Building Your Community with Blackbaud NetCommunity; Making Your Site Audience Centric - Boot Camp...

04/09/2013

BUILDING YOUR COMMUNITY WITH

BLACKBAUD NETCOMMUNITY

Making your site Audience Centric

Presented by:

Lianne Ramage, Manager – Account Management Team

&

Adam Ziman, NetCommunity Consultant

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CRE AT ING & MAINTAIN ING AN AUDIE NCE -

CE NT RIC W E BS IT E

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UNDERSTANDING WHERE YOU ARE

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• Define goals and objectives for any new project

- Why are we doing this? What do we hope to achieve?

- What will make this effort a success? (ex. increase in mobile traffic, increase

in site visit and duration times, increase in donation values)

• What internal resources will be available and what will their tasks be?

- Communications expertise, technical gurus, social media mavens

- Content audit, new content creation, leveraging channels within social

network site, new media (photos, videos, etc)

• Get organised

- Develop plans, milestones and timelines for your project

- Clear timelines ensure everyone is motivated and working towards the same

goals

DETERMINING WHERE YOU WANT TO BE

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FINDING THE RIGHT BALANCE

Audience Needs

33% 33%

33%

Stakeholder Needs

Best Practices

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DEVELOP USER PERSONAS

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DEFINE THEIR PRIORITIES

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BUILD A SITE MAP

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CREATE YOUR SITE ARCHITECTURE

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THEN START THE VISUAL WEBSITE DESIGN

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THEN START THE VISUAL WEBSITE DESIGN

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NOW T HAT Y OU HAV E A W E BS IT E IN

P L ACE …

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• Send Targeted Emails

- Users are more likely to interact if the information is relevant

• Include Conditional Content

- Make the experience personal to them – Use the information that you know

to show things that are relevant.

Best Practice Tips!

• Prepopulate Forms when possible

- Reduces the likelihood of them not completing a transaction

• Auto-generate web accounts for your supporters

- Ensures a dynamic, personalised experience from Day 1

GETTING SOMEONE TO YOUR SITE

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• Remove barriers to get your users into your website

- Leverage their existing network logins

*Insert Screenshot here*

ONCE THEY ARRIVE

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WHEN THEY ARE THERE

Compares various pieces of content in on a single page

Makes determination based on click through/conversions

= Target page

OR

= Target page

Content Comparison

Which

works

best?

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WHEN THEY ARE THERE

Suggested Content

Suggested Content

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WHEN THEY ARE THERE

Targeted Content

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USABILITY – WHAT IT’S ALL ABOUT

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USABILITY TESTING – USABILITYHUB.COM

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FIVE SECOND TEST

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- What is the aim of this website?

- What type of businesses can use the website?

What this shows:

- Users make decisions about a website almost at first glance

- Tests your brand message

- Tests first impressions

- Feedback about the design

QUESTIONS TO ASK…

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GETTING PEOPLE BACK TO YOUR SITE

• Send Targeted Emails

• Users are more likely to interact if the information is relevant

• Include Conditional Content

• Make the experience personal to them – Use the information that you

know to show things that are relevant

• Use their behaviour and responses to drive future actions on your

website and via email

It all comes full circle…

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ADD WEB/EMAIL RESPONSES

More segmentation = Better results

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USE YOUR CHANNELS

Use Your LinkedIn Community with the new LinkedIn Group Join part

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• The idea is to try, test, evaluate, modify and repeat

• Don’t be afraid to try a new tone, new offer, new something to get

some buzz around a campaign or launch

• The most successful website component that offers the greatest return

on website engagement, usability and conversion?

IN CONCLUSION

Compelling Content

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THANK YOU FOR ATTENDING!

Let your Account Manager know if you have any questions or

would like to schedule a session with one of our BBNC experts!