Flash Web Design

Metropolis is a "news, analysis and commentary" site from veteran Philadelphia reporter Tom Ferrick (Wikipedia). An alum of The Philadelphia Inquirer, Tom's spent the last half-dozen years talking to everyone who will listen about the future of print and Philly news. He's done talking and is showing what can be done on a budget budget. From "This is Metropolis," the lead article:

Local newspapers, TV and radio stations are retreating from in-depth coverage of regional news either due to economic or audience considerations.

The retreat has been gradual, but no one expects it to stop. The company that owns the region's largest newspapers - the Inquirer and Daily News - is in bankruptcy. The size of the editorial staffs at the papers continues to shrink. The prognosis for metro dailies here and elsewhere is not good. The journalism practiced by these papers is still robust, but the economic model that has sustained it is eroding. If these traditional sources of news falter or fail what will take their place?

The site was built in Movable Type. The most prominent feature is the slideshow display of featured articles. Tom has seen a similar effect on another journalism site and a search found the "Sliding Horizontal Banner Rotator" at Active Den, a great site to purchase pre-built Flash files. Movable Type entries are outfitted with custom fields to enter images and links. Movable Type then creates a custom XML file for the "Main Stories" feed, which is then picked up and displayed by the Flash banner. In addition, the site uses Google Adsense to provide income.

Visit: Philadelphia Metropolis

A potential client recently came to me with an existing site. It certainly was slick: the homepage featured a Flash animation of telegenic young professionals culled from a stock photo service, psuedo-jazz techno music, and words sweeping in from all sides selling you the company's service. Unfortunately the page had no useful content, no call-to-action and no Google PageRank. It was an expensive design, but I didn't need to look at the tracking stats to know no one came this page.

So you're ready to ditch a non-performing site for one more dynamic, something that will attract customers and interact with them. Here's five tips for building a self-marketing website!

One: Useful Content for your Target Audience Give visitors a reason to come to the site. Text-rich, changing content is essential. In practicality, this means installing a blog and writing posts every few weeks. You'll see measures like "keyword relevancy" increase instantly as excerpted text shows up on the homepage. Add videos and photos if your company or team has that expertise, but remember: when it comes to search, text is king.

Two: Give away something valuable or useful Many smart marketing sites feature some free giveaway right on the homepage: a useful quiz, professional analysis, a PDF how-to guidebook. A builder I worked with went to the trouble of posting dozens of floor plans & pictures to their website and compiling them into a PDF book, which they gave away for free. The catch in all this? You have to give your contact information to get it. Once the free material has been compiled, the site runs itself as a sales lead generator!

Three: Ask yourself the Three User Questions! It's amazing how focused the mind gets when you actually sit down to define goals. Just about every website can benefit from this three-step exercise:

1. Who is the target audience?
2. What would draw them to the site? 
3. What do we want to get from them?

Get a group together to through your website page by page these questions. Brainstorm a list of changes you could make. You'll want to end up with Defined Goals: what quantifiable actions do you want visitors to take? It might well just be the successful completion of a contact form.

Four: Test Test and Test Again Many small businesses now get a lot of their customers from their websites. Your website is an essential piece of your marketing and publicity and you need to be smart about it. Compile together your favorite site-improvement ideas and make up  alternate designs incorporating the changes. Then use a tool such as Google Website Optimizer to put the alternatives through their paces. Which one "converts" better, i.e., which design gets you higher percentages in the Defined Goals you've set? Once you've finished a test, move on to the next brainstorming idea and implement it. Always be testing!

An extensive series of tests of one site I worked on doubled it's conversion rate: imagine your company doubling its internet sales? It is completely worth spending the time and effort to go through this process.

Five: Don't Be Afraid to Get Professional Help If you need to hire a professional to help you through this process you'll almost certainly get your money's worth! A recent projects cost the customer $6000 but I was able to document savings of $100,000 per year in his publicity costs! See my piece What to Look For in SEO Consultants for my insider-advice to how to pick a honest and competent professional web publicity consultant.

Many Friends will know me from my active involvement in the Quaker world. I've been dubbed the "Quaker Blogfather" for my Quaker Ranter (site) blog and my work in pulling together QuakerQuaker (site), an online magazine and blogging community with over five hundred members and 10,000 visitors a month. I am also a frequent Quaker workshop leader and published writer.

I started building websites in 1995 with an award-winning Nonviolence.org hub site and was a social media pioneer when I redesigned its homepage to a blog format three years later. Before going independent as MartinKelley.com in 2006, I served on the staff of Friends General Conference (site) for eight years, where I worked in the FGC Quaker bookstore and built the Quakerfinder, FGC Gathering and youth ministry sites. I also worked for Friends Journal (site) for two years, putting select articles from their Quaker magazine online every month. Since then I've been privileged to work with Quaker organizations such as Friends World Committee for Consultation (site), Friends Council on Education (site) and Haverford Friends Meeting (site). I've done some exciting media work with the Philadelphia Penn Charter School (site) and built personal sites for well known Friends. I bring our testimony of integrity to every business transaction and when I address topics such as search engine optimization or pricing philosophy, I try to do so from a Friends perspective.

Web Design Specialties:

I'd like to talk today about social media and nonprofits. I've had a couple of interesting projects lately helping nonprofits put together Facebook Pages, LinkedIn Groups and Twitter sites. I think this is an exciting way to reach out to audience members.

Today: Email Lists

Over the last few years we've focused on email lists. We all have big email lists--tens of thousands of users, segmented all sorts of different ways. We send out dozens of emails a week and they end up seeming not spam.

Facebook Pages

A new era is coming with social media. A big change is Facebook Pages. These are geared toward advertisers although you don't need to have a Facebook advertising campaign to use them. In March 2009, Facebook redesigned Pages to act much more like typical user profiles: there's a wall, there's an activity stream, and you can associate different applications with them.

Two things about Pages are exciting. One is the activity stream. People who sign up as "fans" of your Page see what you're putting out in their individual stream. They'll log into Facebook and see that messages like "Jen just got engaged!" or "Joe is having a bad hair day" and that your organization is having some great event coming up this weekend. You're seen in the association of happy news from their friends. It's different from a spammish email because it's coming in with the context of their friends, which is very powerful for publicity.

The other nice thing about Facebook Pages is that they're public. A lot of portions of Facebook aren't but making Pages public means you can point to them from your website or other social media campaigns.

I think Facebook fan groups are going to be the new email list. They are the way we'll be able to reach out to people. I'm very excited about this because there's all sorts of easy multimedia possibilities. You can integrate with Youtube, with Twitter, with podcasts, etc., embedded for fans of your Facebook page to see as it's happening. This is much more exciting than some of the emails that we send out. They are also more interactive because fans can post things on your fan walls so you can have conversations on your sites.

Intimate, immediate, engaging

What the smart nonprofits are going to be doing is a lot of posting in a style that's authentic and intimate and less worried about being slick than we've typically been.

What I would love to see nonprofits doing is to get serious about video. I'm not talking about fancy video, hauling in videographers for six months shooting a three minute slick commercial. Get an inexpensitve video recorder and start doing five minute interviews with the people your organization serves. This will differ depending on your organization's focus. One advantage to simple videos is that you can convince even the busiest of your interviewees to take out a few minutes. You make these videos and post them to Youtube, Vimeo or directly to Facebook video. It doesn't matter where they hosted but you'll have to make sure they're embedded on your Facebook fan page.

Building our Facebook Fan Page

How to direct? You can direct in the emails you're sending out or through other sources. Twitter is a great way of directing people to what's happening: you send out a 140-character "tweet" with an interesting tease about the video you've produced and a link to the Facebook fan page.

The whole goal is to get Facebook fans. Once you're in as a fan, you show up in their activity streams. All the fans get to see the events you're organizing, the videos. If you have extra tickets to an upcoming event, post about it because people will see it immediately. It's a wonderful way to reach people quickly in a way that's not as intrusive as email (I suspect a lot of younger users are actually checking their Facebook homepage more often than their emails!).

The New Nonprofit Outreach

I'd love to see a lot more of these intimate, almost home-made videos going up on Facebook fan pages and using fan pages as a way of connecting with people. We can think of these as the new email list.

I would strongly encourage nonprofits to use all of these these media to reinforce their message and to find new ways to reach their audiences in a much more engaging, intimate way.

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Martin Kelley is a web developer and social media consultant specializing in nonprofits. This post is a loose transcription of his video, Nonprofits and Social Media. This essay is also available on the MartinKelley.com Facebook fan page.

This comes from a presentation I made a few weeks ago where I addressed public relations staff for Quaker Schools. The main points about media openness and the need for public relations to embrace Web 2.0 are applicable to many scenarios, not just schools.

A video post about using free Google tools to understand your website and customers. Focuses on Google Webmaster Tools, Google Analytics and Google Website Optimizer.

Web Designer, Content Editor, SEO Specialist

See also: Print Resume, LinkedIn profile.

SKILLS

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Consulting: Fifteen years of experience in nonprofit world. Much of this work consists of educating staff and leadership on effective use of online communication technologies. Current focus is on analytics, integrating social media, and helping nonprofits adopt content management systems.

Web Development: Proficiency in HTML, XHTML, PHP, CSS, PERL (CGI), MYSQL, Adobe Dreamweaver, Six Apart's Movable Type, Drupal, WordPress, t and related content management systems, along with Search Engine Optimization techniques and analytic tracking methods. Experience with various shopping cart backends for E-Commerce applications. Comfortable with Quark Xpress, Adobe Pagemaker, Adobe Photoshop, Joomla, and Javascript. Close follower of Web 2.0 developments.

Editing: Experience as Acquiring Editor for nonprofit publishing house; proficient at negotiations, copy editing, marketing.

I was referred to a website the other day that barely exists, at least in the way that I see sites. It's homepage was built entirely in Flash, was completely invisible to search engines and barely functioned in Firefox. Domaintools.com gave it an SEO score of zero (out of a scale of one hundred). It's Google PageRank was three out of ten, making it less visible that my kid pages. But this was a website for a high-flying web development house, a company that works with some of Philadelphia's most prominent and well-endowed cultural institutions. Their client work isn't quite as invisible, but their website for Philadelphia's relative-new $265 million performance arts center has a PageRank equivalent to my personal blog--youch!

I think there's a lesson here. Prominent cultural institutions don't look at Google (and SEO-friendly developers) because they're big enough and well-known enough that they assume people will find them anyway. They're right, of course, but how many more people would find them if they had well-built websites? And what's the long-term vision if they're relying on their established reputation to do their web marketing?

It's perhaps impossible for a net-centric start-up to replicate a hugely-endowed cultural icon like an orchestra or ballet, giving some degree of insulation to these institutions from direct internet competition. But if these nonprofits saw themselves in the entertainment business, competing for the limited attention and money of an audience that has many evening-time possibilities, then you'd think they'd want to leverage the internet as much as they could: to use the web to reach out not only to their existing audience but to nurture and develop future audiences.

Are the audiences of high brow institutions so full of hip young audiences that they can steer clear of web-centric marketing?

Whenever I talk with fellow web designers, the issue of "SEO" invariably comes up. That's techie slang for "search engine optimization," of course, that black science of making sure Google lists your site higher than your competitors. Over the years a small army of shady characters have tried to game the search engine results.

Just Give Google the Content It Loves

In theory it's easy to make Google, Yahoo, MSN and the other big search engines happy: give potential visitors site they'll want to visit. Forget the tricks and spend your time putting together an amazing site. Search engines like text, so write, write, write.

I'm looking to join a web design house, which means I've been interviewing with slick web developers lately and whenever they ask me the best way to increase SEO for their clients, I tell them to start a blog. They look at me like I'm an idiot but it's absolutely true: two blog posts a week will end up being over 100 pages of pure content. All of these sites full of Flash animation get you nowhere with Google.

Just a note that any kind of text-rich web system can achieve many of the same results--blogs are just the easiest way yet to get content on your site.

Presenting What You Already Have: Blog your Water Cooler Chat

When I talk to people about starting a corporate blog they quickly start telling me how much work it will be. Bah and Humbug--your company's life is probably already filled with bloggable material!

I used to work in a bookstore where I did most of the customer service, much of it by email. About two or three times a week I'd get a particularly intriguing query and would spend a little time researching an answer (mostly by looking through the indexes of our books and searching the arcane sites of our niche). This research didn't always pan out to a book sale, but it marked our bookstore as a place to get answers and gave us a competitive advantage over Amazon and its ilk. Each of my email answers could have easily been reformatted to become a blog post. By the end of a year, I'm sure the volume coming from these obscure searches would be quite high (see yesterday's Long Tail Strategy post on the HitTail blog for an account of how attention to search engine's one-hit-wonders helped achieve a widespread keyword dominance).

Whenever something new happens that breaks you out of your routine, think about whether it's bloggable. At the bookstore, a new book would come in and we'd spend ten minutes talking about it. That conversation reached half-a-dozen people at most. In that same ten minutes we could have written up a blog post saying much the same thing.

Last Spring a controversial article appeared in the local newspaper that tangentially involved my employer. That morning my workmates gathered together in the reception area for the better part of an hour trading opinions and wisecracks. After about five minutes of this, I slipped back to my office and wrote my opinions and wisecracks down into my blog. I hit post and came back to the reception area--to find my workmates still blathering on, natch. My post reached hundreds and took no more time out of the work day than the reception pontifications.

Humans are social animals. We're always blogging. It's just that most of the time we're doing it verbally around the water cooler with three other people. Learn to type it in and you've got yourself a high-volume blog that will add invaluable content and SEO magic to your site.

Mix up your content: Tag Your Site

Lastly, a point to webmasters: it usually pays to think about ways to re-package your content. My most recently experience of this was tagifying my personal blog over at "QuakerRanter.org." Every time I post there a Movable Type plugin fishes out the key words in the article and lists them afterwards as tags. These tags are all linked in such a way that results send the term through the site's search engine to give back an on-the-fly index page of all the posts where I've used that term.

Tags are like categories except they pick up everything we talk about (when we use them aggressively at least, and especially when we automate them). We don't necessarily know the categories that our potential audience might be searching for and tagifying our sites increases our keyword outreach exponentially. My personal blog has 239 entries but 3,860 pages according to Google. It's the parsed out and re-packaged content that accounts for all of this extra volume. This doesn't increase traffic by that nearly that much, but last month about 30% of my Google visits came from these tag indexes. More on the mechanics of this on my post about the tagging.