Assessing and Enhancing the
Value of Your Organization’s Web
Presence
Barbie E. Keiser
[email protected]
InfoToday 2002
Monday, May 13
1
CRM: Does “C” stand for Customer,
Client, Content, Competition,
Convenience, or Cost?

Customer (ad-hoc basis)
–
–
–

Current & potential
Segmentation/key attributes
Market (pre-sell)
Client (continuous relationship)
–

–
–

Convenience
–
Generic, tailored to the specific
Customization/personalization
On-site vs. linked
Developed vs. acquired
Full vs. partially restricted access
Taking into account audience
requirements

Competitor (definition)
–
–


Geographic boundary-less
Opportunists
Models



–
Traditional
–
–

Current
Potential

2
Content
–
Priority targeting



To copy (what to do)
To avoid (what not to do)
Content & design

Facilitate access
Ease of use
Annoyance-free
Delivering content to handheld
devices
Cost
–
–
Initial & ongoing
Technologic advances (upgrades)
Stages of development

Planning (iterative process)  External marketing efforts
–
–
–
–

Content development &
acquisition
–
–
–
3

How far out?
Internal “marketing” effort
Overall design & structure
www.businesswebs.com
Core
Unique
“Bells & whistles”
Initial launch
–
–
–
–



Pre-selling
Search engines
Articles
Web gurus
Preliminary evaluation
Performance
measurement &
improvement program
Redesign/refocus
Initial decision-making

What do you hope to achieve?
–
–


What can you do now?
What do you want to work towards being able to
do?
–
–
4
Purpose of creation
How do you hope to be able to use it?
–
Resources that would be required (information,
technical, people, financial)
Flexibility is key
Continuous improvement (evolution not revolution)
Assessments, Audits, & OA

External focus
–
–

Internal focus
–
–
–

5
Customers & clients (current & potential)
Competitors (definition)
Yourself
Your staff/department
Your organization
Opportunities and Challenges
–
Setting priorities
Planning for content management

Policies & processes (Guidelines)
– Content



–

–
–
7
–

–
Partnering
Copyright issues & royalty
payments
Export
Approvals & access
Quality production & ongoing
improvement efforts
Hierarchy & mapping (flow)
Testing & tools to help
Management requirements
–
–
Distribution/Redistribution

Assumptions
–
Usage

–
Existing & new
Access to archives
Partnering

Security
Copyright protection
Licensing & rights
management



Technologies
Tools to help
Branding factors
Copyright, licensing, & rights
management



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
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





8

Copyright Clearance Center (www.copyright.com) 
iCopyright.com

info2clear (www.info2clear.com/EN/index.asp)
Central & Eastern European Copyright User Platform
(www.eblida.org/cecup/index.htm)

ContentGuard (www.contentguard.com)
Copyrightdirect (www.copyrightdirect.com)

eMeta (www.emeta.com)
Coalition for Networked Information

(www.cni.org/docs/infopols)
Copyright information for educators (www.lib.

washington.edu/help/guides/copyright.html)

CopyOwn Policies (www.inform.umd.edu/
CompRes/NEThics/copyown/policies/index.html)

Copyright Resources Online
(www.library.yale.edu/~okerson/copyproj.html)

Licensing Digital Information: A Resource for Libraries

(www.library.yale.edu/ ~llicense/index.shtml)

The Digital Dilemma (www.nap.edu/books/
0309064996/html/)
International Federation of Reproduction Rights
(www.ifrro.org/)
RightsCenter: Online Rights Management
Solution (www.rightscenter.com/
offer_exchange.html)
Reciprocal d-Commerce Solutions for Publishers
(www.reciprocal.com/pub.asp)
Purloining & pilfering (www.wdvl.com/
Authoring/Graphics/Theft)
Protecting images & bandwidth (www.wdvl.com/
Authoring/Graphics/Theft/scripts.html)
Licensingmodels.com
LTWorld Access Terms (www.sbu.ac.uk/litc/lt/
copyright.html)
Article distribution (www.virtualchase.com/
request.html)
Image Licensing (www.artic.edu/aic/rights)
Your Article (www.yourarticle.net)
Rights-L: Digital Rights Management Listserv
(listserv.utk.edu/archives/rights-l.html)
Success depends upon...


How you address ownership issues
Development of partnerships
–
–

Extracting value from existing assets
–
–
9
Both/all sides of the fence
The art of persuasion
Maximizing usage by existing clientele
Expanding your base
Take a business-like approach




Business objectives
– How well does your content management design serve them?
Audience requirements
– Content
– Ease of use
Assessment of intellectual assets
Financial model
– Cost of information (royalties & terms of payment)
– Which users will be paying?


Revenue sources (e.g., subscriptions, transactions, subsidies from parent
organization/endowment, grants from outside sources, royalty payments)
– Partnership development & negotiation
Is the project worth the effort/level of investment required?
Is the perceived value sufficient to justify projected costs?
–
10


How much & for what?
Why & when? (terms of payment)
Expertise you possess

Information seeking
–
–
–


11
Knowledge of sources
(quality)
Established relationships
with information providers
Librarian & information
professional tools
Information building: A
catalog is a database
Information organization
–
–

Controlled
vocabularies/thesauri
Subject-driven
Information management
–
Continuous improvement

–
From the users’ point of
view


Evolution not revolution
Customization &
personalization
Perceived knowledge of
subject areas
What you can do



Increase access to that which
is unique within your
organization
Transform what you already
have on hand (print-toelectronic)
Create from “scratch” (easily)
–

12
Embellish, improve, and
customize for your target
audience(s)
Acquire
–
–

–
–

Deep linking (& other ethical
issues)
Insist on reciprocity
LinkPopularity
Use technology to improve
existing processes
–

Purchase for money
Create a reciprocal agreement
Link to useful sites on the Web
–
Events calendar
Borrow (with approval)
–

Online ordering of serials
Implement online what was
brick-and-mortar
–
Bookstore
Thinking outside the box

Sourcing content
–
Start-ups & traditional providers

Persuade through doing
–
–

–
13
Unique content vs. what everyone has
Partnering
–

Create a prototype
With whom?
How?
Negotiating
Don’t overlook the traditional

Product
–
–
–
–
–
Guides for performing
research
Subject bibliographies
Book/journal/newsletter
reviews
Legislative tracking of
issues
News updates


14

Ticker
Web page feed
Email alert

Service
–
Lists with links

–
–
–
–
Periodical holdings
The reference interview/
research request form
Inter-library loan
Circulation extensions
Access


Members only privileges
Commercial databases
–
–
Fully paid
Partially subsidized
How e-business can improve
information services




16
Access to information
(24/7)
New information
resources (subjectspecific)
Delivery of information
(facilitation)
Broaden information
market (more clients,
increased funding)






Lists with links
– Periodicals/databases
within a discipline
 Holdings/access
The reference interview/
research request form
Inter-library loan
Apply for a library
card/membership online
Circulation extensions
Access
– Members only privileges
– Commercial databases
Negotiating with ease

Traditional database vendors vs. e-ventures
–
Access online


–
Carve outs, full or summary, with links

–

Policy File & Urban Docs
News & Ratings: Successes and Misgivings
Permanent arrangement vs. limited trial

17
Oxford Analytica, Investext, Interfax
Leads & feeds

–
Full: Proquest & RDS Suite
Subsidized: .xls
Kiplinger
Online and offline treats

Online Sampler with print discount
–

Professors, guest authors and industry experts
–
–

18
Market research reports
Electronic subject-specific newsletter
Managed discussions (“hot topics”)
Expand your collection management with Web
Favorites
Selecting & maintaining Web
favorites






19
Selection criteria for quality controlled information gateways
(www.ukoln.ac.uk/metadata/desire/quality/toc.html)
Humbul Humanities Hub Collection Development Policy
(www.humbul.ac.uk/about/colldev2.html)
Dutch Electronic Subject Service Scope Policy
(www.kb.nl/dutchess/manual/scope_eng.html)
A Typology for Ready Reference Web Sites in Libraries
(www.firstmonday.org/issues/issue3_5/sowards/index.html)
Quality selection (www.desire.org/handbook/2-1.html)
The importance of keeping collections up-to-date
(www.desire.org/handbook/2-6.html)
What you are trying to accomplish

Become “the” Website to consult
–
No need to go elsewhere




Eyeballs and return engagements
–
–
–

Leads for more involved research/consulting projects ($)
Leads for other areas within your organization
Follow-up is critical
Membership privileges ($)
–
Benefits of subscription

–
20
You can find what you need here!
Here you will find a lead to a site that will likely have what you need
If you don’t see it here, you can ask us to find it for you
–
Managerial responsibilities
Categories & levels of membership
Mix-and-match benefits
How they do it





21
Interactivity
Online & email
Registration or levels of privilege for members
Advertising or sponsorship
What to charge (& how to collect)
Interactivity: Surveys & forms








22
Allure Forms Service
(www.commence.com/products/allureforms/sample.html)
Master.com’s FormMaker (www.master.com)
Redwood City Public Library Web Site (www.ci.redwoodcity.ca.us/library/forms)
Captiva FormWare
(www.captivasoftware.com/products_formware_iform.htm)
SuperSurvey.com
Zoomerang.com
Clientize.com
www.bravenet.com/samples/emailforms.php &
www.bravenet.com/samples/minipoll.php
Push & pull: Newsletters online (&
delivered via email)







24

Test output (AOL, ATT)
Archiving & redistribution
Free vs. value-added version (available for a fee)
HTML vs. PDF (& text-only option)
E-Mail Marketing Newsletters
(www.inc.com/guide/item/0,7462,AGD5_GDE96,00.html)
MindShare Design Inc.’s Postmaster General
December Email newsletter strategies seminar
(seminars.internet.com/email/sf01/index.html)
Example: KPMG Insider
List management


Clientize.com
G-Lock Software’s Easymail 3.0
(www.zdnet.com/downloads/ 1pad/easymail.html)




25
Lyris ListManager (www.lyris.com)
SparkList.com
Listbuilder (www.bcentral.com/
services/lb/default.asp)
LISTSERV software
(www.lsoft.com/products/default.asp?item=listserv)
Limited access vs. registration

Guestbooks
–
–
–

guestGear (http://htmlgear.
lycos.com/specs/book.html)
www.bravenet.com/samples/guest
books.php
“Refer-a-friend” feature
–
–
–
–
Software tools
Technical issues (e.g., firewalls,
remote access, proxy servers)
Management issues & options
Remote user authentication
(http://library.smc.edu/rpa.htm)
Password Gate
(www.bravenet.com/samples/pass
word.php)
Options for performing transactions
–
–
–
–
Password protection
–
26

–
–
–

Qpass
Bigstep.com
Cardservice Credit Card Processing
(www.cardservice
newaccounts.com)
FreeMerchant Store Builder
(www.freemerchant.com)
Vista.com
“E-commerce in higher
education:can we afford to do
nothing?” (www.ariadne.ac.uk/
issue26/e-commerce)
Digital certificates
Hidden (and not so hidden costs)
–
Fulfillment services
Advertising or sponsorship






27

Online or within an email newsletter
Quality & relationship
Affiliate programs
Ad Banner Primers
(http://htmlgoodies.earthweb.com/primers/
bannerprimers.html)
Profit with your site (www.bravenet.com)
Adsubtract.com
Bluestreak.com
Determining what to charge

Based on your objectives
–
–

What the market will bear
–
–
–

28
Cost recovery vs. profit
From your complete product
line
–
Know how much money you
need

To recover costs
–
Analyzing hidden costs
– Items to charge back

Make a profit
–
How much?
Target audience
 Charge for the value, not
Case studies from traditional
the activity
database producers
 Sell your “research
Advances in technology
method”
Undercutting the competition
(without losing your shirt)  Appreciate your partners
Design decisions: Options &
tradeoffs

Importing data
–
–
–
–


34




Hierarchy & logical flow
Designing for future
upgrades
–
–

Text-only options
Search engines & the
Invisible Web
–
Legacy system issues
–
User interface(s)
Colors & fonts
Graphics & multimedia
Browsers, screen size,
telecommunication speed
–
Linking & description
Organization & format
–

Your site or theirs
HTML or .pdf
Appearance vs.
management
Copyright & rights
management issues

Frames
 Frameshop
(www.bagism.
com/frameshop)
Databases
http://searchpdf.adobe.com
Administrative documentation
Crucial elements

“Click here” to return to
main menu
Site map

Contact opportunities

–
–
–
40
Phone, fax, street address
Email link to Webmaster
(on each page?)
Personalization


Date of creation/last update
Hit counters (visible &
invisible, for a fee)
–
–
–
Free counters
(www.worldzone.net/ss/ant
elope/counter.html)
Sitemeter
(http://sitemeter.com)
www.bravenet.com/sample
s/counter.php
Privacy statements






41
Junkbusters Privacy Policy (www.
junkbusters.com/ht/en/aboutus.html#
policy)
Lexis-Nexis Privacy
(www.lexisnexis.com/terms/privacy)
The Privacy Policies Of The Top 50
Web Sites, April 2000
(www.smartcomputing.com)
Society for Electronic Commerce &
Rights Management Sample Policies
& Agreements (www.ecarm.org/
links/privacy.html#sample)
Copyright Policy & Law
(www.cornell.edu/CPL/Policies)
SafeWeb (https://fugu.safeweb.com/
sjws/priv_policy.html)




Better Business Bureau
– Online Privacy Policy & Code of
Online Business Practices
(www.bbbonline.com/businesses/
privacy/index.html)
– Privacy Policy (www.bbbonlinje.com/
about/privacy.asp)
– Privacy Seal (www.bbbonline.
com/privacy/apply.asp)
Guidelines for Online Privacy
(www.privacyalliance.org/resources/
ppguidelines.shtml)
Truste.com
Database Data (http://databasedata.org)
Adding a search engine to your site





Search Tools for Web Sites

(www.searchtools.com)
FreeFind Search Engine
(www.freefind.com/indexa.html)
Glimpse

(http://glimpse.cs.arizona.edu)
Searchbutton.com
mnoGoSearchtm
(www.mnogosearch.org)
Guide to search tools
(www.searchtools.com/)
–
–
Build Your Own Yahoo!
(http://searchenginewatch.com/
searchday/01/sd1101directory.html)
–
–
–
42
guide/consultants.html
info/pdf.html
–
–
Hyperseek
iLink
Links 2.0
TurboSeek
Link Voyager
The 80/20 rule prevails









43

Free vs. fee (engine & tools)

Rank Write Round Table Search Engine
Optimization Newsletter (www.rankwrite.com) 
Priming the Search Engines
(www.webdeveloper.com/management/manage
ment_search_engine_tips.html)

HiSoftware (www.hisoftware.com)
The Spider’s Apprentice

(www.monash.com/spidap.html)
Search Engine Submission Tips
(www.searchenginewatch.com/
webmasters/index.html)

ScoreCheck (www.scorecheck.
com/improve.html)

NetMechanic (www.netmechanic.com)
WebPosition Gold (www.webposition.com)

Web Search Workshop
(www.websearchworkshop.co.uk)
Web PR Tutorials from Cybersavvy UK
(www.webpr.co.uk/practical/webpr.asp)
Search Engine Positioning
(www.iprospect.com)
Coastal Sites (www.coastalsites.com)
Search Adobe PDF Online
(http://searchpdf.adobe.com)
Building a ‘search engine friendly’ Web
site with Zen Internet Web Design
(www.zenwebsolutions.
com/promotion/search.asp)
Google Information for Webmasters
(www.google.com/webmasters)
AltaVista Listing Enhancements
(www.altavista.com/sites/search/listing_en
hancements)
Submit Your Site Here (www.azoos.com)
Models (and why they are cool)





44
Best sites of the Web
(www.click2newsites.com/
bestoftheweb.htm)
Forbes’ Best of the Web
(www.forbesbest.com)
Internet Resources Newsletter’s
Nice Web Site Archive
(www.hw.ac.uk/
libWWW/irn/nicesite.html)
Cool Library of the Week
(www.colosys.net/coolib)
Critical Reviews of Corporate Web
Sites (http://webbusiness.
cio.com/archive/closer.html)





Top Internet Sites
(www.stockton.edu/
~harveyd/WBI/topsites.htm)
Web Style Resources
(http://www.hypernews.org/Hyper
News/get/www/style.html)
Best (& Worst) Catalogs
(www.devry-phx.edu/webresrc/
webmstry/stylbest.htm)
Resources on the Web
(www.westegg.com/unmaintained/
badpages)
Web Style Sheets
(www.w3c.org/style)
Going global

Berlitz Online Translation Service

(www.berlitzit.com/retail/english/index.asp)







Bowne Global Solutions
(www.bowneglobal.com)
eTranslate (www.etranslate.com)

Trados (www.trados.com)
Uniscape’s Global Content Manager

(www.uniscape.com)
Worldpoint (www.worldpoint.com)
Language Fonts in Cyberspace

(www.sil.org/computing/fonts)
SystranLinks (www.systransoft.com/
SystranLinks.html)
45

Lionbridge Multilingual Content
Management
(www.lionbridge.com)
– Harvard Translations
(www.htrans.com)
Lernout & Hauspie’s iTranslator
(www.lhsl.com/itranslator)
Language Force’s Universal
Translator
(www.languageforce.com)
UniVerse
(www.universe.com/home.htm)
Xanadu Foreignword Language
Software (foreignword.com)
Demonstrating quality through
accurate linking





46
LinkScan (http://malch.elsop.com/quick.cgi)
Dr. Watson (http://watson.addy.com)
Doctor HTML (www2.imagiware.com/RxHTML)
Master.com’s Watchdog service
www.ukoln.ac.uk/web-focus/webwatch/services
Accessing the latest



47
Bookmarklets’ List All Links feature
(www.bookmarklets.com/tools/data/index.phtml)
Mind-It (http://minder.netmind.com)
Remove Content from Google’s Index
(www.google.com/remove.html)
Web site monitoring & reporting






48
Netmonitor365 (www.netmonitor365.com)
WebStat (www.web-stat.com)
Web Tracker (www.fxweb.com/tracker)
Hitbox (www.hitbox.com)
WebTrends Log Analyzer
(www.webtrends.com)
http://osulibrary.orst.edu/statistics
Developments in Web site
development










49

Web Style Sheets (www.w3.org/style)
A List Apart (www.alistapart.com)
Big Nose Bird (www.bignosebird.com)
Webmasterbase
(www.webmasterbase.com)
Cnet Builder (http://builder.cnet.com)
ReallyBig (www.reallybig.com)
Usable Web (http://usableweb.com)
Webmonkey: The Web Developer’s
Resource
(http://hotwired.lycos.com/frontdoor)
Web Developer’s Virtual Library
newsletter (http://wdvl.internet.com)
Web Master (www.hypernews.org/
HyperNews/get/www/style.html)
developerWorks (www.ibm.com)






Library Web Manager’s Reference
Center (http://sunsite.berkeley.edu/
Web4Liv/RefCenter)
Library Web Manager’s Reference
Center (http://scc01.rutgers.edu/
sccHome/policies/web.htm)
Center for Instructional Technology
(www.unc.edu/cit)
Infopeople Project
(www.infopeople.org/howto/index.html)
Web Style Guide by Patrick Lynch &
Sarah Horton
(www.info.med.yale.edu/caim/manual)
Web Usability (www.useit.com)
– Designing Web Usability: the
practice of simplicity by Jakob
Nielsen
Optimizing your site





50
OptiView (www.optiview.com)
Web Site Garage
(http://websitegarage.netscape.com)
Sitecritique.net
EWS Weblint Gateway (www.cen.uiuc.edu/cgibin/weblint)
Site Analyst, Site Assessment, & Competitive
Assessment (www.webcriteria.com)
Why they are successful




51
Continuous improvement: New offerings with
minimal number of complete overhauls &
reorgs
Offline opportunities (for some)
Never taking “no” for an answer
Creating win-win-win situations
Creative Networks (CNI) Web Site
Costs Survey
Telecom software 7%
Network costs 11%
Initial content 54%
Telecom hardware 3%
Web browser <1%
Server 19%
Web-site software 4%
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Average cost for establishing a Web site
(including maintenance for one year) = $109,000
Value = Appropriate cost +
performance

Defining performance (and what is acceptable)
–
–

Measuring it
–
–

Software tools
Regular analysis
Improving your site
–
–
63
To you
Your target audience (expectations)
–
Equipment (software tools)
Costs
Time
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