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"A Proven Web Strategy: The Sale of Value with a Mission Focus" is developed by Shaun Holloway (http://www.srholloway.com)Research and investigation began in 2003 to determine why websites fail and how to create a long-lasting and successful web presence.This "high-level view" web strategy model is specifically designed for not-for-profit and higher education institutions... organizations that are mission-focused yet have revenue needs at the same time.
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A Proven Web Strategy
The Sale of Value with a Mission Focus
Concept origination: Summer 2003Model solidified: Summer 2008
By: Shaun Holloway
www.srholloway.com
Overview
• The Good News and Bad News• Model and Methodology• 3 Levels of Audience Engagement• 3 Parallel Approach• The “SWEET SPOT”• Key Take-Aways
The Good News
• It works. Tested from 2003 – 2009– Question – Why did [website/approach] fail?– This web strategy model was born to solve– Not-for-profit and Higher Education • Universities, colleges, science centers,
community organizations
• Designed for mission-based organizations that have a revenue component
The Good News
• Wide range of organization types and sizes
– Number of web pages (300 - 30,000+)– Number of web admin/contributors (1 – 75+)– Varying web budgets ($400 – $100,000+)– Varying political types – sensitive to authoritative– Varying stages of current situation
• Supports a networked organization culture
The Bad News
• Developing a web strategy takes time
– Full analysis needed of web resources, architecture, and integrated marketing efforts
– Selling the approach internally; demonstrate need– Support structure and money – Results of implementation starts slow but speeds
up exponentially over time
The Bad News
• The strategy and approach is interwoven(actually good news!)
• People will need to realize or be sold…– No magic bullet or single item will fix the
current situation– Requires simultaneous projects/management– Not everyone will understand the “big picture”
Let’s cut to the chase…
Give me the executive summary of what the web strategy model
looks like.
ResourceAttract Retain
Serve
EngageSales
Orientation
InformAdvertising Orientation
Web Strategy ModelMission-based organizations need to develop and market along parallel tracts toward the SWEET SPOT - the Mission and Vision.
Design
System Social
InterfaceUsability
NavigationSitemap
IntegrationServer architecture
Database designAdmin tools
New mediaVisibility
ConnectionApplication
Audience Content
Channel
This model represents multiple tracts and introduces the top layer of
strategy to impact the user-centered experience and build relationships.
Each circle represents a level of focus in the type of interaction taking place with the end user moving toward the
core, which is participation.
Each arrow represents a piece of the structural foundation needed to support the core experience for web interaction and function.
Parallel Development
Model & Methodology
• The Sale of Value– Google’s first company philosophy• “Focus on the user and all else will follow”
– Do the right thing
• The model focuses on the core bulls-eye– Building relationships with users– Advancing customer loyalty– Integrated engagement
Model & Methodology
• Each circle represents a level of focus in the type of interaction taking place with the end user moving toward the core, which is participation.
• Referred to as “orientation” – a user establishes and advances their relationship
with the organization
Model & Methodology
• Each arrow represents a piece of the structural foundation needed to support the core experience for web interaction and function.
• Referred to as a “Parallel” – Each needs advanced at the same time
Model & Methodology
• Parallel Development– The model represents multiple tracts and
introduces the top layer of strategy to impact the user-centered experience and build relationships.
• Mission-based organizations need to develop and market along parallel tracts toward the SWEET SPOT - the Mission and Vision.
Model & Methodology
• Review or write the WEBSITE mission and vision– Why do you have a website? – What does it do?– What is a user expected to do and/or learn
while visiting?
• Web strategy is encompassed by…– The Marketing and Communication Strategy– The IT Strategy– The Business Strategy
ResourceAttract Retain
Serve
EngageSales
Orientation
InformAdvertising Orientation
Web Strategy ModelMission-based organizations need to develop and market along parallel tracts toward the SWEET SPOT - the Mission and Vision.
Design
System Social
InterfaceUsability
NavigationSitemap
IntegrationServer architecture
Database designAdmin tools
New mediaVisibility
ConnectionApplication
Audience Content
Channel
This model represents multiple tracts and introduces the top layer of
strategy to impact the user-centered experience and build relationships.
Each circle represents a level of focus in the type of interaction taking place with the end user moving toward the
core, which is participation.
Each arrow represents a piece of the structural foundation needed to support the core experience for web interaction and function.
Parallel Development
Okay…
Where do we start?
Let’s break it down…
3 Levels of Audience Engagement
Serve as checkpoints for the 3 parallels
3 Levels of Audience Engagement
InformAdvertising Orientation
This orientation focuses on informing and telling the
audience what they should know and be aware of
Serve as checkpoints for the 3 parallels
TELLING a need exists
3 Levels of Audience Engagement
The MOST IMPORTANT LEVEL
EngageSales Orientation
InformAdvertising Orientation
This level is the “missing link”
Websites that failare missing this
Don’t skip this level and be determined
This orientation has an activation focus where the
audience is involved
3 Levels of Audience Engagement
Gaining user loyalty through…
EngageSales Orientation
InformAdvertising Orientation
consistent and personal
communication,
visual appeal, and intuitive navigation is ONLY the start!
achieved through explaining how and why a need exists
TRUST is established
3 Levels of Audience Engagement
ATTRACT,
InformAdvertising Orientation
RETAIN, and
SERVE each audience.
EngageSales
Orientation
PartnerResource
Orientation
3 Levels of Audience Engagement
Foundation to achieve this level begins in the sales orientation level
InformAdvertising Orientation
Resource orientation emphasizes
reciprocal ROI
Establishes a user‘s trust
EngageSales
Orientation
Show a need exists
Provide valueto user
3 Levels of Audience Engagement
Ultimate goal is to become resource oriented
InformAdvertising Orientation
where audiences are attracted, retained, and
served,
in order to establish trust, repeat visitation,
EngageSales
Orientation
ResourceAttract Retain
Serve
more sales, and higher customer
loyalty.
That’s great but…
What is the process and how do we get there?
3 Parallel Approach
• Support the movement toward becoming Resource Oriented– Advancing the level of user engagement– Ensuring support structures are in place to deliver
• Need to happen simultaneously– Keep an eye on the big picture– Streamline support efficiencies and effectiveness
Digital experience needs to match the physical experience and/or the organization’s mission
ResourceAttract Retain
Serve
EngageSales
Orientation
InformAdvertising Orientation
Design
InterfaceUsability
NavigationSitemap
3 Parallel Approach - DESIGN
Usability is a key factor that needs considered for all
primary and secondary audiences
Intuitive…Interface
NavigationContent
Focuses on the technology and business processes needed to sustain the web presence
Design
InterfaceUsability
NavigationSitemap
3 Parallel Approach - SYSTEM
ResourceAttract Retain
Serve
EngageSales
Orientation
InformAdvertising Orientation
System
IntegrationServer architecture
Database designAdmin tools
Technology and business processes
are intertwined and include integration
of…
ApplicationsWidgets/media
Server architectureDatabase designAdmin interfaces
Content management
Focuses on Internet marketing, social media/networking, online ads, and SEO/SMO
Design
InterfaceUsability
NavigationSitemap
3 Parallel Approach - SOCIAL
ResourceAttract Retain
Serve
EngageSales
Orientation
InformAdvertising Orientation
System
IntegrationServer architecture
Database designAdmin tools
Integration is key to ensure resources are
properly aligned,
content pipelines full,
safe environment created,
web marketing fundamentals
utilized.
Social
New mediaVisibility
ConnectionApplication
Is that it?... No…
There are 3 components that surround the entire system.
They need considered along the way.
The “SWEET SPOT”
• Audience– Identify and define– Determine message, function, and experience
needed to meet level of desired engagement
Sweet Spot
Audience
The “SWEET SPOT”
• Content– Communicate what audience needs and wants– Create value for user to develop trust and loyalty– Must be relevant and timely
Sweet Spot
Audience Content
The “SWEET SPOT”
• Channel– Choose and/or create the right vehicle– Create the greatest impact to the user– Most “bang for the buck” out of a piece of content• Single point data/content entry• Multi-point distribution
The “SWEET SPOT”
• SWEET SPOT is the convergence of all 3– Integrate channels to link all 3 components– Required components to achieve objectives
Sweet Spot
Audience Content
Chan
nel
ResourceAttract Retain
Serve
EngageSales
Orientation
InformAdvertising Orientation
Design
System Social
InterfaceUsability
NavigationSitemap
IntegrationServer architecture
Database designAdmin tools
New mediaVisibility
ConnectionApplication
Audience Content
Channel
This is the Big Picture
• The web strategy model is a high-level view
• Each parallel track requires its OWN sub-strategy and approach to succeed
– Web Design and Content– Web Systems and Architecture– Web Marketing and Social Media
Key Take-Aways
• A Champion is needed who understands
• Relationships built on trust are required
• 3 parallels need to move at the same time
• Always think about Audience, Content, and Channel, while moving through each level of audience engagement
A Proven Web Strategy
The Sale of Value with a Mission Focus
Concept origination: Summer 2003Model solidified: Summer 2008
By: Shaun Holloway
www.srholloway.com