers and building a plan that makes sure you are not biting off more than you can chew. And that is what Ecolab is doing. This session will focus on Ecolab’s process of discovery and roadmapping that is helping them incrementally use Sitecore’s features, scale their experience for an audience base with varying needs, and gain executive buy-in along the way.
Adword Display and Shopping certified , With 4.8 years of experience in internet marketing, content management and writing I believe in providing optimal solution to the marketing needs of a business cost effectively
In the end of this keynote, audience members (senior marketers) will be prompted to question and think about the following:
Identifying a singular website KPI that they might want to narrow-in on (and how "less = more")
Questions/actions to take to their team and/or website-related service providers re: website priorities, expenses, and outputs
How they might improve conversations with senior leadership and/or their CEO about their website's KPIs, website's ROI, and website activities/expenses (potentially leading to greater support and/or stronger working relationships)
The Evolution of the Economist Content Platform (presented by Mark Brincat, C...eZ Systems
The Economist has been going through a major transformation. By approaching our web experience in a componentized way, we defined how we could leverage our entire technology ecosystem to deliver products faster and improve the reader experience. This talk will focus on the approach, challenges and lessons learned through the evolution of the Economist Reader and Content Platform.
How to Digitally Transform Higher Ed with DrupalMediacurrent
The stakes are high for colleges and universities to adapt and deliver meaningful digital experiences. IT and web teams are constantly looking for ways to simplify processes on the backend, but as marketers rise to challenging times, the pressure is on to maintain a great user experience on the frontend.
In this webinar, you will learn key strategic decisions for a website redesign, challenges in higher education, and Drupal solutions to put power and control into the hands of editors.
Are You at Risk? Identifying Web Accessibility Gaps at Your Organization3Play Media
With recent lawsuits, updates to legal standards, and an increasing number of DOJ & OCR inquiries for inaccessible IT, web accessibility is on a lot of organizations' minds. But how can you tell whether or not your website, web application, or native app is meeting accessibility requirements?
In this webinar, Mike Paciello, founding partner of The Paciello Group, will discuss accessibility gap analysis, a critical step in building – or fixing – accessibility at your organization. Taking a high-level approach, he will cover strategies for evaluating your current level of accessibility, identifying areas of risk, and developing a plan to achieve compliance with web accessibility standards.
This presentation will cover:
An overview of major accessibility laws and standards
Assessing your website or native app's current level of accessibility
Identifying vulnerabilities
Tips for filling in the gaps
Developing a roadmap to accessibility compliance
Search Sessions - Preparing Your Website for Google's Page Experience UpdateKristine Pratt
On this edition of Search Sessions, we're talking about Google's Page Experience Update. With website optimization platform VWO, we talk about what we know about the update, the factors like Core Web Vitals that play into optimizing your website, and steps you can take to be ready for it.
NUCIGENT provides one stop automated solution for your trade and industry. Depending on the size and field of your organization, we have different products and services to meet your requirements. We provide the optimum and customized solutions made for your organization.
For more details: http://nucigent.in/
Csharptek tries to excel in delivering Microsoft teams services as we ensure seamless collaboration and communication. Our expertise encompasses setup, customization, and training for leveraging teams' capabilities in enhancing teamwork, productivity, and remote collaboration. benefit from our solutions for efficient meetings, file sharing, and improved connectivity across your organization.
This Slideshare presentation is a partial preview of the full business document. To view and download the full document, please go here:
http://flevy.com/browse/business-document/job-description-web-manager-903
The Web Manager will be ultimately for the quality and business effectiveness of the organization web assets. Engaging with key stakeholders in the business, the web manager (the link in between) will work with Business Analysts & Development Coordinators.
Digital academy: User Research | March 2019HarvardComms
https://hwpi.harvard.edu/digital-content-connect
As communication professionals at Harvard, we are always crafting our messaging with a certain audience in mind. But how do we learn more about our audience, and how can we be sure that our messaging meets their specific needs, especially in this ever-expanding digital landscape?
Our Spring Digital Academy event focused on user research. We heard about several methods that digital and content strategists use to learn more about our audiences, from persona development and survey research to usability studies and decision analysis.
Speakers included top digital practitioners from Harvard and outside experts with experience in digital media and marketing, tech and public policy, and higher education strategy and consulting.
Social Media Academy 2016 Presentation SlidesHarvardComms
Social Media Academy, November 10, 2016
This Academy event aims to empower attendees with a higher level of expertise and understanding about new multimedia methods and the art forms that populate them. With this knowledge, digital practitioners can more effectively grow their audiences and accomplish their communications goals.
Social Media Academy 2016 Keynote Presentation, John WihbeyHarvardComms
Social Media Academy, November 10, 2016
Keynote Presentation: Defining a Digital Storytelling Discipline: Learning, Skills, and Knowledge by John Wihbey, Assistant Professor of Journalism and New Media, Northeastern University
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Search Engine Optimization Strategies for Local Businesses.pdfseodigitalbraino
Maximize your online presence and drive growth with Digital Braino, your go-to for digital marketing services in Indore. Our expert team specializes in a wide range of services including SEO, social media marketing, content creation, and online advertising. With our innovative strategies and client-focused approach, we help businesses enhance their online presence and achieve their marketing objectives. Let Digital Braino propel your business to new heights.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Digital Marketing Training In BangaloreHoney385968
https://nidmindia.com/
Landing page optimization is the strategic process of methodically enhancing the various elements and components of a web page with the primary goal of increasing its effectiveness at converting visitors into leads or customers.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Enhancing a Luxury Furniture E-commerce Store with Expert Shopify ManagementSunTec India
SunTec India's expertise in Shopify store management has been a game-changer for a luxury furniture e-commerce business. Through meticulous optimization of product listings, strategic SEO practices, and an enhanced user experience, this case study details the successful outcomes of their collaboration, including increased traffic, higher conversion rates, and stronger brand presence.
Read more- https://shorturl.at/yl3MU
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Elevate your trade show game with our comprehensive guide on creating an interactive booth that captures attention and drives engagement! In this presentation, Blue Atlas Marketing shares practical tips and creative strategies to transform your trade show presence. Learn how to use digital displays, interactive demos, and engaging activities to attract visitors and make lasting impressions. Whether you're a trade show veteran or a newcomer, these insights will help you stand out from the crowd and maximize your event success. Dive into our slides to discover how to turn your booth into a dynamic and interactive experience!
2. Schedule
8:30 – 9:00am Registration & Breakfast
9:00 – 9:05am Opening Remarks
9:10 – 9:40am Prioritizing Content Strategy and Governance in Your Website Redesign
9:45 – 10:10am Scoping a Website Redesign: Aligning Business Requirement With Technical
Implementation
10:15 – 10:35am Getting to Know Harvard Web Publishing: An In-House “One-Stop Shop” for Cost-
Effective Digital Solutions
10:35 – 10:55am Coffee Talk
10:55 – 11:20am Using Data to Inform Your Redesign Roadmap
11:25 – 11:55am The Biggest Lesson Learned
12:00 – 12:30pm The 21st Century Web
12:30pm Concluding Thoughts
15. Purpose of today’s event
Equip you with a framework built on shared best practices
that can easily align with your office’s objectives—so you’ll be able
to determine the correct size and scope of your next website
reboot (or whether one is needed at all).
16. Schedule
8:30 – 9:00am Registration & Breakfast
9:00 – 9:05am Opening Remarks
9:10 – 9:40am Prioritizing Content Strategy and Governance in Your Website Redesign
9:45 – 10:10am Scoping a Website Redesign: Aligning Business Requirement With Technical
Implementation
10:15 – 10:35am Getting to Know Harvard Web Publishing: An In-House “One-Stop Shop” for Cost-
Effective Digital Solutions
10:35 – 10:55am Coffee Talk
10:55 – 11:20am Using Data to Inform Your Redesign Roadmap
11:25 – 11:55am The Biggest Lesson Learned
12:00 – 12:30pm The 21st Century Web
12:30pm Concluding Thoughts
18. Up Next: Prioritizing Content Strategy &
Governance in Your Website Redesign
● Georgy will discuss establishing ownership, roles, & buy-in at the outset of your
project, as well as weaving content strategy throughout a redesign
● Nearly 14 years of higher ed experience, both in-house & as a consultant
Associate Creative Director, Digital Strategy OHO Interactive
Georgy Cohen
19. Georgy Cohen
Associate Creative Director,
Digital Strategy
Harvard University
Website Strategy Academy
March 22, 2018
Prioritizing Content Strategy and
Governance in Your Website Redesign
24. A newly launched website should
align to a process and a strategy
that ensures ongoing effectiveness.
25. OHO INTERACTIVE
Aligning a web redesign to content strategy
Show your work
Kickoff UX Design Content
Build Launch
- Set goals
- Define
messages
- Process &
policy audit
- Outreach to
community
- Information
hierarchy
- Set content
expectations
- ID content
sources
- Confirm
sustainable
effort
- Reinforce
brand and
messaging
alignment
- Content
creation
- Voice & tone
- Style guide
- Publishing
process
- Content
reuse &
taxonomy
- Data source
integrations
- Publishing
roles &
workflow
- Structure
for SEO & GA
- Activate
policy and
process
- Outreach
goes on
- Content
QA
- Measure
& plan
26. OHO INTERACTIVEHigher ed is… special
Factors Inhibiting a Strategic Website
● Politics
● Decentralization
● Silos
● Lack of nimble decision-making
● Lack of accountability
● Lack of digital owner
● Fear of change
27. Change is inevitable
Change ain’t easy. But standing still is not an option. If our
institutions don’t mature as digital organizations, we risk
losing our audience and failing to achieve our goals.
We can’t impose change overnight if we want it to last. By
priming our community to understand and accept change,
and in the process laying a groundwork for meaningful web
governance, we are investing in the long-term viability of
our website as a tool for strategic success.
Governance is cool
28. If we don’t mature as digital
organizations, we risk failure.
How do we instead set
ourselves up for success?
29. Five considerations:
● Get buy-in from community
● Set people up for success
● Be realistic - think sustainably
● Lay foundation for decision-making
● Establish framework for accountability
34. OHO INTERACTIVE
Bring people together
Get buy-in from the community
Form a content
community to
connect people
to information,
and each other
35. OHO INTERACTIVE
Connect people to content outcomes
Don’t just give
out analytics
logins and
reports - help
them see the real
Get buy-in from the community
37. OHO INTERACTIVE
Gauge savviness & plug skill gaps
Set people up for success
Awareness of brand,
style, goals, audience
Content decision-
making process and
roles
Content quality
assurance
Measurement
strategy
Content publishing
workflow and editor
experience
38. OHO INTERACTIVE
Take inventory of resources & documentation
Set people up for success
● Are they current & accessible?
○ Training (CMS, content)
○ Documentation (style guide, branding)
○ Editorial workflows
○ Policies
40. OHO INTERACTIVE
How are web responsibilities
accounted for in the job descriptions
of those for whom the web is a
measurable task?
● Are the tasks explicitly listed?
● Does the individual receive
reasonable time allocations to
complete them?
● Do they get training, professional
development, or budget?
Codify web responsibilities
Set people up for success
53. OHO INTERACTIVE
Consider the best governance model
Centralized Hybrid
Decentralized
● Central web team owns
publishing process
● Team fully resourced for
content efforts
● Outlying units serve
SME/consultative role
● Ownership shared between
central team & units
● Both sides have resources,
training, and guidelines
necessary to fulfill
established responsibilities
● Appropriate balance varies
● No central web team
coordinating institution-
wide publishing efforts
● Every unit manages its own
information
● Standards & quality vary
Set up a framework for accountability
60. OHO INTERACTIVE
If you are planning a redesign...
● Hold every decision up against your goals
● Form and strengthen relationships now
● Define and assert ownership at the outset
● For every decision you make about the project,
make at least one decision about the process
Next steps
61. OHO INTERACTIVE
If you are in the midst of or recently launched a redesign...
● Consider how best to measure your
effectiveness against your goals
● Evaluate your publishing roles & workflow, and
make sure editors are equipped to succeed
● Make sure you have a sustainable plan for
ongoing content creation & quality assurance
Next steps
63. Scoping a website redesign
aligning business requirements
with technical implementation
64. What to expect?
Web projects, big or
small, have MANY
components ...
Content
Strategy
Design
Development
Analytics
SEO
Hosting
QA
Domain
Accessibility
Project
Management
Development
Maintenance
65. What I will cover
1. Work with vendors
2. Gather requirements
3. CMS selection
4. Align requirements with implementation
5. Q&A
67. If/when/how to bring in vendors
● Web is complex and fast-evolving. If budget allows, bring in vendors to
○ take advantage of the latest technology
○ learn best practices
● Many ways to work with vendors
○ Content strategy
○ Design
○ Development / build
○ Any, or all; separate or together; same vendor or bring in separate
vendors to work together
68. Get cost range via RFI (Request for Information)
RFI RFP
69. Review RFP Responses
and choose the right vendor for
your project. Fit matters!
● Understand RFP responses
○ Expect a range (highest
bid could easily be 4x
the lowest)
● Cookie cutter vs. fully-
customized/tailored
solutions
● Safe vs. creative solutions
74. Sample Requirements Worksheet
● Which audiences do you think are using the
your website (most important ones at top)?
● What are the main reasons these audiences
come to the site?
● Are there audiences you would like to
attract but do not currently?
● What are the main actions we want them to
take?
● Please list the top three challenges of the
current site, user or admin facing
● Name 2-3 comparative sites that you like
and describe why
● Use a few adjectives to describe how the
user should perceive the new site. (Ex:
prestigious, friendly, fun, forward-thinking,
innovative, etc.)
● How will you know if this website redesign
project is a success? I.e. what are the
desired outcomes?
● How does your organization differentiate
itself from its competitive set? Is that
reflected with the site?
75. Joint
Discovery Phase
OPEN
● Hear new ideas and new possibilities
● Ask to see vendor's latest/best
projects
● Educate vendors on the specifics of
your organization
FOCUSED
● All teams have clear idea of goals
● All understand and agree what the
success looks like
● All agree how communication and
signoff will work
do this together with the vendor
76. Don't forget the
admin users
who spend more time on site, and
who deal with more complex workflow
Image credit: https://www.goverlan.com/
77. For Wordpress sites
● Work with vendor to create custom
Wordpress dashboard widget
○ Add quick stats
○ Add links to help
● Set up training for admin users to
learn CMS features
○ For example, "screen options"
78.
79. Analytics shouldn't be
an afterthought
Plan for it when the project is being
scoped out
● Google Tag Manager offers easier and
more flexible control of analytics
tracking effort
● Best time to set up is during the site
development in case html markup
needs to be set up in certain way or if
other tracking or data-layer variables
need to be set up
● It's possible and recommended to
continue use the same Google Analytics
profile
80. Content Migration
This is an area that can easily be
underestimated and could slow down
the project or even push out site
launch date.
If you:
● have a large site with lots of content
● changing CMS
● are looking to consolidate content
from multiple sites
Consider:
● Auto scripting + manual review
● URL pattern -- if changing, need
redirects
Image credit: https://augurian.com/seo-website-migration-strategy-guide/
84. Both are
good choices
Large user/developer base
Stable system
Wide selection of plugins/modules
Secure if properly managed
Score 1-5
Functionality 5 5
Flexibility 4-5 5
Learning Curve
(5 means more
difficult to learn)
3-4 4-5
Cost to build
(bigger number
means cost more)
2-4 3-5
Cost to host 2-3 4-5
85. Additional factors to consider
● CMS of your existing site
● Preference or expertises of your internal team
● Vendor: some vendors work with both but many have a preference
86. Requirements Checklist
● Accessibility
● SEO
● Performance
● Security
● Analytics
● Social share ready
(og tags, etc.)
● Content migration
● Top-page redirects (from
old site to new site, note
redirects limit)
● Admin users
● Design
● User Experience Design
● Content
● Site-specific features
○ Existing features
○ Pain points
○ Wishlist items
89. Focus on Core Requirements
● During the discovery phase, put requirements into two tiers: core
requirements and Nice-to-have's
● During each project review, ALWAYS check core requirements, ensure no
distractions or changes impact the completion of core requirements
90. Simplify approval process and use vendor's resources
effectively
Whether your vendor gives
you a fixed quote or not,
they operate by hours.
https://www.shareicon.net/tag/clock?p=4
95. Harvard Web
Publishing
HWP started as a three-
year initiative in early 2012.
Our goal was to make it
easier for the University
community to build and
maintain effective,
affordable, Harvard-
branded websites.
96. Problems we were trying to solve...
● Lack of unified services for departmental
websites
● Inconsistent and confusing user experience
● Proliferation of web publishing platforms
and technical architectures leading to
inefficiencies in maintenance and support
● Inability of departments to maintain website
content
● Difficulty of access to Harvard’s online
resources
● Harvard’s web presence reflects poorly on
the University’s reputation and image
97. Two Options: Hire HWP or Self-serve
Self-Serve
● OpenScholar platform available
to the Harvard Community
(HarvardKey required)
● Online Documentation
● Ongoing training
Hire HWP
● Full-service in-house agency
● Wide range of services
(consultations, content strategy,
website implementation, training,
etc.)
● Professional-looking, accessible,
responsive sites
98. Why Hire HWP?
● Reliable, reputable, easy to
access vendor
● Familiar with the Harvard
landscape
● Customer service-focused
● Nimble, adaptable service
offerings
● Adapt our team to client profile
● Below-market rates
● Easy-to-use platform (OS)
99. Website Building General Consulting Content Strategy Support & Training
Harvard Web Publishing Services
Don’t know where to start?
That’s cool too!
Let us help you navigate your options, inside or outside of Harvard.
3rd-Party
Consulting Custom Designs
User
Research
And
More!
100. Team
Kenton
Director
Kate Gabriel
Web Project Support
Analyst
Senior Project Manager
Richard
Senior User Experience &
Web Designer
Mary
Senior Project Manager
Dorian Joe
User Experience Lead Web Project Support
Analyst
Interns
Emily
Web Publishing LHT
Yusuf
Web Publishing Intern
We’re
Hiring!
Mourad
Harvard Bridge Program
Professional Intern
110. Some of our 2017 Clients
Harvard Divinity School flagship ● Harvard School of Dental Medicine flagship ● Title IX Office ●
East Asian Art History ● Data Science ● Center for Advanced Imaging ● HMS Graduate Education ●
HSDM 150th Anniversary ● Institute for Theory and Computation ● Executive Vice President's
Office ● Harvard Speaks on Climate Change ● China Project ● Center for African Studies ● EdLabs
● HMS Medical Education ● HKS Ash Center ● HKS Hauser Center ● HKS Carr Center ● HSPH
Center for Health and the Global Environment ● HGSE Instructional Moves ● Harvard Library ●
Harvard College Fund ● Black Hole Initiative ● Zaentz Early Education Initiative ● Planetary Health
Alliance ● Healthcare Policy Program at HKS ● Office of the Arts ● Radcliffe Community Intranet ●
DCE Dean of Students ● HSDM Oral Care and Primary Care ● University Marshal ● Harvard Global
Institute ● Arts and Humanities Division ● Youth Protection Office ● HBS Research Computing ●
Center for Wellness ● HUIT Harvard Phone ● Currier House ● Bok Center ● Faculty Support
Administrator Network ● HUIT Accessibility Site ● HPAC Community Affairs ● Law School Exhibits
Addenda, etc. - About 50 projects per year, of all sizes
111. Looking
Ahead
2018 and beyond
● Provide a portfolio of technology
solutions (OpenScholar and other 3rd-
party vendor options)
● Multiple Platforms
● Enhanced professional services
● Establish vendor referral program
● UX, Mobile, Accessibility
● Focus on digital experiences,
web/mobile
● Buy or broker solutions (rather than
building our own)
114. 114
Using Data to
Inform Your
Redesign
Roadmap
AARON BAKER, DIGITAL ANALYTICS LEAD
HARVARD PUBLIC AFFAIRS AND COMMUNICATIONS
115. 115
1
2
3 Upon launching any major change in
website code, closely monitor the code
for outages or strange data.
Launch and Measure New Data
Discuss analytics opportunities with
your development team, including
using Google Tag Manager to track
scroll depth, element visibility, and
improve user timings.
Collaborate on New Design
Guided by the data you have plus
what you know or hope can be
collected going forward.
Define Goals
Rinse and Repeat as needed.
Analyze and Optimize
4
Where to start? Define goals.
You should focus on analytics at these points in your redesign process
117. 117
Take these Goals of the Harvard Gazette Redesign
Process...
Innovative, modern site
design
Enhanced visual storytelling
capabilities
Increased template flexibility
Improved Wordpress workflow
Improved reader engagement
A ‘one-stop-shop’ for
content
Improved site speed and
performance
Daily Gazette Incorporation
118. 118
...and look at them from the perspective of the
data you have/want.
New design?
New baselines.
New ways to tell stories? New
data (to tell stories).
How does the format of a
story affect analytics?
Expose Wordpress users to
data dashboards
How can we better capture
engagement?
Off-site links build relationships
Improved site speed and
performance
Daily Gazette Audience
119. 119
1
2
3 Upon launching any major change in
website code, closely monitor the code
for outages or strange data.
Launch and Measure New Data
Discuss analytics opportunities with
your development team, including
using Google Tag Manager to track
scroll depth, element visibility, and
improve user timings.
Collaborate on New Design
Guided by the data you have plus
what you know or hope can be
collected going forward.
Define Goals
Rinse and Repeat as needed.
Analyze and Optimize
4
Moving forward: new design.
You should focus on analytics at these points in your redesign process
121. 121
Static, but evolving.
Website homepages,
program or initiative landing
pages, pages used for
wayfinding and general
information. Doesn’t always
encourage returning users.
Optimization can occur at the
page level over time through
A/B testing.
Harvard.edu Homepage
Primarily used for news
and events. Constantly
updated with new stories
nearly every day which
encourages readers to
come back.
Optimization is used for
better acquisition, SEO,
and encouraging user
engagement.
The Harvard Gazette
VS
Different sites, different metrics
Each site uses web analytics in a unique way
122. 122
● Calls to action such as
clicking on featured
content or scheduling a
campus tour
● Time to task completion
(useful for navigation
analysis—how long did it
take to find the right link?)
● Sessions with on-site
search
Harvard.edu Homepage Key
metrics
● Time on story pages
(attention minutes)
● Scroll depth
● Engagement with
embedded media
● Stories pages per
session
● Clicks on share buttons
The Harvard Gazette
Key metrics
VS
In a redesign situation...
Think about how each kind of site meets different needs
124. 124
Analytics Wish List
Newest tracking possibilities, best (easiest) via Google Tag Manager
Predefined percentage checkpoints on
your page that, when scrolled into
view, triggers an event that is sent to
Google Analytics. You can further
customize this by creating a custom
metric, such as “percentage of
pageviews that reached X%.”
SCROLL TRACKING
This page is really long. How do I know
if users are seeing this thing that exists
way down the page? The element
visibility trigger is used to send an event
to Google Analytics when whatever you
configured is shown to the user.
ELEMENT VISIBILITY
Google Analytics doesn’t actually use a
stopwatch to track your users as they
race through the circuit of your
website, unless you tell it to. This GA
“plugin” is used improve the quality of
user behavior time measurements.
USER TIMINGS
125. 125
1
2
3 Upon launching any major change in
website code, closely monitor the code
for outages or strange data.
Launch and Measure New Data
Discuss analytics opportunities with
your development team, including
using Google Tag Manager to track
scroll depth, element visibility, and
improve user timings.
Collaborate on New Design
Guided by the data you have plus
what you know or hope can be
collected going forward.
Define Goals
Rinse and Repeat as needed.
Analyze and Optimize
4
Launch day! Then weeks of measurement.
You should focus on analytics at these points in your redesign process
128. 128
● Menu navigation and category
label
● Share buttons
● Trending box (or “next in series”
box)
● In-story media players and links
● Editor’s picks
● Up next footer
Walkthrough of a Gazette article
To illustrate tracking points
129. 129
1
2
3 Upon launching any major change in
website code, closely monitor the code
for outages or strange data.
Launch and Measure New Data
Discuss analytics opportunities with
your development team, including
using Google Tag Manager to track
scroll depth, element visibility, and
improve user timings.
Collaborate on New Design
Guided by the data you have plus
what you know or hope can be
collected going forward.
Define Goals
Rinse and Repeat as needed.
Analyze and Optimize
4
What’s next? Analyze and Optimize.
You should focus on analytics at these points in your redesign process
131. 131
New site went live
High-level site health: Pagevies
I expected this to remain more or less the same. Good news.
132. 132
Turns out user behavior is unchanged, pages are just physically longer in
the new template, which pushes the first interaction event (50% scroll)
to much lower down the page than before.
New site went live
Bounce rate
Bounce rate is rising slightly, but why?
133. 133
New site went live
Average Session Duration
This decreased slightly, also as a result of the design change
134. 134
4.4% of Story Pageviews clicked “next”
Prior to the redesign, this was less than 1% of pageviews.
On average, 1.27%
of all sessions
clicked on an
Editor’s Pick.
Users from the
Harvard
Homepage, Daily
Gazette, and other
emails (such as the
HAG) are twice as
likely to click on an
Editor’s Pick.
135. 135
The Harvard Gazette
ranks it in the fastest
third of all pages
according to Google
Chrome User
Experience.
Site speed report: mobile
PageSpeed Insights
136. 136
The Harvard Gazette
ranks it in the fastest
third of all pages
according to Google
Chrome User
Experience.
Site speed report: desktop
PageSpeed Insights
137. 137
● The Daily Gazette Audience is 83,559 users
(8.04% of all users on the Gazette)
● They visited 188,049 times (sessions) since the new site launch
● Bounce Rate is better: 39.85% compared to site average of 44.48%)
● Pages per session is 1.37 pages per session
(compared to site average of 1.26)
● Average time on page is 2 minutes 31 seconds (compared to 1:49)
● 3.16% of sessions from Daily Gazette users clicked on an Editor’s Pick item
(compared to site average of 1.27%)
Daily Gazette audience on the website
PageSpeed Insights
149. Shameless plug:
▹ If you’re working on a community-
facing initiative that we can help
amplify, email me!
▹ kendra_butters@harvard.edu
14
9
150. 2.
When Waterfall gets you down:
Going Agile with DUX
(content strategy, user testing, and design)
Kerry Conley
Director of Communications at
Harvard Library
151. Agile in a nutshell:
Build the
right thing;
build the
thing right.
15
1
154. ▹ Set clear expectations with internal
staff and leadership
Tip: if you’re not doing a 1-to-1 content migration,
don’t call it a migration project.
▹ Build in time for consistency check
▹ Be explicit during the RFP process
▹ It’s worth doing!
future.library.harvard.edu
15
4
What I Learned...
155. 3.
Working with a
tight budget
James Evans
Publications Coordinator at
Fairbank Center for Chinese Studies
170. What we learned:
▹ A redesign is a chance to not only
change the website, but also
reevaluate workflows,
assumptions, and editorial
decisions.
17
0
256. Vision
01
Write down business
and user goals
• Conduct interviews
• Run workshops
• Deep dive on past research
• Analyze site metrics
• Define goals & audience
• Develop KPIs
• Establish the big picture
257. • Conduct interviews
• Run workshops
• Deep dive on past research
• Analyze site metrics
• Define goals & audience
• Develop KPIs
• Establish the big picture
Vision
01
01
02
03
04
05
06
07
08
09
10
Establish our biggest
priorities and build
Write down business
and user goals
258. Vision
01
Build
02
• Work agile: 2-week sprints
• Turn vision into product
• Make it real, do it fast
• Frequent client feedback
• Test as we build
• Continuously QA
• Document as we go
• Conduct interviews
• Run workshops
• Deep dive on past research
• Analyze site metrics
• Define goals & audience
• Develop KPIs
• Establish the big picture
01
02
03
04
05
06
07
08
09
10
Establish our biggest
priorities and build