Mike Ellis 
Managing and Growing a Cultural Heritage Web Presence [PDF ebook] 
A Strategic Guide

1. Evaluating what you have now

• Introduction


• The web today


• Who is online and what do they do?


• The internal context


• Summary


• References

2. Building a strategic approach

• Introduction


• What is a web strategy?


• What should a strategy cover?


• Structuring your strategy document


• Evolving your strategy


• The web strategy team


• Regular strategy reviews


• Summary


• Reference

3. Content

• Introduction


• Managing content


• Content outside your site


• Staying informed


• Syndicating content


• Summary


• References

4. Marketing

• Introduction


• From ‘site’ to ‘presence’


• Search


• Offline marketing


• Online advertising


• Summary


• References

5. Policies and guidelines

• Introduction


• Policies, procedures and guidelines


• Social media guidelines


• Summary


• References

6. Traffic and metrics

• Introduction


• Measurement techniques


• Metrics software


• What should you measure?


• Metrics definitions


• Watching your metrics


• Reporting


• Other metrics


• Dissemination of KPIs


• The changing face of metrics


• Summary


• References

7. The social web (Web 2.0)

• Introduction


• What is ‘the social web’?


• Why social media?


• Choosing when (and when not) to use social media


• Developing a social media strategy


• Social media channels


• The challenges of the social web


• Risks and mitigation


• Summary


• References
  

8. The website project process

• Introduction


• Project phases


• Writing a website brief


• The specification


• Working with external agencies


• Project start-up


• Budgeting


• Summary


• References

9. Away from the browser

• Introduction


• Open Data


• Mobile


• Summary


• References

10. Bringing it all together

• Introduction


• Ongoing feedback


• Staying informed


• Summing up


• Bibliography

Mike Ellis is a Digital Strategist at Eduserv who is particularly interested in how web and mobile technologies can help non-technical people communicate, share and create. He writes and presents extensively, runs conferences and gives workshops on various aspects of web technology. He has spent much of his working life in and around cultural heritage and other content-rich institutions, and was Head of Web at The National Museum of Science and Industry from 2000 to 2007.