Designing your new website with the Digital Engagement Framework

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Information about Designing your new website with the Digital Engagement Framework
Technology

Published on February 21, 2014

Author: jaspervisser

Source: slideshare.net

Description

One of the most practical applications of the Digital Engagement Framework is when you are planning to develop a new website. The DEF is regularly being used to come up with briefings and RfPs for websites. In this webinar we will show how you can use the framework to prepare and structure the development of your new website. Using case studies and best practices, you will get hands-on ideas for projects that you can implement directly in your organisation.

Designing your new website with help of the Digital Engagement Framework ! Welcome! We’ll start at 3pm CET. #WebsiteDEF

Designing your new website with help of the Digital Engagement Framework ! In the next 90 minutes we will: ! ‣ Discover the role of a website in achieving our mission ‣ Learn about using the DEF to structure your requirements ‣ See how trends impact website development ‣ Learn how to develop better briefings ‣ Hopefully have some fun ! Enjoy!

But first, let’s get to know each other.

Digital Engagement Framework ! #WebsiteDEF

Digital Engagement Framework © Copyright Jasper Visser & Jim Richardson, available under CC By SA

Digital Engagement Framework ! The Digital Engagement Framework helps you to design the strategies, processes and technologies to systematically engage all stakeholders with your institution in order to maximise the value you co-create. ! It helps you to structure your thinking about digital engagement in your institution by asking simple questions. ! The framework is based on years of experience designing digital strategies, campaigns and activities for institutions.

For example, trends: What are important developments in your industry, locality, organisation and market segments? ! How will society be different in 5 years time? © Copyright Jasper Visser & Jim Richardson, available under CC By SA

For example, assets: What makes you stand out? ! Why do people choose you? ! How are you different 
 from your competitors? © Copyright Jasper Visser & Jim Richardson, available under CC By SA

For example, reach: Where can you find your new audience (online)? ! What communities are they part of? ! How do you relate to these communities? © Copyright Jasper Visser & Jim Richardson, available under CC By SA

Digital Engagement Framework ! Answering the question in the DEF is a collaborative effort. You’ll have to do this together with your stakeholders as much as you can. ! Also, you will need some creativity to translate the findings into a strategy that makes sense. ! As any framework, the DEF is a simplification of reality.

Developing your new website… website © Copyright Jasper Visser & Jim Richardson, available under CC By SA

A website is only part of your (digital) engagement strategy. ! Therefore, any website planning process is about limiting and focusing your scope.

1. Your website as part of a media mix ! #WebsiteDEF

Meet our case study, the local arts centre Photo: Smilla4

It’s not a big institution, mostly a local focus Photo: Alan

There are exhibitions Photo: Robert Kimberly

As well as social events Photo: Bonner Springs Library

Even some singing and dancing! Photo: Mike Licht

And of course there’s a bar Photo: Tim Schneider

But its website might need an update… Photo: Enoksen

Arts Centre Mission Statement ! “The Arts Centre provides opportunities for all people in our neighbourhood to experience high quality arts in the area of visual and performing arts, music and other, as audience and participants. We’re the creative hub of our community and show the world our imagination.”

Our arts centre ! ‣ ‣ ‣ ‣ ‣ ‣ Mostly local focus Exhibitions, events, shows, entertainment Bar, coffee and social events Situated in the heart of a mixed neighbourhood Outdated website Popular on Facebook ! What should the website of our local art centre look like? What is its role in the wider context?

Website as part of the media mix ! mission

Website as part of the media mix ! outside mission facebook events onsite website?

Example: Sydney Opera House mission “The Sydney Opera House embodies beauty, inspiration and the liberating power of art and ideas. it is a masterpiece that belongs to all Australians. (...) Everything we do will engage and inspire people through its excellence, ambition and breadth.”

Example: Sydney Opera House mission “The Sydney Opera House embodies beauty, inspiration and the liberating power of art and ideas. it is a masterpiece that belongs to all Australians. (...) Everything we do will engage and inspire people through its excellence, ambition and breadth.”

Exercise: for our Arts Centre mission “The Arts Centre provides opportunities for all people in our neighbourhood to experience high quality arts in the area of visual and performing arts, music and other, as audience and participants. We’re the creative hub of our community and show the world our imagination.”

Exercise: What elements of our Arts Centre’s mission statement can be fulfilled on its website? ! Share your ideas in the chat.

Vision: Why a website? website © Copyright Jasper Visser & Jim Richardson, available under CC By SA

Vision for your website ! The vision for your website is a short statement about what your website should be. ! The vision is the shortest possible summary of your briefing. This is your website. ! E.g.: Our website informs and enables local people to visit our performances. On our website we share the best news about X from all over the world. Our website focuses primarily on people who cannot visit us physically.

Question: What about your organisation? What role does your website play in achieving your mission? ! Share your ideas in the chat. ! E.g. “We’re a theatre. Our website informs people of our performances.”

2. Objectives: what your website does ! #WebsiteDEF

Objectives are the tangible outcomes of achieving your vision website short statement © Copyright Jasper Visser & Jim Richardson, available under CC By SA

Quick question: For our Arts Centre: What are the objectives of their new website? ! Share your ideas in the chat. ! E.g. Sell tickets, inform visitors, share basic information, …

Objectives of your website ! The objectives of your website are the tangible things the website should do. ! Ideally, the website has 3-5 clearly defined objectives. Define them SMART (specific, measurable, attainable, relevant, time-bound). ! As a rule of the thumb, estimate to spend 10-20k as development budget for every objective. 3 reasonable objectives means a 30-60k website (excluding design, content, etc.).

3. Trends ! What is popular in the land of websites? #WebsiteDEF

Flat design !

Responsiveness is a must-do !

Better and bigger images !

Infographics are more than a gimmick !

Interactive HTML5 storytelling !

Focus on content !

Trends ! Trends influence decisions in website development and design. ! By signalling the trends that you think are important for your organisation, you can help your developers focus.

What else: Which trends do you see in website design and development? ! Share your ideas in the chat.

4. Audiences ! Who is coming to your website. And why? #WebsiteDEF

Audiences website 3-5 clear objectives short statement © Copyright Jasper Visser & Jim Richardson, available under CC By SA 5-7 key trends

Website audiences ! Not all of your audiences visit your website. Not all of your website visitors come to your physical site. ! Ask yourself: ! ‣ Who visits your website? ‣ How often do they visit? ‣ When do they visit? ! ‣ Who should visit your website but doesn’t?

Quick question: Who are the people visiting your website? Why do you think they come? ! Share your ideas in the chat. ! E.g. Journalists to find out if we have anything new going on.

5. Assets ! What is the content you will share on your website? #WebsiteDEF

Assets website 3-5 clear objectives short statement © Copyright Jasper Visser & Jim Richardson, available under CC By SA key visitors of the website 5-7 key trends

Assets O u r c o lle c t io n o f 17t h c e n t u r y draw ing s C le a n t o ile t s K n o w le dg a ble st af f The best cafe in town A well read magazine for art enthusiast s

Assets ! Assets are the valuable or special things, people or qualities you own or do. They are what makes you special. Assets can be tangible and intangible. ! Content is the translation of your assets into things you can use on digital media. ! You will need content for your website.

In the end, the hardest part of most website development processes is content.

6. Reach and engage ! What does the website do? #WebsiteDEF

What the website does: reach and engage all relevant content you will offer online 3-5 clear objectives website short statement © Copyright Jasper Visser & Jim Richardson, available under CC By SA key visitors of the website 5-7 key trends

Reach and engage ! The Digital Engagement Framework distinguishes between two main digital activities: ! ‣ Reaching audiences (promotion) ‣ Engaging audiences (participation) ! A website can do both, although they usually are better at the later phases in the engagement process.

Digital engagement phases ! Digital engagement is a step-by-step proces. reach interest involve time/level of involvement activate

Digital engagement phases ! You start by reaching out and providing great content. Only then your audience might engage. you to your audience your audience to you (what you are really good at) (what they can contribute) time/level of involvement

Each step is equally important ! Conversion from one step to the next always requires conscious action from your side. Find your audience. Determine their channels. Actively approach them. Provide great content. Be reliable.
 Keep delivering. Invite to participate. Inspire action. Facilitate connections. time/level of involvement Acknowledge contributions. Empower your audience. Follow up.

Websites are best at the later phases website Find your audience. Determine their channels. Actively approach them. Provide great content. Be reliable.
 Keep delivering. Invite to participate. Inspire action. Facilitate connections. time/level of involvement Acknowledge contributions. Empower your audience. Follow up.

Exercise: So, based on what we’ve seen and done so far, what should the website of our Arts Centre ‘do’? (Remember the objectives.) ! Share your ideas in the chat.

What’s next? ! Summing it all up in a briefing #CrashCourseDEF

The (almost) full picture all relevant content you will offer online 3-5 clear objectives online marketing in website website participatory elements short statement © Copyright Jasper Visser & Jim Richardson, available under CC By SA key visitors of the website 5-7 key trends

www.digitalengagementframework.com

I’ll be around to answer your questions!

Thanks! ! jasper@inspiredbycoffee.com | jim@sumodesign.co.uk @jaspervisser | @SumoJim ! Download the book Digital Engagement in Culture, Heritage and the Arts: www.digitalengagementframework.com

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