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The Digital Conversation

Website + Social Mediawhat needs to be said and where

By: Lisa GirardDigital Destiny, LLC

April 6, 2011



“Web 2.0” & the modern website

What is a modern website? Visually appealing Content-driven with interesting,

interactive content Dynamic – “changing” and not stale Conversation platform – a social

media landing spot and jump-off point Plug-ins & extensions for added

functionality



Web 2.0 DesignNewer design

Rounded corners “Shiny” buttons, shading, shadows Central layout with 2-3 column layout Top navigation and right side

navigation 3-5 mini columns at bottom of page Rich surfaces and textures Gradients and reflections Cute vector icons



Web 2.0 DesignNewer design

Bold color, eye-catching graphics CSS for styling and flexibility Grid layout Social media platforms Smaller type for text content (10pt or smaller)

Big bold headings, logos and headers (40pt or bigger)

Illustration with photo-collage Interactive elements/components (image sliders, litebox

popups, rollovers)



What is NOT modern?

Flashing text Colored text Animated gifs Framed content Stale, outdated content Midi-music on the site Text on page, no images



How do you make a website? Files shared on a server (“hosting”) Domain name registration (‘online address’) Files written in a specific language computers

and browsers understandHTML -JavascriptPHP -FlashCSS -XML

Static pages – coded in HTML Dynamic pages (communicate with a database)



Content Management System Website CMS

A content management system is a system used to manage and publish web content, without having to manually edit HTML code.

Database driven - uses language that pushes and pulls info from a database to a web browser

Content changes on the fly

Web-based – no special software needed, accessible by any computer connected to internet

Allows site owner/admin freedom in content management

Permission level administration, front-end, back-end editing capability



CMS continued Various CMS Systems

Open source (source code available to all)

WordPress “beginner” CMS more of a “blog” platform not as many extensions available user-friendly interface several modern templates available easy to deploy



CMS continued Various CMS Systems

Open Source (source code available to all) Joomla!

CMS “on steroids” 1000s of extensions for added functionality moderate learning curve for developer, slight

learning curve for a content manager huge community of support for design and

development user-friendly interface several modern templates available easy to deploy designer friendly



CMS continued Various CMS Systems Open source (source code available to all)

Drupal ‘a developer’s CMS’ code intensive huge learning curve less templates available for “hand coders and hackers” not designer and user friendly time-intensive to develop (time-money investment)



Proprietary SquareSpace -- A fully hosted, completely

managed environment for creating and maintaining a

website, blog or portfolio. (( hosted, developed & managed in one place ))

Capable of creating community/enterprise scale portals and uniquely enables different content available to different user groups via a sophisticated permissions group method. (( permission levels to support access and content management ))

Artistic, non-templated look & extensive support

CMS continued



CMS Extensions – added functionalities Extensions, Widgets & Plug-Ins

Any additional program or application that you add to your website to make it do something special

Photo slideshow Invoicing and billing Newsletter management and distribution Text editor Site backups Calendar of events Custom forms Mobile blogging Site maps Online advertising distribution and tracking Online community and social networking



E-commerce Video library / gallery Multiple language site Site permission and security Document creation, management and distribution Interactive maps Tag cloud Searc h engine optimization MLS integration (real estate sites)

CMS Extensions – added functionalities



CMS - Ease of Use Administrator/Site Owner

no coding or computer language skills neededbasic computer skills needed

Open/close/navigate file & program locations Web-savvy – open web browser and navigate the

internet Word processing skills – open a document, type text,

change font and color, save document Upload/attach photos



Designer/DeveloperCSS style sheets allow for site modification of

layout and color schemesFrameworks allow for easy to use gridding

and modification as neededExtensive support networks and

documentation allow easy(ier) troubleshooting of errors and issues

CMS - Ease of Use



CMS - Ease of Use END USER

Seamless – user can’t tell the difference between a static site or a CMS site

Interactive content & extensions encourages engagement

Contemporary designs



CMS – Pros PROS

Added functionality with 1000s of extensions Web 2.0 designed templates Ability for admin content management (no reliance on

webmaster or need to know code languages) Easy to use interface for admin and developer Multiple users can manage content, various permission

levels Front end / back end content management ability Web-based – can edit site from any connected computer Huge community of support for certain CMS platforms

(Joomla!) Many CMSs are “free” – as in you don’t have to purchase

software or licensing Consistent look throughout all pages of site



CONS Learning curve for admin and developer (some CMSs are easier than others)

Troubleshooting depends on a community of other coders, developers, and users (no central go-to organization to ask questions to)

Hosting company has to support CMS, including PHP and MySQL databases

OpenSource CMS can be more vulnerable to security issues and site hacks – “code is available to any & all”

Version updates are required for proper functioning and security

Specific extensions and aesthetic look will require extra time and money invested (not all templates and extensions are free)

CMS – Cons



Typical Costs Most OpenSource CMS platforms are free to download

install (given your hosting company supports the chosen CMS)

Templates & extensions can be free or commercial

Hosting generally runs about $100 a year, including one domain registration

Domain names are ~~ $10 without privacy registration ~~ $20 with privacy to protect your personal information

Labor – you will have to pay someone to build out your CMS if you are not considerably advanced in computer skills, web languages and web interfacing



Do you still need a “webmaster”? Yes – if you are not considerably advanced in

computer skills, web languages, and web interfacing, or if you don’t have the time to commit to learning it.

As a Web Manager – I do this: Domain management Hosting set up Custom email address set up and configuration

Web Manager Role



Secure a template for the site Create the database that contains the site data Install the CMS platform core files Modify the template as needed

Code hacks Image manipulation

Load content Modify template as need to fit content Image manipulation Write and review copy Search Engine Optimization awareness

Research, install and configure extensions

Web Manager Role



Basic SEO Alt tags (backend coding) Content keyword saturation Metadata (backend coding) Google Analytics

Advanced SEO Directory listing Places verification Research/consult SEO practices research/consult backlink opportunities

Train client, including training manual Troubleshoot errors Upgrade and add on products/services to site Make changes as needed (design or content) Consult best practices and innovative ideas

Web Manager Role



You are paying a web professional to speedily and accurately do these things. Anyone can learn this, but paying a professional developer gets it done fast, accurately, and aesthetically pleasing and it frees up your time to do the thing that you are best at.

Reasonable fees:Stateside - $35 to $90 an hourOffshore - $10 to $50USD an hour

I charge:$75/hr - new business$35/hr – non-profits

Web Manager Role



Let’s get personal and talk business…at the same time.

Facebook Twitter LinkedIn

All of these are platforms allow you to share your message and skills/product to an

interested, active, and engaged audience.

Social Media – sharing the message



Facebook is a social media network. It brings together people with the same interests into the same circle into the same cyber space – this includes social promotion of your business

Platform to convey a message Facebook is what you make it. If you post regularly, and you

post quality - then Facebook can work for you. Stale, outdated content will probably not do your business or personal profile any good.

Regularly posting content on your FB profile will provide you another outlet to reach an interested and engaged audience.




Twitter – short message blogging or “microblogging” –say what you need to say in a 140 characters or less – “tweeting”

Tweet a short message about your business or service to an interested audience that have sought you out via keywords, and/or applicable terms, or general interest

Tweet with your phone or online website Follow other’s tweets and others follow your tweets Tweets are displayed on your profile page and on

the home page of each of your followers Make serious or silly tweets




LinkedIn – the online network for professionals – built to be a place where business professionals could display their resume and services to share and network with others in same or like industries

LinkedIn has evolved now to be a job posting/skills-posting arena where employers and those seeking services can search through LinkedIn members to find someone with the skillset they need

LinkedIn also provides a commenting platform similar to FB and Twitter.

LinkedIn also has “Groups” of interested and engaged members




OMG – 2 much 2 follow. WTH? Hoot Suite – feed reader that puts all posts in one place Every SM platform has an app that will connect to your

other SM accounts for cross-platform posting Every SM platform has an app that integrates with a

smartphone All SM platforms offer an extension that plugs into your

website – this either rebroadcasts your posts or is just a icon/notice that you belong to that platform as well




The Digital Conversation Websites are no longer just a brochure site

about your services and products – they are a starting point for a conversation

SM platforms are the places to have those conversations. Your website then becomes the “reference book” or “the librarian”

Social media marketing is what you make it. Put a lot into it and see a return – let it sit, and it will rust.

Your website needs to be current and accessible for easy edits and ready for dynamically changing content. Your SM conversations need to stay on topic, active and current.

This is especially important in today’s hyper-mediated space - constant flow of information in the palm of your hand, literally.

joomla! content management system websites online & traditional marketing training &...

Documents

web content

text content

appealing content

interactive content

web browser content

database slide

modern website

outdated content midimusic