Many of the social organisations we work with are going through huge changes, using their “ten year strategy” to answer the question “what would a digitally-enabled organisation look like?” and “how will we thrive in an increasingly digital world?”. These are perfect questions to help shape the future and current offering and the following related questions helped us in working through our recent projects with the Fairtrade Foundation and The British Trust for Ornithology (BTO).
Mapping the user experience and developing wireframe and related colour schemes for the navigation
1.What’s not working well at the moment? Where are audiences dropping off / not going – why is this?
2.What are your analytics telling you? Do you understand the audience needs and do these change by age / other demographics? Why is that? Do you know how people are using your site?
3.Are you ready for Mobilegeddon? Do start the process of ensuring your site works on different devices from interactive white screen to phones. You probably already know that Google’s search ranking will be affected by how mobile friendly your site it. There is an easy mobile friendly test you can do.
The mobile experience for teachers using Fairtrade resources
4.Is your SEO / social strategy good enough? Read Google’s guide to SEO, again Google will look harshly at copy that is too small and links that go nowhere. Defining your strategy beforehand (starting with the web copy), will help you prioritise what your main services are.
5. Do you have a strong concept / design? People like ideas- a strong concept can really lift your site usage.
6.Do you have the right sign-up points? Getting the balance right is essential; too many and people will click off your site. Having the main touch points clearly labelled will increase conversion to sales, and to your newsletter sign up.
Clear and interesting sign up points help the user
7.Why not ask people what they would like to use the site for in the future? Regular users of your site will often have as good ideas as anyone for how the experience could be made even better, we’ve found tapping this interest and using some of their ideas is crucial.
8.Are you using it as a living / agile website? Agile roll-outs are best. Too often the process is to map the user experience to a wireframe and then build the site over 10-16 weeks, which is fine. But it’s better to keep the site alive and agile, adding new features and functionality, so the site has a beginning but no end. There is no web 2.2.
9.Are you linking your CRM to your website? You increase conversion to your site by as much as 50% from users on your social channels, by a few simple campaigns.
10.Are you making lots of new friends? We’ve found links to your site from other respected organisations work wonders for new site visitors and increased search ranking.
If you need help with your web delivery, these are the first questions we would ask, it’s an easy checklist, which starts with your audience and builds things in an agile but logical way.
Giles Robertson, Founder and Managing Director of Green Banana Marketing Ltd, Marketing Soc. and RSA Fellow, Charity Group chairman, Trustee of Marine Conservation Society, member of 2Degrees board of advisers and the Sustainability Growth Group. Follow him on twitter @gogreenbanana or email at Giles@greenbananamarketing.com
What’s not to like about the London Marathon? It’s welcoming – whether you are one of the 750,000 spectators, watching it on TV or more importantly one of the 38,000 people taking part. It’s pure joy, celebration and carnival– preceded by pain and I guess sometimes despair. What makes the London Marathon brand so special is the following:
We were also all swept up by 2012 London Olympics and the amazing Gamemakers who really made their mark. Now contrast that with the lead up to the general election – the biggest event we were not really invited to be part of – in the weeks leading up to 7th May. We’ve not been involved in a conversation with the general election. The environment, sport and health have been little discussed. The Green party lost out, by playing down discussions about green issues, to demonstrate a broader understanding of other policy areas.
There has been very little discussion about sport, health and well being; tackling obesity and getting people back into sports. I applaud the This Girl Can campaign and what Dove has tried to do by normalising every day body shapes. But all this seems to have been given the two fingers by the most pointless and shallow ad of our time; an ad for a weight loss drink and beach perfect bodies.
Thank goodness for two bloggers Tara Costello and Fiona Longmuir, pictured, who posed next to the ad, rightly saying they are beach ready.
I want an election a bit like the London Marathon, where;
Ever increasing student debts are beginning to affect the entrepreneurial spirit of our next generation. Students leaving university with up to £38,000 of debt (tuition fees are set to rise to a maximum of £9,000) will not foster a spirit of entrepreneurialism. It’s a far cry from the £1,000 overdraft I left with in 1991.
The higher fees worry me for two reasons. The higher fees mean only the more affluent will attend Uni and many less
well off (but equally capable) students will be deterred by the increase in fees. A great swathe of future Bill Gates will be missed (and he has mentioned the importance of his university education). The genuinely talented may just miss the opportunity to develop their skills. We know two of the highest profile entrepreneurs – Lord Sugar and Sir Richard Branson – made it without a degree (but starting your career by selling car aerials out of a van is not for everyone).
Secondly, more sponsorship opportunities will become available to students, which itself may become a barrier to the spirit of entrepreneurialism. Graduates will increasingly be contracted to work for their sponsoring company for a set period of time (and rather like women tied into maternity pay, may not want to break the contract). Life for graduates will become a higher rental agreement. Some firms are even offering to pay for post A level training schemes as an alternative to Uni, which claims to train people to the same level as if they went to Uni (again tying them into a firm and preventing potential entrepreneurs going for it).
Students starting in 1998 didn’t have to pay tuition fees and means tested grants of up to £1,710 were available. Graduates left university without high student debts and were more able to take risks if they so desired and pursue endeavours for entrepreneurial success.
In contrast students applying in 2012 will graduate shouldering a large debt. It’s difficult to raise the funds and support to set up a business, which makes working for someone else a more appealing option.
Unis are not for everyone and it doesn’t guarantee a bright future. But everyone should have a chance. Lord Sugar hypothetically wouldn’t have benefited from being tied into a ten-year higher payment scheme for his first van.
It’s a crying shame that yesterday’s budget did nothing to help build the UK’s global position on sustainability. Let’s think of the missed opportunities, the 18,000 miles of shoreline we have here, our thriving innovation sector (according to NESTA’s Innovation Report the spend is £15.5bn representing 1.1% of UK GDP) and the growing number of people travelling by bus, train and bike. If you combine this with the sizeable group who are out of work (1.45 million) and looking to get back into the work place, in the words of Ann Pettifor, an alternative economist, and brilliant Founder of Jubilee 2000 there is a solution, “we have the highest youth unemployment in history. How foolish to suggest we can’t afford to use the energy, talents and skills of young people to tackle climate change.”
The announcement of an additional 80,000 work experience places for young people and an additional 50,000 apprenticeship places in the words of Ann Pettifor it is ‘foolish’ that we are not harnessing their energy and skills to be part of a new economy less reliant on oil.
Although the Chancellor made much of “start-up Britain”, he did little to encourage green enterprise; the Green Investment Bank, which is a great idea, will not be lending until 2015, which is not good news if you are a fledgling clean technology company getting off the ground. Some of the measures eased the pain on consumers of the high price of fuel and will be popular (and headline grabbing) but the reality is we’ll save about 50 pence for every fill up. It’s head in the sand stuff and will do nothing to wean the UK off our dangerous reliance on oil.
We need a long-term strategy for an efficient, low-carbon transport system. Investing £200 million for the funding of new rail projects is a drop in the ocean. Tax breaks and incentives could have been offered for companies investing in new energy technologies that would attract city funding, turning this new economy into reality. But given that the new Green Investment Bank won’t start lending until 2015, we may have to wait for the next Greenest Government.
McCann Erickson have been appointed by 2012 London Games to be the official game’s marketing agency.
Reports say agencies were less than keen to put their hats in the ring for this monumental task of exciting people and of course selling 9.5 million tickets.
Was their reluctance a response to the size of the task alongside the challenge of trying to please everyone all the time (look at the fuss at the new 2012 logo!) with the poor remuneration deal? London Organising Committee of the Olympic Games (LOCOG) is offering Tier Three Sponsorship in return for pro bono agency services, just as the economic down turn hits ad land.
Mad Men I despair there’s such a potentially inspiring vision to share. Firstly, we have the opportunity to demonstrate to the world that we are the best and can pull off an event like no other. And win some medals. Secondly, it could be the first one planet games with zero carbon emissions, making a real pledge for a healthier planet, inspiring others to follow suit. Thirdly, being a healthier nation also fits in the lead up to, during and after the games. The best way to shift those ever increasing teen pounds is to engage and uplift them all with the very real thought of future gold; the chance to actually watch history in the making – to run on the very same track and swim in the very same lanes. Finally, the whole lasting legacy story is the perfect bitter pill to swallow for the UK tax payer and particularly Londoner’s who are baring the brunt of the costs.
So much about our 2012 London games is truly brilliant; what a shame more haven’t seen the chance.
Pandemics are not new. The 1918 ‘Spanish flu’ pandemic killed between 20 and 100 million people; 1957, and the 1968 pandemic killed approximately 1 million; SARS in Asia in 2003; plus, we also live with AIDS, TB and malaria pandemics.
What has changed is our awareness of them and consequently our responses. It is therefore fascinating how the UK government have communicated the latest outbreak using TV spots, ads, leaflets (the Royal Mail must be delighted) and letters / telephone calls from schools, all of which are very costly. Why not radio and digital encouraging people to download the leaflet? Alleyn’s School shut due to the virus and none of the kids in my local park had heard about it through social networks (just when we needed Flash on You Tube!).
I do like the slogan; ‘Catch it. Bin it. Kill it’, appropriately dramatic. And the prevention of the spread seems clear:
1. Wash your hands.
Stupidly simple response, but compulsive hand-washing prevents the spread. It’s the droplets that spread the disease. These get on our hands and everything we touch. Wash your hands as if you work in a hospital or operating room using hot water, soap.
2. Cover your mouth when you cough or sneeze.
Influenza is spread with droplets that come out of your mouth or nose.
3. Stay home.
If you’re sick, and wash your hands
4. Don’t touch your face.
Keep your hands out of your eyes, nose and mouth — direct routes to the bloodstream that allow a virus to bypass the barrier of the skin.
Scientific evidence shows that face masks don’t protect people from becoming infected.