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Presentation from J. Boye Conferences Aarhus 2010.We all know the classic rules for good online communication. So why is it still so hard to practice what you preach in terms of great online communication in most organizations?Do you recognize any of these situations? * You are three weeks away from launching the new website… But haven’t thought about the content yet * Your manager keeps asking you to upload 200-page PDF documents * You have piles of content that was last updated in 2004 * Your decentralized editors’ motivation level remains at rock-bottom * You are drafting up good-looking analytics reports, but secretly don’t know how to use themJoin this analyst talk to hear what stories web communicators are reporting from their daily life. Dorthe will draw on real-life experiences and examples from members of the J. Boye community of practice, which includes a number of global, high-profile organizations. She will share examples of different ways of overcoming these typical challenges.
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About me
You know
what to do
Plan
for content
Know
your users
Support
& motivate
Measure
& evaluate
Communicate
to stakeholders
Communicate
to stakeholders
Measure
and evaluate
Support
and motivate Know
your users
Plan
for content
Plan
for content
“We are three weeks from launching the new site… Wait, what about the content?”
What
worked?
“We did a writing for the web
course for everyone in the
communication team – even
those not working on web”.
Danish Ministry of Employment
“We do quarterly auditing,
focusing on one issue each
quarter, such as SEO, tone of
voice, accessibility”.
Muncipality of Aarhus
Editorial calendar
Regular auditing, focusing on one(!) issue
Do less content
Work on content strategy
Know
your users
“Well, everyone knows the users prefer…”
What
worked?
“We had no budget, but did
usability testing anyways.”
Alfa Laval, Sweden
“1 week every two months we
spend in the field: In customer
service, with consultants, with
our users”.
Environment Agency, UK
Benchmark before and after
Use what you have
Focus
Support
& motivate
“No matter what I say or do, the editors seem to constantly forget what makes good web content”
What
worked?
“Every two weeks we host a
web café. Editors tell us that
this is the only time they really
get the work done”.
IDEmøbler, Denmark
“Editors need to publish this
amount of news and that
amount of articles – and we
follow up.”
Danish Nurses’ Organisation,
Denmark
Go on a roadshow
Make sure editors know where to go
Internal web awards (best and worst)
Make end users visible
Approved list of terms
Concept for minimum information
Measure
& evaluate
“I send the analytics reports off every months, but never get any comments… In fact, I don’t use them much myself either”.
What
worked?
Maersk, HQ Denmark
Velux, HQ Denmark
Number of visits
Pages
Trends, not numbers
Look for low hanging fruit
Visualise
Benchmark across websites and people
Communicate
to stakeholders
“Visitors, bounce rate, performance, navigation, usability, standards, SEO, CMS…”
What
worked?
“We are wasting 100.000 $ on
producing and maintaining
pages, that no one looks at”
Environment Agency, UK
“I try to make life easier for my
boss, by feeding him articles on
web trends and best practice,
and writing action lists from
every conference I attend.”
UNHCR, Geneva
Have an elevator pitch
Present scenarios
Keep a public to-do-list
And a done-list!
Reduce costs? Increase revenue or
customer satisfaction?
Communicate
to stakeholders
Measure
and evaluate
Support
and motivate Know
your users
Plan
for content
Good luck on your projects!
Let’s continue the conversation
On LinkedIn or in…our groups for web professionals
Do you have an elevator pitch for your online activities?
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