A Web strategy pioneer, Philippa Gamse has been working with Internet applications since 1991. Long before most people had seen the potential power of online communication tools, Philippa was an “Internet evangelist” for a major national nonprofit organization, inspiring her colleagues to work together online, and building the expertise that led to her forming her own consulting and speaking practice in 1995. Since then, Philippa has critiqued over 5,000 websites in North America and Europe. As a consultant, she drills deep into the visitor experience of each site, and creates actionable and specific recommendations. Her clients report significant improvement in their levels of quality Web traffic, visitor engagement, customer loyalty and qualified sales leads within 30 days of implementing her suggestions. As a speaker, Philippa excels in stripping away the “geek-speak” and delivering practical, easy to understand, immediately applicable advice. She customizes each program with examples relevant to the interests of her audience, often conducting impromptu live “clinics” for the websites of participants. Clients appreciate it – over 75% of her speaking engagements come from referrals and repeat business. Philippa is a member of the Brains Trust for the Small Business Advocate radio show with Jim Blasingame. She is interviewed frequently, and presented a series of monthly segments for the National Speakers Association “Voices of Experience” audio magazine, 2006-2007. The ground-breaking Seven Steps to Building Electronic Communities, which Philippa co-authored with Terry Grunwald in 1993, continues to be cited as a foundational text for the social networking movement.
TOPICS
Your Total Web Presence: What’s the Bottom Line?
As more and more people turn to the Internet as their primary information source, and as more visitors are attracted to your website and social media activities, it’s crucial to your bottom line to ensure that your Web presence is as effective as possible. Yet 95% of the more than 5,000 websites that Philippa has reviewed since 1995 were leaving money on the table, sometimes a lot of it – and often in ways that could be easily avoided or rectified. Many of these issues are caused by one of more of these factors:
- Lack of strategic planning and consideration of the full range of visitor types;
- Lack of cohesion between the website and the organization’s social media presence;
- Lack of coordination between departments to maximize leverage of content and calls to action; and
- Lack of sufficiently senior and informed management oversight to ensure that appropriate strategies and systems are in place and acted upon.
In this highly customized program designed for business owners and senior management, Philippa will use practical examples and case studies to show you how to:
- Define strategies and tactics for your website and social media presence that ensure optimum support for your business and allow you to effectively measure results;
- Derive important knowledge from best practices in other industries; and
- Designate appropriate management and implementation personnel, with an appreciation of the skills and knowledge required for each role.
Web Strategies That Win
This program is designed for business executives and decision makers. It explores five strategic issues around the optimum use of your Website and social media, together with Philippa’s recommended solutions and techniques. She’ll look at both external (sales, marketing, and customer service) and internal (operational and employee) applications for your Web presence. The content is highly customized, with case studies and examples from your audience and industry. Plenty of time is allowed for questions. You will learn:
- the key considerations for an appropriate and compelling Internet presence;
- how to identify opportunities for new online markets, services and products, including some that may only exist online;
- how to assign Web roles and responsibilities for optimum effectiveness; and
- some essential tools for evaluating your return on investment.
Web Connections That Win
People make decisions emotionally, not intellectually. We all know that. To sell effectively in the “real world”, we’re told to anticipate our customers’ needs, to show that we “feel their pain”, and to respond to hidden clues in their body language and tone of voice. So why do many Websites and social media campaigns fail to create the crucial emotional connections which can significantly enhance their response rates and ongoing return on investment? In this program Philippa will introduce you to her unique methodology for ensuring the emotional appeal of your Web presence. You will learn:
- five critical emotions for creating and sustaining profitable online relationships;
- tools and techniques for evoking positive emotional responses;
- crucial tips to avoid diluting or destroying these connections; and
- key pointers for evaluating your results and optimizing your return on investment.
Web Results That Win
Your Web traffic reports are a goldmine. They contain a wealth of data that can help you to refine your marketing and social media tactics, enhance your content, develop new products and services, and increase visitor response. But how do you derive in-depth actionable information from the mass of charts and graphs, and avoid the temptation simply to look for “feel-good numbers”? If you’re not doing this, you’re missing critical clues about how user-friendly your site is, how effectively your message is reaching your visitors, and the needs they have that you aren’t currently fulfilling. Without a clear understanding of your analytics, you can’t effectively evaluate the return on your Web investment. You could be leaving (a lot of) money on the table. In this program, Philippa shows you how to drill down into the numbers to find critical clues and red flags. Using in-depth case studies, you’ll learn how to:
- recognize the critical information in your Website visitor and search engine reports;
- use your data to enhance your Website, online marketing and customer service;
- derive market research to develop new strategies, products and services; and
- evaluate and maximize the return on investment in your online presence.
Leaky Boat Websites – and How to Prevent Them
Even seemingly perfect Websites can be plagued by small, hard to find problems. There’s no obvious crisis to alert you, but these leaks can affect the amount, quality and response levels of your traffic, your credibility, sales, lead generation, customer relationships, and therefore your bottom line. Most of these problems can be found by informed observation and analysis. In this program, Philippa will show you how to find, fix and prevent leaks in your online presence. She’ll take you step by step through some example case studies, giving you a practical guide to keeping your Website watertight. You’ll learn how to identify:
- the top five areas where leaks are most common;
- subtle and not so subtle red flags that can indicate leaks;
- key criteria for evaluating the severity of the leaks and prioritizing action; and
- essential techniques for fixing and preventing these leaks in future.
Take the Websites That Win Challenge!
Your Website visitors and potential customers are becoming ever more sophisticated in their expectations. You could be losing business that you don’t even know about if something about your site turns your visitors off . . . and there goes the ROI! Winning Websites contain key components that set them apart and ensure results. Come and discover whether your site successfully incorporates these elements, and if you’re equal to the “Websites That Win Challenge!” Philippa (and you the audience) will critique and offer makeover suggestions for volunteered Websites in this fast-paced, highly interactive session. You’ll learn how to ensure that your site:
- connects with your visitors and engages them in exploring your content;
- makes a compelling case for buying your products and services;
- entices them to return for repeat orders and business; and
- provides you with a justifiable return on investment.
PHILIPPA GAMSE ARTICLES
How Does Your Website Make Me Feel
Is Your Website Springing a Leak?
Seven Steps to Building Electronic Communities
The Top Seven Ways To Tune Up Your Website
Who’s Your Website Ambassador?
PHILIPPA GAMSE BOOKS:
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