w00tonomy?

We make your online spend work harder. We deliver higher returns on your online investment through consultancy, strategy, analysis, social networking, online marketing, web redesigns and targeted, quality content to build a lasting relationship with your target audiences
August 2017
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Se7en deadly sins of online – WRATH

WRATH – blaming the customer for not caring

The last sin in our series happens when all that excitement over your site launch is a distant memory and you start to hear the murmurings of another site redesign. The lack of post launch editorial planning has started to destroy that great design that you agonised over. As the content has been lumped onto the site the usability has been lost and customers complain that they can’t find the information they need. The analytics which were a key part of your business case to support the site development budget have become just another spreadsheet of numbers that are reported each month – no follow-up action and no progress. And a recent customer survey that you ran online your customers say that they find your competitor’s site better and easier to use. This is when the defensive rage starts to kick-in. The problem is not yours, it’s the customers. They don’t really understand your business; there are very few people interested in your content and it is very dry and uninspiring so it is not surprising nobody wants to read it. And finally your customers don’t really like to use net anyway. Over the years we at w00tonomy have heard all of these. If any of these are true then you should probably question why you built a site in the first place. The reality is that away from the jargon and Internet speak, carrying out your business online is no different from any other aspect of what you do - it has to be audience focused. People want things that add value to their lives. People like stories and dislike advertising. People like to build trust through relationships over time. People like to learn through interaction. People like to be in control and not be interrupted. What makes online so different is that it condenses all of these experiences onto a single screen. This why we at w00tonomy are driven by the belief that “every business has story to tell each one of its customers” and why it is the most effective and only way to build long-term relationships online.
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Se7en deadly sins of online – GREED

GREED – lots of data no intelligence

You can have too much of a good thing. It has often been commented that online wins over offline because it offers real time feedback of people’s behaviour. This is true, but what is provided is something like this

Page views 10,000; Unique visitors 3000; click through rates 10%; bounce rates 3%; 55% of search engine traffic from Google; Top ten search terms are…

What does that actually tell us? The answer is very little – it gives no real understanding of who is visiting a site and what they are doing. The reason so many businesses accept this quality of reporting (and so many agencies provide it to clients) is simple. With the sophistication of analytics software now available in the market place (Google Analytics, HBX, Omniture, etc) production of data is cheap but intelligence is expensive. For this reason businesses and agencies are often greedy for data and do not invest the time and effort to turn data into intelligence. Without this investment they try to substitute volumes of data for insight – the intelligence must be in there somewhere so no-one can complain they never saw it. Data will not help when you evolve your online strategy. Instead any changes you make will be a gamble that will be based on a hunch or the HIPPO effect (HIghest Paid Person’s Opinion) described by Avinash Kaushik. In order for the cycle of measure and evolve to work effectively your digital marketing strategy should be driven not by the greed for more data but by intelligent analysis making clear recommendations. In. Plain. English.
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Se7en deadly sins of online – GLUTTONY

GLUTTONY – just stuff the content in without thinking

Mr Creosote We’ve all been there. You know this “content stuff” is important and you know you need a lot of it so you grab big chunks of it and throw it all on the plate. But the best websites are like a balanced meal, not a bargain bucket from Alabama Fired Chicken. The secret to content success is realising that text, video and pictures are ingredients that need to be blended together to produce pleasing combinations tailored for different palates. Your editorial processes will ultimately determine how successful your site is by the creation of quality content that markets itself and your organisation. The responsibility for site content often falls on the shoulders of a few individuals in the marketing/web team. They are regularly provided content from different business units in a format and using language that is completely undigestable for an online audience. However, what can happen is that faced by the needs of the business the pressure is on them just to get the content up there. This can so easily become the norm and you end up shoveling content on the site without really thinking about it. The site ends up bloated and unwieldy until it struggles to handle that waifer thin piece of content that will appeal to a vital demographic. Because content can be fed so easily into a site, the false impression it gives is that it doesn’t require the same thought as offline corporate communications. But the content you publish online is part of your marketing mix. This is why you need to have the user experience at the heart of your editorial process . The usability of your content and how people are going to find it through search engines are key to you not losing control of the growth of your site.
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Se7en deadly sins of online – LUST

LUST – project blindness and desire to deliver

birth of venus Businesses and agencies love projects. The project world is a familiar and comfortable place for us all; we know how to scrum, scope, budget,and deliver. And to put icing on the cake we enjoy that great feeling of hitting the finishing line, the launch party. Too often, though, we are seduced into failing to realise that how the site looks is less important than how it works . For our customers there is little short to medium term benefit in what happens prior to the launch date. The value to them comes afterwards. Delivering this value is based on publishing engaging content that is targeted at different audience segments. Even though many businesses understand this principle, they struggle to achieve it because they are geared towards one-off project delivery rather than the continuous improvement model for online publishing via effecive content marketing. This is why when developing your online strategy you need to be marketing-led . By focusing on the importance of the long term relationship with your customers you will not be distracted by the lustful allures of the project life cycle.
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Se7en deadly sins of online – ENVY

ENVY – not understanding how others succeeded

Online, your message is fighting for the attention of the user alone against the rest of the internet. There are no sectors, there are no walls. The internet is one vast open playing field. And your message is up against the BBC, YouTube and blogs about kittens. You’ve seen the success that other sites have had and you want that. But your downfall is that you do not appreciate why those others have succeeded. You want what they have but you haven’t done the work they have. The BBC and Amazon are classic sites we all rightly admire and desire to copy in some shape or form. But the one principle many fail to recognise is their commitment to quality and engaging content – content that tells a story that people want to hear . Every organisation has a story to tell about its brand, its products and services and online their is an audience that is receptitive to that message. Understanding the value proposition of your business and your customer is essential to ensuring your content reaches that audience.
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Se7en deadly sins of online – PRIDE

PRIDE - just expecting your site to work

Bush Mission Accomplished Remember the film The Field of Dreams ? In it, Kevin Costner was told that if he turned a field into a baseball pitch dead players would turn up to play on it. He was told: “Build it and they will come.” In the online world, baby, they don’t. They really really don’t. You have to go and get them with the content you have to market, no matter how much good work you’ve done. The Information architecture may have been well designed; the creatives and navigation structure may have been user tested and the stakeholders may have all signed it off. No doubt, the content management system is industry standard and you bet it’s flexible enough to cater for future developments. It goes without saying the site is 3A, XHTML and W3C compliant to boot. Your analytics package will be in place ready to measure the large number of customers who will come to admire your work. You are all so very very proud as your new site launches. Look upon our works, ye mighty, and despair. You have built it and they will come. But they don’t and after a short peak of modest initial interest the traffic begins to die off. It dies because you haven’t attracted anyone to your site with interesting stuff . The reality is you live and die by your content . No matter what your business, when you are online you are in the content publishing business. The content your beieve in and want to market is the only long term determinant of the success of your site.
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Se7en deadly sins of online – SLOTH

SLOTH – failure to plan beyond launch

slothful homerThis is the sin of indifference to your content and failure to make the most of what you have. It always happens after the dust of the project delivery has settled. The hustle and bustle of the project review meetings are a distant memory of post-it notes and cheap cofee. A good job has been done by one and all. But nobody has planned for what to do beyond the launch date. Thinking and acting like a publisher is essential for seeing beyond the go-live date. Content marketing means a delivered site is just a tool to get started on the job of attracting an audience.
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