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eMarketing: What Makes a good website?
an eMarketing Workshop designed for the Cultural World
Today’s Workshop consists of…
• Introduction to the World Wide Web
• Where to Start with Website Development
• Website Design with Impact
• Getting Seen: Search Engine Optimisation
•Effective Online Tools
•eMarketing Strategy
This workshop is Powered by GANE
A Global Village
What is the Internet?
The world wide interconnection of individual networks operated by governments, industry, academia and private parties.
Date Number of Users % of World Population
December 1995 16 million 0.4%
March 2000 304 million 5.0%
December 2005 888 million 13.9%
December 2008 1,574 million 23.5%
December 2009 1,802 million 26.6%
September 2010 1,971 million 28.8%
Who is using the internet?
• 82.5% of the UK population is online (June 2010).
• 60% access the internet everyday.
• Usage influenced by age, location, marital status and education.
• 60% of people 65yrs+ never access the internet.
• 1% of 16 to 24 yrs have never accessed the internet.
• 97% of adults educated to degree level access the internet.
• 45% without formal qualifications access the internet.
• Adults in Scotland are the biggest users of the internet (10.5 hours per week – Ofcom, may 2010).
Source: New Media Trend Watch
Interactive
Collaborative
Frequently updated
User controlled
Passive
Static
Rarely Updated
Webmaster controlled
Latest developments
Using the Web in the ArtsA Benchmark for Visitor Statistics – A starting Point
• 15-25% of web visitors will return within a month.
• Repeat web visits accounts for 55-77% of all visits.
• Visit approx. 3 to 6 pages and stay for 2 to 6 minutes.
• Each unique visitor will view less then 20 pages in a month.
• Less then 2% will convert to ‘Live Visitors’ – i.e. make an online booking –
debatable.
• Less then 2% will sign up for further communication.
Arts Marketing Association, 2003.
Getting Started: Website Development
Thinking Caps On…Thinking Caps On…
• How do you envisage your website?
• What do you hope to achieve with your website?
• Who do you want to visit your website?
In other words what are your…
VISION, AIMS, & AUDIENCE
Vision
What do you want your visitors to think of you? What do you want your visitors to think of you?
What is the lasting impression you want to leave with What is the lasting impression you want to leave with your visitors?your visitors?
What are the long-term aspirations of your website? What are the long-term aspirations of your website?
Conveyed through good website development & design
Aims
What is it you want your visitors to do on your What is it you want your visitors to do on your website? website?
What do you want to achieve through your website? What do you want to achieve through your website?
Conveyed through good website design
Audiences
Who are you wanting to attract to your website? Who are you wanting to attract to your website?
Why should they visit your website? Why should they visit your website?
Where are they coming from? Where are they coming from?
Conveyed through good website
promotion & use of analytics
Exercise One
Workbook: ‘Vision, Aims & Audiences’
What makes a good website?
Brand Key elements
Little touches
Ease
Capture and communicate the value and benefit your providing visitors.
Make an immediate connection when visitors enter your site.
Be consistent with your overall brand and communications.
Create a beautiful, professional and highly- functional experience.
Your Brand needs to…
What elements define your website?
• Calendar of exhibitions, events, activities
• Photo galleries
• Blogs
• News
• Social media content
The key elements of your website carry its success.
The key elements…
• The Navigation Structure
• Font Selection
• Creative Copy
• Image selection and editing
• Icons
The little touches that have high impact.
What separates your website from everyone else’s?
The little touches…
User Ease
Organised and intuitive navigation structure.
Multiple ways to access one piece of information.
Making it easy for your visitors and for yourself.
Manageability
A Content Management System
Ability to make changes and updates without the need of an IT expert.
Is it Easy…
What do you want your website say about you?
Exercise two
Workbook: ‘Your Website Now’
What online elements work really well for your web visitors?
What would you change about your website now?
Exercise two
What first impression will your website make?
Do You Need a Web Developer?
Arguments for the DIY approach:
• Lower costs • Direct control of the look and feel• Gain knowledge to make change• CMS takes the sting out of HTML coding• A learning opportunity
Do You Need a Web Developer?
Arguments against the DIY approach:
• There are limitations • There is more to web design then HTML.
Working with Web Developers
• Try not to rush the process
• Insist on seeing work in progress
• If in doubt test
• Don’t ask for multiple designs
• Don’t show a design around without explanation
• Do they know what you want to achieve
• Define your target audience clearly
• Don’t overwork the design
• Work as an ongoing partnership • Focus on problems not solutions
Content management systems
What is a content management system?
CMS is a tool that enables a variety of technical and non-technical staff to create, edit, manage and finally publish a variety of content, whilst being constrained by a centralised
set of rules, processes and workflows that ensure coherent,
validated electronic content.
Benefits of Using a CMS
• You don’t need to understand or know any HTML coding.
• Maintenance is decentralised.
• Site structure and design can be easily changed.
• Navigation is automatically generated.
• You can configure access and restrictions.
• Access to dynamic content.• You have control.
http://www.guggenheim.org/
It takes less then 10 Seconds to grab peoples attention
Less if your website takes 4 seconds to download
Next Step: Effective Website Design
AIDAs Attention
Interest
Desire
Action
satisfaction
Attention
Be HonestRelevantTasteful Clear
Make a statementMake an offeringAsk a questionTell them something
Interest
Why should I
stay?
Desire
Appeal to
personal needs
and wants
Action
Book for an Event
Sign up for a Newsletter
Buy a product
Recommend to a friend
Puts audiences at the heart of what you do
A tangible experience
Providing relevance
Remaining true to your word - both in the online and offline world
SAtisfaction
Segment and Target
Disseminate Information
Sign up to Mailing List
A Group visit
What do your visitors want?
International Tourists
Local Residents
Secondary Schools
What’s On, Directions, Local Information
Upcoming events, Local news, Offers
Day Trips, Workshops, Tours, Educational
Value
Exercise three
Workbook: ‘Matching Audiences and Offerings’
Essential elements for top websites
Good Visual Design
Thoughtful Interface
Primary Navigation
Repeat Navigation
Meaningful Content
A solid ‘About’ page
Contact Information
Search Function
Sign-up/ Subscribe button
Sitemap
Web optimised Images
Statistics, Tracking and Analytics
• Establish trust
• Make life better in some way
• Offer a clean, simple and easy experience
• Avoid making the user think unnecessarily
• Look professional
• Clearly show your visitors how to accomplish their goals
• Help visitors find what they need
• And; Then ask them to take an action.
Great Website Rules
Back in 15 Minutes
Be Seen: Search Engine Optimisation Search Engine Optimisation
• Do people know who you are well enough to search for you?
• Do Search Engines know you well enough to recommend you?
• What have you done to get noticed?
“If I built it, they will come”
So What is Search Engine Optimisation?
The process of increasing and improving the volume and quality of traffic to your website
through natural or organic searches.
A simple activity of ensuring your website can be found in Search Engines when people use words
and phrases relevant to what your site is offering.
Search Engine Spiders…
CONTENT
META TAGS
HEADINGS
IMAGES
LINKS
SITEMAPS
TITLE TAGS
keywords
1.Decide on your word mapping tool
2.Deciding on the right words to use
3.Grouping your keywords
1. Decide on your word mapping tool
http://adwords.google.com
2. Deciding on the right words to use
3. Grouping Your Keywords
Theatre
Scotland
Performing Arts
Perth and Kinross
Holidays in Scotland
Things to do in Scotland
Scottish Tourism
Scottish B&B’s
Comedy
Comedy Show
Best comedy
2011 Comedy Shows
What’s On
Gallery
Shop
Where to eat
Events
Exercise four
Workbook: ‘What are my Keywords?’
SEO techniques all great websites should use
Title Tags
meta Tags - Description
meta Tags - keywords
Proper use of heading tags
Alt attributes on images
Title Attributes on links
XML Sitemap
http://www.xml-sitemaps.com/
relevant content
Link Building
Build your links
Extras: Effective Online Tools
• Communicate
• Build relationships
• Streamline
• Manage
• Understand
Email campaigns
90% of people sent or received an Email. 75% searched for information on goods and services.
51% read or downloaded online news, newspapers or magazines
45% listened to web radio or watched web television
43% posted messages to chat sites, social networking and blogs
40% played or downloaded games, images, film or music
38% uploaded self created content to a website to be shared
32% looked for information on learning, education and training
21% sold goods or services over the internet
12% donated to charities online.
Office For National Statistics, Statistical Bulletin: Internet Access 2010
• Grow and expand your organisation.
• Communicate important news.
• Keeps you on the minds of potential audiences.
• Helps people get to know you in a light and informal way.
• Helps start conversations with your target audience.
Benefits of Email Campaigns
Customer Relationship Management
CRM is a way of learning more about youraudiences, or customers, needs andbehaviours in order to develop strongerrelationships with them.
Freshbooks
Google alerts
Pulling your strategy together
• What eMarketing tactics will you use
• How will you implement these tactics
• What will these tactics communicate
• Which of your target groups are these tactics designed for
• How often will these tactics take place
• Who will manage these tactics
• How will these tactics support one another
• What will your response time be to comments/ emails
Website
eNewslettersMonthly news
One-off events/news
Social MediaFacebook, Twitter, Flickr, YouTube, Blog
SEOKeywords, Page Tiles, Site Maps, Links
Links Galleries, Museums, Local Shops, B&Bs
Web DesignCall to ActionPhotosVisitor Comments
Analytics Monthly review – Google, Facebook, eNewsletter
Exercise five
Worksheet: ‘eMarketing Strategy’
