1) Who should provide input into the contents of a website?
Webmaster.
Webmaster.
2) Finish the following statement: "A great website is an intersection of . . ."
A great website is an intersection of every other online initiative, including podcasts, blogs, news releases, and other online media. In a cohesive and interesting way, the content-rich website organizes the online personality of your organization to delight, entertain, and—most important—inform each of your buyers.
A great website is an intersection of every other online initiative, including podcasts, blogs, news releases, and other online media. In a cohesive and interesting way, the content-rich website organizes the online personality of your organization to delight, entertain, and—most important—inform each of your buyers.
3) How has the NRDC made itself more approachable through web content and multimedia?
Within the news media that cover environmental issues on Capitol Hill, NRDC is very well known. But the site content, the audio and video, and the site components that are offered to bloggers to spread the message (and cause it to go viral) make the organization much more approachable, especially to online activists and the younger Facebook generation. The NRDC staffers are active participants in the market and on the sites and blogs their constituents read. All these efforts make their content authentic, because it is contextually appropriate for the audiences the group needs to reach.
Within the news media that cover environmental issues on Capitol Hill, NRDC is very well known. But the site content, the audio and video, and the site components that are offered to bloggers to spread the message (and cause it to go viral) make the organization much more approachable, especially to online activists and the younger Facebook generation. The NRDC staffers are active participants in the market and on the sites and blogs their constituents read. All these efforts make their content authentic, because it is contextually appropriate for the audiences the group needs to reach.
4) Why are the majority of websites built with the wrong focus?
Unfortunately, the vast majority of sites are built with the wrong focus. Yes, appearance and navigation are important: Appropriate colors, logos, fonts, and design make a site appealing. The right technologies, such as content-management systems, make sites easier to update. But what really matters is the content, how that content is organized, and how it drives action from buyers.
Unfortunately, the vast majority of sites are built with the wrong focus. Yes, appearance and navigation are important: Appropriate colors, logos, fonts, and design make a site appealing. The right technologies, such as content-management systems, make sites easier to update. But what really matters is the content, how that content is organized, and how it drives action from buyers.
5) How have small companies in small countries achieved success worldwide with their products via their web efforts?
I think there is an important lesson here. We can all learn from the successful companies in these small countries, companies that have learned to create content-rich websites to reach a global audience. And we can all reproduce their success. The marketplace is the outside world, not just your home city, state, or country.
I think there is an important lesson here. We can all learn from the successful companies in these small countries, companies that have learned to create content-rich websites to reach a global audience. And we can all reproduce their success. The marketplace is the outside world, not just your home city, state, or country.
6) How
has Textron achieved coordination of its websites, when it is a large
and diverse company with many different business units?
Garnsey has a set of processes and procedures to make certain that the Textron site meets the needs of buyers and that everything on it works well, and she has a small team that works with her to coordinate with the people who manage division and product company websites. “We have a content management process to make sure everything is fresh, has been reviewed, and is passed by legal,” she says. “But a primary component is that we make sure that the voice of the customer is captured and built into all of our electronic communications. We work on how to draw users into the content and use the site to form a relationship with them. Even if they don't purchase something from us right away, maybe they will become interested in the company stock or in something from one of the brands like Cessna.” To make sure the site follows best practice, Garnsey brings people into a lab for annual usability tests and research. “We also do an audit of all of our dot-com sites every year to make sure that all sites comply with the standards,” she says. “And each year we hold a web summit of all the Textron people working on web initiatives from all over the company. We try to foster a community of people who otherwise would have no reason to speak with each other because the individual businesses don't have a lot in common.”
Garnsey has a set of processes and procedures to make certain that the Textron site meets the needs of buyers and that everything on it works well, and she has a small team that works with her to coordinate with the people who manage division and product company websites. “We have a content management process to make sure everything is fresh, has been reviewed, and is passed by legal,” she says. “But a primary component is that we make sure that the voice of the customer is captured and built into all of our electronic communications. We work on how to draw users into the content and use the site to form a relationship with them. Even if they don't purchase something from us right away, maybe they will become interested in the company stock or in something from one of the brands like Cessna.” To make sure the site follows best practice, Garnsey brings people into a lab for annual usability tests and research. “We also do an audit of all of our dot-com sites every year to make sure that all sites comply with the standards,” she says. “And each year we hold a web summit of all the Textron people working on web initiatives from all over the company. We try to foster a community of people who otherwise would have no reason to speak with each other because the individual businesses don't have a lot in common.”
7) Complete and expand on the following statement: "The best websites . . ."
Thus, the best websites focus primarily on content to pull together their various buyers, markets, media, and products in one comprehensive place where content is not only king but president and pope as well. A great website is an intersection of every other online initiative, including podcasts, blogs, news releases, and other online media. In a cohesive and interesting way, the content-rich website organizes the online personality of your organization to delight, entertain, and—most important—inform each of your buyers.
Thus, the best websites focus primarily on content to pull together their various buyers, markets, media, and products in one comprehensive place where content is not only king but president and pope as well. A great website is an intersection of every other online initiative, including podcasts, blogs, news releases, and other online media. In a cohesive and interesting way, the content-rich website organizes the online personality of your organization to delight, entertain, and—most important—inform each of your buyers.
8) Why is creating a great website more of an art than a science?
Effective sites like Sasha's draw on the passion of the people who build them and reflect the personality of someone dedicated to helping others. As you develop content to further your organizational goals, remember that a successful approach is often more art than science. The content you offer must have distinctive qualities, and your personality needs to show. A well-executed website, like a high-quality television program or film, is a combination of content and delivery.
Effective sites like Sasha's draw on the passion of the people who build them and reflect the personality of someone dedicated to helping others. As you develop content to further your organizational goals, remember that a successful approach is often more art than science. The content you offer must have distinctive qualities, and your personality needs to show. A well-executed website, like a high-quality television program or film, is a combination of content and delivery.
9) What
is unique about the Turkish Basketball League player Sasha Vujacic? How
is his website different from the sites of other professional
basketball players?
Consider Sasha Vujacic:11 the official website of “The Machine,” a professional athlete fan page for the point guard/shooting guard of the New Jersey Nets. Sasha was a member of the Slovenian junior national team and was drafted by the Los Angeles Lakers in the 2004 NBA draft. He played for the Lakers through 2010 and won two NBA championships with the team before moving to the Nets in the 2010–2011 season. The Sasha site is beautifully designed and contains a huge amount of information about the player, including videos, photos, and much more. And get this: There's content in multiple languages (English, Italian, Slovenian, and even Chinese and Japanese) because Sasha has fans from all over the world. His multilanguage content appeals to different buyer personas.
Consider Sasha Vujacic:11 the official website of “The Machine,” a professional athlete fan page for the point guard/shooting guard of the New Jersey Nets. Sasha was a member of the Slovenian junior national team and was drafted by the Los Angeles Lakers in the 2004 NBA draft. He played for the Lakers through 2010 and won two NBA championships with the team before moving to the Nets in the 2010–2011 season. The Sasha site is beautifully designed and contains a huge amount of information about the player, including videos, photos, and much more. And get this: There's content in multiple languages (English, Italian, Slovenian, and even Chinese and Japanese) because Sasha has fans from all over the world. His multilanguage content appeals to different buyer personas.
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