Landing pages on third-party websites are now part of the web content requiring attention in a modern web strategy. How to step back and see your website from a web-wide perspective.This presentation will explore the increasing significance of web content hosted on external websites such as Facebook, flickr and YouTube and how web and marketing staff can effectively keep these sites fresh, correct and relevant without requiring too much additional actual content development. Discussion of new content needs and also how to fit third-party landing pages (social networks etc) into your overall website architecture in order to get the best performance out of both your .edu content as well as your social profiles. from a web-wide perspective.

1. Web Wide Architecture THE COLLAPSE OF DOT-COM EMPIRES

2. Background 1997: Notepad Web Design 2002: Dreamweaver 2004: Adobe Photoshop 2006: Drupal 2007: Facebook Platform 2009: Frontpage? web wide architecture | death to dot-com empires | melissacheater.com

3. A structural design of … organizing and labeling websites, intranets, and online communities … A specialized skill set … that has some degree of origin in the library sciences. So what is IA? “The art and science of organizing and labeling web sites, intranets, online communities, and software to support findability and usability” - IAI

4. A structural design of … organizing and labeling websites, intranets, and online communities … A specialized skill set … that has some degree of origin in the library sciences. So what is IA? A specialized skill set … that has some degree of origin in the library sciences. - wikipedia

5. Why is IA important? web wide architecture | death to dot-com empires | melissacheater.com

6. web wide architecture | death to dot-com empires | melissacheater.com

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13. 85% of students rely on links/menus to find information on your site; 15% use site search tool - E-Expectations 2009 Why is IA important? web wide architecture | death to dot-com empires | melissacheater.com

14. 88% of students said they would drop a school from their search or be disappointed with a school if that institution's web site did not have the content they needed - E-Expectations 2009 Why is IA important? web wide architecture | death to dot-com empires | melissacheater.com

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21. Why is IA Important? Source: Semantic Studios Cost of finding(time, frustration) Cost of not finding(bad decisions, alternate channels) Cost of construction(staff, technology, planning, bugs) Cost of maintenance(content management, redesigns) Cost of training(employees, turnover) Value of education(related products, projects, people) Value of brand (identity, reputation, trust)

22. Architecting Ivey | Current Arch 51 LINKS

23. Architecting Ivey | Duplicates What are they clicking? 51 LINKS

24. Architecting Ivey | Current Arch

25. Homepage Entrance Paths

26. Architecting Ivey 51 LINKS 13 receive minimum 5% of total clickthroughs

27. 13 LINKS 80% of clicks 38 LINKS 20% if clicks

28. So, we’ll keep those then. 3 LINKS 65% of clicks 48 LINKS 35% of clicks

29. What do they visit? So, we’ll keep those too.

30. And what are they looking for?

31. Then we looked to our peers

32. Look to your Peers

33. Look to your Peers

34. Look to your Peers

35. Look to your Peers

36. What do we want? Programs Inside Track Discover Ivey Alumni Portal

37. Architecting Ivey | Redesigned

38. web wide architecture | death to dot-com empires | melissacheater.com youtube.com/iveyhba itunes twitter.com #ivey twitter.com #iveymba The dot-com empire Architecting Ivey | Redesigned linkedin.com/alumnigroup flickr.com/iveybusiness facebook.com/currentmba twitter.com/tony_rizzi ivey.ca/mba youtube.com/iveysmba ivey.ca twitter.com/nikihealeyivey linkedin.com/torontoalumni youtube.com/emba twitter.com/iveymbastudents facebook.com/2013group twitter.com/ivey_mba feedburner.com/intouch twitter.com/iveycampaign facebook.com/2015group feedburner.com/iveynews facebook.com/alumnigroup ivey.ca/hba youtube.com/westernu twitter.com/richardiveynews facebook.com/iveymba facebook.com/2014group Twitter.com/jamieedwardsivey facebook.com/reconnect ivey.ca/discover ivey.ca/news facebook.com/iveymsc twitter.com/jdenniston Delicious.com/iveyinthenews youtube.com/TheIveyExecutiveMBA facebook.com/iveymsc ivey.ca/emba twitter.com/IveyNewsroom twitter.com/iveyalumni facebook.com/iveybusiness linkedin.com/vancouveralumni youtube.com/iveybusiness

39. Architecting Ivey | Web Wide web wide architecture | death to dot-com empires | melissacheater.com

40. Architecting Ivey | Web Wide web wide architecture | death to dot-com empires | melissacheater.com

41. Architecting Ivey | Web Wide web wide architecture | death to dot-com empires | melissacheater.com

42. Architecting Ivey | Web Wide web wide architecture | death to dot-com empires | melissacheater.com etc…

43. Architecting Ivey | Redesigned

44. Architecting Ivey | Social web wide architecture | death to dot-com empires | melissacheater.com

45. Architecting Ivey | Discover Section web wide architecture | death to dot-com empires | melissacheater.com

46. Architecting Ivey | MBA Section web wide architecture | death to dot-com empires | melissacheater.com

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52. Web Wide Experience Consistent look & feel across all platforms Navigation that includes all platforms Web Wide Content web wide architecture | death to dot-com empires | melissacheater.com

53. Next Steps Web Wide Content Social CMS web wide architecture | death to dot-com empires | melissacheater.com

54. Stay in touch: www.melissacheater.com hi@melissacheater.com facebook.com/melissacheater twitter.com/mmbc linkedin.com/in/melissacheater