21st century website dynamics

21st Century

Website Realities

Richard L. P. Solosky, MNM | Rachel T. Emmer, MBAwww.questusstrategies.com | 720-638-0909

http://www.questusstrategies.com/

Prime Directive

OPTIMIZE IMPACT

Your engagement strategy must include on-line marketing tactics.

Focus Your Vision

www.questusstrategies.com | 720-638-0909


Internet Misfires

“There is no reason

anyone would want a

computer in their home.”

- Ken Olsen (Founder)

Digital Equipment Company,

1977

“The idea that Amazon

CEO Jeff Bezos has

pioneered a new business

paradigm is just silly.”

- Barron’s Magazine, 1995www.questusstrategies.com | 720-638-0909


Website Myths

Expensive

Technical

Social Media

Design

Brochure

Impersonal

Saleswww.questusstrategies.com | 720-638-0909


Shifting Paradigms

2013 On the Internet, everybody knows you’re a dog.

1993On the Internet, nobody knows you’re a dog.

Source: Internet Trends, KPCBwww.questusstrategies.com | 720-638-0909


Shifting Paradigms

2010’s1990’s

Source: Internet Trends, KPCB

The way we interrelate and communicate has changed forever.



Marketing Premise

Do you want to fit in,

or do you want to

stand out?



#1 Marketing Principle

Understand Your

Competitive

Advantage

Then, Celebrate Your Advantage!



Holistic Marketing

Community Relations

Needs Assessment

Stakeholder Involvement

Fundraising

Programming

Marketing



Marketing Strategy

A logo does not equal a

brand.

A website does not equal a

digital presence.

A Facebook page does not

equal an engaged

community, AND…

A press release does not

equal press coverage.

Tactics Do Not Lead to Strategy

Strategy Leads to Tactics



Marketing StrategyValue Proposition

Who

What

HowStart by

identifying

what your

organization

does best...



Marketing StrategyTriad of Value

1. Thoroughly understanding the

community need.

2. Effectively addressing the need

with positive actions.

3. Measuring & demonstrating the

impact of your mission.

Think Holistically!



Marketing StrategyAudience

General Public

Prospective Stakeholders

Influencer Stakeholders

Secondary Stakeholders

Primary Stakeholders

Know Your Audience:

1. How They Think

2. What They Want

3. How They Relate

MIGRATION!



Homepage StrategySite Basics

Build Brand

First Impressions

Get to the Point!

“Above the Fold”

Images Matter

Easy Navigation

“Call To Action”

Source: http://www.basekit.com/designing-a-website-above-the-fold-infographicwww.questusstrategies.com | 720-638-0909


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Be

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Content Marketing

Content marketing creates & distributes relevant content

to drive action to the target audience.



Content MarketingTactics

Blog



Content Marketing

Tactics

Blog

The single most

effective content

marketing tool in

your tool box.

Know your

audience, because

good content

connects!




Infographics

• Visual

• Authoritative

• Importance

• Digestible




Storytelling

Photo Credit: www.greatnonprofits.org

Stories

Demonstrate

Impact




Multimedia/Video

Leadership Lessons

from a Dancing Guy


http://www.youtube.com/watch?v=hO8MwBZl-Vc

http://www.youtube.com/watch?v=hO8MwBZl-Vc


Content MarketingExamples

Liberty Mutual & National MS Society

Both these sites do an excellent job

of providing good information that

works to support their brands and

engage their audience.www.questusstrategies.com | 720-638-0909

http://www.nationalmssociety.org/index.aspx

http://www.nationalmssociety.org/index.aspx

http://responsibility-project.libertymutual.com/about

http://responsibility-project.libertymutual.com/about


Design ConsiderationsImage Creates Connection

90% of information transmitted to the

brain is visual.

Images are processed 60,000 X faster

in the brain than text.

40% of people will respond better to

visual information than plain text.

Sources: 3M Corporation and Zabisco

Kathleen Hennessy, Picture World Hope


http://www.billiondollargraphics.com/infographics.html

http://www.webmarketinggroup.co.uk/Blog/why-every-seo-strategy-needs-infographics-1764.aspx


Design Considerations

Images that explain your

point of view are 83% more

effective. Fake & Forgettable

Authentic & Memorable

Kathleen Hennessy, Picture World Hope

Source: Visual Storytelling Guide, Resource Media

Example




3 Principles of Visual Communication

Visual First

Emotional Connection

Spark Action


James Balog/Extreme Ice Survey




8 Rules for Visual Storytelling

1. Test Visuals

2. First Image Most Important

3. Match Images with Message

4. Use Genuine, Not Generic Photos

5. Be Diligent About Taking Pictures

6. People Relate to People in Photos

7. Choose Subjects Carefully


Klaus Pommerenke

Klaus Pommerenke




8 Rules for Visual Storytelling


Klaus Pommerenke

Hunter

Gatherer

8. Pair your pictures with words.

Klaus Pommerenke



Design ConsiderationsExercise: Image Selection, topic - air pollution

Photo Credit: Visual Storytelling Guide, Resource Media

Or, this?Use this?



Design Considerations

Current

Attractive

Familiar

Web Design Matters!



Content Management

Content Management Systems (CMS) like

WordPress, Joomla, and Drupal provide

an easy interface for editing webpages,

or for creating blogs.

With basic training anyone can edit content, or change the look and feel of their website.



Content ManagementCustomization - Themes, Plugins, & Widgets



Content ManagementExamples

Food Nutrition Foundation

Before After



Content ManagementResponsive Design

Source: http://coding.smashingmagazine.com/2011/01/12/guidelines-for-responsive-web-design/ &

http://mashable.com/2012/12/11/responsive-web-design/


http://coding.smashingmagazine.com/2011/01/12/guidelines-for-responsive-web-design/

http://mashable.com/2012/12/11/responsive-web-design/


Content ManagementWordPress Dashboard Example



Content ManagementBuilding Credibility

Source: Stanford Persuasive Technology Lab

• Verify Accuracy

• Real Organization

• Highlight Expertise

• Authentic Staff & Board

• Contact Info

• Professional Design

• Easy Navigation

• Update Content Frequently

• Avoid Errors



Beyond Credibility



Social MediaThink One Web

• Not Individual Siloes

• It’s a Conversation - Listen

• Drive Traffic to Website

• Each Channel has its own Rules

• Consistent Message



Search Engine Optimization

Google - Yahoo - Bing If you want to get noticed in the search engine world you’ll need to optimize your

website so these engines will see you among the many websites available.

What matters…

Words

Titles

links between websites

words in links

reputation.

The end goal is always to let other people find you with the language they use

when searching and discussing via social media.

Keywords, Metadata, & Other Technical Jargon


http://www.youtube.com/watch?v=hF515-0Tduk

http://www.youtube.com/watch?v=hF515-0Tduk


AnalyticsReports

• Goals – Destination, Duration, Pages, Events

• Keyword & Referrals – Know what brings visitors

• Exits Page - Know where you lose visitors

100

50



New RulesSummary

• Find Competitive Advantage

• Teach Rather than Sell

• Website as Marketing Hub

• One Web – Consistent Message

• Plan, Budget, Measure

• Refresh, Revise, Renew



Thank You!www.questusstrategies.com | 720-638-0909


21st century website dynamics

Government & Nonprofit