Top 50 Websites
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WikibrandsDigital Engagement
Resource Deck #1
“Top 50 Websites”May, 2012
www.wiki-brands.com
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Top 10 Wikibrand Factors
Execution (MILCC)• Measurement/
Metrics/Monitoring/Insight
• Internalizing Community
• Life Stage Planning• Community
Management• Culture Building
Strategy (FLIRT)• Focus• Language, Content
and Tone• Incentives and
Outreach• Rules, Guidelines and
Rituals• Tools and Platforms
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“Customers don’t forgive organizations for bad
websites”
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“It takes 99% of us less than 4 seconds to determine if they want to stick around
your website…”
What’s it saying?
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“Users spend most of their time on other websites…this means that users gear their expectations for your site by what they have learned to
expect elsewhere.” Jakob Nielsen
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The Higher Call of Great Websites
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Top 10 Landing Page Features
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The 100 Point Website Test
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Website Criteria – 100 pt. Scale
Criteria ImportanceOverall Impact 25 pointsContent 15 pointsNavigation 15 pointsUser Experience
15 points
Findability 15 pointsSociabiility 15 pointsTotal 100 points
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Website Criteria – Overall Impact
Overall Impact
Criteria Pts.
First Impressions
Creates immediate wow, looks contemporary, causes to sign up, engages for significant time
/10
Simplicity Uncluttered, readable, graphic/colourful, strong calls to action, infographics/flowcharts, above the fold
/5
Uniqueness Distinctively branded, unique graphics, brand consistency, look and feel diff. from competitors, Typography
/5
Dynamic Slider windows, Dynamic news feeds, Rollover prompts, Real-time response and feedback
/3
Multimedia Varied and interesting use of animation, pictures, video, music, mashups
/2
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Website Criteria - Content
Content Criteria Pts.
Usefulness Helps users, up-to-date, interactive, provides real value, customized, well-presented, breadth, has a point of view
/3
Transparency
Real people/employees, mission statement/manifesto, policies and rules
/3
Credentials Evidence of popularity, third party or customer testimonials, Organizational authority
/3
Human/Fun Conversational language, Humour, Consistency with audience, enthusiasm, Stories, leaves you wanting more
/3
Incentives/News
Dynamic stream of news, Campaigns, Offers, Competitions, External links, Opportunity for fame
/3
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Website Criteria - Navigation
Navigation Criteria Pts.
Search ability
Internal search engines, menus, support, mental model on what to expect when you click
/3
Links Graphic links, internal links, return to home menu easy, links open in new windows
/3
Intuitive Top options for clicking dependent on user and place on site, priority of information
/3
Menus Consistency of presence, descriptiveness /3
Types of user reaction
New vs. returning user, Country and language of user, Tiered user access
/3
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Website Criteria – User Experience
User Experience
Criteria Pts.
Usability Limited click to completion, no need to upload new software, browser and monitor capability, Download speed, Cross platform
/3
Knowledge of users
Adaptive, flexible taxonomies, know history, analytics inform experience, customizable environment
/3
Security Safe for users to use, not flagged by filters, password protection
/3
Troubleshooting
Strong Q&As, How-tos, Tracking orders/process, Virtual live customer service
/3
Easy to Contact
Availability of forms, contact us page, triage to the right person in the organization
/3
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Website Criteria - Findability
Findability Criteria Pts.
Smart URL Short, intuitive, .com, Multiple vanity urls
/3
Metatags and Keywords
Own the best relevant words, each page sufficiently tagged and named
/3
Links Good level of working inbound and outbound links, seamlessly linked microsites
/3
Partners and Affiliates
Network of partners, community of ambassadors, employee extensions
/3
Funnel Social networks and content drive back to website
/3
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Website Criteria - Sociability
Sociability Criteria Pts.
Blog Content
Frequent, well-tagged, relevant, engaging posts, Smart headlines, Strong user engagement
/3
Social Integration
Top social network integrated apps, easy to register through social profiles, activity linked to social network feeds
/3
Community Provides forums, crowdsourcing and microcommunities for participation, community moderation
/3
Easy to link Compatible with all the key social networks, automated actions/emails, widgets
/3
Participation
Ability to participate, to give and receive, hear and respond, real-time feedback, peer to peer capability, leaderboards
/3
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50 Great Websites
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#1- lululemon – Fitness with a Cause
Pros - Visual, Point of view - Manifesto, Great Content, Ambassadors, Menus
http://shop.lululemon.com/home.jsp
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#2- Icebreaker – Visual Active Storyteller
Pros - Photographic, stories of founder/history, Authenticity - Trace back your garment http://ca.icebreaker.com/
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#3 TakingItGlobal – Global Youth Leader Community
Pros – Great set of resources and community tools for youth http://www.tigweb.org
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#4- Ashoka – Changemaking via Youth
Pros - The power of microfunding, great team profiles http://www.changemakers.com/main
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#5- Tourism Australia – Map-based Travel Discovery
Pros - Great location-tagged photography and experiences http://www.nothinglikeaustralia.com/ca/flash.htm#/entries
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#6- Twitter Stories – Tales from 140 Characters
Pros - Curated stories, emotional meaning, photographic impacthttp://stories.twitter.com/
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#7 Moo.com – The Loveable Commodity
Pros - Friendly tone of voice, visual impact, helpful user-generated hints and tips http://us.moo.com/
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#8- Outside 127 Hours – User-Generated Video Inspiration
Pros - Powerful use of video, competitive entries, inspirationalhttp://www.127definingmoments.com/
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#9- The Responsibility Project – From insurance comes conversation…
Pros - Issues discussion, intercativity and guides, bringing to life a commodity product http://responsibility-project.libertymutual.com/
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#10- SHFT – Curating the Best Sustainable Stuff to Notice and Talk
About
Pros - Great visual impact, well-categorized by activity, recognition for authors http://www.shft.com/
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#11- NASA – Making Space Watchable
Pros - Key headlines, images and multimediahttp://www.nasa.gov/
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#12- Mint – Bringing to Life Personal Finance
Pros - Clarity, simplicity, aggregated member data, user experiencehttps://www.mint.com/
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#13 - Tribeca Film – Telling the Stories of the Storytellers
Pros - Simple navigation, visual display, most popular posts, filmmaker profiles http://www.tribecafilm.com/
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#14- Freelancer – Crowdsourcing simply explained..
Pros - How it works, latest dynamic statistics, menu/category system
http://www.freelancer.com/
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#15 - Sundance Festival – A lot of content colourfully
displayed…
Pros - Dynamic slider, extensive drop down menus, clean aesthetic http://www.sundance.org/festival/
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#16- Open Ideo – Posing Challenges to the Creative World
Pros - Ranking of challenges and status, key statistics and activity, optimism
http://www.openideo.com/
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#17- Crowdrise – Real-Time Call to Actions
Pros - Focus on projects, events, people – visual impact above the fold
http://www.crowdrise.com/
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#18- Historypin – Creating a new category of visual website
Pros - Creative idea, well-explained in video, clean and simplehttp://www.historypin.com/
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#19 Vibram – Provocative Technology
Pros - Simple concept provoactively renderedhttp://www.youarethetechnology.com/
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#20-- Life – Cultures and Eras in Pictures
Pros - Black and white and hitory appeal, social media integartion, featured
http://life.time.com/
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#21- The Johnny Cash Project – Multimedia Creative Production
Pros - Wonderfully simple crreative crowdsourcing ideahttp://www.thejohnnycashproject.com/
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#22 - The Tiziano Project – Kurdistan’s Tapestry of Stories
Pros - Video collage, individual stories that tell a bigger storyhttp://tizianoproject.org/
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#23 – National Geographic – Nature as an Art Gallery
Pros - Visual impact, editor’s picks, social media integrationhttp://www.nationalgeographic.com/
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#24 – Dropbox – Simple Solution, Simply Explained
Pros - Directed attention, simple educationhttps://www.dropbox.com/
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#25 Vitro Design Museum – Content on a Different Menu Plane
Pros - Unique menu system, supporting dynamic contenthttp://www.design-museum.de/index.php
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#26 – Lego – Toys with Announcement Value
Pros - Colourful background, product displayhttp://www.lego.com/en-us/Default.aspx
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#27 – Boss Bottled – A Super Curated, Nocturnal, Manly Problem Solver
Pros – Good use of data and design, global sitehttp://www.boss-fragrances.co.uk/mens-fragrances/boss-bottled-night/?lc=gb
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#28 – AARP – Bringing the Everyday To Life
Pros - Interesting content, fun and games for older peoplehttp://www.aarp.org/
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#29 – AVAAZ – Wearing a Cause on a Digital Sleeeve
Pros - Great global multilingual site, social proofhttp://www.avaaz.org/en/
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#30 Ushahidi – Simple Crowdsourcing
Pros - Clean layout, mobile enbalementhttp://ushahidi.com/
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#31 – Brains on Fire – The Personal and Intimate Agency
Pros - Personable/human tone, great About Us/Team areahttp://www.brainsonfire.com/
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#32 TED – Inspirational 20 Minute Video Bliss
Pros - Video, collage effect, common format, well tagged, socially integrated
http://www.ted.com/
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#33 – Kiva – Telling Stories and Providing Hope Around the World
Pros - Inspring, stortytelling, simple layout, call to actionhttp://www.kiva.org/
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#34 – Quirky – If You Can Think It, You Can Do It
Pros - Clean, colourful, economy of wordshttp://www.quirky.com/
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#35 Equinox – The Fitness Experience and Lifestyle Brand
Pros - Balance of information and lifestyle, mutimedia elementshttp://www.equinox.com/
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#36 GE Ecomagination – Imagining The Future
Pros - Visuals, great content, infographics, loose distinctive web design
http://www.ecomagination.com/
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#37 – One – Multiple Channels, One Cause
Pros - Dynmaic slider, typography, visuals, Facebook inegrationhttp://www.one.org/us/
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#38 Wonderopolis – Daily Educational Inspiration
Pros - daily editorial calendar, simple focus, background imageryhttp://wonderopolis.org/
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#39 – Freerice – A Reciprocal and Fun Relationship
Pros - novel educational fundraising model, real-time feedbackhttp://freerice.com/
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#40 – Nike+ - Aesthetically Beautiful Fitness
Pros - Aesthetically beautiful, customer experience driven, use of icons
http://nikeplus.nike.com/plus/
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#41 – Nesta – Solving for a Different Kind of Future
Pros - Words over pictures, compressed menu of informationhttp://www.nesta.org.uk/
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#42 Umbra – Design Well Designed
Pros - Hero visuals and secondary menuhttp://www.umbra.com/
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#43 The Nature Conservancy – Providing Greener Hope
Pros - Calls to action, what they do, descriptive dynamic sliderhttp://www.nature.org/
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#44 NOLA’s Make It Right – The Continuing Hurricane Katrina
Cause
Pros - Results, icons, vdeoshttp://makeitrightnola.org/
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#45 Crumpler – Fashion Icon Menus
Pros - lead visual impact, full catalogue on front pagehttp://www.crumpler.com/
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#46 Threadless – Fun and Irreverent Design Challenges and T-Shirts
Pros - simple 4 menu structure, personable/human, elegant voting processhttp://www.threadless.com/
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#47 Trendwatching – Prescribing and Anointing What’s
Next
Pros - creating new vernacular, deep content depth, colur schematic
http://trendwatching.com/briefing/
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#48 8Tracks – A Gallery of DIY DJs
Pros - Tagging, Front page mix portfolio, onc-click functionalityhttp://8tracks.com/
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#49 Pinterest – Curating Visual Splendour
Pros - object-centred focus, balance of presnted and user-generated reaction
http://pinterest.com/
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#50 Blurb – Putting Personalization Right Into Your Hands Simply
Pros - Tagline, Big Visual, 1-2-3 Step process, Focused Call to Action, Value adds– Apps, Extra, Ideas , Content Rich (50 menu opts) http://www.blurb.com/
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#51 Life is Good – Shopping Optimism
Pros - optimistic tone, visual categories, typography, storytellinghttp://www.lifeisgood.com/
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The 4th Annual Buzz Report Survey
Interested?
Help input the to the authoritative survey on emerging business, digital, marketing and media
trends.https://www.surveymonkey.com/s/buzzreport2012