Top 10 Web Ministry Tips - NRB
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Top 10 Tips for Effective Web Ministry
Speakers: Todd Turner, Insight For Living
&Chad Williams, 5Q Communications
Internet Training Session
1Monday, March 1, 2010
* No oversight or responsibilities for Web; Executive; Management; Web Rockstars.* Vince Lombardi: 6 division titles, 5 NFL Championships, and 2 Super Bowls
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Strategy
2Monday, March 1, 2010
“Failing to plan is planning to fail”“Strategy is doing the right thing; Tactics is doing things right”“Begin with the end in mind”
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Strategy
2Monday, March 1, 2010
“Failing to plan is planning to fail”“Strategy is doing the right thing; Tactics is doing things right”“Begin with the end in mind”
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3Monday, March 1, 2010
Context: Ministry goals, funding, politics, culture, technology, human resourcesContent: What is it that we want to communicate, existing content, new contentUsers: Audiences, tasks, needs, experiences, vocabularies, etc
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4
4Monday, March 1, 2010
Context: Radio Advertising Agency -- relationshipUsers: Radio Ministries-- potential ministry partners and existing, stations--new and potentialContent: Unique content serving various audiences
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5Monday, March 1, 2010Opened the Vault: Users: internet visitors weren’t purchasing; Context: fit philosophically--ministry minded; Content: 40 years of contentB/F: 4,500 downloads/mo1 Million Downloads/mo15 Million DownloadsRevenue: CD sales stayed the sameDecember largest giving month on record
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6Monday, March 1, 2010
Users: Radio Listeners, # audience have iphonesContext: RadioContent: Radio How do you get to the sweet spot? Ask right questions
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7
Who is your audience?
7Monday, March 1, 2010
demographics/psychographics
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8Monday, March 1, 2010
ministry, engagement, donations, sales, etc, sending traffic to ministry sites
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9Monday, March 1, 2010
ministry, engagement, donations, sales, etc, sending traffic to Ministry Sites
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What is the primary action you want visitors
to take?
10Monday, March 1, 2010
Mental Model
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Does your site communicate effectively?
11Monday, March 1, 2010
Graphic design, text, professional
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Is your site integrated and complient?
12Monday, March 1, 2010
Integrated: Sign upCompliant: COPPA, Can-SPAM, E-commerce,
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13Monday, March 1, 2010
Comprehensive Strategy:Chris Brogan: Trust Agents BookHome Base: Blog, donation, store,
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14Monday, March 1, 2010
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15Monday, March 1, 2010
Conference: March 25-27
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Strategy Take Home Tips
✓ Find Your Sweet Spot
✓ Ask the Right Questions
✓ Build Encompassing Strategy
16Monday, March 1, 2010
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Strategy Resources
Groundswellby Charlene Li &
Josh Bernoff
The New Rules of Marketing &
PRby David Meerman
Scott
17Monday, March 1, 2010
Groundswell: conversationsNew rules: see yourself as a publisher; give
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Website or Web Ministry?
18Monday, March 1, 2010
Website = Organization-centric; Same content as offline; Same audience as offlineWeb Ministry = User-centric; re-shaped and new content; new or growing audience
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Website or Web Ministry?
18Monday, March 1, 2010
Website = Organization-centric; Same content as offline; Same audience as offlineWeb Ministry = User-centric; re-shaped and new content; new or growing audience
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19Monday, March 1, 2010
This is a websiteThis is a web ministry
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19Monday, March 1, 2010
This is a websiteThis is a web ministry
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19Monday, March 1, 2010
This is a websiteThis is a web ministry
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37.4 Million Visitors
20Monday, March 1, 2010
Not a clientTremendous job reachingAsk yourself: website or web ministry?
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Right Stakeholders
21Monday, March 1, 2010
Story: publishing new book, 2 days after hits the street, get email asking if www.yourministry.com/yourbook exists.Launch a new web promotion: free calendar -- 10,000 new names
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Right Stakeholders
21Monday, March 1, 2010
Story: publishing new book, 2 days after hits the street, get email asking if www.yourministry.com/yourbook exists.Launch a new web promotion: free calendar -- 10,000 new names
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Right Stakeholders
✓Who is your Web Champion?•Are they at the right tables?• “How can we leverage the Web?”
✓Brainstorm: Who Will This Touch?
22Monday, March 1, 2010
Brainstorm: need to do that for every project/initiative -- production, sales, maintaining
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Org Chart Conundrum
23Monday, March 1, 2010
Where does the responsibility for the website fall?* IT? Marketing? Creative?* Goes back to strategy--what is your primary purpose for the site?* Never put it in IT; Media Ministry / Marketing
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Org Chart Conundrum
23Monday, March 1, 2010
Where does the responsibility for the website fall?* IT? Marketing? Creative?* Goes back to strategy--what is your primary purpose for the site?* Never put it in IT; Media Ministry / Marketing
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Org Chart Conundrum
23Monday, March 1, 2010
Where does the responsibility for the website fall?* IT? Marketing? Creative?* Goes back to strategy--what is your primary purpose for the site?* Never put it in IT; Media Ministry / Marketing
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Org Chart Conundrum
23Monday, March 1, 2010
Where does the responsibility for the website fall?* IT? Marketing? Creative?* Goes back to strategy--what is your primary purpose for the site?* Never put it in IT; Media Ministry / Marketing
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The Webmaster Is Dead
24Monday, March 1, 2010
Poor tomato. Those who are responsible for everything say, “Yes, I’m dead--I’m overworked!”
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The Webmaster Is Dead
24Monday, March 1, 2010
Poor tomato. Those who are responsible for everything say, “Yes, I’m dead--I’m overworked!”
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Content
CreativeDesign
TechnicalDesign
User/Customer Input User/Customer Input
Project Manager
Team Approach
25Monday, March 1, 2010
Project Manager: keeps things on taskContent Writer: creative writing; writing for the webCreative Design: graphic design; photoshop; html; CSS; flash design; information architecture;technical; programming; database
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Hire or Outsource?
✓Volunteers✓Hire Staff✓Freelancers✓Web Agency
26Monday, March 1, 2010
I’ve done all these...Volunteers: used a core of volunteers for certain things -- BTTB storyHire: hire best talent with ministry heartFreelance: lower price; need good Project ManagerWeb Agency: Exposure trends; Fill all your gaps; Consistency; Value
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Working with Freelance/Agencies
✓References✓Single point of contact✓Single firm✓Clear expectations✓Avoid micro-management
27Monday, March 1, 2010
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Web Redesign 2.0: Workflow that Works by Kelly Goto and Emily Cotler
How to be a Great Web Clientwww.5Qcommunications.com
Workflow Resources
28Monday, March 1, 2010
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Design: More than Pretty
29Monday, March 1, 2010
Form = abstractFunction = work well
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Design: More than Pretty
29Monday, March 1, 2010
Form = abstractFunction = work well
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www.leoburnett.ca
30Monday, March 1, 2010
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31Monday, March 1, 2010
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32Monday, March 1, 2010
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33Monday, March 1, 2010
Balance between form and function. Works well, clear path-ways, clean. Leans towards functional.
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34Monday, March 1, 2010
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Design Tips: Use Conventions
✓Logo✓Navigation✓Search box✓Metaphors (e.g. shopping carts)
35Monday, March 1, 2010
* Common locations for logo, navigation, search box* Use metaphors* Tell site aspects without being able to read the language
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36Monday, March 1, 2010
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Design Resources
www.SmashingMagazine.com http://sixrevisions.com
www.webcreme.com/
37Monday, March 1, 2010
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Search Engine Optimization
38Monday, March 1, 2010
Finding your site is like finding a needle in the haystackSome say, “Ignore SEO”
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Search Engine Optimization
38Monday, March 1, 2010
Finding your site is like finding a needle in the haystackSome say, “Ignore SEO”
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39Monday, March 1, 2010
What organization is this?Generic searches tell us that we are reaching a new audience
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SEO Basics
✓Keyword research✓Keywords to content writers✓One key phrase per page
•Title•One H tag per page (H1)•Copy
✓Quality links
40Monday, March 1, 2010
Keyword research
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SEO Consultant
✓Training✓On-going process✓Conversions are key
41Monday, March 1, 2010
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Buyer Beware
✓Beware of out-of-the-blue emails
“Dear Google.com,I visited your website and noticed that you are not listed in most of the major search engines and directories...”
http://www.google.com/support/webmasters/bin/answer.py?answer=35291
42Monday, March 1, 2010
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Buyer Beware
✓No one can guarantee #1✓Beware of secrecy✓You should never have to link to an SEO
http://www.google.com/support/webmasters/bin/answer.py?answer=35291
43Monday, March 1, 2010
No one can guarantee a #1 ranking on Google.Be careful if a company is secretive or won't clearly explain what they intend to do.
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SEO Resources
How to Write Killer Web Content
www.WordTracker.com
www.BruceClay.com
www.5Qcommunications.com
www.WordTracker.com www.WordTracker.com
www.seomoz.org
44Monday, March 1, 2010
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Usability: Cater to Visitors
45Monday, March 1, 2010
How many times has this happened to YOU at a website?Why does this happen? Because we aren’t listening.
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Good Navigation
✓Where am I?✓Where have I been?✓Where can I go next?✓Where is home?
46Monday, March 1, 2010
Foundation is a good navigation system.
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47Monday, March 1, 2010
Where am I?Where have I been?Where can I go next?Where is home?
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47Monday, March 1, 2010
Where am I?Where have I been?Where can I go next?Where is home?
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48Monday, March 1, 2010
7 kids; kids grab knees;So there it was banging itʼs head against the window. How foolish it looked. What did it need to do the correct the situation? Change perspective; it needed to change its perspective. Same thing in usability; get another perspective. Causes us to take a step back and look at our products through the eyes our users. When we do it, it is amazing how much clearer things become.
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Usability Testing
✓Observe one user at a time✓Inform your judgment ✓Test one person at a time✓Think like your visitors?✓Testing one person early is better than 50 people late✓Nothing beats a live audience reaction
49Monday, March 1, 2010
What is it? Bringing in one person at a time.Why? (rest)How many have done usability test?
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50Monday, March 1, 2010
How many have ever done a usability test? Here is a sample.
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✓34% Revenue
✓76% New Names
✓11% $ Per Order
✓9% Cart Abandonment
51Monday, March 1, 2010
Usability website for FPA resulted in...
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Resources
Usability Increases Revenue by 34%www.5Qcommunications.com
www.morae.com
52Monday, March 1, 2010
* Don’t Make Me Think: Classic* Rocket Surgery: Released 2010* Morae * White Paper -- you can read full report on Listener’s Bible Case Study* Wrap-up: Strategy, website or web ministry, right stakeholders, org chart, right team, design, SEO, usability,
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AnalysisTracking Web and Ministry Numbers
53Monday, March 1, 2010
A top 10 best practice - do ongoing analysisIf you cannot measure it you cannot manage itIn the old days you measured views and hits - now it is conversionsCapture the right data so you can make the right decisions
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Don’t build application(s) until ...
How are we going to measure “success?”
0
50
100
150
200
2007 2008 2009 2010
Conversion Visitors
Analysis
Building it is only half the battle.
Eyes on the page isn’t a good measuring stick.
Do certain paths produce different results?
54Monday, March 1, 2010
When you build any web project - define what success is.Clearly define what success is then you can capture that goal. Example: capturing email addresses is a goal and there are multiple ways
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You can’t manage it if you can’t measure it!
Spreadsheets vs Graphs
Analysis
0
25
50
75
100
20072008
20092010
GIVERS SUSTAININGDATA
2010 2009 2008
45590 54483 52433
42589 78524 45858
41598 24887 14452
40598 24785 44128
28658 36444 78722
56871 78545 17475
45887 47228 56585
16859 47214 54858
55Monday, March 1, 2010
Graphing the data is key to helping you make the right decisions. This sounds simple but until you start graphing the data, how do you know what trends or anomalies you have?
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Key data to capture
Analysis
Value of an email: Email to $$$ (1 to 1)... by channelDifferent channels equal different results
Do offline email imports behave the same way as online captures?Do you need different Welcome Flows?
Does a web sale bring the same revenue as retail pricing?Do you lower pricing periodically or hold prices?
What paths are visitors taking?Does your search box get more activity than your links?
What keywords are users searching for on YOUR site? Build that content? Buy that product?What emails are visitors unsubscribing from?
Do you see any trends here?A/B testing emails and reaction
Subjects lines? Premium vs straight ask?Do your donation forms all bring in the same average gift?
Why?
QUESTIONS BEYOND THE NORM...
56Monday, March 1, 2010
What is the value of an email? You may have several different channels for collecting addresses, are different channels worth more to you?
“Welcome Flow” is an auto-responder plus, for Insight For Living, this launches a flow of “Welcome” information that educates the user about IFL and builds relationships.Depending on how you come to IFL you will get a different “Welcome Flow” (educational campaign/relationship building)
The Welcome Flow buffers you out of other correspondence until you are through the flow (that way there is no “asks” too soon)
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New NamesValue for Value
57Monday, March 1, 2010
When you collect names, think V for V. When asking for an email people these days think I better be getting something good.
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Traffic and page counts are not good enough
New Names
0
17.5
35
52.5
70
2007 2008 2009 2010
Conversion TrafficRelationships are everything
Library vs corner bookstore approachContent provider
Emails collection / Phones numbers-Texting
Streaming player good space to play in
Left Nav collection
Landing page forms/sign up
58Monday, March 1, 2010
* IFL has chosen to build relationships through emails. * Library vs. bookstore approach -- some ministries lay out their content as soon as you get in the door, itʼs all layed out -- content heavy* IFL takes more of the approach, “Hey, how are you? How can I direct you today?” We are here for you and want to build a relationship.* Some collect cell phone numbers for texting campaigns (Focus on Family)* Email sign ups in the Left Nav - IFL grew 200K address by doing this * By changing landing pages and adding opportunities for email they increased the size of their list.
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Push, Don’t PullKiosk in the Mall
59Monday, March 1, 2010
Take you website to people vs. trying to get people to drive down your road by billboard advertising.
Go to where people are hanging out - use social media, Oneplace, and other places where the people are.
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If you build it, no one cares!
Push, Don’t Pull
Location, Location, Location
Countless hours spend planing, designing, coding, testing...building application
Little time worried about getting the RIGHT traffic there.
SEO doesn’t always fit (People don’t search for you like you may think) (Cribs)
Take your product to the MALL (Social Media)
60Monday, March 1, 2010
Would you rather have more people or the right people?
SEO -- For instance if I were a dog breeder what key words would I want? Dog? Lab? Breeder?1 strategy = Those are too broad and everyone uses those. If you are in Nashville, then you want words like Nashville TN breeder.Cribs is general but now you can soft sell the product through baby names an also offer his work... tie it into2 strategy = social media
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Multiple Approaches
Push, Don’t Pull
You Have Options
RSS - Let the Web work for you
Feedburner - Why reinvent the wheel?
Syndicate Widgets - People looking for content
XML - Work with developers
Your Content
Your Site
Other Sites
Social Media
PDA/APPS
61Monday, March 1, 2010
Think about your content vs. just thinking about your website as the place to bring people to
Feedburner - free and a way to give out content
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CommitmentStay with it!
62Monday, March 1, 2010
Nothing more frustrating than building and not sticking with it. Easy to jump into the next thing.
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It takes time to do it right
Commitment
Ready...Shoot...Aim...
Don’t Guess Just because you can, doesn’t mean you shouldNeed a buck-stops-here person - WEB experienceHomepage WILL look like your organization
ads, too many items above the fold, shotgun design
What Do you Do? Then do it... and keep doing it!
Most of us are not the patriarchs... Let technology assist the mission/vision... not change it.
The Org Chart
63Monday, March 1, 2010
The web person needs to be a person that is empowered, know the vision
Most are not patriarchs -- means we are not the person who started the organization, why do something?
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Todd [email protected]
Chad [email protected]
Eric [email protected]
Twitter: ask5Q
Attend the Internet Advisory CouncilOpen to all, Tuesday from 2 to 3 pm
64Monday, March 1, 2010