Table of Contents

1. Evaluating what you have now

• Introduction
• The web today
• Who is online and what do they do?
• The internal context
• Summary
• References

2. Building a strategic approach

• Introduction
• What is a web strategy?
• What should a strategy cover?
• Structuring your strategy document
• Evolving your strategy
• The web strategy team
• Regular strategy reviews
• Summary
• Reference

3. Content

• Introduction
• Managing content
• Content outside your site
• Staying informed
• Syndicating content
• Summary
• References

4. Marketing

• Introduction
• From ‘site’ to ‘presence’
• Search
• Offline marketing
• Online advertising
• Summary
• References

5. Policies and guidelines

• Introduction
• Policies, procedures and guidelines
• Social media guidelines
• Summary
• References

6. Traffic and metrics

• Introduction
• Measurement techniques
• Metrics software
• What should you measure?
• Metrics definitions
• Watching your metrics
• Reporting
• Other metrics
• Dissemination of KPIs
• The changing face of metrics
• Summary
• References

7. The social web (Web 2.0)

• Introduction
• What is ‘the social web’?
• Why social media?
• Choosing when (and when not) to use social media
• Developing a social media strategy
• Social media channels
• The challenges of the social web
• Risks and mitigation
• Summary
• References
  

8. The website project process

• Introduction
• Project phases
• Writing a website brief
• The specification
• Working with external agencies
• Project start-up
• Budgeting
• Summary
• References

9. Away from the browser

• Introduction
• Open Data
• Mobile
• Summary
• References

10. Bringing it all together

• Introduction
• Ongoing feedback
• Staying informed
• Summing up
• Bibliography

About the Author

Mike Ellis is a Digital Strategist at Eduserv who is particularly interested in how web and mobile technologies can help non-technical people communicate, share and create. He writes and presents extensively, runs conferences and gives workshops on various aspects of web technology. He has spent much of his working life in and around cultural heritage and other content-rich institutions, and was Head of Web at The National Museum of Science and Industry from 2000 to 2007.

Reviews

"This is an important addition to the body of digital heritage literature and a strong indication not just of how far we have come in our practice but of how mature today discussion of this subject is."
*Ross Parry*

"...offers sounds advice, tips and practical strategies that should prove useful to people in a wide range of cultural sector roles involved in managing and growing web presences."
*Business Archives*

"…informative, interesting and well written. The author is especially good at explaining clearly and effectively concepts that people without technical training might otherwise find difficult to understand. Numerous real-world examples are given and relevant research and policy literature pointed to. It will be of use to those working in cultural heritage organisations of all sizes irrespective of whether they have an already established or fledgling web presence."
*Journal of Documentation*