WEB: Online Strategy & Tips

BRAND; Online & Offline
TRENDS; Politics, Satire & Culture

Web users instincts not all that different than animals in the wild...

"To say that Web users behave like wild beasts in the jungle sounds like a joke, but there's substantial data to support this claim. A fox lives in a forest with two kinds of rabbits: big ones and small ones. Which should it eat? The answer is not always "the big rabbits..."

Steps to Finding Your Website's Voice

"Every website visit is a conversation. Think about it. The web is an interactive medium. When you have a conversation with a human being (as opposed to having a conversation with a cat, which if you've ever owned one, you know how well that goes) you get a sense of that person's personality. The clothes they wear, their tone of voice, how they move, the words they use - all of this gives you insight into who the person is..."

The Power of the About Us Page
"An 'About Us' page is a tremendous opportunity to cement a relationship with many prospective customers. It can put a human face on an otherwise technical, dry, and impersonal page. Properly written, it can provide some serious buying resolve to certain customer segments..."

Why Consumers Open E-mails
"Just how can you get recipients to open your e-mails?" Return Path recently released their Third Annual Email Consumer Survey...

Online Reputation Management Begins Offline
“Cassio from Shakespeare’s Othello put it this way; 'Reputation, reputation, reputation! O! I have lost my reputation. I have lost the immortal part of myself.'" The effect of bad online "word of mouth" packs a lot of weight; "reputation" is only as strong as members or customers say it is...

Search Engine Optimization (SEO):
What is SEO, Really, and Why Should You Care?

"When all the dust settles, the principles remain the same: crawlable site architecture, attractive content that everyone important wants to link to. Here's how it works..."

E-Outreach Step by Step;
Where to Start & How to Create Successful Campaigns

"Strategy is one of the most important, and the most overlooked, elements of a successful e-mail marketing campaign. It's possible to practice e-mail marketing for years without a formal strategy. But there comes a time when you need one to take your efforts to the next level. Here's how..."

WEB User Research & Technology Innovations

A Typology of Information and Communication Technology Users
PEW TRUST 5/6/2007; Memo Report - John Horrigan. "Half of all American adults are only occasional users of modern information gadgetry, while 8% are avid participants in all that digital life has to offer..."

NTEN Research
NTEN "believes technology allows nonprofits to work with greater social impact." Their "goal is to enable members to do their jobs better, and to help their organizations strategically use technology so that they, in turn, will make the world a better, just, and equitable place..."

Study Shows Non-profits Raised 40% More Money Online in 2005; E-Mail List Growth High, But E-Mail Turnover Rates Also High." The study analyzes online fundraising and political activism data across e-mail messaging, e-mail list growth, and other metrics from 2003 to 2005. The findings generated by 15 top national non-profits working on environmental, legal/civil rights, and international aid issues...


WEB Resources

an image

Monitor Trends Online

Non-profit resources:

Internet & American Life Project
PEW Charitable Trust produces loads of good information. Ongoing research, reports, "innovation" watch, how our culture is weaving the web into the daily experience.

Demographics of Internet Users

Additional PEW Trust 'pearls' offer us findings; things like "the percentage of each group who use the internet, according to our December 2006 survey. As an example, 69% of adult women use the internet..."

onPhilanthropy
Articles on subjects like marketing, fundraising, technology & media, current issues, government relations, corporate giving and foundations.

For-profit resources:

ClickZ; the e-marketing super highway. Experts galore offer ongoing high quality, data driven findings, best practices and advisement. At the moment folks are buzzing about "the long tail." Dave Evans over at ClickZ breaks out what this is and how it applies to online evolution.

Bottom Line on the Long Tail: Will the collective bulk of interactive media companies in the long tail outweigh the old media head?
PART ONE
PART TWO