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EMBRACING THE
EMERGING MEDIA
WORLD
Showcasing Your Work via Websites
Civil Air Patrol 2012 National
Public Affairs Academy, Baltimore
Capt Joe Winter, USAF
Mar yland Air National Guard
AGENDA
• REASONS TO BE PRESENT
• WRITING FOR THE WEB
• CASE STUDY
• CAP REQUIREMENTS
• BEST PRACTICES
REASONS TO BE PRESENT
It is our
obligation
It is our
opportunity
We want
ownership
of the issue
REASONS TO BE PRESENT
•50 million users in four years
•Has caused democratization of
information
•2.2 billion users worldwide
•77% of Americans are online
•Blogs, social networks,YouTube
video, podcasts and more are
prevalent in our lives
WRITING FOR THE WEB
Enables Public Affairs Professionals to
improve message distribution
Writing for the Web
•Readers scan text online
•Format is nonlinear
•Writing should be short and conversational
•Related ideas on a single page and relevant hyperlinks
•Use bullet points freely
•Recognize multiple platforms – IE, FF, SF, Mobile Devices
WRITING FOR THE WEB
Building an effective Web site
•Know your purpose and how you want your
organization perceived
•Who is your audience?
Address their needs and make the site user-friendly
•Pay attention to design
•Visitors return to sites because of…
High-quality content, ease of use, quick download,
frequent updates
WRITING FOR THE WEB
Attracting Visitors
Internet allows
interactivity – use it
Internet is a “pull” medium,
traditional mass media are “push”
Direct people to your
site through hyperlinks
and search engines
Advertising can also direct
visitors to your site
175th Wing Statistics Facts
Use Statistics to help improve your
website
Brand your website!
WRITING FOR THE WEB
Tracking Visitors:
•“Hit” – a request to the server
•“Page views” – # of times page is pulled up
•“Unique visitor” – first-time visitor to the site
•Track the route people take to your site
•Compare Web site costs to other
communications systems.
•What is the ROI?
No one
department or
function should
control a Web
site.
•Employ a team
approach
CASE STUDY
CASE STUDY:
Traditional
and
Digital Media
used together
NBC
Washington
D.C. Affiliate
Pitch the Story
Overcome
Obstacles
CASE STUDY-AWARD WINNING
CAP REQUIREMENTS
Regulation 190-1
11. Electronic Communications
a.
b. Social Media. All levels of CAP, from flights
Website. PAOs at the wing level will
and squadrons to National Headquarters, are
create and maintain a website in
encouraged to create and use social media to
accordance with CAPR 110-1 and in
help reach out to their membership, potential
partnership with the information
members, friends of CAP and the general
technology officer and other officers as
public by telling CAP stories on social
assigned by the commander, on behalf of networking sites. Units are not required to use
their unit.The PAO will have authority
social media, but are encouraged to do so as
over the web design, usability and content resources allow.The responsibility for use of
of all web pages visible to the public and social media by CAP units rests with the unit
will keep the website accurate and
commander and will be overseen by the unit
current with assistance from other
PAO or a member designated by the
officers as is necessary.
commander under the direction of the unit
PAO.The unit PAO will ensure that CAP social
media operations will:
1. OPSEC 2. Copyrights 3. Maintained 4. Use links
BEST PRACTICES
Picking a Web Content Provider:
1.
What makes
the most
sense?
1. Core functionality
2.The editor
3. Managing assets
4. Search
5. Customization
6. User interaction
7. Roles and permissions
8.Versioning
9. Multiple website support
10. Multilingual support
Are you looking for free or pay for use?
BEST PRACTICES
Website Design/Content:
Brainstorming
1.
Picking a web
content
provider
What
material
do you
want to
post
•
•
•
•
Card Sorting
Content Inventory
Paper and Sketchboards
Site Map Diagrams
Releasing v1
•
•
•
Key Stakeholders
Anticipate revisions
Good Training
What are the must-have’s on your
website?
BEST PRACTICES
Maintaining the Website:
News
1.
Picking a web
content
provider
2.
Website
Design &
Content
How do
you stay
current?
Provide timely updates,
get rid of the old material
and broken links
Feature Stories
Press Release(s)
Photos / Photo Essays
Commentaries
Video
Annual Products
Social Media Links
Links
FAQ
Recruiting Material
Contact Us!
BEST PRACTICES
Identify Successes:
1.
Picking a web
content
provider
2.
Website
Design &
Content
3.
Maintaining
the website
Explore the web, utilize Google
alerts to see what’s online
How do I
improve?
BEST PRACTICES
2.
Website
Design &
Content
3.
Maintaining
the website
BEST PRACTICES
1. Good Visual Design
2. Thoughtful User Interface
3. Primary Navigation Above The Fold
4. Repeat Navigation In The Footer
5. Meaningful Content
6. A Solid About Page
7. Contact Information
8. Search
9. Sign-Up / Subscribe
10. Sitemap
11. Separate Design from Content
12. Valid XHTML / CSS
13. Cross Browser Compatibility
14. Web Optimized Images
15. Statistics, Tracking and Analytics
CONCLUSION
Key points:
• Reasons to be
present
• Writing for
the Web
• CAP
Requirements
• Best Practices
• Case Study
For questions, contact:
Capt Joe Winter
175th Wing Executive Officer/Chief of Public Affairs
4615 N. Park Ave #107 | Chevy Chase, MD 20815
914.506.0013 | 410.918.6262 | [email protected]
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Special Thanks to CAP NHQ PA Team, DMA and DINFOS