Netherlands Ministry of Spatial Planning, Housing and the Environment. Internet practices

Transcriptie

1 Netherlands Ministry of Spatial Planning, Housing and the Environment Internet practices

2 What have we learned so far? A short history Aims and uses of our site: Our international internet communications 2

3 1996: first site, pioneers internet technology 3

4 1997: technical department responsible, low interest 4

5 1999: organisation starts paying more attention to internet 5

6 2000: from technical to communications department 6

7 2001: first steps to a customer friendly, demand driven site 7

8 2002: new site, content restructured in dossiers 8

9 Some characteristics visitors per month 40 percent professionals, 60 percent citizens 4 internet editors, 3 advisors, 2 webmasters 9

10 Some aims and uses of 1. Information 2. Distribution 3. Interaction (mechanic interaction) 4. Communication/discussion (human interaction) 5. Convincing/raising awareness 10

11 1. Information Providing all information through dossiers All subjects built up in dossiers with same structure Limited number of layers Strong link with public information service Monitoring of telephonic requests and search behaviour Regular questionaires for visitors In principle, no subsites (centralized editorial board) Some examples 11

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15 2. Distribution Print brochures can be ordered or downloaded in pdf Automatized order handling Example 15

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18 3. Interaction (mechanic interaction) Searching for the real added value of internet Interactive modules are our biggest hits An example 18

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20 4. Communication/discussion (human interaction) More failures than successes A successful discussion requires time and money At least two competing opinions (not just one statement) Availability of key speakers is essential Publicity! What will you do with the results? No examples 20

21 5. Convincing/raising awareness Shift towards service and practical information Linking practical information to soft data and vice versa Strong link with television and print campaigns is always mentioned Still experimenting Online campaigning still very tricky No examples 21

22 Our international internet communications Our basic international website Information Some distribution Not a one to one translation 22

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24 Our international internet communications Our online magazine Communication/discussion Convincing/raising awareness Information Distribution 4 editions per year Possibility to make a sensible selection and relate to (international) events. Still an experiment (cd-roms, congresses etc.) 24

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30 Any questions?

31 B: Van printuitingen naar sitebezoek Landingspagina van campagne Energiepremie 31

32 B: Voorbeeld: campagne Energiepremie pageviews Advertentiereeks in week 50 en 51 (AD, Telegraaf en Volkskrant) 32

33 C: On-line campagne VROM-banner op 33

34 C: Voorbeeld: VROM-campagne december 2002 (1) Kenmerken campagne Kosten: euro Onderwerpen: geluidsoverlast, afvalrecycling en energiebesparing Publieksportals (duurder, professioneler, stats, burgers) Doelgroepensites (goedkoper, geen stats, professionals) Inkoop op basis van clicks i.p.v. pageviews 34

35 C: Voorbeeld: VROM-campagne december 2002 (2) Bannerfarm voor On-line campagne VROM op 35

36 C: Voorbeeld: VROM-campagne december 2002 (3) Conclusies Gegarandeerd bezoek door pay-per-click ( mensen) Portalsites: doorklik van 0,28 procent (= gemiddeld) Editorials doen het beter dan banners Hoe specifieker de site (startpaginadochters), hoe hoger het doorklikpercentage (0,4 tot 1,0 procent) Kleine doelgroepensites kunnen géén gegevens leveren Pop-ups werken het best, maar roepen weerstand op Inkoop via mediabureau levert besparing op 36