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.

"This is an important addition to the body of digital heritage literature and a strong indication not just of how far we have come in our practice but of how mature today discussion of this subject is."

• 1. Evaluating what you have now Introduction The web today Who is online and what do they do? The internal context SummaryReferences 2. Building a strategic approachIntroduction What is a web strategy? What should a strategy cover?Structuring your strategy documentEvolving your strategyThe web strategy teamRegular strategy reviewsSummaryReference 3. Content Introduction Managing contentContent outside your site Staying informedSyndicating contentSummaryReferences 4. Marketing Introduction From ‘site’ to ‘presence’ SearchOffline marketing Online advertising SummaryReferences 5. Policies and guidelinesIntroduction Policies, procedures and guidelines Social media guidelinesSummaryReferences 6. Traffic and metrics Introduction Measurement techniques Metrics softwareWhat should you measure? Metrics definitionsWatching your metricsReporting Other metrics Dissemination of KPIs The changing face of metricsSummaryReferences 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 channelsThe challenges of the social web Risks and mitigation SummaryReferences 8. The website project process Introduction Project phases Writing a website brief The specificationWorking with external agenciesProject start-upBudgeting SummaryReferences 9. Away from the browserIntroduction Open DataMobileSummaryReferences 10. Bringing it all togetherIntroduction Ongoing feedbackStaying informedSumming upBibliography

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.

"This is an important addition to the body of digital heritage literature and a strong indication not just of how far we have come in our practice but of how mature today discussion of this subject is."

• 1. Evaluating what you have now Introduction The web today Who is online and what do they do? The internal context SummaryReferences 2. Building a strategic approachIntroduction What is a web strategy? What should a strategy cover?Structuring your strategy documentEvolving your strategyThe web strategy teamRegular strategy reviewsSummaryReference 3. Content Introduction Managing contentContent outside your site Staying informedSyndicating contentSummaryReferences 4. Marketing Introduction From ‘site’ to ‘presence’ SearchOffline marketing Online advertising SummaryReferences 5. Policies and guidelinesIntroduction Policies, procedures and guidelines Social media guidelinesSummaryReferences 6. Traffic and metrics Introduction Measurement techniques Metrics softwareWhat should you measure? Metrics definitionsWatching your metricsReporting Other metrics Dissemination of KPIs The changing face of metricsSummaryReferences 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 channelsThe challenges of the social web Risks and mitigation SummaryReferences 8. The website project process Introduction Project phases Writing a website brief The specificationWorking with external agenciesProject start-upBudgeting SummaryReferences 9. Away from the browserIntroduction Open DataMobileSummaryReferences 10. Bringing it all togetherIntroduction Ongoing feedbackStaying informedSumming upBibliography

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.

"This is an important addition to the body of digital heritage literature and a strong indication not just of how far we have come in our practice but of how mature today discussion of this subject is."

• 1. Evaluating what you have now Introduction The web today Who is online and what do they do? The internal context SummaryReferences 2. Building a strategic approachIntroduction What is a web strategy? What should a strategy cover?Structuring your strategy documentEvolving your strategyThe web strategy teamRegular strategy reviewsSummaryReference 3. Content Introduction Managing contentContent outside your site Staying informedSyndicating contentSummaryReferences 4. Marketing Introduction From ‘site’ to ‘presence’ SearchOffline marketing Online advertising SummaryReferences 5. Policies and guidelinesIntroduction Policies, procedures and guidelines Social media guidelinesSummaryReferences 6. Traffic and metrics Introduction Measurement techniques Metrics softwareWhat should you measure? Metrics definitionsWatching your metricsReporting Other metrics Dissemination of KPIs The changing face of metricsSummaryReferences 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 channelsThe challenges of the social web Risks and mitigation SummaryReferences 8. The website project process Introduction Project phases Writing a website brief The specificationWorking with external agenciesProject start-upBudgeting SummaryReferences 9. Away from the browserIntroduction Open DataMobileSummaryReferences 10. Bringing it all togetherIntroduction Ongoing feedbackStaying informedSumming upBibliography