View
92
Download
0
Category
Tags:
Preview:
DESCRIPTION
The web communication landscape has evolved dramatically. As a result of the social media avalanche, your target audience’s behavior and expectations have changed. The level of engagement that people expect, not just from brands, but also from government agencies, has increased—as has the quality of information and content delivery. One of the biggest challenges for public agencies is to measure the success of their online presence in order to optimize their communications strategies. In this presentation, Hannon Hill CEO Kat Liendgens will discuss how government agencies can measure and utilize social media, SEO, web analytics, and content marketing strategies to better serve their customers.
Citation preview
Web Communication in the Public Sector
Content Strategy + Content Management for Government Organizations
Hi
Kat Liendgenskat@hannonhill.com@katliendgenswww.hannonhill.com@hannon_hill
What we’ll discuss
• Website Evolution• Content Strategy• Agile Processes and Communications• Social Media• Metrics• Campaign Management
Websites: Then and Now
Websites: Then and Now• More targeted content• Fresher content• Accessibility• Multi-lingual• Social media• Subscriptions/Syndication• Multi-media• Engagement and interaction
The Evolution of Web Content Management Systems
• Flexibility and scalability • Content sharing between pages and sites• COPE: Create Once Publish Everywhere• The focus is on content strategy
Content Strategy: It’s time
• Determines how to best serve your target audience
• Involves analytics to assess the success of existing content
Content Strategy
Identify the questions that you need your content strategy to answer:– What?– Who?– When?– Where?– How?
Content Strategy - Outcomes
• High quality content• Better resource allocations • Better workflows• Improves your SEO• Optimizes promotion of your content• Ability to do more with less (smart and agile
content repurposing)
Content Strategy - Outcomes
• Helps you identify what works best• Better consistency of your message• Fewer back and forth: IT, Communications,
other departments work together and everybody understands each other’s goals and processes
Content Strategy – Getting Started
• Baby Steps• Low hanging fruit• Know your team • Know your audience
Content Strategy – Getting Started
• Identify key messages and strategic goals• Content audit• Content gaps• Editorial calendar• Be agile
Agile Methodologies
• Track -> Measure -> Analyze -> Inspect -> Adjust• Easy to make changes• Continuously optimize your approach• Without metrics, you can’t get better
Agile Processes
• Traditional: Massive re-designs, long processes• Now: Ongoing process, ongoing tuning
http://uxdesign.smashingmagazine.com/2012/05/16/stop-redesigning-start-tuning-your-site/
Agile Communications and PR
• Goals and objectives• Track and measure• Inspect and adjust• Engagement
Social Media
• Not a replacement for your CMS• Communicate with your audience• Promote your content and provide value• Reputation management• Track, measure, analyze, adjust
Analytics
Web Analytics– Start small – define a few measurable goals– Measure conversions– Use the data to make content (and design!)
decisions
Analytics
• Key to analytics: Action Items• Provide your content contributors with data
they can use:– Keywords and search terms – Referring sites and inbound links– Social media channel measurement– Entry and exit points– Conversion rates
Analytics
Social analytics– Followers, likes, subscribers– Traffic sources – Engagement score
Campaign ManagementWebsite
Social Media
Sustainability Event
Emails
Anno
unce
men
t/
Land
ing P
age
Event follow-ups
Promo posts
Form Conversions
A/B Test Calls to Action
QR codes for promotion
QR codes attendance tracking
Videos
Cost per participant
Content Management System Content Marketing/Strategy Tool
Website Analytics
Social Analytics
Forms and Landing Pages
Conversion Rates
Engagement tracking
Search Engine Optimization
Social Media Management
Brand consistency
Content Audit
Editorial Calendar
Behavior Tracking
Multi-site management
Cross-site sharing of content
Users/Groups/Roles
Easy content creation
In-Context Analytics
Approval workflows
A/B Testing
Content syndication
Multimedia management
Users/Groups/Roles
+
Actionable Data
Targeted, Quality Content
Campaign Management
Content Synergy
Putting it all together
• Agility:– Focus on content, social media, measurement, ROI– Campaign management and optimization
• Develop a content strategy• Set goals and objectives
Putting it all together
• Use social media to promote your content and to interact with your audience
• Use web and social analytics• Track as much as you can• Inspect your results and adjust your strategy• Content Synergy: Better content and wider
reach
Questions, please?
kat@hannonhill.com@katliendgenswww.hannonhill.com@hannon_hill
Recommended