Maximizing Your Online Impact
Maximizing Your Online Impact
Libby Peterek, Web Director, KLRU
Jesse Overright, Web Developer, KLRU
Problems with old KLRU website
Resemble a PDF document,
Difficult to navigate
Represented the organizational structure instead of what the viewers want
Everyone wants to be on the homepage (gets too cluttered)
Difficult to Update
Mostly static pages
No central template
Design and site architecture problems
Nowhere to promote news, updates, programming
Common Web Problems
One station had Sarah Terpeny from PBS provided ideas for how to improve their website.
Redevelopment Process
Cross departmental team
- brought buy-in
- each cared about something different
- addressed key problems and set goal
-
Libby developed a content inventory to inform navigation and also made priorities using Google Analytics
Identify main focus
- Flattened navigation
- Easier to update
- Focused promotion
After the first design, the group went back to redesign, regroup, rethink focus
- Donate functionality on every page
- Promotion area on homepage
- View “what’s on” across 3 channels
- “Fresh” content on every page
Maximizing Your Impact
To CMS or not to CMS?
CMS is a personal choice
Static or dynamic content
Who and how many will be updating?
Experience
- Drupal/Joomla/Wordpress –All are options for CMS
Local Productions
Separate Content from design
RSS Feeds -
Repurpose Content
- One input, many outputs
- Blog contents as news box
- Blog categories fuel separate pages
- Mobile schedule
Automate Functionality – set it and forget it, let the computer do the work
Use a Google Calendar to schedule your promotional calendar (and it’s free!)
OpenX – use it to promote upcoming events (and it’s free!)
Widgetizing Code
One-stop editing
-Enables quick, site wide changes
- Centrally managed menus
Templates
Just copy the template and easily create a new page
Simplify Online Giving
Remove barriers to giving
Primetime pledge slides
Directed navigation
Don’t be afraid to try a hybrid solution
Netcommunity/Convio/Kimbia
Have ideas and ask for them
Donate on every page
18% of KLRU membership gifts were raised online
Non-profit average is 11%
PBS station average is 7.5%
Leverage PBS Tools
Get involved, ask for what you want
- COVE pro
- PBS Shop
- Merlin
- Limelight/Liverail Contract – streaming video/Online monetization
Additional Concerns
Accessibility
-Talk to the experts in your community
-WAVE
Mobile
-Donation widget
Viewer Feedback
-During Development and after
-Survey Monkey
-Building in contact information for broken links
Operation LA
Just helped PBS SoCal update their site
They were able to change the site in about a week.
What’s Next?
Schedule redesign
KLRU/PBS strategic plans
-Arts, Public Affairs, KIDS
- Starting to create an Arts portal
Analytics/Research
- Online/On-Air/Outreach
See the finished product at www.KLRU.org
E. Seton L. McIlroy
Manager, Online Communications, Education & Outreach | PBS
slmcilroy@pbs.org | 703-739-5199