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Communication strategy (web)

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This document provides guidance on developing an effective web-based communication strategy. It recommends focusing on engaging your target audience by going to where they are and getting them involved through your website. Key aspects to focus on include updating content daily, asking for specific help or donations, showing impact through images, and making the site easy to use on multiple screens. It also warns against overwhelming designs, complicated images, or static pages. The document discusses analyzing your target audience across various demographics and technologies to understand how best to reach them.

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Communication Strategy Web based communication management
The principles Same strategic communication principles WH still matters Communication is active: engage Go to your audience Get them to come to you Keep the ecosystem in mind Multi-screen consumption Engage off-line Build a critical mass
The dos Highlight the issue rather than your organisation Update daily (regular, systematic, incremental) Ask for specific help Show the specific impact (request hand pump, show picture of the working hand pump) Have light images for easy rendering Make it easy for people to use your website Get information Give comments (engage) donate
The donts Overwhelm with design (text, colours) Complicated pictures/graphs (complicated for your intended readers) Website should not be a webpage/static Copyright Flame/spam Trust any web profile Relax on security
WH before... Why are you having a website? Who is your target audience? Where will they access your content? What do you want them to do? Why is your website the preferred destination? (TINA) How are you going to keep them there?
TA What is the penetration of web in the TA? Broadband ( 256 Kbps) 14.5 million (12%) 4Mbps 8% (112) (90% in UK) Average internet speed 885Kbps; UK 4909 Users Computer literates 224m Users 150m (122 active) Urban 84m; Rural 38m Local language 45m Urban 20.9m (25%) Rural 24.3m (64%) Search for government schemes
TA Telephones (including mobiles) Overall coverage (79.58%) Urban (169.03%) Rural (40.66%) Mobiles 934.09 million in June 2012. 597.59 m (urban) 336.51m (rural). 695.82 million (74.49%) active. Teledensity Over 90%. Haryana, Gujarat, Maharashtra, and Karnataka Over 100% Kerala, Punjab, Himachal, and Tamilnadu Delhi has 238.6% Mobile : urban (63.98%) rural (36.02%)
TA Television Number of TV homes in India 148 million (2011). Cable 94m (88m analog; 6m digital) DTH 41m Newspapers 329,204,841 cgnet: 080-41137280 (1=record; 2=listen)
Ecosystem Multimedia/multi screen SMS Email / egroups / footers / subjectlines Facebook / Linked in / Twitter (#hashtag) / 際際滷share (tags) /youtube (chanel) Blogs Rich Site Summary/Really simple syndication (RSS) Post / comment on others blogs Carpet bomb, but not spam (shrills)
KISS MII: minimalist messaging
Distribution models Library (not book depot!) Town hall Debating club Market Mass consumption? Targeted distribution? Lists and teasers Peer groups? Link exchange/tags Engage, encourage
Advantages First mover (still creating theory) 24x7 Global outreach and access Dynamic (links, change/edit/update... At virtually no cost) Data and information out there (need to aggregate into actionable knowledge)

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Communication strategy (web)

  • 1. Communication Strategy Web based communication management
  • 2. The principles Same strategic communication principles WH still matters Communication is active: engage Go to your audience Get them to come to you Keep the ecosystem in mind Multi-screen consumption Engage off-line Build a critical mass
  • 3. The dos Highlight the issue rather than your organisation Update daily (regular, systematic, incremental) Ask for specific help Show the specific impact (request hand pump, show picture of the working hand pump) Have light images for easy rendering Make it easy for people to use your website Get information Give comments (engage) donate
  • 4. The donts Overwhelm with design (text, colours) Complicated pictures/graphs (complicated for your intended readers) Website should not be a webpage/static Copyright Flame/spam Trust any web profile Relax on security
  • 5. WH before... Why are you having a website? Who is your target audience? Where will they access your content? What do you want them to do? Why is your website the preferred destination? (TINA) How are you going to keep them there?
  • 6. TA What is the penetration of web in the TA? Broadband ( 256 Kbps) 14.5 million (12%) 4Mbps 8% (112) (90% in UK) Average internet speed 885Kbps; UK 4909 Users Computer literates 224m Users 150m (122 active) Urban 84m; Rural 38m Local language 45m Urban 20.9m (25%) Rural 24.3m (64%) Search for government schemes
  • 7. TA Telephones (including mobiles) Overall coverage (79.58%) Urban (169.03%) Rural (40.66%) Mobiles 934.09 million in June 2012. 597.59 m (urban) 336.51m (rural). 695.82 million (74.49%) active. Teledensity Over 90%. Haryana, Gujarat, Maharashtra, and Karnataka Over 100% Kerala, Punjab, Himachal, and Tamilnadu Delhi has 238.6% Mobile : urban (63.98%) rural (36.02%)
  • 8. TA Television Number of TV homes in India 148 million (2011). Cable 94m (88m analog; 6m digital) DTH 41m Newspapers 329,204,841 cgnet: 080-41137280 (1=record; 2=listen)
  • 9. Ecosystem Multimedia/multi screen SMS Email / egroups / footers / subjectlines Facebook / Linked in / Twitter (#hashtag) / 際際滷share (tags) /youtube (chanel) Blogs Rich Site Summary/Really simple syndication (RSS) Post / comment on others blogs Carpet bomb, but not spam (shrills)
  • 10. KISS MII: minimalist messaging
  • 11. Distribution models Library (not book depot!) Town hall Debating club Market Mass consumption? Targeted distribution? Lists and teasers Peer groups? Link exchange/tags Engage, encourage
  • 12. Advantages First mover (still creating theory) 24x7 Global outreach and access Dynamic (links, change/edit/update... At virtually no cost) Data and information out there (need to aggregate into actionable knowledge)

Editor's Notes

  • #11: http://theenlivenproject.com/the-truth-about-false-accusation/http://blog.bennettandbennett.com/2013/01/lies-damn-lies-and-infographics.html