embracing social web content: site visitors as authors
TRANSCRIPT
Embracing Social Web Content: Site Visitors as Authors
Eric HodgsonEstrada
April 11, 2007
Find This Presentation
http://www.estradacms.com/hodgson
Critical Web Principles
• Web sites are built for visitors—plain and simple
• A Web site must serve a purpose.
Critical Web Principles
Takeaways from Today
• The Web is a two-way communication tool
• The more you engage your visitors online, the stronger the relationships develop
• Stay focused
It’s been building…
Source: USA Today, 10/01/2004
“Instead of having to find information…it will find you.”
“It's just there. Your life is just affected the way it's affected today by the lights in a room.”
Source: Advertising Age, 07/21/2005
“There is so much media now that consumers control access. It’s much more about finding a way to talk to them as individuals.”
Web Usage
• 88% of Americans age 12-29 go online
• 42% of Americans have high-speed Internet access at home
• 37% of Internet users have accessed the Internet wirelessly
• 40% of those users have accessed the Internet via their cell phone
Source: Pew Internet & American Life Project
Web Usage
• 34% use the Web to develop or display photos
• 30% rated a product, service, or person using an online rating system
• 26% shared something online that they created themselves (photos, artwork, stories, video)
• 11% have used online social or professional networking sites (LinkedIn, mySpace)
• 8% Created or worked on their own journal or blog
Source: Pew Internet & American Life Project
Web Usage
48 million Americans have contributed content to the Web
Source: Pew Internet & American Life Project
Stay focused…
What is your focus?
Stay True to Yourself
Mission
Planning
BRAND}
Understand Your Audience
• Who are they?• What attracts their attention?• Where do they think about you?• When do they think about you?
Beyond Your Walls
• See what they are saying about your institution
• See where your audiences communicate
Where we are now…
Building a Strong Foundation
• Content ownership• Actions• Tagging• Common questions
Expanding Content Authoring
• Blogs• Profiles• Podcasts
Opportunities to Open Communication
• Page-level Content– Allow posted commenting on every page – Supply a contact point for content owner– Frequently asked questions to be
sprinkled throughout site
Opportunities to Open Communication
• News and Events– Allow posted commenting – Upload photos from alumni/students– Public event registration
Opportunities to Open Communication
• Blogging– Open to site visitors beyond commenting– Stay focused on the “college experience”– No editing (either delete or post)
Opportunities to Open Communication
• Peer networks– Permission-based– Profile development– Friends lists (if applicable)
Extendable Formats and Methods
• RSS• Microformats• Trackbacks
Find This Presentation
http://www.estradacms.com/hodgson
Next Big Thing: The Web as Your Servant(www.usatoday.com/tech/webguide/ internetlife/2004-10-01-cover-web_x.htm )
Ad Groups Back Switch from Frequency to Engagement (http://www.adage.com/news.cms?newsId=45606)
Pew Internet & American Life Project (http://www.pewinternet.org )
Resources
