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
04/09/2013
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
04/09/2013
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!