website communication model

www.bournemouth.ac.uk 1

Website Communication Model March 2013 Alessandro Inversini [email protected]


WHAT IS A WEBSITE?


“a cluster of pages” which is composed of “a unique node on the web”

(O’Neill, 1998)


“hobby for Information System people” (Van der Geest, 2001)


Let’s take a «services oriented» vision


Website Communication Model

Things

People (Can

toni

and

Tar

dini

, 20

06)


Content and Services

•  The quality of websites is closely connected to the question of quality content.

•  Authorithy: who is the sender, the publisher? •  Accuracy: info should be clear and correct •  Currency: is the content updated? •  Coverage: what is the communication goal? •  Objectivity: clear objective & information

•  Offering services without ensuring regular and professional management can frustrate visitor expectations and weaken the communication strategy.


Technical Instruments

•  To make contents & services accessible. •  HW, SW, GUI, navigation •  Cross platform compatibility •  Compatible with mobiles (small screen) •  Interface (auditory)


Managers

•  Interact with the visitors •  Real people behind the website •  Alignment with the other publication outlets •  Different outlet require different comm.

•  User Centered Design •  Pervasive Usability Evaluation


Users

•  Real communication only happens when someone is interested in and affected by a message.

•  Attract users -  RSS really simple syndication -  Backlinking -  Search engine optimization (SEO) -  Search engines marketing (SEM) -  Social Media Marketing (SMM) -  Mailing lists


The context

•  During the design of a website the analysis of the four pillars is not sufficient. In fact, it is necessary to study: -  the context, -  the market positioning, -  the (pruduct/service) competitors -  the information competitors

•  Context is dynamic and changes rapidly •  There are no borders or barriers to internet users:

competition is global


THEN…WHAT IS A WEBSITE?


FOLLOWING WCM a WEBSITE IS:

“a set of contents and services (pillar1), created by a group of people (pillar 3) and made available to a given group of end users (pillar 4) thanks to a collection of technical instruments (pillar 2),

and it is situated within a given relevant market (5 element)”. (Cantoni and Tardini, 2006)


Example: Website Communication Model March 5 Alessandro Inversini [email protected]


Fitness First

“Fitness First started small, as a single health and fitness club in Bournemouth in 1993. We're now one of the largest gym, health

and fitness club group in the world with over 1 million members in more than 400 Fitness First clubs. There's over 80 clubs in the UK

alone but we still have that one club mentality - every single Fitness First member counts”


Case Study (I)


Discussion

•  Content and Functionalities •  Interface and technology •  People managing the website •  Users •  Context

website communication model

Education