presented by:
๏ A Brief Profile of Digital Pulp
๏ Common Strategic Challenges ★ Understanding Your Audience ★ The Internal vs. The External ★ A Commercial Approach
★ Elevated & Liberated Content
★ Web 2.0 - Substance Behind the Hype ★ dotOrganize
๏ Showcases
๏ Q&A
A Brief Profile of Digital Pulp
๏ A New York-based Interactive Agency founded in 1996 with services in the following areas:
★ Marketing ★ Technology ★ Design
★ New Media
๏ Non-Profit Clients Include:
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Harvard University
C L I N T O N G L O B A L I N I T I A T I V E
A Brief Profile of Digital Pulp:
Process
๏ Stakeholder Meetings
๏ POV Documentation
๏ Metadata & Taxonomy
๏ Membership / Subscription ๏ Site Architecture ๏ Process Flows ๏ Wire Frames ๏ Usability Testing ๏ Template Map ๏ Creative Brief ๏ Audience Definition ๏ Communication Strategy $)3#/6%2 9 $%3)'. 02/$5#4)/. ,!5.#(
๏ Brand Review & Analysis
๏ Design Concepts
๏ Revise, Review & Approve
๏ Design Production
๏ Technical Review (w/HWP)
๏ Coding Strategy
๏ Global Template Coding & Optimization
๏ Grouped Template Production
๏ Code Integration Review
๏ Creative Assets Delivery
๏ CMS Customization & Integration ๏ QA Testing ๏ CMS Testing ๏ Training ๏ Content Review ๏ Launch Coordination ๏ Post-Launch Support
Common Strategic Challenges
๏ Understanding Your Audience ๏ The Internal vs. The External
๏ A Commercial Approach
๏ Elevated & Liberated Content
๏ Web 2.0 - Substance Behind the Hype
Common Strategic Challenges:
Understand Your Audience
๏ Core Principle: Never try to be everything to everyone
๏ Audience clarity lets you say more with less
๏ As long as communication methods are effectively labeled and presented, self-selection will act as a “digital shepherd”
๏ Methods for audience identification ★ Traffic Analysis (clickstream)
★ Membership (w/benefits) ★ Surveys & Polls
Common Strategic Challenges:
The Internal vs. The External
๏ Internal perceptions, personalities, traditions and bureaucracy contribute to this very common problem
๏ The user should always be the focus - the site is nothing if it doesn’t connect with its intended audience
๏ An external perspective (e.g. grantees, media, potential donors, competitive organizations, etc.) can be the most helpful
๏ Always ask “What’s in it for the user?”
๏ Common Symptom - a gateway page with far too much information on it
Common Strategic Challenges:
A Commercial Approach
๏ Don’t be afraid to be more “commercial” and targeted in communications - the web changes the relationship and demands a more aggressive approach
๏ No Mission Statements - Promote programs, tell stories, inspire, evoke emotion
๏ Be Innovative - Leverage emerging technologies and trends (RSS, del.icio.us, mashups, etc.)
๏ Engage - Don’t be afraid to entertain and captivate - it doesn’t dilute your message - it separates you from the crowd
Common Strategic Challenges:
Elevated & Liberated Content
๏ A CMS is always a good first step and doesn’t have to have a million bells and whistles - separate content from presentation
๏ Ensure proposed content strategies and types can be supported and maintained with the originally intended level of “freshness”
๏ Metadata is essential - the more you have, the more you can do with your content
๏ Leverage CMS to automate daily updates - a small staff can throw a large shadow
Common Strategic Challenges:
Web 2.0 - Substance Beyond the Hype
What is web 2.0?
In the broadest sense, the web 2.0 is a paradigm shift - a new way of thinking about the web. It is a next step in net evolution.
Web 1.0 --> DoubleClick --> Ofoto --> Akamai --> mp3.com --> Britannica Online --> personal websites --> evite --> domain name speculation --> page views --> screen scraping --> publishing --> content management systems --> directories (taxonomy) --> stickiness --> Web 2.0 Google AdSense Flickr BitTorrent Napster Wikipedia blogging
upcoming.org and EVDB search engine optimization cost per click
web services participation wikis
tagging ("folksonomy") syndication
Common Strategic Challenges:
Web 2.0 - Substance Beyond the Hype
What is web 2.0?
In the broadest sense, the web 2.0 is a paradigm shift - a new way of thinking about the web. It is a next step in net evolution.
Web 1.0 --> DoubleClick --> Ofoto --> Akamai --> mp3.com --> Britannica Online --> personal websites --> evite --> domain name speculation --> page views --> screen scraping -->
publishing -->
content management systems --> directories (taxonomy) --> stickiness --> Web 2.0 Google AdSense Flickr BitTorrent Napster Wikipedia blogging
upcoming.org and EVDB search engine optimization cost per click
web services participation wikis tagging ("folksonomy") syndication 11
Common Strategic Challenges:
Web 2.0 - Substance Beyond the Hype
Powerful Tools
There are many tools that are considered Web 2.0 - below are selected tools that can be truly powerful when implemented correctly:
Blogs
Hugely popular and continues to be one of the leading reasons for re-visits and qualified experts; term is overused and often misunderstood. Key considerations:
- Is it unique content?
- Can it be frequently and consistently updated? - Why do you want/need a blog?
Wiki
A powerful way for an organization to engage and connect its audiences, a Wiki provides a flexible and often evolving framework for knowledge and information. Key considerations:
- It’s a LOT of work to manage - dedicated staff is essential - It’s a bit of a liability since it’s community-driven
Common Strategic Challenges:
Web 2.0 - Substance Beyond the Hype
Powerful Tools
MashupsA method of fusing disparate and highly-effective technologies - leverage what others have invested significant time and resources into - Google Maps, YouTube, Flickr, etc. are great resources.
RSS
Arguably one of the most popular and flexible technologies right now, Really Simple
Syndication gives you the ability to share, source and relate content easily and autonomously
dotOrganize
http://www.dotorganize.netShowcase Briefs
๏ The Open Society Institute ๏ Clinton Global Initiative
๏ The site operates in more than 40 countries, requiring fast page loads and flexible
architecture
๏ Centralized control with distributed publishing
๏ Site Discovery reigned in the chaos
๏ Powerful, scalable solution with an aggressive budget
๏ Modular content, elegant design
๏ Content changes several times a day - fresh features are essential
๏ CMS supports a variety of media formats
๏ Staff of 3 managers all aspects of the site’s development and management
๏ “Commercial” approach to CRM, membership and outreach
Showcase:
The Clinton Global Initiative
http://www.clintonglobalinitiative.org
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