creating a user-centered-online-communications-process
TRANSCRIPT
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© 2016 Tanzen
CREATING A USER-CENTERED ONLINE COMMUNICATIONS PROCESS
February 24, 2017
Carrie HaneFounder, Tanzen
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tanzenconsulting.com
TRUE STORY
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0%
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Members One-time donations
Monthly donors
Monthly donations
Norwegian Cancer Society
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HELLO, MY NAME IS…
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CARRIE HANE
BEFORE 18 years web and content strategy Web team lead 2 associations Practice leader digital agency
Tanzen provides training for people who communicate online.
NOW Founder, Tanzen Speaker, author on content strategy topics
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© 2016 Tanzen
USER-CENTERED COMMUNICATIONS PROCESS
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Who is this for? What do they want to
do?
IDENTIFY AUDIENCE DEFINE GOALS CREATE CONTENT PROMOTE, MEASURE, REPEATWhat are you trying to
achieve?How can you help your
audience?
Write from the inside out Continuous cycle of
improvement
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tanzenconsulting.com
ONLINE COMMUNICATIONS
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Website
Search EnginesEmail
Social media
Referrals
Direct Mail
Blog
Forums
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© 2016 Tanzen
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1 IDENTIFY AUDIENCE
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TARGET AUDIENCE
Who are you talking to? • Prioritize for channel • Pick one per page
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What do they want to do? • How do they want to do it?
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FOCUS ON THE TASK
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No Yes
Get information about upcoming conferences.
Find out when and where the next Lunch & Learn is.
We want to increase membership.
We want more students to join.
Use career resources for hiring.
Post a job description to job board.
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2 DEFINE GOALS
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BUSINESS GOALS
What are you trying to achieve?
What can you offer your audience to help achieve that?
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INTERSECTION OF USER NEEDS AND BUSINESS GOALS
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User Needs Business GoalsMagic
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BUT NOT THIS
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Source: XKCD
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3 DEVELOP CORE CONTENT
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ASK THESE QUESTIONS FOR EACH PAGE
1.Who is the person reading this?
2.What are they here for?
3.What do I have to offer them?
4. So what?
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© 2016 Tanzen
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F-SHAPED PATTERN FOR SCANNING
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ON-PAGE CONTENT
• Prioritize messages and call to action
• Put the key takeaway at the top
• Progressively enhance as you go down the page
• One idea per page
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CALL TO ACTION
• Nearly every page should have one
• Explicitly invite user to do something
• Use plain language
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4 PROMOTE, MEASURE, REPEAT
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© 2016 Tanzen ‹#›
THANK YOU
QUESTIONS?
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THANK YOU
Stay in touch!
Carrie Hane [email protected]
tanzenconsulting.com