Date post: | 18-Dec-2014 |
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Business |
Upload: | tom-voirol |
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Website development
in the age of social
About usBrooke Carson-Ewart
Web ManagerAustralian Museum
Tom Voirol
PrincipalReading Room Australia
About the Australian Museum
Two roles
Flickr: Robboguy Flickr: Brookhaven National Laboratory
Vision
Inspire the exploration of
nature and cultures.
Previous online presence
Previous online presence40,000 pages
Manually maintained (Dreamweaver)
Duplicates, conflicting information
Guerrilla sites
Information, not interaction
Challenge:
Convincing the right
people
Tip
Don't just convince your senior
management, work with
everyone and at the same time
Choosing a CMS
Tip
Don't be too prescriptive on the
wireframes and spend too
much time and money on them.
Tip
Technology is changing
fast and needs to serve
users.
Building from scratch
Custom permissions matrix
Tip
Consider all three routes:
commercial, open source
and custom-build.
Tip
Don't assume any of these
is inherently cheaper than
the other.
Prototyping and
testing
Tip
Build a custom CMS around
the staff, their working
life, their language.
Tip
Testing will open your
eyes to your users'
thoughts and needs.
Tip
Put a lot of work into
building a thorough
prototype and testing it
How has it worked so
far?
How has it worked so far?Empowered staff to participate
Out of 250 staff , 200 have active accounts
90 users have added assets
over 45 have added > 50 assets
28 users have added > 100 assets
9 users have added > 500 assets
The top user has added > 6000
Tip
Make the process
transparent and involve
staff from the very start.
Content Migration
Tip
Use a new CMS as an
opportunity to improve
your content
Being social
The social museum
Social media strategy
Listen
Tip
Don't delegate listening to
your marketing team, or
worse, an external agency.
Tip
Don't just hone in on mentions of
your organisation, find your topics
and listen to conversations around
them.
Engage
Tip
Once you start
engaging, do not stop
listening.
Tip
Don't use it like a
broadcaster, use it for
two-way conversation
Tip
Understand each platform,
its respective culture, its
rules of engagement.
You affect the
conversation
Tip
Don't be afraid of loose cannons.
You are judged on your reaction,
not their behaviour.
Tip
When you go out
there, continue the
conversation.
Drive
Built social interaction
into the fabric of the
website
Anyone can…
Tag assets
Comment
Upload photos
Upload videos
Be recognised as an expert
…on
an article
a media release
an animal factsheet
a research project
an event
an image
a video
Tip
Once you start
driving, do n0t stop
engaging or listening.
Do not engage and drive at the same time if you…are just starting out in social media
have poor brand perception in the public
have not yet got rich content online to drive people to
do not have the buy-in of staff to participate
Our platform or theirs?
Our platform or
theirs?
Both!
Tip
Use 3rd party platforms
to invite people to your
own.
Process
New social media projectsdefine the key aims
define potential audiences
define how/where we will engage
define an exit strategy (e.g. Evil blog)
begin trials
measure and review
decide whether to continue
Tip
Don't be afraid to fail, but
prepare your management
to support you in failure.
How do you scale?
Afraid of people using social
media to criticise you?
Don't be!
Tip
Tip: Allow users to take
load off you
Questions?