OHO Interactive : Imagining Your Next Web Site. 10 Ideas to Engage Your Audience.

OHO Interactive : Imagining Your Next Web Site. 10 Ideas to Engage Your Audience.

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  Imagining Your Next WebSite 10 Ideas to Engage Your Audience
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  Three Observations ! Web 1.0 Web 2.0: Authority expands beyond company websites to include individuals who are influential to both small and large groups ! Single website to multi-channel: Expectations are rising regarding where users expect to find information and the quality of the experience that they will have ! Website needs to move from being passive to being active content: Website optimization is moving beyond SEO to Social Media Optimization
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  Web 1.0 Web 2.0 Online Brochure Online Business Hyperlinks Distribute Content Text & Images Video, Chat, Real Time Read Only Comment, Blog, Rate
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  1. Use aContent Management System to Repurpose Content ! THE PAST: A CMS used to replace HTML editors for content maintenance ! TODAY: A CMS makes it easier to repurpose content across the site using tags and modular blocks ! Once inside a section, users tend to navigate by content not by the site’s navigation
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  2. Develop anSEO Strategy from the Ground Up ! A little planning and on-going maintenance will make vast improvement in search rankings ! Check analytics reports on current site for key search keys ! Structure content around these search terms ! Create URL structure around search terms
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  Over 50% ofVisitors Come Via Search 25% 55% 20%
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  Despite the SocialNetworking Hype Search Still Dominates 70 60 Daily Internet 60 Activities 50 49 (% Internet Users) 39 40 % who do this on a typical day 29 30 30 28 20 13 10 0 Visit Social Surf Web Research Check Check Search Email Networking Site For Fun Hobby Weather News Engine Source: Pew Internet & American Life Project
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  3. Develop aVideo Content Stream ! 73% of Internet users watch videos ! US Internet users watched 11.5 billion videos in March 2008 ! Up 64% since March 2007 ! In 2008, 84 million people watched 4.3 billion videos on YouTube
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  3. Develop aVideo Content Stream ! Authenticity is crucial. Use an interview approach with a loose outline. ! Provide tools to share videos. ! Posting a video to Facebook results in comments and sharing. ! Repurpose existing videos: edit down to less than 2 minutes
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  4. Fast accessto content through local search ! Google has set the bar high for quality of search results ! People want to go directly to content ! Search replaces site map
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  ! Faceted search ! Structured data – content with specific attributes ! Segmented search results ! Unstructured content in different categories ! Whitepapers, press releases, catalogs, etc.
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  5. Use SocialMedia to Pull and to Push Content
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  6. Manage YourBrand and Identity in Web 2.0 Channels
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  7. For Mobile– Segmentation is Key ! Segment content – what is most useful on a mobile device? ! Think about a mobile application vs. a mobile version of your website ! Real-time notification ! Tie in with social media
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  8. Engage ThroughCommenting in Blogs ! Blogs are the place to create “online events” for audience interaction ! Through RSS, blogs are an efficient way to distribute content and updates ! Blogs provide a less formal atmosphere and provide a place for transparency ! Blogs are place to test new ideas
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  9. Provide aPath and Reason to Connect ! Sign-up ! Follow ! RSS Subscribe ! Become a fan ! Become a member
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  10. Think aboutExperience and Completing Tasks • Find Most Up-to-Date Content “Marketing” • Get an answer to specific questions Completing • Complete a transaction the Tasks • Get in touch with you offline “Experience”