Web 2.0 Components for Business Websites

Why do you want to be 2.0?

Web 2.0 Business
Websites

www.gems-solutions.com

Outline
• Web 1.0 vs Web 2.0
• Web 2.0 Capabilities
• Web 2.0 Examples
• Web Content Management System


Web 1.0 vs. Web 2.0
Web 1.0 Web 2.0
Read Only Read-Write

250,000 sites 80 million sites

45 million global users 1+ billion global users

1996 2006

Published Collective
Content Intelligence


Very First Website!
• The very first website was a description of the
world wide web! (text and links only)


Web 1.0
• Web 1.0: A billboard ad about your business
– Flat and passive pages
– No interaction
– Basic information
– Not user-friendly
– Difficult and costly to update.


Web 2.0
• Web 2.0: Front door into your business
– Enhanced, interactive online tools
– Engaging and dynamic customer experiences
– Online business processes (save time and $)


Web 2.0 Trends
• Lots of people: Over 1 billion users.
• Web-fluent users: Almost all can search, post,
edit a Wiki, cut/paste Javascript snippets.
• Powerful practices in website design:
Harnessing collective intelligence deep into the
design.
• Power and control is shifting to the users of
the Web: We produce the vast majority of
content.


Web 2.0 can Increase Sales
• Video and audio on-demand product tours
– 35% increase in sales conversion rate1
• Video ads incorporating sound and visuals
– 71% increase in sales and brand awareness (MSN
and DoubleClick)
• Customer product reviews
– Increase retail e-commerce conversion rates, site
traffic and average order values (Bazaarvoice's
"Social Commerce Report 2007" report)
1 Leggatt, Helen. "Study: Product tours increase sales conversion rates." Available online at:
http://www.bizreport.com/2007/11/study_product_tours_increase_sales_conversion_rates.html


Competitive Advantage
• McKinsey study: 70% of companies are using
Web 2.0 technologies to communicate with their
customers because they believe it provides a
competitive advantage and meets customer
demands to help maintain their market position.


Where would you invest?
• $1 investment = $60 return on inbound
marketing (i.e., social media, compelling content,
search engine optimization, etc.) has a return of
$60
• $1 investment = $11 return on outbound
marketing (radio, newspaper, direct mail, etc.)

Next Century Media. (Jan. 2009). 2008 Social Marketing ROI Report and Benchmark Guide.
Powered.com [Online] Available: http://poweredcorp.dc.powered.com/download/p/courseId/24
43/White_Paper_2008_Soc.htm?courseSessionId=2201 [Nov. 4, 2009].


Web 2.0 Capabilities


Web 2.0 Technologies
“e-Commerce”
“Flash”
“Blogging”
“Social Networking”
“RSS”
“Wiki”

Dynamic Polls
• A dynamic poll module allows real-time feedback
and monitoring of your visitor’s tastes and
preferences about your products or services.
• Example: www.compassionatecaremi.com


RSS Feeds (pull)
• Pull content into your website from other reliable
websites.
• Then you don’t have to update anything!!!
• Example: www.cflegal.net/index.php/news


RSS Feeds (push)
• Push content that your customers can subscribe
to and easily view from their browsers.
• Example: www.gems-solutions.com/egems-blog


Social Bookmarking
• Include social bookmarking tools to increase
visibility!
• Empower your website visitors to share a link to
your website through Facebook, Twitter, Digg,
LinkedIn, Blog Marks, MySpace, Reddit,
Technorati, Stylehive, Yardbarker, Mixx, and
more.
• Example: www.gems-solutions.com


Google Map Integration
• Allow people to get specific driving directions
from their location to you. Users don’t leave your
website!
• Example: www.vantageplastics.com/about-
us/map-a-directions


Comment System or
Testimonials
• Enable comments on specific pages. (Can
enable auto posting or require an administrator
to review before it posts live.)
• Example: www.gems-solutions.com/customer-
testimonials


Interactive Rotating Module
• Display testimonials, products or anything you
want to showcase!

• Example: www.remodelwithbob.com


Weather
• Set-up weather forecasts to display on your
website.

• Example: www.remodelwithbob.com


Stock Updates
• For businesses in the financial industry, you can
display the status of the stock markets!


Event Calendar
• Add events to your
website, categorize and
color-coded. Includes
RSS Feed of events and
“latest events” module to
display on homepage.
• Example:
www.oldtownuniversity.co
m


Photo Gallery
• Use a photo gallery to feature your products,
seminars, events, programs, etc.
• Example: www.vantageplastics.com/products/photo-
gallery


Blogging
• Post comments or stories for the audience to
read. It allows for searching, tagging and RSS
Feeds. A great tool to market your brand,
increase credibility, and boost your search
engine ranking!
• Example: www.gems-solutions.com/egems-blog


Document Management
• Easily add, delete or change any documents for
visitors to download, print and share. (Note:
Permissions can be set for “employees” only!!!).
• Example:
www.ingersolltownship.com/web/index.php/permits


Facebook Integration
• Promote and display your Facebook page
information within your website.
• Make it easy to become a fan.
• Example: www.gems-solutions.com/facebook


Twitter Integration
• Promote and display your latest
tweets within your website.
• Show what others are
tweeting about you.
• Make it easy for people
to find your Twitter
account and “follow”.
• Example: www.gems-
solutions.com/twitter

YouTube Integration
• Display your greatest YouTube videos within
your website.
• Promote your videos and channel.
• Example: www.gems-solutions.com/youtube


Message Board
• Provide a message board to make it easy for
members or customers to promote and discuss
you, your products, your industry, etc.
• Example: www.wilmm.org

(Please note that the message board is
accessible to “members” only. Unless you
have a username/password to login, you
can’t view this message board.)


Customer or Member Login
• Provide a login area for customers to have
access to special resources, message boards,
discounts, etc.
• Also, you could alternatively use it for employees
to login to get “employee only” information.
• Example: www.wilmm.org


Online Forms
• Allow people to submit info, surveys or questions
directly from your website.
• Example: www.vantageplastics.com/contact-us


Live Chat
• Enable chatting to allow website visitors to talk
with you right away.
• Or use it to connect your members, employees,
etc. if you have a social network on your
website.


E-News System
• Allow people to subscribe to your email updates
or newsletters.
• Create and send emails and newsletters from
your website!
• Example: www.vantageplastics.com


E-Commerce Shopping System
• Add a shopping cart within your website and
administer from the same backend as the
website!
• Example: www.onbflint.org
(Website in development process.)


Online Donations
• Make it easy for your donors to select the
donation level/amount and submit it online!


Online Class or Seminar
Registration
• Online registration
free/paid events. Includes
categories, email system,
calendar, coupons, location
links, % discounts, and
more…
• Example: www.gems-
solutions.com/attend-a-
seminar


Learning Management System
• Give online classes! Course categories, course
list, online registration, manage payments,
online classes (documents, surveys, tests, etc.)
• Example: coming soon!


ROI with Websites
• Use website analytics to analyze your website
success:
– % increase in traffic to the site
– Geographic analysis of site traffic
– Keywords leading to traffic
– Cost per conversion
– # of downloads
– # of views on an article
– Length of time on site
– Entrance page, exit page


What does Web 2.0 mean?
• Self-service capabilities on your website.
• Online shopping (products, event registration /
tickets, donations, etc.) with features and
options.
• Enhanced user experiences with motion
graphics, news feeds, gadgets and mash-ups.


Business Case for Web 2.0
• Increased business efficiencies in:
– Transactions
– Customer service
– Purchases
– Daily operations
– Product development and descriptions (use customer
input)
– Timely and complete information (reduced errors)
• Enhance customer relationships


Case Study: Caturano & Co.
• Case study by MarketingSherpa.
• Until recently, Caturano & Co. relied on
traditional marketing:
– print advertising
– direct mail
– Very expensive, hard to measure, and becoming less
effective…
• They took 5 steps to raise their profile and start
generating web leads…

41

1. Revamped the website: added an online lead
capture mechanism, educational resources,
online tools, etc.
2. Used search engine optimization to attract
more visitors: keywords, inbound links, etc.
3. Thought-leadership blogs: different blog for
each key service area
4. Participate in social networks: LinkedIn,
created their own groups, private groups, etc.

42

5. Monitored social media conversations and Web
traffic:
– They set up a monitoring service that sent real-time
alerts related to specific phrases or conversations of
interest.
– Website traffic statistics.

43

Case Study: The Results
• Generating 10-15 leads a month.
• Web visitors have increased 68% since
adopting the new strategy.
• SEO efforts have landed the company on the
first page of search results for its 25 targeted
keywords.
• The niche blogging strategy drives roughly
4% to 5% of monthly traffic to their website.

44

Web 2.0 Website Examples

Web 2.0 Interactive Design with
Messaging & Call to Action


Vantage Plastics: www.vantageplastics.com
Web 1.0 Web 2.0


Women in Leadership: www.wilmm.org
Web 1.0 Web 2.0


Christenson Fiederlein: www.cflegal.net
Web 1.0 Web 2.0


Old Newsboys of Flint
Web 1.0 Web 2.0


Alden B. Dow Home & Studio
Web 1.0 Web 2.0

Under construction


Web Content Management
System
Easy Updates, Future Flexibility,
Database Structure


Web Content Management
System
• How can a web content management system
make your website easy to update?
– Access online
– Unique usernames/passwords for each employee
updating the website
– Text editor (like Microsoft Word)
– Automated in-site search and site map
– Email and printer friendly
– Easy navigation and menu structure
– Consistent design


User Registration
• Every person that has access to make changes
to the website will have their own username and
password. It is all web-based, so they can edit
the site from anywhere!


Control Editing and Publishing
• As an added level of security, each person
responsible for website updates can be provided
with a different level of administration.
• Example options:
– Allow some employees to login and edit on the front-
end only.
– Require that all content must be approved prior to
publishing.


Text Editor
• It is simple to create/revise content using tools
very similar to (those offered by) Microsoft Word
(upload files/images, insert tables and change
fonts, etc.).


Automated In-Site Search
• Because of the database structure, all the pages
are part of the database and will be part of the
website search function. And you don’t have to
structure the search with specific terms.


Hits per Page Stats
• Know how much traffic you are getting to any
page on your site!


Email and Print Friendly
• Click to email a page to a friend.
• Print the page within the printable area!
• It is a great extra marketing tool to increase
traffic.


Consistent Quality Structure


Easy Navigation & Menu


Contact Form


Contact Directory
• Use a directory to list locations, business units,
employees, etc. (convenient & user friendly).


News & Press Releases


Search Engine Optimization
• Easily enter keywords and descriptions for both
the site and individual pages.


Web 2.0 Components for Business Websites

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