designing your new website with the digital engagement framework

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Designing your new website with help of the Digital Engagement Framework Welcome! We’ll start at 3pm CET. #WebsiteDEF

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One of the most practical applications of the Digital Engagement Framework is when you are planning to develop a new website. The DEF is regularly being used to come up with briefings and RfPs for websites. In this webinar we will show how you can use the framework to prepare and structure the development of your new website. Using case studies and best practices, you will get hands-on ideas for projects that you can implement directly in your organisation.

TRANSCRIPT

Page 1: Designing your new website with the Digital Engagement Framework

Designing your new website with help of the

Digital Engagement Framework

!

Welcome! We’ll start at 3pm CET. #WebsiteDEF

Page 2: Designing your new website with the Digital Engagement Framework

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!

Page 3: Designing your new website with the Digital Engagement Framework

But first, let’s get to know each other.

Page 4: Designing your new website with the Digital Engagement Framework

Digital Engagement Framework

!

#WebsiteDEF

Page 5: Designing your new website with the Digital Engagement Framework

Digital Engagement Framework

© Copyright Jasper Visser & Jim Richardson, available under CC By SA

Page 6: Designing your new website with the Digital Engagement Framework

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.

Page 7: Designing your new website with the Digital Engagement Framework

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?

Page 8: Designing your new website with the Digital Engagement Framework

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?

Page 9: Designing your new website with the Digital Engagement Framework

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?

Page 10: Designing your new website with the Digital Engagement Framework

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.

Page 11: Designing your new website with the Digital Engagement Framework

Developing your new website…

© Copyright Jasper Visser & Jim Richardson, available under CC By SA

website

Page 12: Designing your new website with the Digital Engagement Framework

A website is only part of your (digital) engagement strategy.

!

Therefore, any website planning process is about limiting and focusing your scope.

Page 13: Designing your new website with the Digital Engagement Framework

1. Your website as part of a media mix

!

#WebsiteDEF

Page 14: Designing your new website with the Digital Engagement Framework

Photo: Smilla4

Meet our case study, the local arts centre

Page 15: Designing your new website with the Digital Engagement Framework

Photo: Alan

It’s not a big institution, mostly a local focus

Page 16: Designing your new website with the Digital Engagement Framework

Photo: Robert KimberlyThere are exhibitions

Page 17: Designing your new website with the Digital Engagement Framework

Photo: Bonner Springs Library

As well as social events

Page 18: Designing your new website with the Digital Engagement Framework

Photo: Mike Licht

Even some singing and dancing!

Page 19: Designing your new website with the Digital Engagement Framework

Photo: Tim Schneider

And of course there’s a bar

Page 20: Designing your new website with the Digital Engagement Framework

Photo: Enoksen

But its website might need an update…

Page 21: Designing your new website with the Digital Engagement Framework

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.”

Page 22: Designing your new website with the Digital Engagement Framework

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?

Page 23: Designing your new website with the Digital Engagement Framework

Website as part of the media mix !

mission

Page 24: Designing your new website with the Digital Engagement Framework

Website as part of the media mix !

mission

onsite

events

outside

facebook

website?

Page 25: Designing your new website with the Digital Engagement Framework

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.”

Page 26: Designing your new website with the Digital Engagement Framework

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.”

Page 27: Designing your new website with the Digital Engagement Framework

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.”

Page 28: Designing your new website with the Digital Engagement Framework

Exercise:

What elements of our Arts Centre’s mission statement can be fulfilled on its

website? !

Share your ideas in the chat.

Page 29: Designing your new website with the Digital Engagement Framework

Vision: Why a website?

© Copyright Jasper Visser & Jim Richardson, available under CC By SA

website

Page 30: Designing your new website with the Digital Engagement Framework

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.

Page 31: Designing your new website with the Digital Engagement Framework

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.”

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2. Objectives: what your website does

!

#WebsiteDEF

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Objectives are the tangible outcomes of achieving your vision

© Copyright Jasper Visser & Jim Richardson, available under CC By SA

website

short statement

Page 34: Designing your new website with the Digital Engagement Framework

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, …

Page 35: Designing your new website with the Digital Engagement Framework

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.).

Page 36: Designing your new website with the Digital Engagement Framework

3. Trends !

What is popular in the land of websites? #WebsiteDEF

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Flat design !

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Responsiveness is a must-do !

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Better and bigger images !

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Infographics are more than a gimmick !

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Interactive HTML5 storytelling !

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Focus on content !

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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.

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What else:

Which trends do you see in website design and development?

!

Share your ideas in the chat.

Page 45: Designing your new website with the Digital Engagement Framework

4. Audiences !

Who is coming to your website. And why? #WebsiteDEF

Page 46: Designing your new website with the Digital Engagement Framework

Audiences

© Copyright Jasper Visser & Jim Richardson, available under CC By SA

website

short statement

3-5 clear objectives

5-7 key trends

Page 47: Designing your new website with the Digital Engagement Framework

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?

Page 48: Designing your new website with the Digital Engagement Framework

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.

Page 49: Designing your new website with the Digital Engagement Framework

5. Assets !

What is the content you will share on your website? #WebsiteDEF

Page 50: Designing your new website with the Digital Engagement Framework

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

Page 51: Designing your new website with the Digital Engagement Framework

Assets

Our collection of 17th century

drawings

Clean toilets

Knowledgable staff

The best cafe in town

A well read magazine for

art enthusiasts

Page 52: Designing your new website with the Digital Engagement Framework

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.

Page 53: Designing your new website with the Digital Engagement Framework

In the end, the hardest part of most website development processes is content.

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6. Reach and engage !

What does the website do? #WebsiteDEF

Page 55: Designing your new website with the Digital Engagement Framework

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

Page 56: Designing your new website with the Digital Engagement Framework

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.

Page 57: Designing your new website with the Digital Engagement Framework

reach interest involve activate

time/level of involvement

Digital engagement phases !

Digital engagement is a step-by-step proces.

Page 58: Designing your new website with the Digital Engagement Framework

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.

Page 59: Designing your new website with the Digital Engagement Framework

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.

Page 60: Designing your new website with the Digital Engagement Framework

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

Page 61: Designing your new website with the Digital Engagement Framework

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.

Page 62: Designing your new website with the Digital Engagement Framework

What’s next? !

Summing it all up in a briefing #CrashCourseDEF

Page 63: Designing your new website with the Digital Engagement Framework

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

Page 64: Designing your new website with the Digital Engagement Framework

www.digitalengagementframework.com

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I’ll be around to answer your questions!

Page 66: Designing your new website with the Digital Engagement Framework

Thanks! !

[email protected] | [email protected] @jaspervisser | @SumoJim

!Download the book Digital Engagement in Culture, Heritage and the Arts:

www.digitalengagementframework.com