web marketing chris sullivan director, digital and marketing communications
TRANSCRIPT
![Page 1: Web Marketing Chris Sullivan Director, Digital and Marketing Communications](https://reader035.vdocuments.net/reader035/viewer/2022062517/56649e8e5503460f94b91604/html5/thumbnails/1.jpg)
Web Marketing
Chris SullivanDirector, Digital and Marketing Communications
![Page 2: Web Marketing Chris Sullivan Director, Digital and Marketing Communications](https://reader035.vdocuments.net/reader035/viewer/2022062517/56649e8e5503460f94b91604/html5/thumbnails/2.jpg)
Immediate Projects (2012)
Addressing the most pressing items
• Getting Derrick’s help• Agency relationships• Content holes• Domain and site sprawl• Search• Automation
![Page 3: Web Marketing Chris Sullivan Director, Digital and Marketing Communications](https://reader035.vdocuments.net/reader035/viewer/2022062517/56649e8e5503460f94b91604/html5/thumbnails/3.jpg)
Content Work (2012)
Internal Publishing Platform
• Online news format• More frequent updates• Integrate current publications• Build out functionality over
time
![Page 4: Web Marketing Chris Sullivan Director, Digital and Marketing Communications](https://reader035.vdocuments.net/reader035/viewer/2022062517/56649e8e5503460f94b91604/html5/thumbnails/4.jpg)
![Page 5: Web Marketing Chris Sullivan Director, Digital and Marketing Communications](https://reader035.vdocuments.net/reader035/viewer/2022062517/56649e8e5503460f94b91604/html5/thumbnails/5.jpg)
• Site confusion between uvahealth.com, healthsystem.virginia.edu and medicine.virginia.edu
• User experience when moving from sites within the HS is poor
• Other uvahealth.com issuesCommon tasks for the 75%Duplicate contentConsolidate and automateAddress mobile traffic
Unification Project
![Page 6: Web Marketing Chris Sullivan Director, Digital and Marketing Communications](https://reader035.vdocuments.net/reader035/viewer/2022062517/56649e8e5503460f94b91604/html5/thumbnails/6.jpg)
• 37% of users accessing uvahealth.com on smart phones and tablets(up from 6% in 2011 and 15% in 2012 and )
• 27% true phone traffic (no tablets)
• Doing similar tasks, such as making appointmentsDesktop rate: 3.53%Mobile/Tablet rate: 2.60%
Mobile Issue
![Page 7: Web Marketing Chris Sullivan Director, Digital and Marketing Communications](https://reader035.vdocuments.net/reader035/viewer/2022062517/56649e8e5503460f94b91604/html5/thumbnails/7.jpg)
![Page 8: Web Marketing Chris Sullivan Director, Digital and Marketing Communications](https://reader035.vdocuments.net/reader035/viewer/2022062517/56649e8e5503460f94b91604/html5/thumbnails/8.jpg)
Near and Mid-Term Futures (2012)
• Migration Towards a Single Domain
• Template Changes for Usability
• Mobile Templates• SEM Templates and
Landing Pages• Video• Data and Reporting
![Page 9: Web Marketing Chris Sullivan Director, Digital and Marketing Communications](https://reader035.vdocuments.net/reader035/viewer/2022062517/56649e8e5503460f94b91604/html5/thumbnails/9.jpg)
2014 Futures
• Continue to figure out Social• Continue to build our video presence• Content marketing• Search and “findability” of information• Whatever comes next