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Nottingham City Council Web strategy: how to become the site of choice for local residents

Nottingham City Council Web strategy: how to become the site of choice for local residents. By Pete Stevens – GOSS Interactive. Agenda Objectives Implementation Results Future. Website drivers. Nottingham City Council online objectives.

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Nottingham City Council Web strategy: how to become the site of choice for local residents

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  1. Nottingham City CouncilWeb strategy: how to become the site of choice for local residents By Pete Stevens – GOSS Interactive

  2. AgendaObjectivesImplementation Results Future

  3. Website drivers

  4. Nottingham City Council online objectives • My Nottingham to become the place for information and services Website: • Provide easy access to council and non-council information • Provide easy self-service tools • Create an engaging environment with “stickability” Off site: • Make the site discoverable • Push content to Social Media sites • Publicise the site offline

  5. Driving traffic to your site

  6. Tips for content success • Put the thing that people want to do on the homepage • Don’t explain what your site is for • Make the process simple • You are taking your customers time – make their life easy • It is not a murder mystery • A link is a promise Gerry McGovern

  7. User personas City Centre Worker “Excellence comes from innovation.” Name: Jonathan Hull Age: 37  Employment: East Midlands trains Job title: IT Manager Information needs: • IT/Marketing info • What’s on and going out • Social networking • Notts Forest FC

  8. User personas Secondary School teacher “Bringing culture to kids.” Name: Clair Wells Age: 41 Employment: Fernwood School Job title: English and Art history teacher Information needs: • What’s on (art and theatre) • Teaching resources • Bees

  9. Driving traffic to your site

  10. Nottingham on Google • Google lists 36,300 page for site:www.nottinghamcity.gov.uk

  11. How Google works – Google view

  12. How Google works – user view • 50% of searchers are using key phrases with three words or longer • 30% of users search with two word phrases • 13% search with one word key phrases [Source: e-consultancy] So: • Embed relevant key words into your content, but not at the expense of meaning and readability. • Your message should be crafted around what people are searching for.

  13. Daily visits Bounce rate (come to the site and leave immediately) Average time on site Sources (where visitors come from) Popular pages (where visitors go)

  14. Results(Population 264,000) 33% March 2009 • 164,427 visits • 106,668 unique visits • 641,477 page views Traffic sources • 60% search • 21% referring sites • 19% direct October 2009 • 259,200 visits • 159,612 unique visits • 921,405 page views Traffic sources • 57% search • 26% referring sites • 16% direct

  15. Awards and acolades Silver award at the LG Communications Reputation Award ceremony in the Digital Media category 2009. • “The winning entries provide first rate examples of how to build reputations, showing the importance of a strategic approach, clear objectives and creativity.“ Edward Welsh, Programme Director, Media and Campaign, LGA

  16. Future ideas • What does it enable? • Single sign on for the web • Login once • What makes it special? • No-one owns it • Open • Free • Extensible

  17. ...Intranet • Instant messenger, Facebook, Twitter and LinkedIn in a company environment - using and building on ... GOSS iCM • Core functionality: project teams and pages

  18. Any questions? Follow: @gossinteractive

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