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Web As The Hub Independent College Advancement Associates - Summer Conference Eric Hodgson July 26, 2007

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Find This Presentation <ul><li>http://www.estradacms.com/hodgson </li></ul>

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Critical Web Principles <ul><li>Web sites are built for visitors — plain and simple </li></ul>

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<ul><li>A Web site must serve a purpose. </li></ul>Critical Web Principles

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“ The Web is a selfish place. People don't have time. They scan pages looking for something specific. Most people have absolutely no interest in links such as &quot;What We Do&quot; and &quot;Who We Are&quot;. They only care about what you can do for them. ” Gerry McGovern

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Key Takeaway from Today: Communicate with your audiences when, how, and where they want to be communicated with

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It’s Been Building…

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Technology Brings Geography to Zero

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Digital Future Report – Key Findings <ul><li>Average number of hours online has risen over the past year by one hour to 8.9 hours </li></ul><ul><ul><li>1/3 of Internet users watch less TV than before being connected </li></ul></ul><ul><li>63% of internet users are on high-bandwidth connections </li></ul><ul><ul><li>In general, high-speed users are on the Internet longer </li></ul></ul><ul><li>Two thirds of users 17 and older consider the Internet to be a very important or extremely important source of information </li></ul><ul><ul><li>First upswing in reliability in past three years </li></ul></ul>Source: The Digital Future Report USC Annenberg School Center for the Digital Future November 2006

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Web Usage <ul><li>63% of adults and 81% of teens (12-17) are Web users </li></ul><ul><ul><li>44% of adult internet users bank online </li></ul></ul><ul><ul><li>27% of internet users read blogs </li></ul></ul><ul><ul><li>27% of internet users download music or video files </li></ul></ul><ul><ul><li>8% of adult internet users are involved in sports fantasy leagues online </li></ul></ul>Source : Pew Internet & American Life Project

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Alumni Communications 17% of the alumni clubs have a blog, listserv or other Internet communication vehicle to promote interaction and communications among alumni Source : College Alumni Relations Benchmarks - Primary Research Group

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Understand Your Audience <ul><li>Who are they? </li></ul><ul><li>What attracts their attention? </li></ul><ul><li>Where do they think about you? </li></ul><ul><li>When do they think about you? </li></ul>

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Open Communication <ul><li>What they want to know about YOUR institution (and what they will need to know) </li></ul><ul><li>In the way they will understand </li></ul><ul><li>On their timetable </li></ul><ul><li>In the order they want to receive it </li></ul><ul><li>In a medium they are comfortable with </li></ul>

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Their Needs, Your Actions <ul><li>Their goal is to find information </li></ul><ul><li>Your goal is to move the relationship forward </li></ul>

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Elements of a Push-to-Web Strategy Mission Planning BRAND } WWW Pubs Ads Media Direct

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Elements of a Push-to-Web Strategy <ul><li>Attention </li></ul><ul><li>Importance </li></ul><ul><li>Relevance </li></ul><ul><li>Distinction </li></ul><ul><li>Action </li></ul>

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Content Opportunities for Push-to-Web <ul><li>On-campus events </li></ul><ul><li>Upcoming deadlines </li></ul><ul><li>Blogs and journals </li></ul><ul><li>Alumni Profiles </li></ul>

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Remember… <ul><li>Make sure to hit all media </li></ul><ul><li>Identify relationships between media </li></ul><ul><li>Push action-oriented steps for each contact point </li></ul>

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Find This Presentation <ul><li>http://www.estradacms.com/hodgson </li></ul>

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Thank You! <ul><li>Eric Hodgson </li></ul><ul><li>Web Consultant </li></ul><ul><li>Estrada </li></ul><ul><li>319.396.5013 </li></ul><ul><li>[email_address] </li></ul>

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Let’s take some questions ?