Don t make me think*!

Transcription

1 Don t make me think*! (How to provide online users with what they really need) Pinnacle Communications training Workshop 4 Your E-Image * A great usability book by Steve Krug, 17,49 on

2 Who I am Brussels-based new media expert Online communication strategy Information architecture Online applications design Social media expertise Usability expertise Focus on European Affairs

3 Workshop aims This workshop will help you to design and to setup the best online presence for your project Understanding the current Internet context Identifying key success factors Adopting the most efficient work method Design an excellent briefing to subcontractors Feel comfortable & safe in your daily work

4 Life is not easy Some of you just start with an online presence project Some of you already initiated a project Some of you don t know a lot about the Web Some of you could probably be in my shoes And we have so many things to discuss Let s share our experiences during 118 minutes

5 Context : Web 2.0 Web 2.0 was not a new thing. It has been a tipping point* User-generated content Social : relation-based Many to many, bottom-up Push > Pull Simplicity is key, user-centred Participative Control > Influence * Malcom Gladwell

6 Context : Media convergence It is a telephone It is a computer It is a TV set It is a camera It is always on It is in everybody s pocket It is a SMARTPHONE

7 Context: tomorrow? A Semantic Web? A Global Giant Graph (Tim Berners-Lee)? An augmented reality world (Google)? The support of the 3 rd industrial revolution (Rifkin)?

8 Key success factors Meet users main (not all) expectations People are lazy, and/or in a hurry : simplicity is key Provide users with a pleasant experience Adopt the Less is more approach A Ludwig Mies Van Der Rohe house

9 A puzzle with many pieces Brand image (name, logo, colours ) Content (text, figures, data, pictures, videos ) Channels ( , web, social media ) People (you, project partners, graphic experts, writers, web-designers, developers ) The key is the method

10 The big picture Think: audience, top tasks, content, services Design: strategy, plan, architecture, main features Build: content, interface, applications Operate: feed, promote, moderate, update, improve Monitor: analytics, users feedback, An online communication system is a living being

11 Which channels are the best?

12 Asset 1: a strong brand image Key qualities of a good logo Simple Attractive Readable Recognisable All-terrain (Colours / Grey / Black and White) Do not forget multimedia aspects Printed material Web Small smartphones screens Banners Goodies

13 Asset 2: an efficient website Users Top tasks definition Name / URL Information architecture (7 menus * 3 levels golden rule) Features: Less is more Web content (cfr. Web writing golden rules) Do not forget content lifecycle : publish, update, archive Usability : Don t make me think! Visibility / Popularity (Search Engine Optimisation) Inbound & Outbound links Social features / Interactivity Do not forget mobile versions (Responsive design)

14 Goodie: how to please Google Choose a meaningful <TITLE> tag (window title) Each word in the URL has its importance Choose one meaningful <H1> tag (page title) Natural well structured content (H2, Strong, etc ) Don t try to fool Google Alternate (ALT) texts on images Choose meaningful links (no Click here ) Increase the number of inbound & outbound links Update your content frequently Choose the right (i.e. SPECIFIC) keywords Draft a meaningful Description text Respect technical standards (XHTML, CSS, WAI )

15 Asset 3: a relevant E-newsletter Complementary community tool (web, social media ) Push / Pull Opt In / Opt Out Subscription is key and content is king: best of the web is a good option Technical pitfalls: Readability = professionalism Format (HTML and/or PDF) Delivery is critical (junk filters ) : test, test & test again Try to get delivery statistics (bouncing rate, etc.) Allow unsubscribe

16 Asset 3: a relevant E-newsletter The Pre-Waste experience

17 Asset 4: a social media presence 5 good reasons to setup a social media presence: It is viral It is interactive It is the way digital natives interact today It is based on trusted relationships It is NOT anonymous BUT : it is tricky to manage, and it requires adequate human resources.

18 Asset 4: a social media presence The I-SPEED experience

19 Blogs Definition: web logs are the pillars of Web 2.0 Pros & Cons: Power to the people Easy to set up Typically an expert media Difficult to find the right tone info/personal opinions Not trendy anymore Good practice:

20 Facebook Definition: The Network, tends to replace the Web Pros & Cons: Hyper popular, hyper viral (Like/Share); It can do all, omnipresent, it is everywhere. Push information, based on trusted relationships Very efficient in terms of community building General public, not professional audience Confusion between friends and colleagues Difficult to find the right tone / periodicity / publishing policy Difficult to moderate Good practice:

21 LinkedIn Definition: The professional social network Pros & Cons: Excellent tool to create networks (Groups) Excellent recruitment tool Excellent research tool Good tool to emulate discussions No trolls, no junk (trusted relations) Good practice: Do not forget INTERREG IVC group on LinkedIn

22 Twitter Definition: Micro-blogging. SMS/Web Pros & Cons: Mobile Immediate Geek tool #hashtag, etc.) 140 chars. Short format = short ideas? Tips & Tricks: A Twitter feed works better if it is run by a real person Good practice:

23 Youtube & Flickr Definition: Multimedia Sharing platforms Pros & Cons: Viral Free (no limit) and high quality service Comments are possible Difficult to moderate Tips & Tricks: Embed videos located on Youtube in your website Good practice:

24 RSS Definition: Really Simple Syndication Pros & Cons: Standard Easy to set up Convenient for users Automatic push Limited size (pull to website)

25 Colleagues good practices WaterCore: UNICREDS: ENSPIRE:

26 Q & A Don t be shy. Share your questions. Share your experience.