Musawah's Strategic Direction: Setting the Foundations for a Dynamic Movement
4 Strategic Foundations of Effective Websites
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Transcript of 4 Strategic Foundations of Effective Websites
The 4 Strategic Foundations Of Effective WebsitesTM An Integrated Approach for Multi-Disciplinary Collaboration
Presented To Nonprofit Technology Conference 2016 San Jose, CA · March 23, 2016
#16NTC4foundations
Designing a New Way Forward
The 4 Strategic Foundations Of Effective WebsitesTM An Integrated Approach for Multi-Disciplinary Collaboration
Presented To Nonprofit Technology Conference 2016 San Jose, CA · March 23, 2016
#16NTC4foundations
Designing a New Way Forward
The 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.coThe 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.co
So Who Are These Guys… And What’s Their Angle?
Matt Ian
The 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.coThe 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.co
Strategic Planning
Building Partnerships
Cultivating Community
Sharing Knowledge
Elevating Issues
Raising Awareness
Operating Programs
Mobilizing Audiences
Fundraising
Grantmaking
Publish Reports
Reporting
Influencing Policy
Holding Events
Making Change Possible is No Small Task!
The 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.co
WWW
Brand Ambassador
24/7/365
Community
Events
Intranet
Fundraising
eMarketing
Social
CRM
Publishing Platform
Reporting
Tools & Resources
The 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.co
The Usual Suspects
Confusing Navigation
Unclear Message
Crappy CMS
Cluttered Design Clunky
Integration
The 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.co
Can You Imagine if People Had as Many Complaints About Other Critical Parts
of an Organization’s Operations?
The 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.co
So, Why Do So Many Websites Fail to Accomplish Their Most Basic
Goals & Objectives?
The 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.co
So, Why Do So Many Websites Fail to Accomplish Their Most Basic
Goals & Objectives?
ProcessBudgetPriority
The 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.co
Strategy Execution
So, What Are the Big Disconnects That Are Keeping Us From Realizing
Our Full Potential?
The 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.co
Multi-Disciplinary Teams Need An Integrated Approach That Keeps Us
Pulling in the Same Direction!
The 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.co
The 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.coThe 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.co
Brand Strategy
Content Strategy
Technology Strategy
Design Strategy
Every Website is Made With 4 Essential Ingredients
They Are Its Strategic Foundations
The 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.coThe 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.co
The 2 Primary Goals for Effective Practice
Increase Cross-Disciplinary Collaboration, Shared Learning & Awareness
Translate Organizational Strategy Into Effective
Brand Experiences Online
1 2
Bridging Silos & Filling Knowledge Gaps
Focus Multi-Month Engagements with a
Brand-Driven Approach to Goal Setting
Understand Priorities of Each Discipline While
Emphasizing Their Relationships & Influence
The 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.co
Breaking Down The 4 Foundations
Core Principle
of Disciplines
Primary Contributions of Disciplines
Key Questions in Process
Examples of Impacts & Influences
The 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.coThe 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.co
The 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.coThe 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.co
1ST FOUNDATION
Brand Strategy
An internal & external understanding of an organization that informs every experience it creates for audiences
The 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.coThe 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.co
What Does it Contribute to the Process?• Clarify an organization’s core
purpose and how it’s fulfilled
• Understand mission’s importance to audiences and to the world
• Develop visual, verbal, and experiential framework for expressing it
1ST FOUNDATION
Brand Strategy
The 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.coThe 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.co
What Questions Does it Help Answer?• What’s our mission & vision?
• How does change happen?
• What roles do we play?
• Who’s in our brand community?
• What values bind & guide us?
• What differentiates us?
• What’s the journey like?
1ST FOUNDATION
Brand Strategy
The 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.coThe 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.co
What Are Some Examples of Influences & Impacts?
1ST FOUNDATION
Brand Strategy
The 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.co
2ND FOUNDATION
Content Strategy
The ways and means of creating meaningful, cohesive, engaging, and sustainable content
The 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.co
2ND FOUNDATION
Content Strategy
What Does it Contribute to the Process?• Identifies content goals & gaps
• Make sure content is accessible & useful
• Creates consistent tone & structure
• Delivers right content to right audience at right time, in right format
The 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.co
2ND FOUNDATION
Content Strategy
What Questions Does it Help Answer?• What content do we have?
• What about it needs to change?
• What content needs to be created?
• How will content be created & maintained?
• Who will use our content, how, and why?
The 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.co
2ND FOUNDATION
Content Strategy
What Are Some Examples of Influences & Impacts?
The 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.co
3RD FOUNDATION
Technology Strategy
An understanding of the technical landscape and capabilities of an organization that defines the digital solution.
The 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.co
3RD FOUNDATION
Technology Strategy
What Does it Contribute to the Process?• Defines platforms, frameworks & tools
• Identifies key integrations & administrative and operational needs
• Provides cross-checks that inform content and design execution
The 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.co
3RD FOUNDATION
Technology Strategy
What Questions Does it Help Answer?• What CMS, systems & platforms will be used?
• What’s the development effort & timeline?
• What are implementation challenges & risks?
• What’s the content migration effort?
• How do we accommodate operational needs?
• What can we do to future-proof?
The 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.co
3RD FOUNDATION
Technology Strategy
What Are Some Examples of Influences & Impacts?
The 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.coThe 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.co
4TH FOUNDATION
Design Strategy
Deciding what to create, what to do, and why to do it, both now and for the future.
The 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.coThe 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.co
4TH FOUNDATION
Design Strategy
What Does it Contribute to the Process?• Deepens understanding of context,
relationships, patterns, and pathways
• Balances absolutely everything!
• Synthesizes and unites brand, content & technology strategies
• Makes brand experiences tangible
The 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.coThe 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.co
4TH FOUNDATION
Design Strategy
What Questions Does it Help Answer?• Which audiences are we designing
for and what are their mindsets?
• How can we meet their needs & advance our organizational strategy?
• What’s the visual language consist of?
• What results are we looking for—both online and in the world?
The 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.coThe 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.co
4TH FOUNDATION
Design Strategy
What Are Some Examples of Influences & Impacts?
The 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.co
Tying it All Together
• Start with brand strategy
• Involve everyone early!
• Refer back to a Strategic Brief
• Start cross-disciplinary stand-ups, lunch & learns; share resources
• Check-in before committing to a decision
• Discuss trade-offs & ramifications, offer alternatives
The 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.coThe 4 Strategic Foundations of Effective Websites / 2016 NTC, San Jose / constructive.co
Thanks a Lot!
Get in Touch!
Matt Schwartz [email protected]
Ian Mariano [email protected]
Web: constructive.co Twitter: @constr_ctive
More from NTEN!
Review Our Session! http://po.st/NCPbwd
Materials & Collaboration Notes http://po.st/4foundations-16NTC
Use the Hashtag! #16NTC4foundations