WHAT’S HAPPENING ONLINE
Thank you for your interest in our What’s Happening Online webinar. A video recording of the entire presentation is available below.
Feel free to explore the information found in the navigation on the right side of this page, and to contribute to the discussion using the comment feature available at the bottom of each section.
If you have any questions or thoughts you’d like to discuss directly, please contact Michael McWatters of Sullivan.
A question from the Webinar: What are the pros / cons of AJAX over rich media?
sullivannyc
April 16, 2009 at 3:53 pm
Rich media really means any technology that provides advanced interactivity online, including but not limited to video, audio, animation, special effects, etc. Therefore, AJAX is really a subset of rich media.
One of AJAX’s primary strengths is its ability to keep a user focused on a task without having to reload pages. This makes the overall time to complete online transactions shorter, and the feeling is one of simplicity and elegance.
Because it can also be used to create dynamic elements that keep a user focused on a task without having to reload a page, Flash is a logical alternative to AJAX in many instances. However, Flash requires that the end user have the plugin installed on their machine, and has other limitations when it comes to Web accessibility and backend implementation.
In the final analysis, your technology team should be deeply involved in any decisions, helping to decide what technology is right for the task at hand.
sullivannyc
April 16, 2009 at 4:06 pm
A question from the webinar: Today, authenticity sells, and part of the appeal of blogs is their unpolished, conversational nature. How can businesses best use blogging without seeming insincere?
sullivannyc
April 16, 2009 at 3:48 pm
Speak clearly and honestly. Don’t shy away from topics, even the difficult ones. In fact, the difficult ones afford you the opportunity to win over hearts and minds.
People will accept mistakes, but they are less tolerant of spin. While you don’t have to be completely informal, it is important to be real. The irony here is that the Web actually allows for a greater human connection. Make sure to capitalize on that when appropriate.
Finally, make sure you answer with real, useful, actionable information.
sullivannyc
April 16, 2009 at 3:51 pm
A question from the webinar: How do I get and stay informed on these tools and strategies so I don’t get left behind or sound stupid?
sullivannyc
April 16, 2009 at 3:45 pm
Well, this webinar is a good first step. As I mentioned earlier, we’ve also set up a blog where you can review these tools and techniques, comment on them, ask questions and even start conversations with peers. Aside from that, the best way to stay informed is to stay involved. Get on Facebook, set up delicious, start a blog—even if it’s just for your personal life to start. These things tend to build momentum, and you’ll begin to see opportunities pretty quickly. And of course, if you want to get started right away, I’d be happy to speak with you after this webinar.
sullivannyc
April 16, 2009 at 3:46 pm
A question from the webinar: How do I justify expenses?
sullivannyc
April 16, 2009 at 3:42 pm
First and foremost, you need to think about the expenses and metrics differently. These tools may not always lead directly to a sale, and may not even be prospecting tools. Instead, they may reinforce your presence and your relevance. Think about it like this: getting customers inside a bank branch is usually a good thing, but it doesn’t always result in a mortgage sale. So think about these tools as ways to connect with new and existing clients. Also consider the cost of not having them — appearing out of date, behind the times, irrelevent.
sullivannyc
April 16, 2009 at 3:44 pm
A question from the webinar: How do I manage this internally? Who do I go to in my company?
sullivannyc
April 16, 2009 at 3:41 pm
Start with the team that “owns” the Web site. They’re usually in either the marketing group or the technology group. Once you get a project up and running, make sure to engage the sales force and other front-line employees for feedback, and to get them excited, motivated, and aware of the new tools.
sullivannyc
April 16, 2009 at 3:41 pm
A question from the webinar: How do we get over the legal and compliance hurdles?
sullivannyc
April 16, 2009 at 3:39 pm
This is often a sticking point, but there are several techniques for overcoming compliance hurdles. One is to aggregate links to external sites. For example, to demonstrate the visionary thinking and expertise of its staff, HP links out to many employee blogs. Another way to address compliance issues is to have users “opt in” to view the content, a process which can involve disclaimer information. You can also have a partner create non-branded third-party sites for you. Just keep in mind that you should definitely review the regulations. For example, the government requires health care companies to report any adverse reactions to medicines reported on company-sponsored message boards or blogs.
sullivannyc
April 16, 2009 at 3:40 pm
A question from the webinar: How do I get started?
sullivannyc
April 16, 2009 at 3:37 pm
Starting is easy. In fact, many of these services are free, such as Twitter, Facebook, WordPress, etc. The best way to begin using them is to just jump right in. All you need to get set up is a user name and a password. It might be a good idea to sign up for a personal account first and do your experimenting before signing your company up. However, even if you aren’t ready to start a company blog or Twitter account, you may want to register your company’s name before someone else gets to it.
sullivannyc
April 16, 2009 at 3:38 pm