web 2.0 components for business websites

Web 2.0 Business

Websites

Why do you want to be 2.0?

www.gems-solutions.com

Outline

• Web 1.0 vs Web 2.0

• Web 2.0 Capabilities

• Web 2.0 Examples

• Web Content Management System


Web 1.0 vs. Web 2.0

Read Only

Web 1.0

250,000 sites

45 million global users

1996

Read-Write

Web 2.0

80 million sites

1+ billion global users

2006

Published

ContentCollective

Intelligence


Very First Website!

• The very first website was a description of the

world wide web! (text and links only)


http://www.w3.org/History/19921103-hypertext/hypertext/WWW/TheProject.html

Web 1.0

• Web 1.0: A billboard ad about your business

– Flat and passive pages

– No interaction

– Basic information

– Not user-friendly

– Difficult and costly to update.


Web 2.0

• Web 2.0: Front door into your business

– Enhanced, interactive online tools

– Engaging and dynamic customer experiences

– Online business processes (save time and $)


Web 2.0 Trends

• Lots of people: Over 1 billion users.

• Web-fluent users: Almost all can search, post,

edit a Wiki, cut/paste Javascript snippets.

• Powerful practices in website design:

Harnessing collective intelligence deep into the

design.

• Power and control is shifting to the users of

the Web: We produce the vast majority of

content.


Web 2.0 can Increase Sales

• Video and audio on-demand product tours

– 35% increase in sales conversion rate1

• Video ads incorporating sound and visuals

– 71% increase in sales and brand awareness (MSN

and DoubleClick)

• Customer product reviews

– Increase retail e-commerce conversion rates, site

traffic and average order values (Bazaarvoice's

"Social Commerce Report 2007" report)1 Leggatt, Helen. "Study: Product tours increase sales conversion rates." Available online at:

http://www.bizreport.com/2007/11/study_product_tours_increase_sales_conversion_rates.html


Competitive Advantage

• McKinsey study: 70% of companies are using

Web 2.0 technologies to communicate with their

customers because they believe it provides a

competitive advantage and meets customer

demands to help maintain their market position.


Where would you invest?

• $1 investment = $60 return on inbound

marketing (i.e., social media, compelling content,

search engine optimization, etc.) has a return of

$60

• $1 investment = $11 return on outbound

marketing (radio, newspaper, direct mail, etc.)

Next Century Media. (Jan. 2009). 2008 Social Marketing ROI Report and Benchmark Guide.

Powered.com [Online] Available: http://poweredcorp.dc.powered.com/download/p/courseId/24

43/White_Paper_2008_Soc.htm?courseSessionId=2201 [Nov. 4, 2009].


Web 2.0 Capabilities


Web 2.0 Technologies

“Blogging”

“RSS”

“Flash”

“Wiki”

“Social Networking”

“e-Commerce”


Dynamic Polls

• A dynamic poll module allows real-time feedback

and monitoring of your visitor’s tastes and

preferences about your products or services.

• Example: www.compassionatecaremi.com


http://www.compassionatecaremi.com/

RSS Feeds (pull)

• Pull content into your website from other reliable

websites.

• Then you don’t have to update anything!!!

• Example: www.cflegal.net/index.php/news


http://www.cflegal.net/index.php/news

RSS Feeds (push)

• Push content that your customers can subscribe

to and easily view from their browsers.

• Example: www.gems-solutions.com/egems-blog


http://www.gems-solutions.com/e-blog





http://www.google.com/imgres?imgurl=http://www.cityofrichmondmo.org/img/farris.jpg&imgrefurl=http://www.cityofrichmondmo.org/&h=180&w=180&sz=7&tbnid=Cc71sg97GkPoRM:&tbnh=101&tbnw=101&prev=/images?q=RSS+symbol&usg=__W-wWvZXWYO94xKpcPeAgonlvRtY=&ei=MgkcS8mZHMTSnge295nbAw&sa=X&oi=image_result&resnum=5&ct=image&ved=0CA8Q9QEwBA

Social Bookmarking

• Include social bookmarking tools to increase

visibility!

• Empower your website visitors to share a link to

your website through Facebook, Twitter, Digg,

LinkedIn, Blog Marks, MySpace, Reddit,

Technorati, Stylehive, Yardbarker, Mixx, and

more.

• Example: www.gems-solutions.com


http://www.gems-solutions.com/



Google Map Integration

• Allow people to get specific driving directions

from their location to you. Users don’t leave your

website!

• Example: www.vantageplastics.com/about-

us/map-a-directions


http://www.vantageplastics.com/about-us/map-a-directions







Comment System or

Testimonials

• Enable comments on specific pages. (Can

enable auto posting or require an administrator

to review before it posts live.)

• Example: www.gems-solutions.com/customer-

testimonials


http://www.gems-solutions.com/customer-testimonials





Interactive Rotating Module

• Display testimonials, products or anything you

want to showcase!

• Example: www.remodelwithbob.com


http://www.remodelwithbob.com/

Weather

• Set-up weather forecasts to display on your

website.

• Example: www.remodelwithbob.com


http://www.remodelwithbob.com/

Stock Updates

• For businesses in the financial industry, you can

display the status of the stock markets!


Event Calendar

• Add events to your

website, categorize and

color-coded. Includes

RSS Feed of events and

“latest events” module to

display on homepage.

• Example:

www.oldtownuniversity.co

m


http://www.oldtownuniversity.com/

http://www.oldtownuniversity.com/

Photo Gallery

• Use a photo gallery to feature your products,

seminars, events, programs, etc.

• Example: www.vantageplastics.com/products/photo-

gallery


http://www.vantageplastics.com/products/photo-gallery



Blogging

• Post comments or stories for the audience to

read. It allows for searching, tagging and RSS

Feeds. A great tool to market your brand,

increase credibility, and boost your search

engine ranking!

• Example: www.gems-solutions.com/egems-blog







Document Management

• Easily add, delete or change any documents for

visitors to download, print and share. (Note:

Permissions can be set for “employees” only!!!).

• Example:

www.ingersolltownship.com/web/index.php/permits


http://www.ingersolltownship.com/web/index.php/permits

Facebook Integration

• Promote and display your Facebook page

information within your website.

• Make it easy to become a fan.

• Example: www.gems-solutions.com/facebook


http://www.gems-solutions.com/facebook



Twitter Integration

• Promote and display your latest

tweets within your website.

• Show what others are

tweeting about you.

• Make it easy for people

to find your Twitter

account and “follow”.

• Example: www.gems-

solutions.com/twitter

http://www.gems-solutions.com/twitter



YouTube Integration

• Display your greatest YouTube videos within

your website.

• Promote your videos and channel.

• Example: www.gems-solutions.com/youtube


http://www.gems-solutions.com/youtube



Message Board

• Provide a message board to make it easy for

members or customers to promote and discuss

you, your products, your industry, etc.

• Example: www.wilmm.org

(Please note that the message board is

accessible to “members” only. Unless you

have a username/password to login, you

can’t view this message board.)


http://www.wilmm.org/

Customer or Member Login

• Provide a login area for customers to have

access to special resources, message boards,

discounts, etc.

• Also, you could alternatively use it for employees

to login to get “employee only” information.

• Example: www.wilmm.org



Online Forms

• Allow people to submit info, surveys or questions

directly from your website.

• Example: www.vantageplastics.com/contact-us


http://www.vantageplastics.com/contact-us



Live Chat

• Enable chatting to allow website visitors to talk

with you right away.

• Or use it to connect your members, employees,

etc. if you have a social network on your

website.


E-News System

• Allow people to subscribe to your email updates

or newsletters.

• Create and send emails and newsletters from

your website!

• Example: www.vantageplastics.com


http://www.vantageplastics.com/

E-Commerce Shopping System

• Add a shopping cart within your website and

administer from the same backend as the

website!

• Example: www.onbflint.org(Website in development process.)


http://www.onbflint.org/

Online Donations

• Make it easy for your donors to select the

donation level/amount and submit it online!


Online Class or Seminar

Registration

• Online registration

free/paid events. Includes

categories, email system,

calendar, coupons, location

links, % discounts, and

more…

• Example: www.gems-

solutions.com/attend-a-

seminar


http://www.gems-solutions.com/attend-a-seminar







Learning Management System

• Give online classes! Course categories, course

list, online registration, manage payments,

online classes (documents, surveys, tests, etc.)

• Example: coming soon!


ROI with Websites

• Use website analytics to analyze your website

success:

– % increase in traffic to the site

– Geographic analysis of site traffic

– Keywords leading to traffic

– Cost per conversion

– # of downloads

– # of views on an article

– Length of time on site

– Entrance page, exit page


What does Web 2.0 mean?

• Self-service capabilities on your website.

• Online shopping (products, event registration /

tickets, donations, etc.) with features and

options.

• Enhanced user experiences with motion

graphics, news feeds, gadgets and mash-ups.


Business Case for Web 2.0

• Increased business efficiencies in:

– Transactions

– Customer service

– Purchases

– Daily operations

– Product development and descriptions (use customer

input)

– Timely and complete information (reduced errors)

• Enhance customer relationships


Case Study: Caturano & Co.

• Case study by MarketingSherpa.

• Until recently, Caturano & Co. relied on

traditional marketing:

– print advertising

– direct mail

– Very expensive, hard to measure, and becoming less

effective…

• They took 5 steps to raise their profile and start

generating web leads…

www.gems-solutions.com41


1. Revamped the website: added an online lead

capture mechanism, educational resources,

online tools, etc.

2. Used search engine optimization to attract

more visitors: keywords, inbound links, etc.

3. Thought-leadership blogs: different blog for

each key service area

4. Participate in social networks: LinkedIn,

created their own groups, private groups, etc.



5. Monitored social media conversations and Web

traffic:

– They set up a monitoring service that sent real-time

alerts related to specific phrases or conversations of

interest.

– Website traffic statistics.


Case Study: The Results

• Generating 10-15 leads a month.

• Web visitors have increased 68% since

adopting the new strategy.

• SEO efforts have landed the company on the

first page of search results for its 25 targeted

keywords.

• The niche blogging strategy drives roughly

4% to 5% of monthly traffic to their website.


Web 2.0 Website Examples

Web 2.0 Interactive Design with

Messaging & Call to Action


Vantage Plastics: www.vantageplastics.com

Web 1.0 Web 2.0


http://www.vantageplastics.com/

Women in Leadership: www.wilmm.org

Web 1.0 Web 2.0



Christenson Fiederlein: www.cflegal.net

Web 1.0 Web 2.0


http://www.cflegal.net/

Old Newsboys of Flint


Web 1.0 Web 2.0

Alden B. Dow Home & Studio

Web 1.0 Web 2.0


Under construction

Web Content Management

System

Easy Updates, Future Flexibility,

Database Structure


Web Content Management

System

• How can a web content management system make your website easy to update?– Access online

– Unique usernames/passwords for each employee updating the website

– Text editor (like Microsoft Word)

– Automated in-site search and site map

– Email and printer friendly

– Easy navigation and menu structure

– Consistent design


User Registration

• Every person that has access to make changes

to the website will have their own username and

password. It is all web-based, so they can edit

the site from anywhere!


Control Editing and Publishing

• As an added level of security, each person

responsible for website updates can be provided

with a different level of administration.

• Example options:

– Allow some employees to login and edit on the front-

end only.

– Require that all content must be approved prior to

publishing.


Text Editor

• It is simple to create/revise content using tools

very similar to (those offered by) Microsoft Word

(upload files/images, insert tables and change

fonts, etc.).


Automated In-Site Search

• Because of the database structure, all the pages

are part of the database and will be part of the

website search function. And you don’t have to

structure the search with specific terms.


Hits per Page Stats

• Know how much traffic you are getting to any

page on your site!


Email and Print Friendly

• Click to email a page to a friend.

• Print the page within the printable area!

• It is a great extra marketing tool to increase

traffic.


Consistent Quality Structure


Easy Navigation & Menu


Contact Form


Contact Directory

• Use a directory to list locations, business units,

employees, etc. (convenient & user friendly).


News & Press Releases


Dynamic Polls

• A dynamic poll module allows real-time feedback

and monitoring of your visitor’s tastes and

preferences about your products or services.

• Example: www.compassionatecaremi.com


http://www.compassionatecaremi.com/

Search Engine Optimization

• Easily enter keywords and descriptions for both

the site and individual pages.
