Creating a User-Centered-Online-Communications-Process

CREATING A USER-CENTERED ONLINE COMMUNICATIONS PROCESS

February 24, 2017

Carrie HaneFounder, Tanzen

tanzenconsulting.com

TRUE STORY

Members One-time donations

Monthly donors

Monthly donations

Norwegian Cancer Society

HELLO, MY NAME IS…

CARRIE HANE

BEFORE 18 years web and content strategy Web team lead 2 associations Practice leader digital agency

Tanzen provides training for people who communicate online.

NOW Founder, Tanzen Speaker, author on content strategy topics

USER-CENTERED COMMUNICATIONS PROCESS

Who is this for? What do they want to

IDENTIFY AUDIENCE DEFINE GOALS CREATE CONTENT PROMOTE, MEASURE, REPEATWhat are you trying to

achieve?How can you help your

audience?

Write from the inside out Continuous cycle of

improvement

ONLINE COMMUNICATIONS

Website

Search EnginesEmail

Social media

Referrals

Direct Mail

Forums

tanzenconsulting.com 7

1 IDENTIFY AUDIENCE

TARGET AUDIENCE

Who are you talking to? • Prioritize for channel • Pick one per page

What do they want to do? • How do they want to do it?

FOCUS ON THE TASK

No Yes

Get information about upcoming conferences.

Find out when and where the next Lunch & Learn is.

We want to increase membership.

We want more students to join.

Use career resources for hiring.

Post a job description to job board.

2 DEFINE GOALS

BUSINESS GOALS

What are you trying to achieve?

What can you offer your audience to help achieve that?

INTERSECTION OF USER NEEDS AND BUSINESS GOALS

User Needs Business GoalsMagic

BUT NOT THIS

Source: XKCD

3 DEVELOP CORE CONTENT

ASK THESE QUESTIONS FOR EACH PAGE

1.Who is the person reading this?

2.What are they here for?

3.What do I have to offer them?

4. So what?

F-SHAPED PATTERN FOR SCANNING

ON-PAGE CONTENT

• Prioritize messages and call to action

• Put the key takeaway at the top

• Progressively enhance as you go down the page

• One idea per page

CALL TO ACTION

• Nearly every page should have one

• Explicitly invite user to do something

• Use plain language

4 PROMOTE, MEASURE, REPEAT

THANK YOU

QUESTIONS?

THANK YOU

Stay in touch!

Carrie Hane carrie@tanzenconsulting.com

Creating a User-Centered-Online-Communications-Process

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