Using Web 2.0 @ CB-Burnet

Robyn Lingen & Kevin Eisler

Designwrite Studios

Our framework to Web 2.0

• Content (CEO)• Enabler (COO)• Social Media (Sales Team)• Feedback (Comment Box)

Business objectives – we want to…

• Maintain consistent contact

• Increase our visibility and reach

• Build personal brand

• Disseminate relevant knowledge

CONTENT

The most important building block…

Key points of differentiation

• Personality!!!

• Features

• Strategic Partnerships

Planning your content

• Create a supply– Topics

– Articles

• Week in advance– Priorities

– Block scheduling

79% of web users don’t read, they scan.

How people read the web

A clear, simple guide to what is on the page that makes sense even if people read nothing else at all.

Executive summary: a true summary of the entire page's content.

Key message summary: conveys the single most important message on the page.

Description summary: states what the page is, nothing more

Directions summary: when and how the page should be used

Summarize first, then continue

The most effective writing for the web is writing that is easily scanned by readers.• highlighted keywords (hypertext links serve as one form of

highlighting; typeface variations and color are others)• meaningful sub-headings (not "clever" ones)• bulleted lists• one idea per paragraph (users will skip over any additional ideas

if they are not caught by the first few words in the paragraph)• the inverted pyramid, start with the conclusion• half the word count (or less) than conventional writing

Best web writing “scannable”

Speak from experience: speak with informed, personal authority through an honest, lively voice and when using other sources, site those source. It improves credibility when readers trust that you've got nothing to hide.

The shorter, the better: Simple, direct language communicates your thoughts efficiently.

Active voice, strong verbs: "Do it," don't "will have been done" it.

Easy to view: No block of text more than five lines on the screen.

Experience, brevity and verbs

Sample paragraphs

0% readability score

This must-see urban dwelling portends a certain cottage charm sought after in this old-world neighborhood with modern appeal. Nestled deep on a spacious boulevard and lawn, this craftsman bungalow features solid oak flooring with a high sheen finish, three impeccable bedrooms, two charming baths and a modern kitchen décor of maple and stainless. The lower level family room is complete with built in media center, bath and cedar lined storage.

100% readability scoreMac-Groveland bungalow in superb condition. Just move in!• Large front lawn• Hardwood maple, oak floors• 3 bedrooms, 2 baths• Modern kitchen, maple cabinets, stainless countertops and appliances• finished basement • family room, built in media center

Credibility Important

Studies show that credibility is important for Web users, since it is unclear who is behind information on the Web and whether a page can be trusted. Credibility can be increased by high-quality graphics, good writing, and use of source attributes and outbound hypertext links.

Links to other sites show that the authors have done their homework and are not afraid to let readers visit other sites.

Well placed, quality graphics and photos can help improve the readability of a web page, as well as lend credibility to your content.

Graphics help

Quality matters

Writing your content

The core of your content is your key point of differentiation. From that base message grows the rest of your content, building a site that is cohesive and concise.

• Key points of differentiation• Features of you and your company• Benefits to your clients• Follow web writing guidelines• Use high quality media