website communication model
DESCRIPTION
TRANSCRIPT
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Website Communication Model March 2013 Alessandro Inversini [email protected]
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WHAT IS A WEBSITE?
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“a cluster of pages” which is composed of “a unique node on the web”
(O’Neill, 1998)
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“hobby for Information System people” (Van der Geest, 2001)
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Let’s take a «services oriented» vision
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Website Communication Model
Things
People (Can
toni
and
Tar
dini
, 20
06)
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Content and Services
• The quality of websites is closely connected to the question of quality content.
• Authorithy: who is the sender, the publisher? • Accuracy: info should be clear and correct • Currency: is the content updated? • Coverage: what is the communication goal? • Objectivity: clear objective & information
• Offering services without ensuring regular and professional management can frustrate visitor expectations and weaken the communication strategy.
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Technical Instruments
• To make contents & services accessible. • HW, SW, GUI, navigation • Cross platform compatibility • Compatible with mobiles (small screen) • Interface (auditory)
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Managers
• Interact with the visitors • Real people behind the website • Alignment with the other publication outlets • Different outlet require different comm.
• User Centered Design • Pervasive Usability Evaluation
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Users
• Real communication only happens when someone is interested in and affected by a message.
• Attract users - RSS really simple syndication - Backlinking - Search engine optimization (SEO) - Search engines marketing (SEM) - Social Media Marketing (SMM) - Mailing lists
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The context
• During the design of a website the analysis of the four pillars is not sufficient. In fact, it is necessary to study: - the context, - the market positioning, - the (pruduct/service) competitors - the information competitors
• Context is dynamic and changes rapidly • There are no borders or barriers to internet users:
competition is global
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THEN…WHAT IS A WEBSITE?
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FOLLOWING WCM a WEBSITE IS:
“a set of contents and services (pillar1), created by a group of people (pillar 3) and made available to a given group of end users (pillar 4) thanks to a collection of technical instruments (pillar 2),
and it is situated within a given relevant market (5 element)”. (Cantoni and Tardini, 2006)
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Example: Website Communication Model March 5 Alessandro Inversini [email protected]
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Fitness First
“Fitness First started small, as a single health and fitness club in Bournemouth in 1993. We're now one of the largest gym, health
and fitness club group in the world with over 1 million members in more than 400 Fitness First clubs. There's over 80 clubs in the UK
alone but we still have that one club mentality - every single Fitness First member counts”
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Case Study (I)
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Discussion
• Content and Functionalities • Interface and technology • People managing the website • Users • Context