Jeremiah Owyang maintains an ongoing blog post called “The Three Spheres of Web Strategy” (see below) which he is updating about every year. The original version of this post prompted our Web Strategy Basics video presentation with the hopes of building on these phases of Jeremiah’s outline into actionable blueprint for planning your own web strategy.

Here is Jeremiah’s updated “Three Spheres of Web Strategy”

And here is our Five Web Strategy Cornerstones – which we reference on any web strategy plan we create for clients at 48Web.

Technology

Technology forms the base of our web strategy plan. We encourage you use technology and the tools at your disposal to make it easy to create and manage your web presence. Don’t let technology be a road block when planning a web strategy. Use free and easy tools like WordPress that don’t dissuade you from creating but make it easy for you to use. Create automated systems that find and distribute content for you so you can become ultra-efficient at creating, distributing, and re-purposing value. Don’t waste your time managing technology either – use solutions like Google Apps & Analytics or Basecamp. Technology should be a tool in your web strategist belt – not something that needs babysat and hand held. Technology should be your facilitator – not a roadblock.

Community

Community means everything. These are your customers, colleagues, friends, mentors, muse, fans, audience and readers. Cater and nurture them because the fruit of the reciprocity economy tastes delicious. You are nothing without them no matter how niche they are. Use technology to communicate and share with them while always adding value. Listen to what the community says – whether good or bad and insert yourself into the feedback loop. Listen, Listen, Listen for it’s not “if you build it they will come”  – it’s build what people want and need. Don’t assume you know what your community wants – ask them.

Content Strategy

Some call it inbound marketing – we call it content strategy. Either way the principle is simple – create valuable “stuff” and push it out to where people are “living”.  Re-purpose as much content as possible into as many forms of consumption as possible.  Create automated distribution strategies so your content outposts are thriving centers of communication and discussion. Killer content forms killer communities (see above). It’s a win/win situation – it just takes a little dedication and a simple technology infrastructure.

Internet Marketing

Take advantage of the ability to use technology to reach highly targeted demographics for pennies. Hone your PPC campaigns to create high ROI campaigns. Use Facebook ads to reach exactly who you want to target. Develop killer Search Engine Marketing campaigns to connect with buyers that have intent. Use internet marketing to not only sell more widgets but to push your content strategy and build your community. Everything in your web strategy is inter-related.

Analytics

We save the most important for last – make data driven decisions. Track everything but don’t be caught up in paralysis by analysis. Take advantage of free and easy technology that allows you to test everything. Make goals and use data to measure and reach them.

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In this screencast we show you how to create a real-time social media press release using our content, FriendFeed, and WordPress. You can see the final product here.

This real-time information shows what our company is doing right now – from what we are working on to what we are talking about – giving our community a quick snapshot into who we are and what we do.

Show Links

• FriendFeed
• WordPress
• Social Media Press Release Template (pdf)
• 48Web Social
• FriendFeed Group
• Web Strategy Workshop FriendFeed Group

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Web Strategy is simply, strategic planning for your website. It’s a combination of Technology, Business and Community and how these affect your website. We focus on core aspects of Web Strategy planning, including Technology, Content, Community, Marketing, and Analysis.

Technology

Obviously the technology you choose is an extremely important part of the long term strategy planning of your website. You need to choose the right hosting, platform, analytics, plugins, etc, etc. This is something you should definitely research a lot up front. We are here to help you make the right decisions on what technologies to choose based on your specific needs.

Content

Content is, well, King. Content drives traffic and user engagement. The content you produce is a key element in your ongoing web strategy planning. Not only will content make your website engaging – it helps to increase your findability. Effective content marketing through syndication and creating content outposts is key to driving traffic – and conversions to your website.

Community

If content is king, than community is the queen. I’ve said it many times – a website is only as good as the community around it. Not only will your community visit your site – if engaged properly they will become evangelists. You should constantly be interacting with the community you build around your topic or niche – through Twitter, blog comments, FriendFeed, etc.

Marketing

Marketing is key to creating awareness and driving traffic. There are three main website marketing strategies: Internet Marketing, Content Marketing, and Social Media Marketing. This includes everything from Search Engine Marketing, PPC, AdWords, Content Outposts, Syndication, etc, etc.

Analysis

Analysis is key for optimizing your websites using analytical data from visitors to bounce rates. Analytics allows you to measure the effectiveness of your content, community, and marketing and is essential for determining the ROI of Web Strategy.

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