Intergen's Engaged Web Twilight Seminar
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Study summary – what we found? AND, how do I make my website more engaging? The Rules (and Tools) of Engagement
description
Who is winning and losing in the battle for creating the most engaging online experiences in New Zealand?Intergen recently published a report, The Engaged Web in New Zealand, that set out to analyse how New Zealand websites are performing when it comes to ‘engagement’.What is engagement? What did we learn? Why does it matter? And what does it mean for you and your website?The first part of this seminar (about 20-30 minutes) was a brief summary of our findings.The second part of this seminar (about 20-30 minutes) was a group exercise (in pairs, or small groups) where attendees were tasked with improving the level of engagement of their organisation’s website based on user feedback.Intended audience: Anyone interested in website content, design, development or social media. This was not a technical session. It’s intended for anyone working in or around the web space regardless of whether or not you are a website owner, business owner, project manager, content creator or designer.
Transcript of Intergen's Engaged Web Twilight Seminar
Study summary – what we found?
AND, how do I make my website more engaging?
The Rules (and Tools) of Engagement
The Engaged Web
Intros/Housekeeping (5 mins)
Brief summary of findings (20 mins)
Group exercise (30 mins)
Discussion (5 mins)
Drinks…
Today…
1 of 2: Report Summary
The Engaged Web
Tools of engagement (not exhaustive)…
Online Communities (Social Media & Blogging)
Multimedia
Personalisation
Sticky Content
Dialogue
Design
Others…
The Engaged Web
Summary (all sectors)…
Methods…
The Engaged Web
1. Online Communities
73%
27% Online
communityNo online community
• New Zealand websites scored 40% overall for online communities.
• 73% of the websites featured an online community; a large majority of these were Facebook and Twitter pages, leaving 27% with no form of online community.
• Strongest performing sectors: Entertainment, Automotive and News & Media.
The Engaged Web
2. Multimedia
81
19• New Zealand’s most popular websites scored 81% overall for multimedia.
• Multimedia scored the highest out of all the other engaged web categories.
• Majority of the websites used multimedia well and were easy to read.
The Engaged Web
3. Personalisation
86%
14%Personalised Website
No personal-isation
• New Zealand’s most popular websites scored overall 62% for personalisation.
• 86% of the websites made an effort to personalise their website.
• Strongest performing sectors overall: Shopping & Classifieds, Lifestyle and Automotive.
The Engaged Web
4. Sticky Content
98%
2%
Sticky Content
• New Zealand’s most popular websites scored 80% overall for sticky content.
• 98% of the websites had some form of sticky content on their website.
• Strongest performing sectors overall: News & Media, Shopping & Classifieds and Entertainment.
The Engaged Web
5. Blogs
46%54%
No blog• New Zealand’s most popular
websites scored 39% overall for blogs.
• 46% of the websites did not have a blog.
• Of the websites that have a blog, 80% update their blog regularly and 84% publicise it.
The Engaged Web
6. Social Media
Facebook Twitter Share Rate & Tag
61%55%
42%
12%
The Engaged Web
7. Dialogue
Easy to contact
Email Phone Web form Live chat
89% 89%83%
71%
8%
Sectors…
The Engaged Web
Automotive
Online C
ommunities
Multimedia
Personali
sation
Sticky
Content
Blogs
Socia
l Med
ia
Dialogu
e0
20
40
60
80
100
55
74 7688
44 4660
The Engaged Web
Business and Finance
Online C
ommunities
Multimedia
Personali
sation
Sticky
Content
Blogs
Socia
l Med
ia
Dialogu
e0
20
40
60
80
100
24
7460
68
3023
86
The Engaged Web
Education
Online CommunitiesMultimedia Personalisation Sticky Content Blogs Social Media Dialogue0
20
40
60
80
100
41
7564 64
4132
87
The Engaged Web
Entertainment
Online C
ommunities
Multimedia
Personali
sation
Sticky
Content
Blogs
Socia
l Med
ia
Dialogu
e0
20
40
60
80
100
7288
72
96
60
40
84
The Engaged Web
Food and Beverages
Online C
ommunities
Multimedia
Personali
sation
Sticky
Content
Blogs
Socia
l Med
ia
Dialogu
e0
20
40
60
80
100
22
87
48 52
30 29
60
The Engaged Web
Government
Online C
ommunities
Multimedia
Personali
sation
Sticky
Content
Blogs
Socia
l Med
ia
Dialogu
e0
20
40
60
80
100
10
44 44
68
0 4
81
The Engaged Web
Health and Medicine
Online C
ommunities
Multimedia
Personali
sation
Sticky
Content
Blogs
Socia
l Med
ia
Dialogu
e0
20
40
60
80
100
120
52
98
36
72
4026
65
The Engaged Web
Lifestyle
Online C
ommunities
Multimedia
Personali
sation
Sticky
Content
Blogs
Socia
l Med
ia
Dialogu
e0
20
40
60
80
100
28
77 8092
3224
46
The Engaged Web
News and Media
Online C
ommunities
Multimedia
Personali
sation
Sticky
Content
Blogs
Socia
l Med
ia
Dialogu
e0
20
40
60
80
100
49
97
56
10084
4764
The Engaged Web
Shopping and Classifieds
Online C
ommunities
Multimedia
Personali
sation
Sticky
Content
Blogs
Socia
l Med
ia
Dialogu
e0
20
40
60
80
100
45
8492
100
60 5573
Examples…
The Engaged Web
ASB…
The Engaged Web
GrabOne…
2 of 2:Group Exercise (Pairs)
The Engaged Web
Today is about improving the level of engagement of your website, stopping, thinking, and having fun.
Today is not a technical session, ‘name and shame’ exercise or design exam!
The Engaged Web
Get into pairs (with somebody you don’t know)
Introduce yourself and your site
If you don’t have one, make one up or I can give you one
How it works…
The Engaged Web
1. TELL/ENABLE {someone}
2. THAT {they should do something on your site}
3. BECAUSE {why? motivation? substantiation?}
Thinking about your chosen site…
Complete this…(alone, first)
The Engaged Web
Create someone… Who is your primary audience?
Put some flesh on their bones.
Create a Persona (typical user) if you wish.
The Engaged Web
1. TELL/ENABLE {someone}
2. THAT {they should do something on your site}
3. BECAUSE {why? motivation? substantiation?}
Thinking about your chosen site…
Complete this…(alone, first)
The Engaged Web
Do what … (one/primary thing)?
What do you want them to do?
Buy, Read, Share, Print, Watch, Stay, Write, Upload?
Rate, Listen, Download, Cry, Laugh, Donate, Register, Click?
NB: All valid forms of engagement, by the way. Sure, suggest your own.
The Engaged Web
1. TELL/ENABLE {someone}
2. THAT {they should do something on your site}
3. BECAUSE {why? motivation? substantiation?}
Thinking about your chosen site…
Complete this…(alone, first)
The Engaged Web
You should have something like this…
“[Rose] should [buy our t-shirts] because … [they’re witty]”
“[Tim] should [share this clip] because … [it’s informative]”
“[Katy] should [register with our service] because … [it’s NZ’s best news aggregator]”
The Engaged Web
Substantiation (future)…So, how will ‘engagement’ help you do this…?
[Rose] will [buy] because … [reason] + engagement method
[Tim] will [share] because … [reason] + engagement method
[Katy] will [register] because … [reason] + engagement method
[Wayne] will [donate] because … [reason] + engagement method
The Engaged Web
Methods…
Online Communities (social media & blogging)
Multimedia
Personalisation
Sticky Content
Dialogue
Design
Others…
The Engaged Web
Create your engagement method…
“[Rose] will [buy] because … [reason] + engagement method”
The Engaged Web
Away you go…(10 mins)
The Engaged Web
1.Present back to your partner2.Partner assumes the role of
your user
You (describe your idea…)
To your partner (acting as your user…)
Who was excellent?
The Engaged Web
#1: Understand your users. Engagement is relative.
#2: Your website is NEVER finished.
#3: Can you use/improve what you already have?
#4: Focus on ONE thing first. Did you make your website more engaging?
Remember
Questions? Comments?
