Online Communicators

Practicing what you preach?

Dorthe Jespersen - drj@jboye.dk

November 2010

About me

You know

what to do

Plan

for content

Know

your users

Support

& motivate

Measure

& evaluate

Communicate

to stakeholders

Communicate

to stakeholders

Measure

and evaluate

Support

and motivate Know

your users

Plan

for content

Plan

for content

“We are three weeks from launching the new site… Wait, what about the content?”

What

worked?

“We did a writing for the web

course for everyone in the

communication team – even

those not working on web”.

Danish Ministry of Employment

“We do quarterly auditing,

focusing on one issue each

quarter, such as SEO, tone of

voice, accessibility”.

Muncipality of Aarhus

Editorial calendar

Regular auditing, focusing on one(!) issue

Do less content

Work on content strategy

Know

your users

“Well, everyone knows the users prefer…”

What

worked?

“We had no budget, but did

usability testing anyways.”

Alfa Laval, Sweden

“1 week every two months we

spend in the field: In customer

service, with consultants, with

our users”.

Environment Agency, UK

Benchmark before and after

Use what you have

Focus

Support

& motivate

“No matter what I say or do, the editors seem to constantly forget what makes good web content”

What

worked?

“Every two weeks we host a

web café. Editors tell us that

this is the only time they really

get the work done”.

IDEmøbler, Denmark

“Editors need to publish this

amount of news and that

amount of articles – and we

follow up.”

Danish Nurses’ Organisation,

Denmark

Go on a roadshow

Make sure editors know where to go

Internal web awards (best and worst)

Make end users visible

Approved list of terms

Concept for minimum information

Measure

& evaluate

“I send the analytics reports off every months, but never get any comments… In fact, I don’t use them much myself either”.

What

worked?

Maersk, HQ Denmark

Velux, HQ Denmark

Number of visits

Pages

Trends, not numbers

Look for low hanging fruit

Visualise

Benchmark across websites and people

Communicate

to stakeholders

“Visitors, bounce rate, performance, navigation, usability, standards, SEO, CMS…”

What

worked?

“We are wasting 100.000 $ on

producing and maintaining

pages, that no one looks at”

Environment Agency, UK

“I try to make life easier for my

boss, by feeding him articles on

web trends and best practice,

and writing action lists from

every conference I attend.”

UNHCR, Geneva

Have an elevator pitch

Present scenarios

Keep a public to-do-list

And a done-list!

Reduce costs? Increase revenue or

customer satisfaction?

Communicate

to stakeholders

Measure

and evaluate

Support

and motivate Know

your users

Plan

for content

Good luck on your projects!

drj@jboye.dk

Let’s continue the conversation

On LinkedIn or in…our groups for web professionals

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