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Web Development + Communications @VidalQuevedo
Vidal Quevedo
Web Communications Specialist
University Communications & Marketing
Ph.D. student in Mass Communications
School of Journalism and Mass Communications
University of Wisconsin-Madison
@VidalQuevedo
vidalquevedo.com
Web Development +
Communications

Overview
• Background
• What I do
• Web Development + Communications
• The Process
• #UWRightNow

Background
• B.S. Information Systems (2001) – Universidad
Tecnológica del Centro (UNITEC), Venezuela.
• M.S. Life Sciences Communication (2008) – UW-
Madison
• Ph.D. student at School of Journalism and Mass
Communications (2014) – UW-Madison
Goal: Combine Tech +
Communications

What I Do
• Web Communications Specialist at University
Communications & Marketing

What I Do
• University Communications & Marketing
o Mission:
• “To protect, strengthen, and advance the UW-
Madison brand.”
o Priorities
• Promote UW-Madison
• Build and nurture relationships
• Lead institutional messaging and marketing
• Proactively address controversy

You are
here!

What I Do
• Some sample projects by UComm:
o Wisc.edu
o The Weekly and Inside UW-Madison
o Video and Big Ten Network
o On Wisconsin Mag
o UW-Madison Day and the State Fair
o #UWRightNow
o Promotional work for admissions and recruitment,
print ads, broadcast ads

What I Do
Main responsibilities:
• Lead and assist in the development and implementation
of the UW-Madison’s web communication strategy.
• Lead, consult and develop web applications for schools
and departments across campus.

What I Do
Web developer
Web Communications Specialist, a.k.a.
web manager web programmer
web designer
web guru (haha!)
webmaster (circa 1996)
"the web guy"

Writer Editor
What I Do
Planning Design Development Implementation Support
Project manager
Communication
Strategist
Programmer
Debugger
Front End
Engineer
Usability
expert
Server Manager
Tech
support
User trainer
Designer
Web development requires you to fulfill a series of overlapping
roles during the life of a project, sometimes on your own, and
sometimes with a team.

What I Do
Web development requires you to fulfill a series of overlapping
roles during the life of a project, sometimes on your own, and
sometimes with a team.
Project manager
Communication Strategist
Writer
Editor
Programmer
Debugger
Front End Engineer
Usability expert
Server Manager
Tech support
User trainer
Designer
Create a site to:
• Promote/sell
products or
services
• Deliver news
• Increase
awareness
• Manage
information
workflow
• Etc.

Overview
• Background
• What I do
• Web Development in Communications
• The Process
• #UWRightNow

Web Dev in Communications
Websites (and web applications) are
vehicles we can use to tell an increasingly
more interactive story about ourselves (or
our brand, company, institution, etc).

They are communication tools, first and
foremost.

So, what’s the first thing that should drive a
successful web development project?
A well-defined
communication goal.

Starbucks.com | Starbucks on FB | Starbucks on Twitter

What is a communication goal?
• “Promote our brand.”
• “Need to better reach our target audiences.”
• “Interact with users to learn more about how
they use our site.”
• “Make our site become the go-to place for
news.”

What is NOT a communication goal?
• “Everyone and everything should have a
website. It’s like, the LAW.”
• “Our site is just old, and ugly, and I HATE
purple…”
• “I hear Flash, Social Media and the web 2.0 v-
logging twittersphere are all the rage right now.”

The Process
Information Systems “Life Cycle.”
• Define project goals
• Define target audiences
• Identify core activities
• Define website’s features
(sections, apps, content)
• Estimate duration of project

The Process
• Paper prototyping
• Choose color palettes
• Design version 1, 2, 3, 4… n.
• Review/perfect design.
• Sign off on design.

The Process
• Create structure (HTML)
• Add dynamic processing
(PHP)
• Define appearance (CSS)
• Add behavior (JavaScript)
• Test in several browsers and
platforms

The Process
• Launch the thing
• Monitor traffic and usage
• Squash bugs
• Get feedback
• Pat yourself on the back

The Process
• Squash unforeseen bugs
•Define improvement
opportunities.
• Go back to planning.

Communicators in web dev
• Content is king
• Having a clear communication goal from the planning
stages DOES save time and money
• Communicators can be key identifying audiences and
their information needs
• Content strategy is an emerging field, with content
driving design, and not the other way around

What: #UWRightNow is a multimedia project designed to
capture the breadth, depth and spirit of the University of
Wisconsin-Madison during 24 hours on April 18th, 2012
and April 17th, 2013
Who: the campus community, alumni and friends around
the world.

3. Over time, use your content to develop new
features and expand the site

“Hi -- We're looking at doing a new, huge
enterprise multimedia project on April 18.
Please, no vacations that day.
None show up on the vacation calendar as I write
this. Thanks and more later. This is going to be
fun!!!”
~ The Director

Challenges
• Editorial: what to say
• Creative: how to say it
• Technical: how to deliver it (mobile too!)
• Logistical: how to man it
• Outreach: how to get people involved

Some numbers (2013):
• 1,214 stories, photos, videos or tweets were
posted to the site
• More than 17,000 unique visitors came to the
site (25% increase from last year)
• Visitors from all 51 states and 88 countries

Some numbers (2013)
• Visitors spent an average of five minutes on the
site
• 27 percent of visitors used mobile devices,
such as smartphones, to access the site (50%
increase from last year)
• ~13,500 visits via Social Media (mostly
Facebook and Twitter)

A crowd-sourcing project that got it right!

Thank you!
Vidal Quevedo
Web Communications Specialist
University Communications & Marketing
Ph.D. student in Mass Communications
School of Journalism and Mass Communications
University of Wisconsin-Madison
vidalquevedo.com
@VidalQuevedo

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