Designing your new website with help of the
Digital Engagement Framework
!
Welcome! We’ll start at 3pm CET. #WebsiteDEF
Designing your new website with help of the Digital Engagement Framework !
In the next 90 minutes we will: !
‣ Discover the role of a website in achieving our mission ‣ Learn about using the DEF to structure your
requirements ‣ See how trends impact website development ‣ Learn how to develop better briefings ‣ Hopefully have some fun !
Enjoy!
But first, let’s get to know each other.
Digital Engagement Framework
!
#WebsiteDEF
Digital Engagement Framework
© Copyright Jasper Visser & Jim Richardson, available under CC By SA
Digital Engagement Framework !
The Digital Engagement Framework helps you to design the strategies, processes and technologies to systematically engage all stakeholders with your institution in order to maximise the value you co-create. !It helps you to structure your thinking about digital engagement in your institution by asking simple questions. !The framework is based on years of experience designing digital strategies, campaigns and activities for institutions.
For example, trends:
© Copyright Jasper Visser & Jim Richardson, available under CC By SA
What are important developments in your industry, locality, organisation and market segments? !How will society be different in 5 years time?
For example, assets:
© Copyright Jasper Visser & Jim Richardson, available under CC By SA
What makes you stand out? !Why do people choose you? !How are you different from your competitors?
For example, reach:
© Copyright Jasper Visser & Jim Richardson, available under CC By SA
Where can you find your new audience (online)? !What communities are they part of? !How do you relate to these communities?
Digital Engagement Framework !
Answering the question in the DEF is a collaborative effort. You’ll have to do this together with your stakeholders as much as you can. !
Also, you will need some creativity to translate the findings into a strategy that makes sense. !As any framework, the DEF is a simplification of reality.
Developing your new website…
© Copyright Jasper Visser & Jim Richardson, available under CC By SA
website
A website is only part of your (digital) engagement strategy.
!
Therefore, any website planning process is about limiting and focusing your scope.
1. Your website as part of a media mix
!
#WebsiteDEF
Photo: Smilla4
Meet our case study, the local arts centre
Photo: Alan
It’s not a big institution, mostly a local focus
Photo: Robert KimberlyThere are exhibitions
Photo: Bonner Springs Library
As well as social events
Photo: Mike Licht
Even some singing and dancing!
Photo: Tim Schneider
And of course there’s a bar
Photo: Enoksen
But its website might need an update…
Arts Centre Mission Statement !
“The Arts Centre provides opportunities for all people in our neighbourhood to experience high quality arts in the area of visual and performing arts, music and other, as audience and participants. We’re the creative hub of our community and show the world our imagination.”
Our arts centre !
‣ Mostly local focus ‣ Exhibitions, events, shows, entertainment ‣ Bar, coffee and social events ‣ Situated in the heart of a mixed neighbourhood ‣ Outdated website ‣ Popular on Facebook !
What should the website of our local art centre look like? What is its role in the wider context?
Website as part of the media mix !
mission
Website as part of the media mix !
mission
onsite
events
outside
website?
Example: Sydney Opera House
mission
“The Sydney Opera House embodies beauty, inspiration and the liberating power of art
and ideas. it is a masterpiece that belongs to all Australians. (...) Everything we do will
engage and inspire people through its excellence, ambition and breadth.”
Example: Sydney Opera House
mission
“The Sydney Opera House embodies beauty, inspiration and the liberating power of art
and ideas. it is a masterpiece that belongs to all Australians. (...) Everything we do will
engage and inspire people through its excellence, ambition and breadth.”
Exercise: for our Arts Centre
mission“The Arts Centre provides opportunities for all
people in our neighbourhood to experience high quality arts in the area of visual and
performing arts, music and other, as audience and participants. We’re the creative hub of
our community and show the world our imagination.”
Exercise:
What elements of our Arts Centre’s mission statement can be fulfilled on its
website? !
Share your ideas in the chat.
Vision: Why a website?
© Copyright Jasper Visser & Jim Richardson, available under CC By SA
website
Vision for your website !
The vision for your website is a short statement about what your website should be. !
The vision is the shortest possible summary of your briefing. This is your website. !E.g.: Our website informs and enables local people to visit our performances. On our website we share the best news about X from all over the world. Our website focuses primarily on people who cannot visit us physically.
Question:
What about your organisation? What role does your website play in
achieving your mission? !
Share your ideas in the chat. !
E.g. “We’re a theatre. Our website informs people of our performances.”
2. Objectives: what your website does
!
#WebsiteDEF
Objectives are the tangible outcomes of achieving your vision
© Copyright Jasper Visser & Jim Richardson, available under CC By SA
website
short statement
Quick question:
For our Arts Centre: What are the objectives of their new website?
!
Share your ideas in the chat. !
E.g. Sell tickets, inform visitors, share basic information, …
Objectives of your website !
The objectives of your website are the tangible things the website should do. !
Ideally, the website has 3-5 clearly defined objectives. Define them SMART (specific, measurable, attainable, relevant, time-bound). !As a rule of the thumb, estimate to spend 10-20k as development budget for every objective. 3 reasonable objectives means a 30-60k website (excluding design, content, etc.).
3. Trends !
What is popular in the land of websites? #WebsiteDEF
Flat design !
Responsiveness is a must-do !
Better and bigger images !
Infographics are more than a gimmick !
Interactive HTML5 storytelling !
Focus on content !
Trends !
Trends influence decisions in website development and design. !
By signalling the trends that you think are important for your organisation, you can help your developers focus.
What else:
Which trends do you see in website design and development?
!
Share your ideas in the chat.
4. Audiences !
Who is coming to your website. And why? #WebsiteDEF
Audiences
© Copyright Jasper Visser & Jim Richardson, available under CC By SA
website
short statement
3-5 clear objectives
5-7 key trends
Website audiences !
Not all of your audiences visit your website. Not all of your website visitors come to your physical site. !
Ask yourself: !
‣ Who visits your website? ‣ How often do they visit? ‣ When do they visit?
!
‣ Who should visit your website but doesn’t?
Quick question:
Who are the people visiting your website? Why do you think they come?
!
Share your ideas in the chat. !
E.g. Journalists to find out if we have anything new going on.
5. Assets !
What is the content you will share on your website? #WebsiteDEF
Assets
© Copyright Jasper Visser & Jim Richardson, available under CC By SA
website
3-5 clear objectives
short statement
5-7 key trends
key visitors of the
website
Assets
Our collection of 17th century
drawings
Clean toilets
Knowledgable staff
The best cafe in town
A well read magazine for
art enthusiasts
Assets !
Assets are the valuable or special things, people or qualities you own or do. They are what makes you special. Assets can be tangible and intangible. !
Content is the translation of your assets into things you can use on digital media. !
You will need content for your website.
In the end, the hardest part of most website development processes is content.
6. Reach and engage !
What does the website do? #WebsiteDEF
What the website does: reach and engage
© Copyright Jasper Visser & Jim Richardson, available under CC By SA
website
3-5 clear objectives
short statement
5-7 key trends
key visitors of the
website
all relevant content you will
offer online
Reach and engage !
The Digital Engagement Framework distinguishes between two main digital activities: !
‣ Reaching audiences (promotion) ‣ Engaging audiences (participation) !
A website can do both, although they usually are better at the later phases in the engagement process.
reach interest involve activate
time/level of involvement
Digital engagement phases !
Digital engagement is a step-by-step proces.
you to your audience (what you are really good at)
your audience to you (what they can contribute)
time/level of involvement
Digital engagement phases !
You start by reaching out and providing great content. Only then your audience might engage.
Find your audience. Determine their
channels. Actively approach
them.
time/level of involvement
Each step is equally important !
Conversion from one step to the next always requires conscious action from your side.
Provide great content.
Be reliable.Keep delivering.
Invite to participate. Inspire action.
Facilitate connections.
Acknowledge contributions. Empower your
audience. Follow up.
Find your audience. Determine their
channels. Actively approach
them.
time/level of involvement
Websites are best at the later phases
Provide great content.
Be reliable.Keep delivering.
Invite to participate. Inspire action.
Facilitate connections.
Acknowledge contributions. Empower your
audience. Follow up.
website
Exercise:
So, based on what we’ve seen and done so far, what should the website of our Arts Centre ‘do’?
(Remember the objectives.) !
Share your ideas in the chat.
What’s next? !
Summing it all up in a briefing #CrashCourseDEF
The (almost) full picture
© Copyright Jasper Visser & Jim Richardson, available under CC By SA
website
3-5 clear objectives
short statement
5-7 key trends
key visitors of the
website
all relevant content you will
offer online
online marketing in website
participatory elements
www.digitalengagementframework.com
I’ll be around to answer your questions!
Thanks! !
[email protected] | [email protected] @jaspervisser | @SumoJim
!Download the book Digital Engagement in Culture, Heritage and the Arts:
www.digitalengagementframework.com