Het Handboek Online Marketing in de leeshoek van Twinkle magazine

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Het Handboek Online Marketing in de leeshoek van Twinkle magazine; een magazine gefocussed op online marketing, e-commerce en meer marketing-onderwerpen. Zie http://twinklemagazine.nl/ voor meer info over Twinkle Magazine. Een andere bekende Tweep is @slijterijmeisje die tevens een boek uitbrengt deze periode

Hoofdstuk 1 en 2: screenshot IE9 uitgelekt?

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Het screenshot van IE9  kent de Russische Microsoft-site als bron en is voor analyse door onder ander ZDnet opgepakt. Technisch kende we reeds op deze landing van Microsoft zélf een ‘testdrive’ van de nieuwe mogelijkheden van de IE9-browser waarbij CSS3 en HTML5 grote rollen krijgen. De nieuwe browser lijkt overduidelijk ‘verChromed’; minder buttons in het menu (zo is er geen Fav button te zien als ook geen button voor Add ons). Net als met het OS Windows 7 heeft Microsoft aangekondigd ook de browser te versimpelen en daarmee te versnellen. De lancering van de draaiende beta van de nieuwe browser van Microsoft staat gepland op 15 september 2010.

Auteur Patrick Petersen spreker op Reed Business event 25 november 2010 te Amsterdam

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Auteur Patrick Petersen is de spreker op Reed Business event 25 november 2010 te De Zwijger in Amsterdam

Investeren in ICT nóg belangrijker voor ondernemers! Uit recent onderzoek van Bizz onder ruim 3400 ondernemers blijkt dat ICT in 2010 een grotere rol speelt dan in 2009. Ook blijkt dat twee derde van de ondernemers op dit moment problemen ervaart met ICT. Meer lezen over de resultaten van het onderzoek? Download hiernaast de Whitepaper!

Op 25 november laten ondernemers zien hoe zij hun omzet weten te verhogen of kosten hebben gereduceerd door slimme inzet van ICT of social media. Leen Zevenbergen, Bram Alkema en Patrick Petersen krijgen kritische vragen van niemand minder dan Herbert Blankesteijn. Door middel van keiharde businesscases worden de volgende vragen beantwoord: 

  • Hoe kun je méér winst maken door slimme inzet van social media?
  • Hoe kun je ICT inzetten om méér klanten binnen te halen?
  • Hoe kun je sneller leveren dan de concurrent door inzet van ICT?
  • Social Media hype: voor welk bedrijf levert het daadwerkelijk wat op om hierop in te zetten?

Kortom, een dag met niet alleen topsprekers maar ook de succesverhalen en missers van ondernemers.

 Meer info:  

 

Hoofdstuk 6: ICT en usability en een handige checklist

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25 usabilitypunten waar je je eigen site zeker naast moet leggen: 

1. Site Load-time Is Reasonable
Call me old-school, but I still like to see sites come in under 100KB (60KB is even better). If a site takes forever to load, most people will just leave. Yes, many of us have broadband now, but that makes our patience even thinner.

2. Adequate Text-to-Background Contrast
Dark-gray on light-gray may seem stylish, but I’m not going to ruin my eyesight to read your blog. Eyes and monitors vary wildly, so keep your core copy contrast high. Good, old-fashioned black-on-white is still best most of the time.

3. Font Size/Spacing Is Easy to Read
Opinions vary on the ideal size for text, but err on the side of slightly too big. Poor readability increases frustration, and frustration leads to site abandonment. Also, make sure your line spacing is adequate – white-space is a designer’s best friend.

4. Flash & Add-ons Are Used Sparingly
No matter how great your site looks, people won’t wait 5 minutes for a plug-in to load. Use new technology sparingly and only when it really enhances your goals. Sticking to standard HTML/CSS is also a plus for search engines.

5. Images Have Appropriate ALT Tags
Not only do sight-impaired visitors use ALT tags, but search engines need them to understand your images. This is especially critical when you use images for key content, such as menu items.

6. Site Has Custom Not-found/404 Page
If a page on your site doesn’t exist, a white page with “404 Not Found” is a good way to lose a customer. Create a custom 404 page, preferably one that guides your visitors to content.

 

Section II. Identity

A key question when someone first comes to your site is “Who are you?” It’s important to answer it quickly, and make the paths to obvious follow-up questions (“What do you do?”, “Why should I trust you?”, etc.) clear.

7. Company Logo Is Prominently Placed
Put your logo or brand where it’s easy to find, and that usually means the upper-left of the screen. People expect it, and they like it when you make their lives easy.

8. Tagline Makes Company’s Purpose Clear
Answer “What do you do?” concisely with a descriptive tagline. Avoid marketing jargon and boil your unique value proposition down to a few words. This is also a plus for SEO.

9. Home-page Is Digestible In 5 Seconds
In usability, we often talk about the 5-second rule. There’s some disagreement over just how many seconds you get, but website visitors are a fickle bunch, and they need to get the basic gist of your home-page in just a few moments.

10. Clear Path to Company Information
The good old “About Us” page may seem boring, but confidence is important on the web, and people need an easy way to learn more about you.

11. Clear Path to Contact Information
Similarly, visitors want to know that they can get in touch with you if they need to. It’s also hard to do business if no one can contact you. Preferably, list your contact information as text (not in an image) – it’ll get picked up by search engines, including local searches.

 

Section III. Navigation

Once people generally know who you are and what you do, they need clear paths to the content that interests them. Information architecture is a huge topic, but these points cover some of the basics.

12. Main Navigation Is Easily Identifiable
Almost every site on the web has had a main menu since the first browsers came on the market. Make your main navigation easy to find, read, and use. If you have two or more navigation areas, make it clear why they’re different.

13. Navigation Labels Are Clear & Concise
Don’t say “Communicate Online With Our Team” when “Contact Us” will do just fine. Your main navigation should be short, to the point, and easy for mere mortals to grasp.

14. Number of Buttons/Links Is Reasonable
Psychologists like to argue about how many pieces of information we can process, but if you start to get past 7-or-so menu items, think hard about whether you need them. If you’ve got 3 layers of flyaway Javascript menus, do yourself a favor and start over.

15. Company Logo Is Linked to Home-page
This may sound minor, but people expect logos to link to home-pages, and when they don’t, confusion follows. I’ve seen video of users clicking on a logo over and over, with no idea what to do next.

16. Links Are Consistent & Easy to Identify
The underlined, blue link is a staple of the web. A little artistic license is ok, but consider at least making your links either blue or underlined. Links should stand out, and you should use them sparingly enough that they don’t disrupt your content.

17. Site Search Is Easy to Access
If you have a site search, make sure it’s prominent. Usability guidelines tend to prefer the upper-right corner of the page. Keep the button simple and clear – “Search” still works best for most sites.

 

Section IV. Content

You’ve heard it before – Content is king. If you don’t want the kingdom to crumble, though, content needs to be consistent, organized, and easy to skim through.

18. Major Headings Are Clear & Descriptive
Most people don’t read online, they skim. Use headings (major and minor) to set content apart and keep it organized. Headings should be clear, and for SEO benefit, using heading tags (<H1>, <H2>, etc.).

19. Critical Content Is Above The Fold
The “fold” is that imaginary line where the bottom of your screen cuts off a page. Content can fall below the fold, but anything critical to understanding who you are or what you do (especially on the home-page) should fit on that first screen. Average screen resolution these days is about 1024×768, depending on your audience.

20. Styles & Colors Are Consistent
Make sure people know they’re still on your site by being consistent – confuse them and you’ll lose them. Layout, headings, and styles should be consistent site-wide, and colors should usually have the same meaning. Don’t use red headers on one page, red links on another, and red text somewhere else.

21. Emphasis (bold, etc.) Is Used Sparingly
It’s a fact of human cognition: try to draw attention to everything and you’ll effectively draw attention to nothing. We’ve all seen that site, the one with a red, blinking, underlined “NEW!” next to everything. Don’t be that guy.

22. Ads & Pop-ups Are Unobtrusive
Ads are a fact of life, but integrate them nicely into your site. Don’t try to force ads and pop-ups down peoples’ throats. Also, do people a favor and make your ads clear. If you blur the line between ads and content too much, your content may suffer.

23. Main Copy Is Concise & Explanatory
This isn’t a lesson in copywriting, but look at your home-page – can you say the same thing in half as many words? Try to be concrete and descriptive and avoid jargon – nobody cares if you can “leverage your synergies”.

24. URLs Are Meaningful & User-friendly
This is a point of some debate, but meaningful keyword-based URLs are generally good for both visitors and search engines. You don’t have to re-engineer an entire site just to get new URLs, but do what you can to make them descriptive and friendly.

25. HTML Page Titles Are Explanatory
More importantly, your page titles (in the <TITLE> tag) should be descriptive, unique, and not jammed full of keywords. Page titles are the first thing search-engine visitors see, and if those titles don’t make sense or look spammy, they’ll move on to the next result.

Gratis intake met auteur Patrick Petersen (vanuit zijn bureau AtMost)?

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Naast consultant, docent, auteur blogger ed.. is Patrick petersen ik vooral 24/7 de account manager van succesvol online Bureau AtMost. Het HOM2 kent dan ook diverse cases van zijn bureau.

Naast visie, consult en creatieve online oplossingen is hij de aanvoerder van een uitvoerend bureau met dus extra handen om online oplossingen uit te werken.

Heavy social media-users cq. auteurs Meeuwsen en Petersen blikvangers op Managementboek.nl

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Heavy social media-users cq. auteurs @FrankMeeuwsen en Patrick Petersen (@Onlinemarketeer) zijn de blikvangers op Managementboek.nl. Frank Meeuwsen is onder andere bekend van zijn boek Bloghelden.nl, Petersen van onder andere het Handboek Online Marketing. Beide boeken draaien opvallend mee in de webshop van Managementboek.nl: