As the Web world continues to evolve every day, Astek moves right along with it. While we offer a wealth of services related to newer Web strategies and tools such as social media, good old fashioned websites are still alive and strong.

Sometimes it can be hard to know where to begin if you’ve been given the task of redesigning your company’s website. Having been through this process numerous times, I’ve shared some of my own thoughts and good articles I’ve read recently that can help you through the earliest stages of redesigning your website.

Write your Website Redesign RFP (Request for Proposal)

Like most shopping expeditions, you will find the best product or service for you if you know what you’re looking for ahead of time. This starts by drafting a document of your requirements, which are unique to you. This will help you define your objectives and come to the table with a clear roadmap.

I’ve sometimes found myself in the position of helping prospective clients write their RFPs, whether or not we get the work in the end. I’ve been on both sides of this, and find that working through the RFP with someone who has been through it before can help you immensely.

The most important thing your RFP should do is clearly outline all the parameters of the project to structure it for your vendors so that you can align the format of the proposals you receive. The more specific your requirements, the easier it will be for you to compare quotes. Comparing apples to apples will help ensure you’re picking the right vendor for the right reasons.

RFPs take on numerous forms, but the basics should include project overview, goals, services requested, key roles, expected formats, special requirements, technical requirements, existing integration points, submission details and timelines. For extra credit, you can also create a site map, which is a bullet list or flow chart of the expected pages on your website.

Read more about creating a Web RFP from MarketingProfs. (Free account required for full article)

Read Seven Tips for Improving Your Website from Entrepreneur.com’s Daily Dose.

Illustration by Matthias Pfluegner

Choose the Right Partner for You

Not all Web vendors are the same. They range from individuals to large agencies. With so many options, it’s less a distinction of good and bad and more a matter of alignment with your culture, goals, work style, capabilities, and budget. Some Web professionals focus purely on design. Others do design and development and perhaps hosting. As agencies grow larger they tend to offer more services such as strategic marketing and ongoing campaign development. Full-service boutique agencies like Astek are rarer.

Your RFP will help align the formats of the proposals you receive, which will make them easier to compare. If you didn’t get very far with your RFP, never fear. A good Web consulting firm will be able to guide you through the process. It just might take a little longer to get there. Most websites don’t tend to do a whole lot on their own, so you should consider how this will fold into your overall marketing strategy.

Like anything, you’re better off with a firm that is really good at a couple things than okay at a lot of things. Many Web firms have their own content management systems (CMS), like Webany, so you should specify if you want a proprietary or open source CMS. Mobile is becoming essential for websites, along with SEO and social media, where it can be difficult to determine the true level of experience being sold. Ideally you will find all these disciplines under one roof to reduce the amount of time you’ll spend managing multiple vendors.

Always be sure to ask for references with whom you can speak and examples of past work.

Read tips from Scott Robinson about choosing the right web developer.

Read about tips for keeping up with the digital revolution and getting unstuck.

If you have any more questions, don’t hesitate to drop us a line. Good luck!

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Andy Swindler Categories: How To, Marketing, Web

2011 was an amazing year of learning and growing at Astek. In our industry things change pretty much daily, even hourly. We are lucky to work with so many forward-thinking clients and partners who understand that building real success in this market takes time, discipline, and communication. Oh yeah, and we think life’s too short not to have a little fun along the way.

Early in the year, Rachel and I attended SXSW Interactive, a top-tier conference for all things Web, mobile and social in Austin, TX. One of our top goals was to find the ideal social media management/monitoring/analytics platform with enterprise capabilities and agency pricing. We’ve met some talented people along the way with some pretty cool products, but there is a lot of room for growth in this space. We’ll be rolling out a new social media event product of our own in the coming weeks — stay tuned!

Supporting an ongoing effort to get more social at Astek, we started video recording the strange and mystical things that happen at Astek staff meetings. Here’s a glimpse:

In June, we kicked our relationship with SIPA up a notch and have worked since then to increase their social media efforts. It’s greatly rewarding to work with a group that understands social media are about creating relationships, and just like relationships in the “real world,” there is no easy button or shortcut.

Who is SIPA, you may ask? SIPA, the Specialized Information Publishers Association, is the international trade association dedicated to advancing the interests of commercial information providers (paid content) serving niche communities. These are primarily B2B trade journals, but members also include consumer-oriented Kiplinger and publishers serving other markets. There are numerous SIPs (specialized information publishers) out there serving all kinds of niche community information needs, whether or not they identify themselves with this group.

We’ve been SIPA members for years, teaching and learning along with top publishing talent, and in June we started managing social media for SIPA’s annual publishing conference in Washington, D.C. We applied what we learned at SXSW and other places along the way, creating a robust social media event experience. More recently, it seems like a dream that I was swimming in the Atlantic just a few short weeks ago following the SIPA Miami Publishing Marketing Conference, where we had four Astek team members speaking, learning, and helping.

At the Miami conference last year, I led a roundtable discussion on mobile publishing and met a publisher called The Medical Letter, who needed help building mobile apps on all major platforms (iPhone/iPad, Android, Blackberry). We worked diligently with them and our friends at FanWide to create cutting edge publishing apps and successfully launched the iPhone/iPad and Android versions. In the spirit of mutual learning and sharing, my client and I presented a webinar hosted by SIPA to inform other publishers about how to step into the mobile space.

In the four years I’ve been on Twitter, I’ve seen it grow from an esoteric geek-oriented communication platform to a widely adopted and ubiquitous brand imprint on websites everywhere. Yet many people I talk to still question its worth for driving revenue. As we’ve embraced Twitter as the ideal communication platform for events and conferences, I’ve noticed that finally people are able to grasp the potential for this simple, yet powerful medium for enhancing communication at an event and also bridging the communication gap between cyclical events in ways not before seen at this scale.

As we continue to connect the dots for publishers and other event promoters, we continue our decade-long focus on content management solutions facilitating the digital publishing revolution. Astek’s own CMS, Webany, is ideally suited for the Web-first editorial trend that continues to gain momentum. Basically, rather than thinking about getting your print publication onto the Web, publish in real-time on the Web and build your print publication from there.

We’re so excited that our lady, Webany, is growing up right in the middle of the dramatic shifts in the publishing industry, and is flexible enough to handle them. Haven’t been introduced yet? Just ask. We’d love to show you some of her newest features including robust digital rights management and the ability to export articles and other information directly to Adobe InDesign, the preeminent desktop publishing platform, via XML.

Reversing a publisher’s workflow is not a task to be taken lightly, so we lend our expertise to the process in addition to the technology, which is a combination that’s future-proofing editorial teams around the globe. As publishers figure out the moves that work for them along the way, we enjoy learning and teaching as we go. 2011 brought many clients to Webany, including Wiley Publishing, The Alter Group and Staff Management.

Contributing to our community is a core mission at Astek, so recently we were proud to launch a new brand and website for Promethean Theatre Ensemble, our 2011 Astek Grant recipient. Along the way, we greatly expanded the digital marketing program for The Chicago Dancing Festival and got new websites launched for The Jeanine Sheridan Foundation, DanceWorks Chicago and Chicago Human Rhythm Project (CHRP) as well. Yep, we like to move.

And last but not least is a particularly rewarding combination of app dev and do-gooding. This multi-year project with My25, which is partially funded by the USDA, has engaged Astek to help tackle the growing obesity epidemic in America. My25’s approach is to use software and community tools to encourage better eating through realistic meal-planning based on simple and proven plate portioning techniques. We designed a prototype for the next generation of the software and created this video to help with fund-raising (yes, we spent more time on this than the staff meeting video).

Thanks for being a part of our ongoing exploration and we look forward to connecting you with your goals in 2012!

 This post was featured in epiphany, Astek’s Monthly Newsletter |  Other epiphany Articles 

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Andy Swindler Categories: ePiphany Featured Story, Marketing, Mobile, Social Media, Technology

This month we’re writing about things that inspire us. In our digital world there are countless innovations, so I’m often inspired by new approaches to old problems.

I’ve noticed a shift in how local services are supplied to consumers and businesses. Until recently, websites vying for the holy grail of bringing local customers and service providers together used classified- or forum-type websites that allow service providers to post what they do generically. Customers were expected to sift through these listings or post what they needed and hope for the best. This paradigm is being uprooted due to rapid advances in Web and mobile technology that put the customer in charge.

The bottleneck of traditional marketing forced companies to create products and services they believed people need or want. Or in some extreme cases, companies created products they knew people didn’t need, and simply used their marketing prowess to convince people to buy their products anyway.

Small or independent service providers have largely followed suit, mimicking the marketing strategies and tactics that have restricted corporations to a limited number of products and services that can’t possibly cater to every daily need of billions of unique individuals.

Innovative local marketplaces now enable consumers to articulate exactly what they want or need at any given moment, typically via a GPS-enabled smartphone, and then leave it up to the service providers to find them and in some cases even duke it out for their business.

The wild increase in personal efficiency articulated by The New York Times is possible due to technology that enables people to tell companies what they want rather than the other way around. Now people of all walks of life make their own hours by doing exactly what people need when they need it for the amount they want to pay. This growing wave of independent providers avoid the waste and annoyance of casting wide nets with traditional marketing. This was a battle they’d never win against the corporations, so rather than keep trying they changed the rules of the game.

Here are a few that stand out:

Zaarly – Post what you want done and what you’re willing to pay. For instance, our own Tim McDonald who helped launch Zaarly tells the story of an Illinois man who needed help fishing his keys out of a storm sewer and got it done for $75.

TaskRabbit – “Do more. Live more. Be more.” People post what they need done and TaskRabbit-vetted service providers make offers to do the work, allowing the consumer to choose the best fit based on their criteria.

Agent Anything – Connects busy, hardworking people who need things done with college students looking to make money.

Will these resources help consumers focus on what they need rather than want? Not likely. It’s not hard to imagine dreaming up all kinds of random tasks you ask to have done, just to see if you can get them done for a small price. This is refreshing in a world over-crowded with group deals, coupons, and classified sites providing yet another place for service providers to sell their wares and creating confusion for consumers who don’t know where to begin.

This post was featured in epiphany, Astek’s Monthly Newsletter |  Other epiphany Articles

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Andy Swindler Categories: Entrepreneurship, Marketing, Mobile, Technology

Whether you are publishing content or selling products, you need to make it as easy as possible for your customers to get to your goods on their terms. Mobile usage is growing exponentially and will be an increasingly essential part of your toolkit to keep your customers coming back for more.

But if you’re just starting to think about how to go mobile, it can be hard to know where to begin. Two of the key things you’ll need to research are what mobile devices your customers are using now and what they want to use in the future. This information will help you make the right decisions when planning how to allocate your valuable resources.

Review your analytics. You should have Web analytics running on your website. Google Analytics is a top-notch free tool that will tell you a lot about how people are accessing your content. While analytics are useful, they don’t tell you the whole story. You also want to know how people ideally would view your content, which isn’t completely revealed until you’ve created an optimized mobile experience.

Send a survey. The best way to find out what your customers want is to ask. There are numerous survey tools available, which you can use to send a Web-based survey to your email list. Regardless of how you deploy the survey, it’s important to keep it short to increase the number of responses. Here is a suggested set of questions to find out your customers’ mobile preferences:

1) What type(s) of mobile phone do you have?
        a) iPhone
        b) Android
        c) Blackberry
        d) Windows
        e) Palm
        f) Other

2) What type(s) of mobile phone do you expect to have 1 year from now?
        a) iPhone
        b) Android
        c) Blackberry
        d) Windows
        e) Palm
        f) Other

3) From where do you typically view our website?
        a) Work
        b) Home
        c) On the go

4) From what type of device would you prefer to view our website?
        a) Desktop computer
        b) Laptop
        c) Tablet
        d) Mobile Phone

5) On a mobile phone, how do you prefer to read content?
        a) Apps
        b) Mobile Web browser (e.g., Safari)
        c) RSS Reader

6) If you own a tablet, what kind?
        a) iPad
        b) Android
        c) Windows
        d) Blackberry
        e) I don’t own a tablet

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Andy Swindler Categories: Gadget, How To, Marketing, Mobile, Technology

Astek uses the testing platform Litmus to make sure that the HTML formatted emails we send out for our clients look great in all email clients from Outlook to Hotmail. They have a company blog with some valuable articles on email and browser trends. This month they have shared some very interesting infographs on mobile trends and best practices.

Check them both out:

Where Are Subscribers Opening Email

Anatomy of a Perfect Mobile Email

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Katie Hawkey Categories: General, Marketing, Web

Have you ever painted a room to find that the color looks dated just a few months later? Or have you ever tried to put together a spring look, something fresh and bursting with color and just a twist of sophistication, but when you put all your pieces and accessories together you looked like a kid’s carnival ride instead?

I LOVE color, but I’m not always awesome at pulling together a pallet that evokes the response I’m looking for. I’ve been so daunted by the need to pick color before, that I’ve abandoned projects (and outfits) over it. This is why I am SO excited to find Colourlovers.com (Note: that’s colour with the British “o-u-r“ spelling).

In this online community, people with a real passion and talent for color put together hundreds of pallets and patterns for you to browse through and give them fun names like ”Valiant“ or ”Viking Invasion“ or ”Lovers Cry at Movies“. They even have a Business section that is specifically colors that are trending in the corporate world.

They also take images of objects from trending websites and pull color pallets right from the images.​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​

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I definitely would encourage you to check it out! It’s very inspirational!

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Katie Hawkey Categories: How To, Marketing, Web

I have never been able to get into Digg or any of the other sharable interest-tracking type tools. This weekend I heard Pinterest mentioned to me at least 8 times so I figured I finally needed to check it out. What a FANTASTIC tool!

Pinterest is a service that allows you to create online “Pinboards” for things you are interested in. Looking for new curtains for your living room? Create a “Living Room Curtains” pinboard and each time you find one you like, “Pin it” from an easy button you can drag and drop into your browser tool bar. Afterwards you can go back to your board to view everything you pinned, make your final choice and follow the photo back to the original page.

When you create an account you can easily find your Facebook and/or Twitter friends and identify categories of stuff you are interested in (DIY/Crafts, Home Decor, Photography, etc.) and you will see the pins from prominent pinners in these categories.

This is a very easy site to use. I suggest you request an invite today! You will be glad you did!

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Katie Hawkey Categories: Fun, Marketing, Social Media, Technology, Web

Not all of your online interactions with your customers happen on your website. Emails, social media, mobile – there are a plethora of ways you connect and more being invented all the time. Luckily, there are a wide range of analytics tools out there that make tracking

! Today, I’m going to cover two of these tools: one that is quick, easy and free and one that is full featured at a reasonable cost.

Bitly
Bitly is a URL shortener tool that also shows you excellent analytics about how your link is used. You can get a LOT of information from this awesome, free tool.

Let’s say you are having a sale or special on your website and you want to distribute a link via a regular email and on Facebook and on Twitter. But if you just start sending people to your homepage, you won’t know if they are coming because they were going to come anyway or because they saw you promoting your sale. Create a Bitly link using their URL shortener and always use the Bitly link when talking about your sale. Then after the sale is finished, you can log into Bitly and see how effective your promotions were!

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Using the Referrers Detail, you can see who came in from each website or social media platform you distributed the link on. The “direct” refers would be ones that came from emails. You can also see when people were clicking and where the people who clicked are located.

Bitly also plays nice with analytics platforms such as Google Analytics, Omniture, and Webtrends, as well as social media management platforms such as…

Sprout Social
Sprout Social is a full bodied social media management tool with excellent built-in analytics that allow you to view your Twitter, Facebook, LinkedIn, Foursquare, Gowalla and Google Analytics from one, beautiful interface. They also offer additional social media management tools like integrated feeds from multiple accounts, smart search to find new customers, contact management to track communication history, and a powerful scheduler tool. Accounts start as low as $9/mo.

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Katie Hawkey Categories: Marketing, Social Media, Web

Social media was created by individuals for individuals. Let’s make that clear up front. As far as businesses are concerned, they have done some fantastic things with social media to connect with their client base via customer service, engagement, charity, or just seeming “cool”. The businesses who have done this well are looked upon as models to other businesses to the point of some saying, “We need to do what they did and we’ll be successful!” I hate to burst your bubble, but that’s not necessarily true.

If you are a business and say, “We need to be social.” I ask you this: “Why?” Granted, social media is fun. I would tweet all day if I wanted to! But so many businesses start with feeling they need to get on specific platforms – mainly Facebook and Twitter. However, as a business, you may not be appropriate for social media. In the financial sector, most companies only allow their personnel to be on LinkedIn. You may run a manufacturing facility – not sure if Facebook is really the best platform for you.

So before you get all platform-crazy and want to be on Facebook, Tumblr, Twitter, Hulu, YouTube, Vimeo, Quora, LinkedIn, Foursquare, Google+…. take a step back and answer the question, why do you want to be on social media? What is the business goal here? Most of the time, it’s to gain more clients and increase business. Or it’s to engage with existing clients and maintain them. Or it’s to just know everything that’s being said about you and your competitors to gauge where the market is going so you can model marketing plans around the consumer voice. Whatever it is, figure it out. Then we can talk about platforms.

Now, the next huge debacle – do you have the resources to manage these presences? If you want to create a presence on Facebook, Twitter and LinkedIn, you better make sure you have a plan on who is going to be creating that content and when. And whoever is responsible, make sure that person or group of people is knowledgeable on appropriate community management skills.

Does the person running your social media communication know that there should be a generic company Facebook profile (i.e. mine is Rachel at Astek) to manage your company Facebook page so his/her personal profile is kept personal? Does he/she know that the you should always have more people following you on Twitter than you following – and that you actually need to engage on Twitter at least 12-15 times a day (and those are in conversations, not just status updates)? And finally, whoever is managing your social media presence, does he/she call him/herself an expert? If so, find someone else!

The term “expert” in social media land is almost the equivalent of a four-letter word. Those of us who make our careers off of social media and innovative technologies know that whatever we do know, there is twice as much stuff that we don’t know. Pride is not a good feature in a community manager. Make sure this person is innovative, creative, and always reading and trying to learn on what’s going out there in that scary land many call a “cloud”. For example, Google+ brand pages are just around the corner. Do you have a plan in place for when that happens – whether that plan includes engaging in that platform or focusing on something else?

Now we enter into that precarious zone of agency management. Many businesses stat that they want to be active on social media but don’t have the time. So they want someone to do it for them. And no, don’t hire an intern to manage your social media. Going back the qualifications of a community manger, you need to make sure that a certain skill set is present in this individual – plus you need to make sure he/she knows your brand, is trustworthy in protecting and representing it, and if he/she leaves, you’re not left going, “Now what?”

Therefore, if you do hire an agency or someone externally to help you launch a social media presence, fantastic! Have at it! But I would strongly suggest that messaging and content creation come from someone internally, and just have the agency train you on appropriate messaging and to set expectation on what level of engagement is realist for the company to maintain. Because if the agency can send out 15 tweets a day, that’s great, but if your internal bandwidth is only 5 per day, then you have a problem. It is perfectly reasonable to hire an agency to take over social discussions on a one-off basis such as for an event, conference, Twitter chat, etc. But full-time ownership should be created internally unless that agency is almost grandfathered into your business or if they give you a clear exit strategy so you know how to keep up with the presence they created for you after they’ve left to go to the next client.

Social media is not a buzzword, and it is and will continue to grow into being vital for business successes. You should not ignore it, but just like any other business decision, make sure you have a plan on how to use it and why you are using it in the first place. Have questions? Do you have good examples/case studies? Please share as we easily could’ve missed it on our Twitter feed!

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Rachel Yeomans Categories: Entrepreneurship, How To, Marketing, Social Media, Technology, Web

An old college friend who avoids social networks addressed an intriguing problem recently:

“I’ve just decided what it is I don’t like about Social Networking… it’s the idea that it, when push comes to shove, my people can bury your people… Please, tell me I’m wrong, that the end result doesn’t allow those with the most connections to dominate society further for their own benefit at the expense of those with the fewest connections. Much like the rich vs. the poor struggles of yesteryear, only now we can rise above money – look, it’s purely about fame and how well you’re liked.”

As an indirect middle finger to bullies of the past who gained advantage by physical body size, bullies in the social networking world are often the geeks! One of the reasons people are racing to Google+ is that it’s easier and more natural to organize friend groups based on the way humans naturally organize themselves rather than feeling like you’re a database admin trying to maximize the efficiency of a friend database.  

Somewhere deep within Facebook are the tools and settings to make sure the people you care about show up before the “bullies.” Also, perceptions are skewed when Facebook’s algorithm tends to give people exposure simply for talking more rather than saying something you’d necessarily care about. Google+ Circles seem to move this in the right direction by making it easier and more intuitive to share certain info with specific groups.

I’m not 100% sold on Google generally, as it often behaves as one of the biggest bullies out there. I think all of this is perhaps the greatest social experiments we’ve ever witnessed, certainly the most public. And like all things, once our fascination with the technology wears off we can just get back to being people. Until then, I agree that human nature seems only to fight against the true potential of this technology: to bring us together and make people more efficient and benevolent. It unfortunately tends to provoke paranoia, greed, and ego as well.

Humans and other primates are intoxicated by celebrity. Social media has elevated many of us to a level of semi-celebrity, but still lends power to those with means and connections above the masses. I’m not sure this will ever change, as I do believe it’s part of our very nature, for better or worse. I share the dream of technology enabling collective good, but feel that we are quite far from fully realizing it.

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Andy Swindler Categories: Marketing, Social Media, Technology, Web