In the past three years, how your audience uses the web and what your audience expects of an online experience has changed rapidly because of: * The rise of social networking sites. * The increased demand for video. * The impact of micro-content. * The use of mobile devices. This 50-minute webinar will provide a strategic overview to new technologies that make it easier to distribute content and approaches to connect with your audience.

1. Imagining Your Next
Web Site
10 Ideas to Engage Your Audience

2. 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

3. Web 1.0 Web 2.0
Online Brochure Online Business
Hyperlinks Distribute Content
Text & Images Video, Chat, Real Time
Read Only Comment, Blog, Rate

4. 1. Use a Content 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

5. 2. Develop an SEO 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

6. Over 50% of Visitors Come Via Search
25%
55%
20%

7. Despite the Social Networking 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

8. 3. Develop a Video 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

9. 3. Develop a Video 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

10. 4. Fast access to 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

11. ! Faceted search
! Structured data –
content with specific
attributes
! Segmented search
results
! Unstructured content in
different categories
! Whitepapers, press
releases, catalogs, etc.

12. 5. Use Social Media to Pull and
to Push Content

14. 6. Manage Your Brand and Identity in
Web 2.0 Channels

15. 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

16. 8. Engage Through Commenting 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

18. 9. Provide a Path and Reason
to Connect
! Sign-up
! Follow
! RSS Subscribe
! Become a fan
! Become a member

19. 10. Think about Experience 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”