Another year has passed and while we think we have made progress with our online activities, we still got a long way to go. Online professionals never really have enough time for reflection - it is always on to the next project, quick fixes, daily routines, meetings and changing priorities. Our annual online activities report for 2010 here below can hopefully act as inspiration for your activities and 2011 planning.
At a high level our online activities have been leading the way in an initiative to better describe what we do. Based on many conversations with members and business partners, we've made our community for online professionals more visible and we've gone through iterations of our graphical design, mostly on the front page to make the websites more effective for online marketing.
A special thanks goes out to Danish system integrator Klean for their UX scorecard, which opened our eyes to many best practices. Thanks also to Steve Machesney from Covidien, Martin White from Intranet Focus and to everyone else who have offered their input.
We have thus far invested most time and effort in our English and Danish websites. A German-language site is up and running, which we plan to give more attention during 2011. We don't have any microsites as such, but keep our conferences sites in subfolders on jboye.com.
Annoyingly, we've taken a temporary (but totally unacceptable) step backwards when it comes to accepting credit card payments. Our current solution provider, Plimus, turned out to be difficult to integrate with our new sign-up process and we simply ran out of time in the run up to our conferences. Better planning!
Towards the end of the year, we began inviting external contributors to write on the J. Boye blog. The first article was a case study on fighting intranet chaos at SWIFT. We are looking forward to more guest writers sharing their nuggets going forward.
Traffic to our website went up 30% compared to 2009. Google kept our servers busy and sent 42% of our visitors; up from 30% in 2009. Twitter sent 4% (unchanged from 2009) and LinkedIn 1% (down from 3%). CMS Wire, Bing and Facebook were all in the top 10, each at less than 1%.
Using analytics (Google Analytics) we discovered that our bounce rate is quite high at 71% (up from 68%). We also learned that people find jboye.com when they search for terms such as “mobile CMS”, “proof of concept”, “key account management” and “Sitecore vs. Umbraco”. None of those are terms we ourselves would list as keywords to describe what we do. We've started applying this knowledge to our content strategy and hopefully Google and others will place terms such as “web governance”, “intranet”, “online health”, “higher education web” and “digital strategy” higher on the list in future.
A inescapable theme throughout the year was social media. We focused mostly on LinkedIn where our J. Boye group passed 600+ members; up from 265. On Twitter @jboye now has 775 followers and Twitter continues to be a very helpful tool in terms of getting input to answer member questions, to crowd-source ideas for our blog and to get the word out about speakers at our events.
We decided to close our Facebook group and while we continue to use Facebook to share content to our social network, it is perhaps a sign of progress that we did actually managed to close down an activity? At the moment we are considering how to make best use of Facebook in 2011.
We have not yet made much progress when it comes to using video online. 23 has kindly helped with video sites for some of our conferences, but we have failed to follow up on the many great conference videos produced. We've experimented a bit with YouTube, but quickly realized that the choice of tool is dependent on us investing time to make the best use of it online.
Finally, and a major difference to most of you working in large organisations: At J. Boye everybody is involved hands-on in our online activities. Those not actively working on implementing still all have years of digital experience. A special thanks to Dorthe Jespersen, Peter Sejersen and our tireless webmaster Jakob Damgaard for leading the way.
Please share your ideas for 2011. And many thanks to all for helping us make 2010 a bit less difficult and a lot more fun than 2009.